At BlueSky ETO, we know it can be challenging to keep up with tall the jargon and acronyms that are used in today's marketing. In fact, we use an acronym in our company name. The ETO in BlueSky ETO stands for "Engineered to Order" and means that each brand management solution we develop is custom-built for the client rather than fitting you into a pre-built software solution that doesn't really fit your needs.

Here are the most popular digital marketing acronyms used throughout the industry today with generally accepted defintions of each:



Acronym Stands for Definition
 ABM  Account Based Marketing  A strategic approach to business marketing in which a company deals with individual customers or prospects as a ‘market of one’, in an effort to deepen engagement.
 AIDA  Awareness, Interest, Desire, Action  Describes a common list of events that may occur when a consumer engages with an ad
 AOV  Average Order Value  An ecommerce metric that measures the average total of every order placed with a merchant over a defined period of time
 API   Application Programming Interface  A description of the way one piece of software asks another program to perform a service.
 B2B; B2C; B2G  Business to Business; Business to Consumer; Business to Government  Short-hand that refers to a situation where one business makes a commercial transaction with another, or with a consumer, or with a government entity.
 BANT  Budget, Authority, Need, and Timeline  A method of assessing the quality of prospects and tracking them through the sales qualification process.
 BOFu  Bottom of Funnel  The shorthand way of talking about sales prospects, and where they are in the decision-making process. Bottom of funnel represents buyers ready to purchase.
BMC Brand Marketing Center A comprehensive software solution built to help distributed marketing teams create localized marketing collateral which adheres to brand standards.
BR Bounce Rate  The percentage of single-page sessions, or sessions in which a visitor left your site from the entrance page without interacting deeper with your website.
CAC Customer Acquisition Costs The cost associated with convincing a consumer to buy your product or service, including research, marketing, and advertising costs.
CMGR Community Manager An executive who acts as the ambassador of a company or brand on the web, building and monitoring multiple communities generated in blogs, forums, social networks, and more.
CMS Content Management System An application or software that facilitates the entry, modification and retrieval of digital content.
COS Content Optimization System Includes tools to create a website, blog, landing page, and email content that fuels your inbound marketing.
CPA Cost Per Acquisition An ecommerce marketing metric that measures the aggregate cost to acquire one paying customer on a campaign or channel level. CPA is a vital measurement of ecommerce marketing success.
CPC Cost Per Click How much you pay each time someone clicks on the part of your ad that takes them to your website or app.
CPM Cost Per Thousand Cost Per Thousand Impressions
CPL Cost Per Lead An online advertising payment model in which payment is based on the number of qualifying leads generated.
CRO Conversion Rate Optimization The various methods used to get people to take some action once they arrive on your website.
CSS Cascading Style Sheets Used to format the layout of web pages, they can be used to define text styles, table sizes, and other aspects of the pages. They help also web developers create a uniform look across several pages of a website.
CTA Call To Action Words or a link that urge a reader (or viewer or listener) of a sales promotion message to take an immediate action, such as “Click Here”, “Call Now”, or otherwise immediately respond to the sales message.
CTR ClickThrough Rate A ratio that shows how often people who see your ad end up clicking on it. A site’s CTR can be used to gauge how well your keywords and ads are performing.
DA Domain Authority How much your site is likely to rank higher in search engines compared to competitor sites. increasing your Domain Authority usually means increasing your chances of ranking higher in search engines.
DAM Digital Asset Management The process of organizing, storing, and enabling the retrieval of “rich media” such as the multimedia content that your company owns -- including logos, images, brand guidelines, PDFs, case studies, whitepapers and more -- along with the rights, permissions, and usage guidelines to same.
DM Direct Marketing A form of advertising in which companies provide physical marketing materials to consumers to communicate information about a product or service. Types of direct marketing materials include catalogs, mailers and fliers.
DMP Data Management Platform In short, it’s a data warehouse, software that collects, sorts and houses information, and then distributes it in a way that’s useful for marketers, publishers and other businesses.
DNS Domain Name Server The Internet’s equivalent to a phone book. A domain name server maintains a directory of domain names and their matching IP addresses.
DRM Direct Response Marketing

Designed to evoke an immediate response and compel prospects to take some specific action.

EDM Event-Driven Marketing A discipline within marketing, where commercial and communication activities are based upon the measurement of relevant and identifiable changes in a customer's individual needs.
ERP Enterprise Resource Planning

A category of business-management software—typically a suite of integrated applications—that an organization can use to collect, store, manage and interpret data from many business activities.

FMCG Fast Moving Consumer Goods Small-scale consumer purchases made at grocery stores, produce stands, etc. FMCGs have a short shelf life, so while profit margins on individual sales are low, volume sales make up for it.
FOMO Fear of Missing Out A fearful attitude toward the possibility of failing to exhaust available opportunities, and missing the expected joy associated with succeeding in doing so.
GIGO Garbage In, Garbage Out A concept common to computer science and mathematics: the quality of output is determined by the quality of the input.
HTML Hyper-Text Markup Language The standard markup language for creating web pages and web applications.
HTTP, HTTPS Hyper-Text Transfer Protocol, 
Hyper-Text Transfer Protocol Secure
The protocol used to transfer data over the web. HTTPS provides for secure communication.
IBL Inbound Link A hyperlink back to your site from another Web site.
IMC Integrated Marketing Communications An approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.
IoT Internet of Things The concept of basically connecting any device to the Internet (and/or to each other). The IoT is a giant network of connected ‘things’, which can also include people.
IP Internet Protocol Internet Protocol is the principal set (or communications protocol) of digital message formats and rules for exchanging messages between computers across a single network or a series of interconnected networks.
ISP Internet Service Provider The industry term for the company that is able to provide you with access to the Internet.
KPI Key Performance Indicator A business metric used to evaluate factors that are crucial to the success of an organization.
LMA Local Marketing Automation Wherein satellite branches of a national or global brand have the opportunity to utilize the company’s branded name, logo and collateral on a more personal, localized level.
LPO Landing Page Optimization The process of improving elements on a landing page to increase conversions.
MA Marketing Automation The use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management.
MAM Marketing Asset Management Maintaining control over all your digital and physical marketing and sales materials.
Marcom Marketing Communications Coordinated promotional messages delivered through various channels such as print, radio, TV, direct mail, and one-on-one selling.
MQL Marketing Qualified Lead A website visitor whose engagement levels indicate that he or she is likely to become a customer.
MRM Marketing Resource Management Software technology that creates a unified system out of a company’s entire marketing operations.
P2P Person to Person An individualized marketing campaign that takes advantage of data-driven marketing to create highly tailored experiences toward specific individuals’ wants and needs.
PIM Product Information Management A classification of software products that support the global identification, linking and synchronization of product information across heterogeneous data sources.
PPC Pay Per Click An Internet marketing formula used to price online advertisements.
PR Page Rank An algorithm used by Google Search to rank websites in their search engine results.
QR Code Quick Response Barcode A machine-readable optical label that contains information about the item to which it is attached.
QS Quality Score A metric recorded in Google AdWords and Bing Ads reporting the combined relevance and historical performance of your ads, keywords, and landing pages in regards to a user’s search query.
RSS Really Simple Syndication Technology used to keep track of favorite websites, updated every time new content is published on the websites you’ve designated.
SaaS Software as a Service A software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted.
SEM Search Engine Marketing The process of gaining traffic and visibility from search engines through both paid and unpaid [organic] efforts.
SEO Search Engine Optimization The name given to an activity that attempts to improve search engine rankings.
SERP Search Engine Results Page The Web page that a search engine returns with the results of that search.
SMART Specific, Measurable, Achievable, Realistic, Timely An acronym used to set guidelines for objectives such as project management, personal development or other specific goals.
SMM Social Media Marketing A form of Internet marketing that utilizes social networking websites as a marketing tool.
SMS Short Messaging Service The text messaging service component of phone, Web, or mobile communications systems.
SQL Sales Qualified Lead A prospective customer that has been researched and vetted by an organization's marketing department and sales teams, and is seen as ready for the next stage in the sales process.
SWOT Analysis Strengths, Weaknesses,
Opportunities and Threats
A deep dive into a business’s strategies, undertaken to assure said business is being run properly in an ever-changing environment.
TLD Top Level Domain Refers to the last segment of a domain name, or the part that follows immediately after the “dot” symbol.
TOFu Top of Funnel In Inbound Marketing, this refers to first-time visitors to your website, people looking for information at the beginning of their buying journey.
UCD User-Centric Design A framework of processes in which the needs, wants, and limitations of end-users of a product, service or process are given extensive attention at each stage of the design process.
UGC User-Generated Content The words, photos and other content that unpaid contributors create and provide to publications, particularly Web properties.
UI User Interface Everything designed into an information device with which a user may interact -- including display screen, keyboard, mouse, the appearance of a desktop, help messages, and how an application program or a website invites interaction and responds to it.
UX User Experience Encompasses all aspects of the end-user's interaction with the company, its services, and its products.
VM Viral Marketing Any marketing technique that induces Web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message's visibility and effect.
WCM Web Content Management Also called online content management, it’s a set of tools that provide an organization with a way to manage digital information on a website.
WMT Webmaster Tools The primary mechanism for Google to communicate with webmasters, it helps them identify issues with their site and even lets them know if it has been infected with malware.
WOMM Word of Mouth Marketing An unpaid form of promotion in which satisfied customers tell other people how much they like a business, product or service.
WYSIWYG What You See Is What You Get An editor or program that allows a developer to see what the end result will look like while the interface or document is being created.
XML Extensible Markup Language A text-based format used to share data on the World Wide Web, intranets, and elsewhere.
ZMOT Zero Moment of Truth Refers to the point in the buying cycle when the consumer researches a product, often before the seller even knows that they exist.