There are specialised terms referring to almost all aspects of marketing. For someone just getting started in marketing, or someone looking to hire a marketing agency, all the technical jargon can seem overwhelming. Especially the acronyms.

Below is a guide to a few marketing terms you need to know, as well as some that may be all too familiar to those who’ve been in the industry for a few years. Enjoy!


This stands for ‘Business to Business’ and refers to advertising or marketing aimed at other businesses.


This stands for ‘Business to Consumer,’ referring to advertising or marketing aimed at individual consumers.

Big data

A number, table, chart, or database that may be very large or very small, but is dependably very impressive.


The term brand doesn’t just refer to you businesses name or logo. It means so, so much more. ‘Brand’ characterises your business, what people think about it, and what your name and logo mean to people.

Marketing, Marketing Agency, Marketing Agency Bournemouth, Design Agency

Brand Equity

This basically refers to the value of your brand. There are many factors which determine your brands value, whether that be financial value, strategic value, or even customer loyalty.


This stands for ‘below the line.’ BTL communications are those that go out to your target audience, including online advertising and direct marketing.

Challenger brand

This refers to a new brand that is demonstrating significant growth in a sector already dominated by established brands.


An adjective used to describe any colour associated with blue.

Marketing, Marketing Agency, Marketing Agency Bournemouth, Design Agency, Be Creative


What makes your business stand out in the crowd? Your business should consider how it can differentiate itself within its sector to develop your positioning.

Direct Marketing

This is when you sell directly to the customer. Perhaps through direct mail, emails or phone calls.


The same information that’s in the text, but in a different font and with a lot more pictures.

Indirect Marketing

This type of marketing is a lot less close and personal and is typically seen online, on billboards or through TV advertisements.

Marketing, Marketing Agency, Marketing Agency Bournemouth, Design Agency, Advertising, Global Brands


This refers to where your businesses is positioned within its sector. For example, John Lewis is aligned with high quality, Primark is seen as good value.

PPC advertising

PPC is short for Pay Per Click. If done correctly, this can be a very cost-effective way of advertising. The frequency that someone interacts with a campaign on your social media channels, search engines and other websites will determine the cost of your adverts.


This term refers to the printed communications such as adverts in newspapers, posters or physical marketing materials.


This stands for ‘Search Engine Optimisation.’ SEO is the process of manipulating your website, content and online presence to appear higher up in pad and unpaid rankings on a search engine.

Marketing, Marketing Agency, Marketing Agency Bournemouth, Design Agency, Retail Advertising, Retail Branding, Retail Design Agency


A solution that will not be embarrassing in the future.


This term refers to any time that a customer comes into contact with a brand. Whether that be through an online campaign, social media, word-of-mouth, visual merchandise, or through a salesperson. Touchpoints are also present post-sales, establishing repeat customers and loyalty.

Special thanks to Fast Co Design and their contributors for a few of these more ‘tounge-in-cheek’ definitions!

So, now that you have a better understanding of the marketing jargon, get out there and score that dream role OR find the perfect agency for your brand!

Did you find this blog helpful? CuCo offer a wide variety of marketing, branding, and design services, and we would love to hear from you and help you to achieve your goals! So, what are you waiting for?! Our experts are here to help! Get in touch today.