Digital Marketing Terms Glossary - header image

Digital Marketing Terms – 60+ Terms Explained and Simplified

Spread the love

We’ve all been in this situation: you’re in a meeting, and people begin throwing around a ton of technical terms and acronyms. You’re feeling lost. You’re wondering what the heck do half of these words even mean?! But they seem to be repeating them, and in a very nonchalant kind of way. You’re too afraid to speak up – so you just roll with the punches, and will probably just google it after.

Well, if that situation seems familiar to you – forget googling each word individually. Go ahead and bookmark our digital marketing terms glossary and let this be your guiding light that you can refer to over and over again.

While this article does not cover all the terms, these are the main ones. Consider it a beginners’ guide, and a starting point to build on.

 

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P |Q | R | S | T | U | V | W | X | Y | Z

A

A/B Testing – Testing two variables like time of posting, color of button, kind of call to action, landing pages, ad, to see which one performs better. AB testing is not limited to two variables. If you want to run AB tests on the color of your call to action button, you can try as many colors as you like, then decide which one is performing best, while still calling that process an A/B test.

Advertising – Promoted content on social media. That’s when you invest money to promote a social media post, so it gets more reach and more engagement with a particular audience.

Analytics – It can refer to either the data or the analysis of that data to be able to communicate it, recognize patterns, understanding behaviors and so on. Analytics are either provided by social platforms or by more thorough tools like Google Analytics. The same word is used to talk about the raw data and the interpreted data.

Audience – The followers to a social media account. It also includes the people watching or engaging with a piece of content even they’re not following the report. Might consist of anyone that is not a follower, but that corresponds to the marketing target. An audience is all the people that are consuming your content and to some extent, the people that might be interested in your content (because of their interests, age group and so on).

API (Application Programming Interface) – Relative to computer programming. An API allows an application to extract information from a service, and use it for another application, or analysis. In short, APIs allow applications to communicate with each other. APIs are useful to either automate tasks or to extract data for more in-depth analysis.

 

B

B2B (Business-to-business) – An adjective to refer to a company that sells its services or products to another company.

B2C (Business-to-customer) – An adjective to refer to a company that sells its services or products to the public.

Blog – A website full of articles, commentaries, content, with a reliable content calendar. Blogs publish content regularly. They can be created and ran by individuals, professionals, and bigger businesses. Blogs are still the best way to drive organic traffic to a website and to showcase your authority, knowledge, and expertise on a subject.

Bottom of the Funnel – It’s the last stage of the buying process. The individual went through the identification of the problem and the searching for solutions already. At the bottom of the funnel, the individual is ready to buy, request for a demo, or to engage in any way.

Bounce Rate – On most analytics platforms, a bounce is a single-page session on your site. Your “bounce rate” indicates the percentage of users leaving your page after visiting one page only. If you want users to visit more than one page (and you probably do), try to optimize your home page to lower your bounce rate. This rate is an excellent indication for you to learn how users are behaving on your website.

Brand – Anything related to the awareness of your product or business. Branding insists on what makes your business different from others. It focuses on how unique your company or product is.

Buyer Persona – Your ideal buyer. It’s more specific than your target. That buyer should be as precise as possible. Your buyer can have a name, age, interests, and so on. The buyer persona exists to make your target audience and your general customers more explicit and more perceivable.
(Back to top)

 

C

Content – A piece of content is a piece of information that is posted on a blog, a website, or social media. It is made to create interactions and engagement within the community of the brand. A piece of content can be informative, promotional, engaging, entertaining, or educative. Content is here to capture the attention of a potential customer. A potential customer, while consuming the piece of content, can learn more about their problem, the company, the solution they provide, and so on.

Content Marketing – Everyone is talking about Content Marketing – marketing blogs write articles about it, companies search for specialists for it, and online academies offer courses focusing on it. If you’re confused about the meaning of it, let’s get back to basics.

While traditional marketing tries to promote a product, content marketing strives to offer real value. It’s a strategic marketing approach that uses relevant, high-quality content to attract a specific audience and, at the end of the funnel, convert it into customers. Content marketing can come in many ways – articles, videos, newsletters, e-books, webinars, podcasts, and more. Trust us – content is still king.

Conversion Rate – Percentage of people that commit to action while visiting a website. The conversion rate can be calculated on a landing page, a signup form, a product page if the customer adds the item to their cart or if they proceed to buy and so on.

CPL (Cost Per Lead) – The amount of money required to get a new lead through a marketing campaign. You get it by dividing the amount of money spent on the campaign by the number of leads you got through that campaign.

CRM (Customer Relationship Management) – A piece of software that helps a company keep track of its customers. CRM software stores contact information, but also the money spent, the number of orders and any other data that can be used by the marketing team to segment their loyal customers.

CTA (Call To Action) – A call to action (CTA) is a link, a button, or any other apparent clickable sign on a webpage, an email, a website, or any other digital format.

A call to action should be distinct and should redirect to a sale, a sign-up form, or any other action you would like your leads to go to. A good call to action is a short, bold, and clear message. Your potential customers must understand what they’ll get when they click.

CTR (Click Through Rate) – That percentage indicates the proportion of users that ended up clicking on an ad or a marketing campaign. The higher the number, the better the campaign. That percentage comes from the number of clicks on your CTA, divided by the number of impressions your ad or campaign received.

Customer Loyalty – When a customer visits your websites or engages with your sites regularly.
(Back to top)

 

D

Demographics
A way to segment your audience or target audience, through gender, age, income, social class, and so on. Demographics are usually the first step of creating a buyer persona or establishing your audience.
(Back to top)

 

E

Ebook – Longer than a blog post, an Ebook is a longer informative piece of content that is usually provided in exchange for an email address. An ebook is mostly used for awareness and for passively generating leads.

E-commerce – An online shop, selling products directly to customers on the internet.

Editorial Calendar – Mostly used in social media and content creation. An editorial calendar is like a road map detailing where and when every piece of content will be posted. The editorial calendar is made, then approved weekly, and sometimes a monthly basis. They can be as short as daily if your company produces a lot of content.

Email – Electronic mail. The email is still the most used and efficient marketing tool for both engagement, reach, and lead generation. Because emails are not dependent on an algorithm, a newsfeed, or a specific platform, they’re considered as the secure way to develop an audience.

Engagement Rate – The number of interactions (likes, comments, shares) divided by the number of people reached. It’s the most common and also the most popular metrics that are used in social media marketing. The engagement rate is the metrics used to measure how good an influencer performs. It is used by the social media platforms to figure out if a piece of content is relevant or not.

Evergreen Content – A piece of content is called evergreen when it brings value, no matter when the piece of content is consumed. A piece of evergreen content is timeless and cannot be outdated. Evergreen content is the preferred kind of content for an SEO strategy as it drives the best results for the longest time.
(Back to top)

 

F

Facebook – You probably know what Facebook is already. Besides being a channel where your business can have a page, and, therefore, content, followers, engagement and so on, Facebook has the most popular and also one of the most effective advertising platform online. Facebook allows you to run ads on their platform for quite cheap, giving you exact metrics on your campaigns and targeting options that are incredibly detailed and precise.

Facebook Pixel  – Whether you’re already running Facebook ads or just thinking about it, you should be familiar with Facebook Pixels. Basically, it’s a code on your website that collects data. Once a user visits your website, it can track him and offer him your retargeting campaigns on Facebook.

An implemented Facebook Pixel allows you to track and optimize your conversions, and to create campaigns tailored specifically to a user’s behavior on your website. Sounds good? You can create a Facebook Pixel on Facebook’s event manager. Killer Facebook marketing tips with real life examples

Friction – Any distraction, any difficulty, or any difficulty that would make it harder for your visitors to engage with your webpage. Too much friction can end up in an increase of your bouncing rate, or a customer leaving your website with frustration when they initially visited it intending to buy something.

Funnel – Sales funnel, conversion funnel, click funnel, acquisition funnel, digital marketing is full of funnels. A funnel describes the path of a customer from awareness to engagement. It is referred to as a funnel because there are more users and visitors at the beginning of the process (top of the funnel) than at the end of the path (bottom of the funnel).
(Back to top)

 

G

Google – Google is the most used search engine, by far. It is also an entire ecosystem with tools such as YouTube, Google Analytics, Google Docs, Google Maps, Google calendar, and so on. Because of the communication between all these tools, Google it’s a very ergonomic ecosystem to work with.
(Back to top)

 

H

Hashtag – It’s a way to apply a tag or a category to a social media post. By searching through hashtags, you’re filtering the content that you will see. This way, it makes it easier to sort out all the content present on a social platform. It’s also a way to help these social platforms understand what your content is about.

Hashtags are keywords preceded by a pound sign ( # ), and they can be used on all social media platforms. They’re a crucial element to grow your audience and to help your content discovered. List of apps that will help you boost your Instagram engagement

Homepage – Or sometimes Homescreen, or Newsfeed: the main page when you access a social media site. On that homepage, the platform has curated content that hopefully matches the interests of the user. The user will scroll through their homepage to consume content and interact with it. In digital marketing, your goal is to have your content curated by the platform, so it shows up on as many people’s homepage.
(Back to top)

 

I

Inbound marketing – Opposed to outbound marketing. It refers to every marketing strategy made to draw the client in. It’s all about the attention of the customer. Through branding, content, and ads, you’re trying to get your target’s attention so that they can, themselves, purchase your products or get to know your brand and services better.

Influencers / Influencer Marketing – Simply put, an influencer is an authentic individual who can influence loyal followers to engage with brands and try products. He can be a celebrity, journalist, or blogger – either way, he has a specific audience that takes his advice seriously. Influencers were always a part of the marketing world.

While traditional marketing used icons like Michael Jordan or Britney Spears, brands today can find specific influencers for specific niches. Many agencies and networks offer to connect marketers with influencers, according to their needs and budget.

Infographic – A visual piece of content that is easily readable, easily understandable, and usually aesthetically pleasing. Infographics are great pieces of content to make a complex concept or complex interactions more visual. They tend to drive a higher engagement because they’re easily understandable and entirely shareable, in nature.

Instagram – You’re probably familiar with Instagram. Instagram belongs to Facebook. It’s an image and video-driven platform. It is the platform with the most significant growth in the number of daily users and the number of interactions per day. Therefore, it is usually the number one choice (even ahead of Facebook) when it comes to creating a digital marketing strategy for a company. Instagram shares the same targeting and advertising platform as Facebook making it a solid choice to drive powerful and rather cheap ads on social media.

Instagram Stories – Initially created as Instagram’s answer to Snapchat’s, Instagram Stories became a super-popular feature that plays a significant rule in the company’s growth. Basically, Stories allows users to post photos and videos which are automatically deleted after 24 hours. Compared to the Instagram Feed, the Stories are more playful and light due to their temporary nature. Instagram also offers features like giphs, polls, stickers, and other fun additions to keep your stories colorful and creative.

Read our Instagram guides : Instagram video length | Instagram Story Size | How to add multiple link in your Instagram bio and more
(Back to top)

 

K

Keyword – A specific word or phrase that is relevant to describe your business or your products. Keywords are used to be related to your audience, and they’re handy for SEO (Search Engine Optimization) as your audience will use these keywords in a Google search so they can find answers to their problems.

KPI Key Performance Indicator – KPIs are the metrics that matter for your business specifically or your field. KPIs are different from companies to companies. They’re analytics and data that are relevant to a business and that are monitored often to make sure that a campaign and that the general business is going well or not. KPIs are usually the best way to measure how a business is doing rather than focusing on a more general metric like the number of sales or whatever.
(Back to top)

 

L

Landing Page – A landing page is a webpage used to generate leads. That webpage usually advertises a product (like an ebook or a free trial for example) or a service, and they’re used to capture pieces of information about your customers, like their email address. Marketers will usually build a different landing page for every segment of the target audience to make sure that the landing page is appealing and highly engaging to each individual.

Lead – A lead is a person that has shown an interest in your brand or service. A lead has engaged with you in the past (by clicking on a landing page and giving you their email address for example).

LinkedIn – LinkedIn is a business-oriented social media platform. Despite its niche, LinkedIn counts more than 400 million users today, and it is the leading social media site for professionals. While their advertising system is a lot more expensive than the competitors and while their targeting options aren’t as precise and as good, LinkedIn still allows great organic results, especially if you have a content-driven company as content consumption on this platform is relatively new on that audience.

Link in Bio – If you’ve been around Instagram for a while, you’re probably familiar with the term “link in bio“, usually written on photo captions. But what exactly does it mean? Well, the answer is simple. An Instagram Bio is the line of text that appears on the top of someone’s profile. What makes it unique is that it’s the only place on Instagram where you can put a clickable link. If you want to encourage your followers to visit a certain website, you can’t just put a link directly on a photo caption – you’ll have to refer to the “link in bio.”

LTV (Life Time Value) – The LTV is the estimated profit you will get through the entire relationship you’ll have with a customer. This is a crucial indicator to most businesses as it gives you an idea of how much a qualified lead is worth, and how it can be worth it, or not, to be looking for new leads, or to increase that LTV.
(Back to top)

 

M

Marketing Automation – Tools or a series of tools that automate your marketing campaigns. In this case, the marketer acts as an orchestra conductor. He’s setting up all the tools and data. Then the automation tool does the marketing work by itself.

Market-Based Pricing – Where the environment determines the price: the price is based on current pricing, on habits, or competition, and so on.

Market Penetration – A strategy to sell more of a product in the current market. That usually means that you’re getting new customers by attracting your competitors’ clients, or by adopting an aggressive marketing campaign such as highly lowering your prices, for example.

Mobile – As in a mobile device. Used to talk about smartphones and tablets, and it is opposed to the desktop that corresponds to a computer.

Mobile Marketing – Optimizing marketing for mobile users only instead of focusing on desktop users. Most queries online are now mobile, and most of the traffic to a site or service is usually from mobile devices.

Mobile Optimization – Optimizing your content, website, design, funnels, and every single aspect of your online business for mobile users. As Google now prioritizes mobile-friendly websites, and mobile-first, mobile optimization is crucial to improve your SEO and general traffic to your site. Mobile sites tend to get more clicks and traction, and they tend to convert more. Mobile optimization should be on your top priorities in 2019.

MRR (Monthly Recurring Revenue) – The amount of income that comes from a regular monthly subscription to get access to your service or product. Monthly recurring revenue is usually stable, and they’re a necessary income guarantee for your site or business.
(Back to top)

 

N

Native Content – Content that is posted natively on a platform. That means that you don’t have to click and go to a different website or use a player from a different site to consume the piece of content. A video directly uploaded to Facebook is a native piece of content, while a YouTube player posted on a Facebook page is not. Native content usually performs better in terms of organic reach.

Newsfeed – Same a Homescreen or Homepage: the main page when you access a social media site. On that homepage, the platform has curated content that hopefully matches the interests of the user. The user will scroll through their homepage to consume content and interact with it. In digital marketing, your goal is to have your content curated by the platform, so it shows up on as many people’s homepage.

Niche Market – A particular and determined market. It is usually the combination of a product and a specific buyer persona. The point of a niche market is to concentrate your efforts on that particular buyer instead of trying to expand to a larger group of customers.
(Back to top)

 

O

Offer – The offer is the value you provide. It can be a product or a service. In any case, your offer needs to be clear and engaging enough so it can help you generate leads through a landing page or your website because generating leads is the primary purpose of your offer.

One Page Website – Also referred sometimes as a ‘One Page’, a One Page Website is a website that you can entirely access by scrolling up and down and sideways. There is no button nor menu. Everything is accessible by scrolling. These websites got recently quite popular because they’re easier to manage, they can seem a lot cleaner and easier to use for the user, and they’re usually quite good at converting visitors. They can take a little longer to load at first, but once it’s loaded, the entire website is accessible very smoothly.
(Back to top)

 

P

Page View – Every time a web page is loaded, it counts as a page view. That means that if a single user goes to your site several times in a row, these visits will count as several page views. The same thing happens if that user goes to different pages of your website; these visits correspond to more page views. Pageviews are, therefore, higher than the number of unique visitors.

Pinterest – Pinterest is an image sharing based social media site. Bloggers and commerce shops mostly use it. Pinterest is often forgotten in terms of digital marketing by companies. For that matter, it can be quite a powerful tool to reach a new audience. Some companies have been known to be very successful on Pinterest, while some others have never tried anything on it. If you want to try something new, and that might be less competitive (depending on your field), Pinterest might be worth a try.

PPC (Pay Per Click) – It’s a way to pay for a marketing campaign on the internet. You only pay when the person exposed to the ad clicks on it. Sometimes, it also refers to the amount of money spent on one click on your campaign. The PPC defines both the method and the actual number, which can make it a confusing term to use sometimes.

PR (Public Relations) – The gathering of images, charts, information, figures, infographics, and so on that is made to help a company maintain or improve its excellent reputation through paid or unpaid media.
(Back to top)

 

Q

Qualified Lead – It’s a lead that matches your buyer persona. That lead is educated on your brand, knows already that you are the solution to their problems. Therefore, that person is more likely to buy and is more likely to be loyal to the brand. A qualified lead can also be a durable promotion medium as they’re more likely to spread your message and values, making more people aware of your brand.

Ideally, all your leads would be qualified. In reality, qualified leads are rarer. A qualified marketing lead meets marketing objectives, while a sales qualified lead meets sales objectives.

QR Code (Quick Response Code) – A QR Code works like a barcode that you can scan using the camera app of your phone (or a dedicated QR Code app if you’re phone is older). By scanning that QR Code, you’ll be redirected to a website or a landing page. QR Codes are used in print media to engage users from real life to digital.

The fact that most native camera apps are now able to scan the QR Code makes these barcodes a lot more used and a lot more popular in print marketing campaigns. As it shows a more in-depth engagement from a user, it can be a great way to attract qualified leads.
(Back to top)

 

R

Responsive Design – If your website has a responsive design, that means that your website adapts to the screen size and the device of the user. You don’t have separate websites for each kind of device. You have one site that changes its layout and design to match the device the person is using. Responsive design websites tend to be ranked better by Google because they’re considered mobile-optimized or mobile-friendly.

Retargeting – It’s a form of online targeting advertising. It shows ads to people that have visited your website in the past, or that are in your database for purchasing in the past. The targeted person will see ads on social media and in the form of banners on websites. The point of retargeting is to get a customer that knows your brand already to buy your product. It targets people that are interested in your products or that are already clients of yours, so the targeted people are likely to buy.

Retweet – A retweet is a shared tweet. Retweeting gives full credit to the creator of the tweet, but it expands its reach by exposing that tweet to more communities. Retweets are what makes Twitter a very viral platform. When you retweet a piece of your content, you can add a comment to it. That will create a tweet from your account, and other users will see that your comment applies to the embed tweet underneath your post.

ROI (Return On Investment) – ROI measures the profitability of a marketing campaign. It compares the expenses of the campaign to the estimated income it generated. The idea is to optimize that ratio as much as possible: you want to spend less and earn more. Marketing strategies are usually ranked on their ROI. Some strategies are known to have better ROI than others: for example, a retargeting campaign usually has a better ROI than a poorly targeted Facebook Ads campaign.
(Back to top)

 

S

SEO (Search Engine Optimization) – The art of making your web page rank higher on Google with specific keywords. The point of your SEO is to have your website ranked on the first few organic results of Google on the search of particular keywords that are likely to be used by your buyer persona.

SEO is a very complex field; it’s a mix of technique, marketing, common sense, and a lot of patience. While its ROI is usually high, SEO takes time and usually takes a long time before you can see any results from such a strategy.

Sessions – A session, a term usually used on Google Analytics, is everything a user does on your website within a given time frame. For example, let’s say you have an eCommerce website. A user clicked on your ad on Facebook, scrolled down your homepage, read your “about” page, and eventually looked at a few of your products – All of these interactions are considered as one session. In other words, a session is a bunch of actions a user takes on your site. Sessions are defined per time frame or per campaign.

SMB (Small to Medium Business) – A company that usually has from 5 to 500 employees. Most online companies are SMBs. SMBs are more likely to use the internet for marketing and promotion. SMBs are more likely to benefit from the ROI on the internet.

Snapchat – A social media app that allows you to communicate through stories and self-destructive messages. Everything on Snapchat is temporary and lasts a maximum of 24 hours. Snapchat is usually used to give behind the scenes and bonus content to your audience.

Because of how brief the content is on this platform, content is a lot more spontaneous and a lot less planned and edited. While Snapchat was massively popular among younger people, its popularity is decreasing since Instagram added the stories features and format.

Social Media – Social media is a media site based on social interactions. Content is published on the site, and people can socially interact with the published content (by liking it, commenting on it, sharing it and so on). On such sites, every single person is a publisher, and all the content is made to be interacted with.

Because of the popularity of such sites and because of how much time people tend to spend on it, marketers are using social media site as a publishing platform and as a way to engage easily with their audience, and as a way to build awareness and as a way to reinforce their clientele.

Story – Stories can be found on Facebook and on Instagram, and – as their name implies-  they’re probably the most buzzing way to tell a story right now. They appear at the top of the feed – Facebook’s or Instagram’s – as a circled profile picture.

Once you press on a story, you can watch the photos and videos the user uploaded – it can be one photo only or a long series of pictures and videos. The story uploader can see who watched their story, but unlike feed content that has likes and comments, other users can’t see how viewers engaged with a story.

(Back to top)

 

T

Twitter – A social media site where people can post ’Tweets’ that are similar to a tiny blog post, and they can be up to 280 characters. Twitter is usually referred to as a micro-blogging platform where people share their thoughts, opinions, and mood. Twitter is the best social media platform to drive conversation or to take care of customer service. Twitter is less of a media platform, but more of a giant chatroom. Twitter is not as popular as Facebook and other social media sites, but the community tends to be highly engaged and very loyal to the platform.
(Back to top)

 

U

UGC: User Generated Content – UGC is one of the buzziest buzzwords in the marketing industry lately, and for a reason. It’s basically any type of content that’s created by real users or customers: blog posts, posts on Instagram, reviews, videos, and anything else that comes to mind. Unlike Influencers Marketing, in this case users are not being paid for their review – they voluntarily share their thoughts on your brand with the world. For example, if a Zara customer shares her photo with a dress from Zara on Instagram – that’s UGC. If a youtube vlogger does a review on an app on his youtube channel – that’s UGC. It’s in every brand and business interest to encourage UGC since it’s a free (!), authentic and convincing marketing tool that puts your customers in the center.

URL – It’s the address of your website, facebook page, tweet, blog post, and so on. Anything on the internet can be found using a specific URL. URL can be optimized to display your brand so that they can have an impact on your SEO. URLs can be very long so services exist to make them shorter so that you can post them as a tweet, or so that you can make it look cleaner.

Unique Visitor – Unique visitors are a metric to follow carefully. The number of unique visitors tells you how many single users have visited your site. This number is smaller than the number of page views as a single person can view several pages of your website, and as a viewer can visit your site several times. Ideally, you want the highest number of unique visitors, as the number of visits can go up quite quickly without a lot of unique visitors. This metric helps you understand how much traffic your site is getting.
(Back to top)

 

V

Viral Marketing – A viral marketing campaign aims to get a piece of content (like an ad or a social media post) massively shared. In a viral marketing campaign, it’s the shares that are spreading the message. In a way, people become the primary source of traffic in that campaign. Viral marketing is usually quite cheap and very useful because these pieces of content tend to be memorized easily and because it gives a lot of social proof to your brand and/or product. While marketers highly appreciate viral marketing, it is hard to create such a campaign as it relies a lot on the quality and sharability of the main piece of content of the campaign, and as it builds a lot on the target’s behavior.
(Back to top)

 

W

Workflow – A workflow is a series of email or an email sequence that is supposed to educate a lead. Through that series of emails and the engagement (or not) of the lead, you can apply tags and segments to that contact to get to know that lead better and to be able to target it better in the future.
(Back to top)

 

Y

YouTube – YouTube is part of the Google ecosystem. It’s a video-sharing website. It’s the most used search engine tool right after Google itself. For that matter, YouTube is a very powerful tool to improve your SEO and brand awareness.

 


Spread the love