Key Terms &

Definitions

Stephen Tracy | analythical.com | Copyright 2021

1
The marketing world is stuffed with jargon
So let’s take a moment to define some key terms and unpack core
concepts.

Stephen Tracy | analythical.com | Copyright 2021

Definitions
Term Definition

Marketing & You’ll hear me refer to the term “marketing & communications” a lot, and you may
Communications be less familiar with the concept of “communications”. This refers to PR related
activities within the marketing domain, such as creating press releases or
managing press relations, but it can also involve activities like content marketing.

Campaign A campaign is simply a set of activities taken to achieve a short term marketing
goal. Campaigns can include large, multi-channel efforts, but can also refer to
smaller efforts, such as boosting a Facebook post. Generally, your marketing
efforts through the year will be made up of a series of different campaigns, some
of which have very different objectives.

Always-on Channels It is sometimes useful to distinguish between your marketing channels and
activities that are ad-hoc (i.e. campaigns) vs those that are “always-on”. As such,
always-on channels refer to the marketing channels that you never turn-off, and
that you routinely create and publish content on (i.e. daily, weekly, etc), such as
your website or app.

Stephen Tracy | analythical.com | Copyright 2021

Definitions

Term Definition

Activation The term “activation” simply refers to the channels and activities
included as part of your campaign strategy. e.g. “our campaign
activation includes a series of YouTube videos”

Content Marketing A subset of marketing that involves the creation of content, such as
blogs, infographics or videos, that do not explicitly promote the
brand, but is used to build interest and consideration for the brand.

Display Advertising AKA Online Display or Banner Advertising, this simply refers to the
use of online banner ads.

Stephen Tracy | analythical.com | Copyright 2021

Definitions

Term Definition

Demand A term used to refer to whether or not consumers are interested in

purchasing your products or services (e.g. “demand is high”).

Consideration Similar to demand, but refers more specifically to the thought process
consumers may go through when ‘considering’ to purchase your
products or services. E.g. the goal of our campaign is to drive product
consideration.

Category Often refers to a “product category” such as beauty, electronics, etc. It

can sometimes be used interchangeable with the term “sector”.

Copy / Copywriting Refers to the words/text found within your marketing material.

Stephen Tracy | analythical.com | Copyright 2021

Definitions

Term Definition

Sales vs Revenue Throughout the course you’ll hear me refer to sales (i.e. “ we had
$200 is sales this month”) and revenue, often interchangeably. In the
world of business accounting, the concepts of sales vs revenue are
quite different, where sales are typically proceeds a company
generates from selling goods or services to its customers, and
revenue is the entire income a company generates from its core
operations before any expenses are subtracted from the calculation.

That said, I use these terms interchangeably throughout the course

as I’m generally referring to the income being generated from your
marketing activities.

Stephen Tracy | analythical.com | Copyright 2021