In case you haven’t noticed, there are a lot of marketing-related terms out there. For someone working in the industry, they’re mostly no-brainers. However, to those who aren’t familiar with the everyday jargon (clients, friends, family, young professionals just starting their career) the lingo can turn into an oh-no situation.
Study up on this handy masterpost of terminology and take on your next meeting like champ! We have divided the definitions into three areas they are most likely to come up in – Social Media / Content, Analytics / Advertising, and The Business / Brand.
Above all, if there are any marketing terms we didn’t cover, drop us a line! We’d love your input.
Marketing Terms Masterpost
Social Media / Content
A way of showing a user the posts they are likely to want to see based on how they use the platform and interact with other posts. Furthermore, a thorough understanding of this is critical for developing content and promotional strategies on the different social media platforms.
A way for a person or organization to create and share content. The goal is to start or add to a conversion and ultimately build a community around your blog. Consequently, regular posting is key to maximize SEO perks and keep your audience coming back for the newest update.
This term shortens to ‘CTA’.
A piece of content intended to convince a viewer to perform a specific act. For example, this could be something like “call now”, “sign up”, or “get started today”.
Information communicated through media. Many people confuse content with copy. However, a content creator is different from a copywriter. This difference may help you remember the terms correctly.
Written communication designed to raise awareness or encourage action. All copy is content, but not all content is copy. So, while that stunning video is the content you are putting out into the world, the caption of the post and transcript would be the copy. Make sense?
A term which describes interaction — likes, shares, comments, etc. — on a piece of social content.
Evergreen Content :
Information that is always relevant and does not become dated as time goes on. For example, this masterpost of marketing terms!
When a person chooses to follow a page, it means they are electing to see the content that page is posting. This is not the same as a Facebook page like, but is arguably just as beneficial.
Guest Posting :
Writing and publishing an article on someone else’s website or blog. It is a great way to connect with a broader audience and get your name into the field. Sharing new and relevant content is good for the organization. Being published by multiple credible accounts is good for the individual doing the writing.
A word or phrase following a pound sign (#) used on social media platforms to identify and link content with similar messaging. If you’d like to learn more about hashtags and how to use them effectively, you’re in luck! We covered that topic in this blog.
When an ad or post is viewed a single time. It is similar to the number of total site visits a web page can report.
A visual image, such as a chart or diagram, used to represent information or data.
When a person chooses to like a Facebook page, they show that they support the page. The default setting is that the person will also be following the page once they like it. However, this setting can be changed and explains why your page follower and page like counts are different.
The number of unique individuals who viewed an ad or post. It is similar to the number of unique visitors a web page can report. For example, a reach of one person can equate to five impressions.
Relevance Score :
A score given by Facebook to each ad based on the positive and negative feedback that the ad is expected to receive from its target audience. Scores are between 1 and 10, with 10 being the highest. The higher the score, the more often the ad is served.
Social Media :
The amalgam of websites and apps which enable users to create and share content or to participate in social networking. The top three social media sites are Facebook, YouTube, and WhatsApp. Other popular sites include Instagram, Twitter, LinkedIn, and many more.
Analytics / Advertising
The practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment.
Bounce Rate :
The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
With Google Ads, a click is counted when user clicks on your ad – regardless of whether or not the user reaches the website.
The point at which a recipient of a marketing message performs a desired action. In other words, conversion is simply getting someone to respond to your call-to-action.
Conversion Rate :
The percentage of visitors to your website that complete a conversion divided by the total number of visitors. A high conversion rate is indicative of successful marketing and web design. It means people want what you’re offering, and they’re easily able to get it!
Cost Per Click :
This term shortens to ‘CPC’.
Refers to the actual price paid for each click on an ad.
Cost Per Thousand Impressions :
This term shortens to ‘CPM’.
The most common method for pricing web ads. CPM refers to the cost of displaying an advertisement 1,000 times.
Clickthrough Rate :
This term shortens to ‘CTR’.
The number of clickthroughs (visitors clicking to a site) divided by the total number of campaign impressions.
Designated Market Area :
This term shortens to ‘DMA’.
The geographic area where residents can receive the same local TV and radio stations. It sometimes also applies to newspapers and online content. DMA’s are also referred to as TV markets, broadcast markets and media markets. DMA’s are used most often to measure audiences.
The ‘Funnel’ :
A marketing funnel describes your customer’s journey with you. From the initial stages when someone learns about your business, to the purchasing stage, marketing funnels map routes to conversion and beyond.
The top, middle, and bottom sections of the funnel each have different focuses, as listed below.
- Drive brand awareness
- Generate leads
- Nurture leads
- Build and monitor purchase intent
- Accelerating the deal cycle
- Positioning your brand as superior to competitors
- Inspiring confidence in a purchase decision
The use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area. This can be highly effective when used to outline, say, an industry conference or competitor’s work area.
Google Display Network :
A group of more than 2 million websites, videos, and apps where your ads can appear. Display Network sites reach over 90% of Internet users worldwide.
A word used to classify or organize digital content, or to facilitate an online search for information.
Keyword Marketing :
Putting your message in front of people who are searching using particular keywords and phrases.
Landing Page :
The section of a website accessed by clicking a hyperlink on another web page, typically the website’s home page.
An individual or organization with an interest in what you are selling. The interest is expressed by sharing contact information, like an email ID, a phone number, or even a social media handle.
This term shortens to ‘PPC’.
An online advertising model in which ads are displayed on various websites or search engines where the advertisers pay when a visitor clicks through.
Reach (Organic) :
The number of people who have seen your post through unpaid distribution. The benefit of organic reach is that you can publish posts for free.
Reach (Paid) :
The number of people who had a paid post from your page enter their screen.
Search Engine Optimization :
This term shortens to ‘SEO’.
The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
Search Engine Result Page :
This term shortens to ‘SERP’.
The pages displayed by search engines in response to a query by a searcher. The main component of the SERP is the listing of results that are returned by the search engine in response to a keyword query, although the pages may also contain other results such as advertisements.
Social Advertising :
Relies on social information or networks in generating, targeting, and delivering marketing communications. Involves targeting and presenting ads based on relationships articulated on those same services. Additionally, social advertising can be part of a broader social media marketing strategy designed to connect with consumers.
Social Interaction :
Engaging on a social media platform. This is mainly posting content, inviting people to like the page, liking and responding to comments. Just being active but not necessarily trying any harder to have your content seen. Once you start paying to promote your content, then you get into the territory of social advertising.
Web users who visit a website.
The Business / Brand
B2B vs B2C :
The exchange of products, services, or information (aka e-commerce) between businesses, rather than between businesses and consumers.
The process of selling products and services directly to consumers who are the end-users of its products or services.
A name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. This is the personality of a business.
Case Study :
An analysis of a project, campaign or company which identifies a situation, recommended solutions, implementation actions, and identification of those factors that contributed to failure or success.
Customer Relationship Management :
This term shortens to ‘CRM’.
A strategy that companies use to manage interactions with customers and potential customers. CRM helps organizations streamline processes, build customer relationships, increase sales, improve customer service, and increase profitability for instance.
Key Performance Indicator :
This term shortens to ‘KPI’.
A type of performance measurement. KPIs evaluate the success of an organization or of a particular activity in which it engages.
Recognizable and distinctive graphic design, stylized name, unique symbol, or other device for identifying an organization. There is far more to a brand than just its logo.
Aspects of someone’s character that are presented to or perceived by others. Outlining personas to represent a target audience is key in order to develop an effective strategy on how to reach these individuals and people like them.
Public Relations :
This term shortens to ‘PR’.
The practice of deliberately managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public.
Return on Investment :
This term shortens to ‘ROI’.
A performance measure used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments. To calculate ROI, the benefit (or return) of an investment is divided by the cost of the investment. The result is expressed as a percentage or a ratio.
Thought Leader :
One whose views on a subject are taken to be authoritative and influential.
Congratulations, you made it to the end! Do you feel like a marketing whiz yet?
If you’d like to go deeper into some of the terms covered or are looking to fill out your own dictionary, we’d recommend taking a peak at this compilation from Hubspot. Alec Biedrzycki certainly did a fabulous job gathering and defining 100 terms from A to Z.