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Glossary

The glossary of marketing terms specifically highlights online marketing and e-commerce processes. Explore these key terms and concise definitions.

A

A/B Testing

A method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effective... Read more

Above The Fold

The section of a web page that is visible without scrolling.

Ad Targeting

Ad targeting is an approach where advertisers focus on reaching specific audiences, often based on demographics, psychographics and buying and browsing behavio... Read more

Affiliate Marketing

Affiliate marketing is commission-based. Affiliates advertise a business’s products, and commission is paid to the affiliates based on leads or conversions del... Read more
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B

B2B Marketing

B2B marketing is a collection of techniques for marketing to business buyers. Its goal is to improve lead quality, sales acceptance of leads and conversion rat... Read more

Bandwidth

A measurement of the number of bits conveyed or processed (bit-rate) that are available or consumed in metric multiples of bits per second.

Bounce Rate

Bounce rate is the percentage of sessions where the user loads a webpage and immediately exits without performing any action.

Brand Identity

Brand identity consists of the visible elements of a brand, such as logo, brand name and color, that represent and distinguish the brand in cons... Read more

Brand Strategy

Brand strategy is the integrated plan designed to guide a brand to the achievement of specific objectives.
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C

Clickbait

Clickbait is content whose main purpose is to attract attention and encourage visitors to click on a link to a particular webpage, digital experience or event.... Read more

Cloud Computing

An IT model that enables configurable resources (computer networks, servers, applications, etc.) from users and enterprises to allow computing capabilities, su... Read more

Content Strategy

An effective content strategy helps prioritize and focus content planning, creation, and management efforts by drawing a direct connection between those effort... Read more

Conversion Rate

A conversion rate is the percentage of visitors to a website or landing page who complete a desired action, such as: Making a purchase Submitting a form... Read more

Cost per Thousand (CPM)

CPM is the cost per thousand advertising impressions, or views of an advertisement by a person. A $1 CPM means that the price of 1,000 advertising impressions ... Read more

Customer Data Platform

A customer data platform is a marketing technology that unifies a company’s customer data from marketing and other channels to enable customer modeling and to ... Read more

Customer Journey

A customer journey is a tool that helps marketers understand the series of connected experiences that customers desire and needs — whether that be completing a... Read more

Customer Loyalty

Customer loyalty is the degree to which a customer is likely to continue doing business with an organization. Loyalty builds up over multiple interactions and ... Read more

Customer Personas

Customer personas are archetypal representations of existing subsets of your customer base who share similar goals, needs, expectations, behaviors and motivati... Read more
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D

Data Security

Data security comprises the processes and associated tools that protect sensitive information assets, either in transit or at rest. Data security methods inclu... Read more

Data-Driven Marketing

Data-driven marketing is the use of data acquired through customer interactions and third parties to gain insight on customer motivations, preferences and beha... Read more

Digital Marketing Trends

Digital marketing trends are key changes in the strategic direction of the digital marketing landscape (including the evolution of marketing techniques, consum... Read more
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E

Email Marketing

Email marketing is the use of the email channel to deliver and optimize marketing messages — such as brand newsletters or contextually relevant, real-time, per... Read more

Event Marketing

Event marketing is a strategy that includes live and/or virtual promotional events where audiences interact with a product or brand face-to-face; or they engag... Read more
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G

Gamification

Gamification is the use of game mechanics and experience design to digitally engage and motivate people to achieve their goals. It is important to distinguish ... Read more
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I

Inbound Marketing

Inbound marketing is an approach that leverages “pull” techniques such as content marketing, social media and search engine optimization to attract customers a... Read more

Influencer Marketing

Influencer marketing is a type of social media marketing that involves mentions and endorsements of brands and/or products by individuals who exert influence o... Read more

Information Architecture

Information architecture refers to the enterprise architecture (EA) activities that define a company’s business information assets, as well as the assets’ sour... Read more
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L

Landing Page

A landing page is a webpage that is targeted to a specific marketing promotion. Users are typically directed to the landing page via an SEO search result, mark... Read more

Lead Generation

Lead generation is the process of collecting a set of contacts from prospective buyers with a goal to nurture and qualify them as sales opportunities to grow t... Read more

Lead Nurturing

Lead nurturing is an increasingly automated approach used to help potential leads progress through the sales funnel and their buying journey. Lead nurturing is... Read more
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M

Marketing Automation

Marketing automation is software that assists marketers with customer segmentation, customer data management and campaign management. It provides marketers wit... Read more

Marketing Benchmarking

Marketing benchmarking is the measurement of how a company, brand or product is performing, either compared to competitors or against best practices in the mar... Read more

Marketing Channel

A marketing channel is the people, organizations and activities that make goods and services available for use by consumers. It transfers the ownership of good... Read more

Marketing Communications (Marcom)

Marketing communications (also known as marcom) is the messages and media that marketers use to communicate with target markets. Examples of marketing communic... Read more

Marketing Intelligence

Marketing intelligence is a category of marketing dashboard tools that an organization uses to gather and analyze data to determine its market opportunities, m... Read more

Marketing Key Performance Indicators (KPIs)

Marketing key performance indicators (KPIs) are specific, numerical marketing metrics that measure progress toward a defined goal within marketing channels. Ex... Read more

Marketing Planning

Marketing planning is an approach for clearly and decisively planning direct marketing campaigns by defining organizational objectives and deploying programs t... Read more

Marketing Strategy

A marketing strategy is a plan designed to achieve a defined marketing goal, generally to reach a particular audience of consumers and convert them into custom... Read more

Marketing Technology

Marketing technology (also known as martech) is a set of software solutions used by marketing leaders to support mission-critical business objectives and drive... Read more
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N

Native Advertising

Native advertising is paid media designed to blend in with its surrounding editorial context by matching stylistic and/or thematic elements. It includes paid c... Read more

Net Promoter Score

Net Promoter Score (NPS) is a KPI used to assess overall customer satisfaction and how likely customers are to recommend a company to a peer or colleague. The ... Read more

Niche Market

A niche market is one in which there are few providers of a product or service.
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O

Omnichannel

Omnichannel is the seamless integration of digital and physical assets, typically in retail.
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P

Paid Media

Paid media refers to external marketing efforts that involve a paid placement, such as pay-per-click advertising, branded content and display ads. Paid media i... Read more

Paid Social

Paid social is the practice of displaying sponsored advertising content on third-party social networking platforms with the goal of targeting specific customer... Read more

Performance Marketing

Performance marketing is an online marketing and advertising program in which advertisers pay marketing companies only when a specific action is completed, suc... Read more

Programmatic Advertising

Programmatic advertising enables marketers to target audiences using more detailed parameters. Technologies such as programmatic advertising platforms provide ... Read more

Proximity Marketing

Proximity marketing is a tactic that allows marketing leaders to target potential consumers with advertising content based on their current location. Proximity... Read more
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Q

Qualified Lead

A qualified lead is a prospect who has been generated by the marketing team, evaluated by the sales team and fits the profile of an ideal customer with the int... Read more
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R

Retargeting

Retargeting is the use of website trackers to target visitors elsewhere — for example, with display ads or email marketing — and lure them back to complete the... Read more

Return on Investment

Return on investment (ROI) is the financial gain generated from an expenditure. ROI is expressed as a percentage or ratio (the realized financial gain divided ... Read more
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S

Search Engine Optimization (SEO)

Search engine optimization (SEO) is the use of techniques to improve qualified traffic to webpages. SEO analyzes the nature and intent of searches to deliver h... Read more

Social Media Marketing

Social media marketing is the use of social media platforms to connect with audiences to build the company’s brand, increase sales and drive website traf... Read more
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U

User Experience

User experience (UX) is the sum of the effects caused by a person using a digital solution. UX efforts concentrate on the experience people have when interacti... Read more
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V

Value Proposition

The value proposition is the value (or benefit) that a good or service promises to potential consumers of that good or service.
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W

Word of Mouth

Word of mouth, also known as customer advocacy, is the act of customers spreading positive or negative opinions about a company’s products, services or brand. ... Read more
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