Decoded · Topic
Marketing terms, decoded for Gen Z: what they mean, where you’ll hear them, and the pop-culture version.
A go-to-market (GTM) strategy is the plan for bringing a product to customers: which customers to target first, what problem to lead with, how to price it, which channels to reach people through and how the sale actually happens. It turns a finished product into a business.
Acquisition is everything a company does to win new customers. Retention is everything it does to keep existing ones buying. Both drive growth, but they cost very different amounts and need different tactics, so companies have to decide how to split their effort between them.
CTR (click-through rate) is the percentage of people who saw an ad or link and clicked it. CPM (cost per mille) is what an advertiser pays for every thousand times the ad is shown. Together they tell you how expensive attention is and how well your ad turns attention into action.
Brand equity is the extra value a product gets from its brand name: the premium people will pay, the trust they give it and the choice they make before comparing alternatives. It is built over years from what customers know, feel and remember about the brand.
An A/B test shows two versions of something (a headline, a button, a price, an email) to two random groups of users at the same time, then measures which version performs better on one chosen metric. It replaces opinions with evidence.
A funnel is the path people take from first hearing about a product to buying it, drawn as stages that get narrower: awareness, interest, consideration, purchase. Each stage loses people, and the funnel shows where and how many.
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