Glossary
Marketing and customers
How people find, understand and use an offer. These concepts help you plan your goals, audience and communication more clearly.
- Marketing and customersBrand
A brand is more than a logo. Learn how recognition, promises and everyday experiences shape a business's identity, with a practical small-shop example.
- Marketing and customersBranding
See what branding includes beyond a logo, how to plan a practical identity, and how to carry it through messages, materials and customer experiences.
- Marketing and customersCall to action
Understand calls to action and write clearer prompts for your website, with practical examples, common mistakes and a simple test of what visitors expect.
- Marketing and customersContent marketing
Understand content marketing through real customer questions. Choose helpful formats, connect them with your offer and review usefulness beyond page views.
- Marketing and customersConversion
Understand conversions beyond purchases. Define meaningful actions, distinguish attempts from completion, and check whether recorded events reflect real outcomes.
- Marketing and customersConversion rate
Calculate conversion rate with the right denominator. Understand percentage points, small samples, changing audiences and why a higher rate is not the whole result.
- Marketing and customersCustomer journey
Map a customer journey from the first need through use and follow-up. Separate evidence from assumptions and find obstacles between individual contacts.
- Marketing and customersInbound marketing
Understand inbound marketing as a route from useful discovery to a suitable enquiry. Learn how content, contact and follow-up work together in practice.
- Marketing and customersLanding page
Learn how to plan a landing page around a real visitor task, connect the offer with the next step and check the complete journey using a practical example.
- Marketing and customersLead
Understand what a lead represents, how it differs from a customer, and how to assess suitability, record context and respond without confusing interest with intent.
- Marketing and customersMarketing
Understand what marketing includes, how it differs from advertising, and how a small business can choose useful actions and judge their results.
- Marketing and customersMarketing mix
Understand the marketing mix through product, price, access and communication. Use a practical example to spot contradictions and improve a complete offer.
- Marketing and customersMarketing strategy
Build a marketing strategy around a clear objective, audience and offer. Learn how to connect choices with resources, useful measures and review points.
- Marketing and customersNewsletter
Understand what a newsletter does, how to plan worthwhile issues and which measures help you improve an email programme without chasing empty clicks.
- Marketing and customersPerformance marketing
Learn how performance marketing links campaigns to defined outcomes, checks costs and lead quality, and handles the limits of attribution and measurement.
- Marketing and customersPositioning
Understand positioning through customers, alternatives and credible differences. Build a useful statement and test whether your actual offer supports it.
- Marketing and customersSocial media marketing
Learn how social media marketing combines content, conversations and paid promotion, and how a small team can choose channels and assess useful results.
- Marketing and customersStorytelling
Understand storytelling in business: choose a meaningful situation, show decisions and consequences, and keep examples credible without inventing proof.
- Marketing and customersTarget audience
Define a useful target audience through needs, situations and buying decisions. Learn how to avoid stereotypes and test your assumptions in practice.
- Marketing and customersTouchpoint
Understand customer touchpoints across messages, places and people. Find the information each encounter must provide and improve the connections between them.