• Rachel Roussell

Marketing lingo! Do you have competitive intelligence?


Marketing has a language of its own, here are some of the terms that you may come across and the definitions.

A/B testing: A/B Testing is a specific part of marketing testing that tests two different aspects to determine which has a better result in order the optimize a marketing effort.

Ad space: Ad space is the area of a website that is allocated for advertising.

Affiliate marketing: Affiliate marketing is the practice of an advertiser paying a third party to publish adverts on their web page. Payment can be given as either a percentage of a sale or as a fixed sum for each conversion.

Anchor text: This is the text that is embedded in a hyperlink. It is highlighted and when clicked on, it will redirect a web user to the chosen web page. It is an off-page SEO factor that other websites use to refer to your content.

Authority: Authority is one of the ranking factors that influence a website's SEO. It is a measure of the overall power of a web website across the internet. Websites with high authority are the more popular, respected websites.

Banner ad: Banner Ad is a form of advertising that uses a graphic display to advertise a company. A banner ad normally appears along the sides of a web page: at the right, left or bottom.

Benchmarking: Benchmarking is the measurement of a business’s performance, policies, strategies, and other metrics against the standard of its industry and of its competitors.

Brand awareness: Brand awareness measures a potential customer’s ability to recognise a brand and associate it with a certain service or product.

Brand equity: Brand equity is the added value a product receives from having a well known brand. It is the difference in price that a consumer pays when they purchase a well known brand's product over a lesser known, generic version of the same product.

Brand loyalty: Brand loyalty is the tendency of consumers to always purchase one brand's products over another.

Branding: This is the process of differentiating your product or service from other products and services through the creation of unique advertising campaigns, symbols, images, and themes. The goal of branding is to establish a distinctive presence in your industry as a recognizable company.

Buyer persona: A Buyer Persona is a research-based representation of the ideal buyer for a company.

Call-to-action(CTA): A call-to-action (CTA) is a marketer's prompt to a visitor to perform a desired action.

Click-through: A click through is the process of a website visitor clicking on one of your online advertisements.

Click-through rate: Click Through Rate informs you of how many people click on the ads.

CMO: A Chief Marketing Officer (CMO) is the highest marketing authority within an organization. The holder of this position is responsible for ensuring the successful marketing efforts of a company.

Competitive intelligence: Competitive intelligence is information collected about a company’s competitor that gives insight on the competitor’s recent and future activities.

Contact bucket: A contact bucket is a collection of contacts that share similar characteristics. It contains contacts that have been segmented and arranged into groups for convenience of targeted marketing.

Content marketing: Content Marketing is a form of owned marketing that involves emails, blog posts, guest posting, white papers, ebooks, webinars, case studies, website copy, infographics, FAQs, and social media content.

Conversion rate: Conversion rate is the measurement of success in getting visitors to perform a desired action.

Cookies: A cookie is a small file that is stored in web user's search browsers when they visit certain websites. They keep track of browsing history as people navigate through a website.

Cost per click: CPC or (cost per click) is the measurement of the amount one pays to the advertisement publisher every time one of the advertiser's web ads is clicked.

Cost per impression: CPM or (cost per impression) is the measure of cost that one will pay when their ad is shown per one thousand impressions.

Cross-selling: Cross-selling is the marketing practice of suggesting complimentary products to consumers while they are buying a product in hopes that they will make additional purchases.

Customer: A customer is someone who has bought your product or subscribed to your service.

Customer acquisition cost: Customer acquisition cost is the cost that is required for a business to secure a customer.

Customer relationship management: Customer relationship management (CRM) is the set of activities associated with managing interactions between a business and its customers.

Data mining: Data mining allows marketers to gather more complete profiles on their customers. It can help them create more effective marketing strategies that are personalised based on consumer interests and behaviour.

Demand generation: Demand generation is creating an interest in your product or service.

Direct Marketing: Direct marketing is a marketing method where advertisers directly provide consumers with marketing materials to elicit them to perform a certain action.

Display Ad: A display ad is a form of online paid advertising that is typically a designed image or a photo and copy where viewers can click on the image with the promotion and be taken to the corresponding landing page.

Drip Campaign: A drip campaign is a method used in direct marketing to acquire customers through repetitive marketing actions. It involves sending marketing information to prospects repeatedly over long periods of time.

Earned Media: Earned media represents one of the three sides of marketing (the other two: paid and owned). Earned media are the components that a marketer can “earn.”

Ebook: An ebook is an electronic version of a book in print. These can be accessed on a computer or any compatible mobile device.

Email Marketing: Email marketing is sending marketing messages to people via email. Generally, marketing emails will solicit an action from the recipient. This could include requests to buy products, fill out a survey, etc.

Engagement Rate: Engagement Rate is a metric that measures the level of engagement that your created content is receiving from your audience.

Facebook: Facebook is an online social networking platform that was launched by Mark Zuckerberg, Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, and Chris Hughes in February 2004.

Facebook algorithm: Facebook’s Algorithm is the formula used to determine which stories are displayed on the News Feed and the order in which they appear. Every day, there are upwards of 1,500 possible stories that can be displayed on a typical user’s News Feed. Facebook has consistently tweaked and restructured its algorithm over the years to offer a smarter feed of relevant content to users.

Focus group: A focus group is a tool that marketers use to gather information about products and services directly from consumers. In a focus group, a company representative meets with a group of consumer and will ask them questions about certain characteristics of the product.

Geo-targeting: Geo-targeting is the process of personalising a marketing message to a consumer based on their geographical location.

Guerrilla marketing: Guerrilla marketing can best be described as unique, non-traditional marketing techniques aimed at promoting brand awareness. A guerrilla marketing campaign is usually characterised by a cheap, innovative, and extremely creative strategy.

Guest posting: Guest posting is creating content and publishing it on another person's website.

Heat map: A heat map provides on-page data analytics that visualise a user's behaviour showing where they stop to view, areas they click that show a users' behaviour on a page showing where they stop to view, areas they click, and mouse movements over a page.

HTML: Stands for HyperText Markup Language. It is the primary computer language used in developing websites and is the groundwork of all web pages.

Inbound links: Inbound links, or back links, are the links on other websites that point to your page. They are created as hyperlinks on third-party websites or blogs and direct traffic to your website, blog, or other content platform.

Inbound marketing: This is a method of marketing with a goal of attracting potential customers to a company’s site. Instead of having to convince a lead to look at a business.

Instagram: Instagram is a social media platform with sharing, editing, photo, and video capabilities. Instagram was founded by Kevin Systrom and Mike Krieger and launched on October 6th, 2010.

Keyword: Keywords are words that are used by a search engine to find web pages. A search engine reads the text entered by the user, and using those entered keywords, it identifies relevant web pages.

Keyword research: Keyword research is the process of determining the best words for a website to use to influence its SEO.

Landing page: A landing page is a web page that a link in an online advertisement directs you to.

Lead nurturing: Lead nurturing is the process of establishing and maintaining relationships with possible customers.

Link building: Link building is the process of accumulating quality links from other websites, which search engines take into account to calculate search result ranking.

LinkedIn: LinkedIn is a professional social networking site and was found by Reid Hoffman, Allen Blue, Konstantin Guericke, Eric Ly, and Jean-Luc Vallienat in December 2002.

Long-tail keywords: Long-tail keywords are specific, multiple phrase search terms. They are the opposite of “head” terms, which are usually popular, singular keywords. A long-tail keyword can have three or four terms, or be as long as a normal sentence.

Market research: Market research is the process of aggregating data on a company's potential and existing customers.

Market segmentation: Market segmentation is the process of dividing a market of potential customers into groups, or segments, based on different characteristics.

Marketing automation: Marketing automation is done through the use of software with the purpose of automating certain repetitive aspects of the marketing process. It assists marketers with tasks such as customer segmentation, customer data management, and campaign management.

Marketing Influencer: Through their insights and innovative thoughts, marketing influencers have established themselves as experts in the marketing industry.

Marketing qualified lead (MQL): A marketing qualified lead is a prospect that has come through expressing interest in one's product and then converting into a lead.

Marketing spend: Marketing spend represents the amount of money marketing spends on initiatives such as, content marketing, paid advertising, SEO, social media, trade shows, for example.

Marketing vehicle: A marketing vehicle is a specific tool for delivering your advertisement to a target audience. They are particular channels within a medium that you use to get your message across.

Meta tags: Meta tags are HTML elements that search engines use to index web pages and determine search result rankings. These tags provide some insight on the content of a page.

Mobile marketing: Mobile marketing is advertising that is specialised and optimized for mobile devices.

Native Advertising: Native advertising is an advertising strategy that involves creating and positioning content so that it matches the context of the user’s experience.

Natural language Processing: Natural Language refers to the language spoken by human users. Computers take the natural language that users type and convert it into a programming language.

Niche marketing: Niche marketing is a very concentrated form of marketing. Unlike some other forms of marketing that target a broad range or large group of consumers, niche marketing involves targeting a very specific, well defined segment of the market.

Off-page SEO: Off-page SEO is the combination of SEO factors that cannot be directly controlled by the creator of a website, because they are located “off the web page”.

On-page SEO: On-page SEO is the combination of SEO factors that can be found “on the web page” that web designers have direct influence over.

Opportunity: Opportunity are leads who has been qualified as being in need of your product or service.

Opt-in: Opt-in is when somebody expresses consent to receive something from a company.

Opt-out: Opt-out occurs when a consumer expresses his/her desire to discontinue receiving messages from a company.

Optimizing: Optimizing means creating content, an advertisement, or any other marketing material in the most efficient and effective way possible.

Outreach: Outreach is the process of spreading awareness of your business by actively distributing information to find potential leads.

Page view: A page view is the individual view of the pages and/or content on a website.

Pinterest: Pinterest is a highly visual platform that has a pin-board style and users can share photos and images through collections they create. It was founded by Ben Silbermann and Evan Sharp.

Podcasting: Podcasting is the process of distributing information digitally in an audio format.

PPC: Pay-per-click is an advertising model employed by marketers to generate website traffic and is used to describe the overall strategy of paying for clicks.

Proactive marketing: Proactive marketing is a form of marketing that allows for marketers to be agile, real-time, data-driven, and adaptable to the ever-changing space of what their customers could be seeking.

Product placement: Product placement is the practice of businesses paying to have their products featured in movies and television programs. By showing the products in the film or shows, companies can gain exposure for their product.

Prospect: There are several definitions out there for the term prospect as it relates to sales and marketing. Some define it as a lead that has shown interest in your product. Some define it as a person further down the sales cycle who is likely to buy your product.

Ranking: Ranking refers to your placement within a search engine results page.

Real-time marketing: Real-time marketing is marketing that is based on up to date events. Instead of creating a marketing plan in advance and executing it.

Relationship marketing: Relationship marketing differs from other forms of marketing because it approaches marketing from a different angle. Unlike most other marketing methods, relationship marketing understands the benefits that arise from long-term satisfied customer relationships.

Remarketing: Remarketing is similar to retargeting in that they both seek to bring a previous visitor back to your website.

Response rate: Response rate is a measurement of the amount of people who respond to a certain call-to-action.

Retargeting: Retargeting is used to attract people who have visited your site. Using cookies, strategically placed ads can be customised based on browsing history.

Retention: Retention is all the activities that a company performs in order to retain its customers. This process begins with initial contact with a customer, and continues throughout the customer’s life cycle.

Return on investment: Return on investment (ROI) is a measurement of the value that an investment provides.

Rich media: Rich media is an online advertisement that interacts with web page visitors. It deviates from traditional text and display ads in that it provides a visitor with a much more engaging experience.

RSS (Rich Site Summary): RSS is an XML-based method used to quickly and automatically deliver content to a user on a website.

Sales Accepted Lead (SAL): This is an MQL, marketing qualified lead, that has been reviewed and handed off to the sales team to begin sales process.

Sales cycle: The sales cycle is the process that companies undergo when selling a product to a customer.

Sales forecasting: Sales forecasting is the process of predicting what your future sales will be.

SEM: SEM is a form of marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs).

SEO: SEO or search engine optimization is the process in which a marketer tries to gain visibility about their brand and/or company on a search engine's results page. Typically, higher ranked and more frequented pages will rank higher on a page.

SERP: After a web user enters a query, a search engine executes search algorithms and returns the SERP (search engine results page) to the user.

Social listening: Social listening is the process of monitoring digital media channels to devise a strategy that will better influence consumers.

Spam: Spam is when messages are sent to a large amount of recipients regardless of the messages relevancy or appropriateness for the recipients.

Submission rate: Submission rate is the rate at which a prospect views a website and submits a form from a call-to-action.

Targeting: Targeting is a strategy used in advertising to reach a particular audience.

Template: Templates are guides for creating new documents. They are formatted in a certain way and act as a base for any new file you create.

Testing: Testing is a function in marketing that experiments with components of different aspects of marketing to determine a more predictable outcome.

Text ad: A text ad is a form of online paid advertising that is typically just text with a link to your site and copy with a description of the promotion on is offering.

Tone: Tone is the attitude of an author’s writing. The tone should be appropriate for the target audience.

Top of the funnel: The top of the funnel represents the upper most portion of the marketing funnel. Top of the funnel includes all inbound efforts such as, email, social media, blog posts, SEO, traffic, paid advertising, white papers, free trials etc.

Traffic: Website traffic is a metric used to measure the amount of visitors your site receives. Anytime someone accesses one's site, whether its from entering their URL, clicking an advertisement, or opening a link in an email, it will go towards their website traffic.

Twitter: Twitter is a social networking platform that was launched in July 2006 after it was created in March by Jack Dorsey, Noah Glass, Evan Williams, and Biz Stone.

Uniform Resource Locator: URL is an acronym for uniform resource locator. It is the identifier for any website or webpage on the Internet.

Unique visitors: Unique visitors are individuals who are visiting a website for the first time within a predetermined time period.

Upselling: Upselling is the process of trying to entice a customer to make a more expensive purchase.

Value drivers: Value drivers are anything that can be added to a product or service that will increase its value to consumers.

Velocity: Velocity is the rate of change of the state of a prospect to lead or to contact, opportunity and then to customer.

Visitor: Visitors are the individuals that visit a website. Regardless of how many visits an individual has, he/she will still be considered a visitor whenever they go to the website.

Vlog: A vlog, as the name suggests, is considered a combination of either the terms video and blog, or video and log. This is a blog in which the posts are done through video.

Voice: Your voice is your style of writing, this is what differentiates your content from other content.

Warming: Warming is the process of maintaining contact with a potential customer. It involves following up with a customer after prior contact. Warming is a personalised approach to nurturing a possible customer relationship.

Web crawling: Web Crawling is the process of search engines combing through web pages in order to properly index them. These “web crawlers” crawl pages and look at the keywords contained on the page, the kind of content, all the links on the page, and then returns that information to the search engine’s server for indexing.

Web hosting: Web hosting is the process of providing server space for a website to be published on the world wide web.

Webinar: The word 'webinar' derives from a combination of "web" and "seminar". A webinar can be defined as a seminar given over the web. A webinar can be on any topic and can promote a company’s product or discuss relevant industry information.

Whitepaper: A whitepaper is a document written on an issue that provides important and definitive information that holds value for the readers.

Word of mouth marketing: Word of mouth marketing is a form of marketing that flows organically amongst consumers. This method focuses on indirectly using consumers as advocates of a business.

YouTube: Youtube is a video-sharing social media platform. The videos on YouTube are all user-based and are displayed through Adobe Flash and HTML5. Over one billion unique users visit YouTube and over six billion hours of video are watched each month. Youtube was created by Steve Chen, Chad Hurley and Jawed Karim in 2005. You and was acquired by Google in 2006.

How fresh is your content? Do you need help? Contact me by email: rachel.roussell@gmail.com or tel: +44(0)7800887857

#marketiing #marketingdefinitions #contentmarketing

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Leighton Buzzard, Bedfordshire, United Kingdom - 07800887857 rachel.roussell@gmail.com

Copyright Rachel Roussell 2020