Industry Jargon: Digital Marketing Edition


Each industry has it’s own unique language, and the Digital Marketing world is no different.

This fast-paced industry is always evolving so key concepts are often condensed down to short phrases or acronyms. As a student or new grad, it’s important to understand these important terms before you enter the industry so you can hit the ground running in a new role.

Here are 5 important industry buzzwords that every aspiring digital marketer should know!

“Above the fold”

Marketing is all about being in the right place at the right time. “Above the fold” refers to the part of a webpage that is visible to users without having to scroll down. This term originally applied to print newspapers, but the concept still works in the digital age. If you’re using platforms such as blogs, websites, or social media, you need to ensure that your most important information easily accessible.

E.g. “That“Buy Now” button needs to be above the fold – we want to make sure people see it.”


This acronym – which stands for “business-to-business” – refers to the sales of products or services from one business to another. An external supplier selling raw materials to an automotive company would be an example of a B2B sale. Even though they aren’t selling to members of the public, B2B companies still need to focus on building a strong Marketing strategy to attract companies that fall in their target market.

E.g. “Our data shows that our B2B marketing plan and budget is really paying off this year.


The term B2C (“business-to-consumers”) refers to the sale of products or services from a company directly to a consumer. Most people are most familiar with B2C companies, because we interact with them in stores and through digital media advertisements on a daily basis.

E.g. “We should really focus on promoting our products for our B2C clients.”


KPI, or “key performance indicators,” are quantifiable measures of a company’s success. This concept is especially important for marketers to understand because it helps them determine what’s working in their marketing strategy and what needs to be adjusted. Each company chooses different KPIs to monitor based on their objectives. For example, some common Digital Marketing KPIs include web traffic, keyword performance, and social engagement.

E.g. “According to our KPIs, we’re on track to surpass our yearly objectives.”


SEO, or “search engine optimization,” is the process of maximizing the number of visitors to a website. As a digital marketer, a large part of your job is to create and share content with your target audience to attract them to your brand. Therefore, it’s crucial that your content can be found easily in a search engine in order to increase traffic flow to your website. To do this, most digital marketers use popular keywords in their content so their site will appear more frequently in online searches.

E.g. “Adding more graphics and images to our content will help improve our SEO.”

Check out our Career Guide to learn more about the Sales and Marketing Industry!