A type of social media marketing that uses endorsements and product mentions from individuals who have a dedicated social following and are viewed as experts or trusted sources within their niche. It leverages the influencer's credibility a

A metric that measures the percentage of customers a company retains over a given period of time. It is a critical indicator of customer loyalty, product-market fit, and the effectiveness of customer engagement strategies, as retaining exis

An innovation that creates a new market and value network, eventually disrupting an existing market and value network, displacing established market-leading firms, products, and alliances. It typically starts by appealing to a niche or over

A situation that arises when the volume of a product or service within a market has been maximized. At this point, a company can only achieve further growth through new product innovations, price reductions, or increasing its market share b

A method of comparing two versions of a webpage, email, advertisement, or app feature against each other to determine which one performs better. It involves showing the two variants (A and B) to similar visitors at the same time, and then u

The percentage of users or website visitors who complete a desired action (a conversion) out of the total number of visitors. A conversion can be a sale, but also an email sign-up, a content download, or a form submission.

A multichannel approach to sales, marketing, and customer support that provides customers with a seamless and integrated shopping experience. Whether the customer is shopping online from a desktop or mobile device, or in a physical store, t

An innovation, feature, or service intended to make a company or product attractive to customers. It is a clear statement that explains how a product solves customers' problems or improves their situation, delivers specific benefits, and te

A marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily. It relies on a high rate of peer-to-peer sharing, often through social media or email, resulting in an exponential increase in the

The expression of ideas that demonstrate you have expertise in a particular field, niche, or industry. It is a form of content marketing where companies or individuals create forward-thinking content that establishes them as authorities, bu

The unique space a brand occupies in the mind of the target audience. It is the process of strategically designing a company's offer and image to occupy a distinctive place in the consumer's mind relative to competing brands. It defines the

An unconventional and often interactive system of promotions that relies on surprise, creativity, and imagination, rather than a big budget. It is designed to create a memorable impression, generate buzz, and get consumers to talk about the

The practice of dividing a target market into approachable subgroups based on common characteristics such as demographics, geography, psychographics, or behavioral patterns. This allows a company to tailor marketing efforts and product deve