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Marketing Glossary 2017-03-20T10:03:08+00:00
Brandora Collective Glossary

Marketing Glossary


Essential marketing tools for your business are rapidly evolving. We’re here to advise you and implement the best tools to reach your target market. Here are some marketing terms to help you navigate the new business landscape. Have no fear–we’re here to guide you step by step.


Content Marketing

Visit our blog for a complete explanation of content marketing.

In the meantime, here’s a short description. Content marketing as defined by the Content Marketing Institute is, “the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” In other words, “It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.” In summary, “Traditional marketing and advertising is telling the world you’re a rock star.  Content Marketing is showing the world that you are one.”

Pulizzi, Joe, “Six Useful Content Marketing Definitions, Content Marketing Institute


Inbound Marketing

Check out our blog post for a thorough explanation of inbound marketing and its relationship to content marketing.

Inbound marketing, “refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, physical products, social media marketing, and other forms of content marketing which serve to attract customers through the different stages of the purchase funnel. In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered “outbound marketing.”

Inbound Marketing,” Wikipedia, the Free Encyclopedia


Responsive Website Design

Responsive web design, responds to the needs of the users and the devices they’re using. The layout changes based on the size and capabilities of the device. For example, on a phone, users would see content shown in a single column view; a tablet might show the same content in two columns.

LePage, Pete, “Responsive Web Design Basics,” Google Developers


SEO (Search Engine Optimization)

The process of affecting the visibility of a website or a web page in a search engine‘s unpaid results—often referred to as “organic” results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users, and these visitors can be converted into customers.

Search Engine OptimizationWikipedia, the Free Encyclopedia