Audience Segmentation
Audience Segmentation is the practice of dividing a larger audience into smaller groups based on meaningful traits or behaviors.
Interactive Theory Glossary
Digital Marketing Strategy Definitions
Browse Digital Marketing Strategy definitions from Interactive Theory.
24 definitions
A
B
Brand Awareness
Brand Awareness is the degree to which a target audience recognizes or remembers a brand.
Brand Marketing
Brand Marketing is marketing designed to build recognition, trust, preference, and emotional connection with a company before or beyond a direct conversion.
Brand Visibility
Brand Visibility is how often and how prominently a brand appears across search results, ads, maps, social platforms, directories, and other discovery channels.
Buyer Journey
Buyer Journey is the sequence of questions, concerns, comparisons, and decisions a person goes through before choosing a product or service.
Buyer Persona
Buyer Persona is a research-informed profile that represents a type of buyer, including goals, objections, motivations, and decision criteria.
C
CAC
CAC is customer acquisition cost, the total cost required to acquire a new paying customer.
Campaign Strategy
Campaign Strategy is the plan that defines a campaign’s goal, audience, offer, channels, message, budget, measurement, and optimization approach.
Channel Strategy
Channel Strategy is the decision-making framework for which marketing channels to use, what role each channel plays, and how they work together.
Competitive Analysis
Competitive Analysis is the process of studying competitors’ positioning, channels, content, ads, rankings, offers, and customer experience to find opportunities.
Conversion Strategy
Conversion Strategy is the plan for turning visitors, subscribers, or prospects into measurable actions such as leads, sales, bookings, or calls.
CPA
CPA is cost per acquisition or cost per action, a metric showing how much it costs to generate a defined conversion.
CPL
CPL is cost per lead, a metric showing how much marketing spend is required to generate one lead.
Customer Acquisition
Customer Acquisition is the process of turning prospects into new paying customers through marketing, sales, and conversion systems.
Customer Journey
Customer Journey is the complete experience someone has with a brand before, during, and after purchase.
Customer Retention
Customer Retention is the work of keeping existing customers engaged, satisfied, and willing to buy again or continue using a service.
D
Demand Capture
Demand Capture is the work of converting existing buyer intent when people are already searching, comparing, asking, or ready to take action.
Demand Generation
Demand Generation is the work of creating awareness, interest, and education before prospects are actively ready to buy.
Digital Marketing
Digital Marketing is the use of online channels, platforms, content, advertising, websites, and measurement systems to attract, engage, convert, and retain customers.
Direct Traffic
Direct Traffic is visits where the source is not clearly identified, often from typed URLs, bookmarks, untagged campaigns, or privacy-limited attribution.
E
Earned Media
Earned Media is visibility gained through reputation, mentions, reviews, links, shares, press, referrals, or organic discussion rather than direct payment.
F
Full-Funnel Marketing
Full-Funnel Marketing is a strategy that connects awareness, consideration, conversion, retention, and advocacy rather than optimizing one stage in isolation.
G
Growth Marketing
Growth Marketing is an experimentation-driven approach to improving acquisition, activation, retention, referral, and revenue across the customer lifecycle.
I
Ideal Customer Profile
Ideal Customer Profile is a description of the best-fit customer based on firmographics, needs, buying power, profitability, and likelihood to succeed.