Martech Buzzwords

Hedvig Ederyd - Digital Lead Gen Manager June 25, 2018

Buzzwords often used in the Marketing industry

Martech is not only a popular word amongst CIO and CMOs. It has become a game changer in marketing world.

Combine technology with marketing and it will help companies to personalize their communication, understand customers better and both optimize and automate their processes.

We have summarized a list with buzzwords and abbreviations which often is used in the Marketing industry. Hopefully there are some new words you could add in your vocabulary.

Advertising Network: connects other businesses who wants to advertise with websites that wish to host them.

Affiliate marketing: an advertising network, companies could use a advertiser´s webpage to advertise digitally and forward the user to the company webpage.

Algorithm: a small procedure to solve a recurrent problem. Algorithms are frequently used in IT. An example is a search engine algorithm, it uses keywords as input and when searching for its associated databases it provides results.

Agile marketing: is an effective marketing strategy that drives change by proactively preparing and planning for growth which today’s market demands.

Artificial Intelligence (AI) – intelligence presented by machines.

Campaign Automation: helps you to set up dynamic paths with a contact or lead, based on their previous actions.

Campaign Management System (CMS): a software solution which is design to measure and to handle different components of a marketing campaign.

Click-Through-Rate (CTR) – the rate is calculated based on how many people navigates to your website directly from the add or link.

Content Advertising: a process of producing content with the purpose of promoting the content though distribution channels.

Content Delivery Network (CDN):  a geographically distributed network of proxy servers and its data centers. With a CDN, the visitors experience higher availability and performance.

Content Management System (CMS) – it might have the same abbreviation as campaign management system but they are conceptually different. Content manager system hosts the content on companies website. An example of a CMS is WordPress.

Conversion Rate Optimization (CRO): a system which help increase website visitors and helps to convert them into customers.

Cost Per Click (CPC) – a solution where a visitor is sent forward to the website from the add. The cost of this solution is based on the number of clicks on the link.

Cost Per Impression (CPM) – an advertising measurement which is used to measure the cost efficiency of a campaign. The average cost for thousand impressions.

Customer Data Platform (CDP): a unified customer database where the data is gathered from several sources, cleaned and combined to create on single customer profile.

Dashboards: displays the KPIs through a web page which is linked to a database that constantly updates the rapport.

Data Management Platform (DMP): is a centralized database to gather, integrate and handle large amount of structured and unstructured data from different sources. An example: cookies.

Data Visualization: a presentation of data in a graphical format. It enable decision makers to see the data visually so they could understand difficult concepts or identify new patterns

Digital Transformation: the usage of digital technology to drastically improve company’s performance.

Display Ads –  also known as a banner ad, is a type of online paid advertising which is usually a design image and copy. The viewers could be forwarded to a landing page when clicking on the image.

Email Marketing: allows your company to communicate with the audience through emails. The purpose is usually to promote the brand, upcoming happenings and to increase sales.

Machine Learning:  is based on neural networks which are built for training and learning. The networks rely on specific factors to determine the outcome and are programmed by humans prior.

Marketing Automation – a function that allow you to automatize and customize digital marketing communication based on previous statistics and customer data.

Mobile Optimization: a process which ensures that visitors, who access company´s website from a mobile device, have an experience adapted for the specific device.

Native Advertising: advertisement that is placed on a website where it don’t disrupt the users experience and where a specific demographic is targeted with information they feel is useful or interesting.

Omnichannel: using all relevant channels and a cohesive communication throughout all channels.

Programmatic Advertising: the usage of machines to purchase digital ads.

Real-Time Marketing: a marketing approach where advertising “on-the-fly” is based on a current event. The purpose is to get the customer engaged.

Remarketing: helps you to reach people who previous visited your website or app. This means that previous visitors can be tracked with targeted ads when they visit another website within the google display network or through google search.

Search Advertising: placing online ads on webpages that includes search engine. By typing keywords the ads appear depending on if it matches or not.

Search Engine Marketing: both paid and non-paid approaches, that will rank your website higher in a search engine.

Search Engine Optimization (SEO) – different strategical methods that will rank your website higher.  In comparison to SEM the methods are “free” as it does not cost anything to for the company when a visitor clicks on their link.

Tag Management – tags are snippets of JavaScript code which you use on your website. It enables integrations with a third-party software.

User Experience: a way to map and develop solutions with user’s interactions, with for an example a website.

Web Experience Management: a process of handling the entire experience of the web users across different touch points in their journey through the company’s web presence.


Do you think there is a word we have missed?

Please contact