Learn Marketing Terminology

A/A testing is comparing two identical versions of a webpage or app to establish a baseline for further testing.

A/B testing is comparing two versions of a webpage or app to determine which performs better based on a specific goal.

A/B/n Testing is comparing multiple variations of a webpage or app simultaneously to find the best-performing version.

Above the fold is the portion of a webpage visible without scrolling, typically containing the most important content.

Account-based marketing is a strategic approach that targets high-value accounts with personalized marketing campaigns.

Ad viewability is the measure of whether an ad is visible to users and for how long.

Affiliate Marketing is a performance-based marketing strategy where affiliates earn commissions for promoting a company's products or services.

Agile CMS is a content management system that enables flexibility, collaboration, and rapid iteration in content creation and management.

App personalization: Customizing content, features, and user experience to match individual preferences and behaviour.

Average order value: Calculated by dividing total revenue by the number of orders, it represents the average amount spent by a customer per transaction.

B2B commerce: Online buying/selling between businesses, often with higher order values and longer sales cycles compared to B2C commerce.

B2B Marketing: Promoting products/services to businesses, emphasizing long-term relationships, expertise, and addressing specific needs.

B2C Marketing: Direct promotion of products/services to consumers, emphasizing brand awareness, sales, and fostering loyalty.

Behavioral science studies human behavior, decision-making, and social interactions, drawing from psychology, sociology, and economics.

Below the fold refers to the part of a webpage that isn't immediately visible without scrolling down, typically containing additional content.

Behavioral Segmentation: Dividing target market based on behaviors like purchasing habits, product usage, and decision-making processes to tailor marketing strategies.

Blue-green deployment: Technique with two identical production environments, enabling seamless switching for updates or testing purposes.

Bounce rate: Percentage of website visitors who leave after viewing only one page, indicating lack of engagement or relevance.

Brand Awareness: Measure of consumers' recognition and recall of a brand's existence and characteristics.

Brand engagement: Measures interaction and emotional connection between brand and customers, enhancing loyalty and satisfaction.

Brand Equity: Commercial value derived from consumer perception of brand name, separate from the product/service it represents.

Brand home: Central hub for a brand, typically its main website or flagship store, serving as the primary location for brand presence.

Brand Loyalty: Consumers' tendency to repeatedly choose one brand's products, driven by emotional attachment or positive experiences.

Bucket testing, A/B testing, or split testing compares two versions of a webpage or app to determine performance.

Call to action: Marketing device designed to prompt an immediate response or sale, often in the form of a button, link, or statement

Canary testing is a technique that involves rolling out changes to a small subset of users before a full-scale launch, allowing for risk reduction and performance evaluation.

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

Commerce is the exchange of goods, services, or information, typically involving transportation from place to place.

A content calendar is a scheduled plan of what, where and when you will publish upcoming content, allowing for strategic planning and organization.

Content delivery involves disseminating digital content, such as webpages, to users via diverse networks and servers.

A content hub serves as a central content repository for a brand, aiming to captivate and involve a particular audience by offering valuable and pertinent information.

Content hub software facilitates content creation, management, and distribution across various channels from a centralized platform.

Content intelligence involves leveraging data and analytics to understand content performance, audience behavior, and market trends, guiding content strategy and decision-making.

Content lifecycle management entails managing content from creation to retirement, encompassing planning, creation, distribution, optimization, and archiving.

Content management infrastructure comprises tools, systems, and processes employed to effectively manage, store, and distribute content throughout an organization.

A content management system (CMS) efficiently creates, manages, and publishes digital content through software applications.

Content Marketing strategically distributes valuable, relevant content to attract and retain customers as a strategic approach.

A content recommendation engine analyzes user data to suggest personalized content matching their interests, enhancing user experience.

Content repurposing involves reusing existing content by adapting or repackaging it into new formats, maximizing its value and reach.

Continuous delivery automates frequent, incremental updates to software or digital content, ensuring a streamlined approach.

Continuous integration is a software development practice where developers regularly merge code changes into a central repository, facilitating early issue detection and rapid collaboration.

A conversion is a desired action by a website visitor, like making a purchase, filling a form, or subscribing to a service.

A conversion funnel illustrates the customer journey from initial awareness to the final desired action, depicted as a funnel with distinct stages.

The conversion rate is the percentage of visitors or users who complete a desired action, calculated by dividing the number of conversions by the total visitors.

Cross-selling is suggesting complementary or related products to a customer already making a purchase or who has purchased a product.

Customer Acquisition Cost (CAC) is the sum of expenses for acquiring new customers, including marketing, advertising, and sales, divided by the number of new customers acquired.

Customer Lifetime Value (CLV) is the total revenue projected from a customer throughout their relationship with a company, factoring in purchase frequency and customer lifespan.

Customer Relationship Management (CRM) is a strategy and toolset to manage customer interactions and data across the lifecycle, improving business relationships.

Customer Satisfaction measures how well a company's offerings meet or surpass customer expectations, typically assessed via surveys or feedback.

Customer segmentation divides a customer base into groups based on shared characteristics like demographics or behavior, customizing marketing efforts.

Demographic Segmentation divides a market based on age, gender, income, etc., for targeted marketing strategies.

Digital Marketing promotes products/services via digital channels like search engines, social media, email, and websites to engage target audiences.

Email Marketing sends promotional, transactional, or informational messages to subscribers via email, fostering relationships and driving conversions.

Geotargeting uses location data to deliver targeted advertising/content based on customers' geographic location, like country, region, or city.

Inbound Marketing attracts, engages, and delights customers through content creation, SEO, social media, and tactics that draw customers in.

Influencer Marketing collaborates with influential individuals to promote brands, products, or services to their engaged followers.

Keyword Research identifies and analyzes the words/phrases people use in online searches to optimize content and boost search engine rankings.

Lead Generation attracts and converts potential customers into leads, often by offering valuable content or incentives in exchange for their contact information.

Lead Nurturing develops relationships with potential customers by providing relevant, valuable content at each stage of the buyer's journey, guiding them towards a purchase.

Lean Hypothesis Testing validates business ideas with minimal viable products (MVPs), testing them with target audiences for data and insights.

Lifetime Gross Profits (LTGP) represent total gross profit from a customer's entire relationship with a company, before deducting expenses.

Lifetime Value (LTV) is the projected total revenue a customer generates for a business over their relationship, considering lifespan and purchasing habits.

Market Penetration is a strategy to grow sales of existing products or services within an existing market by gaining more market share.

Market Research collects, analyzes, and interprets information about a target market, competitors, and customers to guide business decisions and strategies.

Market Segmentation divides a target market into groups of consumers with similar characteristics, needs, or behaviors to tailor marketing strategies accordingly.

Market Share is the percentage of total sales in a market that a company or product captures, indicating its competitive position in the industry.

Marketing Automation uses software to automate marketing tasks like email campaigns, social media posts, and lead nurturing, improving efficiency and effectiveness.

Marketing Mix combines controllable factors like product, price, place, and promotion to influence consumer behavior and achieve marketing goals.

Marketing Strategy is a plan showing how a company will reach its target audience, stand out from competitors, and achieve its marketing and business goals.

Marketing Technology Stack is the set of software tools a company uses to manage and analyze marketing across different channels.

Mobile app A/B testing compares two versions of an app to find which one has better user engagement and conversion rates.

Multi-armed bandit is an algorithm used in website optimization that allocates traffic to the best-performing variations while also exploring new ones.

Multivariate testing tests multiple variables on a website or app at once to find which combination of variations performs best.

Multivariate testing examines multiple variables at once, while A/B testing compares two versions of a single variable to see which performs better.

Native Advertising is a type of paid media where the ad aligns with the form and function of the user experience.

Omnichannel marketing provides a seamless customer experience across multiple channels, integrating online and offline touchpoints.

Online marketing uses web-based channels to promote a company's brand, products, or services to potential customers.

Organic Search earns traffic from search engines through unpaid, natural rankings based on the search engine's algorithm.

Outbound Marketing uses traditional methods like cold calling, email blasts, and print advertising to reach potential customers.

Paid Search is digital advertising where businesses pay search engines to show ads in search results for specific keywords.

Pay-Per-Click (PPC) is an online advertising model where advertisers pay when a user clicks their ad, usually in search engine results or on websites.

Personalization is customizing content, products, or services for users based on their preferences, behaviors, or characteristics.

Product Lifecycle has four stages: introduction, growth, maturity, and decline, each requiring distinct marketing strategies.

Progressive delivery releases product features incrementally and continuously, instead of all at once.

Public Relations (PR) manages the flow of information between an organization and the public to build a positive reputation.

Psychographic Segmentation groups consumers by shared psychological traits like personality, values, attitudes, interests, or lifestyles.

Reputation Management involves monitoring, influencing, and controlling public perception of a brand or individual, especially online, to maintain a positive image.

Return on Investment (ROI) measures the efficiency and profitability of an investment by comparing the return gained to the amount invested.

Revenue per visitor is the average revenue per unique website visitor, calculated by dividing total revenue by the number of visitors.

A sales funnel shows the customer journey from awareness to purchase, depicting the stages potential customers go through before buying.

Sales Promotion uses short-term incentives like discounts, coupons, or contests to drive immediate purchases and increase sales.

Search Engine Marketing (SEM) increases website visibility in search engine results through paid advertising and optimization.

Search Engine Optimization (SEO) improves a website's visibility and ranking in search engine results.

Search Engine Results Page (SERP) is the page a search engine displays in response to a user's query, listing the most relevant websites.

Server-side testing ensures a website's or app's backend functionality and performance are solid before sending it to the client.

Shopping cart abandonment is when a customer begins checkout but doesn't complete the purchase.

Social Media Marketing promotes products, services, or brands via social media to engage with the target audience.

Social proof is when people assume that the actions of others are correct and follow their lead.

Split testing compares two versions of a webpage or app to find out which performs better in user engagement or conversions.

A squeeze page is a landing page for capturing email addresses, often by offering a free resource or incentive.