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A combination of factors that can be controlled by a company to influence consumers to purchase its products.

The value premium that a company generates from a product with a recognizable name when compared to a generic equivalent.

A strategic planning technique used to identify Strengths, Weaknesses, Opportunities, and Threats related to business competition or project planning.

Stands for Business-to-Business marketing; involves the sale of one company’s product or service to another company.

Stands for Business-to-Consumer marketing; involves the sales of goods and services directly to consumers.

A factor that differentiates a product from its competitors, such as the lowest cost, the highest quality, or the first-ever product of its kind.

A specific group of consumers at which a company aims its products and services.

The action or process of a company moving into a new market or increasing their share in an existing market.

The process of dividing a market of potential customers into groups or segments, based on different characteristics.

A marketing metric that measures the aggregate cost to acquire one paying customer on a campaign or channel level.

A ratio showing how often people who see your ad or free product listing end up clicking it.

The percentage of visitors to a website that complete a desired goal (a conversion) out of the total number of visitors.

The practice of optimizing a website to improve its position in the search engine results pages for certain queries.

An online advertising model in which advertisers are charged a fee each time one of their ads is clicked.

A marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media.

A technology for managing all your company’s relationships and interactions with current and potential customers.

A business methodology that attracts customers by creating valuable content and tailored experiences.

A traditional form of marketing where a company initiates the conversation and sends its message out to an audience.

A measure used to evaluate the efficiency or profitability of an investment or compare the efficiency of a number of different investments.

A type of performance measurement that helps you understand how your organization or department is performing.

The extent to which consumers are familiar with the qualities or image of a particular brand of goods or services.

The course of a product’s sales and profits over its lifetime, including the stages of introduction, growth, maturity, and decline.

The portion of a market controlled by a particular company or product.

The practice of managing the spread of information between an individual or an organization and the public.

The process that companies use to guide consumers from their initial awareness of a product to the final sale.

A type of advertising that matches the form and function of the platform upon which it appears.

An online sales tactic that lets a product owner increase sales by allowing others targeting the same audience—'affiliates'—to earn a commission by recommending the product to others.

An advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.

The prediction of the net profit attributed to the entire future relationship with a customer.

Statistical data relating to the population and particular groups within it, used often to identify target markets.

The study of consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices.

A form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field.

The process of establishing the image or identity of a brand or product so that consumers perceive it in a certain way.

A non-intrusive marketing approach in which businesses request permission before sending advertisements to prospective customers.

A metric that measures the level of engagement that a piece of created content is receiving from an audience. It shows how much people interact with the content.

A business strategy that uses existing social networks to promote a product, usually by creating content that encourages people to share it with their friends.

The initiation of consumer interest or inquiry into products or services of a business.

The percentage rate at which customers stop subscribing to a service or employees leave a job within a certain time frame.

The tendency of some consumers to continue buying the same brand of goods rather than competing brands.

Advertising that is mass media oriented, and which includes traditional media such as television, radio, newspaper, and billboards.

An advertising strategy in which products are promoted in media other than mainstream radio or television.

The process of gathering information relevant to a particular topic or area of interest, usually to add value to a content marketing strategy.

A type of advertising campaign that attempts to initiate a personal relationship with a customer directly or in an interactive manner.

A marketing strategy in which an advertiser 'ambushes' an event to compete for exposure against competing advertisers.

Promotional activities aimed at taking advantage of the changing consumer attitudes toward a brand that are more ecologically responsible.

Individuals, often celebrities, who are paid to endorse and promote a product or brand.

A psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.