Dictionary of Digital Marketing Terms
If you are just starting out in Marketing, or you want to promote your business in online, you might not be familiar with terms like SEO, PPC or Remarketing. That’s why we’re here, to give you an overall view about this subject.
Down below you find a little explanatory dictionary with the most used terms in Digital Marketing, grouped in the most popular services categories:
Social Media Marketing terms
Paid Social Media
This term relates to Social Media Paid Ads Campaigns service, on various platforms - like Facebook, Instagram, LinkedIn or YouTube, through which the content is sponsored, to generate awareness for you brand to your target audience. For the best results, before starting your Social Media Paid Ads campaigns, it is preferable to build a strategy and also a detailed research, so that your campaigns will be able to achieve your goal: they will directly monetize your marketing investition, and they will generate leads and sales too.
Organic Social Media
If Paid Social Media Ads relates to paid campaigns, Organic Social Media involves organic campaigns, which are unpaid, on Social Media platforms. Organic Social Media relates to a professional maintenance of a Social Media page, which includes a strategy and also community management. Its goal is to grow brand trust and, at the same time, to contribute to brand image for new customers.
Instagram / Facebook Story
The “story” phenomenon caught magnitude upon its introduction on Social Media platforms, like Facebook and Instagram. This concept was first introduced by Snapchat, in 2013, and it is visible only for a certain period of time, usually 24 hours. This content gained popularity thanks to the short-term attention of people. For this reason, the Stories phenomenon recorded a spectacular increase, because they are short, interactive and they are addictive.
Hashtag
Because we talked about Instagram, we will continue this way and we’ll talk about a term that is very important for this platform, even if we can find it all over the internet. The Hashtag concept (hash - # and tag) was used for the first time by Twitter, in 2007, and the usage of a hashtag directed the posts on different categories. This phenomenon helps to satisfy people’s needs and it opened a hall for new connections. Even if, initially, people weren’t opened to this idea, the phenomenon caught magnitude, being very used on other platforms too, like Instagram and Facebook. Hashtag Strategy is very important keypoint in Social Media Marketing Strategy.
Tag
With this option, we can tag people that are in our followers list, or not. By using tags, we can tag brands too, not only people. The tag concept is another way to share content with the tagged profiles, because your friends also need to see the video that made you laugh for 5 minutes. Encouraging the users to tag people to your posts is a very common method to generate engagement, especially when you have giveaways.
Engagement
… is a very used term in Marketing, to create content by which people can interact with your brand in online. The Engagement Rate is very important to analyze your content strategy and it can be measured by likes number, comments or shares.
Giveaway
For sure you participated too - after all, who doesn’t love contests? However, if you haven’t heard of this term, it refers to the contests, through which a brand, an influencer or a person organize contests on their Social Media platforms, where their followers can win prizes, depending to every brand. Giveaways are a very good way to gain new followers and to generate engagement.
Kpop.ro organized a giveaway with a record from BTS, and the band’s fans have entered in this contest, increasing the profile’s followers, and the awareness and sales too.
Reach
Another term very used in Marketing, but you may not be familiar with, it’s the post reach, or a campaign reach. The Reach term relates to the unique number of users that interact with your post and with your brand on different platforms - like Facebook, Instagram or YouTube. The unique user number that interact with your post can be directly influenced by your organic posts, but also your paid ads, too. Don’t underestimate the organic posts, with a very good strategy, you can get to the same amount of people, and even more.
Facebook Pixel
If you are planning to use paid ads on Facebook for you brand, it’s very likely to hear about this term. Facebook Pixel is a code, implemented in your website, which collects data and it helps you build your audience for your next campaigns, to follow the conversions and to implement new remarketing campaigns for people who interact with your website. The usage of this tool it’s essential if you are planning to rule paid campaigns on Facebook, because it will help you use your budget at its full potential.
Content Marketing terms
Copy
Copy is a very used term in Content Marketing - it is the written content and it comes from the copywriter - the person who is responsible for the advertising texts.
Visual
If the copy refers to text, the visual is about the image. Basically, when a marketer asks about visual materials for your campaigns or Social Media content, he or she wants some images / videos / illustrations to generate content for your profiles or campaigns.
Newsletter
This term is used in E-mail Marketing, to communicate with your subscribers. Usually, it is used to promote your products, services, content, blog articles, or to announce an event. There are different tactics to support your efforts on E-mail Marketing practice.
Search Engine Optimisation (SEO)
You’ve probably heard of SEO before - it’s one of the most popular advertising method and it refers to the organic, unpaid traffic, which comes from the search engines. A professional SEO optimization can bring you long terms positive effects for your brand, favouring its appearance among the first results, that will contribute to your brand awareness, will attract quality traffic and will contribute to your sales growth.
We prepared for you a SEO guide for beginners - where you can find out more information about SEO and how you can use it for an efficient optimization.
If you want to learn more about Content Marketing and how it can be used in your business, take a look here.
Frequently used terms in Digital Marketing
PPC (Pay Per Click)
PPC campaigns are very popular and very used. Basically, every time a person clicks your ad on search engine, like Google, you’ll pay a certain price - but only when the person clicks your ad. The goal is to attract traffic on your website, using a paid method. Search Engine Ads are one of the most popular method to rule PPC campaigns - marketers bid for some relevant keywords, and that way your brand can be a result.
CPC (Cost-per-click)
CPC is the price for every click that you’ll pay in this campaigns. In this case, because 1 click means 1 visit on your website, or an interaction with your products or services. This CPC will vary depending on different factors, through which your market position, the maximum biding price for 1 click, and the quality rate of your business.
CPA (Cost per Acquisition)
CPA is the method through which you can measure the conversion cost. Without a very good understanding of CPA, you can risk to pay much more for a conversion. The calculation of a correct CPA should not miss from your Marketing Strategy, being a very important point.
Conversion and rate conversion
We call it conversion when a user completes a wanted action, or when the user responds to your CTA message. The conversion rate represents the total percentage of users that are converted. There are a lot of methods to optimize the Conversion Rate: analyze your ads and page elements from your website to identify which have further conversions, or if there are elements that keep this conversions.
ROAS (Return on Advertising Spend)
ROAS is a used tool in measuring the efficiency of a digital campaign - it shows how many times have been returned your campaign investment.
Here are some medium ROAS for Google Campaigns in different industries:
Clothes and accessories: 4,27
Home electronics: 10,13
Food: 4,77
Health/beauty: 3,53
Home products: 6,79
Jewelry: 2,97
Sports articles: 6,07
Toys: 10,25
What does this mean? For example, for Toys, we can say that for every 1 EUR invested in a Google campaigns, your company will gain 10,25 EUR.
Of course, this ROAS depends on the sold products, the visual and text quality, the targeting - if they are all good, you can have a very big ROAS. In our experience, we saw in the musical industry, ROAS who was about 76.
Return on Investment
Known as recovery rate of your investment, this ROI evaluate the efficiency of an investment or it may compare the effectiveness of several investment, by measuring the previous gain in relation to the investment.
Landing Page
Landing page is the page on your website, which has as main goal to convert the users in customers or leads. A landing page may be a product page, if your main goal is to sell that product, or a page dedicated to promos, like Black Friday, with multiple products, or even a form page. Usually, people fill your form in order to receive something from your business - like a newsletter, an ebook etc.
A landing page example is Marketiu Trends Report page, where we include the most relevant informations about Digital Marketing in 2020, to help you to create a efficient Business Strategy.
This terms relates to a set of Digital Marketing activities, meant to generate B2B leads in a business. Mostly, a very efficient Lead Generation Strategy may include Content Marketing, but Performance Marketing too. Their main goal is to push the content in front of your target audience and to capture the relevant audience.
Lead Generation
A lead means a potential customer, a person that might be interested in your business. Lead Generation refers to the process that your business have to go through to attract people, and to turn them into potential customers, interested in your products or services. Here are several methods to generate leads: write articles, create online content.
Targeting
Targeting is about identify your ideal target audience or target market for your business. Usually, businesses use Target Marketing to understand their audience, their behavior and habits, and to create successful ads, that are relevant to customer, and that can achieve maximum efficiency. Specific Targeting Strategy is much more useful for Mass Targeting, because it allows the brands to create a buyer persona / marketing persona.
Marketing persona
To create an elaborate Marketing Strategy, brands need to have a Marketing Persona - or an ideal customer profile. Identifying this ideal customer, it’s a lot easier for your business to build strategies, based on your target audience. Most importantly is to have a well-established objective and to know your target audience - everything else comes natural.
Search Campaigns
This type of campaigns it’s very spread on search engines, like Google and Bing. Advertising with this type of campaigns offers you the change to put your business in the first results when a potential client search something. Search campaigns offers you full control to the keywords that will make your business show up when customers search.
Display Campaigns
Compared to the other campaign, these Display campaigns will be visible on other websites, where is your target audience, besides the search engine. Your ads will show when people interested in your products or services search. You can choose to show your ads to people, before they search your business, but you can also make Remarketing campaigns.
Remarketing
Has it ever happened to you to leave a website, and the next second to see a personalized ad on Social Media? If the answer is yes, then you should know that you’ve just been witness to a Remarketing practice. Through Remarketing, businesses have the opportunity to get to their visitors and transform them into customers. There’s numerous Remarketing methods, through which Dynamic, Video or Search Remarketing.
These are only a few terms in Digital Marketing. We’re hoping that we were able to give you a better perspective view!
Don’t forget, if you need help from us, we are here for you - we will explain all that you need to know to make your business a real success! All that you need to do is to give us a sign on hello@marketiu.ro