Marketing and sales
393 terms, explained one by one
Concepts for connecting an offer with its market, developing opportunities and measuring results. Includes strategy, content, sales relationships and metrics.
A
- A/B testAn A/B test compares variants assigned to groups to estimate their effect on a defined outcome.
- Abandoned cartsAbandoned carts are purchases a user starts in an online shop, by adding products to the basket, but does not complete.
- Above the lineAbove the line is advertising carried in conventional mass media, such as television, radio, press, outdoor or cinema, to reach broad audiences.
- Accelerated Mobile Pages (AMP)AMP, or Accelerated Mobile Pages, is a framework for creating pages with restrictions and components focused on performance. It had a prominent role in news publishing and mobile content.
- Account-based marketingAccount-based marketing, or ABM, focuses marketing and sales activity on accounts selected for their strategic relevance.
- Ad blockingAd blocking is the practice of preventing online ads from loading or displaying, using browser extensions, browsers with built-in blocking, apps or network-level filters.
- Ad impressionAn ad impression records one exposure of an advertisement according to the rules of the system that measures it.
- Ad-VisorAd-Visor is a name used in advertising evaluation. The name alone does not identify a universal method or establish a particular way of measuring effectiveness.
- Added valueAdded value is the additional contribution incorporated into a good or service. In economics, it relates to the difference between the value produced and the inputs used.
- AdvergamingAdvergaming is the use of video games created or adapted to promote a brand, product or message, so that people engage with it while playing.
- AdvertorialAn advertorial is an advertisement written and laid out in the style of an editorial article from the publication in which it appears.
- AERCO-PSMAERCO-PSM is the name of a Spanish association connected with professionals working in online communities and social media. It provides context for the professionalisation of activities such as community management, training and the exchange of practices.
- Affiliate marketingAffiliate marketing is a model in which an advertiser pays a commission to third parties, known as affiliates, for each sale, sign-up or other action generated through their promotion.
- AIDAAIDA is a communication model that organises a commercial response into attention, interest, desire and action.
- Allowlist (whitelist)An allowlist, traditionally called a whitelist, is a list of senders, domains or IP addresses that a user or system trusts and whose messages it accepts without applying all blocking filters.
- Ambush marketingAmbush marketing is a strategy in which a brand that is not an official sponsor of an event tries to associate itself with it, benefiting from its profile without paying for sponsorship rights.
- AndroidAndroid is Google’s mobile operating system, based on the Linux kernel, used in smartphones, tablets, watches, televisions and other devices from many manufacturers.
- App StoreThe App Store is Apple's store for discovering, obtaining and updating applications on its platforms. It acts as a distribution channel with requirements for presentation, review and functionality.
- AstroturfingAstroturfing is the practice of faking spontaneous, widespread support for a brand, product, idea or person through coordinated messages, reviews or profiles that conceal who is behind them.
- Attribution modelAn attribution model establishes how credit for a conversion is shared between interactions or channels.
- AudienceAn audience is the group of people who receive or consume a medium, programme, piece of content or advertising placement over a given period.
- Audience profileAn audience profile is a description of the characteristics, needs and behaviours of the public that a brand, media outlet or marketing activity is aimed at.
- Audio adAn audio ad is an advertisement in audio format placed in digital services such as music streaming platforms, podcasts or online radio.
- Augmented realityAugmented reality incorporates digital elements into an experience of the real environment. It may use cameras, screens, display devices or projections to connect information with objects and spaces.
- Average CPCAverage CPC is the average amount an advertiser has paid for each click on their ads over a period, calculated by dividing total click cost by the number of clicks.
- AxureAxure RP is a software tool for creating wireframes and interactive prototypes of websites and applications, widely used in information architecture and user experience design.
B
- B2BB2B describes commercial relationships in which a company sells products or services to another organisation.
- B2CB2C describes commercial relationships in which a company sells products or services to end consumers.
- Baby boomerA baby boomer is a member of the generation born, by the most common definition, between 1946 and 1964, during the rise in births after the Second World War.
- Banner adA banner ad is a graphic advertising format that occupies a reserved space on a web page or app and links to the site or page chosen by the advertiser.
- Banner blindnessBanner blindness is the tendency of people to ignore, consciously or not, the parts of a page that look like advertisements.
- BarteringBartering is a commercial arrangement in which payment is made, wholly or partly, in goods, services or advertising space instead of money.
- BeaconA beacon is a small transmitter that periodically sends a Bluetooth Low Energy signal so that nearby devices with a compatible app can detect their proximity.
- Below the lineBelow the line is the set of communication activities that do not use conventional mass media and target more specific audiences, such as direct marketing, events, sponsorship or point-of-sale promotion.
- Beta softwareA beta version is software distributed to test its operation and gather information before a more stable stage. It may be limited to a group or opened to more participants.
- Big data analystA big data analyst analyses large or complex datasets to answer business questions. The work includes preparing information, exploring patterns and communicating results along with their limitations.
- Black hat SEOBlack hat SEO is the set of techniques that try to improve a site’s search engine rankings by breaching the search engines’ policies, usually by manipulating their systems rather than improving content for people.
- Blocklist (blacklist)A blocklist, traditionally called a blacklist, is a database of IP addresses, domains or senders regarded as sources of spam or abuse, whose messages are blocked or filtered.
- Blog spamBlog spam involves posting comments, entries or links that make no relevant contribution in order to promote a destination or manipulate its visibility. It can be posted manually or automatically.
- BOFUBOFU (bottom of the funnel) is the final stage of the conversion funnel, when a person already knows the available options and is close to deciding to buy or sign up.
- Bounce rateBounce rate measures sessions that do not meet the engagement criteria defined by an analytics tool. Its meaning should be stated when presenting the figure.
- Bounced emailsBounced emails are messages that could not be delivered and for which the email system records a failure. Causes may be temporary or persistent and should be interpreted using the response code.
- Brand advocateA brand advocate is a person who recommends and defends a brand of their own accord because they are satisfied with it.
- Branded contentBranded content is content driven by a brand that is of interest in its own right and expresses the brand's world or values.
- Branded content specialistA branded content specialist is a professional who designs and produces branded content, meaning pieces that entertain, inform or inspire and convey a brand’s values without working as conventional ads.
- BrandstreamingBrandstreaming is a communication strategy of maintaining a constant flow of content about a brand across different digital channels, such as blogs, podcasts, videos and social media.
- Break-even pointThe break-even point is the level of activity at which revenue equals the costs included in the calculation. Above or below that level, the result changes under the assumptions used.
- BuzzBuzz is the volume of conversation, mentions and attention that a brand, product, person or topic generates at a given moment.
- Buzz trackingBuzz tracking is the ongoing monitoring of what is said about a brand, product or campaign on social media, forums, blogs, news sites and other online sources.
C
- Call to actionA call to action, or CTA, indicates the next step a person can take in a message or interface. It may appear as a link, button or written instruction.
- CashbackCashback is a mechanism by which a buyer recovers part of the money spent on a purchase, whether as a brand promotion, through rebate platforms or via their card.
- Catch-all marketingCatch-all marketing is an approach in which a company tries to meet every kind of need and audience with a very broad range of products or services under a single brand or brand umbrella.
- ChannelA channel, in marketing and communication, is the route through which a brand reaches its audience, whether to communicate with, sell to or serve it.
- ChurnChurn measures the loss of customers, subscriptions or recurring revenue over a period, depending on the definition used.
- ClickA click is the act of pressing and releasing a mouse button, or the button of another pointing device, over an on-screen element to select or activate it.
- Click farmA click farm is an organised operation that generates fake clicks, visits, followers, reviews or downloads using hired workers or large banks of devices.
- Click fraudClick fraud is the generation of fraudulent ad clicks to consume advertising budgets or produce improper revenue. It may involve automation or coordinated human activity.
- Click mapA click map is a visual representation showing where on a page users click.
- Click-throughA click-through is the act of clicking an ad or link and arriving at the destination page it leads to.
- ClickstreamA clickstream is the sequence of interactions recorded while someone navigates a website or application. It can be used to study journeys, page changes and actions configured for tracking.
- CloakingCloaking is an SEO manipulation technique that shows search engines different content from what users see.
- ClubhouseClubhouse is a social application associated with audio conversations between participants. Its proposition has centred on spaces for listening and contributing around topics and communities.
- Communication strategyA communication strategy defines the relationship and perception an organisation wants to build with its audiences and how this will contribute to its objectives.
- Community managerA community manager manages the day-to-day relationship between an organisation and its community in digital media. They respond to conversations, moderate, publish content and communicate needs to the responsible teams.
- Confianza OnlineConfianza Online is a seal associated with a self-regulatory framework for digital activities. It identifies an entity's adherence to a particular framework; it should not be confused with an absolute guarantee of security or satisfaction.
- ContactlessContactless refers to technology that lets people pay or identify themselves by holding a card, phone or device near a reader, without physical contact or insertion.
- Content curationContent curation is the practice of finding, selecting, contextualising and sharing third-party content that is relevant to a specific audience.
- Content marketingContent marketing creates and distributes useful information to attract, help and maintain a relationship with an audience.
- Content networkA content network brings together advertising inventory for distribution through an intermediary. It provides access to different sites or applications through a single purchasing system.
- Contextual advertisingContextual advertising is advertising that chooses which ad to show according to the content of the page, app or search where it appears, rather than a person’s history or profile.
- Converged mediaConverged media describes the coordination of owned, paid and earned media within a strategy. A piece of content may be distributed through an owned channel, receive paid promotion and generate third-party references.
- ConversionA conversion is the completion of a valuable action defined as a goal on a website, app or campaign, such as making a purchase, signing up, requesting information or downloading a resource.
- Conversion factor (conversion rate)Conversion factor is an uncommon Spanish label for conversion rate, the percentage of visits or users who complete an action defined as a goal.
- Conversion funnelA conversion funnel represents the stages an audience goes through before completing a defined action.
- Conversion rateConversion rate is the proportion of a defined base that completes an action during a period. It is also called a conversion ratio and is usually expressed as a percentage.
- CopyCopy is the text in an advertising or marketing piece, written to grab attention and prompt action.
- Corner overlay (mosca)In Spanish advertising jargon, a mosca (literally “fly”) is a small graphic element that stays fixed in a corner of the screen, such as an overlay ad on a website or a TV channel’s logo during broadcasts.
- Cost per acquisitionCost per acquisition divides defined acquisition spend by the acquisitions obtained in a period.
- Cost per clickCost per click, or CPC, expresses the average cost of each click a campaign receives.
- Cost per leadCost per lead, or CPL, relates acquisition spend to the number of contacts obtained.
- Cost per thousand impressionsCost per thousand impressions, or CPM, expresses the cost of showing an ad a thousand times.
- Counter-briefA counter-brief is the document in which the recipient of a brief replies to the client to confirm, question or reframe the assignment.
- CPA (cost per action)CPA, or cost per action, is both an advertising pricing model and a metric in which the advertiser pays for, or calculates the cost of, each defined action someone takes, such as a purchase, sign-up or enquiry.
- CPI (cost per install, cost per interaction)CPI can mean cost per install or cost per interaction, depending on the advertising context. The acronym needs to be accompanied by the action it measures.
- CPV (cost per view)CPV is the cost per view of an audiovisual asset according to the definition used in a campaign. It can function as a metric or as a basis for buying advertising.
- CRMCRM is a strategy and a system for managing relationships with customers and sales contacts.
- CROCRO is the systematic improvement of an experience to increase the proportion of users who complete a relevant action.
- Cross-device identificationCross-device identification attempts to connect interactions recorded on different devices. It may use account identifiers or other methods of association.
- Cross-media marketingCross-media marketing is a strategy that spreads a campaign across several media so that each one leads to another and contributes part of the experience.
- Cross-sellingCross-selling offers complementary products or services alongside an existing purchase or relationship.
- CrossumerCrossumer is a term describing an informed, critical consumer who is active online, comparing, reviewing and sharing views on brands and products.
- CSATCSAT is a measure of satisfaction collected through a defined question and scale.
- CTRCTR is the percentage of impressions that result in a click on an ad, link or result.
- Cue cardCue card is an expression used for visual support materials and, in some contexts, specific advertising formats. It does not, on its own, identify an advertising standard shared by all platforms.
- Customer acquisition costCustomer acquisition cost, or CAC, relates defined acquisition costs to the new customers obtained.
- Customer churn rateCustomer churn rate is the percentage of customers or subscribers who stop being customers during a given period.
- Customer data platformA customer data platform, or CDP, integrates customer data from different sources to create profiles that other tools can use.
- Customer lifetime valueCustomer lifetime value, or LTV, estimates the economic value a commercial relationship provides over its duration.
- Customer loyaltyCustomer loyalty work aims to maintain valuable relationships with customers through experiences, service and offers that encourage them to stay.
- Customer retentionCustomer retention measures the continuity of a commercial relationship over a period or between defined points in time.
D
- D2CD2C is a model in which a brand sells directly to the consumer, reducing commercial intermediation.
- Dark storeA dark store is a space designed to fulfil orders and distribute products rather than operate as a shop open to the public for ordinary shopping. Its layout prioritises order preparation and delivery.
- DashboardA dashboard presents indicators and context for monitoring an activity and making decisions.
- Data visualisationData visualisation represents information through charts and other visual resources to make it easier to interpret. It requires a clear question and a faithful relationship between the data and its presentation.
- Data-driven marketingData-driven marketing uses evidence to guide decisions about audiences, messages, channels and resources.
- Database marketingDatabase marketing is the approach of using organised information about customers and prospects to segment, personalise and measure commercial communication.
- DeduplicationDeduplication is the process of detecting and merging or removing duplicate records in a database.
- Demand captureDemand capture makes it easier for people or organisations with an active need to find and choose an offering.
- Demand generationDemand generation builds awareness of and interest in a need, a category or a proposition.
- Digital ecosystemA brand's digital ecosystem is the set of digital channels, platforms and tools it uses and the relationships between them.
- Digital marketingDigital marketing uses digital channels, data and technologies to connect an offer with its audiences.
- Digital media plannerA digital media planner is the professional who designs the digital media plan for a campaign: where, when and with what budget it will run.
- Digital out-of-home (DOOH)Digital out-of-home, or DOOH, is outdoor advertising delivered through digital displays, such as screens in streets, stations or commercial spaces. It allows creative assets to be changed without replacing a printed poster.
- Display advertisingDisplay advertising is graphic advertising shown in reserved spaces on websites, apps and other digital environments, using visual formats such as banners, images, animations or video.
- Domain parkingDomain parking involves keeping a domain registered without a developed website of its own, displaying a holding page, advertisements or an offer for sale.
- Double opt-inDouble opt-in adds a confirmation step to a subscription request, usually through a link sent to the email address provided. It helps establish that someone with access to that inbox confirms the request.
- Dynamic ad rotationAd rotation alternates different creatives within a placement or campaign. It may follow allocation rules or adapt according to the results recorded by the system.
E
- E-commerceE-commerce covers the buying and selling of products or services through digital channels.
- Earned mediaEarned media is the exposure and mentions a brand obtains without directly buying that advertising space.
- EdgeRankEdgeRank was the name of the algorithm Facebook used to decide which posts to show in each user's News Feed and in what order.
- Email deliverabilityEmail deliverability is the ability of messages to reach recipients in suitable conditions, including landing in the inbox.
- Email forward rateEmail forward rate is the percentage of emails in a campaign that recipients forward or share with other people.
- Email marketingEmail marketing uses email to develop a relationship with an audience and support communication or business objectives.
- EngagementEngagement describes the degree of involvement of an audience with a brand, content or product.
- Engagement metricAn engagement metric is an indicator that measures how much an audience interacts and becomes involved with a brand’s content, products or channels.
- Equity crowdfundingEquity crowdfunding is a form of crowdfunding in which contributors receive a share in a company's equity under the terms of the transaction.
- Expandable bannerAn expandable banner is a display ad that grows over the page content when someone interacts with it, for instance by tapping or, on desktop, hovering over it.
- Experiential marketingExperiential marketing uses situations and experiences to bring people into contact with a brand proposition. It can combine spaces, interactions and services.
F
- Facebook AdsFacebook Ads is the usual name for advertising managed for Facebook within Meta's advertising environment. It supports campaign configuration with objectives, budgets, audiences and creative assets.
- Facebook MarketplaceFacebook Marketplace is a space on Facebook for listing and finding products for sale. It connects people offering items with those looking for them in a social setting.
- False negativeIn email marketing, a false negative is an unwanted message that the spam filter fails to detect and that reaches the inbox.
- False positiveA false positive is a result that indicates a condition when that condition is absent. In a filter, for example, it occurs when a legitimate message is classified as spam.
- FeedsA feed is a regularly updated data file or stream that lets other systems or apps receive new content automatically.
- FinstagramA finstagram is a second, private Instagram account with a small circle of trusted followers, used to post more spontaneous content than the main account.
- FintechFintech describes the use of technology in financial products, services and processes. It can cover payments, management, analysis or infrastructure for other organisations.
- FleetsFleets was a Twitter feature that let users post text, photos and videos that disappeared after 24 hours.
- FlipbookA digital flipbook is an online publication that mimics the look of a printed magazine or catalogue, with pages that turn with a visual effect.
- Floating ad formatsFloating ad formats are advertising elements overlaid on a page's content. They may appear as layers, panels or units that remain visible while the user scrolls.
- FlogA flog is a fake blog, created or paid for by a company, that poses as independent in order to carry covert advertising.
- FollowerA follower is a person or account that subscribes to another’s posts on a social network so they appear in their feed.
- Form analyticsForm analytics is the study of how people interact with a web form to identify the fields where they hesitate, make mistakes or abandon it.
- Freebie marketingFreebie marketing is a strategy that gives something away for free to attract people and later secure a sale, a contact or an ongoing relationship.
- FreebiesA freebie is a resource or item that a brand gives away, usually for promotional purposes.
- FreewareFreeware is software made available at no charge for use under a set of licence conditions. Free of charge does not mean free of restrictions.
- FrequencyIn advertising, frequency is the average number of times the same person is exposed to an ad or campaign over a given period.
G
- GamificationGamification is the use of game mechanics and elements in non-game contexts to encourage participation or particular behaviours.
- Gap analysis matrixA gap analysis matrix is a representation that compares an observed situation with a desired one to identify differences. Its structure depends on the problem being analysed.
- General Data Protection RegulationThe General Data Protection Regulation, or GDPR, is a European Union regulation concerning personal data processing and individuals' rights. It establishes principles and responsibilities for processing within its scope.
- Generation XGeneration X is a demographic category used to group cohorts born between the baby boom and the millennial generation. Its boundaries vary by source and country.
- Generation ZGeneration Z is a demographic category that follows millennials. The years defining the cohort depend on the source and do not constitute a universal classification.
- GeomarketingGeomarketing is the discipline of analysing location and territorial data to inform marketing and business decisions.
- GeotargetingGeotargeting adapts the distribution of content or advertising using location information. It can use broad areas or more precise signals, with varying levels of accuracy.
- GiveawayA giveaway is a promotional activity in which a brand offers products, prizes or resources. It may take the form of a gift, prize draw or incentive under specified conditions.
- Go-to-marketA go-to-market strategy defines how an offer will reach a market and achieve adoption.
- Google AdsGoogle Ads is Google's advertising platform for managing campaigns across its properties and partner networks.
- Google AdSenseGoogle AdSense is a service that allows publishers to earn revenue by displaying advertising on their digital properties under the programme's conditions. It connects available space with advertising demand.
- Google Analytics 4Google Analytics 4, or GA4, is Google's analytics platform, which organises the measurement of websites and apps around events.
- Google bombA Google bomb was a search manipulation technique that made a page appear in Google results for a query unrelated to its content.
- Google Disavow ToolGoogle's Disavow Tool is a Search Console feature that lets site owners ask the search engine to ignore certain inbound links to their site.
- Google PlayGoogle Play is an application and content distribution service associated with the Android ecosystem. It enables people to find, install and update applications under the platform's conditions.
- Google rich snippetsGoogle rich snippets are expanded search results that show extra information, such as ratings, prices or cooking times, on the results page.
- Google Tag ManagerGoogle Tag Manager is a system for managing measurement and marketing tags through triggers and variables.
- Google TrendsGoogle Trends is a free Google tool that shows how search interest in a term or topic changes over time and across regions.
- Google Website OptimizerGoogle Website Optimizer was a free Google tool for running A/B and multivariate tests on web pages.
- Graphical user interfaceA graphical user interface enables interaction with a system through visual elements such as windows, controls, icons and menus. It complements or replaces certain command-based interactions.
- Growth hackingGrowth hacking is an approach to growth based on rapid experiments on product, acquisition and retention.
- GRP (gross rating point)A GRP, or gross rating point, is a measure of advertising weight that expresses a campaign’s total impressions per hundred people in the target audience.
- Guerrilla marketingGuerrilla marketing brings together activities that use creativity and unconventional resources to attract an audience's attention. It can take place in physical or digital spaces.
- Guest bloggingGuest blogging involves publishing a contribution on someone else's blog or publication. It can bring knowledge to another audience and build an editorial relationship between authors and publications.
H
- Hard bounceA hard bounce is an email delivery failure classified as permanent for the attempted operation. It may result from a non-existent address or a rejection that does not allow automatic retrying.
- Header biddingHeader bidding is a programmatic advertising technique that lets a publisher offer its inventory to several demand platforms at once before calling its ad server.
- Heavy userA heavy user is a person who uses or buys a product or service far more often, or in greater volume, than the average customer.
- Hidden textHidden text is a black hat SEO technique that involves placing text or links on a page that search engines can read but people cannot see, in an attempt to manipulate rankings.
- HitA hit is each request for a file that a browser makes to a web server, such as a page, an image or a stylesheet.
- Hot listA hot list is a commercial expression for contacts with a recent relationship or signals of interest relevant to an offering. It has no universal definition or threshold.
- House advertisingHouse advertising is advertising that a publisher, platform or brand runs in its own spaces to promote its products, services or content.
- Human-computer interactionHuman-computer interaction is the discipline that studies how people use computer systems and how to design them so that the relationship is effective, safe and satisfying.
- HypeHype is exaggerated expectation or excitement around a product, person, technology or event, often fuelled by promotion and public conversation.
I
- Ideal customer profileThe ideal customer profile, or ICP, describes the type of customer that best fits the offering and the business model.
- In-page ad formatsIn-page ad formats are advertisements placed in designated spaces within a page's layout. They differ from overlaid formats in their relationship with the visual flow.
- Inbound marketingInbound marketing attracts and supports potential customers through content and experiences relevant to their needs.
- IncrementalityIncrementality estimates what part of a result is due to an action and would not have happened without it.
- InfluencerAn influencer is a person whose presence and relationship with an audience can influence opinions or decisions. That influence can exist with or without paid professional activity.
- Influencer marketingInfluencer marketing involves working with people who are able to influence a relevant audience.
- InfomediaryAn infomediary is an intermediary that gathers, organises and makes available information from a range of sources, deriving value from that role.
- Interruption marketingInterruption marketing introduces a commercial message while a person is doing something else. It may take forms such as an advertisement between pieces of content or an unexpected call.
- Interstitial adAn interstitial ad is a full-screen advertisement that appears between two pieces of content, for instance when moving from one web page to another or at a natural break in an app or game.
- iOSiOS is the operating system used on the iPhone. It manages the device and provides the interfaces on which applications run.
J
- JingleA jingle is a short, catchy piece of music, usually sung, created for an advertisement or brand so that its message is remembered.
- Joint ventureA joint venture is an arrangement in which two or more companies share resources, risks and returns to pursue a common project, often through a new entity.
K
- Keyword PlannerKeyword Planner is a Google Ads tool for exploring search ideas and campaign-related estimates. Its data helps prepare scenarios for investment and query selection.
- Keyword stuffingKeyword stuffing is a black hat SEO technique that involves repeating keywords excessively and unnaturally on a page in an attempt to make it rank.
- KissmetricsKissmetrics is an analytics tool focused on studying user and customer behaviour. It is associated with the analysis of journeys, funnels and continued use.
- Knowledge managementKnowledge management is the set of practices an organisation uses to identify, capture, organise and share the knowledge that is useful to its work.
- KPIA KPI is a key indicator chosen to assess progress towards a specific objective.
L
- LaggardsLaggards is the name used for late adopters in certain models of innovation diffusion. It describes a relative position in the adoption process, not a fixed personal characteristic.
- Landing pageA landing page is a page designed to respond to a specific intent and make an action easier.
- Landing page optimisation (LPO)Landing page optimisation (LPO) is the process of improving a landing page so that more visitors take the intended action.
- LayarLayar is a historical example of augmented reality applications that overlaid digital information on what was viewed through a mobile device. It helps illustrate a period of experimentation with experiences connected to the physical environment.
- Layer adsLayer ads were an online advertising format consisting of animated ads that appeared over page content and moved freely around the screen for a few seconds.
- LeadA lead is a contact who has shown identifiable interest in an offer or has entered a defined sales process.
- Lead magnetA lead magnet is a resource or benefit offered to start a relationship with people interested in a topic.
- Lead nurturingLead nurturing supports contacts with communications relevant to their situation and decision process.
- Lead scoringLead scoring assigns a rating to contacts or opportunities according to criteria of fit, interest or behaviour.
- LightboxA lightbox is an overlay that highlights content, usually an image, while reducing the prominence of the rest of the page. It may allow resources to be enlarged and browsed without leaving the context.
- Link baitingLink baiting is an off-page SEO technique that involves creating content so useful, original or striking that other websites link to it of their own accord.
- Link exchangeA link exchange is an agreement between two or more websites to link to each other in order to gain visibility or improve search rankings.
- Link farmA link farm is a network of websites created or used mainly to link to one another in order to manipulate search engine rankings.
- Link juiceLink juice is an SEO metaphor for the importance attributed to links between pages. It does not describe a visible or uniform quantity that can be measured and distributed like a liquid.
- Link popularityLink popularity is an estimate of a page’s importance based on the number and quality of links it receives from other sites.
- Link sculptingLink sculpting describes attempts to direct the distribution of importance between pages by changing how their links are handled. It is historically associated with PageRank sculpting.
- LinkedIn open networker (LION)A LinkedIn open networker (LION) is a LinkedIn user who accepts connection requests from anyone, whether or not they know them, in order to grow their network.
- Location-based advertising (LBA)Location-based advertising, or LBA, uses geographical signals to distribute messages related to an area or situation. It may work with broad estimates or more precise locations.
- Location-based services (LBS)Location-based services, or LBS, use geographical information to provide features such as directions, nearby results or content related to a place.
- Lookalike audiencesA lookalike audience is an audience modelled on similarities to a reference group. It is used in advertising to explore people with characteristics related to an initial audience.
- Loyalty programmesA loyalty programme organises benefits or recognition to encourage an ongoing relationship with customers. It may use points, tiers or other forms of participation.
- LurkingLurking is participation in a digital community mainly through observation: reading or following conversations without posting visibly. It does not necessarily imply a lack of interest.
M
- M-commerceM-commerce, or mobile commerce, is the part of e-commerce in which purchases are made from a mobile phone or other mobile device.
- M-marketingM-marketing is the shortened form of mobile marketing: the use of mobile devices as a channel of commercial communication between a brand and people.
- Macro-environmentThe macro-environment is the set of broad external factors that affect an organisation and its market without the organisation being able to control them directly.
- MailchimpMailchimp is a platform for managing communications and marketing activities, particularly associated with email. It helps organise contacts, prepare messages and analyse campaigns.
- Market nicheA market niche is a small, well-defined group of people or businesses with specific needs that existing offerings do not fully meet.
- MarketingMarketing (mercadotecnia in Spanish) is the discipline that studies the market and designs the offer, price, distribution and communication in order to create value for customers and for the organisation.
- Marketing auditA marketing audit examines strategy, activities and results to identify problems and opportunities for improvement.
- Marketing mixThe marketing mix brings together the coordinated decisions through which an organisation takes its proposition to market.
- Marketing mix modellingMarketing mix modelling, or MMM, uses statistical models to estimate the relationship between marketing activity and aggregate results.
- Marketing planA marketing plan connects a diagnosis with objectives, audiences, proposition, actions, resources and measurement.
- MarketplaceA marketplace is a platform that facilitates exchanges between many buyers and sellers.
- Maximum CPCMaximum CPC is the bid limit per click set by an advertiser using a strategy that supports that control. It is not necessarily the final price of each click.
- Maximum CTRMaximum CTR is the highest click-through rate recorded in an online advertising campaign, either at a given moment or by its best-performing ad.
- Media planA media plan distributes advertising investment and presence across channels, formats and periods to achieve defined objectives.
- Medium rectangleA medium rectangle is a rectangular advertising format placed within a page's layout. In digital advertising, it has been associated with dimensions including 300 × 250 pixels.
- Member-get-memberMember-get-member (MGM) is an acquisition technique in which an organisation rewards its customers or members for bringing in new members.
- MemorabilityIn usability, memorability is the ease with which a person can resume using a product after a period of non-use. It is particularly important for occasional tasks.
- MerchandisingMerchandising is the set of techniques used at the point of sale to present products attractively and make them easier to buy.
- Micro-environmentThe micro-environment is the set of actors close to a company that directly affect its ability to serve its customers: suppliers, intermediaries, customers, competitors and other publics.
- MillennialMillennial is a name for the generation between Generation X and Generation Z. Its chronological boundaries vary according to the source and geographical context.
- Minimum CPCMinimum CPC is an expression for the minimum amount per click required or accepted in a particular advertising context. There is no universal minimum that applies to every campaign.
- MMSMMS is a mobile messaging service that allows multimedia content, such as images and audio, to be sent alongside text. Delivery and playback capabilities depend on the operator and device.
- Mobile marketingMobile marketing is the set of marketing activities that use mobile devices, especially smartphones, as a channel for communicating and building relationships with people.
- MoblogA moblog was a blog whose content, mainly photos and short texts, was published directly from a mobile phone.
- MOFU (middle of the funnel)MOFU (middle of the funnel) is the intermediate stage of the marketing funnel, in which a person already recognises their need and is comparing options to meet it.
- MouseoverMouseover describes the interaction that occurs when a pointer is placed over an element. It may trigger a visual change or reveal additional information.
- MousetrappingMousetrapping is a deceptive practice that prevents or hinders a person from leaving a website, for example by disabling the Back button or opening new windows uncontrollably when they try to leave.
- MQLAn MQL is a contact who meets the qualification criteria defined by marketing to move forward in the sales process.
- Multichannel marketingMultichannel marketing is the strategy of reaching and selling to customers through several channels, such as physical shops, the website, email, social media or the telephone.
- Multivariate testing (MVT)A multivariate test compares combinations of changes to several elements to study their effects and relationships. For example, it may combine different headlines and images on a page.
N
- Native advertisingNative advertising adapts its presentation to the editorial or functional environment in which it appears.
- Native videoNative video has two common uses. It may describe audiovisual advertising adapted to the environment in which it appears, or a video uploaded directly to a platform rather than linked from another.
- Navigation pathsNavigation paths are the sequences of pages or screens that people follow within a website or app.
- Net Promoter ScoreThe Net Promoter Score, or NPS, summarises answers to a recommendation question on a scale from zero to ten.
- NetworkingNetworking is the activity of building and maintaining a web of professional contacts based on the exchange of information, support and opportunities.
- NeuromarketingNeuromarketing applies methods related to neuroscience and psychology to the study of responses to products, messages or experiences. It can complement other research approaches.
- NewsjackingNewsjacking introduces a brand's contribution into a conversation about a news story. It may take the form of analysis, information or creative content related to the event.
- NewsletterA newsletter is a periodical publication distributed to a subscribed audience, usually by email. It brings together content with a recognisable editorial proposition and can inform, share analysis or maintain a relationship with readers.
- Niche marketingNiche marketing is the strategy of directing an offer and its communication at a specific market niche rather than at the general public.
- Non-profit marketingNon-profit marketing is the application of marketing techniques to third-sector organisations, such as NGOs, foundations or associations, to gain support, funding, volunteers or changes in behaviour.
O
- ObjectiveA marketing objective is the specific result an organisation wants to achieve within a set period using the resources available to it.
- Occam’s razorOccam’s razor is a principle of reasoning which holds that, among explanations that account equally well for a phenomenon, the one requiring the fewest assumptions should be preferred.
- ODP (Open Directory Project)ODP, also known as DMOZ, was a web directory organised by volunteer editors. It classified sites into categories and served as a reference during a period of directory-based content discovery.
- OmnichannelOmnichannel coordinates channels so that a person can continue their relationship with an organisation without losing context.
- OMO (online-merge-offline)OMO, or online-merge-offline, describes an approach that integrates physical and digital experiences through shared processes and information. It seeks to make interactions part of a consistent relationship.
- One-to-one marketingOne-to-one marketing seeks to adapt the relationship to each customer's needs and context. It may use information from previous interactions to provide relevant attention.
- Online reputationOnline reputation is the perception of an organisation or person formed from information and experiences shared in digital environments.
- Online reputation management (ORM)Online reputation management (ORM) is the set of practices for monitoring, analysing and influencing what is said and perceived about a brand, organisation or person online.
- Open rateEmail open rate relates recorded opens to a base of messages, usually those delivered. It should state whether it counts unique opens and which denominator it uses.
- Operational marketingOperational marketing is the side of marketing that carries out, in the short and medium term, the actions needed to achieve the objectives set by strategic marketing.
- Opt-inOpt-in is an active expression of acceptance for a specific purpose, such as requesting a subscription. Its design should make clear what is being accepted.
- Opt-outOpt-out is the mechanism through which a person indicates that they do not wish a communication or processing activity to continue in a particular context. In email, it usually takes the form of unsubscribing from a list.
- Organic search resultsOrganic search results are the results a search engine displays because of their relevance according to its algorithm, not because anyone has paid for them.
- Outbound marketingOutbound marketing initiates contact with an audience through proactive sales or advertising activity.
- Owned mediaOwned media are communication channels and resources over which an organisation has direct editorial control.
P
- Page viewA page view is each load or display of a web page recorded by an analytics tool.
- PageRank sculptingPageRank sculpting is a historical practice that attempted to direct the importance passed between pages by manipulating internal links, particularly through nofollow.
- Paid mediaPaid media is space or distribution that an organisation pays for in order to reach an audience.
- Paid trafficPaid traffic comprises visits attributed to advertising campaigns under the measurement rules used. It may come from search engines, social platforms or other advertising placements.
- ParallaxParallax is a web design effect in which layers of a page move at different speeds as the user scrolls, creating a sense of depth.
- Pay per lead (PPL)Pay per lead is a purchasing model that pays for acquiring contacts defined as valid under an agreement. The payment condition should specify which data and actions constitute a lead.
- Pay per sale (PPS)Pay per sale is a remuneration model in which the advertiser pays a commission only when the promotion generates a sale.
- Pay with a TweetPay with a Tweet was a name associated with activities offering access to content in exchange for sharing a message on Twitter. It is retained as a historical example of exchanging content for social distribution.
- Performance marketingPerformance marketing plans and optimises activity according to measurable results defined in advance.
- Permission marketingPermission marketing is an approach that bases commercial communication on people’s prior, voluntary consent to receive messages from a brand.
- Photocall (step-and-repeat)In Spanish usage, a photocall is the area at an event where guests and public figures pose for photographers, usually in front of a backdrop bearing the organisers’ and sponsors’ logos.
- Plain languagePlain language organises and writes information so that its intended audience can find, understand and use it. It encompasses structure, vocabulary, design and suitability for the context.
- Poka-yokePoka-yoke is a design approach that prevents an error or makes it detectable when it occurs. It can be applied to objects, processes and interfaces.
- Pop-under adA pop-under is a window that opens behind the active browser window, usually containing advertising. It may become visible when the main window is closed or minimised.
- Pop-upA pop-up is an element that appears over the current content. It may be a browser window or an overlay within the page; the two behave differently.
- PPA (pay per action)PPA, or pay per action, is a purchasing model in which payment is made for an agreed action, such as a registration or purchase. It requires definitions of validity, attribution and counting conditions.
- PPC (pay per click)PPC, or pay per click, is an online advertising model in which the advertiser pays each time someone clicks on their ad, rather than each time it is shown.
- Predictive analyticsPredictive analytics is the use of historical data, statistical models and machine learning techniques to estimate the likelihood of future events or behaviour.
- Product placementProduct placement integrates a brand or product into a work or piece of content, for example within an audiovisual scene. It differs from a separate advertisement because it forms part of what is shown.
- Product samplingSampling is the free distribution of product samples, or service trials, so that people can get to know and try it before buying.
- Programmatic advertisingProgrammatic advertising uses automated systems to buy, sell and manage advertising space.
- ProsumerA prosumer combines consumption and production in relation to products, content or services. They may contribute reviews, tutorials, adaptations or ideas that others use.
- Proximity marketingProximity marketing connects a communication with a person's nearness to a place, establishment or object. It may use different means, such as location signals, codes or short-range interactions.
- Pull advertisingPull advertising is a communication strategy that creates demand among end consumers so that they seek out the product and “pull” it through the sales channels.
- Purchase decision-making processThe purchase decision-making process describes how a person or organisation recognises a need, seeks information, evaluates alternatives and acts. It also includes what they learn from the subsequent experience.
- Purchase driverA purchase driver is a factor that encourages or holds back a consumer's decision to buy.
- Push advertisingPush advertising is a communication strategy that pushes a product into the market through activity aimed at distributors, intermediaries and points of sale.
- Push notificationsPush notifications are alerts that an application or website can send to a device through its platform's mechanisms. They can communicate events, changes or messages.
Q
R
- RACE modelRACE is a planning framework that organises objectives around reach, interaction, conversion and an ongoing relationship. The initials stand for Reach, Act, Convert and Engage.
- RankingRanking is the position a result occupies in an ordered list for a query or context. In search, it may refer to organic results or advertisements, which are selected through different systems.
- ReachReach is the number of different people or accounts exposed to a piece of content or a campaign over a period.
- Real-time marketingReal-time marketing is the practice of creating and adapting a brand’s communications in immediate response to what is happening, whether a public event or a customer’s behaviour.
- ReelsReels are a video format associated with Meta's social platforms. They are used to publish pieces that can combine images, sound, text and editing.
- Referral marketingReferral marketing is the strategy of encouraging satisfied customers to recommend a brand to others, often through organised programmes with incentives.
- RelevanceRelevance is the degree to which content, a message or a brand is pertinent and meaningful to a person in a given context.
- RemarketingRemarketing re-engages people who have already interacted with a brand or an offer.
- RetainerA retainer is an agreement under which a client pays a service provider a regular fee in exchange for access to their work over a set period.
- RetargetingRetargeting uses advertising to reconnect with people or identifiers associated with previous interactions. It overlaps with remarketing, although remarketing can also describe recontact through other channels.
- Revenue OperationsRevenue Operations, or RevOps, coordinates processes, data and tools across marketing, sales and customer relationships.
- Rich media bannersA rich media banner is an enhanced digital ad that includes video, audio, animation or interactive elements allowing people to do more than click.
- ROASROAS relates the revenue attributed to advertising to the advertising spend used to generate it.
- ROIROI relates the net profit of an investment to its cost, usually expressed as a percentage.
- ROPO (Research Online, Purchase Offline)ROPO, research online, purchase offline, describes the journey of researching on the internet and then buying in a physical store. It is also known as webrooming.
- RTBRTB, or real-time bidding, is the buying and selling of advertising impressions through automated auctions resolved during an opportunity to display an advertisement.
S
- Sales enablementSales enablement equips sales teams with knowledge, content, tools and processes to develop opportunities effectively.
- Sales funnelThe sales funnel organises the progress of sales opportunities from identification to close.
- Sales pipelineThe sales pipeline represents active opportunities and their status within the sales process.
- Sales qualified leadA sales qualified lead, or SQL, is a contact or opportunity that sales considers ready for a buying conversation according to agreed criteria.
- SEA (search engine advertising)SEA, short for search engine advertising, is paid advertising on search engines, in which adverts appear alongside search results.
- Search funnelsSearch funnels were Google AdWords reports showing the sequence of searches and ad clicks that preceded a conversion.
- Search relevanceSearch relevance is the degree to which a page addresses an information need. It depends on its content, context and the searcher's intent.
- SeasonalitySeasonality is the regular variation in a variable, such as sales or searches, at certain times of the year.
- SelfieA selfie is a photograph a person takes of themselves, alone or with others, using a camera they control. In Spanish, it is also called a selfi or autofoto.
- Sensory marketingSensory marketing works with stimuli such as sound, images, smell, texture or taste within an experience. It seeks to make those elements contribute to the recognition and perception of a proposition.
- Share of voiceShare of voice expresses a brand's proportion of presence relative to a defined set of competitors and scope.
- SharewareShareware is a distribution model that allows people to try software before paying for certain features or continued use. It was common during various periods of software distribution.
- Shoppable mediaShoppable media are pieces of content, such as videos, photos, posts or adverts, from which people can view product information and buy it, or go straight to buying it.
- ShowroomingShowrooming is the purchasing behaviour in which a person examines a product in a physical shop and then buys it online.
- SkyscraperA skyscraper is a tall, vertical advertising format used in web layouts, usually alongside the content. Historical size references include 120 × 600 and 160 × 600 pixels.
- SlackSlack is a team communication platform that organises conversations and connects them with other tools. It can use channels and messages to coordinate work.
- Smart objectsA smart object is a type of Adobe Photoshop layer that preserves the original content of an image or graphic so it can be transformed without destroying its data.
- SMO (social media optimisation)SMO, or social media optimisation, is the work of improving content and profiles to make them easier to understand, discover and share on social media. It may include link presentation and information consistency.
- SMSSMS is a service for short text messages between devices connected to mobile networks. The number of characters per segment depends on the encoding used.
- SMS and MMS marketingSMS and MMS marketing uses mobile messages to communicate information and offers to an audience. The format and its possibilities depend on the message type and devices.
- Social commerceSocial commerce brings together discovery and shopping experiences connected to social platforms and interactions. It can connect recommendations, catalogues, creators and transaction features.
- Social mediaSocial media are online platforms and services on which users create, share and comment on content and interact with one another.
- Social media advertisingSocial media advertising involves distributing paid messages within social platforms. It may use different formats and distribution criteria depending on the service.
- Social media marketingSocial media marketing (SMM) is the use of social networks and social media to achieve marketing goals, from awareness to sales or customer service.
- Social media press releaseThe social media press release was a press release format designed for the social web, with multimedia content, links and elements that were easy to share and reuse.
- Social network analysisNetwork analysis studies relationships between entities represented as nodes and links. In social network analysis, those entities may be people, groups or organisations.
- Social sellingSocial selling uses relationships and interactions on social media to identify needs and develop sales opportunities.
- Soft bounceA soft bounce is an email delivery failure classified as temporary by the system recording it. It may relate to mailbox capacity, availability or receiving limits.
- SoLoMoSoLoMo, an acronym of social, local and mobile, is a term describing the convergence of social networks, geolocation and mobile devices in consumer behaviour and marketing.
- SplogA splog is a blog used to distribute low-value content and promote advertising or links abusively. It may use copied, repetitive or generated text without a useful contribution.
- Sponsored linkA sponsored link is a link whose placement or distribution arises from an advertising relationship. It may appear in a search ad, a paid recommendation or another purchased placement.
- SponsorshipSponsorship is an arrangement in which a brand provides money, products or services to an activity, event, person, piece of content or organisation in return for associating its name with it and gaining visibility.
- SpotifySpotify is a platform for distributing and consuming audio and other associated content. It provides access to works and publications through its applications and services.
- Stop motionStop motion is an animation technique that creates the illusion of movement by photographing real objects frame by frame, moving them slightly between shots.
- StoriesStories are posts designed to be consumed as a short sequence, often for a limited period. Their behaviour depends on the platform.
- StoryboardA storyboard is a sequence of panels that depicts, step by step, a story, a piece of audiovisual content or a person’s experience with a product or service.
- StorydoingStorydoing expresses a brand's narrative through actions, products or experiences that make it observable. It is related to storytelling, which focuses on how that narrative is told.
- StorytellingStorytelling uses a narrative structure to communicate an idea and make it easier to understand and remember.
- Strategic marketingStrategic marketing decides which audiences to serve, what value to offer and how to compete sustainably.
- Street furniture panel (mupi)A mupi is an outdoor advertising panel built into street furniture, usually a lit, eye-level display case on pavements, at transport stops or in public spaces.
- Street marketingStreet marketing carries out communication activities in public spaces through interventions, activities or encounters associated with a brand.
- Swirl 3D adsSwirl is the name of an advertising format that lets people explore a three-dimensional model within an ad. They can rotate it or zoom in to examine product details.
T
- Target audienceA target audience, often called the target in Spanish, is the group of people or organisations that a brand, product or marketing or advertising activity is aimed at.
- TeaserA teaser is an advertising piece that previews a campaign or launch by showing only partial information, to build curiosity before the reveal.
- TestimonialA testimonial is a statement by a person used to communicate their experience or opinion of an offering. It may appear on a website, in a campaign or in a commercial presentation.
- TikTokTikTok is a social platform for publishing and discovering audiovisual content. It combines creation tools with recommendation systems and different forms of interaction.
- Time lag to conversionTime lag to conversion is the observed time between an interaction defined as the starting point and a conversion. It helps interpret when the results of a campaign or relationship materialise.
- Tipping pointA tipping point is a threshold beyond which a system's behaviour changes significantly. In diffusion, it is used to describe moments of accelerated spread of an idea or practice.
- TOFU (top of the funnel)TOFU, or top of the funnel, is the upper stage of the marketing funnel, when people begin to recognise a problem or need but are not yet comparing specific solutions.
- Trade marketingTrade marketing is the discipline that brings manufacturers and retailers together to improve how products are stocked, displayed and sold at the point of sale.
- Transmedia storytellingTransmedia storytelling distributes complementary parts of a narrative across media or platforms. Each piece contributes its own information or experience to the whole.
- Trial periodA trial period allows people to use a product or service for a set time before deciding whether to purchase or continue. It may offer limited features or broader access.
- TwitchTwitch is a live video streaming platform owned by Amazon, best known for gaming and for real-time interaction between creators and viewers through chat.
- Two-way marketingTwo-way marketing incorporates listening and response into the relationship between an organisation and its audiences. Communication is understood as an exchange, rather than just broadcasting.
U
- UnderdeliveryUnderdelivery is when an advertising campaign delivers fewer impressions, clicks or spend than planned or contracted within the agreed period.
- Unsubscribe rateUnsubscribe rate relates unsubscribe requests to a base of recipients or messages over a period. It helps show whether communication meets the audience's expectations.
- UpsellingUpselling offers a higher-scope or higher-value option within a customer's main need.
- User-generated contentUser-generated content, or UGC, is content created by people outside a brand's editorial team.
V
- Vanity metricA vanity metric gives a favourable impression without providing enough information to make decisions about the real objective.
- Video marketingVideo marketing is the planned use of audiovisual content to build awareness of a brand, explain a product or service and support people throughout their relationship with it.
- ViralViral describes content that spreads quickly and widely because people share it with one another.
- Viral marketingViral marketing is the strategy of designing content or actions so that people themselves share them and spread them quickly among their contacts.
W
- Web analyticsWeb analytics collects and interprets usage data to understand how a site contributes to user and business goals.
- Web directoryA web directory organises links or website listings through categories and selection criteria. It can make it easier to explore a sector, community or type of resource.
- Web miningWeb mining applies analysis techniques to web content, links or usage records to identify patterns. It may study published information or observed behaviour within a defined scope.
- Web trafficWeb traffic describes the visits and interactions a site receives over a period, depending on the tool and its configuration.
- Weber–Fechner lawThe Weber–Fechner law brings together formulations concerning the relationship between physical intensity and perceived sensation. It describes perception as a response that does not necessarily increase linearly with the stimulus.
- WeChatWeChat and Weixin are names of communication services in the Tencent ecosystem associated with different markets and conditions. They bring together messaging and other functions within a broad experience.
- WhatsAppWhatsApp is a messaging service that enables different forms of communication between individuals and organisations. Personal and business uses have specific features and conditions.
- White hat SEOWhite hat SEO brings together practices that seek to improve a site's accessibility and usefulness while respecting search engine guidelines. It includes relevant content, clear structure and truthful signals.
- White paperA white paper is a document that sets out a problem and a proposed solution with arguments, explanations and evidence.
- Word cloudA word cloud is a visual representation of a text in which the most frequent words appear larger or more prominent than the rest.
- Word-of-mouth marketingWord-of-mouth marketing is based on the conversations and recommendations people share about a brand, product or experience. A company can encourage experiences worth discussing, but does not control the content of every conversation.
- Workplace from MetaWorkplace from Meta was a communication and collaboration platform for organisations associated with the Facebook environment. It is included as a historical example of an enterprise social network.
Y
- YammerYammer is the historical name of a conversation and community platform for organisations in the Microsoft ecosystem, continued under the name Viva Engage.
- YouTube AnalyticsYouTube Analytics is the analytics environment associated with the performance of content and channels on YouTube. It provides indicators of viewing, audience and behaviour within its scope.