A ‘look alike’ in marketing refers to a target audience or customer segment that shares similar characteristics and behaviors with an existing group of customers. This term is often used in digital marketing, where data analysis and algorithms are used to identify and target potential customers who have a high likelihood of being interested in a product or service based on their similarities to existing customers. By targeting look alike audiences, marketers can expand their reach and increase the effectiveness of their campaigns by reaching individuals who are more likely to convert into customers.