Digital marketing terms A–Z

An email that could not be delivered and was returned by the receiving server.

The percentage of sent emails that could not be delivered.

The share of sent emails that bounced, expressed as a percentage.

When customers or employees willingly promote a brand to others they know.

A person who represents and promotes a brand, often through an ongoing relationship.

How a company structures and relates its portfolio of brands, sub-brands, and products.

The extent to which people recognize or recall a brand.

The added value a brand name gives a product beyond its functional features.

A document defining how a brand looks, sounds, and presents itself across all materials.

The visible and verbal elements a company uses to shape how people recognize its brand.

The core themes or values that support and define a brand's identity.

The distinct place a brand aims to occupy in the minds of its target audience.

The core commitment a brand makes to customers about what they can expect.

Keeping ads away from content that could clearly harm a brand's reputation.

Telling a consistent narrative about a brand's purpose, people, and values across touchpoints.

Matching ad placements to content that fits a specific brand's values and comfort level.

The consistent personality and style expressed through a brand's language.

The contrast between building long-term brand demand and driving immediate, measurable actions.

Link text that uses a company or website's brand name.

Content made or funded by a brand, often published through a creator or publisher.