The ELVTD Dictionary – Terms and Definitions Everyone Should Know! C-D

The marketing industry is full of complex concepts, terminology, and acronyms. This comprehensive glossary is here to clarify confusing lingo, demystify buzzwords, and provide citable definitions to help grow your vocabulary. It’s a one-stop resource for finding the meaning of common (and uncommon) phrases any marketer may encounter on the job.  While it is geared towards the marketing terms, you will also find sales terms as they are very much relatable to the marketing industry.

We plan to launch a new segment each week while we build the ultimate dictionary, so stay tuned each week for more exciting content!  Not only do we plan to launch a new segment each week, but we will be also be releasing examples of each term, how exciting!


31. Call to Action

A call-to-action is a text link, button, image, or some type of web link that encourages a website visitor to visit a landing page and become of lead. Some examples of CTAs are “Subscribe Now” or “Download the Whitepaper Today.” These are important for marketers because they’re the “bait” that entices a website visitor to eventually become a lead.


32. ChatBot

An AI-powered chat window used to automate customer support and other purposes. They most often appear on websites, mobile apps, Facebook Messenger, and other web platforms.

33. Churn Rate

The rate at which your customers leave a subscription or service. Alternately, it can also mean the percentage of employees who leave a company or organization over the course of the year.

34. Clickbait

Clickbait typically refers to the practice of writing sensationalized or misleading headlines in order to attract clicks on a piece of content. It often relies on exaggerating claims or leaving out key information in order to encourage traffic. The term is generally used in a dismissive sense.

35. Click Through Rate

This number shows the people that move through your website or marketing campaigns. It’s actually the “clicks” or actions prospects take, divided by the total number of actions people potentially could take(impressions). Hence, the name “clickthrough rate.”

36. Conversion Rate

The percentage of people who completed the desired action on a single web page, such as filling out a form. Pages with high conversion rates are performing well, while pages with low conversion rates are performing poorly.

37. Cold Calling

Approaching prospective clients by phone or face-to-face without having ever had any interaction with them before.

38. Comparative Advertising

The type of advertising in which a company makes a direct comparison to another brand, firm or organization.

39. Content

Content can be an asset or piece of information shared online or offline. This may include everything from website pages to traditional print media.

40. Content Distribution

Content distribution describes the process of promoting and disseminating a piece of content once it has been published.

41. Content Management System

A web application designed to make it easy for non-technical users to create, edit, and manage a website. Helps users with content editing and more “behind-the-scenes” work like making content searchable and indexable, automatically generating navigation elements, keeping track of users and permissions, and more.

42. Content Optimization System (COS)

A COS is basically a CMS (Content Management System) but optimized to deliver customers the most personalized web experience possible.

43. Content Strategy

Content strategy is the intentional alignment of content with marketing and business goals.

44. Contextual Marketing

An online marketing model in which people are served with targeted advertising based on terms they search for or their recent browsing behaviour.

45. Conversion

In marketing, a conversion occurs any time a potential customer completes a desired action.

46. Conversion Path

A conversion path is a series of website-based events that facilitate lead capture. In its most basic form, a conversion path will consist of a call-to-action (typically a button that describes an offer) that leads to a landing page with a lead capture form, which redirects to a thank you page where a content offer resides

47. Conversion Rate

The percentage of people who completed the desired action on a single web page, such as filling out a form. Pages with high conversion rates are performing well, while pages with low conversion rates are performing poorly.

48. Corporate Identity

All symbols, colours, logos, etc., that make up the public image of an organization.

49. Cost Per Acquisition

This is a metric used to determine how much it costs to acquire one customer. You can calculate this by dividing the total cost of your campaign by the number of conversions. This metric is important because it actually shows you how much you are spending per conversion. If this cost is too high, you should consider reworking your marketing campaign.

50. Cost Per Impression

CPI measures how many times your ad appears on a site whether or not the users actually sees or interacts with it. This is similar to the marketing term “reach” but reach measures how many people see your content and impressions measure how many times your ad or content was displayed.

51. Cost per Lead

The total cost of marketing pays to acquire a lead. It is an important metric to keep track of and it influences your Cost Per Acquisition (CPA)

52. Cost-Based Pricing

A strategic form of pricing intended to cover the expenses of running your business.

53. CRM

Software that helps you organize all of your marketing and sales activities, including storing contact information, tracking emails, storing deals, and more.

54. Cros-Device Marketing

Targeting customers with cohesive messaging and marketing tactics across multiple devices (desktop, mobile phone, tablet, etc).

55. Cross-Channel Marketing

A marketing tactic that involves promoting the same message or campaign across multiple channels or media formats, such as a website, television, an in-person event, online ads, and so forth.

56. Curated Content

Content from the web that has been sorted through and shared on a brand’s digital platforms. This type of content is created by other organizations but shared by a brand because they believe it will be of interest to their audience.

57. Customer Retention Rate

Customer retention rate measures how well subscription and service-based companies retain customers over a given period of time. It excludes the number of new customers acquired during this period.

58. Customer Insight

An observation on the behavioural patterns of your target customers that can be used to make strategic adjustments to better suit their needs. They are the result of data analysis and proactive effort to better understand an audience or customer base.

59. Customer Journey

The path a potential customer takes to buy your product. This path includes every interaction and touchpoint the customer experiences or engages with in relation to your company before making a purchase.

60. Customer Lifetime Value

Customer lifetime value refers to the total monetary value of retaining a single customer over their lifetime.

61. Customer Loyalty



62. Data Visualization

Data visualization describes the process of turning sets of information into a visual representation that makes it easier to understand. This can include everything from infographics to data dashboards and charts.

63. Demographics

A specific profiling aspect that takes into consideration age, gender, income, family life, social class, etc. It’s often used in segmentation or for focal points in marketing and advertising strategies.

64. Digital Asset Management

Digital asset management refers to the process of storing and categorizing digital files so they can be easily recovered when they’re ready to use. Tools for this purpose are often called DAMs.

65. Digital Marketing(Online Marketing)

Marketing to a target audience solely via the internet. Could be email marketing, content marketing, etc.

66. Direct Competition

Competitors that provide the exact same services as your establishment or firm.

67. Direct Mail

A means of advertising communication that reaches a consumer where they live or their place of business, through the mail, often based on demographics and/or geographical location.

68. Direct Marketing

Dealing Directly with the ‘end user’ rather than a third party or a middle man. Also can be seen as directly communicating with your primary target audience. Can come in the form of advertising, marketing or communications.

69. Domain Authority

A search engine ranking metric developed by SEO software provider Moz that predicts how well your website will rank on a search engine.

70. Drip Campaign

A drip campaign is a series of specific emails, usually triggered by taking a certain action on a website (for example, completing an opt-in form to get more information or download a resource a specific topic).

Tune in next week where we will continue on with the ELVTD Marketing dictionary.  Be sure to subscribe to our mailing list for free tips and more directly(like blog updates) to your inbox.  You can subscribe by clicking here.

Jason Puckering
[email protected]

Tracy Swinscoe
[email protected]

Thanks for reading and if you have any questions, email us or drop a line below 🙂  We look forward to hearing from you!

Leave a Reply

Your email address will not be published. Required fields are marked *