This digital marketing glossary outlines the most important terms and concepts used by professionals in the field. Whether you’re getting started or deepening your knowledge, this digital marketing glossary will help you stay on top of the terminology.

A

A/B Testing: Method of comparing two versions of a web page or application to determine which performs better.

Affiliate Marketing: Strategy where an affiliate earns a commission by promoting another company’s products or services.

Analytics: Process of collecting, measuring, and analysing data to understand and optimise digital marketing performance.

Attribution: Process of identifying which marketing channels are responsible for conversions. It can be based on attribution models such as last click, first click, or multi-touch.

B

B2B (Business to Business): Companies that sell products or services to other businesses.

B2C (Business to Consumer): Companies that sell products or services directly to consumers.

Bounce Rate: Percentage of visitors who leave a website after viewing only one page.

Brand Awareness: Measure of how familiar consumers are with a brand and how well it is recognised.

C

CAC (Customer Acquisition Cost): Total cost of acquiring a new customer, including marketing and sales expenses.

CRM (Customer Relationship Management): System or strategy used to manage interactions and relationships with customers and potential customers.

CTA (Call to Action): Instruction for the target audience to perform a specific action, such as “buy now” or “sign up.”

CTR (Click-Through Rate): Percentage of people who click on a link or advertisement compared to the total number of views (impressions).

Conversion Rate: Percentage of website visitors who complete a desired action, such as filling out a form or making a purchase.

Content Marketing: Strategy focused on creating and distributing valuable, relevant, and consistent content to attract and retain a defined audience.

D

Display Advertising: Graphic advertising that appears on websites, apps, or social media, often in the form of banners or videos.

DSP (Demand-Side Platform): Platform that allows advertisers to buy digital ad inventory from multiple sources automatically.

E

Email Marketing: Use of email to promote products or services and build relationships with potential and current customers.

Engagement: Measure of user interaction with content, such as likes, shares, comments, and time spent.

E-commerce: Selling products or services online.

G

Geotargeting: Practice of delivering content or advertisements to consumers based on their geographic location.

I

Impression: Each time an ad is displayed to a user, regardless of whether they click on it or not.

Inbound Marketing: Strategy that attracts customers by creating valuable content and experiences tailored to them, rather than using intrusive marketing methods.

K

KPI (Key Performance Indicator): Metrics that indicate performance in relation to specific business objectives.

L

Landing Page: Specific web page where visitors land after clicking on an ad or link, designed to generate conversions.

Lead: Potential customer who has shown interest in a product or service, usually by providing contact information.

M

Marketing Automation: Use of software to automate marketing tasks, such as email sending, audience segmentation, and marketing campaigns.

Meta Description: Short description that appears in search engine results below the page title, designed to provide an overview and attract clicks.

Mobile Marketing: Marketing aimed at mobile devices, such as smartphones and tablets, using SMS, apps, optimised websites, and more.

N

Native Advertising: Ads that match the style and format of the surrounding content, providing a less intrusive experience for the user.

O

Organic Search: Unpaid search results that appear based on the relevance of the content to the user’s query.

Outbound Marketing: Marketing strategy that involves reaching out directly to potential customers through methods such as telemarketing, cold emails, and paid advertising.

P

PPC (Pay-Per-Click): Digital advertising model where advertisers pay a fee each time one of their ads is clicked.

Persona: Fictitious representation of an ideal customer based on research and real data about the target audience.

Programmatic Advertising: Use of software to automate the purchase of digital advertising, allowing for real-time audience targeting.

R

Remarketing (or Retargeting): Strategy that involves showing ads to people who have previously visited the website or interacted with the brand, encouraging them to return and complete an action.

ROI (Return on Investment): Metric that evaluates the efficiency of an investment by comparing the return generated with the cost of the investment.

S

SEO (Search Engine Optimisation): Process of optimising a website to achieve a higher ranking in organic search engine results.

SERP (Search Engine Results Page): Page displayed by a search engine after a user’s query, containing a list of relevant results.

SMM (Social Media Marketing): Use of social media platforms to promote products, services, and content, engage with the audience, and build the brand.

SWOT Analysis: Strategic planning tool used to identify strengths, weaknesses, opportunities, and threats.

T

Traffic: Volume of visitors that a website receives, which can be measured in terms of sessions, unique users, page views, and more.

Target Audience: Specific group of consumers that a business aims to reach with its marketing campaigns.

U

UX (User Experience): Overall experience of the user when interacting with a product or service, focusing on usability, accessibility, and satisfaction.

UI (User Interface): The part of a product or service with which the user directly interacts.

UTM Parameters: Tags added to URLs to track the effectiveness of digital marketing campaigns through Google Analytics and other tools.

V

Viral Marketing: Marketing strategy that encourages people to share content, aiming for rapid and widespread dissemination of the message.

Voice Search Optimisation: Practices to optimise content and websites to better serve voice-activated search queries.

W

Webinar: Online seminar aimed at presenting information or training to an audience that can participate live or watch recordings.

Whitepaper: Detailed informative document about a specific topic, used to educate the target audience and demonstrate a company’s expertise.

Extra

XaaS (Anything as a Service): Business model where any service or application can be delivered over the internet, encompassing SaaS (Software as a Service), PaaS (Platform as a Service), IaaS (Infrastructure as a Service), among others.

YMYL (Your Money or Your Life): Type of content that can impact the user’s happiness, health, financial stability, or safety, which is especially important for SEO due to the emphasis search engines like Google place on the quality and credibility of such content.