Glossary for Marketing Terms
Multi-channel Marketing requires companies to stay ahead of the curve on what is possible in today’s digital world. Are you familiar with these marketing terms and utilizing them in your planning? Get up to speed on some interesting marketing trends in 2019.
A term applied to data sets whose size is beyond the ability of commonly used software tools to capture, manage, and process the data within a tolerable elapsed time.
A metric that measures how many customers you retain and at what value. To calculate churn rate, take the number of customers you lost during a certain time frame, and divide that by the total number of customers you had at the very beginning of that time frame. (Don’t include any new sales from that time frame.)
The practice of closed-loop marketing is being able to execute, track and show how marketing efforts have impacted bottom-line business growth. An example would be tracking a website visitor as they become a lead to the very last touch point when they close as a customer. When done correctly, you’d be able to see just how much of your marketing investment yielded new business growth. One of the biggest business benefits of implementing an inbound marketing strategy and utilizing inbound marketing software is the ability to execute closed-loop marketing.
Content-Centric Lead Nurturing
A continuous stream of short, succinct communications develops a new relationship, warms up it up, and increases the likelihood of positive response once offers are made; also known as drip marketing,
Conversion Rate Optimization (CRO)
The process of improving your site conversion using design techniques, key optimization principles, and testing. It involves creating an experience for your website visitors that will convert them into customers. CRO is most often applied to web page or landing page optimization, but it can also be applied to social media, CTAs, and other parts of your marketing.
Creating your own content can take more time than you have — which is where crowdsourcing comes into play. Allowing subject matter experts, customers, or freelancers to create your content for you is a prime way to get more quality content published in less time. Compile the content you get back into a really awesome offer and give credit to all the contributors — a win-win for everyone involved.
A way to display different messaging on your website based on the information you already know about the visitor. For example, you could use Smart CTAs so that first-time visitors will see a personalized CTA (perhaps with a top-of-the-funnel offer) and those already in your database see a different CTA (maybe for content that offers a little more information about your product or service). You can read this post to learn more about dynamic content.
Evergreen content is content that continues to provide value to readers no matter when they stumble upon it. In other words, it can be referenced long after it was originally published, and even then, it’s still valuable to the reader. This post on how to write blog posts serves as a prime example. Typically, a piece of evergreen content is timeless, valuable, high quality, and canonical or definitive. These posts are typically a content marketer’s best friend because of the tremendous SEO value they provide.
Any element of your website that is confusing, distracting, or causes stress for visitors, causing them to leave your page. Examples of friction-causing elements include dissonant colors, too much text, distracting website navigation menus, or landing page forms with too many fields.
Inbound marketing refers to marketing activities that draw visitors in, rather than marketers having to go out to get prospects’ attention. It’s all about earning the attention of customers, making your company easy to find online, and drawing customers to your website by producing interesting, helpful content. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert and close over time.
Sometimes referred to as “drip marketing,” lead nurturing is the practice of developing a series of communications (emails, social media messages, etc.) that seek to qualify a lead, keep it engaged, and gradually push it down the sales funnel. Inbound marketing is all about delivering valuable content to the right audience — and lead nurturing helps foster this by providing contextually relevant information to a lead during different stages of the buying lifecycle.
With mobile search queries officially surpassing desktop queries, now is probably the time to explore mobile marketing. What is it? Well, mobile marketing refers to the practice of optimizing marketing for mobile devices to provide visitors with time- and location- sensitive, personalized information for promoting goods, services, and ideas.
The most customer-centric approach that involves thinking holistically in terms of customer experience, interaction and messaging, connecting and using customer data to be contextually relevant at the customer’s moments of truth, recognizing that terms and channels don’t matter to customers
A fun phrase used to refer to the practice of aligning Sales and Marketing efforts. In a perfect world, marketing would pass off tons of fully qualified leads to the sales team, who would then subsequently work every one of those leads enough times to close them 100% of the time. But since this isn’t always how the cookie crumbles, it’s important for Sales and Marketing to align efforts to impact the bottom line the best they can through coordinated communication.
Email messages that are developed and deployed in response to specific, measurable prospect/customer actions or events
Sandy Alexander always has the customer’s needs in mind when it comes to providing advantages in Marketing Automation. This is best reflected in constant upgrades to technology and equipment, ongoing training and expertise in data management, expanded services in Direct Marketing to provide multi-channel solutions, and many years of providing quality, highly personalized interactive inline printing to Fortune 500 companies. To learn how our Marketing Automations solutions can meet your needs, please contact Gene Palecco at firstname.lastname@example.org or call 973-470-8100.