Digital Marketing Glossary
Digital Marketing Glossary
20 Digital Marketing terms
Marketing is any strategy or action which can help a company achieve its goals, increase its sales and profits, or has improved brand perception. I have created this glossary to help people interested in Marketing. It will help understand the meaning of 20 words related to this field of study. Each term will have a definition, an audio pronunciation and the word in French to understand better.
- above-the-line (ATL)
- adverb
- A broad marketing strategy using mass media like TV, radio, and print to reach a vast, untargeted audience, primarily to build brand awareness and goodwill.
- fr: publicité média
- account executive
- noun
- A professional, typically in sales, who serves as the primary point of contact between a company and its clients, building and maintaining relationships, identifying and closing new sales, and ensuring client satisfaction with the company's products or services.
- fr: chargé de compte
- BANT framework
- noun
- A classic B2B sales qualification method that stands for Budget, Authority, Need, and Timeline.
- fr: cadre BANT
- bench marking
- verb
- Evaluate or check (something) by comparison with a standard.
- fr: analyse comparative
- brand advocacy
- The act of individuals — including satisfied customers, employees, and influencers — voluntarily promoting a brand's products or services due to their genuine belief in its value and positive experiences.
- fr: défense de la marque
- churn rate
- noun
- The annual percentage rate at which customers stop subscribing to a service or employees leave a job.
- fr: taux de désabonnement
- consultative selling
- noun
- A sales approach focused on becoming a trusted advisor to the customer, prioritizing their needs and pain points to offer tailored solutions rather than pushing specific products.
- fr: vente consultative
- cost per acquisition
- noun
- A key marketing metric that measures the total cost of acquiring one new customer or achieving a specific action, like a sign up or download.
- fr: Coût par acquisition
- cross-selling
- verb
- A sales strategy that encourages customers to purchase complementary or related products and services to their original purchase, aiming to increase customer value and revenue for the business.
- fr: vente croisée
- customer data platform (CDP)
- noun
- Packaged software that collects customer data from diverse sources, unifies it into a single, comprehensive customer profile, and then shares that information with other systems for analysis, personalization, and marketing campaigns.
- fr: plateforme de données clients
- display advertising
- noun
- A form of digital marketing that places visual ads—like banners, images, and videos—on websites, apps, and other online platforms, often incorporating text, audio, and interactive elements.
- fr: affichage publicitaire
- drip marketing
- adjective
- An automated communication strategy where pre-written messages are sent to customers and prospects over a set period, triggered by their actions or specific dates.
- fr: marketing automatique progressif
- forecasting
- noun
- Predict or estimate (a future event or trend).
- fr: prévision
- geofencing
- noun
- The use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area.
- fr: géorepérage
- markup
- noun
- The amount added to the cost price of goods to cover overhead and profit.
- fr: balisage
- mind mapping
- noun
- A visual technique for organizing ideas and information around a central topic, creating a hierarchical, tree-like diagram with branches representing related subtopics, concepts, and details.
- fr: cartographie mentale
- pain point
- noun
- A persistent or recurring problem, challenge, or frustration that a customer experiences with a product, service, or in their overall journey with a company.
- fr: point douloureux
- sales enablement
- noun
- The strategic process of providing sales teams with the necessary content, training, technology, and coaching to effectively engage buyers, increase sales productivity, and ultimately drive revenue growth.
- fr: activation des ventes
- sales velocity
- noun
- A key metric that measures the speed at which your sales team moves qualified prospects through the sales funnel to generate revenue.
- fr: vitesse des ventes
- upselling
- verb
- Persuade a customer to buy something additional or more expensive.
- fr: vente incitative