Marketing Glossary | Circle Brand Management

A

A/B Testing

Showing two versions simultaneously to determine with data which performs better.

B

Big Idea

The single strong, memorable central idea of a campaign that can be repeated across all channels.

Brand Guidelines

The document of rules and examples defining how the brand identity is to be used.

Brand Health

Measuring a brand’s strength in the market through indicators such as awareness, preference, satisfaction and loyalty.

Brand Identity

The complete set of a brand’s visible and audible elements: logo, colour, typography, tone of voice and visual language.

Brand Positioning

The distinctive place a brand aims to occupy in the target audience’s mind relative to competitors.

C

Content Marketing

Building trust and demand by producing valuable, consistent content for the audience.

Conversion Rate

The percentage of people who see a page or ad and complete the desired action (purchase, form, sign-up).

Creative Brief

A short directional document conveying goal, audience, message and constraints to the creative team.

CRM

Customer relationship management; a system gathering customer data and interactions in one place.

Customer Acquisition Cost (CAC)

The total marketing and sales cost spent to win one new customer.

E

Engagement Rate

The ratio of likes, comments, shares and saves a social post receives to its reach or followers.

K

KPI

Key performance indicator; a numeric metric measuring how close a goal is.

L

Launch

The planned introduction of a new product, service or brand to the market.

Lead

A potential customer who has shown interest in the brand and whose contact details are known.

M

Marketing Automation

Running repetitive marketing tasks such as e-mail flows, segmentation and lead scoring through software.

Marketing Communication Plan

A plan uniting goal, audience, message, channel, timeline and budget in one roadmap.

Marketing Funnel

A model dividing the customer journey from awareness to purchase into stages.

Media Planning

Deciding in which channels, when and with what budget a campaign message will run.

Motion Design

The design discipline where graphic elements become narrative through movement, timing and sound.

P

Persona

A research-based fictional customer profile representing a segment of the target audience.

PPC

Pay-per-click; a model where the advertiser pays only when the ad is clicked.

S

SEO

Search engine optimisation; work done so a website ranks higher organically in search results.

Storyboard

A frame-by-frame drawn plan of a video or animation showing scene order and camera angles.

T

Target Audience

The group of people, defined by shared characteristics, that a brand or campaign aims to reach.

V

Value Proposition

The statement of benefit and difference explaining why a customer should choose the brand.

Knowledge Centre

Areas of Expertise

Meşrutiyet Caddesi, Şişhane Sk. No:100/1, 34200 Beyoğlu/İstanbul Ertuğrul Mah. 161. Sok. Özlüce Mossa Rooms Özlüce No:5 D:14 Nilüfer/BURSA

info@whycircle.com

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