Words and Acronyms Most Clients (and Normal People) Don't Know
Have you ever sat in a meeting or scrolled through a marketing report and felt like you’d stumbled into a secret club where everyone speaks in cryptic acronyms and jargon? Don’t worry—you’re not alone. The world of digital marketing is brimming with words and abbreviations that sound impressive but often leave most clients (and, let’s be honest, regular people) scratching their heads. Terms like "CTR," "B-Roll," and "SEO" might seem intimidating, but they’re straightforward once you break them down. In this article we’ll decode some of the most commonly confused digital marketing terms so you can navigate conversations with confidence—or at least nod along knowingly
Aspect Ratio
The proportional relationship between the width and height of an image or video frame (e.g., 16:9 for widescreen).
B-Roll
Secondary footage used to support the main visuals in a video, often providing context or background.
Bounce Rate
The percentage of website visitors who leave after viewing only one page, without engaging further.
Churn Rate
The percentage of customers who stop using a product or service over a given period of time.
CMS (Content Management System)
Software that allows users to create, manage, and modify digital content without needing specialized technical knowledge (e.g., WordPress).
Copy
Written text used for advertising or marketing purposes, such as headlines, product descriptions, or promotional material. (This one really throws clients, so we usually say "text" instead.)
CPC (Cost Per Click)
A digital advertising metric representing the cost an advertiser pays for each click on their ad.
CTR (Click-Through Rate)
The percentage of people who click on a link or ad compared to the number of people who viewed it.
Gamification
This technique uses elements from gaming that encourages customers interact with a digital product to make it more engaging. For example, on a home page, spinning a digital wheel to get a discount is an example of gamification.
Hosting and Servers
Hosting refers to services that store website files and make them accessible online, while servers are the physical machines or infrastructure that provide these services.
Landing Page
A standalone web page designed for a specific marketing campaign or call-to-action, often focused on converting visitors.
Pixels
The smallest unit of a digital image, representing one point of color. The number of pixels determines the image's resolution - lower pixels get blurry when enlarged. Images with a higher pixel count can be enlarged without loss of resolution.
ROAS (Return on Ad Spend)
A metric that measures the revenue generated for every dollar spent on advertising.
SEO (Search Engine Optimization)
Techniques used to improve a website’s visibility on search engine results pages (SERPs) and attract organic traffic.
SERP (Search Engine Results Page)
The page displayed by a search engine in response to a user’s query, listing relevant web pages.
Supers
Text or graphics superimposed on video, often used for captions, names, or additional information.
Now that you’re armed with this glossary of marketing and video editing terms, you’re ready to tackle those reports and conversations like a pro. No longer will you stare blankly at "ROAS" or wonder if "supers" are some kind of superhero.
Whether you’re a client trying to understand your agency’s language or someone dipping their toes into the marketing world, knowing these terms can make a world of difference. And who knows—next time, you might even drop a term like "churn rate" in conversation and impress everyone in the room.
If you liked this article, check out these blogs.
Comments