Digital Marketing Glossary
Digital Marketing Glossary by Márcia Monteiro
For those who work in digital marketing and with its respective tools, or for those who ambition to perform this kind of tasks, you must get familiar with a series of frequently used terms and acronyms.
Next, we will present you the main terms and acronyms along with a brief explanation of each.
Banner: an image or video, usually promotional, that stays on top of the online stores in order to draw the consumer’s attention.
Black Hat SEO: a set of illicit strategies used to better position a website on Google.
CAC (Customer Acquisition Cost): is the cost spent on marketing and other strategies to acquire a new client. It’s calculated by the sum of the entire investment divided by the total number of clients acquired over a certain period of time.
Conversion: it happens when the customer buys a product, hires a service or takes a specific action desired by the brand or company.
CRM (Customer Relationship Management): CRM softwares offer solutions for a good customer’s management relationship maintaining control over customers (conversations, meeting, appointments), information storage and organisation.
CRO (Conversion Rate Optimisation): CRO strategies are focused on increasing the percentage of visitors that make the desired conversions on the brand or company’s website.
CTA (Call-to-Action): instructions provided to push users towards a specific action wanted by the brand or company. It can be a clickable button, a banner, or a text with a link. They typically use an imperative phrase such as “click here” or “take this offer”.
Click-Through-Rate (CTR): number of clicks on an ad divided by the number of times it was seen. The CTR is normally analysed through marketing emails and posts on social media.
CPC (Cost-per-click): the amount of money deducted from a budget, each time a potential client clicks on a link. It’s widely used on sponsored links campaigns.
Edge Rank: it’s a Facebook Algorithm which determines the relevance of posts and the ones that show up – or not – on the user’s newsfeed. It’s based on three factors: likeness (if there were previous interactions with the page), publication format (link, video, image) and how old the publication is (the older, the less likely is to show up).
Email opening rate: the number of emails opened divided by the number of emails received.
Engagement: participation of a user in a brand or company content. The main types of engagement on social media are comments, likes, reactions and shares.
Inbound Marketing: marketing trend through which the brand or company stimulates the interest of a potential customer.
Keyword: a term considered the focus of a campaign or action. It can be used to classify an ad or to segment advertising or campaign.
Landing Page: webpage meant for a type of conversion, mainly for the creation of leads.
Lead: a person who has demonstrated an interest in a brand, market, product or services by providing his/her contact details (through registration forms or information requests).
Leads Nutrition: marketing automation technique for sending a sequence of emails or messages in order to guide the lead through the sales funnel and get the lead closer to a purchase.
Lead Scoring: an algorithm that determines a score or a scale for certain profiles and behaviours of a lead, that is, to analyse if he or she is qualified or not.
Link building: strategies that make other relevant websites, from that same segment, point to the brand or company’s website.
Marketing automation: when each stage of digital marketing becomes automated allowing scaling up results.
Mobile-friendly: sites, applications and other types of web content with a responsive design, thought for mobile devices like smartphones and tablets.
Outbound marketing: traditional marketing in which the brand or company looks for potential clients and tries to turn them into effective clients.
Opt-in: when the potential clients express the will of receiving content from a brand, company, product or service, normally by email.
Organic reach: number of people who have seen the content in an organic way (naturally) without any investment for that to happen.
Page rank: Google algorithm used to evaluate and rank the websites on the search result pages, from the most relevant to the least relevant.
Page-view: number of views on a webpage.
Paid reach: number of people who have seen a content because of an investment made for that to happen.
Persona: client’s profile created to guide marketing and sales strategies.
Reach: the number of viewers per post or digital campaign.
Remarketing: marketing strategy whose goal is to identify the potential clients that have demonstrated an interest in a product or service, and invite them to make a purchase using advertising, campaigns and marketing emails.
ROI (Return on Investment): return on the investment made in a campaign. It’s calculated in two phases: first, subtract the campaign cost by the generated income. Then, the total result should be divided by the cost. Afterwards, multiply the result by 100.
Search Engine Marketing (SEM): digital marketing strategies whose goal is to stand out a website on search engine pages.
Search Engine Optimization (SEO): series of marketing strategies that can be adopted by a website to position the search engine results in an organic (natural) way.
SERP: name given to the result pages that Google presents after the user’s search.
Sponsored Link: advertising on search engines such as Google that allows brands and businesses to create ads related to the user’s research.
Test A/B: a test that consists of presenting two different elements to the target audience and evaluate the one with better results.
Márcia Monteiro – MA Marketing Course Leader
London School of Design and Marketing