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The process of optimizing a website to get organic, or unpaid, traffic from the search engine results page.

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

Return on Investment (ROI) is a performance measure used to evaluate the efficiency or profitability of an investment.

A growth strategy where a business aims to introduce new products into existing markets.

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

A marketing strategy where the product is promoted using short-term attractive initiatives to stimulate its demand and increase its sales.

The process of dividing the market based on the behaviors and decision-making patterns of customers.

The process of testing the viability of a new product or service in a limited market before a wide-scale launch.

A consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service.

A corporate strategy to enter into a new market or industry which the business is not currently in, while also creating a new product for that new market.

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

The process of dividing the market based on personality traits, values, attitudes, interests, or lifestyles of customers.

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

A type of advertising campaign that seeks to elicit a direct response from consumers in relation to a product or service.

The use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic.

An internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher when the ad is clicked.

The amount of a product or service that is sold to its target market, compared to the total estimated market for that product or service.

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

The cycle through which every product goes through from introduction to withdrawal or eventual demise.

The act of designing the company's offering and image to occupy a distinct place in the mind of the target market.

An approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication.

The set of actions, or tactics, that a company uses to promote its brand or product in the market; the 4Ps are Product, Price, Place, and Promotion.

Business-to-business marketing, which refers to marketing products or services to other businesses.

A method of attracting, engaging, and delighting people to grow a business that provides value and builds trust.

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

Marketing strategies that emphasize customer retention, satisfaction, and lifetime customer value.

Marketing phenomenon that facilitates and encourages people to pass along a marketing message.

A management concept whereby companies integrate social and environmental concerns in their business operations and interactions with their stakeholders.

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

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a defined audience.

A growth strategy where the business seeks to sell its existing products into new markets.

The process by which a market is divided by geography such as country, region, or city.

A non-traditional marketing technique that advertises goods and services when advance consent is given.

The action or practice of selling an additional product or service to an existing customer.

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

An innovation, service, or feature intended to make a company or product attractive to customers.

Business-to-consumer marketing, which refers to the tactics and strategies in which a company promotes its products and services to individual people.

A marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer.

A form of selling in which one person (the salesperson) uses skills and techniques for building personal relationships with another person (the customer) to generate sales and create repeat business.

A measure of the change in the quantity demanded or purchased of a product in relation to its price change.

A sales technique where a seller induces the customer to purchase more expensive items, upgrades or other add-ons in an attempt to make a more profitable sale.

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

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.

The value that a brand adds to a product; the extent to which customers are willing to pay extra for a brand.

The process of dividing a market into segments based on customer demographics such as age, gender, income, etc.

A form of social media marketing involving endorsements from influencers, people and organizations who possess an expert level of knowledge and/or social influence in their respective fields.

A particular group of consumers at which a product or service is aimed.

The passing of information from person to person by oral communication, which could be as simple as telling someone the time of day.