108 most important terms from the world of marketing

There are a lot of terms in the marketing world that can easily confuse any beginner. And this is not taking into account the fact that the industry is constantly evolving, more and more new definitions appear that will confuse even professionals. Therefore, keeping up with the pace is simply not permissible.

To help you always stay “on topic”, we have compiled a list of 108 of the most requested terms. Knowing them, you can always understand the latest trends and explain to your team even the most complicated concepts. Go!

Top 30 Marketing Definitions

Top 30 Marketing Definitions

Below you will find a list of the 30 most important terms that every marketer should know.

  • AI (artificial intelligence or artificial intelligence) is a computer simulation of conscious human behavior.
  • Analytics – the regular collection and interpretation of data that helps determine trends. Data can be collected by tools or manually on various marketing platforms.
  • ARPU – the average income of your company from each client. The formula is: ARPU = total revenue / number of customers.
  • B2B – sales or marketing between two businesses.
  • B2C – sales and marketing between business and customers or consumers.
  • Big Data – large amounts of data that only a computer can analyze to identify trends.
  • Brand Identity – Features and personalities that define your brand online and offline. This message and aesthetics are offered to your audience.
  • Buyer Persona – data, including demographics, information about hobbies, interests and buying behavior, about the most likely buyers of your offer.

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  • Churn Rate – an indicator that determines the number of customers who have refused a subscription or service.
  • Conversion Rate – The percentage of customers who have completed a certain step (not necessarily a purchase).
  • Cross-Channel Marketing is a marketing strategy in which the same message is promoted in several media, for example, on a website and in outdoor advertising.
  • Consumer insight – an overview of the patterns of behavior of your target audience, which marketers use to update their message.
  • Customer Journey is a potential customer’s path to buying your product. It includes all consumer interactions with the organization.
  • Demographics – statistical characteristics of the population.
  • Hard Offer – a marketing offer in which they are directly asked to make a purchase. Most often, as part of a tough offer, money is asked to be paid before the presentation of the product.
  • KPIs (Key Performance Indicators) are measurable data that helps make sure your organization is on the right track to achieving goals.
  • Lifecycle Stages – stages through which the target audience goes through when searching and considering your proposal, as well as during and after the purchase.
  • Machine Learning is a branch of artificial intelligence in which a computer learns to complete tasks and improves thanks to its accumulated experience.
  • Marketing funnel – the path of your potential customer, each step of which brings him closer to making a purchase.
  • A marketing trend is a popular strategy or tactic used by marketers from different industries.
  • Market segment – groups into which your target audience is divided based on similar characteristics.
  • Marketing leads (Marketing Qualified Lead) – potential customers who have expressed interest in your product, while the marketing team felt that they are ready to communicate with sales specialists.
  • A niche market is an industry sector that a company or product focuses on.

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  • The goal is what your business is aiming for.
  • Omnichannel Marketing – promotion on multiple channels.
  • Pain Points are problems your target market is facing that can lead them to your product or service.
  • ROI (return on investment) – money earned for every dollar spent on promotion.
  • Strategy – a detailed plan that combines all the goals of the organization and a description of the ways to achieve them.
  • Tactics are marketing efforts used to achieve business goals.
  • Target audience – a group of people that your company seeks to attract, as the marketing team has identified them as the most likely buyers.

13 SMM terms

SMM terms

Social networks are constantly evolving. Here are 13 terms from the SMM world that every marketer should know.

  • The algorithm is an internal sorting process that social networks use to show users the most relevant posts.
  • Engagement Rate – The percentage of subscribers who are actively interacting with your content. It is calculated using the following formula: Engagement = total interactions / total reach * 100.
  • Subscribers / fans – users of social networks who have subscribed to your brand page.
  • The hashtag is the phrase after the # symbol, which indicates the topic of the post and simplifies its search.

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  • The Influencer is a popular person on social networks that your potential customers are subscribed to, helping you promote the product.
  • Impressions – The number of times your content has been displayed in user feeds.
  • News Feed – a sequence of posts on the social network, built on the basis of user subscriptions and information about his friends.
  • Reach is the total number of people who see the post.
  • Reactions / likes – marks for the post you like (or not).
  • Social Proof is a social and psychological phenomenon in which users trust a product or content because a large number of people use it or many users like it (while they focus on likes, reposts and subscriptions).
  • Share of Voice – The percentage of discussions in a particular area that fall on your brand, compared to competitors.
  • Campaign in social networks – a series of posts based on one message, encouraging users to perform an action.
  • User-Generated Content (UGC) is the content that brand fans create about your product or service.

15 Internet Marketing Terms

Internet Marketing Terms

Internet marketing appeared relatively recently, but has already developed into a full-fledged industry. You will find the most important terms in this area below.

  • Bounce Rate – The number of users who left the site after viewing just one page.
  • Chat Bot is an AI-based online service that your customers interact with. Chat bots imitate communication with a person.
  • Ecommerce – buying and selling products and services through online platforms.
  • Gamification – a marketing style in which consumers make a purchase through the use of a gaming strategy.
  • Geo-Targeting – Content targeting based on customer location.
  • Lead Nurturing is a way to direct potential customers through a marketing funnel and motivate them to make a purchase.
  • Lead Scoring is the process of rating potential customers based on their likelihood of making a purchase.
  • Livestreaming is an event marketing tactic in which you record and broadcast an event on social networks.
  • Marketing automation is the process of intelligent and automatic sending of content to visitors based on the actions they perform and how they interact with the site.

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  • Mobile marketing is an interactive promotion tactic in which content is reorganized for easy viewing on mobile devices.
  • NPS (Loyalty Index or Net Promoter Score) is a tool that allows you to evaluate customer experience and their relationship with the brand.
  • Podcast (Podcast) – a series of audio shows dedicated to a specific niche, topic or field.
  • UX (User Experience or User Experience) – the emotional attitude and reactions of visitors that arise when they interact with the site.
  • UI (User Interface or user interface) – a set of graphic controllers that are used to interact with the site, for example, a drop-down menu, buttons, etc.
  • USP (Unique selling proposition or unique selling proposition) is the central proposal of a company that sets it apart from its competitors.

19 SEO and Paid Search Terms

SEO and Paid Search Terms

SEO and paid search are well-known marketing tactics that help bring content to an interested audience. When working with search engines, you need to know the following terms.

  • CTR (clickability) is the number of click-throughs in relation to the total number of people who saw it.
  • CRO (conversion rate optimization) is a tactic aimed at increasing the percentage of customers who visit your site and then convert.
  • Domain Authority is a search engine metric that predicts the success of a site’s ranking.
  • Inbound Link – a link to your site from a third-party resource.

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  • Keyword is a term used by search engines to categorize content in search results.
  • Landing Page (Landing Page) – usually a separate selling page, which directs paid and advertising traffic.
  • An expanded keyword phrase (Long Tail Keyword) is a series of key phrases that is used to search for specific information.
  • Meta Description – An HTML tag that appears under the link to your page in the search results. It indicates what your page is about, and the description should not exceed 320 characters.
  • No-Follow Link – An HTML element that tells the search engine that an external link should not transfer authority to the destination resource.
  • Page optimization (On-page Optimization) – changing such page elements as title tags, meta descriptions, etc., to improve its ranking.
  • Organic traffic – users who came to the site not because of advertising or paid content, but from organic search results.
  • Page Views – The number of times your page has been viewed.
  • Page authority (Page Authority) – a system for evaluating the success of ranking a particular page on a site.
  • PPC (pay-per-click) is a marketing tactic in which the company advertises its resource and pays for each link click.
  • Responsive Design (Responsive Design) – a type of web design in which the content of the site automatically adjusts to the device that uses the visitor.
  • Title tag – An HTML element that tells search engines and users what your page is about. The title should not exceed 70 characters. It is he who is used to name the links in the SERP.
  • Slug is part of the URL that helps search engines distinguish one post from another. This is a kind of map of web pages.
  • Schema Markup is a way to add additional metadata to the search results, which motivates the user to click on the link.
  • Unique visitor – a visitor to a site who has opened a specific page at least once during a certain period of time. Unique visitors are identified by IP.

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15 terms of email marketing

terms of email marketing

When discussing the topic of email marketing, do you come across unfamiliar terms? It’s time to find out their meaning.

  • A / B testing – sending out two versions of messages to determine the most effective option.
  • CASL (Canadian anti-spam legislation) – a regulation requiring companies to send electronic messages only subject to the consent of the recipient.
  • CPO (Clicks Per Open) – percentage of clicks from each open message.
  • Dedicated IP (Dedicated IP) – a unique Internet address that identifies the device that uses the site visitor.
  • ESP (Email service provider) – email provider, for example, Gmail, Yandex, Mail, etc.
  • Hard Bounce – an email message that was returned to the sender because the specified email address does not exist (or the recipient blocked you).
  • List segmentation is a way of dividing an email list into specific categories. Any indicators can be taken as a basis, for example, demographic data, actions, etc.

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  • Multivariate Testing – a way to test different formats of a single message to determine the most relevant. Unlike A / B testing, not one element is changed here, but several at once.
  • Open Rate – The number of times your message has been opened in a single mailing list.
  • Duration of opening (Open Length) – the time that has elapsed from the moment the user opens the message until it is closed.
  • Pre-header – a short description after the topic, which is displayed even before the message is opened.
  • Spam Trigger – words in an email message that cause it to get into spam. Moreover, the exclusion of such triggers does not guarantee that your letter will be received.
  • Sender Score – A characteristic of an organization based on the likelihood of its messages getting into the recipient’s box.
  • Soft Bounce – a message that was sent but returned to the sender before opening. This can happen because the recipient’s inbox is full or the message was rejected by the network administrator.
  • A Subject Line is a line in your message that indicates its content.

16 terms of content marketing

terms of content marketing

Content marketing is much more than blogging. This sophisticated strategy, when used properly, can be the key to the success of your brand. And understanding the most important terms will simplify the development of a new direction.

  • Above the Fold is the first part of a web page that appears on the screen when it opens. It can also be part of the screen below the border of the browser window, or a zone of 600 pixels from the top of the page.
  • Affiliate Marketing – an agreement between two companies, in which one promotes the content or product of the other for a certain fee.
  • Brand content – brand-created content that is published on a third-party resource.
  • Case Study is a process of detailed study of a specific topic or organization. Most often, he is called to answer the questions “How” and “Why.”
  • Curated Content – Content from the network that has been published on the brand’s platforms.
  • Content Management System (CMS) is a program that helps users create and manage content online, for example, WordPress, Drupal.
  • Dynamic Content (Dynamic Content) – content that automatically changes depending on the actions of users.
  • E-book – a book in digital format. Marketers publish them to strengthen credibility in a particular area.
  • Editorial Calendar – A calendar that helps marketers keep track of published content and plan the time and dates of future posts.
  • Evergreen Content – Content that remains relevant for a long time.
  • Inbound marketing is a marketing strategy in which clients at each stage of their journey are attracted by useful and informative content.
  • Native Advertising – advertising that copies the visual design of the site and takes the form of natural content.
  • Microsite is a secondary site for thematic branded content.
  • TOFU, MOFU, BOFU – the top (top), middle (middle) and lower (bottom) sectors of the funnel.
  • Viral content – any content that suddenly becomes very popular.
  • “White Paper” is a document setting out a specific position or solving a problem for a target audience.

Now you know all the most important marketing terms. But do not forget that this industry is constantly evolving, stay tuned for the latest trends!


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