Business & Marketing
Business & Marketing
20 terms
This is a glossary is made for college students wanting to learn more words in the marketing field. It's here to help them enrich their business vocabulary.
- A/B Tests
- Marketers run experimental tests to determine which marketing tactic yields the best results.
- Example: For example, a digital marketer may conduct _______ (blank) that will serve up two different versions of a webpage—typically the current page versus a new iteration—to users to determine which performs better.
- Affiliate Marketing
- Marketing based on a relationship between an online advertiser and website publishers where the advertiser pays for leads or revenue that comes from the publishers’ sites.
- Bounce Rate
- An engagement metric that shows the percentage of website visitors who left the site after viewing only one page.
- Classified Adveritsing
- Ads appearing on the same page and grouped into categories in a list-like format. Compared to display ads, classified ads usually don’t have images alongside the ad copy - and they’re less expensive. They can be a cost-efficient advertising tactic for reaching people who are interested in a category relevant to your product or service.
- Click-Through Rate (CTR)
- The percentage of users who click on the link in your digital marketing message after seeing it. For example, if 10,000 users see your display ad, and 10 users click on it, your click-through rate (CTR) is 0.001 or 0.1%.
- Content Managemetn System(CSM)
- A type of web publishing tool designed to manage the digital content marketers create for the web. These typically offer an easy-to-use interface for editing the layout or other elements of a webpage.
- Display Ads
- A type of online advertisement that combines text, images, and a URL that links to a website where a customer can learn more about or buy products.
- E-commerce
- E-commerce is the buying and selling of goods and services using the internet.
- FCC
- The Federal Communications Commission (FCC) is a United States government agency that regulates communication devices and systems, which includes the internet. They ensure all citizens have fair access to these communication platforms and that they’re safely performing in the interest of the public and national security.
- 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. Inbound marketing offers consumers something they want—information, entertainment, a chance to be heard—and places information about a product and service within this context. Inbound marketing attracts prospects and encourages them to engage with your brand in the hopes of converting them to paid customers.
- Landing page
- A static, stand-alone website page that includes a strong call to action as part of a marketing campaign.
- Lookalike Audience Finder
- Mailchimp’s lookalike audience finder is an attribute of social ads that uses what you already know about your contacts and data from our large audience network to build a lookalike audience. A lookalike audience is made up of people who share interests with your existing contacts but aren’t a part of your audience yet.
- Marketing Collateral
- 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.
- Example: Common digital collateral includes websites, landing pages, and banner ads.
- Narrowcasting
- Sending a media message to a highly targeted audience.
- Example: 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.
- On-Site Content
- All of the content that a company produces and shares on its own website. It is produced to give a potential customer the best experience while they are searching for your product or service.
- Point of Contact(POC)
- The moment at which a business and customer begin exchanging information, providing a service or handling a transaction.
- Promotional Mix
- The combination of promotions (advertising, sales promotion, personal selling, publicity) you use to deliver marketing messages to your target audience.
- Search Engine Optimization(SEO)
- The process of using keywords and other technical strategies to increase the likelihood that a certain webpage will be shown on a list of online search results.
- Unique selling proposition
- The reason people should buy your product or services according to your marketing and advertising.
- Example: In any ad, your unique selling proposition can be summed up as “buy X, and you’ll get Y.” For example: “Buy these sneakers, and you’ll run faster.”
- User Interface(UI)
- The visual and audio elements on a website or app presented to a visitor. User interface (UI) elements can include text, images, sound, animation, video, or a combination of them. Keep in mind UI elements may be rendered in different ways depending on user preferences.
- Example: For example, a person with low vision may use a screen reader to consume content. UI layout and testing is a major focus of user experience (UX) designers.