Digital Marketing Glossary – With Videos!

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We’ve listed some of the main terms of Digital Marketing, which still generate doubts in which you are starting (and, sometimes, even in which you are more experienced). 

Inbound? Lead Nutrition? Anyone who works with Digital Marketing or is curious about the area knows that it is common to come across some term or acronym that you don’t even suspect what the meaning is. The internet universe is full of them, and professionals in the field need to know them. How about a Digital Marketing glossary?

To make your life easier, Blue World City have listed the main terms we use in our posts and educational materials below, and we’ve briefly explained each one. To help with the search, we separate content by affinity.

Marketing and Sales

AIDA  – It is an acronym that abbreviates a conversion process, with Attention, Interest, Desire and Action steps. AIDA is a model based on natural human behavior in decision making and is used in Marketing to better direct users to conversion desired. See more .

Marketing Automation – Mechanisms that allow the execution of Digital Marketing actions in an automated way to facilitate the work and accelerate results. In general the term is most used in the context of triggering emails from a specific user behavior (Lead Nutrition), but it goes beyond that.

Conversion – Perform the action that the company wants the user to perform. Examples: filling out a form, making a purchase, signing a test, etc.

CRM – Acronym for Customer Relationship Management. CRM software offers solutions for good customer relationship management, such as organizing and storing information and controlling contacts (conversations, held meetings, scheduling, etc.).

CRO – Acronym for Conversion Rate Optimization. CRO strategies are focused on increasing the percentage of visitors who make the desired conversions on the company’s website.

CTA – Call-to-Action – The literal translation would be “call to action”. These are commands passed to users so that they can perform an action expected by the company. They can be buttons, banners or even text with links. In general, they use imperative verbs. Examples: “click here” and “take advantage of this offer”! Learn more about CTA in this eBook.

eBook – In literal translation, it is an electronic book. In the context of Marketing, it is an educational material on a subject in a company’s field of activity. They are denser than blog posts and should further explore the proposed theme.

Edge Rank – Facebook algorithm that determines the relevance of posts and which ones appear – or not – in the user’s news feed. It is based on three factors: affinity (if there are previous interactions with the fanpage), post format (link, video, image) and time the post was made (the older, the less likely it is to appear). Read more .

Conversion form – Fields that the visitor fills in in exchange for something (an offer, a newsletter registration, contacting the company, etc).

Sales funnel – Inverted pyramid representation of the different stages in which a company’s potential customers are in the sales process. It is usually divided into Funnel Top (ToFu), Funnel Middle (MoFu) and Funnel Bottom (BoFu). In Digital Marketing strategies it is essential to produce content for people at each of these levels.

  • Tofu – Acronym for Top of the funnel – initial stage of a Lead in the sale process, still far from the moment of purchase. Funnel top materials are more introductory and aim to turn the visitor into a Lead.
  • Mofu – Acronym for Middle of the funnel – intermediate stage of a potential customer in the sales process. Funnel materials are intended to strengthen the relationship and credibility of the company and generate demand for the product or service.
  • Bofu – Acronym for Bottom of the Funnel – final stage of the sales process, when the Lead is close to becoming a customer, ready to purchase. Funnel bottom materials should show the potential customer that your choice is the best option for them.
  • Growth Hacker – Position fully focused on generating rapid growth in customer acquisition. It involves different sectors of the company (marketing, product, etc.) and tests different channels and means to increase the customer base.
  • Inbound Marketing – The “new marketing” is focused on attracting potential customers, gaining their trust and directing them to the moment of sale. The idea is that the customer comes to the company, instead of the company going to the customer. For this, it uses the creation of relevant content ( Content Marketing ) and strategies in digital media to reach its target audience and build a relationship with it.

Inside Sales – Unlike traditional sales, it is when the salesperson makes the sale from inside the office via phone, Skype and other means of communication. There is no physical encounter in trading. Read this post about Inside Sales .

Landing Page – The term (landing page) can represent any page that serves as a gateway for a visitor to your site. However, in the context of Digital Marketing it is more often used as a page created with a specific conversion purpose. The most common case is the form page for converting visitors to Leads (<See definition of Lead below).

Digital Marketing Glossary – With Videos!

We’ve listed some of the main terms of Digital Marketing, which still generate doubts in which you are starting (and, sometimes, even in which you are more experienced). Watch videos!

Inbound? Lead Nutrition? Anyone who works with Digital Marketing or is curious about the area knows that it is common to come across some term or acronym that you don’t even suspect what the meaning is. The internet universe is full of them, and professionals in the field need to know them. How about a Digital Marketing glossary?

To make your life easier, we’ve listed the main terms we use in our posts and educational materials below, and we’ve briefly explained each one. To help with the search, we separate content by affinity.

Top of Form

Marketing and Sales

AIDA  – It is an acronym that abbreviates a conversion process, with Attention, Interest, Desire and Action steps. AIDA is a model based on natural human behavior in decision making and is used in Marketing to better direct users to conversion desired. See more .

Marketing Automation – Mechanisms that allow the execution of Digital Marketing actions in an automated way to facilitate the work and accelerate results. In general the term is most used in the context of triggering emails from a specific user behavior (Lead Nutrition), but it goes beyond that.

Conversion – Perform the action that the company wants the user to perform. Examples: filling out a form, making a purchase, signing a test, etc.

CRM – Acronym for Customer Relationship Management. CRM software offers solutions for good customer relationship management, such as organizing and storing information and controlling contacts (conversations, held meetings, scheduling, etc.).

CRO – Acronym for Conversion Rate Optimization. CRO strategies are focused on increasing the percentage of visitors who make the desired conversions on the company’s website.

CTA – Call-to-Action – The literal translation would be “call to action”. These are commands passed to users so that they can perform an action expected by the company. They can be buttons, banners or even text with links. In general, they use imperative verbs. Examples: “click here” and “take advantage of this offer”! Learn more about CTA in this eBook.

eBook – In literal translation, it is an electronic book. In the context of Marketing, it is an educational material on a subject in a company’s field of activity. They are denser than blog posts and should further explore the proposed theme.

Edge Rank – Facebook algorithm that determines the relevance of posts and which ones appear – or not – in the user’s news feed. It is based on three factors: affinity (if there are previous interactions with the fanpage), post format (link, video, image) and time the post was made (the older, the less likely it is to appear). Read more .

Conversion form – Fields that the visitor fills in in exchange for something (an offer, a newsletter registration, contacting the company, etc).

Sales funnel – Inverted pyramid representation of the different stages in which a company’s potential customers are in the sales process. It is usually divided into Funnel Top (ToFu), Funnel Middle (MoFu) and Funnel Bottom (BoFu). In Digital Marketing strategies it is essential to produce content for people at each of these levels.

  • Tofu – Acronym for Top of the funnel – initial stage of a Lead in the sale process, still far from the moment of purchase. Funnel top materials are more introductory and aim to turn the visitor into a Lead.
  • Mofu – Acronym for Middle of the funnel – intermediate stage of a potential customer in the sales process. Funnel materials are intended to strengthen the relationship and credibility of the company and generate demand for the product or service.
  • Bofu – Acronym for Bottom of the Funnel – final stage of the sales process, when the Lead is close to becoming a customer, ready to purchase. Funnel bottom materials should show the potential customer that your choice is the best option for them.

Lead Generation – Convert company website visitors into Leads.

Growth Hacker – Position fully focused on generating rapid growth in customer acquisition. It involves different sectors of the company (marketing, product, etc.) and tests different channels and means to increase the customer base.

Inbound Marketing – The “new marketing” is focused on attracting potential customers, gaining their trust and directing them to the moment of sale. The idea is that the customer comes to the company, instead of the company going to the customer. For this, it uses the creation of relevant content ( Content Marketing ) and strategies in digital media to reach its target audience and build a relationship with it.

Inside Sales – Unlike traditional sales, it is when the salesperson makes the sale from inside the office via phone, Skype and other means of communication. There is no physical encounter in trading. Read this post about Inside Sales .

Landing Page – The term (landing page) can represent any page that serves as a gateway for a visitor to your site. However, in the context of Digital Marketing it is more often used as a page created with a specific conversion purpose. The most common case is the form page for converting visitors to Leads (<See definition of Lead below).

Lead – Person who left their data in a conversion form and showed interest in your company, products or market topic, and can be considered a potential customer. Through a relationship, they can walk through the sales funnel until they become a customer.

Lead Scoring –  Algorithm that determines a score for certain profiles and behaviors of a Lead, to analyze whether the Lead is qualified or not. See what is Qualifying Leads .

Sponsored Links – These are paid ads displayed prominently on search results pages or on affiliate sites (Display network). In many cases the term is used synonymously with Google Ads . On the results page, they are displayed according to the keywords used in the search and in the display network, according to the related topic.

Long tail keyword – More specific and less competitive terms in organic search and Sponsored Links keyword auctions. These are good bets for those who don’t have much authority yet, but want to appear in search results. For example: “straw handbag for beach” instead of “handbag”.

Content Marketing – Part of Inbound Marketing, it is based on attracting the interest of consumers through the production of relevant content for the target audience, for this reason it can be said that it is an “attraction marketing”.

Lead Nutrition – Marketing automation technique for sending a sequence of emails after a certain event, with the objective of driving the Lead through the sales funnel and bringing it closer to the moment of purchase. Example: after downloading an eBook about Marketing on Facebook, the user can receive automatic emails with suggestions for posts or materials about it, case studies and even the offer of some product/service related to the topic. Learn more here .

Outbound Marketing – It would be traditional marketing, in which companies use advertising to “push” their products and services to consumers. We can say that it is “interruption marketing”, as its strategies and channels do not focus on a specific audience. Examples are: TV commercials and billboards, for example.

Social payment – Modality in which the user makes a post on social media in exchange for an offer. This helps to spread certain content faster.

Keyword – It can be the word (or words) that summarize the main theme of a text, sentence, paragraph etc. In SEO, it is based on these terms that a page’s optimization efforts are made. In a text about a new light version of dog food, the keyword might be “light dog food”. Keyword is also used to indicate the terms that the user uses when doing a Google search.

Google Display Network : This is a large network of sites (blogs, portals, etc.) where ads from Google Ads campaigns are displayed.

Remarketing (or retargeting) – Displaying ads after a user visits a website. Example: a person enters an Internet services page and after that, when visiting other websites, advertisements from the same company appear in the advertising banners. This “harassment” happens by installing cookies on the user’s computer. Retargeting is the name of the practice and remarketing is the name Google has given to its retargeting service.

Leads Segmentation – To optimize the results of relationship actions such as sending Email Marketing , it is recommended to segment the contact base according to a certain criterion. For example: customers from a region or a sector of the market can receive focused shots for their reality.

Squeeze page – It is the Landing Page model focused on capturing emails.

Lead Qualification  – Process to classify which Leads are good opportunities and must be approached by the sales team, which ones are not yet at the time of purchase and Bad Leads for sale (those that do not have the profile to become a customer). See  more in this post.

Conversion rate – Percentage of visitors who make the desired conversion. Example: if the conversion rate of a Landing Page is 70% this means that 70 out of every 100 visitors turned into Leads.

Webinar – Content made available to the public in video format (short for webinar). It can be a class, lecture, debate, among other options. It can be displayed live or recorded.

Metrics

CAC – Customer Acquisition Cost . It is a significant metric for companies to know how much they are spending to win each new customer and serves to define the budget and marketing actions.

CPC – Cost per Click. It is a way of charging services such as paid ads (Adwords and Facebook Ads, for example), in which payment is made based on the number of clicks made.

CPA – Cost per Acquisition. It is a form of billing like CPC, but calculated on the basis of conversions, not clicks.

CTR – Acronym for Click through Rate, is the number of clicks divided by the number of impressions (views) of an ad displayed, for example, on services such as Google Adwords, Facebook Ads and LinledIn Ads. This rate is extremely important for evaluating ad performance, as an ad with a low CTR has fewer clicks in relation to views and is generally more expensive and should be optimized.

KPI  – Acronym for Key Performance Indicators. These are the indicators defined to measure the progress of your actions towards achieving a certain goal.

Pageviews – These are the page views of a website. Attention: pageviews are different from visits. To be clear: in a visit, you can have more than one pageview on the same page, it just depends on how many times the user entered it.

ROI – Acronym for Return on Investment. It is the relationship between the money made (or lost) and what was invested in your marketing efforts.

SEM – The acronym for Search Engine Marketing. SEM is a set of marketing strategies aimed at promoting a website on search engine results pages such as Google, Yahoo, etc. Generally SEM is split between SEO (optimization for the site to appear in Organic Search) and ads on Sponsored Links, such as Google Adwords.

SEO – It is the acronym for Search Engine Optimization (optimization for search engines). SEO is the set of techniques, studies and methods that aim to improve the positioning of a website’s pages in search engines like Google.

Visit – It is an access to a website. A visitor can make more than one visit to a website, for example. If he closes the site and re-enters within an interval longer than 30 minutes, this will count two visits from the same visitor.

Visitor – It is the user who performs actions on the website during a session.

Unique Visitor – It is the visitor who, if he has already entered a certain website and had a cookie installed on his computer, will count as the same visitor on different occasions. This way, it is possible to know how many visitors a site had, without counting the same user more than once.

Return visitors – This is a unique visitor who has entered a website more than once.

Web Analytics – It is the action of measuring, collecting, analyzing and reporting data from the Internet, in order to understand and improve the usability of users and improve the results of actions on your website and other digital channels.

Blog, website and content

Adwords – That’s what Google’s advertising service was called (and many still call it) – and the company’s main source of revenue. It is for current Google Ads that sites make paid ads that appear on Google result pages, at the top and right side, and on the Display network.

Alternative text (Alt text) – This is the text used to describe an image on the web. Search engines read the Alt text of the image, which helps to better understand the content. If the browser is unable to load the image, this text will be displayed in its place.

Anchor text – It is the text of a link to another page. Typically, this text is blue in color and underlined. Anchor text helps search engines understand the destination of the link, so choose carefully.

API – Acronym for Application Programming Interface. API is the set of programming patterns that allow one software to interact with another. An example is the RD Station itself, which allows integrations with websites and other software through the API.

Page authority –  It is how much searchers value a page over others to position it in search results for a specific term (keyword). The quantity and quality of links that lead to it are the main elements analyzed for this.

Site authority (domain authority) – Like page authority, it is how much searchers value a domain as a whole and its pages to position them in search results.

Black hat – These are unethical SEO practices to position a website well in search engines like Google.

Blog – A blog is a frequently updated web page, composed of posts usually presented chronologically. Its name came from the union of the English words “web” and “log”, so in a free translation we can translate it as “online diary”. In Digital Marketing, blogs are a space for companies to produce and post content of interest to their audience, to attract visitors and become a reference in the area.

Organic search – This is the traffic coming from good organic (free) placement in search engines like Google, where the results are listed according to the searched keyword.

Canonical tag – When two or more pages have the same (or very similar) content, this duplicate content distributes the “strength” of those pages between them. Using the canonical tag, search engines transfer authority from one page to another. Learn more in this post .

Cookies – These are simple files placed in the user’s browser when he visits a website. This file has basic information like IP, language preference, etc. Thus, on future visits to the site, it is possible to identify this visitor and their preferences.

CSS – Acronym for Cascading Style Sheets, is a style language for presenting pages, such as page layout, colors, fonts, etc.

Domain – It is the main address of a website, the root of all pages. Example: www.yoursite.com.br

404 Error – This error page appears when a response code indicates that the server could not find what it was requested, such as a page on your website that no longer exists, for example.

Guest Post – A post written on a blog by a “guest”, different from regular authors, who is related to the company’s area of ​​activity and can add knowledge to readers.

Google Hummingbird – Google’s algorithm released in 2013. Fast and accurate, it goes beyond the keyword, interpreting synonyms, context and other factors such as location and previous searches. L eia the post .

Google Panda – Algorithm created by Google to analyze mainly the quality of content on a website and inhibit the creation of low quality content for users.

Google Penguin – Algorithm created by Google to analyze mainly the quality of links on a website, to inhibit the exchange of low quality links.

Hard bounce – This is the failure to deliver emails for a permanent reason, such as an email address that doesn’t exist.

Heading Tags (H1, H2, H3, ..) – These are HTML programming resources to present the titles and sub-titles of a page. The H1 tag is one of the most important elements of a page and is one of the criteria analyzed by Google to position your website in search results.

Hyperlink – It is clickable content on a page that takes you to another page, website or even another part of the same page. It can be embedded in a text, button or image.

HTML – Acronym for HyperText Markup Language, HTML is a markup language used for programming web pages.

Layout – This is how a page is designed. The layout of a page will depend on the creativity and content it will contain, always thinking about the best usability for the user.

Link Building  – It is the process of getting more external links to your website in order to improve its ranking in search engines. It is important that this “link building” is done naturally, with other relevant sites that operate in the same market or close to yours, as Google penalizes sites with the exchange of irrelevant links to the user.

Internal links – These are links within a website that lead to other pages on the same domain.

External links – These are links that point to pages outside your own domain.

Metadata – This is the data that tells research tools what a website or page is about.

Meta description – This is a brief description of a page, which appears on search results pages. Although it doesn’t help with positioning, the meta description helps to attract visitors to the site, as it summarizes the page’s content in search engine results.

Mobile – Term used to refer to cell phones or other mobile devices.

No follow – It is an attribute placed on links so that they are not tracked by search engines, so as not to pass authority to the landing page.

Pagerank – It is an algorithm created by Google to rate sites on a scale of 0 to 10. It encompasses a number of rating factors, such as site structure, number of pageviews, bounce rate , content relevance, links etc.

Page title – This is the text that appears on your browser tab when you open a page and also as a prominent line on the Google results page. Page title is one of the most important elements in SEO, so it should contain the most important keywords for each page on the site.

Off Page – Elements outside the page and that influence its positioning in search engine results such as Google, such as the links that direct to it.

On Page – Elements that are inside the page and that influence the results of search engines like Google, such as page title, headings and alt attribute in images.

Opt-in – It is the choice to opt-in to receive information via email by entering your email address in a form on a website, thus giving permission to contact  the user.

Double opt-in  – This is the practice of sending a user an email confirmation of subscription to your list. He will only receive the following emails if he clicks on this message.

Social proof – In marketing, it’s taking advantage of other people’s approval to convey more credibility and empathy. If a page is highly liked on Facebook, for example, people tend to judge the company as relevant and trustworthy.

301 Redirect (301 redirect) – This is the process of directing a page to another address. A classic example is websites that have a version with and without www. In order for the site not to have duplicate pages, Redirect 301 is applied in one of the versions. Thus, the authority of the targeted page will be merged with that of the active page. The same can be done in other situations.

SERP –  From English Search Engine Results Page, it is the results page of the search tool.

Sitemap – A map where the addresses to access the pages of a website are listed. HTML sitemaps are used for visitors to browse and XML sitemaps are used by search engines. Learn more here.

Soft bounce – This is the failure to deliver emails for a temporary reason, such as a full email inbox.

A/B Test – Test done with two different versions of a page, to assess which one performs best with audience interaction. An example is a page with a form with 4 fields and an 8 field version. The one with the most conversion on the A/B test proves to be the one with the best user experience.

 

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