The ABCs of Marketing Jargon

Foundations you’ll hear in Purplex planning sessions and reports.

1. Full-Service Agency

A marketing agency offering all major services in-house from branding and PR to SEO, PPC, social media, and web design. This unified approach means all campaigns are consistent, with a single point of contact. Purplex example: We’re a full-service agency, ensuring your strategy, creative, and delivery are perfectly aligned. Explore our services.

2. Integrated Marketing

A coordinated marketing approach where multiple channels work together to deliver the same core message. This improves brand recall and maximises ROI. Purplex example: We combine PR, PPC, and SEO for product launches to reach trade, consumer, and search audiences simultaneously.

3. Multi-Channel Campaign

A campaign delivered across more than one medium, such as paid search, email, and trade press. This allows you to reach people where they are most active, reinforcing your message through different touchpoints.

4. Campaign Brief

A written document detailing the objectives, audience, timelines, and deliverables for a campaign. It keeps all stakeholders aligned. Purplex example: Every project starts with a detailed brief agreed with the client before creative work begins.

5. Creative Concept

The central theme or idea guides campaign visuals, copy, and messaging. A strong concept ensures consistency across all outputs.

6. Content Calendar

A schedule showing when and where content will be published. It supports consistency, seasonal relevance, and resource planning. Purplex example: We build quarterly calendars for glazing and construction clients to match seasonal buying patterns.

7. KPI (Key Performance Indicator)

A measurable metric showing whether a campaign is meeting its goals. Examples include leads generated, conversion rates, or cost per acquisition. Purplex note: We tailor KPIs to client objectives so success is measurable and meaningful.

8. Marketing Funnel

A model representing the stages customers move through before purchase: awareness, consideration, and decision. Campaigns should provide the right content at each stage.

9. Touchpoint

Any interaction a potential customer has with your brand, from seeing an ad to visiting your website or meeting at a trade show.

10. LeadTracker

Purplex’s in-house lead management system captures, tracks, and monitors enquiries, ensuring prompt follow-up and better sales conversion rates.

Digital Marketing Jargon

Terms linked to our SEO, PPC, and digital advertising work.

11. SEO (Search Engine Optimisation)

The process of improving a website so it ranks higher in search engine results, driving more organic traffic. It involves technical improvements, keyword targeting, and high-quality content creation. SEO services.

12. PPC (Pay-Per-Click)

A paid advertising model where you pay each time someone clicks your ad. Popular platforms include Google Ads and Microsoft Advertising. Our PPC services help businesses maximise their return on ad spend.

13. Organic Traffic

Visitors arriving via unpaid search results. Growing organic traffic often requires a long-term SEO strategy.

14. Meta Title

The clickable headline is shown in search engine results. Well-written titles improve click-through rate and SEO performance.

15. Meta Description

The short summary is below the meta title in search results. It should include target keywords and a compelling reason to click.

16. Conversion Rate

The percentage of visitors completing a desired action, such as filling out a form or making a purchase. Higher conversion rates mean better campaign efficiency.

17. Landing Page

A standalone web page created for a specific marketing campaign. It is designed to encourage a single action, such as downloading a brochure or requesting a quote.

18. Bounce Rate

The percentage of visitors who leave your site after viewing only one page. A high bounce rate can indicate poor content relevance or user experience.

19. Call to Action (CTA)

A statement or button encouraging users to take a specific action, like “Book a consultation” or “Get a quote”.

20. Remarketing

A tactic that shows ads to people who have already visited your site or interacted with your content, encouraging them to return and convert.

PR & Communications Jargon

Key terms from our public relations and media campaigns.

21. Press Release

A written statement sent to media outlets to announce news, events, or achievements. PR services.

22. Media Outreach

The process of contacting journalists, editors, and influencers to secure coverage for your brand.

23. Thought Leadership

Establishing a person or brand as an authority in their field through articles, interviews, and speaking engagements.

24. Media Kit

A package of information and assets for journalists, including company background, bios, logos, and imagery.

25. Earned Media

Coverage gained through PR and editorial mentions rather than paid advertising.

26. Owned Media

Channels you control, such as your website, blog, and social profiles.

27. Paid Media

Advertising you pay for, such as display ads, sponsored articles, or paid search.

28. Brand Narrative

The overarching story a company tells about its mission, values, and purpose.

29. Stakeholder Communication

Sharing important updates and information with key audiences, such as investors, staff, and customers.

30. Crisis Communication

Managing your brand’s response to negative events to protect reputation.

Web & UX Jargon

Language from our website design and development services.

31. CMS (Content Management System)

Software that allows you to create, edit, and manage website content without needing coding skills.

32. Responsive Design

A design approach where websites automatically adjust to different screen sizes and devices.

33. Wireframe

A basic visual guide showing a web page’s structure before design and content are added.

34. UX (User Experience)

The overall experience a visitor has when interacting with your site, including ease of use and satisfaction.

35. UI (User Interface)

The visual and interactive elements of a website, such as menus, buttons, and forms.

36. A/B Testing

Comparing two versions of a page or element to see which performs better.

37. Page Speed

The time it takes for a web page to load. Faster speeds improve SEO and user engagement.

38. Heatmap

A visual representation showing where users click, scroll, and hover on a page.

39. Mobile-First

Designing for mobile devices before scaling up for larger screens.

40. E-Commerce

Online buying and selling of products or services, often via platforms like WooCommerce or Shopify.

Strategy & Data Jargon

Terms from our planning and analytics work.

41. Brand Positioning

How your business is perceived relative to competitors, based on factors like price, quality, and service.

42. Market Segmentation

Dividing a target market into distinct groups based on demographics, behaviour, or needs.

43. Buyer Persona

A semi-fictional profile of your ideal customer, based on data and research.

44. Customer Journey

The path a customer takes from first awareness to final purchase.

45. Lifetime Value (LTV)

The total revenue you can expect from a customer during their relationship with your business.

46. Acquisition Cost (CAC)

The total cost of acquiring a new customer, including marketing and sales expenses.

47. ROI (Return on Investment)

A measure of profitability, calculated by comparing net profit to the cost of an investment.

48. Conversion Funnel

A visual model showing the stages a customer passes through before purchase.

49. Attribution

Assigning credit to different marketing channels or touchpoints that contribute to a conversion.

50. Churn Rate

The percentage of customers who stop doing business with you during a given period.

Sector-Specific Jargon

Marketing language relevant to glazing, construction, and home improvement, key sectors Purplex works in.

51. Fenestration Marketing

Specialist marketing for the windows, doors, and glass products sector. This often includes trade PR, showroom promotions, installer recruitment, and product launch campaigns. Purplex example: We run integrated fenestration marketing for national brands and local installation companies to generate both trade and consumer leads.

52. Installers’ Campaign

A marketing campaign aimed at installation companies rather than end consumers. This could involve targeted trade advertising, sales literature, and B2B lead generation.

53. Trade PR

Public relations activity aimed at industry publications, events, and audiences rather than the general public. Purplex example: We place client stories in glazing, construction, and building products trade media to strengthen reputation.

54. Showroom Marketing

Campaigns designed to increase footfall to physical showrooms. Tactics include local PPC, social ads, press coverage, and event promotions.

55. Specifier Marketing

Targeting architects, developers, and other decision-makers who specify products for projects. Often includes technical literature, CPD events, and trade media PR.

56. Lead Generation in Construction

Marketing is designed to attract and convert leads for businesses in the building sector. This can involve SEO, PPC, content marketing, and industry database targeting.

57. B2B Campaign

A marketing campaign focused on selling products or services to other businesses rather than consumers.

58. B2C Campaign

A campaign aimed at consumers, often with a stronger focus on brand storytelling and emotional appeal.

59. Seasonal Campaign

Marketing activity tied to seasonal peaks in demand, such as home improvement promotions in spring or energy-efficiency pushes before winter.

60. Product Launch PR

Publicity and promotion to support the introduction of a new product. Purplex example: We run product launch campaigns for new window systems, combining PR, PPC, and showroom events.

Performance & Analytics Jargon

Metrics Purplex tracks to measure success.

61. Data Dashboard

A visual reporting tool showing live campaign performance data. Dashboards allow quick performance checks without sifting through raw numbers.

62. Engagement Rate

The percentage of users interacting with content, such as likes, comments, shares, or clicks. A higher engagement rate usually signals stronger audience relevance.

63. Open Rate

The percentage of email recipients who open a campaign. It’s influenced by subject lines, sender reputation, and audience targeting.

64. Click-Through Rate (CTR)

The percentage of people who click a link after seeing it. CTR can apply to email campaigns, ads, or search listings.

65. List Growth Rate

The rate at which an email subscriber list is expanding, factoring in new subscribers minus unsubscribes and bounces.

66. Bounce (Email)

Emails that cannot be delivered. Hard bounces are permanent (e.g., invalid address), soft bounces are temporary (e.g., full inbox).

67. Lead Scoring

Assigning a value to leads based on the likelihood of converting. This helps prioritise high-quality prospects.

68. Pipeline

The current opportunities being worked on by a sales team, often visualised in CRM software.

69. Forecasting

Predicting future sales or results based on historical data and current performance trends.

70. ROAS (Return on Ad Spend)

A measure of the revenue generated for every £1 spent on advertising. This is a core metric for PPC campaigns.

Content & Social Media Jargon

Language from our content and social campaign strategies.

71. Content Marketing

Creating valuable, relevant content to attract and retain an audience, and drive profitable customer action. Content marketing services.

72. Social Listening

Monitoring social media platforms for mentions of your brand, competitors, or industry trends.

73. Organic Reach

The number of people who see your content without paid promotion. Maximised through quality, shareable content.

74. Paid Reach

The audience is exposed to your content via paid advertising, such as boosted posts or sponsored ads.

75. Engagement

Any interaction with social content, such as clicks, comments, or shares.

76. Influencer Marketing

Partnering with individuals who have large, engaged followings to promote products or services.

77. UGC (User-Generated Content)

Content created by customers or users, such as reviews, testimonials, or photos.

78. Hashtag Campaign

Using a unique or branded hashtag to link posts across social platforms and encourage participation.

79. Reels/TikTok Content

Short-form video created for Instagram Reels, TikTok, or similar platforms to drive visibility and engagement.

80. Social Media Calendar

A scheduled plan of posts across social platforms to maintain consistency and strategic timing.

Emerging Tech & AI Jargon

Future-facing marketing terms Purplex keeps an eye on.

81. AI Marketing

Using artificial intelligence to automate, personalise, and optimise marketing campaigns.

82. Generative AI

AI tools that create text, images, or videos based on prompts. Examples include ChatGPT and Midjourney.

83. Chatbot

An automated conversational tool that can answer customer questions, capture leads, or route enquiries.

84. Programmatic Advertising

The automated buying of digital ad inventory using data to target the right user at the right time.

85. Personalisation

Tailoring content, ads, or experiences to individual user preferences or behaviours.

86. Predictive Analytics

Using historical data and AI to forecast future customer behaviours.

87. Voice Search Optimisation

Optimising content to appear in voice search results on devices like Alexa or Google Assistant.

88. Machine Learning

A type of AI where algorithms improve automatically through data and experience.

89. AR Marketing

Augmented reality experiences are used for interactive brand engagement.

90. VR Marketing

Virtual reality is used to create immersive marketing experiences.

Email & CRM Jargon

Key terms for lead nurturing and retention.

91. ESP (Email Service Provider)

A platform for creating, sending, and managing email marketing campaigns, such as Mailchimp or HubSpot.

92. Automation Workflow

A series of automated actions triggered by user behaviour, such as a welcome email after signup.

93. Segmentation

Dividing an email list into smaller groups based on characteristics like behaviour, demographics, or purchase history.

94. Drip Campaign

A scheduled series of emails sent over time to guide recipients toward a purchase.

95. CRM (Customer Relationship Management)

Software for managing customer data, sales pipelines, and communication history. In the glazing and construction sectors, platforms such as Salestracker combine live prospect data with CRM tools to help businesses track leads and maintain strong client relationships.

96. Lead Nurturing

Building trust and relationships with prospects through targeted, timely communication.

97. Win-Back Campaign

A targeted campaign to re-engage lapsed customers or subscribers.

98. Opt-In

A user giving explicit permission to receive marketing communications.

99. GDPR Compliance

Following the General Data Protection Regulation rules for data privacy and marketing consent. ICO GDPR guide.

100. Unsubscribe Rate

The percentage of people opting out of receiving further marketing emails.

Next steps: turn marketing jargon into practical action

Marketing jargon only helps if it leads to clear decisions and measurable outcomes. At Purplex, we translate the terms in this glossary into plans you can execute and targets you can track. You get straight advice, sector expertise, and reporting you can read at a glance.

Marketing Jargon: 100 Key Terms Explained