Welcome to PIC's Digital Marketing Glossary—the go-to guide packed with essential terms, acronyms and key concepts you need to understand digital marketing.
Whether you’re new to the team or working closely with us as a client, this glossary will serve as a valuable reference to ensure clear and effective communication. Need to decipher SEO, SEM, or ROI? Curious about how CPC impacts your ads? You’ll find it here. Dive in, boost your knowledge and get the insights you need to better understand digital marketing.
PIC-Specific Terms
- ELT (Executive Leadership Team): At PIC, our Executive Leadership Team, known as PIC Partners, acts as our "board," making both weekly and long-term strategic decisions.
- HMS (Hero Mission Strategy): The Hero Mission Strategy is a content strategy framework that identifies the ideal customer (Hero) and the problem they are trying to solve (Mission). PIC uses this strategy to create engaging, relevant, and useful content for clients' target audiences.
- B.O.R.R.A.T (Background, Objective, Requirements, Resources, Approach, Time): The BORRAT framework provides comprehensive information to all individuals involved in a task. It ensures that even if the task is revisited weeks later, the necessary background knowledge is available to recall its purpose and significance.
Glossary of Marketing Terms
- ABM (Account Based Marketing): A marketing and sales strategy focused on selling products or services to a specific list of target accounts.
- AM (Account Manager): The PIC employee responsible for managing the marketing initiatives for a client.
- B2B (Business to Business): Refers to communication and transactions between two different businesses.
- B2C (Business to Customer): Refers to communication and transactions between a business and individual customers.
- CMO (Chief Marketing Officer): An executive responsible for marketing strategies and activities, requiring a deep understanding of marketing fundamentals and strategic thinking.
- CMS (Content Management System): A web application designed to facilitate the creation, editing, and management of website content for non-technical users.
- CPC (Cost Per Click): The amount spent to get an ad clicked in pay-per-click (PPC) advertising campaigns.
- CPL (Cost Per Lead): The cost associated with acquiring a lead for the organization.
- CRM (Customer Relationship Management): The management of a company's interactions and relationships with current and potential customers.
- CRO (Conversion Rate Optimization): The process of optimizing a website to increase the conversion rate, such as improving design elements to boost user engagement.
- CTR (Click Through Rate): The percentage of clicks on a call-to-action (CTA) compared to the total number of people who viewed it.
- CX (Customer Experience): The overall experience a customer has with an organization.
- DNS (Domain Name System): The system that translates domain names into IP addresses, allowing browsers to load internet resources.
- FS (Foundational Services): A department that includes all Paid Media, SEO, Website/Apps, and Account Managers (AMs).
- GA (Google Analytics): A service by Google providing detailed statistics about a website’s traffic and performance.
- GTM (Go to Market): A strategy outlining how a company will launch a new product or service, define its ideal customers, and coordinate messaging.
- KPI (Key Performance Indicator): Metrics used to measure the success of an organization in achieving its business objectives.
- Metrics that Matter: Marketing metrics that indicate progress toward achieving key performance indicators (KPIs).
- MOM (Month over Month): A comparison of revenue or other business metrics from one month to the next, important for tracking short-term growth.
- PPC (Pay Per Click): An advertising model where marketers pay a fee each time their ad is clicked.
- ROI (Return on Investment): A measure of the profitability of an investment, calculated as the ratio of profit to the cost of the investment.
- SD (Service Delivery): A department led by Jeff that includes all Development & Design (D&D), Foundational Services, and Growth.
- SEM (Search Engine Marketing): Typically refers to paid advertisements on search engines like Google, but can include all forms of online advertising on search platforms.
- SEO (Search Engine Optimization): The process of optimizing a website to rank higher in search engine results pages (SERPs).
- SER (Search Engine Ranking): The position of a website or web page in search engine results, determined by quality and relevance.
- SERPs (Search Engine Result Pages): The pages displayed by search engines when users enter keywords.
- SMM (Social Media Marketing): Marketing efforts focused on social media platforms to engage with audiences and promote products or services.
- TAM (Total Addressable Market): The total revenue opportunity available within a market for a product or service, calculated using various methods such as top-down or bottom-up approaches.
- UI (User Interface): The interface through which users interact with a computer or software application, designed to provide a user-friendly experience.
- URL (Uniform Resource Locator): The web address used to locate a resource on the internet.
- UX (User Experience): The overall experience a customer has while interacting with a business or its products/services.
- YTD (Year to Date): The period of time from the beginning of the current calendar or fiscal year up to the current date.
This glossary will be updated periodically to reflect new terms and changes in our industry. If you have any suggestions for additional terms or need further clarification, please reach out to the content team.
Take the Next Step
Did you find this digital marketing glossary useful? Check out some of our other marketing resources. We regularly post new case studies, articles and events. If you’re looking for the help of a digital marketing agency, send us a message to get started.
