360° Customer View
The 360 degree view of a customer means taking all meaningful data of that customer, and fashioning a profile of that customer noting where he has been in relation to a product or a service, who he is, and what actions he may take next. These models require Customer Data turned into statistics with Predictive Analytics to make the most accurate profile possible.
Sometimes called ab testing, is the process of showing two pages (named Page A and Page B) to similar audiences to determine via scoring which page performs better.
Account-Based Marketing is an emerging B2B marketing methodology in which businesses regard every client as a market of one." In ABM, all communications with key accounts are individually-focused, personalized communications.
Ad Block Mitigation
Ad Block Mitigation tools detect ad blockers employed by users, and automatically seek alternative methods to deliver advertising to the user. Ad Mitigation strategies include, when an ad blocker is reported, sending notice to the user to accept that publisher’s ads;
A technology that halts ads before they are loaded by any web browser.
Ad Campaign Performance
Ad Campaign Performance software uses A/B and multivariate testing tools to identify the best performing ads, allowing decision-makers to optimize ad spend. Ad Campaign Performance software is available as a stand-alone product, bundled as part of an Analytics package, or as part of an all-in-one Advertising Management Platform.
An online network where advertisers and publishers may buy and sell advertising. Ad Exchanges integrate with advertiser-owned Demand Side Platforms and publisher-owned Supply Side Platforms.
An Ad Network specializes in aggregating ad space from a variety of online publishers, and coordinating to sell that space to advertisers. Ad Networks may operate alone, or align as a group to form Ad Exchanges. Ad Network tools are software platforms used by marketers to access those networks.
Ad Optimization is performance-enhancing technology used to boost the click-through-rate (CTR) of a Pay-Per-Click (PPC) ad on search engines. Ad Optimization tools are found paired with A/B Testing programs for campaign performance, or built into powerful Ad Servers that are programmed to report impressions and clicks, post-click and post-impression activities, and interaction metrics.
A large, high-capacity platform that stores, tracks and exposes the ad content advertisers want displayed digitally. Ad Server software reports ad performance in user clicks, post-click and post-impression activities, enabling Networks and Exchanges to establish metrics-based pricing. Ad Serving may be managed by a stand-alone system, owned by an individual publisher, or Ad Network, or through a module that's bundled into an all-in-one Advertising Management Platform.
Ad Serving tools allow marketers to produce advertising, measure its performance and redirect ads to the best audiences for their products. Tools in this category range from large platforms with multiple capabilities to software which tracks users who leave without making a purchase.
Advertising Automation Platform
Advertising Automation Platforms are all-in-one solutions that allow marketing teams to manage cross-channel campaigns. Tools in this category promote collaboration from initial idea (whiteboarding) to post-campaign performance metrics-sharing. An Advertising Automation Platform may be stand-alone, or bundled as part of an advanced Marketing Automation package.
Ad creation is the process of creating compelling advertising, for one or more platforms.
The three-way performance-based transaction between a brand, a publisher and the consumer. Put simply, a brand or the merchant pays a publisher (the affiliate) an agreed-upon fee in exchange for the affiliate connecting them with new customers. An industry-standard set of cost models guides the transactional relationship between the merchant and the affiliate, but generally the affiliate gets paid based upon action taken by the consumer, such as a click-through or a sale.
An Affiliate Merchant is any company or publisher that advertises or sells goods and services through an Affiliate program.
Affiliate Networks are specialized advertising vendors that broker transactions between brands/advertiser and publishers (affiliates). Publishers are generally allowed to join Affiliate Networks at no cost. Brands pay a fee to participate in the network in exchange for making use of the network's advanced tracking and reporting tools, simplified payment processing, and access to a larger base of affiliates/publishers that would otherwise be difficult to reach. A standard set of cost models guides the transactional relationship, typically either revenue sharing, performance-based or Cost-per-Impression (CPM) depending upon the terms of the affiliate program.
An Affiliate Platform enables Affiliate Networks, brands and publishers to efficiently manage their transactional relationship in one place.
Animation combines the creative artistry and applied technology to set any kind of visual image into motion. Animation artists and technicians use tools to create and publish animated content of video games, TV shows, commercial advertisements, and major motion pictures. Animation methods include flip-books and stop-motion, animation software for 2D and 3D, live-action motion capture, photo-realistic rendering software, and GIFs (Graphic Interchange Formats) which are popular on social media.
Application Programming Interface
(API) Application Programming Interface is a set of protocols that dictate how software programs shall integrate with each other. The protocols, or rules, dictate how programmers will interface with a service, how it can be used and what features are available.
Audience Segmentation is the process of dividing audiences into homogenous groups by demographic, location, even IP address, in order to fine-tune a message directed to that group.
(or Auto Dialers) are automated outgoing telephone systems programmed to dial through a list of telephone numbers sequentially to convey promotional offers and other marketing messaging. If no one answers the call, an autodialer will hang up and move to the next number on the list; If someone does answer, it will either play a recorded message or transfer the call to an agent. Autodialers that immediately connect to call center agent are called predictive dialers.
Avatars are thumbnail images that represent a person or brand online. Many social media sites allow you to upload your own image to use as your avatar. There are Marketing Technology tools which allow you to design your unique logo or avatar.
Business to Business marketing is the process of selling goods and services to other businesses. B2B marketing can involve not only marketers but product managers, resellers, public relations and channel marketers.
Business to Consumer marketing is the process of selling goods and services directly to consumers, or the end-users of products.
Business to Government marketing is the process of selling goods and services to governments and government agencies. Often referred to as “public sector marketing,” this process is highly regulated, with local authorities deferring to state regulations, price schedules and contracts. State contracts defer to federal rules. B2G marketing may encompass government relations, public relations, marketing communications, web communications and in cases where referendums are held on the project, voter relations.
Analytics track, record and report consumer data captured while they are browsing a website or using a mobile application. Behavioral Analytics tools are able to detect where users go first, what they click next, how long they linger on certain pages, and other in-session data points. When analyzed and interpreted over time, Behavioral Analytics help organizations optimize their website or app for a better user experience, better engagement and increased conversions.
Big Data refers to the massive, complex sets of structured and unstructured data captured at a high rate of speed from billions of online sources and perpetual Internet activity. Big Data requires highly specialized, secure and scalable information management technology in order to adequately capture, warehouse and process relevant information for actionable insights, and advanced, feature-rich front-end user software to sort, sift and make sense of so much data.
Big Data Management Platform
A Big Data Management Platform captures, warehouses and processes massive, complex sets of structured and unstructured data for extraction as actionable analytics. Once collected, a Big Data Management Platform enables analysts to create statistical models, predict buyer behavior and better forecast sales.
Biometric is a term currently being used to describe a number of technologies which apply to marketing. It is a security feature, requiring a fingerprint or eye scan for access; It measures responses to marketing by tracking biological reactions to collateral; It is also a wearable sensor that tells marketers where and when a customer is using a product or in proximity of a store. `
A blog is a website where entries appear in reverse chronological order, or with the newest entry first. Blogs are very often text but can include video, photos and animations. Blogs are usually thematic about a product or community, and have features such as links and comments that allow the posts to be interactive.
Brand Implementation is the real-world application phase of the branding cycle, unifying all of the previously performed research, planning and creative design, and actively putting the brand or re-brand out into the world in the form of visible, tangible items. Brand Implementation is centrally coordinated with partner marketing, partner relationship software and digital asset management, and is successful when brands can ensure affiliates, partners and franchises are consistently using the correct branded assets. Tools in this category include directories, libraries, style guides, and other repositories containing a company's assets, including traditional printed items such as logos, fonts, and images, ensuring that printers, fabricators and manufacturers are abiding by color specs, image size and placement standards, proper signage, sourcing and distributing of the right store displays, consistency in required uniforms and other branded apparel, the latest version of merchandise and promotional items, packaging and for some franchises may even include customized branded building construction.
Brand Management is a specialized marketing discipline that owns the market research, positioning and strategy for shaping consumer sentiment about a brand in order to define and popularize its public image. Equal parts creative and data-driven, Brand Management controls overall branding or re-branding cycle, influences the look and feel of product, and sets in motion the tangible marketing components that drive consumers to make an emotional connection with a brand. In practice, Brand Management differs from industry to industry and may include elements of audience targeting (for example, crafting messages to resonate with a certain age group), personification (creating appealing brand mascots), logo design, package design and suggested retail price. Across all industries, Brand Management continually seeks new ways to make a brand's image stand out from the competition by taking on a personality of its own. Brand Management is centrally coordinated with collaboration software, partner marketing plans, partner relationship solutions and digital asset management.
Brand Protection is the preservation of a brand and the sentiment behind it. Brand Protection can include the conservation of a logo: Making sure it is used in only specific instances for achieving specific business objectives. It can include guarding against misuses of trademarks and copyrights. It may also include crisis public relations duties should a person highly associated with a brand be entangled in a scandal.
Business Card Applications
Business Card Apps can digitize existing paper business cards, completely replace paper cards with digital files, and include plastic business cards that transfer information when in physical contact with a smart phone.
Business Intelligence (BI)
Business Intelligence refers to software programs used to analyze the data collected by an enterprise. It can include data mining, data modeling, analytical processing, data visualization, and predictive analytics. Business Intelligence for marketers can extract meaningful patterns within the data about the industry, market and customers.
Also known as Ideal Customer Profiles, Buyer Personas allow marketing departments to create the personification of their ideal customer -- accounting for demographics, buying history, behavior patterns, etc. Tools in this group range from custom quizzes to share with customers to data crunchers that produce a concept of the ideal customer.
Chief Marketing Officer who reports to the Chief Executive Officer (CEO).
Call Center Platforms
Call Center Platforms bring efficiency to the task of servicing a customer over the phone. Programs may include CRM systems, product knowledge bases, inbound call routing technology and call detail records, live chat, email that integrates with CRM and/or Ticketing systems.
Call Detail Records (CDR)
CDRs monitor the performance of call center services and phone systems. Performance indicators note the uptime, speed and reliability of call center web and mobile apps, sites and agent services. Call Detail Records capture and track inbound and outbound call attributes, including phone numbers, call dates and times, call duration, caller hold times, hang-ups and dropped calls.
Calls-to-Action are buttons, lines of text or images that prompt customers to execute a desired action. Calls to action can be at the tops of pages, the bottoms of blogs, or pop-up on websites. Call-to-Action tools can be as simple as notification bars posted via simple widgets. More sophisticated tools use customer data to serve specific calls to action to buyers at specific places in the customer journey.
Channel Marketing is the practice and process of marketing a product from inception to final purchase. The path goods take from manufacturer to consumer is called a “distribution channel.” A channel marketer directs promotional efforts to customers (usually a reseller, but often a distributor or wholesaler) within the distribution channel.
Churn Rate is the degree to which customers stop purchasing a service. Usually expressed as a percentage of total customers, Churn is also referred to as rate of attrition.
Once the purview of skilled engineers and IT staffers, many software packages need to be adapted or even retrofitted to a business’ needs. Tools now exist to allow those without extensive coding skills to develop business applications that perform exactly as business strategy requires. See also Dark Tech.
Click Fraud describes the process of repeatedly clicking on ads for a competitor’s website to either drive up the “pay-per-click” bill for the advertiser or to make more money for the host. Technology can be used to monitor pay-per-click traffic to detect suspicious ad impressions and bot-generated traffic. The tools are designed to protect Pay-Per-Click advertisers and ensure more authentic search engine data.
Clips refer to segments of audio or video either pre- or post-editing. Previous uses of the word clips referred to newspaper clippings of ads or earned media (stories in newspapers).
Businesses may duplicate their customer lists, brand materials, and critical business data in off-site servers where information may be accessed quickly.
A cohort is a group of people who have a shared attribute or characteristic. Cohort analysis is the study of the actions of that group, or cohort, over time. Marketers may compare cohorts to discover links between a group’s attributes and behavior. Popular reference points include first purchase, customer spend, time between first visit and purchase.
(CI) Competitive Intelligence is used to inform an organization on the market and its competitors that company executives can make the most strategic decisions for the enterprise. Competitive Intelligence may include, but is not limited to information the competitor offers freely or is public knowledge: details of products being launched, changes in competitor leadership, legal filings and reports from regulators. Competitive Intelligence is a legal pursuit; the illegal gathering of information is corporate espionage.
Contact Center System
Technology is used in Contact Center Systems to automate simple tasks in a high-volume call center. Programs serving contact centers can include automatic dialers, programs to funnel customer biographies to callers, programs that produce schedules and performance evaluations.
Content Customization is the broad term for personalizing what content is seen by a specific person online. Content is customized based on user preferences, past actions or demographic profile.
Content Delivery Network
(CDN) A Content Delivery Network delivers the fastest possible web content, directly contributing to overall user experience by enabling faster loading for content, downloads and elimination of video buffering.
Content Discovery uses predictive algorithms to bring a user content that, based on behavior and search history, that reader may wish to see but did not know existed. Content Discovery platforms find such content to be repurposed by the marketer or that can be made to surface directly on a website.
Content Lifecycle Management (CLM)
Content Lifecycle Management is the process that lets marketers define, implement, measure and control an effective, consistent content management strategy over time. CLM tools help manage the editorial timeline of content on the primary site, email newsletters, social network, and blogs; the tools coordinate collaborative authoring, and export to a content management system for publishing, collecting data in order to provide insights about content performance. CLM tools also help regulate who can see what content, what they can do with it (print or share), and how long it remains visible before expiring or being archived.
Content Management System (CMS)
Content Management System is the platform from which content is published online. A CMS will enable control over the schedule that triggers publishing new content, verifying how it looks online, maintaining brand style, format and font for titles and text, assuring good SEO, controlling revisions, indexing and archiving. Content Management Systems vary in features, but a good platform should be automated enough for non-technical users to quickly master its dashboard, no need for hand-coding any content or calling in a webmaster.
Content Marketing delivers relevant content on a consistent basis to the target group in order to acquire and engage with a clearly-defined audience.
Content Performance Tracking
Content Performance Tracking tools measure Key Performance Indicators (KPIs) such as web traffic, form completions, online sales, or other indicators of the success of a marketing plan.
Content Scoring measures how marketing content drives conversions.
Contests and Sweepstakes are creative, easy ways for brands to engage users on websites, social and mobile platforms. The tools in this category make it easy to create branded personality quizzes, meme generation contests, caption contests and trivia, to name a few. See also Sweepstakes.
Conversion Funnel Analysis
Conversion Funnel Analysis looks at data along the customer journey to detect common traits among customers, spots where prospective customers hesitate or leave, unsubscribe from an email list or abandon a shopping cart.
A Copyright, administered by the United States Copyright Office, protects the ownership of text, art and music.
Crowdsourcing is using the crowd – paid or unpaid customers, users, fans and detractors -- for content or intelligence on the market.
Curation is the process of finding, compiling and presenting relevant content created by others to present to an audience. Curation and Discovery of content is distinctly separate from generating original content.
Companies that provide products and services that rely on repeat customers, word-of-mouth advertising or up-selling know happy customers are their greatest asset. These companies set up executives, managers or departments in charge of ensuring “customer delight.” Responsibilities for customer delight can touch development, production, marketing and sales.
Customer Engagement is the process of involves the end-user in the marketing process through interactive community forums, consumer feedback mechanisms, engaging calls-to-action, frequent buyer programs, promotional tools and contests with leaderboards.
Customer Loyalty Program
Customer Loyalty Program tools drive repeat business by awarding customers points for sharing information, repeat sales, engaging with brand social media outlets or referring other customers.
Customer Relationship Management (CRM)
Customer Relationship Management systems, software or platforms automate the process of collecting customer data and supporting customer interactions. The data gathered, including demographics and buying preferences, offers insights into customer behavior and desires. Paired with triggers that send out emails based on customer interactions, the CRM helps streamline and personalize marketing pitches.
All activities marketing departments take to keep a customer from leaving are Retention activities. The survival rate or retention rate is expressed as a percentage of total customers.
Dark Technology is code created in-house that is not easily visible to the enterprise. Dark Tech may be written to integrate different vendor applications or to perform a function where there is no available off-the-shelf software.
As a common Graphical User Interface (GUI) element, a Dashboard is an array of labeled action buttons, icons or at-a-glance key metrics that allow marketers quick visual access to Key Performance Indicators.
Data Archiving includes the on-premise, cloud-based or off site warehousing, backup and archiving of digital assets including documents, video and high-resolution images.
Data Analytics and the insights gleaned from it are only as good as the data going into the equation. Careful marketers update marketing and sales lists by matching them against proprietary databases or trusted sources. Marketing Technology can automate the acts of finding duplicate data, social behavior of contacts and noting the business outcomes for contacts within a list.
The system put in place to ensure data, and the resulting analytics pulled from that data, is correct and consistent. Data Governance often includes the processes to correct data, and the process to hold accountable those collecting and adding data to any enterprise system.
Also called Data Blending, Data Integration tools collect raw data from a variety of different databases, spreadsheets, systems and other repositories and consolidate it into a single data set for further analysis.
Data Management Platform
(DMP) Data Management Platforms, as used by marketers, are specially-built to accept and store large volumes of information about customers -- at the cookie-level, with both external and internal data included. Marketers can use the DMP to analyze that data by segment -- such as demographics; Product managers can use that data to inform future product features; Advertisers can use segments to inform future ad buys by market. Data Management Platforms integrate with Demand Side Platforms, which purchase advertising based on DMP report results.
To ensure compliance with data privacy regulations and reassure consumers, enterprises use Data Masking software to hide the contents of sensitive data fields to guard against security breaches.
Data Mining is a highly specialized relational method of merging internal and external data sets together, aligning the two sets along some common delineation, and developing intelligent queries to extract if/then real-world association between those two data sets. Data Mining is at play whenever a business makes marketing decisions based upon external factors (for example, the weather or a holiday) as relates to internal factors (for example, alcohol sales).
Data Modeling gives marketers the visual tools to explain findings in complex data sets. Modeling tools distill the vast data collected from analytics tools and present graphic results highlighting business trends, buying behavior or other key performance indicators.
Data Visualization & Presentation
Data Visualization & Presentation tools organize, chart, graph or otherwise visually present analytics results.
A Database contains an organized collection of related data. Blank databases that may be customized to serve marketing departments, or entire enterprises.
Some Original Equipment Manufacturer partner programs require channel partners (dealer, reseller) to register potential leads at the beginning of the sales process. The dealer can nurture the lead for a fixed amount of time, during which other resellers working with the same manufacturer aren't allowed to compete with the sale.
Demand Forecasting is the process of analyzing data from market indicators, historical data from previous sales cycles, and internal key performance indicators to better forecast sales performance.
Demand Side Platform (DSP)
A Demand Side Platform allows advertisers to buy and manage all their advertising through one central interface. The DSP automatically bids on ad impressions from an Ad Exchange and integrates with Data Management Platforms (DMPs) and Ad Exchanges.
Design Crowdsourcing Platforms
Design Crowdsourcing Platforms are online workforce marketplaces for sourcing freelance creative talent and designers.
Desktop Publishing enables anyone to create professional-looking documents, presentations, spreadsheets and more, print-and-email ready right from the computer. Desktop Publishing refers to both the process and the tools used.
Digital Asset Management (DAM)
Digital Asset Management describes the systems and processes for cataloging, archiving and sharing licensed media files, including photos, illustrations, composites, video, sound files and documents. Digital Asset Management tools are available as stand-alone library systems, or bundled as part of powerful Content Management Systems (CMSs).
Direct Mail marketing campaigns include any printed promotional material delivered directly to consumer homes and workplaces. Direct Mail marketing tools include software for creating promotional postcards and mailers, mailing software, list management, and direct mail tracking software.
Display ads include web banner ads, sidebar ads, interstitial or overlay ads, including any combination of text, images, video, and sound.
Document Management describes any kind of library system or repository for sharing, tracking and archiving electronic text-based documents. Document Management features vary, but generally include version control, authoring tools, automatic saving, approval sign-off, and the ability to retrieve prior versions.
Electronic Signature allows forms requiring authorization to be managed online, powered by with embedded verification tools for electronic signatures. The tool is often used for signing online contracts, forms and other official documents.
Email Appending is the process of taking an organization's existing internal target list, matching and merging the data with additional data attributes from external lists, including public records, to build a richer, enhanced list.
Email Marketing Programs allow brand representatives to build loyalty, trust and brand awareness at scale through automation. Programs range from applications that automate sending, writing and tracking email campaigns to suites supporting A/B testing, market segmentation and dashboards to report results.
Email Intelligence is the practice of gaining insight into the campaigns of competitors, including where they are targeting as well as the frequency of email messages within a campaign.
Email Marketing is a broad term that describes the delivery of a marketing message to a consumer through email.
FAQ Generators allow brands to use predictive question-and-answer software to resolve customer queries, with the end result being customer satisfaction and fewer customer-driven support tickets.
Field Sales happen outside the office, in locations owned or controlled by the customer and require marketing tools that are mobile, that can travel to different locations.
Focus Groups are panels selected for diversity or an attribute (gender, age, geography) to intensely study customer reaction to marketing materials, messages or products. Marketing Technology can scale focus groups with moderated online communities, remote video tools for recorded interviews and live-streams to view in-field product testing.
Fonts are selections of typeface in indexed, shareable digital file. Brand standards often regulate the use of particular fonts with branded materials. Fonts in use by a company or brand may be public-use, web-safe fonts, commercially licensed fonts, or custom fonts created for and used exclusively by the brand. Font Management platforms are available as stand-alone library systems, or bundled as part of an overall Content Management System (CMS), Digital Asset Management (DAM) system, or brand implementation platform.
A franchise is a licensing agreement between a corporation or brand (the franchisor) and a person or company (the franchisee) who contracts to operate one or more regional, national or global branded store locations, where every location operates according to the same business format.
Graphic Interchange Formats are images that move on a web page, usually repeating ad infinitum. The low-resolution files make them ideal for sharing on social media or web pages.
Interaction with a brand can be turned into play with Gamification tools. Competition within a social group, scoring and prizes can be used to move users toward a goal -- be it learning about a product, providing user-generated content, or getting the user to provide information about product use or demographics. Many Gamification tools are often integrated with lead generation tools to leverage the data gathered.
Graphics Software is used to create and manipulate 2D and 3D digital images. Once relegated to accomplished artists, Graphics Software can now be used sometimes in free versions by those of all skill sets.
Group Buying platforms allow businesses to offer services at a steep discount, allowing the seller to recoup some of the funds lost when services (plane seats, hotel rooms) are not used. The discount is received by the buyer when a minimum number of users buys the same product within a timeframe. Group Buying platforms are social, allowing new users to discover the products and services offered and share their finds on social media. Those owning the platform earn a percentage of each sale made by the business.
Marketing Hashtags are a social media campaign tool, fueling sitewide conversations and calls-to-action based around a brand name or a relevant trending hashtag. Hashtag marketing tools help find good hashtags to adopt for a campaign based on number of key word or phrase mentions, help automate the hashtag campaign, or recruit social influencers to post with the hashtag.
Headless CMS or Decoupled CMS is a Content Management System with a flexible API allowing the contents to be displayed on a multiple number of formats.
Icons are graphical representations of programs, files or functions that appear on the screen and within the control panel of electronic devices. Tools in this category include button designing software, image libraries, wingdings directories and Infographics software.
Image Recognition Monitoring
Image Recognition Monitoring is used to search social media for images, logos particularly, that may not be mentioned in the text of social media posts. Image recognition software can be used for real-time tracking of what trademarked images are being shared.
In-Game Advertising (IGA)
In-Game Advertising is served to computer or mobile players involved in a game (and not games created to promote a product). Tools in this category include game-specific intelligent ad serving platforms, ad networks, analytics and in-game purchasing platforms.
In-Page Web Analytics
In-Page Web Analytics track all site visitor activity within one specific page, right down to the click. With click tracking, eye tracking, replay and heatmaps to reveal which parts of a page get the most attention, marketing teams can learn enough about how users navigate the page to make improvements in usability.
Also called In-Store Intelligence, In-Store Research captures and analyzes shopper activity inside a retail store by both witnessing and using technology to identify traffic patterns, crowd congestion problems and security risks.
Inbound Automatic Call Distribution
Automatic Call Distribution is the process by which technology may route calls based on caller voice command or keypad selection. For example "say or press 1 for technical support." Through the deployment method, feature set and scale are variable, all ACDs are essentially rule-based auto attendant systems that answer incoming calls and guide the callers to the appropriate business department or persons.
Influencer Marketing programs help brands find, engage, mobilize, incentivize and reward existing customers based on their ability to influence new business through personal reviews, recommendations, and testimonials.
Information Graphics are single-page graphical representations making an image out of complex ideas in understandable ways. Infographics are designed to inform or instruct, and can be any size, from handout to wall poster.
Instant Messaging includes fast exchanges of information when time is of the essence -- text, voice, video, and file sharing -- in real time over desktop and mobile devices.
Integration as a Service
Integration as a Service is the process of bringing smaller components of Marketing Technology together into the cloud to ensure swift delivery of information.
Interactive Voice Response (IVR) System
An IVR is a telephone system that lets callers interact with a proprietary information database in some way, often requiring secure password or account authentication, such as with banks or utilities. An IVR may be installed as a stand-alone, or bundled with a call center Automatic Call Distribution (ACD) system. It should be noted that certain vendors use the terms ACD and IVR interchangeably.
Internet Security in marketing technology means the system to protect online data. Tools in this category include multi-factor authentication codes (see also User Authentication), strong encryption, location-based mobile device tracking, file shredding, anti-phishing, malware protection and anti-spyware.
Interruption Marketing “interrupts” a viewer's attention while engaging in other media. Interruption Marketing can be pop-up ads, automatic video play on websites, unsolicited email and direct mail. By definition it is meant to target any buyer and lacks any personalization.
Key Performance Indicators are any metrics deemed central to measuring the success of marketing programs.
Knowledge Bases provide marketing departments with the ability to put how-to-guides, product information and Frequently Asked Questions (FAQs) on the screen of any customer, accessible by predictive software shaping questions directly from customers.
Marketers create specialized experiences for customers coming through different campaigns. Landing Pages match the look and feel of the product website, but are often hosted by a third party platform and are built to collect customer data. Landing Page tools can provide an analysis of the source of user visits, conversion rate, and A/B testing.
Lead Distribution is the process of collecting sales leads from a number of different sources, qualifying them, and forwarding them to the right agents -- local field sales, order administration centers, regional dealers or affiliates.
Lead Generation, often called Lead Acquisition, is the stimulation of interest in a product for the purpose of later generating a sale. Lead Generation tools measure purchasing intent and other behaviors to give marketing and sales departments the best windows of opportunity to upsell, cross-sell or introduce a new product. Lead Generation tools are often paired with Lead Scoring tools, which rate the prospective customer based on whether he/she is nearing a decision to buy.
Lead Scoring and Lead Grading is the process by which marketers predict which prospects are most likely to become customers. Marketers rate visits to the pricing pages of a website, engagement with reviews, product information downloads and free trial activation, and match that behavior with customer data to develop a sales lead.
Libraries are repositories of content – images, sound effects, logos – that are used repeatedly to create marketing collateral.
Link Building is the process of getting reputable, high-caliber external websites to link back to your web pages. Since Search Engines use links to discover and rank pages, the more quality links to your page, the higher your page will rank in Search Engine Results Pages (SERP).
Live Chat is an online messaging application, standalone or embeddable, where sales, service and support agents can chat in real time with users who prefer instant messaging to phone calls.
Live Streaming is the real-time delivery of media over the Internet.
Location-Based Advertising (LBA) is also called hyper-local mobile advertising. These tools use geolocation and personalized promotion, noting when consumers come within physical range of a buying opportunity. Beaconing, Geofencing and Near Field Communication (NFC) are all emerging LBA tools designed to target proximity shoppers.
Machines “learn” by using algorithms to analyze data and find patterns to “predict” outcomes. After learning the pattern, the technology applies the pattern’s rules to entire systems. This is considered to be a form of Artificial Intelligence. The newest products in Account-Based Marketing utilize powerful Machine Learning tools to define and market to a “market of one.”
Market Research offers a continuously evolving array of tools and techniques designed to learn as much as possible about target customers, how consumers react to goods and services, and how a product or service fares against the competition. Processes for Market Research include traditional opinion-gathering roundtables, focus groups and surveys.
Marketing Calendars aid departments as they schedule marketing events and product launches, and the messaging releases tied to those events.
Marketing Development Fund (MDF)
Sometimes called Co-op Funds, Marketing Development Funds are part of Channel Marketing. They are funds provided by the manufacturer to assist the vendor in marketing the manufacturer’s products, often in regional markets.
Marketing Mix Modeling
(MMM) Marketing Mix Modeling is the practice of applying the results of collected analytics in order to measure the real-world impact of marketing campaigns on sales. By analyzing the conversions driven by each initiative across the entire marketing mix, marketers can compile an accurate view of what's working and what isn't, so that they can optimize future campaigns and get the best possible Return-on-Investment (ROI).
Marketing Resource Management
(MRM) Marketing Resource Management assigns and monitors resources within marketing. To allow decision-makers to outline, plan, budget for, implement, and control spend on marketing assets required to carry out all marketing activities, from market research to post-sales support. Keeping control of all assets surrounding the marketing campaign, the Marketing Technology MRM platforms feature automatic progress reports and presentations.
Media Monitoring Platforms track brand activity across traditional and online media and social channels.
A mind map is a visual diagram of information. A version of a spider diagram, mind maps have images in the center of the diagram and moving outward, have larger concepts that as the diagram moves toward the outer parts of the page, evolve into subsets of those concepts, or smaller ideas. Marketing Technology tools using mind mapping help teams collaborate, share ideas with the team and keep track of hierarchical thoughts during brainstorming sessions.
Mobile Advertising tools are purpose-built for serving advertising on mobile devices, including phones and tablets. Tools in this category may also include functions for creating the ad.
Mobile Analytics tools gather intelligence from consumer smart phones and tablets to provide developers, sales and marketing with insights about consumer activity and usage. Tools in this category are for mobile marketing research, show user app registrations, length of active sessions, number of page views, can track clicks and detect users who leave the app without doing anything. Data can be broken down by key factors such as device type and geographical location.
Mobile Location Analytics
(MLA) Mobile Location Analytics use shoppers' mobile devices including phones and wearables to collect data on shopping patterns, foot traffic. Some products in this category can push deals to customers via mobile devices while in-store, based on proximity of the customer to the product.
Mobile Marketing is specifically tailored to smart phone and tablet users, leveraging the format and technology only available on those devices, such as geo-location, proximity mapping, hyper-local alerts.
While a product is in development, development teams work to classify product features and functionality by cost and desirability, and prioritize which attributes are vital for a successful launch and which can wait for subsequent releases. The goal of Modeling is to create a clear product roadmap that provides the highest customer satisfaction for the lowest possible cost-per-unit.
Native Advertising is specifically designed to blend seamlessly with its surrounding web content, such as articles, video or other content. Tools in this category help with native ad planning, buying and selling and overall native advertising management.
Nearables are objects that have been wired to broadcast data to a nearby mobile device. A nearable can be a person, animal or object, but to become a nearable an object must have an electronic device that is both a transmitter and a sensor. Nearables are part of the “Internet of Things” (IoT) that allow objects to be online and tracked via the web. Nearables in MarTech can signal to a phone that a deal is available nearby. Nearables can also inform vendors of the location and movements – even the relative health – of the wearer.
Newswire services, also called “the wire,” publish news of its own choosing, online and in specific cases, in print.
Online Forums are platforms for hosting moderated public discussions focused around a common theme or subject matter. Forums are structured so that each discussion subtopic is a separate thread with nested replies, organized newest-first. Included in this category are message boards, bulletin boards, and other forums where members and guests pose and respond to questions, opine, debate and otherwise engage with each other.
Specific programs provide ways for customers to opt-into an email list. As part of the process of opting-in, customers provide information from which marketers may gain insight into demographics, customer desires and shopping habits.
Out of Home Advertising
Out of Home Advertising (OOH) is advertising that reaches potential customers outside their homes. Digital displays in public places, static billboards and vehicles (public and private) that are wrapped in advertising are all OOH advertising.
Outside Sales happen outside the office, in locations owned or controlled by the customer. Outside Sales staff require Marketing Tools that are mobile, and can travel to different locations. (see also Field Sales)
Partner Relationship Management
(PRM) Partner Relationship Management is the practice of serving dealers, resellers, affiliates, co-brands and partners in the indirect sales channel. Activities may include deal registration, digital asset management, creating partner marketing guidelines and collateral templates. Key in Partner Relationship Management is franchise management, which includes sharing knowledge of product, brand standards and codes of conduct for those marketing products on behalf of the brand manager.
A Patent, administered by the United States Patent and Trademark Office, is a limited duration property right relating to an invention. The primary tool required for Patent and Trademark registration is the suite of online resources located at the USPTO:
Marketing Performance Platform is an all-in-one software solution that enables marketing teams to efficiently manage all aspects of marketing performance across multiple channels, at multiple stages of the customer journey.
Permission-Based Marketing, also known as Permission Marketing, requires the opting-in of the customer to whom the marketing message is being sent. Permission-Based Marketing, which can include opt-in email campaigns, or sites for which registration is required, was developed in reaction to Interruption Marketing, which is designed to distract a future buyer.
Personalization tools gather data about the customer's browsing, shopping and buying habits, and then on behalf of the brand, reach out to the customer based on the user's habits. These programs can customize website experiences, send targeted email and can respond via social media.
Pipeline Management is the fine-tuning of processes along the sales journey from first prospect contact to actual purchase. Programs, sometimes called Sales Productivity" packages, can include prescriptive selling options, one-click connections to buyers, and real-time scoring of leads.
Episodic audio files created around a theme. Podcast tools allow creators to record and edit audio files, encode those files, and load them to the web.
Predictive Analytics is data mining that collects consumer data from a variety of sources, detects buyer behavior patterns on an individual or group (segmented) basis, and performs calculations that speculate on the consumer’s future engagement.
Predictive Sales Analytics
Sales forecasts gain accuracy from using Predictive Analytics to gauge the likelihood of consumers making a purchase. (see also Predictive Analytics)
Pricing Optimization factors in customer demand, market forces, inventory levels and the cost of production to recommend a price that will improve profits for a product. The modeling process allows producers to tailor pricing for different customer segments (based on demand and dynamic market conditions) and to control inventory levels to keep products profitable.
Print Media & Newspaper Advertising
This category describes the process of placing paid ads into a variety of printed media including newspapers, magazines, circulars or any kind of specialized printed medium. Companies seeking to advertise in print first determine the targeted demographic or geographic audience of the print property. Online tools exist to help businesses of all kinds to place ads in national papers, metro publications, daily newspapers, college newspapers, community newspapers, specialty magazines.
Product Discovery Platform
Product Discovery Platforms assist buyers in finding and evaluating products in both retail and niche marketplaces. Product Discovery Platforms can be recommendation engines complete with reviews and comparison tools; eCommerce sites with affiliated merchants; and sites specific to industry tools.
Product Information Management
Product Information Management allows enterprises large or small to centralize the source of product information that is then distributed over different channels, to different departments that may not be in the same physical space. Product information can include prices, freight rates, marketing collateral and brand standards.
Product Lifecycle Management
(PLM) Product Lifecycle Management is a highly involved, cross-departmental enterprise that encapsulates the entire birth-to-death" cycle of a new product in the marketplace. PLM includes initial ideation and innovation, "proof-of-concept" product modeling, beta program management, pricing optimization, product iterations and eventually product retirement. Processes involved in PLM include the collection of feedback and buy-in from company decision-makers, improvements to product quality with the lowest cost-per-unit, pricing, and speed by which the product gets to market.
Programmatic Advertising Platforms
Ad Platforms that automate the purchase and sale of digital advertising inventory either through auction-based Real-Time Bidding (RTB) or direct purchase.
Proofreading is the process of finding and fixing spelling errors and grammatical mistakes, which can be automated. Proofreading also involves making sure writing is clear and logical.
Proxy Profiles are marketing personas built in the absence of specific information about individual buyers. A proxy profile is most often based on location, and can be used to predict interests or purchases by a group in any particular location. For example, a proxy profile in Minnesota, USA may include a shopper looking for cold-weather coats in December.
Real Time Bidding
Real Time Bidding allows advertisers to purchase an online ad for the best price, via an online auction that is over in mere seconds. Tools in this category include Data Management Platforms (DMP) that integrate with Demand Side Platforms (DSP), which buy ad impressions via Ad Exchanges. Publishers use Supply Side Platforms to manage their side of the deal, also listed in this category.
Referral Marketing describes any tactic that fuels customers acquisition based upon referrals rather than paid advertising. Also called Word of Mouth (WoM), Influencer Marketing and Brand Advocacy, it's a powerful path to conversion because the message is holistic, delivered directly to new consumers from existing customers in the form of personal recommendations, online testimonials, and unpaid editorial content.
Referral Programs incentivize existing customers to recommend products and services to friends and family and are used to acquire new customers. Rewards for sales referred by customers or employees include points toward a prize, coupons, discounts, cash back, merchandise.
Retargeting is process of tracking website visitors who click away from a brand website without making a purchase, and later serving those same visitors relevant ads as they continue to browse other sites online. Retargeting software automates this process on one or multiple platforms.
When autodialers reach a recipient with a recorded message, either live or voicemail, it's called a robocall. Robocalls are placed to targeted recipients by automated calling systems programmed to broadcast a message out to a list of telephone numbers all at once. Some vendors refer to these calls as voice broadcasts because they are recorded messages sent to a large group at once, not sequentially.
Sales Enablement is the process of using technology to standardize and automate tasks at each stage of the sales process. The tools are designed to produce better demand forecasting, nurture the pipeline, boost conversions, manage retention efforts, provide a framework in which to organize, maintain and distribute product knowledge, produce reliable metrics to gauge overall sales success, and manage overall sales cycle operations.
Sales Metrics are used to rate and measure Key Performance Indicators (KPIs) for sales. Sales Metrics measure revenue trends, compare closing rates amongst sales by agent or territory or product line, reveal root cause of poor sales performance and more.
Sales Territories are defined based on geography, for example by world region, state or by zip code. Marketing Technology aids sales teams in collecting historical sales data, mapping out territories by assigned agents, keeping track of quotas and other KPIs, and uncovering any gaps in sales coverage.
Also called Web Scraping, Scraping is the process of building a trove of information by harvesting information from online websites and bulk emails.
Search Engine Advertising (SEA)
Search Engine Advertising is a highly targeted paid advertising method. Advertisers pay to make sure their product or service is ranked highly in the sponsored area of the Search Engine Results Page (SERP).
Search Engine Marketing (SEM)
Search Engine Marketing is the strategic online promotion of brands and products within the search engine environment. SEM covers both paid search (Search Engine Advertising or SEA) and organic (unpaid Search Engine Optimization or SEO).
Search Engine Optimization (SEO)
Search Engine Optimization helps grow organic search traffic by making it easier for content to be found “Organically” or via free web search. The process notes how search engines function, what is being searched for and how, and the way people search, using “keywords.” SEO strategies also note what search engines are preferred by customers, and change the content and coding on the website to match the needs of the preferred search engines to drive greater relevant traffic to a site.
Monitoring tools measure the number of times a brand, product or service is mentioned in traditional media or social media. Sentiment tools measure attitudes of those discussing the brand, particularly on social media, where grammar and context are key in revealing nuances of negative or positive sentiment.
Shoppable Content tools allow marketers to create web pages full of content with templated buy buttons moving the customer toward purchase.
Online stores have virtual Shopping Carts where customers may indicate what they wish to purchase while shopping on any internet site. Shopping carts may be abandoned, or filled and emptied during the shopper’s journey, and details as to where and when in the process those actions occur can be collected by marketers. Shopping Cart is a software application, add-on or plug-in that integrates with a website, blog or social media page and enables transactions for donations, goods or services.
Sideshows are second-screen presentations designed to augment the main presentation, which may be a PowerPoint presentation or Television program. Sideshows are often social in nature, with marketers curating audience commentary on the platform.
Websites are continuously monitored for “health” and security. Technology tools can alert users to broken links, lags in performance, site overload and downtime that affects performance and customer experience.
Site Mapping tools generate small XML or HTML files that list each separate URL within a site's many pages, including URL meta data. Once mapped and listed, it's easier for both humans and Search Engine crawlers to locate the right content. Site Mapping is a key success factor of a well-optimized website, especially suited for very large, multi-page sites, brand new start-up sites with few backlinks yet, and sites containing mostly rich media content.
Sound Effects are noises that are neither speech nor music. They are used by marketers in video and audio files to advance storytelling or creative objectives.
Speech Analysis, sometimes called Audio Mining, is primarily a call center function carried out by software designed to analyze real-time or recorded conversations between call center agents and inbound or outbound callers. Speech Analysis tools cover a variety of technologies designed to detect and track predefined spoken words or phrases. Speech Analysis leads to actionable metrics that show customer satisfaction, agent performance, hold times, hang-ups and any number of other KPIs.
Often used interchangeably with Audio Mining, Speech Analytics is primarily a function carried out by software integrated within a call center and used to analyze real-time or recorded conversations between call center agents and inbound or outbound callers. Speech Analytics covers a variety of software technologies that work in different ways, some more advanced than others, but all ultimately designed to detect and track predefined spoken words or phrases in order to compile actionable metrics about customer satisfaction, agent performance, hold times, hang-ups and any number of other performance indicators.
Speech Recognition tools are software programs that allow users to speak into a device and have words translated into text.
Often called Stock Images, Stock Photography is purchased on a royalty-free basis to be used for commercial purposes. Stock Photography is often of a generic nature, depicting events, workspaces, nature and emotions. Careful marketers use stock photography containing depictions of many different people, including those of varying gender, race and age.
Supply Side Platform
(SSP) The platform publishers manage and sell online ad space. The SSP integrates with an online Ad Exchange, from which it receives bids for space.
Surveys are static questionnaires strategically designed to collect customer opinion and insight with the purpose of revealing ways to improve product or service, grow loyalty and increase revenue.
Contests and Sweepstakes are a creative, easy way for brands to engage users on websites, social and mobile platforms. The tools in this category make it easy to create branded personality quizzes, meme generation contests, caption contests and trivia, to name a few. See also Contests.
Tags -- the code on digital products used to track customer behaviors -- can now be managed with marketing technology and not IT support. Tools in this section allow marketers to choose what is tracked, measurement through tags across channels, working across networks and even campaigns.
Talent-Matching Platforms pair writers and content creators with the needs of marketing departments. Writing styles, industry specialties and languages are all specialties noted by each platform.
Serving ads to customers based on demographics, geolocation, device or IP address so marketers reach the right customer at the right time.
Templates are easy-to-use forms that allow users of all skill levels to create marketing collateral for a number of platforms and in a number of formats.
Text Analysis tools allow businesses to monitor, in real time, the news and sentiment being shared about its brands, products and services. These tools also allow users to mine opinions on industry trends, and often come with other features, including image recognition.
Text Messaging via SMS (Short Message Service) is used by marketers to push alerts to customers. Such alerts offer deals or codes for savings to customers.
Ticketing Systems, usually used by marketers for help desks or product information, track customer issues using an automatically generated sequential ID number, a Ticket Number, which customers and help desk agents refer to throughout the open phase of the support ticket.
Top of Wallet
Credit card companies wish to ensure their card is “top of wallet” or the first choice for consumers to use. The industry is looking to eliminate fraud to keep customer trust, and offer incentives for customer use (points programs, low- or no-interest, etc.) As more mobile banking become popular, the same concept exists, but in keeping the financial app “front of phone.”
A Trademark identifies and protects usage of a word, phrase, symbol, and/or design and is administered by the United States Patent and Trademark Office. The primary tool required for Patent and Trademark registration is the suite of online resources located at the USPTO:
Traffic Counters are small, often free or freemium, add-ons, apps or plug-ins that embed in website or blog code and count unique site visitors. Also called hit counters, these tools may gather additional data such as visitor's browser, location, keywords that led the visitor to the page, number of visits and more.
URL shorteners can abbreviate a lengthy, multi-character URL into a short one that's memorable and visually appealing for use in emails or limited-character tweets or texts.
The process of verifying user log-ins to detect and prevent breaches in website security.
User Generated Content (UGC)
User Generated content includes photos, video, reviews and stories about products created by the users. UGC can be mined for sentiment about a product or repurposed for promotional uses, if rights are granted.
The process of advertising on videos. Tools in this category allow advertisers to create, deliver and measure video ad campaigns across devices, and to find and target audiences. Video Advertising describes various video-enabled Display Advertising methods (banner, sidebar, interstitial or overlay), or any video ad served as part of streaming video, video-on-demand, digital subscription and webcasts. Video ads are served as pre-roll units (before the video content begins), mid-roll or post-roll. The term sometimes extends to include Companion ads, the branded skin or content surrounding embedded video on any website. Today's feature-rich video marketing platforms enable tracking of ad view counts, how long each viewer let a video play, how many let it play to completion, and how well each video is contributing to sales goals.
Video Analytics tools monitor, capture and analyze data about videos in order to monetize content, assist accounting departments with payment, target content toward the user and track copyrighted video seeking unauthorized use.
Video Content Management (VCM)
Video Content Management supports the practice of uploading and sharing videos across many platforms. VCM tools require storage for large files but do offer search tools, basic analytics functions and transcoding (the process of converting file formats for different devices).
Also known as transcoding, Video Encoding is the process of converting video from one format to another so that it can be played on multiple devices in multiple regions of the world.
Virtual Events allow audience members from around the world to share an experience on the web. Virtual events include worldwide online sales meetings, trade shows or job fairs. The technology supporting Virtual Events ranges from packages providing virtual show environments, to analytics capturing user behaviors, to functions allowing users to network as part of a community.
Visitor Analytics tracks site visitors on an individual basis in order to follow their activity, right down to the mouse click. With tools such as mouse tracking and journey replay, marketing teams can discover how users are navigating the website from page to page, the length of time visitors spend viewing content, when and even why they click away, and detect when they return and for what purpose.
Visual Predictive Analytics
Software programs which measure the future performance of ad campaigns, before they air, by simulating human vision can predicting where users will focus their attention.
Voice of the Customer
Customer reviews of products and services are used to detail customer satisfaction. Voice of the Customer may include employee product and service reviews and detailed analytics of customer data. Time-consuming focus groups and customer interviews can be made to scale with Voice of the Customer Marketing Technology tools.
Wearable technology and devices have sensors that connect geo-location data, speed, time, temperature and other metrics to the internet, allowing the user and vendors to track customer data.
Also known as Digital Analytics, Web Analytics take data, including unique visitors, return visitors, user geographical location, IP address and device ad then take that data to form customer profiles. Web Analytics platforms consolidate data results into one single dashboard for further analysis over time, providing valuable insights that ultimately drive improvement actions.
Web Design Software
Web Design tools range from free, open-source editors and templates that need no code or programming, to full-featured professional-grade web design suites. Today's Web Design Software & Site Builder tools encourage users of any skill level to create, publish and maintain an engaging web presence.
Web Performance refers to the speed and accuracy of a website. Tools monitor site down time, detect page load errors, detect broken links, provide secure user authentication, safekeep sensitive user data, and perform continuous monitoring for site health. Tools in this category operate in the background and serve a critical role in User Experience.
Web traffic is the data generated by visitors to a website and the number of pages they visit. Webmasters monitor traffic (both information coming in and information going out) to note trends, behavior of visitors on site, or problems with the website’s performance. Marketing Technology tools can measure traffic of competitors and provide intelligence on uses of collateral, changes in keywords and frequency of posting.
Workflow Management is the process of keeping projects and whole organizations on track. With the ability to automate deadline reminders, routine transactions, trigger notifications to managers, share files, share calendars and more, workflow management tools ensure that all operations tasks occur on schedule and in the right order.
Zombies as a Service
Marketers occasionally have projects that fail. Third parties may resurrect those projects after six months has passed, allowing collateral to be used despite being dead on arrival. The most common uses for Zombies as a Service (Zaas) is for braaainstorming, but other uses apply.