When you’re new to the world of marketing, it can be intimidating to come across so many abbreviations, terms, and acronyms. Today, we’re going to break down all of those, so you can better immerse yourself in digital marketing.
Split Testing and A/B Testing:
Split testing is when you experiment with different variables in a post/ad/email to see which version yields the best results. The best practice is to just change one variable between the different versions, for example: changing the photo or font used in an ad, using a different tone in a post, etc. A/B Testing is a type of split testing where two versions of a post/ad/email are created, so you can see which one performs best.
API: Application Programming Interface
An API is an endpoint for access to certain data/functionalities to an application. When I did sales for a tech company, I basically thought of it as the “wires” that connected one website’s information to another website e.g. Hootsuite displaying data from Facebook. APIs are always changing and if you use a social media management platform, it is important to keep up on these changes as it may affect what you can access from your social media platforms while using an automation tool
BR: Bounce Rate
Websites: A bounce is when a user visits your website and leaves before clicking any content.
Snapchat/Instagram Stories: A “bounce” is when someone skips through your ad/post, and does not view it in full.
Email: A bounce occurs when the intended recipient does not receive your email. There are two types of bounces, “hard bounces” and “soft bounces”. The type of bounce you receive determines the action you should take.
Soft vs Hard Bounces
Soft bounce: This does not mean that your recipient will necessarily never receive your emails. This may occur if their inbox is full, they have an out-of-office reply set up, or if your email’s size is too large. Try to keep your emails under 10MG. Keep track of the soft bounces, because if they occur repeatedly, the user may have abandoned their email address. I recommend removing them from your mailing list after four soft bounces.
Hard bounce: This occurs mainly when you’ve been given a false email or your email has been blocked. Remove these users from your mailing list immediately.
CAN-SPAM: Controlling Assault of Non-Solicited Pornography and Marketing
This law was signed in 2003. The main takeaways are that you must be given permission to email/text a client, and that you must provide an unsubscribe option.
GDPR: General Data Protection Regulation
An EU law that protects the data of EU citizens. Citizens have control over their personal data, can request that their data removed from websites, and can not be automatically opted in for any correspondence that is not explicitly stated.
CMS: Content Management System
These are applications that allow you to create websites and are typically friendly to the non-tech crowd.
CPA: Cost Per Action
The cost in advertising for an certain action to be taken e.g. sale, form submission, newsletter sign up, etc.
The cost in advertising that is paid each time an ad/link is clicked.
The cost in marketing for acquiring a lead.
CR: Conversion Rate
Represented as a percentage. (Number of Conversions) / (Total Number of Visitors)
A call to prompt a certain response. For example, a Facebook post encouraging you to share that post or click on a link.
Typically, the number of users who click a link on a page, email or advertisement divided by the total of visitors.
*However, if you are using an email marketing automation service refer to their definition of CTR. For example, Constant Contacts uses a different method than Mail Chimp to determine their CTR.
KPI: Key Performance Indicator
A metric used to track your marketing success.
In advertising, the amount paid when a user clicks an ad or link.
SEO: Search Engine Optimization
aka your “Google juice”. Practices that increase your ranking in search engines.
UV: Unique Visitors
The money gained from a marketing investment. It is expressed as a percentage. Formula: (Gain from Investment – Cost of the Investment) / Cost of the Investment
UI: User Interface
The visual arrangement of an application including navigation, content, etc.
UX: User Experience
This describes how the user uses and experiences your media. It is important that your website is intuitive to new users. We recommend before officially launching a website or app having people test it and give you feedback. Another tip is to test your website on a mobile device/screen simulator.
The weight or percentage of your company’s presence via marketing/advertising in your company’s industry.
UGC: User-Generated Content
This is gold to social media managers. This is content about your brand created by users of your brand. On social media, audiences are interested in interacting with humans, not robots. Sharing content from your users is a great way to build trust with your audience. Make sure you check the rules of the social media platform before sharing posts. It’s always best to ask for permission before sharing someone else’s material.
There’s a list to get you started. Let us know in the comments if we missed any you think someone new to the industry should know!
This article was written by Sara Corbin, Owner of Good Karma Marketing. Sara has spent her career working in sales, account management, marketing, and customer relations. In her free time, she enjoys trying new craft beers, exploring new restaurants in her city, and cooking elaborate dinners while destroying the kitchen, and dirtying every dish possible.
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