The art and practice of marketing is full of alphabet soup. Acronyms can make our language more economical, but it can be confusing for business owners and customers who are less familiar with marketing jargon.

1. API or Application Programming Interface

A programming tool that allows a person to pull information and data from another application or data analytics.

2. CTA or Call-to-Action

A call-to-action is a text link, image, button, or some web link that encourages a website visitor to visit your website and becomes a lead. A few examples of CTAs are “Call Us Now”, “Subscribe”, “Sign up for free”, “Submit” and “Get Started”.

4. CTR or Clickthrough Rate

The percentage of your audience that advances (clicks through) from one part of your website to another. That means the total number of clicks that your page or CTA receives divided by the number of opportunities visitors had to click, including number of page views and emails sent.

4. CMS or Content Management System

A web application that is designed to make it easy for non-technical users to create, edit and manage a website.

 5. COS or Content Optimization System

A content management system that delivers visitors a more personalized web experience compared to a CMS.

6. CRM or Customer Relationship Management

Set of software programs that let companies keep track of all the contact information for existing and potential customers.

7. CSS or Cascading Style Sheets

It’s what affects the mood and tone of a website like colors, font, style, and images.

8. SEO or Search Engine Optimization

A practice of enhancing where a webpage appears in search results. It covers all the methods employed in generating traffic to your website from organic search results.

9. SERP or Search Engine Results Page

Web pages with a list of results that a search engine returns in response to a specific phrase or word, or more specifically, keywords.

 10. SWOT or Strengths, Weaknesses, Opportunities, Threats Analysis

A valuable technique for understanding your organizations Strengths and Witnesses and identifying both Opportunities open to you and the Threats you face.

11. SMART or Specific, Measurable, Achievable, Realistic and Time-Bound Goals

A simple tool in setting communicated and achievable goals for your business. It’s designed to help keep your focus and be realistic when goal setting.

12. KPI or Key Performance Indicator

A way marketers track progress toward marketing goals and evaluate their performance against industry standard metrics. Homepage views and blog traffic sources are good examples of KPIs.

13. ROI or Return on Investment

A performance measure used to evaluate the efficiency and profitability an investment like PPCs.

14. PPC or Pay-per-Click

The amount of money spent to get a digital advertisement clicked. 

15. B2B or Business-to-Business

A company that sells directly to another business

16. B2C or Business-to-Consumer

A company that sells directly to consumers.

17. SMS or Short Message Service

Text messaging marketing that is an effective tool that is easy to use and reaches your target audience quickly.

18. HTML or Hypertext Markup Language

A form of tagging text files that enable website designers to customize effects on font, color, hyperlinks, and graphics on web pages.


Understanding these terms and using the strategies they represent are necessary to effectively create a digital marketing campaign digital marketing campaign.

Not sure if you’re cut out to go it alone, let us help. We want your company brand to grow and succeed. We have a team of digital professionals who can increase the visibility and brand awareness of your company.