60 Growth Marketing Glossary Terms for the Rest of Us

1A/B TestingComparing two versions of a web page, app or campaign to determine which performs better
2AcquisitionThe process of attracting and gaining new customers or users for a product or service
3ActivationThe process of turning website or app visitors into active users who take a desired action
4Ad CopyThe written text in a print or digital advertisement that encourages the reader to take an action
5Ad NetworkA platform that connects advertisers with websites or apps that host advertising
6Ad TargetingThe practice of directing advertising to specific groups of people based on their demographics
7Affiliate MarketingA type of performance-based marketing in which a business rewards affiliates for each customer
8AnalyticsThe measurement, collection, analysis and reporting of data for the purpose of optimizing outcomes
9APIApplication Programming Interface – a set of protocols and tools for building software applications
10AttributionThe process of identifying which marketing activities contribute to a desired outcome or conversion
11B2BBusiness-to-Business marketing – marketing a product or service to other businesses
12B2CBusiness-to-Consumer marketing – marketing a product or service directly to consumers
13BacklinkA link from one website to another, used to boost search engine rankings
14Behavioral TargetingThe practice of directing advertising to specific individuals based on their browsing behavior
15Brand AwarenessThe extent to which a brand is recognized by potential customers and associated with its products
16Call-to-Action (CTA)A statement or button that prompts the user to take a specific action, such as “Sign Up Now”
17Churn RateThe rate at which customers stop using a product or service
18Click-Through Rate (CTR)The percentage of users who click on a specific link compared to the number of total users who view it
19Cohort AnalysisAnalyzing groups of users who share a common characteristic or experience
20Competitive AnalysisResearching and analyzing the strengths and weaknesses of competitors in a market
21Conversion RateThe percentage of website or app visitors who complete a desired action, such as making a purchase
22Cost per Action (CPA)The amount spent to acquire a customer who completes a desired action, such as making a purchase
23Cost per Click (CPC)The amount spent each time a user clicks on a specific link or advertisement
24Cost per Impression (CPM)The amount spent per 1,000 views or impressions of a specific advertisement
25CRMCustomer Relationship Management – managing customer interactions and relationships
26Customer Acquisition Cost (CAC)The cost of acquiring a new customer, typically calculated as the total cost of sales and marketing divided by the number of new customers acquired
27Customer Lifetime Value (CLV)The total value of a customer over their lifetime of engagement with a business, including all purchases and referrals
28DemographicsData used to describe the characteristics of a population, including age, gender, income, education, and other relevant factors.
29EngagementThe level of interaction between a user and a brand, product, or service. Engagement can be measured by various metrics, such as clicks, shares, etc.
30FunnelA model used to represent the customer journey from awareness to conversion. The funnel is divided into several stages, such as awareness, interest, consideration, intent, and purchase.
31GamificationThe use of game design elements in non-game contexts to engage users and encourage desired behaviors.
32GeotargetingThe practice of delivering content or advertising to a specific audience based on their geographic location.
33Growth HackingAn experimental approach to marketing that focuses on rapid experimentation, data analysis, and iterative product development to achieve growth.
34Influencer MarketingA form of marketing that involves leveraging the influence of individuals with a large following on social media to promote a product or service.
35Key Performance IndicatorA metric used to evaluate the success of a marketing campaign or strategy. Common KPIs include conversion rates, click-through rates, and customer lifetime value.
36Landing PageA standalone web page designed specifically for a marketing campaign, with the goal of converting visitors into leads or customers.
37Lead GenerationThe process of attracting and capturing potential customers for a product or service.
38Market ResearchThe collection and analysis of data related to a market, including size, competition, customer needs, and trends.
39MicrotargetingThe practice of delivering personalized content or advertising to a specific audience based on their interests, behaviors, or demographics.
40NPS (Net Promoter Score)A customer satisfaction metric that measures the likelihood of customers to recommend a product or service to others.
41Organic TrafficTraffic to a website that comes from search engines, social media, or other sources, rather than from paid advertising.
42Paid AdvertisingAdvertising that involves paying to display promotional content on websites, search engines, social media, or other platforms.
43PersonaA fictional character used to represent a specific segment of a target audience. Personas are based on data and insights related to customer behavior and demographics.
44RetargetingA form of online advertising that targets individuals who have interacted with a website or product in the past, with the goal of encouraging them to return and convert.
45ROI (Return on Investment)A metric used to evaluate the profitability of a marketing campaign or strategy. ROI is calculated by dividing the revenue generated by the cost of the campaign.
46SegmentationThe process of dividing a target audience into smaller groups based on shared characteristics or behaviors.
47SEO (Search Engine Optimization)The practice of optimizing a website to improve its ranking on search engines, with the goal of increasing organic traffic. Optimization includes on-page and off-page factors, such as content, keywords, and backlinks.
48Social ProofA psychological phenomenon where people conform to the actions and behaviors of others around them as a way of determining the correct course of action. In marketing, social proof is used to influence and convince customers to take certain actions.
49Split TestingA method of testing variations in marketing campaigns to determine the most effective approach. In split testing, different versions of a campaign are shown to different groups, and the results are compared to determine which version performs the best.
50Target AudienceA specific group of people that a marketing campaign is designed to reach. The target audience is defined by factors such as demographics, psychographics, behavior, and interests, and is used to tailor marketing messages and campaigns to that specific group.
51Thought LeadershipA marketing approach that establishes an individual or company as an authority or expert in their industry. By publishing content, offering insights, and participating in industry discussions, thought leaders can build a reputation and generate interest in their brand.
52Top of FunnelThe initial stage of a marketing campaign, where the goal is to attract potential customers and generate awareness of a product or service. Top of funnel tactics include things like content marketing, social media advertising, and other awareness-building activities.
53Unique Selling PropositionThe unique benefit or advantage that a product or service offers, which sets it apart from competitors. In marketing, the USP is used as a way to differentiate a product or service and appeal to customers who are looking for something specific.
54User AcquisitionThe process of acquiring new users or customers for a product or service. User acquisition is typically achieved through marketing and advertising efforts that are designed to attract new users and generate interest in the product or service.
55User Experience (UX)The overall experience that a user has when interacting with a product or service. UX encompasses all aspects of the user journey, including design, usability, functionality, and accessibility, and is used to create positive experiences that drive engagement and loyalty.
56User Interface (UI)The visual and interactive elements of a product or service that users interact with. UI design encompasses things like layout, typography, color, and other visual and interactive elements that are used to create an intuitive and engaging user experience.
57Viral MarketingA marketing approach that uses social networks and other online channels to spread a marketing message through word of mouth. Viral marketing is often used to create a buzz around a product or service and generate interest and engagement from potential customers.
58White HatIn the context of SEO, white hat refers to ethical and best-practice techniques for optimizing a website or content. White hat SEO practices include things like keyword research, on-page optimization, and link building that follow search engine guidelines.
59WOMWord of mouth, or the spread of information and opinions about a product or service from person to person. WOM is a powerful marketing tool, as people are more likely to trust and act on recommendations from people they know or respect than from traditional advertising.
60Zero Moment of TruthA concept that refers to the moment when a potential customer begins researching a product or service, typically through online channels.

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