A unique attribute, feature, or capability of a product, service, or brand that sets it apart from competitors in the market. Essential for identifying and leveraging unique selling points to create a competitive advantage, enhance brand value, and attract and retain customers in the market.
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. Essential for building brand awareness and reaching a wide audience.
A marketing strategy that leverages satisfied customers to promote products through word-of-mouth and personal endorsements. Important for product managers and marketers to enhance brand loyalty and customer engagement.
A product or service produced by one company that other companies rebrand to make it appear as if they had made it. Crucial for understanding business strategies that allow for customization and brand differentiation.
The competitive advantage gained by the initial significant occupant of a market segment, which can lead to brand recognition and customer loyalty. Important for understanding the benefits and risks of being an early entrant in a new market.
The process of distinguishing a product from its competitors through unique features, benefits, or branding to attract and retain customers. Crucial for creating a competitive advantage and capturing market share.
The process of creating awareness and demand for a product or service through marketing activities. Crucial for driving interest and engagement in potential customers.
Customer Experience (CX) is the overall perception and feeling a customer has when interacting with a company, its products, or services. Crucial for ensuring positive interactions with a company, driving loyalty and satisfaction.
The likelihood that a customer will continue to buy from a particular company or brand over time. Crucial for maintaining a stable customer base and ensuring long-term business success.
Reasons to Believe (RTB) is a marketing concept that refers to the evidence or arguments that support a product's claims and persuade consumers of its benefits. Essential for building trust and credibility with customers.
The process of defining how a product is perceived in the minds of consumers, relative to competing products, to create a unique market identity. Essential for differentiating a product and attracting the target market.
The process of exceeding customer expectations to create a positive emotional reaction. Important for building customer loyalty and enhancing brand reputation.
Net Promoter Score (NPS) is a metric used to measure customer loyalty and satisfaction based on their likelihood to recommend a product or service to others. Crucial for gauging overall customer sentiment and predicting business growth through customer advocacy.
Top of Funnel (ToFu) is the initial stage in the sales funnel where potential customers become aware of a product or service. Crucial for generating leads and building brand awareness.
The visual images, symbols, or modes of representation collectively associated with a subject, often used in design to communicate ideas quickly and effectively. Important for creating cohesive and meaningful visual systems.
A psychological phenomenon where individuals are perceived as more likable if they make a mistake, provided they are generally competent. Important for understanding human perception and leveraging relatability in marketing and leadership.
A user experience that feels consistent and unified across different elements and touchpoints. Crucial for ensuring a seamless and engaging user journey.
A psychological phenomenon where people develop a preference for things simply because they are familiar with them. Crucial for designing user experiences that leverage familiarity to increase user comfort and satisfaction.
A marketing strategy that uses multiple channels to reach and engage customers, such as email, social media, and websites. Crucial for maximizing customer reach and engagement by leveraging diverse communication platforms in digital products.
The process of creating or enhancing a community among individuals with common interests, goals, or values. Crucial for fostering user engagement and loyalty through shared interests and values.
A cognitive bias where the perception of one positive trait influences the perception of other unrelated traits. Important for designers to manage and utilize this bias effectively in user experience design.
A phenomenon where vivid mental images can interfere with actual perception, causing individuals to mistake imagined experiences for real ones. Important for ensuring that marketing and product design set realistic user expectations to avoid disappointment and maintain brand integrity.
A dark pattern where the cancellation process is intentionally complicated to discourage users from canceling. Designers must avoid complicating cancellations and respect user decisions with a straightforward process.
The practice of using narrative to communicate information, ideas, or experiences in a compelling and engaging way, often used in marketing and design. Crucial for creating engaging and memorable user experiences and effectively conveying messages.
The tendency for individuals to recall information that is consistent with their current mood. Important for understanding how mood affects memory and designing experiences that account for emotional states.
The study of signs and symbols and their use or interpretation. Important for designing effective visual communication and iconography.
A set of fundamental principles and guidelines that inform and shape marketing practices. Crucial for maintaining consistency and ensuring high-quality marketing outcomes.
A cognitive shortcut that relies on the recognition of one option over another to make a decision, often used when individuals have limited information. Crucial for designing interfaces and experiences that facilitate quick and effective decision-making.
A social norm of responding to a positive action with another positive action, fostering mutual benefit and cooperation. Important for designing user experiences and systems that encourage positive reciprocal interactions.
A metric used to rank leads based on their engagement with a brand, indicating their readiness to purchase. Crucial for prioritizing leads and improving sales efficiency.
Business-to-Business-to-Consumer (B2B2C), a business model where businesses sell products or services to other businesses that then sell them to consumers. Important for understanding complex value chains and partnership strategies.
Fundamental guidelines that inform and shape the design process, ensuring consistency, usability, and effectiveness in product creation. Essential for creating coherent, user-centered designs that align with organizational goals and user needs.
A cognitive bias where one negative trait of a person or thing influences the perception of other traits. Important for designing experiences that counteract or mitigate negative biases in user perception.
A Gestalt principle stating that people will perceive and interpret ambiguous or complex images as the simplest form(s) possible. Important for understanding visual perception and designing intuitive user interfaces.
Digital Asset Management (DAM) is a system that stores, organizes, and manages digital assets, such as images, videos, and documents. Essential for maintaining and leveraging digital content efficiently in product design and marketing.
A fictional character created to represent a user type that might use a site, brand, or product in a similar way, guiding design decisions. Essential for user-centered design, ensuring that products meet the needs of target users.
Ensuring that user experiences are consistent across different platforms, such as web, mobile, and desktop. Essential for creating a seamless and cohesive user experience across multiple devices.
Unique Buying Proposition (UBP) is a statement that highlights the unique benefits and value a product or service offers to customers. Crucial for differentiating a product in the market and attracting customers.
Cost Per Thousand (CPM) is a metric used in advertising to denote the cost of 1,000 impressions or views of an advertisement. This metric is crucial for measuring and optimizing advertising spend and reach.
The quality of being uniform and coherent across different elements and touchpoints in design. Crucial for creating predictable and reliable user experiences.
Ensuring that color choices in design are inclusive and usable by people with color vision deficiencies. Crucial for creating accessible and inclusive designs.
The degree to which a product's elements are consistent with external standards or other products. Important for ensuring compatibility and user familiarity across different systems.
The phenomenon where higher-priced products are perceived to be of higher quality, regardless of the actual quality. Useful for understanding consumer perceptions and designing effective pricing strategies.
A psychological phenomenon where repeated exposure to a stimulus leads to an increased preference for it. Useful for designing marketing and user engagement strategies that increase familiarity and preference.
The practice of designing products, services, and environments with a focus on the overall user experience. Essential for creating holistic and meaningful interactions.
Obstacles that make it difficult for new competitors to enter an industry, such as high capital requirements, strong brand loyalty, or regulatory hurdles. Crucial for assessing the competitive landscape and the feasibility of entering a new market.
The process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service. Essential for building a sales pipeline and driving business growth.
The final interaction a customer has with a brand before making a purchase. Important for understanding which touchpoints drive conversions.
A key aspect of Gestalt psychology in which simple geometrical objects are recognized independent of rotation, translation, and scale. Crucial for understanding how users perceive and recognize patterns in design.
Universal, symbolic patterns and images that derive from the collective unconscious, used in design to create meaningful and resonant experiences. Useful for creating designs that tap into universal human experiences and emotions.
A dark pattern where users' activities are tracked without their explicit consent or knowledge. Designers must avoid this practice and ensure clear communication about tracking to respect user privacy.
Perceivable, Operable, Understandable, and Robust (POUR) are the four main principles of web accessibility. These principles are essential for creating inclusive digital experiences that can be accessed and used by people with a wide range of abilities and disabilities.
The four key elements of marketing: Product, Price, Place, and Promotion, used to develop marketing strategies. Important for creating comprehensive marketing strategies that effectively promote digital products.
The complete set of experiences that customers go through when interacting with a company, from initial contact to post-purchase. Essential for understanding and optimizing each touchpoint in the customer lifecycle.
A metric that predicts how well a specific page will rank on search engine result pages (SERPs). Important for understanding and improving a webpage's search engine performance.
The study of cultural norms, values, and practices and their influence on human behavior. Useful for designing products that are culturally sensitive and relevant.
User Experience (UX) refers to the overall experience of a person using a product, system, or service, encompassing all aspects of the end-user's interaction. Crucial for creating products that are not only functional but also enjoyable, efficient, and satisfying to use.
CSM (Customer Success Management) is a business methodology focused on ensuring customers achieve their desired outcomes while using a product or service. Crucial for driving customer retention and satisfaction.
An approach that places the user's needs, preferences, and behaviors at the forefront of all design and development activities. Important for fostering a design culture that prioritizes user satisfaction and engagement.
A seamless and integrated customer experience across multiple channels, such as online, mobile, and in-store. Crucial for providing a consistent and cohesive user experience, enhancing customer satisfaction and loyalty in digital products.