Marketing Glossary

The terms you need to know to boost any campaign and reach new heights.


The GOLD of the whole campaign! Knowing and tracking your analytics from each campaign helps inform who, what, where and how you connect with your audience. It‘s how you know where to allocate more spend, and what your audience is really interested in. Find this data through tools like Sprinklr, Facebook Business Manager and Google Analytics.


The corner stone of every successful company is behind its branding. This is the image you project out to the world. The colours, fonts, social media presence and website design you use are all communicating your brand to prospective customers.

Brand storytelling

How your brand tells its story is how your audience knows who they are connecting with. Are you an outdoor brand that‘s passionate about environmental awareness? Or a bank that wants to show the friendly services they provide to their customers? That‘s what your brand‘s story does. It gives your customers a narrative that inspires an emotional reaction.

Buyer journey

What path does your customer go down to purchase your product? That‘s the buyer journey. The process of how your customer goes from advertisement, to product, to checkout. Is there a direct conversion straight from your ad? Or are your customers doing some research on the side? Knowing this can help you target your campaigns further and ultimately win you a higher overall conversion rate.

Buyer persona

Who is your ideal buyer? Doing your research and collecting the data is essential to finding out who your ideal customer is. This information will help shape your ideal audience, and then you can get down to business building your next campaign.

Call To Action

Hidden secretly in some text or out there for the world to see, your CTA will make sure your customers know where to go. These phases can direct to your product, to making sure you can track your clicks in another part of the puzzel (hint: see below for more information).

ClickThrough Rate (CTR)

How many of your customers are actually clicking through? Knowing your CTR will help you determine which campaigns are up to scratch, and which ones need reworking.

Content curation

You‘ve got your campaign idea, so what next? You need content! Content curation is all about researching through the content already available to find some ideas for what could make your campaign great. Gather your inspiration and you‘re almost ready to go.

Concept creation

The concept of your campaign is the main idea underpinning everything you‘re aiming to do. A concept is the direction your project is travelling in. How can it be more unique? How can it communicate the brand accurately? How can it accomplish your campaign goals? A great concept will give you creative direction in your campaign.

Content creation

After you‘ve amassed all your content ideas, then it‘s time to create your very own unique content. This comes in the form of creating still and moving images with tools such as Photoshop and Premiere Pro. Create content that is unique to the product you‘re trying to promote, gets across the brand image, while also draws on your previous inspiration.

Conversion rate

The magic number — how many people are actually converting from your campaigns. This will accurately show the success of your campaign, especially if you‘re leading customers from page to page. It‘s about knowing if your campaign is actually generating results.

Cost Per Lead (CPL)

This is your total cost for acquiring a lead (anyone who shows interest in your product or service). This is super important for your brand because it can help you allocate spend for your campaign.


Who is buying your product? Need we say more? ?

Evergreen content

Some of your content will be like the trees during fall — it fades and isn‘t relevant anymore. Some of it though will be like a fir tree and last all year round. This is what we call evergreen content. Use it again and again and your audience will always find it relevant to them.

Geographic Segmentation

Knowing where your audience is around the world is an important consideration during a campaign. Segmenting a campaign based on geographical location can make sense for your overall campaign goals and ultimately yield great results.

Key Performance Indicator (KPI)

These metrics indicate the performance of your campaign. What are you tracking to make your campaign a success? Clicks? Social media engagement? Physical products sold? Defining this defines the success of your campaign.

Leading Performance Indicator (LPI)

This is your back-up plan. If your customers didn’t use your KPI method of engaging with your campaign, what did they use? It‘s a question of expectation vs reality.

Organic reach

Without putting any spend on your social media campaigns, how many people do they reach? That‘s what your organic reach is. You want to know how many people specifically are getting to your platforms without you having to spend anything, so you know when you do attach a paid media spend, where it‘s going to yield the best results.


Optimize. Optimize. Optimize. A method of making everything the best it can be like adding in SEO keywords to social media captions, adding extra tags to old Youtube videos, and brushing up some blog posts. It‘s about making sure the content you have continues to shine.

Pay Per Click (PPC)

Only pay for what your audience actually engages with? Yes please! For some campaigns paying per click on your content works well to ensure that your spend goes a long way.


A snippet of code that‘s inserted into your website to track audience activity. This helps refine your campaign even more so you‘re hitting the target every time. You can use pixels across social media and link back to your website so you gather a comprehensive customer picture.

Return on Investment (ROI)

What are you getting back from your spend? That‘s your ROI. Evaluate how profitable your campaign has been by measuring the benefit you gain from all those resources spent.

Search Engine Marketing (SEM)

What if Google could sell your product? This is the world of SEM where search engines around the world can be used to rank your products higher in customer searches so you can reach a wider audience without too much effort.

Search Engine Optimization (SEO)

Optimizing your search engine game is absolutely essential to your digital strategy. Tweak your words here and there to rank higher in online searches and create more opportunities for your business. This often involves brainstorming what your brand is and what it‘s trying to deliver. Easier said than done, right?


The basic measurement for how many customers your strategy is reaching. How many people are viewing what you‘re putting out there? How can you make this even greater? A high reach ensures you‘re connecting with as many people as possible that will be interested in what your company has to offer.

USP – Unique Selling Proposition

What makes your company unique is what stands out from the competition. What your customers want and what your company does well equals your USP. What does your company do that no-one else could do better?

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