We’ve all been there, whether your field or not, a meeting or report of acronyms. With the pace of social and the online world changing, it’s sometimes hard to keep track of terms plus what you should be measuring. This is a glossary of terms, or “learns” as I would like to call it to keep it centralised. In addition, where possible, I have found the industry averages or useful links for reference.
The way to describe it is old school Avon Lady, new school influencer https://makeawebsitehub.com/what-is-affiliate-marketing/
Is a project management methodology usually used in tech or fast paced environments where you require iterations/ versions instead of big sign offs, in which case work is delivered in sprints.
Above The Line used in the context of Advertising/ Marketing to refer to Radio, TV, Billboards. Otherwise known as OOH.
I regularly get asked by people and companies whether they should have a blog, the answer is ... sure. The biggest thing I think companies/ people take for granted is the upkeep of having a blog, so if you decide to launch it, remember A few of my favourites include: Virgin/ Richard Branson - https://www.virgin.com/richard-branson Rosie Londoner - http://www.thelondoner.me/ AV - https://www.andrewvorster.com/
The rate at which a new company spends its money and therefore how long it can survive for. This is important for any investors and should be vital to all of the team especially in early stages of growth.
Cost Per Acquisition
Cost Per Install. Mostly applies to mobile app installaions
Cost Per Follower
Cost Per Lead
Cost Per Tap - The average Cost per Tap of Apple Search Ads is about $0.84. Shopping and Finance are the most expensive categories with the average CPTs standing at $3.48 and $2.81 respectively.
Cost Per View
Customer Relationship Management. Typically used by the Sales team, but can be used by Marketing to integrate automated triggers.
Conversion Rate Optimisation
Click Through Rate
Daily Active Users
Probably one of my favourite media for marketing if used correctly. Also known as Behaviour Marketing and something that may be impacted by the new GDPR regulation. The methodology behind DN is bidding of profile activity which is captured about you/ a user from cookies e.g. single/ in a relationship, living in London, own a dog etc
End to End
2 mins to pitch your business as if you were in an elevator (lift). Now also known as the New York Minute
The most important metric when building communities and brand awareness. This relates to people interacting with you and your posts. It shows how much people interact with the content. Factors that influence engagement include users' comments, shares, likes, and more. According to the media/platform you are using - The average influencer engagement rate across industry verticals is 5.7%. As a comparison, the average engagement rate for brands on Instagram has fluctuated between 2-3% in the past year. As referenced by Business Insider (http://uk.businessinsider.com/snapchat-courts-influencers-with-analytics-tool-2018-2?r=US&IR=T)
Content that is only accessible for a brief period of time. It’s temporary content that takes advantage of FOMO (fear of missing out) and is designed to elicit an immediate response from the user. Platforms you can use this, which disappears in 24hrs are Snapchat, Instagram stories, Facebook stories and WhatsApp stories
Employer Value Proposition
General Data Protection Regulation, which is an updated and much-needed regulation in Europe in full force from 25th May 2018. Under the regulation, we, as consumers/ users are entitled to know what data companies are capturing/ storing about us and how they are planning to use it.
This is the eyeballs that saw your advert not considering if they did anything further. A top-level metric into understanding your conversion funnel.
Age old, but still relevant and good - KEEP IT SIMPLE STUPID
This helps not only with SEO but also a good test for you to summarise in 140 characters the purpose/content of your page
Since there are now more searches being conducted on mobile devices than desktop browsers, this is a way for Google to ensure the majority of users find content that’s optimized for their screen. If a site does not have a mobile-friendly version then Google will still crawl and index the site as-is. To clarify, there is no ‘mobile-first index’ that is different from the main index. All content will live within the same index, but Google will now be using the mobile versions when available.
Minimum Viable Brand - May seem like an obvious one, but much like how you need to establish Minimum Viable Product/ Minimal shippable for your product or service, you should do the same for your brand. This is the minimum branding to get you over the line to Beta/ Launch. This can and will be evolved over time.
Optical Character Recognition. Software works with your scanner to convert printed characters into digital text, allowing you to search for or edit your document in a word processing program. Read on to learn more about how to use OCR and the numerous benefits it has over traditional scanning.
Out Of Home also references anything "offline". This is the hardest Advertising/ Marketing to track as it is based on physical human interaction.
Online Reputation Management
Product Market Fit. Probably the vital proof point for any startup. This is when you are able to prove there is a gap/ niche/ space in the market to be satisfied by your product/ service.
Pay per click also known as keywords. This is a paid for output by Google or Bing. When you search on these search engines, you will see adverts to your keywords that say “ad”, normally within the top 3 results of a search page.
A project management methodology, it is more “traditional” and usually used in larger enterprises as it requires milestone project plans with sign-offs which means work cannot proceed until each state is signed off.
This seems to be a "newer" trend of smerging consumer and enterprise customer targeting, the best way of rationalising this is as such of start ups or SME's. In terms of products, best example to explain, imagine
Return On Investment
Return On Marketing Investment
Search Engine Optimization. The rules of the world for ranking organically with Google and Bing.
The last thing you want is having to set calendar reminds or relying on yourself to post of social when you want to meet specific deadlines. Although I believe true social is natural posting when it’s happening, some things need to be pre-agreed with clients. There are various tools to help with social schussing, my personal favourite (and it is free for the basic package) is Hootsuite - https://hootsuite.com/
Share Of Voice
Social Share Of Voice
Statement Of Work. Usually produced by an agency / freelancer to as an agreement about the scope of work to be delivered and budget, before any of the work begins.
Tone Of Voice
User interface/ User Experience; these go hand in hand to compliment each other yet are completely different. My favourite expert in this area is: http://dennisleoca.com/
Unique Selling Point. The why/ what that differentiates you from your competitors and really the core of your survival in the market
User Generated Content.
Urchin Tracking Module. Five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. You can create yours here: https://ga-dev-tools.appspot.com/campaign-url-builder/