Marketing uses tons of specific vocabulary to talk about the big issues.

To help you join the marketing conversation, I’ve put together a list of some helpful vocabulary and “marketing jargon” you may find useful when discussing a marketing plan for your business.

Brand Identity

Is the sum of elements that a company creates around a brand or product to portray the right image to its consumer. Brand identity includes visual elements associated with it. Not surprisingly, the logo and typography are part of it, but the concept extends also to colors, product packaging design, website design, and even your social media graphics.

Example: Airbnb

Just like their service, Airbnb’s branding is all about living an active life. Through their people-heavy imagery and bold pink logo, they encourage people to make the most of life—and use Airbnb to do it.

Brand Guidelines 

Think about the guidelines as a document explaining a brand’s identity entirely. This is usually used by marketing professionals and graphic designers. It is basically a set of do’s (things you should do) and don’ts (things you shouldn’t do) for presenting the brand in any marketing material. 

Example: All designers must refer to the brand guidelines whenever they are making new marketing material.

Look and Feel

“Look and Feel” is the way that something appears to a user or customer, and how attractive or easy to use it is. It is how the brand looks and how it makes people feel through its packaging, website, and marketing efforts.

Example: The restaurant’s look and feel is very sophisticated, but at the same time relaxed and inviting.


The word visibility refers to something’s ability to be seen. Something that has good visibility is something that can be seen easily. It means the same thing when talking about a brand’s visibility. How often does your audience see your brand through your marketing activities? The more people see or hear about your brand, the more visibility it has.

Example: We should put up a big billboard on the interstate to increase our offline visibility.

Campaign Reach 

Campaign Reach is a count of the number of people who viewed your digital advertisements within a campaign at least once. A campaign is a grouping of ads organized by business objectives.

Example: I have spent $1000 on the ads, and the campaign reach is about 10,000. That works out to be 10 cents per ad view.

Marketing Collateral 

Think of it as any digital or printed material used to communicate or promote a message, product, or service. Marketing collateral includes a variety of traditional formats like printed brochures and point-of-sale posters, but as technology reduces the cost one can find them as videos, e-books, and even small computer games.

Example: We need to update our marketing collateral and create some more attractive brochures, flyers, and social media content.

Big Data 

Big data refers to the ever-increasing volume, velocity, variety, variability, and complexity of information. Analysts use this data to figure out trends and human behavior to better understand markets.

Example: Amazon can use big data to figure out which products their customers might prefer the most.


Keywords are ideas and topics that define what your product, service, or content is about. 

When you set up an online advertisement, you can select keywords that are relevant to your product. Then your advertisement will target people who have searched for things similar to your keywords. 

Example: “burger” is a keyword for the McDonalds company’s website.

Real-time engagement 

The concept of real-time customer engagement involves providing contextually relevant interactions and messages that foster a deeper connection between customers and brands. Your company might do some real-time engagement by interacting with its followers on Twitter, Instagram, or Facebook.

Example: If #learnenglish is now trending on Twitter, let’s mention some fun things for people to do to improve their English skills. That way we can increase our real-time engagement.

Online Presence

If someone searches for your name or your business online and finds your website, then you have an online presence!

Example: We really need to improve our online presence and get some other websites to start talking about us including Instagram, Facebook, TikTok, and LinkedIn.

Email Blast 

Deliver a message through an email sent to your list, whether the whole list or only a segment. It isn’t an automated email or part of a drip sequence, but rather a broadcast typically used to promote a flash sale, new product, or new content.

Example: Let’s send out an email blast informing our database that the store will be having a huge sale on Valentine’s Day.


This is when a headline is worded in such a way that readers feel tempted to click it to find out what the article will say.

Example: Headlines like “How to Learn English in 10 Days, Using This One Weird Trick” are nothing more than clickbait to increase page views.

Organic Content

Organic content is anything that you produce that is not paid and can be found by users through a keyword search. The marketing team did not plan or create this content. This is content that happens naturally. It’s usually something that a customer writes or promotes.

Example: A housewife wrote organic content by reviewing our cleaning product in a Facebook post and 1,500 people liked it.

Celebrity-Driven Content

When brands pay an influencer to post about their product, brand, or service, or to raise awareness about an issue, it’s considered to be celebrity-driven content.

Example: Cristiano Ronaldo has 260 million followers on Instagram, so brands pay her to post content.

Native Advertising 

This refers to the use of paid ads that match the look, feel, and function of the media format in which they appear. Opposed to displaying ads or banner ads, native ads don’t really look like ads and are often found in social media feeds, or as recommended content on a web page.

Example: The beauty blog will feature a post about the quickest way to remove makeup. The post is native advertising provided by L’Oréal company.

What are your favorite Slogans in English?