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Keywords you can’t
afford not knowing

Above the line [ATL] marketing

Above the line marketing is using mass media to market to a wide audience. It’s the opposite of below the line marketing, which is more specific and targeted marketing. The strength of above the line marketing is potential reach; the downside is often relevancy.

Account-based marketing

Account-based marketing is an alternative B2B marketing strategy that targets customers who have a particular type of account. It’s a form of segmentation [and in marketing, specificity is always a good thing].

Affiliate marketing

Affiliate marketing is the act of marketing someone else’s brand, website, product or service in return for a fee. The fee is performance-based. The more successful the affiliate marketing is, the more the affiliate will get paid.

Affinity marketing

Also known as partnership marketing, affinity marketing is about creating strategic, mutually beneficial partnerships.

Agile marketing

Agile marketing is about being open, receptive and responsive to change with your marketing strategy. As the name suggest, it’s about being flexible and not sticking to a rigid plan. You could say, then, that agile marketing is more of an attitude than a strategy. Inspiration for the term comes from the techie world of agile development, where iterations to software would be steady and incremental.

Alliance marketing

As with affinity or partnership marketing, alliance marketing is about two businesses collaborating. The difference with alliance marketing is that the collaboration runs deeper. Companies that are teaming up [because it can be more than one] pool their resources to promote and sell a product or service.

Ambush marketing

A business that uses ambush marketing will attempt to associate its products or services with an event that already has official sponsors. As the name suggests, companies use this low-cost tactic to ambush events and compete for exposure against competitors.

Article marketing

Article marketing is a type of advertising in which businesses write articles and then strategically placed on the internet. Articles need to be about topics relevant to your industry. Once written, they’re usually distributed to news outlets, article banks, forums, PR sites and article submission sites. In a sense, article marketing is similar to content marketing, but the articles don’t exist on a company’s own website. As such, the value of article marketing is questionable.

Augmented marketing

Augmented marketing is the idea of adding value to a proposition via an additional, innovative offer. The word ‘augmented’ means “having been made greater in size or value”. So by laying on extra benefits, augmented marketing increases the chances of a sale.

Behavioral marketing

Behavioral marketing is marketing to consumers that’s automated, but nonetheless based on their behavior. It is an online marketing strategy. Typically, behaviors that trigger a certain marketing message would be when someone: Clicks on a link. Visits a certain web page. Downloads a PDF. Buys something. Shares or likes a post on social media