BUILT Marketing Strategies


  1. A/B Testing: A method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, to improve the effectiveness of the final marketing strategy.
  2. Affiliate Marketing: A type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts.
  3. Analytics: The systematic computational analysis of data or statistics, used for the discovery, interpretation, and communication of meaningful patterns in data.
  4. Audience Segmentation: The process of dividing people into homogeneous subgroups based upon defined criterion such as product usage, demographics, psychographics, communication behaviors and media use.
  5. Behavioral Targeting: A technique used by advertisers and publishers to utilize a web user’s previous web browsing behavior to customize the types of ads they receive.
  6. Bid Management: The process of managing bids for ads placed in an online auction for ad placement on search engines.
  7. Branding: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.
  8. Business-to-Business (B2B): A situation where one business makes a commercial transaction with another.
  9. Business-to-Consumer (B2C): Business or transactions conducted directly between a company and consumers who are the end-users of its products or services.
  10. Call to Action (CTA): An instruction to the audience to provoke an immediate response, usually using an imperative verb such as “call now”,”find out more” or “visit a store today”.
  11. Campaign: An organized course of action to promote and sell a product or service.
  12. Channel Marketing: A strategy that involves targeting a wide range of customers through a mix of marketing channels including but not limited to brick and mortar stores, online stores, email marketing, mobile marketing, etc.
  13. Click Through Rate (CTR): The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.
  14. Competitive Analysis: Identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to those of your own product or service.
  15. Content Strategy: Managing tangible media that you create and own: written, visual, downloadable, etc. It is the piece of your marketing plan that demonstrates who you are and the expertise you bring to your industry.
  16. Conversion Rate: The percentage of users who take a desired action.
  17. Cost Per Acquisition (CPA): An online advertising pricing model where the advertiser pays for a specified acquisition-for example, a sale, click, or form submit (lead generation).
  18. Cost Per Click (CPC): The amount of money an advertiser pays a publisher for a single click that brings a visitor to its website.
  19. Cost Per Lead (CPL): Online advertising pricing model, where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser’s offer.
  20. Customer Acquisition Cost (CAC): The cost associated with convincing a customer to buy a product/service.
  21. Customer Lifetime Value (CLV): A prediction of the net profit attributed to the entire future relationship with a customer.
  22. Customer Relationship Management (CRM): Strategies for managing a company’s relationships and interactions with customers and potential customers.
  23. Customer Segmentation: The practice of dividing a company’s customers into groups that reflect similarity among customers in each group.
  24. Data Mining: The process of finding anomalies, patterns and correlations within large data sets to predict outcomes.
  25. Data-Driven Marketing: The strategy of using customer information for optimal and direct marketing by predicting trends and behaviors.
  26. Demand Generation: The focus of targeted marketing programs to drive awareness and interest in a company’s products and/or services.
  27. Digital Marketing: The promotion of products or brands via one or more forms of electronic media.
  28. Direct Mail: The delivery of advertising material to recipients of postal mail.
  29. Direct Marketing: A form of advertising where organizations communicate directly to customers through a variety of media.
  30. Display Advertising: A type of online advertising that comes in several forms, including banner ads, rich media and more.
  31. Distribution Channel: A chain of businesses or intermediaries through which a good or service passes until it reaches the end consumer.
  32. Email Marketing: The act of sending a commercial message, typically to a group of people, using email.
  33. Engagement Rate: A metric that measures the level of engagement that apiece of created content is receiving from an audience.
  34. Geotargeting: A way to identify the geolocation of a website visitor and deliver different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteria.
  35. Guerilla Marketing: An advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.
  36. Impression: The number of times an advertisement is displayed.
  37. Inbound Marketing: A strategy that utilizes many forms of pull marketing–content marketing, blogs, events, SEO, social media and more–to create brand awareness and attract new business.
  38. Industry Analysis: A market assessment tool used by businesses and analysts to understand the complexity of an industry.
  39. Influencer Marketing: A type of marketing that focuses on using keyleaders to drive your brand’s message to the larger market.
  40. Integrated Marketing: An approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise.
  41. Interactive Marketing: A one-to-one marketing practice that centers on individual customer and prospects’ actions.
  42. Keyword: A word or phrase that a user enters into a search engine to find specific information.
  43. Landing Page: A stand alone web page, created specifically for the purposes of a marketing or advertising campaign.
  44. Lead Generation: The process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service
  45. Lead Nurturing: The process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey.
  46. Location-Based Marketing (LBM): A direct marketing strategy that uses a mobile device’s location to alert the device’s owner about an offering from a near-by business.
  47. Market Penetration: The amount by which a product or service is recognized and bought by customers in a particular market.
  48. Market Research: The action or activity of gathering information about consumers’ needs and preferences.
  49. Market Segmentation: The process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics.
  50. Marketing Automation: Software platforms and technologies designed for marketing departments and organizations to more effectively market online across multiple channels.
  51. Marketing Channel: A means of reaching customers with products and services.
  52. Marketing Funnel: A theoretical customer journey towards the purchase of a product or service.
  53. Marketing Mix: A combination of factors that can be controlled by a company to influence consumers to purchase its products.
  54. Media Planning: The process of establishing the exact media outlets to be used for advertising.
  55. Mobile Marketing: Multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.
  56. Multichannel Marketing: The practice of interacting with customers using a combination of indirect and direct communication channels.
  57. Native Advertising: A type of advertising, mostly online, that matches the form and function of the platform upon which it appears.
  58. Niche Market: A specialized segment of the market for a particular kindof product or service.
  59. Online Advertising: A marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers.
  60. Online Reputation Management (ORM): The practice of crafting strategies that shape or influence the public perception of an organization, individual or other entity on the Internet.
  61. Outbound Marketing: Traditional form of marketing where a company initiates the conversation and sends its message out to an audience.
  62. Pay-Per-Click (PPC): An online advertising model in which advertisers can display ads for their goods or services when users–people searching for things online–enter relevant queries into search engines.
  63. Personalization: In marketing, the customization of a product or service to meet the needs and tastes of individual customers.
  64. Predictive Analytics: The use of data, statistical algorithms and machine learning techniques to identify the likelihood of future outcomes based on historical data.
  65. Product Life Cycle (PLC): The course of a product’s sales and profits over its lifetime.
  66. Product Placement: An advertising technique used by companies to subtly promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media.
  67. Programmatic Advertising: Automated bidding on advertising inventory in real time, for the opportunity to show an ad to a specific customer, in a specific context.
  68. Promotion: The act of raising customer awareness of a product or brand,generating sales, and creating brand loyalty.
  69. Prospect: A potential customer who has been qualified as fitting certain criteria.
  70. Public Relations (PR): The professional maintenance of a favorable public image by a company or other organization or a famous person.
  71. Remarketing: A way to connect with people who previously interacted with your website or mobile app by strategically positioning your ads in front of these audiences as they browse Google or its partner websites.
  72. Return on Investment (ROI): A performance measure used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments.
  73. Sales Funnel: A system that helps track the stages consumers or purchasers travel through to eventually make a buying decision. It also lets you know what to do next with the prospect.
  74. Search Engine Marketing (SEM): 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.
  75. Search Engine Optimization (SEO): The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
  76. Social Media Marketing (SMM): The use of social media platforms and websites to promote a product or service.
  77. Social Media Optimization (SMO): The use of a number of outlets and communities to generate publicity to increase the awareness of a product, service brand or event.
  78. Social Selling: A type of sales that develops relationships as part of the sales process.
  79. Target Audience: A particular group at which a product or the marketing message of a product is aimed at.
  80. Telemarketing: The marketing of goods or services by means of telephone calls, typically unsolicited, to potential customers.
  81. Trade Show: An exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products and services, meet with industry partners and customers, study activities of rivals, and examine recent market trends and opportunities.
  82. Unique Selling Proposition (USP): A factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its kind.
  83. User Experience (UX): A person’s emotions and attitudes about using a particular product, system or service.
  84. User Interface (UI): The means by which the user and a computer system interact, in particular the use of input devices and software.
  85. Web Analytics: The measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.
  86. Website Optimization: The process of using controlled experimentation to improve a website’s ability to drive business goals.
  87. Word-of-Mouth Marketing (WOMM): The passing of information from person to person by oral communication.