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Digital Insight for Business Marketing

The Most Used Digital Marketing Terms Defined

Posted by Heather Bonebrake on Apr 4, 2016 9:46:44 AM

In the quick-paced and frequently changing world of digital marketing, keeping up with common terms can be a headache. As platforms to advertise on are created and methods of content distribution are unveiled, new terms and new meanings are frequently created. This list of key digital marketing terms will keep you ahead of the curve and on top of the latest trends in the digital world. 


  • Data and statistics that are aggregated to measure performance of various types of marketing content. Methods of analytics range from on-site to email marketing analysis and include methods of comparatively testing content such as A/B testing. 
Banner Ads 
  • Advertising images that are published on websites to attract attention to a brand. Banner ads, or display ads, are commonly placed on specific websites chosen by the brand based on audience targeting.
  • A benchmark for measuring goals that is set to establish a basis for comparison. 
  • digital marketing termsDerived from the term “web log”, a blog is a section of a website which is used to regularly update and inform and attract an audience on information which a brand deems important.
Business Model
  • A structure for how a business plans to deliver products or services and generate revenue. 
  • Mechanisms for delivering content to an audience including email, blogs, and social media.
Click Through Rate (CTR)
  • A statistical percentage representing how many users that view a brand's message click on an included link and land on the intended website. 
Conversion Rate
  • The percentage of unique visitors to a website that ultimately convert into leads, customers, or users. 
Cross-channel Marketing
  • A strategy for brands to connect with audiences across multiple platforms, including but not limited to websites and social networks. Cross-channel marketing allows brands to control and promote the message that they want their audience to see. 
Digital Marketing Calendar
  • A calendar that is assembled for marketers to plan, create, and deliver content to a target audience. 
Digital Marketing Funnel
  • A visualization used to denote where a customer is in the buying cycle.  
digital marketing termsDistribution
  • The means of delivery of a product or service to its customer or end user. 
Earned Content
  • Content that is created and shared by supporters of a brand via social and digital networks. 
Employee Advocacy
  • Employees that use their own social networks account like Facebook or Twitter to positively promote their company and engage in conversations.
  • Interaction by users with various types of content published by a brand including liking or sharing Facebook posts, commenting on blogs, or retweeting or replying on Twitter. 
Facebook Ads
  • An advertising option offered by Facebook that allow brands target potential customers and broadcast content selected for this chosen audience. 
  • How regularly a task is performed, such as how often a brand posts to Facebook or Twitter.
Google Adwords
  • digital marketing termsA type of paid advertising crated by Google that allows brands to have their websites included in search results using targeted terms and conditions.  
Google Keyword Planning Tool
  • A tool that is offered free of charge by Google that allows brands to plan which keywords will be effective in an advertising campaign.
  • Key Performance Indicators
Lifetime Customer Value
  • A calculation representing the sum of revenue that is anticipated from a customer over their lifetime as a buyer. 
Owned Content
  • Any type of content that is created by a brand to promote a message to their target audience, including blog and social media posts.
Page Views
  • The number of times a website is viewed over any period of time.
Pages Per Visit
  • The median number of pages seen by a single visitor. 
Paid Content
  • digital marketing termsContent that is created by a brand via any paid methods including Google Adwords, Twitter, Facebook, or display ads. 
  • A summation of traits of an ideal customer that is compiled through brand research. 
Real-time Marketing
  • A strategy employed to publish content that is pertinent to current news and events.  
  • Following up with users who have engaged with your content. This may take the form of emails or sales calls and is often an opportunity to sell additional products or services.
  • A cookie-based method of tracking users who have interacted with content and repeating a marketing message digitally on the web. 
Sales Cycle
  • The length of time that is takes for a sales conversion to take place after the potential customer first becomes aware of the brand. 
digital marketing termsSEO
  • Search Engine Optimization, a strategy of arranging website content to achieve optimal ranking via search engines like Google.  
  • Search Engine Results Page, simply what is found when searching any given term(s).
Social Intelligence
  • A strategy used by brands to be aware of demographical information of their potential customers on a personal level. This information can then be used to create more effective digital marketing content.
Time On Site 
  • The average amount of time a user stays on a website.
Total Reach
  • The combined total users that view a piece of content. 
Twitter Ads 
  • An option offered by Twitter that allows brands to pay to advertise to a targeted audience based off of profile data. 

For more reading on recent trends in digital marketing, see the links below: 

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