Glossary
Marketing terms,
plainly explained.
A growing reference of brand, UI/UX, performance, data, and multimedia terms — built to help founders and marketers navigate modern marketing with confidence.
A/B Testing
A/B testing is a method of comparing two versions of a page, ad, or email to see which one performs better with a live audience.
API (Application Programming Interface)
An API is a set of rules and protocols that lets two applications or services communicate and exchange data with each other.
Brand Equity
Brand equity is the commercial value that comes from consumer perception of a brand — the premium a brand can command purely because of what it represents, beyond the product itself.
Brand Positioning
Brand positioning is the strategic space your brand occupies in the minds of your target audience relative to competitors. It defines how your brand is perceived and why it's the preferred choice.
Buyer Persona
A buyer persona is a semi-fictional representation of your ideal customer, built from real data and research on behaviors, goals, and pain points.
CAC (Customer Acquisition Cost)
CAC is the total sales and marketing cost of acquiring one new customer, usually calculated by dividing total spend by the number of new customers gained.
Cloud Hosting
Cloud hosting is a web hosting setup where a website or application runs across a network of connected servers rather than a single physical machine.
CMS (Content Management System)
A CMS is a platform used to create, manage, and publish digital content — like a website — without needing to write code for every page.
Content Pillars
Content pillars are the core themes or topics that form the foundation of a brand's content strategy, around which individual pieces of content are built.
CPM (Cost Per Thousand)
CPM is a pricing model where advertisers pay a set rate for every 1,000 impressions their ad receives, regardless of clicks or conversions.
CTR (Click-Through Rate)
CTR is the percentage of people who click an ad or link after seeing it, calculated as clicks divided by impressions.
Database
A database is an organized collection of data — like customer records or product listings — structured so it can be easily stored, accessed, and updated.
Engagement Rate
Engagement rate is a metric that measures how actively an audience interacts with content — through likes, comments, shares, saves, or clicks — relative to reach or followers.
GEO (Generative Engine Optimization)
GEO is the practice of structuring content so it's accurately understood, surfaced, and cited by AI-powered answer engines like ChatGPT, Perplexity, or Google's AI Overviews.
Marketing Funnel
A marketing funnel is a model that represents the customer journey from initial awareness through consideration to a final purchase decision — and often beyond, into loyalty and advocacy.
OOH (Out-of-Home) Advertising
OOH advertising is advertising that reaches people in public spaces outside their homes — billboards, transit ads, and out-of-home digital screens.
Programmatic Advertising
Programmatic advertising is the automated buying and selling of digital ad inventory in real time, using software and data instead of manual, human-negotiated deals.
ROI (Return on Investment)
ROI is a measure of the profitability of a marketing or business investment, typically calculated as the return generated relative to the amount spent.
SEO (Search Engine Optimization)
SEO is the practice of optimizing a website's content, structure, and technical setup to rank higher in organic (unpaid) search engine results.
Share of Voice
Share of voice is the percentage of overall category conversation, media spend, or search visibility that belongs to one brand relative to its competitors.
Social Listening
Social listening is the practice of monitoring conversations and mentions of a brand, competitor, or topic across social platforms to understand audience sentiment and trends.
Voice Search
Voice search is searching the web using spoken commands through smart speakers or phone assistants, instead of typing a query.
Earned Media
Media coverage and brand mentions generated through editorial merit, PR effort, or organic advocacy — as distinct from paid advertising or owned content. Earned media carries higher credibility because it is not directly purchased.
UGC (User-Generated Content)
Content created by real customers, creators, or community members featuring a brand — typically more trusted by consumers than brand-produced content because of its authenticity and independence.
Influencer Tiers
The classification of influencers by audience size — nano (1K-10K), micro (10K-100K), macro (100K-1M), and mega/celebrity (1M+). Smaller tiers typically deliver higher engagement rates and community trust; larger tiers deliver greater raw reach.
Media Relations
The practice of building and maintaining relationships with journalists, editors, producers, and media outlets — pitching stories, providing expert commentary, and managing press enquiries to generate earned coverage for a brand.
Brandnaming
The discipline of developing names for brands, products, and services — combining creative language exploration with strategic, linguistic, cultural, and legal assessment to produce names that are distinctive, meaningful, and commercially viable.
Wordmark
A logo that consists solely of the brand name rendered in a distinctive typographic treatment. A strong brand name with clear wordmark potential is one that looks distinctive in type without requiring a supporting symbol.
Tagline
A short phrase used consistently alongside a brand name to communicate positioning, promise, or personality.
Trademark
A legally registered symbol, word, phrase, or design that identifies and distinguishes a brand's products or services from those of competitors.
Naming Architecture
The system of rules and relationships that governs how a brand and its portfolio of products, services, and sub-brands are named.
Dieline
A flat, two-dimensional template showing the cut, fold, and bleed lines of a packaging structure before it is assembled.
Brand Equity on Shelf
The degree to which a brand's packaging communicates quality, familiarity, and trust at point of purchase.
SKU (Stock Keeping Unit)
A unique identifier assigned to each distinct product variant in a range.
Unboxing Experience
The complete sensory experience of opening a product's packaging — encompassing the outer box, interior presentation, materials, inserts, and brand messaging.
Print Finish
The surface treatment applied to printed packaging after the base printing process — including matte or gloss lamination, spot UV varnish, foil stamping, embossing, and soft-touch finishes.
Community Management
The active practice of monitoring, responding to, and nurturing an online community around a brand.
Organic Reach
The number of unique accounts that see a piece of content without paid amplification.
Brand Mark
The symbol or icon component of a logo — the graphic element that can stand alone without the brand name and still be recognised.
Visual Hierarchy
The arrangement of design elements in order of their importance — guiding the viewer's eye through a composition in a deliberate sequence.
Colour Psychology
The study of how colours influence human perception, emotion, and behaviour.
Brand Consistency
The degree to which a brand presents the same visual and verbal identity across every channel, medium, and touchpoint.
Personal Brand
The strategic and creative construction of an individual's public identity.
Earned Media Value (EMV)
A metric used to estimate the value of media coverage, social mentions, and influencer content.
DSP (Digital Streaming Platform)
A platform that hosts and distributes digital music or video content to consumers — including Spotify, Apple Music, YouTube Music, Amazon Music, and JioSaavn.
Brand Endorsement
A commercial arrangement in which a public figure or creator associates their identity and credibility with a brand in exchange for compensation.
Brand Refresh
A targeted update to selected elements of a brand's visual or verbal identity — designed to modernise or reposition without abandoning established recognition.
Rebrand
A more significant transformation of a brand's identity — typically involving changes to name, positioning, visual identity, and messaging.
Perceptual Map
A visual tool used to plot how brands in a category are perceived by consumers across two or more dimensions.
Brand Touchpoint
Any point of contact between a brand and its audience — digital or physical — where an impression is made.
Tone of Voice
The consistent personality and style with which a brand communicates across all written and spoken contexts.
Brand Voice
The overall character and personality expressed through a brand's communications — distinct from tone, which can shift by context.
Style Guide
A reference document that specifies the standards for writing, formatting, and design within a brand.
Brand Architecture
The system that organises how a parent brand and its portfolio of sub-brands, products, or services relate to each other visually and verbally.
Design System
A comprehensive collection of reusable components, patterns, and guidelines that enables teams to build consistent products and communications at scale.
Value Proposition
The specific combination of benefits a brand promises to deliver to its customers.
Positioning Statement
An internal strategic statement that defines the target audience, the category the brand competes in, the primary benefit it delivers, and the reason to believe that claim.
Native App
A mobile application built specifically for one operating system — iOS or Android — using the platform's native programming language.
Cross-platform Development
An approach to mobile development that uses a single codebase to build applications for both iOS and Android simultaneously.
App Store Optimisation (ASO)
The process of optimising a mobile app's listing on the App Store or Google Play to improve discoverability and conversion.
User Retention Rate
The percentage of users who return to an app after their first session — measured at Day 1, Day 7, and Day 30.
MVP (Minimum Viable Product)
The smallest version of a product that delivers enough value to satisfy early users and generate the feedback needed to guide future development.
Information Architecture
The structural design of a digital product — the organisation, labelling, and navigation systems that determine how content and features are arranged and accessed.
Heuristic Evaluation
A usability assessment method in which an expert evaluates a digital interface against established usability principles.
Micro-interactions
Small, contained interaction moments within a digital product — button states, loading animations, confirmation feedback, error messages.
Wireframe
A low-fidelity schematic representation of a digital screen — showing layout, content hierarchy, and interaction elements without visual design.
Conversion Rate Optimisation (CRO)
The practice of improving the percentage of users who complete a desired action through systematic analysis of user behaviour, interface testing, and iterative design improvement.
Core Web Vitals
A set of performance metrics defined by Google that measure the real-world user experience of a webpage.
Headless CMS
A content management system that stores and delivers content independently of the front-end presentation layer.
Responsive Design
A web design approach that ensures a website's layout, images, and content adapt appropriately to different screen sizes and devices.
Conversion Rate
The percentage of website visitors who complete a desired action — making a purchase, submitting a form, booking a call.
Technical SEO
The process of optimising the technical infrastructure of a website to help search engines crawl, index, and rank its content more effectively.
Conversion Rate (E-commerce)
The percentage of store visitors who complete a purchase. Industry average e-commerce conversion rates range from 1 to 4 percent.
Cart Abandonment Rate
The percentage of shoppers who add items to their cart but leave without completing the purchase.
AOV (Average Order Value)
The average revenue generated per completed transaction.
Headless Commerce
An e-commerce architecture that decouples the front-end customer experience from the back-end commerce platform.
Product Page Optimisation
The practice of improving individual product pages to increase the conversion rate of visitors who land on them.
ROAS (Return on Ad Spend)
The revenue generated for every rupee spent on advertising.
CPA (Cost Per Acquisition)
The total media spend required to generate a single desired action — a purchase, a lead, a sign-up.
Lookalike Audiences
Audience segments created by advertising platforms that identify users who share behavioural and demographic characteristics with an existing customer or website visitor list.
Click-Through Rate (CTR)
The percentage of people who see an ad and click on it.
Keyword Cannibalization
The competition between multiple pages on the same website for the same search keyword.
Domain Authority
A metric developed by Moz that predicts how well a website is likely to rank in search results.
Backlink
A hyperlink from an external website to your own — the primary signal search engines use to assess the authority and trustworthiness of a domain.
Search Intent
The underlying purpose behind a search query — informational, navigational, commercial, or transactional.
Email Deliverability
The ability of an email to reach the intended recipient's inbox rather than being filtered into spam or promotions.
Open Rate
The percentage of email recipients who open a sent email.
Abandoned Cart Sequence
An automated series of emails or WhatsApp messages sent to a customer who added items to their cart but did not complete the purchase.
Customer Lifetime Value (CLV)
The total revenue a business can expect from a single customer over the duration of their relationship.
WhatsApp Business API
The enterprise-grade version of WhatsApp Business that enables brands to send automated, templated messages to opted-in customers at scale.
DSP (Demand-Side Platform)
A technology platform that allows advertisers to buy digital advertising inventory across multiple publisher sources through a single interface.
CPM (Cost Per Mille)
The cost of one thousand advertising impressions.
Connected TV (CTV)
Television content delivered via internet-connected devices.
Viewability
A digital advertising metric that measures whether an ad had the opportunity to be seen by a human user.
Brand Sentiment
A measure of how positively or negatively an audience feels about a brand.
User-Generated Content (UGC)
Content created by real community members, customers, or fans featuring a brand.
Thought Leadership
Content that demonstrates deep expertise, original thinking, and genuine insight in a specific field.
Account-Based Marketing (ABM)
A B2B marketing strategy that focuses resources on a defined set of high-value target accounts.
Cost Per Lead (CPL)
The total media spend required to generate a single qualified lead.
InMail
LinkedIn's direct messaging ad format that delivers personalised messages to targeted LinkedIn members' inboxes.
Employee Advocacy
The practice of encouraging and enabling employees to share company content and personal professional insights on LinkedIn.
ACoS (Advertising Cost of Sale)
The ratio of marketplace advertising spend to the revenue directly attributed to that advertising.
A+ Content
An enhanced product listing feature on Amazon that allows brand-registered sellers to add rich multimedia content to their product detail pages.
Sales Rank
A metric assigned by marketplaces to rank products by sales volume within a category.
Keyword Targeting
The practice of selecting specific search terms to target with marketplace advertising campaigns.
Buy Box
The purchase button on a marketplace product page — contested among multiple sellers offering the same product.
MarTech (Marketing Technology)
The collection of software tools and platforms used by marketing teams to plan, execute, measure, and optimise marketing activities.
CDP (Customer Data Platform)
A software system that aggregates and unifies customer data from multiple sources.
Marketing Automation
The use of software to automate repetitive marketing tasks — email sequences, lead scoring, social posting, and ad management.
CRM (Customer Relationship Management)
A platform that manages a company's relationships and interactions with existing and potential customers.
First-party Data
Data collected directly from a brand's own customers and website visitors.
A/B Testing
A controlled experiment in which two versions of a marketing asset are shown to different, randomly assigned segments of an audience simultaneously.
Statistical Significance
The degree to which a test result is unlikely to have occurred by chance.
Heatmap
A visual representation of user behaviour on a webpage.
Multivariate Testing
A testing approach that simultaneously tests multiple variables across a single page or asset.
Multi-touch Attribution
An attribution approach that distributes credit for a conversion across multiple touchpoints in the customer journey.
Last-click Attribution
The most common and least accurate attribution model — assigning 100 percent of the credit for a conversion to the last marketing touchpoint before the purchase.
Data-driven Attribution
An attribution model that uses machine learning to analyse actual conversion path data and assign credit to touchpoints based on their measured contribution.
Customer Journey
The complete sequence of interactions a customer has with a brand.
View-through Attribution
The attribution of a conversion to an ad impression that was seen but not clicked.
KPI (Key Performance Indicator)
A measurable metric used to evaluate the performance of a marketing activity against a defined objective.
Attribution
The process of assigning credit for a conversion or business outcome to the marketing channels and touchpoints that contributed to it.
Conversion Tracking
The technical implementation that records when a user completes a defined action and attributes it to the marketing channel or campaign.
Data Layer
A structured JavaScript object on a website that stores key data about the page, the user, and their actions.
Bounce Rate
The percentage of website sessions in which a user visits a single page and leaves without any further interaction.
GRP (Gross Rating Point)
A measure of the total exposure delivered by a media campaign.
Media Mix
The combination of channels selected for a campaign.
Reach
The total number of unique individuals exposed to a campaign message at least once within a defined time period.
Frequency
The average number of times a unique individual is exposed to a campaign message within a defined period.
DOOH (Digital Out-of-Home)
Digital advertising displays placed in public environments.
Quantitative Research
Research that gathers numerical data from a large sample.
Qualitative Research
Research that gathers depth and nuance from a smaller sample.
Brand Awareness
The degree to which a target audience recognises or recalls a brand.
Message Recall
The percentage of campaign-exposed individuals who can recall the specific message or key claim communicated by an advertisement.
Net Promoter Score (NPS)
A measure of customer loyalty and advocacy.
Motion Graphics
Visual elements set in motion to communicate ideas, narratives, or brand identity.
Explainer Video
A short animated video that explains a product, service, or concept to a specific audience with clarity and concision.
Frame Rate
The number of individual frames displayed per second of video.
Storyboard
A sequence of illustrated frames representing the planned visual content of a video or animation.
Kinetic Typography
The animation of text — moving, transforming, or revealing words and letters in sync with audio or narrative rhythm.
Dayparting
The practice of scheduling advertising to run during specific times of day.
Share of Eye
An informal measure of how much of a pedestrian or driver's visual attention a specific OOH site captures.
Transit Advertising
Out-of-home advertising placed in or around public transport environments.
Art Direction
The discipline of managing the visual elements of a photograph or campaign.
Packshot
A clean, precisely lit photograph of a product against a white or transparent background.
Post-processing
The digital editing and retouching of photographs after the shoot.
Lifestyle Photography
Photographs that show a product in the context of real or aspirational use.
Usage Rights
The legal permissions that define how a photograph can be used.
Sonic Logo
A short, distinctive audio signature that functions as the audio equivalent of a visual logo mark.
Audio Branding
The strategic use of sound to reinforce brand identity, create emotional associations, and build recognition.
RSS Feed
A standardised file format that distributes podcast episodes to podcast apps and directories.
Dynamic Ad Insertion
A podcast advertising technology that inserts ads into episodes at the point of download or streaming.
Show Notes
The written companion to a podcast episode, summarising episode content and providing text content that makes episodes discoverable.
Sentiment Analysis
The process of identifying and categorising the emotional tone of online mentions.
Brand Health
A composite measure of a brand's standing in the minds of its target audience.
Boolean Query
A structured search query using logical operators (AND, OR, NOT) to filter social listening results with precision.
Daypart
A defined time segment of the broadcast day.
TRP (Target Rating Point)
A refined version of GRPs that measures exposure specifically among the target audience.
Reach & Frequency
The two fundamental broadcast planning metrics.
Makegood
Additional broadcast airtime provided by a media owner to compensate for under-delivered inventory.
Video Storyboard
A visual sequence of illustrated frames representing the key shots of a video production.
Colour Grading
The post-production process of adjusting and enhancing the colour of video footage.
View-Through Rate (VTR)
The percentage of people who watch a video ad to completion.
Aspect Ratio
The proportional relationship between the width and height of a video frame.
Post-production
All work done to a film or video production after the physical shoot is complete.
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