Search Engine Optimization (SEO): A process of optimizing your website to get organic, or un-paid, traffic from the search engine results page.
Call To Action (CTA): A piece of content intended to induce a viewer, reader, or listener to perform a specific act, typically taking the form of an instruction or directive.
Advertising: The activity or profession of producing advertisements for commercial products or services.
Public Relations: The professional maintenance of a favourable public image by a company or other organization or a famous person.
Return on Investment (ROI): A performance measure used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments.
Business to Business (B2B): Refers to commerce between two businesses rather than to commerce between a business and an individual consumer.
Business to Customer (B2C): Refers to the process of selling products and services directly between a business and consumers who are the end-users of its products or services.
Marketing: The action or business of promoting and selling products or services, including market research and advertising.
Customer Relationship Management (CRM): Is a technology for managing all your company’s relationships and interactions with customers and potential customers.
User-Generated Content (UGC): Any content that has been created and published by unpaid contributors. Often, those contributors are fans who promote a brand instead of the brand promoting itself
Owned Content: Comprises digital marketing channels that a company exercises complete control over, such as their branded website and social media. Improving upon and leveraging owned media efforts often increases the effectiveness of paid media and earned media for online businesses.
Unique Selling Point (USP): A feature or characteristic of a product, service, etc. that distinguishes it from others of a similar nature and makes it more appealing.
Product Listing Page (PLP): The one which displays the list of products
Product Description Page (PDP): The one which displays the details of a specific product
Community Marketing: Is a strategy that involves forming an engaging brand presence in order to interact with a community of existing customers. This type of marketing occurs in places like enthusiast groups, Facebook groups, online message boards and Twitter accounts.
Business Environment: Defined as uncontrollable internal and external factors which not only affect the business environment, but decisions, partnerships, manufacturing, distribution, price, and employees.
Micro Environment: Competitors, Suppliers, Customers, Trade Unions, Parent Company, and Manufacturers
SWOT Analysis: A study undertaken by an organization to identify its internal strengths and weaknesses, as well as its external opportunities and threats.
Macro Environment: Political, Economical, Social, Technological, Legal, and Environmental factors.
PESTLE Analysis: Is a framework or tool used to analyse and monitor the macro-environmental factors that may have a profound impact on an organisation’s performance
SOSTAC: Acronym for Situation, Objectives, Strategy, Tactics, Action, and Control. A marketing and business model used for planning.
AIDA: Acronym for attention, interests, desire, and awareness. A tactic used in marketing to engage customers awareness for a brand.
Marketing Mix: A marketing strategy used to target consumers. This strategy uses the four P’s; product, price, place, and promotion.
Brand Positioning: A strategy where businesses try to understand where their product or brand falls in relation to their competitors.
Influencer Marketing: A marketing strategy using social media personalities and their followers to target consumers
Social Marketing: The use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic
CMO: Chief Marketing Officer
