Professional Terms

Here, we’re starting to get into the terms that really do sound smart in meetings. Some of them actually are. Others just need a simpler explanation to make sense. Either way, we clear things up—one abbreviation and one professional term at a time.

Professional Terms J–L

Journey Mapping

A method for visualizing the customer journey—from the first interaction to the completed service—with a focus on the user’s experience.

JavaScript

A programming language used to make websites interactive and dynamic.

KPI (Key Performance Indicator)

Measurable indicators used to assess whether an organization is achieving its goals.

Keyword

A word or phrase that users enter into search engines and that is used in SEO and digital marketing.

Landing Page

A web page designed to encourage the user to take a specific action, such as signing up or making a purchase.

Lead

A potential customer who has shown interest in a service or product.

Lean

A method for working efficiently through continuous improvement and minimizing the waste of resources.

Long tail

The term long tail describes how digital markets make it possible to sell a large number of niche products in small volumes—while the combined sales of these products can exceed the sales of the few most popular products.

In traditional retail, shelf space was often limited to bestsellers. On the internet, however, businesses can offer an almost unlimited selection because storage, distribution, and visibility have become digital.

Amazon is a classic example

It still sells bestsellers in large volumes.
But it also makes money from millions of niche books, movies, and products that each sell in small quantities but generate significant sales when combined.

The long tail is therefore about:

niche markets
specialized content
searchability
digital distribution
and how the internet makes small target audiences profitable.

← Professional Terms G–I

Professional Terms M–O →

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Professional Terms