Awareness stage: The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service
Consideration stage: The second stage of the marketing funnel, when a potential customer’s interest builds for a product or service
Conversion: The completion of an activity that contributes to the success of a business
Conversion rate: The percentage of users or website visitors who completed a desired action, such as clicking on a link in an email or purchasing a product
Conversion stage: The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown
Customer journey: The path customers take from learning about a product, to getting questions answered, to making a purchase
Customer journey map: A visualization of the touchpoints a typical customer encounters along their purchase journey
Frequency: How many times an individual encounters an ad in a given timeframe
Impressions: The total number of times an ad appears on people’s screens
Inclusive marketing: The practice of improving representation and belonging within the marketing and advertising materials that an organization creates
Lead: A potential customer who has interacted with a brand and shared personal information, like an email address
Local search: A search query that generates local-based search results
Local SEO: Optimizing content so that it displays in Google’s local search algorithms
Loyalty stage: The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates
Marketing funnel: A visual representation of the process through which people go from learning about a brand to becoming loyal customers
Omnichannel: The integration or synchronization of content on multiple channels
Pain points: Problems customers want to solve
Reach: The total number of unique individuals who encounter an ad across their different
devices
Target audience: The group of people most likely to purchase a company’s products; often defined as the combination of customer personas
Touchpoint: Any interaction a customer has with a brand during their purchase journey
Terms and their definitions from previous module(s)
A
Agency: An outside partner that fulfills a company’s digital marketing and advertising needs
B
Business-to-business (B2B): Refers to when businesses sell products or services to other businesses (when businesses purchase from each other)
Business-to-consumer (B2C): Refers to when businesses sell products or services to consumers (when consumers purchase from businesses)
C
Consumer-to-business (C2B): Refers to when individuals (consumers) sell products or services to businesses (when businesses purchase from consumers)
Consumer-to-consumer (C2C): Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other)
D
Digital channel: Any communication method or platform a business can use to reach their target audience online
Digital marketing: The practice of reaching consumers online through digital channels with the aim of turning them into customers
E
E-commerce: The buying and selling of goods or services using the internet
Engagement marketing: (refer to experiential marketing)
Experiential marketing: The process of encouraging consumers to not only purchase a brand or product, but to experience it
I
Influencer marketing: The process of enlisting influential people to endorse or mention a brand or product to their followers on social media
In-house: Within a single company
S
Social media marketing: The process of creating content for different social media platforms to drive engagement and promote a business or product
T
Transferable skills: Skills from other areas that can help someone progress a career in marketing