Marketing Glossary

This means comparing two versions of one thing to determine which version does best to help get better marketing outcomes.
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When a user places a product in the e-commerce basket of an e-commerce site but doesn’t proceed to checkout and complete the purchase.
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The text in your promotional communications to customers.
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Ad Extensions Ad Extensions enhance standard ad texts by adding links, contact information, or product…Continue reading →

What is an Ad Network? An Ad Network is a broker between advertisers who wish…Continue reading →

What is Google AdSense? A Google marketing program that pays website publishers for allowing relevant…Continue reading →

What is an advertising budget? The money a company puts toward promoting its products and…Continue reading →

What is an Advertorial? If you think of a traditional printed magazine or newspaper, the…Continue reading →

What is Affiliate Marketing? Marketing based on a relationship between an online advertiser and website…Continue reading →

What is an Affiliate Network? A specially selected group of website publishers who partner with…Continue reading →

What is Alt Text? Text that shows in place of images or pops up when…Continue reading →

What is Anchor Text? The wording of a link on a website, in an email,…Continue reading →

What is an Application Programming Interface (API)? APIs are a series of rules in computer…Continue reading →

What is Audience Segmentation? A marketing plan based on identifying subgroups within the target audience…Continue reading →

What is a B2B (Business-to-Business)? An adjective used to describe companies that sell to other…Continue reading →

What is a B2B (Business-to-Consumer)? B2C companies typically focus on marketing their products or services…Continue reading →

What are Backlinks? Links on websites other than your own that go back to a…Continue reading →

What is a Banner Ad? A standard horizontal ad placement at the top of a…Continue reading →

What is Bing Ads? Pay-per-click (PPC) ads that run on Bing and Yahoo search engines…Continue reading →

What is Black Hat SEO? Black Hat SEO refers to unethical and manipulative tactics used…Continue reading →

What is a Blog? The short form of "weblog." A blog is a collection of…Continue reading →

What is Blogging? This is short for web log or weblog. An individual or group…Continue reading →

What is the Bottom of the Funnel? The "bottom of the funnel" (BOFU) refers to…Continue reading →

What is a Bounce Rate? The percentage of visits to your website where only 1…Continue reading →

What is a Brand? The experience a customer has with a product or service that…Continue reading →

What is a Brand Identity? The experience a customer has with your product or service…Continue reading →

What is a Brand Image? How your customers perceive your products, services, and company. This…Continue reading →

What is BIMI? Brand Indicators for Message Identification (BIMI) is an emerging security technology that…Continue reading →

What is a Brand Manager? A marketing professional responsible for making sure the customer's experience…Continue reading →

What are Breadcrumbs? In web design and user interface, breadcrumbs are navigational aids that show…Continue reading →

What is Business Blogging? Business blogging retains all the attributes of "regular" blogging but adds…Continue reading →

What is a Buyer Persona? A semi-fictional representation of your ideal customer based on market…Continue reading →

What is a Call to Action (CTA)? What you want your target audience to do…Continue reading →

What is CAN-SPAM? CAN-SPAM stands for "Controlling the Assault of Non-Solicited Pornography and Marketing." It's…Continue reading →

What is a Canonical URL? The "master version" of a page on your website that…Continue reading →

What is a CSS? Cascading style sheet (CSS) is a language that dictates how a…Continue reading →

What is a CASL? CASL stands for "Canadian Anti-Spam Legislation." It's a Canadian law passed…Continue reading →

What is a Churn Rate? A metric that measures how many customers you retain and…Continue reading →

What is Classified Advertising? Ads appearing on the same page and grouped into categories in…Continue reading →

What is Click-Through Rate (CTR)? Click-through rate (CTR) is a metric used in online advertising…Continue reading →

What is Closed-Loop Marketing? The practice of closed-loop marketing is executing, tracking, and showing how…Continue reading →

What is a Contact Form? A contact form is a page on a website that…Continue reading →

What is Content? Content is information that can be digested (not literally), engaged with, and…Continue reading →

What is a Content Management System (CMS)? A web application designed to make it easy…Continue reading →

What is Content Marketing? Content marketing is a plan businesses use to attract, engage, and…Continue reading →

What is a Content Optimization System (COS)? A COS is a CMS (Content Management System)…Continue reading →

What is Context? If content is king, then context is queen. Serving up valuable content…Continue reading →

What is the Conversion Path? A conversion path is a series of website-based events that…Continue reading →

What is a Conversion Rate? The percentage of user actions taken after total clicks on…Continue reading →

What is Conversion Rate Optimization (CRO)? Conversion rate optimization (CRO) is the process of increasing…Continue reading →

What is Cost Per Acquisition (CPA)? How much do you spend to win a single-paying…Continue reading →

What is the Cost Per Click (CPC)? A fee that a website publisher charges to…Continue reading →

What is Cost-per-Lead (CPL)? A fee that a website publisher charges to serve your display…Continue reading →

What is CPM? Cost per thousand impressions of an online ad. When an ad is…Continue reading →

What are Creatives? The products of copywriters, graphic designers, and other creative advertising people are…Continue reading →

What is Crowdsourced Content? Crowdsourced content refers to content that is created, curated, or sourced…Continue reading →

What is Customer Acquisition Cost (CAC)? Customer acquisition cost (CAC) is the amount of money…Continue reading →

What is a Customer Data Platform? A customer data platform (CDP) is a central location…Continue reading →

What is a Customer Journey? Think of a customer journey as a detailed map showing…Continue reading →

What is a CRM? Customer relationship management (CRM) is the practice of managing customer relationships.…Continue reading →

What is Digital Marketing? Digital marketing is any marketing that uses electronic devices to convey…Continue reading →

What is Direct Mail Marketing? Direct marketing is a type of direct marketing delivered physically…Continue reading →

What is Direct Marketing? Direct marketing is marketing that is delivered directly to the customer…Continue reading →

What are Display Ads? A type of online advertisement that combines text, images, and a…Continue reading →

What is a Distribution Channel? The path a product or service takes from its creation…Continue reading →

What is a DMARC? Domain-based Message Authentication, Reporting, and conformance (DMARC) is a widely recognized…Continue reading →

What is a DNS? A domain name system (DNS) takes a human-friendly internet address, such…Continue reading →

What is a Domain? A domain or domain name comes between the @ in your…Continue reading →

What is a Drip Campaign? A drip campaign is a series of automated emails sent…Continue reading →

What is Dropshipping? In an e-commerce model, the seller does not own any inventory or…Continue reading →

What is Dynamic Content? Dynamic content is a way to display different messaging on your…Continue reading →

What is E-commerce? E-commerce is the buying and selling of goods and services using the…Continue reading →

What is an E-commerce Website? A website that allows people to buy and sell physical…Continue reading →

What is an Ebook? Ebooks are a common type of content that many marketers use,…Continue reading →

What is Editorial Calendar? It's like a road map for content creation, showing you what…Continue reading →

What is an Email? In its most basic sense, email stands for ‚Electronic Mail. It…Continue reading →

What is Email Automation? Predefined rules trigger email messages based on customers' specific actions. Some…Continue reading →

What is the Email Bounce Rate? Email bounce rate: The rate at which an email…Continue reading →

What is an Email List? A list of email addresses to which your business can…Continue reading →

What is Email Marketing? Email marketing is the use of email to promote a business's…Continue reading →

What is the End User? The person who uses a product or service. If you…Continue reading →

What is the Engagement Rate? A popular social media metric describes the amount of interaction—likes,…Continue reading →

What is Error 404? File not found, an error your web browser flags. A 404…Continue reading →

What is Evergreen Content? Evergreen content continues to provide value to readers no matter when…Continue reading →

What is Extensible Markup Language (XML)? Extensible markup language (XML) is a human—and machine-readable coding…Continue reading →

What is Eye Tracking? Measuring and recording the movement of eyes as they look at…Continue reading →

What is Facebook? Facebook is a social network you're likely quite familiar with, but it…Continue reading →

What are Facebook Ads? Ads that run exclusively through the Facebook advertising platform. They can…Continue reading →

What is a Facebook Ads Manager? Mission control for your Facebook ads. This is the…Continue reading →

What is a Facebook Business Page? Your business home on Facebook. At a minimum, it…Continue reading →

What is a Facebook Profile? Your home on Facebook. This is similar to a Facebook…Continue reading →

What is FCC? The Federal Communications Commission (FCC) is a United States government agency that…Continue reading →

What is a Featured Snippet? A section of Google search engine results page that tries…Continue reading →

What is a Form? The place where your page visitors will supply information in exchange…Continue reading →

What is Friction? Any element of your website that is confusing, distracting, or causes stress…Continue reading →

What is FTC? The Federal Trade Commission (FTC) promotes competition in the United States marketplace…Continue reading →

What is a Go-to-Market Strategy? A plan that helps you launch your new business, product,…Continue reading →

What are Google Ads? Google Ads is the software platform Google uses to power its ad…Continue reading →

What is the Google Algorithm? Algorithms are a list of mathematical calculations and if/then statements…Continue reading →

What is Google Analytics? Google Analytics is a platform that measures and reports on website…Continue reading →

What is Google My Business? This is a free service that lets you provide more…Continue reading →

What is Google Remarketing? Also called retargeting, Google remarketing is the technology that lets your…Continue reading →

What is Google Search Console? A Google tool that helps you optimize your website content…Continue reading →

What is GPT-3? GPT-3, or Generative Pre-trained Transformer 3, is a remarkable language model that…Continue reading →

What are Gross Rating Points? A math equation that multiplies the number of times an…Continue reading →

What is H1? An HTML tag is used to identify the highest level of information…Continue reading →

What is Hard Bounce/Soft Bounce? An email that is rejected by an email server for…Continue reading →

What is a Hashtag? A hash or pound sign (#) is used after a word…Continue reading →

What are Header Tags? Header tags (H1-H6) are HTML elements used to structure content on…Continue reading →

What is a Heat Map? A visual representation of data that uses color to communicate…Continue reading →

What are Hreflang Tags? An HTML tag that helps search engines find and display content…Continue reading →

What is HTML? Hypertext markup language (HTML) is the coding language used to create web…Continue reading →

What is HTTP (HTTPS)? Hypertext transfer protocol (HTTP) is the application (or program) that a…Continue reading →

What is Hyperlink? A hyperlink is a piece of text or an image on a…Continue reading →

What Ideal Customer Profile (ICP)? An Ideal Customer Profile (ICP) is a detailed description of…Continue reading →

What is Iframe? An iframe is a section of a web page that contains content…Continue reading →

What is an Inbound Link? An inbound link is a link from another site to…Continue reading →

What is Inbound Marketing? Inbound marketing is a marketing plan that encourages people to actively…Continue reading →

What is an Index Page? The homepage of a website. Sometimes, people refer to pages…Continue reading →

What is Infographic? It is a highly visual piece of content that is very popular…Continue reading →

What is Instagram? Though initially a haven only for younger generations who wanted to post,…Continue reading →

What are Instagram Ads? Instagram posts that promote a business's products or services. The posts…Continue reading →

What is Integrated Marketing? The practice of aligning all marketing tactics to the same core…Continue reading →

What is an IP Address? An Internet protocol (IP) address is a unique number, much…Continue reading →

What is JavaScript? A type of doance measurement companies use to check an employee's or…Continue reading →

What is the Key Performance Indicator (KPI)? A type of doance measurement companies use to…Continue reading →

What are Key Success Factors? The 5 elements that find out whether or not a…Continue reading →

What is a Keyword? A word or phrase in the content of your web pages…Continue reading →

What is Keyword Density? The number of times a keyword is used on a web…Continue reading →

What is a Landing Page? A landing page is a standalone web page that potential…Continue reading →

What is a Lead? A person or company who's shown interest in a product or…Continue reading →

What is Lead Nurturing? Sometimes referred to as drip marketing, lead nurturing is the practice…Continue reading →

What are Lifecycle Stages? These divisions describe your relationship with your audience and can generally…Continue reading →

What is Lifetime Value (LTV)? LTV is a prediction of the net profit attributed to…Continue reading →

What is LinkedIn? LinkedIn is a business-oriented social networking site launched in May 2003. It…Continue reading →

What is LinkedIn Advertising? A platform for promoting your company products or services on LinkedIn.…Continue reading →

What is a LinkedIn Profile? Your individual landing page on LinkedIn. Like a resume, professional…Continue reading →

What is a List Broker? A business specializing in sourcing contact lists that direct marketers…Continue reading →

What is a Long-Tail Keyword? A long-tail keyword is a targeted search phrase containing three…Continue reading →

What is Market Share? Market share is the percentage of the market for your product or…Continue reading →

What is Marketing Analytics? Marketing analytics is essentially the discovery and communication of meaningful patterns…Continue reading →

What is Marketing Automation? A process that lets technology take over repetitive marketing tasks from…Continue reading →

What is Marketing Collateral? Digital or print materials that accompany a primary advertising campaign. Before…Continue reading →

What is Marketing Mix? The marketing mix refers to the set of controllable, tactical marketing…Continue reading →

What are Marketing Objectives? What do you want a marketing initiative such as an advertising…Continue reading →

What is Marketing Research? They gather and analyze market information to inform customers about the…Continue reading →

What is Meta Description? A brief summary of what a web page is about in…Continue reading →

What are Meta Keywords/Meta Tags? Words and phrases in the HTML meta keywords tag of…Continue reading →

What is a Microsite? Microsites are a cross between a landing page and a website.…Continue reading →

What is the Middle of the Funnel? This refers to the stage that a lead…Continue reading →

What is Mobile Marketing? With mobile search queries officially surpassing desktop queries, now is probably…Continue reading →

What is Mobile Optimization? Mobile optimization means designing and formatting your website so that it‚Äôs…Continue reading →

What is Monthly Recurring Revenue (MRR)? The amount of revenue a subscription-based business receives per…Continue reading →

What is Narrowcasting? Narrowcasting is a media message sent to a highly targeted audience. Unlike…Continue reading →

What is Native Advertising? A type of online advertising that takes on the form and…Continue reading →

What is the Net Promoter Score (NPS)? A customer satisfaction metric that measures, on a…Continue reading →

What is News Feed? A news feed is an online feed full of news sources.…Continue reading →

What is a No-Follow Link? A no-follow link is used when a website does not…Continue reading →

What is Nofollow? A nofollow tag is a meta tag in the HTML code of…Continue reading →

What is Nonprofit Marketing? Marketing with goals that advance a nonprofit organization's cause versus driving…Continue reading →

What is Off-Page Optimization? This is the free-spirited cousin of on-page optimization. Off-page SEO refers…Continue reading →

What is an Offer? Offers are content assets that live behind a form on a…Continue reading →

What is Omnichannel Marketing? Omnichannel marketing creates a cohesive, integrated shopping experience across brand sales,…Continue reading →

What is On-Page Optimization? This type of SEO is based solely on a webpage and…Continue reading →

What is Organic Search? The natural and unpaid results users receive after making search queries.…Continue reading →

What is Page View? A request to load a single web page on the internet.…Continue reading →

What is Paid Search? Online advertising is triggered when users do searches using keywords that…Continue reading →

What is Personalized Marketing? Personalized marketing is the practice of using analytics to make advertising…Continue reading →

What are Personalized Product Recommendations? Suggestions to customers for products they may be interested in…Continue reading →

What is Pinterest? Pinterest is a visual social network typically used by e-commerce marketers, but…Continue reading →

What is Product Differentiation? What makes your product or service different and more appealing to…Continue reading →

What is a Product Lifecycle? The stages a product goes through during its time on…Continue reading →

What is a Product Matrix? A product matrix is a chart that describes the various…Continue reading →

What is Product Positioning? The image of your product or service that you want members…Continue reading →

What is the Product Range? A set of versions of one product from the same…Continue reading →

What is a Programmatic SEO? Programmatic SEO is the process of creating and optimizing a…Continue reading →

What is a Promotional Mix? The combination of promotions (advertising, sales promotion, personal selling, publicity)…Continue reading →

What is Promotions? Marketing communications are designed to inform target audiences about products or services…Continue reading →

What is Psychographics? Your target audience values, beliefs, and behaviors that are relevant to your…Continue reading →

What is a QR Code? A QR code (abbreviated from Quick Response code) is a…Continue reading →

What is a Qualified Lead? A contact who opted in to receive communication from your…Continue reading →

What is a Quality Score? A Google Ads metric that rates how relevant your pay-per-click…Continue reading →

What is a Questionnaire? Questionnaires are a set of questions about a topic used for…Continue reading →

What is Redirect? Redirects send users to a web page different from the one they…Continue reading →

What is a Referral? When a website sends traffic to another website. Tracking referrals can…Continue reading →

What is Responsive Design? This is the practice of developing a website that adapts accordingly…Continue reading →

What is Return on Ad Spend (ROAS) / Return on Investment (ROI)? The ratio of…Continue reading →

What is Retweet? A re-posting of a tweet posted by another user on Twitter. Retweets…Continue reading →

What is Robots.txt? A file placed on a web server that gives instructions to search…Continue reading →

What is RSS? Really simple syndication (RSS) packages a website's content into a feed that…Continue reading →

What is Schema Markup? Bits of code are added to a web page that helps…Continue reading →

What is Search Engine Marketing (SEM)? Paid advertising on a search engine results page (SERP)…Continue reading →

What is Search Engine Optimization (SEO)? Changes were made to a website's content and structure…Continue reading →

What is a Search Engine Results Page (SERP)? The page that a search engine returns…Continue reading →

What is Search Engines? Software is used to find information and websites on the internet.…Continue reading →

What is a Search Query? A search query refers to the words or phrases that…Continue reading →

What is the Sender Score? An email marketing term that refers to a reputation rating…Continue reading →

What is a Service Level Agreement (SLA)? For marketers, an SLA is an agreement between…Continue reading →

What is a Sitelink? An ad extension that places more than 1 link in a…Continue reading →

What is Sitemap XML? A list of pages on a website that search engines should…Continue reading →

What is a Small-to-Medium Business (SMB)? Companies with between 10 and 500 employees are usually…Continue reading →

What is Smarketing? A fun phrase used to refer to the practice of aligning Sales…Continue reading →

What is Snapchat? A social app that allows users to send and receive time-sensitive photos…Continue reading →

What is Social Media? Social media is media designed to be disseminated through social interaction,…Continue reading →

What is Social Media Marketing? Using social media to advertise a brand, products, or services.…Continue reading →

What is a Social Proof? Social proof refers to a psychological phenomenon in which people…Continue reading →

What is Software-as-a-Service (SaaS)? Any software that is hosted by another company that stores your…Continue reading →

What is SSL? Secure Sockets Layer (SSL) is a method of encryption that protects data…Continue reading →

What are Tags? A piece of HTML code that tells a web browser how to…Continue reading →

What is the Target Audience? The people you want to reach with your marketing works.…Continue reading →

What is a Title Tag? Title tags are HTML tags that designate a page's title.…Continue reading →

What is Top of the Funnel? Sometimes called TOFU, the top of the funnel refers…Continue reading →

What is a Tracking Code? A small piece of JavaScript is placed on a website…Continue reading →

What is Twitter? For the sake of creativity, I'll define Twitter in 140 characters or…Continue reading →

What is a Unique Visitor? A person who visits a website more than once within…Continue reading →

What is a URL? This is short for Uniform Resource Locator. I honestly didn‚Äôt know…Continue reading →

What is User Experience (UX)? The overall experience a customer has with a particular business,…Continue reading →

What is User Interface (UI)? A type of interface that allows users to control a…Continue reading →

What is Viral Content? This term describes a piece of content that has become wildly…Continue reading →

What is a Website? A website is a set of interconnected webpages, usually including a…Continue reading →

What is the Website Bounce Rate? Website bounce rate: The percentage of people who land…Continue reading →

What is Word-of-Mouth (WOM)? Information passing from person to person. Technically, the term refers to…Continue reading →

What is Workflow? A workflow is another way to describe a lead nurturing campaign. It…Continue reading →

What is XML Sitemap? An XML Sitemap is a file that lists the URLs of…Continue reading →

What is YouTube? YouTube is a video-sharing website where users can upload, share, and view…Continue reading →