The Jargon Buster: A marketing glossary you can understand

Sometimes, in the marketing world it can be hard to keep up with all the marketing buzzwords and jargon that floats around articles, social and of course, networking events. So to stop us getting lost in a sea of ‘acquisition’ and ‘bounce rates’, we’ve compiled this handy jargon buster so you can be in the know and look very clued up the next time you’re trying to eat a canape politely.

Conversion funnel

Contrary to popular belief, this isn’t the way you transfer liquid into a bottle with ease, it actually describes the journey your customer takes from initial search to clicking on a paid ad, to then make a purchase. Huh, who knew?

Bounce Rate

Not how many times you move to Gettin’ Jiggy With It by the Fresh Prince, a bounce rate is the percentage how many people leave your website after only looking at the home page. Contrary to a good song, your website wants a low bounce rate, so make sure your site is easy to navigate.


Before there was GDPR, there was CAN-SPAM. Not canned spam, the substance resembling meat that is unwittingly served in school dinners, but an act created in 2003 that allows you to unsubscribe to annoying email newsletters that have randomly found themselves in your inbox. Not ours though of course.

Closed-Loop Marketing

A complicated term that at the crux of it means understanding what people do when it comes to interacting with your product, whatever that might be. Being able to show that your specific marketing efforts have made someone behave in a certain way to buy or use your product, and being able to prove it, that’s the loop.


Just as easily explained if looking at an orange, segmentation is the dictionary term for splitting up a market into different segments, making it easier to find where you need to be targeting the relevant customers. Simple, but not as tasty as an orange.

Pay Per Click

Something heard a lot in the marketing world, but so easily caught up in jargon that we’d forgive you if you don’t actually know what it means. Pay-per-click or PPC is the over-complicated way of explaining paid advertising. Ads are placed within search engines that look like search results, and the marketer will be charged from their budget every time the ad is clicked. Find out more via our pay per click search service page.


Something that you wouldn’t necessarily need to know unless caught up in web design, CSS is a cascading style sheet, which is used to format the layout of a website. It basically describes how to translate things written into HTML.

Affiliate Marketing

Basically the act of getting a commission by selling someone else’s product, so the way that almost all sales based jobs work. The affiliate just makes it sound fancy.


A clever, content way of saying a piece of content that has been sponsored by a company, and therefore will have a specific focus for the revelation of the piece. From the easy to spot (when the company name is actually in the title) to an article that seems to be mentioning Hinge a bit too much, advertorials are a staple in the marketing content world.


Pretty much the reason we’re writing this glossary.

Collateral materials

Whilst ‘collateral’ marketing might sound like it’s the bad stuff you’ve got to deal with at the end of an unsuccessful campaign, it’s actually got a pretty positive meaning. In its simplest form, it means the media used in a campaign.

CPM (cost per thousand)

A bit confusing because of the French/English hybrid, CPM stands for cost per mille, which for us is cost per thousand. It relates to impression-based advertising, which is the opposite of CPC. Price for CPM is decided per, you guessed it, thousand.

CRM (customer relationship management)

What sounds like something pretty hi-tech, that is actually the basis for all Business to consumer selling, and that’s looking after the customer in a way that also encourages them to buy. The name CRM just makes it sound a bit more jargon-y than it is. A good example is a loyalty scheme – keeps customers happy and streamlines further selling. Who would have thought?

Inbound marketing

It’s well established that you can add any word as a prefix to marketing and it makes it sound fancy and jargony, and a lot more complicated than it really is, this one is no exception.

Agile marketing

And we’re at it again. The idea behind agile marketing is really just the idea of being adaptable to the needs of the client, but of course a bit fancier than that. In the simplest sense, it’s meant to focus your team’s efforts on something specific for a really intense amount of time, so the project gets done fast and well. According to agile marketers, teamwork really does make the dreamwork – fast.

Acquisition marketing

It’s all about that growth, baby. As Dave tells us in his 5-minute pitch, acquisition is about driving growth, which is basically about getting new customers. Sounds pretty standard for a brand, agency or company that wants to, you know, grow.

Brand ecosystem

Ecosystem tends to be a bit of an overused word to describe an environment where things are working together, and this is pretty much the same gist. In terms of brands and marketing, it basically means integrating social media, digital marketing and branding to communicate what the brand message is.

Hygiene, Hub, Halo

We’ve already broken down why we think our gap analysis approach to content is the best step in creating a content strategy, but for a while, the triple H structure was all the rage. At its core, it’s a strategy that highlights 3 different types of content to create a streamlined push/pull marketing strategy. Doesn’t say much about what you actually publish though.

Application Programming Interface (API)

Commonly known to the marketing geeks around here as APIs, they are a series of computer programming rules that allow apps to extract data for analysis. Now, sounds scary with all the dodgy Facebook data mining that’s been going on but they’re mostly used to solve customer problems, or so we hope.

Syndicated content

Ever read an article on a website, then when you click onto the next one it looks funny or takes you somewhere different? That’s syndicated content, In simple terms, its content published somewhere else, hosted on a different site.

Still feel a bit bewildered? Drop us a line, let’s have a chat.

Comments are closed.

« »