Does keeping up with marketing jargon and buzzwords make you feel like you're learning a foreign language? Truly, even the professionals and marketing majors among us need regular updates to learn the latest terms being thrown around in the digital marketing world today. 

However, there is power in knowledge. Having a handle on this ever-evolving vocabulary can help you confidently communicate with your team and other professionals. 

If you have the bandwidth, allow D3 to guide you through marketing lingo for both the veteran and the novice!


Marketing Jargon

A/B Testing: Testing two versions of an email subject line, ad, call to action (CTA), or landing page to prove which one performs better. 

Analytics: Tracking data about your marketing efforts. This data will come from conversions, social media, website traffic, etc., and can help you identify both successes and areas that need improvement.

Bottom of the Funnel: The stage of the buying process in which leads to a transition from identifying the problem and shopping for solutions to being ready to invest their time or dollars. 

Bounce Rate: The rate at which people are landing on a page of your website and leave without clicking or moving on to another page. 

Business-to-Business (B2B): A business that markets or sells to other businesses. 

Business-to-Consumer (B2C): A business that markets and sells to consumers. 

Buyer Persona: A summary of who your ideal buyer is based on research, data, and hypotheses. This helps marketers define their audience and determine the quality of leads.

Call to Action (CTA): The verbiage that tells your audience what action you want them to take. For example: "buy now","call today", "sign up", etc. 

Click-Through Rate (CTR): The number of people who move through your marketing campaign. You can arrive at this number by taking the actual clicks or actions that the prospect takes and dividing it by the total actions they could take. 

Conversion Rate: Percentage of people who perform the desired action on your website, beyond just browsing the page. 

Cost Per Click: A metric used to determine how much a company will pay for pay-per-click digital ads, based on how many clicks that ad receives. 

Engagement Rate: A measurement of likes, shares, comments, or other interactions that a piece of content receives. 

Evergreen Content: Content that is as valuable today as it will be throughout the year. Evergreen content is not seasonal, time constricted, or only relevant for a specific period of time. This offers high-quality information and greatly benefits search engine optimization. 

Keyword: A specific word that accurately describes the content of a page. This word should align with your target audience and your goals since search engines look for keywords in your content to properly archive and present your website to searchers. 

Key Performance Indicator (KPI):  Specific performance metrics that you have chosen to track in accordance with your business's goals. A KPI can be anything that acts as a relevant statistic for your business, from employee functions to marketing tactics. When you track your KPIs, you help your organization keep track of and achieve its goals.

Landing Page: A page on your website that is SEO optimized and is designed to drive your desired conversions. This could mean including a form, which prospects will fill out for a lead or free offer. 

Lead Generation: Activities that are done with the purpose of generating interest in your product or service and acquiring leads. 

Pay Per Click (PPC): A type of digital advertising where you only pay when someone clicks on your ad. 

Responsive Design: A website that adjusts the shape and size of its graphical elements based on how a user accesses it, therefore accommodating mobile, desktop, tablet, etc. 

Return On Investment (ROI): A measurement of the profitability of the investment made through marketing, sales, and so on. 

Search Engine Optimization (SEO): Increasing performance in a web search result by optimizing on-page and off-page factors to move the website "up" on a search engine result page. 

S.W.O.T. Analysis: A study used in marketing to identify a brand's strengths, weaknesses, opportunities, and threats. 

Top of Funnel: Customers that are in the initial stages of the buying process. They are often looking for answers to a problem that they just realized they're having. 

User Experience (UX): The experience that a user has on your website or with your brand online. This is from the moment they discover your business, through the purchase stage, and beyond. 


Feeling up-to-speed on the basics of marketing jargon and terms? Test them out! Give us a call today, and let's talk digital!