Case Study: A detailed written summary of an actual customer experience including customer need and how this need was met by a company’s products or services.
Click-Through Rate: The percentage of time an online viewer clicks on an advertisement or on an email for more information on a company’s products or services.
Copyright: Copyright is a form of intellectual property that gives the author of an original work exclusive right for a certain time period in relation to that work, including its publication, distribution and adaptation.
Copywriting: Copywriting is the use of words to promote a person, business, opinion or idea to persuade a reader, viewer or listener to act in specific way.
Customer Relationship Management (CRM): Processes an organization uses to manage it relationship with its customers. The term "CRM" commonly refers to information systems which track a company’s interaction with its customers from cradle to grave.
Harvesting (aka Milking): Short-range marketing strategy used with products in the decline phase of their life cycle to take the largest possible profit from an item in the shortest amount of time
Impression: Single instance of an advertisement, email, newsletter or other marketing communications method being displayed for a customer or prospect. In cases where it can be easily measured, impression refers to actual views by a prospective or existing customer.
Logo: A word, phrase or symbol that serves to identify an organization
Market Segmentation: The process of dividing a market into distinct subsets of customers that behave in the same way or have similar needs.
Market Share: The proportion of the total volume, quantity or dollars (of local currency) in a market that is held by each of the providers of a product or service.
Marketing Collateral: A collection of marketing materials used to support the sale of a product or service, such as brochures, flyers, newsletters, business cards, white papers and other publications.
Marketing Communications or MarComm: Promotional messages delivered through a variety of channels such as radio, print, television, direct mail, internet and word of mouth.
Marketing Mix: A mix of marketing variables that an organization uses to obtain the desired level of sales in a target market.
Media Kit: A package of promotional materials. Advertising media kits promote the sale of a specific advertising vehicle and include a rate card, audience statistics, reader testimonials and other related materials.
Press Kit: A package of promotional materials. Company press kits includes fact sheets, subject matter expert biographys and detailed sell sheets on a company’s product or services which are sent to members of the press.
Primary Market Research: Research that’s tailored to a company’s particular needs and comes direct from the source. Approaches include focus groups, surveys, field tests, interviews or observation. Primary research delivers more specific results than secondary research and is based on statistical methodologies.
Positioning: A customer’s perception of a company or its products or services as it compared to its competition.
Qualitative Research: Marketing research based on non-numerical data collection.
Quantitative Research: Marketing research based on numerical data collection
Rate Card: A printed listing of charges associated with different amount of space or length of time, or other conditions of the placement in an advertising vehicle.
Reach: The estimated number of individuals in the audience of a broadcast or other marketing communication that is reached at least once during a specific period of time.
Return on Investment (ROI): Return on Investment metric used to evaluate the efficiency of a marketing investment.
Search Engine Optimization (SEO): The effective use of search engines as a marketing tool to improve the volume or quality of traffic to a web site from search engines via organic or algorithmic search.
Secondary Market: Market research that comes to you that has already been complied and organized by another organization, institution or person. These types of reports can come from the government, trade associations, studies by other agencies or businesses within your industry.
Situational Analysis: The collection and study of past and present data to identify trends, forces, and conditions with the potential to influence the performance of the business and the decisions of appropriate strategies
Social Media: Enables people to communicate via the internet to share information. Media is designed to be disseminated through social interaction, created using highly accessible and scalable publishing methods.
Strategic Marketing Planning: The planning process that yields decisions on how a business can best compete in existing or prospective markets.
SWOT Analysis: A marketing tool used to define the Strengths, Weakness, Opportunities and Threats of an organization.
Tag Line: A slogan or memorable phrase that will sum up the tone and premise of a company, product or service brand.
Target Audience: A specific demographic group or audience for which a specific key business message was designed.
Trademark: A distinctive name, symbol, motto, or design that legally identifies a company or its products and services, and sometimes prevents others from using identical or similar marks.
Tweeting: A post or status update on the social media network Twitter.
Twitter: A social networking website that lets users send short messages up to 140 characters in length to a group of followers.
Value Proposition: An approach to developing a company’s message that concentrates on the differentiating characteristic of a product or service that is both important to the customer and is unique when compared to competing products. For a customer value proposition to be persuasive, it must be distinctive, measurable, defendable, and sustainable. Think of it as the sum of benefits which a company promises that a customer will receive in return for its cost, relative to its competitors.
White paper: An authorative report on a specific topic. In marketing white papers are written by demonstrate expertise or experience in a specific area.
Word of Mouth: Process where people share information about a company, product or service to other people. Companies can influence, but cannot control, messages about them through word of mouth marketing strategies