Every industry has buzzwords and terminology easily thrown around by those that understand it. Buzzwords are intended to make things easier to understand, but can confuse the casual observer. As marketing moves further and further into the digital realm, jargon will move with it, and become even more confusing for industry outsiders (and clients). Have no fear, we will break down some of the top digital marketing buzzwords, alphabetically.

A/B Testing

A/B Testing is an experiment in which multiple ads or pages are shown to users to see which one performs better. Using that data can help streamline your marketing efforts and help use your budget more efficiently.

Above the fold

Above the fold gets its name from newspapers, meaning all of the information and photos on the top half of the front page. This has been adopted to the web meaning all of info on a web page shown before the user has to scroll down.

Advanced TV vs. linear TV

Linear TV is the traditional sense of TV, watching live broadcast programs. Advanced TV is all non-traditional TV programs i.e. on-demand, Apple TV, Netflix, and Hulu.


Analytics sounds pretty straight forward, but what exactly does it entail? In terms of digital marketing, analytics is data that is pulled from your website, mobile app or social media accounts and shows how your online presence is being engaged. We are usually referring specifically to Google Analytics, which is Google’s platform to monitor web traffic and activity on your website. Analytics is free to use and just requires a small snippet of code to be placed on your website. Having Google Analytics is vital before, during, and after any sort of digital campaign.

CMS (Content Management System)

A content management system is software that allows you to create, edit, organize, and publish your content online, i.e. WordPress.

CRM (Customer Relationship Management)

CRM is technology used to monitor and manage interactions with customers and potential customers.

CTA (Call to Action)

A call to action refers to words or phrases that encourage consumers to take quick action. On a website this can refer to buttons or forms.


CTR stands for Click Through Rate. This is easily calculated as clicks divided by impressions, or simply the calculation of how many people that viewed your ad clicked on it.

Curated content

Curated content is finding material and articles relative to your audience and sharing them on your owned channels, as opposed to generating original content and sharing.

Drip campaign

A drip campaign is the practice of slowly releasing content over time on a set schedule, instead of making all content available from the get go.

Dynamic ads

Dynamic ads look similar to other ads but instead of creating an ad set, you provide a template and the ad is filled in with content and pictures from your database.  Dynamic ads are a great remarketing tool.

Dynamic content

Dynamic content is web content that changes based on user behavior and interests.


The end-user is the person or customer who actually will be using the product.

Engagement rate

Engagement rate is used to measure performance of posts, ads, or creative. Engagement rate goes above CTR by measuring other interactions such as comments, shares, and likes.


Geofencing is a method used to target specific locations with digital advertisements. It  uses GPS or RFID to create a geographical boundary or “fence” for ads to trigger. This is a great way to serve your ads only in a specific neighborhood or space (such as a stadium or competitor’s location).

Hamburger menu

A hamburger menu is used on mobile sites to collapse and expand menus and navigation bars.

Inbound marketing

Inbound marketing is the practice of drawing in visitors and potential customers as opposed to outwardly pushing a brand message. Examples of inbound marketing are content marketing, social media marketing, SEO, and branding.


Marketing insights refers to any usable data gained during the course of a campaign such as user demographics and insights that will improve marketing efforts moving forward.

KPI (Key performance indicator)

KPI are performance indicators used to measure success and efficiency of a campaign.

Lead gen

Lead generation is initiating consumer interest in your business. Leads can then be compiled into lists and used in other marketing efforts.

Low hanging fruit

Low hanging fruit gets thrown around a lot in a lot of industries, but in marketing low hanging fruit means potential customers that are the easiest to reach and the most likely to convert. The low hanging fruit is also the group of your primary audience that is ready to buy.

Marketing automation

Marketing automation refers to software used to automate repetitive tasks such as email marketing and social media.

Mobile first

It’s no secret that people’s internet browsing is done more and more on their mobile device, so mobile first designing takes into consideration what your website will look like on a mobile device. Not only will this help with SEO (Google likes websites that are mobile friendly), but it will also improve user experience and engagement. It also takes into account the overall user experience on a mobile device versus a desktop. For example, people often have the volume on their phones on mute. So your video content still needs to make sense without sound.


Personas are example customers created using insights and demographics known about your audience. A persona would be the typical customer of your brand. This imaginary person is given a name, age, gender, salary/household income, job, location, education, and family status. A persona will help put a name and face to your customers and will drive ad creative.

Organic reach

Organic reach is the amount of people you reached without the use of paid channels, whether that be from word of mouth or organic search. Organic reach is a great way to gauge customer interest in your brand, and as your brand becomes more established organic reach should increase.

Remarketing / Retargeting

Remarketing is a great way to reach customers who have shown an interest in your brand but have not taken an action or converted. Remarketing positions targeted ads in front of users who have a higher chance of converting.


SEO means Search Engine Optimization. SEO is the technical (and creative) process of getting Google (or any search engine) to find your website and rank it as high as possible. SEO is a slow and steady approach to build your web traffic organically, which is to say without the use of paid ads.  


SEM stands for Search Engine Marketing. While SEM can technically include SEO, it most often refers to paid ads on search engines. Think of the ads at the top of the page when you google shoes. SEM is a great way to build web traffic while you implement an SEO plan.

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