Marketing Jargon Booster

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W hile working in marketing, you may hear more than your fair share of jargon. And if only
one thing is true about marketers – they love a good acronym. The problem is that when
you're just starting out on your journey to become a professional marketer, or when you've got
multiple projects on the go, it's all too easy to forget what these marketing terms mean.
That's why we've created our handy jargon buster. It's your glossary of terms to use whenever
you see something you don't recognize. Throughout this resource, you'll find examples and links
to resources that will help you understand important marketing acronyms.
For a full glossary of digital marketing terms, we recommend you take a look at this digital
marketing glossary (https://www.davechaffey.com/marketing-glossary/) for marketing
professionals and readers of his books compiled by Dr Dave Chaffey, Smart Insights co-founder
on his personal site.
AM
Account Manager: A managerial position you might have as part of your internal departments.
Account Managers deal directly with account holders and are responsible for client retention.
AOV
Average Order Value: A calculation of the average amount of revenue generated by each
purchase from your company. This is found by taking the total revenue taken in a specific period
(often one year) and dividing it by the number of orders taken in that year.
B2B a plan to create a winning marketing strategy, fast?

Need
Get started today using a tried and tested step-by-step process
Business to Business: When a business sells its products or services to another business.
(https://www.smartinsights.com/content/create-a-winning-marketing-strategy/)
1 de 20 2020-10-29 2:22 p.m.

Marketing jargon buster | Smart Insights https://www.smartinsights.com/advice/marketing-jargon-buster/
Examples of B2B companies include Slack, SalesForce, Buffer, and Hootsuite.

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B2C
(/)
Business to Customer: When a business sells its products or services to customers. Examples
of B2C companies include Coca-Cola, Target, McDonald's, and Apple.
BAU
Business as Usual: When planning your weekly or monthly work, you may list some tasks that
are frequently performed and not part of special project work. These are called 'business as
usual'.
BOFU
Bottom of Funnel: This refers to where people are in the sales funnel. People at the bottom of
the funnel have likely interacted with your messaging a lot and are ready to buy from you.
BR
Bounce Rate: Bounce rate is a calculation made based on how people interact with your
webpages. It is the percentage of people who leave your site after only viewing one page.
CMS
Content Management System: A platform used to manage and serve digital content to your site
or on behalf of your social media profile.
CPA
Cost per Acquisition: The total cost of acquiring a new customer via a specific channel or
campaign. This is similar to CPL, but is more frequently used for consumer product selling, when
a user is considered a 'potential customer' rather than a 'lead' who has given you contact
information and registered their interest in your services.
Need a plan to create a winning marketing strategy, fast?
CPC
2 de 20 2020-10-29 2:22 p.m.

Cost per Click: A calculation used in paid media to measure the average cost of a click on a
particular ad. ()
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CPD
Continued Professional Development: The act of routinely taking part in training and improving
your workplace knowledge and skills.
CPL
Cost per Lead: The total cost of acquiring a new lead via a specific channel or campaign.
CPM
Cost per Thousand Impressions: Standing for 'cost per mille', this is a calculation of how much
1,000 impressions for a particular webpage costs. It is calculated by taking the total campaign
cost and dividing it by the total number of impressions that were earned for a page (divided by
1,000).
CPS
Cost per Sale: The average cost it took to generate a sale for your business. To calculate your
CPS, divide your total costs by your total number of sales.
CR
Conversion Rate: The percentage of people who convert (e.g. buy a product) compared to the
total number of people who have the opportunity to (e.g. view that product).
E-commerce Conversion Rate is defined by Google (https://support.google.com/analytics/answer

/6014873?hl=en) as:
“The ratio of transactions to sessions, expressed as a percentage. For example, a ratio of 1
transaction to every 10 sessions would be expressed as an Ecommerce Conversion Rate of
10%”.
CRM
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Customer Relationship Management: CRM is all about the programs and processes you use
to track how you interact with your customers. This includes responding to complaints and ()
queries, and you may have a dedicated Account Manager to maintain relationships () with high-
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value customers/accounts.
CRO
Conversion Rate Optimization: The act of making improvements to your site in order to
increase your conversion rate.
CSAT
Customer Satisfaction: A term used for research that reveals how satisfied your customers are
with your brand, products or service. For example, you may run a CSAT survey with a group of
customers and ask them how their experience with your brand could be improved.
CTA
Call to Action: A phrase that is written to encourage an action from the reader. Examples
include 'buy now', 'browse' and 'take a look'.
Need a plan
The best calls toto create
action also a winning
express marketing
benefits strategy,
or enticing aspects fast?
of the product or service
Get started
involved. today
In the using
example a tried
above, and
Netflix tested
has step-by-step
the CTA process
'Watch free for 30 days' which clearly
communicates a cost benefit and the duration of the free trial, rather than simply using 'Signup
4 de 20 2020-10-29 2:22 p.m.

here' or 'Start your trial'.

()
()
CTR
(/)
Clickthrough Rate: The percentage of people who are provided a link to your site and click on it.
Most often used to measure SEO and email performance.
CX
Customer Experience: Welcome emails, reward schemes, and troubleshooting help are all
examples of services you could provide to improve your customer experience.
DM
Direct Message: A private message sent from one person to another, often on social media.
ESP
Email Service Provider: The platform marketers use to organize, create and report on email
activities. Examples include Mailchimp and Pardot.
GA
Google Analytics: A web analytics tool created by Google to view data about your website.
Available here (https://marketingplatform.google.com/intl/en_uk/about/analytics/).
GDPR
General Data Protection Regulation: This is the regulation in EU law covering data protection
and privacy in the European Union. It was implemented on 25th May 2018 and you can read
more information about it in our dedicated GDPR guide (https://www.smartinsights.com/guides
/gdpr-briefing/).
GDNa plan to create a winning marketing strategy, fast?

Need
Google Display Network: This is a network of websites that can display adverts created for your
5 de 20 2020-10-29 2:22 p.m.

business. By utilizing the GDN, you can design image and video adverts and set them to appear
on websites that interest your target audience. ()
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This Shein ad is an example of an advert served through the Google Display Network
Learn how to set up Google Display Network campaigns (https://www.smartinsights.com/quick-

wins/how-to-set-up-google-display-network-campaigns/) with our Quick Win about the platform.
GSC
Google Search Console: A tool created by Google to help you view your site's performance in
Google search results. It is available here (https://search.google.com/search-console/about).

6 de 20 2020-10-29 2:22 p.m.

()
()
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Here you can see Total Clicks and Total Impressions charted over six months in Google Search
Console
KPI
Key Performance Indicator: A metric that you identify as important to a particular campaign or
project. For example, total revenue, sales of a particular product, increased social profile
following.
LTV
Lifetime Value: A customer's lifetime value is a reasonable expectation of how much revenue
your company can expect over the entire lifespan of a customer's relationship with you. This
considers the possibility of multiple purchases and recurring revenue from individual customers
and is therefore often used in B2B companies.
MOFU
Middle of Funnel: This refers to where people are in the sales funnel. People in the middle of
the funnel have learned about your company but may not be ready to buy from you.
MoM
Month on Month: This is used for when you view data at a monthly level and compare it to
previous months to see how it has changed. For example, this could be monthly product sales.
MQL
Get started today using
Marketing-qualified a triedwho
Lead: Leads andhave
tested step-by-step
interacted process through actions that
with your marketing
your business defines as expressions of interest in your products or services. These actions
7 de 20 2020-10-29 2:22 p.m.

could be, for example, clicking on a sale CTA, submitting contact information via an online form,
or repeatedly visiting your website. ()
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MTD
Month to Date: A period of time starting at the beginning of the calendar month and lasting until
the present date. If you are part of a sales team, you may hear people talking about their revenue
in 'month to date'. This means the total amount of sales they've secured this month up to and
including the current date.
NPS
Net Promoter Score: A metric for assessing customer loyalty for a company's brand, products or
services. Customers score the company in question from zero to ten and an NPS is calculated
using the matrix below:
OVP
Online Value Proposition: Your online value proposition is what makes you stand out from your
competitors online. It's important to clearly communicate what online experiences and content
your brand can offer for each site, app, and type of social presence.
P&L
Profit
Get and Loss:
started Theusing
today profit and lossand
a tried statement is step-by-step
tested a financial document that states the revenues,
process
costs, and expenses related to a company over a period of time (usually one year).
8 de 20 2020-10-29 2:22 p.m.

PDP ()
()
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Personalized Development Plan: A document used to plan and record your professional
development towards the acquisition of new skills and responsibilities. Sometimes called a
'Personalized Learning Plan' (PLP).
PLP
Personalized Learning Plan: A document used to plan and record your professional
development towards the acquisition of new skills and responsibilities. Sometimes called a
'Personalized Development Plan' (PDP).
You can create your own PLP by clicking on the Personalized Learning Plan icon in our sidebar or
clicking here (https://www.smartinsights.com/personalized-learning-plan-assessment/).
PM
Project Manager: A managerial position you may have as part of your internal departments.
Project Managers are responsible for planning and delivering marketing projects.

PPC
Pay per Click: A form of paid media in which a fee is paid every time an advert is clicked.
9 de 20 2020-10-29 2:22 p.m.

Examples of this include 'Ad' search results at the top of Google result pages.
()
()
PR
(/)
Public Relations: Any communications or marketing that is designed to build a relationship

between an individual or organization and the public.
RACE
Reach, Act, Convert, Engage: Our RACE Planning framework, which informs how your digital
marketing strategy should be created.
Plan: Activities that help you understand your position in your industry and who your
customers are.
Reach: Activities that promote your company and reach out to your customers.
Act: Activities that encourage your customers to interact with you.
Convert: Activities that persuade customers who interact with you to purchase from you.
Engage: Activities that facilitate repeat purchases from your customers.

10 de 20 2020-10-29 2:22 p.m.

()
()
(/)
You can create your own digital strategy plan using the RACE Planning framework by
downloading our Word workbook (https://www.smartinsights.com/guides/digital-marketing-plan-
workbook/) or PowerPoint template (https://www.smartinsights.com/guides/powerpoint-digital-
marketing-strategy-planning-template/).
ROFU
Retention of Funnel: This refers to your sales funnel and the act of retaining people who buy
from you so they are encouraged to buy other products (often through recommendations).
ROI
Return on Investment: A calculation used to measure how commercially viable an investment
was. You take the total revenue generated by an activity/campaign and deduct the budget used
to launch or run that activity/campaign to calculate what your ROI was.
ROMI
Return on Marketing Investment: Sometimes used interchangeably with ROI, but ROMI more
specifically refers to the return on the investment in comparison to budget spent on marketing
costs (rather than including wider costs, such as platform fees).
RSS
Need a plan
Rich Site to create
Summary: A feedathat
winning
serves asmarketing strategy,
a standardized fast? website updates
format of displaying
Get started
so that today
they can using
be read a tried computer
by various and tested step-by-step
software process Consider the fact that
and user interfaces.
you can read a website's content through apps such as Flipboard and Feedly. This is done by the
11 de 20 2020-10-29 2:22 p.m.

app reading the RSS feed for various websites and displaying the information in their own
interface. ()
()
(/)
RT
Retweet: A form of interaction on Twitter, when one user reposts another user's tweet.
Here you can see Rand Fishkin retweeting information about the mobile game Pokémon GO
SaaS
Software as a Service: This is when the main product offered to customers is access to a
software solution, such as Microsoft Office or the Adobe Creative Suite.

SEM
Search Engine Marketing: This typically refers to marketing activities involving search engines,
12 de 20 2020-10-29 2:22 p.m.

such as organic SEO and paid search ads. Some people use it exclusively to refer to Pay Per
Click activities, so it's always worth checking the scope when someone refers to SEM. ()
()
(/)
SEO
Search Engine Optimization: This is a proactive, structured approach used to improve a
company's position in a search engine's organic results listings for the keyphrases you target. Its
aim is to increase awareness and drive visits to a site from new prospects and existing
customers. It involves 'on-page' SEO activities to improve the quality of content and 'off-page'
SEO to improve the quality of links to content.
SERP
Search Engine Results Page: The page that Google displays when a search term is entered.
SL
Subject Line: An introductory line of an email, written separately from the main body of the email
itself. The subject line is displayed when the recipient checks their inbox and is an important
factor in persuading someone to open your brand's email communications.
These emails from Abercrombie & Fitch use a range of subject lines to attract the recipient's
attention, from seasonal sales ("The Winter Sale is on!") to more emotional speech ("The party
starts late tonight!").
SLA
Need
Servicea Level
planAgreement:
to create This
a winning marketing
is a commitment strategy,
between fast? and a client and
a service provider
may started
Get specify aspects of the service,
today using a tried such
and as performance
tested requirements
step-by-step and penalties for breach
process
of the agreement. A common SLA you can think of is the agreement you have with your internet
13 de 20 2020-10-29 2:22 p.m.

service provider.
()
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SMART
(/)
Specific, Measurable, Achievable, Relevant, Timely: A framework for setting intelligent goals.
Rather than setting broad goals for your company like 'increase traffic' or 'improve revenue',
make sure your goals are:
Specific: The goal refers to a particular channel, product or customer type, rather than
being broad and 'top level'.
Measurable: There are KPIs that you can use to measure whether you reach your goal or
not.
Achievable: Your goal can realistically be achieved considering your available resources.
Relevant: The goal has clear ties to your business and its customers.
Timely: There is a clear deadline associated with your goal.
SMB
Small-to-medium Business: A company whose revenue figures, assets or staff fall below a
specific level. The size of a company that is considered an 'SMB' varies between different
industries and countries, but is generally a company with fewer than 250 employees. Sometimes
called a 'Small-to-medium Enterprise' (SME).
SME
Small-to-medium Enterprise: A company whose revenue figures, assets or staff fall below a
specific level. The size of a company that is considered an 'SME' varies between different
industries and countries, but is generally a company with fewer than 250 employees. Sometimes
called a 'Small-to-medium Business' (SMB).
SMM
Social
Get Mediatoday
started Marketing:
usingMarketing efforts
a tried and that utilize
tested social media
step-by-step platforms such as Facebook,
process
Twitter, LinkedIn, Snapchat, Pinterest, and Instagram.
14 de 20 2020-10-29 2:22 p.m.

SMS ()
()
(/)
Short Message Service: The most simple form of text messaging used between mobile devices.
SOSTAC
Situation, Objectives, Strategy, Tactics, Action, Control: A digital marketing strategy
framework developed by PR Smith.

15 de 20 2020-10-29 2:22 p.m.

()
()
(/)
This graphic summarizes each of the elements that comprise the SOSTAC framework for
digital strategy
You can learn more about SOSTAC from our dedicated guide (https://www.smartinsights.com
/guides/sostac-digital-marketing-planning-guide/).
SQL
Sales-qualified Lead: A lead that has been qualified by the sales team. This may be because
the lead has visited a high-value page or has requested a product demo. You should consider
'marketing-qualified leads' (MQLs) as customers who are carrying out further research, but SQLs
are customers who have entered the buying stage of their journey.
SWOT
Strength, Weakness, Opportunity, Threat analysis: A structure for conducting a situation
analysis for your brand, identifying your strengths and weaknesses before listing opportunities
open to you and threats you must consider.
TOFU
Top of Funnel: This refers to where people are in the sales funnel. People at the top of the
funnel are aware of your brand, but are still learning about you and are not ready to buy your
products.
UI
Get
Userstarted today
Interface: The using a tried and
customer-facing tested
assets step-by-step
that allow a customerprocess
to interact with a website,
such as navigational menus and submission forms.
16 de 20 2020-10-29 2:22 p.m.

USP ()
()
(/)
Unique Selling Point: The defining attribute that you believe sets your brand apart from your
competitors.
UV
Unique Visitor: When you view your site analytics, you'll see 'page views' and 'unique visitors'.
'Page views' is the total amount of times a page has been viewed, but remember that people can
navigate away from and then back to your site multiple times a day. 'Unique visitors' is a more
accurate reflection of the number of different people visiting your site.
UX
User Experience: When you consider making changes to your website, UX is an important
consideration. Just because something technical works does not mean it is easy for a person to
use it.

You can use tools like Hotjar to analyze UX and make changes to your website based on how
17 de 20 2020-10-29 2:22 p.m.

people navigate through your site.

()
()
VPL
(/)
Value per Lead: A monetary estimate of how much a lead is worth to your company should they
convert into a customer. You can calculate this by taking the total revenue generated by closed
leads and dividing it by the number of closed leads.
YoY
Year on Year: When you view data at an annual level and compare it to previous years to see
how it has changed. For example, you may look at your website's revenue from 2015-19.
YTD
Year to Date: A period of time starting at the beginning of the current year and lasting until the
present date. If you are part of a sales team, you may hear people talking about their revenue in
'year to date'. This means the total amount of sales they've secured this year up to and including
the current date.
This is part of the

Digital marketing strategy and planning Toolkit
View the Toolkit

18 de 20 2020-10-29 2:22 p.m.

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About (/about/)
Contact us (/contact-us/)
Our manifesto (/digital-marketing-strategy/digital-strategy-development/marketing-manifesto/)
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Member options (/membership/)
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Get started today using a tried and Resources
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Marketing jargon buster | Smart Insights https://www.smartinsights.

Generate results with our brand-new marketing tools (https://www.smartinsights.com/content/create-a-winning-marketing-

B2B a plan to create a winning marketing strategy, fast?

1 de 20 2020-10-29 2:22 p.m.

Examples of B2B companies include Slack, SalesForce, Buffer, and Hootsuite.

2 de 20 2020-10-29 2:22 p.m.

E-commerce Conversion Rate is defined by Google (https://support.google.com/analytics/answer

3 de 20 2020-10-29 2:22 p.m.

4 de 20 2020-10-29 2:22 p.m.

here' or 'Start your trial'.

GDNa plan to create a winning marketing strategy, fast?

5 de 20 2020-10-29 2:22 p.m.

Learn how to set up Google Display Network campaigns (https://www.smartinsights.com/quick-

Need a plan to create a winning marketing strategy, fast?

6 de 20 2020-10-29 2:22 p.m.

7 de 20 2020-10-29 2:22 p.m.

8 de 20 2020-10-29 2:22 p.m.

Need a plan to create a winning marketing strategy, fast?

9 de 20 2020-10-29 2:22 p.m.

Public Relations: Any communications or marketing that is designed to build a relationship

Act: Activities that encourage your customers to interact with you.

Engage: Activities that facilitate repeat purchases from your customers.

Need a plan to create a winning marketing strategy, fast?

10 de 20 2020-10-29 2:22 p.m.

11 de 20 2020-10-29 2:22 p.m.

Need a plan to create a winning marketing strategy, fast?

12 de 20 2020-10-29 2:22 p.m.

13 de 20 2020-10-29 2:22 p.m.

Timely: There is a clear deadline associated with your goal.

14 de 20 2020-10-29 2:22 p.m.

Need a plan to create a winning marketing strategy, fast?

15 de 20 2020-10-29 2:22 p.m.

16 de 20 2020-10-29 2:22 p.m.

Need a plan to create a winning marketing strategy, fast?

17 de 20 2020-10-29 2:22 p.m.

people navigate through your site.

This is part of the

View the Toolkit

Need a plan to create a winning marketing strategy, fast?

18 de 20 2020-10-29 2:22 p.m.

19 de 20 2020-10-29 2:22 p.m.

© Smart Insights (Marketing Intelligence) Ltd (https://www.smartinsights.com)

Need a plan to create a winning marketing strategy, fast?

20 de 20 2020-10-29 2:22 p.m.

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