Marketingové zkratky

Pokud pracujete v marketingu nebo objednáváte reklamní kampaň, jistě se setkáváte se spoustou zkratek. Je možné, že jsou pro vás některé neznámé. O některých termínech jsme napsali podrobnější článek, který je vždy v odkazu. Zkratky vám pomohou i v orientaci v hodnocení kampaní, které pro vás marketingová agentura zpracovává. Pokud hledáte klávesové zkratky, doporučujeme web Na klávesnici. 

4P – Product, Price, Place, Promotion
4C – Customer Value, Cost to the Customer, Convenience, Communication 
5P – Product, Price, Place, Promotion, People
7P – Product, Price, Place, Promotion, People, Physical evidence, Processes
8P – Product, Price, Place, Promotion, People, Processes, Physical Evidence, Productivity

A/B – A/B test nebo AB testování
ABM – Account-Based Marketing
ABCM – Account-Based Content Marketing
ACCA – Awareness, Comprehension, Conviction, Action
ADAM – Attention, Desire, Action, Memory 
AIDA – Attention, Interest, Desire, Action
AIDAS – Attention, Interest, Desire, Action, Satisfaction
AKW – Analýza klíčových slov (anglicky nedává smysl, ale často se používá)
API – Application Programmers Interface
ARR – Annual Repurchase Rate
ATL – Above The Line
ATS – Average Time Spent

BANT – Budget, Authority, Need, Timeline
BCG – Boston Consultiong Group (bostonská matice)
B2B – Business-to-business 
B2C – Business to consumer
B2G – Business to governmen
BFU – Běžný Franta Uživatel, Bloody Fucking User, Beginner For Unix, Běžný Fyzický uživatel
BM – Business Manager (na FB)
BP - Business Plan
BR – Bounce Rate
BSC – Balanced Score Card
BTL – Below The Line

C2B – Consumer to Business
C2C – Consumer to Consumer
CAC – Customer Acquisition Cost
CAM – Customer Activation Marketing
CD – Corporate design
CLS – Cumulative Layout Shift nebo Common Language Specification
CLV – Customer Lifetime Value nebo CityLight vitrína
CMS – Content Management System
CMYK – Cyan Magenta Yellow blacK
CPA – Cost per Action nebo Cost per Acquisition
CPC – Cost per Click
CPD – Cost per Day
CPE – Cost per Engagement
CPI – Cost per Instal
CPL – Cost per Like
CPM – Cost per Mille
CPO – Cost per Order
CPP – Cost per Point
CPT – Cost per Thousand
CPV – Cost per Viewer nebo Customer-Perceived Value
CR – Conversion Rate
CRO – Conversion Rate Optimization
CRR – Cost Revenue Ratio
CRM – Customer relationship management
CSR – Corporate Social Responsibility
CSS – Cascading Style Sheets nebo Comparison Shopping Service
CTOR – Click-to-Open Rate
CTR – Click Through Rate
CTA – Call To Action
CTBO – Chance To Beat Original

D2D – Door-to-Door
DA – Domain Authority
DFP – DoubleClick for Publishers
DKI – Dynamic Keyword Insertion
DKIM – DomainKeys Identified Mail
DMA – Digital Market Act
DMARC – Domain-based Message Authentication, Reporting and Conformance
DNS – Domain Name System
DOOH – Digital out-of-home
DPI – Dots Per Inch
DR – Domain Rating
DRTG – Dynamický Retargeting
DSA – Dynamic Search Ads

EAT (nebo E-A-T) – Expertise, Authority, Trustworthiness 
EBIT – Earnings Before Interest and Tax
eCPC – Enhanced Cost per Click
EPC – Earnings Per Click
ESP – Emotional Selling Proposition
ETA – Expanded Text Ads

FAQ – Frequently asked questions
FB – Facebook
FBBM – Facebook Business Manager
FCB – Facebook 
FMCB – Fast-Moving Consumer Goods
FTP – File Transfer Protocol
FTPS – File Transfer Protocol Secure

G+ – Google Plus (zrušená služba společnosti Google)
GA – Google Analytics
GA4 – Google Analytics 4
GAds – Google Ads
GDN – Google Display Network
GDPR – General Data Protection Regulation
GIF – Graphics Interchange Format
GSC – Google Search Console
GRP – Gross Rating Point
GTM – Global Tag Manager

H1 – Hlavní nadpis v SEO
H2 – První podnadpis v SEO
H3 – Druhý podnadpis v SEO
H4 – Třetí podnadpis v SEO
H5 – Čtvrtý podnadpis v SEO
H6 – Pátý podnadpis v SEO
HTML – HyperText Markup Language
HTTP – Hyper Text Transfer Protocol
HTTPS – Hyper Text Transfer Protocol Secure

IG – Instagram

KGR – Keyword Golden Ratio
KPI – Key Performance Indicator
KR – keyword research
KSI – Key Succes Indicators
KW – KeyWords
KWR – KeyWords Research (analýza klíčových slov)

LI – LinkedIn
LION – LinkedIn Open Networker
LJ – Link Juice
LP – Landing Page
LTV – Lifetime Value

MIS – Marketingový Informační Systém
MKT – Marketing
MRR – Monthly Repurchase Rate

ODE – Online Disinhibition Effect
OKR – Objectives and Key Results
OOH – Out Of Home 
OR – Open Rate
OS – Onliness Statement 

PCO – Post-Click Optimization NEBO Průměrná Cena Objednávky
PI – Produktové Inzeráty
PPA – Pay per Action 
PPC – Pay per Click
PPS – Pay per Sale
PPT – Pay per Time
PPV – Pay per View
PLA – Product Listing Ads
PLC – Product Life Cycle
PM – Performance Max
PMAX – Performance Max
PNO – Poměr Nákladů na Obratu
POD – Point Of Difference
POS – Point Of Sale
POP – Point Of Purchase nebo Points Of Parity
PR – Public Relations, Page Rank
PR článek – Placený Redakční článek
PV – Page View

QS – Quality Score

RDA – Responsive Display Ads
RFM – Recency, Frequency, Monetary
RGB – Red, Blue, Green
RLSA – Remarketing Lists for Search Ads
RMKT – Remarketing
ROAS – Return On Ad Spend
ROI – Return On Investment
ROMI – Return On Marketing Investment
ROPO – Research Online Purchase Offline
RRP – Retail Ready Packaging
RSA – Responsive Search Ads
RSS – Really Simple Syndication
RTB – Real Time Bidding

SEA – Search Engine Advertising
SEO – Search Engine Optimization
SERM – Search Engine Reputation Management
SERP –  Search Engine Result Page
SEM –  Seach Engine Marketing
SM – Social Media
SMART – Specific, Measurable, Achievable, Realistic, Time Specific
SMARTER – Specific, Measurable, Achievable, Realistic, Time Specific, Evaluate, Reevaluate 
SoMe – Socil Media
SPF – Sender Policy Framework
SSL – Secure Sockets Layer
STDC – See, Think, Do, Care
STO – Security Token Offering nebo Send Time Optimization
STP – Segmentation, Targeting, Positioning

TAI – Target Affinity Index  
TLD – Top Level Domain
TT – TikTok
TTL – Through The Line
TW – Twitter

UGC – User-Generated Content 
UI – User Interface
UR – Unique User
URL – Uniform Resource Locator
USP – Unique Selling Proposition
UTM – Urchin Tacking Module
UV – Unique Visitor
UVP – Unique Value Proposition
UX – User experience

vCPM – viewable Cost Per Mille
VMV – Vision, Mission and Values
VTR – View-Through Rate

WOM – Word of Mouth
WOMM – Word of Mouth Marketing
WOT – Wall Of Text
WR – Weekly Reach
WWW – World Wide Web 

XML – eXtensible Markup Language

YT – YouTube
YTS – YouTube Shorts