The A-Z’s of Marketing [By Hazel Then]

Buzzwords are a big deal in the realm of marketing. The special breed of business language can come to us in all shapes and sizes and marketing experts often callously throw around jargon that they naturally expect you to understand. Coupled with the fact that the digital landscape is rifled with complex and even more technological terms, it is crucial to keep up with the latest know-how to ensure you compete on a level playing field. We have compiled an A-Z list of some of the most common marketing terms you should know about. Scroll through the list below to find out more!


A/ B Testing: Going beyond the traditional approach, best practitioners continually do A/B testing to compare two variables of a single variable in order to determine which performs best.



In short, using a call-to-action as an example, you conduct as many live tests in order to determine the best combination of colours and buttons to attract conversion.


Bounce Rate: The percentage of visits in which the person landed on your site, but left without viewing any other pages.

Quick tip: Google Analytics can give you an overall view of your bounce rate. As a rule of thumb, a 26 to 40% bounce rate is excellent.


Conversion Goal: A website without a conversion goal is like a soccer field without goalposts. Customers should go to your page for information, but a good website ensures a path to complete a desired action, such as filling out a form, signing up for a mailing list or making a purchase.


Domain Name: The online address to your website. ‘’


Eye Tracking: Part of consumer Neuroscience, a state-of-the-art technological method to understand consumers by tracking where their eyes are focused on.


Facebook Retargeting: a cookie-based tech that anonymously ‘follow’ your customers back to their personal Facebook accounts after they have visited your website. Imagine you searched for ‘Customized Sofa’, browsed them on a website, you might see ads on your Facebook for similar furniture from this company suddenly appear.

Tip: Facebook retargeting can be enabled through the ‘Website Custom Audience’ tab directly no your Facebook business page.


Geographical Tagging: targeting website visitors based on where they are. Once a location is identified, a website delivers content to the company based on what precise geographical location they are from.


Hashtags: #interaction #conversations #inspiration #keywords #instagram #facebook #twitter


Inbound Marketing: promoting your company through marketing activities (website, blogs, enewsletters, SEO, social media, content marketing), which serves to attract customers rather than going out to get your prospects attention.


Javascript: remember that pop-up, slide-in calls-to-action, interactive games and special effects? Javascript is a programming language that allows web developers to do all that!


Keyword Stuffing: aka Black Hat SEO, is an unethical practice of loading keywords in the meta tags or content of a web page to falsely increase keyword density.

Something like that: “Marc’s Chicken Burger is the best Chicken Burger for everybody. Contact Marc’s Chicken Burger for a Chicken Burger before it’s too late!”


Local Business Listing: Ever searched on Google for a near-by restaurant and saw this?


Termed a Local Business Listing, it is a free listing available on Google that shows the physical location of your business on a map, along with other useful information. You will have to sign up with Google Business (free!) to set up your business account.


Monetizing your Mobile Application: How do you make money from a saturated market filed with free applications? Monetization companies use tools like signups, emails, VIP usage, advertising and SMS marketing to make money from applications.

Did you know? The top grossing application is the Clash of Clans that brings in a daily revenue of ‘$1,118,457’.


Native Advertising: Usually a piece of sponsored content that is not interruptive, and looks and feels similar to its editorial environment.


On-page Optimization: Google will index your webpages more accurately and push up your ranking if you ensure key words are at specific pages on your website. (Content, title tag, URL, image tags).


Pay-per-click: used to direct traffic to your website, this refers to the amount of dollar spent when a digital advertisement is clicked.


Qualified Lead: This is when marketing has done sufficient ground work to find out more about the customers’ name, email, address and even additional information about their desire for a specific product. Sales has to takeover now and close the loop.


RSS (Really Simple Syndication): aka Linkedin’s Pulse, My Yahoo!, Bloglines and every other data platform that aggregates content and updates, rather than you having to go to different websites for your content fix.


Smarketing: Simply refers to the practice of putting the ‘and’ back to sales and marketing. The joint challenge for marketers and sales reps today is how they can work together to discover insights that matter, build customer experiences based on those insights and then deliver them effectively to the right people, across multiple channels to drive growth.


Top of the Funnel aka TOFU: You begin at the top of the customers buy process where they begin to identify a problem and scout for more information. You want to ensure your extremely helpful content is available and that your company holds the ideal solution to all their problems.


Unique Visitor: If Eugene visits your website 5 times a day, that count contributes to the total number of site visits, which will be 5. But Eugene’s count towards the unique visitor tally, is 1.


Viral Content: According to Robert Plutchik’s comprehensive Wheel of Emotions, these five emotions help to ensure your latest blog post goes viral.

  1. Curiosity
  2. Amazement
  3. Interest
  4. Astonishment
  5. Uncertainty


Word-of-Mouth: the most inexpensive but effective passing of information from person to person. In today’s digital era, your brand’s reputation and word of mouth can be identified by asking one simple question. What is being said about our company on social media?


XML Sitemap: a file that lists down every single URL on your website, along with important meta data for each URL. It enables Google’s search engine web crawlers determine the structure of your site.


Youtube: Founded in 2006 by three former Paypal employees and bought over by Google in 2006 for $1.65 billion, this is the largest video-sharing site in the world.


Zapier: If you run a small to mid-size business, you really ought to know about Zapier, which is an online tool that helps non-technical people connect apps and services they use and carry out automated functions.

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