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Marketing Glossary

Content Marketing.

Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.

User intent.

What a user is looking for when conducting a search query via a search engine. User intent takes into consideration the keywords used in search queries, but goes beyond them, trying to understand the context and the intention behind those words.

Bounce rate.

The percentage of visitors to a particular website who navigate away from the site after viewing only one page.


A content management system is a software application that can be used to manage the creation and modification of digital content. Content management systems are typically used for enterprise content management and web content management (Think WordPress).

Brand Awareness.

The extent to which customers are able to recall or recognize a brand.

Brand Positioning.

The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

Brand Recognition.

The ability of a consumer to recognize one brand over other brands.


A short, memorable description that becomes identified with a product.

Buyer Persona.

A semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.

Customer Journey.

The complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.

Origin Story.

A story about how your company came to be. It includes details like why it was started, when it was started, how it was started, who started it, where it was started, etc. Essentially, an origin story is a brand’s most precious story, the one upon which all future stories and events are based.

Unique Selling Proposition (USP).

Features or characteristics of a product, service, etc. that distinguishes it from others of a similar nature and makes it more appealing.

Value Proposition (VP).

A statement that answers the ‘why’ someone should do business with you. It should convince a potential customer why your service or product will be of more value to them than similar offerings from your competition.

Elevator Pitch.

A succinct and persuasive sales pitch.


Videos that pitch viewers on a product or service. They resemble sales letters you may have read online, except with a richer media experience.


A formal statement testifying to someone’s character and qualifications.

Split test (A/B testing or multivariate testing).

A method of conducting controlled, randomized experiments with the goal of improving a website metric, such as clicks, form completions, or purchases. Incoming traffic to the website is distributed between the original (control) and the different variations without any of the visitors knowing that they are part of an experiment. The tester waits for a statistically significant difference in behavior to emerge. The results from each variation are compared to determine which version showed the greatest improvement.

Above the fold.

Positioned in the upper (or lower) half of a web page and so visible without scrolling down the page.


The output of copywriters, who are employed to write material which encourages consumers to buy goods or services.


Selling things using creative talent in areas such as art, design, or music.

Call To Action (CTA).

Any device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages or web pages that encourage consumers to take prompt action.


Marketing technique that’s based on the principle that people want what is difficult to obtain.

Conversion Rate Optimization (CRO).

A system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.


A re-engagement tactic that involves implementing online ad, or display ad, campaigns that work to target users who have already interacted in some way with your company’s website.


Re-engaging customers through email marketing.

Customer Lifetime Value (CLV).

A prediction of the net profit attributed to the entire future relationship with a customer.

Customer Acquisition Cost (CAC).

The cost associated in convincing a customer to buy a product/service. This cost is incurred by the organization to convince a potential customer.

Cost Per Lead (CPL).

An online advertising pricing model, where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser’s offer.

Churn Rate.

The annual percentage rate at which customers stop subscribing to a service.

Cost Per Acquisition (CPA).

Measures the aggregate cost to acquire one paying customer on a campaign or channel level. CPA is a vital measurement of marketing success, generally distinguished from Cost of Acquiring Customer (CAC) by its granular application.

Cost Per Click (CPC).

The actual price you pay for each click in your pay-per-click (PPC) marketing campaigns.

Cost Per Impression & Per Thousand (CPI & CPM).

The cost of traditional advertising or internet marketing or email advertising campaigns, where advertisers pay each time an ad is displayed. CPI is the cost or expense incurred for each potential customer who views the advertisement(s), while CPM refers to the cost or expense incurred for every thousand potential customers who view the advertisement.

Cost Per Lead (CPL).

An online advertising pricing model, where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser’s offer.

Click Through Rate (CTR).

The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.

Sentiment analysis.

Identifies the Fan or Follower’s attitude towards a brand by using variables such as context, tone, emotion, among others.

Local Listing.

An online profile of business that contains their name, address, phone no., and some other details. Google business listing is an example of local listing.

Return On Investment (ROI).

A ratio between net profit and cost of investment. A high ROI means the investment’s gains compare favorably to its cost. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiencies of several different investments.