Learn The Most Popular Marketing Glossary Terms

Definition:

A/B testing, or split-testing, is the process by which marketers maintain two versions of a webpage or some other form of marketing material (email, newsletter, social media post templates) to be able to determine which one is better with regard to marketing KPIs. Basically, it involves exposure of two diverse versions, A and B, to rather similar audiences and then analyzing the results to identify which version attains the set objectives, goals, or KPIs. And then use the same to maximize the marketing outcomes.

Marketing A/B Testing Real-world Example

An e-commerce firm wishes to increase the conversion rate of a product landing page. For this, they designed two versions of the landing page. They kept Version A as a blue-colored “Buy Now” CTA button. And they made an alternative Version B with a green-colored “Buy Now” button. Programmatically, Version A was shown to half of the visitors on a website, and their reactions were captured using marketing analytics tools for analysis. Similarly, the other half was presented with Version B. The test was run for an appropriate amount of time and for a significant size of target audience. Then the company checked the data and found Version B with the green button outperforming Version A by 20% more purchases. As a result, the company went ahead with the implementation of the green button across its website.

Definition:

“Above the fold” is a marketing jargon used to refer to the content of a web page that you can see when it loads for the first time on your computer or mobile screen. In simpler terms, when you open a website, the portion visible to you without performing any scroll activity is called ‘Above the fold.’ This section must be very captivating and should have a clear messaging about your product or services. Avoid confusing visitors with ambiguous messaging. Otherwise they would run away. From the very first fold, compel them to stay on the website, enchant them with aesthetics and information. This area is considered the most important fold for services businesses or SaaS platforms because it is usually the first impression of your brand in front of your targeted audience.

Real-World Example of Above The Fold:

A content curation tool SaaS website places above the fold on the homepage its GTM tagline, a powerful image, and, a “try now” call to action (CTA) button. It means that visitors to the website see right away what they can expect from the website, and if it interests them enough, they already have a CTA to interact with the website. Alternatively, they can browse through more pages to explore more features. Of course, the navigation bar can hold links to the most important pages of the SaaS platform, such as pricing, features, resources, demos, clientele, testimonials, competitor comparisons, etcetera. The intent of the first fold is to ensure communication of the core offering, greater visibility of the brand purpose, reader engagement, and click rates.

Definition:

Account-based marketing is a strategic approach where the business solely concentrates on individual high-value accounts or companies instead of a vast market or audience. Marketing is mainly personalized to cater to the needs of those accounts.

Real-World ABM Example:

A B2B software company realizes that there are ten potential clients with which their enterprise solutions would do great wonders. So instead of carrying out broad-based marketing drives, it chiefly concerns itself with those ten accounts. They create tailor-made marketing collateral for every target, such as tailored presentations, mailers of email campaigns at a personal level, and dedicated landing pages. Important decision-makers at the target companies engage directly with the sales team with personalized outreach and events. This focused approach will have higher conversion rates and stronger relationships with these high-value accounts.

Definition:

An ad group is a group within which the same pool of keywords exists for ads. These ad groups are basically used within an umbrella ad campaign for organizing and managing as many ads as needed for proper geographical, demographical, or other dissemination control purposes. These may hold a series of advertisements or even A/B testing for ads.

Real-World Example of Ad Group:

For instance, a travel agency that has a campaign on Google Ads promoting vacation packages is going to have several ad groups in the campaign. Suppose one ad group is dedicated to “beach vacations,” another to “mountain retreats,” and another to “city breaks.” All these ad groups contain appropriate ads and keywords that would trigger interest among their searchers in such types of vacations. So it means breaking down this campaign into ad groups that will help the agency in optimizing ad copy, bids, and landing pages around vacation type, hence better ad performance and high conversion rates.

Definition:

Adaptive project management takes a very flexible approach to managing a project that emphasizes iterative progress, constant feedback, and the ability to accept changes in circumstances. This should be applied to dynamic environments in which requirements and goals may change. Marketing projects are very dynamic in nature and require attuning by teams to pick up subtleties in real-time.

Real-World Example of APM:

A digital marketing agency is hired to redo a customer’s online presence using a website redesign, social media strategy, and content marketing plan. Instead of moving in with a well-defined project plan, the agency does adaptive project management. It begins with a basic prototype of the website and a preliminary social media strategy. Through ongoing feedback from the client and users enunciated at regular intervals, it adapts to the outcomes and aspirations. For example, if the user feedback signals the need for a different layout or style of the website’s content, the agency adjusts its plans accordingly. This shows how the final deliverables, through constant iterations, remain very close to the client’s changing needs and user preferences.