Content Marketing:

Simplify Your Marketing with 32 Popular Terms Defined

Emy Mordue
  • Senior Content Marketing Manager
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Effective communication is key in every business and client relationship… and the accessibility of your words can make or break a project.

I hate the situation where either party ends up with a slightly vacant look on their face, smiling and nodding politely whilst the conversation continues… AKA (I couldn’t resist!), “I have no idea what you are talking about!”.

Whilst working in the marketing and digital profession, we do of course need to understand and be aware of a wide range of abbreviations and jargon (alongside the latest faddy buzzwords that pop up every year), but do we really need to use them ALL?

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Don't communicate to be understood; rather, communicate so as not to be misunderstood.
Dr. John Lund
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To help demystify marketing abbreviations and jargon that can often distract more than inform, we’ve summarised the popular terms:


  • Above the fold – refers to the area of a website that the user can instantly see
  • Below the fold – refers to the area of a website that the user can’t see until they scroll
  • Anchor – usually refers to an anchor link, and used to take the user directly to a specific part of a longer webpage
  • Breadcrumb – a navigation trail that details where the page sits within the website structure
  • Cache – temporary storage of data (usually used when referring to data stored within your browser) i.e. “have you tried clearing your cache?” may be advised when something on a webpage is not visible or has not updated
  • Captcha – the most annoying, yet effective anti-spam test (usually you have to try and re-type a series of letters/numbers that you cannot actually make-out in the first place! “NO I AM NOT A ROBOT”!)
  • Touch Points – the different stages that a consumer uses to interacts with your brand/company
  • Keyword/Phrase – the key word(s) or phrase associated with your company/brand or specific page content, usually used for SEO purposes
  • Landing Page – a webpage you want a user to visit first (this usually has a clear call to action for the visitor)
  • Redirect – when a a user is redirected from one webpage to another (usually without them realising, for a smoother user experience)
  • Traffic – the amount of people visiting/passing through a website


  • ISP – Internet Service Provider
  • HTML – HyperText Markup Language
  • URL – Unique Resource Locator (or just your webpage address)
  • SERP – Search Engine Results Page
  • RSS – Rich Site Summary (or Really Simple Syndication)
  • QR Code – Quick Response Code
  • AR – Augmented Reality
  • UGC – User Generated Content
  • CMS – Content Management System
  • CRM – Customer Relationship Management
  • CTA – Call To Action
  • PPC – Pay Per Click
  • CTR – Click Through Rate
  • WOM – Word of Mouth
  • KPI – Key Performance Indicator
  • ROI – Return on Investment
  • SEO – Search Engine Optimisation
  • UI – User Interface
  • UX – User Experience
  • B2B – Business to Business
  • B2C – Business to Customer

Have some more to add? Tweet us via @gmdesignltd!

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