- Paid SearchOnline advertising that is triggered when users perform searches using keywords that a company has purchased. Ads look like organic search results, but they appear more prominently on a search engine results page (SERP) than they would have organically.
- Pay-Per-Click (PPC)Online advertising that is triggered when users perform searches using keywords that a company has purchased. Ads look like organic search results, but they appear more prominently on a search engine results page (SERP) than they would have organically.
- PDFA Portable Document Format (PDF) is a file that looks like a printed document and is compatible across computer systems. Adobe Systems developed the .pdf format, which allows people to view, download, save, share, and print the file regardless of their computers operating systems or software. Business-to-business (B2B) promotions such as white papers and e-briefs are typically provided to prospects and customers in a PDF.
- Personalized MarketingThe practice of using analytics to make advertising messages and product experiences feel unique to each customer. Personalized marketing is much more than just inserting the customer name into the same marketing email that goes to all of your customers. It's about reaching the right person with the right message at the right moment with the right suggestions.
- Personalized Product RecommendationsSuggestions to customers for products they may be interested in based on products they've already bought or viewed online. For example, if a customer bought the same tank top in 3 colors, there's a good chance they'll like the same tank in a new color. Personalized product recommendations, which mathematical calculations called algorithms determine on the back end, are a key feature of websites for cross-selling and upselling.
- Product DifferentiationWhat makes your product or service different and more appealing to customers than other options in your category. Product differentiation is what gives you a competitive advantage in your market. Product differentiators can include better quality and service as well as unique features and benefits.
- Product LifecycleThe stages a product goes through during its time on the market. There are 4 stages: introduction, growth, maturity, and decline. The stage your product is in helps inform your marketing objectives and promotional mix. For example, raising awareness of a new product may be more important than raising awareness of a mature product.
- Product PositioningThe image of your product or service that you want members of your target audience to have in their minds. Because first impressions of your brand count, it can be helpful to craft a positioning statement that communicates how your product or service fulfills customer needs. For example, Mailchimp helps small businesses become the brands they want to be with smarter technology built for big things.
- Product RangeA set of versions of one product from the same brand, each tweaked to appeal to a different audience segment. These versions are relatively slight variations on a theme instead of major departures in features and benefits.
- Promotional MixThe combination of promotions (advertising, sales promotion, personal selling, publicity) you use to deliver marketing messages to your target audience. A promotional mix should be planned out strategically to support your marketing objectives. Common goals are customer acquisition and engagement.
- PromotionsMarketing communications designed to inform target audiences about products or services and persuade them to buy them. There are 4 general types of promotions: advertising, sales promotion, personal selling, and publicity. Let's say your company creates all-natural makeup. Your promotions could include advertising on beauty blogs, sending a discount to an email list, setting up sales calls with owners of local boutiques, or hosting a free makeover event for beauty-site editors.
- PsychographicsYour target audiences values, beliefs, and behaviors that are relevant to your product or service. Like demographics, psychographics can help you segment your audience into highly relevant subgroups. That way you can tailor your messaging and get better advertising campaign results. Psychographics give you a peek into the minds of your customers so you can communicate more effectively.
