Marketing Glossary

Whether you’re a beginner or an experienced marketer, this glossary contains all the key marketing concepts and acronyms you need to know.
The Adrenalead team demystifies all the confusing marketing jargon for you, from A to Z!



A/B Test

A/B testing, also known as split testing, compares two versions of a variable (e.g., webpage layout, ad copy) to see which performs better. By analyzing user interactions with each version, businesses gain valuable insights to optimize marketing campaigns, landing pages, product features, and more. This data-driven approach helps achieve specific goals like increased conversions, engagement, or sales, ultimately improving marketing ROI.

Ad blockers

Ad blockers are software tools designed to prevent online advertisements from displaying on websites and apps. They work by filtering content based on pre-defined rules or user preferences, blocking ads from appearing entirely or modifying their appearance.


An advertiser is a company or an organization funding an advertising campaign. They set goals, target audiences, and collaborate with marketing professionals to craft messages that resonate. Advertisers leverage various channels like search engines, social media, websites, Web Push Notifications, etc, to reach their target market and influence purchase decisions. Understanding their needs and objectives is crucial for effective marketing strategies.

Affiliate marketing

Affiliate marketing is a collaboration in which companies reward their partners (affiliates) who generate traffic, leads or sales. Affiliates promote products/services to their audience and receive commissions for successful conversions. This performance-based model benefits both parties: companies broaden their field of action and affiliates earn money by promoting relevant offers.


AIDA (Attention, Interest, Desire and Action) is a cornerstone of marketing communications. It describes a step-by-step approach to capturing the public’s attention, piquing their interest, cultivating their desire for a product or service and, finally, leading them to the desired action.



B2B (business-to-business) marketing targets other businesses, not consumers. Understanding B2B dynamics is crucial for companies operating within this space, as it involves unique considerations like complex buying journeys, longer sales cycles, and emphasis on building strong relationships with partner businesses.


B2C, or business-to-consumer, refers to marketing strategies directly targeting individual consumers. Companies or advertisers using B2C tactics aim to understand consumer needs, preferences, and behaviors to influence their purchasing decisions.


BANT stands for Budget, Authority, Need, and Timeline. It’s a simple framework used in B2B sales to assess if a potential customer is a good fit for your product or service. It ensures you focus on leads most likely to convert, saving time and resources.


BOFU stands for “Bottom of the Funnel”, and is the third and final stage of the marketing conversion tunnel, just after TOFU (Top of the Funnel) and MOFU (Middle of the Funnel). The BOFU is when the prospect is ready to make a purchase. They’ve already familiarized themselves with your brand, products or services, and compared your offers with those of your competitors. They are now ready to make their final decision.

Bounce rate

Bounce rate indicates the percentage of visitors who leave your website after viewing just one page. It can signal usability issues or a mismatch between what users seek and what your page delivers.

Brand Safety

Brand safety is the practice of protecting a brand’s image and reputation online. It involves ensuring that ads don’t appear next to harmful or offensive content, such as violence, hate speech, or misinformation. This helps maintain trust with consumers and avoid potential brand damage.

Buyer persona

Buyer persona is a representation of a detailed profile of your ideal customer that captures their demographics, interests, challenges, and buying habits. This semi fictional character, built from research, helps you tailor marketing & sales efforts to resonate better, ultimately boosting success.



CAC (Customer Acquisition Cost) measures how much it costs a business to acquire a new customer. It’s calculated by dividing total marketing and sales expenses by the number of new customers acquired over a specific period.

Churn rate

Churn rate in marketing refers to the percentage of customers who stop using a company’s product or service over a specific period. It’s a key metric for businesses, as it reflects lost revenue and missed growth potential. By analyzing churn, companies can identify areas for improvement and develop strategies to retain customers, ultimately leading to sustainable success.


CLV (Customer Lifetime Value) tracks a customer’s total revenue over their lifespan with your business. It considers purchase history, average order value, and customer loyalty. This value helps you prioritize valuable customers, target marketing effectively, and forecast future earnings.


A content management system (CMS) is a platform that simplifies the creation and management of websites. It’s the control center of your website, allowing you to add, modify and publish content without coding. For example, Hubspot, WordPress, Joomla, etc. are CMS platforms.

Cookies (or third party cookies)

In marketing, “cookies” are small data snippets stored on users’ devices. They help websites to understand user behavior, personalize their experience, and deliver relevant ads.


Conversion is the process of turning website visitors or app users into paying customers or subscribers. It’s the ultimate goal of most marketing efforts, measured by conversion rates, which show the percentage of users who take the desired action.


CPC (Cost-Per-Click) refers to an advertising model where advertisers pay a publisher only when someone clicks on their ad.


CPL (Cost-Per-Lead) is the average cost of each new lead generated by your advertising campaign. This measure helps you assess the profitability of your marketing campaigns, so that lead generation is worth spending money on.


CPM (Cost per Mille) is the cost per thousand impressions. Simply put, it’s the price paid for every 1,000 times as the ad is displayed, regardless of whether it’s clicked on.


CRM (Customer Relationship Management) is a software tool that helps businesses manage interactions with current and potential customers. It stores customer data, tracks communications, and automates tasks, streamlining processes for sales, marketing, and customer service. By providing a unified view of customers, CRM helps businesses build stronger relationships, personalize marketing campaigns, and close deals faster.


CTA (Call to Action) is a marketing element that directs internet users to take a specific action. This could be anything from subscribing to a newsletter to downloading an ebook to making a purchase.


CTR (Click-Through Rate) measures how often people viewing your ad or online content actually click on it. To calculate CTR, divide the total number of clicks by the number of times your ad is shown (impressions).


Display advertising

Display is a form of online advertising that uses images, videos, and banners to reach target audiences across websites and apps. Often placed strategically on high-traffic platforms, these ads can raise brand awareness, drive website traffic, and influence purchasing decisions.


DMP (Data Management Platform) is a tech tool used in marketing to gather, organize, and analyze customer data from various sources. This data helps businesses understand their audience better, enabling them to personalize marketing campaigns, target the right people, and measure campaign effectiveness.


Drive to store refers to a retail strategy encouraging online shoppers to visit physical stores to complete their purchases. This combines the ease of online product exploration with the tangible benefits of in-store experiences like trying on clothes or inspecting quality.

DSP (Demand Side Platform)

DSP (Demand-Side Platform) is a tool for marketers to efficiently purchase ad space on various platforms, targeting specific audiences and optimizing campaigns in real-time.

Dwell time

Dwell time measures how long users stay on your webpage after clicking from a search result. It reflects their interest and satisfaction with your content. Search engines consider higher dwell time a sign of a relevant and valuable page, potentially boosting your ranking in search results.



EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a concept used by Google to assess the quality of web pages and their creators, particularly in sensitive topics like finance, health, and news. Essentially, EEAT helps ensure users find reliable and trustworthy information.


E-commerce, short for electronic commerce, refers to buying and selling goods and services online. Potential customers learn about a product and make purchase on the internet from their homes 24/7.

Email Marketing

Email marketing is a digital marketing strategy that uses email to promote products, services or content by sending personalized, relevant emails to a targeted audience who have consented to receive these communications. It’s a direct communication channel that creates lasting links with potential and existing customers.

Engagement rate

Coming soon.


Four Ps

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GA : Google Analytics

Google Analytics, is a web analytics solution developed by Google, which provides companies with the tools to track their website traffic. Free of charge and easily accessible, this tool offers a host of features for gathering valuable data they need to understand their visitor behavior and optimize their digital presence. 


The General Data Protection Regulation (GDPR) is a European regulation in force since May 25, 2018. It aims to harmonize and strengthen the protection of European citizens’ personal data throughout the European Union (EU) and the European Economic Area (EEA).

Go-to-Market strategy

A Go-to-Market (GTM) strategy is a comprehensive action plan that guides the launch of a new product or service. It aims to maximize the chances of success by defining the best targets, developing relevant messages and choosing the most effective distribution channels.

Google Ads

Coming soon.

Growth hacking

Coming soon.



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Inbound marketing

Inbound marketing differs from traditional marketing approaches in its customer-centric methodology. It aims to attract prospects voluntarily to the company by creating and sharing valuable content (blog articles, tutorial videos, infographics, webinars and ebooks) that corresponds to their needs and interests.


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Intent Push

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A keyword is a strategic term or phrase chosen to describe the content of a digital product, such as a web page, blog post or e-commerce product. It is used to identify the main topics covered, and enables search engines to effectively reference this content in search results.


A Key Performance Indicator (KPI) is a metric that measures the effectiveness of a digital marketing action or process. It is a crucial tool for companies and organizations wishing to track their progress, identify areas for improvement and make informed strategic decisions.


Landing page

Coming soon.


A lead is an individual who has expressed an interest in a company, its products or services. It is a valuable potential prospect who can be converted into a customer who has provided contact information (e-mail address, phone number or name)  in exchange for valuable content or service via various digital marketing channels (website registration forms, downloading premium content, newsletter subscriptions, participation in a competition or event). 

Lead nurturing

Lead nurturing is an essential digital marketing strategy for converting prospects into customers. It’s a personalized communication process that aims to accompany prospects throughout the conversion funnel, providing them with relevant and engaging contents.

Lead qualification

In digital marketing, lead qualification is a crucial process that involves assessing the conversion potential of each prospect. It involves identifying the leads most likely to become paying customers by analyzing their characteristics, needs and behavior.

Lead scoring

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Live Shopping

Live shopping is an innovative sales technique which is done by merging the online shopping experience with interactive entertainment. It involves broadcasting a live product presentation over the Internet, often hosted by an influencer or expert, in order to promote and sell products in real time on digital platforms such as social networks (Facebook, Instagram, TikTok), e-commerce sites or dedicated apps.


Loyalty or customer loyalty aims to strengthen ties with existing clients to encourage them to make repeat purchases, increase the value of their orders and become ambassadors for your brand. Retaining existing customers offers a higher return on investment (ROI). 


Marketing automation

Marketing automation is a set of techniques and tools designed to automate repetitive marketing tasks and personalize interactions with prospects and customers.  Its aim is to save time and increase efficiency, improve the performance of marketing campaigns and boost conversion rates.


MOFU, the acronym for “Middle of the Funnel”, represents a crucial stage in the digital marketing conversion tunnel. The main aim of the MOFU is to turn prospects into qualified leads, who have already been exposed to your brand and message in the TOFU (Top of the Funnel) phase, and are now showing a more concrete interest in your offer.


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Monetization refers to the process of turning something into a source of revenue. In marketing, this can involve converting website traffic, social media followers, or other assets into income streams, such as through advertising, subscriptions, or product sales. Essentially, it’s about finding ways to make money from the value you offer.

MRR (Monthly Recurring Revenue)

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MQL (Marketing Qualified Lead)

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Native advertising

Native advertising is a form of digital advertising that integrates naturally with the surrounding content. Unlike traditional banner ads, which are clearly distinguished from editorial content, native ads adopt the format and style of the platform on which they are displayed. The aim of native advertising is to capture the user’s attention by offering a relevant, non-intrusive advertising experience. In this way, users don’t perceive advertising as an interruption, but rather as additional information or content likely to interest them.


In SEO, netlinking, also known as “link building”, involves acquiring hyperlinks from other relevant websites to your own site. These links, known as backlinks, act as votes of confidence with search engines, indicating that your content is of high quality and deserves to be ranked higher in search results.


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Omnichannel marketing

Omnichannel marketing refers to a marketing strategy that aims to deliver a seamless, consistent customer experience across all the communication and sales channels used by a company. This implies offering a unified and homogeneous approach, whether the customer interacts with the brand via its website, mobile application, social networks, physical points of sale or customer service.




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Outbound marketing

Outbound marketing is the traditional marketing strategy of reaching out to prospects and customers to promote the company’s products or services and generate sales. Examples of outbound marketing tools and techniques include online advertising, billboards, print ads in magazines and newspapers, email campaigns, cold calling and door-to-door canvassing. This is the opposite of inbound marketing, which attracts potential customers through the creation of relevant content and SEO optimization.



PPC (Pay Per Click) is an online advertising model in which advertisers pay each time a user clicks on their ad. PPC is a powerful tool for businesses of all sizes to drive targeted traffic to their website and increase sales.


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In digital marketing, a prospect is an individual with a potential interest in a company’s products or services. It is a potential customer who has not yet made a purchase, but has demonstrated a certain level of commitment to the brand. In other words, a person likely to make a subsequent purchase.


A publisher, in digital marketing terms, is the owner or manager of a website or digital platform that delivers content and advertising to a targeted audience. The term publisher encompasses a wide variety of players, from news websites and themed blogs to YouTube channels and podcasts.



PushTeam💙 is a group of super talented, intelligent and creative people who work in Adrenalead’s different departments: such as marketing, sales, customer service and tech. Udacity, commitment, compassion, participation, here are the values that drive this people to the stars


Qualified lead

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Remarketing is a powerful digital marketing technique which aims to track a user’s web browsing in your site in order to deliver personalized advertising messages with product or service offers, thus increasing the chances of conversion.


Retargeting enables you to reach Internet users who have visited your website and interacted with your brand, by displaying them targeted ads when they browse third-party sites. All based on behavioral data from their browsing history.

ROI (Return on Investment)

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RSS feed

An RSS (Really Simple Syndication) feed is a standardized data format for distributing and aggregating web content. It works like a news feed, automatically transmitting updates from a website or blog to an RSS reader.


SaaS (Software as a Service)

SaaS (Software as a Service) is a software distribution model in which applications are hosted and managed by a third-party service provider on remote servers. Instead of installing and maintaining software on their own computers, users access SaaS applications via the Internet using a web browser.

SEO (Search Engine Optimization) is a set of techniques designed to improve a website’s position in the organic search results of search engines such as Google, Bing or Yahoo. The ultimate goal of SEO is to increase a website’s visibility and attract qualified traffic, i.e. Internet users interested in the products or services offered.

SEA (Search Engine Advertising)

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SMM, or Social Media Marketing, is the set of marketing techniques that use social networks to promote a brand, product or service. It’s about harnessing the power of platforms like Facebook, Instagram, Twitter, LinkedIn and YouTube to connect with a targeted audience with engaging content, targeted advertising, audience interaction and data analysis.

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In marketing, it’s the strategic process of identifying specific groups (your target audience) most likely to be interested in your product or service. By analyzing demographics, interests, and behaviors, you craft relevant messages that lead to higher engagement and conversions. It’s all about reaching the right people, at the right time, with the right message.


TOFU stands for “Top of the Funnel”, and corresponds to the first stage of the customer journey, also known as the “top of the funnel”. This is the discovery phase, when potential prospects become aware of a problem or need, and begin to seek information to solve it. The main objective of TOFU is to attract the attention of these prospects and convert them into leads. 


Coming soon.



UGC stands for “User Generated Content”. It’s a marketing term for any content created and published by Internet users, not by a company or organization. This can include texts, images, videos, comments, reviews, etc., published on various media such as social networks, blogs, forums, review websites, etc.


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Web analytics

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Web Push Notification


Web Push Notifications are short, non-intrusive messages sent directly to a user’s device, even if they are not browsing a website. This format requires the user’s prior consent before sending messages. The user authorizes the receipt of push notifications by clicking on an opt-in button displayed on the website.

White paper

In digital marketing, a workflow is a set of automated steps that define a prospect’s or customer’s journey. It’s a series of predefined scenarios that trigger personalized marketing actions based on the behavior and interactions of each individual.


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