Glossary
Return on Investment (ROI)
A calculation of the cost for an ad or marketing campaign, compared to the amount of trackable revenue it provided for the company. ROI is an important metric for many campaigns, because it relates directly to the profitability of an ad or project.
Sometimes revenue can’t be tracked precisely and attributed to an ad or campaign, though many digital ads are now able to provide this granular tracking to aid in business decisions.
Related Terms
Glossary
Inbound Marketing
An approach to web-based marketing that emphasizes attracting people to your site, and its products and services, through informational content that is searched and shared.
This is in juxtaposition to paid marketing, which pays money to present ads and similar placements in order to draw people to your site. In an inbound marketing model, organic search traffic is the primary driver of traffic to many key pages.
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Glossary
Brand Positioning
Brand Positioning refers to the specific value your product or service brings to a client or customer. Companies will attempt to create unique brand positioning to differentiate themselves from their competition.
An example might be positioning your car company as an elite, high-class brand, naturally targeted to more affluent customers, or a reliable, low-budget option, which would bring different customers and marketing considerations with it.
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Glossary
User Experience (UX)
Broadly refers to the entire experience that a visitor to your website or app has. User experience also refers to a design approach that focuses on ease of use and testing to ensure that visitors to your site don’t become lost or confused, and can easily understand and navigate through the site’s infrastructure.
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