Dividing customers into groups based on similar characteristics to understand their needs.
Establishing benchmarks to measure the performance of a campaign or marketing strategy.
Creating fictional representations of the ideal customer based on research and real data.
Collecting and analyzing data about the market, competition, and consumers to make informed decisions.
Evaluating the strengths and weaknesses of competitors to identify opportunities and threats.
Researching changes and patterns in the market that may affect marketing strategies.
Evaluating a company's Strengths, Weaknesses, Opportunities, and Threats to inform strategy.
An organization's mission is its fundamental reason for being and describes what the organization does, for whom it does it, and how it does it. It is a concise statement that defines the central purpose and key activities guiding the company's daily strategic and operational decisions.
An organization's vision is its long-term aspiration and represents the desired future the organization hopes to achieve. It is an inspiring statement that describes how the organization wishes to be perceived in the world and what impact it wants to have in its industry or community. The vision provides a clear direction and a common goal for all members of the organization, guiding them towards achieving ambitious and sustainable goals.
The visual and verbal representation of a brand, including elements such as logos, colors, typefaces, and other visual attributes that distinguish it.
The way a brand communicates verbally, including style, language, and word choice. It can be formal, informal, humorous, etc.
The fundamental ideas or concepts a brand wants to communicate to its audience. These are the key points that define the brand's value proposition.
A symbolic model or character that represents the essence of the brand and helps define its personality, it can be a hero (Nike), Explorer (Jeep), Sage (Google), Caregiver (Johnson & Johnson), Rebel (Apple), Jester (Old Spice).
The statement that communicates what consumers can expect from a brand in terms of products, services, and experiences.
A short and memorable phrase that encapsulates the essence of the brand and its purpose.
Logos, colors, typefaces, and other graphic elements that contribute to the brand's visual identity.
All interactions and touchpoints a consumer has with a brand, from advertising to purchase and customer service.
A person or entity that represents and promotes a brand, often through partnerships or collaborations.
The strategic process of developing and managing all aspects of the brand to create a meaningful connection with the audience.
The intangible value of a brand based on consumer perception, loyalty, and recognition.
Using narratives to communicate a brand's story, values, and personality in an engaging way.
Clear statement of what a campaign or strategy intends to achieve.
Specific and measurable objectives that contribute to achieving the overall goal.
Overall plan that guides actions to achieve marketing objectives.
Specific actions and tactics employed to execute the marketing strategy.
Metrics that measure the performance and success of a campaign or strategy.
The amount of money customers pay for a product or service.
Marketing activities that seek to increase the visibility of a product or service.
The distribution and availability of a product or service in the market.
A good or service that a company offers to meet the needs or wants of customers.
The combination of key elements (price, product, place, and promotion) that a company uses to market its products or services.
How a brand is perceived in comparison to the competition in the minds of consumers.
The different stages a product goes through, from introduction to withdrawal.
The routes through which products or services reach consumers.
The amount of money allocated to carry out planned marketing activities.
Anticipated estimation of results based on data and analysis.
The measure of the benefit obtained in relation to the cost of a marketing campaign.
The cost of acquiring a new customer, calculated by dividing marketing costs by the number of new customers.
The cost a company pays each time someone clicks on its online ad.
The cost of a thousand impressions of an ad, regardless of whether it is clicked on or not.
The average cost of acquiring a new customer, calculated by dividing marketing costs by the number of new customers acquired.
The total amount an average customer will spend on products or services over the course of their relationship with the company.
The point at which total revenue equals total costs, and the company neither makes nor loses money.
Indicators that measure financial performance, such as revenue, profits, and profit margins.
The amount of money dedicated to promoting and advertising products or services.
The measure of how much profit an investment or marketing activity generates.
The difference between revenue and costs expressed as a percentage.
Planned actions to reduce expenses without sacrificing quality.
The reduction in cost per unit as production or scale of operations increases.
A person who has shown interest in your product or service, usually by providing contact information.
The number of times an ad is displayed, regardless of whether it is clicked on.
The percentage of people who click on an ad compared to the total number of people who see it.
A model representing the stages a potential customer goes through, from discovery to purchase.
The creation of persuasive text for advertising and marketing, intended to motivate action.
Content that spreads rapidly online through word of mouth and social media sharing.
Content that spreads rapidly online through word of mouth and social media sharing.
Strategies to improve the visibility of a website in search results.
Paid advertising on search engines to increase a website's visibility.
The percentage of visitors who leave a website after viewing only one page.
Showing specific ads to people who previously interacted with your website or content.
Promotional content designed to reach the audience through different channels.
Natural search results without paying for advertising.
Search results or promotions that require payment for exposure.
The measure of how people interact with your online content.
How a brand is positioned in the minds of consumers in relation to the competition.
The process of measuring, collecting, analyzing, and reporting data related to marketing activities.
Key indicators used to assess the performance of marketing strategies.
Assessing how website visitors perform desired actions, such as making a purchase or completing a form.
Data related to a brand's engagement, reach, and performance on social media platforms.
A tool that provides detailed data on web traffic, user behavior, and conversions.
Comparing two different versions of a web page, ad, or other element to determine which performs better.
Observing how users progress through the stages of the sales funnel.
Visual graphics that represent where visitors click or interact most on a web page.
Evaluating competitors' marketing strategies and performance.
Data related to the effectiveness of email campaigns, such as open and click rates.
Comparing a company's performance to the industry average to assess its position.
Data on the performance of paid advertising campaigns, such as costs and results.
Observing how web traffic patterns change over time.
Evaluating customer satisfaction through surveys or direct feedback.
Customer knowledge: Understanding your target audience in depth, their needs, desires, behaviors, and preferences.
Knowing the strengths, weaknesses, opportunities, and threats of your competitors. Analyzing their marketing strategies, market positioning, and advertising tactics.
Conducting market studies to identify trends, consumer demands, opportunities, and challenges in the market.
The total revenue opportunity for a product or service if 100% of the market were captured. It shows the largest possible size of the market.
The portion of the TAM that your product or service can realistically reach based on geographic, regulatory, or other practical limits.
The subset of the SAM that you can realistically capture in the short term, given your current resources (budget, team, distribution channels).
Deep knowledge and valuable perspectives obtained from data analysis that help understand customer behavior and the market.
The process of creating a unique and differentiated identity for a product, service, or company in the minds of consumers.
The division of the market into groups of consumers with similar characteristics, needs, or behaviors.
The desired action performed by a user, such as making a purchase, registering, or completing a form.
The total number of unique people who see your content or ad during a specific period.
The average number of times a person sees your ad or content during a specific period.
The percentage of visitors who complete a desired action relative to the total number of visitors.
A semi-fictional representation of your ideal customer based on research and real data about your existing customers.
The complete process a customer goes through from first contact with your brand to purchase and beyond.
The use of software to automate repetitive marketing tasks and personalize communication with customers.
The percentage of customers who stop buying or cancel a service during a certain period.
The total money a business expects to make every year from subscriptions or repeat payments.
Measures how much your current customers spend over time, including upgrades, downgrades, and cancellations.
A framework that explains how innovation spreads and is accepted in an organization or market.
Refers to revenue (sales). When sales increase, it's called top-line growth.
Refers to profit. When net profit increases (after expenses), that's bottom-line growth.
The different ways a business sells its product or service to customers. These can be online or offline, direct or through partners.
A sales model is the strategy a business uses to sell its products or services. It includes how the company finds customers, how it communicates with them, and how it closes sales.
The increase in the amount of money a company makes from sales over time. It shows how fast the business is growing.
The plan a company uses to decide how much to charge for its product or service.
The specific group of people a business wants to reach with its message, product, or service.
What makes a product or brand different and better than others in the market.
The way a business shares information about its products to attract and connect with customers.
The first stage where people find out your brand or product exists.
The stage where people start paying attention and want to learn more.
People compare your product with others and think about buying.
The final stage—when the customer chooses whether to buy or not.