Your Ultimate Guide to Marketing Jargon

Let’s cut to the chase: the world of marketing is full of jargon and catchphrases. Some are essential, others interesting and some are plainly and simply, obscure! Whether you try to stay away from it, or relish it, you cannot deny the fact that marketing lingo is ubiquitous. So, it’s helpful to learn some useful jargon to understand why they’re used in the digital marketing realm. This is why our team at Fibonacci Marketing wanted to give you a rundown or the commonly used words and phrases…

Alt Text

While it might sound like a technical word from the list of jargon, simply put, Alt Text is the “alternative text” within an image’s HTML tag, hence ‘alt’. The alt text is what appears when an image cannot load on a user’s web page, or when a user hovers their mouse over an image – both of which help accessibility and user experience. Alt text also helps search engines determine the content as well as relevance of an image.

Brand Identity

This is everything and anything that makes someone recognize that you are who you are online. It includes your logo, colours, voice and tone and so on.


Also referred to by its acronym CTA, this is the part of the page that tells a customer what you want them to do – as the phrase implies. They’re particularly important on ads. CTAs include phrases such as “Click here for more information!” and “Contact us today!”.


This is perhaps one of the most commonly used words in marketing jargon. Such content is typically led by an outrageous or incomplete headline that lures users to click. Some sites don’t always use it as an accurate description of the article content, which makes readers feel deceived. It also makes the person clicking go through an anti-climactic experience. That said, if done strategically, it’s a great and cheap marketing tactic in which the sole goal is to generate clicks.

Click-Through Rate

Commonly referred to as CTR, this is simply clicks divided by impressions. The CTR tells you the percentage of people who click the hyperlink text in a particular ad (or social share). What’s good about a CTR is that you can use it to judge the effectiveness of a headline or ad.

Content Marketing

While technically it doesn’t form part of the mind-boggling list of jargon, Content marketing is a way to market products and/or services to a group of people with content that they’ll find educational or entertaining. A blog post about different cuts of meat is a great way to attract clients at a local steakhouse, for instance.


KPI stands for Key Performance Indicator. Fundamentally, you can think of it as a goal indicator. A KPI is a metric that you track to help determine if you’re achieving your marketing goals. If your aim is to increase returns, then a KPI is something that would directly drive revenue (such as more traffic, subscribers…).

Long-tail Keyword

This is a search query containing 3+ keywords, making them longer and more specific than broad, short keywords. For example, if a company specialises in real estate, a common keyword for property would be “investment”. But a long-tail keyword would be “great rental investment”. Long-tail keywords generate a lot of traffic, and increases the chance of ranking for a long-tail search query.

Meta Description

The meta description is a summary of what’s found on your website. It’s also what’s shown when your site appears on the search engine results page. But the true perk of a meta description is that it can be optimized for SEO purposes.


Essentially, ‘optimization’ means making something better. Marketers emphasize on optimization rather than large scale changes because of the “Law of Incremental Improvements” which states that minor incremental improvements and changes lead to big improvements and changes over time.

So, there you have it – a synopsis of the most important jargon and buzzwords you need to know if you’re interested in hot, marketing-related vocabulary to make your company’s online presence in the business world known. Better yet, take it up a notch further and contact our team at Fibonacci Marketing, we’ll be more than happy to help you in your successful journey to market your company’s product or service!

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