Glossary - Creative marketing agency

A

A/B Testing: Testing two versions of marketing materials to determine which variant is more effective. Used to optimize the performance of websites, emails, or ads.

Account-Based Marketing (ABM): A strategy focused on individual target accounts with personalized campaigns. Helps improve relationships and increase conversions with key customers.

Affiliate Marketing: A type of marketing where a business pays commissions to partners for bringing in customers through their marketing efforts.

Alignment: Arrangement of elements in a design to achieve visual balance and order. Ensures that all elements have a coherent and professional appearance.

Analytics: Analysis of data from marketing campaigns to measure their success. Helps identify which strategies work and which do not.

Aspect Ratio: The ratio of width to height of an image or display. Important for ensuring proper display of visual content.

Attribution Model: A methodology that assigns credit for conversions to various marketing channels. Helps understand which channels contribute to the success of campaigns.

B

B2B (Business to Business): Marketing strategies aimed at selling between companies. Typically involves longer buying cycles and focuses on building relationships.

B2C (Business to Consumer): Marketing strategies aimed at selling to end consumers. Usually focuses on faster buying cycles and emotional appeal.

Bleed: The area of a design that extends beyond the edge of the print to avoid white borders after trimming. Ensures images and graphics reach the edges of the page.

Brand: The identity of a company or product, including name, logo, slogan, and overall image. Helps distinguish products and create an emotional connection with customers.

Brand Equity: The value of a brand based on customer perception and experiences. Strong brand equity can lead to higher loyalty and premium pricing.

Brochure: A printed or digital document providing information about products or services. Serves as a tool for promotion and informing customers.

Buyer Persona: A fictional profile of an ideal customer based on research and real data. Helps marketers better target their campaigns.

C

Call to Action (CTA): A prompt encouraging users to take a specific action, such as making a purchase or signing up. Effective CTAs can significantly increase conversion rates.

Churn Rate: The rate at which customers are lost over a specific period. A high churn rate may indicate issues with the product or customer service.

CMYK: A color model used in printing that uses cyan, magenta, yellow, and black. Standard for color printing.

Color Palette: A set of colors selected for use in design or branding strategy. Helps maintain consistency and visual coherence.

Color Theory: The study of how colors interact and affect perception and emotions. Used to create harmonious and attractive designs.

Consistency: Maintaining a uniform look and feel across all marketing materials. Helps build trust and brand recognition.

Contrast: The difference between light and dark areas of a design, improving readability and visual appeal. Used to highlight key elements.

Customer Acquisition Cost (CAC): The cost of acquiring a new customer. Includes all marketing and sales expenses.

Customer Lifetime Value (CLV): The predicted value of a customer over the entire relationship with the company. Helps in making decisions about marketing and customer service investments.

D

Design Brief: A document specifying the requirements and goals of a design project. Serves as a guide for designers to ensure the project meets client expectations.

Digital Marketing: Marketing activities conducted online using digital channels. Includes SEO, social media, email marketing, and more.

DPI (Dots Per Inch): A measurement of print or screen resolution, indicating the number of dots per inch. Higher DPI means better image quality.

Drip Campaign: An automated series of emails or messages sent gradually over time. Used for lead nurturing and increasing conversions.

E

E-mail Marketing: Using emails to promote products or services and stay in touch with customers. An effective tool for building relationships and increasing sales.

Engagement: The level of interaction and involvement customers have with marketing materials. High engagement usually indicates greater loyalty and interest in the brand.

F

Fidelity (High/Low): The level of detail and accuracy in design or prototype phases. High fidelity means detailed and realistic design, while low fidelity is more abstract and simple.

Focal Length: The distance between the center of a lens and its focal plane, affecting the field of view and perspective. Longer focal lengths bring objects closer, while shorter distances push them away.

Font: A set of characters of a specific style and size used in text. Choosing the right font can significantly affect readability and design aesthetics.

Funnel: A marketing funnel describes the customer journey from awareness to purchase. Helps marketers plan and optimize each step of the customer journey.

G

Grid System: A structure of lines that helps organize content on a page. Ensures consistency and makes navigation easier.

Growth Hacking: Rapid experimentation across marketing channels and product development to find the most effective ways to grow a business.

H

Heatmap: A visualization of user interactions with a website, showing the most frequently clicked areas. Helps identify where users spend the most time and how they interact with content.

Hierarchy: The arrangement of elements in a design according to their importance. Helps users easily find and understand key information.

I

Influencer: A person with a large reach and influence on social media who can affect the purchasing decisions of their followers.

Influencer Marketing: Collaboration with influencers to promote products or services. Influencers can reach a wide audience and increase brand credibility.

Inbound Marketing: A strategy focused on attracting customers through valuable content. Aims to create long-term relationships and increase conversions.

K

KPI (Key Performance Indicator): A key performance indicator measuring the success of campaigns. Helps track and evaluate the effectiveness of marketing activities.

Kerning: The adjustment of spaces between individual characters in text for better readability and aesthetics. Proper kerning can significantly improve the appearance of text.

L

Landing Page: The target page a user lands on after clicking an ad or link. Designed to maximize conversions.

Leading: The distance between lines of text, affecting its readability. Proper leading improves the readability and visual appeal of text.

Logo: A graphic mark or symbol representing a brand or company. A logo is a key branding element and helps in brand recognition.

M

Market Segmentation: Dividing the market into specific segments based on demographic, geographic, or behavioral factors. Helps target marketing efforts on specific customer groups.

Marketing Automation: Using software to automate marketing activities. Simplifies processes and increases campaign efficiency.

Marketing Mix: A combination of tactics used by a company to achieve its marketing goals. Traditionally includes 4Ps: Product, Price, Place, Promotion.

Mockup: A visual model of a design showing how the final product will look. Helps clients and designers visualize the final result.

N

Native Advertising: Ads that blend into the content of the page and do not disrupt the user experience. Designed to be less intrusive and more integrated.

Negative Space: Empty space in a design that helps highlight the main elements. Proper use of negative space improves readability and aesthetics.

Net Promoter Score (NPS): A metric measuring customer loyalty to a brand based on their willingness to recommend it to others.

O

Omnichannel: An integrated marketing approach combining multiple channels for a consistent customer experience. Aims to create a seamless and unified communication across all customer touchpoints.

Outbound Marketing: Traditional marketing tactics, including TV ads, telemarketing, and direct mail, where the company actively reaches out to customers.

P

Pantone: A standardized color system used in printing and design for consistent color reproduction. Allows designers and printers to accurately communicate and reproduce colors.

Persona: A detailed description of a fictional customer based on demographic data, interests, behavior, and other characteristics that help marketers target their campaigns.

Pixel: The smallest unit of an image on a screen or in digital graphics. The quality of a digital image is determined by the number of pixels per unit area.

Positioning: A strategy focused on placing a product or brand in the minds of customers compared to competitors.

PPC (Pay-Per-Click): An online advertising model where the advertiser pays for each click on the ad. Often used in search engine and social media advertising campaigns.

Prototype: A functional model of a design or product used for testing and improvement before final production. Helps identify and fix potential issues.

Public Relations (PR): Strategies aimed at building and maintaining a positive image of a company to the public. Includes media communication, crisis management, and relationship building with the public.

R

Raster Graphics: Image data made up of pixels that can lose quality when enlarged. Commonly used for photos and detailed images.

Resolution: The measure of detail in an image, determining its quality and sharpness. Higher resolution means more detail and better image quality.

Responsive Design: Website design that adapts to different devices and screen sizes. Ensures optimal user experience on both desktop and mobile devices.

ROI (Return on Investment): A metric measuring the return on investment in marketing campaigns. Helps evaluate the effectiveness and financial benefit of marketing activities.

RGB: A color model using red, green, and blue to create various colors on screens. Used in digital devices such as monitors and TVs.

Rule of Thirds: A compositional technique that divides an image into thirds for better visual balance. Helps create attractive and well-balanced photos and graphics.

S

Sales Funnel: The process describing the customer journey from initial interest to final purchase. Helps marketers and salespeople plan and optimize each step of the customer journey.

Sans Serif: A font style without finishing lines at the ends of characters. Often used for a modern and clean text appearance.

SEO (Search Engine Optimization): Optimizing websites to improve their visibility in search engines. The goal is to achieve higher rankings in search results and increase organic traffic.

Serif: A font style with finishing lines at the ends of characters. Often used for a traditional and formal text appearance.

Sentiment Analysis: Analysis of text or comments on social media to determine users’ mood or attitudes towards a brand or product.

Sitemap: A structured list of website pages used to plan and organize content. Helps search engines and users easily find information on the site.

Social Media Marketing: Using social media to promote products and communicate with customers. Includes content creation, advertising, and user interaction on platforms like Facebook, Instagram, and Twitter.

T

Target Audience: A specific group of customers targeted by a marketing campaign. Helps marketers more effectively reach and engage specific market segments.

Touchpoint: Any interaction or contact between a customer and a brand. Can include websites, social media, customer service, and more.

Typography: The art and technique of arranging text for optimal readability and visual appeal. Includes font selection, size, spacing, and other typographic elements.

U

UI (User Interface): The environment in which a user interacts with an application or device. Good UI design is intuitive, easy to use, and visually pleasing.

Usability: The extent to which a product or system is easy to use for intended users. High usability means users can effectively and effortlessly achieve their goals.

User-Generated Content (UGC): Content created by users, including reviews, photos, videos, and other contributions. UGC can increase trust and engagement among other customers.

USP (Unique Selling Proposition): The unique value or feature of a product that differentiates it from competitors. An effective USP can significantly increase a product’s attractiveness to customers.

UX (User Experience): The overall experience of a user when interacting with a product or service. Good UX design ensures that users have a positive and satisfying experience.

V

Value Proposition: The unique benefit or value a product or service offers to customers, distinguishing it from competitors.

Vector Graphics: Graphics based on vectors that can be scaled without losing quality. Used for logos, illustrations, and other design elements requiring size flexibility.

Viral Marketing: A strategy encouraging users to share content or information quickly like a “virus.”

Visual Hierarchy: Arrangement of visual elements by their importance. Helps users easily find and understand key information in a design.

W

Webinar: An online seminar or presentation allowing interaction between the presenter and participants. Used for education, marketing, and relationship building.

White Space: Empty space in a design that helps highlight main elements. Proper use of white space improves readability and aesthetics.

Wireframe: A simplified sketch or diagram of a webpage or application used to plan layout and functionality. Serves as a foundation for further design and development phases.

Workflow: An automated series of steps or tasks performed in a specific order to achieve specific goals, such as in email marketing or lead management.

Z

Zero Moment of Truth (ZMOT): The moment when a customer first researches a product online before purchase. This moment is crucial for influencing purchase decisions.

EMATIX s.r.o

ICO: 03931706

DIC: CZ03931706

Opletalova 1417/25

110 00, Prague 1

Czech Republic

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