Marketing

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Basic Concepts

Concepts
Campaigns
Source
Channels
Media
CTA (Call to Action)
Visitor
Lead	Visitor that provides contact information
Qualified Lead	Visitor that provides more than contact information enabling you to qualify and select more which ones your sales team is going to reach out

Value Proposition

UVP x USP

UVP - Unique Value Proposition
USP - Unique Selling Point

Reference: Creating a Unique Value Proposition: 9 Key Features of a Good UVP

Marketing Funnels

Marketing Mix

Tracking Techniques

Tracking Methods
UTM	Urchin Tracking Module parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They were introduced by Google Analytics Checkout: Campaign URL Builder Further reading: Mastering UTM Campaign, Medium and Source
Pixel	Also known as a marketing pixel, is a 1×1 pixel graphic used to track user behavior, site conversions, web traffic, and other metrics similar to a cookie. Checkout Meta (Facebook) Pixel
Cache
Fingerprinting

Product Marketing

Types of Digital Marketing

Types
Email Marketing	The idea is to keep an open communication channel with users via emails until user opt-out. Email marketing can be used to attract new clients (presenting a new product or service), convert visitors (nurturing users that subscribed to an mailing list with more info that might convince them to purchase) and be informative (providing a communication channel with the clients to provide information related to the product and service). Anything from information about the company, the product or service is normally used in this media.
Advertising (Pay-per-Click)
Social Media Marketing
Content Marketing
Influencer Marketing
Affiliate Marketing
Mobile Marketing

Metrics

Metric
CPC	Cost per Click
CPL	Cost per Lead
CPQL	Cost Per Qualified Lead
CAC	Customer Acquisition Cost
NPS	Net Promoter Score

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Summits

Hosting a Summit related to the context of your service or product helps becoming authority in that context.

Is is also a great opportunity to meet clients in person, get to know potential clients, learn and set tendencies, and bring your team closer to clients

Summits can also be profitable.

Summits are for everyone, not only clients.

Endomarketing

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Branding

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Other References

Books

	Crossing the Chasm - by Geoffrey A. Moore Marketing and Selling Disruptive Products to Mainstream Customers

	What Customers Crave - by Nicholas Webb How to Create Relevant and Memorable Experiences at Every Touchpoint

	Contagious - by Jonah Berger Why Things Catch On

	Viral Loop - by Adam L. Penenberg From Facebook to Twitter, How Today’s Smartest Businesses Grow Themselves