Digital Marketing Glossary

This jargon buster or glossary of words contains the definitions of some of the terms commonly used in digital marketing to help you gain a better understanding of our industry. If you need help with a digital marketing project, get in touch.

Ad Technology – Advertising technology, or Ad Tech for short, is an umbrella term that encompasses different digital tools and analytics that are used in the context of advertising. Examples of Ad Tech include HTML5 advertising and ad serving networks,

AdWords – AdWords is Google’s primary form of online advertising. Through AdWords, one can create targeted ads to promote a business, raise brand awareness, and increase traffic.

Backlink – A hyperlink that links from an external website to your own. In part, backlinks to your site are a measure of it’s popularity. Compatible, relevant backlinks help boost your search engine rankings .

Content Marketing – Content marketing is the creation and distribution of relevant and engaging content, with the goal of attracting and retaining a particular audience. Ultimately, this form of marketing will be to increase business profitability — either through direct sales or increasing brand awareness.

Content Marketing Agency – An agency that specialises in content marketing. See content marketing above.

Content Strategy – The planning stage of content marketing: what the content will be based on, how the content will be created, and how the content will be distributed to the target audience.

Conversion Rate Optimisation – Often abbreviated to CRO (Conversion Rate Optimisation). CRO is a strategic approach that aims to increase the rate at which visitors to a site are converted to customers. In this situation, a customer is defined as someone who takes a desired action on a website, such as purchasing a product or signing up to a mailing list.

Digital Marketing – Marketing of products or services through a digital medium. Digital marketing campaigns should be targeted and measurable, with the goal of engaging customers and boosting sales.

Digital Marketing Agency – An agency that specialises in digital marketing. See digital marketing above.

Display Advertising – Most commonly seen in banner ads and rich media, display advertising focuses on visual elements to raise brand awareness. With an absence of text, display advertising uses Images, audio, and video to convey a particular message.

HTML5 Advertising – Advertising that utilises HTML5 — The successor to flash based advertisements.

Impressions  – An impression occurs anytime an advert is displayed on a person’s screen. This doesn’t necessarily mean the ad is clicked.

Link Bait – Eye catching content designed to attract attention and encourage social sharing.

Organic search listings – This is any listing displayed in a search engine result that isn’t paid for. The listing is displayed solely because of it’s relevance to the search terms provided.

PPC – Otherwise known as Pay Per Click. This is a form of advertising in which the advertiser pays the publisher a fee only when the ad receives a click.

Pagerank – An algorithm that Google uses to determine rankings in search engine results. This is done by measuring the number and quality of links to a particular page. The more links of sufficient quality, the greater importance that page is given.

SERP – The Search Engine Results Page (SERP) is the page of results that a search engine displays based on the search term. This consists of links to websites with their corresponding meta descriptions.

Social Media Marketing – Any form of marketing that targets an audience through social media channels. Often used to drive sales or increase brand awareness on social platforms.

Social Media Monitoring – The use of social media monitoring tools to listen to what is being said across social platforms.

UGC – User Generated Content (UGC) is any content generated by an unpaid contributor. This may include videos, audio files, posts, chats, tweets, podcasts etc.

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