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Plain-English meanings of marketing terms, with worked examples and the sources we read.

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97 terms
01301 RedirectA 301 redirect sends visitors and search engines from an old web address to a new one for good. See what Google says, a made-up example and mistakes.023D WalkthroughA 3D walkthrough is a computer-made film or tour of a space that is not built yet. See how it is made, where it is used and what to check first.03ABC (Audit Bureau of Circulations)ABC is the Audit Bureau of Circulations, a body that checks how many paid copies a publication sells. See what its certificate shows and how buyers use it.04AEO (Answer Engine Optimisation)AEO means answer engine optimisation: work to appear in answers from AI search. See what Google says you need, what it says you can skip, and mistakes.05AI OverviewsAI Overviews are AI-written summaries Google shows on some searches, with links to pages. See what Google says, how to appear in them, and common mistakes.06Alt TextAlt text is a short written description of an image on a web page. See what Google and W3C say, with good and bad examples and common mistakes.07Anchor TextAnchor text is the visible, clickable words of a link. See what Google says about good and bad anchor text, with a made-up example and common mistakes.08ASCI (Advertising Standards Council of India)ASCI full form is Advertising Standards Council of India, the body that keeps Indian ads honest. What it does, its code and what it means for you.09ATL (above the line) marketingATL (above the line) marketing means mass media such as TV, newspapers, radio and hoardings. Meaning, Indian examples, costs in ₹ and how ATL is measured.10AttributionAttribution gives credit for a sale or enquiry to the ads and steps that led to it. See the main models, a rupee example and how to track leads in India.11BacklinkA backlink is a link from another website to yours. See what Google says about links, which links break its spam rules, and how to check yours.12BARC (Broadcast Audience Research Council)BARC full form is Broadcast Audience Research Council, the body that measures TV viewing in India. What it does, who set it up and why it matters.13Bounce RateBounce rate in GA4 is the share of visits that were not engaged. See how Google defines an engaged visit, a rupee example, and common reading mistakes.14Brand ActivationBrand activation means meeting buyers face to face so they try or see your product. Learn the types, a rupee example, how to count results and mistakes.15Brand ArchitectureBrand architecture is the plan for how a company's brands, sub-brands and products relate and are named. See the four models, an example and mistakes.16Brand equityBrand equity meaning: the extra value a trusted brand name adds to a product. What it is, how it is built and measured, with a rupee example.17Brand positioningBrand positioning is the clear place your brand holds in a buyer's mind compared with rivals. See the meaning, a simple statement format, and mistakes.18BTL (below the line) marketingBTL (below the line) marketing meets buyers face to face: events, stalls, dealer meets, displays. Meaning, Indian examples and a cost-per-lead example.19CAC (Customer Acquisition Cost)CAC means customer acquisition cost: what you spend to win one new paying customer. Formula, a rupee example, what to include and common mistakes.20Canonical TagA canonical tag names the main web address when the same content opens at more than one. See what Google says, a made-up example and common mistakes.21Channel MarketingChannel marketing means marketing done through or with partners who sell your product, such as dealers and distributors. See the activities and mistakes.22Click to WhatsApp AdsClick to WhatsApp ads are Meta ads that open a WhatsApp chat with your business when tapped. See how they work, the free reply window, and common mistakes.23Content ClusterA content cluster is a group of linked pages on one subject. See what Google says about links and structure, a made-up example and common mistakes.24Conversion RateConversion rate is the share of visitors who buy, call or fill a form. See the formula, a rupee example, how Google Ads counts it, and common mistakes.25Core Web VitalsCore Web Vitals are Google's three page experience measures: LCP, INP and CLS. See the pass marks from web.dev, how they are measured and common mistakes.26CPC (Cost Per Click)CPC means cost per click: what an advertiser pays each time an ad is clicked. See the formula, max CPC vs actual CPC, a rupee example and mistakes.27CPL (Cost Per Lead)CPL means cost per lead: the money you spend to get one enquiry. See the formula, a rupee example, and why a cheap lead is not always a good one.28CPM (Cost Per Mille)CPM means cost per mille, the price of showing your ad 1,000 times. See the formula, a rupee example, and the mistakes that make a low CPM misleading.29Crawl BudgetCrawl budget is the set of pages Google can and wants to crawl on your site. See what Google says about site size, what wastes it and what to do.30CTR (Click-Through Rate)CTR means click-through rate: clicks divided by impressions. See the formula, a rupee example, why we quote no fixed good CTR, and common mistakes.31Dealer Loyalty ProgramA dealer loyalty program rewards the dealers who sell your product, so they buy more and push your brand. See how points work, with a rupee example.32DLT RegistrationDLT registration means registering your business, sender name and message formats before sending commercial SMS in India. TRAI rules, steps and mistakes.33Domain AuthorityDomain authority is a score made by SEO tool companies, not by Google. See what it means, what Google says about such scores, an example and mistakes.34DOOH (Digital Out-of-Home)DOOH means digital out-of-home: ads on digital screens in public places, like billboards, transit and malls. Formats, a rupee example and mistakes.35Dwell TimeDwell time is how long a visitor stays on a page after a search click before going back. See how it differs from time on page and what Google says.36E-E-A-TE-E-A-T means experience, expertise, authoritativeness and trust. See what Google says, why it is not a ranking factor, an example and mistakes.37Explainer VideoAn explainer video is a short film that shows what a product or idea is and how it helps, in simple steps. See the types, how to plan one and mistakes.38Featured SnippetA featured snippet is a special box at the top of Google results that shows part of a page. See what Google says, the controls you have and mistakes.39GA4 (Google Analytics 4)GA4 means Google Analytics 4, Google's tool for measuring website and app visits. See what it tracks, how it replaced Universal Analytics, and mistakes.40GEO (Generative Engine Optimisation)GEO means generative engine optimisation: shaping content so AI answer tools may use and name your pages. See the research behind it and what Google says.41Glow Sign BoardA glow sign board is a shop sign that lights up from behind or inside so people can read it at night. See the types, the materials and mistakes to avoid.42Go-to-marketGo-to-market is the plan for taking a product or service to its first buyers: who, what, where and how. See the parts, a rupee example and mistakes.43GRP (Gross Rating Point)GRP means gross rating point: reach times frequency, a score used to size TV and other ad plans. See the formula, a rupee example and common mistakes.44GTM (Google Tag Manager)GTM means Google Tag Manager, a tool to add and manage tracking codes on your website without editing site code each time. Parts, example and mistakes.45IndexingIndexing is when Google reads a page it has found and stores it in its index. See the three stages, why some pages are not indexed, and how to check.46Influencer marketingInfluencer marketing means paying or gifting people with an audience to talk about your brand. Types, a rupee example, ASCI labels and common mistakes.47INS AccreditationINS accreditation is a system of the Indian Newspaper Society that lets recognised advertising agencies use certain facilities of its member newspapers.48Internal LinkingInternal linking means linking from one page of your site to another. See what Google says, a made-up example, how to check your links and mistakes.49Keyword DifficultyKeyword difficulty is a score from SEO tools that guesses how hard a search word is to rank for. See what it is, what it is not, an example and mistakes.50Keyword ResearchKeyword research is finding the words people type when they look for what you sell. See the steps, a made-up example, what Google says and mistakes.51Link BuildingLink building is the work of getting other websites to link to yours. See what Google allows and what it calls spam, with a made-up example and mistakes.52llms.txtllms.txt is a proposed file that gives AI tools a short guide to your site. See what goes in it, its status as a proposal and what Google has said.53Local SEOLocal SEO helps a business appear in searches for places and services nearby. See how Google ranks local results: relevance, distance and prominence.54Long-Tail KeywordA long-tail keyword is a longer, more specific search phrase. See what it means, a made-up rupee example, how to find yours and common mistakes.55Lookalike AudienceA lookalike audience is a group of new people similar to your existing customers. See how Meta describes it, a rupee example, limits and common mistakes.56LTV (Lifetime Value)LTV means customer lifetime value: the total profit one customer brings over the time they buy from you. Formula, a rupee example and common mistakes.57Marketplace AdsMarketplace ads are paid listings that sellers run inside shopping sites such as Amazon and Flipkart. See what sponsored product ads are and how they work.58Media buyingMedia buying is purchasing ad space or time from media owners and making sure the ad runs as planned. See the meaning, a rupee example and mistakes.59Media planningMedia planning decides where, when and how often an ad should run so it reaches the right people for the budget. See the steps, a rupee example, mistakes.60Meta DescriptionA meta description is a short page summary that Google may show under your title in search results. See what Google says, with examples and mistakes.61Meta TitleA meta title is the title written in a page's HTML. See how Google builds title links, when it rewrites them, a made-up example and common mistakes.62Non-Lit BoardA non-lit board is a sign with no light inside, behind or aimed at it. See where it suits, how it differs from a glow sign board, and common mistakes.63Off-page SEOOff-page SEO is work done outside your website, like backlinks, mentions and listings, that helps search engines trust you. Meaning, methods, mistakes.64On-Page SEOOn-page SEO means improving the title, headings, text, images and links of a single page. See what Google says about each part, with a made-up example.65OOH (out-of-home advertising)OOH full form is out of home: ads people see outside their homes, like hoardings, bus shelters and metro ads. Meaning, types and how to measure it.66ORM (Online Reputation Management)ORM means online reputation management: shaping what people see and say about your brand on Google, reviews and social media. Steps, example, mistakes.67Performance MaxPerformance Max is a Google Ads campaign type that runs across all Google channels from one campaign. See what you provide, a rupee example and mistakes.68Pillar PageA pillar page is a main page that covers a broad subject and links to detailed pages. See what it means, what Google says, an example and mistakes.69PlanogramA planogram is a plan that shows exactly where each product sits on a shop shelf and how much space it gets. Meaning, a worked example and common mistakes.70POSM (point-of-sale material)POSM full form is point-of-sale material: posters, standees, danglers and displays inside a shop that nudge buyers at the counter. Types and tips.71Programmatic AdvertisingProgrammatic advertising means buying ad space with software, one view at a time, often by real-time bidding. See how it works, an example, mistakes.72Quick commerceQuick commerce, or q-commerce, is online shopping with delivery in minutes from nearby dark stores. How it works, what brands should plan, and mistakes.73Reach and FrequencyReach is how many different people see your ad. Frequency is how often each sees it. Learn the meaning, a worked example in rupees, and common mistakes.74RERA Advertising RulesRERA advertising rules decide what a real estate promoter may advertise and what each ad must show. See Sections 3, 11 and 12 of the Act in plain words.75RetargetingRetargeting means showing ads to people who already visited your site, app or channel. See how it works in Google Ads, a rupee example and common mistakes.76ROAS (Return on Ad Spend)ROAS full form is Return on Ad Spend: revenue from ads divided by what the ads cost. The formula, a worked example, and how to find a good ROAS.77Robots.txtRobots.txt is a text file that tells crawlers which URLs they may visit on your site. See what it can and cannot do, an example and common mistakes.78SamplingSampling means giving people a free or small trial of your product so they try it before they buy. Types, a rupee example and common mistakes.79Schema MarkupSchema markup is code that labels what a page is about, such as a business or product. See the formats Google supports, the rules, and a made-up example.80Search IntentSearch intent is the reason behind a search. See the four groups SEO writers use, a made-up example from India, how to check intent, and common mistakes.81SEOSEO stands for search engine optimisation. See the full form, a plain definition, what Google says about it, how long it takes and common mistakes.82SERP (Search Engine Results Page)SERP full form is Search Engine Results Page: the page Google or Bing shows after a search. What is on it and how to use it to plan your pages.83SERP FeaturesSERP features are the extra results on a Google results page, such as snippets and images. See what Google lists, a made-up example and common mistakes.84Server-Side TrackingServer-side tracking sends your website events to a server you control, which passes them on to Google and Meta. See how it differs from browser tracking.85Share of Voice (SOV)Share of voice is your brand's share of all the ads or talk in your category. See the formula, a made-up rupee example, and the common mistakes to avoid.86SitemapA sitemap is a file that lists the pages on your site for search engines. See what Google says about when you need one, what to put in it, and its limits.87StoryboardA storyboard is a set of drawn frames that shows an ad or video shot by shot, with action, words and sound. See the meaning, an example and mistakes.88Technical SEOTechnical SEO is the setup work that lets search engines crawl, read and store your pages, and keeps them fast on a phone. See what it covers.89Topical AuthorityTopical authority is an SEO idea about covering one subject in depth. See what it means, what Google says and does not say, an example and mistakes.90Trade marketingTrade marketing is marketing aimed at distributors, dealers and shops so they stock and push your product. See the meaning, a rupee example and mistakes.91TRP (Television Rating Point)TRP full form is Television Rating Point: the share of a target audience that watched a TV show or ad. What it means and how India measures it.92TTL (through the line) marketingTTL (through the line) marketing uses ATL, BTL and online marketing together in one campaign. Meaning, an Indian example, a budget split, how to measure.93TVC (television commercial)TVC full form is television commercial: a video ad made for TV. What it means, common lengths, what airtime costs in India, and TVC vs digital ads.94UGC (User-Generated Content)UGC means user-generated content: posts, reviews and videos made by your customers, not your brand. What counts, why it works, and how to use it safely.95UTM ParametersUTM parameters are tags added to a web link so Google Analytics can show which campaign sent each visit. See the common tags, an example and mistakes.96Visual merchandisingVisual merchandising is how products, lights, signs and layout are arranged in a store to attract shoppers and help them buy. Parts, example, mistakes.97WhatsApp Business APIThe WhatsApp Business API lets a business send and receive WhatsApp messages through software. See how it works, Meta's rupee rates and common mistakes.

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Straight answers.

  • The glossary explains marketing terms in plain words, from SEO and ROAS to BTL and OOH. Each page gives a short definition, an example, what to avoid and sources where we quote a rule. Use it to understand a term before you brief an agency or read a quote.

  • Type the term in the search box or tap a letter to see all terms that start with it. Every term opens its own page. If you cannot find a word, tell us the term and we will consider adding it to the glossary.

  • Each glossary page names its source when it quotes a platform, a rule or a standard, and shows the date it was updated. Where we give our own view, we say so. Platform settings and rules change, so check the date on the page before you rely on it.

  • A glossary page defines one term quickly. A guide in World of Marketing explains a whole job, such as planning a budget or choosing an agency, with steps and sources. Many glossary pages link to the guide that goes deeper on the same topic.

  • Yes. Send us the term, or the line in a quote or report that confuses you, and we reply in plain words. If you want help with a project, ask for a growth plan and we start with your numbers before we suggest anything.