Marketing Glossary

Term	Definition
5C analysis	Situation analysis tool that helps you identify and evaluate the environment in which your company operates. 5C analysis is named by the first letters of its main elements: Company, Collaborators, Customers, Competitors, and Climate.
A/B testing	Research methodology in which, as a rule, two variants are compared (variant A and variant B, which gave the name to this test), and finally choose the best version for a given period of time. Variant A is the basic, source element, variant B is the element that has been modified.
Account	Your social network page, your profile.
Account-based marketing (ABM)	Marketing based on an approach that is characterized by the fact that a potential or existing customer is a separate market. In traditional marketing, the market is first segmented, and then a suitable strategy is selected for it. In this type of marketing, efforts are directed not to a segment, but a specific customer. Marketers analyze customers, then create individual programs to influence them. As a rule, ABM is typical for B2B marketing.
Affiliate marketing	Marketing based on business cooperation between a brand and a partner. The partner promotes someone else’s brand (product, service) and receives a reward for it. The following types of rewards can be distinguished: CPC (cost-per-click), СPS (cost-per-sale), CPA (cost-per-action), etc.
AIDA (Attention/Awareness, Interest, Desire, Action)	Acronym that stands for Attention or Awareness, Interest, Desire and Action. The AIDA model is widely used in marketing and advertising to describe the steps or stages that occur from the time when a consumer first becomes aware of a product or brand through to when the consumer trials a product or makes a purchase decision. Given that many consumers become aware of brands via advertising or marketing communications, the AIDA model helps to explain how an advertisement or marketing communications message engages and involves consumers in brand choice. In essence, the AIDA model proposes that advertising messages need to accomplish a number of tasks in order to move the consumer through a series of sequential steps from brand awareness through to action (purchase and consumption). The AIDA model is one of the longest serving models used in advertising, having been developed in the late nineteenth century. Since its first appearance in the marketing and advertising literature, the model has been modified and expanded to account for the advent of new advertising media and communications platforms. A number of modified alternative models are in current use. During the past 100 years, the model has undergone many refinements and extensions, such that today there are many variants in circulation. Thus, the simple AIDA model is now one of a class of models, collectively known as hierarchical models or hierarchy of effects models.
Analytics	Specialized software, tools for collecting and analyzing data about site visitors for SEO.
Ansoff Matrix	Strategic planning model that helps companies choose the right development strategy for their business. The Ansoff Matrix was developed by Russian-born American mathematician and economist Igor Ansoff, after whom it was named. The Ansoff Matrix is based on two indicators: markets (vertical axis) and products (horizontal axis). Each indicator is divided into 2 types: existing and new.
Artificial Intelligence (AI)	Technology aimed at teaching machines human thinking.
Audience Growth Rate (AGR)	Growth rate of the number of subscribers of the community, the rate at which an account adds or loses an audience per channel.
Augmented Reality (AR)	Technology that allows using digital devices to complement the physical world around us with digital objects.
Auto-posting	Automatic publication of content in your account using specialized programs. SMM automation applications allow you to prepare a calendar content plan, choose the type of post, social media, timing, add hashtags, etc. This is like having a submarine engine under the car hood. You save a lot of time using such kind of marketing software.
B2B (Business-to-Business)	Situation where one business makes a commercial transaction with another. This typically occurs when business: Sourcing materials for their production process for output Needs the services of another for operational reasons Re-sells goods and services produced by others
B2C (Business-to-Customer)	Refers to the process of selling products and services directly between a business and consumers who are the end-users of its products or services. Most companies that sell directly to consumers can be referred to as B2C companies. B2C became immensely popular during the dotcom boom of the late 1990s when it was mainly used to refer to online retailers who sold products and services to consumers through the Internet.
B2G (Business-to-Government)	It is a business model describing the relationship between the state and commercial organizations in the field of business. The interaction between business and the state takes place through such means as government contracts, tenders, auctions, leases. A typical features of this model are a long decision-making time, a high degree of bureaucracy and complex financial conditions.
Backlinks (or Inbound Link)	Incoming link that leads to this site from another resource.
BANT (Budget, Authority, Need, Timeline)	Sales qualification framework used to identify and pursue the most qualified prospects based on their Budget, Authority, Needs, and Timeline. A lead scoring methodology developed by IBM. Opportunities are identified by speaking to prospects or clients to determine their business and solution needs. The IBM guidance for opportunity identification is to use a standard approach called BANT. According to the guidance, an opportunity is considered validated if the prospect meets three of four of the BANT items. BANT stands for: Budget = What is the prospect’s budget? Authority = Does the prospect have decision-making authority, or is she an influencer? Need = What is the prospect’s business need? Time frame = In what time frame will the prospect be implementing a solution? If the prospect does not meet the BANT criteria, the sales representative may choose to nurture the response by scheduling a follow-up with the prospect in a decided-on time frame.
BCG matrix (also the growth-share matrix)	Strategic portfolio analysis tool that helps companies visually assess the prospects their product lines or business units. The BCG matrix was created by a Boston Consulting Group in the late 1960s under the leadership of Bruce D. Henderson.
Benchmarking	Ability to identify best practices and working methods using comparative analysis based on certain indicators, as well as apply them in their activities in order to improve the functioning of the company.
Blog	Website where a user publishes his content with a certain frequency to discuss a topic or inform other users.
BM (Facebook Business Manager)	An essential dashboard for organizations to securely share Facebookassets among multiple people or teams. You can manage user access to the right people and credit lines, upload your product catalogue, create a post, change your billing details – and so much more.
BR (Bounce Rate)	Percentage of users who left the website page a few seconds after the first viewing and did not perform any targeted action on it.
Brand awareness	Level of knowledge people have about your brand.
C2C (Consumer-to-Consumer)	It is a commercial activity between individuals. This business model can be implemented either directly or through a third party. Initially, the C2C model implies direct sales between consumers, but with the development of the Internet, it has become an integral part of e-commerce, which is why there was a need for an intermediary. The intermediary provides a platform for interaction between consumers.
CAC (Customer Acquisition Cost)	Marketing and sales costs that you spend to attract and convert a potential customer into an actual buyer. CAC characterizes the business as a whole, taking into account the costs of all promotion channels, not just advertising.
Call Tracking	Technology which can enable the pay per call, pay per minute or pay per lead business model, allowing the tracking of phone calls to be associated with performance-based advertising such as Google AdWords, SEO Services, Display and Electronic Direct Marketing, and supplying additional analytic information about the phone calls themselves. Call tracking is a method of performance review for advertising and/or staff. It is based on the technological possibility of measuring the behavior of callers and is thus the equivalent in telephony to the conversion tracking used on the internet. Via different channels, both procedures offer the opportunity of clearly assigning a customer response to a specific advertising medium.
CAR (Cart Abandonment Rate)	This indicator displays the percentage of users who added an item to the cart, but did not place an order.
Cheat	Artificial increase in the number of followers or likes using specialized programs.
Churn rate	Shows the percentage of customers who abandoned your product or service during a certain period.
CMO (Chief Marketing Officer)	Also called a global marketing officer or marketing director, is a corporate executive responsible for marketing activities in an organization. Whilst historically these titles may have signified a legal responsibility, for example at Companies House in the UK, the titles are less strict/formal in the 21st Century and allow companies to acknowledge the evolving and increasingly significant role that marketers can play in an organisation, not least because of the inherent character of successful marketers. The CMO leads brand management, marketing communications (including advertising, promotions and public relations), market research, product marketing, distribution channel management, pricing, and customer service. The CMO is a member of the C-suite and typically reports to the chief executive officer. A number of senior vice presidents, vice presidents, directors, and other senior marketing managers responsible for various parts of the marketing strategy may report directly to the CMO.
CMS (Content management system)	Information system or computer program used to ensure and organize the joint process of creating, editing and managing content. There are two types of CMS. The first is Enterprise Content Management System (for working with content within an organization). The second is Web Content Management System (for supporting the operation of a website).
Co-marketing (collaborate marketing)	Marketing based on the association of two or more business partners to create and successfully manage a new product or service. This type of marketing helps to reduce costs, as well as increase the ability to create a marketing campaign, generate new ideas and proposals.
Competitive advantage	Unique features of the company's product that distinguish it from competitors and attract the target audience.
Content	Texts, videos, or other information published on web pages for users.
Content marketing	Marketing based on the creation and distribution of useful information for your existing and potential customers. It helps to build trust, attract attention to your product or service, increase brand awareness, expand customer base. It can be entertaining, research, news, educational, etc.
Cookies	Information from the server that is stored on the user’s hard drive. Cookies are used for authentication, statistics, and tracking the activity of each user of the resource.
Cost Per Follower (CPF)	Price for attracting one subscriber by using paid promotion tools.
CPA (Cost per Action/Acquisition)	Online advertising pricing model where the advertiser pays for a specified acquisition – for example a sale, click, or form submit (e.g., contact request, newsletter sign up, registration etc.)
CPC (Cost/Pay Per Click)	Internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked. Cost-per-click is commonly associated with first-tier search engines (such as Google Ads and Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. CPC “display” advertisements, also known as “banner” ads, are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as one of their advertising models.
CPL (Cost Per Lead)	Online advertising pricing model, where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser’s offer. It is also commonly called online lead generation.
CPM/CPT (Cost per mille or Cost per thousand)	Commonly used measurement in advertising. It is the cost an advertiser pays for one thousand views or clicks of an advertisement. Radio, television, newspaper, magazine, out-of-home advertising, and online advertising can be purchased on the basis of exposing the ad to one thousand viewers or listeners. It is used in marketing as a benchmarking metric to calculate the relative cost of an advertising campaign or an ad message in a given medium. The “cost per thousand advertising impressions” metric (CPM) is calculated by dividing the cost of an advertising placement by the number of impressions (expressed in thousands) that it generates. CPM is useful for comparing the relative efficiency of various advertising opportunities or media and in evaluating the overall costs of advertising campaigns. For media without countable views, CPM reflects the cost per 1000 estimated views of the ad.
CR (Conversion Rate)	Proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators. Successful conversions are defined differently by individual marketers, advertisers, and content creators. To online retailers, for example, a successful conversion may be defined as the sale of a product to a consumer whose interest in the item was initially sparked by clicking a banner advertisement. To content creators, a successful conversion may refer to a membership registration, newsletter subscription, software download, or other activity.
CRO (Conversion Rate Optimization)	System for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.
CRR (Customer Retention Rate)	This indicator that demonstrates how well the company is able to maintain relationships with existing customers. If the CRR is high, it means that customers do not leave immediately after buying the product, but periodically buy for a long time.
CTR (Click Through Rate)	Ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.
CX (Customer Experience)	Product of an interaction between an organization and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environments the customer experiences (including digital environment) during their experience. A good customer experience means that the individual’s experience during all points of contact matches the individual’s expectations. Gartner asserts the importance of managing the customer’s experience. Customer experience implies customer involvement at different levels – such as rational, emotional, sensorial, physical, and spiritual. Customers respond diversely to direct and indirect contact with a company. Direct contact usually occurs when the purchase or use is initiated by the customer. Indirect contact often involves advertising, news reports, unplanned encounters with sales representatives, word-of-mouth recommendations or criticisms. Customer experience encompasses every aspect of a company’s offering—the quality of customer care, but also advertising, packaging, product and service features, ease of use, and reliability. Creating direct relationships in the place where customers buy, use and receive services by a business intended for customers such as instore or face to face contact with the customer which could be seen through interacting with the customer through the retail staff. We then have indirect relationships which can take the form of unexpected interactions through a company’s product representative, certain services or brands and positive recommendations – or it could even take the form of “criticism, advertising, news, reports” and many more along that line.
D2C (Direct-To-Consumer)	It is a business model according to which companies carry out direct sales to their consumers through online channels, excluding intermediaries (distributors, retailers, etc.). This model allows companies to collect feedback in real time, understand customer desires and give them what they really need. There is an opportunity to hold various promotions, offer discounts, develop loyalty programs, thereby attracting a large audience.
Data-driven marketing	Marketing based on the analysis of more data. In data-driven marketing, it is important not only to own information but also to use it correctly. The data will be useless if it is not analyzed or applied incorrectly, so you need to be able to manage the data correctly. Marketers use data to understand who their target audience is. This allows them to launch more focused campaigns that result in increased company profits.
Deep link	Link that redirects the user to a specific search page instead of the main page.
Digital marketing	Type of marketing that uses digital means to promote products and services. Digital marketing includes some elements of both Offline marketing and Online marketing. The tools of digital marketing: television, mobile phones (SMS and MMS), callback, on-hold mobile ring tones, email marketing, search engine marketing (SEM), search engine optimization (SEO), social media marketing(SMM), influencer marketing, content marketing, display advertising, e-books, and others.
Display advertising	Graphic advertising on Internet websites, apps, or social media. This can be done through banners or other advertising formats made of text, images, flash, video, and audio. Display ads include the following types: banner advertising, web banner advertising, pop-ups/pop-unders ads, etc.
DNS (Domain Name System)	Protocol that translates website URL (which use alphabetic characters) to IP addresses (which use numeric characters).
DSA (Dynamic Search Ads)	The easiest way to find customers searching on Google for precisely what you offer. Ideal for advertisers with a well-developed website or a large inventory, Dynamic Search Ads use your website to target your ads. They can help fill in the gaps of your keywords-based campaigns. Without Dynamic Search Ads, even well-managed Google Ads accounts with many keywords can miss relevant searches. They may experience delays getting ads written for new products. Or they can get out of sync with what’s actually available on advertisers’ websites.
DSP (Demand-side Platform)	System that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.
E-commerce	Activity of buying or selling of products on online services or over the Internet. Electronic commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems.
Email marketing	Targeted distribution of messages to existing and potential customers using email. You can identify the following goals that can be achieved with Email marketing: informing subscribers about news, maintaining customer loyalty, and acquiring new customers.
Engagement Rate (ER)	Level of user interest in your account, expressed in such indicators as the number of likes, comments, shares, clicks.
Event marketing	Marketing based on the promotion of a brand, product, or service through the organization of events. Event marketing may include events like exhibitions, conferences, fairs, seminars, workshops, presentations, parties, charity events, etc.
Fear of missing out (FOMO)	Feeling that a user experiences in social networks, associated with the fear of being isolated from a group of people or from any events, the anxiety of missing an opportunity.
Five whys (also 5 whys)	Tool for finding the root cause of a problem. When you find an error or a problem, it is not always possible to determine the true cause of what happened at first glance. Often, what seems obvious at first, then turns out to be only a superficial cover. Therefore, in order to correctly and clearly understand the essence of the problem, this technique is used. The developer of Five whys is Sakichi Toyoda, a Japanese entrepreneur and inventor.
Follower	Subscriber in social networks.
G2C (Government-To-Citizens)	It is the relationship between the government and citizens, through the use of electronic services. Such services help citizens to reduce the time of applying for services, as well as the time of provision by government authorities. Citizens have the opportunity to learn more about state laws, regulations and policies. G2C is part of electronic governance or e-governance.
GDN (Google Display Network)	Group of more than 2 million websites, videos, and apps where your ads can appear. Display Network sites reach over 90% of Internet users worldwide. With the Display Network, you can use targeting to show your ads in particular contexts (like “outdoor lifestyles” or “cnn.com”), to particular audiences (like “young moms” or “people shopping for a new sedan”), in particular locations, and more.
GE/McKinsey matrix	Product portfolio analysis matrix, that helps companies develop a product range strategy and decide which business units to invest in and which not. This matrix was first developed by the consulting company McKinsey&Co for General Electric in the 1970s. The GE / McKinsey model is a matrix that consists of 9 cells and is based on two main indicators of business evaluation: market attractiveness and business strength/competitive strength. Each indicator has three levels: high, medium and low.
GTM (Google Tag Manager)	Free tool that allows you manage and deploy marketing tags (snippets of code or tracking pixels) on your website (or mobile app) without having to modify the code.
Guerrilla marketing	Marketing based on the use of non-standard and creative methods of promotion with a minimum budget. Guerrilla marketing is based on knowledge of psychology, and this makes it extremely effective because most purchases are made unconsciously. Properly organized customer support and human marketing tools strengthen the loyalty of old customers and attract new ones. This definition was first introduced by Jay Levinson in 1984 in his book Guerilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business.
H2H (Human-to-Human Marketing)	A term introduced by Brian Kramer in his book There is No B2B or B2C: It's Human to Human: H2H. Brian Kramer is sure that today there is only H2H marketing, that is, human to human marketing. He claims that to successfully promote products, you need to speak the customer’s language and strive for maximum simplicity. Marketing H2H, or social marketing, is not only open to communication with customers but also takes into account their wishes and criticism. The consumer must feel special. Personalized product and service offerings are the reality of H2H marketing. The main characteristic of a real social company is the openness to external ideas and joint innovations with clients. It is the customers who can tell you how to improve the product.
Hashtag (#)	Label for highlighting a certain keyword or sentence from the main text with the possibility of clickability.
High performance link	Highly effective link that gives maximum results.
HTML (Hypertext Markup Language)	Coding language for web page markup. Each code is called an element or tag that is used to form the structure and content of websites.
Impressions	Metric that shows how many times your content has been shown to the audience.
Inbound marketing	Type of marketing activity aimed at attracting customers by providing interesting and useful content without putting pressure on the consumer. People come to you because they are interested in you. The term inbound marketing was coined by Brian Halligan and Dharmesh Shah in the book Inbound Marketing. Get found using Google, Social media, and blogs.
Influencer	User who can affect his audience since he has a large number of loyal followers.
Influencer marketing	Type of marketing based on the promotion of goods and services through people who can influence the behavior and decision of your audience. These are usually opinion leaders in their field, celebrities, and experts. The basis of Influencer marketing is recommendations. It is usually used as a Social Media Marketing tool.
Internal link	Link to other pages within the same site.
Internet of Things (IoT)	Way of exchanging data between various physical objects equipped with embedded technologies and connected to a single network.
KPI (Key Performance Indicator)	Type of measure that is used to evaluate the performance of an organization against its strategic objectives. KPIs help to cut the complexity associated with performance tracking by reducing a large amount of measures into a practical number of ‘key’ indicators. KPIs can be used to track the operational performance of departments, projects or individuals against targets or goals. They can provide a management tool for gaining insight and decision making. Key performance indicators define a set of values against which to measure. These raw sets of values, which can be fed to systems that aggregate the data, are called indicators. There are two categories of measurements for KPIs. Quantitative facts without distortion from personal feelings, prejudices, or interpretations presented with a specific value – objective- preferably numeric measured against a standard. Qualitative values based on or influenced by personal feelings, tastes, or opinions and presented as any numeric or textual value that represents an interpretation of these elements. An ‘indicator’ can only measure what ‘has’ happened, in the past tense, so the only type of measurement is descriptive or lagging. Any KPI that attempts to measure something in a future state as predictive, diagnostic or prescriptive is no longer an ‘indicator’ it is a ‘prognosticator’ – at this point, it is analytics (possibly based on a KPI). Marketing and sales KPI examples: New customer acquisition Customer acquisition cost Turnover generated by segments of the customers Profitability of customers by demographic segments and segmentation of customers by profitability
Landing Page	Target optimized web page that is accessed by users from various external sources.
Landing Page	One-page website dedicated to a marketing campaign with a specific call to action. This action can be a purchase of a product, an order for a service, a subscription or registration on the site.
Lateral marketing	Marketing based on the search for new non-standard opportunities in terms of promotion methods, communication approaches, customer service, sales methods, etc. Lateral marketing is the opposite of vertical marketing. The vertical marketing process is a sequence of steps: identification of needs, the definition of the market, segmentation, positioning, development of marketing tools. A vertical marketing process is a logically consistent movement from the general to the particular. Lateral marketing – involves restructuring existing information and moving from the private to the general with a less rigorous thought process – research, risky and creative.
Lead	Prospective consumer/customer of a product or service, to whom when an individual or business shows interest and provides information. Businesses gain access to leads through advertising, trade shows, direct mailings and other marketing efforts.
Like	Rating/approval form in social networks.
Link	Element that leads to another web page.
Link Building	Process of increasing the mass and quality of links for site search promotion.
Look-alike (LAL)	Technology in social networks that analyzes the behavior of users and finds similar ones.
LTV (Life Time Value)	Prediction of the net profit attributed to the entire future relationship with a customer. The prediction model can have varying levels of sophistication and accuracy. It can range from a crude heuristic to the use of complex predictive analytics techniques. Customer lifetime value can also be defined as the monetary value of a customer relationship, based on the present value of the projected future cash flows from the customer relationship. Customer lifetime value is an important concept. It encourages firms to shift their focus from quarterly profits to the long-term health of their customer relationships. Customer lifetime value is an important metric because it represents an upper limit on spending to acquire new customers. For this reason it is an important element in calculating payback of advertising spent in marketing mix modeling.
Meme	Content, usually expressed in the form of an image or video, published for entertainment purposes and quickly spreading on the Internet.
Meta Description	Meta tag that appears under the link to your page in the search results. The Meta Description indicates what your page is about.
Meta keywords	Meta tag of keywords that correspond to the content of the site page.
Meta tags	HTML tags which are designed to provide structured metadata about a web page. There are such as Meta Description or Meta Keywords.
Neuromarketing	Marketing based on the study of customer behavior and the impact of marketing communications on them. In this type of marketing, neuropsychology is used, the human brain is studied, and research is conducted, during which it is established how various marketing incentives cause a reaction in people.
NPS Loyalty Index (Net Promoter Score)	Index of determination of consumer commitment to a product or company (readiness index to recommend). Used to assess readiness for repurchases.
Offline marketing	Type of marketing that does not use the Internet to promote products or services. Traditionally, offline marketing includes the following distribution channels: radio, TV, flyers, brochures (all types of printed publications), billboards, telemarketing, and others. This type of promotion reaches the user for a longer period of time but is more firmly fixed in the mind. However, unlike online methods, this type of marketing when using offline means is not broadcast to the target audience, but all consumers.
Off-page SEO	Based on using the external environment to increase links to your site. These can be social networks, directories and catalogues, blogs, etc.
Online marketing (Internet marketing)	Includes email marketing, search engine marketing (SEM), search engine optimization (SEO), social media marketing(SMM), many types of advertising (display ads such as banner advertising, web banner advertising, pop-ups/pop-unders ads and etc.) and others.
On-page SEO	Optimization of the internal structure of the site. This includes removing errors and optimizing the HTML code, updating materials posted on the site using high-quality content, linking web pages, selecting keywords for professional construction of a relevant semantic core, and so on.
Organic Followers Growth (OFG)	Number of social media users who have subscribed to your account without using paid promotion tools.
Organic Like	Number of approvals for posts without the help of using paid promotion tools.
Organic search (or Organic search results)	Pure search results without paid ads.
Outbound Marketing	Type of marketing activity aimed at attracting customers through direct open influence on people: all types of advertising, direct mail, cold calls, SMS, etc.
Page Views	Number of times your page was viewed.
PageRank	Measure that defines the weight of the page. Page rank of the website depends on the number and importance of links to the page on the Internet.
PDCA (Plan-Do-Check-Act)	Incessant management cycle used to continuously improve quality and control of business processes. Other names for this method are found in various sources: Deming Cycle, Shewhart cycle, Deming Wheel, or Plan-Do-Study-Act (PDSA). The PDCA method was developed by William Edwards Deming, an American engineer and management consultant, based on the work of an American physicist and engineer Walter Andrew Shewhart.
Porter's five forces analysis	Method of analyzing competition that helps determine the attractiveness of an industry and the profitability of doing business in it. This model was developed by the American expert in the field of economics Michael E. Porter in 1979. Michael Porter identifies five driving forces in the market: Threat of New Entrants, Threat of Substitutes, Bargaining Power of Suppliers, Bargaining Power of Buyers and Industry Rivalry.
Post	Content of various forms (text, image, video, and others) which is published on social networks.
Reach	Metric that shows how many times users have seen your content.
Repost	Placement of previously published content by other users in their accounts with a link to the original source.
Retargeting (also behavioral remarketing or behavioral retargeting)	An Internet marketing mechanism based on showing ads to those users who have previously shown interest in this product or service.
ROAS (Return on Ad Spend)	Marketing metric that measures the amount of revenue your business earns for each dollar it spends on advertising. For all intents and purposes, ROAS is practically the same as another metric you’re probably familiar with: return on investment, or ROI. In this case, the money you’re spending on digital advertising is the investment on which you’re tracking returns. At the most basic level, ROAS measures the effectiveness of your advertising efforts; the more effectively your advertising messages connect with your prospects, the more revenue you’ll earn from each dollar of ad spend. The higher your ROAS, the better.
ROI (Return on Investment)	Ratio between net profit (over a period) and cost of investment (resulting from an investment of some resources at a point in time). A high ROI means the investment’s gains compare favorably to its cost. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiencies of several different investments. In economic terms, it is one way of relating profits to capital invested. Return on investment isn’t necessarily the same as profit. ROI deals with the money you invest in the company and the return you realize on that money based on the net profit of the business. Profit, on the other hand, measures the performance of the business. Don’t confuse ROI with the return on the owner’s equity. This is an entirely different item as well. Only in sole proprietorships does equity equal the total investment or assets of the business. You can use ROI in several different ways to gauge the profitability of your business. For instance, you can measure the performance of your pricing policies, inventory investment, capital equipment investment, and so forth.
ROMI (Return on Marketing Investment)	Contribution to profit attributable to marketing (net of marketing spending), divided by the marketing ‘invested’ or risked. ROMI is not like the other ‘return-on-investment’ (ROI) metrics because marketing is not the same kind of investment. Instead of money that is ‘tied’ up in plants and inventories (often considered capital expenditure or CAPEX), marketing funds are typically ‘risked’. Marketing spending is typically expensed in the current period (operational expenditure or OPEX). The idea of measuring the market’s response in terms of sales and profits is not new, but terms such as marketing ROI and ROMI are used more frequently now than in past periods. Usually, marketing spending will be deemed as justified if the ROMI is positive. In a survey of nearly 200 senior marketing managers, nearly half responded that they found the ROMI metric very useful. The purpose of ROMI is to measure the degree to which spending on marketing contributes to profits. Marketers are under more and more pressure to “show a return” on their activities.
SE (Search Engine)	System that searches for information requested by the user on the Internet and provides it as a link list. Examples of SE: Google, Bing, Baidu, Yahoo!, and others.
SEM (Search Engine Marketing)	Marketing aimed at promoting an Internet resource in search engines to increase traffic and attract the maximum number of visitors to the site. SEM includes: SEO (Search Engine Optimization), SEA (Search Engine Advertising), SMM(social media marketing), etc.
SEO (Search Engine Optimization)	Set of actions that are pointed at improving the quality and quantity of site traffic from search engines through organic search results. SEO is divided into off-page and on-page optimization.
SERM (Search Engine Reputation Management)	Tracking and improving brand reputation on the Internet.
SERP (Search Engine Result Page)	Page shown by search engines in response to a user’s query.
Slug	Part of the URL that identifies the page in a format that is understandable for both users and search engines.
SMART (Specific, Measurable, Attainable, Realistic, Time-Bound)	Mnemonic/acronym, giving criteria to guide in the setting of objectives, for example in project management, employee-performance management and personal development. The letters S and M generally mean specific and measurable. Possibly the most common version has the remaining letters referring to achievable (or attainable), relevant, and time-bound. However, the term’s inventor had a slightly different version and the letters have meant different things to different authors, as described below. Additional letters have been added by some authors. The first-known use of the term occurs in the November 1981 issue of Management Review by George T. Doran. The principal advantage of SMART objectives is that they are easier to understand and to know when they have been done. SMART criteria are commonly associated with Peter Drucker‘s management by objectives concept. Often the term S.M.A.R.T. Goals and S.M.A.R.T. Objectives will surface. Although the acronym SMART generally stays the same, objectives and goals can differ. Goals are the distinct purpose that is to be anticipated from the assignment or project. Objectives on the other hand are the determined steps that will direct full completion of the project goals.
SMM (Social Media Marketing)	Promotion of a product or brand using social networks. The main tasks of SMM are to attract traffic, increase brand awareness, create a positive reputation for the brand and product, and interact with the audience.
Snippet	Part of the descriptive text for a web page detected by the search engine. They usually contain the context in which the keyword was encountered in the text on the page.
Social Bookmarking site	Online platform for collecting, storing, and distributing Internet bookmarks (Uniform Resource Identifier-URI). The most popular Social Bookmarking sites are Digg, Reddit, Pinterest, and so on.
Social Networking Website	Online platform for social interaction. The purpose of interaction can be different, for example: creating communities, acquaintance, communication, entertainment, work, and others. The most popular Social Networking Websites are LinkedIn, Facebook, Instagram, Twitter, TikTok, and so on.
STP process (also STP marketing or STP model)	A concept in marketing that is based on the sequential application of three steps: Segmentation – Targeting – Positioning. The essence of the method is to identify market segments based on certain parameters, then select one or more of the most promising ones to work with and develop a personalized marketing approach for each of them. Mass marketing, which is based on the production and promotion of goods for all buyers without exception, in this case gives way to targeted marketing, which is focused on the desires and needs of a certain audience.
Targeted advertising	A type of online advertising that is pre-configured for a specific target audience according to defined parameters. The advantage of this advertising is that it will be shown only to the group of people who are more likely to perform the targeted action.
UE (User Experience)	Attitude of a person to the use of a particular product, system, or service.
UGC (User-generated content)	Content created by users of a blog, social network, or other online resource.
UI (User Interface)	Series of screens, pages, visuals, and other channels that allow people to interact with a website, app, product, or service.
URL (Uniform Resource Locator)	Indicator of the site’s position on the Internet, the site address consisting of the domain, the path to the page and the file. It is used as a standard for recording links to objects on the Internet.
USP (Unique Selling Proposition, also called the unique selling point, or the unique value proposition (UVP)	Your main marketing message to the audience about how your product is superior to competitors and how it can be useful in solving consumer problems.
UU (Unique User)	Non-repeating user who has unique characteristics and visited the site within a certain period of time.
Virtual Reality (VR)	Artificial world created by technical means, simulating a real environment. A person perceives VR by means of his senses: sight, hearing, smell and touch.
Word of Mouth marketing	Marketing based on the spread of positive information about the company in the form of recommendations, tips, reviews from person to person, both in personal communication and through electronic means of communication. This category also includes the dissemination of rumors, but only from a positive point of view. It is necessary to monitor this type of marketing very carefully, so it can get out of control and harm the company. Word of Mouth Marketing includes the following types: Buzz marketing is an artificially created boom and hype around the brand, and the spread of positive rumors through agents of influence, often to create a sense of anticipation. Serves to reinforce the original marketing message Viral marketing is creating an infectious marketing message that is voluntarily and free of charge distributed from consumer to consumer. The dissemination of content in this type of marketing is similar to a computer virus.
XML (Extensible Markup Language)	Language used to define a set of rules for encoding documents in a format that can be read by both humans and machines.