The marketing world is full of acronyms and other lingo that can leave anyone’s head spinning. Not to mention the fact that things are always changing in this industry. That means there are always new (or new and improved) marketing terms that can confuse just about anyone.
So, get yourself up to speed, fast! Bookmark this handy guide of 108 marketing terms, and the next time you come across a term you don’t know, you’ll know exactly where to look.
Knowing these terms means that you’re staying on top of the latest trends and you can quickly explain to the rest of your team (and show your boss) that you’re tuned into what’s going on.
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The Top 30 Marketing Terms And Definitions You Need To Know
If you’re short on time and need a full list in a hurry, here’s a list of 30 absolute, need to know, marketing terms to add to your vocabulary.
30 Key Marketing Terms To Keep In Mind
Here are 30 key terms that are important for every marketer to know.
- AI: AI or artificial intelligence is a computer system simulation of intelligent human behavior in computers.
- Analytics: a recurring discovery and interpretation data that can help spot trends. This data can be gathered through tools or manually found on different marketing platforms.
- ARPU: The average revenue your company makes per unit of product. The formula for this is usually ARPU = total revenue / number of customers.
- B2B: Sales or marketing between two businesses.
- B2C: Sales or marketing between a business and a customer or consumer.
- Big Data: Large sets of data that need to be analyzed by a computer to accurately spot trends.
- Brand Identity: The characteristics and personality traits that define your brand both on and offline. It is the whole message and aesthetic that is presented to your audience.
- Buyer Persona: A summary of data including demographics, hobbies, interests and buying patterns that tell you who is most likely to buy your product or service.
- Churn Rate: The rate at which your customers leave a subscription or service.
- Conversion Rate: The rate at which your customers complete a conversion step. This does not necessarily mean that they have bought something from you.
- Cross-Channel Marketing: A marketing strategy that promotes the same message across multiple media such as website, physical events and print.
- Customer Insight: An observation on the behavior patterns of your target customers that marketers can use to make a more compelling message.
- Customer Journey: The path a potential customer takes to buying your product. This path includes every interaction that your customer has with your organization.
- Demographics: The statistical characteristics of human populations.
- Hard Offer: A marketing message that asks for a sale directly. A hard offer usually means that money is asked for up front before the product is presented.
- KPI: A key performance indicator. KPI’s are measurable data points that help prove that your organization is on track to meeting its goals.
- Lifecycle Stages: The stages that your target audience will go through when they research, consider, purchase, and post-purchase your product.
- Machine Learning: A branch of artificial intelligence that can learn from completing tasks and improve from experience automatically.
- Marketing Funnel: The path that your potential customers take that nurtures them and convinces them to buy from your organization.
- Marketing Trend: A popular strategy or tactic used by marketers across a variety of industries.
- Market Segment: The groups that your target audience is divided into based on similar characteristics or patterns of behavior.
- Marketing Qualified Lead: A prospect who has expressed interest in your product and your marketing team has determined that they would be ready to talk with a salesperson.
- Niche Market: A specific section of an industry that a company or product is focused on selling to.
- Objective: An overarching goal that your business wants to meet.
- Omnichannel: A marketing approach that spans across multiple channels.
- Pain Points: The problems or pains that your target market is currently experiencing that would lead them to purchase your product or service.
- ROI: Return on Investment is the money you make per dollar spent on the tactics that you used to market your product or service.
- Strategy: A comprehensive plan that puts together all of an organization’s marketing goals and outlines how they plan to reach them.
- Tactics: The marketing efforts that you use to reach your objectives and goals. These are the specific and detailed ways that you can accomplish the objectives that have been outlined in your strategy.
- Target Audience: The group of people that your organization is trying to reach because your marketing team has determined they are the most likely to buy your product or service.
13 Need To Know Social Media Terms
Social media is always changing based on what the next big trend is. The following are terms that are still in use that any social media marketer should know off the top of their head.
- Algorithm: The internal sorting process that social media platforms use to show users the post they would be most interested in.
- Engagement Rate: The rate at which your followers engage with your content on social media. To calculate your engagement rate, use the following formula: Engagement rate = Total number of fans/total number of engagements on your posts x 100.
- Followers/Fans: Social media users who have opted to follow your organization’s page.
- Hashtag: A phrase preceded by a # that identifies posts about a particular topic.
- Influencer: A popular person on social media that your target market follows and is swayed by products or organizations said person endorses.
- Impressions: The number of times your content is shown in a newsfeed.
- News Feed: A feed of social media posts that are created based on people a user is friends with and pages they follow.
- Reach: The total number of people who see a post.
- Reactions/Likes: A way that social media users can show that they enjoy (or hate) seeing a specific social media post.
- Social Proof: A social and psychological phenomenon where users trust a product or piece of content more based on the number of people who say they use it or like it (often reflected in terms of likes, follows, and shares).
- Share of Voice: The percentage of which your organization is talked about around a specific subject relative to other competitors.
- Social Media Campaign: A series of social media posts that are centered around a specific message that encourages your audience to take some type of action.
- User-Generated Content: Content that has been created by fans of your organization about your product or service.
15 Digital Marketing Terms You Need To Know
Digital marketing is relatively new when you think of the long history marketing has had. These are terms you should keep in mind when talking about digital marketing.
- Bounce Rate: The rate at which a user lands on your web page and leaves the site after only viewing one page.
- Chat Bots: An online service powered by AI that your customers interact with. These chatbots make it seem as though your site visitors are talking with a member of your team even though they aren’t actually there.
- E-commerce: the buying and selling of products and services through an online platform.
- Gamification: A style of marketing that incites consumers to buy through the use of a game-style strategy.
- Geo-Targeting: Targeting content to customers based on where they are located geographically.
- Lead Nurturing: A way to guide potential customers through the marketing funnel and encourage them to purchase from your organization.
- Lead Scoring: The process of ranking prospective customers based on how likely they are to make a purchase from your company.
- Livestream: An event marketing tactic in which you record and share your meeting as it unfolds such as a conference, Facebook Live or podcast.
- Marketing Automation: The process of intelligently and automatically sending content to your website visitor based on the the actions they take or the way they interact with your website.
- Mobile Marketing: An interactive marketing channel promotion that reorganizes and presents content so it is easily viewed on a mobile device such a responsive designed web pages or mobile apps.
- NPS (Net Promoter Score): A tool that measures customer experience and relationships they have with their consumers.
- Podcast: Serialized audio shows that typically focus on a particular niche, topic, or area of expertise. Typically, they can be streamed or downloaded online.
- UX: Stands for User Experience. User experience is the emotional attitude and reaction that your visitors have when interacting with your website.
- UI: Stands for User Interface. A UI includes all of the graphical controls someone would use to interact with your website such as drop-down menus, buttons, etc.
- USP: The unique selling proposition that your company offers. This is what differentiates your product from your competitors.
19 Top SEO and Paid Search Marketing Terms
SEO and paid search are well-known marketing tactics that you can use to get your content in front of the right people. Here are some terms to know when you’re talking about working with search engines and paid search terms.
- CTR: The number of times a link is clicked from the total number of people who see said link.
- CRO: Stands for conversion rate optimization and is based on increasing the percentage of customers who visit your site and then take a conversion step. That could mean buying a product or subscribing to your email list.
- Domain Authority: A search engine ranking metric developed by MOZ that predicts how well your your website will rank on a search engine. Unlike Page Authority, this score is for your website as a whole.
- Inbound Link: Links that point back to a page on your website from another site.
- Keyword: Terms that search engines use to categorize content in search results.
- Landing Page: Typically, a stand-alone sales page used to direct paid search and ad traffic toward.
- Long Tail Keyword: A series of phrase keywords that are very specific to the search a user is performing. These are usually three to four words long and describe exactly what the searcher is looking for.
- Meta Description: An HTML tag that appears below the link to your webpage in search results. It should summarize what a web page is about. These should be short descriptions and it is recommended that they are no more than 320 characters.
- No-Follow Link: An HTML element that instructs search engines that an outgoing link should not pass authority to its destination page.
- On-page Optimization: All of the on-page SEO related items that someone can change and use to help influence their content’s ranking in a search engine result. This includes things like title tags, meta descriptions, slugs and more.
- Organic Traffic: Visitors to your webpage who have not been influenced by an ad or paid content. These visitors usually come from an organic search and have found your page because it is ranking for specific keywords.
- Page Views: The number of times your webpage has been viewed.
- Page Authority: A scoring system developed by MOZ that predicts how well a specific webpage will do in search engine results. The higher the score the more likely you are to rank.
- PPC: Also known as pay-per-click. This marketing tactic is when an organization advertising a specific web page pays each time their link is clicked. This is a way for companies to drive direct traffic to a web page instead of waiting for organic traffic.
- Responsive Design: A way to design web pages that automatically adjusts site content based on what device a visitor is viewing your website on.
- Title Tag: An HTML element that tells search engines and users what a page is about. Should be under 70 characters. Your title tag appears as a blue link in Google search results.
- Slug: A slug is a piece of your URL that helps search engines distinguish one post from another. This is the map that your site visitors use to access a specific web page.
- Schema Markup: A way to add additional metadata to your search engine results that would encourage users to click on your link. Two common examples are review scores and event times.
- Unique Visitor: A website visitor who has visited a specific web page at least once in a certain time period. A unique visitor is identified by their IP address.
15 Email Marketing Terms You Should Know
Ever get into a discussion about email marketing and hear someone drop a term you've haven't heard before? Instead of quietly nodding in agreement, educate yourself!
- A/B Testing: Serving two different versions of an email, or elements of an email (such as two different subject lines) to an audience, in order to see which performs best.
- CASL: The Canadian anti-spam legislation that tells companies that they must get consent from email recipients to send them an email.
- CPO (Clicks Per Open): The percentage of clicks each opened email received. These can be broken out into links for each click or total clicks per email.
- Dedicated IP: A unique internet address that identifies a website visitor based on the computer or device they are using to visit a website.
- ESP: Email service provider, ie. Gmail, Yahoo, etc. Tools like MailChimp, Campaign Monitor and others are sometimes referred to as ESPs as well.
- Hard Bounce: An email message that has been returned to the sender because the email address doesn’t exist. Your emails could also bounce because the recipients have blocked your address.
- List segmentation: A way to divide your email list into specific categories. These categories can be based on a numerous number of factors including demographics, actions taken on your website, etc.
- Multivariate Testing: A way to test different formats of one single email to see what connects with your audience. Unlike A/B testing where one variable is changed, these tests will change multiple variables at one time.
- Open Rate: The number of times your email was opened in a batch send. Email rate = number of email opens / the total number of emails sent - bounce.
- Open Length: The time a user has spent with one email open before closing it.
- Pre-header: A short summary that follows a subject line that appears before an email is opened. This helps tell your recipients what your email contains.
- Spam Trigger: Words in an email that cause it to be marked or flagged as spam. However, it’s important to note that avoiding specific words or phrasing won’t necessarily keep your email out of a spam folder.
- Sender Score: A score that organizations can receive based on how likely their emails are to reach their subscriber's inbox. The higher the score a company has (out of 100) the more likely they are reach their recipients, have higher engagement rates, etc.
- Soft Bounce: An email that is sent to the recipient but returned back to the sender before it can be opened. There are numerous reasons why a soft bounce may occur including a full inbox on the recipients end or their email is being filtered through a network administrator.
- Subject Line: The line in your email that tells your recipient what to expect when they open it. This should help your reader identify the intent of your email.
16 Content Marketing Terms You Need To Know
Content marketing is so much more than publishing a few blog posts and calling it a day. This complex marketing strategy if used in the right way can be a real success for your organization. Here’s the lingo you need to know to discuss it correctly.
- Above the Fold: The first space in your web page that appears on a screen before a visitor needs to start scrolling down. This can also be referred to as the bottom of a browser window or it can be measured as 600 pixels from the top of the page.
- Affiliate Marketing: an arrangement between two companies where one promotes the content or product of the other for an agreed upon commission.
- Branded Content: Content that is created by a brand and published on another site. The authors usually hope that by publishing content on another site it will raise the brand awareness of the original organization.
- Case Study: A research process where a specific topic/organization is studied in detail. They usually begin because an organization wants to answer a “How” or “Why” style question.
- Curated Content: Content from the web that has been sorted through and shared on a brands platforms. This type of content is created by other organizations but shared by a brand because they believe it will be of interest to their audience.
- Content Management System (CMS): A software program that helps users create and manage their online content. WordPress, Drupal, and Expression Engine are all examples of popular CMS tools.
- Dynamic Content: Content that automatically changes based on user interactions. They can often help determine what content needs to be delivered to a user at what time. Facebook newsfeeds are a prime example of dynamic content.
- Ebook: A digital book format. Marketers often publish these to establish topical authority in greater length than a white paper or research report.
- Editorial Calendar: A calendar that helps marketers keep track of what content is being published, and when. These can help marketers and their content teams stay organized and be able to see what their publishing in an advance.
- Evergreen Content: Content that is relevant year-round.
- Inbound Marketing: A marketing strategy that pulls in customers via helpful and informative content that has been created by an organization or brand. This content should be used throughout the every stage of the marketing funnel.
- Native Advertising: Ads that mimic the visuals design of a website and function as natural content within the user experience of a web page. These types of ads are helpful as they are not as invasive as some of their pop-up counterparts.
- Microsite: A website that houses specific branded content that your team has created that acts as a secondary branch of your larger site. These sites usually revolve around one topic or product for a brand.
- TOFU, MOFU, BOFU: Stands for Top of the Funnel, Middle of the Funnel and Bottom of the Funnel. These are the stages in the marketing funnel.
- Viral Content: Any piece of content that suddenly becomes rapidly popular. Think of videos like Charlie bit my finger or any video of a cat riding on a roomba.
- White Paper: A document that argues a specific position or solves a problem for its audience.
Take Your New Found Knowledge and Impress Your Co-Workers
You've now got a really useful resource in case a term ever comes up that you're unfamiliar with.
Marketing may change a lot so make sure that your vocabulary is growing with it.
Now that you’ve got your vocabulary down, you can move back to organizing your team and working on your marketing strategy.
See how CoSchedule can help you get and stay organized with all of your marketing under one roof.