Marketing way of speaking reminds of corporate slang. Deadlines followed by “ASAPs” are going before and after KPI’s, not letting you eat you lunch because then, fuck-ups are all you’ll get. It’s not a Win-Win situation. You need to boost the number of likes and leads. Later, you’ll need to champion that project remember? It certainly has to be outside the box. Speaking this way everyday we no longer think about sentences making any sense, we just automatically speak the corpo-talk, and weirdly everyone understand it very well. Or just pretend they do, and then look through the internet to find out, what the hell did you mean by saying “give me a ballpark figure” Admit it, that’s exactly why you are reading this right now. So here we go, we welcome you to read our digital marketers’ pocket dictionary.
Aa
ABX Testing
In context of Marketing Automation they are tests of dynamic content on websites. For example, few versions of banners are displayed, then the system is calculating number of clicks on each of them, and finally the winner stays.
Actionable Analytics
Pretty alliteration that stands for data analysis and simulation of taken actions influence combined.
Ad Networks
Under this term hides the mechanism which connects advertisers with websites, videos, apps database and other means of online advertisements allowing for engaging with prospects.
Age of Customer
A concept assuming that it is the customer who sets the marketing tone, because she has better access to information than ever, and becomes pickier. However, despite our wishes, customer always called the shots. Even without the Internet, our nanas knew who had better eggs at the fair, and which store offered cheaper butter.
Agile
Marketing philosophy claiming that you have to be elastic to react instantly to changing circumstances, without sticking to the fixed plan. Agile marketing requires heavy control. Fast actions are good as long as they don’t destroy the project management. Way better solution is to add a margin for elastic reactions while planning.
API
(Application Programming Interface) Set of rules defined at the level of source code, segregating and describing communication between computer programs.
App A/B Testing
Your app, as any other element of your marketing, should be carefully tested to find optimal UI and features. Here you will find tools for app testing and optimisation.
App Store
An online store with apps, as Google Play for Android, iTunes for Apple, BlackBerry World for BlackBerry or App Store for Windows Phone. In the app store user searches for apps, buys and downloads them for his own device, so ensuring good visibility of your app in the app store is vital. More on that below.
ARPU
(Average Revenue Per User). The total revenue divided by the number of
subscribers. A KPI that helps marketers learn how much do they earn on one user. With ARPU we can evaluate the app’s eficacy.
ASO
(App Store Optimization). Practices aiming at increasing app’s visibility in the app store and making it easier for users to find it. ASO resembles SEO, but it’s less complex, as it focuses on including keywords in app’s name and description, and on amount of downloads and reviews.
Bb
B2B
(Business-to-Business) Transaction process between two economic entities including preparing and sending offers, transaction realization, preparation and sending of orders, and finally marketing.
B2C
(Business-to-Consumer) Relation between the producer and final client. Range of tasks is similar to B2B’s set.
Banner
A form of advertising on the Internet delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the landing page.
Behavioral Profile
Identifying user (on website or inside mobile app) and collecting data about her behavior to build an image of her interests and needs. Basing on that system can deliver automated messages tailored to individual predilections of each user.
Big Data
Big data is a broad term for data sets so large or complex that traditional data processing applications are inadequate. The term often refers simply to the analytics process that aggregates and analyzes large amounts of information about specific mobile users.
Bluetooth
A wireless technology standard for exchanging data over short distances (using short-wavelength UHF radio waves) from fixed and mobile devices, for example, Beacons.
Bulk Campaign
Most often it relates to mass email sending, for example to the whole contact.
Cc
Clickbait/Clickability
This expression stands for formulating the headline or button CTA the way it becomes irresistible for the audience.
CLV
(Customer Lifetime Value) Client’s estimated value in time.
CMS
(Content Management System) Software making it possible to create websites easy to use for people not only from IT department.
Content is the King
Long living paradigm that glorifies the content. It focuses on content creation. It is explained with customers’ change in taste and habits – they often block banners and other traditional browser ads but accept willingly advertorial content with the useful information added. It totally turns things upside down: despite appearances suggesting the contrary, great content won’t drive your customers to purchase by itself. Content marketing shouldn’t be a sole strategy, but a part of the overall marketing plan.
CPC
(Cost Per Click) One of the campaign’s effectivity measurements: money spent for advertisement versus click rate ratio.
CPI
(Cost Per Install) Cost of one installation of an app. As Venture Beat predicts, it might replace LTV (Life Time Value) as a crucial marketer’s KPI. CPI is also a type of advertising, where charge is defined by amount of installations (other types of mobile ads include charging for impressions or for interactions).
CPL
(Cost Per Lead) Another way of measuring campaigns effectivity – cost of gaining one lead.
CRM
(Customer Relationship Management) Lead management system available among others on marketing automation platforms. It allows to check and modify contact data, activity history, tags, notes, and also assign tasks to specific lead.
CRM for Mobile Apps
A set of tools and procedures used to manage relations with the customers. Moreover, there is an option to store the information about them in the system. CRM for mobile is dedicated for mobile apps users relationship management. Including CRM for mobile to your marketing performance will definitely upgrade the effectivity of both: marketing and sales departments.
Cross-Selling
Sales technique relying on offering complementary products to purchased product or service. (for example gloves and scarf to purchased coat).
CTR
(Click Trough Rate) One of the most important measurement of mailing effectivity. It’s expressed in percent ratio – click rate per number of sent emails.
Dd
Database Segmentation
Dividing all your contacts into segments by:
-engagement level,
-downloaded materials,
-source of the lead,
-time from the last purchase,
-number and type of purchased items,
-etc.
Digital Body Language
The overal digital activity of the user.
Drip Marketing
Type of email marketing campaign. It’s a cycle of beforehanded prepared messages sent automatically in response for specific behavior, or planned as cyclic consigment to specific group of recipients.
Ee
Engagement
Drip Marketing
Type of email marketing campaign. It’s a cycle of beforehanded prepared messages sent automatically in response for specific behavior, or planned as cyclic consigment to specific.
Database Segmentation group of recipients.
Dividing all your contacts into segments by:
-engagement level,
-downloaded materials,
-source of the lead,
-time from the last purchase,
-number and type of purchased items,
-etc.
Ee
Engagement
Holy Grail of mobile apps’ developers and marketers. Statistic app loses 90% of its users in 6 months. Often people don’t open even once the app they downloaded. Users simply forget about apps and abandon them. To address that issue, marketers use advanced personalisation and analytics tools dedicated to mobile apps, to ensure that their push notifications are precisely tailored and relevant, and that communication in all channels is cohesive and personalised, and that it is based on individual user’s behavior and interests.
Engagement Marketing
One of marketing variations. This one is about engaging users in building brand’s image, content creation and crowdsourcing (building brand awareness). Don’t let it fool you – it is the good ol’ marketing mix in disguise. After all, it is 4P… well: 7P.
ERP
(Enterprise Resource Planning)
1. A technique of planning and managing the company’s resources.
2. Software that optimizes managing multiple departments, branches, or cooperating
enterprises.
Ff
Facebook Custom Audience
Group of recipients on Facebook based on the list of current clients.
Facebook Lead Ads
Adverts making it possible to gain contacts on Facebook. After you click the CtA button, the platform automatically fill included form with contact data used by you in Facebook.
FOLO
(Fear Of Living Offline) Term for lack of will to show true unedited version of one’s life. You know – pics, or it didn’t happen! Wistfully it causes mistaking a psychic condition with marketing. Some things should stay where they belong.
Frictionless Design
Visual idea embodying virtual, electronic and physical ambient.
Gg
Gated Content
Website content, to which access is only possible in exchange for contact data, for example email address.
Gamization/ Gamification
Implementing solutions characteristic for games in mobile apps in order to boost engagement. These include:
-mechanisms of collecting (points, objects)
-levels
-tasks, challenges
-rewards
-competition.
Geolocation
We understand it here as using GPS installed in mobile device to identify user’s location, what allows for personalized communication, tailored to her current needs. That way you can offer a discount to your user right when he’s coming nearby your store. In that context your offer gets more relevant, increasing possibility that customer will act on it.
Greenketing
Green, ecological marketing. It should be addressed to people and companies who care about our planet. Bad news is greenketing is not working. Going green is only one of numerous users’ triggers. It’s hard to define what sparks customer to take an action and dive deeper into her wallet without proper behavioral profiling
Growth Hacking
Actions of very talented marketers, focused on startups and small business development. Growth Hacker became a cliché, and thus “lost its first meaning.” Today you can become self-proclaimed Growth Hacker if you have a Twitter account.
Hh
H2H
Or human-to-human. H2H’s assumption was to replace B2B & B2C and change marketers’ approach from mechanical duplicating schemes to personalize and be more humane. The result is a huge mess (again). B2B and B2C diversion defines sets of techniques and tools used in particular businesses types. H2H communication (based on 1-to-1 scheme) should be run concerning the rules assigned to the business category. It can be done by understanding your audiences’ needs and message targeting and personalization. Desktop and mobile marketing automation platform is a key to success in this one.
HADI Cycles
(Hypothesis – Action – Data – Insight) Simple, scientific method of putting and testing hypotheses, and drawing conclusion from them, making improvements giving the best.
Holistic
The word “holistic” means comprehensive, or integrated. In the marketing approach, it applies to content creation focused not only on key words and SEO but also on delivering lots and lots of useful information and a bigger perspective. Reality verifies it rather definitely. The way you write, the way you do research defines whether you are a good, mediocre or simply bad writer. And the decision about widening or narrowing the perspective depends on the topic and its character.
Ii
iBeacon
A small device using Bluetooth Low Energy (BLE) to communicate with other beacons and mobile apps. Marketers use it to send customers 1-to–1 messages (SMS, push notification) in brick and mortar stores, and to leverage advanced behavioral analytics. Thanks to beacons we can learn in which areas of the brick and mortar store customer spent most time and compare that with his purchases. If he spent a lot in the soap area, but didn’t buy any, maybe we should send her an offer with soap?
Ideation
Phrase that means, neither more nor less, a process of creating, developing and promoting new ideas. The whole process was named a long, long time ago: Brainstorm -> Discussion ->Trend Creation. If you are short of time and can’t afford using 3 words instead of 1, I recommend mobile marketing automation platform. It will overtake some of your tasks with no questions asked. In-App Messages Messages sent inside the app, not via push notification or SMS. It means that in order to
read such message, user must actively use the app.
Inbound
Theory wherein consumers take control over the buyers journey: it’s them who do the research, learn about the product, find the best deal and don’t want to be bothered during this process. Inbound declares using pull logic, that means marketers create high-quality content and wait until customer finds it and due to content’s awesomeness, she immediately decides to buy. Creating awe-inspiring content is a good idea, same as letting the customer search the web on her own. Nonetheless, deep faith that it’s enough made too many businesses sink. Besides the pull logic, there are some other things that must be done, such as promotional actions. Do not mistake them by spamming with bulk emails. There are much more subtle methods, like personalized communication, or choosing a proper dynamic content. Implementing them is easier if you have your mobile marketing automation platform integrated with marketing automation software, which delivers you the full behavioral image of users and clients.
Influencer Marketing
Marketing actions addressed to influence – people that have a significant impact on the target group.To be frank, word-of-mouth does the same if whispered to the right ear.
IoT
(Internet of Things) A term describing growing amount of smart, connected objects, such as bedsheets monitoring your sleeping habits, to self-driving cars, wearables, smart homes which you can control and monitor from distance with your smartphone thanks to the sensors, cameras and devoted app. For marketers it entails necessity to focus on mobile apps, gathering data, and possibility of sending even more precisely tailored.
Ll
Landing Page
You call that a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing page’s main goal is conversion.
Lead
Term from the B2B marketing. It describes the potential customer, an individual who have left her data on the website.
Lead Generation
Set of actions that leads to growth of an interest in product, website, service by prospects, making them leave contact data via contact form or pop-up message.
Lead Management
B2B term meaning contact managing system, set of techniques used for changing “cold leads” into clients. This structure in general takes the shape of a funnel – large amount of people (who by some way or another stumbled upon any company’s message) get’s into such funnel. Then they get educated in what company is offering, and part of them leaves the funnel as clients, who purchased something.
Lead Nurturing
Cycle of educative messages adjusted to recipient’s level of knowledge. Cycle should be a response for specific action of any given person, like showing up on website, looking through price list, trying out the demo version, or ordering set of samples, etc.
Low Hanging Fruit
A metaphor for the easy-achievable goal. It’s one of those words that make your boss think you shirk instead of working.
Mm
M-commerce
A section of e-commerce, embracing sales via mobile devices. In the U.S., mobile commerce is anticipated to grow from $54.6 mln USD in 2014 to $96.3 mln USD in 2016. Compared to the roughly –11 % increase e-commerce is expected to see each year, m-commerce in the U.S. has a projected growth rate of between 32–26 % each year through 2016. Globally, mobile commerce across the 22 markets is estimated to grow from roughly $102 bln USD in 2013 to roughly $291 bln USD in 2016. Globally, mobile commerce across the 22 markets is estimated to grow from roughly $102 billion in 2013 to roughly.
Marketing Automation Platform
Software that allows for automation of marketing actions, such as message sending, adding leads to the sales funnel, or sending alerts to salespeople as the response to predefined events.
Micro-Content
Content is still the king, but we must adapt it to mobile devices. Writing becomes concise and short, easy to consume in one chunk. We also care about clear graphic presentation of the message.
Mobile App
Mobile application, m-app; A software designed for mobile devices (smartphones, tablets, phablets), with mobile users in mind. Marketers should notice that an app serves performing a specific task. That’s what differentiates it from static website, which just displays some pre-existing content. Mobile apps on the other hand DOES things, or enables user to do things. It’s interactive and dynamic.
Mobile Marketing
Marketing performance lead inside and via the mobile channel. It contains of communication with smartphone users, their behavior monitoring and directing the marketing content to them.
Mobile Optimized
Optimization regarding the specifics of mobile devices. Optimized might be websites, but also templates and forms. They look different according to the size of the device’s screen and also are adapted to mobile behavior’s specific. In times when more Google searches are from mobile devices than from desktop–optimization isn’t just trend or tactic, but a necessity.
MQL
1. MetaQuotes Language – programming language made by MetaQuotes, thanks to which it’s possible to create software dedicated to making transactions at Forex market, and by this, automate the trade.
2. Marketing qualified lead – Potential client, lead, which had left his contact data, but was not yet qualified as interested buyer.
MRR
(Monthly Recurring Revenue) Estimated monthly income. Value used mainly in subscription-based business models.
Nn
Native Advertising
The way of creating advertorials, so they don’t look like ads. It can be sponsored press or e-zines articles, or even a common product placement. It is an unnecessary pampering the perfectly fine name – sponsored article. Of course, native advertising covers a wider term, but calling it this way it’s a little bit like hiding behind mom’s legs and lying about what you do.
Oo
On-Premise
Local Software. Software that is installed on buyer’s server.
OR
(Open Rate) One of the indicators of the effectivity of email marketing strategy, expressed in % ratio of sent vs open messages.
Pp
Planned Serendipity
Name rooted in Scientific Serendipity, (which means discovering something as a side effect of the completely different project. The most known example is discovering the Viagra. The primary purpose was to create the medication for high blood pressure). Planned Serendipity is implementing a strategy that guarantees to bring you luck. Despite its great potential, planned serendipity is a hollow promise. Maybe sometimes it will succeed, but it’s just smoke and mirrors. Many will get tricked by the faith in fact that using some techniques will replace a strategy, planning, and analysis.
POS
(Point of Sale) Sale supporting commercial materials like stand for leaflets, wobblers, stickers, stands.
Private Cloud
Solutions reminding traditional “cloud”; company shares working software to other companies by web, without the need of installing it on hard drive but in this case, product’s final recipient is just one company.
Push Notification
Notifications that app sends directly to mobile device screen. Marketers are ambivalent to this issue – from one hand they think of them as extremely aggressive, from the other they appreciate it’s huge effectivity. Such notifications can be send in bulk (also to a specific group or segment), or as a 1-to-1 message to a particular user, as the response to some event or action (birthday, making a purchase, etc.). If applied skillfully, pushes can increase users engagement even up to 540%.
QR
(Quick response codes) QR is the trademark for a type of matrix barcode. Quick Response codes can direct user into any place in the web, or show him some specific content. It provides various opportunities to present functionality of an item, show complementary product or service, or simply say „thank you for purchase” and „give” small gifts such as a vouchers or coupons.
Rr
Real-Time Marketing
Responding to user’s actions or events in real time. Campaign might be triggered by:
-user appearing in a given spot,
-user searching for a product or browsing a
category in the e-store,
-spending relatively long period of time in an area of brick and mortar store.
Having access to advanced analytics, marketers can respond to such actions in real time, e.g. sending him offer on the product he wants to buy right now. Real Time Marketing means tailoring time and message perfectly to fit users interests and particular situation he finds himself in at the moment.
RFM
Analytic module that takes into account such variables as time since last purchase, frequency of shopping, purchased products value. Thanks to it’s advanced functions it’s possible to create matrixes with overlapping analysis results that take into account two variables – for example frequency and average value of purchase, or time of the last purchase frequency of buying. Taking advantage of this type of analysis allows for precise segmentation of data bases, and by this better personalization of marketing message.
ROI
(Return of Investment) is the benefit to an investor resulting from an investment.
ROR
(Return of Relationship) Sort of ROI, but refers to the amount of resources and energy put into building a relation; a completely unmeasurable, pompous and worthless name. After all, we have CLV.
RTB
(Real-Time Bidding) Real-time auctions of cyber ad space. Making offers is automated and it takes place in milliseconds. One, who has the highest bid wins.
RWD
(Responsive Web Design) Designing a website in such a way that its layout and look adjust automatically to the size of the device, so it displays properly on big as well as on a small screens.
Ss
SaaS
(Software as a Service) One of the business models based on a fact, that software or app is stored and managed on developer’s servers, servers, and clients access it via cloud.
SoLoMo
A tri-force of great trends: Social – Local – Mobile reminding the world, that marketers will tell you anything to make you buy the product. Of course, all three elements (especially combined) are the powerful weapon on the market, but the SoLoMo sounds and looks like a name of some chemical compound.
SQL
1. Question language used for managing and modyfying databases and moving data from base to base.
2. Sales Qualified Lead – Lead which has passed entry qualifications in marketing department, was subjected to education process, and is ready to become a full-time customer.
Storyscaping
A title of best selling book by Gaston Legorburuandi and Darren McColl and the name of a marketing trend as well. The main idea is to “Stop creating ads, start creating worlds.” And that’s pretty much the concept of storyscaping – brand creates worlds to root their stories and customers’ stories into this environment.
Synergy
Effect that occurs when the sum of the actions gives a result greater than when they are performed separately. Marketing equivalent of ketchup. Everything becomes edible when covered in it. Same with the synergy – it makes some (silly) ideas easy digestible.
Uu
UI
(User Interface) What user sees when interacting with your app. The term connoted mostly visual design.
Up-Selling
Selling technique making it possible to gain maximum profit for one transaction. Began with more expensive product, the seller step by step introduces new, most of the times exclusive products, until the client wallet closes.
User Database Segmentation
Dividing and organizing contacts in mobile app users’ database. One can use multiple variables, like e.g. engagement, usage frequency, or location. It helps in message personalization.
USP
(Unique Selling Proposition) Everything what distinguish your product or service from the other ones available.
UTM
Addition to link, making it easier to track effects of campaign on the internet. You can add such parameters as source, medium, or general campaign slogan.
Vv
Viral
Marketers’ Eldorado – content which spreads through the web like some kind of viral disease. Omnipresent buzzword – an empty promise. Everything is created to be viral, and every marketer wants to put her hands on this Holy Grail. Unfortunately, true virals are not too common. And if someone says “Let’s make a viral”… words fail me.
VMS
(Voice Messaging System) Voice message system, sometimes abbreviated as voice mail.
Ww
Website Beacon
Object implemented on the website allowing for:
-detailed monitoring of clients’ behaviour,
-building behavioral profiles,
-counting scoring,
-segmentation.
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