User-generated content, engagement rate, native content articles. Whether you’re trying to boost your marketing vocab, wow at your next meeting, or impress your boss (no judgment), we’ve got the go-to guide to get you there! Grab your notecards—we’re covering everything from banner ads to media kits…yes, they still make those.
Banner Ad:
A digital image placed on websites that advertises a product or service. Banner ads come in many shapes and sizes, but are typically long and rectangular.
Call to Action (CTA):
In advertising, a call to action shows up in all kinds of places. It is anything that is specifically designed to elicit an immediate response—whether that’s text on a button or an action statement at the end of a press release.
Click-Through Rate (CTR):
A metric that measures the number of people who engage with or “click” on an advertisement.
Cost Per Click:
The amount paid for each individual click received in a marketing, social, or advertising campaign.
Conversion:
A conversion is when a click or action leads to the desired result—a purchase, registration, email sign up, etc.
Copy:
Sometimes used in reference to any type of written content, but more specifically to content that is designed to get a reader or user to take action.
Demographics:
Characteristics that are used to target a specific audience (ex. gender, age, location, etc.).
Engagement Rate:
A metric that measures the number of times individuals have actively engaged with your content. Engagement includes clicks, shares, comments, likes, etc.
Frequency:
The number of times a person is exposed to an advertisement or piece of content during a set period.
Impression:
An impression can also be called a view. It is any time a user or individual has the opportunity to see your advertisement.
Influencer Marketing:
Partnering with individuals who have a strong social media presence to promote a brand.
Key Performance Indicator (KPI):
Metrics used to evaluate the success of a campaign.
Lead Generation:
Strategies to attract and capture interest from potential customers. This strategy is often used in paid social campaigns.
Media Kit:
A packaged set of materials that provide clear, easy-to-read information about your business or organization. Once traditionally printed and handed out, media kits are now most often digital or found on an organization’s website—making it simple for media outlets to cover your story. A media kit may include a company background, quick facts, infographics, personnel bios, and other relevant assets.
Media Weight:
The total impact of an advertising campaign in terms of the number of commercials, insertions, reach, and frequency achieved.
Native Content/Native Advertising:
Paid content (often in the form of an article or display ad) that is designed to look organic or match the site in which it appears.
Organic Posts:
Social media posts that do not have money behind them—often used to build community, share updates, highlight your brand personality, and engage with followers in an authentic way.
Paid Posts:
Social media posts that have money behind them and can be targeted toward a specific audience. Paid posts extend beyond your existing followers, allowing you to reach new users, increase visibility, and drive measurable actions.
Psychographics:
Classification of people according to psychological criteria, such as buying habits, hobbies, values, interests, etc. Like demographics, psychographics are used to further determine a target audience.
Reach:
The number of different people who saw your advertisement or content at least once during a set period.
Responsive Web Design:
A website that is designed to “respond to” or resize itself depending on the device it is being viewed on. A responsive website will ensure that all users have a good viewing experience—whether they’re on their phone, tablet, or desktop.
Search Engine Marketing (SEM):
SEM is the promotion of websites by increasing their visibility in search engine results through paid advertising.
Search Engine Optimization (SEO):
SEO is a tactic used to increase the visibility of your website or page when doing online searches, like those on Google.
Target Audience:
A specific group of individuals a campaign or advertisement is aimed at, determined by analyzing demographics, psychographics, and behavior.
User-Generated Content (UGC):
Content created by fans or followers, often shared on social media.
