We aim to empower businesses with knowledge. In this comprehensive guide, we’ll help you navigate the complex world of digital marketing by providing clear explanations of key terms commonly used in the industry.
Search Engine Optimisation (SEO)
SEO refers to the process of optimising a website to boost its visibility and status on search engine results pages (SERPs). It involves keyword research, on-page optimisation and link building to drive organic traffic.
Pay-Per-Click Advertising (PPC)
PPC is an online advertising model where advertisers pay each time their ad is clicked. It allows businesses to display ads on search engines and social media platforms, targeting specific keywords or demographics.
Conversion Rate Optimisation (CRO)
CRO focuses on improving the percentage of website visitors who complete a desired action, such as making a purchase or filling out a form. It involves optimising landing pages, user experience, and calls to action.
Content marketing is the strategy of creating and distributing valuable and relevant content to attract and engage a target audience. It includes blog posts, videos, infographics, and social media content to build brand awareness and drive conversions.
Social Media Marketing (SMM)
SMM involves using social media platforms to connect and engage with the target audience. It includes activities like posting content, running ads, and interacting with followers to build brand loyalty and drive website traffic.
Email marketing is the practice of sending targeted emails to nurture relationships with leads and customers. It involves personalised campaigns, automation, and segmentation to deliver relevant content, promotions and updates.
Influencer marketing leverages the influence of popular individuals to promote products or services. Brands collaborate with influencers in their niche to reach their followers and build credibility and trust.
Video marketing involves creating and promoting videos to reach and engage the target audience. It includes video ads, tutorials, product demonstrations, and storytelling to communicate messages effectively.
Native advertising is a form of paid advertising that seamlessly blends with the content and design of the platform it appears on. It provides a non-disruptive and engaging ad experience for users.
Retargeting, also known as remarketing, is a strategy that targets individuals who have previously interacted with a brand’s website or content. It aims to re-engage them through personalised ads and increase conversions.
Key Performance Indicators (KPIs)
KPIs are measurable metrics used to track and evaluate the performance of digital marketing campaigns. Examples include website traffic, conversion rate, click-through rate and social media engagement. These can measured using tools such as Semrush and Ahrefs.
A/B testing is a method of comparing two versions of a web page, ad, or email to determine which performs better. It helps optimise marketing campaigns by identifying the most effective elements or messaging.
User Experience (UX)
UX refers to the overall experience and satisfaction users have when interacting with a website, app, or digital product. It focuses on usability, accessibility and providing a seamless and enjoyable experience.
Search Engine Marketing (SEM)
SEM is a digital marketing strategy that involves promoting websites by increasing their visibility on search engine results pages through SEO and paid advertising, such as PPC campaigns.
A landing page is a standalone web page created for a specific marketing campaign or promotion. It is designed to capture visitor information or prompt them to take a desired action, such as signing up or making a purchase.
Call to Action (CTA)
A CTA is a prompt or button that encourages users to take a specific action, such as signing up for a newsletter, making a purchase, or requesting a quote. CTAs are strategically placed to guide users through the conversion funnel.
Mobile marketing focuses on reaching and engaging users on mobile devices such as smartphones and tablets. It includes strategies like mobile-friendly websites, mobile ads, in-app advertising and SMS marketing.
Cost Per Click (CPC)
CPC is the amount an advertiser pays each time their ad is clicked in a pay-per-click advertising campaign. It helps determine the cost-effectiveness of online advertising and budget allocation.
Cost Per Acquisition (CPA)
CPA measures the cost incurred to acquire a customer or lead. It calculates the average cost per conversion, considering the total advertising spend and the number of conversions achieved.
Return on Investment (ROI)
ROI is a metric used to evaluate the profitability of a marketing campaign or investment. It compares the gains or revenue generated with the cost incurred, helping businesses assess the effectiveness of their digital marketing efforts.
Click-Through Rate (CTR)
CTR measures the percentage of users who click on an ad or a specific link compared to the total number of impressions. It indicates the effectiveness of an ad campaign and the relevance of the ad to the target audience.
Organic traffic refers to the visitors who reach a website through non-paid search engine results. It’s generated through effective SEO strategies and reflects the natural visibility and relevance of the website.
Customer Relationship Management (CRM)
CRM involves managing and analysing customer interactions and relationships to enhance customer satisfaction, retention, and sales. It utilises technology and data to streamline marketing efforts and deliver personalised experiences.
Landing Page Optimisation
Landing page optimisation focuses on improving the performance and conversion rates of landing pages. It involves A/B testing, optimising design elements, improving copywriting, and streamlining the user experience.
Social listening is the process of monitoring and analysing conversations and mentions on social media platforms about a brand, product, or industry. It helps businesses understand customer sentiment and gain insights for better marketing strategies.
Influencer outreach involves identifying and building relationships with influential individuals in a specific industry or niche. It aims to collaborate with them to promote products, services, or brand messages to their engaged audience.
Content curation is the process of gathering, organising, and sharing relevant and valuable content from various sources to provide value to the target audience. It helps position a brand as a trusted source of industry information.
Customer segmentation involves dividing a target audience into distinct groups based on common characteristics such as demographics, behaviour, or preferences. It allows for more targeted and personalised marketing campaigns.
Lead generation is the process of attracting and capturing potential customers or leads for a business. It includes strategies like content marketing, lead magnets, landing pages, and email opt-ins to collect contact information.
Geotargeting is a strategy that delivers targeted advertising or content based on a user’s geographic location. It allows businesses to tailor their marketing messages to specific regions or local markets.