Marketing Phrases

Baffled by strange marketing expressions you keep falling across?

It can seem confusing, so we hope you find this list helpful. We will update it regularly with more marketing terms. We blog about these terms regularly, so you might like to pop over to the Resources page, if you want to be kept up to date.

A/B Split testing

method of testing where two versions of something are compared to analyse which is the most successful

Above the fold

The part of a website seen in your browser without needing to scroll down

Above the line

Paid advertising typically a commission is paid to an advertising agency

Affiliate marketing

This is when a person or business recommends a product, service or business, and is financially rewarded when there is a sale.


Attention, Interest, Desire, Action – acronym used for copywriting


An image representing you, with a short bio, that travels around the internet with you.


Business to business – companies who only work with other companies – not the general public


Business to consumer – companies who only work with the general public

Below the line

Other marketing activities such as direct mail, where no commission is paid to an advertising agency (as opposed to above the line)

Brand loyalty

The passion/commitment a customer has for a company or product – to the point where it is always their first preference

Buying process

Series of actions undertaken by a customer between identifying a need and making a purchase

Call to action

What you want a reader to do at the end of reading your marketing material, hearing an advert, watching a video etc.

Case study

This is you demonstrating how you have helped one of your customers using your products or services.

Conversion rate

The number of leads becoming customers, or the number of contacts either moving to the next level, or making a purchase

GAP Analysis

Used within a business to identify areas of the business, ie products or services, that some customers are unaware of, or not buying

Impostor syndrome

Is the fear of being found out. People recognising you are not such an expert and you don’t know everything.

Marketing campaign

A campaign is a series of steps promoting a business, service or product.


A form of communicating with both your customers and prospects, sharing expertise, information about your business and news.

The 4 Ps

Product, price, promotion and place – the 4 key elements of the marketing mix.

PEST Analysis

Framework for assessing risks to a business based on a political, economic, social and technological focus

Post purchase dissonance

Buyer’s remorse. A term used to recognise the reservations a customer may have after making a purchase.


I would summarise it as unpaid media coverage. But that is a very simplistic description.

Product life cycle

Applies to the phases a product goes through from initial creation and sale, through to decline, when it is at the end of its life.


There are, in fact, two types of profit – gross and net profit. But profit refers to the money you have left after the costs/expenses have been calculated in your business.


Search engine optimisation, the process of improving the ranking of your website with search engines such as Google.

Social media

Facebook, Twitter, LinkedIn are social media platforms, but the term refers to networking and building relationships online, rather than face to face.


A quote from a happy client/customer about the work you have done for them.


Unique selling proposition – what makes you different or special?

White paper

A document, usually quite lengthy, designed to showcase a person or company’s expertise in an area

Are you ready to get your marketing sorted?

Call the Bang Consulting team on 01256 83 11 10

linkedin      Facebook Icon      Instagram

Registered office address: Unit 14 Faraday Court | Rankine Road | Basingstoke | Hampshire | RG24 8PF

Registered No: 4440964 Registered in England & Wales

© Copyright 2021 Bang Consulting Limited