Glossary/Digital Strategy
DIGITAL STRATEGY GLOSSARYUnderstand digital strategy without the jargon.
Commercial planning terms that connect channels, budgets, customers and business growth. Each definition includes a clear meaning, practical example and a relevant next step.
10 essential digital strategy terms.
Use this collection when reading reports, planning campaigns or reviewing work with a specialist. Every page is written around practical decisions rather than abstract terminology.
What Is Digital Marketing?
Digital marketing uses online channels and technology to reach, engage and convert an audience.
What Is Marketing Funnel?
A marketing funnel models the stages people move through from initial awareness to evaluation and action.
What Is Customer Acquisition Cost?
Customer acquisition cost is the total relevant sales and marketing cost divided by the customers acquired.
What Is Customer Lifetime Value?
Customer lifetime value estimates the economic value a customer contributes across the relationship.
What Is Return on Investment?
Return on investment compares the gain from an activity with its cost.
What Is Lead Generation?
Lead generation is the process of attracting and capturing potential customers who show relevant interest.
What Is Buyer Persona?
A buyer persona is a research-based representation of a customer type, including goals, constraints and decision behavior.
What Is Customer Journey?
The customer journey is the sequence of interactions a person has before, during and after a purchase decision.
What Is Omnichannel Marketing?
Omnichannel marketing coordinates messaging and customer experience across connected channels.
What Is First-Party Data?
First-party data is information an organization collects directly through its own customer and audience relationships.
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