The Ultimate Marketing Jargon Buster

Ever feel like digital marketing agencies are part of a secret society, speaking in cryptic codes and mysterious acronyms? You’re not alone. In the world of clicks, conversions, and content, it’s easy to get lost in a labyrinth of “ROASs,” “APIs,” and “CTRs.” 

But fear not – for the digital marketing world is not as enigmatic as it may seem.

Welcome to the “Ultimate Marketing Jargon Buster,” where we’re about to pull back the curtain on the sometimes complex language of digital marketing. Spoiler alert: It’s not wizardry, and you don’t need a decoder ring. In fact, beneath the buzzwords and bullsh*t bingo lies a landscape that’s surprisingly pragmatic and straightforward.

We’re here to demystify digital and put everyone on the same page. Whether you’re a business leader, a fresh-faced marketing manager, or just curious about what all those acronyms actually mean, we’re here to translate the code into plain English. So grab your virtual machete, and let’s cut through the jargon jungle together. After all, understanding marketing shouldn’t require a secret handshake.

Welcome to the club – no password required!

A/B Testing

Comparing two versions of a webpage, app, or ad placement to determine which performs better. For example, running a LinkedIn ad to the same audience with a different call to action to see which one has the best engagement.

Affiliate Marketing

Rewarding affiliates for visitors or customers brought by their marketing efforts.

API (Application Programming Interface)

Rules allowing different software entities to communicate with each other. For example, connecting Hubspot with Lookers Studio for more detailed reporting.

B2B (Business-to-Business)

Transactions conducted between businesses. This is generally used to define who a business’ chief audience targets are and how to market to them.

B2C (Business-to-Consumer)

Transactions conducted directly between a company and consumers i.e. Joe Bloggs on the street.

CAC (Customer Acquisition Cost)

The cost of convincing a customer to buy a product/service.

Churn Rate

The percentage of customers who stop using or subscribing to a service.

CLV (Customer Lifetime Value)

Prediction of value derived from the entire relationship with a customer.

CMS (Content Management System)

Software to create, edit, organise, and publish content on a website. For example, WordPress, Wix, Contentful etc.

Content Marketing

Creating and distributing valuable, relevant content to attract a defined audience.

CPC (Cost Per Click)

Amount paid for a single click on an ad directing to the advertiser’s website.

CPM (Cost Per Mille)

Cost for one thousand views or clicks of an advertisement.

CRM (Customer Relationship Management)

Usually used to define a tool for managing interactions with current and potential customers. For example, Hubspot, Salesforce etc.


Selling an additional product or service to an existing customer.

CTA (Call to Action)

An instruction to provoke an immediate response – think the classic ‘Buy now!’ or ‘Find out more!’

CTR (Click-Through Rate)

Ratio of users who click on a link to the number who view a page, email, or ad.

CX (Customer Experience)

Refers to the sum total of all interactions a customer has with a brand, from the first time they hear about it to the last time they use its products or services. It includes everything from the marketing materials they see to the customer service they receive.

Drip Campaign

Sending pre-written messages to customers or prospects over time.

Evergreen Content

Content that remains relevant long past its publication. Hopefully, like this jargon buster…

FOMO (Fear of Missing Out)

Using fear of missing out to promote a product or service.

GDPR (General Data Protection Regulation)

EU law on data protection and privacy.


Delivering content based on a user’s geographic location.

Growth Hacking

Rapid experimentation across marketing channels to grow a business.


A tool that shows levels of activity on a webpage with colour variations, so you can better determine where users are headed and what content they’re engaging with.

Influencer Marketing

Using key brand advocates (usually on social media platforms) to drive a message to the larger market.

KPI (Key Performance Indicator)

Measurable value demonstrating how effectively a company, or agency, is achieving objectives.

Lead Generation

Initiating consumer interest or inquiry into products or services.

LTV (Lifetime Value)

Prediction of the net profit attributed to the entire future relationship with a customer.

MQL (Marketing Qualified Lead)

A lead that has been vetted, and determined to be more likely to become a customer based on lead intelligence.

Native Advertising

Advertising that matches the form and function of the platform it appears on.

NPS (Net Promoter Score)

A measure of customer loyalty and satisfaction.

Omnichannel Marketing

A multi-channel approach to create an integrated and cohesive customer experience.


A semi-fictional representation of your ideal customer.

PPC (Pay-Per-Click)

Paying a fee each time an ad is clicked.

Programmatic Advertising

Automated, real-time auction ad buying, targeting users precisely.


Connecting with people who previously interacted with your website or app.

ROAS (Return on Advertising Spend)

Gross revenue generated for every dollar spent on advertising.

ROI (Return on Investment)

Ratio between net profit and the cost of investment.

SEO (Search Engine Optimisation)

Increasing traffic to a website through organic search engine results.

SEM (Search Engine Marketing)

Promoting websites by increasing visibility in search engine results pages.

SERP (Search Engine Results Page)

The page displayed by a search engine in response to a query.

SMM (Social Media Marketing)

Using social media platforms to promote a product or service.

SQL (Sales Qualified Lead)

A prospective customer vetted by marketing and sales. Usually one step closer to a sale than an MQL.

SWOT Analysis

Identifying strengths, weaknesses, opportunities, and threats.

TOFU, MOFU, BOFU (Top of Funnel, Middle of Funnel, Bottom of Funnel)

Stages of the buying process, with TOFU being the least intent-driven and BOFU being the most intent-driven.

UGC (User-Generated Content)

Content created by people, rather than brands.

UI (User Interface)

The space where interactions between humans and machines occur.


Encouraging the purchase of something that makes the primary purchase more expensive.

UX (User Experience)

The overall experience a user has with a product, system, or service. Usually referring to the layout and interaction with a webpage or website.

Viral Marketing

Spreading information and opinions about a product or service from person to person.


An online seminar or presentation.

And there you have it – the once-cryptic code of digital marketing, decoded. No longer shall these acronyms and terms be barriers to your success. Instead, let them be stepping stones to growth, innovation, and connection. If you find yourself pondering over a perplexing term or wondering how to turn this newfound knowledge into tangible growth, our team is here to help. 

Reach out to us, and let’s transform jargon into a journey – a pathway to your business’s next big success. 

After all, the secret to growth isn’t in the code; it’s in the conversation. Let’s start one today!