Marketing vocabulary
Marketing vocabulary
20 Business management and marketing terms
This glossary is for educational purposes and learning to be fluent in English business
- FCC
- The Federal Communications Commission (FCC) is a United States government agency that regulates communication devices and systems, which includes the internet.
- Hard bounce
- An email that is rejected by an email server for a permanent reason. An email may hard bounce if a recipient email address or domain name doesn't exist—or the recipient email server has completely blocked the delivery. There are, however, occasionally times when a valid email address will hard bounce.
- Iframe
- An iframe is a section of a web page that contains content that comes from another page. It’s a page within a page. Iframes are typically used to pull in content from third parties.
- Inbound marketing
- A marketing strategy that encourages people to actively seek out and engage with your brand. Social media, content marketing (such as sponsored content and blogs), and search engine optimization (SEO) are common tactics.
- Java script
- A coding language that works with HTML to make dynamic web page content possible. Contact forms, sign-in pages, and shopping carts are all brought to you courtesy of JavaScript. JavaScript is also a key player in responsive web design, which uses the same code for desktop and mobile devices, making the user experience (UX) seamless.
- List broker
- A business that specializes in sourcing contact lists that direct marketers can rent for an email or marketing campaign. List brokers typically have access to a huge variety of lists and existing relationships with list owners.
- Marketing Colateral
- Digital or print materials that accompany a primary advertising campaign. Before the internet, “collateral” was practically synonymous with “brochures” that supported traditional TV commercials, such as a savings account brochure from your local bank branch.
- Narrowcasting
- Sending a media message to a highly targeted audience. The opposite of broadcasting, narrowcasting is also considered a form of niche marketing. Narrowcasting has been around since the days of radio. In modern practice, it spans traditional direct mail, TV, email marketing, paid search, online video, and in-person event marketing. Trade shows can also be a particularly valuable forum for business-to-business (B2B) marketing.
- Quality score
- A Google Ads metric that rates how relevant your pay-per-click (PPC) ads and landing pages are to your chosen keywords.
- Redirect
- Sending a user to a different web page than the one they requested with a URL
- Robots.txt
- A file placed on a web server that gives instructions to search engine crawlers, which are the robots that index web pages for search engines. Robots.txt files tell web crawlers what they should include in their index—and what they should ignore. Pages such as form results pages (“thank you” pages that are triggered when users submit a form, for example) can be hidden from search engines.
- RSS
- Really simple syndication (RSS) takes the content of a website and packages it into a feed that can be easily displayed on other websites.
- Scema markup
- Bits of code added to a web page that help search engines understand the content of the page. With better understanding comes the ability to format content when it appears on the search engine results page (SERP).
- Sitemap XML
- A list of pages on a website that search engines should index. Written in extensible markup language (XML), both humans and computers can understand a sitemap XML. In addition to page URLs, they include modification dates so search engines can tell whether or not a page has been crawled since it was updated. Sitemap XML- and robots.txt-related search engine optimization (SEO) tactics approach indexing from different sides of the same coin. Sitemap XML says “yes” while robots.txt says “no.”
- Soft bounce
- An email that is rejected by an email server for a temporary reason. An email may soft bounce if a mailbox is full, the recipient email server is down or offline, or the email message is too large.
- SSL
- Secure Sockets Layer (SSL) is a method of encryption that protects data being sent between websites.
- Unique visitors
- The number of individuals who visited your website in a defined amount of time. This is often compared to visits, which is the number of times your website was accessed during a set period.
- Vision Statement
- A short description of a company’s goals for the future. Vision statements tend to be highly aspirational, serving to motivate employees while guiding day-to-day decision making.
- White Hat SEO
- Search engine optimization (SEO) techniques that benefit both websites and the people who use them. White hat SEO fights for the users. It also improves the accessibility and quality of a website’s content, boosting its ranking and relevance.
- Wireframe
- A blueprint for a website’s user interface (UI). Wireframes are simplified sketches—often drawn by hand—of how content and functionality come together in a layout. They focus on how elements are ordered and placed on a page but rarely include specifics about the final visual design.