The strategic use of social platforms to publish content, build community, engage audiences, advertise, and support business goals. A channel that combines organic communication, paid distribution, and direct interaction.
Unique selling proposition; the distinctive benefit that makes an offering meaningfully different from competing alternatives. A concise reason the target customer should choose one brand over another.
An advertising model in which an advertiser generally pays when someone clicks the advertisement. A performance-based method commonly used in search and social advertising.
A measure comparing the financial benefit of an activity with the cost required to produce it. A broad business metric for judging whether an investment created sufficient value.
The adaptation of marketing content, offers, or experiences based on known audience data, behavior, or preferences. A way to make communication more relevant to the individual or segment receiving it.
Return on ad spend; the revenue attributed to advertising divided by the amount spent on that advertising. A practical metric for evaluating the direct revenue efficiency of paid media.
A concise internal statement that defines a brand’s target audience, category, key benefit, and point of difference. A strategic reference used to keep messaging and brand decisions focused.
Pay-per-click; an advertising model in which an advertiser generally pays when someone clicks the advertisement. A common paid media approach for generating measurable website traffic and conversions.
The automated buying and placement of digital advertising using software, audience data, and real-time bidding systems. A scalable method for reaching defined audiences across large networks of digital inventory.
The strategic management of communication and relationships between an organization and its public audiences. A discipline focused on reputation, credibility, media relationships, and public understanding.
