Marketing Terms: What does this mean?

A friendly guide to common terms you may hear across multiple marketing campaigns, strategies, and tactical efforts.

Why We Created This Glossary

Marketing is changing quickly. Alongside websites, Google, social media, and advertising, many people are now asking AI assistants like ChatGPT, Gemini, Claude, and Perplexity for recommendations and answers. As these tools become part of everyday business decision-making, you’ll hear new terminology emerging. We’ve included an AI & Search section to help explain these concepts in the same clear, practical language we use throughout this glossary. This glossary explains common marketing terms in clear, non-technical language to help you feel informed and confident in your strategy.

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What is strategy?

what is strategy

At StrategicResults.co, we believe strategy is the roadmap for all successful marketing. It is the deliberate, high-level plan that bridges the gap between where your business is today and where you aim to be tomorrow. Without a clear strategy, marketing tactics are just noise—effective strategy ensures every action you take is measurable, intentional, and tied directly to your core business goals.

Explore our definitions below to learn how we translate high-level vision into actionable market impact.

What is Business Strategy?

The high-level roadmap for how a company achieves its long-term goals and maintains a competitive advantage.

The specific plan for how you will reach, engage, and influence your target audience to support your broader business goals.

The ongoing process of identifying organizational goals and determining the resources and actions needed to reach them.

The unique value or position that makes your business preferable to your competitors.

Measurable values used to track and evaluate progress toward your specific strategic objectives.

What is brand identity?

What is brand identity

Language used when shaping how your brand looks, sounds, and feels

What is Brand Voice?

The consistent personality used in your messaging (friendly, professional, bold, etc.).

Rules that define how your logo, colors, fonts, and messaging are used.

Core themes that guide all communication.

A short, memorable phrase that supports your brand promise.

Adjusting language based on platform or audience while staying on-brand.

A clear explanation of why someone should choose your business.

What is AI Search, AEO and GEO

Language used as artificial intelligence reshapes how audiences find and engage with businesses online.

What is Gen AI (Generative Artificial Intelligence)?

A type of AI technology capable of creating new content such as text, images, code, or video by learning patterns from existing data. Unlike traditional AI that analyzes information, Gen AI uses what it has learned to generate original, human-like outputs in response to user prompts.

Utilizing advanced tools like ChatGPT, Gemini, or Perplexity to gather insights and recommendations instead of relying solely on traditional search engines.

The ease with which intelligent systems can identify, validate, and suggest your business to users

Tailoring content to ensure AI assistants can provide precise and helpful responses to specific user inquiries.

Refining your digital footprint so generative platforms are more inclined to cite or suggest your services.

The underlying technology for AI assistants that processes vast data to mimic human-like communication.

A reference made by an AI to a reliable source; high-quality, structured content increases your chances of being featured.

What is content marketing?

Terms related to written and visual content used to educate and convert

What is Call to Action (CTA)?

A prompt encouraging users to take the next step (“Book a Call,” “Download the Guide”).

Content that remains relevant long-term.

Headlines grab attention; subheadlines add clarity.

 In-depth pieces like blogs, guides, or pillar pages.

The text that appears directly on your website pages.

Writing content that is both engaging for users and optimized for search engines.

What is SEO (Search Engine Optimization)?

Terms used when improving how your business is found on Google

What is Alt Text?

Descriptive text added to images for accessibility and SEO.

Links from other websites pointing to yours, helping build credibility.

Words or phrases your ideal clients search for online.

Optimization to help you appear in local searches and map results.

The text that appears directly on your website pages.

Visitors who find your site through unpaid search results.

Code that helps search engines better understand your content.

The reason behind a user’s search (learn, compare, buy).

What is social media?

What is social media

Common language used when managing social platforms.

What is Algorithm?

The system that determines what content is shown to users.

Text written to accompany a social post.

A planned schedule of posts.

Likes, comments, shares, saves, and other interactions.

Impressions are total views; reach is unique viewers.

Non-paid posts shared with your audience.

Vertical, fast-paced video formats used on social platforms.

What is web development?

Terms related to building, designing, and maintaining your website

What is Above the Fold?

The portion of a page visible before scrolling—prime space for key messaging and calls to action.

A platform (like WordPress or Webflow) that allows you to edit your site without coding.

Frontend is what visitors see; backend is where updates and management happen.

The top section of a page that introduces your message and invites action.

Your website automatically adjusts to look great on phones and tablets.

A visual tool used to design pages efficiently.

Add-ons that provide extra functionality like forms, SEO tools, or security.

Automatically sends visitors from one URL to another if a page changes.

Security protection that keeps data safe and builds trust.

What is paid advertising?

Terms related to ads and promotional campaigns

What is Ad Creative?

The visuals and copy used in an advertisement.

Selecting who sees your ads based on demographics or behavior.

When someone completes a desired action (form, call, purchase).

The cost to generate one lead.

A focused page designed to support a specific campaign.

Revenue earned compared to ad spend.

Comparing variations to see what performs best.

What is tech jargon?

Terms related to lead management and follow-up

What is Ad Creative?

The visuals and copy used in an advertisement.

Selecting who sees your ads based on demographics or behavior.

When someone completes a desired action (form, call, purchase).

The cost to generate one lead.

A focused page designed to support a specific campaign.

Revenue earned compared to ad spend.

Comparing variations to see what performs best.