Marketing Terms Everyone Should Know (C-D)

female hands with pen writing on notebook on grass outside

Everyone should know SOME marketing terms!

Catching a part of someone’s conversation and being able to understand and respond can unlock interactions with potential customers, establish friendships, and grow business relationships. Enjoy Part 2 in our Marketing Terms Everyone Should Know series- (C-D)!

We also run by some common marketing acronyms here.

Let the pros handle your marketing needs here.

Marketing Terms that Begin with “C”

Call to Action (CTA)

A call to action is a piece of content that is intended to drive a viewer or listener to perform a specific action. Content strategies with objectives such as “increased sales” will especially make use of solid CTAs. CTAs typically will contain one of the following verbs: Sign up, call, download, subscribe, buy, share etc.


Case Study

A case study, in marketing, is an in-depth analysis of a project or campaign to utilize the data to improve techniques, understanding, or to guide the development of future plans and projects.

Case studies typically identify problems and then lead to the formulation of solutions and implementation of an improved plan.


Churn Rate

In marketing, the churn rate refers to the rate at which customers stop subscribing to a service, program, or subscription.


Click-Through Rate (CTR)

Used in internet marketing, the CTR measures the number of clicks marketers receive on their ads per number of impressions. The CTR shows how many of the people who have seen your advertisement end up clicking on it/following it through.


Cold Calling

Cold calling refers to the practice of soliciting potential customers that have had no previous interaction with the company that is placing the call.


Comparative Advertising

Comparative advertising is a marketing strategy that suggests the company’s product or service is superior when compared to a competitor’s.

Comparative advertising is commonly seen in side-by-side images showing the juxtaposition of products.


Content Management System (CMS)

A content marketing system (CMS) is a software application that contains programs that create, manage, and edit digital content. Typically, this content is placed on a website or utilized in social media.


Content Marketing

Content marketing refers to the strategy of creating and sharing content to stimulate interest and spread awareness of a brand. Content marketing greatly assists in SEO, as relevant content distributed on a company’s blog and social media aids in driving valuable customer action.



In the context of marketing, contributors are responsible for adding content to a website, blog, or social media platform.

Contributors are frequently assigned administrator or editor statuses on Facebook, although any sanctioned individual in an organization can be a content contributor.


Conversion Path

Conversion paths are the trackable processes that website visitors undergo from first visiting a website to eventually completing an action on the page (such as buying a product or signing up for a subscription).


Corporate Identity

Considered the ‘personality’ or ‘portrayed image’ of a corporation, corporate identity dictates how business objectives are decided upon and handled.

A business’s corporate identity is how the company is portrayed to the public, utilizing the corporate mission statement, values, and unique practices.


Cost-Based Pricing

Cost-based pricing refers to a product pricing method in which a percentage of the total cost is added to the selling price of the product.


Cost Per Click (CPC)

In pay-per-click marketing campaigns (PPC), the cost per click refers to how much you’re paying for each interaction completed through your online product ad or offer.

Used in Google Adwords, CPC is affected by ad rank, maximum bid, and quality score metrics.


Cost Per Lead (CPL)

Commonly known as online lead generation, cost per lead is a form of performance-based marketing.

CPL is calculated based on qualifying leads and payment/amounts are determined by actions of both publishers and advertisers.


Cost Per Mille (CPM)

Also known as cost per thousand, cost per mille refers to the cost that an advertiser pays for 1000 impressions (AKA views or visits).


Cost Per Rating Point (CPP)

Cost per rating point (CPP) refers to the cost it will take to achieve an objective or goal. On a more detailed level, CPP is helpful when planning a media budget because it calculates the cost to achieve a specific point in the objective.

For instance, if the goal is to reach 5000 people, CPP can be calculated to determine how much it would cost to reach 2500 people, which may be more in-line with the given budget.


Customer Acquisition Cost

Simply put, the customer acquisition cost (CAC) is the cost of acquiring- or, convincing- a potential customer to buy your product or service.

This value is incredibly valuable to marketing specialists, investors, and accountants, as new customers are always in demand. This metric helps evaluate the marketing tactics that are in place, and whether or not they are paying off.


Customer Relationship Management

Customer relationship management (CRM) refers to the process in which customer relationships are started, maintained, and improved.

The objective of CRM is to establish customer loyalty and develop long-lasting relationships with both new and existing clients.


Marketing Terms that Begin with “D”


In marketing, demographics such as age, race, religion, gender, and family size are utilized to segment the target market of a marketing campaign.


Digital Marketing

Digital marketing refers to marketing that utilizes digital platforms such as the internet, social platforms, mobile/text marketing and other digital media.

Direct Competition

In business, direct competition is a situation in which multiple businesses offer essentially the same product/service, and thus compete with each other for the same market.


Direct Mail

In marketing, direct mailing is the practice of sending tangible mail to prospective customers. Direct mail letters frequently contain a coupon, offer, call-to-action or promotional product.

Direct mail is frequently referred to as “junk mail”.


Direct Marketing

Direct marketing is the practice of selling products or services directly to a potential customer by utilizing a specific call to action, as opposed to traditional advertising, which is less personalized.

Direct marketing frequently involves the inclusion of a specific code or offer which can be tracked and noted by marketers, versus un-trackable generic advertising. Direct marketing removes the “middle man” retailer out of the equation.


Dynamic Content

Dynamic content refers to web content that changes depending on the user’s search behaviors, preferences, and interests.

This content is different for everyone, as it adapts to pre-defined conditions such as particular user signals. While a group of customers may all be on the same landing page, showing the same advertisement to every customer will not guarantee success. Dynamic content ensures that the content displayed is personalized for each user specifically.


Fusion Group USA

Fusion Group USA understands that digital marketing is an incredibly powerful tool for today’s businesses. With so many social media platforms and ways to market your message, it’s incredibly easy to accidentally skip steps or neglect to pay attention to important processes.

From in-depth analysis of factors such as reach, exposure, and audience to “big picture” strategizing, Fusion Group USA is here to put your business on the center stage. Contact us today to learn how easy it is to help your business reach heights you’d only dreamed of!


Leave a Reply