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
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)
The passion/commitment a customer has for a company or product – to the point where it is always their first preference
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.
This is you demonstrating how you have helped one of your customers using your products or services.
The number of leads becoming customers, or the number of contacts either moving to the next level, or making a purchase
All of the words you use to communicate with your customers and potential customers to build a relationship
Used within a business to identify areas of the business, ie products or services, that some customers are unaware of, or not buying
Is the fear of being found out. People recognising you are not such an expert and you don’t know everything.
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.
Pay per click
All the sponsored results you see in the right hand column and at the top of the search engines, when you search for something.
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.
A process for separating customers into different groups
Search engine optimisation, the process of improving the ranking of your website with search engines such as Google.
Facebook, Twitter, LinkedIn are social media platforms, but the term refers to networking and building relationships online, rather than face to face.
Matrix for assessing strengths, weaknesses, opportunities and threats within a business
A quote from a happy client/customer about the work you have done for them.
Unique selling proposition – what makes you different or special?
A document, usually quite lengthy, designed to showcase a person or company’s expertise in an area
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