A list of Marketing and Design Terms that are either newly introduced, uncommon, or specialized
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A/B Testing. A randomized experiment where two or more variants of a similar message (for example two versions of a landing page) are shown to users. Statistical analysis is used to determine which variation performs better for a given conversion goal.

API. (Application Programming Interface) A series of functions and procedures in computer programming (clearly defined methods of communication among various components.), which allow an application to extract information from a service and use that information either in their own application or in data analyses. An API specification can take many forms.


Bleed. (Printing) The printing area that goes beyond the edge of where the printed sheet will be trimmed. In other words, the bleed is the area to be trimmed off and won’t be visible in the final product.


Clickbait. A form of deceiving content (generally a headline which uses hyperlink text), typically sensationalized or misleading, designed to attract attention and entice users to read, view, or listen to the linked piece of online content.

CPA. (Cost Per Action or Cost Per Acquisition) A compensation method in online advertising (generally bidding), where advertisers pay for a specified acquisition: e.g.: a sale or user registration.

CPC / PPC. (Cost Per Click / Pay Per Click) A compensation method in online advertising (generally bidding), where advertisers pay each time a user clicks on their ads.

CPE. (Cost Per Engagement) A compensation method in online advertising (generally bidding), where advertisers only pay when users actively engage with ads.

CPI. (Cost Per Install) A compensation method in online advertising (fixed or bid rate), generally specific to mobile applications and mobile advertising, where advertisers only pay when the application (App) was installed.

CPM. (Cost Per Mille) A compensation method in online advertising (generally bidding), where advertisers pay for every thousand displays (impressions) of their ads to potential customers, whether the ad is clicked or not. One impression = when an ad is shown to a user, and is countable (each time an ad is fetched, it is counted as one impression).

CPV. (Cost Per View) A compensation method in online advertising (generally bidding) for video campaigns, where advertisers pay when a viewer watches a video or interacts with the video ad (clicks), whichever comes first.

CTR. (Click-through Rate) the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Click-through rates for ad campaigns vary tremendously.


DPI. (Dots Per Inch) A measure of an image quality and resolution. DPI is used to describe the resolution number of dots per inch in a digital print and the printing resolution of a hard copy print dot gain, which is the increase in the size of the halftone dots during printing. This is caused by the spreading of ink on the surface of the media. Generally, high resolution images (for printing) = 300 DPI, while low resolution images (for screen) = 72 DPI.

Dynamic Content. Digital (generally online) content that constantly or regularly changes based on the behavior, preferences, and interests of the user (which determines what content is delivered to the user). Meaning that the content of a same website may differ for every user because of different parameters.





Hashtag. (#) A type of metadata tag, generally used on social networks (Twitter, Facebook, Instagram) and on other Internet services, allowing users to apply dynamic tagging which makes it possible for others to easily find messages with a specific theme or content (e.g.: #metoo, #theoscars).

House List. (Direct Marketing) A permission-based list or directory compiled from opt-in subscribers with personal and/or corporate contact, independently compiled and maintained by the business for its own use (“in-house”). Examples: an e-mail subscriber list, or a list of past/current customers (people who have bought from you). This list is used to send direct promotional messages. 


Influencer. An individual or organization that, in exchange of some kind of compensation (generally monetary), is able to exercise influence over an organization, its brands, its products and its customers, mostly but not exclusively through the use of Social Media platforms.




Lorem Ipsum. (Dummy Text) is text used as a placeholder that will be swapped out later with actual copy. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum has roots in a piece of classical Latin literature from 45 BC:

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi venenatis mi nisi, sit amet interdum felis condimentum ac. Morbi pulvinar tellus eget velit facilisis venenatis. Morbi elementum leo enim, nec sagittis elit tincidunt eu. Proin in eros dolor. Sed accumsan eleifend metus, sed tempor mi sagittis non. Donec a sapien facilisis, sagittis quam id, aliquam leo. Donec interdum ex pharetra eros lacinia efficitur. Phasellus facilisis non tellus quis dapibus. Nunc auctor augue quam, quis placerat mi maximus non. Phasellus at sapien sit amet ipsum molestie semper. Phasellus vel augue a lacus tempor blandit. Sed congue neque id vehicula placerat. Quisque ullamcorper nunc in sagittis ultricies.


Multichannel marketing. The coordination of online and offline channels targeting customer interaction through different promotional platforms, including traditional forms of marketing (printed, radio, TV, telemarketing…) and new media (text messaging, emails, websites, Apps…). Using many communicative platforms to reach the audience increases the chances of receiving feedback from a variety of customers.


Native Advertising. A type of advertising, mostly online, that matches the form and function of the platform upon which it appears. In many cases it manifests as a video, article or editorial. A clear disclosure is deemed necessary when employing native marketing strategy in order to protect the consumer from being deceived, and to assist audiences in distinguishing between sponsored (paid) and regular content.




Prospect List. (Direct Marketing) A list or directory with personal and/or corporate contact information of potential clients (people who have inquired information but not bought). This list is used to send direct promotional messages.


QR Code. (Quick Response Code) A QR code consists of black squares arranged in a square grid on a white background, which can be read by an imaging device such as a camera, and processed until the image can be appropriately interpreted, which triggers a response: opening URL, downloading App, interacting with augmented reality, access to a virtual stores, etc.


Responsive Web Design. An approach to web design creation that makes use of flexible layouts, flexible images and CSS (cascading style sheet) media queries; which makes web pages render well on a variety of devices or screen sizes (such as the display of a desktop computer, a tablet or a smartphone).


SEM. (Search Engine Marketing) A form of Internet Marketing, promoting websites by increasing their visibility in Search Engine Results Pages (SERP), primarily through paid advertising (e.g.: Google Ads) but also through organic search optimization (SEO).

SEO. (Search Engine Optimization) A form of Internet Marketing consisting in the process of boosting the quality and quantity of traffic to websites, by increasing their visibility in Search Engine Results Pages (SERP), primarily through unpaid results (known as “natural” or “organic” results). Optimizing a website may involve editing its content in order to increase its relevance to specific keywords and to facilitate the web indexing process of search engines.


Targeted Advertising. A form of digital advertising that is directed towards audiences with certain traits. These traits can either be demographics (focused on race, economic status, sex, age, level of education, income level, employment, etc); they can be psychographic (focused on the consumer’s values, personality, attitudes, opinions, lifestyles, etc); or  they can be behavioral (user browser history, purchase history, etc). Targeted Advertising is focused on those consumers who are likely to react positively towards the message promoted.

Troll / Internet Troll. A person who starts heated arguments and strong disagreements in order to upset and/or harass other people (generally on the Internet), by posting or sharing inflammatory, digressive, aggressive, and off-topic messages.


UI. (User Interface) is the space where interactions between humans and machines occur, for example allowing users to control a software application or hardware device. Its goal is to produce a user interface which makes it easy, efficient, and enjoyable (user-friendly) to operate (in an intuitive way).

UX. (User Experience) is about how a user interacts with, and experiences, a particular product, system or service. It includes a person’s perceptions of system aspects such as utility, ease of use and efficiency. User experience varies dynamically, constantly modifying over time due to changing usage circumstances and to changes to individual systems as well as to the wider usage context in which they operate.

UXD. (User Experience Design) is the process of enhancing user satisfaction with a particular product, system or service by improving the usability, accessibility, and desirability provided in the interaction with that particular product, system or service.


Vector File. (Graphic Design) a type of computer graphic format that uses mathematical algorithms (connected by lines and curves to form polygons and other shapes), allowing the image to be scaled or modified without loss of quality or resolution. Vector graphics are commonly found today in the SVG, EPS, PDF or AI graphic file formats.


Web Indexing. Various methods for indexing (find/classify) the contents of a website on the Internet, in order for that website to be located by Search Engines. Metadata web indexing involves assigning keywords or phrases to web pages or web sites within a “meta-tag” field, so that the web page or web site can be retrieved with a search engine that is customized to search/find keywords.





#. (Hashtag) A type of metadata tag, generally used on social networks (Twitter, Facebook, Instagram) and on other Internet services, allowing users to apply dynamic tagging which makes it possible for others to easily find messages with a specific theme or content (e.g.: #metoo, #theoscars).

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Marketing. Advertising. Branding.


[kee] noun 4. something that affords a means of access: the key to happiness. 6. something that affords a means of clarifying a problem. 20. a unique code inserted for each medium used, to determine the relative effectiveness of the media.


adjective 34. chief; major; important; essential; fundamental; pivotal: a key person in the company; key industries.
[English definition of Key]
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