Digital Marketing Glossary
Essential terminology to navigate the digital economy.
A/B Testing
Method of comparing two versions of a webpage or app to determine which performs better.
Affiliate Marketing
Strategy where an affiliate earns a commission for promoting another company’s products.
Analytics
The collection and analysis of data to understand and optimize digital marketing performance.
Attribution
Process of identifying which marketing channels are responsible for conversions (e.g., last click).
B2B & B2C
B2B: Business to Business sales.
B2C: Business to Consumer sales.
Bounce Rate
Percentage of visitors who leave a website after viewing only one page.
CAC
Customer Acquisition Cost: Total cost to acquire a new customer (Marketing + Sales).
CRM
System or strategy used to manage interactions and relationships with customers.
CTA & CTR
CTA: Call to Action (e.g., “Buy Now”).
CTR: Click-Through Rate (% of clicks vs. impressions).
Conversion Rate
Percentage of website visitors who complete a desired action (purchase, sign-up, etc.).
Content Marketing
Strategy focused on creating valuable content to attract and retain a defined audience.
Display & DSP
Graphic advertising (banners) and the platform (DSP) used to buy ad inventory automatically.
Email Marketing
Using email to promote products/services and build relationships with customers.
Engagement
Measurement of user interaction with content (likes, shares, comments, time on page).
