Basic Acronyms for New Digital Marketers
Because we can easily dive into the digital marketing industry in the Philippines in this day and age of free information (albeit non-free internet connection), it is possible to drown into so many highfaluting terms, both technical and culturally-made popular. Especially for the benefit of new or aspiring digital marketers out there who want to make a living by specializing in an industry that is only growing more popular as technology evolves, here are acronyms that you might encounter along the way and short descriptions to help you easily recall what they generally mean.
AIDA – Attention, Interest, Desire, Action: four points to address in user-centric marketing.
API – Application Program Interface: how different software and protocols interact to provide the intended effect to the user.
AR – Augmented Reality: a layer of content is placed over real-life object through the lens of your phone; it’s the technology that Pokémon Go uses.
B2B – Business to Business: a client targeting model where your main targets are businesses instead of individuals. This is true for industries like outsourcing and logistics.
B2C – Business to Customer: a client targeting model where your main targets are individuals or end-users. This is the more popular commercial framework of targeting.
CMS – Content Management System: the system you can use to modify digital content. WordPress is an example of this where you can modify your website’s content without needing to directly interact with the website’s codes.
CPC – Cost per Click: a term more commonly used in Search Engine Marketing, CPC is what you pay per unique user click on a search engine results ad.
CPV – Cost per View: very similar to CPC except this bills you on getting views for a video.
CR – Conversion Rate: the ratio of visitors to how many of them performs the desired action (buy, inquire, book, etc.)
CRM – Customer Relationship Management: a discipline and field of practices focused on interacting with customers and managing the customer journey cycle.
CSS – Cascading Style Sheets: a style sheet language that lays out how elements in a medium (like a website) are supposed to be presented.
CTA – Call to Action: a short imperative phrase or sentence that encourages end-users to perform an action.
CX – Customer Experience: the sum of the interaction between a brand and it’s customer.
DM – Direct Messages: more endemic in Twitter but it means private messages that you exchange with other social media users.
ESP – Email Service Provider: companies that offer email services.
FB – Facebook: probably one of the most popular social media platforms in the world.
FBML – Facebook Markup Language: platform that Facebook provides for users to be able to modify fanpages they manage.
FTP – File Transfer Protocol: this is how files are transferred between a computer, client, and server.
GA – Google Analytics: it’s the web analytics software that you’ll be using if you are doing SEO and Search Engine Marketing on Google.
HTML – HyperText Markup Language: the most common standard language used to create websites.
HTTP/S – HyperText Transfer Protocol / Hyper Text Transfer Protocol Secure: HTTP is how data is communicated in the World Wide Web. It’s how data is transferred, and HTTPS is its secured version.
IM – Instant Messaging: a messaging/chat system that transfers content in real time.
IP – Intellectual Property: creative works that are legally registered and protected by Intellectual Property Rights.
ISP – Internet Service Provider: your commercial provider of an internet connection.
KPI – Key Performance Indicator: measurable component that indicates a campaign is succeeding at its goal; a term that is increasingly getting more popular in the digital marketing industry in the Philippines because it actually promotes smarter end-targets.
MLM – Multi-Level Marketing: business model hinged on creating income through recruiting new members to the organization, and the new members recruiting more members and so-on.
OS – Operating System: the system that a computer (desktop or smartphone) runs on.
PHP – Hypertext Preprocessor: a general-purpose programming language but is more commonly used to embed additional codes (and functions) within an HTML code.
POS – Point of Sale: place and time where a purchase occurs. Physically, the manifestation of this would be the cash register.
PPC – Pay-Per-Click: marketing model where advertisers are charged for legitimate clicks on their internet ads.
PR – Page Rank: The score given by Google to websites on how high the quality of the page is. This value is now invisible but is still believed to be implemented.
PV – Pageviews: value that represents every instance of a page being loaded on a browser.
QA – Quality Assurance: process of ensuring that a product or service’s quality passes certain standards.
QR – Quick Response (Code): a type of 2D barcode mainly used to transfer information from outside a mobile phone (mainly in print media) into digital content.
ROI – Return on Investment: the ratio of how much an invested value has increased after a period of time or after carrying out a set of parameters.
RT – Retweet: the act of tweeting another user’s Tweet; functions the same way as a Share on Facebook.
RTD – Real-time Data: data that is delivered as it happens (increases, decreases, or plateaus); like IM but for statistics.
S2S – Server to Server: also called inter-server. Is a mode of communication but instead of it being client to server, it is, as the name implies, server to server.
SaaS – Software as a Service: it’s a business model where the distribution principle is that applications are to be hosted and made usable to end users through a third party provider.
SEM – Search Engine Marketing: paid campaign marketing mainly through a search engine’s advertising program.
SEO – Search Engine Optimization: discipline of making webpages more searchable on search engines results pages with or without paid transactions.
SERP – Search Engine Results Page: the webpage that comes up after executing a search on a search engine; it lists the most relevant webpages pertinent to a query.
SLA – Service Level Agreement: contract between a client and a service provider on expectations and limitations of a service.
SME – Small/Medium Enterprises: in the Philippines, SMEs are businesses whose total assets do not exceed 15M (small enterprises) or 100M (medium enterprises); the most common type of enterprising bracket in the country.
SMM – Social Media Marketing: discipline involving all facets of building, campaigning, and reinforcing a brand and its audience on social media.
SWOT – Strength, Weaknesses, Opportunities, Threats: a strategy building format where you plot elements of the plan under each of the fields.
TOS – Terms of Service: terms or policies that govern how a user may use a service.
UI – User Interface: basically the part of the software, website, mobile app or any digital products that the end user interacts with.
UGC – User-generated Content: content in any format that are either made by or mostly contributed by end-users.
URL – Uniform Resource Locator: also known as the web address; it’s the text you input or find on the browser’s address bar.
USP – Unique Selling Proposition: a marketing concept focused on giving your product or service a differentiating quality that other competitive and similar products and services do not have.
UX – User Experience: design principle that is focused more on user compatibility and comfort, making aesthetic second nature.
VM – Viral Marketing: marketing concept hinged on getting branded dialogue through unexpectedly popularized (viral) content.
WOMM – Word of Mouth Marketing: marketing concept that is focused on end-user to end-user interaction and recommendation.
YTD – Year to Date: present time.
Well, that wasn’t very long, but at least it covers most of the words that you will encounter as you dive into the industry of digital marketing in the Philippines. Some of these terms you will encounter more often than others depending on what path (SEO, SMM, simultaneous handling, website development, etc.) you would want to take.