Know Your Marketing Terms: The Art of Marketing Buzzwords

digital marketing buzzwordsWhen we’re in our niches, it’s easy to fall into a comfortable way of speaking with like-minded people, and even easier to forget not everyone knows what we’re talking about it. Every industry does it – from legalese to chefs’ kitchen lingo. Even if you work in an office, you’re bound to have used one or two office jargon expressions. Step into a day in the life of an IMI employee, and you’ll hear a slew of marketing terms.

Sometimes we just need to take a step back and realize that in order for our peers to feel confident in the legal document/gourmet meal/monthly report in front of them, they need to understand the words being said first. So before you send out an SOS wondering what to do with SEO, or say, G2G before you delve into what’s happening MoM, take a look at some basic marketing jargon you’re likely to hear in the digital marketing world.

  1. CTA


Look here to learn more! A call-to-action is some form of motivation to entice a visitor to go to your website or complete a conversion. Whether it’s a “Download now!” button, “Read more…” on a blog, or “Shop our sale” link to a discount page, you’ll want CTAs to be exciting so you can generate more leads.

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  1. CTR

Clickthrough Rate

By having enticing content and providing the information visitors are looking for, you’ll improve your clickthrough rate. This rate shows what percentage of impressions, or potential clicks, actually click through to the next step of your campaign. A higher CTR indicates your message is effective to visitors.

  1. KPI

Key Performance Indicator

What are the KPIs on that? Key performance indicators are the data points used to measure the success of your marketing campaign. KPIs can be whatever metrics you see as most fitting for portraying the achievement of goals, such as more organic traffic generation or lowering customer acquisition cost.

  1. PPC


Not too far off from pay-per-view movies, pay-per-click marketing is the channel of digital marketing in which marketers pay every time an ad is clicked. Paid media takes a high amount of strategic planning with keywords, ad placements, and audiences to ensure cost per click isn’t higher than the conversion.

  1. ROI

Return on Investment

If you’re a digital marketer, you know ROI is one of the most important terms. If you aren’t a marketer, it’s pretty simple to understand the importance – the ratio shows if you’re losing money or not. It’s all about calculating that ROI. Just like this: ((Investment Gain) – (Investment Cost)) / (Investment Cost).

  1. SEO

Search Engine Optimization

Where PPC was paid media, SEO is earned media. Essentially, search engine optimization employs a number of tactics to increase organic, or naturally-occurring, traffic. In turn, websites gain more authority, and keyword rankings increase. Earned media may take more patience, it’s worth the wait.

  1. TOFU

Top of the Funnel

TOFU is the first stage of the buying process for consumers, indicating their first entrance into the funnel. The middle (MOFU) and bottom (BOFU) stages indicate a buyer more likely to convert, whereas TOFU consumers are just beginning their journey, and will require more information and guidance.

top of funnel

  1. UGC

User-Generated Content

Sometimes creating a large amount of content is hard – unless you utilize your trusty fans. UGC allows companies to connect with customers and influencers who believe in the brand and want to share their story. Bonus: potential new buyers are more likely to trust and connect with UGC due to authenticity.

  1. WOM

Word of Mouth

Word of mouth marketing has been around for quite some time, and the digital world has made it even bigger than before. What used to be friends sharing tips on the best deals around town while grabbing a coffee is now a world wide web of friends liking, sharing, and commenting on their next favorite thing.

  1. WoW/MoM/PoP

Week over Week/Month over Month/Period over Period

While we love wow’ing clients with our successes at work, these acronyms indicate how performance is changing over a course of time by comparing two timeframes. These numbers are especially important for monthly, quarterly, and yearly reporting to show client progress.

Digital Marketing Terms

  1. Above the Fold

Being “above the fold” doesn’t mean you’re too good to organize your laundry. Instead, it’s a term referring to how your content is placed and appears on your website. Above the fold is the section of the web page displayed before a visitor needs to scroll down. Keeping the main intent of a page above the fold means visitors don’t need to scroll to find the information they came for, and they won’t be discouraged into finding the information on a competitor’s site instead.

  1. Bounce Rate

Bounce rate is the percentage of people who leave – or bounce – from your page without clicking on anything or going to more pages on your site. Bounces aren’t always bad, but a high bounce rate typically indicates visitors aren’t converting or aren’t enjoying your content, especially when it’s paired with a short time on page. Make sure you’re using those CTAs from before to get visitors to click around!

Bounce rate also applies to email marketing, this time meaning the percentage of your email subscribers who didn’t receive an email due to a failed server. A high email bounce rate isn’t negative performance on your end, but it may indicate it’s time to do a refresh of your email list.

bounce rate

  1. Evergreen Content

If a tree falls in the woods, and nobody is around to hear it, does it make a sound? If content is posted, and nobody reads it, was it ever written? Writing evergreen content means creating content that adds timeless, high-quality value to visitors, no matter if they read it directly after publishing or 3 years later. Guides, eBooks, glossaries, tutorials and case studies provide resources that can apply at any time, and are good examples of long-term, high-value content.

  1. Inbound Marketing

Inbound marketing is the concept of drawing people in to your website, and the activities involved that help catch the attention of visitors. These activities include creating new solutions to problems consumers may face, providing helpful information via blogs, building trust with great reviews, forming relationships through social media, and being the best you can be to attract others. Inbound marketing is the digital advertising form of self-love – you will find success in improving yourself, and your ideal group of people will follow.

  1. Long- and Short-Tail Keywords

Sometimes tackling keywords can feel like tackling a beast with a tail, which is why long- and short-tail keywords are so appropriate. Short-tail keywords are short terms (“red shoes”) covering broad subjects, resulting in high search volume, high competition, and high cost. Long-tail keywords are long terms (“women’s size 7 red shoes”) showing specific intent, meaning less searches, but higher chance of conversion and lower cost.

Feel like you have the hang of jargon in the marketing world? How about we circle back with you later to check in? In the meantime, check out what else we’ve had in the pipeline over the past several weeks.

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