The big Maverick marketing glossary

By Peri Lyon, 22 October 2021 | 20 mins read

If there’s one thing marketers love, it’s coining a shiny new term. New concepts, words and phrases seem to emerge within the marketing industry in a non-stop stream. But fear not. Our big Maverick marketing glossary is here to keep you up to date. Whether you’re a seasoned professional or a newbie, we’ll make sure you know your BIMI from your bounce rate.  

A/B Tests

With A/B testing, you create two versions of a digital asset, for example, an email, online ad, a landing page or social media post. You then publish them and see which one your users like most. Half your audience get ‘version A’ and the other half ‘version B’. You can measure the response to both by tracking metrics such as Click-Through Rates or sales conversions.

Account-based Marketing (ABM)

In simple terms, ABM is when you target a small number of leads rather than casting a wide net. With this approach, you focus all your resources on winning best-fit, high value accounts. Once prospects have been identified, Sales and Marketing work together (smarketing) to create personalised campaigns. The result? Turbo-boosted ROI, particularly for B2B.


AdSense is the name of a marketing programme run by Google. It pays website publishers for allowing relevant ads from Google to run on their sites automatically. Payment to publishers is usually on a pay-per-click (PPC) basis.


Editorial + advert = advertorial. In short, it’s a piece of text that uses an editorial style – like a normal article – to talk about a product or service. In a world where consumers are constantly bombarded by traditional advertising and increasingly immune, advertorials offer a way to engage through a story-telling experience. Online advertorials must state that they are “sponsored” or “paid” so users are not misled.

Affiliate Marketing

When an online advertiser pays a website publisher for leads that are generated via the publisher’s site, it’s called Affiliate Marketing. Partnering with affiliates helps your advertising reach further and builds your profile with your target audience. And the good thing about it is that you only “pay for performance.” Bloggers are common affiliate partners.

Audience Segmentation

To target your audience effectively, you need to break it down. You can do this by age, geographic location, gender, level of education, income or other demographics. Once you’ve identified your subgroups, you can tailor your approach so you stand the best chance of engaging with each one. Base your marketing on their values, beliefs, attitudes and habits. Bingo: audience segmentation.

Banner Ad

You know those long, horizontal ads that sit across the top of a web page? Those are standard online banner ads – a reasonably low-cost digital ad option.


BIMI stands for Brand Indicators for Message Identification (BIMI). It’s an emerging security technology that helps users know that an email has genuinely come from you. With BIMI, your logo appears next to your messages in a user’s inbox. That way, your contacts and their email service know that they aren’t a scam, and have really come from you.

Bounce Rate

Ever visited a website but quickly clicked away, having only viewed one page? You ‘bounced’ – in other words arrived, landed and left, without stopping to really engage. Bounce rate is the percentage of visits to a website where only one page was viewed: no links were clicked and no other pages were visited. If the bounce rate for your website is high, there are lots of solutions. Making sure you have a clear call to action, compelling web copy and attractive page design are all good starters.

Brand Identity

Your brand is the essence of your business or organisation. It is represented visually through your brand identity. This can include elements such as a logo, colour palette, tone of voice and font, which work together to create a unique brand image. A brand refresh updates these elements. A rebrand takes you back to the drawing board.

Brand Strategy

This is the thinking behind your brand; its raison d’être. Strategy’s what shapes the brand itself, and its evolution. A Brand Manager is often the person behind these activities. They’ll make sure that your brand reflects your organisation’s values, personality, identity and target audience.

Call to Action (CTA)

You’ve attracted the visitor to your website, spelt out your selling point and got them engaged. Now you need to tell them what you want them to do. This is your ‘Call To Action’ or CTA. And it’s a vital element of marketing, particularly online. Typical CTAs include ‘learn more’, ‘contact us’, ‘buy now’, ‘follow us’ and ‘sign up.’  A/B testing can help you discover which CTA works best.

Churn Rate

The number of customers who have left your business or service over a certain timeframe. It’s calculated as follows: number of customers lost / total number of customers.

Click-Through Rate (CTR)

The percentage of people who see your online marketing – which could be an email, an ad or a social media post – and then click on the link. This could take them to your website where they can buy your service or product. For example, if 50,000 users see your ad, and 50 users click on it, your click-through rate (CTR) is 0.001.

Content Management System (CMS)

The CMS is the clever software that allows users to easily build and make changes to their website. Often without even needing to know the basics of how to code! There are numerous Content Management Systems out there, such as WordPress, HubSpot, Drupal and Wix.

Content Marketing

Connecting with an ad-weary public is more difficult than ever. With Content Marketing, you can reach them by sharing relevant articles, videos and podcasts. It’s a strategy that enables you to attract, engage and retain potential customers with material that is interesting and useful to them, and not purely sales-based. Through your content, you can also foster brand awareness.

Conversion Rate

The percentage of user actions taken after total clicks on an ad or other digital asset. For instance, if you have a white paper you want people to download, your conversion rate would be the number of clicks on the ad promoting the white paper, divided by the number of downloads (user actions). The higher your conversion, the more successful your campaign… so work on that conversion rate optimization!

Conversion Rate Optimisation (CRO)

So, you’ve measured your conversion rate and think it could be better. How do you get more people to sign up/buy/download or generally do what you want them to do? There are two main ways to do that: A/B testing and personalised marketing. In both cases, you’ll use analytics to shape messages so they’re more persuasive for your audience. Apply one or both of these approaches, and boom – you’ve just performed Conversion Rate Optimisation.

Corporate Film

Training videos, promo clips, investor relations films – they all fall under the title of corporate films. This particular marketing channel is an art form (especially in the hands of ERIC, The Maverick Group’s production crew).

Cost Per Acquisition (CPA)

This figure is how much it costs to gain one single customer. It’s a good way of analysing the cost efficiency of your marketing campaign. The full formula is: total campaign cost / conversions (paying customers) = CPA. This metric is often used to analyse the results of display ad and affiliate marketing campaigns.

Cost Per Click (CPC)

A fee that a website publisher charges to serve your display ads on its site. However, instead of paying for your ads to appear, you only pay when the audience interacts with them. Google is a major publisher of cost-per-click (CPC) ads, and it contracts with other publishers to distribute them to other sites, too.


“Yeah,” says your agency contact airily, “once you’ve hammered out the brief, we’ll let the Creatives loose on it.” Who are these mysterious beings, ‘the Creatives’? In short, the designers and copywriters who’ll turn your thoughts into an actual concept. The work they produce is also often called “the creative”. It could be layouts or mock-ups of anything from a brochure to a marketing email.

Customer Acquisition Cost (CAC)

In the most simple terms, the Customer Acquisiton Cost is the total cost that it takes a business to acquire a new customer. However, in the broader marketing sense, it is often used as a way to highlight the average cost across a number of customers.

Customer Data Platform

A good marketer will build their knowledge of a customer so they can create a profile. Details can come from many sources and need to be kept in a safe place where everyone can find them. That’s where a Customer Data Platform (CDP) comes in. It’s a central location for customer information that can be accessed by the whole team.

Customer Journey

The customer journey is the whole experience a customer has with your organisation. From their initial perception of your brand, to first contact with your marketing, through to the legacy of a transaction. This map helps you understand every interaction and refine your marketing to create the very best experience.

Customer Relationship Management (CRM)

CRM is the system you use to keep track of all things customer related. That includes projects and activity, but also emails, phone calls, appointments, and all interactions. Some software incorporates social media feeds, too. HubSpot is a good example.

Digital Marketing

Digital marketing is a broad term that covers any online campaign. It could be social media ads, organic social media posts, banner ads, websites, videos, podcasts or all of the above. The common factor is that customers interact with the campaign through computers, phones, tablets or other devices. This is opposed to ‘traditional’ marketing, which includes print ads, billboards and television commercials.

Drip Campaign

A series of automated emails that encourage the recipient to respond in a certain way, for example, to buy an item they’ve put in their online basket but not purchased. Drip campaign emails can be personalised to feature the customer’s name and other details.

Email Automation

These are emails that are sent out automatically (the clue’s in the name) when customers take a certain action. This could be signing up for a mailing list, for instance, or completing a transaction. Automated emails are designed to take such tasks off your hands so you can concentrate on more complex and valuable work.

Email List

A list of email addresses to which your business can send marketing emails. You can create email lists by collecting email addresses through pop-up forms on your website or when customers make a purchase. The list can be broken down into different customers segments, which you can target through tailored email marketing communications.

Eye Tracking

Wouldn’t it be great if you knew exactly how customers looked at your web pages? If you could tell which bits grabbed their attention first and where they looked after that? Good news: the tech for that exists. It’s called ‘eye tracking’ and it can help you decide where to place elements on a web page.

Google Ads

Google has its own advertising service, which lets you put search results for your website on a search engine results page (SERP). This powerful form of paid advertising targets people who are searching for your products or services. Advertisers are billed on a pay-per-click (PPC) model, which means you’re only charged if someone actually clicks on your ad.

Hard bounce

An email that’s rejected by a server due to a permanent reason, for example, because the email address doesn’t exist. If the email suffers a ‘hard bounce’, it won’t be sent again. See also: soft bounce.


An iframe is a part of a web page where the content is from another site or page. Iframes commonly feature content from third parties, for example, banner ads from Google Ads or another ad network.

Inbound Marketing

Inbound marketing offers consumers something they want, for example information or entertainment, and builds in details of your product or service. If you sell showers, it could be a blog about refreshing a bathroom that features details of your product. Inbound marketing works by attracting prospects and encouraging them to engage with your brand and find out more, rather than bombarding them with out-and-out advertising.


Words or phrases that customers tend to enter on search engines when searching for certain products or topics. By integrating these into the copy on your website, you can ensure that your site is featured in the results on the search engine. Typical Maverick Group keywords might be ‘integrated advertising’, ‘advertising agency’ and ‘brands’.  Keywords are at the heart of search engine optimisation (SEO).

Landing Page

The first page a customer ‘lands’ on when they when they click through from an ad, email or other asset. The landing page sits separately from your website and isn’t part of the navigation. It will have a specific purpose as part of a wider campaign.


Often confused with translation, localisation involves adapting marketing or a product to a particular target market. It’s not just a case of converting text into another language, but ensuring that images, cultural references and branding are relevant and tailored to the target audience.

Marketing Automation

Imagine that you send an email with a money-off voucher to every customer who makes a first purchase on your website. Now imagine a system that does it for you. With marketing automation, technology steps in and handles repetitive tasks. It can be adapted for all kinds of basic, recurring jobs.

Meta data

Meta descriptions and meta keywords are information about a website or web page that’s designed for search engines. They explain briefly what a web page is about, and which keywords are contained in the text. The search engine can then use this information to decide if the site is relevant to a search, and where it should rank in the search results. Don’t even think about trying to game the system: if you put keywords in the meta tags that don’t appear in the actual web text, search engines will spot this and ignore all your meta information.

Omnichannel Marketing

You might sell on your website. You might sell in shops. You might drive customers to both via emails and social media. In short, you may have multiple channels at work. Omnichannel marketing brings all of this together in one coherent plan. The goal is an integrated shopping experience that spans all your touchpoints, from events and mobile devices, to bricks-and-mortar stores.

Organic Search

Organic search results are the ones customers get naturally when they perform a search online. No one has paid to make sure they’re featured, unlike paid search (see below). You can improve your organic search ranking via search engine optimisation (SEO) by making sure you have the most relevant and commonly searched for keywords featured prominently on your website.

Paid Search

On every page of search results, you’ll find a few that are ‘paid’. Although they look like normal, organic search results, they’re usually labelled ‘ad’ or ‘paid’, and tend to sit at the top or bottom of the page. These paid results are triggered when the user inputs certain keywords that a business has purchased. The pricing model is usually pay-per-click (PPC) – see below.

Pay-Per-Click (PPC)

With this type of campaign, your online ads appear on a website. But instead of paying for them to appear, you only pay when someone clicks on them. You can easily work out the ‘cost-per-click’ of your campaign: campaign fee / number of clicks = cost per click.

Personalised Marketing

The wonders of technology mean that you can tailor your advertising to each customer. Using analytics, you can ensure that the right message is seen by the right person at the right time – so you stand a better chance of engaging with them.


What do your ideal customers think and believe? What are their habits? How do they behave? The answers to such questions are called ‘psychographics’, and they’re a window into your customers’ minds and lives. With this information, you can segment your audience into sub-groups that you can target in different, relevant ways.

Quality Score

A Quality Score is a figure provided by Google Ads. It indicates how relevant your pay-per-click (PPC) ads and landing pages are to your chosen keywords. To improve your Quality Score, try optimising your ads and landing pages, and double-checking your keyword strategy.

Search Engine Marketing (SEM)

Also called paid search, SEM involves getting your online ads featured on a search engine results page (SERP). Search engine marketing (SEM) ads can drive traffic to websites or include other calls to action. The ads usually appear at the top of search results and sometimes to the side. Most SEM is run on a  pay-per-click (PPC) basis. No clicks, no cash.

Search Engine Optimisation (SEO)

When someone searches for something on the internet, the search engine ‘crawls’ over billions of possible websites in seconds to find the most relevant sites. It then displays the details on a search engine results page (SERP). Search engine optimisation means adapting your site so search engines are more likely to rank it highly in search results. You can do this by changing the content and structure, for instance, featuring keywords in headlines and subheads, and enhancing your meta data.


Sales + Marketing = Smarketing. When these two forces are integrated, they can combine their respective powers to achieve a common goal. In the case of Account-based Marketing, smarketing results in higher ROI.

Social Media Marketing

Over the last 20 years, a whole marketing industry has sprung up around social media. Now a science in its own right, social media marketing specialises in advertising brands, products and services on platforms such as Facebook, Twitter, Instagram and LinkedIn. Social media ads can be paid or organic, and feature anything from videos to viral content. And there’s special software available to manage your campaigns, such as Hootsuite, Sprout Social and HubSpot.

Soft Bounce

Mailbox full? Email too big? It may experience a ‘soft bounce’, i.e., it may be rejected for a temporary reason. If that’s the case, it can be sent again at a later date.


Sponsorship creates powerful connections between brands and partners. This can have benefits on many levels: raising brand awareness, creating position associations, boosting publicity, strengthening community relations and generating promotional expenditure. However, success depends on finding the right strategic fit between partners.

Strategic Planning

Roughly speaking, strategic planning a process where you set out long-term goals and how you’re going to achieve them. These goals could involve a specific project or define the whole future of your brand or organisation. Strategic planning clarifies the destination and the route you’ll take to get there.

Transactional Email

These are automated emails that are from the sender to a single recipient. Most often, they involve account activity or an online purchase.

User Experience (UX)

Understanding the experience that customers have on your website is critical. If they don’t enjoy it, you’ll lose them. UX is a whole discipline that’s dedicated to analysing what customers think and refining a user interface, for example, the way customers interact with your e-commerce site, or your broader business. The biggest, most popular websites have UX down to a T.

User Interface (UI)

These are the elements on a website or app that a visitor actually uses. They could be text, images, sound, animation, video, or a combination of all five. UI layout and testing is crucial when designing and refining a website. User interfaces must be user-friendly – and that means adapting them for differently abled people.


Wireframes are used when designing websites. They show how content and functionality will work on each web page. For example, you’ll be able to see where headlines, images and text will sit, and where drop down menus and mouse-overs will be in place. However, they rarely show the final look or actual content.

So, there you have it: marketing jargon decoded in one handy guide. We’re constantly updating our list, so do check back to read up on the latest industry lingo.