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Online Advertising Glossary – Marketing Terminology

120+ Terms Every Online Marketer Needs To Know.

Digital marketing is one of the most rapidly changing and evolving industries today. With new technologies and platforms emerging all the time, it can be difficult to keep up with all of the terminologies. Here’s a comprehensive online advertising glossary to help you get started.

Digital Marketing Terms

The most common terms in online marketing and their definitions

Also known as performance marketing, this refers to a marketing arrangement involving an online retailer and an external site. The role of the affiliate marketer is simply to introduce the products and services of the online retailer to potential buyers in exchange for a small commission with each sale closed.

As opposed to direct marketers, affiliate marketers do not develop or ship the products they promote. Neither do they handle the payments. They just refer prospects.

Think of it as a messenger between two applications. Every time you use a mobile application like a booking engine or a transactional site, you are essentially making use of API.

When you initiate a request through a mobile application, the API interface connects the app to the internet and then to the server with the information you need. The server retrieves the data and sends it to your app in a readable version for you.

This online marketing technique leverages user behavioral data to boost the reach, relevance, and effectiveness of a brand message. It allows you to monitor your prospects’ habits and patterns to determine the kind of advertisement that will resonate best with their needs.

For example, you can track people’s activities on your webpage, mobile app, or how they interact with your campaigns to personalize your marketing.

This is a marketing approach that thrives on data and insights. Once you have gathered and analyzed crucial customer information such as your traffic sources, you share it with your marketing and sales teams.

This helps them develop targeted campaigns for different market segments, enhance the quality of their campaigns, and boost the return on investment of your marketing efforts.

This refers to accessing valuable business information remotely from a virtual space via the internet. Cloud-based services range from storage, networking, server access, databases, and software access. Instead of storing valuable information on a local drive, this technology lets you store it in a remote database.

A perfect example is the Google cloud that provides many different public cloud services to its users such as remote data management.

This platform allows cloud users to manage multiple cloud services and resources across different cloud environments be it public, private, or hybrid cloud environments. This makes it easier to effectively manage all your resources from one interface.

For example, the CMP may give you access to self-service capabilities, resource management, task automation, integration, reporting, metering and billing of services, among other capabilities to support your critical business processes.

This is a small digital file containing a user’s information each time they visit an internet site. Web servers collect this information and transfer it to web browsers that store it and use it to deliver a more personalized user experience.

That means the web browser recalls your previous actions such as location settings, log-in credentials, your purchase preferences, among other personal interests.

Also known as corporate image or brand identity, this refers to the manner in which you present your company to the public whether it is your customers, employees, investors, or other stakeholders. All the visual elements that define the face of your organization such as your logo, tagline, color pallet, imagery, and brand tone constitute your corporate image.

The aim of this identity is to differentiate you from your competitors.

This is also called cost-plus pricing. As the term suggests, it refers to taking the cost of a product or service and adding a profit percentage or standard allowance to it to arrive at the selling price.

For example, if making a gadget costs $ 500, the manufacturer may add a 15% allowance to realize the selling price that translates to a profit.

This is a system that a company uses to manage all interactions with its customers and prospects. It employs different strategies, technologies, and practices to track and analyze crucial customer data throughout the customer journey. The data can be collected from social networks, websites, or newsletter campaigns.

The aim of CRM is to enhance business relationships, retain customers, and streamline business processes while boosting profitability.

Simply put, this is the cost incurred in acquiring a new customer. It covers all the efforts and resources a company invests in persuading a potential customer to purchase a product or service. This metric goes hand in hand with the customer lifetime value metric to determine the value an additional customer generates for the business.

To calculate CAC, take all your sales and marketing costs and divide them by the number of new customers.

This is an indication of how devoted a customer is to your products or services and how willing they are to repeatedly buy from you compared to your competitors. Such loyalty is nurtured through consistent positive customer experiences that yield lasting customer satisfaction.

As long as your product or service meets a customer’s needs, they will consistently favor it and abandon any other alternatives. This helps you retain your customers.

This is a technology that allows a company to collect, organize, automate, synchronize, and analyze customer data at every stage of the customer lifecycle. It keeps a live link between the customer and the business allowing seamless flow of important business information.

As the business collects real-time feedback from the customer, it can improve its processes, campaigns, products or services, and boost its sales growth while retaining and attracting new customers.

These are performance metrics developed by Google to gauge user experience on a web page. The three vitals are largest contentful paint (LCP), first input delay (FID), and cumulative layout shift (CLS) and are the latest addition to Google’s algorithm for page experience signals.

LCP checks the loading experience, FID measures interactivity, and CLS checks the visual stability of your website’s content. The aim of these vitals is to enhance user experience on the internet.

This is the Monday that comes immediately after the Thanksgiving weekend. It is a very important day to e-commerce sites and digital marketers for it is one of the busiest days for online shopping.

The term was born in 2005 from observation of people resuming high internet activity on Monday after a long weekend of window shopping. This resumption triggered a lot of online shopping. It is different from Black Friday that mostly focuses on retail shopping.

This is a form of online marketing that confines the visibility of the campaigns only to the publisher of the post and the intended target group. That means you can send different marketing campaigns to different target groups without mixing up the audience. It is a common practice especially with social network campaigns that make audience targeting easier.

The technique helps you build stronger relationships with your audience while guarding against the prying eyes of the competition.

Also known as sales closing, this is the final stage of a transaction process between you or your sales team and a prospective customer that translates to the desired outcome. Usually, at this stage the persuasion is complete and the prospect is ready to convert into a customer. The deal is complete when they purchase your product or service.

This is an individual such as a CEO or marketing head responsible for making strategic decisions on behalf of the company. Such decisions may include procurement, expansion, or investment. Decision-makers identify a need in the company and look for ways to solve the problem without affecting the company’s operations.

They also make important marketing decisions such as strategizing and overseeing marketing campaigns to their completion.

This refers to a section of the population to whom you direct your digital marketing efforts because of their likelihood to buy or use your product or service. The population is defined based on age, ethnicity, race, marital status, education, income, and employment.

Understanding the size and composition of a population helps you to better target your marketing campaigns for effective outcomes. For example, you may target new homeowners aged 30-40 years for home remodeling services.

These are platforms that help you build harmony between your brand and the media aspects of your brand message. Such systems help you store, organize, and share all your digital content securely from a central point.

All the digital files that form part of your brand’s online presence are considered digital assets and require special management for easy accessibility and optimization. They include marketing materials like design files, graphics, images, videos, and document files.

Also known as internet marketing, this refers to the branch of marketing that relies on the internet and other forms of digital technologies to promote brands. Digital marketing lets you connect with potential customers through digital media such as social networks, podcasts, videos, email, and websites, among other digital communication channels.

Through this marketing approach, you can consistently communicate your brand message, track your customer journey, and measure your marketing results without moving an inch.

This means competition between two or more entities providing the same product or service and competing for the same market to meet the same customer need. For example, Google and Bing are both search engines striving for the same market share of internet users.

It is different from indirect competition that targets the same market and customer need but through different products and services. For example, a coffee restaurant and a tea restaurant.

This is a technique of marketing that involves physically delivering a promotional message, marketing material, or product to the customer’s address through the postal service or other delivery services. It may be their home or office location.

Usually, the materials delivered this way are coupons, product catalogs, discount postcards, or free product samples. It is different from newsletter marketing but the two techniques can profitably supplement each other.

This refers to any marketing technique that uses direct communication to reach out to individual customers as opposed to going through third-party channels like media advertising. Some of the marketing strategies commonly used are text messages, phone calls, postcards, promotional letters, emails, and outdoor marketing.

This approach gives the consumer an opportunity to respond directly thereby collecting instant feedback.

This is a form of prospect nurturing campaign that involves sending automated campaign messages to your contacts over an extended period of time. The messages are pre-scheduled and personalized and mostly dispatched through newsletter marketing. Direct marketers and online influencers using social networks also employ this nurturing technique.

It differs from other database marketing techniques because it uses a pre-determined timing to dispatch the messages and the messages are tied to specific behavioral aspects of the targeted audience.

Also referred to as adaptive content, this is content that constantly changes according to user preferences, behavior, and interests. It may be a web page or email component that keeps changing based on certain user signals such as the time a user spends on a site, what they add to their cart, past purchases, or geo-location.

As the content software analyses user behavior, it matches the customer data to products that have a higher chance of conversion.

This refers to a digital file comprising text and images that are distributed electronically and can easily display on a screen as a printed book would. Electronic books are downloadable and present you with an excellent opportunity to showcase your expertise in your niche area. This helps to solidify your reputation while attracting new leads.

This means adopting a business model that allows you to conduct business over the internet. With this platform, you can display your products or services online where online consumers can log on and buy from you through the same platform.

Electronic commerce transactions are done over tablets, computers, mobile phones, and other smart gadgets. They can take the form of business-to-business, business-to-consumer, consumer-to-consumer, or consumer-to-business transactions.

This is a collection of email addresses from your prospects, leads, or visitors obtained through your web pages. You can then use this list to dispatch targeted email campaigns to different audience segments.

Whether you are sending out business announcements, blog posts, or selling your products or services, such lists play an integral role when customizing your brand message.

This refers to a digital marketing technique that involves sending personalized promotional messages to a group of contacts aimed at educating and convincing them to take a certain desired action like making a purchase. It is famed for its effectiveness in converting prospects into customers as well as turning one-time buyers into repeat customers and loyal fans.

In the space of digital marketing, this refers to the way customers and prospects interact directly with your brand through different actions such as likes, shares, comments, and clicks. When a customer or prospect gives attention to your brand, a relationship is set off automatically.

From there, it is up to you to steer the relationship in the direction you desire through strategic, resourceful, and interactive content.

This digital marketing metric measures the level of interaction your content receives from your target audience. It shows the extent of activity around your content such as the likes, shares, mentions, or comments the content attracts.

The interaction rate of your brand, therefore, shows the overall effectiveness of your brand campaign and is expressed as a percentage.

Also known as action tracking, this refers to monitoring and collecting information on how internet users engage with a website’s content. Action tracking also shows the types of content generating a particularly high rate of user activity.

For successful action tracking, you need an analytics tool because this kind of tracking goes beyond a simple web page load. You can set up the tracking manually or automate it.

Just like trees that never lose their leaves, this refers to content that stays relevant despite the season or passage of time. It also means content that never loses its value before the audience keeping your site traffic steady and ever-flowing. Such content must be search-optimized to remain ever fresh and sustainable.

This means the ability to accurately project your digital marketing results. It is founded on in-depth industry research, data tracking over time, strategy development, and goal setting.

Proper projection helps you develop marketing plans both for long-term investments and individual campaigns. Accurate forecasts can help you predict your digital marketing returns more precisely.

This refers to anything that complicates a customer’s journey through the funnel. That means any action or event inducing hesitation or abandonment of your brand in the customer as they interact with your business, brand, or content.

It can manifest in different forms from a hard-to-find newsletter signup, poor site quality, prolonged service wait time, to a contact form that requests too much information.

Also known as geotargeted marketing, this refers to a type of digital marketing that prioritizes the personalization of marketing content based on the geographical location of your target audience. That means leveraging critical location data to reach prospects with a brand message relevant to their locality and behavior.

Common geo-targeting metrics are time zone, location, climate, seasons, language, and population type and density.

This is a marketing strategy that groups a target audience based on the region they live, work, or shop in. This helps you target your products or services accordingly with the assumption that consumers in that particular location share similar wants, needs, and cultural inclinations.

You can narrow down the segmentation as the needs diversify according to country, city, or even postal code.

This is a pay-per-click online advertising platform that allows you to display your ads on search engine result pages of Google. Depending on the keywords you want to target, you can pay to get your ads at the top of the search result pages. The aim of these ads is to generate more traffic or sales leads. The charges apply based on the clicks generated.

This is an online service provided by Google specifically for web analytics. The platform provides basic analytical tools used for search engine optimization and digital marketing to generate helpful business statistics. With this tool, you can easily track the performance of your site in real-time and garner useful visitor insights. Such data is significant in fine-tuning your marketing efforts.

This is a term commonly used in email-based marketing to refer to an email that cannot be delivered for permanent reasons. The most common causes for this bounce are a non-existent recipient email address, incorrect or fake domain name, or delivery blockage by the recipient’s email server.

Depending on the email promotional service you are using, bounced email addresses are usually removed from your list of email contacts automatically to prevent you from paying again for them.

This is a digital marketing technique that makes your brand easily discoverable by internet users by labeling your content in line with a particular theme. Hashtags are commonly used in social network marketing to lure users to explore content that resonates with their interests. They make it easier for users to filter information thereby effective at targeted marketing.

Also defined as ideal buyer profile, this is a detailed outline of your ideal customer. It helps you define who can buy from you and who can’t thereby allowing you to adjust your traffic generation strategies appropriately.

Unlike a buyer persona, an ICP focuses on a fictitious company that possesses all the qualities that would make them the best fit for the solutions you provide. It is therefore ideal for businesses that sell to targeted accounts to help them narrow down their leads.

This is digital marketing with a focus on attracting customers by creating valuable content and experiences specific to them. Unlike outbound marketing that may bother your audience with content they may not want, this form of marketing focuses on building relationships with your client first.

Once you form the connection, you can easily solve their problems. Examples are eBooks, social networking campaigns, topical blogs, and webinars.

This means visualizing important brand information by consolidating the data in a simple overview using charts, images, and limited text. The aim of infographics in digital marketing is to communicate complex facts, figures, and ideas concisely through engaging visuals. For this reason, they produce more interaction with your brand than any other type of content.

This refers to promoting a company’s goals, processes, brands, culture, products, and services to staff members within the firm. The goals of this marketing approach may vary greatly from those of external marketing.

For example, the company may be trying to encourage employees to contribute to policymaking and leadership or nurture communication and collaboration among them.

This refers to a measurable value used to gauge the effectiveness of different marketing channels. Tracking and measuring success effectively is what defines the future of your digital marketing roadmap. This helps you to protect your investment.

The common KPIs are return on investment, cost per prospect, cost per acquisition, and site visits per marketing channel, among others.

This refers to a term or a set of words that internet users type into search engines or a search bar to find what they are looking for. Inserting keywords is the backbone of any successful search engine optimization strategy. Therefore, for your web copy to be successful at traffic generation, relevant keywords should feature in the title, content, and other SEO elements.

This refers to the page on your site that a visitor lands on after clicking your pay-per-click ad on Google. It is a distinct page from your home page that acts as a follow-up to any promises in your content encouraging your visitors to take a certain desired action. For example, you may target email newsletter sign-ups or product purchases.

This is an individual or entity expressing interest in your product or service. In other words, it refers to a prospect or potential customer. A prospect shows interest in your brand by exchanging their contact information when they fill out your contact form. That means they expect your reply. You can use that reply to convert them into a customer.

This is a digital marketing process aimed at identifying, attracting, and converting internet users into potential customers for your business. The technique uses different strategies, tactics, and channels as prospect magnets to grow your online traffic.

Some of these strategies include paid social networking ads, email-based marketing, and pay-per-click promotions.

This is the process of dispatching customized and relevant content to customers and prospects at each stage of their buying journeys. The process involves using different channels and combines both content marketing and automated marketing to nurture and grow your leads while boosting conversions.

One of the most effective strategies of nurturing leads is sending out personalized emails frequently.

This refers to the process of determining the prospects that are most likely to make an actual purchase from you. In other words, this process helps you determine whether a potential customer fits your ideal customer profile and whether they can translate into a successful long-term customer.

To evaluate the lead’s potential, you can evaluate their interest, need, budget, timing, and role in decision-making.

This encompasses each step your customer takes before, during, and after they make a purchase from you. The process helps you personalize your customer communications based on the understanding that different marketing strategies and messages work best at different stages of a customer’s journey with your brand.

The key stages involved are discovery, education, purchase, post-purchase, and advocacy.

This metric helps you identify the customers that carry the most potential at boosting your sales revenue. It tells you the total worth of a customer to your business over the entire duration of your relationship with them.

With this information, you can focus on increasing the value of your existing customers instead of spending more trying to attract new ones.

This refers to individuals or a group of people that look and act like your target audience. Such an audience gives you an opportunity to scale your marketing campaigns and reach more people with a higher rate of interaction. This technique works best if you know what you are selling and have detailed information about previous customers who purchased that very item.

This is a form of psychological digital marketing that involves framing discounts and campaigns in a manner that minimizes the financial loss of your target audience. Generally, the feeling of loss is more intense than the joy of gaining something.

For example, if a consumer were to decide between gaining $ 10 and losing $ 10, they would rather hold on to the $ 10 they already have in hand. So, to win such a consumer, frame your discount in terms of saving the $ 10 they have rather than gaining an extra $ 10.

This means an estimate of the revenue a customer generates for your business during the time they maintain a commercial relationship with your business. Simply put, it is the worth of a customer to your business. This value is an integral part of business decision-making when deciding your marketing budget, resources, profitability, and projection of future trends.

This is a business ratio that represents the difference between the selling price of your product or service and its cost. The resultant figure becomes your profit value. Every marketing decision comes with its profit value and determining this metric early enough in the planning stages helps you predict your earnings.

For example, when you buy an item at $ 50 and resell it at $ 70, your profit value is $ 20 or 20%.

This is a marketing strategy that involves promoting and selling your existing products or services to a new segment of customers within the same market. That means instead of trying to find a new market, you focus your efforts on developing your existing market. This technique requires in-depth segmentation analysis to identify new potential buyers.

This metric measures how much your product or service is consumed in relation to its total estimated market. It also indicates the number of prospects that have bought your product or service instead of your competitor’s product or service.

With the right penetration strategy, you can make your brand dominate an already thriving market and draw in a larger share of the market while draining your competitors of opportunity.

This refers to the process of collecting valuable information concerning the pain points and preferences of your target audience. This insight then helps you gauge the viability of your product or service to your target audience, whether or not it solves their problem. By collecting customer feedback, you can tell how much they are interested in your product or service and improve your business decisions.

This means setting the price of your product or service based on the current market prices of similar products. It involves keenly studying the costs of your competitor’s products and setting your price at par or near theirs depending on what your product can provide better than the competition. This strategy helps you stay on top of your profitability by constantly monitoring your competitors.

This refers to a set of activities and processes aimed at creating, communicating, delivering, and exchanging products or services that provide value to customers, partners, and the larger society. The core marketing activities involved include advertising, selling, and product or service delivery to individual or business customers. Marketing may be done directly by a company or through affiliates.

This involves the integration of technology to streamline all your marketing processes and activities with the aim of achieving more efficiency in your brand promotion. The automation is run from a single platform to manage every aspect of your marketing campaigns such as social network marketing, newsletter marketing, mobile messaging, and ad management from the same place.

This refers to a prospect who has expressed interest in what your product or service can provide based on your marketing efforts and is more likely to convert into a customer compared to other leads. When a prospect intentionally engages with your brand by filling out a contact form, signing up for a program, or repeatedly visiting your site, they are a qualified prospect.

To retain such a prospect and ensure they convert, you must put more effort to nurture them.

This refers to a host of tools and software that helps a marketer achieve their marketing goals faster or better engage with their audience. Martech also plays an integral role in optimizing your marketing efforts across different marketing channels. A perfect example of Martech is CRM software.

Some of the most popular marketing technologies in use are newsletter marketing, content management system, customer experience software, and marketing attribution software, among others.

This describes all the activities that you undertake in the middle section of your funnel. These activities help you bridge the gap between the awareness section (top of the funnel) and the decision section (bottom of the funnel).

Leads at this section of the funnel are still in the consideration phase of their customer journey. They are weighing different solutions to their problems and trying to determine whether a product or service is a potential fit.

This is the predictable total revenue that your business expects to generate in a particular month. For example, if you serve 25 customers and each one pays you $ 100 every month, your recurring revenue becomes $ 2,500.

The term recurring indicates an income you expect to earn regularly. Therefore, MRR can be measured on a monthly or yearly basis. This metric helps you track performance, forecast sales, and effectively budget for the future.

This refers to the technique of releasing a new product into the market with just enough features to attract the attention of early consumers or early adopters. The aim of MVP is to obtain adequate feedback and insights from these initial users to facilitate the final product release.

Ultimately, this helps businesses minimize time and resource wastage testing the market reaction. It also reduces the time spent promoting new feature releases.

This refers to the use of paid ads that perfectly align with the look, form, and function of the media source on which they appear. Usually, these ads appear on social networking feeds or as recommended content on a site. Compared to display ads or banner ads, native ads don’t appear as ads at first glance. They may be disguised as a recommendation.

A good example is paid video content on the YouTube app. The ad will match the visual outlook and function of natural video content and will appear in your feed of recommended videos.

Also referred to as consumer neuroscience, this is a marketing technique that studies the response of the human brain to advertising and other messages related to brand promotion. The technique scientifically monitors brain activity, skin response, and eye-tracking to effectively predict and influence consumer behavior and decision making. To be successful, the method must involve experts such as neuroscientists.

For example, one study showed that different payment methods trigger different emotions in consumers.

This describes the process of translating a new project idea from merely a concept into a tangible product in the marketplace. Your business may need to participate in NPD due to the changing consumer preferences, technological advancements, fiercer competition, or simply to take advantage of a new opportunity. The stages involved include concept, research, planning, prototyping, sourcing, and costing.

This means defining a segment of a larger market by focusing on its unique identity, preferences, or needs. This allows you to target a specific product or service on them. The unique features, price range, and production quality of this particular product or service aim to satisfy a specific need.

For example, within the market of t-shirts, you may narrow down on the production of trendy t-shirts to target a specific market.

Simply put, this is a metric for measuring customer satisfaction and loyalty. It depicts the likelihood of a customer recommending your product or service to a friend. Essentially, NPS involves asking customers how likely they are to recommend your brand and rating their score on a scale of 0-10.

NPS is an important metric for business success because it tells you how to improve your brand and boost the loyalty of your customers.

This describes anything that you give freely to a site visitor in exchange for taking a certain desired action. It could mean providing a free product or service to prompt the visitor to complete a certain call to action such as giving you their email address for filling out a contact form on your site.

Other examples are podcasts, ebooks, coupons, free trial periods, or a checklist guide.

This refers to the integration of both traditional and digital marketing channels to deliver a consistent customer experience by providing an uninterrupted flow of your brand message throughout your interaction with the customer. The brand experience adapts to a customer’s journey and remains consistent despite the point of interaction.

For example, you may leverage both in-store experience and webpage interaction to communicate the same brand message.

This refers to leveraging different communication channels to usher in a new customer into your business with the goal of encouraging loyalty and advocacy. It aims at creating a great first impression of your brand by setting the right tone of voice with the new customer. So, it should be customer-oriented, ensuring the customer realizes their desired goal.

This is an email-based marketing metric that shows the percentage rate at which your subscribers open a specific email from your total number of subscribers. This then gives you a picture of the efficacy of your marketing strategy and what needs improvement. However, to give an accurate report, it is important to combine this rate with other digital marketing metrics.

Also referred to as a page tracking hit or page view hit, this refers to an instance of page loading or reloading in a browser by a site visitor. In other words, these views as a digital marketing metric show the total number of pages viewed on a site. Such views can help you determine the interests of your audience, how well your web pages are search-optimized, and the user behavior trends.

This is a form of paid digital marketing that involves paying a certain fee each time your online ad is clicked. You only make the payment once your ad is actually clicked on, not before. It is a powerful way to supplement your SEO organic traffic by purchasing site visits. When people take action based on your ad, there is a higher chance of attracting only qualified leads.

This is a structured framework that details your goals, your strengths in achieving those goals, the adjustments you need to realize your goals, and the skills you require to overcome your weaknesses. A PDP functions like a business plan in helping you become self-aware and reinforcing your self-improvement goals. Ultimately, this improvement trickles down to your business as well.

Also commonly referred to as single point of contact, touch point, or contact point, this means an individual or department tasked with ensuring business communication with customers remains flawless. This covers customer queries, product or service delivery, as well as transaction handling. A POC is necessary where information is time-sensitive and accuracy is a priority.

This refers to a detailed compilation of your finest work depicting the projects that pronounce your training and experience. It helps cement your brand’s credibility or reinforce your expertise in the market by exemplifying your specific skill set and professional style. It also provides insights to your prospects into your personality and work ethic to help build trust.

This is also called a featured snippet and refers to the information Google provides at the top of search engine result pages. This information appears above the normal search results including position 1 on the search results, hence the name position zero. Position zero is a highly sought-after position by digital marketers because of its visibility potential and ability to draw in more organic traffic.

Commonly referred to as pay-per-click advertising, this is a digital marketing strategy that charges a small fee for every ad clicked on by internet users. The ads are created based on a set of targeted keywords. When a user searches any of the keywords, the ad is displayed to them. If they are interested and click on the ad, you pay a stipulated fee to the search engine.

This involves using different communication channels to reach your target market with brand awareness campaigns, build a reputation for your business, and cultivate relationships with your prospects. While marketing focuses on the actual product or service promotion, PR focuses on building and nurturing healthy business relations by shaping the opinions of your target audience. Simply put, PR is all about your corporate image.

Also known as quick response code in full, this is a technology used to track important information about a product or service in a supply chain faster. You can use a standalone code scanner or a built-in smartphone code scanner or reader to obtain the information by passing the reader over the product, webpage, billboard, magazine, and any other marketing material. The information is then transferred to your mobile phone in a readable format.

This is a potential prospect you obtain through word of mouth or recommendation marketing by leveraging your existing network of customers. Targeting referrals is effective in growing your customer base. It is easy for someone to trust a product or service recommended by a close friend or family member thereby boosting their chance of conversion into an actual customer.

This is a marketing approach that thrives on a word of mouth arrangement developed by a business to incentivize their existing customers to introduce the business to their friends, family, and contacts. It is aimed at driving new traffic into the business. This marketing technique is effective because it facilitates faster trust-building and reduces the time needed to market to a new audience.

This is a CRM strategy that prioritizes building healthy and lasting customer relations as opposed to making a quick sale. It focuses on long-term customer interaction and loyalty by emphasizing customer satisfaction, retention, and value. Adopting this technique ensures ongoing business by creating a strong connection to your brand that gives rise to more referrals.

Also known as retargeting, this is a form of digital marketing that involves serving targeted ads to site visitors who have visited your site or taken a certain action on one of your web pages. For example, a user may have added certain items in their cart but didn’t check out. This is clearly a person who has shown interest in your brand and retargeting them gives them another chance to convert.

This refers to all the activities that a business undertakes to innovate or reinvent its existing knowledge and introduce new products or services in the market. It is usually the first step in product development. Introducing new products or services in the market essentially creates value addition and contributes significantly to the company’s bottom line.

This is a web design concept that focuses on creating websites that adapt to different devices and screen sizes. Such a site always responds smoothly regardless of the device in use. It provides an optimal viewing experience for desktop computers, tablets, and smartphone users. Responsive designs play an integral role in promoting a positive user experience that in turn boosts your search rankings.

This is a measure of the profit or loss you generate from running a digital marketing campaign. It compares the profit you earned from a campaign to the cost incurred in creating and deploying the campaign. If you end up with a positive ROI, it means your campaigns are generating more money than you invested in them.

This is a measure of all the revenue you generate from running ads for your brand. It is calculated by taking the revenue attributable to an ad divided by the cost of the ad. For example, if you spent $ 100 for your ad campaign and generated a return of $ 300, your ROAS becomes $ 3. This means for every dollar you spend on advertising, you generate three dollars in revenue.

This metric indicates the average revenue you generate for every paid click on your ads. It shows the profitability of the keywords targeted by comparing your RPC with the cost-per-click of the ad. To calculate your RPC, take the average revenue generated by visitors that interacted with your ad and divide it by the number of conversions. Predicting your RPC helps you set better bids in the future.

This is a type of digital marketing that focuses on the promotion of subscription-based software products aimed at acquiring more leads. That means instead of installing and maintaining software manually, you access different applications via the internet as a service from a SaaS company. That transfers the responsibility of complex software and hardware management to the SaaS company.

Examples of SaaS are HubSpot, Dropbox, Google Apps, and Slack.

This is a feature that allows marketers and users to upload customized metadata within a SiteCatalyst (an analytical tool), analyze, and process it. Classifying the data this way helps you define its characteristics and build a relationship between variables such as keywords and their related metadata.

That means a classified campaign link can be used to measure all the variables through one link because the SiteCatalyst recognizes it. Without such a classification, you must create individual campaign links to measure the variables separately, which takes up more time.

This refers to a step-by-step process of bringing your prospects a step closer to your promise and making a purchasing decision. The funnel employs different tactics to generate traffic for your business and nurture them to become loyal customers that can actually advocate for your business. The stages involved are awareness, interest, evaluation, interaction, and purchase.

This is a type of paid advertising that helps businesses display their ads to online searchers by paying a certain fee to have their ad copy feature in top-ranking search results. You can pay for your ads in popular search engines like Google, Bing, and Yahoo to boost the visibility of your site in search engine result pages and draw in relevant traffic faster.

This refers to all the activities performed on your website’s content to help it rank higher on search engine result pages. Optimizing your content for popular search engines like Google helps improve your website’s performance and boost your online presence. The SEO strategies commonly applied are on-page SEO, off-page SEO, technical SEO, and local SEO.

Also known as search engine marketing in full, this refers to a digital marketing technique that focuses on increasing the visibility of your site in search engine result pages through pay-per-click advertising. It is different from SEO that drives organic traffic only. Some of the most effective strategies under this technique are retargeting, geotargeting, AdWords, Bing Ads, Mobile search advertising, and YouTube Ads, among others.

This is marketing content that provides your audience with a direct line to purchase from you. Such posts connect the audience to your brand in a way that provokes a buying decision from them. For example, if you are an online retailer for beauty products, you can add a ‘shop now’ button on your product’s image or an order link to a video caption to guide your audience.

This is a SaaS analytics tool from Adobe that provides in-depth mobile and web analytics, traffic segmentation, multi-site grouping, data sources, action alerts, cross-category analysis, web optimization, and video measurement services. With this tool, you can easily generate reader activity reports for your digital content by tracking important campaign metrics and make the necessary improvements to your marketing campaigns.

This is a term for the modern marketing era used to describe the shift that has taken place in the space of sales and marketing. Previously sales and marketing were viewed differently but this new technique seeks to harmonize the relationship between the two, hence the origin of the term. It is aimed at ensuring both sales and marketing teams share the same vision and cooperate to maximize their efforts.

This refers to all the applications and websites that facilitate the creation and sharing of content or participation in social networking virtually. Businesses can tap into this networking potential to promote their brands while building and growing their online communities that act as brand ambassadors. Examples of social networking platforms are Facebook, LinkedIn, and Twitter.

This refers to an email that is temporarily undeliverable because of an issue on the recipient’s end. Some of the causes of such a bounce are a full mailbox, a malfunctioned server, or an excessively long or huge message for the recipient’s inbox.

You can use this metric in your email-based marketing campaigns to determine the email addresses that are still usable but presently unavailable.

This is a marketing technique that involves breaking down the entire market into different segments and developing marketing strategies specific to each segment to increase your market share. The technique essentially helps you narrow down your marketing scope to a more manageable group of people for better interaction through personalization of communication.

As the name states, this is the uppermost part of your marketing funnel. It represents the very first stage of customer interaction with your brand and is usually the widest. This is where you focus most on brand visibility by making your target audience aware of your business. It is also a great opportunity to demonstrate your authority in your niche market.

This refers to the first stage of your funnel that focuses on acquiring as many leads as possible through active and interactive brand awareness efforts. At this stage, your potential customer is actively looking for answers to their problems, needs, and challenges. To win such a customer, provide them with valuable information directly touching on their pain points.

This is a metric that measures how long it takes for your web browser to receive the very first piece of information of a response from a web server when you request a given site URL. TTFB varies according to the type of content on a site. Generally, static content loads faster than changing content. A TTFB below 200 milliseconds is considered wonderful and that between 200ms and 500ms is seen as normal.

Also known as a unique selling point, this refers to the unique benefit that your company, brand, product, or service exhibits that makes it stand out from the pack. Your USP should be a special feature that clearly highlights product or service benefits that add value to your consumers’ lives. Being able to clearly and quickly communicate your USP is what gets your prospects to convert faster.

This refers to a unique web address referencing a particular web resource such as a webpage or piece of digital content and showing its location on a computer network as well as how to retrieve it. A URL contains a protocol, domain name, and path. For example, https://www.example.com/index.html is a complete URL with a protocol (https), a domain name (www.example.com), and a path (index.html).

This is a branch of marketing that prioritizes understanding users, their needs, what they value, their abilities, as well as their limitations. Possessing such knowledge helps you adopt UX best practices for improving the quality of the user’s perception of and interaction with your product or service. For a positive user experience, your content must be useful, usable, desirable, findable, accessible, and credible.

Commonly known as Urchin Tracking Module in full, this is a tag or code that you add to your URL to allow the analytics tool of Google to track your visitors’ information every time they click on your digital campaign ads. UTM is specific to Google and can help you monitor the progress of your marketing campaigns across all online platforms by creating a unique URL for each campaign.

This is a unique identifier added to the URLs of your ad campaigns. A user who clicks on that particular URL is identified with that campaign. Using unique campaign IDs helps you set campaign data for users for better campaign tracking. Leveraging the utm_id also increases the number of data points you can capture across all your marketing channels giving you more extensive performance insights.

This is a popular term in digital marketing analytics that describes a user who visits a site at least once within a defined timeframe as defined by their IP address. Such a visitor is also called a unique user. Even if the user accesses the site several times in a month from the same device or computer, they will still be counted as one unique visitor. This metric helps in measuring site viewership and popularity.

This statement outlines the core principles guiding and directing your organization and its culture. These values act as a moral compass for the organization and its employees. Drafting this statement should involve different stakeholders including the leadership, employees, trusted customers, and suppliers to provide a holistic roadmap for the organization.

This is content that essentially promotes itself. When you create content that sparks massive interest and is freely shared across different digital channels by a large number of people, that translates to content that is viral. Such content can achieve a significantly high level of awareness for your brand due to the degree of exposure it attracts. This amounts to more traffic generation to your site.

This is a marketing technique that relies on word of mouth or organic information about a product or service to spread rapidly. The information spreads through existing social networks that make sharing easy for the purposes of promoting the product or service. Viral marketing messages may take the form of memes, shares, likes, tags, and forwards.

This means using voice recognition technology or voice command to enhance online searches. A user can quickly enter a search query on the internet, web page, or application by simply speaking into a device such as a computer, smartphone, or smart assistant. This feature is fast gaining traction in online marketing because of its speed and convenience compared to manually typing in a search bar.

This refers to a set of closely related web pages housed under one domain name. The web pages may contain hyperlinks to each other and usually contain information from an individual entity. Websites are great marketing tools in this digital age because they act as a one-stop shop for all your crucial business information that your potential customers may need to convert.

This is a detailed step-by-step outline of how you conduct operations in your business and how you achieve outcomes. It provides a sequential breakdown of all the tasks involved in each process, the human interactions involved, and the general flow of work from start to finish. Having a reliable flow of work helps simplify operations in your business by enhancing clarity and coordination.