Digital Marketing Glossary: Browse Marketing Terms & More in 2026

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4 Ps of Marketing:

The marketing four Ps are product, price, place, and promotion. They are the key factors involved in marketing a product or service. In other words, the four Ps of marketing are the foundations of your marketing strategy.

A

A/B testing:

About the marketing term

When marketers use A/B testing, they can set up their tests in a platform like VWO or Google Analytics. There, they can add a short HTML code snippet to the pages they wish to A/B test, and the server will automatically serve visitors one page or the other. From there, the analytics platform will determine what version had more conversions, and at the end of the test, you can implement the version that yielded the best results!

Why it’s important to marketers: A/B testing is a digital marketing lingo which is a data-founded strategy that is used to determine the best version of two versions for a specific marketing campaign.

For example, marketers can use A/B testing to determine what call-to-action button works the best out of two variables or determine if a page performs better with a video above the fold.

ACV:

ACV is a metric that businesses use to calculate the total yearly income a customer’s contract generates. It’s frequently adopted in SaaS and telecoms, where clients sign contracts for specific periods.

Account based marketing (ABM):

Account-based marketing (ABM) is a B2B marketing strategy emphasizing personalized, targeted campaigns for specific accounts or customers. It allows a person to choose accounts based on revenue potential and design custom strategies instead of segmenting by business type or size.

Ad Exchanges:

Ad Exchanges are digital marketplaces where publishers can sell ad space to advertisers. This marketplace allows companies to offer display, native, video, mobile, and in-app advertising options.

Ad fatigue:

Ad fatigue is when your audience sees your ads so often that they lose interest and stop engaging with your ads. When ad fatigue happens, your click-through rate (CTR) drops as your frequency increases. As a result, your campaign becomes less effective, and you don’t see a great return on investment (ROI).

Ad network:

An advertising network is essentially an online platform where businesses can buy ad space from third-party websites. It serves as a mediator between the two parties — advertisers go to it looking for someone to display their ads, and publishers go to it in search of revenue.

Ad tracking:

Ad tracking is the process of collecting data from advertising campaigns. You can use ad tracking to help gain insight on users, so you can create advertising campaigns that engage your audience and interest them in your products and services.

Affiliate marketing:

Affiliate marketing is an advertising model in which an affiliate earns a commission by promoting a product or service made by another person or company.

Ahrefs:

Ahrefs is a digital marketing tool that provides information about websites’ backlink authority and keyword rankings. It specializes as a backlink checker because it has one of the largest databases of live links.

Alibaba:

Alibaba is a business-to-business (B2B) ecommerce platform, operated through Alibaba.com, that connects businesses to suppliers and manufacturers, typically for bulk purchasing. It’s part of the larger Alibaba Group, which also operates business-to-consumer (B2C) platforms.

ARR:

ARR is a business measure that calculates the predictable, recurring revenue that a company expects to generate over a year. This metric considers all types of regular income, such as subscriptions, maintenance fees, and other ongoing payments.

Attribution marketing:

Attribution marketing is the practice of looking at each individual step in a customer’s buying journey and seeing how you can make each more successful and which ones were the most critical. For definitions of more terms like this, browse our analytics and marketing terms glossary.

Audience targeting:

Audience targeting, also known as crowd targeting, is the process of placing users into audiences based on demographic or behavioral data, and then targeting those audiences via ad campaigns, emails, and more.

B

B2B digital marketing:

B2B digital marketing involves marketing products and services to other businesses and organizations through digital channels and technologies. This strategy aims to help you earn more web traffic, leads, and conversions for your B2B company.

B2B marketing:

B2B marketing refers to marketing products and services to other businesses and organizations through various channels, including traditional and digital. B2B marketing integrates multiple strategies to help you market these products and services to online audiences.

B2C digital marketing:

Business-to-consumer (B2C) digital marketing is the practice of promoting your business with any form of digital or online media, most commonly the Internet, to individual consumers rather than organizations or businesses.

B2G marketing:

Business-to-government (B2G) marketing — also called public sector marketing — is marketing aimed at government organizations. B2G marketing can be done in-house, but it’s commonly done through a partnership with a professional B2G marketing agency.

Banner ads:

Banner ads typically consist of an image or some form of multimedia. While they contain text, these ads focus on imagery. Your banner ad can be static or animated. Most companies run banner ads through Google ads.

Behavioral segmentation:

Behavioral segmentation is the process of segregating your customers or prospects based on their behavior patterns when interacting with your business, app, or website.

Benefit segmentation:

Benefit segmentation is categorizing your target audience based on the perceived benefits and value they’ll receive from your product or service. It is a marketing segmentation strategy that groups customers according to practical benefits like features and customer service.

Bot marketing:

Bot marketing is the process of integrating bots into your digital marketing efforts, particularly on your website. Those bots can carry out a few different kinds of tasks related to your marketing campaigns.

Bottom-of-the-funnel (BOFU) content:

About the marketing term

Bottom-of-the-funnel content is also known as BOFU content. It’s the opposite of top-of-the-funnel content, and it works as a final push toward making a conversion. For example, as a marketer, you know that when you’re first trying to catch the attention of potential customers, you’re not going to talk about super-specific product offerings.

When you know exactly the products that a client is interested in, you’re able to deliver content that is directed toward their specific interests. BOFU content is all about presenting the information that users want to know before they purchase a product.

Why it’s important to marketers: Content is extremely important to any marketing campaign. As a marketer, you constantly have to think about the kind of content you want to create to get the best results. There are tons of different kinds of content, but bottom-of-the-funnel content helps to drive conversions home.

For example, a digital marketing strategy for environmental testing companies will likely use bottom-of-the-funnel content on the company’s product or service pages. That BOFU content will work to persuade visitors to contact the company for a custom quote.

Learn more about BOFU content

Bounce rate:

About the marketing term

Bounce rate refers to the percentage of people who land on your website and leave without clicking or navigating anywhere else on your site. In the world of marketing, you should strive to have an extremely low bounce rate. This digital marketing jargon will translate to having a low percentage of people who only view the first page they land on once they’ve arrived on your website. There are a ton of things that contribute to bounce rate including page speed, lack of navigation, or lack of actionable buttons or content.

Why it’s important to marketers: The bounce rate of a website gives a lot of information. First and foremost, if a website’s bounce rate is extremely high, it means that there are improvements that the website owner should make. Improvements can include a design update, content implementation, or even adding an easy-to-use navigation bar.

A high bounce rate is a sign that a website isn’t providing the best experience possible for users. If that’s the case, the website could see drops in rankings since they have a short time-on-page — a metric that tells Google something is missing from your website.

Learn more about bounce rate

Branding:

Branding is the process of creating an identifiable and distinct image of your business. With branding your business online, you help people distinguish your company from the competition and develop emotional connections to your company.

Brand architecture:

Brand architecture is the organizational structure of your company’s branding. It involves organizing assets like your products, services, and sub-brands. This structure shows consumers how sub-brands are part of a bigger organization and how these sub-brands relate to each other.

Brand experience:

Brand experience is the impression you create for your company’s image. Your brand experience can impact thoughts, feelings, and perceptions of your company. This experience often creates a lasting feeling with your audience and affects their view of your brand.

Brand guidelines:

Brand guidelines — also known as a brand style guide — are standards that companies use to remain consistent across channels. These guidelines ensure that no matter where you see a brand, you can recognize it and trust that it came from the company.

Brand loyalty:

Brand loyalty is the dedication customers feel towards specific brands. This dedication drives those customers to repeatedly purchase from a specific brand, regardless of competing companies’ actions or offerings.

Brand management:

Brand management in marketing is a set of techniques that develops and maintains a company’s identity and reputation. It aims to elevate the perceived value of a company and its products or services.

Brand marketing

Brand marketing is the process of promoting your products and services in a way that highlights your company’s unique style. In other words, instead of promoting individual products and services, brand marketing promotes your entire company image.

Brand perception:

Brand perception is the way that customers see and understand a brand. It encompasses their beliefs, attitudes, and feelings towards the brand based on their experiences, interactions, and exposure to its marketing efforts.

Brand positioning:

Brand positioning is how a company frames its value and culture to customers. Companies use a brand positioning strategy to highlight their unique selling proposition (USP), which is why customers would choose them over competitors.

Brand salience:

Brand salience is the ease with which buyers identify and recall a brand when buying a product or service. It has a significant impact on customer behavior and purchasing decisions.

Brand storytelling:

Brand storytelling is the practice of using story to create a connection between your brand and its target audience. Brand storytelling examples include Dove’s Real Beauty campaign and Nike’s Just Do It campaign.

BrickSeek:

BrickSeek is a new tool for consumers to use to find the best prices on products. This application takes all the guesswork and effort out of price-checking.

Bricks-and-clicks business model:

A bricks and clicks, also sometimes called a click and mortar, business model describes a company with both a physical store location and an online website where consumers can purchase their products. These websites are also sometimes referred to as ecommerce websites.

Business Process Outsourcing (BPO):

Business process outsourcing, or BPO, refers to a system where companies outsource specific business tasks and processes to other companies that specialize in those areas. In the context of marketing, specifically, BPO involves outsourcing some (or all) of your marketing strategies to an external agency. The agency will handle all the work of running your campaigns, rather than you having to manage it yourself.

Buyer persona:

About the marketing term

Buyer persona is a fictitious character or group of characters that represent a company’s ideal customer. It’s created by pulling data from previous sales and conversions as well as site visitors.

For example, if a company sells hearing aids, they can determine their buyer persona from demographic information, location information, and more.

Why it’s important to marketers: Without a buyer persona, you won’t be able to fine-tune your marketing campaign to reach your target audience. This digital marketing lingo allows you to envision who you’re selling to, what lifestyle they lead, and their demographic. Buyer personas help you create a detailed marketing campaign according to their interests.

Buying Signal:

A buying signal is a prospect’s action or behavior that indicates interest in a business’s product or service. Buying signals give marketing and sales teams an idea of a prospect’s level of interest in the business.

C

Challenger brand:

A challenger brand is a company that aims to redefine its industry by challenging the dominance of market readers. Now, what do I mean by that? So, the company doesn’t just follow norms established by competitors. It strives to offer a unique value proposition that will set it and its products or services apart.

Channel partner marketing:

Channel partner marketing refers to the methods used to promote products and services sold by channel partners. This type of marketing needs to consider the requirements and goals of the manufacturer and the channel partners, as well as both of their audiences.

Channel sales:

Channel sales, also known as indirect sales, is a sales strategy where the parent company sells its products through another business. This business is often referred to as a partner, distributor, or affiliate.

Chatbot:

Chatbots are automated pieces of technology that enable you to program responses to people’s queries. This technology often involves using artificial intelligence to craft responses to people’s questions. Chatbots can be used with your site’s chat function, but they’re mainly used with Facebook Messenger.

Comparative advertising:

Comparative advertising is a marketing tactic that compares two or more goods or services. When a company presents its products as superior — whether by using generalizations or by directly naming a competitor’s offerings — they’re engaging in comparative marketing.

Consumer marketing:

Consumer marketing is promoting a product or service to individual consumers for their personal use. It’s focused on enticing new customers to try a business’s products or services and keeping existing customers happy and loyal to a brand.

Conversational marketing:

Conversational marketing is the practice of interacting with prospective and existing clients through live chat, social networks, instant messengers, and chatbots. It’s an excellent approach to building trust and streamlining the purchasing process.

Conversion rate (CVR):

Conversion rate (CVR) is the percentage of people who complete a specific action — such as making a purchase, signing up for emails, or downloading an app — out of everyone who had the opportunity to do so.

Conversion rate optimization (CRO):

About the marketing term

Conversion rate optimization refers to a strategy in which marketers better their content, calls-to-actions, web design, and more to increase the number of conversions they get on their website or ads.

For example, if a marketer sees that their website page that features their best-selling product doesn’t seem to be creating conversions, they’ll use conversion rate optimization to increase sales. They can optimize the page by changing the call-to-action, making conversions easier, or providing more information about the product.

Why it’s important to marketers: When your content, ads, or website pages aren’t converting like you want them to, it means you’re missing out on money. Conversion rate optimization is the key to ensuring that your marketing channels are working the way they’re supposed to.

Cost per lead (CPL):

Cost per lead, or CPL, is the amount that you pay for each lead you earn.

CRO audit:

A CRO audit is an assessment of your website and the marketing channels that lead to it, used to identify opportunities to improve conversion rates. It typically involves analyzing the customer journey to and within your site to uncover friction points preventing visitors from completing desired actions, such as adding to cart, signing up, or downloading a resource.

CRO marketing:

CRO stands for conversion rate optimization, which involves optimizing your website to earn more conversions. With CRO marketing, you create a strategy that revolves around optimizing your website and conversion process to get more people to take your desired action.

Customer journey map:

A customer journey map is a visual representation of the stages customers go through when interacting with your business — from identifying their needs to finding your company, purchasing from you, and requesting after-sales support.

Customer satisfaction:

Customer satisfaction is a key performance indicator (KPI) of how well your business fulfills or exceeds its consumers’ expectations. It’s the outcome of how a client perceives the value received for the money they spend.

D

Data-driven marketing:

Data-driven marketing involves collecting data from your marketing campaign and customers and then forming insights and making decisions based on the analysis of that data.

Demand generation:

Demand generation is a form of marketing that aims to create awareness in your target audience by generating interest in your product or service. By showcasing how your product can solve user problems or provide unique benefits, demand is created that draws users into your business. This marketing technique is a great way to generate new, quality leads.

Demand-Side Platform:

A demand-side platform (DSP) is a programmatic advertising platform designed to help advertisers identify and obtain advertising opportunities at the lowest cost. DSPs automatically identify the most relevant and least expensive sites to show advertisements.

Digital assets:

A digital asset is any valuable piece of content in a digital format. This includes assets that were created digitally, as well as those created offline and later stored on a server.

Digital marketing:

Digital marketing refers to promoting your business through online channels. It is one of the umbrella digital marketing terms for digital strategies involving pricing, promotion, placement, and product/services. Check out some digital marketing examples to better understand!

Digital marketing audit:

An Internet marketing audit is an in-depth review of your online marketing campaigns. A good audit looks at how your campaigns are set up and what results they’re currently driving. The end goal is to discover any weak spots and figure out how to improve them.

Digital marketing campaign:

A digital marketing campaign is a series of online promotional strategies that aim to grow your business’s online and/or offline presence. A digital marketing campaign can include both paid and unpaid strategies. Typically, unpaid marketing strategies are referred to as, “organic,” while paid strategies involve some level of spend or investment. 

Digital transformation:

Digital transformation is the process of integrating digital technology throughout all facets of an organization, significantly altering how it functions and provides value to consumers. It entails thoroughly rethinking organizational structures, business processes, consumer experiences, and implementing new technology.

Direct message (DM):

A direct message (DM) is a private message sent between individual users on a social media platform or messaging app, rather than posted publicly. The term can also function as a verb, as in “to DM someone.”

Direct response marketing:

Direct response marketing is the process of creating ads that evoke an immediate response from your audience. This strategy encourages your audience to take action on your ad through enticing offers.

Direct-to-consumer marketing:

Direct-to-consumer marketing involves selling and advertising directly to consumers, rather than using a middleman to sell your products. As a D2C company, you manufacture, market, and distribute your products on your own. This type of marketing enables you to focus solely on consumers and building strong relationships with them.

DMCA:

DMCA, or the Digital Millennium Copyright Act, is a copyright law that helps remove stolen content. Content owners do not need to copyright all their content to qualify for a DMCA request.

E

Ecommerce digital marketing:

Ecommerce digital marketing is the process of promoting your online store to potential customers through various digital channels. While some digital marketing strategies are paid, others are organic, but all direct users back to your store.

Employment marketing:

The digital marketing terminology employment marketing is the method of marketing that boosts the visibility of your job openings online and connects you with the best possible applicants. Employment marketing aims to attract employees that will help you better serve your future customers.

End-to-end marketing:

End-to-end marketing involves viewing individual marketing touchpoints as part of the whole picture of a customer’s journey. This strategy covers multiple channels and campaigns users interact with during their journey.

Evergreen content:

About the marketing term

Evergreen content is content that never goes out of style. It’s a digital marketing jargon which means it can be repurposed for years to come and the information will never become outdated or irrelevant.

For example, a piece of content about the history of gardening or the importance of recycling will always be relevant.

Why it’s important to marketers: Creating evergreen content is like hitting the jackpot for marketers. Having evergreen content on your website ensures that it can rank indefinitely in search engines as long as it’s optimized. That means that one piece of content has the ability to keep site visitors coming back for more.

F

Flywheel marketing:

Flywheel marketing is an inbound marketing strategy that places customers at the center of your marketing efforts. Your customers then become the momentum or mechanical energy that drives your business forward.

Full-service Internet marketing:

Full-service Internet marketing involves an agency that handles all aspects of their client’s online marketing campaigns. This typically includes strategy development, media planning, placement, copywriting, design, content production, social media, analytics, etc.

G

Gen Z:

Short for “Generation Z,” Gen Z is the latest generation to come after Millennials. Born in the late 1990s to 2010s, most are still teenagers or entering early adulthood. Having grown up their entire lives with the Internet, Gen Z is described as being tech-savvy, social, and having a need for immediacy.

Global marketing:

Global marketing involves expanding your products and services to other countries — but there’s a lot more to it besides simply offering your current products in new places. You have to do a lot of work and research to understand different markets and create a marketing strategy to appeal to that market.

Google Marketing Platform

Google Marketing Platform is a unified advertising and analytics platform that Google announced in June 2018, merging its marketing products like Analytics 360 Suite and DoubleClick. It aims to provide smarter marketing and better results by integrating both ads and data.

Growth hacking:

Growth hacking, a strategic approach to rapid business growth, involves utilizing innovative and unconventional techniques to achieve maximum results.

Growth marketing:

Growth marketing is a newer form of marketing that aims to maximize the reach and retention of your target market through broader strategies than traditional marketing. Growth marketing strategies utilize digital and non-digital channels to convert and retain users.

H

Heatmap:

A heatmap is a data visualization tool that uses colors to help you understand which areas of your page get the most attention. These maps help you track what people spend time looking at, clicking on, and scrolling through on your site.

Hotjar:

Hotjar is a heatmap tool that enables you to visualize where users click and how far down a page they scroll — allowing you to better understand their website experience. The tool provides data-backed insights that help you understand how users navigate your website and form a list of hypotheses.

I

ICP:

An ideal customer profile (ICP) is a fictitious company that possesses all the characteristics of those who would benefit the most from the solutions your products or services offer. Also referred to as an ideal buyer profile, your ICP outlines the type of company that would gain the most value from your company and what it has to offer.

In-app marketing:

In-app marketing, or mobile app marketing, refers to any advertising or promotional campaigns you display while people actively use your app.

Inbound link:

About the marketing term

An inbound link, or a backlink, refers to a link that comes from another website to your own website.

For example, if you run a travel blog, and National Geographic provides a link to your blog on their website, you could say that you received an inbound link from National Geographic.

Why it’s important to marketers: Inbound links to your website increase your domain authority, which is a ranking factor in Google’s algorithm. That means that the more inbound links you have to your website from high-quality websites, the more Google trusts that your website is high-quality and beneficial for users. In the end, that leads to higher rankings for your website.

Inbound marketing:

Inbound marketing aims to attract users with experiences personalized to their wants, challenges, and interests. It refers to any marketing activity that brings people in, as opposed, to marketers having to reach out to them.

Integrated marketing:

Integrated marketing is a type of promotion that involves spreading a specific campaign via multiple channels.

Interactive marketing:

Interactive marketing is a marketing strategy that uses visuals, videos, games, and other formats to encourage your audience to engage with your content. When executed well, it captures your audience’s attention and provides a delightful customer experience.

Internet marketing:

Internet marketing, also called digital marketing or online marketing, involves promoting a brand and its products or services to online audiences using the Internet and other digital media.

L

Landing page:

A landing page is a standalone page specifically designed to capture leads or conversions. You arrive on a landing page after clicking a link in an ad. Once there, you’re shown a call to action (CTA) that prompts you to buy or sign up for something.

Lead conversion:

Lead conversion is the process of turning a prospect into a paying customer, typically through a combination of targeted marketing campaigns, strong customer service, and persuasive sales tactics that move leads further down the funnel.

Lead nurturing:

About the marketing term

Lead nurturing, an important concept in digital marketing terms ,refers to the way that you treat interested prospective customers when you’re trying to get them to eventually purchase your product. It’s a way of nurturing them into loyal customers and can include strategies like email marketing, calls-to-action, landing pages, and more.

For example, if you know that someone is interested in one of your products due to the number of times they’ve visited the product page on your website, you can nurture them by sending them emails about the product (if they’ve provided contact information in the past), or even creating a custom CTA for the page.

Why it’s important to marketers: Lead nurturing is an ongoing relationship with potential customers that takes them from an interested buyer to a loyal customer. It’s absolutely necessary because it keeps old leads from forgetting about your products and services and takes them to the finish line in the buyer journey.

Lifecycle marketing:

Lifecycle marketing is the process of guiding prospects through the customer journey and tailoring your marketing based on where they’re at in the cycle.

Live shopping:

This process involves streaming videos of your products and selling them in real-time to people who watch your videos. It’s an interactive medium that lets people see what you’re selling and buy it as you present the product.

Local marketing:

Local marketing is a set of strategies you use to promote your company in a specific area. If you run a local business, you’ll want to use local marketing to reach the customers most likely to shop with you.

Long-tail keywords:

About the marketing term

Long-tail keywords are extremely important in marketing strategies because they allow businesses to target extremely detailed, niche customers. When you create content based on long-tail keywords, you’re creating content that is hyper-targeted, which means this content typically gets far less search traffic than other content. However, the traffic that you do get to these pages are usually users that are ready to convert.

For example, if you own a clothing boutique for women, you could write content on the sweater selection that you offer. “Sweaters” is not a long-tail keyword, but it is a general keyword that will be hard to rank for in a search. This is because thousands of other clothing stores are also trying to rank for that term.

On the other hand, if you write content based around a long-tail term like “hand-dyed wool sweaters,” there will be far less traffic, but the people that land on that page know exactly what they’re shopping for and are likely ready to make a purchase.

Why it’s important to marketers: Long-tail keywords are important to marketers because it allows them to reach a super niche group of their target audience.

M

Marketing:

Marketing is the action of promoting and selling your products or services. It can include advertising, market research, competitor analysis, and more. You can use multiple channels to promote your products or services to your target audience with marketing. Your target audience is made up of the consumers who are most likely to purchase from you. As a result, a marketing strategy is crucial to increase sales and revenue for your business.

Marketing attribution:

Marketing attribution is the process of determining which of your marketing strategies get the credit for generating traffic, leads, or conversions. It can help you track the progress of your marketing goals, like increasing brand awareness.

Marketing collateral:

A term referring to marketing materials used to promote your business. Specifically, though, it relates to content-based materials.

Marketing development strategy:

A market development strategy is a business plan to boost sales of an already-available service or product in a new market. This strategy entails finding untapped geographic or consumer categories and creating a marketing plan to target them.

Marketing expansion:

Market expansion — sometimes also called territory expansion — is a process where businesses begin marketing and selling to people not included in their original target market. When this happens, the businesses still retain their original market, they simply expand it to incorporate new groups of people.

Marketing KPIs:

Marketing key performance indicators, or KPIs, are the metrics that determine whether or not a marketing strategy is helping you achieve your business goals. Although there are thousands of numbers related to your various campaigns you could monitor, KPIs are the ones you’ve deemed most important.

Marketing mix:

A marketing mix is a combination of strategies and tactics that businesses use to promote their products or services, including product, price, place, and promotion.

Marketing operations:

Marketing operations is the strategic management of all marketing activities, including planning, executing, and measuring, to achieve business goals.

Marketing performance management (MPM):

MPM encompasses the technical aspects of monitoring your marketing performance. While you might notice an uptick in sales or conversions on your own, MPM software gives you tools for more in-depth tracking. Outside of purchases, MPM tools can also help you track external channels like social media, phone calls, emails, and even mobile apps.

Marketing plan:

A marketing plan is a roadmap you can use to organize, implement, and monitor your marketing strategies over a certain period. It comprises marketing strategies that work together to meet your business goals.

Marketing qualified lead:

A marketing qualified lead (MQL) is a lead that has shown interest in your product or services by engaging with your marketing efforts.

Marketing segmentation:

Marketing segmentation allows you to divide potential customers into groups based on their wants, needs, and interests. These divisions will enable you to better understand your audience and cater to their needs.

Marketing strategy:

Market share:

A company’s market share is the proportion of its revenues it accounts for within a given market or sector. It is the percentage of overall industry revenue attributable to the sale of your company’s goods and services. Competition comes from both market giants and smaller businesses.

Micro-moment marketing:

According to Google, micro-moment marketing revolves around intent-rich moments. In these moments, users turn to a device, like a tablet or a smartphone, to act on a specific need. A need can include going somewhere, plus knowing, doing, or buying something.

Mobile marketing:

Mobile marketing is a strategy that uses mobile devices, such as smartphones and tablets, to promote products and services to potential customers.

Moz:

Moz is an SEO-focused company that helps businesses integrate SEO into their digital marketing plans. They offer software, videos, and advice to help people understand SEO better and more efficiently.

Multi-channel marketing:

Multi-channel marketing is when businesses promote themselves using multiple strategies to get the best possible results. These strategies can be both online and offline to reach customers no matter where they are – it’s a business owner’s way of finding as many customers as possible at any time.

N

Net promoter score (NPS):

Net promoter score (NPS) is a metric that indicates the quality of the average customer’s experience with your business. This metric is tracked by asking a large sample of customers to rate their experience with your company on a scale from 0 to 10.

O

Omnichannel marketing:

Omnichannel marketing is a method of marketing that connects all of your business’s platforms into one seamless experience for users, allowing for a continuous user experience no matter what device is being used. Omnichannel marketing helps users continue down the funnel and can lead to easier conversions for the business.

On-page SEO:

About the marketing term

On-page optimization is a type of search engine optimization or SEO. It is based specifically on the elements that someone can change in the HTML code, or backend of a website. This includes items like content optimization, title tag, and meta description optimization, and including things like alt tags on images.

Why it’s important to marketers: On-page SEO is one of the most important strategies a marketer can use to ensure that their website ranks highly in search engines. On-page SEO is a part of Google’s algorithm, and without it, it’s unlikely that your page will rank well. It includes strategies like keyword research, content creation and implementation, the inclusion of multimedia on site pages, and more.

Off-page SEO:

About the marketing term

Off-page SEO is another type of SEO that refers to everything that happens outside the HTML of a page. This includes things like incoming links and social media profiles.

Off-page SEO, though extremely important, is something that is fairly out of the marketer’s control. Essentially, the only thing you can control is the quality of the content you create. This lends itself well to off-page optimization because the better your content, the more people will share it.

Why it’s important to marketers: Just like on-page optimization, off-page optimization is also a part of Google’s ranking algorithm. That means that the better your off-page SEO, the better chance you’ll have to rank in search engines.

P

Performance branding:

Performance branding is a cross-departmental strategy that blends driving conversions with building brand awareness. Performance branding targets multiple stages of the funnel to achieve macro- and micro-conversions.

Performance creative:

Performance creative is an approach to creative marketing tasks that involves using data to track performance and shape the development or distribution of creative marketing assets. These creative tasks include things like designing visuals for ads, planning videos, and writing copy for blog posts.

Performance marketing:

Performance marketing is a type of digital marketing based on results driven, like clicks or sales. Performance marketing service providers receive payment after meeting specific performance metrics.

Persona segmentation:

Persona segmentation is identifying and categorizing similar personas together. You can use varying segmentation methods according to your business and your objectives.

Personal branding:

Personal branding is the image and perception you create of yourself. In some cases, the persona is grander or simpler than others.

Personalized marketing:

Personalized marketing is a strategy that uses audience data to create tailored experiences for each person a business interacts with, typically drawing on first-party data (collected directly from customers) or third-party data (purchased from outside providers).

Predictive marketing:

Predictive marketing is the idea of taking existing and relevant data and using it to make smarter marketing decisions. Predictive marketing allows you to make decisions that are more likely to succeed, and less likely to fail. Imagine being able to know if your marketing campaign has a higher chance of success, based on existing data.

Product life cycle:

The product life cycle is the journey a product or brand goes through from its creation to its extinction. It begins the moment a product launches, and ends when that product is finally taken off the shelves for good.

Q

QBR:

QBR stands for quarterly business review. A QBR is a type of meeting you have with a client, or with leadership at your company, once every quarter. In that meeting, you discuss your progress on past and current projects, as well as your goals for the upcoming quarter.

Qualitative research:

Qualitative research is a method used to collect non-numerical and non-statistical data to gain in-depth insights into people’s opinions and attitudes. It aims to describe a topic rather than measure it, seeking to understand the “why” behind concepts and behaviors.

Quantitative research:

Quantitative research is focused on collecting numerical data to measure variables, get a general overview of trends, and predict outcomes. It’s a structured, statistical, and systematically analyzed approach that yields objective and conclusive results. Common methodologies include surveys, questionnaires, polls, and website analytics tools.

R

Real-time Bidding:

Real-time bidding (RTB) is an automated digital auction process that allows advertisers to bid on ad space from publishers on a cost-per-thousand-impressions, or CPM, basis.

Recruitment marketing:

Recruitment marketing is the practice of marketing your employer brand or company to attract job candidates. Recruitment marketing aims to build awareness and visibility around your company culture to help attract qualified new employees.

Relationship marketing:

Promoting your brand through the creation and maintenance of relationships with your customers.

Remarketing:

Return on investment (ROI):

About the marketing term

Return on investment (ROI) is used to measure how cost-effective any given marketing strategy is. For example, if you want to know how much money you made on a specific campaign after you’ve spent x amount of money on it, ROI is what you’re trying to figure.

The equation for ROI is the monetary gain from your investment minus the cost of your investment, with that total divided by the cost of investment.

Why it’s important to marketers: It’s extremely important to track ROI on every marketing campaign. It allows you to see what strategies are helping to make you money and what strategies are a waste of your marketing budget.

Learn more about ROI

Revenue operations (RevOps):

Revenue operations is a business strategy that involves increasing coordination between revenue-driving teams to help businesses earn more.

S

Sales:

Sales focuses on the sales process, including how to interact with customers, answer questions, and provide relevant information. Its primary goal is hitting sales quotas and converting prospects into customers.

Search Engine Marketing (SEM):

SEM, or search engine marketing, is a strategy that involves running paid and targeted ads that appear on search engines. These ads appear at the top of search results above the organic listings.

Sears Marketplace:

Sears Marketplace is an online platform where sellers can list and sell their products, providing customers with a wide range of options to choose from.

Semrush:

Semrush is a digital marketing software designed to help businesses run digital marketing campaigns. Semrush can provide valuable digital marketing information and insights for SEO, PPC, social media, and content marketing.

SMB Martech:

SMB marketing technology refers to software programs and tools used to improve marketing tasks. These tools help you implement, create, manage, and optimize digital marketing campaigns.

SMS compliance:

SMS compliance is the process of adhering to laws regulating SMS marketing texts. Spam texts are both highly annoying and privacy-violating, so there are laws regulating how businesses are allowed to engage with users through SMS.

SMS marketing:

SMS marketing is a form of digital marketing that involves sending promotions to current and potential customers through text messages. It’s also sometimes referred to as text marketing.

Sponsored content:

Sponsored content is anything that appears in an online publication that is paid for by another company to promote a product or service. Sponsored content usually blends in with the publication’s typical message.

Subliminal advertising:

Subliminal advertising refers to subtle messages included in advertising campaigns designed to provoke a subconscious reaction in viewers.

Supply-Side Platform:

A supply-side platform (SSP) is a programmatic advertising platform for publishers. It helps websites sell their ad inventory to advertisers for the highest price. Basically, SSPs are tools for helping publishers drive revenue by selling ad space.

T

Target audience:

A target audience is the intended recipient of an organization’s message, product, or services. Typically, target audiences get defined by behavioral or demographic data.

Technical marketing:

Technical marketing includes any kind of marketing materials that focus on detailed, technical elements of a product or service. Whereas regular marketing might focus on more introductory concepts that the average person could understand, technical marketing dives right into the nitty-gritty of the thing, using lots of industry jargon and complex language.

Top-of-the-funnel (TOFU) content:

About the marketing term

When you’re writing BOFU content, you’re making the final push for a potential buyer to convert.  Top-of-the-funnel (TOFU) content is the opposite of BOFU content, though, and is presented to users that just found out about your business or are just becoming interested in your services.

TOFU content gives more information about your business, products, and services in an effort to get users to consider purchasing.

Why it’s important to marketers: Without TOFU, you’ll miss out on numerous leads — simply because you didn’t present them with enticing information about your business and products when they first came in contact with your brand.

Total addressable market (TAM):

Your total addressable market (TAM) is the maximum amount of revenue your company can make by selling in a particular market.

U

User experience (UX):

About the marketing term

Usually considered a web design term, but a marketing term nonetheless, user experience (UX) refers to how enjoyable a visit you provide to site visitors. It relates to aesthetics, content quality, ease of navigation, and the inclusion of multimedia.

Why it’s important to marketers: User experience is known to be a part of Google’s ranking algorithm, and without a stellar user experience, it’s unlikely that you’ll rank higher in search results. It’s Google’s job to provide the best possible user experience for searchers, and if your website doesn’t have it, you can kiss top rankings goodbye.

UX Strategy:

UX strategy is a long-term, scalable plan that aims to bring together the objectives and needs of your business with those of your audience in order to create a seamless user experience at each customer touchpoint. In other words, UX strategy is about the planning behind UX design.

W

Webcasting:

Webcasting is the process of video broadcasting live over the Internet. A webcast is a highly efficient way to distribute information to large groups of leads or customers.

Web marketing:

Web marketing is the process of using the Internet to market your product, service, or business. Web marketing can be implemented in a variety of ways, such as SEO, PPC, content and email marketing, social media marketing, and more.

Z

Zero-party Data:

Zero-party data refers to information that customers intentionally and proactively share with a company. The data is given by the consumer with the knowledge that they will get a better, more personalized experience.

Keep learning digital marketing terminology

• What Is Account-Based Marketing?
• What Is Affiliate Marketing?
• What Is Attribution Marketing?
• What Is B2B Marketing?
• What Is the BCG Matrix?
• What Is Bounce Rate?
• What Is Content Marketing?
• What Is Content Strategy?
• What Is Conversion Rate Optimization?
• What Is Data-Driven Marketing?
• What Is Demand Generation Marketing?
• What Are Digital Assets?
• What Is Digital Marketing?
• What is Dwell Time?
• What Is Employment Marketing?
• What is Full-Service Internet Marketing?
• Who Is Generation Z?
• What Is Good, Unique Content?
• What Is Growth Marketing?
• What Is Inbound Marketing?
• What Is Internet Marketing?
• What Are KPIs in Marketing?
• What Is Location Marketing?
• What Is Marketing Segmentation?
• What Is Omnichannel Marketing?
• What Is ROI in Marketing?
• What Is Web Marketing?
• What Is a Website Consultant?

WebFX knows our marketing terms

WebFX is a full-service Internet marketing agency that knows these marketing terms and many others inside and out.

This list just scratches the surface of marketing strategies and terms, and when you work with WebFX, you’ll have access to a wealth of knowledge far beyond these 14 terms.

If you’re looking for an agency that can help with all of your marketing needs. Whether it’s SEO, PPC, web design, or voice search optimization, we’re here for you.

Discover our locations by city:

• Jacksonville digital marketing agency
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Feel free to contact us online, or give us a call at 888-601-5359!