As a follow up to the previous two blogs, here is the third, final piece of our digital marketing vocabulary. Whether you are a marketing professional or do not have anything in common with this industry, literacy today also means understanding the basic concepts of digital marketing. What is a campaign and what is content marketing? Who is an influencer and what is user experience? We explain these and some more concepts in this blog.
- Digital Marketing
A branch of marketing that uses digital channels to promote a product or service.
- Inbound marketing
It is a marketing methodology that is created to attract visitors and leads instead of pushing a brand, product or service externally to prospects. It means using a combination of marketing channels – most commonly content marketing, SEO and social media – in creative ways to attract people’s attention.
- Outbound Marketing
Any type of marketing where a company initiates a conversation and sends its message out to an audience. Examples: TV commercials, radio ads, print advertisements, tradeshows, “cold calls” and email spam.
- B2B marketing (Business to Business marketing)
Marketing through which companies do not offer their products or services to end-users but to other businesses.
- B2C marketing (Business to Consumer marketing)
Marketing by which companies focus their sales on individuals and market their products for personal use.
- Digital media strategy
Plan to reach your goals through digital channels.
- Editorial calendar
A calendar used by bloggers, publishers, and companies to manage regular content posts.
A series of advertising messages that share a theme and market a product or service. In the context of digital marketing, campaigns can be run through search and display network advertising platforms (i.e. Google), social media, email, etc.
- Value proposition
A business or advertising statement that a company uses to show why a customer needs to buy a product or use a service.
- Return on Investment (ROI)
The percentage of net profit, after tax, on the investment invested in earning that profit.
Any form of online media that can be read, watched or provides an interactive experience. Content commonly refers to written materials, but also includes images and videos.
- Content marketing
A term that integrates marketing strategies and activities for content publishing and distribution. It aims to provide relevant information that will lead to the desired user action.
- Content strategy
A process of planning, developing and managing content.
A web page or a website that is updated regularly with new written content. Blogs are an important section of a digital marketing website, as they offer fresh new content regularly that can attract new visitors, engage existing visitors, and give authority signals to Google.
- Guest post
An article written and published by an author on someone else’s blog
An online seminar used to train, inform, or sell to an audience of viewers who signed up to view the presentation.
Stands for Electronic Commerce, it is a classification for businesses that conduct business online. The most common form of e-commerce business is an online retailer that sells products directly to the consumer.
- CRM (Customer Relationship Management)
CRM is a set of practices, strategies, and techniques used to analyze and manage customer interactions. They aim to improve customer relationships as well as improve sales.
A phrase beginning with the symbol “#” used in social media as a way of tagging content for users to find. Adding hashtags to a post allows users to find that post when searching for that topic. This can be used for finding users looking for broad topics on social media, as well as niche, detailed topics.
Stands for User Experience. UX refers to how a user interacts with a website or app (where they click, which pages they visit). UX can be shaped by testing differences in page layouts, CTAs, colors, content, etc to improve conversion rates. Having a good UX is crucial to having a good business, as it drives repeat users and engagement.
- Competitor analysis
Analysis that aims to show how a firm is positioned relative to its competitors in terms of market share, foreign trade, turnover, etc.
A person who has a large number of followers, and therefore influences on social networks.
An individual or business that you believe will be converted to a client.
Establishing initial contact with potential customers.