Marketing Terms

A

A/B Testing

A method of comparing two versions of a webpage or app against each other to determine which one performs better.

A strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.

The main text or content of an advertisement, intended to attract attention and convey the message.

The total market demand for a product or service within a defined geographic area, often used to estimate potential sales and market share.

A digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time bidding.

The number of times an advertisement is displayed, regardless of whether it is clicked or not

The total amount of space a publisher has available for advertisements at any given time.

A company that connects advertisers to websites that want to host advertisements.

Former name of Google's advertising system where advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Now referred to as Google Ads.

An advertisement in the form of editorial content, often designed to look like a legitimate news article.

A type of performance-based marketing where a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

An approach to marketing that emphasizes flexibility, collaboration, and rapid iteration in response to changing market conditions and customer needs.

The simulation of human intelligence in machines, increasingly used in marketing for tasks such as personalization, predictive analytics, and chatbots.

Algorithm

A set of rules or calculations that a computer or search engine uses to solve problems or perform tasks.

The discovery and communication of meaningful patterns in data, often used for making informed business decisions.

The visible, clickable text in a hyperlink, often used for SEO purposes. 

A set of tools and protocols that allows different software applications to communicate with each other.

The process of identifying a set of user actions (“events”) that contribute to a desired outcome, and then assigning a value to each of these events.

The group of consumers a business aims to reach with its marketing messages.

The process of dividing a broad consumer or business market into sub-groups of consumers based on some type of shared characteristics.

An interactive experience where real-world environments are enhanced by computer-generated perceptual information.

The level of familiarity that consumers have with a brand or product.

B

B2B (Business-to-Business)

Refers to businesses that sell products or services to other businesses.

Refers to businesses that sell products or services directly to consumers.

A link from one website to another, important for SEO as they can influence search engine rankings

A form of online advertising embedded into web pages, typically using images or interactive media.

A technique used by online advertisers to target users based on their web browsing behavior.

Comparing one's business processes and performance metrics to industry bests or best practices from other companies.

The maximum amount an advertiser is willing to pay for a click on their ad in a pay-per-click campaign.

Large and complex data sets that traditional data-processing software cannot deal with, often used to uncover trends, patterns, and associations.

Unethical SEO practices that violate search engine guidelines to achieve higher rankings.

An advertisement in the form of editorial content, often designed to look like a legitimate news article.

The stage in the buying process where leads are close to making a purchase decision.

Refers to an email that cannot be delivered to the recipient's inbox and is returned to the sender.

The percentage of visitors to a particular website who navigate away from the site after viewing only one page.

The act of customers or clients promoting a brand through word-of-mouth, social media, or other channels.

A person, especially a celebrity, who promotes a brand's products or services.

The extent to which consumers are familiar with the distinctive qualities or image of a particular brand

Brand Equity

The value a brand adds to a product or service, often reflected in how consumers think, feel, and act with respect to the brand.

Using an established brand name to introduce a new product or product category.

The tendency of consumers to continuously purchase one brand's products over another.

The process of positioning your brand in the mind of your customers, defining what makes your brand different from competitors.

A long-term plan for the development of a successful brand in order to achieve specific goals.

Content created by or with a brand, usually designed to be informative or entertaining, rather than purely promotional.

A navigation aid used in websites to help users understand their location within the site’s hierarchy.

A document outlining the strategy, goals, and execution plans for a marketing campaign.

The total amount of money allocated for all marketing activities within a given timeframe.

Technologies and strategies used by enterprises for data analysis of business information, providing historical, current, and predictive views of business operations.

A semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

The active research process a potential buyer goes through leading up to a purchase.

C

The cost associated with convincing a consumer to buy a product/service, including research, marketing, and advertising costs.

A prompt in a piece of content that tells the user to take some specified action, such as "Click here" or "Buy now."

Campaign

A series of marketing actions used to achieve a particular goal.

A law that sets the rules for commercial email, establishes requirements for commercial messages, and gives recipients the right to stop receiving emails.

An AI-powered software program designed to simulate human conversation and assist customers with inquiries or support needs.

The percentage of subscribers to a service who discontinue their subscription within a given time period.

The percentage of people who click on an ad or a link versus the number of people who view the ad or link.

A prediction of the net profit attributed to the entire future relationship with a customer.

A software application used to create, edit, manage, and publish digital content.

The practice of contacting potential customers or clients who have not previously expressed interest in the offered products or services.

A planning tool used to organize, schedule, and manage content creation and distribution across various channels.

The process of gathering, organizing, and presenting digital content that is relevant to a particular topic or area of interest.

A marketing strategy focused on creating, publishing, and distributing content for a targeted audience online.

The percentage of visitors to a website or users of an app who complete a desired action (such as making a purchase) out of the total number of visitors.

A small piece of data stored on the user's computer by the web browser while browsing a website.

CPC (Cost Per Click)

The amount an advertiser pays a publisher when the ad is clicked.

The amount an advertiser pays for each lead generated from a campaign.

A metric that represents the cost of 1,000 advertisement impressions on one webpage.

 A technology for managing a company’s relationships and interactions with potential customers and clients.

The process of optimizing website elements, such as landing pages and CTAs, to improve the percentage of visitors who take a desired action

The practice of selling an additional product or service to an existing customer.

A stylesheet language used to describe the presentation of a document written in HTML, often used in web design and development.

The complete sum of experiences that customers go through when interacting with a company and brand.

The practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing.

A measure of how products and services supplied by a company meet or surpass customer expectations.

The product of an interaction between an organization and a customer over the duration of their relationship.

D

The social sharing of content that occurs outside of what can be measured by web analytics programs, such as sharing via email, instant messaging, or text messages.

A visual display of key performance indicators (KPIs) and metrics, used to monitor the health of a business or a marketing campaign.

Data-Driven Marketing

Marketing that uses data to inform and optimize marketing strategies and tactics.

A centralized repository that allows businesses to store all their structured and unstructured data at any scale.

A technology platform used for collecting and managing data, primarily for digital marketing purposes.

The process of discovering patterns and relationships in large sets of data to make informed business decisions.

The graphical representation of information and data, using visual elements like charts, graphs, and maps to provide accessible insights into complex data.

The practice of dividing the day into several parts, during which a different type of media content or advertisement is aired.

The focus of targeted marketing programs to drive awareness and interest in a company's products or services.

Statistical data relating to the population and particular groups within it, often used for market segmentation.

The integration of digital technology into all areas of a business, fundamentally changing how it operates and delivers value to customers.

A form of direct marketing where businesses send promotional materials to potential customers via postal mail.

Direct Marketing

A form of advertising where businesses communicate directly to customers through a variety of media including mail, email, phone, and SMS.

A type of online advertising that comes in several forms, including banner ads, rich media, and more.

A search engine ranking score that predicts how well a website will rank on search engine result pages (SERPs).

A process where a user must confirm their subscription twice, typically by confirming their email address through a confirmation email.

A series of marketing emails sent out automatically on a schedule, often based on user actions or pre-set time intervals.

A system that allows buyers of digital advertising inventory to manage multiple ad exchanges and data exchange accounts through one interface.

Web content that changes based on the behavior, preferences, and interests of the user.

A pricing strategy where prices are adjusted in real time based on market demand, competition, and other factors.

E

A book publication made available in digital form, consisting of text, images, or both, readable on computers or other electronic devices.

Publicity gained through promotional efforts other than paid media, often through content creation, public relations, and organic social media.

Earnings Per Click (EPC)

A metric used to measure the average earnings generated by each click on an affiliate link.

The buying and selling of goods or services using the internet, and the transfer of money and data to execute these transactions.

A tool used by bloggers, publishers, businesses, and groups to control the publication of content across different media.

The act of sending a commercial message, typically to a group of people, using email.

A marketing strategy that seeks to create a deep emotional connection between the brand and the consumer.

The promotion of a company's brand, products, or services by its employees through their personal social media channels and networks.

An act of giving one's public approval or support to someone or something, often used in marketing to leverage the credibility of influencers or celebrities.

The level of interaction, involvement, and commitment that a customer has with a brand, often measured through metrics such as likes, comments, shares, and time spent on a website or app.

A metric that measures the level of interaction that content receives from an audience, often expressed as a percentage.

Evergreen Content

Content that remains relevant and valuable for a long period of time, without requiring frequent updates.

The process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging in-person engagement.

A technology used to detect when a website visitor is about to leave the site, often triggering a pop-up message or offer to encourage them to stay or take a desired action.

A marketing strategy that engages consumers through branded experiences and live events.

A short video that explains a company's product, service, or concept in a simple and engaging way, often used on website home pages, landing pages, or social media.

A hyperlink that points to a web page or resource outside of the current website or domain.

A technology that measures where and how long a person looks at various areas of a webpage or advertisement.

F

A platform for businesses to create and run advertisements on Facebook.

Data collected directly by a company from its own customers, such as through website visits, purchase history, and customer surveys.

Flash Mob Marketing

A strategy where a large group of people assemble suddenly in a public place, perform an unusual act for a brief time, and then disperse, often used for promotional purposes.

A discount or promotion offered by an e-commerce store for a short period of time.

A pricing model where a single fixed fee is charged for a service, regardless of usage.

A marketing model that focuses on using customer experience to drive growth, with satisfied customers helping to generate more leads and sales.

A diverse group of people assembled to participate in a guided discussion about a particular product before it is launched.

A marketing strategy that targets a specific market segment or audience with tailored products and messages.

The process of making predictions about future trends based on historical data and analysis.

When a user starts filling out a form on a website but leaves before completing and submitting it

The action of completing and submitting a form on a website to collect user information for marketing purposes.

A business strategy where a company expands its activities to control its direct distribution or supply channels.

Data that is collected and aggregated from multiple third-party sources and then sold or shared. This data is typically highly processed and combined from various datasets to provide more comprehensive insights.

Freemium

A business model where basic services are provided for free, while more advanced features must be paid for.

The number of times an advertisement is delivered to the same browser in a single session or time period.

A technique used in online advertising to limit the number of times an ad is shown to the same user.

The measure of the output spectrum of a system or device in response to a stimulus, often used in the context of audio equipment.

Any element of the user experience that creates resistance or impedes the user's progress towards a desired action, such as a complicated checkout process or a slow-loading website.

A marketing strategy that covers every stage of the buyer's journey, from awareness to conversion.

The practical or utilitarian advantage that a customer gets from a product or service.

A graphical representation of the customer journey, typically divided into stages such as awareness, consideration, and conversion, used to analyze and optimize the marketing and sales process.

G

The application of game-design elements and principles in non-game contexts to engage and motivate people to achieve their goals.

A person who controls access to something or someone, often used in marketing to refer to individuals who control the flow of information within an organization.

GDPR (General Data Protection Regulation)

A regulation in EU law on data protection and privacy that has significant implications for marketing practices, particularly in data collection and usage.

A location-based marketing strategy where a virtual perimeter is set around a specific geographic area to trigger marketing messages or actions when users enter or exit the area.

Advertising that is delivered to people based on their geographic location.

A popular image format used for animated images on the web.

An economic model characterized by short-term contracts, freelance work, and temporary positions, which has implications for marketing strategies targeting both businesses and consumers in this sector.

An online advertising platform developed by Google where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. (formerly AdWords)

A web analytics service offered by Google that tracks and reports website traffic.

A free tool that allows businesses to manage their online presence across Google, including Search and Maps. (formerly Google My Business)

A free service offered by Google that helps website owners monitor, maintain, and troubleshoot their site's presence in Google Search results.

A free tool provided by Google that allows marketers and webmasters to manage and deploy marketing tags (snippets of code or tracking pixels) on a website or mobile app without having to modify the code.

The difference between revenue and the cost of goods sold, divided by revenue, expressed as a percentage.

Content that requires users to fill out a form or provide contact information before they can access it.

Writing and publishing an article on someone else’s blog to reach a broader audience and gain backlinks.

A strategy focused on quickly finding scalable growth through creative, low-cost strategies.

An approach that focuses on long-term growth by incorporating data-driven marketing strategies and focusing on customer retention as well as acquisition.

Key performance indicators (KPIs) that measure a company's growth, such as user acquisition, revenue growth, and customer retention rates.

The phase in the product life cycle where a product experiences rapid market acceptance and increasing profits.

GTM (Go-to-Market) Strategy

A plan that specifies how a company will launch a product and reach its target customers.

A marketing strategy that uses unconventional and low-cost tactics to promote a product or service.

H

A word or phrase preceded by a hash sign (#), used on social media platforms to identify messages on a specific topic.

A content management system that separates the content repository from the presentation layer, allowing for greater flexibility in content delivery across different platforms and devices.

A data visualization tool that shows the level of activity on different parts of a webpage, often used to analyze user behavior.

Hedonic Pricing

A pricing strategy that sets prices based on the perceived pleasure or enjoyment a product provides to consumers.

Costs that are not included in the initial purchase price of a product or service, but which consumers may incur later.

Search terms used by individuals who are close to making a purchase decision, indicating a strong likelihood of conversion.

A business strategy where a company acquires or merges with competitors to increase market share and reduce competition.

A list of a company's existing customers, leads, or prospects used for marketing campaigns. (also known as "subscriber list" or "customer database")

The standard language for creating web pages and web applications.

A popular inbound marketing and sales software platform that offers tools for CRM, marketing automation, and customer service.

An approach to problem-solving that involves the human perspective in all steps of the process, often used in product development and UX design.

A graphical representation of the maturity, adoption, and social application of specific technologies.

The use of data, AI, and automation to create highly contextual and individualized customer experiences across marketing channels.

Marketing that targets potential customers in a highly specific, geographically restricted area.

I

A description of the type of company that would benefit most from your product or service.

Technology that allows computers to identify and process images as humans do, used in marketing for targeting and engagement.

Impression Share

The percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.

The number of times an ad is fetched and displayed, regardless of whether it is clicked or not.

Ads that appear within mobile apps, often used to monetize free apps.

A link from an external site that points to your website, important for SEO.

A strategy that focuses on attracting customers through relevant and helpful content, and adding value at every stage in the customer’s buying journey.

A marketing strategy that uses rewards or incentives to motivate consumers to perform a desired action.

A visual representation of information or data, designed to make complex information easily understandable at a glance.

A metric that measures an individual’s influence on social media based on their followers, engagement, and reach.

A form of social media marketing involving endorsements and product placements from influencers, individuals who have a dedicated social following and are viewed as experts within their niche.

The practice of building and maintaining relationships with influencers to enhance brand awareness and credibility.

The structural design of shared information environments, organizing and labeling websites, intranets, online communities, and software to support usability and findability.

A feature that allows businesses to tag products in their Instagram posts and stories, making it easier for users to purchase directly through the app.

Valuable and actionable information derived from data analysis, often used to inform marketing strategies and decisions.

A marketing campaign that uses multiple channels and tactics in a coordinated way to achieve a specific goal.

Integrated Marketing Communications (IMC)

An approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods intended to reinforce each other.

Creations of the mind for which exclusive rights are recognized, including patents, trademarks, and copyrights.

Data that indicates a potential customer's intent to purchase based on their online behavior and engagement.

A form of advertising that engages the user and invites them to interact with the content, such as through clickable videos or gamified ads.

Digital content that requires active engagement from its audience, such as quizzes, calculators, and interactive infographics.

A type of advertising that involves two-way communication between a company and its customers.

A video that allows viewers to interact with the content, such as choosing different storylines or clicking on embedded links.

Full-screen ads that cover the interface of their host app or site, appearing at natural transition points in the flow of an app.

The interconnection via the internet of computing devices embedded in everyday objects, enabling them to send and receive data.

Marketing activities aimed at attracting investments into a company or project.

The total amount of ad space available for sale on a website or app.

A process of continuously improving and optimizing marketing strategies and tactics through repeated cycles of testing and refinement.

J

A high-level programming language used to create applications for web, mobile, and desktop environments.

Special words or expressions used by a profession or group that are difficult for others to understand.

Jargon Buster

A tool or glossary used to explain industry-specific terms to a general audience.

A programming language commonly used to create interactive effects within web browsers.

A short slogan, verse, or tune designed to be easily remembered, especially as used in advertising.

A person or company that buys goods in bulk and sells them in smaller quantities to retailers.

A strategy where two or more companies collaborate to promote each other’s products or services.

A business arrangement where two or more parties agree to pool their resources for the purpose of accomplishing a specific task.

A content management system (CMS) for publishing web content, allowing users to build websites and powerful online applications.

A professional or academic publication focused on a specific field or industry.

The activity or profession of writing for newspapers, magazines, or news websites or preparing news to be broadcast.

A commonly used method of lossy compression for digital images, particularly for those images produced by digital photography.

JPEG 2000

An image compression standard and coding system that uses wavelet technology to offer improved image quality at high compression ratios.

A lightweight data-interchange format that is easy for humans to read and write and easy for machines to parse and generate.

A non-probability sampling method where samples are selected based on the researcher’s knowledge and professional judgment.

A term often used in SEO to refer to the value or authority passed by one site to another through links.

A web page that a user is directed to after clicking on a hyperlink or an ad. More commonly referred to as a "landing page" now.

A visual representation of the process a customer goes through to achieve a goal with a company’s product or service. This is foundational to many of our strategies here at Revolition.

The minimum difference in stimulus intensity that a specific sense can detect.

The fact of two things being seen or placed close together with contrasting effect, often used in advertising to create a striking visual.