Common Marketing Terms – Part One

The marketing terminology industry is an enormous and often confusing one. Many people are not even aware of the terminology used in digital advertising, but anyone who has participated in a conversation about Internet marketing practices will have come across a broad range of terms. Luckily for them, we’ve compiled this list to help you find the right information on any topic related to digital marketing.

General Marketing Terms:

  • Analytics – The discovery and communication of meaningful patterns in data.
  • B2B – Short for Business-to-Business. Describes companies that sell to other companies.
  • B2C – Short for Business-to-Customer. Describes companies that sell directly to customers.
  • Blogging – A core component of inbound marketing, traditionally includes regular entries of commentary, descriptions of events, photos, videos, etc.
  • Business Blogging – Keeps the elements of regular blogging, but adds marketing strategy in an effort to drive traffic to a certain website or to create leads.
  • ROI – Acronym for Return On Investment. A performance measure used to evaluate the efficiency and profitability of an investment, or to compare the efficiency and profitability of multiple investments.
  • Closed-Loop Marketing – Being able to execute, track, and show how marketing efforts have impacted bottom-line business growth.
  • Content – Information that exists for the purpose of being digested, engaged with, and shared. Usually comes in the form of a blog, video, social media post, photo, slideshow, or podcast.
  • Ebook – Ebooks are a common type of content that many marketers use, often to generate leads. Generally a more long-form content type than blog posts, and go into in-depth detail on a subject.
  • Engagement Rate – A social media metric used to describe the amount of interaction – such as likes, shares, comments – a piece of content receives.
  • Top of the Funnel – Refers to the very first stage of the buying process. Leads at this stage are just identifying a problem that they have and are looking for more information.
  • Middle of the Funnel – Refers to the stage that a lead enters after identifying a problem. The lead is usually looking to conduct further research to find a solution.
  • Bottom of the Funnel – Refers to a stage of the buying process leads reach when they’re just about to close as a new customer. They’ve identified the problem, have shopped around for possible solutions, and are very close to buying.
  • Inbound Marketing – Refers to marketing activities that draw visitors in, rather than marketers having to go out to get prospects’ attention.
  • Inbound Link – A link coming from another site to your own website.
  • KPI – Acronym for Key Performance Indicator. A type of performance measurement companies use to evaluate an employee’s or an activity’s success. Marketers look at KPIs to track progress toward marketing goals.
  • Microsite – Used when marketers want to create a different online experience for their audience separate from their main website.
  • Mobile Marketing – Refers to the practice of optimizing marketing for mobile devices to provide visitors with time- and location-sensitive, personalized information for promoting goods, services, and ideas.

Email Marketing Terms:

  • CTR – Acronym for Click-Through Rate. The number of clicks on an ad divided by the number of times the ad is shown (impressions), expressed as a percentage.
  • ESP – Acronym for Email Service Provider. A specialized organization that offers bulk email marketing services.
  • Tracking Pixel – Process of using a 1×1 pixel transparent gif to track a visit or event on a web page, to track ad impressions or to track opening for an email.
  • Responsive – Quality of a business process which indicates its ability to respond to changing conditions and customer interactions as they occur.
  • Open Rate – Based on a number of variables, the open rate for an email sent to multiple recipients is them most often calculated as the total number of “opened” emails, expressed as a percentage of the total number of emails sent or delivered.
  • Sender Score – Email marketing term that refers to a reputation rating from 0-100 for every outgoing mail server IP address.
  • Bulk Mail – Large scale email marketing sends in which the same content goes to a large group of people.
  • Email Campaign – An email or series of lead nurturing emails designed to accomplish an overall marketing goal.
  • House List (or Retention List) – A valuable asset, a house list is a permission-based list that you built yourself with opt-in subscribers.
  • Read (or Open) Length – A measure of the length of time a person opens the email until they close it.
  • Blacklist – A list that denotes IP addresses as spammer IPs, impeding email deliverability.
  • Whitelist – A list that includes IP addresses that have been approved to deliver email to a recipient.
  • Native Advertising – A type of online advertising that takes on the form and function of the platform it appears on. Its purpose is to make ads feel less like ads, and more like part of the conversation.
  • NPS – Acronym for Net Promoter Score. NPS is a customer satisfaction metric that measures, on a scale of 0-10, the degree to which people would recommend your company to others. NPS is derived from a simple survey designed to help you determine how loyal your customers are to your business.
  • QR Code – Abbreviated from Quick Response code, a QR code is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and certain phone apps.
  • Responsive Design – Practice of developing a website that adapts accordingly to how someone is viewing it. Instead of building a separate, distinct website for each specific device it could be viewed on, the site recognizes the device that your visitor is using and automatically generates a page that is responsive to the device the content is being viewed on, making sites always appear optimized for screens of any dimension.
  • Social Media – Media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Popular social media sites include Facebook, Twitter, YouTube, LinkedIn, Google+, Instagram, etc.
  • Social Proof – Refers to a psychological phenomenon in which people seek direction from those around them to determine how they are supposed to act or think in a given situation. The idea is that if others are sharing something or following someone, it must be good.
  • Unique Visitor – A person who visits a website more than once within a period of time. Marketers use this term in contrast with overall site visits to track the amount of traffic on their website.
  • UX – Short for User Experience. The overall experience a customer has with a particular business, from their discovery and awareness of the brand all the way through their interaction, purchase, use, and even advocacy of that brand.
  • UI – Short for User Interface. A type of interface that allows users to control a software application or hardware device.
  • Viral Content – Also known as something “going viral,” the term describes a piece of content that has become wildly popular across the web through sharing.

Part 2 coming soon. 

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