A/B Testing

An online marketing tactic where two or more variants of a product are tested with customers to determine which is more effective


To acquire a new customer to your brand, this can be as a transnational customer or a relationship customer.


Application Programming Interface – a set of functions which allows one set of software to talk to another piece of software and access its features and data


Advertising Value Equivalent – A measure designed to place a value on media coverage gained from an advertising campaign


Above the Line – Using mass media to promote a brand and advertise to customers eg. TV, radio, print

Affiliate Marketing

Where a brand enters an arrangement with an external party and pays commission to them for traffic and sales generated from referrals


A tool that can be used to create a marketing plan. It stands for Audit & Analysis, Planning, Implementation and Control & Evaluation


Artificial intelligence is the simulation of human intelligence by computer systems and machines

B2B (Business to Business)

The process of a business selling its products or services to other businesses

B2C (Business to Consumer/Customer)

The process of a business selling its products or services directly to consumers


Below the Line – Using one-on-one tactics promote a brand and advertise direct to customers eg. direct mail, email, leaflets

Blue Sky Thinking

An activity to try and find new creative ideas that are not constrained by current thinking and realities

Boston Matrix

A tool used to determine where to allocates its efforts and resources based on how its products and services are positioned in the market

Bounce Rate

The percentage of users who moved away from a website after only viewing one page or in email, the percentage of email addresses in your list that didn’t receive your message

Brand Equity

The commercial value that is added from the brand name rather than just the product or service itself

Brand Mission

A way to explain what your company does to the outside world and focusses thinking internally

C2C (Consumer to Consumer)

The process of a consumer selling its products or services to other consumers such as ebay, AirBnB etc.

CTA (Call to Action)

A piece of content designed to make a viewer or reader to perform a specific act eg. click here

CTR (Click-Through Rate)

The percentage of users who follow a specific link to view a webpage, email or advert

CMS (Content Management System)

A system that allows a user to control and manage the content on a website or digital media

Competitive Advantage

A circumstance which places a brand in a more favourable position to a customer

Consumer Behaviour

The study of how consumers act, select and buy products or services to satisfy their needs

Content Marketing

The creation and sharing of marketing material where the focus is to generate interest around products and services without directly selling those products or the brand

Conversion Rate

The percentage of users who complete a desired goal out of the total number of users

Customer Acquisition

Gaining new customers to your business

Customer Retention

Retaining the customers that already shop with you

Customer Satisfaction

The level of which a customer is happy with the product and services that they’ve received from you. This can be both perceived satisfaction and actual

CPA (Cost per Acquisition)

The cost to your business for a certain acquisition e.g. completed contact form, website visit, newsletter signup

CPC (Cost Per Click)

Used in paid search, this is the cost to your business each time your advert is clicked on

CRM (Customer Relationship Management)

Is an approach to manage a businesses interaction with current and potential customers. It uses customer data to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth

CSR (Corporate Social Responsibility)

Ensuring that your business is acting ethically both socially and environmentally

Data Cleansing

Amending or removing data in a database that is incorrect or incomplete

Direct Mail

Direct Mail is when a marketing communication is sent directly to a customers home

Engagement Rate

Calculated by dividing the total numbers of engagements (likes, clicks, shares etc.) by the number of people who have seen the post


The buying and selling of products or services online

FMCG (Fast Moving Consumer Goods)

FMCG are products that are sold quickly and usually at a low cost, i.e.packaged foods, beverages, toiletries etc.

Full Service Agency

An integrated agency who covers all aspects of marketing and advertising instead of focusing on a niche area

GDPR (General Data Protection Regulation)

It’s an updated version of the Data Protection Act 1998 that took effect in May 2018, its main principle is accountability of customer data


Used on social media sites preceding words to combine messages and post surrounding a specific topic

HTML (Hypertext Markup Language)

Is the standard markup language for creating web pages and web applications


The representation of data and information in a visual format

Internal Marketing

The promotion of a company’s objectives, products and services to employees within the business, to ensure everyone understands the business purpose

KPI (Key Performance Indicator)

A measure of performance used to evaluate the success of a business


A word or series of words that are typically used by consumers when browsing online

Landing Page

Usually created as part of a marketing campaign, a landing page is the particular page of a website that is where users are directed following clicking and advert or link


Customers that are no longer transacting with your, or in a ‘relationship’ with you.


A potential customer to the business

Lifecycle Marketing

Is the process of tracking and marketing to customers based on their buying stage of their life, or their life with your brand

LTV (Lifetime Value)

Is a forecast of the total net profit attributed to the entire future relationship with a customer

Market Research

Helps to identify and analyse the needs of the market, the market size and the competition that you face. It can also be used to speak to your customers about their needs and wants

Market Share

The share of the total market that you control

Mobile Optimisation

Ensuring your website works on mobile devices to give customers a consistent and optimised journey

NPS (Net Promoter Score)

A measurement used to gauge the loyalty of your customers  

PPC (Pay-Per-Click)

An advertising method which directs traffic to websites and is only charged to the company when the advert is clicked


A tool used in strategic marketing to identify areas that may impact the business from an external perspective

Personal Data

Also known as PII (Personal Identifiable Information) this is data that allows you to identify a customer, this can be anything unique i.e. name, Email address, Address, membership number etc.

Public Relations (PR)

Managing and maintaining a positive relationship and reputation with the public through both paid and unpaid activity

Qualitative Research

The process of acquiring non-numerical data which may include thoughts and opinions

Quantitative Research

The process of acquiring numerical or statistical data

Relationship based Marketing

Using Marketing to build a relationship with your customers i.e. brand, loyalty or seasonal messages, Happy Birthday communications etc.


Keeping the customers that you have acquired as customers within the brand

ROI (Return on Investment)

It’s the ratio between the net profit and cost of investment. A high ROI means the investment’s gains favorably to its cost


Grouping your customers based on shared characteristics or behaviours

SEO (Search Engine Optimisation)

Organically increasing the visibility and traffic to your websites via search engines

SMART Objectives

SMART is an acronym that guides you to develop solid objectives with each letter

Social Media

A collection of channels for the purpose of sharing thoughts and content via an online community


A tool used to help in the marketing planning process


Unsolicited emails to a large number of people to advertise or in some cases spread viruses


A form of advertising that gives money and resource to an event or organisation for the return of brand exposure and association


A person with an interest in or a concern in something, i.e. your business, products or services

SWOT Analysis

A tool used to help a business identify its internal strengths and weaknesses as wells as external opportunities and threats

Transactional based Marketing

Using Marketing to gain a transaction with your customers i.e. Order confirmation, discounts, sales, opening hours etc.

Unique Visitor

A user who has visited a website during a certain time frame. Even if this visitor has visited that website again during the same period, they are still only counted as a single user


The address of a particular webpage

User Profile

A User Profile is a collection of data about a particular customer which a brand uses to build a picture of their customer base or target audience

USP  (Unique Selling Proposition)

The USP is what sets you apart from your competitors, what makes you better? Different? Unique?

UX (User Experience)

The usability, accessibility of a customers interaction with your product or service

Word of Mouth

The sharing of messages (good or bad) about your brand, product or service between customers

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