The Ultimate Digital Marketing Glossary
When it comes to marketing, we know it can sometimes feel like a foreign language.
As marketers, we love any kind of jargon — especially acronyms. But for a layman, you might end up feeling a little lost (sorry!).
You may have heard phrases from your digital marketing agency or marketing team and thought, “how the hell am I meant to understand what’s going on in my accounts if I don’t understand the terms?”
To give you the inside scoop on what we’re on about, we’ve put together a handy guide to the world of marketing with all the key phrases you’ll need to know.
A/B testing /split testing is when two nearly identical campaigns are created but differ in one element. This allows you to optimise performance by testing the best-performing version of each element.
Ad copy is the written element of the ad that marketers use ad copy to get readers to engage and take action. This is a very specific type of content, typically used for things like Google Ads and social media ads like Facebook, Instagram and LinkedIn. Ad copy should communicate the USPs of the product or service whilst explaining how these solves the consumers problems.
This is an advertising model that businesses use when they partner with third party advertisers to generate traffic and direct users to their products and services. These projects generate commissions that act as an incentive for third-party publishers to find ways to further their business. Third parties are likely affiliates.
AI (Artificial Intelligence)
AI is a general term used to describe technology in which solutions are generated through machine learning. This technology is used in chatbots and process automations. An example of AI technology is Chat GPT (created by OpenAI). This an online service that allows users to ask for answers to any question.
Marketing analytics is the process by which data is used to gain insight into user behaviour. We use analytics to determine the success of our marketing efforts and identify future opportunities that could improve your marketing strategy.
Avg. Session Duration
Measures the average amount of time users spend on your website by dividing the time spent across sessions by the number of sessions. This will give you the average session duration.
This is the average position where the ad was shown. If an ad appeared in 1st place and 3rd place, the average position would be 2nd place.
A backlink is a link from another website that directs traffic to your website somewhere in its content. Also known as external backlinks, link building or digital PR.
B2B (Business To Business)
B2B stands for business-to-business marketing and refers to the marketing of products or services from one company or organisation to another.
B2C (Business To Consumer)
Business-to-consumer marketing, or B2C marketing for short, is a marketing term that refers to the strategies companies use to promote their products and services to individuals (i.e. not other businesses).
Bottom of the funnel
This is the bottom of the marketing funnel where you already have your audience’s attention, they’ve engaged with your brand platforms or content and know your niche. . Audiences at the bottom of the funnel are most likely to take action.
This measures the number of users who visit a website and leave without viewing other pages on the site.
Brand awareness is a term used to describe your brand’s recognition among your target audience. Building brand awareness is an important step, especially in the early stages of your business. Brand awareness is related to both your brand and your product or service.
Brand positioning is the process of positioning a brand in a competitive market according to its value and what it offers. Brand positioning should differentiate your company from your competitors and emphasise your brand’s uniqueness.
Branding is a consistent theme used throughout marketing communications to build a strong, positive perception of your business. This includes elements such as logos, colour palettes, and designs specific to your business.
A detailed description of the person representing the target audience. This includes their age group and specific interests.
Case studies are used to provide context to help buyers move down the conversion funnel. This is done by presenting quantifiable results in the form of previous examples that provide a ‘case study’. A case study is an example of social proof.
Chat GPT or Generative Pre-trained Transformer is an AI tool designed to mimic human conversation and provide information based on user prompts. This technology can help businesses with content ideas, answering customer support questions and providing product information, just to name a few.
The rate at which customers stop using a company’s services over a period of time is called turnover or churn rate. This may also apply to the number of subscribers who do not fully renew or cancel their subscription. The higher your churn rate, the more customers stop buying from your business.
This is a method of predicting the influence of a URL based on the number of websites linking to it.
Clickbait usually refers to misleading headlines or sensational articles curated to attract clicks to specific content. This can be achieved by exaggerating claims and omitting important or truthful information from stories in order to gain traffic.
Clicks is a marketing metric that measures how many times a digital ad has been clicked on.
Closed-loop marketing is a form of marketing analytics that uses data and insights to drive ROI. It’s very similar to data-driven marketing.
Content Management System (CMS)
A CMS or content management system is used to create, manage, and optimise a customer’s digital shopping experience. This type of software allows the creator to collaborate on various projects, such as blog posts and websites.
Content marketing is the use of relevant media such as videos, articles, and podcasts to attract, engage, and retain customers.
AI (artificial intelligence) is a general term used to describe technology in which solutions are generated through machine learning. One of the most relevant forms of AI for marketers is conversational AI. This technology allows bots to communicate like humans by recognising speech and text, understanding intent and responding in ways that mimic human conversation. This technology can be used to recommend products or answer customer questions.
Conversion rate shows the percentage of users who performed the desired action. For example, how many people bought something after visiting a particular page.
Conversion Rate Optimisation (CRO)
CRO or conversion rate optimisation is a strategy that aims to increase your conversion rate (the number of users taking the desired action).
CPA (Cost Per Acquisition)
CPA (Cost Per Acquisition) shows the amount spent to get a customer to the point of taking a specific action. To calculate CPA, divide the total cost spend on the campaign or account being measured by the number of new customers acquired.
CPL (Cost Per Lead)
CPL or cost per lead is a marketing metric that indicates the cost for each lead generated. It is calculated by taking your total marketing spend and dividing it by the total number of leads. A lead is defined as a potential person that may engage in the action you’re looking for.
CRM (Customer Relationship Management)
CRM or Customer Relationship Management is software used to manage interactions with customers and prospects. A CRM helps businesses nurture customer relationships, simplify processes, and increase sales.
CSS (Cascading Style Sheets)
CSS is a programming language that manages the design of web pages. CSS is used to manage and describe elements such as font size, colour and spacing.
CTA (Call To Action)
A CTA or Call to Action is a marketing term to describe a statement that encourages customers to take action. It can take many forms such as: “Buy Now” or “Get Offer” and is usually a button.
CTR (Click Through Rate)
CTR or click-through rate measures the percentage of people who click on a particular ad. CTR is the number of clicks on your ad divided by the number of times your ad has been shown: clicks ÷ impressions = CTR.
Customer Acquisition Cost (CAC)
CAC (Customer Acquisition Cost) is a measure of how much a company spends to acquire a new customer. CAC is the total cost of your sales and marketing activities, assets, or equipment necessary to persuade customers to purchase a product or service.
A customer journey is often a visual representation of a customer’s journey, from discovering your business to becoming a loyal customer.
Customer lifetime value (CLV)
CLV (Customer Lifetime Value) is a key marketing metric that shows how valuable a customer is to your business, not only on a purchasing basis but throughout the customer relationship including thier engagement and content consumption.
DA or Domain Authority is a metric used to estimate a website’s status as a reliable source of information. This also indicates a website’s potential performance on search engine result pages (SERPs).
E-A-T- stands for expertise, authority and credibility. It comes from Google’s Search Quality Rater Guidelines. EAT is a concept of judging a website’s content expertise and authority. EAT is influences by the level of information included on your website, customer experience on your website, the transparency of the information on your website, the quality of the content and whether there is enough content.
E-commerce is the act of transactions being completed on the internet, or electronically.
Email automation is a process where marketers create triggers for email sends. This allows marketers to send the right message to the right customer at the right time without sending emails manually. This is a highly effective marketing tactic used to nurture leads and ultimately increase sales from potential and existing customers.
Engagement is people interacting with your brand in any way. This can come in the form of clicking on paid advertisements, liking organic social media posts or converting.
eROAS is your estimates ROAS (Return On Ad Spend).
Frequency is the number of times an individual consumer is likely to be exposed to an ad during the duration of a campaign.
HTML is a programming language for describing the structure of web pages. It is similar to CSS but not interchangeable. HTML tells the browser how the content should be displayed and allows website owners to change things such as font size, colour and spacing.
Hyperlink (Internal Linking)
Hyperlinks allow users to navigate a website or document to find additional relevant information through embedded links. Hyperlinks are often displayed as underlined text or images in a colour other than black (often blue).
Impressions are the metric used to describe when a user sees an ad. In fact, an impression is created every time a user opens your app or website and sees an ad. These can be repeated, impressions do not distinguish between past viewers and new viewers.
Inbound marketing is about engaging customers by creating personalised and valuable content and experiences. While outbound marketing takes a more broad approach, inbound marketing aims to create lasting connections and solve problems.
Influencers are social media users who have significant influence or a large following. Influencer marketing is a form of social media marketing that uses recommendations and product mentions from influencers.
Key performance indicators (KPI)
Key Performance Indicators (KPIs) are metrics tracked by a company that determine the overall relative effectiveness of a company’s marketing or sales activities.
Keywords are words or phrases that people enter when searching for products or services. Search engines then return what the algorithm decides are the most relevant results to the keywords.
Landing pages are designed to provide the most relevant information depending on the source of the traffic. A landing page can be an existing page or a new page designed to be most relevant to the traffic.
Lead Generation (Lead Gen)
Lead generation is the process of generating consumer interest in a product or service with the goal of converting them into customers. In online marketing, this typically involves collecting visitor contact information (known as “leads”) via web forms.
Lead nurturing is the process of nurturing leads who are in the consideration stage. Successful lead nurturing involves anticipating a buyer’s needs based on who they are (using segmentation) and where they are in the buying process.
In marketing, a lead is a person or organisation that has interacted with your business or is a potential future customer.
Marketing Lists are lists of prospects that businesses can use to generate sales and brand awareness through online and offline marketing.
Long Tail Keywords
Long-tail keywords are keywords or key phrases that are more specific than commonly used short, generic keywords and are usually longer. Long-tail keywords get less search traffic, but they’re more specific, so they’re generally more likely to convert.
Marketing mix refers to the set of instruments or tactics a company uses to market its brand or products. The 4 P’s make up a typical marketing mix: price, product, promotion and place. But marketing is such a broad topic that marketers have started adding Ps like packaging, positioning, people, and even politics as important mix factors.
Middle of the funnel
The middle of the marketing funnel is when brand-aware customers are approaching the purchase stage. Educational content and reviews are important for this part of the buyer journey, as people at this stage want more detailed and in-depth information about the brand.
MER (Marketing Efficiency Ratio)
MER or Marketing Efficiency Ratio measures the overall performance of digital marketing efforts. The formula is total sales divided by total costs.
A type of keyword that prevents your ad from appearing if people use certain words or phrases. People searching for that phrase won’t see your ad. This is also called negative matching.
No Follow Links are used to tell search engines not to crawl the link or to influence the ranking of the website it links to.
“Off-page SEO” (also called “off-site SEO”) are actions taken externally to your website that impact your rankings within search engine results. Along with on-page SEO, these include several of the factors of basic SEO that help a site rank higher.
“On-page SEO” (also known as “on-site SEO”) is the practice of optimising website elements to rank higher and get more relevant traffic from search engines such as Google.
Email open rate is the percentage of subscribers who opened an email out of the total number of emails sent.
Marketing optimisation is about improving your strategy to reach your business’s goals. This process involves using data and insights to inform any adjustments you make to your marketing efforts.
Organic marketing is a strategy to generate traffic without spending money. This includes blog posts, case studies, and social media content.
A page view (or page view hit, page tracking hit) is an instance of a page that is loaded (or reloaded) in a browser. Page views is a metric defined as the total number of pages viewed.
Pages / Session
Pages per session, also known as page views per session, is the total number of pages viewed divided by the total number of sessions that occurred. It shows the average number of pages on your website that users visit per session.
Paid Search Advertising is a form of digital marketing that allows companies to pay search engines to place their ads on relevant search engine results pages and drive traffic to their websites.
A pain point is a specific problem faced by a current or potential customer in the marketplace that a business can solve. This is normally written about in ad copy.
Product placement is a form of advertising that showcases a brand’s products and services in productions such as movies and television shows that target a large audience.
PPC (Pay Per Click)
PPC or pay-per-click is a type of digital advertising in which an advertiser pays a fee each time a customer clicks on one of their ads.
A Qualified Lead is a lead that meets the necessary criteria to be reviewed by the marketing team and routed to the sales team.
Reach is the total number of individual people who saw your ad or content. If a total of 100 people saw your ad, your ad’s reach is 100. This differs to impressions, as impressions disregard whether the person has seen your content before so will have a higher number than reach.
Responsive web design refers to websites designed with mobile-friendly features, content, and media. A responsive website changes and adapts to the screen size of the device.
Retargeting is a strategy that primarily uses paid advertising to target audiences who have visited a website or social media profile. Retargeted marketing aims to move a potential customer further down the conversion funnel.
ROAS (Return On Ad Spend)
Return on ad spend (ROAS) is an important key performance indicator (KPI) in digital marketing. It refers to the amount of revenue that is earned for every pound spent on a campaign.
ROI (Return on Investment)
Marketing ROI is a way of measuring the return on investment from the amount a company spends on marketing efforts.
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It is used to assess a business’s areas for improvement and potential opportunities for future growth.
SaaS marketing is a type of marketing that focuses specifically on lead nurturing and generation for subscription-based software products.
Sales funnel is a marketing term for the customer journey. It is a metaphor for the customer journey from seeing your brand for the first time to becoming a customer.
A session is a time frame in which a user interacts with a website. For example, a single session can include multiple page views, events, and e-commerce transactions.
Segmentation is a technique for dividing customers into groups based on demographics. This can include, psychological, behavioural, and geographic factors.
SEM (Search Engine Marketing)
Search Engine Marketing (SEM) is a digital marketing strategy designed to increase a website’s visibility in search engine results, such as Google.
SEO (Search Engine Optimisation)
SEO marketing is a form of digital marketing that involves optimising a website or specific element (such as a social media page) with the aim of appearing higher in the search results for given keywords.
SERP (Search Engine Results Page)
The page a search engine such as Google returns after a user submits a search query.
Site Health is a metric provided by SEO tools like SEMRush and Ahrefs that measures a website’s structure, speed, security and technical SEO.
SMB (Small And Midsize Businesses)
SMB stands for Small And Midsize Business. A business with fewer than 100 employees is considered small. A business with 100-999 employees is considered midsize.
Social proof in the context of marketing is evidence that other people have used a product or service offered by a company, such as a product or service.
A suppressed list is a list of subscribers who should not receive emails.
Your target audience is the group of people who are most likely to be interested in your product or service. Members of this group share common traits.
In marketing, the term testimonial is used to describe an advertising method in which a person makes positive comments about a product or brand. The purpose of a testimonial is to build trust and strengthen brand credibility. Testimonials can be in the form of written content such as an online review. They can also be in video format.
Thank You Page
A thank you page is the page that a visitor, prospect, or customer sees after joining your mailing list, submitting a form, or making a purchase.
Top of Page Rate
The number of times your ad appeared at the top of the page in search results out of the total number of appearances. This is shown in percentage form. For example, if you gained 200 impressions and 40 appeared in a position above organic search, the top of the page rate would be 20%.
Top Of The Funnel
Top of Funnel Marketing is used to refer to activities and campaigns focused on lead generation and target consumers who have had no previous exposure to your brand.
This is the total advertising expenditure. This includes agency fees (should you have any), subscriptions such as design tools, training programmes. Any extra expenses will be included.
Tone of voice (or TOV) is less about what you say and more about how you say something. The tone of voice is influenced by your choice of words and phrases. There are different tone of voices, examples include funny, authoritative, conversational.
Traffic refers to the number of visitors who have visited your website or a particular web page.
Trust flow is used as a key metric to measure a website’s credibility.
UI or user interface is what a user can interact with to use a digital product or service. This can include screens, touchscreens, keyboards.
Unique Clicks are a count of the number of people who clicked on your digital advertisement at least once.
Unique Selling Proposition (USP)
Also known as Unique Selling Point, your USP is what makes your product or service different to that of your competitors.
A unique visitor is someone who has visited your website at least once and is only counted once during the reporting period.
URL is short for Uniform Resource Locator. It means the address of a website page or other resource on the Internet.
UX (User Experience)
UX or User Experience encompasses all aspects of end-user interaction with a company, its services and its products.
Brand visibility is the amount the brand is seen by existing and potential customers on social media, search results, and other marketing channels.
A wireframe is a schematic representation of a web page, its content, and its behaviour, but without any graphical elements. Wireframes are used to lay out the website architecture and functionality, navigate between pages, and even allow users to run tests.
Image/Video size – This size is slightly longer than Square and is a new format for ads.
Image/Video size – usually known as “Square”.
Image/Video size – This is the size required for full-screen social media content such as Instagram stories.
Image/Video size – this is usually perfect for YouTube.
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