21 Acronyms Every Marketer Needs to Know

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Does your CTA read loud and clear? Are your KPIs on target? Did you take CPC into account when calculating the ROI on your latest PPC?

If these questions made about as much sense as trying to see through the dark, murky lighting of this week’s GoT episode, read on. We’re here to help you grok our meaning.


B2B: Business to Business – The exchange of products, services, or information between businesses, rather than between businesses and consumers.

B2C: Business to Consumer – The exchange of products, services, or information between businesses and consumers.

CMS: Content Management System – A platform that hosts creation and management of digital content. CMSs are typically used for enterprise content management (ECM) and web content management (WCM).

CPC: Cost Per Click – The price an advertiser pays for each click in its pay-per-click (PPC) marketing campaign.

CR: Conversion Rate – The percentage of the total number of visitors to a website who complete a desired action on a campaign such as views, registrations, downloads, or purchases.

CRO: Conversion Rate Optimization – The process of enabling people to take a desired action when they visit a website.

CTA: Call to Action – A verbal, written, or visual prompt offering people a directive on what to do next, such as “Subscribe” or “Download.”

CTR: Click-Through Rate – The percentage of clicks an ad receives out of the overall number of times the ad is seen.

CX: Customer Experience – The sum of every interaction a customer has with a company or brand at all touchpoints throughout their relationship.

ESP: Email Service Provider – A third-party service used to deploy newsletters or marketing campaigns to a list of subscribers.

KPI: Key Performance Indicator – Quantifiable measures that track how effectively a company is accomplishing its goals.

PV: Page Views – The number of times a web page is successfully loaded (or reloaded) in web browser.

ROI: Return on Investment – The net profit generated by corporate initiatives such as ad campaigns, relative to the amount of money invested.

SEM: Search Engine Marketing – The use of digital marketing strategies such as paid advertising to increase the visibility of a website in search engine results pages.

SEO: Search Engine Optimization – The use of various methods to improve organic search engine results and increase traffic to a website.

SMM: Social Media Marketing – The use of social networks and applications to spread brand awareness, promote products, build relationships, and generate leads.

SOV: Share of Voice – The percentage of all online content and conversation about a company, compared to its competitors.

TOS: Terms of Service – The rules and regulations governing use of a service or product by which users must abide.

UGC: User-Generated Content – Any content, such as posts, images, or videos, that is created and shared by unpaid contributors.

UV: Unique Views – The number of new users that view a page, video, or image. If a single user views an item ten times, it will register as ten views and one unique view.

WOMM: Word of Mouth Marketing – Tactics used to encourage customer-generated discussions about a product or company.