Time to Read: 3 minutes
Digital Marketing Terms Summary:
- A list and definitions of the most notable digital marketing terms.
No matter what industry you are in, knowing the lingo and vocabulary is one of the most crucial parts of succeeding. Digital marketing is an ever-changing industry and a plethora of vocabulary terms that go along with it reflect that. Although there are always new words introduced as technology progresses, for now, this list should encompass all the basics in digital marketing.
Basic Digital Marketing Glossary
Audience
The target demographic marketing efforts are focused on. The audience will vary depending on the marketing channels, content type, products, services offered, etc. Depending on the business, it often makes sense to target two different audiences.
Audit
A thorough investigation and analysis of marketing efforts. A digital marketing audit gives the company an in-depth look at all aspects of their website, social media accounts, pay-per-click ads, etc. This analysis will shine a light on what is going well and where there is room for improvement
Campaign
A series of advertising messages that share a theme, and market a product or service. Digital marketing campaigns can be run through search and display network advertising platforms (i.e. Google, Bing), social media, email, or other online platforms. Campaigns can also refer to a comprehensive digital marketing strategy or project.
Channel
The avenue or outlet an advertiser chooses to use to market to their audience. Common marketing channels can be Google, Email, Social Media, Organic, or Paid.
Conversion
The act of a user completing the desired action from marketed material. Actions like downloading a file, completing a form, making a purchase, clicking on an ad, or calling a business are all considered conversions. By tracking conversions, businesses can see how well their advertising is doing, and if users are interacting with them.
Conversion Rate
The percentage is the percentage of visitors to your website that complete a desired goal out of the total number of visitors. A high conversion rate means users are interacting how you intended them to, a lower one means there is room for improvement.
CTA (Call To Action)
An element on a web page used to guide visitors towards a specific action or conversion. A CTA can be a clickable button, an image, or standard text. They typically use imperative verb phrases like: “call today” and “learn more”
Demographic
A way to divide the market into smaller categories based on demographic factors, such as age, gender, location, income, occupation, ethnicity, and race. Identifying a target demographic helps the brand fine-tune its marketing strategy and focus on specific markets rather than the market as a whole.
Impression
A metric used to quantify the number of digital views or engagements of a piece of content, usually an advertisement, digital post, or web page. This is a common metric tracked in pay-per-click campaigns.
Inbound Link
A link coming from another site to your own website. Having a high number of inbound links is very beneficial to a website’s SEO and domain authority because it boosts visits to the website.
KPI (Key Performance Indicator)
A measurable value determined by a company to indicate how well an account is performing and used to evaluate success.
Landing Page
The page where a visitor “lands” after they click on a link in an email, or ads from Google, YouTube, Facebook, Instagram, Twitter, etc. Landing pages are typically standalone web pages, created specifically for a marketing or advertising campaign.
Lead
A conversion from an ad that gives information on a potential customer that a sales team can then convert into a sale. This is a commonly used metric or KPI in any PPC Account.
Outbound Link
A link that on your website that sends the customer to another domain outside of your own.
ROI (Return of Interest)
The benefit received from a certain investment compared to the cost. To receive a positive ROI, a business must earn more money using marketing channels than they are spending on the marketing itself.
Tracking Pixel
An HTML code snippet that is loaded when a user visits a website or opens an email. Utilizing tracking pixels in digital marketing can help track user behavior and conversions.
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