New Product Development (NPD) is the complete process of bringing a new product to market, from idea generation to commercialization. Essential for companies to innovate, stay competitive, and meet evolving customer needs through a structured approach to creating and launching new offerings.
Conversion Rate Optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action, such as making a purchase or filling out a form. Crucial for improving user engagement and achieving business goals.
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.
A pricing strategy where a core product is sold at a low price, but complementary products are sold at higher prices. Useful for designing pricing strategies that maximize revenue from complementary products.
A pattern of rapid and sustained growth after a period of linear or stagnant growth, resembling the shape of a hockey stick. Crucial for understanding and planning for rapid expansion phases in digital product lifecycle and business strategy.
The main brand in a brand architecture that houses sub-brands or extensions. Crucial for providing overarching brand identity and consistency across sub-brands.
The percentage of email recipients who open a given email. Important for measuring the effectiveness of email marketing campaigns.
Call to Action (CTA) is a prompt that encourages users to take a specific action, such as signing up for a newsletter or making a purchase. Crucial for guiding user behavior and increasing engagement or conversions on digital platforms.
The extent to which a brand is seen or experienced by potential customers through various media channels. Crucial for increasing brand awareness and reaching new audiences.
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.
The strategic promotion, placement, and persuasive presentation of digital products or services within an online platform to maximize sales, engagement, and user satisfaction. Important for optimizing the visibility, appeal, and persuasive impact of digital offerings, enhancing user experience, and driving conversions in online environments.
Specific and less common keyword phrases that visitors are more likely to use when they are closer to making a purchase or when using voice search. Important for targeting niche markets and improving SEO with highly specific search terms.
A standalone web page created specifically for a marketing or advertising campaign, where visitors land after clicking on a link. Crucial for converting visitors into leads or customers.
The process of changing the corporate image of an organization, including its name, logo, visual identity, and messaging, to better align with its strategic goals. Important for revitalizing a brand and aligning it with current market positioning and business objectives.
A brand that is part of a larger brand family, often having its own distinct identity while being related to the parent brand. Important for diversifying a brand's market presence and reaching new customer segments.
Cost Per Action (CPA) is an online advertising pricing model where the advertiser pays for a specified action, such as a sale or registration. This model is crucial for optimizing ad spend and measuring marketing effectiveness.
A psychological principle where people place higher value on objects or opportunities that are perceived to be limited or rare. Important for understanding consumer behavior and designing marketing strategies that leverage perceived scarcity.
Often referred to as "marketing funnel", a model that represents the user journey from awareness to purchase used to analyze and optimize conversion of prospects to customers. Essential for understanding and improving the customer journey and conversion process.
Return on Advertising Spend (ROAS) measures the revenue generated for every dollar spent on advertising. Essential for assessing the effectiveness and profitability of marketing campaigns.
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.
A phenomenon where people perceive an item as more valuable when it is free, leading to an increased likelihood of choosing the free item over a discounted one. Important for understanding consumer behavior and designing effective marketing strategies.
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.
Bottom of Funnel (BoFu) refers to the stage in the sales funnel where prospects are close to making a purchase decision. Important for tailoring marketing and sales efforts to convert leads into customers.
A change management strategy that aligns people, process, and technology initiatives to improve performance and achieve business goals. Crucial for adapting to market changes and ensuring the organization's long-term success.
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 process of bringing a product from development to market, ensuring it meets quality standards and customer needs. Crucial for the successful launch and adoption of a product.
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.
A metric that predicts how well a website will rank on search engine result pages (SERPs), based on factors like backlink quality and quantity. Important for understanding and improving a website's search engine performance.
Business-to-Government (B2G), a business model where products or services are sold to governments. Important for understanding and navigating public sector markets.
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.
A squeeze page is a type of landing page designed to capture a visitor's email address or other contact information. Highly effective for building an email list by offering a valuable incentive in exchange for the user's details.
Search Engine Results Page (SERP) is the page displayed by a search engine in response to a user's query. Essential for understanding how search results are presented and how to optimize content to appear prominently.
The process of phasing out or retiring a product or feature that is no longer viable or needed. Important for managing the lifecycle of digital products and ensuring resources are allocated to more valuable initiatives.
Middle of Funnel (MoFu) is the stage in the sales funnel where leads are being nurtured and evaluated before becoming sales-ready. Crucial for converting leads into prospects and moving them closer to purchase.
A URL that is structured in a way that is easily readable by both users and search engines, often including keywords to improve search engine optimization. Essential for improving a website's visibility and ranking in search engine results.
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.
Search Engine Optimization (SEO) is the process of improving a website's visibility and ranking in organic search engine results. Essential for attracting more traffic and enhancing the online presence of a website.
A machine learning-based search engine algorithm used by Google to help process search queries and provide more relevant results. Important for understanding modern SEO practices and how search engines interpret and rank web content.
Enterprise Architecture (EA) is a strategic framework used to align an organization's business strategy with its IT infrastructure. Crucial for optimizing processes, improving agility, and ensuring that technology supports business goals.
A tool in Google Search Console that allows webmasters to instruct Google to ignore certain backlinks, typically used to combat negative SEO. Crucial for maintaining a healthy backlink profile and protecting against negative SEO practices.
The process by which consumers become aware of and learn about a brand. Important for establishing initial brand awareness and attracting potential customers.
A medium through which a product or service is delivered to a customer, including physical and digital channels. Crucial for understanding how products and services reach end users.
A brand architecture strategy where multiple distinct brands are managed under a single parent company. Crucial for managing diverse product lines and maximizing market reach.
The final interaction a customer has with a brand before making a purchase. Important for understanding which touchpoints drive conversions.
A principle that suggests people are more likely to comply with requests or follow suggestions from authority figures. Important for designing persuasive experiences and understanding user compliance.
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 ability of consumers to remember a brand when prompted by a product category. Crucial for understanding brand strength and effectiveness in marketing.
The extent to which consumers are familiar with a brand and can recognize it. Crucial for establishing a strong market presence and driving customer acquisition.
A statement that explains the unique value a product or service provides to its customers, differentiating it from competitors. Essential for communicating the benefits and advantages of a product to attract and retain customers.
A lead that has successfully become a customer. Crucial for measuring the effectiveness of marketing and sales strategies.
A high-level description of a system's structure and interactions, focusing on its market-facing aspects rather than technical details. Useful for communicating the value and structure of a digital product to non-technical stakeholders and aligning with market needs.
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.
The ability of a product or service to keep users engaged and returning over time, often measured by metrics such as retention rate. Crucial for evaluating user loyalty and the long-term success of a product.
A blend of physical and digital experiences to create a cohesive user experience. Important for integrating online and offline customer interactions.
The percentage of leads that convert into customers. Crucial for measuring the effectiveness of marketing and sales efforts.
Digital advertising that includes advanced features like video, audio, or interactive elements to engage users. Important for creating engaging and effective online advertisements.
A metric used to evaluate the trustworthiness of a website based on the quality of links pointing to it, often used in SEO. Crucial for improving website credibility and search engine rankings.
A cognitive bias where repeated statements are more likely to be perceived as true, regardless of their actual accuracy. Crucial for understanding how repetition influences beliefs and designing communication strategies for users.
Portfolio Management is the process of overseeing and coordinating an organization's collection of products to achieve strategic objectives. Crucial for balancing resources, maximizing ROI, and aligning products with business goals.
A strategy that focuses on identifying and addressing the specific problems or "pain points" of users in order to improve search engine rankings and attract more targeted traffic. Essential for creating content that directly addresses user needs and improves website visibility.