Glossary of Terms

Marketing glossary…

We have a nice long list of terms that all marketers use in their day to day with bite sized descriptions and further reading links provided for every term. Great for prepping for an interview or just to brush up on what’s out there.

Digital marketing

First and foremost, this is any communication through digital means, online, TV, Social media etc. that persuades people into buying a product or service.


This is the “image” that customers have of your business. People, look, feel, ethics, policies, quality, tone of voice etc…

Brand awareness

This is how much people recognise your brand, or how much influence you have, in a given market space, if we said “Apple” you probably didn’t think of the fruit first.

Brand positioning

Your brands position is how it is compared to competitors in the same space and how it differs from them. This is defined by: people, look, feel, tone of voice, unique selling point etc.

Demand generation

You guessed it, this is generating the need / want for your product or service. By using data around marketing efforts to then improve offerings and create interest.

Revenue performance management

This looks at acquisition, retention and expansion and ensures they are all aligned to get the most profitable outcome

Inbound marketing

By using marketing tools and content creation, inbound marketing is when a relevant customer is acquired naturally through marketing efforts.

Outbound marketing

This is direct marketing such as cold calling, direct mails and other traditional approaches to generate some business

Content marketing

This refers to marketing material created for social networks and for online platforms such as (video, blogs, social posts) typically used for generating interest in a “soft sell” format

Gated Content

This is content that requires something from the viewer, normally a sign-up of some form, mailing lists, registration, subscription etc


Have you visited amazon, put some thing in your basket as a browse and then gone on to do something else and forget for a week? Suddenly you get an email telling you to go buy them. That’s remarketing. Show initial interest then leave, then you get more advertising for that specific item.

Email marketing

This is a simple one… sending an email about offers, services and general news about your business to subscribed customers.

Content metrics

These are any quantifiable parts within marketing… e.g., Sales, Conversions, Acquisitions, ROI, website traffic etc… this one is all about the numbers.

MQL (Marketing-qualified lead)

This is a lead that marketing efforts have generated, so this is a lead that is most likely going to become a customer.

SEO (Search Engine Optimisation)

The one stop shop for Google to like your website more than others… this is to improve things like content, HTML, Links, and load times of websites for google to place you higher in search results

White hat SEO

Means following the “rules”. Simply, you use only ethical tactics and follow search engine guidelines.

Gray hat SEO

is neither black hat nor white hat, but something in the middle. Either transitioning between the two, or a mixture of the two. It’s a blurred line. Not something that you would willingly inform Google you are doing. Not something you should automatically be penalized for.

Black hat SEO

Means using risky practices. You use tactics that can (and, let’s be honest, do) work. Until they don’t. These range from using tactics that go against guidelines from search engines to more dangerous activities.

KPI (Key Performance Indicators)

Going back to the numbers… By using content metrics you get the data that shows the performance of marketing activities e.g. a social posts reach to engagement ratios.

PR (Public Relations)

This is managing the publics perception of a business by what information they distribute and when they distribute this information.

Marketing funnel

This is just the breakdown of where your customer is in their “journey” and the likeliness of them purchasing your product or service.

Top of the funnel (ToFu)

This top third of the funnel, or the beginning of the “journey” and its all about brand and awareness, marketing, and target audiences.

Middle of the funnel (MoFu)

Well they know about you now, so this second third is all about convincing the customer you are the best provider of the service / product and leading them to the bottom of the funnel.

Bottom of the funnel (BoFu)

So the customer not only knows you, but thinks you’re the ideal supplier, and at this point will buy whatever you’re selling. Its time to make the sale.

ATL (Above the Line)

Above the line marketing is using mass media to market to a wide audience.  The strength of above the line marketing is potential reach; the downside is often relevancy.

BTL (Below the Line)

Below-the-line advertising is an advertising strategy where products are promoted in media other than mainstream radio or television. Below-the-line advertising campaigns include direct mail campaigns, trade shows, catalogues, and targeted search engine marketing.

TTL (Through the Line)

TTL Marketing’ stands for ‘Through The Line Marketing’. This kind of marketing is really an integrated approach, where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversions.

ROI (Return on Investment)

As it says on the tin – It is the return on marketing efforts… e.g., social media posts used to generate leads, Google ads(investment) used to increase website traffic (Return) etc..

PPC (Pay Per Click)

PPC is an online advertising model in which advertisers ONLY pay each time a user clicks on one of their online ads.

CTR (Click Through Rate)

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.

CPC (Cost per Click)

Cost per click (CPC) is a paid advertising term where an advertiser pays a cost to a publisher for every click on an ad. If your campaign is set to charge for clicks (users have to click on an ad), then the CPC will be your metric.

CPM (Cost per Thousand Impressions)

CPM stands for cost per thousand impressions and is typically used in measuring how many thousands of people your advertising or marketing piece has (hopefully!).

CPI (Cost per install)

These campaigns are specific to mobile applications. In a Cost Per Install campaign, publishers place digital ads across a range of media in an effort to drive installation of the advertised application. The brand is charged a fixed or bid rate only when the application is installed.

ESP (Email Service Provider)

ESP is an acronym for a service that enables marketers to send out email marketing campaigns to a list of users.

CRM (Customer Relationship Management)

Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships.

CTA (Call to Action)

A call to action (CTA) is a marketing term that refers to the next step a marketer wants its audience or reader to take.

TOP (Time on Page)

For most sites, this is the amount of time that a visitor spends reading the content on a single page. This number is calculated by dividing the total amount of time that visitors spend on your site, by the total number of site visits.

URL (Uniform Resource Locator)

URL stands for Unique Resource Locator. It is the unique address of a page or piece of digital content on the Internet. The URL of a page can be found in the navigation bar of a browser window as shown below: URL Examples. “Aunt Sue, you can access my website by typing the URL into your browser.

UGC (User-generated Content)

User-generated content (UGC) has become an important part of the content marketing strategy in the current era where customers are ready to rave about your products or services online. UGC refers to the content that is created by the users of a brand.

BVA (Business Value Add)

Value-add marketing focuses on exceeding customer expectations by delivering more than they asked for with every interaction. This is particularly important in a time when customers are not shopping with transactional brands. Customers want to engage with brands that offer them experiences beyond making a purchase.

D2C (Direct to Consumer)

D2C (Direct-to-consumer, or Direct2Consumer) is a type of business-to-consumer (B2C) retail sales strategy where a business will build, market, sell and ship a product directly to the customer.

B2B (Business to Business)

Business-to-business is a situation where one business makes a commercial transaction with another.

B2C (Business to customer)

is the type of commerce transaction in which businesses sell products or services directly to consumers.

SEM (Search engine Marketing)

Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs).

SERP (Search Engine Results Pages)

Search Engine Results Page (SERP) The page that a search engine returns after a user submits a search query. In addition to organic search results, search engine results pages (SERPs) usually include paid search and pay-per-click (PPC) ads.

Influencer Marketing

At a fundamental level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers–individuals who have a dedicated social following and are viewed as experts within their niche.

Hamburger Menu

A hamburger menu is a navigation tool that uses a small triple bar button to hide menu options. Visitors must click or hover over this button to access the website’s different pages.

A/B Testing

A/B testing (also known as split testing) is a process of showing two variants of the same web page to different segments of website visitors at the same time and comparing which variant drives more conversions… One of the most important ways to optimize your website’s funnel in digital marketing is A/B testing.


Marketing analytics comprises the processes and technologies that enable marketers to evaluate the success of their marketing initiatives… Marketing analytics uses important business metrics, such as ROI, marketing attribution and overall marketing effectiveness.

Landing Page

A landing page is any web page that a consumer can land on, but in the marketing realm, it’s usually a standalone page, distinct from your homepage or any other page, that serves a single and focused purpose. A landing page is a follow up to any promises that you’ve made in your content.

Paid Search

Paid search marketing affords businesses the opportunity to advertise within the sponsored listings of a search engine or a partner site by paying either each time their ad is clicked (pay per click) or less commonly, when their ad is displayed (CPM or cost per thousand) or when a phone contact is generated.


Ecommerce marketing is the practice of using promotional tactics to drive traffic to your online store, converting that traffic into paying customers, and retaining those customers post-purchase. A holistic ecommerce marketing strategy is made up of marketing tactics both on and off your website Engagement.


Hashtags (#) are specific and unique keywords that make your content more discoverable on social media platforms and help you engage with other social media users based on a common theme or interest. Clicking on any hashtag directs you to every social media post using the same hashtag.

HTML (Hypertext Mark-up Language)

HTML (hypertext markup language) is the standard markup language for web pages, allowing us to format features on a page such as images and text. Understanding HTML can help marketers and content teams to: understand the content on our websites. … improve usability, website design and conversion rate optimisation (CRO).


JavaScript is a programming language commonly used to create interactive effects within web browsers and track visitor action. It’s used in a number of things that inbound marketers use every day, like forms and tracking codes.

Data Capture

Data Capture is the method of collecting information on your customers or clients. This data is then inputted into your CRM system or database. From here you can utilise your data for a variety of reasons including marketing or even sales.


Marketing automation is the process of leveraging software to automate repetitive marketing tasks. Marketers use this software in order to help nurture leads, often through integrations with customer relationship management (CRM) and customer data platform (CDP) software.

Link Bait

Link Bait is providing valuable content on your website so that other websites will naturally reference/link to it without you ever having to ask. Linkable content can be anything from an in depth research project, to an evergreen guide, to a popular video.

Link Building

Link building, simply put, is the process of getting other websites to link back to your website. The more credible the website the better rank your site gets.


A backlink, or link, is essentially a reference, or citation, from one page to another. When clicked, A backlink connects the user from their current page to another web resource, which may be another relevant. web page, website, image or web directory.

Bounce Rate

Bounce rate is calculated when someone visits a single page on your website and does nothing on the page before leaving. More specifically, a website’s bounce rate measures how many visitors leave a page without performing an action.

Partner/Affiliate Marketing

Affiliate partner promotes a brand’s products or services on their site. … The network or SaaS platform then automatically pays out a commission to the affiliate (based on the rules set by the brand) for driving that sale.

Work Flow

Marketing workflows outline the sequence of steps your team will take as they’re completing a particular marketing task.


Market segmentation is a marketing term that refers to separating prospective buyers into groups or segments with common needs and who respond similarly to a marketing action.


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