Glossary · Resources
Marketing Terms, In Plain English
The vocabulary of modern marketing — 15 terms defined clearly, without the jargon. Neutral and accurate, for whenever you need a quick, honest definition.
- Marketing OS
- A Marketing Operating System is a single platform that unifies the core functions of marketing — social, CRM, email, funnels, SEO, and ads — so they share one set of data instead of living in separate, disconnected tools.
- Marketing automation
- Software that automates repetitive marketing tasks — sending emails, assigning leads, posting content, triggering follow-ups — based on rules or customer behaviour, so teams can scale without scaling manual work.
- CRM (Customer Relationship Management)
- A system for storing and managing every interaction with leads and customers — contact details, conversation history, deal stage — in one place, so nothing is lost and follow-up is consistent.
- Unified inbox
- A single inbox that brings messages from multiple channels — WhatsApp, Instagram DMs, Messenger, email — into one view, usually tied to a CRM so every conversation is attached to a contact record.
- Sales funnel
- The journey a prospect takes from first awareness to becoming a customer, often visualised as stages (awareness, interest, decision, action) that narrow as people drop off at each step.
- Landing page
- A standalone web page built around a single goal — capturing a lead or driving a purchase — usually the destination of an ad or campaign, with minimal distractions and one clear call to action.
- Lead nurturing
- The process of building a relationship with prospects who are not yet ready to buy, through relevant content and timely follow-up, until they are ready to become customers.
- Drip campaign
- A series of pre-written messages (usually email) sent automatically on a schedule or in response to a trigger, designed to nurture a lead or onboard a customer over time.
- SEO (Search Engine Optimisation)
- The practice of improving a website so it ranks higher in organic search results — through relevant content, technical health, and authority — to attract visitors without paying for each click.
- Conversion rate
- The percentage of people who take a desired action — buy, sign up, submit a form — out of the total who had the opportunity. A core measure of how effective a page or campaign is.
- White-label
- Software an agency can rebrand as its own — applying its logo, colours, and domain — so clients experience the agency’s brand rather than the underlying vendor’s.
- Omnichannel marketing
- A coordinated approach that gives customers a consistent experience across every channel — social, email, web, messaging — with context carried between them rather than treated in isolation.
- Customer journey
- The full path a person takes with a brand across every touchpoint — from first ad to repeat purchase — including the channels, messages, and decisions along the way.
- Attribution
- The practice of determining which marketing touchpoints contributed to a conversion, so spend can be credited to the channels and campaigns that actually produced results.
- RevOps (Revenue Operations)
- Aligning marketing, sales, and customer-success operations around shared data and goals, so the whole revenue engine works from one source of truth instead of siloed teams and tools.
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