Marketing jargon explained





Marketing jargon explained!





Ever sat there and wondered what on earth a marketing expert is talking about?

Every industry does it; use jargon that the lay person doesn't fully understand, or even understand at all! We want to help demystify marketing by explaining common terms in a way that anyone can grasp.



Marketing Glossary



An algorithm is a precise list of operations for a computer to take in zero or more inputs and give back one or more outputs. To explain simply, an algorithm is like a recipe. An algorithm tells you step-by-step how to make a stew. You can use the same algorithm every time you make the stew, even if you add different spices or vegetables, which is the data or inputs.



CMYK refers to the four inks used in colour digital printing: cyan, magenta, yellow and key (black). A good rule of thumb is printed materials are designed using CMYK colours and anything designed to be used online is in RGB colours.

Content marketing

Attracting potential customers by creating helpful information that answers a question, solves a problem or helps them understand something. This might include blog articles, videos, eBooks, social posts and more.

CPI: cost per impression

The cost you're charged each time a potential customer might see your ad on a website they're visiting, for example in a sidebar. Keep in mind views are not the same as clicks.

Customer centric

Looking at things from the customer's point of view by talking about their problem and how your product or service will solve it. 

Customer profile or buyer persona

A detailed description of a fictional person who represents a group of your most important customers. It's used to help businesses understand their customers better, make smarter decisions based on their customers needs, communicate with them in more meaningful ways and to guide product development.



Statistical information that helps a business identify or target a specific group of customers by understanding their needs and tailoring their marketing message to those most likely to buy. It includes things like age, gender and income.


EDM or electronic direct mail

An email campaign sent your database. Often successfully used to regularly keep in touch with customers and advise them of new products,  promotional offers and special events.



Hashtags are used on social media to categorise your content and make it more discoverable.


Hypertext Markup Language (HTML) is the computer language used by website creators when creating web pages. It consists of tags and attributes that tell the browser how to display the web page. 


Inbound marketing

A marketing activity that attracts the attention of new visitors or customers to your business using really good content creation, social media strategy and SEO.



The words and phrases that people put into search engines to find the content they are looking for. When it comes to SEO, you want the keywords on your web page to be relevant to what people are searching for so they have a better chance of finding your content in the search results.


Lead generation

The process of attracting potential customers with useful, keyword rich website content and converting them into sales leads by giving away expert advice in exchange for their contact details. Find out more about lead generation.

Lead nurturing

Growing your relationship with your customers and leads. An example of this is a welcome email series or regular e-newsletters

Link building

Simply put, link building is the process of getting other websites to link to your website. There are two benefits: to increase traffic to your website, and to improve your SEO ranking by signalling to Google that your site is a quality resource.


Market segment or customer segment

Market segmentation is dividing potential customers into groups based on different traits such as their interests, needs, demographics or location. Each market segment can then be approached in a way they are most likely to respond to.

Meta description

A concise summary of a webpage that displays under the blue clickable links in a search engine results page, so should also entice the reader to click through to your page.


On-page SEO

The goal of on-page SEO is to make your website content easy for search engines to understand, while still appealing to the reader. Since search engines can’t see or understand a web page the way a person does, on-page SEO helps them decipher what each page is about, and how it might be useful to their users. It also needs to entice the searcher with a description that prompts them to click through when you show up in a result, and page content that they'll find useful and relevant.

Organic traffic

Visitors who come to your website through unpaid search results when using a search engine such as Google. It's the opposite of paid traffic, which are visitors who come to your website after clicking on paid ads.


Pain points

A pain point is specific problem that prospective customers are experiencing. By knowing what their pain points are, you're able to provide, and effectively communicate, solutions. 

PPC: pay per click

When you only pay if a potential customer clicks on an ad you've placed on a website or search engine.


Relationship marketing

Strategies focused on creating loyal customers who have a strong, long-term relationship with your business, rather than marketing that focuses on short term goals like acquiring new customers and individual sales.

Remarketing or retargeting

Showing ads for a product or service to someone who visited your e-store but didn't make a purchase. This is done by placing a cookie on their computer so you can deliver relevant follow-up adverts when they visit other websites.

Responsive design

A website with pages that detect the visitor's screen size (mobile, laptop or desktop) and changes the layout accordingly. It's able to do this because it's designed with flexible layouts and images that can display across a bigger screen, and stack underneath each other on a smaller one.


RGB stands for red, green and blue and refers to the system for representing colour on a computer display. It's worth noting that RGB is device-dependent because different devices (e.g computers, phones or other screens) will display RGB values differently, dependant on the manufacturer or age of the device. A good rule of thumb is anything designed to be used online is in RGB colours and printed materials are designed using CMYK colours.


SEO: search engine optimisation

Developing website pages, digital content and online images so they show up in browser searches, preferably towards the top of the first page of results. While there are many different aspects to SEO, they can be divided into on-page and link building strategies.


Target market

A specific group of consumers who are most likely to buy your products or services.