See other terms

buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.

brand strategy

The intentional overarching approach that defines what, when and how to communicate, to advance the operational strategy and objectives of an organisation, or the marketing of a commodity o...

customer relationship management (CRM)

The process of managing a brand's interactions with current and potential customers, typically involving the use of software to track and manage customer data and interactions.

market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.

ZMOT

Zero Moment of Truth is a term coined by Google to describe the critical moment when a consumer decides to make a purchase after researching a product or service online. By understanding th...

below-the-line (BTL)

Traditionally, tightly targeted marketing activities that run outside mass media channels. Includes PR campaigns, direct marketing, promotions, events, sponsorship, and digital channels inc...