A Marketing Glossary for Non-Marketers

A/B Testing

A/B testing, or split testing, is a method of comparing two versions of a marketing campaign or website in order to determine which one performs better.

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AIDA Model

The AIDA marketing model is a framework that is used to understand and analyze the process of persuading a potential customer to take a specific action.

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Adobe Creative Cloud

Adobe Creative Cloud is a collection of software applications and services for creative professionals, including photographers, designers, and artists.

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Advertisement Bid

An ad bid is the maximum amount of money an advertiser is willing to pay for a single click or impression on an advertisement.

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Advertising

Advertising is a form of marketing that involves promoting a product, service, or idea to a specific group of people.

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Advertising Agency

Often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other marketing.

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Affiliate Marketing

Affiliate marketing is a type of performance-based marketing in which a business rewards affiliates for each customer or visitor they refer to the business

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Application Programming Interface (API)

An API, or application programming interface, is a set of rules and protocols that allows different software programs to communicate and share data.

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Artificial Intelligence (AI)

Artificial intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems.

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Aspect Ratio

Aspect ratio is the ratio of the width of an image or screen to its height. It is typically expressed as two numbers separated by a colon, such as 16:9.

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B2B (Business-to-Business)

B2B (Business-to-Business) is a relationship type that occurs between two businesses, such as a manufacturer and a wholesaler, or a wholesaler and a retailer.

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B2C (Business-to-Consumer)

B2C is a type of commerce transaction that occurs between a business and an individual consumer. This type of transaction typically involves the sale of goods.

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Backlinks

A backlink is a link from one website to another. Backlinks are also known as incoming links, inbound links, inlinks, and inward links.

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Blog

A blog is a type of website or part of a website that is regularly updated with content, written in an informal or conversational style.

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Bottom of the Funnel

The bottom of the Funnel (BOFU) is the final stage of the sales funnel, where potential customers are ready to make a purchase decision.

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Bounce Rate

Bounce rate is a metric used to measure the percentage of visitors to a website who navigate away from the site after viewing only one page.

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Brand

Brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.

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Business Development

Business development is the process of identifying and developing new business opportunities, either within an existing organization or in a new market.

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Buyer Persona

A buyer persona is a semi-fictional representation of a customer based on market research and real data about your existing customers.

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CAN-SPAM

CAN-SPAM is a US law that sets the rules for commercial email, establishes recipient opt outs, and spells out tough penalties for violations.

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CSS

CSS stands for Cascading Style Sheets. It is a coding language used for describing the presentation of a document written in a markup language such as HTML.

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Call-To-Action (CTA)

A call-to-action (CTA) is an instruction to the audience to take a specific action, such as clicking a link, downloading a file, or making a purchase.

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Canva

Canva is an online graphic design platform that allows users to create professional-looking designs using a drag-and-drop interface.

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Churn Rate

Churn rate is a measure of customer attrition, calculated as the percentage of customers who stop using a company's product or service over a given period.

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Click-Through Rate (CTR)

Click-through rate (CTR) is a metric used to measure the effectiveness of an online ad or email campaign. It is calculated by dividing clicks by views.

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Content Management System (CMS)

A CMS is a software application used to create and manage digital content. It also allows users to easily create, edit, and publish content on the web.

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Content Syndication

Content syndication is the process of distributing content to third-party websites or channels. It is used to reach a wider audience and gain visibility.

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Conversion Path

Conversion path is the journey a customer takes from discovering a product or service to making a purchase including channels, content, and interactions.

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Conversion Rate

A conversion rate is the percentage of visitors to a website that take a desired action, such as making a purchase or filling out a form.

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Conversion Rate Optimization (CRO)

Conversion Rate Optimization (CRO) is the process of optimizing a website or landing page to increase the percentage of visitors who take a desired action.

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Copywriter

A copywriter is a professional writer who specializes in creating persuasive, informative, and engaging content for marketing purposes.

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Cost per Impression (CPM)

Cost per Impression (CPM) is a pricing model used in online advertising, where advertisers pay a fixed cost for every 1,000 impressions (views) of their ad.

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Cost per Lead (CPL)

Cost per lead (CPL) is a pricing model used in online advertising, where the advertiser pays a fixed amount for each lead generated from an ad.

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Creative Brief

A creative brief is a document used to help creatives understand the project they are working on. It outlines the project’s objectives, timeline, budget, etc.

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Creative Director

A Creative Director is a senior-level position in a creative organization. They are responsible for overseeing the creative process of the organization.

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Customer Acquisition Cost (CAC)

Customer Acquisition Cost (CAC) is a calculation of the total cost associated with acquiring a new customer, including marketing, advertising, and sales costs.

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Customer Advocacy

Customer advocacy refers to the actions that a company takes to support and promote the interests of its customers.

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Customer Lifecycle Management (CLM)

Customer Lifecycle Management (CLM) is the process of managing the entire customer journey from initial contact to post-purchase follow-up.

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Customer Relationship Management (CRM)

Customer Relationship Management (CRM) is a system used to manage a company's interactions with current and potential customers.

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Customer Satisfaction Score (CSAT)

Customer Satisfaction Score (CSAT) is a metric used to measure customer satisfaction with a product or service. It is typically measured on a scale of 1-5.

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Customer Testimonial

A customer testimonial is a written or spoken statement that provides positive feedback about a product or service from a customer who has used it.

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Digital Marketing

Digital marketing is the use of digital technologies to promote and market products and services. It includes a variety of online strategies and tactics.

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Direct to Consumer (D2C)

Direct to consumer (D2C) is a business model in which companies sell products directly to consumers, bypassing traditional retail channels.

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Dynamic Content

Dynamic content is content that changes based on user input or other variables. It can be used to personalize a website or application for each user.

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Ebook

An ebook is an electronic version of a printed book that can be read on a computer, tablet, or e-reader device.

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Editorial Calendar

An editorial calendar is a plan for the creation, curation, and publication of content for a specific period of time.

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Email

Email (electronic mail) is a method of exchanging digital messages from an author to one or more recipients.

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Email Service Provider (ESP)

An Email Service Provider (ESP) is a company that provides services for sending, receiving, and managing email campaigns.

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Email Unsubscribe

Email Unsubscribe is the process of removing a person from an email list. This is usually done by clicking a link in an email.

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Email database

An email database is a collection of email addresses and associated data, such as names, locations, and other contact information.

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Email double opt in

Email double opt in is a process used to confirm that a person has given permission to receive emails from a particular sender.

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Email newsletter

An email newsletter is a digital communication tool used to disseminate information, news, and promotional content to subscribers via email.

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Email opt in

Email opt-in is a process in which a person voluntarily agrees to receive emails from a company or organization.

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Email sender Score

Email sender score is a measure of the reputation of an email sender, based on the quality of their email campaigns.

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Email single opt in

Email single opt in is a type of email subscription process where a user is automatically added to an email list after providing their email address.

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Engagement Rate

Engagement rate is a metric used to measure the level of engagement of an audience with a piece of content, such as a post on social media, an email, or a blog.

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Event marketing

Event marketing is a type of marketing that involves creating and/or sponsoring an event to promote a product, service, or brand.

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Evergreen Content

Evergreen content is content that remains relevant and useful for an extended period of time, regardless of the date it was published.

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Facebook

Facebook is a social media platform that allows users to connect with friends, family, and other people they may know.

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Focus Group

A focus group is a small, but demographically diverse group of people who participate in a guided discussion about a particular product.

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GDPR

The General Data Protection Regulation (GDPR) is a regulation in EU law on data protection and privacy for all individuals within the European Union.

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GIF

GIF stands for Graphics Interchange Format. It is a type of image file that supports both static and animated images.

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Geofence (marketing)

Geofencing (marketing) is a location-based marketing technique that uses GPS or RFID technology to create a virtual boundary around a geographic area.

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Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic.

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Graphic Designer

A graphic designer is a professional who creates visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate.

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Guerilla Marketing

Guerilla marketing is an unconventional marketing strategy that uses creative and unexpected tactics to promote a product or service.

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HTML

HTML (HyperText Markup Language) is a markup language used to create web pages and web applications.

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Hashtag

A hashtag is a type of metadata tag used on social media sites such as Twitter and Instagram. It helps users to find messages with a specific theme or content.

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Image Compression

Image compression is the process of reducing the size of an image file without compromising its quality.

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In-app message

In-app messages are messages that appear within a mobile application. They are used to communicate with users while they are actively using the app.

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Inbound Marketing

Inbound marketing is a marketing strategy that focuses on creating and sharing content that attracts potential customers to a company's products or services.

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Influencer Marketing

Influencer marketing is a type of social media marketing that involves leveraging the influence of key individuals.

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Infographic

An infographic is a visual representation of data or information that is designed to make complex information easier to understand and more visually appealing.

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Instagram

Instagram is a free photo and video sharing social networking service owned by Facebook, Inc. It allows users to upload photos and videos.

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Integrated Marketing Campaign (IMC)

Integrated Marketing Campaign (IMC) is a strategic approach to marketing that combines multiple channels and tactics to create a unified and cohesive message.

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JPG

JPG (or JPEG) stands for Joint Photographic Experts Group, and is a type of image file format used for digital images.

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JavaScript

JavaScript is a scripting language used to create and control dynamic website content, such as interactive forms and dynamic graphics.

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Kerning

Kerning is the process of adjusting the spacing between individual characters in a font to create a visually pleasing result.

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Key Performance Indicator (KPI)

A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving its key business objectives.

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LTV:CAC

LTV:CAC (Lifetime Value to Customer Acquisition Cost) is a metric used to measure the efficiency of a company's customer acquisition strategy.

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Landing Page

A landing page is a web page that is designed to capture a visitor's attention and encourage them to take a specific action.

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Lead Nurturing

Lead nurturing is the process of developing relationships with potential customers, or leads, at every stage of the sales funnel.

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Lead Scoring

Lead scoring is a method of ranking leads based on their potential value to an organization. It is used to prioritize leads.

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Lead generation

Lead generation is the process of identifying and cultivating potential customers for a business's products or services.

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Lead generation form

A marketing funnel is a visual representation of the customer journey from initial awareness of a product or service to purchase.

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Lifetime Value (LTV)

Lifetime Value (LTV) is a metric used to measure the total value of a customer over the course of their relationship with a business.

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LinkedIn

LinkedIn is a professional networking platform that allows users to create profiles, connect with other professionals, and search for jobs.

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Long-Tail Keyword

A long-tail keyword is a keyword phrase that is more specific and usually longer than more commonly searched terms.

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Long-form copy

Long-form copy is a type of copywriting that is longer than the typical short-form copy. It is usually used to explain complex topics in detail.

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MP4

MP4 (MPEG-4 Part 14) is a digital multimedia container format most commonly used to store video and audio.

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MP4

MP4 is a digital multimedia format commonly used for storing video and audio, as well as still images and subtitles.

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MQL (Marketing Qualified Lead)

MQL (Marketing Qualified Lead) is a lead that has been identified by marketing as having a higher likelihood of becoming a customer compared to other leads.

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Market Research

Market research is the process of gathering, analyzing, and interpreting information about a market.

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Market Segmentation

Market segmentation is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors.

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Marketing Analytics

Marketing analytics is the process of using data to measure, understand, and improve the effectiveness of marketing campaigns and initiatives.

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Marketing Attribution

Marketing attribution is the process of assigning credit for a sale or conversion to the various marketing touchpoints that contributed to it.

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Marketing Automation

Marketing automation is the use of software and technology to automate marketing processes, making business operation more efficient.

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Marketing Campaign

A marketing campaign is a coordinated series of activities designed to promote a product, service, or cause. It typically involves a combination of channels.

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Marketing Mix

The marketing mix is a concept that refers to the four key elements of any marketing strategy: product, price, promotion, and place.

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Marketing Strategy

Marketing strategy is the plan of action that a company takes to promote and sell its products or services.

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