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Marketing has a language all of its own. Sometimes, that can be hard to keep up with (how many acronyms can one person keep in their head, after all?) That's why we've built the Braze Glossary, your guide to all the letters, terms, and abbreviations you need to be fluent in marketing speak. Learn more in this article, then check out our glossary for yourself!

Keeping up with the growing vocabulary of modern marketing isn’t always easy. You may have been in a meeting where a client or colleague throws out a word or abbreviation that sounds entirely foreign to you. It’s not your fault—the world of marketing has its own complex vernacular, a long list of words and acronyms (so many acronyms) that continually expands as fresh technology brings new complexity to the industry.

Having a handle on modern marketing concepts and terms can help you communicate your ideas and strategies more clearly—and ultimately drive better outcomes. We want every marketer to have the tools and knowledge they need to succeed. That’s why we’ve put together the Braze Glossary: a comprehensive collection of terms and definitions that we feel every marketer in today’s landscape should understand.

This tool clearly defines those timeless marketing terms that get thrown around at every firm. Let’s look at an example: “relationship marketing.” You’ve heard it a million times, but what exactly is “relationship marketing”? Our glossary entry for this term goes beyond the simple definition and instead outlines what relationship marketing means in today’s mobile world—a world where email, push notifications, and other digital messaging channels can build bridges between brands and consumers like never before. Knowing the varied means of relationship marketing and its more modern usage can help you and your team create campaigns that work in the mobile landscape.

The glossary also delves into new marketing terms that might not have even been in the vernacular five years ago. For instance, the term “geofencing” certainly wasn’t on marketers’ lips before the rise of GPS technology. But location-based marketing is now essential for any mobile marketing firm—and this glossary defines geofencing, explains its purpose, and provides an example of it in action. And with a full understanding, marketers can get to work incorporating this innovative technology into their strategies.

Lastly, we all know marketers love their abbreviations and acronyms. The Braze Glossary seeks to demystify those, too! For instance, the abbreviation “SDK” is often mentioned when building a brand’s mobile app. An SDK is a “software development kit” that can add supplementary functionality to an app. For instance, the Facebook iOS SDK can bring social media functionality to your app without forcing you to reinvent the wheel and code the social components yourself. Having a clear understanding of this term can help marketers better communicate with their dev team, suggest effective solutions for programming difficulties, and save your team plenty of time.


With a solid command of the terms at the top of marketers’ minds, you’ll be able to better communicate with your team and deliver effective, modern campaigns. Check out our glossary to begin enhancing your marketing vocabulary.