All memos tagged #marketing-lexicon

Not to be confused with Agentic Engine Optimization, a separate discipline that shares the AEO acronym but targets AI coding agents rather than answer engines. Answer Engine Optimization (AEO), also...

Media manipulation refers to coordinated efforts to exploit broadcast and digital platforms in order to mislead, misinform, or shape narratives in service of particular interests. Media manipulation,...

Filter, don't funnel is the principle that a marketing system should be built to qualify the wrong audience out early rather than to push maximum volume through progressive conversion stages. A...

A discovery platform is a media platform whose User Experience (UX) is built to expose users to content they were not seeking — surfacing media from outside the accounts, networks, and interests a...

"'Breaking news' is 'broken news'" is a compressed critique of advertising-funded journalism holding that news which chases the sensational, exceptional, negative, recent, and incidental...

Morality marketing is marketing built on an explicit moral or political stance, in which a brand converts its values — and its judgments about the values of others — into public positioning, press...

Growth marketing is the practice of driving compounding business growth through structured, measurable experiments run across the entire customer lifecycle — acquisition, activation, retention,...

Viral marketing is a strategy that leverages audience sharing behavior to spread a message, product, or brand far beyond its initial reach. Content that "goes viral" resonates deeply enough with its...

Viral distribution is the spread of content through audience sharing rather than paid placement — each viewer becomes a potential distributor, compounding reach exponentially without proportional...

LLMs are like teenagers — they anchor to one or two high-authority sources and extrapolate confident, sweeping conclusions about a subject from them. The comparison describes how Large Language...

Return on Ad Spend (ROAS) is a digital marketing metric measuring the revenue generated for every unit of currency spent on advertising, calculated as advertising revenue divided by advertising cost....

Click-Through Rate (CTR) is a digital marketing metric measuring the percentage of people who click a link, ad, or call-to-action out of the total who viewed it, calculated as clicks divided by...

Propaganda is the systematic, deliberate shaping of public opinion, attitudes, and behavior through one-sided or emotionally loaded communication in service of a particular agenda. Propaganda is...

Behavioral economics is a field of economics that integrates insights from psychology to explain why people often make decisions that depart from the predictions of standard rational-choice models....

The Marketing Glossary is a collection of terms used in digital marketing, growth strategy, and audience development. It serves marketers, founders, and growth practitioners navigating the language...

A micro-influencer is a social-media creator with a comparatively small but highly engaged audience — typically defined as roughly 1,000 to 100,000 followers, depending on the platform and source —...

Direct response marketing is the discipline of advertising that asks the audience to take an immediate, measurable action — call a number, click a link, fill a form, send a check, buy now — and...

Brand awareness refers to the extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services. [1] Reflections "Awareness doesn't create...

Growth hacking refers to the practice of using rapid experimentation and data-driven approaches across marketing, product development, and other business functions to identify the most effective ways...

Striking Distance is an SEO term for search queries where a site already ranks in positions 4-20 with meaningful impressions but is not yet capturing top-three click volume, making them the...