Marketing Terms: A Comprehensive Marketing Glossary


By: Puranjay Singh   Last updated: 05 June 2017


What exactly is CPC? Or CRO, CTA and cause marketing?

Marketing can be confusing when you don't understand its most basic terms. Which is why we've put together this comprehensive list of marketing terms to help you understand all the abbreviations, jargon and terms you need to know to become a marketing ninja.

Click a letter below to jump straight to the relevant section.

A

A/B Testing

A form of testing in which a control variable is put up against an alternative variation in order to find the best performing version to improve marketing effectiveness.

Abandonment

When a product is discontinued or “abandoned” by a business. In e-commerce, this frequently refers to “shopping cart abandonment” (i.e. leaving a site with a full shopping cart) by a customer.

Above the Fold

The region of a webpage that is visible without having to scroll. This region usually accounts for 80% of all user attention.

Account

In enterprise sales, the formal name for a customer.

Account-Based Marketing (ABM)

Enterprise-level sales tactic in which you pursue specific large accounts (such as IBM) instead of general markets. Your entire marketing is tailored to close these specific accounts through personalization.

Acquisition

The process and path to acquiring a new customer. When talking business deals, it also means when one business is acquired by another.

Activation

The process through which a customer or user takes action or becomes an ‘active’ participant in the brand experience. For brands, the term is “brand activation”. For apps, activation means turning a user from passive to active participant.

Active Listening

The process of extracting valuable information from a listening channel (such as social media) by actively engaging users. In practical terms, this means listening-in on social media and asking questions/giving directions when needed to understand customers better.

Activity

In sales, a specific activity that moves the sales process forward, such as customer cold calls, cold emails, etc.

Activity Metrics

Metrics that track sales activity, such as number of cold calls per day, number of cold emails sent per day, etc. There is a growing belief that instead of tracking conversions, salespeople should track activity instead - higher activity is usually linked to higher success

Adaptive Selling

When you change the sales process based on the needs of the prospect. In digital terms, this often includes personalization to “adapt” the sales process to the customer’s requirements.

Ad Blocking

A technology that blocks ads on a page (such as AdBlock or UBlock). This can impact publishers negatively. As per IAB, roughly 26% of desktop users have adblock of some sort.

Ad Group

A way to group together different ads - a term usually used in Google AdWords.

AdRoll

Industry leading solution for ad retargeting across multiple platforms.

AdSense

Google’s monetization service for publishers. Publishers can stick an AdSense code on a page and Google will use that space to display its ads. Publishers get paid every time a user clicks the ad.

Advertorial

A newspaper article that gives information about a product but is written and formatted like a news story. This is often considered misleading.

AdWords

Google’s advertising service for businesses. Businesses can “bid” on keyword terms (such as “cheap car insurance”) to show their ads every time a user searches for the term. Businesses get charge on a PPC basis (Pay Per Click) i.e. they get charged only when a user clicks the ad.

Affiliate Marketing

A revenue-sharing model in which advertisers and merchants pay compensation to online salespeople based on performance metrics such as clicks, registrations, or sales.

Affiliate Network

A network that connects publishers with advertisers. Publishers can search the affiliate network to find relevant offers from advertisers. Advertisers can set their own terms and attract the best publishers (or affiliates). The network takes a small cut for this service.

Aftermarket

The market for a product after its original use or purchase. Frequently used in terms of cars, such as “aftermarket repairs”. Digitally, can refer to the domain aftermarket for buying and selling pre-registered domains.

Aggregator

A site that “aggregates” information from multiple sources. Usually used in the context of news, such as Digg or Reddit.

AIDA

An approach to advertising and selling. As per this approach, customers go through four stages - Attention (when customers first learn about a product), Interest (when customers first show interest in a product), Desire (when customers start wanting the product), and finally, Action (when customers decide to act on their desire).

Akismet

A plugin for WordPress that automatically detects spam. Developed by Automattic, the creators of WordPress.

Alexa

An analytics company that also tracks the most popular sites in the world. Owned by Amazon. Usually refers to “Alexa Rank” - a ranking of the world’s most popular sites based on traffic. The top ranked site is Google, followed by YouTube and Faceook.

Alt Text:

Meta text that describes an image. This text shows up on-screen if a user does not have images enabled. Not necessary but can help improve SEO.

Anchoring Effect

When a customer compares prices, the first reference usually becomes the standard for comparison. For instance, an iPhone 7 costs $649. This is the “anchor” price; any phone cheaper than this would appear cost-effective by comparison.

Anchor Text

Refers to the clickable copy in a hyperlink. The name comes from the "anchor" HTML tag.

Apache

A web server software. Apache is the most commonly used server software in the world.

API (Application Programming Interface)

An API is a way to extract useful information from a service and used it in another application or for data analysis. Mailchimp’s API, for instance, allows other app developers to extract email data for an account and use it to build other solutions.

APR (Acceptable Price Range)

The price range acceptable to customers in an industry. This often represents the lowest and highest a salesperson can go to close a deal.

Arbitrage

The process of buying and selling products in two different markets in order to take advantage of price differences in the markets. For instance, if I buy video games from Japan (where they are cheap) and sell them in America (where they are expensive), it would be “arbitrage”.

Astroturfing

The process of flooding a channel with false information in order to sway people’s opinion. Frequently used by politicians, sometimes by businesses to shape public perception.

Audacity

A free audio editing tool. You’ll use this tool a lot if you plan on recording podcasts.

Autoresponder

A program that sends an automated response to all incoming emails.

Avatar

Your digital version or “avatar”. Usually refers to the profile image that shows up next to your social media, forum or comment system profile.

Average Order Value (AOV)

The average value of each order for an ecommerce store.

B

B2B

A business that sells its product or services to other businesses. For example, MailChimp and SalesForce both operate in the B2B space.

B2C

A business that sells its product or service to end-user consumers. Amazon and Microsoft are primarily B2C companies.

Backlink

A backlink is a link on other pages that direct users and search engines back to your specified page.

Backorder

Online, a backorder usually refers to the process of pre-ordering an expiring domain name so you can register it as soon as it is available. If there are multiple backorders for the same name, it goes to auction at sites like Namejet or Snapnames.

Banner Ad

A rectangular advertisement placed on a web page usually measuring 468x60 pixels. They are generally either images or animated graphics.

Banner Blindness

When users become “blind” to a banner ad due to overexposure or poor placement.

Baseline Metrics

The “base” or standard for a metric. This provides the base against which to measure future performance. For example, if you sell 20 products a week on average, your baseline sales would be 20/week. Anything above this would be considered “good” performance.

Behavioral Marketing or Behavioral Targeting

The process of analyzing the past behavior of a user to figure out what ads to show them next. For example, if user A visits only posts related to social media on your site, she would see social media ads.

Benchmarking

The point of reference to judge performance, usually measured against a company or a competitor. Google Search, for instance, is the “benchmark” in search against which you judge the performance of competitors like Bing.

Black Hat SEO

The use of unethical techniques such to artificially rank higher on search engines.

Blog

A regularly updated web page typically run by an individual or a small group of people. They can cover almost every topic possible under the sun and use informal copy.

Bot

Short for “Robot”. Usually refers to an application called a “spider” that crawls a web page. Google’s bot (or Googlespider) for example, crawls web pages to discover the links between them.

Bottom of the Funnel

A term used to reference the final stages of the buying process in which a lead is on the brink of becoming a customer.

Bounce Rate

Bounce rate is a term used in both web analytics and email marketing. In web analytics, it refers to the percentage of visitors who leave a site after viewing just a single page. In email marketing, it points to the percentage of emails that were unable to be delivered.

Boutique Agency

A small agency that usually focuses on producing a very specialized kind of product or service (such as web design, logo design, content, etc.)

Brand Equity

A measure of customer attitudes towards a brand. Brands with positive brand equity often benefit from higher loyalty, lower competition and the ability to charge more than competitors.

Brand Lift

A measure of the customer recall for a brand in a specific context following a campaign. Often used in social and display ad campaigns. For instance, a campaign might have the objective to associate Bing with “search engine”. The increase (or decrease) in the number of people who make this association would be the “brand lift”.

Brand Personality

How the sellers of a brand see the brand. When a business says that its brand is “peppy” or “fun”, it is talking about the brand personality.

Broken Link

A link that points to a page that doesn’t existing anymore. Usually used when building backlinks.

Broken Linkbuilding

The process of building links by finding broken links on sites, then asking webmasters to link to your active page instead.

Bundle or Bundling

The process of rolling together several services in order to increase the appeal of the final product. Time Warner, for instance, bundles cable and internet access together to make the combined offer more appealing.

Buyer Persona

A fictional representation of your ideal customer based on market research such as surveys and interviews. It helps you define a target audience for more targeted selling.

C

Caching

Caching is the process of storing data in a temporary storage (cache) in order to serve future requests for that data faster.

Call-to-action (CTA)

A category of web links (text, button, or image) that encourage people to take your desired action. Most commonly, it’s used to convert visitors into leads using copy such as “Subscribe Now”

Cascading style sheet (CSS)

CSS is a language that describes how HTML elements should be presented on a page. It helps separate style from structure on a web page.

Cause marketing

A type of marketing style in which a non-profit and for-profit work together for a mutual benefit.

Channel distribution

Channel distribution refers to the chain of intermediaries a good or service must pass through in order to reach the end consumer.

Churn rate

A metric used to measure the percentage of customers you are able to retain during a time period. It’s calculated by taking the number of customers lost during a time frame and dividing it by the total number of customers present at the beginning.

Click-through rate (CTR)

A term that refers to the percentage of your audience that proceeds from one part of your website (section in your marketing funnel) to the next.

Content delivery network (CDN)

A CDN refers to a system of geographically spread servers that work together to deliver web pages and files quickly by routing requests from end users to the server best fit to serve them.

Content management system (CMS)

A CMS is software used to create and manage digital content. For example, WordPress and and Drupal are popular CMS.

Content marketing

A marketing strategy which involves creating and sharing content (blogs, images, video) to generate interest in a product or service without directly advertising it.

Conversion rate

A term that refers to the percentage of visitors who take a desired action. For example, an email opt-in form with a conversion rate of 70% means that 7 out of every 10 visitors sign up.

Conversion rate optimization (CRO)

A set of established design techniques and principles used to increase your conversion rate.

Cookie

A cookie is a small text file stored on a user’s computer by a web page to remember to recall information on future visits such as browsing history.

Copy testing

Copy testing is a method of market research in which an advertisement’s effectiveness by testing it in front of a small audience before release to the general public.

Copywriting

Copywriting is the use of written copy to promote and grow a business.

Cost per conversion

Cost per conversion is a term used in advertising to refer to the ratio of number of advertisement views and the number of conversions achieved as a result.

Cost per click (CPC)

Cost per click is an advertising model in which an advertiser pays the publisher every time their ad is clicked on their site

Cost per lead (CPL)

The cost of acquiring a new lead for your business. It’s calculated by dividing the total amount of advertising money spent by the number of leads that came in.

Cost per thousand (CPM)

CPM refers to the price of 1,000 advertisement impressions (views) on a web page

Cost plus pricing

Cost plus pricing is a method of setting a price by establishing a markup over unit cost.

Broken Linkbuilding

The process of building links by finding broken links on sites, then asking webmasters to link to your active page instead.

Creatives

A marketing term used to define the creative material used to generate leads. Sometimes also used to refer to the "creative" people who make them.

Customer acquisition cost (CAC)

CAC is used to refer to the cost of acquiring a new customer. It requires you to factor in costs associated with acquisition such as advertising and salaries during a defined period and dividing by the number of new customers

Customer lifetime value (CLTV)

CLTV is a calculation of associated profit with a customer during your entire relationship with them

Customer persona

Detailed representations of different segments of your target audience.

Customer relationship management (CRM)

CRM refers to a software used to keep track of all interactions between customers and your business.

D

Data mining

Data mining is the practice of analyzing existing data from various different perspectives in order to discover previously unknown relationships.

Decision makers

Decision makers are individuals within an organization who have the authority to make purchasing decisions.

Dedicated hosting

Dedicated hosting is a hosting option in which you have access to an exclusive server to handle your site. There is no need to share it and its resources with other sites.

Demographics

Market segmentation based on a factors such as age, income group, or gender in order to target consumers more accurately.

Description tag

An HTML tag used by web page creators to provide to describe their page for search engines.

Direct response copywriting

A form of copywriting that involves communication with a customer in such a way to urge them to take action.

Direct marketing

Direct marketing is a form of marketing in which customers are contacted directly through mediums such as email and cold calls.

Direct traffic

DIrect traffic is any traffic that lands on your site without clicking on a referral link by typing in the site’s domain name (or the referral doesn’t get recorded).

Distribution channel

The chain of go-betweens a product or service must pass through until it reaches the end consumer.

Domain name

The address of your website. This is essentially a textual placeholder of an IP address.

Double opt-in

Double opt-in is when a person confirms twice to receive communication from you

Duplicate content

Duplicate content is when two pages feature sections that contain either duplicate or very similar pieces of content

Dynamic content

A term that refers to a section of your page that displays different information based on a visitor’s interest of past behavior.

E

Earned media

Any type of promotion or publicity received from a third-party which hasn’t been paid for.

eBook

An eBook is a book viewable on electronic devices such as computers and tablets that provide long-form content on a subject matter and are used to generate leads.

Effective cost per milieu (eCPM)

The effective cost of a thousand impressions.

Editorial calendar

An editorial calendar is a calendar that serves as a roadmap to define, plan, and control your entire content creation strategy and process.

Email marketing

A form of marketing in which promotion of products and services are delivered directly to a person’s inbox.

Email newsletter

Email newsletters are communication tools to help you strengthen relationships with your users by keeping them updated on your products and other new developments.

Emotional branding

A marketing strategy in which communication serves a mean to appeal to a customer’s emotional state, needs, and desires.

End user

End users are people who actually use a particular product

Engagement rate

A metric used to measure the level of engagement generated by a piece of content in terms of likes, shares, and comments.

Event marketing

Event marketing is a strategy which involves face-to-face contact between companies and their customers at events such as conferences.

Evergreen content

A piece of content that perpetually provides value to a reader over time.

Exit rate

Exit rate is the percentage of people who leave your site from a specific page. This can help you identify problematic pages and help improve user experience.

Eye tracking

Eye-tracking is a research method used in web design to track where an individual eye’s are focused on a web page.

F

Favicon

Favicons are small square images associated with a particular website seen on tabs and address bar on a browser.

Focus group

A focus group is a group of people assembled to provide feedback about a product before its launch

Form

The location where your visitors provide their contact information in exchange for your offer.

Forum

Forums are online communities where people with common interests read, post content, and interact with each other.

Freemium

Freemium is a business model in which basic features of a product or service are provided free of charge while advanced features available can be accessed for a premium.

Friction

Friction refers to any element on your site that confuses visitors enough to leave your site. For example, too much text or navigation options on a page are all sources of friction.

Full service agency

An organization that has the capability of handling all aspects of the advertising process.

G

Gatekeeper

A gatekeeper is an individual who controls the access to the main decision-maker within a firm. For example, assistants and secretaries are gatekeepers.

Geo-Targeting

A method of detecting a visitor’s location in order to serve location-based content and advertisements.

GIFs

Animated images that are extremely popular online

Goal

A google analytics term for a target you want to achieve.

Growth Hacking

A tactic which involves fast moving experimentation across marketing and product development in order to identify quick and efficient methods to scale up a business quickly.

Guarantee

A marketing tactic (used commonly in eCommerce) to reduce perceived risk of a potential customer about quality or usefulness of a product or service.

Guerilla Marketing

A marketing strategy in which products and services are promoted in an unconventional manner to drive maximum results from minimal resources.

Guest post

The act of publishing an article on someone else’s site or blog to generate buzz, traffic, and backlinks.

H

Hacker

Marketers who focus on low-cost alternatives to traditional marketing tactics in order to build and engage the user base.

Hacker news

A popular Y-combinator site for popular amongst programmers with a focus on entrepreneurship

Hashtag

Keyword phrases found on social media that contain a pound sign (#) in front of them. For example, #marketingterms and #inboundmarketing are examples of hashtags.

Heatmap

Heatmaps measure a single metric and display the results in a matrix form graphic using varying degree of color to represent data.

Hit

An impression on a web page. Hits are used to track usage metrics.

Homepage

This is the main page of a website.

HTML5

The latest version of HTML (programming language used to describe web pages)

HTTPS

A secure version of the HTTP protocol in which data between your browser and site is exchanged.

Hyperlink

A clickable word, phrase, or image on your page that leads users to another page.

I

Impressions

A term used to describe an ad that is viewed by a visitor on a page (not necessarily click)

Inbound link

A hyperlink back to your site from another page.

Inbound marketing

Inbound is a marketing model in which marketing activities are carried out to draw visitors into your sales funnel on their own rather than having to fight for their attention

Incentivized traffic

A scenario in which a company compensates individuals for visiting a site or taking a specific action.

Infographic

An infographic breaks down complex information or data into a simpler easier to understand visual piece of content such as a chart or diagram.

Infomercial

A television program that serves as an extended advertisement about a product or service featuring discussions and demonstrations.

In-house

A reference to activity carried out without assistance from an outside organization. For example, an in-house designer is one who is employed by the company to carry out tasks as opposed to hiring a freelancer.

Intellectual property

A collection of ideas and concepts that can be owned by an individual or firm and protected through patents, trademarks, or copyrights.

Interactive agency

An organization that offers a mix of web design, internet marketing, and consulting services.

Internet marketing

A marketing strategy that makes use of the Internet to promote products and services - an ubmrella term for all forms of marketing online.

Interstitial

An ad that appears between two pages (while a new page is loading)

J

Java

A popular programming language commonly used for developing and delivering content on the web.

JavaScript

A scripting language used to create interactive websites. JavaScript code only runs on a browser and helps add interactivity to web pages. This is different from Java, which is usually used to build desktop and mobile applications. JavaScript has become much more popular in the last few years thanks to frameworks like Node.js, Angular.js, etc.

Jingle

A short song or tune used in advertising which contains both a hook and slogan to promote a product or service.

Joint venture

A business agreement between two or more parties who decide to share their resources in order to achieve a common goal.

jQuery

A JavaScript library that makes the language more accessible and easier to use.

K

Kanban board

A workflow visualization and project management tool that uses cards like Trello.

Keep

Google’s native note-taking tool that lets you add notes, images, lists and audio.

Key performance indicator (KPI)

Performance measurement metrics used to keep track progress and evaluate performance against industry standards

Keyword density

Keyword density is the percentage of times a keyword or phrase shows up on a web page in comparison to the total number of words on a page.

Keyword

Keywords are words or phrases used in search to describe the content of a web page.

Keyword research

A practice used by SEO professionals to research what people actually search for in search engines to determine which would result in highest ROI.

Keyword stuffing

An excessive or unnaturally high use of keywords on a page to rank on search engines. It often leads to a website being penalized or even banned from ranking altogether.

Keywords tag

A tag within HTML that is used to help define the primary keywords of a page.

Kiosk marketing

A small temporary booth used in high-traffic areas operated by one or two individuals in order to attract and promote a product or service.

Klout

A service that uses social media analytics to rate users according to social influence.

Knowledge management

Knowledge management is the process of managing an organization’s knowledge for creating value and achieving objectives.

L

Landing page

A distinct page on your website built for only one single conversion goal.

Lead

A lead is a person or company that has some level of interest in your product or service

Lead magnet

A lead magnet is content that is valued enough by people to provide their contact information in exchange for access. For example, eBooks and case studies make great lead magnets.

Lead nurturing

Lead nurturing is the process of providing content that is relevant to a potential customer at each step along their purchase journey.

Licensing

A business arrangement in which one company gives a third-party permission to manufacture its product or service

Lifecycle stage

A way to segment leads and customers according to their location within your marketing funnel.

Like-gate

A situation in which a user is forced to “like” a brand page or post before they can see the content contained within.

Link authority

Link authority is a voting system that occurs on your page when another page links to it. This information is used by search engines to rank certain pages higher than others.

Link building

Link building is the process of getting external pages to link to a page on your website

Link bait

Content designed to attract attention and encourage viewers to link to it.

Link checker

A tool that tests and reports broken hyperlinks on a given page

Link popularity

Link popularity is a measure of the quality and quantity of backlinks that point to a site.

Link rot

A term used to describe when a hyperlink on a page points to a URL that is no longer available or valid. For example, moving or deleting a page can lead to link rot.

Long tail keyword

Long tail keywords are three to four word phrases which are very specific. They are used by customers when they are closer to the point of purchase

Loss leader

A pricing strategy in which a product is sold below its profitability margin in order to attract customers.

M

Marketing automation

Marketing automation refers to the process of making marketing easier by automating tasks such as email and social media with the help of software.

Managed hosting

A server-leasing solution in which a provider leases out dedicated servers to a single client.

Managed wordpress hosting

A web hosting solution optimized specifically for hosting WordPress sites.

Marketing analytics

The practice of measuring and analyzing marketing performance in order to maximize its effectiveness

Market based pricing

A product or service whose price has been set based on comparison of similar products on offer in the market.

Marketing mix

The entire set of actions or tactics that a company uses to promote itself in the market

Market positioning

An effort to influence consumer perception of a product or service in comparison with its competitors.

Market share

The percentage of an industry or market controlled by a company.

Media kit

A resource created by a company containing information about a product or service. Also refers to a publishers rates, traffic and advertising specs.

Media strategy

A plan of action on how advertising or content delivery will be carried out.

Meme

A meme is any text, image, or video amusing or entertaining enough to spread rapidly on the Internet.

Meta data

A set of data that provides context and additional information about other data.

Microsite

A microsite is an individual web page (or cluster of pages) that serve as a cross between a landing page and typical web page. They are used by brands to create a different experience for their audiences from their main site.

Middle of the funnel

Refers to the stage in the purchasing process after a lead has identified a problem.

Mind mapping

A technique to visually represent ideas and concepts with interconnecting lines that demonstrate meaningful relationships.

Mobile marketing

Mobile marketing is promotional activity created for individuals on smart phones

Monthly recurring revenue (MRR)

A measure of your predictable revenue stream every month

Mouse trapping

A technique used by websites to keep visitors from leaving their site by launching endless popup ads or disabling the back button.

Multivariate testing

A testing technique in which multiple variables are modified. For example, you might the test the effect of changing CTA button size and color on overall conversions.

N

Narrowcasting

Narrowcasting is the spread of an advertising message to a select group of audience in a small geographical area.

Native advertising

A type of advertising format in which a message matches the style and copy of the platform on which it appears.

Navigation

Native advertising is a type of paid media in which the ad format mimics the natural user experience of the platform

Net Promoter Score (NPS)

NPS is a tool used by organizations to measure loyalty levels of their customers. It serves as an alternative to traditional customer satisfaction measurements.

Network effect

A domino-type phenomenon in which a product or service becomes more valuable as more people use it which in turn encourages more people to use it.

Niche marketing

A marketing style in which all marketing and promotional efforts are focused on a specific segment of the market.

Nielsen ratings

An measurement system used determine audience size and composition of television programming.

Nofollow link

Nofollow links is an HTML code placed on pages to instruct search engine bots that a hyperlink should not influence the link’s target ranking on search engines.

Nonprofit marketing

The use of marketing tactics by nonprofit organizations to promote and spread word about their organization in order to receive donations or volunteers.

O

Offer

Content assets that are hidden behind a form.

Offshoring

The relocation of a company’s process from one location to another (generally overseas) in order to take advantage of labor costs.

Offsite SEO

Offsite SEO refers to SEO techniques that are applied without making any change to your site.

One way link

One way links are those that point to a website which does not provide a link back

Onsite SEO

Onsite SEO refers techniques that are carried out by making changes to your site.

Opt-in

Opt-in is a reference to when an individual chooses to receive communication from you. For example, a visitor “opting in” to your email list.

Opt-out

Communication from an individual who no longer wants to receive product or service updates from a company.

Organic search

Search engine results that are displayed naturally without any influence between a company and the search engine involved.

Outbound link

An outbound link is one that leads to a different site or domain

Outsourcing

Contracting specific tasks or processes that could be completed in-house to a third-party organization in order to save costs.

P

Panda

Google’s search engine algorithm which is constantly being improved to eliminate low-quality sites from search results in favor of high-quality content sites.

Pagejacking

Pagejacking is the theft of content from high-ranking pages and publishing it (or a close copy) on another site in order to boost its ranking.

Parity pricing

A concept of pricing that is linked directly to input costs. If price of one input increases, then the price of a product or service should go up by equal value.

Pass along rate

A measure of word-of-mouth marketing effectiveness in which the percentage of people who pass on a message or file is calculated.

Pay-per-click (PPC)

PPC is an advertising model in which the advertiser pays the host website a pre-determined sum of money for every click their advert receives or a lump-sum fee for an ad spot

Pay-per-lead (PPL)

An advertising model in which an advertiser pays a publisher only when a lead converts. For example, when they download a file or sign-up for a newsletter.

Pay-per-sale (PPS)

An advertising model in which advertisers pay the publisher based on sales that occur from their site.

Performance marketing

A term used to define that payment is only made to marketing and advertising companies when a specific action is completed.

Permission marketing

A marketing approach in which marketing messages are only sent to potential customers who provided their consent to receive information in advance.

Penguin

Penguin is an algorithm designed by Google to decrease search engine rankings of sites which attempt to artificially boost their position through tactics such as buying links.

Personal selling

A face-to-face selling tactic in which an individual representing a company attempts to use their ability to make a sale.

Pinterest ads

Normal pins that can be promoted for greater exposure by paying.

Plugin

Plugins are software components that can be added to your site or software for added functionality.

Podcasting

The use of the Internet to make live (or recorded) audio or video broadcasts to deliver content

Pop-up ads

Popups are adverts that are automatically triggered to open up in a new window when you enter a specific page.

Pop-under ad

A type of pop-up ad which opens in a new browser window hidden under the active window. They are not easily seen and their source web page is hard to identify.

Positioning

A marketing strategy in which businesses aim to occupy a specific spot in the mind of their customers in comparison to their competitors.

Press release

A short official statement providing information on a particular matter.

Prospects

A potential customer or lead that fits a defined criteria

Product life cycle (PLC)

The stages a product or services goes through from inception until its removal from the market.

Public relations (PR)

PR is the method in which individuals or companies communicate with the public and media.

Q

Quick Response Code (QR Code)

A QR code is a highly specific matrix barcode readable by phone cameras. They are used to direct users to a specific URL.

Qualified leads

A qualified lead is a reference to a lead that has shown direct intent to purchase. For example, they requested quotes on pricing and were successfully contacted.

Qualitative research

A market research method which makes use of non-numerical data to understand user behavior and perceptions.

Quantitative research

A form of market research with attempts to seek patterns in numerical data.

Quality control

A structured approach to examining quality of a product in order to keep customers happy.

Quota

A government imposed restriction which limits the number or monetary value of a product that can be imported and exported.

R

Rankings

The position in which a particular site appears on the search engine results page. A high ranking will appear near the top of list results.

Rate card

A document that details various prices and descriptions for ad placement options on a website.

Reach

A measure of the number of different people who are exposed to an advertising message at least once over a given period of time

Really simple syndication (RSS)

A data feed system used by users to have deliver content updates delivered to them in one place

Rebate

A sales promotion tactic used by marketers in which a business pays a monetary reduction or partial refund on purchases made by its customers.

Reciprocal link

An agreement between two web sites in which each party agrees to provide a link on their site to the other’s.

Redirect

A technique used to move visitors to a different URL copy of a page than the one requested. This is commonly experienced either when the page requested is unavailable or has been moved to a new domain.

Referring domain

The domain (site) which provides the backlink to a site.

Remarketing

Another term for retargeting (more below) in which businesses position targeted ads and content to an audience that has previously visited the site.

Responsive design

Responsive web design is an approach that demands page design to adapt to fit with a user’s environment. (for example, screen size and platform)

Retargeting

The use of a “cookie” to follow your users around on the Internet to help you determine the appropriate ad content to display to users as they browse other sites.

Retention

The ability of a business to keep hold of a customer by keeping them engaged and happy

Return on Investment (ROI)

ROI is a calculation used to measure performance and profitability of a business.

Rich media

An ad that contains elements which encourage viewers to interact and engage such as audio and video.

Robot

A bot that performs a specific task such as crawling a site

Robots.txt

A file on websites that communicates and directs behavior of bots

S

Sales funnel

A sales funnel refers to a series of web pages designed by firms to get users to buy a product or service.

Sales lead

A potential customer of a product or service who comes to light when they show interest by providing contact information

Sales pipeline

A visual representation of the location of your sales prospect in the purchasing funnel. It reveals how many additional steps you need to take in order to make a sale to each prospect

Sales qualified lead

A lead who has displayed intent to purchase and has been assessed by both the marketing department and sales team as ready for conversion into a customer.

Search engine optimization (SEO)

SEO is the process of optimizing your website to list higher on search engine rankings.

Search engine marketing (SEM)

SEM is the use of search engines to market to your target audience. For example, SEO and PPC are both search engine marketing tactics.

Search engine results page (SERP)

SERP is a reference to the page of results you see after conducting a search

Second Life

An online virtual environment in which users create a virtual representation of themselves in order to interact with places and objects.

Segmentation

The process of dividing consumers into different groups based on shared characteristics such as income bracket and geographic location.

Service level agreement (SLA)

A contract between a service provider and a end-user which describes the level of service (responsibility, quality, and availability) to be provided.

Shopping cart abandonment

A calculation which states the ratio at which shoppers abandon their shopping cart despite initiating the checkout process.

Sitemap

A list of all pages on a web site that are accessible to visitors and crawlers.

Site speed

Site speed is how fast a website loads, measured in seconds.

Small-to-medium business (SMB)

A term used to define companies that have between 10 to 500 employees.

Social bookmarking

A public bookmarking site which allows users to add, edit, and share links (bookmarks) that can be accessed from any computer. For example, del.icio.us.

Social media marketing (SMM)

SMM is the use of social media platforms such as Facebook and Instagram to market to your target audience.

Social proof

Social proof is a psychological phenomena in which people assume that the action of their peers is indicative of the correct behavior in a given scenario.

Social responsibility

A reference to organizations which undertake initiatives which benefit society.

Software-as-a-Service (SaaS)

SaaS is a distribution model in which a third-party host provides applications and service solutions to customers

Spam

Spam is unsolicited content and can take the form of emails, unproductive comments, or repeated submissions

Spider

A spider is a piece of software that crawls the Internet to index data

Sponsorship

A form of marketing in which a company pays money to be associated with a specific event. For example, sport tournaments or community events.

Squeeze page

A landing page designed to convince a visitor to provide their email address

Stakeholder

Any person or organization that has an interest in a business and its activities.

Stickiness

A term used to describe any aspect of a website that encourages a visitor to stay longe

Strategy

A comprehensive plan that encompasses all aspects of a company’s goals.

Structured query language (SQL)

A programming language used to managing databases and manipulating the data contained within them.

Stylesheet

A term used to describe how elements of a page should be displayed such as font style or formatting of content (CSS).

Subscriber

A subscriber is a term used for an individual who has chosen to receive updates from you. For example, subscribing to your email list or following you on social media.

Sweepstakes

A contest format in which the winner receives a pre-determined prize at random.

SWOT Analysis

A study that looks at the strengths, weaknesses, opportunities, and threats posed to a business or a potential business venture.

T

Tag

Hidden keywords within a web page that define how a browser must display and format content.

Tagline

An advertising tactic in which a catchphrase or slogan is created to have a dramatic effect to capture attention.

Tariff

A tax or duty imposed on imported and exported goods.

Target audience

Target audience is a reference to a group of people interested in your product or service.

Text ad

A form of marketing in which advertisers create text-only ads to display on search engine results such as Google or Bing.

Tiered link building

Tiered link building is the use of a variety of sources to build backlinks. For example, you may choose to write guest posts and comment on niche websites and forums.

Title tag

An HTML element used to label the title of a document. They are displayed on search results and the top bar of a browser helping visitors decide usefulness of a page.

Top of the funnel

Top of the funnel is a reference to the first stage in the purchase process in which people are just identifying a problem.

Touchpoint

A term used to describe any encounter between a customer and business in which exchange of information, transaction, or service is provided

Traffic

Traffic is a reference to the number of people who visit your site.

U

UA code

A code used to track Google analytics data.

Unique selling point (USP)

USP is any factor or host of factors that differentiate your product or service from its competitors. For example, a high-quality product at a lower cost.

Unique visitor

Unique visitor is a reference to the number of distinct individuals that have accessed a page.

Upsell

A sales tactic in which you attempt to convince a customer to purchase something additional and more expensive

Usability

Usability is a reference to how usable a web page is and how it can be improved further to increase conversion rates (combination of UI/UX - more below).

User experience (UX)

UX is the overall experience a customer has with a business.

User-generated content (UGC)

UGC is when your users create content for your site. For example, YouTube is a site almost entirely based on UGC.

User interface (UI)

The means through which a user and computer system interact. Usually used together with UX.

User testing

A form of testing on real users to reveal how easy it is to use something.

V

Validation

A form of proof that an offer works in converting customers

Value proposition

A feature present in a product or service that makes it attractive to customers (similar to USP).

Vertical

A single industry within a vertical market (below). For example, car windshield manufacturers.

Vertical banner

A long banner ad which generally measures 120 pixels wide by 240 pixels tall.

Vertical market

A market scenario in which vendors cater to a specific group of people in an industry or niche regardless of their ‘level.’ For example, mechanics, car part manufacturers, and dealers all serve the automobile industry.

Viral content

A term used to describe content that becomes popular simply through shares

Viral marketing

A marketing tactic in which marketers attempt to encourage consumers to share and promote a company’s product or service.

Vlog

A format of blogging that involves video content

Voice over internet protocol (VOIP)

VOIP is a technology that allows you to make voice calls using the Internet instead of a phone line.

Volume discount

A form of discount provided to individuals or organizations that make purchase products in large quantities.

Vulnerability

A security weakness that allows an attacker to interfere and compromise integrity, availability, and confidentiality of a product or service.

W

Web 2.0

A term which describes the second generation of the Internet that focused on people’s ability to collaborate with each other and share information.

Web 3.0

A new phase of Internet evolution focused on data mining, machine learning, and artificial intelligence technologies in order to provide users with a more productive and intuitive user experience.

Web conference

The ability to host a live conference (meeting, training, presentation) between two or more parties over the Internet.

Web directory

An organized list of websites either in a hierarchy or interconnected list of categories to help users find websites they are looking for.

Webmaster

A term used to describe the owner of a website.

Webinar

Webinars are online events hosted by a company aimed at educating their potential customers.

Whitepaper

An in-depth report on a specific topic which aims to provide a solution to a problem. They are created for the purpose of educating their audience and in the process promote their brand.

WHOIS

A query protocol used on databases which store information such as who owns a domain.

Wiki

A collaborative software that lets web pages be created and edited by users using a web browser

Word-of-mouth

The spread of information from one person to another through oral communication.

Workflow

The series of tasks, events, or interactions that must be completed in order to complete a task.

White hat SEO

A term that encompasses all ethical SEO practices to increase your site’s ranking

WordPress

WordPress is a highly popular content management system

X

XML Sitemap

A file of code that lists all relevant URLs that are a part of your website

Y

Yandex

The largest search engine in Russia with over 60% market share. It is the Russian equivalent of Google.

Yandex Metrica

A web analytics service for Yandex used to analyze a site’s audience and their behavior.

Youku

A popular video-sharing website in China (similar to YouTube)

Z

No marketing terms starting with "Z".

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