The process of optimizing content and website structure to improve visibility and ranking in voice search results. Important for adapting to the growing use of voice search and ensuring content is accessible to voice queries.
The strategy of placing a brand in the market to occupy a distinct and valued place in the minds of the target audience. Crucial for differentiating a brand and achieving competitive advantage.
A brand that is supported by a stronger brand, typically a parent brand, which lends its credibility. Essential for leveraging the strength of a parent brand to build trust and recognition for a sub-brand.
An economic approach that treats human attention as a scarce commodity, focusing on capturing and retaining user attention. Crucial for understanding user engagement and designing products that effectively capture and retain attention.
The tendency for images to be more easily remembered than words, highlighting the power of visual communication. Crucial for designing effective visual content that enhances memory retention and user engagement.
The practice of using an established brand name to introduce new products or services. Essential for leveraging brand equity to expand product lines and enter new markets.
The psychological phenomenon where humorous content is more easily remembered and perceived positively by users. Useful for creating engaging and memorable user experiences.
The use of AI and advanced analytics to divide users into meaningful segments based on behavior and characteristics. Crucial for personalized marketing and improving user experience.
Accessible Rich Internet Applications (ARIA) is a set of attributes that enhance the accessibility of web content for people with disabilities. Essential for making web applications more usable and inclusive.
A professional responsible for the strategy, roadmap, and feature definition of a product or product line, ensuring it meets market needs and business goals. Essential for guiding the development and success of products from conception to market.
The process of developing relationships with prospects through targeted communications and marketing efforts. Crucial for guiding prospects through the sales funnel and increasing conversion rates.
A common pattern of eye movement where users scan web content in an "F" shape, focusing on the top and left side of the page. Crucial for designing web content that aligns with natural reading patterns to improve engagement.
A standalone web page created specifically for a marketing or advertising campaign, where visitors land after clicking on a link. Crucial for converting visitors into leads or customers.
The process of distinguishing a product from its competitors through unique features, benefits, or branding to attract and retain customers. Crucial for creating a competitive advantage and capturing market share.
A reading pattern where users focus on individual elements or "spots" of interest on a page, rather than following a linear path. Crucial for designing engaging and attention-grabbing content layouts.
A unique attribute, feature, or capability of a product, service, or brand that sets it apart from competitors in the market. Essential for identifying and leveraging unique selling points to create a competitive advantage, enhance brand value, and attract and retain customers in the market.
The ability of consumers to remember a brand when prompted by a product category. Crucial for understanding brand strength and effectiveness in marketing.
A type of artificial intelligence capable of generating new content, such as text, images, and music, by learning from existing data. Important for automating creative processes and generating novel outputs.
A metric used to rank leads based on their engagement with a brand, indicating their readiness to purchase. Crucial for prioritizing leads and improving sales efficiency.
Statistical data relating to a particular population and groups within it. Crucial for market research and understanding target audiences.
The process of estimating future sales based on historical data, trends, and market analysis. Crucial for setting realistic sales targets and planning resources effectively.
The simultaneous pursuit of differentiation and low cost, creating a leap in value for both the company and its customers, often associated with Blue Ocean Strategy. Important for developing strategies that can open up new markets and create significant competitive advantages.
The study of how new ideas, products, and processes are developed and brought to market. Essential for fostering creativity and ensuring the continuous improvement and relevance of products.
The main brand in a brand architecture that houses sub-brands or extensions. Crucial for providing overarching brand identity and consistency across sub-brands.
Web Content Accessibility Guidelines (WCAG) are a set of guidelines developed by WAI to make web content more accessible. Essential for ensuring that websites are usable by individuals with disabilities, thereby promoting inclusivity and compliance with accessibility standards.
A metric that predicts how well a specific page will rank on search engine result pages (SERPs). Important for understanding and improving a webpage's search engine performance.
The practice of using narrative to communicate information, ideas, or experiences in a compelling and engaging way, often used in marketing and design. Crucial for creating engaging and memorable user experiences and effectively conveying messages.
The comprehensive process of planning, executing, and overseeing all activities related to the introduction of a new product to the market. Crucial for coordinating efforts to ensure a successful product launch and achieving market impact.
Bottom of Funnel (BoFu) refers to the stage in the sales funnel where prospects are close to making a purchase decision. Important for tailoring marketing and sales efforts to convert leads into customers.
Top of Funnel (ToFu) is the initial stage in the sales funnel where potential customers become aware of a product or service. Crucial for generating leads and building brand awareness.
The process of defining a product's objectives, strategy, and roadmap, ensuring alignment with market needs and business goals. Important for setting a clear direction for product development and ensuring strategic alignment.
The extent to which a brand is seen or experienced by potential customers through various media channels. Crucial for increasing brand awareness and reaching new audiences.
The process of changing the corporate image of an organization, including its name, logo, visual identity, and messaging, to better align with its strategic goals. Important for revitalizing a brand and aligning it with current market positioning and business objectives.
A phenomenon where people perceive an item as more valuable when it is free, leading to an increased likelihood of choosing the free item over a discounted one. Important for understanding consumer behavior and designing effective marketing strategies.
The use of parallel structures in writing and design to create balance and rhythm, enhancing readability and aesthetic appeal. Crucial for creating clear, coherent, and visually appealing content and interfaces.
A brand that is part of a larger brand family, often having its own distinct identity while being related to the parent brand. Important for diversifying a brand's market presence and reaching new customer segments.
A specific form of banner blindness where users ignore content placed in the right-hand rail of a web page. Important for optimizing web page layouts and placing critical information where it will be seen.
Data that is organized in a predefined manner, making it easier for search engines to understand and display rich snippets in search results. Essential for enhancing search results and improving SEO.
A thorough examination of a brand's current position in the market and its effectiveness in reaching its goals. Important for assessing brand health and identifying areas for improvement.
An automated program used by search engines to browse the internet and index web pages, aiding in the retrieval of relevant information during a search query. Crucial for understanding how search engines discover and index web content.
A design flaw where users mistakenly believe they have reached the end of the content due to a misleading visual cue. Crucial for ensuring content is properly signposted to avoid user confusion and ensure thorough exploration.
Visitors who arrive at a website through unpaid search results, often driven by effective SEO strategies. Essential for understanding and improving a website's visibility and performance in search engines.
A high-level description of a system's structure and interactions, focusing on its market-facing aspects rather than technical details. Useful for communicating the value and structure of a digital product to non-technical stakeholders and aligning with market needs.
AI systems designed to generate creative content, such as art, music, and literature. Important for exploring new forms of artistic expression and automating creative processes.
Cost Per Click (CPC) is an online advertising model where the advertiser pays each time a user clicks on their ad. This model is crucial for measuring and optimizing the effectiveness of online advertising campaigns.
The ability to intuitively understand what makes a product successful, including market needs, user experience, and competitive landscape. Important for making informed decisions that lead to successful product development.
A document that provides a high-level overview of a product, including its objectives, target market, key features, and requirements, used to guide development efforts. Essential for ensuring that all stakeholders have a clear and consistent understanding of the product.
A lead that has successfully become a customer. Crucial for measuring the effectiveness of marketing and sales strategies.
The tendency to perceive a greater quantity as a better value, regardless of the actual utility. Important for understanding consumer behavior and designing effective marketing strategies.
Often referred to as "marketing funnel", a model that represents the user journey from awareness to purchase used to analyze and optimize conversion of prospects to customers. Essential for understanding and improving the customer journey and conversion process.
A method for organizing information based on five categories: category, time, location, alphabet, and continuum. Useful for creating clear and effective information architectures.
A psychological principle where people are more likely to be influenced by those they like. Important for understanding social influences and improving user engagement and marketing strategies.
Reasons to Believe (RTB) is a marketing concept that refers to the evidence or arguments that support a product's claims and persuade consumers of its benefits. Essential for building trust and credibility with customers.
A pattern of rapid and sustained growth after a period of linear or stagnant growth, resembling the shape of a hockey stick. Crucial for understanding and planning for rapid expansion phases in digital product lifecycle and business strategy.
The process of collecting, analyzing, and reporting aggregate data about which pages a website visitor visits and in what order. Essential for understanding user behavior and improving website navigation and content.
The arrangement of information in a way that prioritizes the most important content, guiding users through the information in a logical order. Crucial for creating clear and navigable interfaces that enhance user experience.
A professional responsible for overseeing the planning and execution of a product launch, ensuring alignment with strategic goals and successful market entry. Essential for managing the complexities of launching a new product and coordinating cross-functional teams.
The percentage of leads that convert into customers. Crucial for measuring the effectiveness of marketing and sales efforts.
Product Advisory Council (PAC) is a group of customers, industry experts, and stakeholders who provide feedback and guidance on a company's product strategy and development. Essential for aligning products with market needs and driving innovation.
The process of turning a lead into a customer. Important for driving business growth and measuring marketing effectiveness.