Marketing Definitions A – I

[ J – Q ][ R – Z ]

These marketing definitions will help you understand terms you will certainly come across working on your marketing and sales campaigns. This is a cheat sheet to give you an outline of those terms in simple to understand language.

(Click marketing term to expand definition)

A/B Testing

A/B Testing also known, as split testing is a method of testing marketing variables compared to each other to identify the one that brings a better response rate. In this context, the element that is being tested is called “control” and the element that is argued to give a better result is called “treatment.” With A/B testing you are dealing with one variable at a time. (One marketing campaign tested against another for effectiveness)


Advertising is a form of communication used to encourage or persuade attention to a product or business, usually with paid announcements in the print, broadcast, or electronic media.


A blog is a collection of content online in a journal or diary format. They are usually the work of a single individual, occasionally of a small group, and often are themed on a single subject. Blogs are used for so much more nowadays and can be the best way to reach your target audience with useful, educational information — not to mention how much it helps your search rankings. Companies that blog achieve 55% more web traffic and 70% more leads than those that do not.

Bounce Rate

Bounce rate is the rate at which a visitor clicks away from your page without converting.

Call To Action

A call to action is a text link, button, image, or some type of web link that encourages a website visitor to visit a landing page and become of lead. Some examples of CTAs are “Get 50% Off” or “Download the Whitepaper Today.”

Click Through Rate (CTR)

CTR is the percentage (the number of unique clicks divided by the number that were opened) of recipients that click on a given URL in your email, text ads.

Common Short Code Administration (CSCA)

is the agency responsible for issuing short codes, but we can take care of this complicated process for you. “If you do choose to lease a dedicated or vanity short code, there will be a monthly charge depending on whether you choose a 3, 6, or 12 month lease term.

Consultative Selling

There is dialogue between the salesperson and the customer and the customer’s needs come first. Even though there are formal definitions, knowing them by the book may not prove to be advantageous as the phrase is simply used to convey to the sales applicant that the wants somebody who is not pushy, who is ethical, competent and solves the needs of the client.

Consumer Demographics

Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes or opinions of consumers.

Conversion Rate

The number or percentage of recipients who respond to your call-to action in a given marketing campaign, whether it be pay per click, SEM or even traditional media. This is the measure of your campaign’s success. You may measure conversion in sales, phone calls, opportunities or appointments. At C4 SMS we put a tremendous amount of effort into increasing conversion rates.

Conversion Rate Optimization

In Internet marketing, conversion optimization or conversion rate optimization is the technique that increases your website’s effectiveness and persuades your site visitors to take action. By creating landing pages you can obtain important data and convert them into customers. The idea is with more leads and opt-ins you can increase your sales. It can be the fastest and cheapest way to obtain leads. It is also commonly referred to as CRO.

Cooperative Advertising

A system by which ad costs are divided between two or more parties. Usually, such programs are offered by manufacturers to their wholesalers or retailers, as a means of encouraging those parties to advertise the product.

CSC (Common Short Code)

is a short numeric sequence (4-6 digits) to which text messages can be sent from a mobile phone. Subscribers send text messages to CSC’s with relevant keywords to access mobile content or act upon a call-to-action.

Design Layout

How the landing page is designed. For instance, the form can be placed on the left side of the page, while the description of the offer is on the right.

Direct Mail

Marketing communications delivered directly to a prospective purchaser via the U.S. Postal Service or a private delivery company.

Direct Response Advertising

Direct response advertising is the business of designing, writing, and placing advertisements that ask the reader to respond by either calling a phone number, sending an email, redeeming a coupon or visiting a website for more information. Used effectively, it can be measured, and attributed to individual advertisements. Direct response advertising can also produce tons of qualified and favorably oriented prospects for your company. At its best it literally compels people to call, write in, or buy.


A rule-of-thumb that, for the typical product category, eighty percent of the products sold will be consumed by twenty percent of the customers.


A gatekeeper is the person responsible for keeping a decision maker from being bothered by irrelevant callers.


This measurement is used to count the number of times a person is viewing an ad or message. Impressions have become a very important metric with online marketing. But not as important as conversion rates.

Inbound Link

A link from one site into another. A link from another site will improve your SEO, especially if that site has a high Page Rank.

Inbound marketing

is a style of marketing that focuses on getting found by new visitors, converting traffic into leads, and analyzing performance.