Marketing Glossary
Your comprehensive guide to email marketing, digital marketing, and advertising terminology. Learn the language of modern marketing.
A
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.
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.
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.
Adobe Creative Cloud
Adobe Creative Cloud is a collection of software applications and services for creative professionals, including photographers, designers, and artists.
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.
Advertising
Advertising is a form of marketing that involves promoting a product, service, or idea to a specific group of people.
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.
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
Artificial Intelligence (AI)
Artificial intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems.
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.
B
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.
Backlinks
A backlink is a link from one website to another. Backlinks are also known as incoming links, inbound links, inlinks, and inward links.
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.
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.
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.
Business Development
Business development is the process of identifying and developing new business opportunities, either within an existing organization or in a new market.
Buyer Persona
A buyer persona is a semi-fictional representation of a customer based on market research and real data about your existing customers.
C
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.
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.
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.
Customer Relationship Management (CRM)
Customer Relationship Management (CRM) is a system used to manage a company's interactions with current and potential customers.
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.
Canva
Canva is an online graphic design platform that allows users to create professional-looking designs using a drag-and-drop interface.
CAPTCHA (reCAPTCHA)
CAPTCHA blocks bots, prevents spam, and protects websites by verifying human users. Enhance security with reCAPTCHA and other CAPTCHA solutions.
CCPA
A state law that grants California residents enhanced rights over their personal information, ability to know, access, and control how it shared by businesses.
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.
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.
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.
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.
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.
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.
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.
Copywriter
A copywriter is a professional writer who specializes in creating persuasive, informative, and engaging content for marketing purposes.
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.
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.
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.
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.
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.
Customer Advocacy
Customer advocacy refers to the actions that a company takes to support and promote the interests of its customers.
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.
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.
D
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.
Direct to Consumer (D2C)
Direct to consumer (D2C) is a business model in which companies sell products directly to consumers, bypassing traditional retail channels.
DKIM
DKIM verifies email authenticity with digital signatures, preventing tampering and improving deliverability.
DMARC (Domain-based Message Authentication, Reporting, and Conformance)
DMARC prevents email spoofing and phishing by working with SPF and DKIM. Improve security, deliverability, and visibility by setting up DMARC for your domain.
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.
E
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.
Ebook
An ebook is an electronic version of a printed book that can be read on a computer, tablet, or e-reader device.
Editorial Calendar
An editorial calendar is a plan for the creation, curation, and publication of content for a specific period of time.
Email (electronic mail) is a method of exchanging digital messages from an author to one or more recipients.
Email database
An email database is a collection of email addresses and associated data, such as names, locations, and other contact information.
Email newsletter
An email newsletter is a digital communication tool used to disseminate information, news, and promotional content to subscribers via email.
Email opt in
Email opt-in is a process in which a person voluntarily agrees to receive emails from a company or organization.
Email sender Score
Email sender score is a measure of the reputation of an email sender, based on the quality of their email campaigns.
Email Service Provider (ESP)
An Email Service Provider (ESP) is a company that provides services for sending, receiving, and managing email campaigns.
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.
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.
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.
Event marketing
Event marketing is a type of marketing that involves creating and/or sponsoring an event to promote a product, service, or brand.
Evergreen Content
Evergreen content is content that remains relevant and useful for an extended period of time, regardless of the date it was published.
F
G
GTM Engineer
A GTM Engineer ensures successful product launches by aligning technical development with market strategy and customer needs.
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.
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.
GIF
GIF stands for Graphics Interchange Format. It is a type of image file that supports both static and animated images.
Google Analytics
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic.
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.
Guerilla Marketing
Guerilla marketing is an unconventional marketing strategy that uses creative and unexpected tactics to promote a product or service.
H
Honey Pot Form Field
A honey pot form field is a hidden anti-spam tool that blocks bots while ensuring a seamless user experience. Improve data quality and reduce spam effortlessly.
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.
HTML
HTML (HyperText Markup Language) is a markup language used to create web pages and web applications.
I
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.
Image Compression
Image compression is the process of reducing the size of an image file without compromising its quality.
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.
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.
Influencer Marketing
Influencer marketing is a type of social media marketing that involves leveraging the influence of key individuals.
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.
Instagram is a free photo and video sharing social networking service owned by Facebook, Inc. It allows users to upload photos and videos.
J
K
Kerning
Kerning is the process of adjusting the spacing between individual characters in a font to create a visually pleasing result.
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.
L
Long-Tail Keyword
A long-tail keyword is a keyword phrase that is more specific and usually longer than more commonly searched terms.
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.
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.
Lead generation
Lead generation is the process of identifying and cultivating potential customers for a business's products or services.
Lead generation form
A marketing funnel is a visual representation of the customer journey from initial awareness of a product or service to purchase.
Lead Nurturing
Lead nurturing is the process of developing relationships with potential customers, or leads, at every stage of the sales funnel.
Lead Scoring
Lead scoring is a method of ranking leads based on their potential value to an organization. It is used to prioritize leads.
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.
LinkedIn is a professional networking platform that allows users to create profiles, connect with other professionals, and search for jobs.
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.
M
MP4
MP4 (MPEG-4 Part 14) is a digital multimedia container format most commonly used to store video and audio.
MP4
MP4 is a digital multimedia format commonly used for storing video and audio, as well as still images and subtitles.
Market Research
Market research is the process of gathering, analyzing, and interpreting information about a market.
Market Segmentation
Market segmentation is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors.
Marketing Analytics
Marketing analytics is the process of using data to measure, understand, and improve the effectiveness of marketing campaigns and initiatives.
Marketing Attribution
Marketing attribution is the process of assigning credit for a sale or conversion to the various marketing touchpoints that contributed to it.
Marketing Automation
Marketing automation is the use of software and technology to automate marketing processes, making business operation more efficient.
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.
Marketing content
Marketing content is any type of content created to promote a product, service, or brand. This content can include blog posts, videos, infographics, and more.
Marketing conversion
A marketing conversion is an action completed by a user on a website or other online platform that indicates a level of interest in a product or service.
Marketing copy
Marketing copy is written content used to promote a product, service, or brand. It is typically used in advertising and other marketing collateral.
Marketing funnel
A marketing funnel is a visual representation of the customer journey from initial awareness of a product or service to purchase.
Marketing Mix
The marketing mix is a concept that refers to the four key elements of any marketing strategy: product, price, promotion, and place.
Marketing operations
Marketing operations is the systematic and data-driven approach to manage, plan, execute, and measure all aspects of a company's marketing efforts.
Marketing promotion
Marketing promotion is the process of communicating the value of a product or service to potential customers.
Marketing Strategy
Marketing strategy is the plan of action that a company takes to promote and sell its products or services.
Marketing Tactics
Marketing tactics are specific actions or methods employed by businesses to achieve their marketing goals and objectives.
Microsite
A microsite is a small website that is typically used to promote a specific product, service, event, or campaign.
Middle of the Funnel
Middle of the Funnel (MoFu) is the stage of the sales funnel where prospects are actively researching and evaluating their options.
Mobile Marketing
Mobile marketing is a form of digital marketing that uses mobile devices such as smartphones, tablets, and other mobile devices to reach and engage customers.
Mobile Optimization
Mobile optimization is the process of optimizing a website or web application for use on mobile devices such as smartphones and tablets.
Monthly Recurring Revenue (MRR)
Monthly Recurring Revenue (MRR) is a metric used to measure the amount of predictable revenue a business can expect to receive each month.
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.
Multivariate Testing
Multi-variate testing is a method of testing multiple variables at the same time in order to determine which combination of variables produces the best results.
N
Native Advertising
Native advertising is a type of online advertising that matches the form and function of the platform on which it appears.
Net Promoter Score (NPS)
Net Promoter Score (NPS) is a customer loyalty metric used to measure customer satisfaction and loyalty.
News Feed
News Feed is a feature on social media platforms that displays a personalized list of updates from people and pages that a user follows.
No-Follow Link
No-follow links are HTML attributes that tell search engines not to follow a link to a particular website, and thus will not be in the search engine's index.
O
Objectives and key results (OKR)
Objectives and Key Results (OKR) is a goal-setting framework used to set and track progress towards organizational objectives.
Off-Page Optimization
Off-page optimization is the process of optimizing a website's visibility and ranking in search engine results pages by building links from external websites.
On-Page Optimization
On-page optimization is the process of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines.
Online Reviews
Online reviews are user-generated comments, ratings, and other feedback about products, services, or experiences posted on websites or social media platforms.
Open rate
Open rate is a metric calculated to measure the percentage of the sent emails that are opened by recipients.
Organic Search
Organic search is the process of using a search engine to find webpages that are naturally included in the search engine's index.
Out-of-Home Advertising
Out-of-Home Advertising (OOH) is a form of advertising that reaches consumers when they are away from home.
P
Product marketing
Product marketing is the process of promoting and selling a product to a target audience. It involves researching the needs of the target market.
Page View
Page view is a metric used to measure the number of times a page on a website has been viewed. It is a common metric used to measure website traffic.
Paid Sponsorships
Paid sponsorships are a form of advertising in which a company pays a fee to have their brand associated with a particular event, product, or service.
Partner Marketing
Partner marketing is a type of marketing strategy that involves forming relationships with other businesses to promote each other's products or services.
Pay-per-Click (PPC)
Pay-per-Click (PPC) is an online advertising model in which advertisers pay a fee each time one of their ads is clicked.
Permission Marketing
Permission marketing is a type of marketing that focuses on obtaining the consent of customers before sending them promotional messages.
Personal Selling
Personal selling is a process of selling products or services to customers through direct interaction with a salesperson.
Pinterest is a social media platform and visual search engine that allows users to discover and save ideas for their projects and interests.
PNG
PNG stands for Portable Network Graphics. It is a type of image file format that uses lossless compression.
Privacy Policy
A privacy policy is a legal document that outlines how a website, app, or other online service collects, uses, stores, and shares personal information.
Product Matrix
A product matrix is a tool used to compare and contrast different products or services. It is typically used to compare features, prices, and more.
Project Manager
A project manager is a professional responsible for planning, organizing, and directing the completion of specific projects for an organization.
Prompt Engineering
Prompt engineering refines AI inputs to improve accuracy, efficiency, and relevance in content creation and problem-solving.
Public relations
Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public.
Q
R
Remarketing
Remarketing is a form of online advertising that allows businesses to target previous website visitors with relevant ads as they browse other websites.
Return on Ad Spend (ROAS)
Return on Ad Spend (ROAS) is a metric calculated to measure the effectiveness of an advertising campaign.
Return on Investment (ROI)
Return on Investment (ROI) measures the profitability of an investment, calculated by dividing the gain from the investment by the cost of the investment.
Retweet
A retweet is a repost of someone else's tweet on Twitter. It is a way of sharing content with your followers and giving credit to the original author.
S
Slice of Life advertising
Slice of life advertising is a type of advertising that uses real-life scenarios to promote a product or service.
Sales Qualified Lead (SQL)
A Sales Qualified Lead (SQL) is a lead that has been identified as having a high potential to become a customer.
Sans Serif
Sans serif is a typeface that does not have any serifs, or small decorative lines, at the end of its characters.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the process of optimizing a website or web page to increase its visibility in search engine results.
Serif
A serif is a small line or stroke regularly attached to the end of a larger stroke in a letter or symbol within a particular typeface or font.
SERP (Search Engine Results Page)
SERP stands for Search Engine Results Page. It is the page that is displayed after a user enters a query into a search engine. It contains a list of results.
Service Level Agreement (SLA)
A Service Level Agreement (SLA) is a contract between a service provider and a customer that specifies the level of service expected from the service provider.
Short-form content
Short-form content is content that is brief and to the point. It is typically shorter than traditional long-form content and is designed to be consumed quickly.
SMS marketing
SMS marketing is a form of mobile marketing that uses text messages to send promotional messages to customers.
SMTP
SMTP (Simple Mail Transfer Protocol) is a protocol used for sending and receiving emails over the internet.
Snapchat
Snapchat is a multimedia messaging app used to send photos, videos, text, and drawings. It is also known for its filters, which add effects to media.
Social Media
Social media is a type of online communication platform that allows users to create and share content, such as text, images, videos, and audio.
Social Proof
Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.
Software-as-a-Service (SaaS)
Software-as-a-Service (SaaS) is a software delivery model in which software and associated data are centrally hosted and accessed by users over the internet.
SPF
SPF prevents email spoofing by verifying authorized mail servers for your domain, improving security and deliverability.
Stock Keeping Unit (SKU)
A Stock Keeping Unit (SKU) is a unique identifier used to track inventory in a retail store or warehouse.
Structured Query Language (SQL)
Structured Query Language (SQL) is a programming language used to manage data stored in relational databases.
T
Technical SEO
Technical SEO (Search Engine Optimization) is the process of optimizing a website's infrastructure and architecture to improve its visibility and ranking.
Telephone Consumer Protection Act (TCPA)
The Telephone Consumer Protection Act (TCPA) is a federal law enacted in 1991 to protect consumers from unwanted telemarketing calls, text messages, and faxes.
Terms & Conditions
Terms and conditions are the rules and regulations that a user must agree to in order to use a service or product.
Test market
Test market is a market research technique used to measure the response of consumers to a product or service before it is launched in a wider market.
TikTok
TikTok is a social media platform that allows users to create and share short-form videos, from genres like dance, comedy, and education.
Top of the Funnel
Top of the Funnel (TOF) is the initial stage of the sales funnel, where potential customers are first exposed to a company's product or service.
Trade associations marketing
Trade associations marketing is the practice of promoting a trade association's products, services, and/or activities to its members and the public.
Tradeshow Marketing
Tradeshow marketing is a form of marketing that involves exhibiting products and services at a tradeshow or convention.
Traditional marketing
Traditional marketing is a form of marketing that uses offline tactics such as print, television, radio, and direct mail to reach potential customers.
Transactional emails
Transactional emails are automated emails sent to customers in response to an action they have taken.
Twitter is an online social networking and microblogging service that enables users to send and read short 140-character messages called "tweets".
U
Unique Website Visitor
A unique website visitor is an individual who visits a website at least once within a given period of time.
URL
URL stands for Uniform Resource Locator and is a web address used to locate a specific web page or file on the internet.
User Experience (UX)
User Experience (UX) is the overall experience of a person using a product or service, taking into account all valuable aspects of human-computer interaction.
User-generated Content
User-generated content (UGC) is any form of content created by users of a website, service, or other digital platform.
User Interface (UI)
User Interface (UI) is the graphical layout of an application that allows users to interact with electronic devices.
V
Voice of the customer (VOC)
Voice of the customer (VOC) is a term used to describe the process of gathering customer feedback and insights to inform product and service development.
Visual contrast
Visual contrast is the difference between two or more elements, such as colors, shapes, textures. It is used to create visual interest and emphasis in a design.
Videographer
A videographer is a professional who specializes in capturing moving images on video. They use cameras, lighting, and other equipment.
Viral Content
Viral content is any type of content, such as a video, image, article, or meme, that is shared rapidly and widely across the internet.
W
WAV file
A WAV file is a type of audio file that stores sound in an uncompressed format. It is commonly used for storing high-quality audio recordings.
Website
A website is a collection of webpages, images, videos and other digital assets that are hosted on a web server and made available to users on the internet.
Website keyword
A website keyword is a word or phrase that is used to describe the content of a website and is used by search engines to categorize and rank websites.
Word-of-Mouth marketing (WOM)
Word-of-Mouth marketing (WOM) is a form of marketing that relies on the recommendations of satisfied customers to spread the word about a product or service.