Marketing Terms Demystified: Most Common Phrases to Learn

Are you a digital marketing newbie? Then you probably feel a bit overwhelmed with all the unfamiliar terms you hear every single day around the office. Digital marketers frequently use acronyms and other complicated words whenever they talk about the industry. It is best to learn them as quickly as possible and be a part of the dialogue.

We have made a list of the most common phrases you should learn whether you are a new client or someone just entering the world of digital marketing. These can come in handy in various situations, including business meetings with a digital marketing team or planning a next marketing campaign.

Without further ado, let’s demystify popular marketing terms!

A/B Testing

A/B testing is also known as split testing. As the name suggests, it is a process of presenting two or more versions of the same segment (landing page, call to action, newsletter, etc.) to see which has the larger impact on the visitors and might potentially drive up the conversions.

B2B (Business-to-Business)

B2B is used to describe a transaction between two companies. These may include information, products, or services. B2B is an adjective as well. Marketers use it when talking about businesses that sell their goods to other companies. 

Bounce Rate

Bounce rate can help digital marketers evaluate the success of a digital campaign and the overall SEO performance. It represents the number of visitors who load a website and then leave without engaging in any way. This metric includes users who don’t click on any links or explore the rest of a website. If a bounce rate is high, it means the number of conversions will be low.

B2C (Business-to-Consumer)

B2C is a business model used by companies that involve selling the products directly to the consumers, without any third parties. The companies that use the B2C business model often connect to their customers via the internet.

Buyer Persona

A buyer persona is a made-up description of the target audience. Marketers create a buyer persona with the help of data collected from the customers. Of course, they have to do thorough research as well. The profile of a buyer persona needs to be as detailed as possible to help marketers understand their clients. 


Call-to-action or CTA is a section on a webpage that prompts a visitor to perform a step. CTA is usually a link, advertisement, or any content. It is a part of marketing because it can convert a visitor into a lead. Therefore, CTA should be valuable and appealing to someone who is simply browsing a web page.

Clickthrough Rate (CTR)

Clickthrough rate is indispensable in digital marketing because it allows marketers to calculate the percentage of visitors who click on a link. You can use the result to examine how successful your marketing campaign is. Divide the CTR number with the number of opportunities, and that’s it.

Conversion Rate Optimization (CRO)

Conversion rate optimization is encouraging people to do a particular action on a webpage. It increases the percentage as a result. Marketers can boost the numbers by redesigning a page, improving the overall user experience, and testing new techniques. The goal of CRO is to bring in new customers. You can also apply it to social media profiles.


Metrics are fundamental in digital marketing, and impressions are among the top ones. It tells a marketer the exact number their ad has appeared on someone’s screen. It will not measure interactions with the said ad, just how many times it was loaded.

Engagement Rate

Engagement rate goes hand in hand with impressions. It is a metric often seen in social media marketing campaigns. Companies use it to get the number of comments, reactions, or shares generated by a single post or advertisement and then compare it with the total number of impressions.

Meta Description

A meta description is a part of meta tags, and it is used for describing a website. Users can see it in search results under the page title. The meta description is a piece of information that should convince a user to click on your website after discovering it through a search engine.


SEO or search engine optimization is a practice of optimizing a web page to push it further up the search results. Businesses do so by using specific keywords. SEO plays a major role in driving traffic to a website. If a page is at the top of search results, the chances are users will click on the link and browse around.