Marketing Glossary

Card news is a content format that breaks a single message into a sequence of image cards viewers swipe through one at a time.

A product detail page is a single page that presents all key information about one product to help a shopper decide whether to buy it.

Copywriting is the practice of writing advertising and marketing text ("copy") intended to help people understand a message and take a specific action.

A banner ad is a display advertisement, typically a rectangular image or text unit, placed in a designated area of a website or app.

A landing page is a standalone web page designed around a single conversion goal, where visitors arrive after clicking an ad or link.

Content marketing is a strategy of consistently creating and distributing valuable content to a defined audience to build trust and drive profitable action.

Brand research is the systematic study and analysis of a brand's identity, market position, and how customers and competitors perceive it, done to ground marketing decisions in evidence.

A marketing funnel is a model that maps the customer journey in stages, from first becoming aware of a brand through interest, consideration, purchase, and retention.

A target audience is the specific group of people, defined by shared characteristics, that a marketing message or campaign is intended to reach.

Tone and manner refers to the consistent style of expression—the voice, wording, visual style, and mood—that a brand maintains across its content and communications.

Conversion rate is the percentage of total visitors who complete a desired action, such as a purchase, sign-up, or inquiry, out of everyone who arrived through a given channel.

Performance marketing is a data-driven approach to digital marketing where spend is tied to and optimized for measurable actions such as clicks, sign-ups, or purchases.

Seasonal marketing refers to a strategy of aligning products, messaging, and ad spend with recurring shifts in demand tied to seasons, holidays, or events.

Social media marketing is the practice of using platforms like Instagram, Facebook, and YouTube to publish content, engage with audiences, and promote a brand or product.

Reels are Instagram's short, vertical video format for sharing clips set to music, effects, and captions.

A hashtag strategy is a plan for choosing and combining the hashtags on a post to serve goals like reach, discovery, and topic categorization.

User-generated content (UGC) is content created and shared by ordinary users or customers rather than by the brand itself.

Omnichannel refers to an approach that connects all sales and communication channels—online and offline—into one integrated system so customers get a consistent, uninterrupted experience as they move between them.

A call to action (CTA) is a phrase or button that prompts a user to take a specific action.

AI marketing automation is the use of artificial intelligence to handle part of the judgment, content creation, or execution involved in marketing tasks.

Deep research refers to an AI process that automatically searches, gathers, and cross-checks multiple web sources on a single topic, then compiles the findings into a cited, synthesized report.

A brand kit is a reusable collection of a brand's core visual and verbal elements — logo, color palette, fonts, and tone of voice — kept in one place for consistent use.

A prompt is the instruction, question, or context you give a generative AI model to get the output you want.

AI image generation is the technology that creates new images from a text description (prompt) or a reference image using an artificial intelligence model.

AI video generation refers to the use of AI models to automatically produce moving video from inputs such as a text prompt, image, or script.