Marketing Jargon Buster Pt. 1

by Aug 16, 2022POLENDINA

Are you new to the marketing industry? Maybe you’re a business expanding your marketing department, you may be feeling a little overwhelmed right now. You’re surrounded by acronyms, insider terms and jargon that without a degree or years of experience, you haven’t got a clue about. But don’t worry, you’re not alone and we’re here to help. So here’s a brief introduction to some marketing terms you should familiarise yourself with so you can bullshit with the best of ’em!


SEO, or Search Engine Optimisation, is the process of improving the ranking of a website on search engines. The higher a website ranks, the more likely people are to find it, dur. SEO can help businesses by increasing traffic to their website, and therefore increasing leads and sales. There are a number of things business owners can do to improve their SEO, such as optimising their website for mobile, improving their websites speed, and publishing high-quality content. (There’s a bit more to it than this, but we’ll save that so we can drag it out across several other articles content pieces to improve our SEO.)


CRO, or Conversion Rate Optimisation, is the process of improving the percentage of website visitors who take a desired action, such as subscribing to a newsletter, making an enquiry or making a purchase. CRO can help businesses increase sales by improving the usability of their website and by creating more compelling, sexy and effective calls to action. There are a number of things business owners can do to improve their CRO, such as using persuasive copywriting, testing different designs for their website, and using A/B testing to test different variants of their website (yes, we can do that.)


PPC, or Pay-Per-Click, is a type of online advertising where businesses pay a publisher (like Google AdWords or Facebook Ads) each time one of their ads is clicked. PPC can be an effective way for businesses to reach new customers, it can even be customised to target specific demographics. Businesses that are interested in using PPC should research which publishers offer the best results for their industry and budget, and they should also create compelling ads that will encourage people to click on them. Titillate the juices of those google searchers with an ad they can’t resist clicking!


ROAS, or Return On Advertising Spend, is a metric used to measure the effectiveness of a business’s advertising campaign. It is calculated by dividing the total revenue generated by the campaign by the total amount spent on the campaign. This metric can be used to help businesses determine whether they are getting a good return on their investment in advertising. ROAS can be used to compare different advertising campaigns and to help businesses decide where to allocate their advertising budget.


AIDA is an acronym for Attention, Interest, Desire and Action. It’s a framework that can help you create effective marketing campaigns by ensuring that your messaging is aligned with the desires of your target audience.

Attention: You need to grab the attention of your target audience with your messaging. This can be done by using eye-catching visuals, catchy headlines or by creating a sense of urgency.

Interest: By understanding what interests your target audience, you can create content and design your marketing campaigns to appeal to them. This will help to capture their attention and generate interest in what you have to offer.

Desire: Once you’ve captured the attention and interest of your target audience, it’s important to focus on creating desire for what you’re selling. This means presenting your products or services in a way that emphasises their benefits and appeals to the emotions of potential buyers.

Action: The final step is motivating potential buyers to take action by providing clear calls to action that are easy for them to follow. This could include providing a discount for taking immediate action, or making it easy for customers to purchase your product or service online.

PEST Factors

PEST is an acronym for Political, Economic, Social and Technological. These are all factors that can affect a business and should be considered when planning marketing campaigns.

Political factors include things like government regulation, tax laws and trade restrictions. Economic factors include interest rates, inflation and unemployment. Social factors include things like demographics, cultural values and social trends. Technological factors include things like the rate of technological change, the impact of technology on society and the pervasiveness of technology.


SMART goals are goals that are Specific, Measurable, Achievable, Relevant and Time-bound. They can be used by businesses to help them achieve their marketing objectives.

Specific: SMART goals should be specific, so you can measure whether or not you’ve achieved them. This means defining your goal in clear terms and making sure it’s something you can actually measure.

Measurable: SMART goals should be measurable, so you can track your progress and see if you’re on track to achieving them. This means setting quantifiable goals and creating a plan for how you’re going to measure your progress.

Achievable: SMART goals should be achievable, so you don’t set yourself up for failure. This means ensuring that your goal is realistic and within your reach.

Relevant: SMART goals should be relevant to your business and the objectives of your marketing campaigns. This means that the goal should align with what you’re trying to achieve and be important to your target audience.

Time-bound: SMART goals should be time-bound, so you have a deadline for achieving them. This means setting a date by which you want to achieve your goal and creating a plan for how you’re going to do it.

Marketing speak can be confusing, but by understanding the acronyms and concepts behind it, you can create better marketing campaigns. The terms we’ve covered in this article are just a few of the most important ones to know. By familiarising yourself with these terms, you’ll be able to communicate with other marketers on their level and understand the goals of your own marketing campaigns.