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  • Writer's pictureLiz Maguire

Marketing Terms Glossary.

As with any industry there are acronyms that whizz around in a marketing strategy meeting which might be second nature to your marketer, but a foreign language to you. That's okay. In this glossary we'll touch on key vocabulary to help demystify marketing speak.


Banner Ads: Image based ads which show up on a website (not your own) for a paid fee as part of your paid media strategy. Also known as display ads.

Business to Business (B2B): A B2B company is one which deals with transactions and sales directly between businesses, or service providers, i.e. Microsoft.

Business to Consumer (B2C): A B2C company is one which deals with transactions and sales directly to consumers, i.e. Zara.

Call to Action (CTA): The direction you want your user or visitor to take, i.e. a CTA button with a 'shop here' link to drive sales in an email.

Channels: The ways your marketing reaches potential and current customers, i.e. email & SMS, social media apps (Instagram, TikTok, Facebook, LinkedIn, etc.), organic & paid media.

Click Thru Rate (CTR): The percentage of people who opened the email and who clicked something in the email, like a link to the website product or blog.

Conversion Rate: The percentage of people who ordered something through the email, from your website. This tells us how well the emails are working for sales directly.

Cost Per Click (CPC): The cost to a business of an interaction by a viewer on a paid advertisement, via the paid media strategy of Pay Per Click (PPC) marketing.

Conversion Rate Optimization (CRO): The effort to increase the rate at which visitors to your site or readers of your email complete the CTA you set out for them. This would be an ideal Key Performance Indicator (KPI) for review.

Customer Relationship Management (CRM): The software or methodology you use to track the journey for a customer within your company, including touchpoints and any notes.

Customer Acquisition Cost (CAC): The approximate cost of acquiring a new customer.

Customer Lifetime Value (CLV): The approximate value of a customer over their lifespan with your company.

Deliverability: The health of your communications channel to reach subscribers. Hubspot defines deliverability as the 'feedback loop' of your messaging.

Display Ads: Any type of visual ad including image, video, audio.

Domain Name: A unique and often short, memorable way to access a website online, i.e. Litir Marketing is the domain name for this site which corresponds to our URL of A domain and URL are treated the same way by your browser.

Key Performance Indicators (KPI): A set of figures to track progress of a project over a decided length of time, i.e. open rate of email, increase of site visitors etc. Should be something which reflects a greater impact on the business, not necessarily a 'vanity' metric like followers or likes on social media.

Keywords: The search terms relevant to your brand which when used correctly can elevate your SEO and bring in new customers via auction as part of a paid media strategy.

Native Ads: Advertisements which blend into their environment, i.e. advertisements mid-article on a news or blog site.

Open Rate: Open Rates are found by the percentage that opened over the rate of messages that were delivered. Open Rates tell us how the subject line performed in the inbox.

Organic Media: The action of driving sales or engagement via channel traffic without advertising spend.

Paid Media: The action of applying spend to certain channels to increase visibility and find new customers to increase conversion rate, i.e. display ads, paid search, shopping ads, social media ads, etc. Paid search (i.e. search engine ads) are part of a paid media strategy.

Pay Per Click Marketing (PPC): Part of the paid media strategy where the brand pays every time a user clicks an advertisement.

Proof of Concept (POC): A business plan or model to demonstrate the feasibility of a product or service before entering the market.

Retargeting: A method of showing visitors who engaged with your brand what they viewed while on other websites. Part of a paid media strategy.

Return on Investment (ROI): The evidence that a decision or strategy will earn and hopefully exceed the money spent. Should have a relationship with the KPIs.

SaaS (Software as a Service): A SaaS company is one where a company hosts a service via a license that users subscribe or rent to use., i.e. Netflix.

Search Engine Ads: A type of paid search where brands bid on keywords to appear at the top of search engines like Google or Bing.

Search Engine Optimization (SEO): The action of increasing -- with spend -- your ranking across search engines like Google or Bing to drive more sales. This is achieved through the use of keywords, page headlines, meta descriptions, URLs, etc. SEO deals only with non-paid results. SEO is not paid media.

Small to Medium Enterprise (SME): This definition fluctuates but generally an SME is of less than 250 employees. A 'micro enterprise' might have fewer than 10 employees, a 'small enterprise' might have up to 50 employees and a 'medium enterprise' might have up to 250 employees. (

Strength, Weakness, Optimization, Threats Analysis (SWOT): A S.W.O.T analysis is a tool which allows you to plot your business into four categories to highlight your competitive advantage as well as vulnerabilities.

Uniform Resource Locator (URLs): The unique address for your website online. A URL and a domain name are treated the same way by your browser.

User Experience (UX): How visitors interact with your presence online ranging from website layout to email design.

Unique Selling Proposition (USP): What makes your product or business unique, your competitive edge in the market.

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