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