This document provides definitions for various marketing terms, organized into a marketing dictionary. It begins with introductory text explaining that marketing professionals often use jargon and acronyms, so this dictionary aims to define common terms for those new to marketing. The dictionary then lists over 50 terms alphabetically from A-Y, providing a brief definition and examples for each. It concludes by advertising additional digital marketing services from The Digital Bloom.

1. MARKETING
DICTIONARY
with detailed description and examples
The
Digital
Bloom.com
Series

2. 1
MARKETING
DICTIONARY
with detailed description and examples

3. 2
CHAPTER 1
BASE LEVEL

4. 3
INTRO
Confused by CPC?
While working in marketing, you may hear more than your fair share of
jargon. And if only one thing is true about marketers – they love a good
acronym. The problem is that when you're just starting out on your
journey to become a professional marketer, or when you've got multiple
projects on the go, it's all too easy to forget what these marketing terms
mean.
That's why we've created our handy jargon buster. It's your glossary of
terms to use whenever you see something you don't recognize.
Throughout this resource, you'll find examples and links to resources
that will help you understand important marketing acronyms.

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MARKETING DICTIONARY - BASE LEVEL
AM
Account Manager: A managerial position you might have as part of your
internal departments. Account Managers deal directly with account
holders and are responsible for client retention.
AOV
Average Order Value: A calculation of the average amount of revenue
generated by each purchase from your company. This is found by taking
the total revenue taken in a specific period (often one year) and dividing
B2B
Business to Business: When a business sells its products or services to
another business.

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MARKETING DICTIONARY - BASE LEVEL
Examples of B2B companies
https://slack.com
https://www.dropbox.com

7. 6
BAU
Business as Usual: When planning your weekly or monthly work, you
may list some tasks that are frequently performed and not part of
special project work. These are called 'business as usual'.
BR
Bounce Rate: Bounce rate is a calculation made based on how people
interact with your webpages. It is the percentage of people who leave
your site after only viewing one page.
MARKETING DICTIONARY - BASE LEVEL
B2C
Business to Customer: When a business sells its products or services to
customers. Examples of B2C companies include Coca-Cola, Target,
McDonald's, and Apple.

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MARKETING DICTIONARY - BASE LEVEL
BOFU
Bottom of Funnel: This refers to where people are in the sales funnel.
People at the bottom of the funnel have likely interacted with your
messaging a lot and are ready to buy from you.

9. 8
CPA
Cost per Acquisition: The total cost of acquiring a new customer via a
specific channel or campaign. This is similar to CPL, but is more
frequently used for consumer product selling, when a user is considered
CPC
Cost per Click: A calculation used in paid media to measure the average
cost of a click on a particular ad.
CPD
Continued Professional Development: The act of routinely taking part in
training and improving your workplace knowledge and skills.
CPL
Cost per Lead: The total cost of acquiring a new lead via a specific
channel or campaign.
MARKETING DICTIONARY - BASE LEVEL
CMS
Content Management System: A platform used to manage and serve
digital content to your site or on behalf of your social media profile.

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MARKETING DICTIONARY - BASE LEVEL
CPM
Cost per Thousand Impressions: Standing for 'cost per mille', this is a
calculation of how much 1,000 impressions for a particular webpage
costs. It is calculated by taking the total campaign cost and dividing it
CPS
Cost per Sale: The average cost it took to generate a sale for your
business. To calculate your CPS, divide your total costs by your total
number of sales.
CR
Conversion Rate: The percentage of people who convert (e.g. buy a
product) compared to the total number of people who have the
opportunity to (e.g. view that product).
CRM
Customer Relationship Management: CRM is all about the programs
and processes you use to track how you interact with your customers.
This includes responding to complaints and queries, and you may have
a dedicated Account Manager to maintain relationships with high-value
customers/accounts.

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MARKETING DICTIONARY - BASE LEVEL
CRO
Conversion Rate Optimization: The act of making improvements to your
site in order to increase your conversion rate.
CSAT
Customer Satisfaction: A term used for research that reveals how
satisfied your customers are with your brand, products or service. For
example, you may run a CSAT survey with a group of customers and
CTA
Call to Action: A phrase that is written to encourage an action from the
reader. Examples include 'buy now', 'browse' and 'take a look'.

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MARKETING DICTIONARY - BASE LEVEL
CTR
Clickthrough Rate: The percentage of people who are provided a link to
your site and click on it. Most often used to measure SEO and email
performance.
CX
Customer Experience: Welcome emails, reward schemes, and
troubleshooting help are all examples of services you could provide to
improve your customer experience.
DM
Direct Message: A private message sent from one person to another,
often on social media.
ESP
Email Service Provider: The platform marketers use to organize, create
and report on email activities. Examples include Mailchimp and Pardot.

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GA
Google Analytics: A web analytics tool created by Google to view data
about your website.
GDPR
General Data Protection Regulation: This is the regulation in EU law
covering data protection and privacy in the European Union.
GDN
Google Display Network: This is a network of websites that can display
adverts created for your business. By utilizing the GDN, you can design
image and video adverts and set them to appear on websites that
interest your target audience.
GSC
Google Search Console: A tool created by Google to help you view your
site's performance in Google search results.
MARKETING DICTIONARY - BASE LEVEL

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KPI
Key Performance Indicator: A metric that you identify as important to a
particular campaign or project. For example, total revenue, sales of a
particular product, increased social profile following.
LTV
Lifetime Value: A customer's lifetime value is a reasonable expectation
of how much revenue your company can expect over the entire lifespan
of a customer's relationship with you. This considers the possibility of
multiple purchases and recurring revenue from individual customers and
is therefore often used in B2B companies.
MOFU
Middle of Funnel: This refers to where people are in the sales funnel.
People in the middle of the funnel have learned about your company but
may not be ready to buy from you.
MoM
Month on Month: This is used for when you view data at a monthly level
and compare it to previous months to see how it has changed. For
example, this could be monthly product sales.
MARKETING DICTIONARY - BASE LEVEL

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MQL
Marketing-qualified Lead: Leads who have interacted with your
marketing through actions that your business defines as expressions of
interest in your products or services. These actions could be, for
example, clicking on a sale CTA, submitting contact information via an
online form, or repeatedly visiting your website.
MTD
Month to Date: A period of time starting at the beginning of the calendar
month and lasting until the present date. If you are part of a sales team,
you may hear people talking about their revenue in 'month to date'. This
means the total amount of sales they've secured this month up to and
including the current date.
MARKETING DICTIONARY - BASE LEVEL

16. 15
NPS
Net Promoter Score: A metric for assessing customer loyalty for a
company's brand, products or services. Customers score the company
in question from zero to ten and an NPS is calculated:
OVP
Online Value Proposition: Your online value proposition is what makes
you stand out from your competitors online. It's important to clearly
communicate what online experiences and content your brand can offer
for each site, app, and type of social presence.
MARKETING DICTIONARY - BASE LEVEL

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P&L
Profit and Loss: The profit and loss statement is a financial document
that states the revenues, costs, and expenses related to a company
over a period of time (usually one year).
PDP
Personalized Development Plan: A document used to plan and record
your professional development towards the acquisition of new skills and
responsibilities. Sometimes called a 'Personalized Learning Plan' (PLP).
PLP
Personalized Learning Plan: A document used to plan and record your
professional development towards the acquisition of new skills and
responsibilities. Sometimes called a 'Personalized Development Plan'
PM
Project Manager: A managerial position you may have as part of your
internal departments. Project Managers are responsible for planning and
delivering marketing projects.
MARKETING DICTIONARY - BASE LEVEL

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PPC
Pay per Click: A form of paid media in which a fee is paid every time an
advert is clicked. Examples of this include 'Ad' search results at the top
of Google result pages.
PR
Public Relations: Any communications or marketing that is designed to
build a relationship between an individual or organization and the public.
ROFU
Retention of Funnel: This refers to your sales funnel and the act of
retaining people who buy from you so they are encouraged to buy other
products (often through recommendations).
ROI
Return on Investment: A calculation used to measure how commercially
viable an investment was. You take the total revenue generated by an
activity/campaign and deduct the budget used to launch or run that
activity/campaign to calculate what your ROI was.
MARKETING DICTIONARY - BASE LEVEL

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ROMI
Return on Marketing Investment: Sometimes used interchangeably with
ROI, but ROMI more specifically refers to the return on the investment in
comparison to budget spent on marketing costs (rather than including
wider costs, such as platform fees).
RSS
Rich Site Summary: A feed that serves as a standardized format of
displaying website updates so that they can be read by various
RT
Retweet: A form of interaction on Twitter, when one user reposts another
user's tweet.
SaaS
Software as a Service: This is when the main product offered to
customers is access to a software solution, such as Microsoft Office or
the Adobe Creative Suite.
MARKETING DICTIONARY - BASE LEVEL

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SEM
Search Engine Marketing: This typically refers to marketing activities
involving search engines, such as organic SEO and paid search ads.
Some people use it exclusively to refer to Pay Per Click activities, so it's
always worth checking the scope when someone refers to SEM.
SEO
Search Engine Optimization: This is a proactive, structured approach
used to improve a company's position in a search engine's organic
results listings for the key-phrases you target. Its aim is to increase
awareness and drive visits to a site from new prospects and existing
customers. It involves 'on-page' SEO activities to improve the quality of
content and 'off-page' SEO to improve the quality of links to content.
SERP
Search Engine Results Page: The page that Google displays when a
search term is entered.
SL
Subject Line: An introductory line of an email, written separately from
the main body of the email itself. The subject line is displayed when the
recipient checks their inbox and is an important factor in persuading
MARKETING DICTIONARY - BASE LEVEL

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SLA
Service Level Agreement: This is a commitment between a service
provider and a client and may specify aspects of the service, such as
performance requirements and penalties for breach of the agreement. A
common SLA you can think of is the agreement you have with your
internet service provider.
SMART
Specific, Measurable, Achievable, Relevant, Timely: A framework for
setting intelligent goals. Rather than setting broad goals for your
company like 'increase traffic' or 'improve revenue', make sure your
goals are:
• Specific: The goal refers to a particular channel, product or customer
type, rather than being broad and 'top level'.
• Measurable: There are KPIs that you can use to measure whether you
reach your goal or not.
• Achievable: Your goal can realistically be achieved considering your
available resources.
• Relevant: The goal has clear ties to your business and its customers.
MARKETING DICTIONARY - BASE LEVEL

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SMB
Small-to-medium Business: A company whose revenue figures, assets
or staff fall below a specific level. The size of a company that is
considered an 'SMB' varies between different industries and countries,
but is generally a company with fewer than 250 employees. Sometimes
called a 'Small-to-medium Enterprise' (SME).
SME
Small-to-medium Enterprise: A company whose revenue figures, assets
or staff fall below a specific level. The size of a company that is
considered an 'SME' varies between different industries and countries,
but is generally a company with fewer than 250 employees. Sometimes
called a 'Small-to-medium Business' (SMB).
SMM
Social Media Marketing: Marketing efforts that utilize social media
platforms such as Facebook, Twitter, LinkedIn, Snapchat, Pinterest, and
Instagram.
SMS
Short Message Service: The most simple form of text messaging used
between mobile devices.
MARKETING DICTIONARY - BASE LEVEL

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SOSTAC
Situation, Objectives, Strategy, Tactics, Action, Control: A digital
marketing strategy framework developed by PR Smith.
MARKETING DICTIONARY - BASE LEVEL

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SQL
Sales-qualified Lead: A lead that has been qualified by the sales team.
This may be because the lead has visited a high-value page or has
requested a product demo. You should consider 'marketing-qualified
leads' (MQLs) as customers who are carrying out further research, but
SQLs are customers who have entered the buying stage of their journey.
SWOT
Strength, Weakness, Opportunity, Threat analysis: A structure for
conducting a situation analysis for your brand, identifying your strengths
and weaknesses before listing opportunities open to you and threats
you must consider.
TOFU
Top of Funnel: This refers to where people are in the sales funnel.
People at the top of the funnel are aware of your brand, but are still
learning about you and are not ready to buy your products.
UI
User Interface: The customer-facing assets that allow a customer to
interact with a website, such as navigational menus and submission
MARKETING DICTIONARY - BASE LEVEL

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USP
Unique Selling Proposition: The defining attribute that you believe sets
your brand apart from your competitors.
UV
Unique Visitor: When you view your site analytics, you'll see 'page
views' and 'unique visitors'. 'Page views' is the total amount of times a
page has been viewed, but remember that people can navigate away
from and then back to your site multiple times a day. 'Unique visitors' is
a more accurate reflection of the number of different people visiting your
UX
User Experience: When you consider making changes to your website,
UX is an important consideration. Just because something technical
works does not mean it is easy for a person to use it.
VPL
Value per Lead: A monetary estimate of how much a lead is worth to
your company should they convert into a customer. You can calculate
this by taking the total revenue generated by closed leads and dividing it
by the number of closed leads.
MARKETING DICTIONARY - BASE LEVEL

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YoY
Year on Year: When you view data at an annual level and compare it to
previous years to see how it has changed. For example, you may look at
your website's revenue from 2015-19.
YTD
Year to Date: A period of time starting at the beginning of the current
year and lasting until the present date. If you are part of a sales team,
you may hear people talking about their revenue in 'year to date'. This
means the total amount of sales they've secured this year up to and
including the current date.
MARKETING DICTIONARY - BASE LEVEL

27. 26
Clarify your Digital Marketing, create a strategy
that works, and hit play on growing your business
while the rest of the world is “on hold”.
Get A Free Quote!
https://thedigitalbloom.com

28. 27
CHAPTER 2
EXPERT LEVEL

29. 28
ABM
Account Based Marketing: A collaborative strategy that engages sales,
marketing, subject matter experts and delivery professionals, as well as
key executives in the chosen client account to determine where and
how to best meet the client’s unique business challenges. With deep
insight into the client’s business and key goals, this collaborative team
creates a well-orchestrated marketing and sales campaign for a single
account.
MARKETING DICTIONARY - EXPERT LEVEL