A Marketing Dictionary for Non-Marketers

Every niche and industry is built around words and terminologies whose functionalities are specific to that particular field. However not every individual can know the know-how language of every single profession.

However knowledge of certain terminologies within one particular field will definitely benefit most individuals that are not directly linked to this profession.

And that is marketing.

It may seem unnecessary to know anything about marketing for non marketers, however holding such knowledge opens up possibilities and opportunities in life that one may not have even known existed.

So let’s take a look at this brief glossary of main marketing terminologies.


Inbound marketing works to generate leads. It functions in itself by providing consumers and viewers with helpful, engaging and impactful content.

The aim of creating said content is to attract a growing viewer and consumer base to a business’s website, blog or social pages, hence increasing fruitful engagement with the target audience. Methods employed in inbound marketing include SEO (search engine optimization) that we will discuss further down the article.


This often follows inbound marketing.

Outbound marketing is seeking and maintaining meaningful engagement and relationship-building with customers. This is often done through more orthodox methods of marketing and through paid channels.

Examples would include advertising and sponsoring events such as product launches and sports matches.

  • SEO (search engine optimization)

Incorporating SEO within one’s content means optimizing said content specifically for it to rank better on Search Engine Result Pages (SERPS) like Google.

SEO makes sure that your website, social pages and hence, your product and content is far more easily discoverable by your target audience than it would have been without the optimization. These optimizations do and don'ts cater to popular viewer demands, and how to create and post carefully curated quality content that is desirable to consume by the most possible viewers.

  • SERP (search engine results page)

Search Engine Results Page is addressed in full form often related to SEO speak and strategies. The list of results that a person observes after searching a word, term or sentence on web pages such as Google or Yahoo is the SERP for that related search.

SERP is often talked about in relation to rankings of these results. Marketers and SEO experts commonly aim to optimize their sites and blogs as such that they rank as high up in this list of results as possible.

The reason? The higher up a result is to the top position, the more views, clicks and engagement it gets from an increasing number of viewers.

It is a common concept that the first result gets the most views.

Hence this ranking system is what websites compete for, and what the entire SEO hype is about.


Organic reach is for organic traffic. This in very simple terms links to inbound marketing.

Organic traffic is about the number of website visitors that are drawn in without any paid advertisement to make that particular website rank among the top results on an SERP.

Meaning it is website traffic attained only through SEO strategies. It is when effective search engine optimization strategies pay off and are maintained by marketers that an increasing number of viewers begin to see and engage with the site content.


A website, social page or content analytics is a function that collects, analyses, summarises and finally presents to you relevant data which can help you evaluate how your content and other relevant strategies are performing online with your audience.

It is a useful tool for marketers because it points out to them where they may need to improve, or pour more work and grind into.

It also helps them realize their accomplishments, and determine which strategies work best for them and their online presences.


A person has to go through several processes during the buying process which is called a buyer's journey.

The phase starts from the initial awareness stage to consideration and then ends up at the decision stage. Over time, this conventional funnel has been revised to be a continuous circle, so clients will return very frequently.

The latest version of buyers' journey doesn't reflect the reality that the customers revise their decisions based upon their last buying experience and by evaluating competitors in the market.


The contact points which enable people to interact with your company are known as touchpoints - before, during, and after the customers buy from you.

Many of these options are under your control like emails, brochures, and surveys while other options are not under your control like Google review etc.


Marketing may seem like a terrifying and overwhelming world to indulge in, especially when it comes to social media and digital marketing.

However, take it from the pro’s; there is a first step point to every successful and unexpected journey.