Dictionary of Marketing Terms and Acronyms
Check out this brief dictionary of the most common marketing terms and acronyms!
The marketing industry is packed with terminology that only marketers understand, yet marketing articles intended for those new to marketing are filled with specialized marketing terms and acronyms. Professional marketers tend to forget that what’s obvious to them might not be obvious to others.
But non-marketers, especially writers, visual artists, and musicians, need to market themselves; step one is understanding what everything means. With this in mind, we’ve compiled a dictionary of the most common marketing terms and acronyms. Now, the next time you’re reading a marketing article, you’ll be in-the-know when it comes to the lingo.
Business-to-Business: When a company’s customers are other companies.
Business-to-Consumer: When a company’s customer are consumers (i.e. individuals, not companies).
The “Controlling the Assault of Non-Solicited Pornography and Marketing Act” is the United States national standards act for controlling the distribution of commercial email. You must comply with CAN-SPAM if you are sending commercial emails to people in the United States.
The “Canadian Anti-Spam Legislation” is Canada’s legislation for the regulation of commercial electronic messages. If you are sending commercial electronic messages (which is more than just email and includes things like text messages, for example) to or from Canada then you must follow CASL.
Cost-per-click: Similar to the marketing term PPC; some ads are charged a cost-per-click rate.
Cost-per-thousand impressions: Most ads charge based on clicks, but some charged based on impressions, and some charge for both simultaneously. An impression is counted when an ad appears where someone can see it.
Customer Relationship Management: The approach you take to manage your (or your company’s) interactions with customers and prospects. CRM technology allows a company to manage and streamline all their interactions and processes including customer data, leads, contracts, marketing automation, partner portals, training, and more.
Cascading style sheets: These sheets define the formatting styles that are to appear on HTML-based pages. CSS controls the formatting across all your webpages and posts. Instead of writing formatting code into the HTML of each individual page, you write it once into your CSS.
Call-to-Action: The main action that a particular piece of promotion is asking people to take. For example, a promotional email’s CTA might be to get people to subscribe to a mailing list.
Click-through-rate: The percentage of people who clicked on your email or ad relative to the total who could have clicked. For example, 100 people and 10 of them click, then you have a 10% CTR. Similarly, if 100 people saw your ad and 10 people clicked, your CTR would also be 10%.
Click-through-rate-on-open: The percentage of people who clicked on your email out of the total number of people who opened it. For example, if 100 people were sent your email, 40 people opened your email, and 10 people clicked, then your CTRO is 25%.
DM stands for Direct Marketing, Direct Mail, or Direct Message, depending on the context, all of which are common marketing terms.
Direct Marketing: Promoting targeted messaging directly to a target customer (someone you think will be interested in your offering based on some key information you have about them) with the goal of getting them to take an action. (Direct Marketing messages speak to people directly in some way, such as when members of a writing organization receive an email telling them about a new writing website they should subscribe to).
Direct Mail: Advertising that is sent to a prospect or customer via postal mail.
Direct Messages: Private messages sent through Twitter.
Hypertext Markup Language: A text-based structure for describing the contents of webpages.
Key performance indicator: A performance measurement used to evaluate how an organization is meeting key objectives. You define your own KPIs, focusing on choosing performance measurements that will allow you to determine how well your organization is performing.
Open-rate: The percentage of people who opened your email relative to the total who were sent the email.
The non-paid search results that appear when a keyword is entered.
Pay-per-click: Similar meaning to CPC; some ads are charged on a pay-per-click basis.
Public Relations, Press Release
Public Relations: A set of tactics employed by marketers to maintain their image and relationship with the public and the media.
Press Release: A communication distributed to the media with the goal of announcing something specific and newsworthy.
Ads that appear in front of people who previously visited your site after they’ve left your site. Google and Facebook both offer remarketing programs.
A form of web page creation/design that detects a visitors screen size and adjusts the web layout to fit their screen.
Return-on-investment: ROI is typically shown as a percentage and determines the return on an investment, relative to the cost. For example, how much did you spend on an ad and how much did you make as a result? You can calculate ROI using this formula: ROI = (Profit / Cost) x 100
Search-engine-marketing: Advertising on search engines that marketers purchase to increase their website traffic. This is also often referred to as the marketing term “Paid Search”.
Search-engine-optimization: Tactics marketers use to get their pages to appear higher in organic search results.
*This article was published on July 6, 2018.
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