Discover the terms
of marketing!

Part of a web page visible without having to scroll, generally the most important to capture attention.

A method of comparing two versions of a campaign or web page to determine which is more effective.

A strategy where marketing efforts are specifically directed toward target accounts or companies.

Ad fraud involving fake clicks or impressions on ads.

Precise adaptation of content based on specific criteria related to the recipient.

Methods and tools strengthening the protection of sensitive data.

Technique for retargeting users who have already visited a site.

Google's advertising platform for serving paid ads.

Program where external partners (affiliates) promote a product and earn a commission on sales generated.

A technique where a company pays a commission to a partner (affiliate) for each sale or lead generated through its promotional efforts.

Flexible approach allowing marketing strategies to be quickly adapted based on results and customer feedback.

Google technology aimed at making web pages faster on mobile.

Tools and methods for analyzing data to understand user behavior.

A set of protocols that allow different applications to communicate with each other.

Connecting an application via a programming interface to exchange data with other systems.

Graphic element designed to capture attention and encourage engagement.

Ad broadcast on music streaming or podcast platforms.

Guarantee that the signature and identity of the sender are correct and verified.

A process for performing repetitive actions without human intervention.

System for automatically sending responses by email following user interaction.

Commercial transactions carried out between companies.

Commercial transactions carried out between a company and an end consumer.

Technical part of a website or application, responsible for data management and server operation.

Link from an external site that points to your site, important for SEO.

Visual advertising element integrated into email signatures or on websites.

Division of users into segments based on their online behavior (clicks, purchases, etc.).

Comparative analysis of a company's performance against its competitors or market standards.

SEO techniques that seek to manipulate search engines to achieve higher rankings, often in unethical ways.

Last step of the conversion funnel, where the prospect is ready to buy.

Percentage of visitors who leave a site after viewing only one page.

Measurement of public recognition of a brand.

Consumers' perception of a brand, often influenced by communication and user experience.

The process of creating and managing a company's brand image.

Set of actions aimed at managing and developing a brand's reputation.

Action plan aimed at developing and strengthening the awareness and image of a brand.

Actions designed to solidify and develop a company's image.

Navigation path displayed on a website to help the user navigate the site structure.

Data that reveals a user's purchasing intent based on their online behavior.

The path followed by a prospect, from awareness of a need to the purchase of a product or service.

A fictional representation of a typical customer used to guide marketing strategies.

Total cost of acquiring a customer, including advertising, promotions, etc.

An element that prompts a user to take a specific action, such as registering, purchasing, or clicking a link.

Tracking and analyzing phone calls generated by marketing campaigns, to measure their effectiveness.

Supervision and control of the different stages of a marketing campaign.

Form used to collect contact information from website visitors in exchange for an offer or content.

Percentage of visitors who added a product to their cart without completing their purchase.

A method of controlling and managing resources or tools from a single interface.

A computer program that simulates human conversation, often used to provide customer support or generate leads.

Churn rate, representing the proportion of customers who stop using a product or service over a given period.

Heat map showing the areas of a page where users click the most.

Percentage of users who clicked on a link in an email or advertisement compared to the number of impressions.

Analysis of clicks on links present in a communication, such as an email signature.

Total value that a customer brings to a company over the entire duration of the relationship.

An analysis technique that segments users into groups based on common behavior.

Converting a prospect who initially showed no interest in an offer.

Prospect with little or no interest in an offer.

A system or method that allows multiple users to work together on a project or campaign.

Collaboration between two brands to create and promote joint content or a campaign.

Active interaction of the recipient with a communication, measured by actions such as clicks or replies.

Amount spent to encourage interaction with content or advertising.

Management of communication channels between different departments or towards customers.

Assessment of competitors' strengths and weaknesses to adjust your own marketing strategy.

Percentage of people who completed a given action or task (watching a video to completion).

Tools or applications that allow different platforms to be connected together.

Aligning the visual and textual elements of a communication to provide a seamless experience.

A tool that allows visitors to a site to submit their information or requests to a business.

Complete analysis of a website's content to assess its effectiveness and relevance.

Selection and sharing of quality content from external sources to enrich your own marketing strategy.

A gap in a site's content, where a relevant topic is not yet covered.

Organization and structuring of textual and visual information in a signature or email.

A strategy of creating informative and useful content to attract, engage and convert prospects.

A technique of creating multiple versions of the same content, often of low quality, to improve SEO.

The process of distributing content across multiple platforms to expand its reach.

Serving advertisements based on the context of the content displayed on a web page.

Using chatbots or messaging to interact directly with customers in real time.

Action when a prospect takes the desired action, such as filling out a form or purchasing a product.

The process a visitor goes through before becoming a customer, from the first interaction to the purchase.

Percentage of visitors who complete a desired action on a website.

Optimizing elements of a website or campaign to maximize conversion rates.

Tracking actions taken by users after clicking on an ad or link.

Files stored on a user's computer to record information about their browsing and preferences.

Official communication issued by a company, often to assert its image or values.

Average amount spent to acquire a customer.

Advertising billing model where the advertiser pays each time a user clicks on their ad.

Cost associated with converting a prospect into a customer.

Amount spent to generate a qualified lead, via marketing campaigns.

Advertising billing model where the advertiser pays for 1,000 impressions of their ad.

Average cost to obtain a qualified lead through a marketing campaign.

A tool or method for managing and analyzing customer interactions.

Connecting a customer relationship management system with communication tools for better lead management.

Targeting users from CRM data to deliver personalized ads.

Marketing campaign distributed across multiple channels (email, social media, SMS) to reach a wide audience.

Tracking a user's interactions across different devices (smartphone, tablet, computer), to provide a consistent experience.

Technique consisting of offering products or services complementary to those already purchased by a customer.

Set of information collected about customers, such as contact details and past interactions.

Level of involvement and interaction of a customer with a brand or product.

All the perceptions and interactions a customer has with a company throughout their journey.

Customer feedback, used to improve products or services.

Visual representation of the customer journey, showing each touchpoint between the customer and the company.

The process of welcoming new customers to familiarize them with a product or service and maximize their satisfaction.

A strategy aimed at retaining customers and encouraging them to use or purchase a product or service again.

Percentage of customers who remain loyal to a brand over a given period.

Customer satisfaction measurement based on surveys where customers express their satisfaction after an interaction.

A proactive strategy to ensure that customers achieve their goals by using a product or service.

Sharing content that is done privately through channels like direct messages or emails is difficult for marketers to track.

Visual interface for tracking and analyzing key data in real time.

Study of information collected to understand user behavior or the effectiveness of an action.

The process of exploring large databases to extract relevant information.

Set of measures taken to guarantee the confidentiality and integrity of personal information.

Links that lead directly to specific content within a mobile app or website, rather than to the home page.

Segmentation of users based on criteria such as age, gender or place of residence.

Transitioning traditional processes to digital solutions to improve efficiency.

Set of marketing actions using digital media to promote products or services.

Online advertising in the form of banners, images or videos displayed on websites or applications.

Platform for collecting and analyzing customer data to optimize marketing campaigns.

Process where a user must confirm their subscription to an email list after filling out a form.

Content that adapts based on user characteristics.

Advertising that adapts its content based on user behavior or characteristics.

A technique that personalizes ads based on visitors' past behavior, such as the products they have viewed.

Visibility gained for free through mentions, shares or reviews on third-party platforms.

Rate of emails that actually reach the recipients' inbox.

A series of automated emails sent sequentially to nurture leads.

Marketing communication technique consisting of sending emails to a list of contacts to promote services or products.

A series of emails sent automatically to prospects or customers according to a predefined sequence.

A set of emails sent sequentially, often automated, to engage prospects or customers.

Graphic and textual element automatically added to the end of an email, representing the identity of the sender.

Predefined template used to create standardized emails or signatures.

Volume of emails sent and received by a company as part of its communications.

Total number of emails sent during a given campaign or period.

Strategy aimed at touching consumers' emotions to create a strong bond with the brand.

The image perceived by current and potential employees of a company as an employer.

Measurement of interactions (clicks, shares, likes) in relation to the number of people who have seen content.

The image that a company or person projects on the internet, influenced by opinions, social networks and online content.

Long-lasting content that remains relevant long after it is published and continues to attract traffic over time.

Interactions between the company and its external customers or partners.

A business model where a basic version of a product is offered for free, with the option to pay for additional features.

Part visible to the user on a website or application.

Use of game techniques (points, rankings, rewards) in non-game contexts to encourage user engagement.

General Data Protection Regulation, governing the use of personal data in Europe.

Targeting technique that uses users' geographic location to send them marketing messages.

A set of collaborative and email tools developed by Google.

Set of rules to follow to ensure visual consistency of communication elements.

A marketer who uses unconventional and low-cost tactics to drive rapid business growth.

Rapid experimentation process across all stages of the customer journey to identify the most effective ways to grow.

A cyclical process where each new customer acquisition generates even more customers, creating a continuous growth loop.

Marketing strategy focused on rapid growth, combining customer acquisition and user experience optimization.

Process of standardizing email signatures to ensure visual consistency across all communications.

Content management system that separates the back-end (content) from the front-end (display), for more flexibility.

Graphical representation of the most visited or clicked areas of a web page.

Prospect ready to buy or make a purchasing decision.

Markup language used to structure and display content on the web and in emails.

Total number of times an ad or content is displayed.

Link from an external source that redirects to your site.

A strategy of attracting potential customers through relevant content rather than soliciting them.

A person with a large social media following who is able to influence the opinions and behaviors of that audience.

A visual representation of data or information, used to make complex information more accessible.

Real-time communication tool via applications like WhatsApp or Messenger.

Data that indicates a user's purchasing intent based on their online behavior.

Exchange of information within a company, often facilitated by collaborative tools.

Ad that appears full screen before the user can access the main content.

Percentage of repetition of a keyword in a text compared to the total number of words.

Practice of abusing keywords in content in order to improve its SEO (frowned upon by Google).

Key metrics used to assess the effectiveness of an action or campaign.

A specific page that visitors arrive at after clicking on an advertising link or email marketing campaign.

Arrangement of text and graphic elements in a document or email.

Prospects who have expressed interest but have not completed their registration or purchase.

The process of acquiring new leads through various channels such as online advertising, events or social networks.

Content or incentive offer, often free, used to attract prospects and collect their contact information.

Lead nurturing process to gradually guide them towards conversion.

The process of evaluating leads to determine if they are likely to become customers.

System that assigns points to leads based on their behavior or profile, to assess their level of engagement or maturity.

Time elapsed between the start of a sales process and its completion (e.g., from generating a lead to closing a sale).

Prospect who has shown some interest in a product, but has not yet purchased.

Optimization aimed at improving SEO in local searches.

Graphic symbol representing a brand or company.

Content focused on very specific, less competitive keywords, often long-tail.

Program to reward regular customers with exclusive benefits or discounts.

Percentage of customers who remain loyal to a company or product over time.

The total value that a customer can bring to a company throughout their relationship with it.

Influencer with a large audience (often hundreds of thousands of followers) but less proximity to his subscribers.

The process of using software to automate marketing actions, such as sending emails or managing campaigns.

A series of coordinated actions to promote a product or service over a given period.

An online platform that connects buyers and sellers, often used to sell various products or services.

E-commerce conducted via mobile devices such as smartphones or tablets.

Action performed by a user on a website, other than a purchase, but which contributes to a final conversion (e.g., subscribing to a newsletter).

Influencer with a small but highly engaged audience, often used for targeted and authentic campaigns.

Key moments when consumers turn to their mobile device to meet an immediate need (search for information or purchase a product).

A suite of productivity tools developed by Microsoft, including Outlook email.

Stage of the conversion funnel where the prospect evaluates different solutions.

A web design approach where the design is primarily designed for mobile devices.

Prioritizing mobile design in website or application development.

Use of multiple communication channels (email, social media, phone) to interact with customers.

A method that analyzes multiple touchpoints in the customer journey to assess which marketing actions contributed to a conversion.

A testing method that involves modifying multiple elements of a page or campaign to determine the best performing combination.

Advertising that integrates naturally into the content of a platform so as not to disrupt the user experience.

The period of time a user interacts with a website before leaving or closing it.

External link building strategy pointing to your site to improve SEO.

Email sent regularly to a list of contacts to share information, offers or news.

People visiting a site for the first time.

A set of SEO techniques that take place off-site, such as netlinking and mentions on other platforms.

SEO strategies based on actions outside the site (exbacklinks).

A strategy that integrates multiple communication channels to deliver a consistent customer experience, whether online or offline.

Optimizing elements on a website, such as tags, keywords and content, to improve its SEO.

Publicly available data, often used for analytics or to build applications.

Protocol used to enrich content sharing on social networks by adding images and descriptions.

Percentage of people who opened a marketing email among those who received it.

Ability to perform actions optimally with minimal resources.

Ensure that the signature or email is displayed correctly on all types of devices.

Process of continuously improving the performance of a campaign or tool.

Explicit consent given by a user to receive marketing communications, often by email.

Ability given to a user to unsubscribe or refuse marketing communications.

Website visits from unpaid search results.

A strategy where the company makes direct contact with potential customers through methods such as advertising or cold calling.

Content entirely produced and controlled by a company, such as its website, blog, or social networks.

Communication channels controlled by a company, such as its website, blog, or social media accounts.

Advertising content that a company pays for, such as social media ads or Google ads.

Website visits generated by paid advertising campaigns, such as Google Ads.

Value that a customer attributes to a product or service based on their expectations and needs, regardless of its actual price.

The ability of a tool or action to achieve its objectives effectively.

Process of analyzing the results of a campaign in real time.

Fictional representation of a typical customer, based on demographics, behaviors and goals.

Adaptation of the content of a communication based on the preferences or profile of the recipient.

An approach that involves tailoring messages and offers to each customer or segment based on their preferences or behaviors.

Main content around which several other related contents or "satellites" are created.

Interaction or moment when a customer comes into contact with a brand.

A window or message that automatically appears on a web page to capture a user's attention.

A search result highlighted at the top of the Google results page, often as a concise answer.

Advertising model where advertisers pay each time a user clicks on their ad.

Using data and artificial intelligence to anticipate future customer behaviors and needs.

Automatically assign scores to prospects based on their behavior and likelihood of conversion.

Document explaining how a company collects, uses and protects personal data.

Electronic communication tool used in a professional context, often managed centrally.

The process of buying and selling online advertising space using automated algorithms.

Automated purchase of advertising space on display networks.

Automation of online advertising space purchasing in real time.

A person or company that could become a potential customer for a company.

Division of a market based on the psychological traits of consumers, such as opinions, values, or lifestyles.

An indicator that measures the likelihood that a prospect will purchase a product or service in the near future.

A code to be scanned with a mobile device, often used to quickly access information or special offers.

Process of verifying the conformity of signatures or emails before sending them.

Ability to respond quickly to changes or user actions.

Strategy to encourage customers to recommend a brand to their friends or contacts.

Program encouraging customers to recommend the brand to those around them in exchange for rewards.

An advertising strategy aimed at targeting visitors who have already interacted with a website or application.

Production of reports detailing the performance of a campaign or tool.

Designing websites or applications that automatically adapt to the user's screen size.

Signature that automatically adapts to different device display formats.

Interactive digital content, such as videos or animations.

Measure of the revenue generated for each euro spent on advertising.

Calculation of the financial return on a marketing campaign compared to the costs incurred.

A business model where users access software over the Internet rather than purchasing or installing it locally.

Techniques or tools to shorten the sales cycle and increase conversions.

Model representing the stages that prospects go through before becoming customers.

Measurement of customer satisfaction with a product or service.

Questionnaire to measure customer experience and satisfaction.

A user's underlying intent when searching for a keyword or phrase.

Data storage in an environment protected against external threats.

Recording of information in an environment protected against unauthorized access.

Set of methods and technologies implemented to protect data and communications.

A subgroup of customers or prospects with common characteristics, used in marketing campaigns for personalization.

Dividing a database into separate groups to tailor communications based on profiles.

Tools that allow customers to manage certain operations themselves, such as registering or placing an order.

Complete analysis of a site to identify strengths and weaknesses in terms of natural referencing.

A set of techniques aimed at improving the positioning of a website in search engine results.

Ending a user session after an extended period of inactivity.

Automatic expiration of a user session after a period of inactivity.

A measure of a brand's visibility relative to its competitors in a particular market or channel.

Use of the same signature format for all employees of a company.

Ease of use and understanding of tools or interfaces.

Implementation of processes or tools to facilitate the management of signatures and emails.

Alignment between sales and marketing teams to improve the effectiveness of both departments.

Dynamic content that adapts based on the user, often based on their history or previous behavior.

Signature that adapts depending on the recipients or the content of the emails.

Snippet of content displayed on search engine results pages (SERPs).

Advertisements served on social platforms like Facebook, Instagram or LinkedIn.

Measuring the return on investment of social media efforts.

Principle that people are more likely to adopt a behavior if they see other people doing it (customer reviews).

Using social media to identify, interact and maintain relationships with prospects.

Content created by a brand but presented in a way that resembles traditional editorial content.

Numerical data used to analyze the performance of a campaign or action.

A marketing technique that involves telling a story to better engage the audience.

The process of defining objectives and the actions needed to achieve the desired results.

Marketing actions directed towards a specific group of recipients based on defined criteria.

The process of identifying and segmenting a specific audience for a marketing campaign.

Optimization of the structure and code of a site to improve its SEO.

First stage of the conversion funnel, where the prospect is still in the discovery phase.

Invisible image inserted into emails or web pages to track interactions.

Email sent automatically in response to a specific action performed by the user (purchase confirmation).

Sending a marketing message triggered by a specific action or event (cart abandonment).

Content created by a brand's users (customer reviews, photos).

Applying the same standards or elements in all email signatures to maintain consistency.

A person who visits a website at least once during a given period, even if they return to it several times.

Percentage of people who unsubscribe from a mailing list after receiving an email.

Encouragement to purchase a more expensive or advanced version of a product.

A strategy to encourage a customer to purchase a more advanced or expensive version of a product.

Process of verifying a user's identity to ensure secure access.

Measuring user interaction and engagement with a brand or content.

General feeling experienced by a user when interacting with a tool or platform.

All the elements relating to how a user interacts with a product, service or interface.

The path taken by users to achieve a specific goal on a site.

Content created by users of a brand (reviews, photos, videos) and used for marketing purposes.

User interface design, aimed at making a product or service easy to use.

The process of integrating new users into a product or service to facilitate their adoption.

Tracking a user's actions on a website or application to analyze behavior.

Using UTM tags to track where visitors come from on a site.

Video ad posted on platforms like YouTube or social media.

The ability of content to spread quickly through sharing between users.

A strategy to encourage users to share content with their friends and family to amplify the reach of a campaign.

A page or section of a website where products available for sale are displayed.

The ability of a communication or brand to be noticed and seen by the target audience.

Tool for designing signatures or emails by graphically manipulating the elements.

Set of graphic elements visually representing a brand or a company.

Analysis of traffic and behavior data on a website.

An interactive online lecture or presentation, used as a marketing tool to educate or promote a product.

Automated data extraction from websites.

SEO practices that comply with search engine guidelines, focusing on creating relevant and quality content.

Informal marketing based on consumer recommendations and reviews.

Online content creation interface allowing you to see the final rendering in real time ("What You See Is What You Get").

Planning the different areas of a web page (header, content, sidebar).