These are the basic Digital Marketing Terms.
Basic Marketing Terms
An impression is the presentation of a digital ad to a potential customer. The customer does not need to interact with the digital ad to be counted as an impression; the ad only needs to be presented to a potential customer.
If a single user is presented with the ad multiple times, each presentation of the content counts as an impression.
A click is when a potential customer clicks on the ad. A click represents a basic engagement with the digital campaign, showing that the potential customer has enough interest to learn more about the campaign.
If a user clicks on content multiple times, each click is recorded.
When someone moves the mouse cursor over an item but does not click on it. More advanced websites and advertisements can detect when someone is hovering over an object. The website/ad can interact with the visitor when a hover is detected.
A conversion represents the completion of a task. The conversion can take many forms depending on the goal of the digital marketing campaign. A conversion could be signing up for an email list, making an online purchase, or downloading an informational form.
A follower is a general term for someone who has subscribed to your social media content.A follower can take different forms, such as a follower on Twitter or on Instagram, someone who likes your page on Facebook, or even someone who subscribes to your email newsletters.
Keywords are a single word, a set of words, a phrase, or a topic that your target audience could potentially enter into a search engine. Keywords should be determined by what your website is all about and its content. Your selection of keywords will play a major role in your Search Engine Optimization.
If you are purchasing paid ads within a Search Engine, your keywords will also help you determine which terms to bid on.
7. Organic Traffic:
Traffic to your website that is generated by search engines such as Google, Yahoo, or Bing.
Organic traffic is also known as “Free” traffic because a website does not have to pay to be listed in search engines.
Since this is free traffic of users who have searched for terms relevant to your website, organic is a preferred traffic source.
8. Paid Traffic:
Paid Traffic can take many forms and generally encompasses all traffic to your website that comes from a paid ad placed on any webpage of any website.
The most common forms of paid advertisements are digital ads, which appear alongside content on other websites or which appear alongside organic search results.
9. Banner Ad:
A graphical image or small animation file that is embedded within a website, which, when clicked on, will bring the visitor to the target website.
10. Popup Ad:
An advertisement, which automatically opens or “pops up” in a new browser window to display the advertisement.
These ads aim to interrupt the users’ experience and force them to look at the chosen advertisements. Generally, popup ads are disliked, and many browsers and programs have the ability to block them.
An Overlay is an advertisement that floats above the rest of the content of a website.
These are different from popup-ads because they do not trigger a new page or tab; they just appear above the content of the page being viewed.
As a result, popup-blockers cannot stop an overlay ad. These advertisements can also have various behavior based on customer interaction, such as expanding when highlighted.
A collection of content written by an author or a group of authors. Usually focused around the writer’s personal interests, bloggers give their opinions on their chosen topics.
Blogs can be a great source of content and reviews as they are viewed as a peer-review rather than an internal promotion.
13. Call To Action:
A call to action represents the message conveyed to a user to get them to complete the desired conversion.
Typically call to action may ask a user to sign up for a newsletter, make a purchase, or otherwise interact with the website.
14. Landing Page:
A Landing page is the first page a user sees on arriving at a website after clicking on an ad or a link. Mostly, when running a digital campaign, the advertiser has control over where the visitor is directed.
These pages are very important as they give the visitor their first impression of the website and should be optimized to engage new users.
To make them look as professional as possible, many companies decide to enlist the help of experts who can incorporate everything you want and need in a website. For example, if you are a lawyer, then looking for a marketing company that specializes in law firm website design should be your first port of call as this will help to make sure that it is tailored toward the right audience group who are looking for specific services, etc. All in all, this area is essential to your marketing strategy.
15. Above the Fold:
This term originated in the print industry, referring to the content, which was visible in print without picking up the material.
In digital marketing, above the fold refers to the area of the page, which will be visible to the visitor without requiring them to scroll down to view more content.
16. Desktop View:
A view of your website from a browser on a Laptop or a Desktop.
Desktop views have a larger screen area than mobile views and generally represent a visitor with access to a keyboard.
17. Mobile View:
A view of your website using a smartphone, tablet, or similar hand-held device. Mobile views generally have a smaller screen size than a desktop view and have users relying on a touch screen than a keyboard.
18. Responsive Design:
A complication to designing a website, unlike designing a print advertisement, is that many visitors view the website through different tools.
Responsive design is a type of website design that detects what type of system the visitor is using and shows them a view of the website that is best suited for their device.
With the prevalence of mobile browsing and the vast number of operating systems, browsers, and browser versions, responsive design has become critical when designing a website.
The goal of attribution is to determine which digital campaign is responsible for driving a conversion so that ROI can be calculated. Generally speaking, a conversion process consists of several steps as a user is taken from being made aware to make them act.
These steps are said to be part of the conversion funnel. The steps could be, for example, Awareness, Interest, Desire, Action. There are three primary methods of attribution – First-touch, Last-touch, and Multi-step.
The First-touch method credits a conversion to the campaign that started the conversion process.
Last-touch attributes a conversion to the last action in the conversion funnel, giving credit to the campaign that resulted in the actual conversion. Multi-step attributions give partial credit to all campaigns that participated in the conversion process.
20. Ad Network:
A service that connects advertisers and publishers.
This allows an advertiser to place an ad in one network and have that advertisement appear in multiple locations and websites without having to negotiate a separate rate with each. Ad Networks facilitate placement and help manage supply and demand.
21. Contextual Advertisement:
Contextual advertisement is the strategy of finding content that is relevant to your ad and attempting to place your ad alongside that content. The basic premise is that if the visitor is interested in the other nearby content, they are more likely to be interested in your advertisement.