Digital Marketing Glossary _ Web Analytics

Find below a glossary with the most relevant topics and concepts in digital marketing, so that you have a specialized guide whenever you need it. We put it in alphabetical order for better reference.

Web Analytics

It refers to the discipline that is responsible for the extraction and study of relevant information on the status and evolution of a digital project. It allows you to make better decisions in real time and is very useful for evaluating the success of strategies and improving future ones. It can be applied to any type of website, blog, forum, among others.

Scope

It is a term used to measure the number of people that a campaign seeks to impact.

Organic reach

It is used to indicate the total number of unique users who view content that has not been previously advertised.

paid scope

It performs the same function as organic reach. The difference is that it calculates the users or customers who have seen your advertised content; for example, paid advertisements.

Automation

It is a process that optimizes the activities of a company and improves its productivity. It is done through specialized software and each area can determine which tasks it wants to automate, for example: customer segmentation, entering information into a database, A/B testing ...

banner

Refers to the ad format used on websites. It can be composed of various elements such as text, images and even videos. Seeks to attract the attention of users in order to promote a product or service.

Blog

It is a type of written content with which you seek to create a good lead nurturing strategy; that is, nutrition of the users. Information of interest is provided to users, so that they can solve their needs or challenges when they search for information about a product or service. Blogs are used most of the time as part of inbound marketing and SEO positioning strategies.

Buyer persona

The  buyer persona  is a fictional description of a company's ideal customer. It is used to know how the person to whom the strategies and advertisements of a digital marketing campaign will be directed could be. This resource determines a range of age, personality, lifestyle, location, among more elements, that help put a face on the target audience.

B2B or Business to Business

It is a business-to-business marketing model. That is, it is the same companies that sell products or services to other companies and not to individual consumers. For example: a company that offers CRM consulting services to companies from different industries or sectors.

B2C or Business to Consumer

It is a model contrary to B2B, because they are companies that sell directly to individual consumers. For example: a company that sells shoes or clothing.

Call to Action or CTA

Attractive and persuasive button, link or copy that invites users to perform a certain action. For example: download, purchase, subscription, etc.

Click Through Rate or CTR

Percentage of clicks that users make on a specific ad or link.

Conversion

It is the action that a consumer takes when it meets the stated purposes of a marketing campaign. For example: a purchase, registration, reservation, download, among others.

Content Management System or CMS

A CMS is a  content management system . Through specialized software, different types of content can be developed and managed for a website. Most of them have quite friendly and intuitive interfaces, so advanced programming knowledge is not required. Among the most popular CMS for personal blogs is WordPress.

There are also managers totally focused on business and visitor and lead management, such as  CMS Hub .

Content marketing or content marketing

Content marketing is a strategy that works hand in hand with inbound marketing. It focuses on creating content to appeal to a specific audience.

Cookies

It is the data that is stored in browsers when a user interacts on various websites. Its objective is to save the preferences of the users to know their interests or web behavior.

Copy

It refers to the creative and innovative phrases that are developed into a content strategy. They serve to persuade the user to consult a complete content with the right amount of words.

Copywriter

Person specialized in creating creative, innovative and persuasive texts in a digital marketing strategy.

Cost Per Acquisition or CPA

Payment made by an advertiser to acquire a customer.

Cost per Click or CPC

Form of payment for paid advertisements, in which payment is made for a number of clicks made. In other words, an advertiser pays for the number of visitors that come to their site.

Cost per impression or CPI

The advertiser pays a fixed fee for his ad to be published during a certain time and under certain conditions.

Cost per Lead or CPL

Payment made by an advertiser for each user who signs up for a digital asset.

Conversion Rate Optimization or CRO

It is the optimization of the conversion rate through strategies, in order to increase visits to a website.

Customer Relationship Management or CRM

A  CRM  or customer relationship manager is a software that stores information from the users or customers of a company. These data are used to perform analysis and optimization in marketing campaigns. One of the  most popular CRMs on the market  is HubSpot.

Design Thinking or Design Thinking

Methodology that seeks to design products that meet the needs of customers and respond to their priorities.

email marketing

Email  marketing  is a strategy that is carried out through email. It seeks to maintain an active relationship with the members of a database through announcements, newsletters, promotions, among other resources.

book

Electronic book used in digital marketing campaigns to provide the user with valuable tools and content on a specific topic, which is addressed in a more in-depth way. It can be the ideal complement to a blog article. It is used as a kind of prize for the user and the only condition to obtain it is to share your contact information.

ecommerce

It is the method of selling online.

Engagement

Link between the user and a brand or company. The higher the engagement, the greater the interaction and the opportunities to acquire products or services.

Google Ads

Advertising platform adapted to the Google display network. It is used as a channel to carry out digital marketing campaigns.

growth hacking

Strategic actions that seek to maximize the growth of a business in less time.

inbound marketing

Inbound  marketing , also known as attraction marketing, is a methodology that seeks to attract customers through useful and relevant content. It focuses on addressing and solving user problems and needs.

Influencers

Social media user with large following who has a high level of persuasion in people. Marketers collaborate with them to have a closer and friendlier reach with their target audience, based on recommendations or the use of products or services.

Key Performance Indicator or KPI

Key performance indicator or management indicators. It refers to a system of metrics to synthesize the relevant information about the achievements of a strategy.

keyword or keyword

Word or set of words with which users search on Google or other search engines.

landing page

The  landing page  is also known as landing or destination page and refers to a section within a website that is used for certain users to arrive after clicking on a CTA or a link on another digital channel. They are used as a lead capture method. Most of the time users have to fill out a form to receive more information or download a free resource.

lead

The lead is a customer prospect  that is captured thanks to some digital marketing campaign.

Sales Qualified Lead

It is a large lead that the marketing area shares with the sales area, since it has a high probability of making a purchase.

Lead nurturing

Technique to nurture leads until they become sales qualified leads.

newsletter

It is a digital newsletter that is distributed by email to the users of a database, after filling out an online form . Its content can provide relevant information about a company.

outbound marketing

These are marketing actions that are presented without the user requesting them. They are usually invasive strategies. It is the opposite side of inbound marketing.

Pay per Click or PPC

Advertisers pay Google, Facebook or another ad platform for every click a user gives to an ad.

Remarketing

Form of advertising action to impact new users who have already visited a website, online store or blog, but did not complete their purchase process.

Return of Investment or ROI

The famous return on investment is a metric that indicates the achievements of a marketing strategy.

Search Engine Marketing or SEM

Marketing action that is carried out in a search engine, usually through advertisements.

Search Engine Optimization or SEO

SEO is search engine optimization. It is given through tools, strategies or actions to increase organic traffic to a website and improve its positioning.

target

Ideal public or client.

Open rate

Email marketing metric that reveals how many users have opened an email.

Conversion rate

It shows the number of actions performed with the traffic of visits of a website.

webinar

Conference, exhibition, workshop or any virtual meeting on a specific topic.

Now you know the basics of digital marketing and its benefits. Applying it to your brand is essential, since more and more people are interacting and moving in digital environments. Begin to check its benefits by creating effective websites that make your strategies take off.