In digital marketing, a keyword is a word or phrase used to represent what someone is looking for. Organic search and paid search both use that idea. They do not share one taxonomy. In organic search, the useful objects are the query a person typed, the topic a page can
Demand generation is a marketing program that creates awareness and qualified interest in an offer. Lead generation captures contact information. Demand generation can include capture, or it can stop at education. The difference that matters is the rule for when a person enters the pipeline. It combines audience targeting, content,
Audience targeting is the act of applying a defined group of people in a live campaign, with named inclusions, exclusions, and a message meant for that group. Audience segmentation is the planning step that creates the groups. Targeting is the activation step. Lookalike audiences sit one layer further out: they