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The process of optimizing online content so that a search engine likes to show it as a top result for searches of a certain keyword. Application: Use keyword research to guide the creation of content that ranks well on search engines to drive organic traffic.

A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Application: Place ads on search engines and websites and only pay for the ad when it is clicked on, driving targeted traffic.

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Application: Develop blog posts, videos, infographics to engage customers.

The use of social media platforms to promote a product or service. Application: Engage with users on platforms like Facebook, Instagram, and Twitter to build a community and advertise products.

The act of sending a commercial message, typically to a group of people, using email. Application: Use targeted email campaigns to communicate with customers and prospects about promotions and company news.

A performance-based marketing arrangement by which an online retailer pays commission to an external website for traffic or sales generated from its referrals. Application: Partner with affiliates to market products, paying them a commission for sales they generate.

A form of social media marketing involving endorsements and product placements from influencers, people and organizations who possess an expert level of knowledge and/or social influence. Application: Collaborate with influencers to tap into their audiences.

A form of online advertising that enables sites to show targeted ads to users who have already visited their site. Application: Display ads to past visitors to encourage them to return to the site and complete a purchase.

The process of increasing the percentage of visitors to a website that convert into customers. Application: Make changes to a website to improve the likelihood that visitors will complete a desired action.

Marketing on or with a mobile device, such as a smart phone. Application: Create mobile-friendly marketing content and campaigns to reach users on mobile devices.

Online advertising that matches the form and function of the platform on which it appears. Application: Blend ads with the site's content to provide a seamless user experience and avoid ad fatigue.

Using video to promote or market your brand, product, or service. Application: Create engaging and informative videos to be shared on social media, websites or other platforms.

The practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle. Application: Utilize CRM software to enhance customer service and retention.

The process of creating a customized experience for visitors to a website. Application: Customize website content and recommendations based on a visitor's past behavior and preferences.

Reward programs offered by companies to customers who frequently make purchases. Application: Implement a system to incentivize repeat purchases and enhance customer loyalty.

The process of dividing a market of potential customers into groups, or segments, based on different characteristics. Application: Identify and target specific groups with tailored marketing strategies.

A pricing strategy whereby businesses set flexible prices for products or service based on current market demands. Application: Adjust prices in real time in response to supply and demand, competition, and other factors.

The optimization of keywords and phrases for searches using voice assistants. Application: Optimize content for voice search to be accessible via voice-activated devices like smartphones and smart speakers.

Incorporating AR technology into marketing efforts to create an interactive experience for the consumer. Application: Use AR to create immersive product visualizations and experiences online.

AI-driven programs that simulate interactive human conversation using pre-calculated user phrases and auditory or text-based signals. Application: Integrate chatbots into customer service channels to provide instant, 24/7 support.

Tailoring email content to individual subscribers based on their preferences and behavior. Application: Use customer data to send targeted emails with personalized recommendations and offers.

A randomized experiment with two variants, A and B, which are the control and treatment in the controlled experiment. Application: Test different versions of webpages, apps, or emails to see which one performs better.

The strategy of using customer information for optimal and targeted media buying and creative messaging. Application: Employ analytics and data to make better marketing decisions and tailor messages to audiences.

A multichannel approach to sales that aims to provide customers with a seamless shopping experience whether they're shopping online from a mobile device, a laptop, or in a brick-and-mortar store. Application: Integrate all channels of marketing and shopping to create a unified customer experience.

The use of automated technology for media buying, whereas the buying process is conducted through machines and algorithms. Application: Use programmatic systems to purchase ad space more efficiently and target audiences more accurately.