Every digital marketer should know about their acronyms & key words…

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Here is a list of the most common acronyms that every digital marketer should know about & words.

I think they cover most bases, though no doubt I have missed out a few obvious ones.. Some of these are very much filed under ‘marketing’, whereas others lean more towards ‘tech’ (but are included as you are likely to cross their paths at some point). For the purposes of brevity I shan’t define each one: that’s what Google / Wikipedia is for. 



IM – Internet Marketing 

 Front end/FE – The first product in a sales funnel 

 Sales Funnel – A Series of products with a FE and OTO’s/upsells/additional offers 

 oto – One Time Offer – Usually an “Upsell” in a funnel, an additional product, or service or FE product expansion. 

 upsell – Same as a one-time offer, but instead of it being just offered the once. It can be used in other things. 

 JV – Joint Venture / AKA Joint Venture Partner – Less formal then saying “affiliate” 

Affiliate – Someone who can send traffic to your offer via email/sending traffic using advertising etc… and making sales/collecting a commission


auto responder – This is a tool that marketers use to collect customer email addresses and send emails to those emails 

conversions – This is the transition of converting a “visitor” to a website, into a “buyer”  

sales copy – This is the sales page content that people see 

email swipe – Pre written emails that affiliates use to easily send to their customers. it saves them time as it’s pretty much “copy and paste” 

Promote – When an affiliate/JV decideds they want to sell your product on their behalf for a commission 

FB – Facebook – Social network 

EPC – Earnings per click – When you send traffic to an offer, you will have an “EPC” This is shown in your stats, or you can work it out by seeing how much you’ve made and how many “clicks” you’ve sent to the offer – So for example: 100 clicks generate $500 in revenue – That would be $500 / $100 = $5.00 Earnt per customer you send to that page 

Commission – the money earnt by an affiliate for promoting an offer. it goes by percantages usually 50% or higher 

Commission Bump – Where someone increases the affiliate/JV’s commissions in order for them to promote 

Evergreen – A product that never goes out of date

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Ok, here goes on short anagrams!

AIDA – Attention, Interest, Desire, Action 

AJAX – Asynchronous Javascript and XML 

API – Application program interface 

AOV – Average order value  

AR – Autoresponder  

ASP – Application service provider 

ATD – Agency trading desk   

B2B – Business to business 

B2C – Business to consumer  

CLV – Customer lifetime value  

CMS – Content management system 

CPA – Cost per acquisition / action 

CPC – Cost per click 

CPL – Cost per lead   

CPM – Cost per thousand 

CPV – Cost per view (see also PPV) 

CR – Conversion rate  

CRM – Customer relationship management  

CRO – Conversion rate optimisation 

CSS – Cascading style sheets  

CTA – Call to action 

CTR – Click-through rate 

CX – Customer experience 

DM – Direct mail (or ‘Direct message’, in Twitter circles) 

DMP – Data management platform 

DNS – Domain name system 

DR – Direct response 

DSP – Demand-side platform 

ECPM – Effective CPM 

EPC – Earnings per click 

EPM – Earnings per thousand 

ESP – Email service provider 

FBML – Facebook Markup Language 

FTP – File transfer protocol 

GA – Google Analytics 

HIPPO – Highest paid person’s opinion 

HTML – HyperText Markup Language 

HTTP – Hyper Text Transfer Protocol 

HTTPS – Hyper Text Transfer Protocol Secure 

IM – Instant Messaging 

IMAP – Internet Message Access Protocol 

IP – Intellectual property (or ‘Internet Protocol’) 

IPTV – Internet protocol television 

ISP – Internet service provider 

KPI – Key performance indicator 

LTV – Lifetime value 

MoM – Month on month 

MLM – Multi-level marketing 

MVT – Multivariate testing

OEM – Original equipment manufacturer 

OS – Operating system (sometimes this is used for ‘open source’)

PHP – PHP Hypertext Preprocessor

POS – Point of sale 

PPC – Pay per click 

PPL – Pay per lead 

PPV – Pay per view 

PR – PageRank 

PV – Pageviews 

QA – Quality assurance 

QR Code – Quick response code 

QS – Quality score 

RFI – Request for information 

RFP – Request for proposal 

ROI – Return on investment 

RON – Run of network 

ROR – Ruby on Rails  

ROS – Run of site 

RSS – Really Simple Syndication 

RT – Retweet 

RTB – Real time bidding 

RTD – Real time data 

S2S – Server to server 

SaaS – Software as a service 

SEM – Search engine marketing 

SEO – Search engine optimisation 

SERP – Search engine results page 

SLA – Service level agreement 

SM – Social media 

SME – Small / medium enterprise. (aka SMB = ‘business’) 

SMM – Social media marketing 

SMO – Social media optimisation 

SMP – Social media platform 

SMS – Short message service 

SOV – Share of voice 

SOW – Statement of work 

SSL – Secure Sockets Layer 

SSP – Supply-side platform 

SWOT – Strengths, weaknesses, opportunities, threats 

TLD – Top level domain 

TOS – Terms of service 

UCD – User-centric design 

UI – User interface 

UGC – User-generated content 

URL – Uniform resource locator 

USP – Unique selling proposition 

 UV – Unique visitor 

UX – User experience 


VOD – Video on demand 


VM – Viral marketing 


WOMM – Word of mouth marketing 


WYSIWYG – What you see is what you get 


YOY – Year on year 


YTD – Year to date 


XML – Extensible Markup Language