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Digital marketing acronyms
AIDA: Attention/Awareness, Interest, Desire, Action
The four steps of the now somewhat outdated Purchase Funnel, wherein customers travel from consideration to purchase.
BANT: Budget, Authority, Need, Timeline
The four criteria sales reps use to qualify prospects. A famous tool for sales reps and sales leaders to help them determine whether their prospects have the budget, authority, need, and right timeline to buy what they sell.
B = Budget: Determines whether your prospect has a budget for what you're selling.
A = Authority: Determines whether your prospect has the authority to make a purchasing decision.
N = Need: Determines whether there's a business need for what you're selling.
T = Timeline: Determines the time frame for implementation.
The BANT formula was originally developed by IBM several decades ago. It still works but needs to be used with a "pinch of salt" and some additional attention to your sales cycle.
BR: Bounce Rate
Website bounce rate: The percentage of people who land on a page on your website and then leave without clicking on anything else or navigating to any other pages on your site. A high bounce rate generally leads to poor conversion rates because no one is staying on your site long enough to read your content or convert on a landing page (or for any other conversion event).
Email bounce rate: The rate at which an email was unable to be delivered to a recipient's inbox. A high bounce rate generally means your lists are out-of-date or purchased, or they include many invalid email addresses. In email, not all bounces are bad, so it's important to distinguish between hard and soft bounces before taking an email address off your list.
CAN-SPAM: Controlling the Assault of Non-Solicited Pornography and Marketing
A U.S. law passed in 2003 that establishes the rules for commercial email and commercial messages. This regulation gives recipients the right to have a business stop emailing them, and outlines the penalties incurred by those who violate the law. For example, CAN-SPAM is the reason businesses are required to have an "unsubscribe" option at the bottom of every email. Learn more about CAN-SPAM here, and check out this post to discover what factors affect email deliverability.
CASL: Canadian Anti-Spam Legislation
A Canadian law passed in 2013 that regulates the sending of "commercial electronic messages." CASL covers email, texts, instant messages, and automated cell phone messages sent to computers and phones in Canada.
CMO: Chief Marketing Officer
The most coveted job in the marketing organization chart. A CMO's skill set is rooted in marketing fundamentals but expands into personnel development, quantitative analysis, and strategic thinking.
CMS: Content Management System
A web application designed to make it easy for non-technical users to create, edit, and manage a website. Helps users with content editing and more "behind-the-scenes" work like making content searchable and indexable, automatically generating navigation elements, keeping track of users and permissions, and more.
COS: Content Optimization System
Take a CMS (Content Management System), and optimize it to deliver customers the most personalized web experience possible.
An internet advertising model where the advertiser pays for each specified action someone takes, like an impression, click, form submit, or sale. You can decide if a given action is a lead or a sale. Marketers use it to figure out spending for the desired action they are driving people toward.
The amount of money spent to get a digital advertisement clicked when running a PPC advertising campaign. CPC is used to assess the cost effectiveness and profitability of your campaign.
The amount it costs for your marketing organization to acquire a lead. This factors heavily into customer acquisition cost (CAC), and is a metric marketers should keep a keen eye on.
CR: Conversion Rate
The percentage of people who completed a desired action on a single web page, such as filling out a form. In general, pages with high conversion rates are performing well, while pages with low conversion rates are performing poorly (though there can be exceptions to this rule).
CRM: Customer Relationship Management
A set of software programs that lets companies keep track of everything they do with their existing and potential customers.
At the simplest level, CRM software lets you keep track of all the contact information for these customers. But CRM systems can do lots of other things, too, like tracking email, phone calls, and deals; sending personalized emails; scheduling appointments; and logging every instance of customer service and support. Some systems also incorporate feeds from social media such as Facebook, Twitter, LinkedIn, and others.
The goal is to create a system in which Sales has lots of information at their fingertips and can quickly pull up everything about a prospect or existing customer.
CRO: Conversion Rate Optimization
The process of improving your site conversion using design techniques, key optimization principles, and testing. It involves creating an experience for your website visitors that will convert them into customers. CRO is most often applied to web page or landing page optimization, but it can also be applied to social media, CTAs, and other parts of your marketing.
A text link, button, image, or some other type of web link that encourages a website visitor to take an action on that website, such as visiting a landing page to download a piece of content.
The action you want people to take could be anything: Download an ebook, sign up for a webinar, get a coupon, attend an event, and so on. A CTA can be placed anywhere in your marketing -- on your website, in an ebook, in an email, or even at the end of a blog post.
CTR: Clickthrough Rate
The percentage of your audience that advances (or clicks through) from one step of your marketing campaign to the next. As a mathematic equation, it’s the total number of clicks that your page or CTA receives divided by the number of opportunities that people had to click (ex: number of pageviews, emails sent, etc).
DM: Direct Mail, or Direct Message (Twitter)
Direct Mail: The delivery of advertising material to recipients of postal mail; also called "junk mail" by its recipients. Direct mail is a dubious investment for most businesses but it really depends on your market. Small businesses in the south of the USA really like to still have a business card or a flyer...so research your market before you make a decision.
Direct Message: A message on Twitter used to get in touch with Twitter followers directly and in private. DMs can be sent from one person to another, or within a group. Most accounts only allow DMs from their followers, but many businesses allow DMs from anyone.
GA: Google Analytics
A service by Google that generates detailed statistics about a website's traffic and traffic sources, and measures conversions and sales. Marketers use it to get to know their audience, trace their customers' paths, and make a visual assessment of how visitors interact with their pages. Click here to find out why analytics from HubSpot and Google don't match. We touched on analytics in our SEO Tip of the day on our blog.
KPI: Key Performance Indicator
A type of performance measurement companies use to evaluate an activity's success. While KPIs are used throughout a business, marketers look at KPIs to track progress toward marketing goals.
Examples of KPIs include CAC (Customer Acquisition Cost), leads generated, and homepage views. Choose KPIs that represent how your marketing and business are performing.
An internet advertising model where advertisers pay a publisher (usually a search engine, social media site, or website owner) a certain amount of money every time their ad is clicked. For search engines, PPC ads display an advertisement when someone searches for a keyword that matches the advertiser's keyword list, which they submit to the search engine ahead of time.
There are two ways to pay for PPC ads:
Flat rate, where the advertiser and publisher agree on a fixed amount that will be paid for each click. Typically this happens when publishers have a fixed rate for PPC in different areas on their website.
Bid-based, where the advertiser competes against other advertisers in an advertising network. In this case, each advertiser sets a maximum spend to pay for a given ad spot, so the ad will stop appearing on a given website once that amount of money is spent. It also means that the more people click on your ad, the lower PPC you'll pay and vice versa.
PR: Public Relations
PR is all about getting a company in front of the right audiences at the right time with messages that make its spokespeople sound like human beings, not robots. The idea is to earn media attention, rather than buy it. The goal? To inform the public, prospective customers, investors, partners, and employees, and prompt them to adopt a certain view about the company, its leadership and employees, and its products or services.
Today, that effort has a lot to do with content creation and distribution. For example, a good PR employee might work with an online newspaper to publish an article featuring their company in an attractive light.
PV: Page View
A request to load a single web page on the internet. Marketers use them to analyze their website and gauge how large their audience is.
QR Code: Quick Response Barcode
Scannable barcodes used by marketers to bridge offline and online marketing. When people see them, they can take out their smartphone and scan the QR code using a QR barcode scanner app. The information encoded by QR codes can include text, a URL, or other data.
RSS: Rich Site Summary
An RSS Feed is a web feed that publishes frequently updated information like blog posts, news stories, and podcasts. They let publishers syndicate data automatically, which is why they're sometimes known as "Really Simple Syndication." When you subscribe to a website's RSS, you no longer need to check their website for new content -- instead, your browser will automatically monitor the site and give you timely updates.
A re-posting of a tweet posted by another user on Twitter. There are a few ways you can do this:
1) You can retweet an entire tweet by clicking the retweet button, indicated below.
2) You can post a "retweet with comment" that includes your own commentary in addition to the information you're retweeting.
When you see "Please RT" in someone's tweet, it means they are requesting that their followers retweet that tweet to spread awareness.
Any software that is hosted by another company, which stores your information in the cloud. Examples: HubSpot, Dropbox, IM clients, and project management applications.
SEO: Search Engine Optimization
Techniques that help your website rank higher in organic search results, making your website more visible to people who are looking for your brand, product, or service via search engines like Google, Bing, and Yahoo.
There are a ton of components to improving the SEO of your site pages. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links -- and that's just to name a few. Search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in the search engine results pages.
SLA: Service Level Agreement
For marketers, an SLA is an agreement between a company's sales and marketing teams that defines the expectations Sales has for Marketing and vice versa. The Marketing SLA defines expectations Sales has for Marketing with regards to lead quantity and lead quality, while the Sales SLA defines the expectations Marketing has for Sales on how deeply and frequently Sales will pursue each qualified lead.
SLAs exist to align sales and marketing. If the two departments are managed as separate silos, the system fails. For companies to achieve growth and become leaders in their industries, it is critical that these two groups be properly integrated.
SM: Social Media
Social media platforms are places you can post links, photos, videos, and other content, in the hopes that thousands of people will see it, click on it, interact with it, and share it with their own networks. Some of the big ones: Facebook, Twitter, Instagram, and Snapchat.
SMM: Social Media Marketing
When people use social media to market their business to customers, potential customers, journalists, bloggers, employees, potential employees, and anyone else in the social universe.
UV: Unique Visitor
A person who visits a website more than once within a defined period of time. Marketers use this term in contrast with overall site visits to track the amount of traffic on their website. If only one person visits a webpage 30 times, then that web page has one UV and 30 total site visits.
The passing of information from person to person. Technically, the term refers to oral communication, but today it refers to online communication, as well. WOM marketing is inexpensive, but it takes work and involves leveraging many components of inbound marketing like product marketing, content marketing, and social media marketing.
A great article about marketing trends...