Key Terms and Concepts of Digital Marketing Strategy

B2B Stands for Business to Business. When businesses sell products/services to other
businesses and not to consumers.
 
B2C  Stands for Business to Consumers. When businesses sell products/services to consumers.
 
Brand  Distinctive name or trademark that identifies a product or manufacturer.
 
C2B Stands for Consumer to Business. When consumers sell products/services to businesses.
 
C2C Stands for Consumer to Consumer. When consumers sell products/services to other
consumers.
 
Clicks and Mortar A business model by which a company integrates online and offline presences.
 
Cluetrain Manifesto  A set of 95 theses organised as a call to action for businesses operating
within a newly connected market place.
 
Competitive To have good enough value to compete against commercial rivals.
 
Digital Available in electronic form; able to be manipulated and read by a computer.
 
Marketing plan  A written document detailing the actions necessary to achieve marketing
objectives.
 
Profit Money made from a product/service after expenses have been accounted for.
 
Revenue  Yield of income from a particular source.
 
ROI Short for Return On Investment which is the ratio of cost to profit.
 
Strategy  A set of ideas that outline how a product line or brand will achieve its objectives. This
guides decisions on how to create, distribute, promote and price the product or service.
 
Tactic  Specific details or parts of a strategy that will contribute to accomplishing a goal. Can be
a method or an action.