Marketing concepts

15 explained· 32 coming soon · See alsoPsychology Business Communication

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Search Intent
Search intent is the goal behind a search query, such as learning, reaching a known site, comparing options or buying, which decides what kind of page satisfies the searcher.
Scarcity
The persuasion principle that people value something more, and act faster to get it, when it appears limited in availability or time.
Lifetime Value
Lifetime value is the total profit a business expects to earn from one customer over the whole relationship, discounted to today's money.
Bundling and Unbundling
Selling two or more separate products as one package (bundling) or only on their own (unbundling), to earn more or to differentiate the offer.
Levels of Awareness
Eugene Schwartz's model of how much a prospect knows about a need, its solutions and your product, which decides what a message should say.
Free
The zero-price effect: people treat a price of zero as a special price, so making an option free shifts choices far more than any other price cut of the same size.
Call to Action
A call to action is the instruction in a message, page or advertisement that tells the audience the one next step to take now.
Distribution Channel
A distribution channel is the route, direct or through intermediaries such as wholesalers and retailers, by which a product reaches the customer who buys it.
Door-in-the-Face
The door-in-the-face technique gains agreement by first making a large request that is likely to be refused, then asking for a much smaller one.
Foot-in-the-Door
The foot-in-the-door technique gains compliance by first asking for a small request, because people who agree to it are more likely to agree to a larger one later.
Stealth Marketing
Promotion in which the audience does not realise a company is behind the message, so it reads as an independent opinion or ordinary content.
Price Anchoring
A pricing tactic that shows a reference price first so the price the seller wants judged looks lower beside it and earns a higher willingness to pay.
Decoy Effect
Adding a third option that is clearly worse than one existing option, but not the other, shifts choices toward the option that beats it.
Scarcity Principle
People value an option more, and act sooner, when it looks limited in quantity, time, or who can get it.
Social Proof
The tendency of people to copy what others do when unsure how to act, used in marketing by showing ratings, counts and popular choices.

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