Marketing Words and Terms – A Glossary for the Marketer

Marketing Glossary

Here, we have gathered explanations of 100 marketing-related words and terms. If it is a specific word you are searching for, you should press CTRL+F on your PC so that a search window appears, then type the word and press enter.  

A/B Testing

A method of testing two different versions of a web page or ad to determine which version produces better results or conversions.  

Affiliate Marketing

A marketing method is where a person or business receives a commission to promote another’s products or services and generate sales or leads.  


A strategy where it is paid to promote products, services, or brands through various channels to reach a wider audience.  

Advertising Campaign

Coordinated a series of advertising and communication activities to increase awareness, interest, and demand for a product or service.

Audience Analysis

Collecting and analyzing data about a specific target audience to understand their behavior, preferences, and attitudes and using these insights to inform marketing decisions.

B2B Marketing

Marketing activities aimed at companies and organizations that sell products and services to other companies.  

B2C Marketing

Marketing activities aimed at consumers, i.e., companies that sell products and services directly to individual customers.

Blog Network

A collection of blogs that are affiliated and collaborate to promote each other’s content and build a community of readers and writers.


The process of writing and publishing posts on a blog platform to share information, knowledge, or experiences with the public.

Brand Ambassador

A person engaged by a brand to promote and represent the brand positively to customers and the public.

Brand Building

The process of developing a unique identity, a set of values, and positioning in the market to create recognition and loyalty among customers.


The process of building and reinforcing the brand’s identity and creating awareness in the market.

Call to Action (CTA)

A call or instruction intended to motivate your audience to take a specific action, such as buying a product or signing up for a newsletter.


Programs or artificial intelligence-based tools are used to simulate conversations or provide automated responses to users in real-time.

Competitor Analysis

A systematic evaluation of the competitors’ strengths, weaknesses, strategies, and market position to identify opportunities and improve marketing tactics.

Content Calendar

A planning tool is used to organize and structure content publication on different channels over time to maintain a consistent and relevant presence.

Content Management System (CMS)

Software used to manage and publish digital content online, such as articles, images, or videos.

Content Marketing

A strategy that focuses on creating and distributing valuable, relevant, and engaging content to attract and retain an audience and drive profitable action.

Conversational Marketing

A marketing method that focuses on dialogue and two-way interaction with potential customers to create personal and meaningful connections.


Cookies are small text files stored on the user’s computer or other devices when they visit a website. These files contain information and data used to improve the user experience, customize the content, and track user behavior.

The difference between first-party, second-party, and third-party cookies lies in which party places and uses the information in the cookie files:

  • First-party cookies:  

These are cookies that are set by the website the user visits directly. The website can use these cookies to store data that remembers login status, language settings, shopping cart information, or other personal preferences that improve the user experience.

  • Second-party cookies:  

This term is not used as often as first and third-party cookies but refers to cookies set by a partner website instead of the website the user is visiting. It usually occurs when two websites have a collaboration agreement or share data in a controlled and trusted manner.

  • Third-party cookies:  

These cookies are placed by third-party service providers not directly associated with the website the user is visiting. Third-party providers may be marketing networks, advertising platforms, or analytics tools that wish to collect user behavior data across multiple websites to deliver more relevant advertising or generate statistical analyses.

There has been a growing concern about privacy related to the collection and use of third-party cookies. As a result, browsers and regulatory bodies have implemented measures to limit the use of third-party cookies and give users more control over personal information.


The process of writing persuasive and engaging texts or advertising literature to market products or services.


A Customer Relationship Management (CRM) system is used to manage and analyze customer data, interactions, and relationships to improve the customer experience.


Abbreviation for conversion rate optimization. A method of increasing a website’s conversion rate or marketing channel by using various tactics and tests to increase the number of desired actions.

Customer Journey

A visual representation or mapping of a customer’s total experience through all touchpoints and steps in the purchase process.

Customer Lifetime Value (CLTV or CLV)

The estimated sum of revenue a customer generates during their lifetime as a customer of a company or brand.

Customer Reference

A satisfied customer who gives positive feedback and recommends a product or service to other potential customers is often used as evidence of a product’s quality or value.  

Customer Segmentation

The process of dividing a market base into smaller groups or segments based on common demographic, psychographic, or behavioral traits to better tailor marketing efforts.

Customer-Centric Approach

A marketing strategy that puts the customers’ needs and wishes at the center of decisions and measures, focusing on creating value and building lasting customer relationships.  

Dark Social

Refers to sharing content on social media platforms through private channels, such as instant messaging or email, and which cannot be directly tracked, such as publicly shared content.

Data-Driven Marketing

A marketing approach that uses data insights and analytics to inform and guide marketing strategies and decisions. Using various data sources and tools, such as web analytics, CRM data, and social media, marketers can identify target audiences, customize messages, and optimize campaigns to achieve better results. To learn more, read our guide on data-driven marketing.

Digital Advertising

Use digital channels like websites, social media, and search engines to display promotional content to potential customers.

Digital Marketing

Marketing activities that use digital channels and tools to reach and engage audiences include everything from social media and email marketing to search engine optimization and video campaigns.

Direct Marketing

Marketing techniques aimed directly at individuals or businesses to create an immediate response or action, for example, through instant messaging, email, or phone calls.

E-Commerce Marketing

Marketing products and services through online commerce platforms and websites to reach and convert online customers.

Email Automation

Using automated tools and processes to send customized and timed email messages to different segments of subscribers to increase engagement and conversions.

Email Marketing

Marketing techniques that use email communications to reach potential customers, maintain existing customers, and promote products or services.

Event Marketing

Marketing activities related to planning, organizing, and promoting events to build brand awareness, generate interaction, and achieve specific goals.

Gamification in Marketing

Marketing activities related to planning, organizing, and promoting events to build brand awareness, generate interaction, and achieve specific goals.


A method of delivering targeted ads or content to a specific geographic location based on the user’s IP address or other geographic information.

GDPR (General Data Protection Regulation)

A law entered into force in the EU in May 2018 to strengthen and harmonize privacy and the protection of personal data within the EU. The GDPR introduced stricter rules for collecting, storing, and processing personal data and gave individuals more control over how their personal information is handled.

Google Ads

An advertising platform provided by Google where advertisers can create and display ads on Google’s search engine and partners’ websites.

Google Analytics

A tool from Google offers a comprehensive insight into website and user data, including traffic, conversions, and user behavior.

Google Search Console

A tool from Google that provides marketers with detailed information about how Google sees and indexes their site, providing insights to improve visibility in search engine results.

Google Tag Manager

A web-based platform that makes it easy to manage and implement tracking codes and tags on a website without changing the code snippet itself.

In-App Advertisement

The ads appear directly in mobile apps on smartphones or tablets to reach users while using the app.

Inbound Marketing

A marketing method that focuses on attracting potential customers through relevant content and valuable information rather than reaching them aggressively with advertising.

Influencer Marketing

A marketing strategy that involves working with influential people or influencers to promote products or services to their following.

Influencer Collaboration

A collaborative effort between a brand and an influencer where the brand gains exposure and the influencer receives compensation to promote the brand or product.


A visual presentation method that combines images, text, and statistics to convey complex information in an engaging and easy-to-understand way.

Interactive Marketing

Interactive marketing is a form of marketing that involves user interaction. It aims to engage and interact with the target audience to create a more personal and engaging experience.

KPI (Key Performance Indicator)

Measurable indicators are used to evaluate the success of a marketing campaign or a business’s performance, such as sales volume, conversion rate, or ROI.

Landing Page

A website designed specifically to lead visitors to perform a specific action, such as filling out a form or purchasing a product.

Lead Generation

The process of attracting and collecting information about potential customers (leads) with the intention of converting them into sales or more qualified prospects.

Lead Nurturing

The process of building and maintaining relationships with potential customers over time by delivering relevant and valuable content to guide them toward becoming ready to buy.

Lifecycle Marketing

A marketing strategy that considers the customer\’s journey and interactions with the company from initial contact to after the sale, focusing on maintaining customer satisfaction and encouraging repeat purchases.

Market Analysis

An examination of markets, customer needs, competitors, and trends to identify opportunities and make informed decisions about marketing strategy and tactics.

Market Positioning

The process of positioning a product or brand in relation to competitors and, in the customer\’s mind, to create a unique and desirable position.

Market Research

A method of collecting and analyzing data about market conditions, customers, trends, and competitors to inform marketing decisions and strategies.

Market Strategic Planning

A process that involves identifying target groups, analyzing the market, preparing strategies and tactics to achieve business goals, and monitoring and evaluating results.


Marketing can be defined as a process or activity that involves creating, communicating, and delivering valuable content and offers to a target group to attract, engage, and retain customers.

Marketing aims to satisfy the customers\’ needs and wishes while at the same time achieving a financial advantage for the company or organization.

Marketing involves strategic planning, execution of campaigns, market research, segmentation of target groups.

And, product development, distribution, pricing, and customer service to achieve sales and build long-term relationships with customers.

Marketing Automation

Automation of marketing processes using programming tools to improve efficiency, personalization, and targeting of campaigns.

Marketing Budget

A financial plan that allocates funds for marketing activities and campaigns to achieve specific goals or results.

Marketing Plan

A document that describes the marketing objectives, target groups, strategies, tactics, and budgets for a specified period of time. Read our guide on how to make a marketing plan.

Marketing Strategy

Overall guidelines and long-term plans determine how the company will achieve its marketing goals and create a sustainable competitive advantage.

Media Planning

Planning and strategically selecting advertising channels and tactics to reach the desired target group and achieve the best possible results.

Mobile Marketing

Marketing that specifically targets cell phones and other mobile devices, focusing on reaching your target audience through mobile apps, responsive web design, and mobile ads.

Niche Marketing

Marketing that is aimed at a narrow and specialized target group, with a focus on offering a high degree of adaptation and relevance to a specific group of customers.

Online Advertising

Marketing uses Internet-based channels such as search engines, social media, websites, and apps to reach the target audience with advertisements.

Opt-In Marketing

A strategy where marketing is sent only to potential customers who have consented or are actively asked to receive marketing communications.

Organic Search

Triggering traffic to a website through unpaid search engine placement is often achieved by optimizing the website\’s content and structure.

Personalized Marketing

Targeted marketing tailored to individual customer preferences, purchase history, or demographics to provide a more relevant and engaging marketing experience.


Fictional representations of ideal customers help marketers understand and predict target audience attitudes, preferences, and behavior.

PR Campaign

Planned strategic measures that seek to build, nurture, or improve an organization\’s reputation, product, or service through media channels and other forms of communication.

PR Strategy

A long-term plan to develop and maintain a positive reputation for an organization, product, or service through a combination of media and public relations activities.

Proactive Marketing

Active marketing strategy involves identifying and taking initiatives to reach potential customers before they actively search for information about a product or service.

Product Placement

A strategic marketing technique involves integrating products or brands into popular movies, TV shows, or other media platforms to increase brand visibility and create awareness.

Programmatic Advertising

Automated digital ad buying and delivery using software and data to optimize the efficiency and accuracy of ad placement.

Remarketing Campaign

Targeted advertising targets potential customers who have previously shown interest in a website, product, or service to encourage conversions and repeat purchases.

Responsive Email Design

Design emails and newsletters optimized to display on different devices and screen sizes, adapting to user preferences and platforms.

Responsive Web Design

Design and development of websites that automatically adapt to different devices and screen sizes to provide an optimal user experience.

Retargeting (Targeted Advertising)

A technique used to show targeted advertising to visitors who have previously interacted with a website or shown interest in certain products or services.

Return on Investment (ROI)

Measuring the return a marketing campaign or investment has generated in relation to the financial resources used.

Sales Funnel

A model that describes the various stages a potential customer goes through before purchase and how marketing initiatives can influence the customer’s decision-making process.

SEM (Search Engine Advertising)

Paid advertising on search engines increases visibility and drives website traffic.

SEO (Search Engine Optimization)

SEO is the process of optimizing web pages and content to increase visibility and ranking in search engine results, with the aim of attracting organic traffic.

Social Listening

Monitoring social media platforms to identify, analyze, and respond to customer opinions, feedback, and needs relating to a brand or industry.

Social Media

Online platforms and services are used for sharing content, interaction, and communication between users, companies, and organizations.

Split Testing

An experimental approach in which two or more versions of a marketing campaign or website are tested simultaneously to identify which version produces the best results.


Use of storytelling techniques and narrative structure to convey a brand\’s message and engage the target audience emotionally and meaningfully.

Search Engine Optimization (SEO)

The process of optimizing web pages and content to increase visibility and ranking in search engine results aims to attract organic traffic.

Target Group Analysis

Systematic analysis of a specific target group to understand their demographics, behavior, and preferences and use this knowledge to develop targeted marketing strategies.

Target Group Definition

The process of identifying and clearly defining the target audience for a marketing campaign or product is based on factors such as demographics, interests, geography, etc.

Traditional Marketing

Conventional marketing methods use non-digital channels like TV, radio, print media, brochures, etc.

Usability Testing

Testing and evaluating a website or application\’s usability and user experience to identify and resolve potential user issues.

User Behavior Analysis

A method for investigating and analyzing how users behave on a website or in an app to understand their preferences and improve the user experience.

User Experience

The user’s experience of a product, service, or website. It includes everything from navigation and interaction to aesthetics and satisfying the user’s needs.

Value Proposition

A unique combination of products, services, features, and benefits that a company offers to its customers to differentiate itself from competitors and create added value.

Video Advertising

Advertising uses videos to convey a message, promote a product, or engage the target audience across different platforms and channels.

Video Marketing

Using videos as a marketing tool to communicate a brand\’s story, demonstrate products, or engage the target audience through visual and auditory elements.

Web Analytics

Collection, analysis, and reporting of data on website visits, user behavior, and conversions to measure and optimize website performance and marketing efforts.


We hope this glossary of marketing terms is helpful. To find a specific term, simply press Ctrl+F on your keyboard to open a search window, and then type the term you are looking for.

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