Marketing Jargon: A Glossary of Essential Terms

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melissanmartinez
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Marketing Jargon
By Isabelle Bryan

Like many fields, marketing has its own language, one that can be difficult to navigate even for those with experience. The variety of ever-shifting terms and definitions may make it hard to determine exactly what you need to know. But we at Marketing Choices are here to help. And while we cannot break down every marketing term, we can provide some essential definitions to get you started. 

Types of Marketing Strategies

  • Business to Business (B2B): The promotion and sale of products and services between companies. For example, various technology-focused companies.
  • Business to Consumer (B2C): The promotion and sale of products and services to consumers by companies. For example, various digital and in-person retailers.
  • Digital Marketing: The advertising of brands, products, and services and the communication of messages to consumers through digital channels. These may include social media posts, videos, and advertisements as well as texts and emails.
    • Content Marketing: The use of informative, up-to-date content to attract and retain members of your business’ target audience. Unlike other forms of digital marketing, content marketing does not aim to sell products. Instead, it utilizes videos, blog posts, newsletters, and other types of communication to educate and engage. 
    • Email Marketing: A form of digital marketing in which emails are used to attract new audiences and engage current ones. These emails may be utilized to promote products, send newsletters, or share discount information. Additionally, they may be used to explain or reiterate the benefits of working with your business.
    • Influencer Marketing: A collaboration between celebrities/online influencers and brands in order to promote a business’ offerings. This may look like an influencer utilizing or talking about a product or service in a post or video. 
    • Social Media Marketing (SMM): The use of social media to promote a business’ new and existing products and services. That is, building your brand and increasing website or business traffic by engaging your target audience. This may include posting videos and images as well as replying to comments.
    • Traditional Marketing: The marketing of products and services to an audience through traditional media. This may include physical mail, billboards, and cold calls. Radio and television broadcasts are also included in this type of marketing.
    • Word of Mouth (WOM) Marketing: Organic advertising gained for companies through the daily conversations of consumers. For example, an individual discussing a new service offered by a company with friends. Companies can prompt these conversations through methods including blogging, loyalty programs, and social media marketing.

Determining the Engagement Level of Your Target Audience

  • Bounce Rate: The number of visitors to your website whose engagement consists of viewing one page. They do not click on internal links, visit other pages, or make purchases.
  • Churn Rate: A method of measuring how many customers a company loses within a certain period of time. This may, for example, refer to the loss of subscribers to a website or regular customers to a business.
  • Conversion Rate (CVR): The number of users out of your total audience who complete a specific action. For example, making a purchase or filling out your website’s sign-up form. 
  • Growth Rate: The measurement of how many new customers a business gains within a certain period of time. For example, the number of new subscribers to a streaming service.

Costs and Customer Relationship Strategies to Consider When Making Marketing Plans

  • Cost Per Click (CPC): A metric that determines how much you pay when consumers click on your advertisements. Instead of paying a website to host your advertisement, you pay them only when your audience engages with your ad. 
  • Customer Acquisition Costs (CAC): The amount of money spent during the process of acquiring a new customer. This includes marketing costs, sales team salaries, and any other fees associated with customer acquisition. It is determined by dividing the number of customers obtained during a specific period by the cost of doing so. 
  • Customer Relationship Management (CRM): A business’ plans and rules for interacting with potential and existing customers. The term is often used when discussing CRM systems, which help companies store customer information and monitor interactions. For example, emails and phone calls. 
  • Key Performance Indicator (KPI): A quantifiable measurement of a company’s success and progress in achieving objectives. These can include, for example, financial and marketing goals as well as customer satisfaction levels. By tracking your achievements, you can determine where you have succeeded and what areas need more attention. 

Creating and Optimizing Content to Achieve Marketing Objectives 

  • A/B Testing: Comparing two versions of something to determine which garners the better response. For example, testing a website page with differences in content or design to see which one audiences respond to. This method can also be used to test content including emails and social media posts.
  • Content Management System (CMS): Software that assists in processes including the creation, publication, management, and storage of digital content. For example, various website and blog building and management platforms. 
  • Digital Marketing Analytics: The gathering and measuring of marketing data to determine customer behavior and business performance. It can also help companies to determine future marketing directions. Data may be gathered from places such as emails, advertisements, and social media. 
  • Lead Generation: The cultivation of consumer interest in your business to gain new customers. This can be achieved through methods including blog and social media posts, advertisements, and participation in networking events. 
  • Call to Action (CTA): A short statement meant to encourage readers to take a specific action. These may be incorporated into advertisements, web pages, and emails, among other places. For example, a button or link that encourages consumers to donate, buy a product, or continue reading an article.  
  • Evergreen Content: SEO content that remains valuable and applicable for an extended period of time. For example, how-to guides, product reviews, and website FAQs. 
  • SEO Keywords: Words and phrases that individuals use when performing a search on a web browser. Appropriately utilizing these keywords can improve your ranking in search results. At Marketing Choices, keywords may include adoption process, open adoption, and adoption agencies.
  • Search Engine Optimization (SEO): Optimizing content and webpages to improve relevance and search engine ranking. This can be done by utilizing the right keywords, links, and formatting, among other things. 

Upgrading Your Marketing Strategy

Marketing has a number of associated terms and strategies, and properly utilizing them can assist you in finding success. But first, you have to understand them. Once you do that, you can begin to build the right marketing plan for you and your business. 

Creating a marketing strategy, managing your campaigns, and tracking the success of your marketing objectives can be a difficult task. But we at Marketing Choices are here to help handle your content marketing and advertising needs. Our team of smart, social, and creative people deliver colorful, creative, and relevant solutions for our client’s marketing plans. To learn more about our services, you can contact us through our website. We look forward to helping you through your marketing journey.