Digital Marketing Definitions: Unpacking Digital Marketing Jargon
When it comes to marketing your brand or business through digital channels, learning the tricks of the trade can be an uphill battle. This is especially true when unpacking digital marketing concepts which are locked up tight behind some incomprehensible jargon that is implemented by many digital marketing professionals as a sort of subterfuge meant to leave you feeling confused & desperate for a digital marketing professional.
Once you familiarise yourself with marketing jargon, developing a digital marketing and Social Media Marketing strategy for your brand or business will be much similar. This glossary of 20 digital marketing terms will help you understand the terms used in digital marketing content and will help you navigate the waters of digital marketing.
Digital Marketing: A Glossary of Terms
CTR (Click-Through Rate): Click-through rate, or CTR, is a measure of how many people clicked on a link compared to how many people saw the link on a search engine results page, in an e-mail, or on Social Media etc. The more people that click on a link, the higher that pages CTR.
CTR is particularly important in pay-per-click advertising. CTR is used to measure the strength of your message, it tells you what type of advertising actually matters to your customer or client. A higher CTR also shows that you're targeting the right audience for your message.
CPA (Cost Per Acquisition): CPA is an advertising model where the advertiser only pays for the leads, sales and conversion. It is an advertising model similar to CPC (which we will cover next), but comes with the benefit of only paying for profitable interactions. CPA advertising comes with considerably less risk than CPC marketing.
CPC (Cost Per Click)/PPC (Pay Per Click): CPC advertising, also referred to as PPC marketing, is an advertising structure in which companies pay publishers per click on a displayed ad which leads to the company's website.
Conversion: Conversion is when a visitor to your brand's website takes a desired action. Typically conversion refers to making purchases, but it can also be signing up to your brand's newsletter, or any other desired action.
Impressions: Impressions are the number of times a company's ads get seen by their target audience. Impressions also refer to the number of times that a website is viewed.
An example of how webpage impressions works is that, a single user could come to your webpage and view three pages. This will generate three impressions. If two users visit your webpage, and each visitor views three pages, this generates six impressions.
Keyword: If you spent any time with an SEO professional, you've heard a lot about keywords. Keywords are the words and phrases that you audience use to search for topics relevant to your brand's industry.
Keywords are broken down into two types. There are short keywords and long tail keywords. For a florist, an example of a short keyword would be "buy blue flowers". A long tail keyword would be "looking to purchase blue flowers from a flower shop". Including both short and long tail keywords in the copy and content on your website will ensure your audience can find you.
Organic Traffic: Organic traffic is sometime referred to as free traffic, and it is the traffic to your brand's website that is generated by a search engine such as Google, or Bing. Organic traffic is the best type of traffic to your website and is amplified by the creation of excellent content.
Paid Traffic: Paid traffic is the traffic to your website which is generated by paid search. Paid search involves bidding on keywords and creating advertisements surrounding those keywords. These ads are then returned as search engine results and displayed in a seperate area on the page.
SEO (Search Engine Optimisation): SEO is an important part of digital marketing. It is the fine-tuning of your brand's webpage which makes it easier for search engines to find you and allows your brand's website to rank higher on a search engine results page. This is important because the higher you rank of a search engine results page (SERP), the more traffic your website is likely to get.
SEM (Search Engine Marketing): SEM is a strategy implemented to get your brand higher placement on a search engine by bidding on search terms.
SERP (Search Engine Results Page): An SERP is a list of pages returned by a search engine after a search query has been made. Using an SERP report, you can find out where your website ranks for specific search terms. The better your placement, the more traffic your website is going to experience.
Domain Authority: Domain authority is measured on a scale of 1-100 and is used to determine the authority of a brand's website. On the domain authority scale, 1 is the lowest and 100 is the highest. The higher up your website is on the scale, the more search engine trust your website.
Keyword Stuffing: Keyword stuffing is a practice of what is referred to as "black-hat SEO" and is responsible for the somewhat tarnished reputation of the SEO professional. Basically, keyword stuffing is filling your content with keywords related to your niche market in the hope that you will fool search engine into believing your website is really, REALLY relevant.
While keyword stuffing is dated practice, some digital marketing professionals still try it. The problem is, search engines will penalise you for keyword stuffing and may drop you from their results altogether. Instead of engine in keyword stuffing, fill your website will rich and valuable content.
META Description: Your website's META description appears under your website's title tag on a search engine results page. It offers user a brief description of your website and is a chance for you to reel users in to improve your brand's CTR.
RRS (Really Simple Syndication): RSS is a way for readers to subscribe to content. When a user subscribes to content, they receive automated updates when new content is published.
Viral Marketing: Viral marketing is when a brand encourages users to share their content, whether that content is a blog, a video, or what have you. To encourage virility, include easy share buttons on your brand's content.
If your brand has invested money in having your content "go viral", in the digital marketing world, this isn't included in viral marketing, rather, it falls under paid traffic.
Subscriber: This is a brand's audience member who consents to receiving marketing e-mails and other marketing material from a brand via digital means.
In the world of digital marketing, subscribers have a high value. They are the customers or clients who are interested in what your brand has to offer and will keep coming back to you and your website.
Social Networking: Social Networking is similar to real-world networking. It is the creation of online groups and communities using Social Media platforms. Facebook is probably the most commonly known social networking platform.
Landing Page: A website's landing page is optimised to act as the front door of a brand's website. It is where visitors to your website will land most often and it is where externals websites will link back to.
Now that you are well versed in 20 common digital marketing terms, you can apply what you've learned to the rest of your brand's digital marketing efforts.