Marketing Concepts and Terminology

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Awareness stage

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The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service.

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Consideration stage

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The second stage of the marketing funnel, when a potential customer's interest builds for a product or service.

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Conversion

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The completion of an activity that contributes to the success of a business.

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Conversion rate

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The percentage of users or website visitors who completed a desired action, such as clicking on a link in an email or purchasing a product.

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Conversion stage

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The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown.

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Customer journey

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The path customers take from learning about a product, to getting questions answered, to making a purchase.

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Customer journey map

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A visualization of the touchpoints a typical customer encounters along their purchase journey.

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Frequency

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How many times an individual encounters an ad in a given timeframe.

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Impressions

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The total number of times an ad appears on people’s screens.

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Inclusive marketing

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The practice of improving representation and belonging within the marketing and advertising materials that an organization creates.