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PUNJAB TIANJIN UNIVERSITY OF TECHNOLOGY, LAHORE

Department: Automobile Technology

Course: Automobile Marketing

Submitted by: Shahzaib Tariq

Submitted to: Engr. Ferhan Ijaz

Registration No: 18(F)AU015

Semester: 6th

Email ID: shahzaibtariq559@gmail.com

Contact No: 0305-6266559

 Different Marketing Terminologies & its explanation:

1. Deal Closing:

A prospect agrees to purchase a product or service and completes a

sales transaction.

Examples:

i. Now are never Closes:

This is where salespeople make an offer that includes a

special benefit that prompts immediate purchase. For example:

 “This is the last one at this price.”

 "We’ve got a 20% discount just for customers who sign up today.”
 “If you commit to buy now, I can fast track you to the front of the implementation
queue.”

This technique works because it creates a sense of urgency and can help overcome inertia when a
prospect wants to buy -- but for some reason isn't pulling the trigger. Of course, you should
always establish value before offering a discount or promotion.

ii. Coke: Share a Coke:

Salespeople who use this closing technique reiterate the

items the customer is hopefully purchasing (stressing the value and benefits) in an effort to get
the prospect to sign. For example:

“So we have the Centrifab washing machine with brushless motor, the 10-year comprehensive
guarantee, and our free delivery and installation service. When would be a good time to deliver?”

By summarizing previously agreed-upon points into one impressive package, you're helping
prospects visualize what they're truly getting out of the deal.
 Different Marketing Terminologies & its explanation:

2. Decision Maker:

The person in a position to make the final choice about buying a

product or service.

Examples:

 Step 1: Identify Your Goal. One of the most effective decision making strategies is to

keep an eye on your goal. ...
 Step 2: Gather Information for Weighing Your Options. ...
 Step 3: Consider the Consequences. ...
 Step 4: Make Your Decision. ...
 Step 5: Evaluate Your Decision.
 Different Marketing Terminologies & its explanation:

3. Point of contact(POC):

The representative who is the decision-maker/facilitator for their

organization in terms of marketing and sales.

Examples:

Let’s consider who may be a POC in a company: 

Customer service department. It helps clients solve their problems effectively and promptly. The
customer service team handles all complaints and inquiries via various communication channels,
such as phone, company website, email, etc. Salespeople. They are one of the first POCs
every new lead gets in touch with. Service desk. This type of POC is typical of IT companies that
offer service desks to deal with any service support request. Project manager. The manager in
charge of a project may represent a POC, responding to any project queries.
 Different Marketing Terminologies & its explanation:

4. Public Relations:

A series of media releases, conferences, social images, etc. that

make up and maintain the reputation of an organization and its brands.

Examples:

i. Google’s Fight Ebola Campaign:

The outbreak of Ebola virus in 2014

was critical as it was spread among many countries and took many lives. Google, to help the
people in need and to build up a positive brand image, started a donation campaign where it
pledged to give $2 for every $1 donated to the cause through its website. The public relations
strategy attracted the media attention and resulted to be a huge success as Google raised $7.5
million.

ii. Paramount Pictures The Ring Publicity Stunt:

Paramount Pictures,
to promote its new horror franchise, The Ring, and to get more user attention, took a step
forward and planned a publicity stunt where the protagonist haunted the people in a real-life
scenario.
 Different Marketing Terminologies & its explanation:

5. Digital Marketing(Online Marketing):

Marketing to a target audience solely via

the internet. Could be email marketing, content marketing, etc.

Examples:

i. Organic Search:

People use search engines for various reasons ranging from

research, shopping, to entertainment, with Google alone handling over 40,000 queries per second
(3.5 billion search queries per day). The organic search results appear below the paid search
ads.

ii. Paid Search:

The paid search ads results appear all the way up at the top of the
SERPs.
 Different Marketing Terminologies & its explanation:

6.
6.
E-Commerce:
The means of selling products digitally on the internet.

Examples:

i. Personalization:

More than 95% of marketers say that personalization advances

the customer relationship. If that’s not a testament to its power, consider that bad
personalization, in the past, has cost businesses three quarters of a trillion dollars. That’s
why it’s become a staple of ecommerce marketers’ repertoire. Through personalization,
ecommerce advertisers can meet customer expectations with precise targeting at every stage
of the marketing funnel. At its core, personalization is about discovering your customers’
needs through data collection, then segmenting based on them. The more you learn, the
closer you can get to true 1:1 personalization.
 Different Marketing Terminologies & its explanation:

ii. Mobile first:

By now, you shouldn’t just have a mobile marketing strategy

— it should be a priority. It’s already more likely a shopper visits your store on mobile than
anywhere else. Even when they’re in-store, 80% of shoppers will use their mobile device to
find reviews, prices, and even other store locations. By 2021, it’s expected that  73% of
ecommerce will happen on a mobile device.

7. Responsive Design:

In online marketing, a website that changes based on the

device the consumer uses. Mobile, laptop, and desktop devices offer different views of a website,
and responsive design accommodate for each view, without having to build separate websites for
each one
 Different Marketing Terminologies & its explanation:

Examples:

i. Starbucks:

Make your browser window as skinny as you want and you’ll

notice how the page automatically adapts to your screen size. Images change size and the layout
morphs and moves to keep the main headline the primary point of focus. Also notice how the
menu collapses, giving more room for content.

ii. The sweet Har Club:

On the lighter side of humor but heavy on the graphics, The
Sweet Hat Club makes use of RWD as well. Notice that when you reduce the width of your
browser window, the images move around and adjust their size to remain in the same proportion.
Even the menus adapt, keeping the main content the primary element to which visitors are
exposed. There are tens of thousands of responsive websites you can view, but these are just two
examples to show you the technology in action.
 Different Marketing Terminologies & its explanation:

8. Landing Page:

A page on your website that houses a form that prospects will fill out
and exchange their personal information for a lead magnet or free offer (such as an ebook, demo
or consultation.
 Different Marketing Terminologies & its explanation:

Example:

i. Short Stack:

Short Stack helps companies organize and manage Facebook

promotions and other custom Facebook content. Let’s see what looks good here. Colors are
bright and work well together This page is clean and uncluttered with minimal text, while still
explaining value proposition. Contains clickable video for a longer explanation of Short Stack.

ii. Gift Rocket:

Gift Rocket is another site with a strong landing page. What is Gift
Rocket doing right?

 Strong graphic element grabs attention

 Header explains, in a few short words, what Gift Rocket is all about
 Smaller bulleted information pieces below header can be easily scanned
 Button CTA is clear and easy to click
 Social buttons are present
 More information can be found by scrolling below the fold
 Trust signals and testimonials exist below the fold.
 Different Marketing Terminologies & its explanation:

9. Pay per click(PPC):

A method of advertising on the internet where you only pay when

someone “clicks” on your ad. Sometimes it help to make your marketing campaign viral.

Examples:

i. Flat-rate model:

In the flat rate pay-per-click model, an advertiser pays a

publisher a fixed fee for each click. Publishers generally keep a list of different PPC rates that are
applicable to different areas of their website. Note that publishers are generally open to
negotiations regarding the price. A publisher is very likely to lower the fixed price if an
advertiser offers a long-term or a high-value contract.

ii. Bid-Bases Model:

In the bid-based model, each advertiser makes a bid with a

maximum amount of money they are willing to pay for an advertising spot. Then, a publisher
undertakes an auction using automated tools. An auction is run every time when a visitor triggers
 Different Marketing Terminologies & its explanation:

the ad spot. Note that the winner of an auction is generally determined by the rank, not the total
amount, of money offered. The rank considers both the amount of money offered and the quality
of the content offered by an advertiser. Thus, the relevance of the content is as important as the
bid.

10. Hashtag:

A keyword phrase, written without spaces, with a # in front of it. It allows

you and your audience to interact and converse about specific topics on social media.

Examples:

i. Esurance – #EsuranceSave30:
Esurance took the bold step of purchasing the first
ad slot after the 2015 Super Bowl. They then deployed their hashtag campaign to promote a
sweepstake which contestants could enter by tweeting #EsuranceSave30. This is a sample of a
hashtag that drove to a great success. The results were astounding with 5.4 million occurrences
of the hashtag as well as 2.6 billion impressions on Twitter.

ii. Expedia – #ThrowMeBack:

This is a great example of hashtag that shows how a
brand can take advantage of existing trends. In addition to this then leverage them to create its
own! Playing on the popular #tbt hashtag, Expedia asked Tweeters to tag nostalgic posts with
#ThrowMeBack. As a result they were given the chance of visiting the destinations in their
tweets. The outcome? 300,000 engagements and 96% Instagram growth in just 10 weeks.

11. Direct Compitition:

Competitors that provide the exact same services as your

establishment or firm.
 Different Marketing Terminologies & its explanation:

Examples:

i. Apple (in competition with other computer manufacturers):

Between May 2006 and
October 2009, Apple ran more than 60 TV ads in support of their “Get a Mac” campaign. Justin
Long starred as the representation of a Mac computer, and he was foiled by John Hodgman in the
role of a PC. The overarching purpose of the campaign was two-fold:

1. Highlight the functional areas in which Macs are superior to PCs, and
2. Portray Mac users as cooler and more relaxed than those who opt for Pcs.

ii. Samsung (in competition with Apple):

I wasn’t in the room when Apple created
the “Get a Mac” campaign, but I have to imagine they anticipated some degree of retaliation
from rival companies. It comes with the territory; if you’ve gotten to the level where you can pull
off the quintessential competitive advertising campaign, odds are you’ll end up the target of
someone else’s commercial.

12. Direct Mail:

Describing a business that markets and sells to

consumers.

Examples:

i. Organized Message:
The best examples of effective direct mailings have an
organized message. When your target audience receives your piece and opens it, they should
immediately see a benefit. Don’t cram pieces full of information, burying your key message in
a wall of copy. Consider a short letter, accompanied by a brochure or sales sheet. Make it easy
to find your phone number and website address on each side of each piece you include. If you
can only afford to mail a postcard, avoid trying to make the sale on the small card -- tease
recipients with an attractive benefit that makes them want to call you or visit your website for
more information.

ii. Attention-Grabbing Envelope:

Making your envelope stand out from the
other pieces of mail a recipient might receive will help you improve your response rate. Ask a
provocative question on the envelope the reader will want answered to get them to open your
 Different Marketing Terminologies & its explanation:

letter. Consider highlighting a key benefit, such as "$100 in Savings Inside!" without detailing
the benefit.

13. Direct Marketing:

Dealing directly with the ‘end user’ rather than a third party or a
middle man. Also can be seen as directly communicating with your primary target audience.
Can come in the form of advertising, marketing or communications.

Examples:

i. Text and email campaigns:

Direct marketing campaigns centered around texts and
emails are a surefire way to connect with your audience no matter if they’re near or far. If you
text out an announcement for an upcoming event or promotion, the consumer doesn’t have to
open a piece of mail at all. They receive the message on their phone and are much more likely to
see it (and eventually attend your event or purchase your product).

ii. Television infomercials:

Although it’s been around for decades, running
infomercials on television continues to be a successful method of direct marketing. You can run
infomercials on national or local television, but you’ll be able to target your audience more
accurately if you begin by running your ads locally. If you’re considering placing infomercial
ads on TV, consider your audience. Are they young or old? Where do the majority live? For
example, if your audience skews younger, select a time slot in the late afternoon or at night.
Young kids and college students are at school during the day and running your infomercial at this
time is money wasted. Alternatively, if you’re targeting an older audience, a later slot may work
best. Think about your audience and their habits before contacting your local station and
inquiring about infomercial rates.

14. Discovery Call:

The very first call with a prospect. The purpose is to
find out if they’re a good fit to work with your organization.
 Different Marketing Terminologies & its explanation:

Examples:

1. Tell me about your role. What do you do day-to-day?

2. What metrics are you responsible for?

3. Tell me about your goals (financial, customer-related, operational).

4. When do you need to achieve these goals by?

5. What problem are you trying to solve?

6. Are you having problems in [area as relates to the product]?

7. What’s the source of that problem?

8. Why is it a priority today?

9. Why hasn’t it been addressed before?

15. E-Book:

Also referred to as a lead magnet, ebooks are generally a piece of longer

content designed to generate leads.

Examples:

i. B2B Marketing Manifesto:

I don’t want to over-plug, but our  B2B Marketing
Manifesto exceeded all our expectations this year. It’s a 48-pager on the new challenges of B2B
marketing and the things we all need to get good at. Four reasons I think it worked for us:

 It presented the right messages for the market at the time

 Strong design really ‘sold’ the content
 A bit of attitude and energy made it fun to read.

ii. Definitive Guide to Lead Scoring:

Marketo’s Definitive Guide to Lead Scoring is
another winner (Velocity helped with sub-editing and design). It’s so effective because it draws
 Different Marketing Terminologies & its explanation:

on Marketo’s real expertise. No one knows more than these guys about lead scoring, and they
really rolled up their sleeves and shared their ‘chops’ with the market. At a time when content is
getting shorter and shorter, a ‘definitive guide’ can be exactly right.

16. Demographics:
A specific profiling aspect that takes into consideration age, gender,
income, family life, social class, etc. It’s often used in segmentation or for focal points in
marketing and advertising strategies.
Examples:

 Age
 Gender
 Race
 Marital status
 Number of children (if any)
 Occupation
 Annual income
 Education level
 Living status (homeowner or renter).

17. Niche Market/Business:

A very specific segment of a market in which you are trying to

meet the needs of that market.

i. Lefty’s (niche market: left-

handed people):
Between 10 to 12% of the earth’s population
is left-handed. So a store in San Francisco
(Lefty’s) decided to sell products
specifically for this often forgotten niche.
One of Lefty’s core strategies is to target
people online and in search engines. So
when someone searches for ‘left-handed
pens’, for instance, they’ll likely see an ad
from Lefty’s.
 Different Marketing Terminologies & its explanation:

ii. Bee’s Wrap (niche market: conscious consumers):

People’s expectations have

changed with it, and companies like Bee’s Wrap have taken notice. Providing a plastic-free
alternative to food storage, their entire brand and values center around sustainability and
environmentally kind initiatives. 

18. Engagement:

Keeping prospects and customers interested in your brand and invested in

your success with the understanding that it’s to their benefit, as well.

Examples:

i. At Marketo, they ran a campaign where sales reps could go into their

CRM, select from a filtered list of potential customers who had attended a webinar and add them
to a “fortune cookie campaign.” The key takeaway here is that they were listening for interest
(people who attended webinars on a specific subject matter.) Marketing and sales aligned by
engaging these interested parties through a specific campaign, that was relevant to them, with a
specific call to action. Once the reps added these potential customers to the campaign, the
potential customers received a direct mail package thanking them for the webinar attendance,
some fortune cookies with marketing related fortunes, and a call to action to reach out to us to
and see Marketo in action.

ii. Another key piece to this is that when they received the package, the

system notified them so they were able to automate a workflow that sent them an email that was
personalized, and looked like it came from a sales rep, while finally creating a task in the CRM
to have a sales rep follow up in a week by phone. Okay, if a demo wan not scheduled or the
potential customer did not buy Marketo, they got drooped into a general top of the funnel nurture
track.

19. Engagement Rate:

A measurement of likes, shares, comments or other

interaction a particular piece of content receives.

Example:
 Different Marketing Terminologies & its explanation:

Using total likes, total shares, and total comments as the method for determining total
engagement, the rate of engagement for each company is as follows:

Company ABC = (54,321 + 1,523 + 105,231) / 5,123,501 x 100 = 3.14%

Comparable 1 = (74,321 + 2,191 + 116,954) / 10,421,412 x 100 = 1.86%

Comparable 2 = (65,121 + 945 + 94,512) / 6,321,512 x 100 = 2.54%

From the resulting figures above, Company ABC saw a higher engagement rate than the
comparables. Note that Company ABC recorded the lowest number of followers but enjoyed the
highest engagement rate. It only garnered about 105,000 comments to Comparable 1’s 116,000,
but that number came from just about half as many followers as Comparable 1’s page has. The
numbers imply that the content on the company’s Facebook page is more appealing to followers
than that of similar pages.

20. Evergreen Content:

Content that is valuable to a reader today, in 5 years and in 10

years. This “evergreen” content is timeless, offers the highest-quality information and offers
huge SEO benefits.

Example:
 Different Marketing Terminologies & its explanation:

i. Case Studies:
Case studies can be framed as a story, which is one of the
most compelling types of content you can create. It also shows real-world results to your
audience. It can show you as an expert, show your audience what you can do and it offers your
audience a chance to connect with a story. As an added bonus, it gives a little spotlight to your
customers! The online course platform Podia frequently shares their users’ success stories.

ii. Resources:
Lists of tools and resources are other popular types
of evergreen content because people are always looking for tools. The trick is to keep updating
these pieces as Backlinko does with their list of SEO tools. Tools are always changing and
coming onto the market so if you want your list to be the most extensive and complete, schedule
in reminders to update your evergreen list of tools and resources on a regular basis.

21. Forecasting:

A prediction of marketing and sales trends that are likely to occur in the
future. This forecast is based on historical, quantitative, and qualitative data. For example, if I
publish an e-book in January, I'll get x amount of leads in February and x amount of
opportunities in March.

Example:

i. EXECUTIVE OPINIONS:
Sometimes upper-levels managers meet and develop
forecasts based on their knowledge of their areas of responsibility. This is sometimes referred to
as a jury of executive opinion.

ii. MARKET RESEARCH:

In market research, consumer surveys are used to
establish potential demand. Such marketing research usually involves constructing a
questionnaire that solicits personal, demographic, economic, and marketing information. On
occasion, market researchers collect such information in person at retail outlets and malls, where
the consumer can experience—taste, feel, smell, and see—a particular product. The researcher
must be careful that the sample of people surveyed is representative of the desired consumer
target.

22. Friction:
 Different Marketing Terminologies & its explanation:

Any aspect of your website that is hard to understand, distracting or causes

visitors to move on from your page. E.g. a form which ask lot information, an e-mail hard to
understand, or a bug in a website or app.

Examples:

i. Buffer:

Buffer’s one of our favorite content marketing examples, due to their

+three-pronged content marketing strategy. The company used guest blogging to fuel their
initial growth, writing a couple of times a day and publishing content on high visibility sites.
That growth hacking strategy helped Buffer attract their first 100,000 users.

23. Customer Loyalty:

When a consumer is a repeat buyer of a product, service or brand.

Example:

When we use the term friction in marketing, it indicates a potential sticking point

for a customer in their journey through the pipeline. This could be anything from a hard-to-find
newsletter signup, to a form that asks for too much. It could be a muddled CTA in an email or a
hard-to-navigate website.

24. Geographic Segmentation:

Segmenting a group of audiences based on where

they live or where they are located.

Example:
 Different Marketing Terminologies & its explanation:

i. Segmenting based on location:

Though all geographic segmentation
involves grouping customers by the area they live or work in, here we’re talking about selling
purely based on the availability of a product to a certain area. This is a tool that is useful to
businesses that only have the infrastructure or facilities to serve customers within certain
boundaries. The food box subscription service Oddbox has, until recently, only had the
infrastructure to deliver within the borders of London. However, they have now expanded to
deliver to another nearby city, Brighton.

ii. Segmenting based on time zone:

Time zone marketing is most useful to large
businesses, as they are more likely to be operating across multiple time zones. It can also be of
interest to smaller businesses if they operate in nations that have more than one time zone, as the
United States. Email marketing is an area that can hugely benefit from segmenting by time zone.
Whilst big announcements and press releases should generally be shared at a set time, generic
email marketing often benefits from being seen at a certain time of day. If you are looking to
 Different Marketing Terminologies & its explanation:

have your customers read your email first thing on a Monday morning, segmenting by time zone
allows it to arrive at 8:45 am local time, putting your email right at the top of the pile.

25. Ideal Customer Profile (ICP):

The type of customer who meets all the criteria you’re

looking for in a prospect. In other words, your perfect client.

Example:

i. Make a list of your best customers:

The first step is to identify your best current
customers and spot which characteristics they share. Do keep in mind that "best" customers
might be defined in different ways. For example, you might compare their lifetime value, how
long they stay with your company, how long they take to convert — or any mix of other metrics. 

ii. Research common attributes:

 Size of the organization - Are they a startup or enterprise
level? Larger companies may take longer to market because there are more decision-
makers. That isn't always a bad thing, but it does impact our strategy. For Leedfeeder, we
found that 300 to 800 employees is really our sweet spot.    
 Industry - The types of messages we send varies based on industry, so this is a critical
aspect to understand. Our target is generally SaaS and B2B, but those can be vastly
different.  

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