Digital marketing has a dialect all its own. For those new to the business, learning the jargon may seem overwhelming. Even a quick Google search will yield marketing glossaries of hundreds of terms. We’ve simplified it. Here are some definitions of marketing’s 38 most used terms.
A/B Testing, also known as split testing or bucket testing, is a way of simultaneously testing multiple versions of a marketing medium to see which one yields better results.
ABM stands for “account-based marketing.” It’s a very targeted form of advertising that uses technology to single-out highly relevant messaging that is specifically for certain accounts. Think: getting the right message to the right people at the right time.
AI is short for “artificial intelligence.” The official definition is, “the ability of a digital computer or computer-controlled robot to perform tasks commonly associated with intelligent beings.” Applications in marketing include chatbots, predictive customer service and marketing automation.
Analytics involves collecting, interpreting and communicating meaningful patterns in data. For marketers, analytics are critical to understanding consumer behaviors, as well as gauging the success of marketing campaigns and organic content.
Awareness marketing focuses on raising brand recognition. The goal is to raise the likelihood that a customer will recognize your brand image, and associate it with your products and services.
Bots are one application of AI in marketing. They are computer programs that automate tasks that you would normally expect a human to do. One of the biggest applications is the ability to chat with a customer or prospect using a conversational interface.
Branding is the process of creating a name, symbol, design or image that differentiates a company from others in its industry. Consumers associate certain images only with that brand.
Chat marketing engages customers in one-on-one conversations using messaging platforms, such as Messenger, SMS, or Google RBM.
Citations are places on the internet that mention your company. For marketers, they are critical to building credibility and brand awareness.
Content marketing is a strategy that involves creating valuable, relevant and consistent content. The goal is to provide content that helps customers solve their pain points. Ultimately, you build your reputation as a trusted resource.
Conversions CPA and CPM are two main ways digital media companies charge you for your online advertising, and how you can calculate your ROI. CPA stands for “cost per transaction” and represents how much you pay to get a conversion. CPM literally means “cost per mille” or cost per thousand. It’s based on the number of impressions your ad receives.
CRM stands for “customer relationship management.” Most marketing and sales teams use a CRM platform to help them manage business relationships and the data associated with them.
CRO stands for “conversion rate optimization” and involves strategies that have the goal of getting consumers to take a certain action.
CSS is short for “cascading style sheets.” It’s an efficient HTML technique for defining the look and style of your website.
CTR is “click-through-rate.” Marketers use CTR to measure how often people who see your ad click on it. CTR helps you determine what ad strategies are working.
Demand generation refers to marketing techniques that have the goal of creating buzz or generating PR about your products or services.
Email marketing is using email to promote your products and services, to develop relationships with prospects and clients, and to push prospects through the sales funnel.
Engagement can mean different things to different companies. It’s the act of moving users to action. It might be interacting on your social media page, downloading a whitepaper, reading a blog or leaving a comment on your website.
Evergreen content is always relevant. It does not get outdated.
GMB is short for “Google my business.” It is a free tool that allows you to manage your online information, interact with customers and better understand your online presence.
HTML stands for “hypertext markup language.” It’s a computer programming language used in web pages. It’s not considered complex, so it loads quicker than other more complex languages.
Inbound marketing describes strategies to attract customers to your website or blog through relevant content. Once there, you engage them through various methods. In short, your users find you.
KPI stands for “key performance indicators.” They are specific targets that indicate progress toward a business goal.
Landing page refers to a web page that exists specifically for a marketing or advertising campaign. Note that it’s not just any web page.
Marketing automation is a technique using software to automate repetitive tasks in a marketing department. Examples include email, social media engagement and other website actions.
Mobile responsiveness refers to the ability of a website to adapt automatically to display on a mobile device. This responsiveness includes sizing and formatting.
NAP stands for “Name, Address, Phone Number.” Having a consistent NAP across citations is very important for search to verify your business for local search.
Outbound marketing includes techniques where you reach out to your customers, including advertising, seminars and cold-calling.
PPC stands for “pay-per-click.” It’s a model of internet marketing where you, as the advertiser, pay a fee every time your ad is clicked.
Search volume is a metric that shows the number of searches for a particular keyword, often measured on a monthly basis.
SEO stands for “search engine optimization,” and it refers to strategies that increase your website traffic through free or organic methods.
SERP is an acronym for “search engine results page,” which is the list a search engine generates when users input a certain keyword or phrase.
Social media advertising involves buying display ads on social media platforms.
Social media marketing is a broad term that includes social media advertising, but also includes engagement via non-paid methods on social media platforms.
Traffic refers to the number of visitors who land on your website. It’s often measured in “visits” or “sessions,” and tracking it gives you an idea of how well your marketing efforts are doing.
UI stands for “user interface.” The term includes everything that users interact with, from hardware like their keyboard to the way users interact with a mobile app or website.
USP is short for “unique selling proposition.” It refers to any factor about your product or service that makes it different from your competitors.
UX represents “user experience.” It’s a term that refers to a user’s complete experience with a company, whether it’s in person or via social media, your website, or mobile app.