Marketers love jargon, there’s no doubt about it. Recent research has revealed that the marketing and PR industry ranks fourth for ‘confusing jargon’.
Whether you’re just starting out or are a seasoned marketer, taking time to understand marketing terms will help you make better decisions and feel more confident in your role.
We know there are lots of marketing terms out there, so we’ve put together a list of 20 key marketing terms that you should know.
Algorithm
An algorithm is a fixed sequence of instructions used to perform calculations and process data. In social media, an algorithm is a set of rules that help search engines rank, filter, and organise search results.
Backlinks
Also known as “inbound links”. Backlinks are links from other websites that point to your website.
Bounce rate
The percentage of total visits that don’t result in a secondary action on your site. The lower the bounce rate, the better as you want people to spend as much time as they can on the website.
Brand awareness
Brand awareness is how familiar an audience is with your brand and how well they recognise it.
Business to customer (B2C)
A business model that refers to the process of selling a product or service directly to consumers. For example, buying products from Amazon or paying for a Netflix subscription.
Business to business (B2B)
A business model in which one business makes a commercial transaction with another. For example, when a business purchases software or materials for their production process from another company.
Clickbait
A piece of content that’s designed to attract audience attention and encourage them to engage by clicking through or watching. For example, misleading title text or ambiguous video thumbnail.
Click through rate (CTR)
A click through rate is a measure that determines how often people click on a link, email, or advertisement.
Conversion rate (CVR)
The percentage of website visitors that complete a desired action like subscribing to an email newsletter, downloading a guide or resource, or sharing a blog.
Cost per acquisition
A metric that measures the amount of money a business spends to acquire a new customer.
Customer or buyer persona
A buyer persona is a fictional representation of your target audience and provides insight into your customer decisions. It’s based on relevant research and data about existing and potential customers like surveys, reviews, or interviews.
Earned media
Earned media coverage or promotional content for you or your business shared by someone other than yourself. For example, a news outlet sharing your product or a customer review.
Inbound marketing
A marketing strategy that’s designed to attract customers by creating value-led content and experiences that resonate with and are useful to them. Examples of inbound marketing include blog posts, podcasts, webinars, and newsletters.
Key performance indicator (KPI)
KPI is a measurable value that indicates how well an activity is performing and thus achieving its specific goal.
Marketing funnel
The phase in your user journey before they decide to buy your product or service.
Metrics
A metric is a figure that allows you to analyse your performance. For example, email conversion rate or social media engagement rate.
Owned media
This term refers to the platforms you manage and control such as your company website or social media.
Return on investment (ROI)
A financial metric that is widely used to measure the probability of gaining a return from an investment. ROI is essentially the ratio that compares the gain or loss from an investment relative to its cost.
Search engine optimisation (SEO)
Critical for any website’s success, SEO is the process of improving your website to increase its search engine visibility.
User generated content (UGC)
UGC is original, brand specific content created by customers and posted online. Content could be in the form of images, videos, or reviews.
As marketers, it can feel like new marketing terms appear everyday. But don’t worry, we’re all in this together!
From reading articles and listening to podcasts, to doing online courses and engaging with thought leaders, there are lots of ways you can stay up to date with marketing terms including the Girls in Marketing Membership. Become a member to access exclusive courses, templates, webinars, an inspiring community of women, and so much more.
