What the..? A glossary of marketing terms you may not have heard

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Recently found yourself in a meeting with a bunch of 12-year old hipster types talking in code? Here’s some of the lesser known marketing terms that you may have heard but are not completely sure what they mean.

Abandonment Rate

Also called a drop off rate, this is the measure of people who have not completed a ‘funnel’ or process on a website. This could be because they don’t end up buying an item, don’t go on to register or sign up, or simply aren’t on a page long enough to have actually read the information provided.

A/B testing

Commonly used in web development and other marketing processes, A/B testing involves using two variants of a similar concept to test factors such as hits, interaction, usability, engagement and messaging. You can test everything from the colour of one button, to two completely different versions of landing page. This can help determine which is a more effective and engaging concept.

Alt Text

This is used to describe an image as it acts as an HTML tag to tell a website user the nature or contents of the image. It is often used to describe an image to those with a website reader (i.e hearing impaired). The major search engines still use this tag as a signal for understanding the contents of a page.

Community Mining

Sometimes known as social media data mining, it is an analysis to find out more about a particular subject and how people are responding to, talking about and sharing information around that subject.


Curation is a way of sorting through vast amounts of information, available on the internet, for the purpose of organising or displaying it for a particular topic or subject. Marketers can benefit from undertaking content curation to enable prospective consumers to quickly access material directly relevant to their brand.

Google Algorithm

It is a mathematical formula which searches for keywords on website pages and brings together a multitude of unique factors to return the most accurate results to your particular search query. At the moment it’s called Hummingbird.

Inbound Marketing

Inbound marketing is an approach which draws people to your brand by creating information (content) through in a variety of ways – advertising, whitepapers, blogs, podcasts, videos, ebooks etc – which encourages engagement and brings the customer to you.

Landing Pages

Also referred to as a lead capture page, a landing page is usually reached via a hyperlink (strategically placed within an advertisement, article, blog or other piece of content) which focuses on a single topic and provides a direct call to action from the user.


Pay-per-click describes a website revenue model where a company places an advertisement on a website and pays the host of the site each time a consumer clicks on the ad. Also known as PPC.


A meme is a form of mimicry which helps to spread an idea across the internet. A meme is usually in the form of a photo, website, hyperlink or video which spreads information to a wider audience.

Organic Search

This is when the search results returned are drawn from the natural indexing of the websites (pulled from the content of the website) as opposed to search results which appear because they have paid for a position in the search results (see pay-per-click).


Remarketing is a process where you show ads to users who’ve previously visited your website as they browse other sites on the web. This is a powerful tool which allows you to continue to engage your audience across your desired categories and demographics. Stalking? Yes, you could say that.


It stands for User Experience. User Experience encompasses a range of design principles and disciplines for the purpose of understanding and enhancing the human interaction with the particular interface, whether it be a website, a tool, a graphic or an activity.

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