New marketing vocabulary and definitions
an acronym for attention, interest, desire and action, the four steps of the sales process.
someone who was born after the introduction of digital technology such as computers, the Internet, mobile phones and MP3s.
Generally, someone born in 1989 or later. Digital natives are currently in their early 20s and just entering the work force. Digital natives expect to use social media such as Facebook and instant messaging as business tools.
: an individual who grew up without digital technology and adopted it later.
timeless principles that form the basics of processes and activities.
an ad layout formula invented to legendary advertising expert
David Ogilvy. The basic design elements of a classic Ogilvy ad are the visual, headline, caption, copy and signature. From this basic ad layout, other variations can be derived, including variations for post cards.
an acronym for personalized URL. A unique URL that leads to a web site landing page or microsite that has been personalized to a specific individual visitor. A common format for a PURL is www.xyzassociation.org/janedoe in which Jane Doe is the recipient of a direct mail or e-mail marketing message.
Quick Response Code, a 2-dimensional barcode originally developed in Japan.
Rule of 45:
a rule devised by James Obermayer of Sales Leakage
Consulting. The Rule of 45 predicts that 45% of business-to-business sales will occur within 12 months after a prospect makes an inquiry.
media for social interaction; the use of web-based and mobile technologies to turn communication into interactive dialogue. Also called consumer-generated media.
a prospect who has not yet been qualified – i.e., no determination has yet been made about whether the person has the authority, the desire and the money to make a purchase.
an acronym for uniform resource locator. A means of representing and identifying a page of information on the Internet.