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A

  • Average Order Value Uplift

    Average Order Value Uplift refers to the increase in the average order value resulting from specific marketing actions, such as personalization or promotional offers. It indicates the effectiveness of these strategies in encouraging customers to spend more per purchase.

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  • App Stickiness

    App Stickiness refers to the frequency and duration of user engagement with a mobile app. It’s a measure of the app’s ability to retain users over time. High stickiness suggests that users find the app useful and engaging, which is crucial for long-term success. Enhancing user experience, offering regular updates, and personalizing content are strategies to increase app stickiness.

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  • Application Programming Interface (API)

    An Application Programming Interface (API) is a set of protocols and tools for building software applications. In digital marketing, APIs facilitate integration and communication between different software platforms, enabling automation and data sharing. They are essential for creating seamless user experiences and for the efficient operation of digital marketing tools.

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  • Active User

    An active user regularly engages with a product or service, indicating their interest and loyalty. In digital platforms, tracking active users is crucial for understanding the appeal and efficacy of the service or app. It helps businesses to analyze user behavior, refine their offerings, and improve user retention. Metrics like daily or monthly active users provide insights into the health and growth potential of the digital service.

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  • Average Order Value (AOV)

    Average Order Value (AOV) measures the average amount spent each time a customer places an order. It’s a key metric in e-commerce, helping businesses understand customer purchasing behavior. Increasing the AOV can significantly boost revenue. Strategies to increase AOV include product recommendations, bundling products, and offering incentives for larger purchases.

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  • App Uninstall Rate

    The App Uninstall Rate is the percentage of users who remove an app after installation. It’s an important metric for understanding user satisfaction and app performance. A high uninstall rate may indicate issues with app functionality, user experience, or value. Monitoring and analyzing uninstall rates can help developers and marketers make necessary improvements to reduce churn.

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  • Agile Marketing

    Agile Marketing is a flexible, fast-paced methodology that adapts to the evolving landscape of modern marketing. It emphasizes quick iterations, collaboration, and customer feedback to rapidly respond to market changes. Agile teams focus on short-term goals and data-driven strategies, allowing for quick pivots and continuous improvement in marketing efforts.

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  • Acquisition

    Acquisition in digital marketing refers to the process of gaining new customers or users for a website or app. It’s a key aspect of business growth, focusing on attracting visitors through channels like social media, search engines, and email campaigns. Successful acquisition strategies often include targeted advertising, content marketing, and SEO efforts to increase visibility and attract a relevant audience.

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  • A/B Testing

    A/B Testing, or split testing, is a crucial method in digital marketing for comparing two versions of a webpage or app. It helps in making informed decisions by revealing which version achieves better performance in terms of user engagement or conversion rates. This technique is invaluable for optimizing web designs, email campaigns, and advertising content, as it allows for fine-tuning based on actual user data.

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B

  • Behavioral Analytics

    Behavioral Analytics involves studying how users interact with websites and apps. This data helps businesses understand user preferences, improve user experiences, and make data-driven decisions. It’s crucial for personalizing marketing efforts and enhancing customer engagement.

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  • Bounce Rate

    Bounce Rate is the percentage of visitors who leave a website after viewing only one page. It’s an indicator of site engagement and effectiveness. A high bounce rate might suggest that the site’s content, layout, or usability needs improvement.

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  • B2C (Business to Consumer)

    B2C, or Business to Consumer, denotes transactions between businesses and individual consumers. B2C marketing focuses on driving sales and often involves more emotional decision-making. Strategies include advertising, promotions, and creating a strong brand identity to appeal to consumers.

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  • B2B (Business to Business)

    B2B, or Business to Business, refers to transactions between businesses, such as a manufacturer selling to a retailer. B2B marketing focuses on meeting the needs of other businesses and involves different strategies compared to consumer marketing, including longer sales cycles and more decision-makers.

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C

  • Customer Acquisition Cost (CAC)

    Customer Acquisition Cost (CAC) is the total cost of acquiring a new customer, including all marketing and sales expenses. It’s an important metric for understanding the value of a customer and for evaluating the efficiency of acquisition strategies.

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  • Customer Journey Map

    A Customer Journey Map is a visual representation of the steps and experiences a customer goes through in interacting with a brand. It helps businesses identify key touchpoints and opportunities for improvement in the customer experience.

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  • Customer Permissions

    Customer Permissions refer to the consent given by users for businesses to collect and use their personal data. Obtaining and managing these permissions responsibly is crucial for maintaining customer trust and complying with data protection regulations.

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  • Customer Behavior

    Customer Behavior involves the actions of customers in relation to a brand or product. Understanding customer behavior is crucial for tailoring marketing strategies, improving customer experiences, and driving sales.

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  • Cross-selling

    Cross-selling involves suggesting related or complementary products to customers during a purchase. It’s an effective strategy to increase the average order value and enhance customer satisfaction by offering additional value.

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  • Conversion Rate

    Conversion Rate is the percentage of visitors to a website who take a desired action, such as making a purchase or signing up for a newsletter. It’s a crucial metric for evaluating the effectiveness of marketing strategies and website design.

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  • Conversion Rate Uplift

    Conversion Rate Uplift refers to the increase in conversion rate as a result of specific marketing initiatives like personalization or A/B testing. It indicates the effectiveness of these strategies in improving the desired user actions on a website or app.

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  • Customer Engagement

    Customer Engagement refers to the interactions and experiences a customer has with a brand across various channels. High engagement often leads to increased loyalty and advocacy, making it a key focus in marketing strategies.

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  • Cross-channel Messaging

    Cross-channel Messaging is the practice of using multiple channels to communicate with customers, ensuring a consistent and cohesive message across all platforms. It’s essential for a unified brand experience and for reaching customers where they are most active.

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  • Cohort Analysis

    Cohort Analysis involves examining the behaviors of specific groups of users over time. This analysis helps businesses understand trends, predict future behaviors, and tailor marketing strategies to specific customer segments.

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  • Control Group

    In marketing experiments, a Control Group is a set of users who are not exposed to the test variable. This group serves as a benchmark to measure the impact of changes made in the test group, ensuring that results are due to the variable and not external factors.

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  • Customer Journey

    The Customer Journey is the complete set of experiences that customers go through when interacting with a company and its brand. Understanding the customer journey is vital for creating effective marketing strategies and improving the overall customer experience.

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D

  • Daily Active User (DAU)

    Daily Active User (DAU) measures the number of unique users who engage with a website or app in a single day. It’s a crucial metric for assessing user engagement and platform health. High DAU suggests strong user interest and habitual use, key for growth and user experience optimization. Monitoring DAU assists in understanding user behavior, guiding targeted improvements, and driving increased daily interaction. This metric is essential for platforms striving to maintain an active, dedicated user base.

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  • Deep Linking

    Deep Linking refers to the practice of using hyperlinks that direct users to specific, generally searchable or indexed, pieces of web content. This technique is widely used in marketing to guide users directly to a product or offer, bypassing the homepage. Deep linking enhances the user experience, increases engagement, and can significantly improve conversion rates by providing a straightforward path to specific content or actions.

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  • Direct Traffic

    Direct Traffic is a measure of visitors who arrive at a website without a referral from another web source. This can occur when a user types the website URL directly into their browser, uses a bookmark, or clicks on an untracked link from an email or offline document. Direct traffic is an important metric in understanding how well a brand is known and can be indicative of the effectiveness of offline marketing efforts or brand loyalty.

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E

  • Email Marketing

    Email Marketing involves sending commercial messages to a group of people using email. It is a highly effective digital marketing strategy for building brand awareness, enhancing relationships, and driving conversions. Email marketing can include newsletters, promotional campaigns, transactional messages, and more. The effectiveness of email marketing lies in its ability to provide personalized, relevant content to a targeted audience.

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  • Email Deliverability

    Email Deliverability refers to the ability of an email to successfully reach the recipient’s inbox. This metric is crucial in email marketing, as high deliverability rates ensure that marketing messages reach their intended audience. Factors influencing email deliverability include sender reputation, email content quality, and recipient engagement. Ensuring high deliverability is key to the success of email marketing campaigns.

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  • Email Marketing Automation

    Email Marketing Automation is the process of automating the sending of email messages based on specific triggers, behaviors, or schedules. This strategy streamlines communication and enhances the relevance of messages sent to customers and prospects. Automated emails can include welcome messages, birthday emails, reminder emails, and personalized recommendations. It’s a powerful tool for maintaining engagement and nurturing leads with minimal ongoing manual effort.

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F

  • Frequency Capping

    Frequency Capping is a technique used in digital advertising to limit the number of times an ad is shown to the same user over a given period. This strategy is important in avoiding ad fatigue, ensuring a positive user experience, and optimizing ad spending. Frequency capping helps in maintaining brand positivity and effectiveness of the advertising campaign.

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  • Funnel Analysis

    Funnel Analysis is a method used to understand the steps a customer goes through in the journey from initial contact to the final decision, typically a purchase. This analysis helps marketers identify points where prospects drop out and areas that need improvement. By understanding and optimizing each stage of the funnel, businesses can enhance the customer journey, leading to higher conversion rates and better customer retention.

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G

  • Geofencing

    Geofencing is a location-based digital marketing tool that enables businesses to send targeted messages to smartphone users within a defined geographic area. It’s widely used in mobile app marketing to engage customers with relevant offers when they enter or leave a specific location. This technology is effective in driving foot traffic to physical stores, promoting location-specific deals, and enhancing local marketing efforts.

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  • Growth Marketing

    Growth Marketing is an integrated approach that focuses on growing a business by engaging and retaining customers through the entire funnel. It involves experimenting with marketing strategies, product development, and customer engagement tactics. The goal is to identify the most effective ways to attract, engage, and retain customers, ultimately leading to increased revenue and business expansion.

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I

  • Incremental Revenue

    Incremental Revenue is the additional income generated from marketing activities, beyond the baseline revenue. It’s a key indicator of the effectiveness of marketing strategies, particularly in A/B testing and personalized marketing campaigns. Tracking incremental revenue helps businesses assess the return on investment (ROI) of their marketing efforts and guides future marketing decisions.

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  • In-App Messages

    In-App Messages are communications delivered to users within a mobile application. These messages can range from promotional offers to updates on app features. They are targeted and can be personalized based on user behavior, enhancing the user experience and engagement. In-app messaging is a powerful tool for marketers to increase app retention rates and encourage specific user actions.

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L

  • Lifecycle Marketing

    Lifecycle Marketing involves strategies aimed at guiding customers through the entire lifecycle of their interactions with a business—from initial awareness to repeat purchases. It focuses on delivering the right message at the right time, based on the customer’s stage in the buying process. This approach enhances customer experience, increases loyalty, and maximizes customer lifetime value.

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  • Lifetime Value (LTV)

    Lifetime Value (LTV) represents the total revenue a business can expect from a single customer throughout their relationship. LTV is a crucial metric for understanding the long-term value of customers and for making informed decisions about customer acquisition and retention spending. A higher LTV indicates a more valuable and loyal customer base.

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M

  • Marketing Automation

    Marketing Automation refers to the use of software to automate marketing processes, such as email campaigns, social media posting, and ad campaigns. This technology enables marketers to deliver more personalized, relevant content to their audience, improving engagement and efficiency. Automation also provides valuable data insights, helping in the optimization of marketing strategies.

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  • Middle of the Funnel (MOFU)

    Middle of the Funnel (MOFU) represents the stage in the customer journey where potential customers are considering their options. It’s a critical phase for nurturing leads with targeted content, such as detailed product information, testimonials, and case studies. Effective MOFU strategies help move leads closer to making a purchase decision.

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  • Mobile Marketing

    Mobile Marketing involves reaching customers on their smartphones or tablets through various channels such as SMS, email, social media, and mobile applications. It’s a strategy that capitalizes on the increasing use of mobile devices, offering personalized and location-based marketing messages. Effective mobile marketing engages customers with timely and relevant content, improving customer experience and driving conversions.

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  • Multichannel Marketing

    Multichannel Marketing refers to the practice of interacting with customers through multiple channels, both online and offline, like email, social media, websites, and physical stores. This approach provides customers with a seamless shopping experience, allowing them to engage with a brand in a way that’s most convenient for them. It’s crucial for reaching a broader audience and creating a cohesive brand presence across various platforms.

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N

  • Net Promoter Score (NPS)

    Net Promoter Score (NPS) is a metric used to assess customer satisfaction and loyalty. It measures how likely customers are to recommend a brand or product to others. NPS is calculated based on responses to a single question, typically on a scale from 0 to 10. It helps businesses gauge customer sentiment and identify areas for improvement in their products or services.

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  • Native Opt-in

    Native Opt-in is a method of asking users for permissions in a way that’s integrated seamlessly into their user experience. This could involve requesting email sign-ups, push notification permissions, or data sharing consents. Native opt-ins are designed to feel like a natural part of the interaction, increasing the likelihood of user consent while maintaining a positive user experience.

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  • Next Best Channel

    Next Best Channel is a marketing strategy that uses predictive analytics to determine the most effective communication channel for engaging a specific customer. This approach considers the customer’s past interactions, preferences, and behavior to identify the channel—be it email, social media, or direct mail—that is most likely to result in a positive response.

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O

  • Opt-in/Opt-out

    Opt-in/Opt-out refers to the process where users give or withhold their consent to receive marketing communications. Opt-in is a user’s active agreement to be part of a mailing list or receive other forms of marketing messages, whereas opt-out is the choice to be removed from such lists. These practices are essential for respecting user preferences and complying with data protection regulations.

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  • One-to-One Personalization

    One-to-One Personalization is a marketing approach that involves creating individualized content and messages tailored to each customer. This strategy leverages data like browsing behavior, purchase history, and personal preferences to deliver highly relevant and personalized experiences. It’s effective in enhancing customer satisfaction, loyalty, and ultimately driving conversions.

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  • Over-the-Top (OTT)

    Over-the-Top (OTT) refers to media services provided directly to viewers via the internet, bypassing traditional platforms like cable or broadcast television. OTT platforms offer a range of content, including movies, TV shows, and live events, accessible on various devices. This trend has revolutionized media consumption, offering opportunities for targeted advertising and content personalization based on user preferences.

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  • Organic Traffic

    Organic Traffic is the number of visitors that come to a website from unpaid sources, such as search engine results. This type of traffic is considered highly valuable as it comes from users actively searching for something related to the content or services offered by the website. Effective SEO strategies are crucial in increasing organic traffic, enhancing website visibility, and credibility.

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P

  • Page View

    A Page View is a metric that counts the number of times a webpage is viewed. It’s an essential measure for understanding how users interact with a website, indicating the popularity and engagement level of specific content. Tracking page views helps in optimizing website layout, content, and user experience, aiming to increase engagement and visitor retention.

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  • Personalization

    Personalization in digital marketing involves tailoring content, offers, and experiences to individual users based on their preferences, behavior, and data. This strategy enhances user experience, increases engagement, and drives higher conversion rates. Personalization can be applied across various channels, including websites, emails, and ads, to deliver more relevant and compelling content to each user.

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  • Predictive Segmentation

    Predictive Segmentation involves dividing customers into groups based on predicted behaviors or preferences. This data-driven approach helps marketers to target specific segments with personalized marketing campaigns, improving the relevance and effectiveness of their efforts. It’s a powerful tool for increasing the efficiency of marketing resources and enhancing customer experiences.

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  • Push Notification

    Push Notifications are brief messages sent from apps to users’ devices, even when the app is not actively in use. These notifications can include alerts, reminders, or promotional offers. They are an effective tool for re-engaging users, driving app usage, and delivering timely content. The success of push notifications lies in their relevance and timing, enhancing user engagement without being intrusive.

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Q

  • Quality Score

    Quality Score is a metric used in digital advertising platforms like Google Ads, assessing the relevance and quality of ads, keywords, and landing pages. A higher quality score can lead to lower costs per click and better ad positions. Factors influencing this score include click-through rate, keyword relevance, and the quality of the landing page. Optimizing for a high quality score is essential for the success of pay-per-click (PPC) campaigns.

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  • Qualified Lead

    A Qualified Lead is a potential customer who has been assessed and deemed likely to convert into a paying customer. Qualification is based on criteria such as interest level, fit with the product or service, and purchasing power. Identifying qualified leads allows businesses to focus their efforts on prospects with the highest conversion potential, improving sales efficiency and effectiveness.

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R

  • Remarketing

    Remarketing is a digital marketing strategy that targets users who have previously interacted with a website or mobile application. It involves displaying ads to these users as they browse other sites online. Remarketing is effective for increasing brand recall and encouraging users to complete a purchase or re-engage with the brand. It leverages user behavior data to deliver highly relevant ads, improving the chances of conversion.

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  • Retargeting

    Retargeting, often used interchangeably with remarketing, focuses on re-engaging users who have shown interest in a product or service but did not complete a transaction. By using cookies or similar technologies, businesses can display targeted ads to these users on different digital platforms. Retargeting is a powerful tool for increasing conversions, as it keeps the brand top-of-mind and provides additional incentives for users to return and complete their purchases.

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  • Relationship Marketing

    Relationship Marketing focuses on building long-term relationships with customers rather than just making immediate sales. This strategy involves understanding customer needs, providing excellent service, and maintaining regular communication to foster loyalty and repeat business. Strong customer relationships are key to sustainable business growth and can lead to higher customer lifetime value and referrals.

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  • Rich Push Notifications

    Rich Push Notifications are advanced versions of standard push notifications, including additional media elements like images, videos, or interactive buttons. These notifications are more engaging and can convey more information than text-only messages. They are effective in capturing user attention and enhancing the user experience, leading to higher engagement rates and better campaign performance.

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  • Retention Rate

    Retention Rate measures the percentage of customers or users who continue to use a product or service over a specific period. It’s an important metric in understanding customer loyalty and the effectiveness of retention strategies. High retention rates are indicative of a positive customer experience and value proposition, and they are crucial for the long-term success and profitability of a business.

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  • Referral Traffic

    Referral Traffic is the segment of visitors to a website that comes from direct links on other websites, as opposed to direct traffic or traffic from search engines. This type of traffic is important as it indicates the website’s reach and effectiveness in attracting visitors from external sources. Analyzing referral traffic helps in understanding which external platforms are most beneficial for driving audience to the website.

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S

  • Social Proof

    Social Proof is a psychological phenomenon where people mimic the actions of others in an attempt to reflect correct behavior in a given situation. In marketing, social proof can be leveraged through customer testimonials, reviews, social media shares, and endorsements to build trust and credibility. It’s a powerful tool for influencing consumer behavior and boosting conversions.

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  • Software Development Kit (SDK)

    A Software Development Kit (SDK) is a set of software tools and programs used by developers to create applications for specific platforms. In digital marketing, SDKs are often used to integrate third-party services like analytics, advertising, or social media features into mobile apps. They provide essential building blocks that make it easier and faster to develop robust and feature-rich applications.

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  • Segmentation

    Segmentation in marketing is the process of dividing a target market into distinct groups of consumers who have different needs, behaviors, or characteristics. Segmentation allows marketers to tailor their strategies to each group, improving the relevance and effectiveness of marketing campaigns. Common bases for segmentation include demographics, psychographics, behavior, and geography.

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T

  • Triggered Email

    Triggered Emails are automated messages sent in response to specific actions or behaviors of users. Examples include welcome emails after sign-up, confirmation emails after a purchase, or reminder emails for abandoned carts. These emails are highly effective due to their relevance and timeliness, improving engagement and encouraging users to take desired actions.

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  • Top of the Funnel

    Top of the Funnel (TOFU) is the initial stage in the customer journey, where potential customers are just becoming aware of a brand or product. At this stage, marketing efforts are focused on generating interest and awareness through broad-reaching content like blog posts, social media updates, and educational resources. The goal is to attract and engage a wide audience, laying the groundwork for further nurturing down the funnel.

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U

  • User Profile

    A User Profile is a collection of data about an individual user, including demographic information, preferences, and behavioral patterns. In digital marketing, user profiles are used to segment audiences and personalize marketing efforts. By understanding the characteristics and needs of different user segments, marketers can tailor their strategies for more effective communication and engagement.

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  • Unique Visitor

    A Unique Visitor is an individual user who visits a website within a given time frame, typically tracked using cookies. This metric is essential for understanding the reach of a website, as it counts individuals rather than total visits. Monitoring unique visitors helps businesses gauge the size of their audience and the effectiveness of their marketing efforts in attracting new visitors.

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  • User Engagement

    User Engagement measures the extent to which users interact with a product or service, such as a website, app, or social media platform. High engagement indicates that users find value in the offering, reflected in actions like clicks, shares, comments, and time spent. Understanding and improving user engagement is critical for building a loyal user base and enhancing the overall effectiveness of digital marketing strategies.

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V

  • Video Marketing

    Video Marketing involves using video content to promote and market products or services, increase engagement on digital and social channels, educate consumers and customers, and reach audiences with a new medium. Videos can range from educational content, product demonstrations, customer testimonials, to live event broadcasts. This form of marketing is highly engaging and can significantly boost conversion rates and brand awareness.

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  • Voice Push

    Voice Push is a relatively new marketing channel where notifications are sent to voice-activated devices like smart speakers. These audio messages can include news updates, promotional offers, or reminders. Voice push marketing offers a unique opportunity to engage with users in their daily routines, leveraging the growing popularity of voice technology.

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W

  • Web Personalization

    Web Personalization is the process of creating customized experiences for visitors to a website. Rather than providing a single, broad experience, web personalization allows websites to present visitors with unique content, product recommendations, and specific offers based on their past behavior, demographics, and other personal data.

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  • Web Analytics

    Web Analytics involves the collection, analysis, and reporting of web data to understand and optimize web usage. It provides insights into user behavior, website performance, and the effectiveness of online marketing campaigns. Web analytics tools help businesses make data-driven decisions to enhance the user experience and achieve their digital marketing objectives.

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  • Web Push Notification

    Web Push Notifications are messages sent from a website to a user’s web browser, even when the user is not actively visiting the website. These notifications are effective for re-engaging users with timely and relevant content, such as breaking news, product updates, or special offers.

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