Decoding marketing terms

Are you stumped by some of the TLAs (three letter acronyms) and 'marketing speak' you hear?

We've put together a list of some of the most popular terms in marketing, with a plain English explanation!

1. SEO - search engine optimisation
2.  CSR - corporate social responsibility
3.  Advertorial - where you pay for space in a (usually print) publication and write and submit an article in the style of the magazine. It should appear with 'advertorial' or 'sponsored' somewhere on it, usually top right. Advantages over a news or magazine article? You retain control over content. Disadvantages? You have to pay for the space 
4.  Campaign – a series of activities used in marketing programme, delivered over a period of time, usually following a theme or building up a story
5.  Blog – a webpage, regularly updated, with short ‘articles’. Can be standalone or more typically for business use, part of a website. See our blog on where to use newsletters and blogs for more information.
6.  Banner ad – a form of advertising on the web. Embeds an advertisement onto a webpage and links user to the website of the advertiser. 
7.  Click through – ratio of users who click on a specific link to the total number of users who view a page, email or website. Used to measure the success of online advertising campaigns
8.  Press release – written or recorded communication about something newsworthy, directed at members of the news media
9.  Landing page – a webpage serving as the entry point for a website or particular section of a website. Here's an example: www.sestiniandco.co.uk/spears 

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