20 More Marketing Terms Every Marketer Should Know

A Quick Guide to Boost Your Knowledge and Sharpen Your Strategy

Following the previous article, “Top 20 Marketing Terms Every Marketer Should Know”, here’s the next instalment in the series. If you’ve mastered the first set of essential marketing terms, this follow-up dives deeper, introducing another 20 terms that will help you sharpen your skills and elevate your campaigns. Whether you’re strategising, analysing, or executing marketing efforts, understanding these concepts will make sure you know the essential marketing expressions to speak the language of marketing.

The Marketing Made Clear Podcast

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

  1. Programmatic Advertising
    The automated buying and selling of digital ad space using algorithms to target specific audiences in real-time. This usually comes in the form of content producing designating spaces in their website in which third-party content is displayed.

  2. User-Generated Content (UGC)
    Content created by your audience, such as reviews, photos, or social media posts, that showcases their experiences with your brand.

  3. Impressions
    The number of times an ad or piece of content is displayed to a user, regardless of whether it’s clicked. This is often confused with Reach, but reach refers to the number of people that have seen a piece of content, regardless of the number of times they have seen it – impressions is the sum total.

  4. Brand Equity
    The value a brand holds based on consumer perception, recognition, and loyalty, influencing their willingness to pay a premium.

  5. Attribution Model
    A framework used to determine which marketing touchpoints contribute most to conversions or sales in a customer journey.

  6. Lookalike Audience
    A group of people with similar traits to your existing customers, created using data from platforms like Facebook Ads or Google Ads.

  7. Earned Media
    Publicity gained organically through word-of-mouth, PR, social shares, or reviews, rather than paid advertising.

  8. Dark Social
    Web traffic that originates from private communication channels like WhatsApp, Messenger, or email, which is often difficult to track. It’s not as nefarious as it sounds.

  9. Drip Campaign
    A series of automated emails or messages sent to prospects or customers over a set period to nurture engagement.

  10. Geo-Targeting
    Delivering content or ads based on a user’s geographical location, ensuring relevance to their local context.

  1. Evergreen Content
    Content that remains relevant and valuable over time, such as how-to guides, tips, or industry insights.
  2. Growth Marketing
    A data-driven approach to marketing focused on rapid experimentation to optimise and scale customer acquisition and retention.
  3. Engagement Rate
    A metric that measures user interaction with your content, such as likes, comments, shares, or clicks, relative to impressions.
  4. Micro-Moments
    Critical touch-points when consumers turn to their devices to act on a need – to know, go, do, or buy – requiring instant and relevant responses.
  5. Sentiment Analysis
    The process of analysing customer opinions, emotions, or attitudes in text, such as social media posts or reviews.
  6. Native Advertising
    Ads that blend seamlessly into the platform they appear on, matching the form and function of the surrounding content, thus feeling “native” to the platform they are visible on.
  7. Dynamic Content
    Personalised web or email content that changes based on user behaviour, preferences, or demographics.
  8. First-Party Data
    Data collected directly from your audience, such as website analytics or customer surveys, offering valuable insights for targeted campaigns.
  9. Omnichannel Marketing
    A unified approach to customer experience across multiple channels, ensuring a seamless interaction from social media to in-store.
  10. Agile Marketing
    A flexible, iterative approach to marketing, allowing teams to quickly adapt campaigns based on performance and market changes.

Wrapping It Up

By expanding your knowledge with these additional 20 terms, you’ll deepen your understanding of advanced marketing concepts and techniques. Whether you’re crafting campaigns or reporting to stakeholders, these terms will help you stay confident and informed.

If there’s a specific term you’d like to explore further, feel free to get in touch – I’m always happy to provide more insights! Stay tuned for future articles in this series as we continue to explore the fascinating world of marketing.