Go beyond simple definitions. In this glossary, you’ll find in-depth discussions with industry experts about topics that are relevant to marketing and commerce professionals today.
A
Account-based marketing is a B2B strategy that collectively engages contacts within a target account.
Advertising is the process of using content to attract and convert customers on a non-owned property.
Analytics is the process of defining a method to transform data into action.
Audience targeting is the ability to take your full audience of prospective customers and segment it into groups based on different criteria.
A model used to automate content delivery according to a customer’s journey with a brand.
Content management refers to the sourcing, creation, management, and delivery of digital content.
A software application or set of tools and capabilities to create, manage, and deliver content.
Content marketing refers to the strategy and business processes that deliver digital assets to a defined audience.
A calculation that reveals how well online traffic is converting into revenue.
Cross-channel marketing is the ability for brands to connect with their customers on an array of different communications channels.
The process advancing a customer’s journey through the sales funnel.
Delivery of coordinated customer experiences to advance customers through the sales cycle.
A data file that compiles traits and behaviors of an individual.
Customer segmentation groups customers depending on certain characteristics using data sources.
D
Data analytics is the act of pulling out important business insights from the different kinds of information that you have about your customers.
A demand-side platform (DSP) aggregates access to supply-side partners so that advertisers can message their consumers across channels.
The execution of a marketing strategy through a single online channel or multiple channels for the purpose of improving conversion rates.
Display advertising includes text- and image-based advertisements that live on websites, apps, or other digital properties.
Drop shipping is a distribution method where the retailer does not physically store products, but works with a drop-ship supplier to allocate orders to a manufacturer.
A dynamic web page assembles the content as the visitor requests it, typically to integrate content or data that is specific to the visitor.
E
E-commerce describes the action of buying or selling goods or services through digital channels like the internet.
Software that enables buying and selling via a frontend and backend system.
The creation, optimization, delivery, measurement, and analysis of a single or multi-step email engagement with an audience.
A technology vendor that offers enterprise-level marketing via an email channel.
H
A content management system that separates the presentation layer from the delivery layer of content.
I
Inbound marketing refers to campaigns where engagement is initiated by the consumer.
The Internet of Things is a conglomerate of interconnected computing devices in the physical realm, often quite small, that performs specific actions and collects information.
J
The tools and technology used to map a customer’s interactions with a brand.
A tool to understand a customer journey and deliver personalised experiences for engagement along the journey.
L
The process of identifying and nurturing customers through the conversion funnel.
M
The technology that automates the orchestration of interactions with customers.
Mobile analytics allows companies to track and analyse the behaviour of customers on mobile applications and devices.
Mobile commerce or m-commerce specifically refers to consumers or businesses making a purchase through a mobile device like a smartphone or tablet.
Connecting with and delivering messages to customers via mobile channels and devices.
O
Omnichannel marketing is the process of driving customer engagement across all channels with seamless, targeted messaging.
The practice of personalising content to create unique interactions with individual customers.
P
Personalisation is taking what we know about a person and their digital behaviour and delivering the next best experience.
Programmatic advertising is the automation of buying and selling advertisements using mainly real-time bidding.
R
A recommendation engine is a software system that personalises experiences by identifying the right offer, product or content.
S
Search engine marketing uses paid ads that appear at the top of a search engine results page to drive customer action and engagement.
Split testing is when you take incoming traffic into a digital experience, like a website or mobile app and randomly assign each person into a different group.
V
A recommendation engine is a software system that personalises experiences by identifying the right offer, product or content.