A-Z of Marketing Terms
There are so many marketing terms floating about, and we can’t all know everything! However, it is pretty common for people to use acronyms
within marketing. That’s why I thought I’d put together an A-Z of Marketing Terms and explain each in the simplest way possible.
Also known as split testing, A/B Testing is the process of splitting live traffic on a website in two (50/50) and showing them two different designs. The test will result in the business understanding which design is more popular with their traffic/customers. This will be shown by the conversion rate.
For example, an ecommerce store may test the colour of their “Add to Basket” CTA – green vs. blue. The winner of the test will be decided by which colour drove the most conversions.
Affiliates promote a product or service supplied by a brand or retailer. They are paid a commission on any sales that their promotion generates.
Example; a brand approaches an influencer with 100,000 followers. The influencer will promote the
The shortened term for weblog is a regularly updated publication of informational posts that could include articles and commentary published on a website. Blogging is used in business to drive website traffic, build authority and drive conversions.
The percentage of visitors who visit a website, landing on one page and do not navigate anywhere else on the website, instead they leave the website.
Business to Business (B2B);
Businesses that provide services or sells products to other businesses.
Business to Consumer (B2C);
Businesses that provide services or sells products to the end-user consumer.
A conversion is simply an action that a visitor takes on your website, which you (the business) has defined as being valuable to your business. Valuable actions could include watching a video, signing up to your email list, completing an enquiry form or purchasing a product.
The number of visitors to your website that complete your valued action (conversion) out of the total number of visitors.
Example: an ecommerce store had 1831 visitors, 76 people purchased a product (converted) therefore the conversation is 75/1831 = 0.04150737. To then get the percentage X100 = 4.15%
Domain Authority (DA);
A websites DA is a ranking score ranging from 1 to 100, developed by Moz, that predicts how well a website will rank on search engine result pages (SERPs).
Note: Domain authority is not a metric used by Google to determine your websites search ranking. (Ie. Use it as a guide, but it doesn’t actually affect where you’ll rank on search engines.)
A channel that can be used to communicate with your customers, directly to their inbox. Allowing you to promote your services or products. However, be warned, you have to build trust with your email list as it’s super simple for a contact to click ‘unsubscribe’.
The social media and social networking site that was built to keep family and friends connected. It allows businesses to create Facebook Pages, Facebook Groups and Facebook Ads to communicate & engage with potential customers.
General Data Protection Regulation (GDPR);
Updated regulations which came into force in May 2018 regarding data protection
Hyper Text Markup Language (HTML);
A photo & video sharing social network owned by Facebook Inc. Features include posting Images, Videos, IGTV, Direct Messages, Instagram Stories & Instagram Ads.
A programming language that is used to create interactive effects on websites.
Keywords are the words or phrases that potential customers use when searching on search engines, like Google.
See also: long-tail keywords, short-tail keywords
Link building is the process of getting other websites to link to your website. Search engines, like Google, assume that the more links from other websites to your website = good, quality content.
Although search rankings are decided based on multiple factors, having a large number of high ranking websites link to your website, will improve your search rankings.
This is the process of ensuring that any visitors to your website on a mobile device receive an experience that is optimised for their device.
Multi-variant Testing (MVT);
MVT is a technique used for testing multiple variations of multiple elements on a particular webpage. The reason for doing this is generally so the website owner can make improvements to that page which will increase the desired outcome, ie. conversions.
See also: A/B Testing
A no-follow link is a hyperlink that includes a tag, which enables the website owner to tell search engines “do not follow links on this page”.
When writing articles on your blog, for example, it is advised to link to other websites. In this instance you may include a ‘no-follow’ link, therefore search engines that are crawling your website will not follow or pass credit to that linked website. This is to avoid any association with spammy content.
A link you place on your website linking to another website outside of your own.
A Page View is a instance of a page of your website being loaded (or reloaded) in a web browser.
An abbreviation for Quick Response Code. An image consisting of black and white squares that machines can read. They are used to provide access to information such as directing to a particular URL.
Return on Investment (ROI);
A way to measure the gain or loss that the marketing strategies you’re using are providing. To calculate your ROI, (Net profit / Cost of investment) x100. For example, if you spend £500 on a Facebook Ad, and it generates £2000 of sales (1500/500) x100 = 300%
Search Engine Optimisation (SEO);
SEO is the process of improving your website, including your pages, structure and images in order to gain visibility on search engines such as Google.
The process used to split your customer data into subgroups or segments based on common fields such as interests or behaviours. This then enables you to send personalised and specific messages to these groups of people. Most commonly used in email marketing.
A social networking and online news channel that allows users to ‘tweet’ up to 280 characters at a time. It’s a fast-paced social network with the average lifespan of a tweet being between 18 – 24 minutes.
User-Generated Content (UGC);
UGC is a marketing term used to describe any form of content such as images, video text or audio, that is produced and posted by someone other than you such as customer or clients.
For example, if you own a product based business, incentivising your customers to share a picture of your product will provide you with user-generated content. You can then use this within your marketing materials (ie. repost on Instagram) – just make sure you get their permission before you do so!
Virtual Reality (VR);
Using technology to create a simulated environment which can be interacted with in a seemingly real way using a head-mounted display (HMD) such as a helmet fitted with a screen inside.
A presentation, workshop or seminar that takes place on the internet using video conferencing software, enabling people from all around the world to watch. Typically displayed in video or audio format and can be either live (real-time) or pre-recorded.
A site map is a list of pages (with links) that exist on your website. This helps search engines understand the structure of your website and helps search engines, like Google, crawl your website. It can also be used by visitors to your website. ‘XML’ refers to the file type.
Video sharing social network owned by Google.
You got me, I cannot think or find a marketing term beginning with Z. Think of one or find one, please let me know!