Brand Positioning

The Sales Funnel is a term that refers to the journey customers take on the path toward becoming a paying customer. It is often displayed as a visual model that indicates a journey through successive steps.

In digital marketing, a benchmark is a specific metric that you compare results to. A benchmark can relate to impressions, clicks, open rate, sales, or many other metrics. An established threshold is then used to determine success or failure of a particular campaign or piece of content. Benchmarks for an email campaign, for example, might be 20% open rate, 2% click through rate, and 0.5% sales rate on a product that the email is highlighting. 

The success or failure of the campaign would be measured against these numbers. Ideally, you’re developing benchmarks based on past campaign results in order to create personalized benchmarks for your business that allow you to compare across marketing channels.

Refers to any form of communication that uses the internet or other forms of digital communication. This can include numerous marketing channels across a broad array of platforms, software tools, and personal devices.