“If you’re not measuring, you’re not marketing.” Michael Regoli
Understanding the complex “jargons” that dominates the industry can be complicated. With words such as conversion and acronyms like SEO is thrown casually in conversations. To catch up, here are definitions of key phrases commonly used in the digital marketing industry.
30 Must Know Digital Marketing Terminologies
1. # (Hashtag)
This symbol represents a tag for categorization on Twitter. Pronounced as “hashtag.”
2. 301 Redirect
Code meaning “moved permanently,” used to point browsers, spiders, etc. to the correct location of a missing or renamed URL. Pages marked with such a code will automatically redirect to another URL.
3. 404 Error
“File not found” code for a Web page that displays when a user attempts to access a URL that has been moved, renamed or no longer exists. Used as a template for missing or deleted pages, designing a custom “404 page” in a user-friendly way can help people stay engaged with your site even when a given page turns up blank.
4. A/B Testing
A method used to compare different versions of digital ads or website landing pages in order to determine which one performs better. A typical A/B test for ads involves running the two ads simultaneously and then measuring which version gets a better response from the audience.
5. Ad Audience
The total number of people that have been exposed to or could possibly be exposed to an ad during any specific time period.
6. Ad Banner
The most common form of digital advertising. These ad units, which include static graphics, videos and/or interactive rich media, are displayed on a web page or in an application.
7. CTR – Click-Through Rate
Click-through Rate identifies the percentage of people who click on the link. Usually placed in an email, an ad, website page… etc. The higher the CTR percentage, the more people went through. CTR is extremely important for many parts of the Digital world.
8. CPA – Cost per Acquisition
Cost per Acquisition is a pricing model where companies are charged by advertising platforms only when leads, sales or conversions are generated. It’s been around for a while but has been generating much more traffic as a common pricing model in late 2013 and early 2013. The best part about CPA is you are only charged for the results that you want.
9. CPC – Cost per Click
Cost per Click is a pricing model where companies are charged by publishers for every click people make on a displayed/test ad which leads people to your company’s website (hopefully to a landing page!).
10. CPM – Cost per Thousand
Cost per Thousand is a pricing model where advertising impressions are purchased and companies are charged according to the number of times their ad appears per 1,000 impressions. It’s definitely a favorite form of selling ads by publishers because they get paid regardless by just displaying ads. CPM model really only makes sense if you are trying to increase brand awareness.
When a visitor takes the desired action while visiting your site, it is called conversion. This can be a purchase, membership signup, download or registration for the newsletter.
This term is used to define the number of times a company’s ad will appear to its target audience. The impression could also be related to a website and the number of times the web page appear in total.
Example of how impressions work: 1 visitor could view 5 pages which would create 5 impressions. 2 visitors could view 5 pages which would generate 10 impressions.
A keyword is a word or phrase that your audience uses to search for relevant topics on search engines. If you are a flower shop, a relevant keyword could be “Buy Red Roses” [short keyword] or “Looking to purchase roses from a flower shop” [long tail keyword]
14. Organic Traffic
This is traffic that is generated to your website which is generated by a Search Engine. This could be traffic from Google, Yahoo or Bing. It’s also known as “Free” traffic. Organic traffic is the best type of traffic!
15. Paid Traffic
Paid search is when a company bids on keywords and makes advertisements around those keywords to be displayed on search engines. These results appear separately, either on the top, bottom or right side of a search results page. Paid traffic also encompasses any form of paid advertisement that directly points to your website.
16. SEO – Search Engine Optimization
Search Engine Optimization is a way a company optimizes its webpage allowing the website to rank higher on a search engine’s results page (SERP). The higher your ranking, typically more traffic is generated (if the keyword has traffic) and more targeted traffic.
17. SEM – Search Engine Marketing
Search Engine Marketing is a way companies can get higher placement on search engines by bidding on search terms. Make sure to check out our article on How to Run a PPC audit.
18. SERP – Search Engine Results Page
Search Engine Results Page is the list of results provided by a search engine after a search query is made. Essentially, if you are looking for where your website ranks for “Best Digital Marketing Agency” a SERP report will let you know that your website is ranked #4. Meaning that your website is in the Fourth position (1st page).
19. Domain Authority
This is a scale from 1-100 that search engines use to determine how authoritative a company’s website is, 1 being the lowest rank and 100 being the highest. The higher your domain authority the more Search Engines trust you.
20. Keyword Stuffing
This is the practice of using too many keywords in content in hopes of making it more visible on search engines. You will be penalized by search engines if you resort to it. Never keyword stuff, just provide great and valuable content.
21. META Description
The META description is the few lines of text that appear on the search engine results page.
22. RSS – Really Simple Syndication
Really Simple Syndication is a technology that allows users to become subscribers of content and ultimately get automatic alerts if updates are made. They would need an RSS Reader which is where they receive all the updates. Here are a few popular RSS Readers:
23. Viral Marketing
This is a way of marketing where the audience is encouraged by companies to pass on their content to others for more exposure. Usually, a successful viral marketing campaign has an easy share functionality. If you had to pay a lot to generate awareness, it wouldn’t be considered “Viral Marketing” (it would be considered paid traffic).
A subscriber is a person who allows a company to send him/her messages through email or other personal communication means. These subscribers are of high value to publishers and businesses alike. Subscribers keep coming back!
25. Social Networking
Social networking is the practice of using web-based platforms (or mobile) to build online communities where people share common interests or activities. The most common social networks are Facebook, Linkedin, Twitter, Pinterest… just to name a few.
26. Landing Page
This is the page on a company’s website that is optimized to act as the entry page to a site. When redirected from external links, this is where the visitors will be led back.
27. The Inbound Methodology
The best way to turn strangers into customers and promoters of your business
Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.
The first part of the inbound marketing methodology is to Attract. The world of the consumer has changed. You can no longer have your brand interrupting individuals while they are in the middle of something completely unrelated to how you can do business together. The inbound marketing methodology puts your brand in front of prospects when they are actually looking for what you have to offer.
Some of the most important tools to attract the right users to your site are:
- Search Engine Optimization
- Inbound Content
- Social Media Marketing
Convert the middle is when the work really kicks in. We love the convert stage of the inbound methodology because even though it’s a lot of effort, here is where you start to see the rewards of all of your content marketing efforts. You’ve already enticed your strangers to become recurring visitors, so now you need to make them leads by submitting their contact information on your website so they can join your marketing and sales funnel.
Some of the most important tools to convert visitors on your site are:
- Premium Content Offers (Ebooks, Whitepapers, Checklists, etc.)
- Landing Pages
- Smart Forms
The Close stage is absolutely critical. This step means revenue! Closing is where we turn all of those qualified website visitors and leads into customers. Closing a lead and converting them into a customer can be a long process in many industries as well. It typically takes from 7 to 13 touches to convert a lead to a sale. So how can we utilize marketing techniques to help close more customers for your business?
Some of the most important tools to close leads into customers are:
- Marketing Automation & Workflows
- Effective Email Marketing
- List Segmentation
- Sales Alignment
As you know, inbound marketing and inbound selling is all about providing remarkable content to your leads and customers. Just because someone has signed a contract with you, or purchased your products, doesn’t mean you can forget about them. That’s actually the worst thing you can do! Inbound companies continue to engage with, delight, upsell and grow their current customer base into happy promoters of the organizations and products they love.
Some of the most important tools to delight your customers are:
- Dynamic/Smart Website Content
- Trigger Marketing
- Social Media Monitoring
Before you start planning an effective digital marketing strategy, you need to understand the different channels in digital marketing. Identifying what channels work best for your business and working on them will help you propel your business forward.
27. Display Advertising
This channel involves designing graphical advertisements and placing them next to content on websites, e-mails and other digital formats, and instant messaging applications. The advertisements can be text, images, audio or video clips, animation, or other interactive content.
You can target your adverts according to consumer behavior, demographics, or geographic location. Say, for example, you own a salon in Raleigh and are offering attractive discounts to locals, there’s no point in letting people across the continent know about the same.
With the help of analytics, it is possible to track the number of people who have seen your adverts or clicked on them, what a person did on your site after entering it, and the conversion ratio.
Display advertising not only helps you promote new products or offers, but it helps you increase your online presence and reach out to your customers. Display advertising can help drive leads and increase brand awareness too.
28. E-mail Marketing
As the name suggests, you market your products or services to your targeted customers via e-mail. E-mail marketing is a great way to gain new customers or improve relationships with existing customers.
E-mail marketing campaigns are good for companies that may not be able to shell out a lot of dough for promoting their business. E-mail marketing also allows companies to promote other marketing channels effectively. However, building a customer database and designing newsletters/e-mails can be very time-consuming.
Furthermore, not all your customers may have the patience to go through your e-mails as most people have full inboxes. On the other hand, if you keep sending multiple e-mails, it may irk your customers and they may end up marking your e-mails as spam. Find the right balance and avoid sending e-mails that go with the line ’Do not reply’. Have a specific e-mail domain as communicating with your customers is of prime importance.
29. Social Media Marketing
Social networks like Facebook, MySpace, and LinkedIn, blogs, microblogging websites like Twitter, forums, wikis or open encyclopedias, content communities like Flickr and YouTube, and podcasts are all forms of social media. All of these forms involve the building of networks or communities by allowing users to interact with each other.
Social media tools encourage users to share opinions, participate in discussions and engage with others in real time. As such, social media marketing can be the best way to market your brand or company, and connect with your customers. However, know that all digital marketing tools have different purposes; you’ll need to identify your company’s goals and your targeted audience before you get started.
Note that encouraging users to engage and participate is often a challenge, so you’ll need to figure out how you’ll go about these things. Furthermore, continuous communication with customers is necessary and you’ll have to make sure that you are aware of all the positive and negative things that customers have to say about your brand.
When posting new content or comments, always think and review more than twice as social media mistakes aren’t easily forgiven. Keep in mind that any user can take a screenshot of your blunder and even if you edit or delete an erroneous post, later on, the damage will already have been done.
Lastly, follow social media etiquette so you don’t come across as a spammer.
30. Affiliate Marketing
Affiliate marketing is performance-based marketing involving a business owner and one or more websites or affiliates. The affiliate website owners place advertisements on their own websites to market the business owner’s goods or services in exchange for a percentage of profits.
Considering an affiliate marketing campaign for your company is generally a good choice; you get mass coverage at no additional costs. You also get more exposure when more websites are affiliated with your business.
Your affiliates can make money in three ways: Pay Per Click, Pay Per Sale, or Pay Per Lead. This means that your brand is advertised for free and you only incur a cost when an agreed action occurs- when a user clicks on your advert on the affiliate’s website, or when a user is led from the affiliate website to your website and purchases a product/service or if the user registers on your website.
Our recent review that digital marketing is now bigger than Internet marketing based on searches for knowledge and services related to digital marketing. As demand for digital marketing has grown, so has the number of specialist digital jobs needed in companies and agencies. Google Trends shows us that searches for Jobs in Digital Marketing has overtaken Jobs in Internet Marketing and continued to grow since 2013. To help you find the right job in digital we have below major roles you could developer skills at.
The above are the 30 common digital marketing terminologies for your consideration. Kindly let me know what you think in the comment section.
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