Marketing Glossary
Netmera’s guide to key marketing terms.
A
A/B Testing
It is a process in which two different versions of a single variable are compared in order to determine which version gives more effective results. A/B testing contributes to determining the appropriate visual, video, title, or content for your target audience. It is generally preferred in content and email marketing.
Acquisition
It is the process of bringing new customers and users to a website or mobile application.
Active User
It refers to people who regularly use products or services in the customer lifecycle. The most important features that distinguish active users from other users are; a certain period and a meaning-dependent use. There are daily, weekly, and monthly active users.
Ad Tracking
It is an in-market research method that follows the performance of the brand, consisting of components such as product use and testing, advertising awareness, and attitude toward competitors. Advertising tracking is also known as ad activity tracking or post-testing.
B
B2B Marketing
B2B marketing also means Business-To-Business marketing and defines the marketing of services or products to other businesses or organizations.
B2C Marketing
B2C marketing refers to business services to customers. Business-to-Consumer Marketing means the tactics and strategies in which companies market their products and services to consumers like individual people in their everyday lives.
Bounce Rate
This term, which is used in web traffic analysis, means that users leave the website in a short time without taking any action. This includes filling out a form, making a purchase, clicking a link, etc.
C
Call-to-action
Call-to-action, abbreviated as CTA, refers to short messages that direct users to click a link or button. It is mainly preferred on websites, e-mails, and advertisements. Examples of the most common call-to-actions include “sign up” and “buy now”.
Churn Rate
It is the total percentage of users, customers, and subscribers who have lost contact with the brand in a given period.
Click-Through Rate
CTR, which is the total number of clicks divided by the total number of impressions, is the percentage of people who saw and clicked on the ad or campaign.
Cohort Analysis
It is a type of analysis that allows for to examination of the behavior of two or more customer groups. This analytical method guides companies on how to improve their customer behavioral experience.
Conversion Rate
Conversion rate is the ratio obtained by dividing the total number of conversions by the total number of visitors. It is a metric that provides the measurement of the total process from pre-sale to closing of the sale.
Customer Satisfaction Survey
These are the surveys that companies create to determine the extent to which they are satisfied with the products and services they offer to their customers.
D
Daily Active User
They are users who log into the application every day and use it with a certain meaning.
E
Email Marketing
It is a permission-based marketing type involving a company or a brand sending e-mails to its target audience, accompanied by an e-mail channel, to promote its work.
Email Marketing Automation
It is a type of automation that automatically sends e-mails based on customer actions or timing.
F
Funnel Analysis
Funnel analysis begins with the analysis of a series of events leading to a defined, specific goal. Funnel analysis starts with user engagement in the mobile app.
G
Geofencing
It is a technology that allows the advertiser to identify a geographic point and create a virtual fence around that point. It is one of the methods preferred by advertisers due to higher conversion rates.
Geotargeting
Geotargeting involves targeting customers based on their location and behavior, making it more precise and tailored to each customer.
Growth Marketing
Growth marketing, which is a data-based approach, is a type of marketing that aims to grow brands by providing customer loyalty.
I
In-app Messages
In-app messages refer to messages created for mobile application users to be displayed while they are active in the application. Video, banners, or rich media ads are examples of in-app messages.
L
Lifetime Value (LTV)
It is an estimation of the net profit that the users who make the purchase will realize on their next purchase.
Location-based Marketing
It allows targeting of users via online or offline messaging. By using the location data of the users, location-based audiences and analyzes are created with data such as proximity to stores and restaurants.
M
Marketing Automation
Marketing automation is software and technologies created to automate repetitive tasks faster and more effectively.
Mobile Engagement
It refers to the process of interacting with customers through messaging channels on mobile devices, both inside and outside the application.
Multichannel Marketing
Multichannel marketing is the interaction of brands by creating marketing activities through multiple channels to communicate with their customers and potential customers.
N
Net Promoter Score
NPS is a one-question survey-based metric that examines the likelihood of respondents recommending a company, product, or service to a friend or colleague. It is usually in the range of 0 to 10.
O
Omnichannel Marketing
Omnichannel marketing is a type of marketing where all channels work simultaneously without interruption to provide fully integrated service to users.
P
Personalization
Personalization, one of the methods used by companies to better understand customer requests, is a process that enables creating unique experiences for users.
Permission-based Marketing
Permission-based marketing is a type of marketing in which users prefer to send information to a marketer and allow the marketer to obtain relevant information.
Predictive Segmentation
Predictive segmentation is a method to identify customer segments that are likely to react predictably to certain future events and conditions and ensure that these segments are formed automatically.
Push Notification
Push notification is expressed as notifications that can be accessed by users who install the application or visit the website. Users can be sent push notifications on both web and mobile.
R
Reactivation
Reactivation refers to strategies to reactivate users who have been inactive for a long time (not making a purchase) or who are no longer using the brand.
Remarketing
Remarketing is a marketing strategy that creates targeted ads to regain users who have visited the website or downloaded the mobile app before.
Retention Rate
The percentage of users who return to the app or website to perform a specific action, such as a purchase, after adding the product to the cart.
S
Segmentation
Segmentation is the process of grouping potential customers by similar characteristics such as age, gender, interests, and preferences.
Super App
A super application is a web or mobile application that provides multiple independent services through a single interface.
W
Web Personalization
Web personalization refers to the process of creating a variety of customized experiences for a website based on the wishes and needs of its visitors.
Web Push Notification
Web push notifications are messages sent to users’ devices via the website.
