One thing you should know about digital marketing is that it can be done by anybody as long as you spend time learning the fundamentals. After all, digital marketing is simply about connecting with your audience when and where it matters. Whether you’re an aspiring marketer or a business owner looking to expand your brand’s reach, one of the first things you need to do is familiarize yourself with industry jargon. Getting a good grasp of the little concepts can help you understand the bigger picture.
Digital marketing has been one of the most dynamic industries in recent years. Being on top of all the developments and changes is a must for anyone wanting to make a big splash out of it. This is useful when forming strategies that can boost your brand’s web presence and sales. If you need an in-depth look at digital marketing and what every business owner should know about, you can check out our definitive guide.
Knowing Your Digital Marketing Terms
We understand that it can be pretty difficult to catch up on all the new developments cropping up in the digital world. That is why we’ve compiled a list of terms that will help keep yourself in the know.
1. Digital Marketing
Digital marketing encompasses every marketing effort that involves using electronic devices or the internet. This can be divided into several channels: search engine optimization (SEO), search engine marketing (SEM), pay-per-click advertising (PPC), content marketing, social media marketing, affiliate marketing, and email marketing.
This is short for web log or weblog. An individual or group of people usually maintains a blog. Blogging is a core component of inbound marketing, as it can accomplish several initiatives simultaneously like website traffic growth, thought leadership, and lead generation.
Analytics is essentially the discovery and communication of meaningful patterns in data. In traditional marketing, analytics weren’t always that accurate or concrete. In digital marketing, however, getting precise data is possible using a number of platforms. These platforms are available across all digital channels, helping marketers measure success and plan future campaigns with accuracy.
4. B2B / B2C
These are acronyms used to describe who a company sells to. B2B stands for ‘Business to Business’ and refers to companies that sell to other businesses, while B2C refers to companies that sell directly to consumers.
5. Buyer Persona
This is a marketing practice in which you compile data and ideas you have gotten from your market research to create a semi-fictional representation of your ideal customer. The more familiar you are with your customers, the more effective your marketing strategies can be.
A call-to-action is a text link, button, or image that encourages a website user to visit a landing page and become a lead. Some examples include Subscribe Today on website popups or Download Now in app websites.
7. Landing Page
A landing page is a website page containing a form that is used for lead generation. These pages usually revolve around a marketing offer (like a free ebook) which is offered to potential customers in exchange for valuable personal information that can be used later on to turn that person into a lead.
A lead is what you call a person or company who has shown interest in purchasing your product or service. This happens when people fill out forms, subscribe to blogs, or exchange information for a coupon.
AMA, which stands for Ask Me Anything, is an online community activity that originated in Reddit. During AMA’s, one person/group (usually of a certain level of fame or significance) is given an amount of time to answer questions asked by regular users. This form of engagement is effective because it provides a platform on which regular users and notable figures can interact.
An avatar refers to either an image or name that is used to identify a person online in forums or social media networks, or a customer avatar, another term for customer persona.
A Bio is a short description displayed on your online profiles that sums up who you are.
Much like a physical bookmark, online/digital bookmarks save a webpage on your browser’s cache for viewing later on.
Clickbait is a frowned-upon practice in which users are ‘baited’ with a photo/phrase that piques a person’s interest but the content is totally different from what was suggested.
14. Clickthrough Rate
Clickthrough rate is a digital marketing metric used to represent the number of times a visitor clicks through your content divided by the total number of impressions a piece of content receives.
15. Bounce Rate
Bounce rate can apply to two different platforms. Website bounce rates refer to the percentage of people who land on your web page but leave before visiting other pages. Email bounce rates refer to emails that were not delivered in a person’s inbox. This could mean that your lists are dated.
16. A/B Testing
This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts. By doing this, marketers get a better grasp on which approaches work better than others.
APIs are a series of computer programming rules which allow an application to extract information from a service. This information is then used by the program or in data analyses.
Crowdsourcing refers to the act of soliciting ideas or content from a group of people. Allowing subject matter experts to contribute for you is one way to get quality content for your brand in a short amount of time.
19. Engagement Rate
This is a social media metric used to describe the number of likes, comments, and shares a piece of content receives.
A GIF is short for graphics interchange format. This is a popular file format online that can be described as a mix between an image and a video.
This is another term used to refer to a person’s username. This term is often used when talking about Instagram and Twitter.
A hashtag is a word or phrase spelled out without spaces with a pound (#) sign in front of it. This is used to group together user posts that are of the same subject matter which starts public conversations online.
23. Inbound Marketing
Inbound marketing refers to marketing activities that draw visitors in, rather than marketers having to go out to get prospects’ attention.
24. Link Building
This is a process done in the social media optimization industry in which website owners work to earn links to their site from other websites in order to improve their search engine rankings.
Humor, if executed correctly, can be one of the most effective approaches in marketing. Memes are an example of funny content that people, especially young one, find entertaining. In its most basic forms, memes are images with texts that convey some kind of joke.
This is the practice of capitalizing on a topic that is trending in the hopes of getting people to talk about your brand as well. Newsjacking must be done with extreme caution and consideration, especially with the more sensitive trending topics.
PPC, or pay-per-click, is an online advertising model in which advertisers display ads on search engine results pages, blog networks, and affiliate websites and get charged when a visitor clicks through those ads.
Search engine optimization is the process of improving the volume or quality of unpaid traffic to a website from search engines. In an age when practically everybody knows and uses Google, having a high search ranking can mean well for your brand/business.
Viral is a term used to describe a piece of content that garners a huge amount of views, usually in the millions.
30. ALT Tags
ALT tags are used to describe the image or what the image is representing. This plays a part in boosting your search rankings.
31. Brand Awareness
Brand awareness is a marketing term that describes the degree of consumer recognition of a product by its name. One of a marketer’s main goals is to enhance brand awareness. More brand awareness means more potential for conversion or sales.
32. Brand Identity
Brand identity is the visible elements of a brand, such as color, design, logo, and writing style that identify and distinguish the brand in consumers’ minds.
33. Churn Rate
This refers to the number of customers you weren’t able to retain. To calculate churn rate, take the number of customers you lost during a certain time frame, and divide that by the total number of customers you had at the very beginning of that time frame.
34. Conversion Rate
Conversion refers to the percentage of people who completed an intended action such as filling out a form or subscribing to a YouTube channel.
This refers to the number of times a post has appeared in a person’s feed or web page.
This refers to the number of people who have seen your post. Unlike impressions, reach counts multiple views of the same person as a single unit.
Engagements are a step above reach as it refers to the number of people reached who have interacted with your content.
38. Crisis Management
This refers to how companies handle events or interactions that could potentially damage your company’s reputation.
Evergreen is what is used to describe content that will remain valuable over time and ages well. Examples of evergreen content include primers, definitive guides, glossaries, how-to’s, and trend studies.
These are images containing important information that is shareable and is meant to increase your chances of being found via social media when others share this piece of content.
Keywords are words and phrases that searchers type into search engines or entered using voice search. They determine the topics that web pages get indexed for in search engines like Google, Yahoo, and Bing.
42. Lead Generation
Lead generation is a marketing process that involves sparking interest to people who may be interested in buying your products.
43. Lead Nurturing / Drip Marketing
Also known as lead nurturing, this is the practice of developing a series of communications (emails, social media messages, etc.) that seek to qualify a lead, keep it engaged, and gradually push it down the sales funnel.
44. Marketing Funnel
This refers to the process logic as a visitor gets to your page and completes the “transaction.” There are six stages to a typical sales funnel, namely Awareness, Discovery, Evaluation, Intent, Purchase, and Loyalty. But these could vary depending on a company’s business model.
In social media and search engine marketing, geotargeting is the technique of using a user’s location to craft more relevant ad copies.
This is a kind of article used in content marketing that makes use of bulleted/numbered lists as a means of providing valuable information in an easy-to-digest format.
47. Sentiment Analysis
This refers to when special software is used to determine whether customer feedback regarding your brand is positive, negative, or neutral.
48. Social Listening
This is what social media managers usually do when they want to track conversations around key topics, terms, and brands.
This refers to the number of users who visit a given website or web page.
This refers to an online seminar or presentation that is hosted by an individual or a company. Companies usually give some free webinars in exchange for personal info like email addresses and phone numbers.
51. Trending Topic
This refers to a subject matter that is talked about a lot on social media. Knowing which topics are trending can help you create content that resonates with your audience.
52. Ads Manager
An Ads Manager is an all-in-one software that online advertisers use to systematically place, oversee, and study their ads.
53. Relevance Score
Relevance score is a metric available in Facebook Ads Manager that tells you how well your target audience is responding to your ad campaigns.
54. Boosted Post
A Boosted Post is a post that an advertiser puts money on to increase its reach and potentially get more engagements and conversions.
A Chatbot is a program built with artificial intelligence used to automate customer interactions for a company. These usually answer basic, frequently-asked questions.
56. Disappearing Content
Disappearing content is a relatively new kind of social media content that initially appeared on Snapchat. These are video or image posts that expire in 24 hours.
This is a generic term that refers to the stream of content from other friends/companies when you log into your social media network.
This refers to the users who have opted in to subscribe to the content you publish. The more followers you have, the more influence you have on social media.
59. User-Generated Content
User-generated content is content that is created by a brand’s follower with the aim of promoting that brand. This helps get users engaged with their campaigns and build trust with their followers.
60. Conversion Path
This refers to a series of website-based events that facilitate lead capture. The simpler that path is, the more likely you’re going to get conversions.
Short for HyperText Markup Language, HTML is a basic electronic language used to write web pages and is considered the core of every web page.
Short for Cascading Style Sheets, CSS is a programming language that gives your entire website its style, like colors, fonts, and background images.
This is what you call an element in your website that is confusing, distracting, or causes stress for visitors, causing them to leave your page.
65. Responsive Design
This is the practice of developing websites such that it adapts according to how someone is viewing it.
66. Unique Visitor
Much like social media reach, a unique visitor refers to a single person who visits your website no matter how many times.
Also known as User Experience, this refers to the overall experience a customer has with a particular business all the way through their interaction, purchase, use, and even advocacy of that brand.
Also referred to as User Interface, this is what you call the elements of a website that people interact with. A good UI provides a user-friendly and intuitive experience.
In digital marketing, return on investment (ROI) is a term used to measure the profitability attributable to advertising or marketing campaigns.
70. Behavior-Based Marketing Automation
Behavior-based marketing automation refers to a system that sends emails and other communication to users based on their activity on and off your site.
71. Landmark Emails
Landmark emails are emails that celebrate a user’s important landmarks like birthdays, major milestones, etc. This is important for creating meaningful connections with customers.
72. Loyalty Offers
Loyalty offers are exclusive gifts given to customers as a reward for their loyalty.
73. Shopping Cart Fetchback
Also called abandoned shopping cart, this kind of email is sent by shopping websites to customers who have items on carts that haven’t been noticed for a while.
74. Permission-Based Marketing
This kind of marketing is educational in nature and sent with the permission of a user. Permission can be granted when opting in to receive a newsletter, subscribing to a blog, and the like.
75. Community Manager
Community managers are the people in the company responsible for building a strong online community that will, in turn, be beneficial for their brand/business.
Ebooks are electronic versions of books. Companies usually offer these for free in exchange for personal information to be stored in the company’s database.
Also known as a message board, a forum is an online discussion site and also functions as a kind of digital bulletin board.
78. Real-Time Marketing
This is a marketing strategy that requires a company to publish content relevant to current news and events.
An online marketing technique in which marketers display ads to people who have already visited their site or are part of their contacts database.
80. RSS Feed
Also known as Really Simple Syndication, it is a standardized system for the distribution of content from an online publisher to internet users.
Knowledge is Power: Create an Effective Marketing Strategy Today
Getting a hang of the jargon is just the first part of your journey to online success. There are many strides to take for digital marketing to provide significant results for your business. If you need some help building a proven strategy, get in touch with Growth Rocket today.