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 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 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

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

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 performance measure used to evaluate the efficiency or profitability of an investment. In marketing, it is calculated by subtracting the cost of the marketing investment from the benefit (or return) and then dividing this net return by th

The premium value generated by a product or service with a recognizable and respected name, compared to a generic equivalent. It is built on consumer perception, experiences, and associations, leading to differential customer response and g

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 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

A pricing strategy in which a company sets a relatively high initial price for a new or innovative product. The goal is to maximize revenue from the market segments that are willing to pay a premium. As demand from these early adopters is s