If you are new to marketing, you might get overwhelmed by the digital marketing terminology. In marketing there are a lot of words, phrases and acronyms that are thrown around and if you do not know what they mean it can get really confusing.
To help you better understand marketing jargon here are 30 common marketing phrases and their meanings. All of our definitions came from Flight Media.
Glossary of Digital Marketing Terminology
1. A/B Testing
Testing two versions of a webpage, email subject line, landing page, CTA, etc. to see which one performs better.
Tracking data and creating meaningful patterns from it that inform future marketing endeavors. The data can come from website traffic, conversions, social media, etc.
3. Bottom of the Funnel
A stage in the buying process, this happens last – when leads move through the top of the funnel (identifying a problem), the middle (shopping for solutions), and finally, to the bottom, where they’re ready to buy. At this stage, leads are interested in a demo, a call, or a free consultation.
4. Bounce Rate
The number of people who land on a page of your website and leave without clicking on anything before moving on to another page on your site.
5. Business-to-Business (B2B)
Describing a business that markets – or sells – to other businesses.
6. Business-to-Consumer (B2C)
Describing a business that markets and sells to consumers (think Apple).
7. Call to Action (CTA)
This tells your audience what action you want them to take. For example, “Buy now, get a quote, join today.”
8. Click Through Rate (CTR)
This number shows the people that move through your website or marketing campaigns. It’s actually the “clicks” or actions prospects take, divided by the total number of actions people could take. Hence, the name “click through rate.”
9. Content Management System (CMS)
A program that manages all of the aspects of creating content. These may include editing, indexing, navigational elements, etc.
10. Conversion Path
The path, or course of actions, a prospect will go through to eventually become a lead. These events can include a call to action, lead form, thank you page, downloadable content, etc.
11. Conversion Rate
Percentage of people who take a desired action, such as filling out a form, registering, signing up for a newsletter, or any activity other than just browsing a web page.
12. Cost Per Click (CPC)
An advertising metric that marketers use to determine the amount they will pay for ads based on how many clicks the ad receives.
CPC is used most often with Google Adwords and for Facebook ads.
A specific profiling aspect that takes into consideration age, gender, income, family life, social class, etc. It’s often used in segmentation or for focal points in marketing and advertising strategies.
14. Digital Marketing (Online Marketing)
Marketing to a target audience solely via the internet. Could be email marketing, content marketing, etc.
Keeping prospects and customers interested in your brand and invested in your success with the understanding that it’s to their benefit, as well.
16. Evergreen Content
Content that is valuable to a reader today, in 5 years and in 10 years. This “evergreen” content is timeless, offers the highest-quality information and offers huge SEO benefits.
17. Inbound Marketing
Advertising your company via content marketing, podcasts, video, eBooks, email broadcast, SEO, Social Marketing, etc., rather than paid advertising.
A specific word or phrase that describes the content of a webpage.
19. Key Performance Indicator (KPI)
A means to measure the performance of various factors, from employee functions to marketing tactics. Tracking KPIs will help your organization achieve its goals.
20. Landing Page
A page on your website that houses a form that prospects will fill out and exchange their personal information for a lead magnet or free offer (such as an ebook, demo or consultation).
21. Lead generation
Activities with the purpose of generating interest about your product or service. These activities may include content marketing, advertising, referrals and partnerships.
The profit gained from a product or service after all expenses for selling that product or service are covered.
23. Marketing Qualified Lead
A lead that is ready to be handed over to the sales team. An MQL has had some sort of positive interaction with the company, such as a discussion, downloading marketing products, etc., that deems them worthy to move to the next level of the sales funnel.
24. Responsive Design
A website that changes based on the device the consumer uses. Mobile, laptop, and desktop devices offer different views of a website, and responsive design accommodate for each view, without having to build separate websites for each one.
25. Return On Investment (ROI)
A way to measure the profitability of the investment you make in marketing, sales, etc. If the ROI on an investment is negative, it generally means you’re losing money on that endeavor. Measuring the ROI on marketing efforts is a savvy way to ensure you’re putting your money into the strategies that bring results.
26. Sales Funnel
The entire sales process as a whole – from prospect to paying customer – and all marketing, advertising and sales processes in between.
27. Search Engine Optimization (SEO)
A method to increase a webpage’s performance in web search results. By tweaking elements on a webpage (there are on-page and off-page SEO factors), you can move a webpage up on a search result “page.” Marketers generally want to get their website page to appear on page 1 of a search result, ideally at the very top of the page. SEO elements include keywords, title and image tags, links, and more.
28. S.W.O.T. Analysis
An internal study often used by organizations to identify their strengths,weaknesses, opportunities and threats.
29. Viral Marketing
A method of product promotion that relies on getting customers to market an idea, product or service on their own.
A series of emails designed to nurture leads. A powerful marketing asset, you can use workflows to engage leads, learn more about prospects, segment lists, and much more.
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