A/B testing: A method of comparing two versions of a marketing campaign, website or product to determine which performs better.
Audience: The group of people a marketing campaign or message is intended to reach.
Branding: the process of creating and promoting a unique name and image for a product or company in the mind of the consumer.
Call to Action (CTA): a message or button on a website that encourages the viewer to perform a specific action, such as making a purchase or completing a form.
Customer segmentation: the process of dividing a customer base into smaller groups with similar characteristics, such as age, location or interests.
Customer Journey: The series of interactions a customer has with a company or brand, from awareness to purchase to post-purchase.
Conversion rate: The percentage of website visitors who complete a desired action, such as making a purchase or filling out a form.
Cost per acquisition (CPA): cost of acquiring a new customer through a marketing campaign.
Digital marketing: Marketing techniques that use the Internet and online platforms to reach and interact with customers.
Inbound marketing: a marketing strategy that aims to attract customers through relevant and useful content, rather than disruptive advertising.
Key Performance Indicator (KPI): a metric used to measure the success of a campaign or marketing objective.
Marketing automation: using software to automate repetitive tasks, such as email marketing and social media posting, to increase efficiency and scale.
Marketing mix: The combination of product, price, promotion and place (distribution) strategies used to achieve marketing objectives.
Outbound marketing: traditional marketing techniques, such as television or radio ads, that interrupt the viewer or listener to deliver a message.
Persona: a fictional character created to represent a specific type of customer, based on market research and customer data.
Return on investment (ROI): measure of the profitability of a marketing campaign, calculated by dividing the benefits of the campaign by its costs.
Return on Advertising Expenditure (ROAS): a measure of the profitability of a marketing advertising expenditure, calculated by dividing the benefits of the advertising by its costs.
Search Engine Optimization (SEO): the practice of optimizing a website to rank higher in search engine results pages in order to attract more organic traffic.
Target market: specific group of consumers for whom a product or service is intended.
Data analysis: using data to understand and optimize marketing performance.
Big data: conjunctural quantities of data, often used in marketing to identify patterns and trends.
Pay-per-click (PPC): an advertising model in which the advertiser only pays when a user clicks on an ad.
Marketing funnel: a model that represents the stages of a customer journey, from first contact to purchase.
Content marketing: a marketing strategy that involves the creation and distribution of quality content to attract and retain a target audience.
E-mail marketing: marketing technique that consists of sending e-mails to a list of customers or prospects to promote a product or service.
Mobile marketing: marketing targeting cell phone users.
Affiliate marketing: A marketing model in which a company pays a commission to partners to promote its products or services.
Online marketing: marketing targeting Internet users.
Social Media Optimization (SMO): practices to improve visibility and engagement on social networks.
Social Media Marketing (SMM)
Search Engine Marketing (SEM): A marketing technique that uses search engines to promote a product or service.
Brand storytelling: branded content marketing strategy
Ad targeting
Ad copy : advertising text
Ad placement : advertising placement
Ad format: advertising format
Ad printing : advertising printing
Ad clicks: advertising clicks
Ad performance: advertising performance
Ad spend: advertising expenditure
Ad campaign : advertising campaign
Ad network : advertising network
Ad inventory: advertising inventory
Ad servers
Ad exchange: advertising marketplace
Ad blocking : ad blocker
Ad fraud: advertising fraud
Ad viewability: advertising visibility
Ad verification: advertising verification
Ad quality: advertising quality
Ad relevance
Ad personalization : advertising personalization
Affiliate marketing : affiliate marketing
Attribution modeling
Brand awareness: brand awareness
Brand differentiation
Brand equity
Brand image : image de marque
Brand identity : brand identity
Brand loyalty
Brand messaging : brand speech
Brand positioning : brand positioning
Brand reputation
Brand storytelling
Brand voice: brand tone
Content marketing: content marketing
CPO (Cost-Per-Order): cost per order
CRO (Conversion Rate Optimization)
CPC (Cost-Per-Click): cost per click
CPL (Cost-Per-Lead): cost per lead
CPM (Cost-Per-Mile): cost per mile
CTR (Click-Through Rate)
Customer acquisition: acquisition of customers
Customer data: customer data
Customer engagement
Customer experience: customer experience
Customer feedback
Customer journey
Customer lifecycle
Customer loyalty
Customer relationship management
Customer retention: customer loyalty
Customer satisfaction : customer satisfaction
Customer segmentation
Customer service: customer service
DMP (Data Management Platform): data management platform
CMS: content management platform
Email marketing: marketing by email
Funnel: funnel
Influencer campaign
Influencer collaboration: collaboration with influencers
Influencer content
Influencer disclosure
Influencer ethics: ethics of influence
Influencer fees
Influencer guidelines
Influencer marketing automation: automation of influencer marketing
Influencer network: network of influence
Influence outreach: contact with influencers
Influencer partnership
Influencer performance
Influencer platform
Influencer reputation
Influencer reach
Influencer tracking
Landing page : landing page
Lead conversion: conversion of leads
Lead generation: lead generation
Lead management: management of leads
Lead nurturing: Lead education
Lead qualification: qualification of leads
Lead scoring: Lead quality grading scale
Marketing analytics: marketing analysis
Marketing automation: marketing automation
Marketing budget: marketing budget
Marketing campaign
Web analytics : web analysis
Web traffic: web traffic
Web performance : web performance
Web speed : web speed
Web security : web security
Web design : web design
Web development : web development
Web content : web content
Web copywriting : web writing
Web localization : web localization
Web accessibility
Web governance : web governance
Web marketing : web marketing
Web advertising : web advertising
Web branding : web branding
Web reputation : web reputation
Web presence : web presence
Web social media : web social media
Web search engine : web search engine
Web SEO : Optimization for web search engines
