+500 marketing terms and expressions

We've compiled 500 basic marketing terms you should know that we've heard and Googled over the years. Some common marketing terms include inbound marketing, digital marketing, email marketing, content marketing, online marketing, conversion rate, search engine optimization (SEO), traditional marketing, and social media marketing. We want to share this list of marketing terms with you so we can create a live dictionary for marketers to improve your marketing efforts! The world of marketing is ever-changing, feel free to write to us with modifications, suggestions, or any questions at hello@gretel.co!

Have you ever felt like you don't understand exactly what you're hearing in a meeting? Or that you're working on an article and a marketing activity or keyword comes up that you've never heard before? Do you want to innovate your initiatives in your marketing plan and you don't know how? You’re not the only one.

Marketing and communication are always evolving; they are alive! Marketers must constantly embrace new platforms, products and services, trends, marketing materials, and technologies as they emerge and find new ways to integrate with them. These key marketing terms will help you and your marketing team to do so.

Let us know if there is a marketing term used that doesn't quite fit or if a relevant term within marketing is missing, or if there is a grammatical error! This is a sales and marketing glossary written by marketers for marketers, not by experts in each of these fields, and we may have missed or mixed up some terms or keywords.

Hope you like it! 💥

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Check out some of the marketing terms to know in 2023 on our wiki:

• Customer Experience: Related to customer marketing. A customer's perception of their experience with a brand or organization over time. This results from every interaction they have from the website to customer service to purchasing a product or service.
• Integrated Marketing: Type of marketing used to help connect all marketing strategies with the same central message to ensure that customers interact with your brand consistently. With integrated marketing, all of your marketing goals are served through communications strategies like display ads, landing pages, email marketing, direct mail, and product catalogs. Making your call to action (CTA) consistent across both online and offline strategies for a certain campaign is one example.
• Word of mouth (WOM) Marketing: Marketing Strategy that uses oral or written recommendation of a product or service to a prospective customer by a satisfied customer (or evangelist).
• Return on Investment (ROI): A calculation that compares the monetary value of an investment to its cost. Return on investment is a metric that assesses whether the initial investment in a campaign was profitable. (profit minus cost) / cost is the ROI formula. This is a must-know marketing term.
• Call to action (CTA): This is a digital marketing term used to suggest and urge users to a website to carry out a specific activity, like signing up for an email newsletter or submitting a contact form. CTAs are used to direct prospective clients through the following stage of a sales funnel.
• Omnichannel Marketing: Marketing term that refers to the integration of all the numerous marketing channels a business use to give customers a consistent brand experience.
• Sales Funnel: The purchasing process that new leads go through before making a purchase. The sales funnel has various stages, from a buyer learning about a company to them being a devoted patron. This also involves a lot of marketing tasks.
• Digital Marketing: Any form of advertising that utilizes a digital device or web page to persuade clients to purchase a product or service.
• Affiliate Marketing: Approach to marketing based on a partnership between an online advertiser and website publishers in which the advertiser pays for leads or revenue generated by the publishers' websites. It's a type of value or commission sharing. Partnering with affiliates increases your advertising reach and relevance with target audiences for a low investment.
• Product Marketing: The process of introducing a certain product to the market and guaranteeing its success. The responsibility of a product marketer is to direct a product's internal strategy. It is your responsibility to support all internal marketing initiatives for the product in your company. This is involved in the marketing mix.
• Email Marketing Campaign: A marketing tactic where a series of emails are sent at various cadences with the goal of increasing familiarity and trust with a given product or service. Email marketing, in general, refers to any email sent to a subscriber, email list, number of customers, or a list of clients or prospects.
• Inbound Marketing: Inbound marketing attracts high-fit customers rather than broadcasting your message to everyone and everybody. This is a customer-centric strategy as you help potential customers find your company. It implies creating useful content such as blogs, webinars, social media posts, events, etc., and gaining visibility through organic interactions not paying actions.
• Key Performance Indicator (KPI): Typically used to measure performance over time for a specific goal. The use of key performance indicators allows for the monitoring of marketing goal progress. Tactical performance indicators (TPIs) and leading performance indicators (LPIs) can assist you in identifying the specific initiatives that are advancing you toward your objectives, leading to marketing success.
• Marketing Analytics: A field of study based on mathematics that looks for patterns in data to improve the knowledge that can be put to use. In order to shed light on issues and provide answers, analytics makes use of statistics, predictive modeling, and machine learning. Analytics are essential in the realm of digital marketing for comprehending and forecasting user behavior as well as for refining the user experience (UX) to increase conversion rates.
• Cost Per Thousand (CPM): In market research, this relates to the price of an advertisement. It is a technique for companies to monitor the success of their advertising investments.
• Deterministic measurement: Method of measuring the attribution or conversions from a campaign. In this method, target audiences and buyer personas are defined by personally identifiable information before being divided into homogenous test and control groups. These groups can then be activated through various media, with the results measured using personally identifiable transactional data.
• Content Network: Used to refer to websites that have consented to allow pay-per-click (PPC) advertisements from an ad network to run on their pages in exchange for a cut of the money made by such ads.
• Video Player Ad-Serving Interface Definition (VPAID): Acronym used to describe Universal specification developed for interaction between ad units and video players focused on “enabling a rich interactive in-stream ad experience.”
• Wallet Garned: This term describes a web advertising campaign that a business only pays for when customers respond to the adverts. You pay for user clicks rather than just having your advertising appear on a publisher’s website. Cost-per-click describes the actual expense: campaign fee/clicks = CPC.
• Yield: Term is used to describe the ratio of clicks to impressions on an ad on a specific page. Similar to the click-through rate for a single ad.
• Attribution window/conversion window: Time limit during which a publication can assert that a certain occurrence caused a certain result (app install, purchase, etc).
• Gross Rating Points (GRPs): Mathematical formula that adds the frequency of an advertisement to the proportion of the target market that sees it, multiplied by 100. They are frequently used in television ad buying to assist media planners in selecting the best times and locations for their advertisements. GRPs can also be calculated for internet advertisements.
• Opt-Outs Per Sale (OOPS): Metric that is used to balance the quality and quantity of an email as it helps to balance trade-offs between conversions and weariness. It calculates the number of unsubscribers divided by the number of sales.
• Vanity Metrics: Statistics that appear spectacular on the surface but do not always translate into meaningful business results. The number of social media followers or views on a promotional video are two examples.
• Viewability: Metric that is used to evaluate an ad's likelihood of being seen by a viewer.
• Marketing automation (marketing terms): Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online and automate repetitive tasks.
• Sales enablement: A combination of coaching, tools, and content to help your sales team be more efficient and effective. Your sales team needs to be properly enabled to carry out a successful sales strategy.
• Top of the funnel (ToFu): The first stage of the marketing funnel and purchasing process. Even though the flywheel has arrived, the funnel still represents how you turn prospects into customers. At this stage, buyers are becoming aware that they have a problem and are looking for more information. You want to have helpful content that prompts visitors to take the desired next steps, whether it's subscribing to a blog or watching a video, or buying a product or service.
• B2B Marketing: Business-to-business marketing. A commonly used marketing term to describe businesses that sell to other businesses.