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Marketing Jargon

Isn’t it just the worst when you are trying to find your way in the marketing world, but you are continuously coming up against acronyms and jargon? We have created this handy guide of some of the most commonly used marketing terms and what they mean. You can feel confident knowing you have this guide to help you wade through these marketing specific terms and not feel baffled when you are hit with a sentence like “we need to create a call to action for B2B specific sales.”


Analytics is the discovery and communication of meaningful patterns in data. Analytics are used to in marketing to assess the trends in initiatives such as website visits, email campaigns or advertising campaigns. Analytics are used to identify trends and other useful insights to help make more informed marketing decisions.


This stands for business to business. It is used to describe the action of one business selling its products or services to another business.


This stands for business to consumer. It is used to describe the action of a business selling its products of services directly to consumers (typically members of the public).


This is short for web log or weblog. Blogging is a core component of inbound marketing, it can help to accomplish initiatives such as website traffic growth, lead generations and engagement.

Buyer Persona

This is usually a semi-fictional representation of a business’s ideal customer based on market research and data collated on existing customers. Buyer personas often help a business to understand who their target audience is.

Call to Action

This is a link that can be found in text form, button, image or other type of web link. A call to action is designed to encourage a website visitor to become a lead or input information you can use to further your business’s marketing efforts.

Click through Rate

Often abbreviated to CTR this refers to the percentage of your audience that advances or clicks through from one part of your website to next step of your marketing campaign. To work out your click through rate you will need to take the total number of clicks that your page or call to action receives divided by the number of opportunities that people had to click.


Content is a piece of information that exists for the purpose of being digested, engaged with and shared. Content usually comes in the form of videos, blogs, podcasts, social media posts, images or slideshows. Content plays a major role in a successful inbound marketing strategy.

Conversion Rate

The percentage of people who complete desired action on a single web page. Conversion rates are usually used as a measure of performance, if a page has a high conversion rate it is performing well, whereas if a page has a low conversion rate it is performing poorly.

Engagement Rate

A popular metric used primarily used in social media to describe the amount of interaction. Engagement can come in the form of likes, comments and shares/reshares.

Evergreen Content

This is content that continues to provide value to its readers no matter when they happen to come across it. It can be referenced long after it has been published and even then it is still valuable to the reader.


This describes any element of your website that may be confusing or distracting causing visitors to leave your website. Things such as too much text and distracting website navigation menus can cause friction.


Hashtags are used on social media platforms. They are a way for readers to connect with each other over a specific piece of content. They tie public conversations together on social media platforms into one single stream. Users can usually find specific hashtags by searching them on their chosen social media platform.

Inbound Marketing

Inbound marketing refers to activities that encourage visitors to be draw in. This is apposed marketers going out and getting the prospects attention.


This is a highly visual piece of content that is popular among digital marketers. It is a way for complex concepts to be put in simple and visual way.


JavaScript is a programming language used by web developers to design interactive websites.


KPI stands for key performance indicator. This is a performance indicator used to evaluate an activities success, often used in service-based businesses. KPI are usually measured against industry standards, this allows a business to get a good idea of how they are performing within their chosen industry.

Landing Page

A landing page is a website page containing a form that is used for lead generation. Usually, a landing page will revolve around a marketing offer such as an ebook or a webinar. It serves to capture visitor information in exchange for a valuable offer.

Mobile Optimisation

Mobile optimisation is designing and formatting your website so that it is easily read and navigated from a mobile device.

Native Advertising

A type of online advertising that takes on the form and function of the platform it is on. The purpose of native advertising is to make it feel less like an advertisement. It usually is a piece of sponsored content relevant to the consumer experience.

Pay Per Click (PPC)

PPC stands for pay per click advertising. This is a form of digital advertisement which is paid for, each time some clicks on your advertisement a certain amount of money will be charged.


ROI stands for Return on Investment. This is a performance measurement used to evaluate the efficiency and profitability of an investment.


SEO stands for Search Engine Optimisation. This is the practice of enhancing where are webpage appears in the search results of search engines such as Google.

Unique Visitor

A unique visitor is a person who visits a website more than once within a period of time.

Viral Content

This is a term used to describe an extremely popular piece of content.

For more information and support with your marketing why not contact us today at Seamless Os. Check out our services to find out more about how Seamless Os can help you with your digital marketing.

Email: Info@seamlessos.com or Tel: 0121 461 0297