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A B C D E F G H I J K L M N O P Q R S  T U V W X Y Z

A

Account management
When an employee manages the needs of a particular client/account.

Advertorial
An advert in the form of a written editorial piece.

B

B2B
Business to business.

B2C
Business to consumer.

Banner advertising
When companies pay for a banner advert to appear on a website, in an attempt to drive traffic to the site and/or increase brand awareness.

C

CRM
Customer relationship management. A way of managing interactions with current and potential customers.

CTR
Click through rate. The number of clicks on a link, this can be used to measure the effectiveness of an email or online advertising campaign.

D

Demographic
The information describing a selection of the population that the product or service is aimed at. For example: age, gender or income.

F

Focus group
A form of qualitative market research often used in marketing. A small group of people are asked about their opinions towards the research topic. This may be a product, service, concept, advertisement, idea or packaging.

M

Marketing mix
The four components marketeers consider when bringing a new product or service to market. Product, price, promotion and place.

Market segmentation
The division of a broader target market into segments.

N

NPD
New product development. The complete process of bringing a new product to market.

O

Organic search results
The unpaid listings in search engine results which appear due to their relevancy to the search term.

P

Proactive marketing
Anticipating rather than reacting to competitors, for example creating a new product.

PPC
Pay per click. The process in which advertisers pay each time their advert is clicked on.

R

Reactive marketing
Responding to competitive activity such as a promotion or lowering the price of a product.

ROI
Return on investment. This consideration of profits in relation to the cost invested.

S

SEO
Search engine optimisation. Improving the viability of a website in organic search engine search results.

Social marketing
Marketing efforts which are aimed at social good. For example campaigns encouraging smoking cessation.

Find out more about social marketing.

SWOT
The analysis of the strengths, weaknesses, opportunities and threats to a project.

T

Target market
The group of customers a company aims to target their marketing efforts towards.

U

USP
Unique selling point. What differentiates a product or service from competitors.

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