By: Rafa Ticzon|
13 Sep 2023
In the ever-evolving world of digital marketing, stay on top of the latest trends and technologies by understanding digital marketing key terms and their definitions. This action is the first step to drive success for your brand whether you’re a marketing professional or a business owner looking to expand your online presence. That’s why we have compiled a comprehensive list of 100 important key terms in digital marketing that you need to know. From SEO and PPC to CTR and ROI, this list covers a wide range of concepts and strategies that are vital to promoting your brand in the digital realm.
By familiarizing yourself with these terms, this article will equip you with the knowledge to make informed decisions and optimize your digital marketing efforts. So whether you’re just starting or a seasoned marketer, dive into our list of 100 digital marketing terms and their definitions. Empower yourself with the essential vocabulary of digital marketing!
Digital marketing is the method of using digital media to advertise goods and services to consumers. This approach utilizes various media channels like websites, mobile devices, social media, search engines, and other similar platforms. Despite its introduction back in the 1990s, digital marketing has since gained popularity and evolved vastly throughout the years.
We frequently see digital marketing as an extra strategy by businesses to reach customers and comprehend their behaviour. While it is very different from traditional marketing, some companies combine it with digital marketing techniques to stay ahead of their competition.
Now that we understand what digital marketing is, let’s look into the 5 different types, related terms, their definitions and how they can bring more exposure to your company.
Search Engine Optimization, also known as SEO, is the process of increasing your website’s organic (or free) traffic and optimizing it to rank higher in search engine results pages. Various types of content benefit from SEO, namely websites, blogs, and infographics. With that, there are three ways to approach SEO to ensure your website generates qualified traffic:
On-page SEO – On-page SEO is centralized on the content located “on the page” of your website. By analysing keywords for their search volume and intent (or meaning), your website can rank higher in SERPs by providing the exact answers your visitors are looking for.
Off-page SEO – Off-page SEO focuses on website activity that takes place “off the page.” Factors like inbound links, also known as backlinks, affect how highly you rank for your important keywords. Collaborating with other publishers or appearing as guest writer for their blogs, and inserting links leading back to your website, are a few ways to help build backlinks that will help raise your SERP rank.
Technical SEO – Technical SEO focuses on the backend of your website. Specifically, on how you coded your pages. Some examples of technical SEO are Image compression, structured data, and CSS file optimization, which help increase your website’s loading speed — an important factor in helping improve your SERP ranking.
Pay-per-click, or PPC, is a form of advertising that pays a publisher every time someone clicks your ad. One popular example is Google Ads, which enables users to pay for the highest spot on Google SERP whenever visitors click on the links you place. You can utilize PPC in the following channels as well:
Paid ads on Facebook – Users can pay to customize a video, image post, or slideshow that Facebook will publish to the news feeds of people who match your company’s target demographic.
Twitter Ads campaigns – Users can pay to have a series of posts or profile badges placed in the news feeds of their target audience. This goal could be increased website traffic, increased Twitter followers, increased tweet engagement, or even app downloads.
Sponsored Messages on LinkedIn – By selecting a user’s industry and background, they can pay to send messages directly to that person’s LinkedIn profile.
Social media marketing is a practice that helps promote your brand and your content by utilizing various social media platforms. Additionally, this method also helps increase brand awareness, drive traffic to your website, and generate leads for your business. You can create viral campaigns for platforms like Facebook, Twitter, LinkedIn, Instagram, Snapchat, and Pinterest. You can do this by partnering with a popular content creator or participating in a trend that appeals to a large number of people. The goal is to produce something shareable in the hopes that it will spread organically across a social media channel.
Content marketing is the method by which businesses seek to produce and promote content assets in hopes of generating brand awareness, and increasing website traffic, lead generation, and customers. You can apply this in different techniques such as:
Blog posts – Writing and publishing articles for a company blog not only demonstrates your company’s credibility and industry expertise but also helps generate organic search traffic for your business. This, in turn, helps boost the probability of converting website visitors into leads and, ultimately, increasing your revenue.
Ebooks and whitepapers – Content that improves your website traffic and helps educate your visitors at the same time is what ebooks and whitepapers are made for. You can even exchange this content for a reader’s contact information, which can help move your visitors through the buyer’s journey.
Infographics – People’s attention span can oftentimes be too short to read an entire paragraph. With that, infographics are a form of visual content that helps summarize your article’s point to help website visitors visualize your concept and digest it better.
Audio or visual content – Your potential audience can be significantly increased by producing content that can be shared online as a photo, video or heard by listeners on the radio.
Companies communicate with their audiences by using email marketing. Email is frequently used to advertise events, discounts, and special content, as well as to point customers toward a company’s website. You could use a variety of emails in an email marketing campaign, such as newsletters for subscribers to blogs. Emails sent to website visitors who downloaded something as a follow-up, welcome emails to clients, holiday promotions for members of loyalty programs, as well as emails with tips to help nurture customers.
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR but in the online space. Reporter outreach via social media: Talking to journalists on Twitter, for example, is a great way to develop a relationship with the press that produces earned media opportunities for your company. Engaging online reviews of your company: When someone reviews your company online, whether that review is good or bad, your instinct might be not to touch it. On the contrary, engaging company reviews helps you humanize your brand and deliver powerful messaging that protects your reputation. Engaging comments on your website or blog: Similar to how you’d respond to reviews of your company, responding to the people reading your content is the best way to generate productive conversation around your industry.
Securing earned online coverage with blogs, digital publications, and other content-based websites is the practice of online public relations. As an example, talking to journalists on Twitter is a great way to start a relationship with the media that will lead to earned media opportunities for your business. These are just a few of the channels you can use to make the most of your PR efforts. Engaging with online reviews of your business: Your first inclination may be to ignore an online review of your business, whether it is positive or negative. Contrarily, compelling customer reviews assist you in humanizing your brand and delivering compelling messaging that safeguards your reputation. Comments that are interesting on your website or blog:
With sponsored content, you, as a brand, pay another business or organization to produce and promote content that in some way mentions your product or service. Influencer marketing is a common form of sponsored content. In this kind of sponsored content, a brand pays an influencer from its sector to post or create a video about the business on social media. A blog post or article that highlights a subject, product, or service would be an example of sponsored content.
Sponsored Tweets (Twitter)
Sponsored Pins (Pinterest)
Instagram TV Episodes
Podcast episodes or series
The 7Cs of digital marketing provide a flexible and replicable modern framework designed to help marketers accomplish their goals.
The customer must come first in any marketing or business plans you may have. You can as closely as possible customize each campaign, communication, and service to the audience you want with the aid of digital marketing.
High-quality, original, and knowledgeable content creation is only one component of a great digital marketing strategy. Utilizing creative content formats, updating outdated information, and following the most recent updates to search engine algorithms are additional crucial considerations.
You must understand the larger context of your target audience if you hope to effectively communicate your brand message. In essence, this means considering customer intent, relating it to current events, and then creating and promoting content that is wholly pertinent to your audience’s requirements.
If you want to engage with your audience in a sincere, non-intrusive way, community marketing is a great tactic to use. By uniting them around topics that are pertinent to and consistent with your brand, it will help you cultivate long-lasting positive relationships with both current and potential customers.
A crucial competitive advantage, convenience also gives digital marketers a unique creative lens through which to improve their efforts. If properly implemented, it can help you reduce barriers, improve client relations, relieve stress, increase accessibility, and clarify your company’s value proposition.
Cohesive marketing refers to offering the same service, content quality, and brand values regardless of the channel being used. The objective is to unify all of the platforms that underpin your company’s operations under a single, comprehensive omnichannel marketing strategy.
Once you have used all of your priceless resources to create a sound digital marketing plan, you must evaluate the success of all your efforts. The most useful KPI in this situation is your conversion rate. Depending on your campaign, a conversion could be any positive user action that helps your business achieve its goals.
It’s important to keep in mind that key performance indicators (KPIs) are used by digital marketers just like they are by traditional marketers. KPIs are quantifiable ways for businesses to assess the effectiveness of their marketing over the long term and gauge how they stack up against the competition. Corporate strategies, financial objectives and successes, operational activities, and even marketing campaigns are all areas that can be measured.
Some of the most popular KPIs that marketers can use to assist businesses in achieving their objectives include the following:
Blog Posts – Marketers can use this KPI to determine how frequently a business publishes blog posts each month.
Clickthrough Rates – Businesses can use this KPI to determine how many email distributions result in clicks. This includes the number of recipients who open emails and click links to complete transactions.
Conversion Rate – This metric concentrates on call-to-action marketing campaigns. These initiatives solicit consumers to take specific actions, like purchasing a good or service before the expiration of a promotion. By dividing the total number of requests made by the number of successful engagements, businesses can calculate the conversion rate.
Traffic on Social Media – Social media traffic measures the volume of interactions with business social media profiles. It also includes likes, follows, views, shares, and/or other quantifiable actions.
Website Traffic – Marketers can monitor how many people visit a company’s website using this metric. Corporate management can use this data to determine whether the layout and style of the website influence sales.
Digital Marketing is a broad aspect any online business needs to master. There are more digital marketing terms that you must learn to achieve this.
Any form of marketing that only occurs online is referred to as Internet marketing. This indicates that it only appears on websites. It is distinct from digital marketing, which also includes internet marketing, social media marketing, and mobile app marketing. We can use mobile phones, digital devices, and other platforms for these marketing campaigns.
Any marketing that is conducted exclusively online is considered internet marketing. This indicates that it only shows up online. It is distinct from digital marketing, which includes advertising on the Internet, social media platforms, and mobile apps. We can carry out these marketing initiatives via mobile phones, digital devices, and other platforms.
The unique value that a brand presents to its customers is referred to as brand positioning. It is a marketing strategy developed by brands to establish their brand identity while communicating their value proposition, which is why a customer prefers their brand over others. Furthermore, a company uses brand positioning when it wants to position itself in a specific way to its audiences. Therefore,t customers can form associations between the brand and its value proposition.
It’s best to determine your target audience before launching any marketing campaigns. Your target audience is the group of people who share certain characteristics, such as age, gender, demographics, or purchasing patterns, and who you want your campaign to reach. You can choose which digital marketing channels to use and what information to include in your campaigns by having a solid understanding of your target audience.
When you repeatedly use the same words (or phrases) in the content of your website, this is known as keyword stuffing. The majority of the time, it is obvious and will turn readers off. Two different methods of stuffing keywords exist:
There are unnecessary word and phrase repetitions throughout your entire content. For instance, you would want to use words like “video” and “best” sparingly if you were promoting the best virtual meeting platform. use of vocabulary or expressions unrelated to the subject, good, or service. using the same word more than once in a single text entry.
But not all of the stuffing is apparent. Search engines may also highlight keywords you stuff into the backend of your content management system (CMS).
Using a white font and a white background to conceal text. Users might not notice this, but search engine crawlers will.
Word and phrase repetition in your alt text.
covering up word repetitions in your website’s code.
In your meta and comment tags, avoid overusing any words or phrases.
Therefore, a website may be accused of keyword stuffing in several different circumstances. But does it harm anyone?
The percentage of your audience that actively interacts with your content is known as your engagement rate. In social media marketing, it compares the number of views, followers, or audience members for a piece of content, a campaign, or an entire account.
Why is the level of engagement important? The number of followers you have matters in terms of social media analytics. However, it doesn’t matter if your audience has an interest in the content you post. You need feedback from viewers in the form of comments, shares, likes, and other behaviours to show that your content is relevant to them. High engagement also makes you more visible on social media platforms and gives the impression of reliability to new profile visitors.
The journey a customer takes is represented graphically by a marketing funnel. It’s a strategic model that depicts the personas’ entire buying journey, from discovering your brand to making a purchase.
This funnel is meant to assist your marketing and sales teams in outlining this route. Then, they can decide which crucial touchpoints will help them advance the customer to the following stage.
Salespeople frequently employ this idea, but it has also developed into a crucial tool for the accomplishment of marketing initiatives. Marketing experts can comprehend what to offer customers at each stage of the entire persuasion process.
The process of categorizing the content of a website to increase the likelihood that it will show up in search results is known as an SEO strategy. In essence, it’s the procedure you adhere to to maximize your chances of obtaining organic traffic from search engines. It is crucial to have an SEO strategy because it keeps you focused while producing content. Your strategy will make sure that you produce content that people are searching for rather than simply producing what you believe they want to read.
A digital content marketing strategy is a framework that enables a company to produce and share digital content to reach new audiences, enhance credibility, increase lead generation, and accomplish its overall strategic marketing goals. This strategy links businesses with the growing number of prospective customers who use digital tools and conduct online searches to find solutions to their business problems. It frequently forms a part of a larger content marketing strategy that also uses non-digital techniques like public speaking and book writing.
Blog posts, online articles, webinars, instructional videos, online tutorials, courses, and podcasts are just a few examples of the many forms that digital content can take. Since creating content can take some time, many strategies only use a portion of these possibilities.
But a digital content strategy is more than just a selection of content. The topics the pieces will cover, how frequently they will be produced, how they will be exposed to the right audiences, and how each piece of content may be able to convert a consumer into a business lead are all determined by a strategy.
A/B testing is a type of content experiment used in digital marketing to see which landing page or web page performs the best concerning specific marketing objectives.
The two most popular forms of context experiments split tests and multivariate tests, are the best comparison points for understanding A/B testing.
A split test, also known as a split URL test, is a content experiment in which marketers show two entirely different landing pages to various customer groups, track conversions, and then identify the landing page that performs better.
Digital marketers do not use different landing pages in an A/B test. The call-to-action, the sales copy, or the colour or placement of an element on the page are examples of simple changes they make to the same page rather than variations of it.
A/B testing seeks to find performance improvements by making small changes to individual page elements and monitoring any changes in clicks or conversions that might result. Split testing compares the performance of two entirely different pages, measuring the difference.
Some digital marketers use multivariate testing experiments to enhance website performance. Similar to an A/B test, a multivariate test has multiple variations of several different elements on the page rather than just one. To find out which combination of changes results in the best campaign results, these variations can be combined in various ways and presented to consumers.
A buyer persona is a thorough profile of a member of your target market. This persona is made up, but it is based on thorough research of your current or target audience.
It may also be referred to as a marketing persona, audience persona, or customer persona.
You can’t get to know every client or potential client personally. To represent your customer base, you can however develop a customer persona. (Having said that, you might need to develop more than one buyer persona because various customer types may purchase your products for various reasons.)
You will assign a name, demographic information, interests, and behavioural characteristics to this buyer persona. You’ll comprehend their objectives, problems, and purchasing habits. If you want, you can even use stock photography or illustration to give them faces because it might be crucial for your team to put a face to a name.
Essentially, you should consider and communicate with this model customer as though they were a real person. You can then create marketing messages that are specifically tailored to them.
From product development to brand voice to social media channels, everything should be consistent by keeping your buyer persona (or personas) in mind.
The sequence of interactions a customer has with your brand, products, and/or services is referred to as the customer journey. Both direct interactions, like contacting customer service, and indirect interactions, like learning about a brand at an event, are covered.
A map of the various interactions that a specific customer has with your brand and marketing touchpoints can be thought of as the customer journey. Each customer’s journey is unique, and by tracking how each one moves through your website, customer service department, and other brand channels, marketers can modify their marketing strategies to suit the needs of each customer.
As a result, marketers frequently direct customers to follow a path that they believe will result in the best outcome or service for the brand and the customer—for instance, by providing targeted ads and individualized content to increase brand awareness.
Every stage of your customer’s journey ought to increase their familiarity with your brand and leave them with a positive impression. Only if you always deliver brand consistency will this be accomplished. As a result, the language you use on your website must correspond to the way your sales representatives communicate with customers; similarly, the imagery you use in your marketing materials should match the graphics on your website. The following are the definitions of the stages of the customer journey in digital marketing:
Awareness – Through marketing, word-of-mouth, or social media, the consumer learns about the brand.
Consideration – The consumer actively considers whether or not to purchase the good or service offered after realizing they have a need that needs fulfilment.
Purchase – The purchase is made by the customer.
Retention – The customer uses the product, occasionally asking the provider or a user community for advice. The provider may also get in touch with the customer to promote brand loyalty.
Advocacy – Whether they have a positive or negative opinion, customers talk about the product.
To attract a particular type, or types, of a customer using a combination of marketing techniques, a brand must implement a strategy that is in line with its stated objectives and goals. These strategies include paid marketing, earned marketing, social media marketing, and others.
If your business is business-to-business (B2B), the focus of your digital marketing initiatives will probably be online lead generation, with the ultimate objective being for a lead to speak with a salesperson. Your marketing strategy may aim to utilize your website and support digital channels. This is to draw in and convert the highest calibre leads for your salespeople. In addition to your website, you’ll probably decide to concentrate your efforts on business-oriented platforms like LinkedIn, where you can primarily find your target audience online.
You’re probably less likely to focus on “leads” in the traditional sense and more likely to create an accelerated buyer’s journey from the moment someone lands on your website to the moment they make a purchase if your company is business-to-consumer (B2C). This is because depending on the price point of your products, it’s likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson. As a result, you might need to use stronger calls-to-action to encourage purchases because your product features may be further down the marketing funnel than they would be for a B2B company.
Landing page quality
Cost Per Acquisition, also known as “CPA,” is a marketing metric that calculates the total expense incurred to bring in one paying customer at the campaign or channel level. CPA, which distinguishes itself from the Cost of Acquiring Customers (CAC) by its granular application, is a crucial indicator of marketing success.
|Total campaign expenses||= CPA|
The cost per click (CPC) metric establishes the price that advertisers must pay for the clicks that their online or social media advertisements receive. CPC is a crucial factor for marketers to take into account because it quantifies the cost of a brand’s paid advertising campaigns. The aim of marketers should be to lower click costs while also fostering high-quality clicks. As a result, it will lead to happy customers.
The cost per click (CPC) is the price paid for each click on an advertisement. It’s a metric that applies to all ad types, including text, image, and video ads. It applies to display ads, social media ads, and ads that show up on search engine results pages. Brands should consider CPC as one of the Sponsored Products best practices. Determining an accurate bid on particular keywords helps establish the worth of marketing campaigns.
A marketing term known as “cost per thousand” (CPM), also known as “cost per mille,” is used to describe the cost of 1,000 ad impressions on a single web page. If a website publisher charges $2 CPM, the advertiser must pay $2 for each 1,000 impressions of its advertisement. In CPM, the letter “M” stands for the Latin word “mille,” which means “thousands.”
The principles, practices, and guidelines that an organization adheres to when interacting with its customers are referred to as customer relationship management (CRM).
This entire relationship, as seen from the organization’s perspective, includes direct interactions with customers, including sales and service-related procedures, forecasting, and the examination of consumer trends and behaviours. CRM’s ultimate goal is to improve the customer’s experience in general.
The next step that a marketer wants their audience or reader to take is referred to as a call to action (CTA) in marketing. Sales may directly relate to the CTA. It might, for instance, direct the reader to press the “buy” button to complete a transaction. It might also just encourage the audience to buy the company’s products or services.
The CTA might recommend, for instance, that the reader sign up for a newsletter with product updates. A CTA must be clear and come right after the marketing message to be effective.
Conversion rate optimization, or CRO, is the process of increasing the percentage of users or website visitors who complete a specific action to increase the number of leads you generate. You can achieve conversion rate optimization through content enhancements, split testing, and workflow improvements.
The process of attracting potential customers to your business and piquing their interest through nurturing, with the ultimate objective of turning them into customers, is known as lead generation. Job applications, blog posts, coupons, live events, and online content are a few ways to generate leads.
The percentage of website visits that don’t result in desired user behaviours, like link clicks, form submissions, or purchases, is known as the bounce rate. While we cannot prevent some bounces, a high bounce rate may point to unsatisfactory or ineffectively optimized content.
The process of segmenting involves breaking up your database into groups based on one or more criteria. By grouping your customers based on shared traits, segmentation makes marketing strategies simpler and more effective.
Google uses a set of guidelines known as algorithms to rank websites in search results. To understand what users are looking for and to rank pages according to relevance and quality, Google’s sophisticated system extracts data from pages.
Google algorithm follows the fundamental definition and guidelines of an algorithm that we described. Think back to the last time you used Google to search. The search engine returned millions of results, whether you typed “cute cat videos” or “shoe stores in Pennsylvania,” for you to choose from.
We refer to organic traffic as the visitors who arrive on your website as a result of unpaid (“organic”) search results are referred to as “organic traffic”. Paid traffic, which refers to visits brought about by paid advertisements, is the opposite of organic traffic. Organic visitors arrive at your website after using a search engine like Google or Bing, so no other website “referred” them.
Regularly posting relevant, high-quality content to your blog is the quickest way to increase your website’s organic traffic. But there are other methods for attracting new visitors as well. Search engine optimization, or SEO for short, is the area of online marketing that focuses specifically on enhancing organic traffic.
When a user searches on a search engine like Google, Yahoo, or Bing, the site appears in the search results. This is how we obtain organic traffic. The fact that organic traffic is free makes it the kind of traffic that website owners desire most.
A digital marketing agency can offer a full range of services or specialize in digital marketing strategies.
A full-service digital agency typically provides end-to-end solutions for your online presence. You can start by creating and implementing your complete digital marketing strategy for branding your company. It also includes designing your website and optimizing it for higher rankings in search engine results.
A digital marketing agency may offer a wide range of services if it focuses on digital marketing techniques. It can be from an overall strategy to content marketing, email marketing, social media advertising, pay-per-click (PPC) campaigns, influencer marketing, PR services, and much more.
Any opportunity where you can establish a connection with your audience is a chance to turn a lead into a customer or acquire a lead. Keeping updated with the definitions of these 100 digital marketing terms is one step to achieving this goal. You can reach potential customers through a variety of channels with digital marketing. It increases the number of opportunities for doing so. It’s a crucial strategy for marketing your company, service, or product online, whether it be through social media platforms, websites, text messages, or any other online medium.
One of the main areas of almost any company’s overall marketing strategy should be digital marketing. Nothing else offers the level of personalization that digital data can. In addition, there has never been a way to stay in such constant contact with your customers. Your company’s potential for growth will become more apparent the more you embrace the potential of digital marketing.