Marketing Terms, Glossary and Marketing Definitions:
Advertising – communications and activities to promote, influence and persuade people’s actions
Affiliate marketing – performance based marketing where others get rewarded for taking actions such as recommending products or services, making sales and commanding commissions
Ad copy – words that appear in advertising, usually text
AdWords – Google’s system for online advertising, where advertisers bid on key words and are directed to web pages, sometimes special dedicated pages called landing pages
Above The Fold – this term reflects the concept that newspapers put the most interesting stories and content above the traditional “fold” in a newspaper
Elevator Pitch – a short, usually 30 second diatribe explaining what your company does. Delivered in an elevator, it should no longer than the elevator ride.
Attribution – understanding what effort, action, campaign or keyword caused the customer to purchase, for example, on a website.
BANT – Budget, Authority, Need and Timeline.
B2B – Business to Business
B2C – Business to Consumer
Bandwidth – usually described as a rate of data transfer from point A to point B
Banner advertising – rectangular graphical image displayed on a web server or page, usually a paid sponsorship for a specified period of time
Big Data – data sets so large that they require a computer to analyze them. Often associated with algorithms
Brand – a name, mark, or feature that distinguishes one purveyor’s goods or services from another
Brand Awareness – Unaided recall of your company brand to the consumer.
Branding – the process of distinguishing one’s product or service from that of others
Brand Image – the customer’s impression of a brand
Brand Essence – the core features of a brand
Brand Identity – the physical appearance of a brand, for example its logo. What the company wants the brand to be, as contrasted with brand image
Brand Manager – the person responsible for planning the brand identity, and analyzing how it is received
Call-to-action – a link, often at the end of an advertisement, leading to a place for the consumer to purchase your product or service
Caption – text accompanying an image
Campaign – in marketing, a specified effort to achieve a goal such as a marketing effort to sell more product in a geographic market
Churn – when you lose a customer, it is often referred to as churn or churning out. Churn usually has a percentage rate.
Collateral – a word to describe marketing brochures, data sheets, sell sheets, any specific print and promotional material.
Contact – a person at a company or business
Conversion – when a person takes an action on a web page, usually a purchase or signing up to a subscription or newsletter
Cost Per Lead – this is the precise cost for acquiring a lead at a trade show or using a pay per click (PPC) system to generate leads.
Cost Per Inquiry – the total cost of a promotion divided by the total number of leads generated by that promotion.
Commodity – any material that can be bought or sold readily.
CASL – Canadian Anti Spam Legislation. A Canadian law designed to stop or slow unwanted SPAM and emailing by Canadian companies.
CPC – Cost Per Click advertising is a method to compensate an advertiser for web users to click on specific web advertising such as Google Adwords cost per click model
CPM – Cost per thousand: this is a variable over one thousand units.
CRM – Customer Relationship Management done via computer program which records information about your customers, interactions, sales and pipeline. SalesForce is a good example of a leading CRM program.
CRO – Conversion Rate Optimization is a number to denote the percentage of visitors to a website that take a desired action: purchase, become a follower, subscribe to a newsletter.
CTA – Call To Action – this is the thing that you want your email visitor to do on a website page: subscribe, purchase, learn more, watch video
CTR – Click through rate – this is the rate at which prospects click on an advertisement
Customer Testimonials – text, audio or video recommendations of a person, company or service business, used in print or on web pages.
Comp – short for design comprehensive, it is usually referred to as a idea on paper or artwork, but it is not yet final art.
CMYK – technical term for colors: C-Cyan, M-Magenta, Y-Yellow, K-Black
Demographic – characteristic of a given subset of a population
DM – Direct Marketing, such as a letter or a piece of mail, usually addressed and sent to the prospect by post.
DNS – Domain Name System is a system used by internet to name servers and computers.
Elevator Pitch – a short, usually 30 second diatribe explaining what your company does. Delivered in an elevator, it should no longer than the elevator ride.
Focus Group – a group of people gathered to get feedback on an idea, product, or service, usually employed by marketers or brand owners to quality a business idea or product from a small subset of the population. Participants are usually compensated for this effort.
Four P’s – the part in a classic marketing plan which covers the topics of Price, Place, Promotion, and Political environment.
FOMO – The Fear of Missing Out. Exclusionary marketing, fear on the part of a person to miss out on something good or desirable, a discount, etc.
FTP – File Transfer Protocol
Generic Brand – often referred to as a no-name brand
Google – popular search engine owned by Alphabet company.
Google Analytics – service provided by Google to track page views, including how the viewer got to the page in question. For example, if someone clicks a hyperlink on a website to get to your website, Google Analytics will tell you which page that hyperlink was on.
Google AdWords – ads that appear at the top of or beside the search results on a google search page.
H1 tag – the primary page heading on a web page, often used for the title. Used by search engines to rank pages.
Header tag – specifies a section head on a web page
Hits – on web is the request for a response to a server, eg, for an image file
Host – to host is to store information on a server so that it can be retrieved by other computers
Hyperlink – text that allows navigation between web pages by clicking on links
HTML – Hypertext Markup Language is symbols and codes used to create and edit web pages and display information on web browsers.
HTML5 – the fifth revision of HTML, designed to facilitate use of multimedia on websites
HTTP – Hypertext Transfer Protocol is the application level computer language of how web browsers talk to web servers.
Inbound Marketing – marketing to people who are already interested in your product. Includes making your company easily found online by people looking for the product or service you provide.
Industrial Advertising – business-to-business advertising
Impression – the number of times that a page or ad is viewed once by one visitor
JPG – photographic file format for computer, featuring lossy algorithm and compression method. JPEG stands for Joint Photographic Experts Group. www.jpeg.org
Keyword – a word used to broadly describe content of a page. When using search engines, keywords are the terms searched.
Landing Page – special web pages that are hidden from view, not part of your web site navigation and are used in conjunction with online advertising to measure advertising effectiveness are are often optimized for conversion (purchase/email sign up) by the person arriving at the page.
Landing Page Optimization – changing a landing page in order to get a larger percentage of leads from visitors
Lead – a potential sales contact.
Lead Magnet – An offer or an exchange, a white paper PDF or similar electronic document on a website in exchange for email information.
Line Card – a list of products or services that a company, usually a distributor sells, carries or represents.
MUSH – Municipalities, Universities, Schools and Hospitals. This can represent a segment of target accounts.
Marketing – the business of communicating, positioning and persuading to sell goods or services.
Marketing Automation – A method of using forms, landing pages, emails and software to automatically bring prospects through your sales funnel.
Marketing Mix – the variables a company can control when influencing a customer to purchase their product. Often associated with the “4 P’s” – Product, Price, Promotion, and Political environment.
Market Segmentation – dividing a larger market into smaller sections, each with its own unique need. A strategy is then implemented for each section.
Marketing Research – research into the process by which a consumer decides which good or service to purchase
Mission – a statement defining what a company stands for and why it exists
Media – a means of communication, such as television, radio, or newspaper
Make Over – a repeat of a marketing or advertising project or ad, usually because of an error, and is repeated at no charge to the customer.
Marketing Strategy – a combination of long- and short-term goals implemented by a company with the purpose of allocating resources to the most productive means of increasing sales
Marketing Plan – similar to marketing strategy, but situated within the overall business plan of the company.
Media Strategy – strategy concerned with which medium or channel consumers will receive marketing and messaging.
Meta Tag – an element in a websites code that gives a description of the content of the page. Used by search engines to categorize web pages.
Metrics – data collected about your activity, specifically marketing metrics would be data that is generated from marketing activities, usually on web
MPEG – a video standard for playing video content on a personal computer designed by Movie Picture Engineering Group, hence MPEG.
MQL – Marketing Qualified Lead, a prospect that is likely to become a customer based on metrics. This qualification is coming from the marketing department.
Objectives – goals about what needs to be accomplished by a company.
Organic web listing – also called SERPs, short for Search Engine Ranking Pages.
Pantone – a proprietary system of colors.
Page view – a single instance of a user viewing a web page.
PPC – pay per click is the system of paying for advertising by users intention on computer over web, action is the click and advertiser pays by the click
PNG – a picture file format used on websites, very handy attribute is a clear background
PDF – portable document format, a format from Adobe that makes documents easy to distribute and print.
Per inquiry – usually a quantitative measure, i.e. how much did that marketing campaign cost, per inquiry?
Paid Listings – a paid-for listing on a web site. Part of SEM or Search Engine Marketing. Usually sold on a measured or monthly basis.
Page Rank – a term used to describe Google’s rank of your page, ie the relative importance of your page on the web. Each page can have a page rank, but it is usually the home page which is ranked highest.
Podcasting – creating audio files on a topic, typically fifteen minutes to an hour long. Often podcasts are on the same broad theme, such as marketing. Radio snippets on the internet.
PR – Public Relations
Premium – higher price or higher quality brand
Product Differentiation – features which make your product (or service) stand out from your competition.
Prospect – a person who you do know, but may be a good possibility to become a customer.
Promise – often called brand promise,
Psychographic – the study of personalities, lifestyles, values, attitudes and interests, as opposed to mere demographic information.
Promotional mix – advertising, personal selling, sales promotion, public relations, and direct marketing
Qualitative Research – looking into the “why” and the “how” of human behavior, as opposed to the “when”, “where”, and “what”.
Quantitative Research – looking into the “when”, “where”, and “what”, as opposed to the “why” and “how” of human behaviour
Referrer – Sometimes spelled “referer”, and HTTP Referrer is what tells a website which page the visitor came from. For example, if you click a hyperlink, the referrer tells the page you end up on which page the hyperlink was on. Useful for marketers to tell where people are visiting their site from.
Reputation Management – influencing a business’ reputation, both in terms of public relations, and online.
ROI – Return On Investment
RFI – Requests For Information
RFP – Request For Proposal
RFQ – Request For Quotation
Segmentation – grouping consumers into groups that have similar needs, and that will respond in a similar fashion to a marketing strategy
SEO – Search Engine Optimization which is organic (non-paid) rankings
SERPs – Search Engine Results Pages. These are pages of organic results from a search query.
SEM – Search Engine Marketing, ranking or advertising that is paid to others, such as a web site owner for promotion of an offer or another site.
SQL – Sales Qualified Lead. Prospect that has shown signs that has qualified them for follow up. This lead is qualified by the sales group.
Social Selling – the use of social media by salespeople to generate clients. Importantly, it does not necessarily involve the company’s official social media accounts, but instead uses the individual salesperson’s accounts.
SPAM – unwanted or unrequested email or electronic contact.
SWOT – analysis including the Strengths, Weaknesses, Opportunities or Threats in a marketing strategy, product, or idea.
Target Audience – a particular group at which a marketing campaign is aimed
Tip In – for a magazine this is where another piece of paper, and brochure for example, is tipped into the magazine during final printing or assembly of the magazine.
TIFF – Tagged image Format File, created by Aldus and Microsoft high quality pre-press. TIFF format can be used easily by mac and pc.
Traffic – the data sent and received between a user and a website. Includes such things as visits, unique visits, files downloaded, and page views.
Trade Show – gathering of buyers and sellers in one place for short, defined period of time
USP – Unique Selling Proposition is the real or perceived benefit in marketing to the consumer.
URL – Uniform Resource Location; the URL for Google is www.google.com
Vanity Metrics – Website metrics such as page views, which seem to demonstrate high traffic or increased marketing results, but really do not show hard and fast results.
Viral Marketing – creating a marketing campaign that quickly spreads through social media channels such as Facebook and Reddit, generating a large number of views. Often funny or emotionally-charged.
Vision Statement – a short inspirational statement about the future of a company. Meant as a guiding philosophy for how the company wishes to appear, and as a way of informing the company’s goals.
Visitor – a person who views a web page. While “visitor” might include the same person viewing a web page many times, “unique visitors” are the number of separate people who view a page.
Vector Artwork – typically a logo or drawing created digitally. Can be blown up to a very large size without loss of resolution.
Word of Mouth – one of the strongest methods of marketing is peer and customer recommendations by referral, usually spoken, hence “word of mouth”
Word of Mouse – referrals from strangers posted to a website. Word of mouse are usually referrals from someone that you do not know.
WWW – world wide web
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