Marketing Terms & Common Acronyms

Question 1

Account Based Marketing (ABM)

Answer 1

also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one

Question 2

Acquisition (in digital)

Answer 2

references data on how a site acquires customers, whether through e-commerce, lead generation, or fundraising efforts

Question 3

Advertising

Answer 3

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

Question 4

Advertorial

Answer 4

a newspaper or magazine advertisement giving information about a product in the style of an editorial or objective journalistic article

Question 5

Affiliate Advertising

Answer 5

a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts

Question 6

Artificial Intelligence (AI)

Answer 6

the theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages

Question 7

Augmented Reality (AR)

Answer 7

technology applications that layer digital information over a physical space to add additional information for users

Question 8

Blogs

Answer 8

Online journals where people and companies post their thought and other content, usually related to narrowly defined topics

Question 9

Branding

Answer 9

A name, term, symbol, design, or some combination that identifies the products or services of a firm and differentiates them from those of the completion

Question 10

Buyer Personas

Answer 10

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.

Question 11

Call to Action

Answer 11

an exhortation or stimulus to do something in order to achieve an aim or deal with a problem; a piece of content intended to induce a viewer, reader, or listener to perform a specific act, typically taking the form of an instruction or directive (e.g. buy now or click here)

Question 12

Campaign

Answer 12

A specific, defined series of activities designed to achieve marketing and business objectives such as
communicating a new or changed product or service, using new marketing channels and methods, building a brand image, increasing sales of an existing product or service, or communicating an initiative to internal stakeholders

Question 13

Content

Answer 13

Content is essentially everything your customer or prospect touches or interacts with – including your
own online properties and Web pages and the experience they offer, but also everything on any social
channel…Think of your content, then, as any medium through which you communicate with the people who
might use your products or services. (Excerpt from Ann Handley’s Everybody Writes)

Question 14

Content Management System (CMS)

Answer 14

a software application or set of related programs that are used to create and manage digital content. CMSes are typically used for enterprise content management (ECM) and web content management (WCM)

Question 15

Content Marketing

Answer 15

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.

Question 16

Conversions

Answer 16

A target action you wish visitors, users, your audience to take

Question 17

Cost per Conversion (CPC)

Answer 17

also known as cost per acquisition or cost per action (CPA), is an online advertising pricing model where the advertiser pays for a specified acquisition - for example a sale, click, or form submit (e.g., contact request, newsletter sign up, registration etc.)

Question 18

Crowdsourcing

Answer 18

Inviting broad communities of people-customers, employees, independent scientists and researchers, and even the public at large-into the new product innovation process

Question 19

Customer Insights

Answer 19

is an interpretation of trends in human behaviors which aims to increase effectiveness of aproduct or service for the consumer, as well as increase sales for mutual benefit

Question 20

Customer Journey

Answer 20

The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.

Question 21

Customer Lifetime Value (CLV)

Answer 21

The value of the entire stream of purchased a customer makes over a lifetime of patronage

Question 22

Customer Relationship Management (CRM)

Answer 22

Managing detailed information about individual customers and carefully managing customer touchpoints to maximize customer loyalty

Question 23

Demographics (Demographic Segmentation)

Answer 23

Dividing the marketing into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation

Question 24

Editorial Calendar

Answer 24

• Editorial calendars are used to define and control the process of creating content, from idea through writing and publication. An individual or small business might have this publishing process: Brainstorm content ideas to publish, where to publish, and when to publish. Check out this post from CMI, How to Put Together an Editorial Calendar for Content Marketing. Marketers should also note that publishers typically maintain and communicate to potential advertisers and editorial contributors an annual editorial calendar.

Question 25

Email Marketing

Answer 25

– Sending highly targeted, highly personalized, relationship-building marketing messages via email

Question 26

E-Marketing (Electronic Marketing)

Answer 26

also known as Internet Marketing, Web Marketing, Digital Marketing, or Online Marketing. E-marketing is the process of marketing a product or service using the Internet. E-marketing not only includes marketing on the Internet, but also includes marketing done via e-mail and wireless media. It uses a range of technologies to help connect businesses to their customers

Question 27

Engagement

Answer 27

• is a business communication connection between an external stakeholder (consumer) and an organization (company or brand) through various channels of correspondence. This connection can be a reaction, interaction, effect or overall customer experience, which takes place online and offline. Good article on engagement from Marketing Week

Question 28

Handle

Answer 28

a social handle is a unique identifier of you and/or your brand. Denoted by the @ symbol

Question 29

Hashtags #

Answer 29

• a word or phrase preceded by a hash or pound sign (#) and used to identify messages on a specific
  topic. From Ann Handley’s Everybody Writes, “they can help tell your story, share your history, and align you with an audience…a hashtag become a handy shortcut, a way for people to categorize, find, and rally around topics and conversations.” But don’t be a hash-hole as seen here

Question 30

Inbound Marketing

Answer 30

Inbound marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media

Question 31

Infographic

Answer 31

– information expressed graphically via drawings, pictures, maps, diagrams, charts, or similar elements – all held together with a coherent visual theme and typically published as an image file

Question 32

Integrated Marketing Communication (IMC)

Answer 32

A strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences

Question 33

Key Performance Indicators (KPI)

Answer 33

• a quantifiable measure used to evaluate the success of an organization, employee, etc., in meeting objectives for performance; a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs at multiple levels to evaluate their success at reaching targets. High-level KPIs may focus on the overall performance of the enterprise, while low-level KPIs may focus on processes in departments such as sales, marketing or a call center.

Question 34

Marketing Automation

Answer 34

• Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier

Question 35

Marketing Myopia

Answer 35

The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products

Question 36

Metrics

Answer 36

refers to performance measures and operating statistics

Question 37

Mobile Marketing

Answer 37

Marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets and other mobile devices

Question 38

Organic Search

Answer 38

listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. In contrast, non-organic search results may include pay per click advertising

Question 39

Pay Per Click (PPC)

Answer 39

a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked

Question 40

Press Release

Answer 40

An official statement or announcement issued to the news media and other targeted publications providing information on a specific matter. A good set of best practices for press release development here according to prnewswire.com

Question 41

Psychographics (Psychographic Segmentation)

Answer 41

– Dividing a marketing into different segments based on social class, lifestyle, or personality characteristics

Question 42

Public Relations (PR)

Answer 42

Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Question 43

Referral Traffic

Answer 43

Referral traffic is used to describe visitors to your site that come from direct links on other websites rather than directly or from search engines

Question 44

Search Engines

Answer 44

Software that examines the Web for matches to terms the user provides

Question 45

Search Engine Optimization (SEO)

Answer 45

The procedures companies use to design the content of websites and posts to maximize the likelihood that their content will show up when someone searches for a relevant term

Question 46

Social Media

Answer 46

Independent and commercial online communities where people congregate, socialize, and exchange view and information

Question 47

Social Media Management Tool

Answer 47

Software designed to manage or analyze interactions through multiple social media accounts from a single dashboard. Most systems permit listening for brand mentions, posting to multiple channels, responding to inquiries, and running marketing campaigns

Question 48

Sociographics

Answer 48

take the target market down to the level of the individual, where they determine the specific values, attitudes, friends, hobbies, passions, and influences. Essentially, they allow you to discover what really pushes your customers buttons

Question 49

Traffic (digital)

Answer 49

The amount of visitors and visits a Web site receives, typically excluding bots

Question 50

User-Generated Content (UGC)

Answer 50

Consumers voice their opinions about products, brands, and companies on blogs, podcasts, and social networking sites such as Facebook and Twitter, and film their own commercials that they post on sites such as YouTube

Question 51

Value Proposition

Answer 51

A full positioning of a brand – the full mix of benefits on which it is positioned

Question 52

Virtual Reality (VR)

Answer 52

Provides a totally immersive experience that transports the user into an entirely separate three-dimensional environment

Question 53

Vlog

Answer 53

a video blog, a record of thoughts, experiences, and opinions published to the internet in a video format