Ever feel like your marketing team is speaking another language with words like ‘SEO’ and ‘conversion rates’?
Let’s be honest, sometimes you just have to nod along.
Don’t worry. In this article, I’ve put together the most common marketing words, “digital and traditional,” that you, as a business owner, must know.
Content marketing means creating and sharing content in the form of videos, blogs, posts on social media or on any online platform to spark the interest of your brand in customers.
When brands create and publish helpful articles to attract and educate buyers.
A video blog, which contains stories, how-tos, or news, is used to educate or attract customers.
Content that stays useful and valuable for a long time, like guides and tips.
A schedule for planned content posting on different platforms to keep things consistent.
Free items (eBook, discounts) are given to collect visitor contact info.
Content made by existing customers for your social platforms to increase brand trust with the target audience.
A short and precise instruction in ad copy that tells users what to do, like “Buy now” and “Subscribe.”
Recreating existing content into a new format, like an existing carousel into a video format for more exposure or reach.
Use interesting storytelling in your brand message to clearly express your vision and engage your target audience.
Eye-catching and creative graphics that simplify complex info for easy sharing.
Social media marketing, also called SMM, is about using social platforms like Instagram, Facebook, X or any other social media to promote your products and services and to increase website traffic.
The number of people who see your post without paid ads.
A social media post you pay to promote, and to expand a post’s reach.
This measure shows how much people interact with your content (Measures likes, comments or shares)
‘#’-tagged words grouped into categories for people looking up related topics.
These are short, 30-second eye-catching vertical videos that grab attention quickly. You’ll find Reels on Instagram and Shorts on YouTube.
Showing video in real-time on social media sites, which lets viewers interact at the same time.
Tracking social media for your brand and new industry trends.
Partnering with influencers to boost brand reach using their followers and credibility.
An automatic system that picks which content users see based on how they act, what they like, and their past engagement.
The percentage of visitors who take a desired action of buying something or signing up.
A periodical email with helpful content, deals, or news to keep subscribers engaged with your brand
A series of automated emails is sent on a schedule. This helps guide prospects in a sales process or strengthen customer relationships
The percentage of people who open an email. It indicates how effective your subject line is.
The percentage of people who click on a link within the email. It reflects how engaging and relevant your content is to your audience.
Opt-in means users sign up for emails. Opt-out means users unsubscribe from future emails.
Comparing two email versions (different subject lines, designs, or content) to see which engages more people.
Gradually educate and engage potential customers until they are ready to buy.
Automated emails that go out upon user actions, like order confirmation, password reset or getting a shipping update.
A metric of how likely a mail is to be marked spam, based on its content, format, and sender reputation.
Marketing lingo is good for awareness, but growth comes when every business function works together.
This 3-day program shows you how to assess, fix, and implement the 9 steps for a stronger business.
SEO means improving one’s content visibility in search engines. Its goal is to make search engines run better so they can understand content and allow users to find their way into a site and decide whether or not to visit due to search results.
Words or phrases that people use to search for content, products, or services on the Internet.
Using different optimisation techniques to improve the content of your website, as well as its meta tags, to achieve better search engine rankings.
Activities performed outside your website to increase its authority, such as building backlinks and promoting it through social media.
Optimised website content with keywords (blogs, guides, product pages) designed to rank higher.
A meta description is a short summary (160 characters) of a webpage, article or blog. It appears in search results and encourages users to click
Links from other websites through articles that show that your content comes with value and authority to search engines.
A score (1-100) predicting your website’s ranking potential based on its trustworthiness and backlinks.
Descriptions added to images on your website to help search engines understand image content.
A detailed review of your website’s SEO to identify SEO issues and opportunities for better search performance.
People who visit any website through search engines without clicking on paid ads.
Optimising the website to make your business appear in local search results and Google Maps.
A way of marketing in which companies pay people to promote their products. These promoters get rewards when they bring in sales or leads.
A unique URL is given to those who promote products that track sales or referrals made by an affiliate.
The percentage of money an affiliate earns per sale or lead.
A model where affiliates earn a commission only when someone they sent to the company buys a product, whether online or offline.
A platform or group that connects affiliates with businesses offering commission-based partnerships.
A pay structure where affiliates get ongoing earnings for customers’ repeat buys or subscriptions.
The time frame which an affiliate gets credit for a referral if a user buys after clicking their link.
A digital marketing approach where advertisers pay when a specific action happens, like a sale or lead.
A setup where users earn rewards from businesses for referring new customers using unique referral links or codes.
The number of visitors who complete a desired action, such as purchasing after clicking an affiliate link.
Influencer Marketing promotes brands through people who have substantial social influence and a similar target audience.
A paid advertising approach that boosts websites on search engines to increase visibility of the business and bring in more visitors.
Google’s online ad platform, where businesses pay to display ads on Google.
It’s an ad model in which advertisers pay a fee only when users click on their ads online.
This is used when businesses add additional information, such as a phone number, location, or links, to ads to increase visibility and click-through rates.
A Google rating (1-10) based on how closely your ad matches the intent of users’ search, expected CTR, and landing page experience.
The text in an ad (headlines and descriptions) is designed to attract clicks and conversions
A tool that monitors user actions after they click an ad, like purchases or sign-ups.
It means targeting the same audience who have previously visited a website and influencing them to finish a purchase.
A group of new potential customers similar to an existing audience, used for targeting
A digital marketing strategy that reaches customers through their smartphones and tablets using different channels that work well on mobile devices.
Sending promotional sms or transactional messages via text to engage customers on their mobile devices.
Quick messages or Alerts that apps or websites send to users’ devices to share updates or offers.
A website that loads fast and works on mobile devices to give users a great experience.
Promoting products or services through mobile apps ( ads in apps or push notifications)
Ads with a button allowing users to call a business directly from their mobile phones.
Sending tailored ads or messages based on a user’s location boosts local engagement.
Optimising website content for voice searches on mobile helpers like Siri, Alexa, and Google Assistant.
Scannable codes that link to websites, apps, or payment pages.
Using AR tech to create experiences you can interact with, like seeing how products look via your phone.
Sending offers, coupons, or loyalty rewards via mobile payment apps like Google Pay or Paytm.
It means how a business communicates with its audience through ads, emails, social media, and PR to build connections and sales.
It means that when a brand uses its core idea of business and values in marketing to show its uniqueness.
It means managing and communicating a brand’s image through media and events.
A formal statement given to the media that includes the company’s announcements or product updates.
It means writing attention-grabbing text for ad copies, website pages, and emails to influence visitors and subscribers.
It’s about how businesses connect with customers through content, social media, and customer support.
It means using all types of communication to connect with customers, such as websites, offline stores, apps, and social media.
A strategy to manage public opinion and respond to brand crises.
Catchy ad text that highlights benefits and prompts action.
A brand’s unique style and tone in communication.
Promoting a brand through events to engage audiences and boost sales.
An online seminar to educate, promote, or increase audience engagement.
It means that businesses hold events to introduce new products and generate buzz.
Industry events are where businesses showcase products and services.
Online gatherings like webinars, conferences, or expos.
Temporary stores to create exclusivity and engage customers.
Measuring an event’s success based on investment and outcomes.
Social media tags to boost event visibility and engagement.
Interactive brand experiences that engage customers emotionally.
A strategy targeting specific high-value accounts with personalised marketing.
Selected businesses that ABM campaigns focus on.
The stages of converting target accounts from awareness to sales.
Coordination between sales and marketing for ABM success.
Insights on buyer behaviour to predict purchase intent.
Tools that help execute and manage ABM campaigns.
ABM approaches are based on audience size and personalisation level.
Measuring the success of ABM campaigns.
A model of the perfect customer for ABM efforts.
Indicators used to measure business success.
The cost to acquire a new customer.
A customer’s total revenue over time.
Profitability measure of marketing efforts.
The percentage of users who complete a desired action.
The ratio of clicks to ad or email impressions.
The percentage of visitors leaving a site without action.
Interaction level with content, like shares and comments.
The cost to generate a potential customer.
The percentage of customers a business keeps over time.
A measure of customer loyalty and satisfaction.
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The marketing funnel is a visual picture of the customer journey that includes the Awareness, Interest, Desire and Action/Conversion of the product or service to the point of ultimate purchase.
The awareness stage, where potential customers discover a brand.
The consideration stage, where leads evaluate solutions.
The decision stage is where leads convert into customers.
Attracting and capturing potential customer interest.
Building relationships to move leads toward conversion.
A lead is showing interest but is not yet ready to buy.
Visualising the steps customers take from awareness to loyalty.
Improving processes to increase customer actions.
Keeping customers engaged and turning them into brand promoters.
Product marketing involves communicating the value and benefits of a product to customers, ensuring it is well-positioned and designed for the target audience.
A strategy where the product drives customer acquisition.
Offering a free version with paid upgrades.
The process of guiding new users to value quickly.
Collecting and using customer input to improve a product.
Messages within a product to engage and guide users.
The percentage of trial users who become paying customers.
This refers to the percentage of customers or users who discontinue using a product.
Defining and introducing how a product stands out in the market.
A plan to create and enhance an official website in alignment with business objectives and mission.
A focused page designed to boost conversions for specific products or services.
Designing and creating a user-friendly and visually appealing website for the business.
It means making your website functional and smooth working on mobile devices.
A prompt in the message or offer you send that motivate users to take action.
The number of visitors to a website. The number of visitors changes according to the site objectives.
Visual representations of user interactions on a page.
The percentage of visitors leaving without interaction.
The time it takes for a webpage to load fully.
The steps users take before completing a desired action.
Improving a website’s visibility on search engines.
AI marketing means using techniques and technologies of AI to improve marketing, such as data analysis, automation, personalisation and total campaign optimisation.
AI-driven virtual assistants for customer interactions.
AI is analysing data to forecast trends and behaviour.
AI optimising ads for better audience reach.
AI enables human-like interactions via text or voice.
Adapting content for voice-based search queries.
AI creates text, images, and videos for marketing.
Studying markets to understand trends, customers, and competition.
A detailed profile of an ideal customer.
Evaluating competitors to identify strengths and weaknesses.
Gathering customer insights through direct feedback.
Dividing a market into smaller, targeted groups.
Identifying patterns to predict future market shifts.
How customers view and feel about a brand.
The problems customers face that a product can solve.
A measure of customer loyalty and satisfaction.
Predicting future product demand based on data.
Assessing strengths, weaknesses, opportunities, and threats.
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Paid commercials on TV or radio promote your brand to a large audience.
Peak hours are when most people are watching TV or listening to the radio.
A short, catchy tune in ads makes your brand easy to remember.
A recorded narration in an ad, explaining the product while visuals play.
Short ads are placed between shows or songs to quickly grab attention.
An extended TV ad that looks like a show, explaining the product in detail.
When a brand funds an event, show, or program in exchange for promotion.
The number of times your ad has been is shown to help people remember your brand
Choosing the best time and space for your ad to reach the right people.
The specific group of people your ad is meant to attract.
Sending printed ads, offers, or messages directly to potential customers by post.
Small, eye-catching mailers are used for promotions, reminders, or special offers.
Folded marketing materials with detailed info about your products or services.
A booklet showcasing your products, making it easy for customers to browse and order.
Direct mail customised with the recipient’s name or preferences to grab attention.
The percentage of people who take action after receiving your mail.
A collection of customer addresses used to send targeted promotions.
Discount vouchers are sent by mail to encourage purchases and customer loyalty.
Using unique phone numbers on different mail campaigns to measure responses.
Marketing that influences taking immediate action, like calling or visiting a website.
A bulk mailing service that delivers your ads to every home in a specific area.
There are Newspapers, magazines, or journals where businesses advertise to reach readers.
Small, text-based ads in newspapers or magazines are usually used for jobs, sales, or services.
Large, eye-catching ads with images and text in print media to attract attention.
Ads are written like an article to inform and subtly promote a brand.
Separate printed ads are placed inside newspapers or magazines, like flyers or booklets.
Different ad sizes in print media are affecting visibility and cost.
Ads are placed in high-visibility spots, like front pages or covers, for better impact.
When readers pay regularly to receive a publication, it ensures a steady audience.
These are the ads placed in public spaces like roads, buildings, or transport stops to grab attention.
Large outdoor ads on hoardings are usually placed in high-traffic areas.
Ads on buses, trains, taxis, and metro stations to reach daily commuters.
Ads on benches, bus stops, and kiosks in public spaces for local visibility.
Printed ads are placed in public spots like walls, markets, and shops for quick impact.
Electronic screens displaying dynamic ads in malls, streets, and public places.
Branding on vehicles like buses, taxis, or cars acts as a moving billboard.
Ads are placed near billing counters or store shelves to influence buying decisions.
Unique, interesting, unconventional, and low-cost marketing tactics used by businesses that surprise and engage people.
These are bright, digital displays used for high-visibility ads in public areas, mostly used in the most trafficked areas of the city.
Brands are funding events in exchange for promotion and audience engagement.
Trade shows are events where businesses showcase their products to attract customers.
The area rented at an event to display and promote a brand’s products or services.
A business or individual showcasing their products at a trade show or festival.
Free branded items like pens, bags, or mugs are given to visitors for brand recall.
Live presentations at events to show how a product works and its benefits.
Building relationships with potential customers, suppliers, and industry experts.
Gathering visitor details like phone numbers or emails for future follow-ups.
Using logos, banners, and displays to create a strong brand presence at events.
A set of materials, like brochures, samples, and business cards, for event promotion.
A plan to contact leads after the event to turn interest into sales.
Different advertising options that businesses can buy to promote themselves at an event.
Free branded items are given to customers to boost brand awareness.
Products like T-shirts, mugs, or bags with your logo for marketing.
Premium gifts are given to clients, employees, or partners to build relationships.
Unique, branded wrapping for products that enhances the customer experience.
Gifts or discounts given to repeat customers encourage long-term business.
Special gifts are given during festivals or holidays to strengthen customer bonds.
Freebies are distributed at trade shows, exhibitions, or business events.
Rewards are given to customers who bring in new buyers through word-of-mouth.
Special, exclusive gifts or products are available quickly to create demand.
Prepaid discount cards or coupons that customers can redeem for products or services.
When happy customers recommend your business to others, it drives organic growth.
Positive feedback from customers is used in ads or brochures to build trust.
Rewarding customers for bringing in new buyers through word-of-mouth.
Loyal customers who actively promote your brand without being paid.
The influence of reviews, testimonials, and recommendations on customer decisions.
When content spreads quickly through word-of-mouth, it increases brand awareness.
Creating local excitement around your brand through events or social engagement.
How customers feel about your brand based on service, product, and interactions.
Selling or promoting products over the phone to potential customers.
Calls received from customers, often for inquiries or support.
Calls are made to potential or existing customers for sales or follow-ups.
Calling people who have never interacted with your business to introduce your product.
Calling potential customers who have shown interest in your product or service before.
A well-planned speech to convince a customer to buy your product.
Addressing customer concerns or doubts to close a sale.
Pre-written guides that help salespeople communicate effectively over the phone.
The percentage of calls that successfully turn into sales or leads.
Assessing whether a potential customer is likely to make a purchase.
A plan to reconnect with leads after the first interaction to close the sale.
The place where customers complete their purchase, like a store counter or billing area.
Small product stands near checkout counters to encourage or influence last-minute purchases.
Promotional materials are placed at checkout areas to influence buying decisions.
It’s about selling multiple products together at a discounted price to increase sales.
Special deals are available for a short period to create urgency and boost sales.
This is when a cashier suggests additional products to increase the total sale.
Machines with touchscreen displays allow customers to scan and pay online for items without a cashier.
Discount vouchers are given inside a store to encourage immediate purchases.
It’s when businesses position products on store shelves strategically to attract customers.
Digital or physical stations where customers can share their shopping experience.
Building strong relationships with local people to boost brand trust and visibility.
It’s when businesses support local events, teams, or causes in exchange for brand promotion.
Business activities that give back to society, like donations or eco-friendly initiatives.
Organising or supporting fundraisers to help social causes while promoting your brand.
Collaborating with nearby businesses or groups for mutual growth.
Hosting sessions to educate people while subtly marketing your brand.
Getting a grip on basic marketing lingo will keep you informed during meetings, help you develop strategies, and make smarter calls for your company.
You don’t have to learn and understand everything about marketing at once. I’ve listed category-wise marketing terms in this article. So whenever you want to understand a particular category, come back here and understand the basics of it.
None can destroy iron, but its own rust can! Likewise, none can destroy a person, but their own mindset can.
Former chairperson of the Tata Group
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