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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

Disruptive Innovation

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

ROI (Return on Investment)

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

Retention Rate

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

Brand Positioning

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

Market Saturation

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

Influencer Marketing

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

A/B Testing

The complete sum of experiences that customers go through when interacting with a company and its brand. It maps a customer's process from the initial awareness stage, through consideration and purchase, to the post-purchase experience, loy

Customer Journey

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

Guerrilla Marketing

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

Price Skimming

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

Viral Marketing

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

Thought Leadership

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

Omnichannel

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.

Conversion Rate

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

Customer Segmentation

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

Value Proposition

A growth strategy focused on increasing sales of existing products or services to an existing customer base. This is often achieved through competitive pricing, increased marketing efforts, or improvements in distribution, with the primary

Market Penetration

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

Brand Equity