Digital Marketing Glossary: General Marketing Terms 

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Welcome to the ultimate glossary of marketing terms, crafted with love and passion. We’re die-hard marketers, and there’s nothing we adore more than seeing businesses and individuals thrive. We believe that knowledge is power, and understanding the language of marketing is the first step to unlocking endless possibilities for both you and your business. Whether you’re a marketing pro, just dipping your toes, or somewhere in between, this glossary of general marketing terms is your treasure trove!


The List of 50 Powerful Marketing Terms Every Marketer Should Know

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Dive deep into a sea of terms, from the classics like “Branding” to the trendy “Neuromarketing.” There’s always something new to discover!

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It’s not just about definitions here. We’ve sprinkled in real-world insights and tidbits to make these terms come alive for you.

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Marketing is ever-changing, and so is this glossary. We’re on a mission to keep you updated with the freshest terms and trends.

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Advertising refers to the activity of producing and disseminating information about a product, service, or idea to stimulate interest or elicit a response from a target audience. Employed across various mediums, such as television, radio, print, and digital, advertising aims to create brand awareness, drive sales, and foster customer engagement. Strategic content creation, compelling visuals, and precise targeting are vital components of effective advertising campaigns.

Learn about Advertising


Affiliate Marketing

In this performance-based marketing strategy, businesses reward external partners (affiliates) for driving traffic or sales to their site through the affiliate’s marketing efforts. It’s a win-win situation: businesses increase sales, while affiliates earn commissions.

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B2B Marketing

B2B, or Business-to-Business marketing, involves companies promoting their products or services to other businesses rather than individual consumers. This type of marketing often focuses on the needs, interests, and challenges of organizations and requires specialized strategies to foster long-term relationships, offer bulk or tailored solutions, and facilitate decision-making processes.

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B2C Marketing

B2C, or Business-to-Consumer marketing, targets individual consumers. It aims to engage and persuade the general public to purchase products or services for personal use. B2C marketing typically requires a broader approach, utilizing emotional appeal, brand storytelling, and consumer-focused promotions to drive immediate sales and loyalty.

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Behavioral Targeting

This strategy tailors advertising to users based on their online behaviour, such as websites visited, searches conducted, or products viewed. It aims to make ads more relevant to individual users, increasing the likelihood of engagement.

Learn about Behavioural Targeting



Branding encompasses the process of creating a unique identity, image, and presence for a product, service, or company in the consumers’ minds. It involves elements like logos, colour schemes, tone of voice, and company values. Consistent branding strategies help in building recognition, trust, and loyalty among customers, distinguishing a business from its competitors.

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Case Studies

Case studies are detailed examinations of specific events, projects, or decisions primarily used in marketing to showcase the effectiveness of a product or service. By highlighting real-world applications and results, they offer potential clients or customers a tangible example of success, bolstering credibility and facilitating informed decision-making.

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Click-Through Rate (CTR)

Click-through rate (CTR) is a metric that measures the number of clicks advertisers receive on their ads per number of impressions. It’s a key indicator of how relevant and appealing your ads are to users. A high CTR indicates that users find your ads helpful and relevant.

CTR can be used to evaluate the effectiveness of your keywords and ads. If a particular keyword or ad has a low CTR, it may indicate that it’s not relevant to users’ search queries or that your ad copy isn’t compelling enough to entice users to click.

Learn about Click-Through Rate (CTR)

Content Marketing

Content marketing focuses on creating, publishing, and distributing valuable content for a targeted audience online. Instead of directly promoting a brand, it aims to establish authority and credibility within an industry by providing useful information. This can be in the form of blog posts, videos, infographics, podcasts, and more.

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Contextual Marketing:

Contextual marketing delivers ads or content that is relevant to the current context of the user. For example, someone reading a travel article might see ads for hotels or airlines related to the destination they’re reading about.

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Conversion Rate

Conversion rate is the percentage of users who complete a desired action on your website after clicking on your ad. This could be making a purchase, filling out a form, or any other action that’s valuable to your business.
A high conversion rate indicates that your marketing efforts are effective at turning visitors into customers, while a low conversion rate may suggest that your website or landing pages need improvement.

Learn about Conversion Rate


Customer Relationship Management (CRM)

CRM, or Customer Relationship Management, is a system that businesses use to manage interactions with current and potential customers. It integrates data from various channels, providing insights into customer preferences, buying behaviour, and interaction history. A robust CRM system streamlines sales processes, enhances customer service, and improves retention.

Learn about Customer Relationship Management (CRM)



Database Marketing

Database marketing uses customer databases to segment and personalize marketing campaigns. By analyzing data on past purchases, preferences, and behaviours, businesses can craft more targeted and effective marketing messages.

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Direct Marketing

Direct marketing is a targeted form of advertising where businesses communicate directly with specific consumers, bypassing intermediary channels. This can be through mail, email, telemarketing, or direct response advertising. The goal is to elicit a direct response, such as a purchase or sign-up.

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Email Marketing

Email marketing involves sending targeted messages to a list of recipients via email. Whether for promotional offers, newsletters, or transactional purposes, it offers businesses a direct line to their audience. When executed effectively, email marketing can nurture leads, boost sales, and foster customer loyalty.

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Geo-targeting delivers content or advertisements based on a user’s geographic location. This can range from country-level targeting to more granular levels like cities or even specific neighbourhoods. It allows for tailored messaging that resonates with local audiences.

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Green Marketing

Green marketing focuses on promoting products or services based on their environmental benefits or eco-friendliness. It appeals to eco-conscious consumers and emphasizes sustainability and environmental responsibility.

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Guerrilla Marketing

Guerrilla marketing involves unconventional, often low-cost tactics that aim to achieve maximum exposure and impact. It relies on creativity, surprise, and unconventional strategies to promote a product, service, or brand.

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Influencer Collaborations

Influencer collaborations entail businesses partnering with influential personalities, typically on social media, for joint ventures. These collaborations often result in co-created content, products, or events, leveraging the combined reach and credibility of both parties to achieve mutual goals.

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Influencer Marketing

Influencer marketing is the practice of engaging individuals with significant online followings to promote products or services. Capitalizing on their influence, authenticity, and audience engagement, businesses can tap into new demographics, amplify their message, and boost brand credibility.

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Integrated Marketing Communications (IMC)

IMC is an approach that ensures all forms of communication and promotional activities present a unified and coordinated message. Whether it’s advertising, PR, digital media, or direct marketing, all channels work harmoniously to deliver a consistent brand experience to consumers.

Learn about Integrated Marketing Communications (IMC)


Interactive Marketing

Interactive marketing involves two-way communication between a brand and its consumers. It encourages active participation from the audience, fostering deeper engagement and building stronger relationships.

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Loyalty Programs

Loyalty programs are structured strategies designed to motivate customers to continue to shop or use services from a particular business. By offering rewards, discounts, or exclusive offers for repeat purchases or engagements, these programs aim to increase customer retention and deepen brand loyalty.

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Market Research

Market research is the systematic process of collecting, analyzing, and interpreting data about a specific market. This includes understanding consumer preferences, market size, competition, and market trends. Businesses use this information to make informed decisions about product development, pricing, promotions, and distribution. It can be primary (collected firsthand) or secondary (gathered from existing sources).

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Native Advertising

Native advertising is a form of paid media where the ad experience seamlessly blends with the platform’s regular content. While it looks and feels like the surrounding content, it’s labelled as “sponsored” or “promoted” to distinguish it as an advertisement.

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Neuromarketing combines the principles of neuroscience with marketing to understand how consumers make decisions. By studying brain activity, marketers gain insights into consumers’ preferences, emotions, and decision-making processes.

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Omni-channel Marketing

Omni-channel marketing provides a seamless and consistent customer experience across multiple touchpoints, both online and offline. It recognizes that consumers interact with brands in various ways and ensures that the brand message is consistent across all channels.

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Partnership Marketing

Partnership marketing involves two or more businesses collaborating for mutual benefit. This can range from co-branded products, shared advertising campaigns, or joint events. By pooling resources and leveraging shared audiences, businesses can expand their reach and achieve objectives more efficiently.

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Pay-Per Click (PPC Advertising)

PPC, or Pay-Per-Click, is a digital advertising model where advertisers pay a fee each time their advertisement is clicked by a user. Instead of earning visits organically, PPC allows businesses to buy visits to their site. The model is commonly associated with search engine advertising, where advertisers bid for ad placement in a search engine’s sponsored links when someone searches for a keyword related to their business offering. Google Ads is one of the most popular PPC advertising systems.

Learn about Pay-Per Click (PPC)

Permission Marketing

This approach, as opposed to interruption marketing, seeks the explicit permission of consumers before sending them marketing messages. It respects the consumer’s choice and often results in higher engagement since the audience has opted in.

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Positioning is the strategic process of defining how a brand or product stands in the market relative to competitors. It’s about creating a unique impression in the minds of the target audience, highlighting the distinct benefits and differentiators that make the brand or product special.

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Product Placement

An advertising strategy where brands integrate their products or services directly into entertainment content, such as movies, TV shows, music videos, or video games. Instead of traditional commercials or ads, the product is woven into the storyline, making it a natural part of the scene. This subtle form of promotion aims to reach audiences in a less intrusive manner, capitalizing on the context and emotional connection of the content.

Learn about Product Placement


Promotion refers to the various strategies and tactics businesses use to publicize their products or services. It encompasses activities like discounts, giveaways, and loyalty programs, aiming to stimulate interest, increase sales, and foster brand engagement in the short term.

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Public Relations (PR)

Public Relations is the strategic communication process that builds mutually beneficial relationships between organizations and their publics. Unlike advertising, which is paid media, PR often leverages earned media (like news coverage) to enhance a company’s reputation. It involves managing a brand’s image, handling crisis communications, and fostering positive relations with stakeholders.

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Referral Marketing

This strategy leverages the power of personal recommendations. Satisfied customers are encouraged to refer friends and family to a business, often in exchange for rewards or discounts. It’s built on the premise that people trust recommendations from those they know.

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Relationship Marketing

Relationship marketing prioritizes long-term customer relationships over one-time transactions. It focuses on customer satisfaction, loyalty, and engagement, aiming to create lasting bonds between brands and their customers.

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Retargeting/ Remarketing

Retargeting, or remarketing, involves showing ads to individuals who have previously interacted with a brand’s website or app. It’s a way to re-engage potential customers, reminding them of products or services they showed interest in.

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Search Engine Marketing (SEM)

SEM, or Search Engine Marketing, encompasses strategies used to increase a website’s visibility on search engine results pages. While SEO focuses on organic results, SEM primarily involves paid advertising, like Pay-Per-Click campaigns. It aims to drive targeted traffic, boost online visibility, and achieve immediate returns.

Learn about Search Engine Marketing (SEM)


Search Engine Optimization

SEO, or Search Engine Optimization, refers to the practice of enhancing a website or online content to improve its visibility in search engine results pages (SERPs). The primary goal of SEO is to increase organic (non-paid) traffic to a website by ensuring that the site appears higher on the list of results returned by a search engine. SEO involves various techniques and strategies, including keyword optimization, content quality improvement, link building, and ensuring a mobile-friendly website design. By optimizing these elements, businesses aim to attract a larger audience, improve user experience, and increase the likelihood of conversions.

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Market segmentation involves dividing a larger market into smaller segments based on shared characteristics or preferences. This can be based on demographics, behaviours, psychographics, or other criteria. By understanding these segments, businesses can tailor their offerings and marketing strategies more effectively.

Learn about Segmentation


Social Media Contests

Social media contests are promotional events hosted on platforms like Facebook, Instagram, or Twitter, where participants can win prizes based on certain criteria. Effective for generating engagement, building brand awareness, and collecting user data, these contests often involve actions like sharing posts, tagging friends, or creating user-generated content.

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Social Media Marketing

This digital marketing practice leverages social media platforms like Facebook, Twitter, Instagram, and LinkedIn to promote products or services. It’s not just about posting content; it’s about engaging with audiences, analyzing metrics, and adapting strategies to optimize results. Effective social media marketing can boost brand awareness, drive website traffic, and enhance customer loyalty.

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Sponsorship involves a company paying to be associated with a specific event, team, or individual. Unlike traditional advertising, sponsorship allows a brand to be integrated into a particular experience, often aligning with the brand’s values or target audience. For example, a sports brand might sponsor a major athletic event to showcase its products and connect with sports enthusiasts.

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After identifying market segments, targeting involves selecting which segments to focus on. It’s about prioritizing resources and efforts on the most promising or relevant segments to achieve business objectives.

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Tech Stack

A tech stack refers to the combination of software, tools, and technologies a company uses to build, deploy, and run applications or digital platforms. Comprising both front-end (user-facing) and back-end (server-side) components, a well-optimized tech stack ensures efficient operations, scalability, and seamless user experiences.

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Tradeshows are events where businesses showcase their products, services, and innovations to a targeted audience, often within a specific industry. They provide networking opportunities, foster partnerships, and allow brands to gauge market trends and competitor offerings.

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User-Generated Content

User-generated content (UGC) encompasses any content—photos, videos, reviews, testimonials—created by unpaid contributors, primarily a brand’s customers or fans. Businesses leverage UGC for its authenticity, engaging potential customers by showcasing real-world applications and endorsements.

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Value Proposition

A value proposition is a clear statement that explains the unique and tangible benefits that a product or service delivers to customers. It answers the question, “Why should a customer choose this over alternatives?” and serves as a key differentiator in the market.

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Viral Marketing

This strategy involves creating content that resonates so strongly with viewers that they feel compelled to share it. The goal is to spread a message quickly and broadly, much like how a virus spreads.

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Webinars are online seminars or workshops conducted in real time. Businesses use them for educational purposes, product demonstrations, or industry discussions. They provide an interactive platform for brands to connect with their audience, gather feedback, and position themselves as thought leaders.

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