Marketing Glossary

An overview of the most common Marketing related terms. Start becoming an expert by familiarizing yourself with these terms.

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- Marketing terms are for B2C and B2B


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Marketing Glossary of Terms

Have you ever been part of a conversation in your field and someone says an industry term that you aren’t familiar with? 

It can make you feel anxious and that you are missing out on an essential part of the conversation. 

To become an expert in the field of marketing, it’s important you familiarize yourself with all the industry words and phrases, so you gain the confidence necessary to speak with your customers and colleagues without hesitation. 

Let’s take a look at some of the most well-known marketing terms and phrases which are used today.

A - B - C - D - E - F - G -H - I - J - K - L - M - N - OP - Q - R - S - T- U - V - W - X - Y - Z


Ad Copy

In the field of marketing, it’s crucial to have a strong understanding of what ad copy is. Ad copy is a piece of content that is created with the intent to get a reader to react and take some sort of action. It’s created in a way that grabs the attention of a reader and gets them interested in a product or service. Ad copy gives highlights and benefits of a product or service so a customer can gain some knowledge before making a purchase.

The goal of any good ad copy is to increase customer engagement, improve conversion rates and help establish brand recognition. Compelling ad copy will feature thought-provoking headlines which increase customer curiosity. It will cause readers to stop and think and explore the ad copy further. With this in mind, it is essential to consider what could motivate and intrigue customers when creating a new piece of ad copy.

Ad Budget

An ad budget is an amount of capital that is allocated for a company’s promotional expenses over a given period. It is the amount of money that a company is willing to spend to market its products or service. When a company creates their advertising budget, they must take into account how much potential revenue it will bring in for their company. 

For a company to come up with an adequate ad budget, it must have an overall understanding of their marketing goals and placements. Below are some key factors that companies must know before establishing their ad budget. 

See here some of the advertising sites you can use.

A/B Testing

Also commonly referred to as “split-testing”, a/b testing is the practice of testing two separate pieces of advertising or marketing material to find out which content produces higher conversions. The method of a/b testing can help you increase your net profit and drive more customers. 

It’s worth noting that each business has different metrics for their conversions and how advertising spends to their underlying revenue. In the field of marketing, a/b testing is conducted in the following ways: 

These are just a few of the ways that changes in marketing material can be made to properly conduct a/b testing. Changes can be very subtle or vary quite a bit from the original marketing material or ad copy. If you are doing a/b testing, it’s vital that you have to proper tracking in place to measure the effectiveness behind each separate campaign. Tracking will show you what works best so you can deploy more money to campaigns that have higher conversions. 

A/B testing is used a lot in different Marketing Automation or Lead Generation tools.


Also commonly referred to as affiliate marketers, an affiliate is an individual or company that promotes the products or service of another company and receives a commission in exchange for driving sales and conversions. Affiliates recommend products and services to their audience make commissions once a customer clicks on their referral link and purchases a product or service they recommend.

To become an affiliate, you must sign up to an affiliate network such as ClickBank and chose the types of products and services you could promote to your audience. 

Affiliate Marketing

Affiliate marketing is the process of promoting another company’s products or service in exchange for a commission. This is done through your marketing efforts such as through your YouTube channel, email list, blog or any other marketing channels you chose to use. 

When someone clicks on your affiliate link to purchase a product or sign up to a service, you receive a commission. The commission rate is defined inside your affiliate marketing agreement with the product or service vendor.

Affiliate Network

An affiliate network is a group of companies which offer products and services which pass leads and drive sales to each other. A company that wants to acquire new customers and leads will pay members of the affiliate network a commission in exchange for the sales and leads they refer to them.

Company’s and product vendors use affiliate networks if they have limited resources to acquire sales and leads through their marketing and advertising methods. Below are some of the most popular affiliate marketing networks:


Banner Ad

A banner ad is a small image-based ad that is displayed inside a web page. The banner ad typically consists of some sort of image or media object which is delivered through an ad server. It is meant to bring traffic to a website by linking to the site of the main advertiser. 

Banner ads work the same way as a physical banner does outside a store. It makes you want to enter the store due to discounts or new promotions offered on products or services. Banner ads are meant to:

They are also the right way for website owners to monetize their website visitors and help to form a brand identity. 

Bottom of the Funnel

Bottom of the funnel is a term which refers to the last stage in the buying process of a lead funnel when the customer is ready to make a purchase. Depending on the lead funnel structure, it will have between 3-4 stages: 

In this sample scenario, the bottom of the funnel would be considered the conversion page. This would be the last point inside the funnel, where the potential lead turns into a paying customer.

Business-to-Business (B2B)

B2B is a term that is used to describe businesses that market and sell their products or service only to other business. Their main business strategy does not include selling to individual consumers; rather, they focus on selling only to other businesses in their niche. This is most common when:

These are just a few of the many different business-to-business transactions that exist out on the marketplace today. 

See here our blog on how to create a B2B Marketing strategy.

Business-to-Consumer (B2C)

B2C is a term which describes a business that markets and sell its product directly to individual consumers. The primary focus of business-to-consumer companies is to market their products to individuals for direct use and consumption. Some examples include:

In order for B2C companies to do well, they must maintain a good relationship with clients and also establish a strong brand identity. 

Call to Action

A call-to-action is a specific headline which is meant to encourage website visitors to click on a webpage. This can include an action button, image, or some sort of web link that is meant to induce a visitor to click on it. Below are some of the most popular call-to-actions online:

Depending on what kind of advertising campaign you are running a call to action can have a serious impact on your conversion rates. So, it’s highly recommended that you create a call to action that is visible and stands out the moment a visitor sees it.  

Click-Through Rate (CTR)

The click-through rate is the rate at which your advertising campaign is clicked. The number is the percentage of people who view your advertising campaign (impressions) and end up clicking on the advertisement. Below is the formula:

CTR = Total Ad Clicks / Total Impressions 

So, if your advertisement received 20 clicks on 1,000 impressions, your click-through rate would be 2%. The higher your click-through rate is, the more interest your advertisement is generating. It’s important to have a high click-through rate in PPC advertising because it has a direct impact on your quality score. 

Having a high click-through rate also tends to reduce your ad costs and drive more conversions to your lead page or offer. 

Comparative Advertising

In this type of advertising style companies make direct comparisons to other brands or competitors with the intent to show that they are the better choice. It’s a tactic used by marketing and advertising companies to gain customers over other brands and expand their customer base.

Content Management System(CMS)

A content management system is a piece of software which manages all the components related to creating and managing content. They are typically used for managing enterprise-level content management, also web content management. A CMS allows users to create, edit and delete content from a website. Types of sites that use a content management system include:

They make managing and running your website very intuitive and easy. Some of the most popular content management systems include:

Conversion Rate

The conversion rate is simply the number of people who take the desired action on your website through some sort of marketing or advertising campaign. This can include an email submission, filling out a contact form, signing up for service, or purchasing a product. It’s imperative that measure your conversion rate so you can gain information on your best-performing advertising campaign.

Cost Per Lead (CPL)

The cost per lead represents the total cost for acquiring a single lead. This is an extremely important cost metric to know, so you gain an idea of how much it costs you on average to gain a single customer. Once you know which specific marketing campaign gives you the highest conversation rate along with the lowest cost per lead, you can begin to appropriately scale it. 

Cost Per Action (CPA)

Cost per action is a type of advertising model in which an affiliate only gets paid when a certain action gets completed. This carries less risk for the advertiser than other advertising models but can be more expensive depending on what is needed for conversion or lead. Some of the different desired actions by the advertiser can include: 

This specific action is pre-determined and stated by the advertiser. It’s also common for advertisers to reduce their payouts if the quality of leads sent marketers to carry low sales conversions. CPA marketing campaigns are managed and facilitated by CPA marketing networks. One of the most popular CPA marketing networks is MaxBounty

Cost Per Click (CPC)

The cost per click is the amount that you pay for each time a click that is generated to your advertising campaign. The term is most often associated with pay-per-click marketing campaigns. A “click” to one of your pay-per-click ads represents a single visit to your landing page. You are essentially purchasing views to your offering.

The cost per click will depend on what kind of advertisement you are running. If you are running a pay-per-click campaign through Google Adwords, for example, you will be bidding on keywords and keyword phrases. Depending on the competitiveness of the industry you are in and how high you are bidding will determine the cost per single click.

Customer Acquisition Cost (CAC)

This is perhaps one of the most important metrics each business owner should know if they spend a decent amount of money on marketing and advertising. The customer acquisition cost is how much it costs you to acquire a single paying customer for your business. 

It’s important you know how to properly track this metric as it’s crucial for any type of business. 

The same goes for tracking your customer lifetime value (CLV). You need to know the average lifespan of your customers and how much revenue they bring in. This allows you to properly budget your business and gain a different on its growth and potential.

Suggested Reading: Customer Lifetime Value

Cost Per Thousand (CPM)

Cost per thousand is a marketing term that is used to represent the price for 1,000 ad impressions on a targeted web page. If a website charges you $3.00 CPM, it means that an advertiser will have to pay $3.00 every time 1,000 impressions are served of the ad. CPM is also commonly referred to as cost per mille and is what the “M” in CPstands for. 

This is the most common method for pricing video and display ads. The click-through rate is the best measure of how effective a CPM advertising campaign is. If the click-through rate is at least above 5%, it is performing quite well. If it’s below that, it could use some improvement in the ad copy.



Demographics is statistical data that business track and analyze their customers and product purchases. They are meant to give the business a better understanding of their customers and product performance. Some common demographics that are used by business include:

By knowing key demographics behind their revenues, businesses can understand their customers better and create improvements in order to increase revenues. This can help them identify their target customer on a regional and national basis.

Direct Marketing

Direct marketing is a promotional strategy in which a company presents information about their company, product, or service to potential customers. This is done without the direct use of an advertising channel. It’s a form of advertising that gives information of interested consumers and tends to be more targeted since the business already has a clear idea of who their target audience is. Some examples of direct marketing include:

Most of the time, direct marketing campaigns already have some sort of connection to their consumers and is most commonly seen with companies who have a strong brand identity.

Data Visualization

This is the process of turning data into visible sets of information for consumers or businesses in order to highlight important parts of a product or service. This can include charts, infographics or explainer videos. Visual representations are meant to further clarify the benefits of products or services and help businesses and consumers make a purchasing decision.

See here the best analytics tools to help you visualize your data.

Drip Campaign

A drip campaign is a series of pre-designed email sequences, usually triggered by a subscription, that is meant to help guide a customer down to the purchasing line. A drip campaign encourages a lead to move further down a marketing channel with the main intent of getting them to make a purchase of a product or service. Below are some of the most popular tool used for drip campaigns. 

These services help you craft an automated email sequence which can help make your advertising and marketing campaign more effective. They help build brand awareness and create a high perceived value for your products or services. 

See more tools in our Email and Marketing Automation section.


Email List

A common internet marketing saying is that “the money is in the list”. This saying refers to the idea that the money to be made is by building an email list and selling to it. Building an email list is an extremely important component of building your online business. It helps establish your business as an authority and builds credibility right from the moment someone subscribes to your list. 

The great thing about having an email list is that it functions as your own high-value audience. You control all aspects of your email list, and it’s the lifeline of creating a brand and growing it.

See here some Growth Hacking tools which can help you build an Email list quickly.

Exact Match Keywords

An exact match keyword is a keyword or phrase that is identical to what a user typed into a search engine. They have much higher search intent and cost more to bid on in pay-per-click advertising. They are also a great way to increase your click-through-rate on your ad campaigns and reduce your ad spend. 

If you create a Google Adwords pay-per-click advertising campaign, you have the option of selecting the exact match keyword type. If you do this, your ad will only display if a user types in exactly what the keywords you are bidding on are. Exact match keywords help you optimize your ad campaigns and improve your conversions.

Engagement Rate

A very important metric in marketing, the engagement rate is a measure of how many visitors interacted with a piece of content you created vs how many people viewed it. Engagements include:

It’s an important metric because it shows you the effectiveness of your marketing strategy and how much interest it is generating amongst your audience. It can help you further understand your target audience and how you can improve your content in order to increase engagement. 


An E-book is a common type of content that is used by marketers to help generate leads, pre-sell products, or given away for free to gain a visitor. They tend to be a much longer piece of structured content and are used as a way to draw in leads and term them into paying customers long term.

Earnings Per Click (EPC)

Earnings per click is a metric which shows affiliate marketers how much revenue they generated for every 100 clicks their advertising campaign received. It’s a great way to measure how effective an advertising campaign is. The higher your EPC, the better your advertising campaign is performing.

EPC = revenue generated / 100 clicks

An EPC of $5 would indicate that for every 100 clicks received to your ad campaign you will generate $500 in revenue. EPC is a metric that is most often used by affiliate marketers to track how effective each ad campaign is. They keep a close eye on this and adjust campaigns and bidding in order to make sure their EPC stays high. 

Ever Green Content

Evergreen content refers to content that will always be searched for. It’s the type of content that will never be irrelevant. It’s a topic that is always relevant regardless of the cyclicality of news and fads. This type of content is much harder to rank due to high competition. Some examples of evergreen content topics include: 

Evergreen content is important because it allows you to scale your traffic to your site once you are able to rank it. It can be a passive source of website traffic if the content you create is high quality and provides value for your readers. 


Four P’s of Marketing

The four P’s of marketing are product, price, promotion, and place. The four P’s establish the various tactics you will combine to achieve your marketing goals. The product is a good or service being offered. This can be a tangible item such as a coffee mug or an intangible service such as career coaching. 

Price is what the consumers pay for the good or service being offered. Promotion involves the various methods or channels used to communicate with potential buyers about the product or service. Promotion is a vast category involving tactics such as advertising, public relations campaigns, email marketing, social media campaigns, or in-person selling. 

Place details where the product will be marketed to best reach potential buyers, considering whether it will be in person or online. Because each of the four Ps is dependent upon each other, they can be referred to in any order. This term is also commonly referred to as the marketing mix. It takes a marketing campaign back to basics. It establishes a road map to follow which details the product or service being offered, the price, how it will be promoted, and in what target market. Having a marketing plan to refer back to helps avoid potential disaster down the road. 

Facebook Pixel

Facebook Pixel is a supplemental tool for Facebook ads. If Facebook ads are a component of your marketing plan, which they most likely are, you will want to familiarize yourself with Facebook Pixel. This critical tool is JavaScript code incorporated into your website that tracks how your Facebook ads are performing and who your audience is.

 It uses cookies to track users that interact with your website after arriving from a Facebook ad. It tracks conversions from your Facebook ads and builds data on your target audience so you can market towards audiences with the greatest potential conversion rate. It also helps you retarget previous website visitors who did not convert but were close. For example, a potential customer had an item on your website in their shopping cart but didn’t make a purchase. 

You can retarget them with Facebook ads based on data from the Facebook pixel. Even if Facebook ads are not being executed yet, it’s still a good idea to install Facebook Pixel. That way, when you are ready to create Facebook ads, you have data readily available to create the most effective ads. Think of the Facebook Pixel as a tool to help you spend smarter with your marketing dollars.

Frequency Capping

Frequency is the number of times a specific member of your target audience is exposed to the same ad or marketing promotion from your campaign. Referring to online advertising, frequency capping is the limit put on the number of times during a specific time period. A target audience member can view the same ad in the same place. This prevents your audience from becoming fatigued and therefore tuning out after seeing your ad too many times, also known as banner blindness. Frequency capping is also referred to as impression capping. It’s recommended in almost all situations to set a frequency cap for your online ad campaign for each website.

Establishing a frequency cap is important, so you’re not wasting marketing dollars on ineffective overexposure to the same audience members. It will also help you increase your unique reach to new audience members. Frequency caps can be customized by the hour, day, month, etc. to make sure you’re reaching the right amount of exposure. It’s important not to set your frequency cap too low, as people generally need to see an ad several times before they convert. You want your message to be heard but not pushing it so hard it’s ignored.

Fired Pixels

Fired pixels are the end result of tracking pixels. A fired pixel is a component of the code of your website that is generated when the tracking pixel has been engaged. The tracking pixel must be initiated to then be considered a fired pixel or a firing pixel. 

Tracking pixels can be processed in many ways, such as through a clicked affiliate link, the generation of a sale, the loading of your website, the viewing of a banner ad, or the opening of an email. The tracking pixels will help trace this information and report it back to you when your pixels have been fired. They are a helpful tool for learning how your audience engages and moves through your website and email marketing campaigns. Fired pixels help you track the number of views your banner ad has, the conversions of an ad, how many people open your promotional emails, and the behaviours of your target audience.



Geo-targeting involves tracking the geographical location of a website visitor and using that information to generate ad campaigns targeted at specific locations. The content of the ad is relevant to the specific location you are targeting, hence the need to track their location in the first place. Locations can be determined in several different ways, such as by IP address, device ID, and GPS signal. 

You can track locations on levels as broad as by country and state, or as particular as zip codes and cities. This tool will help you better spend your marketing dollars on thoughtfully targeted ad campaigns to your relevant audience. Depending on your product or service, a nationwide campaign might be an expensive and ineffective use of your online ad budget, but a campaign targeted to specific areas might prove to have a higher conversion rate.

Geo-targeting is also referred to as local PPC (pay-per-click) and can be used by organizations both large and small. It no longer only includes targeted online ads, but target audience locations can now be capitalized on through Snapchat geo-filters and by sending push notifications to mobile users who have downloaded their app.

Guerilla Marketing

Guerilla marketing is a sometimes controversial, always unconventional technique orchestrated to achieve maximum results while using minimal resources. The term comes from guerilla warfare. Guerilla marketing should have a low budget, a creative idea, and create a desire for people to talk about it. 

You want your audience to see your guerilla marketing campaign and have to tell their friends about it, or for a local news outlet to feel the need to be the one to cover it. Meanwhile, poorly executed guerilla marketing campaigns can be ambiguous and therefore, ineffective. 

A few examples of guerilla marketing are graffiti, flash mobs, or stickers placed frequently throughout a location. This tactic can also be referred to as a publicity stunt, meaning it has shock value but was thought out prior. If executed correctly, guerilla marketing can leave a more lasting impression on your target audience over more conventional forms of marketing.




Impressions are when an online ad or another form of online media is loaded and present on a user’s screen. Impressions mean your online ad was present on the page of a user, not that the user necessarily clicked on your ad or even saw it. It’s important to understand an impression does not necessarily mean your target audience actually viewed your ad.

An impression can also be referred to as an ad view. For example, think of an impression as an opportunity for your banner ad to result in a conversion or your Pinterest pin to result in a link click. It helps to build brand awareness and creates the opportunity to make an impression on your target audience. Tracking your impressions can help you measure how visible your online ad or media is, not necessarily its effectiveness or conversion rate.

Inbound Marketing

Inbound marketing involves the use of marketing techniques that draw in your target audience by having specific content that correlates with their needs and wants. This tactic operates directly opposite of traditional advertising techniques that push your message out towards your audience and bombard them with irrelevant information. 

The core of inbound marketing involves being easily accessible online, attracting repeat website visitors, and having relevant, high-quality content. Your content is so well-aligned with the interests of your target audience that they are naturally drawn to your website through their own searching, have a desire to repeatedly consume your website content, and want to purchase your products or services to make their lives better.


An infographic is a visual representation of data designed in a way that’s easy to comprehend. Well done infographics synthesize complex or vast information and present it to consumers in an appealing design. These graphic designs can include lines, graphs, arrows, cartoons, pops of bright colors, images, and usually a minimal amount of text. Infographics can be used to communicate a variety of information, including timelines, case study results, and step-by-step processes. 

The design of infographics used to be left strictly to design professionals, but with so many great design programs available for free, just about anyone can put a compelling infographic together. Keep in mind that not only should your infographic capture your audience with its visuals, the imagery must also be easy to understand and memorable. Consumers need to leave your infographic with an understanding of the information and hopefully a visual memory of it. 

Integrated Marketing

Integrated marketing involves all of your various marketing channels working in synchronization with each other to portray consistent messaging. A well thought out marketing plan ensures your messaging is consistent throughout all platforms. For example, your website, Facebook ads, Instagram posts, banner ads, and Pinterest pins should have a matching brand aesthetic. 

When your customer interacts with your brand, you want them to have consistent experiences and memories no matter how many interactions they have and through what channel. This will build trust and eliminate confusion when the consumer hopefully remembers your brand. Integrated marketing also has the potential to stretch your marketing dollars by using similar elements, such as the graphic design of an image, across multiple platforms.



Key Performance Indicator (KPI)

Key performance indicators are metrics that clearly indicate your progress as you move towards the goals of your marketing campaign. Think of key performance indicators as a yardstick for measuring the effectiveness of your marketing tactics.

 For example, the number of followers, conversion rate, customer acquisition cost, and page views all help illustrate if you’re on track towards your marketing campaign goals. KPIs can help you decide whether your new marketing assistant is moving in the right direction, or if you’ve hired the correct marketing firm, or if the marketing campaign you put together and executed yourself has been effective so far.

You can choose to compare your KPIs to your previous campaigns as well as industry standards to help gauge the speed of your progression. Not all key performance indicators are relevant to your specific campaign or business, so make sure you choose them wisely.

Keyword Domain Names

Keyword domain names are domains which feature a keyword or a specific keyword phrase in the domain name. Building your website with a domain which features keywords that describe the industry or niche you are in is a great way to establish a strong brand identity. It’s also a very good way to start ranking your website for related terms. 

Let’s imagine you had a website which was all about coffee. It would be a good marketing strategy to make sure the domain name features the keyword “coffee” in one way or another. Below are some examples:

These domain names all feature the keyword “coffee” in the domain name and make it clear from the start that the website is about coffee.

Keyword Effectiveness Index KEI

The keyword effectiveness index is a comparative metric which compares the number of searches for a specific keyword and identifies which keyword would be the most effective for your advertising campaign. 

The KEI is useful in helping you to remove keywords from your ad campaign, which have a low ROI or no ROI at all. It also helps to identify which keywords have the potential to bring your website the highest amount of organic traffic with the least competition. It’s a score that ranges from 1 to 100 and the higher the score, the better it is for your ad campaign. 

Further Reading: What is KEI?

See here how to do a Keyword Research

Keyword Tags

These are the HTML meta-tags that are used in order to help define the keywords of a specific post or page. Keywords tags are important to specify when creating your content so the search index can clearly identify what your content is about. Inserting your keywords tags is very easy when you use the Yoast SEO plugin


Lead Generation

A lead is a potential consumer who has shown interest in your product or service. Lead generation is the process of creating the initial point of interest for a customer regarding your product or service. Leads can be generated by demanding your potential customers’ attention or by drawing them in more naturally. 

Website landing pages, in-person product demonstrations, e-newsletter email lists, online or in-person forms, and cold-calling are examples of tools used to generate leads. Generating leads can sometimes be difficult, but it’s a critical component of marketing campaigns because it brings a potential customer one step closer to converting into a paying customer.

See all Lead Generation tools here.

List Segmentation

List segmentation is the process of categorizing lists into different segments. Leads can be reorganized by hot, cold, marketing qualified, or sales qualified. Email lists can be organized by location, industry, company size, psychographic, or demographic. 

You can also segment your lists by the level of interaction a person is at in your marketing funnel. If they clicked the link from your e-newsletter regarding an upcoming event, this gives you the opportunity to send a follow-up email about the event to a group of interested people. List segmentation allows you to better target your marketing techniques to the correct audience.

Local Marketing

Local marketing involves marketing campaigns strategically targeted within a certain geographical location. Messages are tailored towards the people who live within the target area, and the messaging is specifically relevant to them. The specific location is typically a radius stemming from a brick-and-mortar store. Local marketing is also commonly referred to as neighbourhood marketing. This strategy is typically used by larger companies to promote a specific franchise location, or by small businesses looking to reach their local communities.

Lifetime Value of a Customer (CLV)

In marketing, the lifetime value of a customer is an important metric that needs to be tracked accordingly in order to measure how valuable a single customer is to your business. This key metric is crucial in order to understand your cost for acquiring a customer and how much revenue you can expect to receive from your marketing campaigns. 

It costs much less to keep an existing customer than it is to acquire a new one, so finding out ways to expand the lifetime value of a customer is also as equally important. One way to do so is to offer incentives for current customers that will keep them coming back. By knowing your CLV businesses can develop strategies to get new customers and retain existing ones for longer.

Layout Design

The layout design refers to the way your website architecture or marketing material is structure and how variations in architecture impact the customer experience. Some examples of marketing and website layout design include:

The layout designs greatly impact the customer experience, so it’s very important that a company creates different layout designs in order to find one which one appeals the best to the customer.

Want to create your own visuals quickly, check out Canva.

Lead Magnet

A lead magnet is a carefully crafted piece of content or free resource given to website visitors in exchange to get their contact information. This typically includes their name and email address. Common examples of lead magnets include: 

If you want to generate high quality leads online, it’s important that your businesses set up a proper channel for a lead magnet. Most people simply aren’t going to give you their information unless they feel like they are getting some sort of value beforehand. As a marketer, it is your goal to get the most leads as possible through a single ad campaign, and lead magnets are a great way to increase your lead flow. 

For example, let’s say that you have an ad which shows you ten different ways to make money from home. Someone clicks on the ad, and then they are navigated to a page which explains everything to them if they are willing to give out their email in order to receive the information for free. This is a simple example of how a standard lead magnet would work in order for you to receive customer lead information.


Link-bait or commonly referred to as “click-bait” is a marketing tactic that is used in order to encourage visitors to click on a video, a piece of content or an advertisement. Link baits tend to have very inducing headlines, claims and or images in order to get visitors to a page or offer.

They are extremely popular when it comes to YouTube Thumbnails. Link-baits will have some sort of thought-provoking headline along with an image that makes it hard not to click. If the content behind the link-bait isn’t what the visitors expected, it can lead to low satisfaction and even discontent. 


Macro-marketing is the influence that marketing strategies, objectives and policies can have on the entire economy or industry when refers to how the 4 P’s of marketing pull and push demand for certain good and services. 

Macro-marketing is meant to reflect the values of society, and so it focuses on marketing products and services in a way that is consistent with what society finds valuable and good. It focuses on the values of society and how companies can align with those values and fill specific demands. It is used by large scale global companies in order to fulfil massive demand and keep societies thriving. 

Market Share

Market share is a term which describes the total percentage of sales business or product has control of in a certain sector or industry. This is calculated by taking a single companies sales over a period of time and divide it by the total sales across that sector or industry of the same period of time. It’s a metric that large scale companies obsess about in order to remain competitive and retain a strong brand identity. 

Market share is also used to get an idea of the overall size of a company compared to the overall market it serves and its related competitors. This is something that investors of publically traded companies take into consideration when decided how to allocate their funds. 

Mailing List

A mailing list is essentially a small database of contact information for your leads and customers. It’s used by businesses to send current customers and leads information about products and services, business updates, discounts and promotional offers and much more. It’s a great mode of communication with your current customers and leads which can help you build brand awareness and a more personal relationship with your current and future customers. Some of the most popular Email marketing companies include:

See more email tools here


A microsite is a small website, typically no more than five pages and is used when marketers want to create a limited online experience for their audience, which is separate from their main website. They tend to be websites that are based around a specific campaign and tend to only be used for one specific purpose. That can include:

They are incredibly useful if you are planning to use a domain for one intended function. It’s a way of separating it out from your main site in order to tackle a specific task. 

Middle of the Funnel

Middle of the funnel is a term used in marketing to describe the stage at which a potential customer is inside a lead funnel. This stage typically includes the lead finding out more information about a product or service and its related benefits and features. If functions as the research phase in which a potential customer is starting to consider making purchasing decisions and are weighing out their options. Middle of the funnel can include things such:

This is probably the most critical stage inside the funnel because it helps a lead turn into a customer. So when you are designing your potential funnel, it’s important you focus on this section the most so you can turn that lead into a paying customer. 

Mobile Marketing

With recent changes in internet traffic and technology, more and more traffic is moving away from desktop and onto mobile. Mobile marketing is the practice of creating digital ads which are targeted to mobile users and devices.

They offer much more targeted capability options and allow advertisers to hone in on purchasing patterns to a more granular degree. If you have a product or service you need to advertise, it’s becoming more and more lucrative to optimize your ads and make sure they are ready for mobile.

Monthly Recurring Revenue (MRR)

This is a revenue model in which most subscription-based businesses operate and receive a fixed amount of revenue per customer or service type offered. Most SAAS companies function under this business model and charge their customers a fixed fee every month for using their service. One popular example of this is Netflix. They charge you $16 bucks a month so you can binge-watch as many shows as you want.

Minimum Viable Product (MVP)

The minimum viable product is a term that is used to describe the most basic version of a product or service that can complete an intended job or task. It’s a product or service which features no added extras or bonuses and is usually the starting point for a product or service. This term is typically used in the context of software startups and is used as a testing phase to verify concepts and ideas before more resources are used to move into the next phase of a much larger project.

If the product achieves some degree of success, it allows a team to move onto the next phase of built and expand the product or service with further features.

Building an MVP is also part of the lean startup method.

Marketing Mix

This describes the full set of principles and strategies a business uses in order to market and sell products or services to its target audience. The marketing mix is structured to help influence consumers to make purchasing decisions. It closely relates to the 4 P’s of marketing and how they influence each other.

The marketing mix is used to structure a business plan for a company and if handled correctly, can drive consistent revenue and growth for a company. But if not carefully structured and monitored, it can cause company problems very quickly. 

See here our blog with the 5 things every marketer should work on.


Native Advertising

Native advertising is a new form of digital advertising that is meant to match the look and feel of the content within a website. Most of the time, people can’t distinguish between what is an ad and what is the actual content on the website. Native ads are carefully placed within a website, social media feeds and other recommended content on a single page. 

Compared to regular display ads or banner ads, native ads really don’t have the appearance of an ad. They are meant to blend in with the content of a website and not interrupt the user experience. Some of the different types of native ads include:

Some of the most popular native ad providers include: 

Net Promoter Score (NPS)

NPS is a score that is meant to measure customer experience and predict overall business growth. The score is based on a scale from 0 to 10 with three separate groups, with 10 being the highest score.

The net promoter score is meant to provide insight into not only your workforce but the customer experience. Once you gain an idea behind your NPS score, it’s imperative that you put strategies in place to improve it and maintain high standards.

Niche Marketing

Niche marketing is a specific market segmentation strategy that is created in order to fill a very specific need in a very closely defined part of an industry or market. Instead of marketing to a wide audience, niche marketing focuses on marketing exclusively to one group or niche market or demographic of customers. It’s an effective way for brands to clearly differentiate themselves, establish a strong brand identity and have a much closer connection to their target customers.

News Feed

A news feed is a content feed that is full of aggregated news sources. The most common example of a news feed is on your Facebook profile. It’s full of users’ accounts where you can see the latest news from your friends, media channels and pages that you follow.


In marketing an offer refers to a piece of content that is given to a website visitor when they arrive at a landing page. An offer is a primary method used by marketers in order to generate leads for their business. Some examples of offers include:

One-to-One Marketing

One-to-one marketing is a strategy in which a business gets to know the individual customer personally and tries to understand their needs closely. This is done in industries where consumers make large purchasing decisions and need to talk to a person one-on-one in order for them to find the ideal solution. Some of the industries in which one-to-one marketing is used includes:

These types of large purchases require businesses to have a close working relationship with their customers and establish trust before the customer decides to do business with them. It requires people to build a close working relationship with their clients before the client trusts them fully. 

Online Marketing

Online marketing, or commonly referred to as internet marketing, is the practice of using the internet to market your products or services to potential customers. Some of the popular methods used in today’s world of online marketing include:

If you don’t have an online strategy for your business in today’s age, you will have a tough time staying relevant and competing. 


Pay-Per Click (PPC)

Pay-per-click is an advertising model in which advertisers pay a publisher a certain amount of money every single time an advertisement is clicked on. Pay-per-click advertising works when someone searches for a query in Google or Bing, and your advertisement matches the person’s query. They are a way for businesses who have an online presence to receive traffic to their website or offers.

PPC ads are a great way for your business or product to receive immediate attention from targeted traffic if you have no audience or brand recognition. It’s worth mentioning that in order to run pay-per-click advertising effectively you need a pretty flexible ad budget in order to see how it will convert for your business or product.

Pay-Per Sale (PPS)

This is an online advertising model in which payment is only made for qualifying sales. The advertiser will only pay once a confirmed sale has occurred and this will typically be set on some sort of commission basis. They are virtually no risk to the product or service owner since they will only pay out a commission to the affiliate once their product or service has been purchased. 

It’s a great advertising model because it aligns the interest of the affiliate marketer to the interest of the product owner. Issues can arise; however, if there happen to be a high percentage of refunds that come from the affiliates. 


Podcasting is an old school form of marketing which has recently gained quite a bit of popularity. It’s a series of episodes between people that is conducted over digital audio and video files in which a person can download to a device and listen to. It tends to feature one central host engaged in a long-form deep discussion with another individual who is personality or has expertise in a specific topic or field of study.

The discussion in podcasts can span a wide range of topics and typically tend to be unscripted. The main component that separates podcasting from other forms of content is the fact that conversation about specific topics can do into great depth. Towards the end or in the middle of a podcast episode, the host and guest can promote their product, service or website. It gives listeners a chance to develop a deep connection to the individual and topic before they actually make a decision to check out their product. It has shown to be a very effective form of marketing and can help establish a strong brand presence and develop a deep relationship with listeners.  

Product Life Cycle

Certain types of products and services have life cycles. The main stages of a products life cycle can include the introduction, growth, consolidation and the eventual decline. As a business, it’s important to be able to recognize how a product is a transition throughout its cycle and what stage it’s currently in. It can help provide a business with the necessary insight into making adjustments to the product. It’s marketing and advertising and the possibility to expand to other markets.

Product Matrix

A product matrix is a graphical chart which illustrates the various products a business offers and how the features and benefits apply to each relevant product. It’s meant to separate each version of a product or service and highlight their attributes.

For example, a company that has three separate versions of the same product or service and five separate uses behind those products or service could create a product matrix sheet with three columns and five rows. Each cell would indicate a different utility behind each version and highlight its benefits. Product matrixes are used as a way to upsell current customers to the next level. They are a great way to establish initial customers who want to test a service or who don’t want to pay a premium price for a product right from the start. 



Rich Media

Rich media is a type of advertisement which contains an image or video and involves some sort of personal interaction. Rich media ads offer more interactive ways to involve an audience with an ad. They are optimized in order to enhance the visitor experience and offer a more customized feel, so people don’t feel like they are getting plastered with annoying ads.

They are most commonly seen on responsive web pages and offer much more innovative solutions to grab the attention of visitors. Most of the time, they don’t really feel like ads since they are so well integrated with the look and feel of a webpage. 

Run of Network (RON)

Run of network is simply an ad purchasing option in which the placement of the ads can appear on any pages of the website through an ad network. In this type of model, the ads run under the discretion of the ad network in exchange for a much broader reach and discounted ad rates. The placement of the ads may not be as targeted, and there isn’t a ton of room for optimization. 

Run of Site (ROS)

Run of site function just like a run of network, but the placements of the ads appear on a single website instead of the whole ad network of sites. This is typically done if an advertiser wants to only place their ads on targeted sites and try to niche down their ad placement and buying strategy. This is typically done of an advertiser knows where their highest conversions are coming from and want to focus their ad budget on websites that are bringing them the highest conversions and revenue. 


Sender Score

This is an email marketing term which is meant to score the reputation of an email marketing campaign for every outgoing mail server IP address. This score is checked and measured by your email service provider and is a score rating from 0-100. If a person who received your email from marketing campaign marks your email as spam, it negatively affects your sender score. A sender score above 90 is considered good but if it starts to drop below 80 you email service provider can actually terminate your agreement.

Service Level Agreement (SLA)

A service level agreement is an agreement between a company’s operations team and clients which defines the expectations of certain duties and tasks as promised by the company. It is meant to align the relationship between clients and the company which provides the services and products. 

The SLA establishes a list of deliverables that must be made over a specific period of time from one party to another and is a good base for responsibility for the service provider. They are very common for businesses that provide an ongoing service to clients and are established during the initial phase of the relationship. 

Related ReadingHow to Establish a Service Level Agreement

Social Proof

Social proof is a marketing strategy which is meant to confirmation and reassurance to potential customers that the service or product works as advertised. When it comes to social media marketing, social proof helps to turn uncertainty to certainty. It’s meant to serve as a reassurance for customers who are doubtful. Some of the most common types of social proof include:

They help potential customers make the leap to purchase a product or sign up for a service, and it’s become more powerful in today’s social media marketing world. 

Skyscraper Ad

A skyscraper ad is a tall banner style advertisement which is placed on either the left or the right side of a web page. Skyscraper ads can have a variety of different dimensions, and different sizing will depend on the layout design of your website. They are meant to catch the eye, clarify a specific point about a topic, induce users to click on them and help ad a creative element to the site or webpage. 


Target Audience

A target audience represents a specific selection of customers inside your advertising and marketing campaigns. It is closely defined by a certain set of demographics, interests and behaviors. Business closely analyzes their target audience in order to decide how to structure and deliver products and services to their liking. It’s a way to discover what kind of consumers are interested in your product or service. Some of the information that companies analyze in order to find their target audience includes: 

In order for customers to feel some sort of connection to a product or service, they need to be able to relate to the content in some capacity. A business must have a clear understanding and relationship with their target audience if they plan on being successful. 

Text Ad

A text-based ad is an ad that is used through a hyperlink which leads someone to a webpage. Text-based ads are most common in PPC advertising and search engine marketing. They can be a great way to target your audience down to a very granular level and give them something very specific to find.

While they aren’t as enticing to click on compared to banner ads or rich media ads, they can have some distinct advantages over other types of ads online.

Top of the Funnel

Top of the funnel is a marketing term which refers to the very first level of the buying process inside a funnel. This is the stage in which leads are introduced to a landing page and are presented with the initial information about a product or service. This is the identify phase, and it is meant to hook people in and make the introduction.

Since this is the first interaction that a visitor will have with an ad, it’s important to be delicate with them in order to establish trust and rapport right from the start. If the ad and landing page is over-sensationalized and too aggressive, it might cause people to leave right away. This will typically be noticed if the conversion rate is too low. So, as a marketer its equally important to make sure you are properly split testing at the top of the funnel in order to narrow down which type of language and call to action best resonates with your leads.

User Experience

This refers to the interaction a customer has with a particular business or offer. This includes the whole process from the customer’s initial discovery of the business or service all the way down to their purchase and experience with the product. 

Great way companies can do this is by stimulating their own experience from start to finish with their own sales cycle. It can give them great insight into what the customer sees right from the start.

Related Reading: How to Make Customer Experience the Heart of Your Internet Marketing Strategy

User Interface (UI)

The user interface is the customer-facing component of an application, service or a piece of hardware. A good UI provides a customer with a very friendly user experience by making the whole interaction process intuitive and smooth. A great UI starts with the customer experience in mind and should have very easy site navigation along with an elegant design. 

There is quite a bit to consider when creating a UI, such as:

If a lead or customer doesn’t feel some sort of spark or connection when they initially land on your website, they will not be inclined to return.


Value Analysis

Value analysis is a study on the amount of value a product or service provides to consumers and industries. It aims to find potential improvements in the business or product by analyzing costs, features, benefits and threats. 

In the world of marketing, value analysis is a means, to be honest, and see where your business or product can improve compared to the competition and the responses from customers.

Viral Content

Viral content is a term that given to a piece of content which has become very popular in a short amount of time, typically through high user sharing and engagement. It’s typically content that is very new and unique and creates a ton of controversy or interest from a wide range of audience across the web. Viral content includes: 

There is no telling what kind of content can go viral nowadays and typically the people who create viral content don’t do it intentionally. 


Word of Mouth Marketing

This is perhaps one of the most effective, free and old school ways of receiving some marketing to your product or service. Word of mouth marketing is when someone who used your product or service recommends to a friend, family member or colleague simply because they enjoyed the customer experience or product.

It’s the best form of marketing because it’s free and scalable. People who enjoy product or service will recommend you to others without expecting anything in return. Word of mouth is the building block behind, creating a strong brand identity. 

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