The conversational marketing glossary: your essentials for a successful online strategy

‘Conversation is the new marketing’ is a phrase you will hear more and more in the coming months and so what is Conversational Marketing and why should you care?

Conversational marketing uses real-time messaging, intelligent chatbots, engaging rich content and a community of experts in order to qualify and convert your best leads 24/7.

And as the conversational experience has become vital for your business online, we are sharing the iAdvize glossary – to ensure you are up to date on all things conversational!

Behavioural Targeting 

Behavioural targeting analyses criteria that ensures your website targets the visitors who most need support. The website’s administrators choose the criteria they want to analyse in order to target visitors (number of page viewed, basket value, etc.). This way, behavioural targeting enables you to determine whether a visitor needs the help of a chat agent.

Read more: Target and classify Facebook, Messenger or text messages in iAdvize

Conversational Commerce

Conversational commerce is an approach that puts conversations between brands and their customers at the heart of the online customer journey. Conversational commerce includes all conversations related to customer engagement and conversion: a chat on a website or on mobile; an interaction on Twitter, Facebook, or Instagram involving the sharing of a link; an offer or the sending of a buy button; etc.

Read more: A bot editor is now available in iAdvize’s conversational commerce platform

Full-stack platform

Often associated with the developer profession, the term “Full-stack” has different meanings according to the companies using it. But the main characteristic of these companies relies on their ability to provide and control the service and experience they are selling. Systematically, the “Full-stack” approach implies extending the fundamental skills of the company beyond the traditional marketing, commercial and technological skills.

Beyond mastering the production chain, the combination of technology with business innovation is characteristic to full-stack. In some cases, the experience implies moving from the digital world to the world of atoms: Tesla manufactures its own cars, Netflix produces television programs, etc. In other cases, there is no need to manipulate tangible assets but you still have to combine perspective technology with functional, service-based and operational expertise.

Read more: What’s a full-stack startup and why is it so popular?

Incremental Sales

Incremental sales are additional sales coming from a promotional action or a marketing action. On an eCommerce website, incremental sales can be increased by using a messaging platform on which visitors can receive support.

Key Performance Indicators 

A key performance indicator or KPIs is a measurable data value from your company. KPIs account for the company’s ability to achieve key business objectives.

Net Promoter Score 

To establish a brand’s Net Promoter Score, we ask its customers if they would recommend the brand to someone else. To do so they rate the brand between 0 and 10, where 0 means they don’t recommend the brand at all and 10 means they would recommend it for sure. People who offer a grade between 0 and 6 are considered to be detractors. Those who give a grade between 7 and 8 are neutral and those who give between 9 and 10 are considered like brand advocates. Here is how you calculate your Net Promoter Score (NPS): Net Promoter Score (NPS): % Brand advocates – % Detractors.

Predictive Marketing 

Predictive marketing refers to all techniques used to predict a customer’s future actions. This relies on data collected from past and current behaviours on a website. Predictive marketing can help anticipate the loss of an inactive customer and recommend personalised products on an eCommerce website.

Read more: Predictive Targeting and the future of the customer engagement journey

Social Selling 

Social Selling is a sales process based on social media interactions and content (LinkedIn in the B2B sector, Twitter in the B2C sector) and personal branding.

Read more: [White Paper] Fashion & eCommerce: the rise of social commerce


In general, the term “Ubiquity” means being physically present in several places simultaneously or being omnipresent. In eCommerce and customer service, Ubiquity refers to the fact that your visitors/ customers can access a service from any place, on any device, anytime.

Read more: Cross-channel, multi-channel & omni-channel: what is the difference?

Do you want to learn all the essential terms to enhance the conversational experience you are offering to your visitors? Read our entire glossary here:

Messaging apps, a new marketing lever for businesses

Leave a Reply

Your email address will not be published. Required fields are marked *