A
A/B Testing – A method of comparing two different versions of a digital asset (such as an email, web page, or ad) to determine which one performs better.
Ad Clicks – The number of times that an advertisement has been clicked on by a user.
Ad Impressions – The number of times that an advertisement has been displayed to a user.
Ad Retargeting – A form of advertising that displays targeted ads to users who have previously interacted with a brand or visited its website.
AdWords – A platform owned by Google that allows businesses to create and display ads on Google’s search results pages and other websites.
Affiliate Marketing – A marketing strategy in which a business pays a commission to other individuals or companies for driving traffic or sales to the business’s website.
Analytics – The collection and analysis of data to gain insights into user behavior and optimize marketing campaigns.
B
B2B – Short for “business to business,” refers to companies that sell products or services to other businesses rather than to individual consumers.
B2C – Short for “business to consumer,” refers to companies that sell products or services directly to individual consumers.
Banner Ads – Digital ads that are displayed on websites and are typically rectangular in shape.
Behavioral Targeting – The use of data to target users based on their past behavior and interests.
Blog – A website that contains regularly updated content in the form of blog posts, which are typically written in a more informal and conversational style than traditional articles.
C
Call to Action (CTA) – A phrase or button that encourages a user to take a specific action, such as making a purchase or filling out a form.
Click-Through Rate (CTR) – The percentage of users who click on an ad or other link out of the total number of users who see it.
Content Marketing – A marketing strategy in which businesses create and distribute valuable content to attract and retain customers.
Conversion Rate – The percentage of users who take a desired action, such as making a purchase or filling out a form, out of the total number of users who see it.
Cost Per Click (CPC) – The amount of money that a business pays each time a user clicks on one of its ads.
Cost Per Thousand (CPM) – The amount of money that a business pays for every thousand impressions of its ad.
D
Digital Marketing – The practice of using digital channels, such as social media, search engines, email, and websites, to promote a business or product.
Display Ads – Digital ads that are displayed on websites and can take a variety of forms, including banner ads, pop-ups, and video ads.
E
Email Marketing – A marketing strategy that involves sending promotional messages or newsletters to a list of subscribers.
F
Funnel – A model that describes the stages that a user goes through on the path to making a purchase, from awareness to consideration to purchase.
G
Google Analytics – A free tool offered by Google that allows businesses to track and analyze website traffic.
H
Hashtag – A word or phrase preceded by the “#” symbol that is used on social media platforms to categorize content and make it more discoverable.
I
Inbound Marketing – A marketing strategy that involves attracting customers through valuable content and other resources, rather than interrupting them with ads.
Influencer Marketing – A marketing strategy in which businesses partner with individuals who have a large following on social media to promote their products or services.
J
JavaScript – A programming language that is commonly used to create interactive features on websites, such as pop-up windows and animations.
K
Keyword – A word or phrase that is used to describe the content of a website or ad, and that users might search for in order to find that content.
L
Landing Page – A web page that a user is
directed to after clicking on an ad or other link, and that is designed to encourage a specific action, such as making a purchase or filling out a form.
Lead Generation – The process of identifying and attracting potential customers to a business or product.
M
Marketing Automation – The use of software to automate repetitive marketing tasks, such as sending emails or social media posts.
Mobile Optimization – The process of optimizing a website or other digital asset for viewing and use on mobile devices, such as smartphones and tablets.
N
Native Advertising – A form of advertising that is designed to look like the content that surrounds it, rather than standing out as an obvious advertisement.
O
Organic Reach – The number of users who see a piece of content on social media without it being promoted or paid for.
P
Pay-Per-Click (PPC) – A model of digital advertising in which businesses pay each time a user clicks on one of their ads.
QR Code – A square-shaped barcode that can be scanned using a smartphone camera to quickly access information or a website.
R
Remarketing – A form of advertising that targets users who have already interacted with a brand or visited its website, in order to encourage them to return or make a purchase.
Responsive Design – The design of a website or other digital asset that automatically adjusts to fit the screen size of the device on which it is viewed.
S
Search Engine Optimization (SEO) – The process of optimizing a website or other digital asset to improve its visibility and ranking in search engine results pages.
Social Media Marketing – The practice of using social media platforms, such as Facebook, Instagram, and Twitter, to promote a business or product.
T
Target Audience – The group of people who are most likely to be interested in a business or product, and who are therefore targeted by marketing efforts.
U
User Experience (UX) – The overall experience that a user has when interacting with a website or other digital asset, including factors such as ease of use, navigation, and design.
V
Video Marketing – The use of video content to promote a business or product, typically through social media or other digital channels.
W
Webinar – A live or pre-recorded online presentation or workshop that is typically hosted by a business or industry expert.
X
XML Sitemap – A file that lists all of the pages on a website, and that is used by search engines to crawl and index the site.
Y
YouTube – A video-sharing platform owned by Google that allows businesses to create and upload video content to reach a wide audience.
Z
Zero Moment of Truth (ZMOT) – The moment when a consumer begins researching a product or service online, before making a purchase or taking any further action.