Glossary
What Is Owned Media? Owned Media is an entity such as a storefront, newsletter, website, and brand, among others, which the company has essentially control over. These entities work as a channel to market the brand to their target customers. A big advantage of owned media is that the company exercises complete control of what […] Read More
The Marketing Mix are product or service-centered strategies and tools that companies use to promote their brand and sell their products or services in the target market. The marketing mix is centered on the 4 P’s, which helps marketers define their objectives and how to best achieve their goals. Read More
Earned media is content that spread throughout a business’s market because due to its value and popularity. Examples of Earned Media are PR, Social Media Followings, SEO position, Word of Mouth (WoM), and others. With Earned Media, the brand does not own the channels that it is being delivered through, rather it earns the following […] Read More
ATS stands for Applicant Tracking System. Similar to a CMS, an ATS is a web platform and software for easily posting jobs and tracking the process from application to hire. Most popular ATS’s also integrate into other functions, whether it being 3rd party job boards or CRM systems. Applicant Tracking Systems can range from company […] Read More
Canonicalization is simply identifying the original or main source of a particular piece of content online. Canonicalization is the way that search engines, like Google, sift through duplicate content to understand the source that is attributed as the original, authoritative or most representative over the rest of the duplicates. At times this can mean the […] Read More
Paid Media is an external marketing option in which a company pays to get their product promoted. Popular examples of paid media include TV advertising, Paid Search Advertising (SEM), Programmatic Display Ads and more. All contents of Paid Media are created by the company, but it’s distributed on other channels that the company doesn’t own […] Read More
Similar to the Marketing Mix, the Media Mix focuses specifically the types of media that a business’s brand relies on in reaching it’s end customer. The Media Mix includes Owned, Paid and Earned Media. Each function of the media mix helps reach the end customer but in a slightly different way. Read More
Content Marketing is a marketing strategy of creating different types of online content consistently to attract customers and increase leads. Content marketing includes everything from planning to create to distributing and publishing. The contents created should capture customers’ interest and help them give solutions to the problems they may have. An example of content marketing […] Read More
The buyer’s journey is the stages that someone goes through from finding a product to considering to purchasing. Companies need to focus on delivering valuable experience at every step of the buyer’s journey to help convert visitors to customers. The buyer journey is similar to the sales funnel, but focuses on the buyer’s perspective rather […] Read More
A backlink is a tool of linking a page to other external websites. Backlinks are often used in SEO (Search Engine Optimization) to help improve rank and discoverability in a search engine. A Backlink is also known as an inbound link. Backlinks we’re popularized by Google’s search engine that required backlinks to be discovered. Arguably […] Read More