Idea Generation
The creative process of brainstorming and developing new ideas for products, services, marketing campaigns, or business strategies.
Example: A technology company gathers input from employees and customers to generate new app features or improvements that align with user needs.
Ideation
The process of generating, developing, and communicating new ideas, typically at the start of a project or campaign. It involves brainstorming creative concepts and strategies.
Example: A marketing team holds a brainstorming session to come up with innovative campaign ideas to launch a new product line.
Ideal Customer Profile (ICP)
A detailed description of a company’s most suitable and profitable customer, often based on demographic, psychographic, and behavioral characteristics.
Example: A software company creates an ICP targeting small-to-medium businesses in tech, with a focus on startups in need of project management tools.
Image Marketing
A marketing strategy that focuses on shaping and managing a brand’s visual identity, including logos, design elements, and imagery, to create a positive and memorable perception.
Example: A high-end luxury brand uses sophisticated photography and consistent design aesthetics to convey its premium image across digital and print media.
Image Recognition Marketing
A technology that allows brands to use images, often from social media, to track visual content and measure engagement, helping them analyze consumer behavior.
Example: A fashion brand uses image recognition software to identify when their products appear in social media photos and track how often they are shared.
Impact Measurement
The process of evaluating the effect of marketing activities on business goals, including both short-term and long-term metrics, to determine how well campaigns achieve their intended objectives.
Example: A company measures the impact of a new TV ad campaign by tracking changes in sales, brand awareness, and customer engagement over the following months.
Impact ROI
A measure of the return on investment (ROI) based on the impact of a marketing initiative or campaign, considering not just revenue but also customer engagement and brand awareness.
Example: A charity campaign calculates its impact ROI by considering donations, volunteer sign-ups, and increased awareness, beyond just financial contributions.
Impactful Advertising
Advertising that resonates with the audience, creating a strong emotional connection, driving action, and delivering measurable results.
Example: A nonprofit uses a powerful video ad showing real-life stories of how donations have helped to raise awareness and prompt immediate contributions.
Impression Share
A metric that measures the percentage of total impressions an ad receives compared to the total number of impressions it could have potentially received, often used in digital advertising campaigns.
Example: An online retailer tracks its impression share on Google Ads to see how much of the potential audience their ads are reaching compared to competitors.
Impressions
A metric used in digital marketing to measure how often an ad or piece of content is viewed by a user, whether or not they engage with it.
Example: A banner ad on a website has 1,000 impressions, meaning 1,000 times the ad was viewed by users.
In-App Advertising
A form of advertising that appears within a mobile app, either as a banner, video, or interactive ad, allowing advertisers to reach users while they are engaged in an app experience.
Example: A fitness app runs in-app ads for health supplements, targeted to users who regularly track their workouts.
Inbound Marketing
A marketing strategy that focuses on attracting customers through content creation, SEO, social media engagement, and other techniques, rather than pushing products or services onto them.
Example: A software company offers free guides, webinars, and blogs to educate potential customers, attracting them through valuable content and organic search traffic.
Incentive Marketing
A strategy where businesses offer rewards, discounts, or special deals to encourage specific customer behaviors, such as making a purchase or referring others.
Example: A clothing store offers a 20% discount for customers who sign up for their loyalty program and refer a friend.
Incentive Programs
Programs designed to motivate customers or employees to take specific actions or achieve certain goals, often involving rewards or bonuses.
Example: A hotel chain runs a rewards program where guests earn points for each stay, which can later be redeemed for free nights or upgrades.
Incentive-Based Marketing
A marketing strategy that offers customers rewards or incentives, such as discounts, loyalty points, or giveaways, to encourage specific behaviors, such as making a purchase or signing up for a newsletter.
Example: A coffee shop offers a free drink after a customer purchases ten drinks, incentivizing repeat visits and customer loyalty.
Inclusion Marketing
A marketing approach that ensures all groups of people, regardless of race, gender, age, disability, or background, are represented and considered in campaigns.
Example: A fashion brand showcases models of different ethnicities, body types, and ages in their advertisements to appeal to a broad audience.
Incremental Sales
Sales that are attributed to specific marketing efforts or campaigns, showing the increase in revenue or sales volume compared to a baseline or previous performance.
Example: A retailer tracks incremental sales during a special promotion to determine how much revenue was generated by the campaign.
Incrementality
Incrementality measures the true causal impact of a marketing activity by comparing results with a baseline of what would have happened without it.
Example: a streaming service might test whether sending a promotional email actually drives new subscriptions beyond what would occur naturally.
Read Flash Five #10 – Understanding Incrementality in 5 Flashcards
Indirect Marketing
Marketing strategies that don’t involve direct promotion of a product or service but still influence consumer behavior, such as content marketing, brand storytelling, and public relations.
Example: A company sponsors a popular charity event, indirectly increasing brand visibility and building goodwill without directly advertising their product.
Indirect Sales Channels
Sales channels where third parties (such as resellers or affiliates) sell a company’s products or services, as opposed to direct selling by the company itself.
Example: A software company partners with an affiliate program, where influencers and bloggers promote their products and earn commissions for every sale made through their referral links.
Individualized Marketing
A marketing approach that tailors messages, offers, and experiences to individual consumers based on their unique preferences, behaviors, and data.
Example: An online retailer sends personalized product recommendations and offers to a customer based on their past browsing and purchasing history.
Industrial Marketing
Marketing focused on promoting products or services to other businesses, often involving more complex purchasing decisions, longer sales cycles, and B2B relationships.
Example: A company that manufactures industrial equipment creates a marketing campaign targeting construction companies and manufacturers who need heavy machinery.
Industry-Specific Marketing
Marketing strategies tailored to meet the needs, challenges, and preferences of a specific industry, such as healthcare, technology, or education.
Example: A software company specializing in medical billing creates targeted marketing campaigns aimed at healthcare professionals, focusing on their specific pain points and needs.
Influence Marketing Platform
A platform that connects brands with influencers to manage and track influencer marketing campaigns, often providing tools for influencer discovery, content creation, and performance measurement.
Example: A brand uses an influence marketing platform to find suitable influencers for their campaign, track performance metrics, and measure engagement.
Influence Score
A metric that rates the influence an individual (typically an influencer or thought leader) has within a particular niche or on a specific platform, often based on engagement levels, follower count, and content relevance.
Example: A celebrity influencer in the fitness industry has an influence score of 90, meaning they have a high level of influence over their audience in the fitness space.
Influence Strategies
Marketing techniques used to sway consumer behavior and decision-making, often by leveraging authority, social proof, or emotional appeals.
Example: A brand uses testimonials and user-generated content to show how satisfied their customers are, aiming to influence potential buyers.
Influencer Campaigns
Marketing campaigns that involve influencers to promote a product, service, or brand, often leveraging the influencer’s credibility and audience to reach a wider and more engaged group.
Example: A beauty brand launches a makeup collection by partnering with top influencers to create tutorials and product reviews, encouraging their followers to purchase the products.
Influencer Content
Content created by influencers that promotes a brand or product, often shared through social media platforms or blogs to reach a wider audience.
Example: A fitness influencer shares a workout video featuring a brand’s new activewear, tagging the brand and encouraging their followers to try it.
Influencer Engagement
The process of building relationships with influencers to promote a brand, product, or service, and measure the results of these collaborations.
Example: A beauty brand works with micro-influencers to promote a new product and tracks the engagement levels of their posts to evaluate the effectiveness of the partnership.
Influencer Marketing
A strategy that leverages influencers—individuals with a strong online presence and credibility—to promote products or services to their followers, often leading to increased brand awareness and sales.
Example: A fashion brand collaborates with popular Instagram influencers to promote its latest collection, leveraging their influence to reach a larger, engaged audience.
Influencer Networks
Platforms or groups where influencers and brands connect to collaborate on marketing campaigns, often allowing brands to choose from a wide range of influencers for specific niches.
Example: A food brand partners with a network of healthy-living influencers to promote their line of organic snacks across social media channels.
Influencer Outreach
The process of identifying and reaching out to influencers, bloggers, or social media personalities to collaborate on promoting a brand, product, or campaign.
Example: A skincare brand contacts beauty influencers with large followings on Instagram to collaborate on a product launch.
Influencer Partnerships
Collaborative marketing efforts between brands and influencers to promote products or services, typically involving content creation, shared promotions, or co-branded campaigns.
Example: A health and wellness brand partners with a popular fitness influencer to launch a joint fitness challenge on social media.
Information Architecture
The structure and organization of information on a website or digital platform to ensure content is easy to find and navigate, improving the user experience.
Example: A website redesign includes creating clear categories, labels, and menus to help users easily find product information, blogs, and support resources.
Information Marketing
A marketing strategy that involves sharing valuable, informative content (such as blog posts, guides, or webinars) to educate consumers and establish the brand as an authority in its field.
Example: A digital marketing agency publishes a comprehensive guide on SEO best practices to attract businesses looking for online marketing services.
Initial Public Offering (IPO) Marketing
Marketing strategies used to promote and generate interest in a company’s stock during its IPO, targeting potential investors and creating excitement around the company’s public debut.
Example: A tech startup promotes its IPO through investor roadshows, digital ads, and financial press releases to attract attention from institutional and individual investors.
Innovation in Marketing
The process of developing new marketing strategies, technologies, or techniques to stay ahead of competitors, often using creative solutions to meet evolving consumer demands.
Example: A company uses augmented reality (AR) in its marketing campaign, allowing customers to virtually try on clothes before purchasing online.
Innovative Campaigns
Marketing campaigns that introduce new and creative strategies, often using cutting-edge technology or unconventional approaches to stand out from competitors.
Example: A cosmetics brand launches an augmented reality experience, allowing users to virtually try on products through a mobile app.
Insights
Data-driven conclusions derived from analyzing customer behavior, trends, or campaign performance that help inform marketing strategies and decisions.
Example: After analyzing customer feedback, a brand discovers that 60% of customers prefer shopping via mobile, leading them to prioritize mobile optimization.
Instagram Ads
Paid advertisements that appear within Instagram’s feed or stories, allowing businesses to target specific audiences based on interests, demographics, or behaviors.
Example: A fashion brand runs a targeted Instagram ad campaign showcasing their new line of spring dresses, targeting women ages 18-35 in major cities.
Instagram Marketing
A marketing strategy specifically focused on leveraging Instagram’s platform for brand promotion, typically using photos, videos, stories, and ads to engage with a target audience.
Example: A coffee shop promotes its new seasonal menu through visually appealing Instagram posts and Stories, encouraging followers to visit and share their experiences.
Instant Gratification Marketing
Marketing techniques designed to appeal to consumers’ desire for quick rewards or immediate satisfaction, often through limited-time offers or instant access to content.
Example: A streaming service offers a free trial period to quickly hook users and encourage them to subscribe after experiencing immediate access to content.
In-Store Marketing
Marketing activities that occur within physical retail locations to promote products or encourage specific customer actions, such as purchases or sign-ups.
Example: A supermarket sets up in-store displays for a new snack brand, offering free samples to encourage customers to try the product.
Integrated Analytics
The process of combining data from various marketing channels and platforms to provide a comprehensive view of performance and optimize strategies.
Example: A company integrates their website analytics, email marketing platform, and social media analytics into a single dashboard to track the success of their campaigns.
Integrated Campaign
A multi-channel marketing campaign where different elements (online, offline, social media, etc.) work together cohesively to deliver a unified message and experience to customers.
Example: A car company runs an integrated campaign with TV commercials, social media ads, and in-store promotions, all featuring the same messaging and creative visuals.
Integrated Marketing Communications (IMC)
A strategic approach that integrates various marketing channels (e.g., advertising, public relations, social media, direct marketing) to deliver a consistent and unified message to the target audience.
Example: A company runs a TV ad, social media campaign, and email marketing simultaneously, ensuring all messages are aligned in terms of tone and content.
Integration Strategy
A strategic approach where various marketing channels, systems, and tools are aligned and integrated to work cohesively, optimizing overall campaign effectiveness and efficiency.
Example: A company integrates its CRM system, email marketing platform, and social media analytics to provide a unified view of customer interactions and improve personalization.
Integration Tools
Software tools that help integrate different marketing platforms, CRM systems, and analytics tools, enabling marketers to streamline processes, improve data sharing, and enhance overall campaign performance.
Example: A marketing team uses integration tools to sync their email platform with their customer relationship management (CRM) system, ensuring they are sending personalized emails based on recent customer interactions.
Intent Data
Data that tracks signals of potential customer interest based on their online actions, such as search queries, website visits, or content downloads, helping businesses understand purchase intent.
Example: A B2B company uses intent data to identify leads who have visited their competitors’ websites and are showing interest in their services.
Intent Marketing
A strategy that targets customers based on their online behavior and actions, aiming to identify and engage individuals who are likely to make a purchase soon.
Example: An online retailer uses browsing data to show targeted ads to customers who have recently searched for similar products.
Intent-Based Marketing
A strategy that focuses on targeting customers based on their behavior or intent to purchase, often using signals such as online searches or previous interactions to predict when they are likely to make a buying decision.
Example: A car dealership targets ads at individuals who have recently searched for information about buying a new car or visited car review websites.
Interaction Rate
A metric used to measure the level of engagement with content, such as likes, shares, comments, or clicks, divided by the total number of impressions or reach.
Example: A social media campaign tracks its interaction rate by calculating the total number of likes and comments on posts, divided by the number of people who saw the posts.
Interactive Advertising
Ads that involve active participation from the audience, such as clickable ads, gamified ads, or content that allows users to interact with the message or product in real-time.
Example: A car manufacturer creates an interactive ad where viewers can customize the features of a vehicle and see a 360-degree view in real-time.
Interactive Content
Content designed to engage users through active participation, such as quizzes, polls, games, or interactive videos.
Example: A skincare brand creates an interactive quiz on their website to help visitors find the best products based on their skin type.
Interactive Marketing
A type of marketing where the customer interacts directly with the campaign or content, often allowing real-time engagement through quizzes, polls, or personalized recommendations.
Example: A cosmetics brand uses a quiz to recommend products based on a user’s skin type, encouraging interaction and engagement with the brand.
Interactive Media
Media content that requires active engagement from the audience, such as games, quizzes, or interactive videos, allowing for a more immersive user experience.
Example: An e-commerce brand creates an interactive quiz on their website that helps customers select the perfect product based on their preferences.
Interactive Video
Video content that allows users to interact with it, such as choosing different story paths, clicking on product links, or engaging in embedded polls or surveys.
Example: A travel company creates an interactive video where users can choose different destinations, each leading to different content about vacation options.
International Marketing
Marketing strategies tailored to meet the needs of customers in different countries, often involving adaptations to products, messaging, and distribution channels to suit cultural differences.
Example: A fashion brand launches a region-specific ad campaign in Asia, highlighting styles and models that resonate with local cultural preferences.
Internet Marketing
The practice of using online platforms and tools (such as search engines, social media, email, and websites) to promote products and services to potential customers.
Example: An online retailer runs an email marketing campaign to promote seasonal discounts and drive traffic to their website.
Internet of Things (IoT) Marketing
The use of connected devices and technology to collect data and deliver personalized marketing messages based on real-time consumer behavior and actions.
Example: A smart thermostat company uses IoT marketing by sending personalized energy-saving tips to customers based on their device’s usage data.
Inventory Management
The process of overseeing and controlling a company’s stock of goods, ensuring products are available when needed without overstocking or understocking.
Example: An e-commerce store uses an inventory management system to track product stock levels and ensure items are restocked in time for high-demand periods like holidays.
