Basic Terminology for e-com and digital marketing,
Glossary
Digital Marketing & E-commerce
Are you trying to learn more about digital marketing? With so many terms and concepts out there, it can be challenging to stay on top of all the lingo. To help you understand what's important and why, this blog post will explore more than 99 essential digital marketing terms that any one working on modern social media or marketing should know. We'll cover topics ranging from SEO techniques to email automation tactics and everything in between. By the end of this article, you'll not only have a better understanding of these terms but also how they fit into your overall digital marketing strategy. So let's dive right in!
Terms and definitions
A
Ad extension:
Google Ads has a feature which allows businesses to show additional information about themselves.
Agency:
An external partner who can meet a business's requirements for digital marketing and advertising is needed.
Attribution:
Identifying what content and channels are producing leads, conversions, or sign-ups is key. This helps to measure the success of marketing efforts and determine areas needing improvement.
Awareness stage:
The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service
B
Brand:
The public perception of a business or organization is important. It can affect how successful the entity is and its reputation in the community. How people view an organization can have either a positive or negative impact on its operations, so it is essential to maintain good public relations and ensure that customers, clients, and stakeholders are satisfied with their experience. A company's image should be carefully managed in order to remain competitive in the marketplace.
Brand equity:
The value that consumers assign to a certain brand's products when compared to similar items from another brand.
Brand safety:
Maintaining a positive reputation for a brand when they advertise online is essential. It is important to ensure that all ads remain in line with the company's values, are factually accurate, and do not contain any offensive language or images. Furthermore, it's crucial to monitor comments and feedback on social media platforms and respond appropriately. Finally, monitoring web analytics can help identify any potential issues before they arise and allow companies to adjust their strategies accordingly.
Keeping a brand's reputation safe when they advertise online
Business goal:
The goal of a business is to achieve an desired aim, outcome, or accomplishment.
Business-to-business (B2B):
Business-to-business (B2B) sales refer to transactions where one business sells products or services to another business.
Business-to-consumer (B2C):
Refers to when businesses sell products or services to consumers (when consumers purchase from businesses)
C
Change management:
Organizations employ certain methods, practices, approaches and processes to ensure changes are implemented efficiently and effectively.
Consideration stage:
The second stage of the marketing funnel, when a potential customer's interest builds for a product or service
Consumer-to-business (C2B):
Individuals (consumers) sell products or services to businesses, which is referred to as when businesses purchase from consumers.
Consumer-to-consumer (C2C):
Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other)
Content marketing:
A marketing technique that focuses on creating and distributing valuable content to a specific audience
Conversion:
The successful completion of an activity that contributes to the success of a business.
Conversion rate:
The percentage of users or website visitors who achieved a specified goal, such as clicking on a link in an email or purchasing a product, is recorded.
Conversion stage:
At the third stage of the marketing funnel, marketers capitalize on the interest people have already demonstrated.
Cost per click (CPC):
The amount an advertiser pays when someone clicks on a pay-per-click ad.
Customer journey:
Customers typically progress from learning about a product, to having questions answered, to making a purchase.
Customer journey map:
A visual representation of the interactions a typical customer has during their purchase journey is presented. This includes all points at which they are in contact with the product, company or service.
Customer lifetime value(LTV or CLV):
The average revenue generated per customer over a certain period of time
Customer persona:
This group of people is representative of a desirable audience.
D
Data:
A compilation of facts or information.
Data analysis:
Examining data in order to analyze it, reach conclusions, make predictions and make decisions based on informed insight.
Data analytics:
Gathering, analyzing, and interpreting data to produce meaningful insights for informed decision-making.
Data anonymization:
Methods of masking or removing personal information from data in order to protect the identities of individuals can include encryption, redaction, pseudonymization, and aggregation.
Data bias:
Errors made by people which cause the collection or interpretation of data to be inaccurate or biased in a certain direction.
Data-driven attribution:
Analysis of customer engagement with marketing content across channels is conducted to gain an understanding of what motivates them to take action.
Data ethics:
The study and evaluation of ethical issues associated with data collection and analysis are essential. These concepts must be taken into consideration to ensure that the data is collected, used, shared, and stored in an ethical manner.
Data privacy:
Individuals have the right, under law, to control how their personal information is collected, processed, shared, stored and deleted.
Data pulling:
Gathering data from analytics applications and entering it into a spreadsheet or database is a common task. This allows users to analyze the information more easily and gain insight into their website, app, or other product. By taking this step, businesses can better understand user behaviour and make decisions that will improve their bottom line.
Data reporting:
Organizing and summarizing data to monitor the success of marketing and sales endeavours is essential. It enables one to track performance over time, identify trends, set objectives and make well-informed decisions about future campaigns.
Data storytelling:
Communicating data insights to a particular audience in an easily understood and strongly persuasive way.
Data visualizations:
Graphs are useful tools for displaying data in a way that conveys information quickly and accurately. They allow readers to easily visualize the relationships between different data points, making it easier to analyze trends and draw conclusions. Graphical representations of data can take many forms, such as line graphs, bar charts, pie charts, scatter plots and histograms. These visualizations provide insight into complex datasets and help people better understand the underlying patterns within them.
Digital channel:
Any business can use a variety of communication methods and platforms to reach their target audience online.
Digital marketing: The purpose of using digital channels to reach consumers online is to convert them into customers.
Display ad: An advertising format which is visual in nature and placed on websites or applications.
E
Earned media:
The acquisition of a positive digital presence can be achieved through either personal or public recommendations. This kind of exposure helps to spread awareness and gain recognition within the digital sphere.
E-commerce:
Buying and selling goods or services using the internet is a practice that has become increasingly popular in recent years.
Email marketing:
Sending messages to an existing list of subscribers in order to share information, promote sales, or establish a sense of community is one effective way to reach out.
Engagement marketing: (refer to experiential marketing)
Experiential marketing:
The process of motivating consumers to both purchase and experience a brand or product.
F
First click attribution: All the credit for a conversion is assigned to the first touchpoint.
Frequency: An individual can encounter an advertisement multiple times.
I
Impressions:
The frequency with which an advertisement is displayed on people's screens
Inclusive marketing:
The practice of enhancing representation and fostering inclusivity within the marketing and advertising materials created by an organization.
Influencer marketing:
The enlistment of influential people to endorse or mention a brand or product to their followers on social media is an effective process.
In-house:
Within a single company
K
Key performance indicator (KPI):
A metric employed to assess the effectiveness of a business in achieving its business or marketing objectives.
Keyword:
People use search terms to find information, products, and services online.
L
Last click attribution:
All the credit for conversion is attributed to the final touchpoint before conversion occurred.
Lead:
A potential customer who has interacted with a brand and provided personal information such as an email address, is likely to form a connection and loyalty to the brand.
Linear attribution:
Each touchpoint in the customer journey is given equal credit.
Local search:
A query that produces results related to a specific location.
Local SEO:
Optimizing content to make it compatible with Google's local search algorithms is important. Doing so can enable the content to appear in relevant searches, allowing for greater visibility and reach.
Loyalty stage:
The fourth stage of the marketing funnel is when customers become repeat customers and brand advocates.
M
Marketing funnel:
A graphical depiction of how people progress from discovering a brand to developing loyalty towards it is provided. This demonstrates the journey which individuals take on their way to becoming devoted customers.
Media mix:
Marketers use a combination of digital channels to reach their goals, and divide their budget among them.
O
Omnichannel:
The integration of content across multiple channels, or its synchronization, is an important process. It ensures that all messages are consistent and allows for efficient management of campaigns and resources.
Owned media:
All digital content that a brand controls completely.
P
Paid media:
Any brand that pays to promote itself digitally online is engaging in digital marketing.
Pain points:
The problems customers want to solve; Customers have numerous problems they need to solve. These issues range from personal and financial matters to more complex concerns related to business or health care. Customers are looking for solutions that address their specific needs, which can be difficult to find given the vast array of available options out there. Companies must strive to understand these customer problems in order to provide them with suitable solutions.
Pay-per-click (PPC):
Advertising that is paid for only when someone clicks on an ad link is known as Pay-Per-Click (PPC) advertising.
Performance marketing:
Using concrete information about customer behaviors to plan and refine marketing and sales strategies is a process utilized by businesses to optimize their outreach.
Performance reporting: (refer to data reporting)
Personally identifiable information (PII):
Data that could be used to specifically identify, contact, or trace a person.
R
Reach:
The total number of distinct people who view an advertisement on any of their devices.
Return on ad spend (ROAS):
How much revenue is gained versus how much was spent
S
Search engine marketing (SEM):
Generating website traffic through paid search engine ads is an efficient way to reach potential customers. These advertisements appear in the results of search engines when users type in particular keywords related to their business, product, or service. This method can be a cost-effective way to increase visibility and bring new visitors to a website.
Search engine optimization (SEO):
The process of increasing the visibility of website pages on search engines in order to attract more relevant web traffic is known as Search Engine Optimization (SEO).
Search engine results pages (SERPs):
When someone performs a search, the pages of results that a search engine produces can be seen.
Segmentation:
Division of an email subscriber list into smaller segments according to criteria such as interests, location, or purchase history is achievable. This approach will enable greater personalization and optimization of messages for each segment.
Social media marketing:
Creating content for different social media platforms to drive engagement and promote a business or product is a process.
T
Target audience:
The demographic most likely to purchase a company's products is a group of people.
Touchpoint:
Any customer interaction with a brand during their purchase journey
Transferable skills:
Skills from other areas can be beneficial for someone looking to progress their career in marketing. These could include communication and interpersonal skills, creativity, problem-solving abilities, attention to detail and the ability to work collaboratively with colleagues. Additionally, analytical capabilities such as being able to interpret data quickly and accurately are valuable assets when working in a marketing role. Other desirable skills include knowledge of digital technology and social media platforms as well as an understanding of customer behaviour. Lastly, having experience with budget management processes is also beneficial.
Digital marketing vocabulary can be confusing, especially if you're just getting started. To help, we've compiled a list of common terms and their definitions.
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