DM Abbreviations

This list breaks down every major digital marketing abbreviation with clear, concise definitions so you can boost your understanding and communicate effectively. Dive in and explore the key terms that power modern digital marketing strategies!

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A

• A/B Testing = A method of comparing two versions of a webpage, email, or ad to see which one performs better.

• API = Application Programming Interface; a set of protocols for building and interacting with software applications.

• AMP = Accelerated Mobile Pages; a Google-backed project designed to make web pages load faster on mobile devices.

• AI = Artificial Intelligence; technology that simulates human intelligence to perform tasks like data analysis or chatbots.

B

• B2B = Business to Business; refers to companies that sell products or services to other businesses.

• B2C = Business to Consumer; refers to companies that sell products or services directly to consumers.

• BR = Bounce Rate; the percentage of visitors who leave a site after viewing only one page.

• BANT = Budget, Authority, Need, Timeline; a sales qualification framework used to assess prospects.

C

• CPC = Cost Per Click; the amount paid for each click in a pay-per-click (PPC) advertising campaign.

• CPA = Cost Per Acquisition/Action; the amount paid when a specified action (like a purchase or signup) occurs.

• CPL = Cost Per Lead; the cost associated with generating a single lead in a campaign.

• CPM = Cost Per Thousand Impressions (M = Roman numeral for 1,000); the amount charged for 1,000 views or impressions of an ad.

• CR = Conversion Rate; the percentage of users who take a desired action on a webpage, such as filling out a form or making a purchase.

• CRO = Conversion Rate Optimization; the process of improving the percentage of website visitors who take a desired action.

• CTR = Click-Through Rate; the ratio of users who click on a specific link to the number of total users who view the ad or page.

• CMS = Content Management System; software used to create and manage digital content, such as WordPress or Shopify.

• CM = Content Marketing; creating and distributing valuable content to attract and engage a target audience.

D

• DMP = Data Management Platform; a system for collecting and managing large datasets used for digital marketing.

• DSP = Demand-Side Platform; a platform that allows advertisers to buy digital ads programmatically across multiple networks.

E

• ESP = Email Service Provider; a platform that allows businesses to send bulk email marketing campaigns.

• EPC = Earnings Per Click; a metric that shows the average amount earned per click in affiliate marketing.

• ECRM = Electronic Customer Relationship Management; the use of digital technologies to manage customer relationships.

F

• FTP = File Transfer Protocol; a standard network protocol used to transfer files between a client and a server.

G

• GA = Google Analytics; a tool by Google for tracking and reporting website traffic.

• GMB = Google My Business; a free tool from Google that helps businesses manage their online presence across Google, including Search and Maps.

• GDN = Google Display Network; a network of over 2 million websites, videos, and apps where Google Ads can appear.

H

• HTML = HyperText Markup Language; the standard markup language for creating web pages.

• H1, H2, H3 = Header Tags; used to define the structure of a webpage's content, with H1 being the main heading and H2, H3 used for subheadings.

I

• IM = Influencer Marketing; partnering with individuals who have a large following to promote products or services.

• IP = Internet Protocol; the method used to send data from one device to another on the internet.

• ISP = Internet Service Provider; a company that provides internet access to customers.

 K

• KPI = Key Performance Indicator; a measurable value that indicates how effectively a company is achieving key business objectives.

L

• LG = Lead Generation; the process of generating new leads for existing clients.

• LTV = Lifetime Value; a prediction of the total worth of a customer over the entire relationship with a business.

• LSI = Latent Semantic Indexing; an algorithm used by search engines to understand context by identifying related keywords.

M

• MOFU = Middle of the Funnel; marketing content targeted at people in the middle stages of the buyer’s journey, typically aimed at building trust.

• MQL = Marketing Qualified Lead; a lead that has shown enough interest to be handed over to the sales team for follow-up.

• MTD = Month To Date; the time period starting at the beginning of the current month up to the current date.

N

• NPS = Net Promoter Score; a metric used to gauge customer loyalty by asking how likely customers are to recommend your product or service to others.

O

• OTT = Over-the-Top; refers to media services provided over the internet without the involvement of traditional cable or satellite providers.

• ORM = Online Reputation Management; the practice of managing and influencing a company's online presence and reputation.

• OS = Operating System; the software that supports a computer's basic functions, such as Windows or macOS.

P

• PPC = Pay-Per-Click; an online advertising model where advertisers pay a fee each time their ad is clicked.

• PPL = Pay Per Lead; a marketing model where advertisers pay for each lead generated.

• PPL = Pay Per Lead; advertisers pay only for the leads they acquire.

• PPA = Pay Per Action; a payment model where advertisers only pay for specific actions, such as purchases.

• POS = Point of Sale; the location or system where sales transactions occur, either online or in-person.

Q

• QR Code = Quick Response Code; a type of matrix barcode that can be scanned to lead users to digital content.

R

• ROAS = Return on Ad Spend; a metric that measures the revenue earned for each dollar spent on advertising.

• ROI = Return on Investment; the ratio of net profit to the cost of investment.

• RSS = Really Simple Syndication; a web feed format that allows users to access updates from websites in a standardized format.

• RTB = Real-Time Bidding; a method of buying digital ad inventory in real-time auctions.

S

• SEO = Search Engine Optimization; the practice of improving a website to increase its visibility on search engines.

• SEM = Search Engine Marketing; a form of digital marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through paid advertising.

• SMMA = Social Media Marketing Agency; a company dedicated to social media marketing advertising campaigns.

• SMM = Social Media Marketing; the use of social media platforms to promote a product or service.

• SMO = Social Media Optimization; the process of optimizing social media profiles and content to increase visibility and engagement.

• SERP = Search Engine Results Page; the page displayed by search engines in response to a user's query.

• SaaS = Software as a Service; a software distribution model in which applications are hosted by a service provider and made available to customers over the internet.

T

• TLD = Top-Level Domain; the last segment of a domain name, such as .com, .org, or .net.

• TOFU = Top of the Funnel; marketing aimed at attracting a wide audience at the early stages of the buyer’s journey.

• TOS = Terms of Service; legal agreements that users must agree to in order to use a service.

U

• UI = User Interface; the visual part of a digital product that users interact with.

• UGC = User-Generated Content; content created and shared by consumers about a brand or product.

• URL = Uniform Resource Locator; the web address of a page or file on the internet.

• UX = User Experience; the overall experience of a user when interacting with a digital product, website, or application.

V

• VOD = Video on Demand; a service that allows users to watch video content whenever they choose.

• VR = Virtual Reality; technology that creates a simulated environment for users to interact with.

W

• WCAG = Web Content Accessibility Guidelines; standards that ensure web content is accessible to all users, including those with disabilities.

• WOMM = Word of Mouth Marketing; marketing that relies on satisfied customers to promote a brand organically.

Y

• YTD = Year To Date; the time period starting at the beginning of the current year up to the present date.

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This list should cover the full range of abbreviations commonly used in digital marketing. As new terms come out, we will update this page to keep it up-to-date, the best we can!