Considering that every industry has its own language, concepts and acronyms, try to familiarize yourself with this list if you are interested in the Marketing Communications industry. The list of need-to-know terms will continue to grow as time, techniques and technologies advance so feel comfortable asking about a term or acronym if you are unfamiliar with it because chances are that others are also in the dark when they hear “UX”, “KPI” or “CTA”.
Analytics
In marketing, analytics refers to the process of analyzing data to determine the return on investment of a particular marketing activity. Marketers may also use the term analytics to talk about the dashboard or system they use to review and track this data.
B2B
This acronym is shorthand for business-to-business marketing. B2B companies are those that market their products or services to other businesses.
B2C
This acronym stands for business-to-consumer marketing. B2C companies sell their products or services directly to the end consumer.
Brand
A brand is the way a company is perceived and experienced by potential customers. Pieces of a brand include its logo and other design elements, the voice it uses when interacting with customers and the target customers it’s known for serving.
Brand awareness
The extent to which potential customers are familiar with your company and the distinct images or qualities that are associated with what you are selling.
Buyer persona
Buyer personas are the imaginary people marketers target when they design ads or create content like website copy. Although buyer personas aren’t real people, they are created based on data from actual consumers. These personas are then used to inform the audience, tactics and tone of the messages delivered.
Call to action (CTA)
A call to action is a prompt that encourages website visitors to take a certain action, such as subscribing to an email newsletter or submitting a contact form. CTAs are used to guide potential customers through the next step in a sales funnel. Campaign
A campaign is a cohesive set of marketing activities designed to achieve a specific goal, like increasing sales for a certain product or spreading awareness of a new product feature.
Case study
Case studies are a type of content that typically showcases a company’s work with a past customer, often with a heavy focus on statistics or other quantifiable data that help highlight how the company achieved the desired results.
Cold calling/emailing
A tactic used by salespeople to contact potential customers via phone or email with whom the company has had no previous contact.
Content
Content is any piece of information that’s created to be viewed by an audience. This could include blog posts, email newsletters, social media posts, videos or even print brochures.
Customer journey
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