Industry WIKI

Account planning brings the consumer focus into advertising development process. The discipline and its tools and techniques help build unique directions, propositions, and communications concepts across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathizing with the target market and utilizing multiple types of data (primary, s

Click-through rate (CTR) is the ratio of clicks on a specific link to the number of times a page, email, or advertisement is shown. It is commonly used to measure the success of an online advertising campaign for a particular website, as well as the effectiveness of email campaigns.

Competitive analysis in marketing and strategic management is the assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one framework in the support of efficient and effective

Contextual advertising (also called contextual targeting) is a form of targeted digital advertising. Contextual advertising is also called "In-Text" advertising or "In-Context" technology. In context targeting, advertisements are selected and placed by automated systems based on websites' linguistic content and the context of what a user is looking at.

Cost per action (CPA), also sometimes misconstrued in marketing environments as cost per acquisition, is an online advertising measurement and pricing model referring to a specified action, for example, a sale, click, or form submit (e.g., contact request, newsletter sign up, registration, etc.).

Cost per impression (CPI) and cost per thousand impressions (CPM) are terms used in traditional advertising media selection, as well as online advertising and marketing related to web traffic. They refer to the cost of traditional advertising or internet marketing or email advertising campaigns, where advertisers pay each time an ad is displayed. CPI is the cost or expense incurred for

Cost per lead (CPL) is an online advertising pricing model in which advertisers pay for a defined lead, typically the contact information of a consumer who has expressed interest in the advertiser's product or service.

Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services. Commonly used in business-to-business, business-to-government, or longer business-to-consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process.

Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, advertising or soliciting business through email to people with an existing customer relationship could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations. The term usually refers to sen

In geomarketing and internet marketing, geotargeting is the method of delivering different content to visitors based on their geolocation. This includes country, region/state, city, metro code/zip code, organization, IP address, ISP, or other criteria. A common usage of geotargeting is found in online advertising, as well as internet television with sites such as iPlayer and Hulu. In the

Google bombing, also known as Google washing, is the practice of causing a website to rank highly in web search engine results for irrelevant, unrelated or off-topic search terms. It is in contrast of search engine optimization (SEO), which is the practice of improving the search engine listings of web pages for relevant search terms.

Growth hacking is a subfield of marketing focused on the rapid growth of a company. It is referred to as both a process and a set of cross-disciplinary (digital) skills. The goal is to regularly conduct experiments, which can include A/B testing, that will lead to improving the customer journey, and replicate and scale the ideas that work and modify or abandon the ones that do not, befor

Interactive advertising uses online or offline interactive media to communicate with consumers and to promote products, brands, services, public service announcements, and corporate or political groups.

Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing, mobile advertising can take place as text, image or video ads via SMS, or banner advertisements that appear embedded in a mobile web site.

Pay-per-sale or PPS (sometimes referred to as cost-per-sale or CPS) is an online advertisement pricing system where the publisher or website owner is paid on the basis of the number of sales that are directly generated by an advertisement. It is a variant of the CPA (cost per action) model, where the advertiser pays the publisher and/or website owner in proportion to the number of action

Referral marketing is a word-of-mouth initiative designed by a company to incentivize existing customers to introduce their family, friends, and contacts to become new customers. Unlike pure word-of-mouth strategies—where customers independently share information without company involvement or ability to track—referral marketing actively incentivizes and rewards existing customers for re

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages, enha

Search engine optimization (SEO) is the practice of improving the visibility and overall performance of websites and web pages in search engine results pages (SERPs). It focuses on increasing the quantity and quality of traffic from unpaid (organic) search results rather than paid advertising. SEO applies to multiple search formats, including web, image, video, news, academic, and vertic

The business terms push and pull originated in the logistic and supply chain management, but are also widely used in marketing.

Zesty.io is a SaaS cloud-based web content management system that allows companies (specifically mid-market and enterprise brands) to create, deploy, maintain, and optimize enterprise web properties. It is built on globally available Google Cloud Platform infrastructure and, as a SaaS product, requires no hardware or software resources. Zesty.io also allows for collaborative website buil