A comprehensive view of a customer that includes data from all interactions and touchpoints across the customer journey.
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The four key elements of marketing: Product, Price, Place, and Promotion, used to develop marketing strategies.
A method of comparing two versions of a webpage or app to see which performs better in terms of user engagement or conversions.
The concept in web design referring to the portion of a webpage that is visible without scrolling, with content placed above the fold being more immediately visible.
A marketing strategy that leverages satisfied customers to promote products through word-of-mouth and personal endorsements.
A marketing strategy where affiliates earn a commission for driving sales or traffic to a company's website.
Attention, Interest, Desire, Action (AIDA) is a marketing model that outlines the stages a consumer goes through from awareness to decision.
A pricing strategy where a high-priced option is introduced first to set a reference point, making other options seem more attractive in comparison.
Anchoring (also known as Focalism) is a cognitive bias where individuals rely heavily on the first piece of information (the "anchor") when making decisions.
Above the Line (ATL) refers to marketing activities carried out at a macro level to reach a large audience through mass media such as TV, radio, and print ads.
An economic approach that treats human attention as a scarce commodity, focusing on capturing and retaining user attention.
The ratio of interactive elements (links, buttons) to the number of goals on a landing page.
The collection of all the backlinks (inbound links) pointing to a website, used to assess its authority and influence in search engine rankings.
A phenomenon where users consciously or subconsciously ignore banner-like information or advertisements on websites.
A marketing strategy that uses user behavior data to deliver personalized advertisements and content.
Bottom of Funnel (BoFu) refers to the stage in the sales funnel where prospects are close to making a purchase decision.
The percentage of visitors to a website who navigate away from the site after viewing only one page.
The practice of ensuring that all brand activities and communications are consistent with the brand's values, mission, and identity.
The use of universal character types and personalities to define and communicate a brand's identity.
The structure of brands within an organization, defining the relationships between parent brands, sub-brands, and other brand entities.
The visual, auditory, and other sensory elements that represent a brand, such as logos, colors, and jingles.
The characteristics and qualities that define a brand and distinguish it from competitors.
A thorough examination of a brand's current position in the market and its effectiveness in reaching its goals.
The extent to which consumers are familiar with a brand and can recognize it.
A document that outlines the guidelines for how a brand should be presented, including visual identity, messaging, and tone.
The established set of core values, stories, and attributes that define a brand's identity and guide its communications.
The process by which consumers become aware of and learn about a brand.
The value a brand adds to a product or service beyond the functional benefits, encompassing factors like brand awareness, perceived quality, and customer loyalty.
The totality of all interactions a customer has with a brand, shaping their overall perception and relationship with the brand.
The extent to which a brand is seen or experienced by potential customers through various media channels.
The practice of using an established brand name to introduce new products or services.
The difference between a brand's desired perception and the actual perception held by consumers.
A set of rules and standards that define how a brand should be represented across all media and platforms.
The visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds.
The perception of a brand in the minds of consumers, shaped by interactions and experiences with the brand.
An abbreviation formed from the initial letters of a brand's name, used as a logo or branding element.
The tendency of consumers to continuously purchase the same brand's products over time.
The process of developing and maintaining a brand to ensure it meets business goals and customer expectations.
A symbol, logo, or trademark used to identify a brand.
The set of human characteristics associated with a brand, which shape how consumers perceive it.
The strategy of placing a brand in the market to occupy a distinct and valued place in the minds of the target audience.
The commitment a brand makes to its customers about the quality and experience they can expect.
The ability of consumers to remember a brand when prompted by a product category.
The extent to which consumers can identify a brand by its attributes such as logo, tagline, or packaging.
A unique element or feature that consistently represents a brand, such as a specific font, color, or sound.
Guidelines that dictate how a brand should be presented across various media to ensure consistency.
The narrative that communicates the history, mission, and values of a brand, creating an emotional connection with the audience.
A long-term plan for the development and management of a brand to achieve specific goals.
Any interaction or communication between a brand and its audience.
The core principles and beliefs that guide a brand's actions and decisions.
The distinct personality and style of a brand as expressed through its communication channels.
A brand architecture strategy where all products share a common brand name and identity.
Below the Line (BTL) refers to marketing activities targeting specific consumer groups through direct channels.
A semi-fictional representation of an ideal customer based on market research and real data about existing customers.
Customer Acquisition Cost (CAC) is the total cost associated with acquiring a new customer, including marketing and sales expenses.
The process of planning, executing, tracking, and analyzing marketing campaigns.
A pricing strategy where a core product is sold at a low price, but complementary products are sold at higher prices.
Customer Experience Management (CEM) is the process of managing and improving the interactions and experiences customers have with a brand across all touchpoints.
A medium through which a product or service is delivered to a customer, including physical and digital channels.
The phenomenon where higher-priced products are perceived to be of higher quality, regardless of the actual quality.
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