Nowadays, knowledge of marketing terminology is important because it helps to understand the specifics of the industry, and also greatly facilitates cooperation with agencies and specialists. And there marketing dictionary comes in! Below are terms of marketing in alphabetical order. If you know what word you are looking for, you can use ctrl + f to speed up the search.
Marketing terms with definitions:
A
A / B – a type of experiment used to compare the effectiveness of several versions of the entire website subpage (eg shopping cart or landing page for PPC type campaigns).
Actionable data – practical data that helps in making specific, responsible business decisions.
Alias – “in the online world” is an alternative, easier to remember URL or email. It increases the attractiveness of the website.
Analytic paralysis – a phenomenon that occurs when the costs incurred for analysis exceed the benefits that it can bring.
API (Application Programming Interface) – is a strictly defined set of rules and their descriptions, in which computer programs communicate with each other. The task of the API is to provide the appropriate subprogram specifications, data structures, object classes and required communication protocols.
Average Session Duration (in Google Analytics) – the average time that a unique user spent on the site. Due to the method of measurement in the case of the last page viewed (the so-called abandon page), the system is not able to precisely determine the time spent on it.
B
Banner – is a graphic element of a fixed size whose task is to present the advertisement. It often occurs in the form of files: flash, gif or jpg.
Bounce rate – in online analytics: the percentage of on-site visits, that is, during which the surfer viewed only one subpage, and then left the site. In Google Analytics, bounce rate is affected not only by pageviews, but also by events – if one event was recorded during the visit (not marked as “non-interactive”), it will not be counted as a rejection, even if it was single-end. In e-mail marketing, bounce rate is the percentage of e-mail addresses that have not been delivered.
- “Soft” (oft bounce) – this is information about a temporary problem with the delivery of messages, e.g. due to a full box or temporary unavailability of the recipient’s server;
- “Hard” – this is information about the inability to deliver to the recipient of a particular message and subsequent, e.g. due to a typo in the address or deleting it from the server.
Branch – is a dedicated application repository with the expected functionality.
Breadcrumbs – refers to the navigation system that determines the usability of a website or web application. This is an access path that allows the user of the page to see where the page is currently located, as well as to return to previously visited site locations.
C
Cache – temporary memory used to speed up the loading of frequent, repeatable data. Cache can be implemented on the browser side (eg photo cache) as well as on the application side (eg store navigation or banners on the home page)
Canonical – is a meta tag that is placed in the header of an HTML document, i.e. subpages. Tells the search engine which URL is the original (canonical). Rel Canonical is a term also known as: rel = canonical, rel canonical tag, canonical tag, canonical url tag and canonical tag. Regardless of the name, there is one definition.
Cloaking – is to show search engine content of a website other than users.
Content marketing – marketing based on sharing interesting and useful content for Internet users seeking knowledge and entertainment.
Cookie – a small text file sent to the Internet users’ computers, collecting data that can later be observed in reports.
CPC (cost per click, cost per click) – a measure of the effectiveness of online advertising; CPC is the ratio of advertising costs to the number of clicks (CPC = advertising costs / clicks). The CPC shortcut is also used to specify the ad model bidding model (in a sense, in a way, with the PPC shortcut, pay per click).
CRM (Customer Relationship Management) – these are systems containing a set of procedures and tools important in managing customer contacts.
CRO (Conversion Rate Optimization) – this is a set of actions leading to an increase in the conversion rate, i.e. the share of people who become clients of the company, in the whole group of visitors.
CTA (Call to Action) – is a term describing elements that are to force the user to take a specific action (clicks).
CTOR (click-to-open rate) – measure of efficiency in e-mail marketing, understood as the ratio of the number of clicks in links placed in the message to the number of its openings: CTR = clicks / openings.
CTR (click through rate) – a measure of the effectiveness of online advertising; in the case of text or graphic ads, the CTR is the ratio of the number of clicks on the ad to the number of its impressions, expressed most often in the form of a percentage: CTR = (clicks / impressions) * 100%. In e-mail marketing, CTR is understood as the ratio of the number of clicks in the links placed in the message to the number of emails sent: CTR = clicks / sent messages.
D
Data sampling – preparation of reports based on a specific sample of data by Google Analytics in order to optimize the time of information processing.
DoD (Definition of Done) – this is a term used in agile programming methodologies. This is a list of conditions for a task that must be met in order for the task to be considered as finished or done.
DoR (Definition of Ready) – these are the conditions for the task that must be met in order for the task to be transferred for implementation.
Dwell time – the time that passes between a user clicking a link to a given page and returning to the list of search results. Dwell time is influenced by: session duration, bounce rate, CTR.
E
Eye tracking – a research technique based on tracking the eye movements of the subject, often used to test web designs. Eye tracking helps you determine how users consume content, which draws their attention and which elements are escaping their attention.
Event measurement – a feature that allows users to track the interaction of content with Google Analytics, regardless of whether they generate a new version. Event tracking is particularly useful when measuring so-called microconversions, e.g. downloads of PDF files, video plays, clicks on outgoing links (eg leading to a brand fanpage), etc.
External link / Backlink – Means a link that leads to our website from another website.
F
Framework – is a framework for building applications. It provides a set of components and general-purpose libraries to perform specific tasks.
G
Geotargeting – this is a practice that involves targeting relevant ads to selected people depending on their geographical location.
GIGO (Garbage In, Garbage Out) – garbage at the entrance, garbage at the exit; a principle indicating the critical importance of the quality of input data for the success of the entire analysis process.
Goal – an activity that you expect from your guests and which is a specific value for your business, such as making a purchase, filling out the contact form or subscribing to the newsletter. The implementation of the goal is called a conversion.
H
Heatmap – is a tool for data analysis that graphically (most often using colors) represents how visitors to a given website behave on it.
K
Keywords – in fact, not only words, but also groups of words that form phrases that are used to search for specific information in search engines.
Keyword stuffing – is a method of increasing website results in search engine rankings in a manner inconsistent with Google’s guidelines. It involves excessive saturation of the page content with keywords.
Key Performance Indicators (KPI) – success indicators used to measure the degree of achievement of business goals.
Performance Indicators (KPI) – success indicators used to measure the degree of achievement of business goals.
L
Landing page (landing page, landing page, product page, micropage, microsite) – this is the first page visitors reach. The landing page can be a stand-alone website, a microsite, and an element of a larger site.
Lead magnet – is a term used in content marketing. It means a free gift that is given in exchange for getting contact information.
LSI keywords (Latent Semantic Indexing) are keywords semantically related to your main keyword. A lot of people think that LSI keywords are synonyms. But this is incorrect. LSI keywords are simply words that are frequently found together because they share the same context.
M
Meta Description Tag – is a meta tag that is a part of the HTML code contained in the header section of the page code. It is a description of a given subpage that informs about the content of the website.
MVT – a multidimensional experiment used to test the effectiveness of many variations of individual page elements, e.g. headers, graphic elements and marketing texts. During the test, users see random combinations of different variants of individual elements.
MVP – Minimum Viable Product is nothing but making the smallest possible step that will allow us to test our business idea and gain knowledge. This step is the less expensive the better, because after all we are not sure that anyone is ready to pay for what we plan to create.
N
New visits (in Google Analytics) – the percentage of website visitors who appeared in it for the first time in that period. This means that if the internet user was on the site earlier in the time period which the report does not cover, his next visit will be counted for new visits.
Newsletter – a type of newsletter sent cyclically in electronic form. It should have a permanent template, so that the look of each newsletter is consistent. Depending on the company’s profile, it may contain information about important events, successes or solutions introduced by the company recently or about current promotions and sales discounts.
Not provided – this is a sign that appears in statistical systems of Google Analytics type, which informs about the lack of availability of key phrases. It’s just hiding key phrases.
P
Page Value (in Google Analytics) – allows you to estimate how important a given sub-page is to achieve the site’s goals. The higher the page value, the more often it was one of the subpages visited by the user who eventually decided to end the transaction. You would then set up your Page Value equation like this: E-commerce Revenue ($ 100) + Total Goal Value ($ 10) Number of Unique Pageviews for Page B (1) Page Value for Page B is $ 110 as a user visits Page B only once before the goal page.
Page views – the sum of impressions of a given sub-page, including re-visits. The system records a pageview for each run on the tracking code page.
Pages / visits (average number of page views) – number of page views per average visit per visit. Repeated visits to individual subpages are counted.
Pagination – the name of the transfer / top-up function of subsequent products on the store. It used to be standard
Plugin – these are additional solutions offered by external suppliers, allowing for the expansion of the basic features of the system.
PPC (pay per click) – an internet advertising model in which the fee is charged for clicking an advertising creative, not for displaying it.
PPL (Pay Per Lead) – is an indicator that measures the cost of generating a lead from the advertiser’s perspective.
PPS (Pay Per Sale) – this is in the manner of settling Internet advertising, where the advertiser bears the cost of advertising (usually in the form of a paid commission) depending on the generated sales. This model is often found in affiliate marketing.
Pages / visits (average number of page views) – number of page views per average visit per visit. Repeated visits to individual subpages are counted.
Pagination – the name of the transfer / top-up function of subsequent products on the store. It used to be standard
Plugin – these are additional solutions offered by external suppliers, allowing for the expansion of the basic features of the system.
PPC (pay per click) – an internet advertising model in which the fee is charged for clicking an advertising creative, not for displaying it.
PPL (Pay Per Lead) – is an indicator that measures the cost of generating a lead from the advertiser’s perspective.
PPS (Pay Per Sale) – this is in the manner of settling Internet advertising, where the advertiser bears the cost of advertising (usually in the form of a paid commission) depending on the generated sales. This model is often found in affiliate marketing.
R
Regular Expressions, RegEx – an expression that uses wildcard characters and symbols to build data collection and processing rules.
Remarketing – displaying ads to people who have already visited a given website or even a specific subpage.
Responsive Web Design (RWD)– this is a website designed in such a way to adapt to the screen resolution of any devices.
Rich snippets – is expanded information that appears in Google search results.
RSS (Really Simple Syndication) – a content distribution channel containing a summarized form of the message or its full text, from the associated website. RSS allows users to keep up to date with the content of their favourite online services.
ROAS (return on ad spend) – is an indicator of return on a specific advertising campaign, and even – in the case of a digital environment – a single ad. The ROAS indicator is calculated very simply: ROAS = advertising revenue / advertising cost * 100 or just revenue / cost
ROI (Return On Investment) – return on investment.
S
Sales funnel – a shopping funnel or income funnel, refers to the purchasing process by which companies carry out their leads. It is usually divided into subsequent stages and steps that differ from each other depending on the chosen sales model. The sales funnel can be divided into the following stages:
- The stage of awareness – the potential client is aware of the existence of a given brand / product / service.
- The stage of interest – the potential customer expresses some interest in the service / product by doing research.
- Assessment stage – a potential client is considering competition solutions to get closer to the final purchasing decision.
- Decision stage – the final decision is made and the customer makes the purchase.
- Post-sales stage – B2B offers often have offers related to contracts that can be renewed. The client becomes more and more familiar with the product / service after a while. The closer to the date of the contract, the more the customer is considering whether to renew the contract.
- The re-purchase phase – the customer purchases the product or service again.
In addition to the stages of the sales funnel, separate names are also used depending on how interested the potential customer is:
- suspects – may or may not be interested in,
- prospects – they may be interested,
- leads – definitely interested,
- customers – those who made the purchase.
S
SEM (Search Engine Marketing) – it’s all marketing activities in an internet search engine. SEM includes both SEO and sponsored links, e.g. from the AdWords program. SEM = SEO + PPC.
SEO (search engine optimization, search engine optimization) – optimization actions aimed at increasing the visibility of the website in free (natural / organic) search results and using the capabilities provided by search engines.
SERP Search Engine Results Page – means a search results page that appears as a result of entering a specific word or string of words in the search engine, defined as a key phrase. The results are divided into free, i.e. organic, and paid, which are also referred to as inorganic.
SLA (Service Level Agreement) – agreement specifying the terms of the service provided on an individual basis. It aims to set a certain level of service quality that should be maintained throughout the entire implementation.
SSL (Secure Sockets Layer) – is an encryption protocol that is used to securely transfer information on the Internet.
SXO (Search Experience Optimization) – differently optimizing the user experience. It is a set of techniques that aim to provide the highest conversion possible by adapting the site to the expectations and preferences of a wide range of Internet users.
T
Touchpoint – contact point, point of contact with the customer. Online sales are activities in which a potential or current customer comes into contact with a given product, brand or service. They can be – an advertisement in social media, a banner on the website, suggested articles and a lot more.
Trinity Method – a comprehensive analytical method developed by Avinash Kaushik, focusing on searching for answers to three questions: about users’ behaviour (what?), Their consequences (what are the consequences?) And reasons (why?).
U
Up-selling – is a sales strategy aimed at persuading a potential customer to buy a product of greater value.
Unique visitors (in Google Analytics) – to unique users of Google Analytics, each internet user counts only once (in statistics, returning users are not taken into account). GA recognizes users based on the browser and computer identifier. Other analytical systems can calculate the UU number in a different way.
URL (Uniform Resource Locator) – means a unified format for addressing resources (information, data, services), used on the Internet and local networks. The URL is most often associated with web addresses, but this addressing format is used to identify all resources available on the Internet.
Usability – the usability of online stores, applications and websites. The functionality is influenced by the appropriate search engine, easy navigation, good descriptions and photos of the website, etc.
UX (User Experience) is a term often used interchangeably with usability. It signifies the entirety of impressions that the user becomes when visiting the website or application.
User story (US) – is a scheme for writing requirements in a task. The person who establishes the ticket takes on the role of the user of the page.
V
Virtual Pageviews – a function that allows you to track events using Google Analytics, the calling of which does not cause a new pageview. Virtual page views are particularly useful for tracking goal paths where individual steps do not have unique URLs.
Visits (sessions) – the sum of all visits to the site. A single surfer can generate many visits.
Marketing dictionary and so on…
And now you already know marketing jargon. This marketing dictionary will grow over time, let me know if something is missing.