Marketing Terms Glossary

A randomised test consisting of two variants, A&B. To see whether option A or option B is the best solution to the problem. Often used in email marketing to test subject lines.

A hyperlink on a webpage is made using the HTML anchor tag. This hyperlink links the web page to other pages on the internet or to a specific portion within the same page.

Business to All. For companies that provide services or products to both businesses and consumers.

Business to business. For businesses that provide products or services to other businesses.

Business to consumer. For companies that provide products or services direct to the end consumer.

A percentage of visitors who land on a webpage and leave without taking any further action, such as clicking a link or navigating to another page. A high bounce rate may indicate that a page isn’t engaging, relevant, or user-friendly, while a lower bounce rate suggests visitors are interacting with the content.

A CDN is a geographical network of data centres across the globe can be utilised to serve copies of your website or app locally to improve speed and reliability for your end user.

An automated app on your website that simulates a conversation and provides answers to preprogrammed questions. They can be AI enabled and provide answers based on previous knowledge of that visitor.

A metric that measures the percentage of people who click on a link after seeing it. It is calculated by dividing the number of clicks by the number of impressions (times the link was shown) and multiplying by 100. CTR is commonly used to evaluate the effectiveness of ads, emails, and search engine results—higher CTRs generally indicate more engaging content.

A content management system is used on websites to manage the content on the website separately from the design aspects. Making it easier to update your website either content wise or design wise.

Creating highly relevant and timely content such as articles, videos, infographics to aid SEO and your social media to engage potential clients and drive traffic to your website.

A metric that measures the total average cost of acquiring a new customer from the first touch point to ultimate conversion.

The average amount each click on an advert costs the advertiser, based on the number of clicks the ad receives divided by the total amount spent on the ad. Often used in Google Ads.

A CRM system assists the process of using marketing automation solutions to administer interactions that improve how you interact, build relationships and do business with your customers.

CRO is the process of optimising aspects of your website and other digital platforms, to increase the percentage of conversions.

Is an approach to marketing that relies on data analysis and insights to inform marketing strategies and tactics. Data-driven marketing involves the collection, integration, and analysis of data from various sources, such as customer interactions, website traffic, social media engagement, and market research, to understand customer behavior, preferences, and trends.

It is the marketing approach that utilizes digital channels and technologies to connect with and influence potential customers or target audience. Digital marketing involves leveraging various online platforms and tools to create awareness, generate leads, drive website traffic, and ultimately convert users into customers.

A form that can change the fields or questions in the form due to previously known data. So you don’t ask for info you already know and can find out more about them.

Generally, a website or app that allows the buying and selling of goods and service over the internet.

A technique that email marketers use to send highly targeted emails by dividing their list up into smaller groups, or segments. So different personas can get differing versions of the same email.

A form of marketing that uses email to send content to people who have opted in to receive information from you. You can use it to make people aware of new products, discounts, and other services.

Metrics to track how much people interact with your content, this can be through likes, comments and shares.

Using the power of paid ads on Facebook to reach your audience, build your brand and drive traffic to your website.

An online advertising platform created by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users on the google search engine and other websites.

Google Analytics: It is a web analytics service offered by Google that provides detailed data and analysis on user interactions with a website or mobile app. By placing a tracking code on their website or app, businesses can collect information such as the number of visitors, their geographic location, the pages they visit, the actions they take, and the devices they use. Google Analytics can be referred to UA (universal Analytics) which ceased on 30th June 2023, and was replaced by GA4 (Google Analytics 4) on 1st July 2023.

Google Analytics 4 (GA4): It is a web analytics platform by Google that helps businesses collect, analyze, and interpret data about user interactions on their websites or mobile apps. GA4 uses an event-based model, where user actions are tracked as events, providing a more granular understanding of user engagement and behavior.

Based on google maps, it is a place business can register so their business comes up in search results and allows people to leave the business reviews.

A web service by Google which allows people to check indexing status, search queries, crawling errors and optimise visibility of their websites.

A word or phrase preceded by a hash symbol (#). It's often used within a post on social media to help you promote your post to those interested in that hashtag.

Heatmaps are used to analyse user behaviour and the structure of websites. Seeing where people visit on the page, click or scroll can be insightful into your audiences interests and how they navigate content.

A computer (server) that is constantly on and connected to the internet with high bandwidth to serve your website or app to visitors 24/7.

HyperText Markup Language is the code that is used to structure a web page and its content.

This is an application-layer protocol for transmitting hypermedia documents, such as HTML. It was designed for communication between web browsers and web servers, but it can also be used for other purposes.

Is an extension of the Hypertext Transfer Protocol (HTTP). It is used for secure communication over a computer network. See also SSL.

The number of times a post has been viewed, not the amount of people, so impressions may become high if people have viewed the post multiple times.

A computer language that is used on websites to create interactivity between the website and the visitor within the browser.

Measurable metrics used to evaluate the success of a business, campaign, or specific objective. They help track progress toward goals, such as sales growth, website traffic, customer retention, or conversion rates.

Is the percentage of the frequency with which a keyword or phrase appears on a web page in relation to the amount of words on the page

In an effort to obtain an unfair ranking advantage in search engines, keyword stuffing is an obsolete search engine optimization method that is also known as webspam or spamdexing. It involves stuffing a web page's visible content, backlink anchor text, and meta tags with keywords.

Words or phrases that you want a web page to rank for in search results, and describes the contents of that page accurately.

A standalone web page made especially for a marketing or advertising campaign. It's the page that a visitor "lands" on after clicking an advertisement or a link in an email and is designed to give them all the information they need to convert into a lead or sale on that page.

A lead magnet is a free but useful item or service - i.e. a PDF download, newsletter subscription, or sample - that is offered in exchange for a website visitor\\\'s contact details, such as their email address. The objective is to identify visitors to the site and/or turn them into leads for future sales.

The process of creating and preserving connections with clients at every stage of their sales & marketing journey, typically through marketing and communications message.

Depending on what actions a visitor takes on your website you can give them a score. When the score adds up to a predetermined value, you can mark that visitor as a warm lead and use marketing automation or other sales processes to convert them into a client or sale.

Activities aimed at boosting the quantity and quality of inbound links to a webpage with the intention of improving that page's or website's search engine results.

A technique of search optimisation to rank higher for local search terms, using phrases such as ‘near me’ or the place your business is based in

Long-tail keywords are longer, more specific keyword phrases that users enter into search engines. They are less popular, but can be used to buld up ranking for more popular keywords that are more difficult to rank for.

Software that uses powerful tools to automate the sending of personalised emails, track leads, schedule social media posts and more. It saves businesses time & money by automating repetitive tasks.

The short paragraph you see under the title when the list of search results comes up in a search engine.

The text that appears on search engine result pages and browser tabs to identify the content of a webpage is referred to as a meta title, often referred to as a title tag.

A website is considered mobile friendly if it functions effectively on a phone or tablet.

Multichannel marketing is a strategy that uses multiple platforms—such as websites, social media, email, and physical stores—to reach and engage customers. Each channel operates independently, allowing businesses to connect with audiences in different ways. While customers can interact with a brand through various touchpoints, the experience may not be fully integrated or seamless across channels.

A specifically designed survey aims to determine the likelihood of the user recommending the company, product or service to others. The score is out of 10 and anything less than 7 is considered a poor score, where the user is unlikely to recommend them.

A consistent brand experience across all channels, both online and offline. Whether through a website, social media, email, or in-store, messaging, branding, and user experience remain unified, allowing customers to switch seamlessly between touchpoints while maintaining engagement and personalisation.

Measures that can be taken directly on a website in order to improve its position in the search rankings.

Organic traffic, also known as free traffic, refers to website visitors who arrive at your site from unpaid sources, such as search engines.

The speed at which a user's web browser downloads and displays an online page.

Describe the individual aspects of your different types of customers. You may have 1 or many personas for the different markets and audiences your business serves.

A type of marketing which involves advertisers paying a fee each time one of their ads is clicked. Simply, you only pay for advertising if your ad is actually clicked on.

Short for quick response code is a bar code type graphic that when scanned by the camera on smartphones can take the visitor to a webpage, app, or other services.

To show targeted ads to previous visitors to your website or app to entice them to return and remember your offering.

An approach to creating web pages that use flexible layouts, flexible images and cascading style sheet media queries to fit the differing size screens on digital devices.

This is a value, sometimes monetary or other quantitative measure, that you have gained in comparison to how much you have spent.

The science and techniques to improve a website to increase its visibility in search engines. The more visibility a website has on search engines, the more visitors the website attracts.

The list of results that a search engine returns in response to a specific word or phrase query.

Tracking, analysing and creating a strategy on what to post where on which platform to get the most exposure, build your brand and generate leads.

Social proof is often used as a marketing strategy to influence consumer behavior. It can take various forms, such as customer reviews and testimonials, social media likes and shares, celebrity endorsements, expert opinions, and popularity indicators like "bestseller" or "most recommended." By showcasing positive feedback or demonstrating a large user base, businesses aim to create a sense of trust, credibility, and desirability around their products or services, ultimately encouraging others to follow suit.

Stands for secure sockets layer. It uses security technology to establish an encrypted link between your website or app and your user or visitor (on your app or website).

Is a proactive approach to marketing that focuses on aligning business objectives with marketing activities to achieve sustainable competitive advantage. Strategic marketing involves a systematic planning process that encompasses market research, analysis, goal setting, and the formulation of strategies and tactics to meet the needs of target customers while fulfilling business objectives.

The top of funnel refers to the top of the sales or marketing funnel, where potential customers first enter. This is usually from advertising, search engine results or recommendations. It is the first point of contact when they first interact with your company, service or product.

This phrase refers to how a person interacts with and experiences a product, service, or website. It encompasses usability, design, accessibility, and overall satisfaction.

In order to track a source, medium, and campaign name, you can add a UTM code to a custom URL. This makes it possible for Google Analytics to inform you of the source of visitors as well as the campaign that brought them to you and the particular ad graphic or message.

Software that anonymously records and tracks what visitors do on your website so you can fix any problems with your UI and gain deeper insights into user behaviour.

Word of mouth is a highly effective form of marketing, where potential clients receive positive feedback from their friends or colleagues recommending your company, product or service.

A website's essential pages are listed in an XML sitemap file so that Google can easily identify and crawl them all. Additionally, it aids in the structure-understanding of search engines. You want Google to index all of your website's key pages.

XposureDIGITAL is a digital marketing service offered by Xposure Creative. XposureDIGITAL offers a range of services, including:

• Pay-per-click (PPC) advertising: XposureDIGITAL can help you create and manage PPC campaigns that reach your target audience and drive traffic to your website.
• Email marketing: XposureDIGITAL can help you create and send email campaigns that engage your subscribers and drive sales.
• SEO: XposureDIGITAL can help you improve your website's search engine ranking so that more people can find you online.
• Social media marketing: XposureDIGITAL can help you create and manage social media campaigns that reach your target audience and build brand awareness.

A digital lead generation and CRO service offered by Xposure Creative. XposureHUB offers a monthly subscription service that includes everything you need to improve your digital marketing and website. Here are some of the benefits of using XposureHUB:

• You get a team of experts who will work on your digital marketing and website every month.
• You get access to tools and resources that can help you increase your conversion rate.
• You can track your results with data capture and analysis.
• You only pay for what you need.

If you\\\'re looking for a way to improve your digital marketing and website, XposureHUB is a good option to consider.

XposureWEB is a web design, web development, and web hosting service offered by Xposure Creative. They have over 20 years of experience in the industry, and they specialize in creating websites that generate leads and sales. XposureWEB offers a variety of website packages to fit your budget and needs.

The current spend on your marketing so far this year. To be compared against the expected spend on marketing for the year, to ensure everything is on budget.