Influencer marketing entails directing your marketing efforts to select individuals - who in turn will drive interest and exposure for your brand rather than the target audience as a whole. Adly is a very popular influencer marketing company that claims to promote targeted engagement to drive social sales. As a services provider and digital marketing software company, Adly links up brands and advertising agencies with impactful social influencers, including celebrities.

AdWords is an advertising service that allows business to display their ads on Google and sites within Google's syndicated network. AdWords is a keyword-centric form of advertising that allows businesses to set a strict advertising budget and only pay in the event that prospects click on their ads. Prospects are more likely to click and take action through an ad curated by Google AdWords since they're likely already familiar with your company's products and services.
Analytics and Forecasting
Alternatively known as forecasting analytics, analytics and forecasting combines market analysis (analytics) with quantitative predictions based on the most appropriate form of marketing analysis selected (forecasting). Once past trends are gleaned from your sample, linear regression and time series can help you predict the direction that data (and your customers) are headed.
Average Pages on Site Visited
Google Analytics and other web analytics services allow you to determine the average number of pages that each visitor to your website viewed. With most web analytics services you can also determine the average amount of time that each visitor spent on your website, which can help direct your future blogging or advertising efforts.
A/B Testing
Taking two websites or apps that are identical in every respect except for one and comparing those websites' performance on user behavior to determine which site is better from a marketing, ROI perspective. A/B testing can also be applied to email marketing campaigns, landing pages and CTA - e.g., by changing certain factors you can determine the optimal inbound marketing technique for your business.
AdStage is an all-in-one advertising campaign that allows you to manage all of your disparate social media ad campaigns in one place. Since AdStage can help companies create, manage and automate ad campaigns, you can manage all of your networks from one application without worrying about any scalability issues later on.
The process by which you determine the types of media that are driving your customers' purchases. Attribution specifically analyzes the media "touchpoints" of consumers to determine the most effective media sources to optimize in the future. Credits are assigned to effective attribution methods in the event of a sale; conversion events can also be used in lieu of an actual sale.
B2B Marketing
B2B marketing stands for business-to-business marketing, and it involves the sale of products and services from one company to another. Whereas traditional, consumer marketing relies heavily on brand popularity and consumer characteristics, B2B marketing more directly emphasizes price and ROI factors.
B2C Marketing
Business-to-consumer marketing refers to the more conventional kind of marketing that you're probably already familiar with. B2C marketing, technically defined, includes the marketing tactics and industry best practices for promoting your company's goods and services to consumers. B2C marketing, therefore, entails SEO, social media marketing and other forms of content marketing.
Buyer's Journey
The buyer's journey is similar to each consumer's buying cycle in that both allude to the fact that the purchase process is itself a journey. Along that journey marketers should craft content that addresses the current stage of that particular buyer's journey - stages range from "developing interesting" to the conversion and "purchase decision" culminating stage.
Big Data
Technically, big data denotes large data sets that are computationally analyzed to reveal valuable buyer characteristics. Big data also alludes to the fact that the digital landscape that customers frequent produces greater volume and complexity of data that marketers need to interpret and utilize. Used correctly, big data can increase customer engagement and customer retention as well as inform your marketing automation and marketing optimization efforts.
Blog Performance
In order to determine the success of your blog, marketers rely on blog analytics that provide insights into traffic, page views and a potential increase in sales. Blog analytics can be coupled with social media metrics, and your blog itself can be optimized according to what's relevant to customers, so that you get the most out of your website.
A lead who's further progressed along the sales tunnel and is ready to commit to a purchase. At this phase in the sales tunnel, it might be time to make a personalized pitch in order to turn the lead into a conversion.
Business Dashboard
An information management tool that allows you to visually gauge key performance indicators (KPIs) and other critical information across multiple departments (e.g., marketing versus sales processes). In the same way that infographics simplify complex data by representing it visually, a business dashboard breaks down performance indicators in easily digestible charts and graphs in order to, for instance, assess the ROI of your latest marketing campaign.
Call to Action
A call to action (CTA) is some kind of instruction directed at the audience (e.g., your consumers) to provoke a desired action. For instance, at the end of your blog you might tell customers to "call today" or "learn more" in order to lead consumers along the buying cycle and conversion funnel.
Consumer Involvement
One aspect of consumer buying behavior that tells marketers how much time and effort a consumer is willing to take in order to progress through the buying cycle. Consumers showing high involvement may only require reminders from your company rather than more forceful incentives.
Content Marketing
Content marketing is the process by which marketers create and present relevant, engaging content to consumers across an array of digital channels. Content marketing is focused on owned media like your website and blog as well as your social media feeds and email marketing initiatives. The aim of content marketing is both to acquire new customers and retain loyal customers. One of the fresher forms of content marketing making headway these days is infographics (see definition below).
Customer Relationship Management
A customer relationship management (CRM) system allows you to manage (and automate) your company's interactions with prospects and customers. An integrated CRM can help your company synchronize sales processes as well as automate aspects of technical support and customer service, thereby allowing resources to be more wisely allocated elsewhere.
Channel Marketing
In marketing, a channel is the route that goods take as those goods move from producer to consumer. Channel marketing is a type of business-to-business marketing program that seeks to improve the transmission of goods from producers to consumers by locating better partners to bring that transfer to fruition. A marketing channel is also known as a distribution channel.
Closed-loop Marketing
A process by which sales and marketing processes are increasingly aligned in order to close the loop between those two areas within your company. You can gain greater alignment between sales and marketing via closed-loop marketing by understanding the customer lifecycle more closely.
Cloud-based Integration
A type of systems integration, cloud-based integration is a cloud service that configures multiple application programs to pool their data resources together in the cloud.
Community Manager
A community manager's role is to generate enthusiasm about your company and be brand advocates across social media channels. Community managers create a social persona that they use when interacting with prospects on social media sites like Twitter, Facebook and Instagram. The main job of a community manager is to bolster brand awareness among prospects who may not have even heard of your brand beforehand.
Conversion Optimization
Conversion optimization, or conversion rate optimization, is a way to increase the number of visitors to your website that you effectively convert into customers. A "conversion" could also be defined as turning a visitor into a subscriber.
Call Analytics
Call analytics are marketing management tools that assess and track advertising performance while optimizing sales leads. Those familiar with web analytics (e.g., Google Analytics described above), will intuitively understand how call analytics inform the best advertising source as well as optimize the performance of call agents in order to maximize a given company's advertising ROI.
Click-thru Rate
A high click-thru rate indicates that customers are interested in the ad impressions that marketers are offering. Why? Because a click-thru rate is the percentage of total clicks that advertisers collectively receive from all of their ad impressions. A high click-thru rate is one of the most important aspects to your pay-per-click advertising campaigns.
A cost-per-action (CPA) metric tells marketers what particular advertising expenditures amount to in the real world. To calculate cost-per-action, you divide the total cost of the advertisement by the volume of people who responded (e.g., through making a purchase or visiting your site) within a specified timeframe.
Customer Experience Compatibility
A buzzword among both website developers and website designers alike, cross-device compatibility ensures that users can access and navigate your website without formatting issues whether they're coming at your site through a Smartphone, tablet or desktop. Responsive website designs work in lockstep with cross-device compatibility in that both contribute to a more satisfying user experience.
Customer Experience Tools
Customer experience tools allow marketers to track and optimize difference aspects of the customer experience. Using email marketing automation as well as social media listening to promote your lead nurturing efforts, customer experience tools can give you more insight into customers' desires and expectations.
Direct Marketing
When companies practice direct marketing they're selling their products and services directly to the public without the intermediation of retailers. Both telephone selling and customers purchasing products directly from your website are iterations of direct marketing.
Display Advertising
Display advertising is a form of online advertising that includes both banner ads and rich media. More concretely, display advertising are advertisements placed on web pages that include text and images or even flash components. Display advertising relies more heavily on video and audio than traditional text-centric advertising.
Drupal is an open-source, highly customizable content management system (CMS). A free resource, Drupal can be used by the tech-savvy as well as business owners less familiar with programming. One of the main benefits that Drupal affords growing businesses is the opportunity to go with a CMS that won't present any scalability issues down the road, and one that plays nice with search engines and mobile devices.
Data-driven Marketing
Data-driven marketing, in short, turns marketing from a set of qualitative "guesswork" processes to taking advantage of Big Data as well as incorporating more complex segmentation and targeting strategies. Since data-driven marketing takes advantage of global market research in addition to a greater array of customer activities, including off-site activities, data-driven marketing takes the guesswork out of your outreach.
Digital Advertising Platforms
Digital advertising platforms include ad networks (see above definition), channel advertising, search advertising, and the expanding world of mobile advertising. Perhaps the most potent form a digital advertising platform can take is what's known as a data management platform that agglomerates and analyzes every bit of customer data your company possesses.
Dynamic Remarketing
Dynamic remarketing allows marketers the opportunity to show previous website visitors ads predicated on products or services that they've already scanned on your website. The aim behind dynamic remarketing is to allow visitors the chance to move further along the buying cycle, in general, and perhaps complete a purchase they left in their online cart, in particular.
Dynamic Pricing
An iteration of promotional price adjustment offered to consumers, dynamic pricing can offer first-time consumers significant point-of-sale discounts in order to increase future customer engagement.
E-commerce (a.k.a., electronic commerce) is a broad term referring to most commercial transactions conducted electronically over the internet. As such, e-commerce can include B2C marketing wherein consumers buy directly from your website's digital storefront. E-commerce might also translate to consumer-based retail websites or B2B exchanges transacting in goods and/or service online.
Email Marketing Campaigns
Email marketing, simply put, occurs any time that your company sends a commercial message to a targeted audience using electronic mail as a communication medium. You can also delegate your email marketing campaigns to companies who will do them for you, such as Constant Contact and Doppler. Email marketing campaigns, moreover, have a direct impact on your business' scalability since with email marketing campaigns you can reach larger audiences without relying on expensive print marketing or television ads.
An electronic signature (e-signature) is completely paperless form of ensuring data integrity with online purchases. Electronic signatures also inform data and user authentication methods. A digital signature, a related concept, refers to encryption technology that makes electronic signatures a safer route for online purchases.
Sites for community online discussions.
Clutter on a page which may distract a visitor from converting to a lead.
Logo or graphic representing a business website which appears in the browser bar.
Gamification is simply the process of incorporating game elements into non-game processes. By infusing your website or a curated online community with game mechanics, you can make engagement with your brand more fun for consumers in a way that encourages participation and enhances customer engagement.
Graphical Search Inventory
Said to be the visual counterpart to a contextual link inventory, a graphic search inventory includes all of the banner ads, animations and pop-up ads that are connected to particular search queries on major search engines. These ads are subsequently shown to webgoers after a germane search term is entered on a search engine.
The symbol "#" placed before one of your company's slogans or current catchphrases used on social media, especially Twitter. Hashtags are a vital component of social media marketing since they allow your products to find a greater exposure without you, the company owner, having to necessarily spend more on marketing.
Hootsuite is a social media management resource that allows for integrated marketing campaigns across social profiles. The main benefit of Hootsuite is that it allows marketers to automate and streamline the process of posting messages on multiple social media channels. Hootsuite, for instance, enables you to post automatically at certain times of the day or to a particular target demographic on one or multiple profiles.
HubSpot is a valuable inbound marketing resource and a piece of all-in-one marketing software that companies of all sizes can take advantage of. Offering blogging, lead management and search engine optimization services in addition to email marketing and marketing automation campaigns, HubSpot can save time-strapped business owners energy better spent elsewhere.
Inbound Marketing
Inbound marketing can include blogs, search engine optimization and social marketing. All of these marketing tactics are aimed at taking the best of your content marketing and attracting customers at different phases of the buying cycle. Inbound marketing is usually contrasted with outbound marketing, which involves less targeted marketing to a larger group of people.
Influencer Marketing
Influencer marketing is an even more targeted form of marketing than inbound marketing since influencer marketing involves focusing on specific individuals rather than your target market per se. Influencers targeted in influencer marketing campaigns could be buyers in their own right or value-added influences, such as industry analysts, who hold sway with consumers.
An infographic is a potent part of content marketing. Infographics are visual images that quickly convey data (e.g., sales figures or industry statistics) thereby solving the limitations of text or visuals alone. Infographics can make content more engaging and work very well across mobile media.
Interactice Content
Interactive content can include apps and plug-ins that allow users the chance to take polls, fill out questionnaires, reconfigure online galleries or go through an interactive infographic. Like gamification, interactive content increases customer engagement by making the overall experience more fun.
Idea Management
A process for systemically creating, capturing and tracking ideas in order to turn those ideas with the highest potential into actionable, real-world solutions for your company. Idea management can streamline your sales processes while reducing your overhead and enhancing engagement.
Image Advertising
Online advertising that seeks to improve the image of your company among consumers rather than promote any particular product or service.
A programming language in web browsers to allow pages to be interactive.
Key Performance Indicators
Key performance indicators (KPIs) are those metrics that are absolutely critical to the success of your business. Examples of key performance indicators include metrics for customer loyalty, overhead or net revenue for your organization. Although key performance indicators can also inform the effectiveness of more niche areas - SEO KPI, for example - KPIs usually home in on the most vital business processes.
Keyword Optimization
Keyword optimization, also known as keyword research, is the process by which marketers research, analyze and use keywords to isolate qualified traffic from search engines (Google, etc.) onto your company's website. Using the right keywords can lead to optimized content and converting customers further along the buying cycle.
Lead Nurturing
Lead nurturing is the process by which marketers connect with consumers at every phase of the buyer's journey. Rather than making blanket marketing promises vis-a-vis outbound marketing techniques, lead nurturing involves listening and responding to the needs of prospects and providing timely solutions to their problems.
Local SEO
Local search engine optimization is a more regionalized form of search engine optimization. As such, local SEO is an optimization process specifically designed for local results on search engines. The importance of local SEO would be hard to overstate since Smartphones and enhanced connectivity no matter were customers find themselves means that customers going through search engines can quickly find your local business, reviews and directions in a one-stop-shop through Google.
Loyalty Program
A loyalty program is your way of giving back to loyal customers in that customers in your loyalty program can get early access to new products, promotions or even free merchandise.
Landing Page Optimization
Landing page optimization (LPO) can be part of a broader conversion rate optimization campaign. The landing page, or the webpage that gets displayed when a customer comes at your company from an advertisement or search engine, is effectively your company's first impression with customers. Landing page optimization makes sure that the landing page's content and visual layout is appealing to your target audience.
Lead Conversion rate
Simply put, a lead conversion rate is the overall percentage of leads that become your customers. A lead, technically speaking, is a potential sales contact, whether that be another company in a B2B marketing context or a consumer in a B2C marketing context (see above definitions).
Mobile Marketing
Mobile marketing is an outcropping of internet marketing. A permission-based form of marketing, mobile marketing usually takes the form of ads being sent to a subscriber's mobile device - typically in the form of text messages.
Magento is the e-commerce solution that nearly a quarter-million merchants from around the world have entrusted their business to. Any business concerned with taking more control of their online channel and expanding into new markets while increasing the scope of their business operations (scalability: see definition below) needs an e-commerce solution that's flexible (e.g., open-source software) and loaded with usable features.
Mobile App Development
Mobile app development is the process of bringing application software to mobile devices, especially Smartphones. Increasingly mobile app development relies on mobile user interface (UI) designs to ensure responsiveness across a range of mobile devices.
Marketing Analytics
Marketing analytics is aimed at measuring marketing performance to glean the highest return on investment out of your web marketing efforts. To be truly integrative, marketing analytics should include nuanced information about your customers, industry trends, and lead generation statistics
Marketing Environment
All of the collective factors that facilitate or inhibit companies from developing a closer relationship with customers. Your marketing environment can be broken down into a tripartite mix that includes the micro environment (e.g., inter-company forces affecting your outreach), the meso environment (e.g., your particular industry), and macro environment (e.g., societal or national economic trends).
Marketing Qualified Leads
A marketing qualified lead (MQL) is a lead that you've judged to be more likely to become a customer compared to other leads. Both closed-loop analytics and lead intelligence can help differentiate high-priority leads from everyone else.
Metasearch Engine
A metasearch engine (a.k.a., an aggregator) - which is similar in principle to a meta-analysis in an academic setting - aggregates two or more search engine's data and presents a streamlined result to the end user. So, what is the advantage to using a metasearch engine? Your customers are essentially culling from a greater pool of information and expanding their search coverage on a topic, which might include increasing visibility for your brand.
Native Advertising
As a form of online advertising, native advertising matches the form and function of the platform on which the advertising itself appears. Native advertising is especially common on search engines and is meant to "blend in" or look like organic search engine results.
To sociologists ethnography means the systematic analysis of different cultures and peoples within those cultures. By extension, marketers who use the term "netnography" do so when referring to analyzing the volitional behaviors of people on the internet, especially as those behaviors can be influenced by digital marketing research techniques. Netnographical research (e.g., including text mining and content analysis) is seen as less expensive, more naturalistic and more insightful than normal ethnographic research since netnography depends on real-life observation in lieu of awkward interviews or one-off focus groups.
Online Advertsiing
To sociologists ethnography means the systematic analysis of different cultures and peoples within those cultures. By extension, marketers who use the term "netnography" do so when referring to analyzing the volitional behaviors of people on the internet, especially as those behaviors can be influenced by digital marketing research techniques. Netnographical research (e.g., including text mining and content analysis) is seen as less expensive, more naturalistic and more insightful than normal ethnographic research since netnography depends on real-life observation in lieu of awkward interviews or one-off focus groups.
Off-page Optimization
Off-page optimization can include factors like the ranking of your page or a link's popularity among consumers. Keyword rankings and intelligent link building are two off-page optimization factors that can impact your company's performance on search engines, and by proxy your company's exposure.
Outsourced Marketing
When companies outsource social media marketing, display ads and email marketing campaigns to marketing agencies, those companies are making use of outsourced marketing. Marketing agencies will then locate and advertise to your target audience based on on-site and off-site tendencies.
A potential customer deemed such on the basis of financial factors, buying authority, or inferred willingness to purchase products and services from your company. Prospects are sometimes referred to as sales-ready leads.
Pay--per-click Advertising
Pay-per-click advertising (PPC) is an internet marketing advertising technique that is intended to drive quality traffic to websites. PPC display advertisements are presented in the form of banner ads on individual web sites and throughout search engine results. Banner ads are shown on search engine results when the owners of related content have consented to show the banner ads.
You probably already know all about your customers' demographic makeup (age, gender, etc.), but did you know that psychographics are just as important to factor into your marketing initiatives? What are psychographics? Psychographics are the values, personality traits and lifestyle choices that your customers bring to the table as they move through various phases of the buying cycle. Your customers' psychographics can be grasped through A) more direct queries or B) website analytics
Partner Relationship Management
A business strategy for enhancing communication between companies and those companies' respective channel partners.
peer-to-peer Marketing
Online promotional techniques wherein customers are encouraged to share and talk about your products or services to other customers. Peer-to-peer marketing (P2P marketing) has been hailed as the future of brand marketing because it converts loyal and satisfied customers to advocates for your brand on the ever-expanding world of social media. P2P marketing promotes a quicker sales cycle, better leads and vastly improved marketing ROI.
Performance-based Advertising
A type of advertising in which your company only pays when there are measurable results. The advent of more advanced tracking and analytics enables marketers to determine how user actions are related to advertising itself.
Personalized Marketing
An extension of targeted marketing that creates personalized messages for individual consumers interested in your company.
Predictive Analytics
A marketing technique for forecasting customer responses and customer satisfaction. Predictive analytics in marketing can also facilitate cross-sell opportunities. By using predictive analytics, marketers can retain and bolster the customers they've found to be most profitable.
The actual words or terms used in a search engine request.
Referral Program
A referral program drives customer loyalty by creating incentives for the referee and referred customer, who are much less costly to acquire in the first place and are loyal customers at much higher rates.
ROI stands for return on investment and it allows marketers to calculate the effectiveness of a marketing campaign. To calculate ROI in a marketing campaign, such as a social media marketing initiative, simply take the sales growth from that campaign and subtract the marketing cost, then divide by the marketing cost. So, say you spent $1000 on a marketing campaign (marketing cost) and saw growth of $10000, then your ROI was 900%.
Referral Traffic
Search traffic, direct traffic and (indeed) referral traffic are all tracked by Google Analytics. According to Google, referral traffic constitutes visitors who came to your website outside of a search engine - e.g., through a visitor clicking on a hyperlink from one site and winding up at another.
RSS stands for really simple syndication. Living up to its namesake, RSS is really simple since it gets new blog content and news headlines out to customers and subscribers so effectively. RSS works by sending regularly updated blogs, news items and even podcast content to syndicated subscribers across your brand's feeds. RSS is made even simpler by the fact that customers can get real-time updates across mediums (e.g., blogs, news and podcasts) in one place.
Sales Funnel
Sales funnels are depicted as inverted pyramids showing a company's escalating sales process. Moving from awareness and leads to prospects and sales, companies can learn how to increase brand awareness in prospects at the awareness stage ("top-of-the-funnel" consumers) and convert sales-ready leads more evolved along the sales funnel.
Search Engine Optimization
Search engine optimization's end goal is enhancing the visibility of your website in a search engine's unpaid results. These are known as organic results, and attaining page-one status on a search engine's organic results is so critical because 75% of users don't scroll beyond the first page of organic results.
Social Media Management
Social media managers monitor, contribute and generally guide your company's brand image across social media channels like Twitter and Facebook. Social media managers, in contrast to some community mangers, deal with consumers who are familiar with your brand.
Social Media Marketing

Marketing that goes through social media and is aimed at increasing traffic for your website, raising brand awareness or increasing exposure to your company's goods and services. One way in which social media marketing is different from other forms of marketing is that those marketed to can share the content on social media itself.

Sales Lead Generation
The generation of consumer interest or more active forms of inquiry into your company's goods and services. The purpose of lead generation is to stoke consumer interest and turn one-time consumers into loyal customers.
Scalability, generally speaking, is your business' ability to grow into new markets and meet higher demand in the future through expanding the complexity of your organization. As it relates to marketing, scalability means creating social media networks and email marketing campaigns that can accommodate this future growth.
Search Engine Marketing
Search engine marketing (SEM) is a type of digital marketing that seeks to increase your brand's visibility by improving your presence on search engine results pages (SERPs) and using paid advertising. Whereas search engine optimization earns traffic through unpaid listings, search engine optimization effectively purchases traffic via paid search listings.
Sales Contract Management
Sales contract management software is intended to streamline the entire sales contracting cycle. Since sales contract management software is typically compatible with customer relationship management (CRM) packages, you can measure compliance, monitor your risk and execute sales contracts all in one place.
Sales Performance Management
The process by which marketing departments track and channel their personnel to facilitate the sale of goods and services. Goal setting and strategies aimed at enhancing customer satisfaction are core priorities within sales performance management.
SERPs are search engine results pages, and SERPs specifically refer to the listing of results produced by a search engine (e.g., Google or Bing) through a keyword query from prospects. Getting page-one status on major search engines and staying within the top-ten results in terms of SERPs has a direct bearing on your search engine optimization and search engine marketing initiatives, your visibility and ultimately your sales. The vast majority of your customers don't go beyond the first page of SERPs.
Smaketing is a neologism that stands for the process of integrating sales and marketing processes within your organization. Combining sales and marketing processes can get everyone in an organization on the same page and ensure that a single department is conveying a unified branding image to customers.
Treatment Page
A page treated for better performance in A/B testing.
Words used to help categorize posts in various media posts to allow easier visibility.
Targeting Email
Sending emails to an audience that has been identified to have interest in the message.
User-generated content is any content - ranging from blogs and posts to podcasts, Tweets and advertisements - that are created and forwarded by users already adept at using new media and social media channels. Content generated from users can increase your brand exposure and foster customer engagement, not to mention customer feedback. Starbucks ran with the UGC concept when in 2014 it had thousands of customers present their new cup design ideas.
Video Marketing
A fresh type of internet marketing that features advertising in the form of short videos (usually under five minutes) that address specific consumer concerns while drawing on content from articles. YouTube is a popular forum for hosting video marketing.
An open-source content management system that features a very intuitive plugin architecture and popular template system. In a marketing context, WordPress is seen as the gold standard blogging foundation upon which to run your inbound marketing.
Extensible Markup Language is a formal code that is formatted to 
be read by both humans and machines.
A social website that serves as an online directory of businesses which allows for user reviews and ratings.
A resource for a community of freelance writers that allows for easy integration into a content management system.