BTW – We Have More Acronyms

The latest in our series of blogs on acronyms we include some that are more marketing related:

CTA – This one stands for ‘Call To Action’ when you are signposting what you want your reader to do. So if you look at an ad or a website and you see a line that says ‘Book now’ or ‘click here to find out more’ they are both CTA’s as they are encouraging the user to do something.

SVG – This is short for ‘Scalable Vector Graphics’ and is essentially a type of image you can use on a website. This is a fairly new image type and gives you very high quality images that are not very large in terms KB size. From a technical perspective these are ‘Vector’ graphics rather than ‘Bitmap’ graphics, and are better suited to block colour objects (like logos) than to photographs.

The difference is in how the object is structured;

Bitmap Images – they record every pixel as a separate item, so if an image is 10 pixels wide by 10 pixels tall then it has 10×10 pieces of information in the file (giving you a large image in KB terms) and is better suited to Photographs or items that are meant to look photo realistic. JPG & BMP are good examples of this file type

Vector images – they record actual shapes, so if you have a square it records where the four corners are and the line colour and fill colour of the object. So this is much more efficient in terms of KB size, but is better suited to block colour graphics. SVG is a good example of this file type.

URL – This is short for Uniform Resource Locator and is more commonly called ‘Web Address’, so for example our web address is ‘’ this is our URL (Web Address).

CRM – Good customer relationship management (CRM) will help you retain current customers, increase their spending, and convert prospects into new customers. Most often you will hear this in reference to a CRM system, which manages interactions with customers and potential customers. It can include anything from a simple database to a complex marketing automation system that records every single interaction your organisation has with a contact.

CMS – CMS is short for content management system.  This is a software application that allows users to build and manage a website without having to code it from scratch, or even know how to code at all. Even if you use an agency (like us) to build your website, a CMS allows you to create, manage, modify, and publish content in a user-friendly interface.  Popular Content Management Systems, some of which also include e-commerce functionality, are WordPress, Wix, HubspotCMS, WooCommerce, Shopify and Squarespace.

KPI – This is a generic shorthand for ‘Key Performance Indicator’ and is essentially any metric or criteria that is used to measure success within a business or department. What it means to one area of a business will differ from another part of the business.  For example, if you are in sales the amount of enquiries you convert might be one, where you have a target to achieve to hit that KPI:

The KPI is to convert 60% of all leads into the business, if you convert 60% or higher you have hit your KPI.

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