Email marketing is sending commercial messages by email to people who have agreed to receive them, such as customers, past buyers, event attendees and newsletter subscribers. In B2B it's good at keepi...
Predictive AI uses past data to estimate what's likely to happen next: which accounts are likely to buy, which customers are likely to leave, or which ad is likely to get a response. Generative AI pro...
A buyer persona is a profile of one typical buyer: their role, what they're responsible for, what worries them about a purchase, and where they look for information. The buying committee is the group ...
Competitor analysis is the study of the alternatives your target buyers are considering, so you can decide where to compete and how to win. In B2B, those alternatives include direct competitors, diffe...
Positioning is the place a business wants to hold in the minds of its target customers, compared with the competitors those customers are considering. The value proposition is the set of benefits the ...
IN BRIEF
Marketing strategy is the set of decisions about which customers a business will serve and how it will create more value for them than competitors do. A digital marketer moves into marketi
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B2B marketing (business-to-business marketing) is the marketing of products and services by one organisation to other organisations: businesses, government departments and non-profits. A payroll softw...
The marketing mix is the set of decisions a business makes about its product, its price, where and how customers can buy (place), and how it communicates with them (promotion). These decisions are kno...
Digital marketing is the use of online channels, devices and data to reach buyers and persuade them to act. It covers search, social media, email, content, display and video advertising, and the websi...
Kotler and Armstrong define positioning as arranging for a product to occupy a clear, distinctive and desirable place, relative to competing products, in the minds of target consumers.
The place is i...
IN BRIEF
A PPC career path used to reward skill inside the ad platforms: choosing keywords and audiences, setting bids and writing ad variations. The ad platforms now do most of the keyword, audience
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Market targeting is the decision about which segments a company will serve. Kotler and Armstrong define it as evaluating each market segment's attractiveness and selecting one or more segments to ente...