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A/B Testing

A/B Testing is comparing two versions of a webpage to see which one performs better.

ABM (Account Based Marketing)

ABM is a strategic approach to business marketing based on account awareness in which an organisation considers and communicates with an individual prospect or treats a single customer account as a market of one.

Activity Based Costing

Activity Based Costing is a cost accounting system that ties actual costs to the direct performance and value of activities. Costs are not allocated based on a formula, but they are traced and charged for specific activities.

Advertorial

Advertorial is an advertisement in the form of editorial content.

AdWords

AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on the Google Search and Display Network.

AI (Artificial Intelligence)

Along with Machine Learning, AI is being adopted for processes such as predictive marketing and marketing automation. Using data, AI can adapt to changing variables without having to be controlled or programmed to do a specific task.

AIDA

AIDA Model is one of the founding principles of marketing and advertising. It stands for Attention, Interest, Desire and Action.

ALT Text

Alternative (ALT) Text is a text associated with an image that serves the same purpose and conveys the same essential information as the image.

Ambient Advertising

Ambient Advertising refers to the placing of ads on unusual items or in unusual places where an ad wouldn’t normally be seen.

ATL Advertising

Above The Line (ATL) Advertising is a method which uses mass media as a medium to promote brands and reach out to target customers.

Augmented Reality

Augmented Reality integrates digital information in the user’s environment in real-time.

Autoresponder

Autoresponders are messages which are set to go out automatically.

B2B

Business-to-Business (B2B) refers to a situation where one business makes a commercial transaction with another enterprise.

B2C

Business-to-Customer (B2C) refers to a situation where one business makes a transaction directly with a final customer.

Big Data

Big Data is a phrase used to describe a massive volume of both structured and unstructured data that is so large, that it is difficult to process using traditional databases and/or software techniques.

Brand Loyalty

Brand Loyalty is defined as a constant consumer affinity with a particular brand, expressed by repeated purchases.

Branding

Branding is the defined personality of a product, service, company, organisation or individual.

Brief

A Brief is a document with basic information about future advertising campaign such as target group, goals and budget.

BTL Advertising

Below The Line (BTL) Advertising is an advertising strategy in which a product is promoted in mediums other than mass media. Types of BTL include direct mail campaigns, trade shows and catalogues.

Buyer Persona

A Buyer Persona is a detailed profile of an exemplary buyer that represents a target group and makes it easier to understand your audience.

Buzzword

A Buzzword is a word or phrase that becomes very popular for a period of time.

Chatbots

Fusing AI with Machine Learning, chatbots are becoming more sophisticated. Initially used to field customer questions, chatbots are automated programmes and have the possibility to learn from their interactions with consumers, providing valuable feedback that can assist brands to understand their customers better.

Client-Side Experimentation

Part of A-B testing – is not as detailed a process as Service-Side Experimentation and requires less technical expertise – used predominantly by marketers.

CMYK

CMYK is a colour model used in colour printing. Acronym CMYK contains different colours: Cyan, Magenta, Yellow and Key as a black colour.

Communication Channel

A Communication Channel is a medium through which a message is transmitted to the target audience.

Content

Content is the subject or topic covered in a blog, website, document or book.

Contextual Advertising

Contextual Advertising is advertising on a website that is targeted to be relevant to a specific page’s content.

Conversational Marketing

A one-to-one approach that brands employ using targeted real-time messaging and intelligent chatbots instead of lead-capture forms.

Conversion Rate

A Conversion Rate is the number of conversions divided by the total number of visitors.

Cookie

A Cookie is a small piece of data that a server sends to the user’s web browser, that may store this information, returning it whenever a repeated visit is made.

Copywriting

Copywriting is the act of creating content for the purpose of advertising or other forms of marketing.

CPA

Cost-per-Action (CPA) defines how much revenue a publisher receives when a user clicks on an ad on his website and then completes a certain action.

CPC

Cost-per-Click (CPC) means that you will pay each time someone clicks on the part of your ad that directs them to your website.

CPM

Cost-per-Mille (CPM) refers to the cost an advertiser pays for one thousand views or impressions of an advertisement.

CPV

Cost per View (CPV) means that an advertiser is charged every time an ad is viewed.

Creative Team

A Creative Team works in an agency to come up with and execute campaigns for clients.

CRO (Conversion Rate Optimisation)

The process of increasing the rate of website visitors into actual customers – often by getting users to take a particular course of action, e.g. sign-up or subscribe to a service etc.

Cross-Selling

Cross-Selling is an action which prompts customers to spend more money by adding more products from other categories than the product being viewed or purchased.

CTR

Click Through Rate (CTR) is the ratio of users who click on a specific link, to the number of total users who view a page, email or advertisement.

Customer Journey

A Customer Journey refers to the stages a customer experiences in their relationship with a specific brand. There are three basic stages: Awareness, Consideration and Decision.

Data Analytics

A data-focused approached to measuring and understanding. It is the core to many digital marketing approaches and methods such as the drive to offer highly personalised content.

Data Governance

Includes the people, processes and tech within a company responsible for ensuring the data management (generation, collection, use and distribution of corporate data) is secure, high-quality and easily discoverable throughout that specific data’s life-cycle.

Demand

Demand is an economic principle that describes a consumer’s desire and willingness to pay a price for a specific product or service.

Demarketing

Demarketing involves efforts which try to discourage the demand for a product.

Digital Analytics

Digital Analytics is the analysis of data from your business and the competition to drive an improvement of the online experience that your customers and potential customers have.

Digitalisation

Digitalisation is the use of digital technologies to change a business model and provide new revenue and value-producing opportunities.

Direct Marketing

Direct Marketing is a form of advertising which allows you to communicate directly with customers through a variety of media such as: mobile phone text messaging, emails, websites.

Distribution Channel

A Distribution Channel is the path through which products and services travel from the vendor to the consumer, or the route which payments for those products travel from the consumer to the vendor.

Doorway Domain

A Doorway Domain is used to improve rank in search engines for particular keywords, serving as an entry point through which visitors pass to the main domain.

E-commerce

E-commerce refers to buying and selling products and services online.

Effective Reach

Effective Reach is a value which indicates the percentage or number of people who view or read an advertisement.

Email Marketing

Email Marketing is the act of sending a commercial message to a group of people, using email.

Emotional Marketing

Using a narrative or story that emotionally engages with the intended audience – formed on the basis that consumers increasingly make purchase decisions based on emotion rather than logic.

Employer Branding

Employer Branding is the process of promoting a company or an organisation as the employer of choice to the desired target group.

Engagement Marketing

Engagement Marketing is the process of involving your customers with the brand and encouraging them to be a part of the evolution process.

Ephemeral Content

Rich content or media (usually images or video), normally available for a limited period of time, designed to take advantage of an audiences’ FOMO.

Evergreen Content

Evergreen Content is content that is consistently relevant and stays fresh, regardless of the season.

Explainer Video

An Explainer Video is a short animated video that focuses on explaining a business idea in a simple, engaging and compelling way.

Fanpage

A Fanpage is a website created and maintained by a person interested in a particular thing or phenomenon.

Flash

Flash is a multimedia technology which allows high interactivity within a small file size. It is often used as a format for animated banner ads or as a dynamic graphic on websites.

Flash Mob

A Flash Mob is a group of people who assemble suddenly in a public place, perform something then quickly disappear, often for the sake of artistic expression or for entertainment purposes.

Flat Design

Flat Design is a simple, graphic style commonly found in user interface, software and web design.

FOMO (Fear Of Missing Out)

A proven user-based anxiety, primarily a result of social media – where individuals are worried that others may be experiencing something enjoyable or rewarding that they are not present to participate or witness. Can now apply to any type of content, product, service or trend.

Freemium

Freemium is a business model in which the owner or service provider offers basic features free of charge but charges a fee for advanced options.

Gated Content

Online sources such as whitepapers, articles and videos requiring users to complete a registration form first, before receiving access.

GDPR – General Data Protection Regulation

Legislation that came into effect in May 2018 for European data governance and compliance. Stricter rules and penalties were introduced under this scheme to protect the rights of user data and how organisations collect, store and pass this information on.

Geotargeting

Geotargeting is the practice of delivering content to a user based on their geographic location.

Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic.

Google Display Network

Google Display Network is a service which enables you to show your ads on websites, mobile apps that partner with Google using a variety of ad formats.

Google Panda

Google Panda is a series of ongoing algorithm updates for its search engine that aim to improve the value of search query results for users.

Google Penguin

Google Penguin refers to a set of algorithm updates for the Google search engine to help enhance the value of search query results for its users.

Growth Hacking

Growth Hacking is a process of experimentation across areas of the company to identify the most efficient ways to grow a business. Growth hackers often focus on low-cost alternatives to traditional marketing, e.g. using social media, viral marketing or targeted advertising.

Growth Share Matrix

A Growth Share Matrix is a planning tool that uses graphical representations of a company’s products and services in an effort to help the company decide what it should keep, sell or invest more in.

GRP

A Gross Rating Point is a standard marker in advertising which measures advertising impact. It is a percentage of the target market reached, multiplied by the exposure frequency.

Guerilla Marketing

Guerrilla Marketing is an advertising strategy that focuses on low-cost, unconventional marketing tactics, resulting in a maximum output.

Guest Blogging

Guest Blogging is an activity where bloggers write posts to be published on blogs that are not their own.

Hashtag

A Hashtag is a word or phrase preceded by a hash sign (#), used on social media websites and applications, especially Twitter, to identify messages on a specific topic.

Headline

A Headline is a heading in any written material which introduces the subject matter, set in larger type consisting of one or more words.

HTML Banner

An HTML Banner is a banner ad using HTML elements, often including interactive forms instead of standard graphical elements.

Impression

An Impression is a visual piece of media content that is displayed to the audience.

In-Car Advertising Platform

A cloud-focused technology – allowing brands to market products & services directly to vehicle drivers and/or passengers. Can be personalised. Ads can be customised to a vehicle’s location, route, time of day etc.

Inbound Link

An Inbound Link is a link coming from another site to your own website.

Inbound Marketing

Inbound Marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful, but not interruptive.

Indexing

Indexing is a data structure that improves the speed of data retrieval operations, at the sacrifice of requiring additional storage space to maintain the index data structure.

Influencer

An Influencer is a person who has the power to influence purchase decisions of others because of their authority, knowledge, position or relationship.

Infomercial

An Infomercial is a television program that is an extended advertisement, often including a discussion or demonstration.

Integrated Marketing

Integrated Marketing is a strategy pointing out the importance of a consistent, seamless, multi-dimensional brand experience for the consumer. This means that each branding effort – across television, radio, print, web and in person – is presented in a similar style that reinforces the brand’s ultimate message.

Interactive Agency

An Interactive Agency is an organisation that creates advertising material and contracts for publication space on behalf of its clients.

Interactive Content

Interactive Content is material that is designed with the intention of increasing user-engagement by encouraging action to be taken. This can be as basic as clicking on an area of a website to reveal additional information, answering questions or highlighting items from an inventory to calculate a score or total.

At the more advanced level, interactive content may offer users the ability to customise a narrative, such as a video or interactive infographic to deliver a unique experience based on their input.

Internet of Things (IoT)

The Internet of Things (IoT) refers to the ever-growing network of physical objects that feature an IP address for internet connectivity, the communication which occurs between these and all other internet-enabled devices and systems.

Interstitial

Interstitial is an advertisement that appears during the download of a page or website.

Investor Relations

Investor Relations (IR) is concerned with aligning finance, communication, marketing and securities law compliance in order to enable the most effective two-way communication
between a company, the financial community and other stakeholders.

Invisible Web

Invisible Web refers to the information that search engines and directories don’t have direct access to e.g. databases.

Kerning

Kerning is the adjustment of spacing between characters, within a proportional font.

Keywords

Keywords are words or phrases that represent content and are used in search engine marketing to match search queries.

Landing Page

A Landing Page is a single webpage that appears in response to clicking on a search engine’s optimised search result, or an online advertisement.

Layout

A Layout is a master plan that illustrates the arrangement of the different graphical elements present.

Lead Generation

Lead Generation is a process of collecting the names and contact information about qualified prospects which will be used by the sales team, in order to generate leads.

Long Tail

A Long Tail is the transition from a high, hit-focused, narrow-ranged marketplace, to a less, hit-centric but broader spanning, niche-orientated one.

Long-Tailed Keywords

Long-Tailed Keywords are very specific phrases, containing at least 2 or more words and are used to target a specific audience.

Machine Learning

An application of AI that enables systems to learn and therefore improve processes without necessarily being programmed to do so. Key technology for use in marketing automation.

Market Research

Market Research is the process of gathering, analysing and interpreting data for a particular market, and/or product/ service. It may refer to past, existing and potential customers to identify their requirements and preferences.

Marketing Automation

Marketing Automation refers to software which automates marketing actions.

Marketing Funnel

Or Sales Funnel, is a marketing system representing a brand’s ideal experience for its customers as they journey from Prospect – lead – Customer – Repeat buyer.

Marketing Intelligence

Marketing Intelligence includes the procedures and data sources used to obtain information from the business environment for decision making.

Marketing Mix (4P)

A Marketing Mix (4P) refers to the set of actions or tactics that a company uses to promote its brand or product in the market. The 4P’s stand for Price, Product, Promotion and Place.

Marketing Strategy

A Marketing Strategy synthesizes a company’s marketing goals into one comprehensive plan.

Media Relations

The Media Relations department within a company, is responsible for managing its relationships with the media.

Meta Tag

A Meta Tag is a tag in HTML that is inserted at the top of a webpage to describe its content and provide relevant keywords for search engine results.

Metadata

Used to describe other data, essentially data on data.

Micro Moment Marketing

It is the approach taken by marketers to engage with consumers on the understanding that most marketing communications with audiences are regarded as an intrusion into the daily lives of consumers. Therefore, the emphasis is on reaching and engaging with customers rapidly.

Micro-Influencers

Existing digital personalities hired/sponsored by brands – often already established Bloggers or Vloggers with a loyal following of 7,000-10,000 followers & able to reach a target audience effectively in a way that traditional brand advertising cannot.

Mobile Marketing

Mobile Marketing is an approach to marketing that appeals to mobile device users.

Mobile-First Indexing

The means by which Google predominantly uses the mobile version of a piece of content for ranking search results purposes.

Mousetrap

A Mousetrap is a website designed to open another copy of itself when the user tries to close the webpage.

Multichannel

Describes the range of communications methods brands use to interact with their customers. Multiple channels: e.g. website, social media, phone, chatbot, etc – both directly and indirectly in order to sell goods or services.

Native Advertising

Native Advertising is any paid content that is in-feed and non-disruptive. This includes promoted tweets on Twitter, suggestedposts on Facebook and editorial-based content recommendations.

Network Effect

A Network Effect is a correlated process: The more people who use a product or service, the higher its value becomes to a given group.

Omnibus

An Omnibus survey is a method of marketing research where data, on a wide variety of subjects, is collected during a single interview.

Omnichannel

A cross-channel content approach used to improve user-experience. Omnichannel integrates all channels of communications that users have with a brand, which provides a level of consistency, fluidity & customer-focused convenience that multichannel often lacks.

Opinion Leaders

Opinion Leaders are individuals or organisations who use their public standing to influence an audience group.

Opt-in

Opt-in is a program where membership is restricted to users who specifically requested to take part, e.g. a newsletter.

Organic Traffic

Organic Traffic are visitors who land on your website as a result of unpaid (organic) search results.

Outbound Link

An Outbound Link, is one which directs a user to a page outside your website.

Page Rank

PageRank (PR) is a calculation which evaluates the quality and quantity of links to a webpage, in order to determine a relative score of that page’s importance and authority.

Page View

A Page View is counted each time a user visits a webpaget.

Pagejacking

Pagejacking is used to describe the illegal copying of website pages and content, transferring these to a bogus site and deceiving visitors into believing the new site is genuine.

Performance Marketing

Performance marketing is a wide-encompassing term, concerned with online marketing and advertising programs where advertisers and marketers are paid when a specific action is performed – such as a lead, click or sale.

Personalisation

A customer-centric approach to content creation. Intelligent use of data to allow marketers to create content that enriches the customer experience.

Podcast

Podcasts are an episodic series of digital audio files which a user can subscribe to, so that new episodes are automatically downloaded via web syndication to a their computer.

Pop-up Window

A Pop-up Window is a window that suddenly appears when you select an option or press a special function key.

Portfolio

A Portfolio is a collection of the best creative work created by an art director or copywriter, used to showcase their own skill/talent and/or that of their department’s.

Predictive Lead Scoring

A smart, data-led approach that allows the ranking of both historic and predictive prospective leads. Can be used to identify new patterns and relationships previously unrecognised, providing fresh marketing opportunities.

Product Life Cycle

A Product Life Cycle describes the stages a product goes through from the initial planning until its final release to the market.

QR Code

A Quick Response Code (QR) is a type of barcode that is used to provide easy access to information through a smartphone.

Qualified Prospect

A Qualified Prospect is a potential customer who meets various probability criteria, relating to an eventual sale.

Quality Score

A Quality Score is a number assigned by Google to paid ads which have an impact on the ad rank. It reflects keyword relevance, landing page experience and other factors pertaining to Google.

Quantitative Marketing

Method used for collecting data, to reveal consumer opinions/feelings – usually taking the form of surveys or questionnaires. Commonly used to gauge the level of likely reception to an upcoming product/service promotion.

Rebranding

Rebranding is the process of changing the corporate image of an organisation or a company.

Remarketing

Remarketing is aimed at those visitors who may not have completed a transaction or made an inquiry on your website. This is accomplished by tagging your website visitors and making this information available to a remarketing ad network.

ROI

Return on Investment (ROI) measures the loss or gain generated on an investment, relative to the amount of money invested. ROI is usually expressed as a percentage and is typically used for financial decisions, to compare a company’s profitability or the efficiency of different investments.

RWD

Responsive Web Design (RWD) is an approach to web design which aims to present responsive web design – regardless of the size of the screen or the web browser being used.

Sales Lead

A Sales Lead is a prospective consumer of a product or service, generated by an individual or business client, who shows interest and provides contact information.

Seeding

Seeding is the process of allocating marketing to individual or groups of customers.

Segmentation

Segmentation refers to the classification of prospective buyers into groups or segments, who have common needs and respond similarly to marketing behavior.

SEO

Search Engine Optimisation (SEO) is the activity of ensuring a website can rank higher in search engines for words and phrases, relevant to what a user is searching for.

SERP (Search Engine Results Page)

The results displayed by search engines such as Google in response to a searcher’s query – formed by keywords contained within the query itself. The SERP may additionally include adverts and sponsored links.

Service-Side Experimentation

Part of A-B testing, used to analyse the functions and capability of a product or website.

Single Customer View

Also known as Propensity Modelling, is a singular, unified representation of data that an organisation holds about its customers that can be viewed in one place.

Smarketing

Smarketing refers to the alignment between sales and marketing teams supported by frequent, direct and mutual communication.

SMM

Social Media Marketing (SMM) refers to techniques that target social networks and applications, to raise brand awareness or promote particular products.

Social Listening

The process of channel monitoring in order to understand what users/customers are saying about a brand online.

Social Man

A Social Man is a person whose buying decisions are highly influenced by sociological factors.

Social Selling

Making use of social networks to cultivate relationships in order to drive sales – usually taking place via social media.

Social Selling Index (SSI)

Developed by LinkedIn as a sales tool initially but now being used in broader ways. It is an analytic used to determine capability of selling a brand’s product or service via social media channels.

Storyboard

A Storyboard is a visual representation of how your video will unfold, shot by shot.

SWOT Matrix

A SWOT Matrix is an audit tool used to evaluate an organisation. SWOT stands for Strengths, Weaknesses, Opportunities and Threats.

Target Market

A Target Market is a specific audience of consumers, which a company aims to distribute its products and services to.

Teaser

A Teaser is an advertising campaign which typically consists of a series of small, challenging advertisements that anticipate a larger campaign for a product launch, or an important event.

Telemetry

Telemetry, within the area of marketing, is concerned with using technology to collect and examine data in order to adapt to changing consumer behavior.

Thought leadership article

Content marketing thought leadership focuses on using the expertise and experience of the people behind a brand to address or answer any questions or concerns its audience or customer base might have.

Title Tag

A Title Tag is an HTML element that specifies the title of a webpage.

Trademark

A Trademark is a name, symbol, figure, letter, word or mark to label specific products or services and to distinguish them from others.

Trick Banner

A Trick Banner is a banner ad that attempts to trick people into clicking, often by imitating an operating system message.

True North Metric

Or North Star Metric, is the term for the ‘one metric above all’ that essentially represents the key value of a brand’s product or service. Important for focusing on developing long-term sustainable growth.

Trust Rank

Trust Rank is a link analysis technique used to distinguish useful webpages from spam.

Ungated Content

Online resources presented to the user upon request – there may be additional forms to be completed to access further sources – but the initial content is available to the user immediately.

Unique Visitor

A Unique Visitor refers to a person who visits a website at least once (or more) within a given period, but whom is only counted once.

URL

A Uniform Resource Locator (URL) is a global address of documents and other resources on the World Wide Web.

Usability

Usability is about designing products and systems that are easy to use and closely match user needs and requirements.

USP

A Unique Selling Proposition (USP) is where a seller presents the stand-alone features/qualities a product or service has, over its competitors.

UX Design

A User Experience (UX) design is the process of designing products which are both, easy and a pleasure to interact with.

Vertical Banner

A Vertical Banner is a display ad with a size of 120 pixels wide by 240 pixels tall.

Vertical Video

Part of a new trend that started with smartphone users filming in vertical format – now influencing social media and video production as seen by Instagram’s TV service.

Video Advertising

Video Advertising refers to online display advertisements that have video in them.

Viral Marketing

Viral Marketing uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another.

Vlog

A Vlog is a blog that uses video content.

Voice-Optimised Content (VOC)

A rising trend based on increasing popularity of voice-search enabled technology. VOC differs from traditional copy – determining requirements may include location, language, culture and how users verbalise questions.

VR

Virtual Reality (VR) is an alternative reality created by a computer system.

WAP

A Wireless Application Protocol (WAP) is a worldwide standard for providing Internet communications and advanced telephony services on both digital mobile phones and other wireless terminals.

Web Search Engine

A Web Search Engine is a software system that is designed to search for information on the World Wide Web.

Whitepaper

A Whitepaper is a detailed review, used to enlighten the target audience to a specific problem, while providing/promoting a compelling solution.

Word of Mouth

Word of Mouth marketing refers to the situation when a consumer’s interest for a company’s product or service is reflected in their daily dialogue.

WordPress

WordPress is an online, open-source website creation tool.

Zapping

Zapping is an act of using a remote control to change television channels when an advertisement begins.

Zine

Zine refers to to a magazine that is published digitally, rather than on paper.

Zipping

Zipping is an act of fast-forwarding through commercials while watching a previously recorded show.
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