Foundations glossary

Foundations glossary

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A list of all of the core concepts we cover throughout the cohort. Use this for reference if you need help!

Full glossary

Glossary by area

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Glossary by area

Alphabetical list

Buyer psychology
TermDefinitionRelevant area
Bandwagon effect
You are more likely to adopt an idea or belief as it increases in popularity among people
Buyer psychology
Barnum effect
We’re drawn to statements that feel personal (even if they could actually apply to anyone)
Buyer psychology
Buyer psychology
Buyer psychology studies consumer’s behaviour consists of how the consumer's emotions, attitudes and preferences affect buying behaviour
Buyer psychology
Customer psychographics
Psychographics seeks to understand the cognitive factors that drive consumer behaviours. They go beyond classifying people based on general demographic data, such as age, gender, or race
Buyer psychology
Influence map
A visual framework of how audiences interact with the problem your business solves, and what influences their behaviour
Buyer psychology
Purchase intent
Purchase intent is the probability that a consumer will buy a product or service. To evaluate purchase intent, marketers uses predictive modeling to help identify the possibility of future outcomes based on historical data
Buyer psychology
Social selling
We’re more likely to share stuff that is gratifying to share due to our beliefs or a benefit
Buyer psychology
Status Quo Bias
We’re resistant to change and prefer the known to unknown, so we need to see HOW it’s different
Buyer psychology
Trigger event
Every purchase begins with a trigger event. It’s the moment a buyer realises they may need a new solution
Buyer psychology
Community design
TermDefinitionRelevant area
Content marketing
TermDefinitionRelevant area
Content pillars
Content pillars are 3 to 5 topics your brand will consistently discuss, amplify, and create content for on social media
Content marketing
Leadership
TermDefinitionRelevant area
Messaging
TermDefinitionRelevant area
Brand mission
The reason why a company exists and does the work it does
Messaging
Brand Values
The standards a company will follow and uphold in order to successfully fulfill its purpose
Messaging
Brand vision
A company’s aspirations for the future and what they hope to achieve
Messaging
SEO
TermDefinitionRelevant area
Social media
TermDefinitionRelevant area
Audience’s needs
The reason your audience comes back on social media
Social media
Reference matrix
A social media framework to build consistent relationships on social media
Social media
Strategy
TermDefinitionRelevant area
Audience persona
A representative character of a target group, based on consumer research
Strategy
Marketing activities
Marketing activities are tactics and strategies that a business employs to encourage customers to buy goods or services
Strategy
Marketing channels
Marketing channels are tools that marketers use to build a connection between a manufacturer or company to a group of potential customers (eg. social media etc)
Strategy
Marketing Systems
TermDefinitionRelevant area