Digital Marketing: A Reference Manual

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Branding

Brand Identity: The visual and verbal elements that represent a brand (logo, colours, fonts, tagline, etc.).

Brand Equity: The commercial value derived from consumer perception of the brand name rather than the product or service itself.

Brand Positioning: The strategy to create a distinct image of a brand in the customer’s mind compared to competitors.

Brand Awareness: The extent to which consumers recognize or recall a brand under different conditions.

Brand Loyalty: A customer’s consistent preference for one brand over all others, is reflected in repeated purchases.

Brand Ambassadors: Individuals, often influential, who promote a brand voluntarily or for compensation.

Brand Voice: The uniform and distinctive expression of a brand across all communication channels.

Brand Storytelling: Using narratives to engage consumers and convey the brand’s values, history, and mission.

Brand Recall: The ability of consumers to remember a brand without any visual or auditory identifiers.

Brand Experience: The combination of all the interactions a customer has with a brand over time.

Brand Architecture: The organizational structure of a company’s brand portfolio.

Brand Extension: The strategy of using an established brand name on new products to increase sales.

Inbound Marketing

Inbound Marketing: Marketing strategies that focus on attracting customers through content and interactions that are relevant and helpful.

Content Marketing: Creating and distributing valuable content to attract and engage an audience.

SEO (Search Engine Optimization): Optimizing content to rank higher in search engine results.

Lead Magnet: A free item or service is given away to gather contact details.

Landing Page: A page designed to capture leads.

Call to Action (CTA): A prompt that encourages an immediate response or action.

Lead Nurturing: Building relationships with potential customers through various types of content.

Conversion Funnel: The stages a consumer goes through before making a purchase.

Marketing Automation: Using software to automate repetitive marketing tasks.

Buyer Persona: A semi-fictional representation of an ideal customer based on research and data.

Customer Journey: The complete sum of experiences that customers go through when interacting with a company.

Lifecycle Marketing: Marketing strategies tailored to each stage of the customer lifecycle.

Content Offer: A valuable piece of content offered to leads in exchange for their information.

Inbound Marketing

Inbound Marketing: Marketing strategies that focus on attracting customers through content and interactions that are relevant and helpful.

Content Marketing: Creating and distributing valuable content to attract and engage an audience.

SEO (Search Engine Optimization): Optimizing content to rank higher in search engine results.

Lead Magnet: A free item or service is given away to gather contact details.

Landing Page: A page designed to capture leads.

Call to Action (CTA): A prompt that encourages an immediate response or action.

Lead Nurturing: Building relationships with potential customers through various types of content.

Conversion Funnel: The stages a consumer goes through before making a purchase.

Marketing Automation: Using software to automate repetitive marketing tasks.

Buyer Persona: A semi-fictional representation of an ideal customer based on research and data.

Customer Journey: The complete sum of experiences that customers go through when interacting with a company.

Lifecycle Marketing: Marketing strategies tailored to each stage of the customer lifecycle.

Content Offer: A valuable piece of content offered to leads in exchange for their information.

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