Beyond the Obvious - Marketing Terms to Know

There are always new terms to describe the latest trends in any field. But what do those buzzwords and acronyms really mean? Boost your efficiency and add these useful terms to your vocabulary.


A formula or set up rules that determine what content shows up and where like in Google searches or Facebook posts.

An internal sorting process that online platforms use to determine which content a viewer will be most interested in based on their past behavior.

What is needed for a former Vice President to play the drums.


                  The process of measuring and analyzing key statistics and other data in order to spot trends.

                  This practice allows you to monitor the performance of your business or website.


                  Augmented Reality           

Allows shoppers to experience a product on their device.

Allows shoppers to interact a product with real life images. For example, to see what a picture will look like hanging on a wall in their home.

brand compliance

                  A consistent use of brand guidelines.

                  Keeping brand image and voice consistent across all media channels.

bounce rate

                  The rate at which consumers land on a web page and leave the site after viewing only one page.

                  A metric that helps you track single-page sessions with no interaction.


                  Content Management System

                  Software that helps you create and manage online content.


                  When your marketing technique leads to the consumer action or response you were aiming for.

                  When some sort of brand-centered interaction takes place.


                  Customer Relationship Manager

A system that helps you manage your contacts, understand where people are in the sales funnel, shows contact history, previous sales, etc.


                  Call to Action

A group of words on a website or in an email (usually on a “button”) that lead the user to take a desired action.


                  Click Through Rate

                  A metric that informs you regarding the performance of your links, buttons, CTAs, etc.

The number of times a link is clicked out of the total number of people who see the link.

curated content

Third-party created content that is shared by a brand because they believe it will be of interest to their website visitors.


A web user who analyzes and contextualizes content then modifies it in a way to make it more understandable.

disruptive innovation

Occurs when a business provides service to an overlooked niche demographic, encroaching on the demographics and services of established organizations until the niche becomes the norm.


                  Email Service Provider (sorry, sci-fi fans)


Location-based marketing that draws a virtual boundary around a specific map location and targets marketing towards the people in that area.

Usually app based.


                  The measure of how many people have seen your ad in a newsfeed.

                  This metric does not take into account clicks or any other interactions.

influencer marketing

                  Marketing that uses a thought leader in your industry who has a large following.

Using a popular person (celebrity or social media) that your target audience follows and who can sway audience behavior towards products or services he or she endorses.


                  Key Performance Indicator

                  Measurable data points that indicate whether or not your business is on track to meet goals.

long-tailed keyword

                  Keyword composed of short phrases that describe what you are marketing.

                  Usually 3-4 words long and describes exactly what a user is searching for.


Mobile version of e-commerce.

Expanding quickly due to the increase in mobile-responsive design and the increased screen sizes of mobile devices.

marketing automation (a bit more than just the definitions of the two words considered together)

                  Software that allows you to automate certain tasks and thereby save your time for other things.

                  This includes sending content to viewers based on the way they interact with your website.

This also includes helping you manage tasks like the scheduling of and retrieving of analytics for social media posts and email campaigns.


Marketing technology (that is becoming more and more sophisticated).

Chatbots, predictive analytics, content generated by artificial intelligence (AI), etc.

meta data

                  Includes things like keywords, descriptions, alt text, and tags.

Helps search engines understand what is on your website as they cannot “see” pictures or videos.

meta description

                  An HTML tag that summarizes what a webpage is about.

                  These appear below the link to a webpage in search results.


When someone has a question, concern or interest which prompts him to reach for his phone.

The increasing trend of consumers grabbing their phones for a search or to buy something.

Moments when people are ready and willing to buy which means businesses must be ready to provide reliable information when a consumer wants it.


A snobby way of saying all channels – omni is a word forming element meaning “all” from the Latin omni-

                  A marketing approach that spans across multiple channels.

This approach allows users to access information about your organization from whatever social media channel or search engine they are on.

organic traffic

                  Website visitors not influenced by an ad or paid content.

Visitors who found your site through an Internet search because the site is ranking for specific keywords.

native advertising

                  The goal is to deliver content in the stream a user is already reading.

                  A way to market in a non-disruptive manner that blends with the environment of the site.

                  Ads that mimic the visual design of a website and behave like a part of the site’s content.

This can be done in many forms with written or video content and through multi-platform and multi-media story telling.

Business Insider says native advertising will drive 74% of all ad revenue by 2021.


                  Pay Per Click

                  A way to purchase advertisement on a webpage, social media channel or search engine.

programmatic advertising

Artificial intelligence application that uses software to purchase digital advertising.

Machine learning is used to optimize businesses’ spending.

eMarketer predicts that almost 84% of mobile digital ads in the US will be programmatic by 2019.


                  Return on Investment

                  The amount of profit made from marketing efforts for your products or services.

This metric is usually measured in percentages – money made/dollar spent.


                  Search Engine Optimization

Adding keywords, metatags, and other information used by search engines to rank businesses and direct traffic towards high-ranking websites.

There are different types of SEO – local, which helps businesses promote their offerings to area customers, and organic, which relies on the relevancy of content on a website.

smart content

Content personalized for a particular customer’s needs via AI.

Content relevant to what a particular customer wants or needs based on previous online behaviors.

social commerce

                  An online marketing strategy.

                  It uses social media channels to promote sales.

title tag

                  Tells search engines and users what a webpage is about.

                  These appear as a blue link in Google search results.

ToFu MoFu BoFu

                  Lazy way to refer to the top, middle, and bottom of the marketing funnel.


                  User Interface

Any and all of the graphical controls (buttons, drop-downs, etc.) someone uses to interact with your website.


                  User Experience

                  The emotional attitude and reaction visitors have when interacting with a site.


As a decision maker, it is important for you to understand the words and letters being tossed about during marketing conversations. The experts at Strategy Driven Marketing are ready to continue your vocabulary lessons and help you take the next steps in your marketing plan. Contact us today!