Dictionary of acronyms of digital marketing and social media (+180)

What does this mean? If this happens to you and you feel identified, I invite you to read this list of acronyms that I collected and only defined a few. First, we will begin to define

What are acronyms?

Dictionary.com defines the word acronym as follows:

a word formed from the initial letters or groups of letters of words in a set phrase or series of words and pronounced as a separate word, such as Wac from Women’s Army Corps, OPEC from Organization of Petroleum Exporting Countries, or loran from long-range navigation, UFO: unidentified flying object; ICT, information, and communication technologies.

Example:

Digits

4C: the 4C of digital marketing is divided into Content, Connection, Community, and Conversation
4P: the 4P of traditional marketing is divided into Advertising, Price, Point of sale, and Promotion

A for AIDA

ABC (Always Be Closing): always be close to the client and accompany him.
Ads: the abbreviation of the English word advertising.
AIDA (Attention-Interest-Desire-Action): old funnel to evaluate the four steps of the buying cycle. Where through advertising, the consumer begins by paying attention, continues with his interest in the product or brand, passes to the desire to want to obtain it, and finally to the purchase action.
AOV (Average Order Value): it is the average value of the order, where depending on the period, the total amount of sales generated is taken between the number of sales generated, this will give you the AOV.
API (Application Programming Interface): this is an interface that allows information to be extracted from a service for later use. An example of this is the registration of systems through the APIs of social networks such as Google+, Facebook, and Twitter, among others.
ASO (App Store Optimization): it is the optimization of mobile applications, to position themselves in the application stores.
AR (Augmented Reality): it is a technique where through a code printed in the real world, and using a tool as a reader, it allows the representation of physical reality to materialize, it can be seen, but not touched. This is known as augmented reality.
ARPA (Average Revenue Per Account): the average income generated by an account.
ARPU (Average Revenue Per User): the average revenue per user obtained in a service company. To calculate this metric is obtained by dividing the total income obtained in the period, by the total number of active clients of the company.
ASP (Application Service Provider): service application provider.
ATD (Agency Trading Desk): they are specialized departments that focus on the programmatic purchase of advertising space, where according to the demand that exists, they look for ways to optimize media campaigns with advertising exchanges, advertising networks, and other sources of inventory.
ATL (Above The Line): This type of marketing aims to have a much broader reach and is not so focused on our target audience. Mostly advertises in traditional media such as newspapers, radio, television, magazines, etc. This type of strategy is more used for those users who are more aware of the brand.

B is for BTL

B2A (Business To Administration): is a business model that focuses on transactions and management between the company and public entities through the Internet.
B2B (Business to Business): type of business based on the sale of services between companies. An example is a domain or hosting reseller.
B2C (Business to Consumers): a type of business in which a company sells products directly to consumers. One example is Facebook’s Facebook Ads app.
B2E (Business To Employer): this is a business model that focuses on the relationship between the company and its employees. On many occasions, by being part of a company, you obtain certain benefits such as discounts when purchasing products or using company services, this also promotes consumption and evaluates the experience that our work team has with the brand.
BA (Brand Ambassador): the person who becomes the image of the brand, where using his image allows the development of impulse strategies in the promotion of products and/or services.
BANT (Budget-Authority-Need-Timeline): four criteria used by salespeople or sales representatives to evaluate prospects. It is a tool designed by IBM. These 4 elements allow you to capture a potential customer to sell.

B (Budget): Determines if the prospect has the budget to purchase the product or service.

An (Authority): determines if the prospect has the authority to make the purchase decision or if it is necessary to talk with a superior person.

N (Need): determines if there is a need that can be satisfied through the product or service offered by the brand.

T (Chronology): determines the execution schedule of the sales strategy.

BH (Black Hat): application of aggressive strategies within SEO. It focuses on search engines and not on the need to satisfy the community. However, brands that apply black hat SEO also do not comply with the rules or guidelines of search engines.
BL (Baklink): see IBL
BOFU (Bottom Of The Funnel): bottom of the funnel, when the user is interested, ready, and prepared to acquire the product or service. To further encourage potential customers, it is recommended to offer discount coupons, promotions, and offers, among others.
BPM (Business Process Management): is a methodology used to optimize and readjust processes within the company.
BTL (Below The Line): This type of marketing aims to segment and target specific groups. Use different means to connect and attract people, such as telemarketing, displays, etc. This type of strategy works to connect directly with the customer, generate conversion and obtain a direct response.
BR (Bounce Rate): represents the percentage of visitors who enter the web page and then leave (bounce) instead of continuing within the same site.

C of DC

CAC (customer acquisition cost): it is the cost that the company invests, to acquire a new client, which allows for evaluation of its profitability, to calculate it is necessary to add the fixed expenses (rent, services, salaries …) and variable expenses (advertising, vendor commissions…), then divided by the number of new customers within a given period (monthly, quarterly, yearly).
CAPTCHA (Completely Automated Public Turing Test To Tell Computers and Humans Apart): a program that protects web pages against robots by generating and classifying tests that only humans can pass, but current computer programs cannot.
CC (Creative Commons): A set of model licensing agreements that offers the author of a work a simple and standardized way of granting permission to the public to share and use their creative work under the terms and conditions of their choice.
CC (Content Creator): is the person in charge of developing and designing content.
CEO (Chief Executive Officer): person in charge with maximum authority within a company, organization, or entity.
CF (Citation Flow): this means the popularity of a link on a website, without focusing on its quality, but rather its quantity. It is a metric obtained through the Majestic tool.
CLV (Customer Lifetime Value): this is an indicator that presents the benefits generated by a loyal customer who has maintained a long-term relationship with a company. Also known as LTV
CM (Community Manager): It is the bridge between the client and the company
CMO (Chief Marketing Officer): very important role, this professional must have a high knowledge of traditional and digital marketing, and personnel management, and be a leader.
CMS (Content Management System): It is a web tool that allows you to design web pages, educational environments, and landing pages in an easy way and in a short time.
COCA (Cost of Customer Acquisition): see CAC
COS (Content Optimization System): Optimizes the website or web application to offer a more pleasant experience to our customers.
CPA (Cost Per Action or Acquisition): Also known as pay per action (PPA), it is online advertising in which the advertiser pays for each specific action. Also known as PPA (Pay Per Acquisition).
CPC (Cost Per Click): the advertiser does not pay based on the audience that sees an ad, but based on the user who makes a click and is interested in visiting the web page. Also known as PPC.
CPI (Cost per Impression): it is a metric to calculate the relative cost of an advertisement or an ad message in a certain medium, this metric is used for both traditional and digital media.
CPL (Cost Per Lead): This is the cost for each lead or potential customer that leaves their information on the website. Among these, it is taken into account in the CAC or COCA metrics, where it is taken into account for evaluation. Also known as PPL.
CPM (Cost Per Thousand Impressions): Also known as CPI (Cost Per Impression) is the cost per thousand views of the ad.
CPV (Cost Per View): Payment is made for each view you get on video ads.
CR (Conversion Rate): is the percentage of users who perform a specific action, be it a registration, a purchase, a subscription, a download, or a registration, among others; on the total number of users who visit the place.

CR= total number of actions / total users of a space

CRM (Customer Relationship Management): as its name suggests, it is the management of customer relationships, so all departments and areas are involved directly or indirectly such as sales, marketing, customer service, technical support, and any point of contact, either from the digital or face-to-face world.
CRO (Conversion Rate Optimization): the process used to increase the percentage of visitors to a website and increase the level of conversion within the page.
CSA (Customer Services Advisor): is the service provided to customers, where it aims to support and resolve doubts and answer questions about products or services.
CSS (Cascading Style Sheets): the language that is responsible for the visual aspect of the web page (colors, backgrounds, images, etc.)
CTA (Call to Action): button located on the web page, e-mail, landing page, or blog that seeks to convert potential customers into final customers.
CTC (Click to Call): percentage of the number of calls received through a digital platform, either from the website or social networks.
CTR (Clic Through Rate): indicator to measure the effectiveness of an online advertising campaign, measuring the number of clicks received on a link.
CX (Customer Experience): this is the interaction that the product or service has with customers.

D is for SWOT

DA (Domain Authority): it is an indicator that measures the authority, quality, and credibility of the content of a website in total, unlike the PA which focuses on measuring a specific page.
LADIES: purchase process from the perception of the consumer’s mind: D/desire, A/article, M/brand, Purchase action/consumption, and S/satisfaction.
DKI (Dynamic Keyword Insertion): it is a function provided by some platforms such as Google Ads, where it dynamically incorporates certain keywords that are relevant to an advertisement and thus able to associate them with a specific search.
DMA (Designated Market Area): is the geographic area where residents can receive the same local television and radio stations, without any change, depending on the target that the brand wants to focus on.
DM (Direct Message): consists of sending a message privately through a direct message within social networks.
DNS (Domain Name Server): is a hierarchical naming system for computers, services, or any resource connected to the Internet or a private network.
DLR (Deep Link Ratio): this is a metric that refers to the proportion of incoming links (backlinks) pointing to the internal pages of a website compared to the total number of links to an entire website.

Deep Link Ratio (%): Total Deep Links / Total number of Links

SWOT (Weaknesses Opportunity Strengths Threats): also known as SWOT, it is a methodology for studying the situation of a brand, where it is possible to analyze external factors: threats and opportunities, and internal factors: strengths and weaknesses. It is very helpful to know this information since with it a marketing plan can be generated to improve the weaknesses and take advantage of the strengths of the brand. In English, it is known as SWOT (Strengths, Weaknesses, Opportunities, Threats)

DSP (Demand Side Platform): they are platforms where advertisers or agencies buy advertising space and thus have an inventory available to carry out programmatic campaigns, this platform is complementary to the SSP (Sell Side Platform).

E for ERP

ECPC (Enhanced Cost Per Click): This is a feature that automatically adjusts the manual bids you’ve made for clicks per lead.
EOD (End of Day): end of the working day.
ERP (Enterprise Resource Planning): is a computer system that allows the integration of processes that are directly related to the company’s resources such as production, inventory, and logistics, among others.

F is for FF

FAB (Features, Advantages, Benefits): this means that the seller or professional in charge of direct customer or user service must know the characteristics of the product before interacting with the customer.
FB (Facebook): this term is already well known to all. Every day we visit and interact with the world’s largest social network.
FF (Follow Friday): A very popular hashtag on Twitter and Instagram, in which a user submits a recommendation of accounts that they can follow.
FTP (File Transfer Protocol) is a network protocol for transferring files between systems connected to a server.

G is for GIF

GA (Google Analytics): is the analysis tool created by Google.
GDD (Growth Driven Design): it is a development methodology, where through a cyclic process of continuous improvement it allows making adjustments based on the data collected.
GIF (Graphics Interchange Format): digital image format that allows short animations to be made.
GRP (Gross Rating Point): is an indicator that adds up all the efforts of all communication channels, where an advertising campaign has been executed, taking into account the amount of audience obtained, but does not measure concentration.

H for HTML

HIPPO (Highest Paid Person’s Opinion): in short, depending on who says it, their opinion has more credibility and value.
HTML (HyperText Markup Language): markup language that performs the structure of the web page.

I for IP

IAB (Interactive Advertising Bureau): is the organization in charge of promoting and promoting the digital communication and advertising sector, where it defines the industry standards, it was founded in 1996.
IBA (Interest-Based Advertising): this type of advertising focuses on advertising based on segmentation by people’s interests, such as tastes, preferences, needs, and behavior, among others. And not in traditional advertising by age, gender, and location.
IBL (Inbound Links): also known as backlinks, they are the links from other websites that lead to yours.
ICP (Ideal Customer’s profile): it is the profile of the ideal customer, which is created by the first buyers.
IGERS (Instagrammers): the user who is inside the Instagram social network.
ILV (Inbound Lead Velocity): the measurement of the speed at which leads increase.
IMC (Integrated Marketing Communications): it is the unification of all integral communication channels, whether online or offline, this includes advertising activities, public relations, and internal or external event management, among others.
IP (Internet Protocol): a combination of numbers assigned to each device (computers, printers, among others).
IT (Information Technology): is the acronym that refers to Information Technology.

J is for JPEG

JPEG (Joint Photographic Experts Group): common image or photo compression format, also known as the file format: .jpg.

K for KPIs

KDA (Keyword Density Analyzer): is the analysis of the density of keywords on a web page.
KEI (Keyword Effectiveness Index): it is a value that allows evaluating the effectiveness of keywords when establishing web positioning.
KISS (Keep It Simple Stupid): It is one of the phrases that has marked me, since sometimes we complicate strategies and processes, and the most important thing is to carry out a simple campaign that anyone can understand.
KPI (Key Performance Indicators): these are indicators that we establish within our marketing plan and help us make decisions.
KWR (Keyword Research): is the process by which the keywords to be optimized and positioned in search engines are established.

L is for LBS

LB (Link Building): it is a strategy where it is about locating the best incoming links (backlinks or inbound links) towards a website.
LBS (Location-Based Services): an option that, depending on the geographical location of the user, offers promotions, offers, or services specific to a geographical area.
LPO (Landing Page Optimization): is the optimization of landing pages.
LSEO (Local SEO): they are positioning strategies of a web page, at a local level.
LTKW (Long Tail Keywords): these are the key phrases that have an extension of more than 3 words.
LTV (Lifetime Value): is the net value of the income generated by a client, during a certain time within the company. The objective of making this estimate is to evaluate the contribution of each client within the company.

Customer profit margin (annual) = average purchase x acquisition recurrence x customer life (time) x average profit margin (%)

LTV= Customer profit margin (annual) x (customer retention rate / (1 + churn rate – customer retention rate))

A lot of CAC is based on this indicator, although the LTV will decrease as long as the customer remains with the brand. See CLV

M is for MMS

MAP (Marketing Automation Platform): this is a tool that allows marketing strategists to plan various activities or manual recurring processes, where the user will go through a defined flow until the desired objective is achieved.
MMS (Multimedia Messaging Service): standard format for sending messages that include multimedia content, to and from mobile phones.
MOFU (Middle Of The Funnel): middle part of the funnel, in this phase it is about retaining the user and encouraging them to buy the product. It is recommended to carry out webinars, and brochures, among others.
MOOC (Massive Open Online Course): they are the acronym for free massive online courses, they are courses that are taught inside or outside a web platform whose objective is to offer knowledge in a viral way to a large group of people interested in the subject. theme.
MOM (Marketing Operation Management): is a system that monitors from the planning and budgeting of market strategies, until reaching the goal, where it aims to optimize and measure ROI, after carrying out a marketing campaign.
MOM (Month Over Month): performance is compared from month to month. To calculate the growth percentage:

MOM: ((figure of the month – figure of the previous month) / figure of the month) x 100

MTD (Month To Date): means a period between the beginning of the current month to the current date.
MTO (Meta Tags Optimization): it is the optimization of meta tags, which are used to identify the website.
MRM (Marketing Resource Management): focuses on the administration of the various resources that the company has, which are available to the marketing department from the media to alliances, and advertising material, among others.
MRR (Monthly Recurring Revenue): monthly recurring revenue amounts of a business, based on the subscription per month.
MVT (Multi Variant Testing): the main idea of this test is to test different elements or variables in the web page, generally this test is used for pages that have high traffic.

No. of NPS

NAP (Name Address Phone Number): means always maintaining the same information in the name, address, and telephone number in all the spaces where you have a digital presence, this allows you to reinforce local SEO.
NPS (Net Promoter Score): this is a metric that measures the level of satisfaction with the brand.

NPS= promoters – detractors

On a scale from 0 to 10, where it is divided as follows:

0 to 6 are values that detractors enter, they are dissatisfied customers that can damage your brand.
7 to 8 are values that enter the passive, they are satisfied customers, not enthusiastic, and vulnerable to offers from your competitors.
9 to 10 are values that promoters enter, they are loyal customers and they are more than satisfied with their shopping experience.

OR ORM

OASIS (Organization for the Advancement of Structured Information Standards): is the organization that is responsible for establishing open standards for the adoption, development, and manipulation of information.
OBL (Outbound Links): these are the links on your website that are sent to other pages.
ORM (Online Reputation Management): is the strategy developed to manage and promote the brand.
OWBL (One Way Backlink): they are backlinks or inbound links that are unidirectional.

P for PNG

P4P (Paid For Placement): It is a model of internet advertising, where it is shown in relevant searches in search engines.
PA (Page Authority): it is a value that measures the authority of a page, where the value can be between 0 to 99, this also boosts the position within a SERP search engine.
PBN (Private Blog Network): it is a set of blogs, which, belongs to the same management and is used as a link-building SEO black hat strategy, influencing web positioning.
PIV (Visual Identity Program): also known as graphic identity, which, is the set of visual elements that allows the correct and adequate use of the company’s image.
PNG (Portable Network Graphics): A file format for bitmap images, designed to replace the GIF format.
PPC (Pay per Click): it is the cost that you must pay for the number of clicks on a digital advertisement, it is mostly applied as advertising by social networks and also by the Google search engine. See CPC
PPCall (Pay Per Call): payment is made for each call made instead of a click. Related to CTC
PPL (Pay per Lead): see the definition of CPL
PPV (Advertising at the Point of Sale): these are the promotional actions that are carried out at the points of sale, they can be spaces where the product is distributed or temporary spaces for the sale of products and services.
PR (Page Rank): this is an algorithm used by Google to determine relevance, where a score is assigned to each web page, which influences its positioning.
PR (Public Relations): this is a communication process, which focuses on building relationships between the brand and the stakeholders.
PV (Page View): number of views on a web page, blog, landing page, or a post on a social network.
SMEs (small and medium-sized enterprises): mostly brands or companies, that have between 10 and 100 employees.
PWAT (Pay with a tweet)

Q for QR

QoQ (Quarter Over Quarter): It is similar to the MoM metric, but instead of making a monthly comparison, it is made for each quarter.
QR (Quick Response Code): square-shaped code. Many strategists use it to carry out marketing and create a bridge between offline and online advertising and thus generating more web visits, and possible leads or conversion.

ROI R

RD (Referring Domain): See IBL
ROAS (Return On Ad Spend): it is a metric that focuses on evaluating the profit versus the investment made in advertising, very similar to ROI
ROBO (Research Online and Buy Offline): Currently customers perform searches about the product they want to buy, reputation, and feedback, and then buy it in a physical store.
ROI (Return on Investment): every time you invest, you want to know what the return on said investment is or how long it will take to recover the money invested.
RON (Run of Network): it is a strategy, which focuses on advertising investment at a low cost or a more affordable value, where advertising is exposed in a wide network of random web pages, where the CPM is low, this type of advertisement, it is used to test and evaluate the characteristics of the audience reached.
RSS (Really Simple Syndication): refers to syndicating or sharing content on the web. It is widely used for users who have subscribed to a blog.
RT (Retweet): we have all used this, but I am still going to define it when we share a tweet that we like from another account, now Twitter allows two types of retweets, which we can share the original tweet without making changes or Quote ReTweet that comment on the Tweet
RTB (Real Time Bidding): refers to an auction in real-time. Their goal is to buy and sell advertising space on a certain page.
RTD (Real Time Data): is the data in real time, which allows rapid evaluation and constant monitoring.

Yes for SMS

SAAS (Software As A Service): delivery model in which software is available on a subscription basis and is centrally hosted.
SDK (Software Development Kit): it is a compendium of tools for the development of programs.
SEO (Search Engine Optimization): is to position your website in search engines organically.
SEM (Search Engine Marketing): is paying search engines to appear on the first page of the search
SEP (Search Engine Positioning): is the ranking of the contents consulted in a search engine, either through organic or advertising results.
SER (Search Engine Ranking): is the position that the content link is located according to its positioning, where it shows the title, link, and meta description.
SERM (Search Engine Reputation Management): consists of managing the reputation of the brand or company within the search engines.
SERP (Search Engine Results Page): results shown in search engines. Generally, search engines present about ten website links per results page.
SMART (Specific, Measurable, Attainable, Realistic, Time-Bound): This model is created by George T. Dorian and helps us to define the objectives correctly to reach our goal.
SMM (Social Media Manager): is in charge at a macro level of everything that refers to the virtual reputation of the company, creates campaigns and is the direct boss of the CM (Community Manager).
SMO (Social Media Optimization): this is a marketing term that refers to the strategy and set of actions carried out on social networks to position the brand, have a presence on social networks, and promote products or services.
SMS (Short Message Service): component of text messaging service through telephones, Internet, or mobile communication systems.
SLA (Service Level Agreement): it is a written agreement between the service provider and its client, where the objective is to set the agreed level for quality, volume, efficiency, and responsiveness, among other relevant elements for both parties.
SOV (Share Of Voice): level of participation of the company or brand in a certain advertising channel.
SSP (Supply Side Platforms or Sell Side Platforms): it is an advertising technology, which offers the opportunity to web publishers or web page owners to manage, sell and optimize the available inventory of advertising space on web pages and maximize profits. income.

T for TTL

TBT (Throwback Thursday): It is a widely used hashtag on Instagram in which people show old photos depending on the day.
TF (Trust Flow): refers to the reliability of a website, based on its quality, unlike CF (Citation Flow), it is a metric developed by the Majestic tool.
ICT (Information and Communication Techniques): are the set of technologies developed to manage information, here they also include comprehensive solutions on the process and use of data.
TL; DR (Too Long; Didn’t Read): this acronym is used when users visit the website, and the article seems long, where they omit the content and go directly to the comments area to read the opinions.
TLD (Top Level Domain): is the domain that accompanies the name of the website, for example, .com, .org, .edu, .co, among others.
TLP (Top Level Page): is the web page where the main content is presented, or in this case the categories of great relevance according to the objective to be achieved.
TOFU (Top of The Funnel): top of a funnel. The objective of this phase is to capture the attention of users through content that is created to attract as many visitors as possible.
TOS (Terms of Service): they are established terms related to the services or products that are going to be acquired, where they are related to the conditions of use, where their guarantee, functions, duties, and rights are defined. This allows for regulation and guarantees the user.
TT (Trending Topic): These are the 10 most used hashtags on the day within the social network Twitter, the trending topics are classified by geographical area.
TTL (Through The Line): This type of marketing has an integrated approach, where the company can use ATL and BTL strategies to market the product.

U for UPS

UCD (User-Centric Design): all aspects of design and development, focus on the user, their habits, behaviors, perceptions, and their thoughts.
UGC (User Generated Content): refers to the generation of content by users.
UI (User Interface): this is the environment that allows users to interact with various digital spaces.
USP (Unique Selling Proposition): it is the unique proposal offered by the brand, product, or enterprise, where at the marketing level it focuses on the creation of a clear, simple message that contains the value that makes it special.
URL (Uniform Resource Locator): identifier of each page within our website.
UV (Unique Visitor): is the unique and unrepeatable person who visits a specific space, be it a web page, or social networks, among others.
UX (User Experience): it is the result of the interaction of a user with a digital platform, through the information obtained, a unique and adapted experience for users will be polished and developed.

V for VAST

VAST (Video Ad Serving Template): it is a template where you establish the specifications of the information that must be provided about the advertisement that is going to be reproduced.
VM (Viral Marketing): this type of marketing uses techniques that seek to exploit and expand through all social media and thus produce exponential growth in the presence of the brand and its recognition (brand awareness). Viral marketing uses word-of-mouth marketing, but with viral self-replication similar to the spread of a human or computer virus.
VMAP (Video Multiple Ad Playlist): allows advertisers to define where to display advertising within a video, or content creators to define the advertising spaces that they can advertise.
VOD (Video On Demand): a space where videos on demand are published.
VPAID (Video Player Ad Interface Definition): it is a specification established by the IAB, where it aims to define a common interface between video players and ad units, and thus offer an interactive space to the user.

W is for WOM

W3C (World Wide Web Consortium): is an international consortium that generates recommendations and standards that ensure the growth and accessibility of the World Wide Web (WWW).
Webinar (Web-based seminar): a type of conference broadcast online, and its main benefit is that you can interact directly with the participants.
WH (White Hat): refers to all the strategies used to position themselves in search engines but without violating the guidelines of each search engine.
WOM (Word of Mouth): this is advertising carried out by consumers themselves, thus turning them into prosumers. Also known as WOMM (Word of Mouth Marketing)
WOW (Week On Week): performance is compared from week to week.
WPO (Web Performance Optimization): it is an analysis that is carried out to evaluate the loading speed of a web page and make the corresponding improvements to optimize the site.
WWW (World Wide Web): is a global computer network that allows users to access information through the Internet.
WYSIWYG (What you see is what you get): it is a phrase applied to word processors, where it allows one to have a final vision of how the prepared visual content would be.

And from yoy

YOY (Year Over Year): performance is compared from year to year.
YTD (Year-to-Date): it is a period where a comparison or a statistical cut is made, from the beginning of the current year to the current date.

Conclusion,

These are some acronyms used in the world of digital marketing, web design, programming, SEO, sales, and among others. Each term presented aims to guide each professional on its meaning and relevance.

Of course, this list of more than 180 terms must be gradually integrated into the lexicon of each person, using them frequently in their meetings or professional conversions, since it is not a matter of learning them by force, but that they become part of our knowledge.