Glossary Introduction

A glossary of terms for marketing terminology, definitions, and the most common marketing industry jargon.


BFCM (Black Friday Cyber Monday)

BFCM stands for Black Friday and Cyber Monday, two of the biggest shopping days in the United States and increasingly worldwide. Black Friday occurs the day after Thanksgiving, and Cyber Monday is the following Monday. These days are known for their significant sales and discounts offered by retailers and are considered the kickoff to the […]


CAPEX (Capital Expenditure)

CAPEX (Capital Expenditure) refers to funds used by a company to acquire, upgrade, and maintain physical assets such as property, industrial buildings, or equipment. This type of spending is often used to undertake new projects or investments by the company. Capital expenditures are typically used for long-term investments aimed at improving a company’s efficiency or […]

CRO (Conversion Rate Optimization):

CRO (Conversion Rate Optimization) is the process of increasing the percentage of visitors to a website who take a desired action — be it filling out a form, becoming customers, or otherwise. The process involves understanding how users move through your site, what actions they take, and what’s stopping them from completing your goals. CRO is […]


DTOC (Direct-to-Consumer)

DTOC (Direct-to-Consumer) refers to the practice of selling products directly to consumers, bypassing any third-party retailers, wholesalers, or any other middlemen. DTOC brands are known for their online-first approach, selling primarily through their own websites or through online marketplaces, and they often emphasize brand identity and customer experience.


LSA (Local Services Ads)

LSAs (Local Services Ads): Local Services Ads are a type of advertising provided by Google specifically designed for local service providers such as electricians, plumbers, house cleaners, locksmiths, and more. These ads appear at the very top of Google’s search results, above traditional Google Ads and organic listings, when people search for specific local services. […]


OPEX (Operating Expenditure)

OPEX (Operating Expenditure) refers to the expenses required for the day-to-day functioning of a business. These expenses include rent, utilities, salaries, and office supplies. Unlike capital expenditures, operating expenses are fully deducted in the accounting period they are incurred. They are essential for maintaining the company’s current operations and are typically shorter-term costs. OPEX is […]

OTE (On-Target Earnings or On-Track Earnings)

OTE (On-Target Earnings or On-Track Earnings): OTE is commonly used in sales and recruitment to describe an employee’s total expected earnings if they achieve their targets or goals. It represents the sum of an employee’s base salary plus any variable components like commissions, bonuses, or incentives. Key points about OTE: Base Salary + Variable Pay: […]

OTT Advertising (Over-The-Top Advertising)

OTT Advertising (Over-The-Top Advertising): OTT advertising refers to the practice of delivering advertisements directly to viewers over the Internet through streaming video services or devices, such as smart TVs, desktop computers, laptops, tablets, and mobile phones. The term “over-the-top” implies that a content provider is going over the top of traditional cable or broadcast television […]


SEO (Search Engine Optimization)

SEO refers to the practice of optimizing a website to improve its visibility when people search for products or services related to your business in Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to […]

SERP (Search Engine Results Page)

SERP stands for Search Engine Results Page, which is the page a search engine displays in response to a user’s query. This page lists the most relevant results to the user’s search query. SERPs typically include organic search, paid Google Ads, Featured Snippets, Knowledge Graphs, and video results. Key components of a SERP include: Paid […]