Marketing jargon explained: Learn 65+ key marketing terms and their meanings, simplifying complex concepts for better understanding and success.
Marketing jargon can sometimes feel like trying to decode overly enthusiastic social media posts—full of abbreviations and emojis that leave you scratching your head.
We’ve all been on marketing calls where terms like LTV, CPA, and ROAS are thrown around like confetti, but do you really know what they mean?
Whether you’re a seasoned marketer or a business leader, understanding these terms is not just key, but crucial to communicating effectively and making informed decisions, boosting your competence and confidence in the marketing field.
That’s why we’ve broken down 65 essential marketing terms and phrases, explained their meaning, and showed you how to use them in real-world scenarios, keeping you engaged and interested in the practical application of these terms.
CTR (Click-Through Rate)
Click-Through Rate (CTR) measures the percentage of people who click on your ad or link compared to the number who see it. It’s a critical metric in digital advertising, indicating how well your ad engages users. A higher CTR generally means that your content resonates with your target audience and suggests the effectiveness of your ads, headlines, or call-to-action.
Bounce Rate
The bounce rate represents the percentage of visitors who leave your website after viewing only one page without taking any further action. A high bounce rate might suggest your landing page needs to be more engaging and relevant to encourage users to explore more. Improving your bounce rate often involves enhancing user experience, content relevance, and site navigation.
CPA (Cost Per Acquisition)
Cost Per Acquisition (CPA) is the cost of acquiring a new customer through a marketing campaign. This metric helps businesses understand how much they spend to gain one new customer. By optimising CPA, companies can ensure they get the most out of their marketing budget, focusing on cost-effective customer acquisition.
CPC (Cost Per Click)
Cost Per Click (CPC) refers to the amount you pay for each click on your digital ad. This metric is commonly used in pay-per-click (PPC) advertising, such as Google Ads. Monitoring CPC helps businesses manage their ad spend effectively and evaluate the cost-efficiency of their paid advertising efforts.
CPM (Cost Per Thousand Impressions)
Cost Per Thousand Impressions (CPM) is a metric used in digital advertising to denote the cost of serving 1,000 ad impressions. It is commonly used in display and video advertising and measures the cost of visibility rather than engagement. This metric helps advertisers understand the cost-effectiveness of their campaigns based on how many people see their ads.
vCPM (Viewable Cost Per Thousand Impressions)
Viewable Cost Per Thousand Impressions (vCPM) is a metric that measures the cost of 1,000 viewable ad impressions. An ad is counted as “viewable” if at least 50% of it is visible on the screen for one second or longer. vCPM ensures that advertisers are paying only for ads that are actually seen, making it a more precise measure of ad effectiveness than CPM alone.
CRM (Customer Relationship Management)
Customer Relationship Management (CRM) is a technology and strategy for managing a company’s interactions with current and potential customers. CRM systems help businesses organise customer data, streamline sales processes, and improve customer service. By tracking customer interactions and data throughout the customer lifecycle, CRM tools enable businesses to enhance relationships, improve retention, and drive sales growth.
OOH (Out-Of-Home Advertising)
Out-of-home (OOH) advertising refers to any form of advertising reaching consumers outside their homes. This includes billboards, transit ads, and digital signage. OOH effectively builds brand awareness and reaches a broad audience in high-traffic areas. It’s often used with digital campaigns to create a cohesive, multi-channel strategy.
SEM (Search Engine Marketing)
Search Engine Marketing (SEM) is a form of digital marketing that promotes websites by increasing their visibility in search engine results pages (SERPs) through paid advertising. SEM often refers to paid search ads, like Google Ads, and is a key strategy for driving targeted traffic to your website, especially for keywords with high commercial intent.
UX (User Experience)
User Experience (UX) refers to a user’s overall experience when interacting with a product, website, or application. Good UX design optimises usability, accessibility, and satisfaction to enhance customer interactions and improve conversion rates.
A/B Test
A/B Testing, also known as split testing, compares two versions of a webpage, ad, or email to see which one performs better. For instance, you might test two headlines to determine which drives more clicks. A/B testing allows marketers to make data-driven decisions and optimise their campaigns for better results.
CAC (Customer Acquisition Cost)
Customer Acquisition Cost (CAC) measures the total cost of acquiring a new customer, including marketing and sales expenses. It is an essential metric for understanding the efficiency of your customer acquisition efforts. Keeping CAC lower than the customer’s lifetime value (LTV) is critical for maintaining profitability and growth.
CRV (Conversion Rate Optimisation)
Conversion rate is the percentage of visitors who complete a desired action, such as purchasing or signing up for a newsletter. A higher conversion rate indicates that your marketing efforts successfully turn visitors into leads or customers. Conversion rate optimisation (CRO) is key to improving the effectiveness of your marketing campaigns.
Lead Magnet
A lead magnet is a content or offer designed to attract potential customers by offering value in exchange for their contact information. Examples include free e-books, webinars, or trial subscriptions. Lead magnets are essential for growing your email list and nurturing relationships with future customers.
A/B Testing
A/B testing, or split testing, involves comparing two versions of a webpage, email, or ad to determine which performs better. This method optimises marketing campaigns by testing variations of headlines, images, or calls to action and making data-driven decisions to improve engagement and conversions.
SEO (Search Engine Optimisation)
Search Engine Optimisation (SEO) encompasses techniques for improving a website’s visibility on search engine results pages (SERPs). By optimising content, structure, and keywords, businesses can increase organic traffic without relying on paid ads. SEO is a long-term strategy that helps drive consistent, high-quality traffic to a website.
PPC (Pay-Per-Click)
Pay-per-click (PPC) is an Internet advertising model in which businesses pay each time their ad is clicked. Google Ads is a well-known example of PPC. This approach allows for targeted traffic to your site and can be cost-effective if managed correctly, especially when combined with proper keyword strategies and bid management.
Content Marketing
Content marketing focuses on creating and distributing valuable, relevant content to attract and engage a target audience. Blog posts, videos, and social media content are common examples. Content marketing aims to build brand awareness, establish authority, and drive traffic, ultimately leading to customer conversions.
ROI (Return on Investment)
Return on Investment (ROI) measures the profitability of a marketing campaign relative to its cost. For example, if a campaign generates £5,000 in revenue from a £1,000 investment, the ROI is 400%. ROI is essential for evaluating the financial success of marketing activities and guiding future budget allocations.
KPI (Key Performance Indicator)
A Key Performance Indicator (KPI) is a measurable value that shows how effectively a company achieves key business objectives. Common marketing KPIs include metrics like website traffic, conversion rate, and customer retention. Tracking KPIs helps businesses assess their performance and make informed decisions.
Remarketing
Remarketing involves targeting ads at users who have previously interacted with your website or app but didn’t convert. By showing ads to these potential customers as they browse other sites, remarketing helps keep your brand top-of-mind and increases the likelihood of conversion.
CTA (Call to Action)
A Call to Action (CTA) prompts users to take a specific action, such as signing up for a newsletter or purchasing. Examples include “Buy Now” or “Learn More.” Effective CTAs can significantly boost conversion rates by guiding users to the next step in the customer journey.
Engagement Rate
Engagement rate measures the level of interaction a piece of content receives, such as likes, shares, comments, and clicks. This metric is often used in social media marketing to gauge how well content resonates with an audience. A high engagement rate indicates your content is relevant and valuable to your audience.
Organic Traffic
Organic traffic refers to website visitors who arrive via unpaid search results instead of paid ads. High levels of organic traffic are typically a result of successful SEO efforts, making it a valuable source of visitors that doesn’t require continuous ad spending.
Social Proof
Social proof is the concept that the actions of others influence people. This is often used in marketing through customer reviews, testimonials, and case studies. Social proof on your website can build trust and encourage potential customers to purchase.
Buyer Persona
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data. It includes details like demographics, behaviours, and motivations. Creating accurate buyer personas helps businesses tailor their marketing strategies to better resonate with their target audience.
Lead Nurturing
Lead nurturing is developing relationships with potential customers at every sales funnel stage. This often involves email marketing and personalised content. Effective lead nurturing helps move prospects closer to conversion by keeping them engaged with relevant information over time.
Growth Marketing
Growth marketing is a data-driven, experimental approach to growing a business by focusing on customer acquisition, retention, and expansion. Unlike traditional marketing, which often prioritises brand awareness or top-of-funnel activities, growth marketing looks at the entire customer lifecycle. By constantly testing and optimising various strategies, growth marketers aim to maximise customer lifetime value and fuel sustainable growth.
This approach includes a mix of content marketing, SEO, paid ads, social media, email marketing, and more, all designed to attract, engage, and retain customers. Growth marketing is ideal for businesses looking to scale quickly while maintaining strong customer relationships.
Churn Rate
The churn rate is the percentage of customers who stop using your product or service within a given timeframe. Reducing churn is crucial for maintaining a stable customer base and ensuring sustainable growth, as retaining customers is often more cost-effective than acquiring new ones.
Brand Awareness
Brand awareness refers to the extent to which consumers are familiar with your brand. High brand awareness means potential customers recognise and associate your brand name with your products or services. Increasing brand awareness is key to building customer loyalty and driving long-term business success.
Lead Scoring
Lead scoring is a system used to rank prospects based on their potential value to the business. Points are assigned based on criteria like engagement, behaviour, and demographics. Lead scoring helps sales teams prioritise high-value leads, ensuring their efforts are focused on prospects with the highest likelihood of conversion.
Lifetime Value (LTV)
Lifetime Value (LTV) is the total revenue a business expects to earn from a single customer account over the lifespan of their relationship. Understanding LTV helps companies determine how much they can spend on acquiring new customers and informs decisions around customer retention strategies.
Drip Campaign
A drip campaign is a series of automated emails sent to prospects over time, typically triggered by specific actions—for example, a welcome email series for new subscribers. Drip campaigns are designed to keep your audience engaged and nurture them towards a conversion through consistent communication.
Customer Journey
The customer journey is the customer’s entire experience with your brand, from their first interaction to post-purchase follow-up. Understanding the customer journey helps businesses optimise touchpoints to create a seamless experience, ultimately improving customer satisfaction and loyalty.
UGC (User-Generated Content)
User-generated content (UGC) is any content created by users or customers rather than the brand itself. Examples include product reviews, social media posts, and photos. UGC is powerful because it acts as social proof, building trust and authenticity for your brand.
Growth Hacking
Growth hacking is a marketing strategy that focuses on rapid experimentation across channels to identify the most effective ways to grow a business. Growth hackers often employ creative, data-driven tactics like viral marketing or referral programs to drive quick and scalable growth.
Customer Retention
Customer retention is the ability of a company to keep its customers over time. It involves maintaining strong relationships through excellent service, loyalty programs, and consistent value delivery. Retaining existing customers is typically more cost-effective than acquiring new ones, making it a key focus for sustainable business growth.
Customer Acquisition Cost (CAC)
Customer Acquisition Cost (CAC) is the total cost of acquiring a new customer, including marketing and sales expenses. Monitoring CAC is crucial for ensuring that your customer acquisition strategies are cost-effective and your business grows sustainably.
Marketing Funnel
The marketing funnel is a model that describes the stages a customer goes through, from awareness to conversion. Understanding the marketing funnel helps businesses create targeted strategies at each stage, ensuring that they effectively move prospects closer to making a purchase.
Referral Marketing
Referral marketing encourages existing customers to refer new customers to your business, often through incentives like discounts or rewards. This strategy leverages the power of word-of-mouth marketing to expand your customer base at a lower acquisition cost.
Impressions
Impressions refer to the number of times an ad or content is displayed, regardless of whether it’s clicked. High impressions indicate strong visibility, though it’s important to pair this metric with engagement or click-through rates to assess the true impact of your content.
TOFU (Top of the Funnel)
Top of the Funnel (TOFU) content is designed to attract a broad audience and create awareness of your brand. Examples include blog posts, social media content, and infographics. TOFU content is the first step in introducing potential customers to your brand and starting the customer journey.
MOFU (Middle of the Funnel)
The middle of the funnel (MOFU) content focuses on nurturing leads who have already shown interest in your brand. Email marketing, webinars, and in-depth guides are common MOFU tactics. This content helps move prospects closer to conversion by providing more detailed information and addressing specific needs.
BOFU (Bottom of the Funnel)
Bottom-of-the-funnel (BOFU) content aims to convert leads into customers. This includes product demos, free trials, and special offers. BOFU strategies are crucial for closing deals and turning prospects into paying customers.
Attribution Model
An attribution model is a framework to determine which marketing touchpoints drive conversions. For example, a first-click attribution model credits the first touchpoint a customer interacts with. Attribution models help businesses understand which channels are most effective at driving results.
Geo-Targeting
Geo-targeting involves delivering content or ads based on a user’s geographic location. For example, it shows ads for local businesses to people in a specific city. Geo-targeting helps deliver more relevant, localised messages more likely to resonate with the audience.
Multi-channel Marketing
Multi-channel marketing uses multiple platforms, such as social media, email, and paid ads, to reach and engage customers. A successful multi-channel strategy meets customers where they are and ensures consistent messaging across all channels, increasing your brand’s visibility and engagement.
Account-Based Marketing (ABM)
Account-based marketing (ABM) is a highly targeted marketing approach that focuses on engaging specific high-value accounts. ABM strategies often include personalised campaigns designed to address these accounts’ unique needs, resulting in more efficient resource use and higher ROI.
Customer Segmentation
Customer segmentation involves dividing your audience into distinct groups based on demographics, behaviour, or purchasing habits. This allows for more personalised marketing, as you can tailor your messaging and offers to each segment’s specific needs and preferences.
Dark Social
Dark social refers to social sharing outside traditional tracking methods, such as sharing links via private messages or emails. Although difficult to measure, understanding dark social can help marketers grasp the full extent of content distribution and adjust strategies accordingly.
Lookalike Audience
A lookalike audience is a group of people who share similar characteristics with your existing customers. This targeting option is often used in paid advertising platforms like Facebook Ads, helping businesses reach new potential customers likely to be interested in their products or services.
Influencer Marketing
Influencer marketing involves partnering with influencers—individuals with a significant social media following—to promote your brand. Influencers can amplify your message by introducing your product to their engaged audience, driving awareness, and potentially boosting sales.
Programmatic Advertising
Programmatic advertising is the automated buying and selling of digital ad space, using software to handle real-time transactions. This approach enables more precise targeting and often results in more efficient ad spend, as it can optimise for the best placements and audiences.
Freemium
The freemium model offers a basic product or service for free, with the option to upgrade to a paid version for additional features. This model is commonly used in software and app industries, allowing businesses to attract a large user base and convert a portion into paying customers.
Omnichannel Marketing
Omnichannel marketing delivers a seamless and consistent customer experience across all online and offline channels. For example, a customer might browse your website, receive an email offer, and then purchase in-store. Omnichannel strategies enhance customer satisfaction by ensuring a cohesive brand experience.
Retargeting
Retargeting involves serving ads to users who have previously visited your website or interacted with your content but did not convert. This strategy keeps your brand in front of potential customers as they browse other sites, increasing the likelihood of returning to complete their purchase.
NPS (Net Promoter Score)
Net Promoter Score (NPS) is a metric used to measure customer loyalty and satisfaction. It asks customers how likely they are to recommend your brand to others. NPS provides valuable insights into customer sentiment and helps identify areas for improvement in your customer experience.
ROAS (Return on Ad Spend)
Return on Ad Spend (ROAS) measures the revenue generated for every pound spent on advertising. For example, suppose you spend £1,000 on ads and generate £4,000 in revenue. In that case, your ROAS is 4:1. This metric helps evaluate the effectiveness of ad campaigns and optimise future ad spend.
Social Listening
Social listening involves monitoring online conversations about your brand, industry, or competitors to gain insights and respond to feedback. By actively listening to what people say on social media and other platforms, businesses can manage their reputation, engage with customers, and make data-driven decisions.
RTB (Real-Time Bidding)
Real-time bidding (RTB) is a programmatic buying method in which ad impressions are bought and sold in real-time auctions. RTB allows advertisers to bid for individual impressions on platforms like Google Ads, often resulting in more efficient and cost-effective ad placements.
B2B (Business-to-Business)
Business-to-business (B2B) marketing focuses on selling products or services to other businesses rather than individual consumers. B2B marketing strategies often involve longer sales cycles, higher-ticket items, and a focus on building relationships.
B2C (Business-to-Consumer)
Business-to-consumer (B2C) marketing involves selling products or services directly to individual consumers. It often involves shorter sales cycles and a focus on emotional appeal, customer experience, and brand loyalty.
GDPR (General Data Protection Regulation)
The General Data Protection Regulation (GDPR) is a European Union law that governs data privacy and protection. For marketers, GDPR impacts how businesses collect, store, and use personal data, requiring user consent and ensuring transparency in data practices.
CX (Customer Experience)
Customer Experience (CX) encompasses all customer interactions with a brand, from awareness to post-purchase support. Positive CX is crucial for building loyalty and driving repeat business, and it involves ensuring that every touchpoint with the customer is seamless and enjoyable.
LTV (Lifetime Value)
Lifetime Value (LTV) measures the total revenue a business can expect from a customer over the entire relationship duration. LTV helps companies determine how much they can invest in acquiring new customers while remaining profitable.
RFP (Request for Proposal)
A Request for Proposal (RFP) is a document organisations issue to solicit proposals from potential vendors or agencies for a specific project. In marketing, RFPs are often used to gather bids for services like creative work, media buying, or digital strategy development.
Marketing Jargon Explained
Understanding this growing list of 65+ marketing terms is essential for navigating the complex marketing world today and into the future. That’s why we created Marketing Jargon Explained—your go-to resource for decoding the essential terms that shape modern marketing. Whether you’re a seasoned marketer or a business leader, familiarising yourself with this jargon will equip you to strategise effectively, communicate confidently, and make data-driven decisions that propel your business forward.
Marketing Jargon Explained isn’t just a glossary of buzzwords; it’s a powerful toolkit for success. From optimising campaigns and measuring success to exploring innovative tactics, these concepts form the foundation of every marketing strategy. By mastering them, you’ll be better prepared to adapt to industry changes, leverage the latest trends, and unlock new growth opportunities.
These terms aren’t just jargon—they’re the building blocks of effective strategy, communication, and growth. Understanding them empowers businesses to make informed decisions, optimise campaigns, and fosters clear, productive communication between clients and consultants, ensuring everyone is aligned in achieving success.”
– Tom, Founder at BQC
As the marketing landscape evolves with new technologies and channels, staying fluent in Marketing Jargon Explained will ensure that you remain competitive, informed, and ready to make impactful decisions that drive your business toward sustained success. The terms in this guide are more than words—they represent the strategies, tools, and metrics that empower you to turn marketing efforts into measurable results.
Ready to dive deeper into how these terms apply to your business? If you need help navigating the complexities of today’s marketing world or want to see how our growth marketing strategies can help you, get in touch with us today. We’re here to turn marketing jargon into actionable insights that drive real growth.
