Marketing Jargon Guide
“The CTA on our PPC campaign generated a good ROI by hitting the CPC KPI.” What are your marketing team going on about!? Here are the top 10 marketing jargon words and acronyms and their definitions:
The expansion of digital marketing over the last few years has introduced us to some new, weird and wonderful words and acronyms that are now used on a daily basis somewhere in the world within a marketing office or agency.
Instead of sitting there looking at your marketeer as if they are an alien, speak their language and learn the top 10 marketing jargon expressions and acronyms today:
Marketing Jargon, also known as (A.K.A) Marketing Slang
Special words, expressions or acronyms used by marketing professionals that are difficult for others to understand.
- A / B Testing or test marketing –
What it’s not: Unlike a medical procedure, marketing A/B testing or test marketing is simple, but the effects and findings can be the same.
What it is: A/B or test marketing in its most basic form means testing two different types of adverts at the same time. For example, if you created a still image and a short video, you would run them side by side with the same messaging for the same period of time to the same audience.
- Brand Awareness –
What it’s not: All that “cutting and sticking” you see marketeers doing is to ensure the world views the best version of you and your business.
What it is: Brand awareness is the first, most important step of a marketing campaign, as this is where you gather knowledge. See which marketing methords are over or under performing and what messaging is the most effective, giving you the tools to lay the foundations for a fruitful campaign.
- Broad / Phrase / Exact Match –
What it’s not: No, you don’t have yourself a date, but you may have yourself a sale.
What it is: These match terms correspond to the type of words and phrases that allow your target audience to view your advertisement on search engines, like Google and Bing. Your marketing personnel would have uploaded a set of ‘keywords’ for your advert to appear on relevant search results.
- Conversion –
What it’s not: Don’t worry it’s not trying to change a person or anything about them except maybe their views on your product.
What it is: A conversion is when all your flirting (The engagement stage) finally pays off, it can be like dating where you have to put in a lot of effort and time before you reap the rewards (your desired action).
- Engagement –
What it’s not: Don’t be scared. We aren’t getting you to tie the knot where you have to file heaps of paperwork to escape.
What it is: Engagement is where we flirt with our audience by giving them a little to see how many bite. It’s the level of reaction to an advert, campaign or content we put in front of them. This can be in the form of likes, shares, follows, click through to website or anything that indicated interest in our message.
- Infographic –
What it’s not: If an infographic is suggested, we don’t mean to offend, but it means your content could potentially put an insomniac to sleep.
What it is: Marketeers are creative creatures, so we will arrange the key points of information or statistics into an image. Something that is brightly coloured and quirky to post on a website and social media with the end goal of it being shared thousands of times for maximum reach.
- Lead Generation / Magnets –
What it’s not: Unfortunately, you won’t attract metal with one of these, but you may attract prospects for your business.
What it is: A lead magnet is an incentive that will help get your prospects into bed. Don’t get too excited this will only result in an online conversion.
- Lookalike Audiences –
What it’s not: Ever heard of Doppelgänger? Social media platforms are the creators of such people.
What it is: Using phenomenal powers, we conjure up a pool of people that look identical to your existing successful customers and push out convincing and persuasive messaging to them. We in turn analyse their behaviour to learn the best ways to gain maximum profit from the lowest budget.
- Optimisation –
What it’s not: This is unfortunately not a scientific reaction, more adapting what we send to different audiences.
What it is: Everyone’s different and so are the social media platforms we use, we then have to adapt our content and imagery to fit these differences through sizing, paragraph length and the words we use.
- Remarketing –
What it’s not: This isn’t stalking our potential customers just reminding them that we’re there.
What it is: Using magical techniques, we follow our website users all around the internet and social media giving them a nudge every now and then eventually in the hope of finally completing the action we want.
- CPA A.K.A Cost Per Acquisition
Cost per Acquisition, is a marketing metric that measures the cumulative costs of a customer taking an action that leads to a conversion.
- CPA A.K.A Cost Per Action
Cost per action is an online advertising measurement and pricing model, referring to a specified action.
- CPC A.K.A Cost Per Click
Cost Per Click (CPC) refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns.
- CPC A.K.A Cost Per Conversion
Cost per conversion is a metric used to identify how much it actually costs a Web advertiser to acquire each real customer.
- CTA A.K.A Call To Action
A piece of content intended to induce a viewer, reader, or listener to perform a specific act, typically taking the form of an instruction or directive.
- DM A.K.A Direct Message
A direct message (DM) is a private form of communication between social media users that is only visible to the sender and recipient(s).
- KPI A.K.A Key Performance Indicator
A Key Performance Indicator is a measurable value that demonstrates how effectively a company is achieving key company goals.
- PPC A.K.A Pay Per Click
Pay-per-click, is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked.
- SEO A.K.A Search Engine Optimisation
Search engine optimization is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.
- SWOT A.K.A Strengths, Weaknesses, Opportunities & Threats
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths and weaknesses are internal to your company—things that you have some control over and can change.
The best marketing doesn't feel like marketing.
We recommend that you keep this cheat sheet on you in every marketing meeting you have. We are unapologetic creatures that have our own language.
We hope you know your alphabet, because you’re going to have to scan this document quickly before you miss the next acronym they use. View and download the guide below.