Digital Marketing Glossary | A Quick Reference
Need a quick definition for common digital marketing services and terms? We have what you’re looking for. See our quick reference guide to digital marketing services and terms:
Website: A document of group of documents that are accessible on the World Wide Web.
Web Development: Broadly refers to the tasks associated with developing websites for hosting via intranet or internet. The web development process includes web design, web content development, client-side/server-side scripting and network security configuration, among other tasks.
SEM (Search Engine Marketing): a term that can apply to either (1.) Any digital marketing that involves the use of a search engine, or
(2.) Only paid digital marketing that involves a search engine, ie: PPC (pay-per-click). There is not an industry standard as to which definition is correct, however the latter is most commonly used.
SEO (Search Engine Optimization): the process of improving a website’s performance and positioning in organic search engine results through a variety of methodologies including content production or improvement, technical and code improvement, and link acquisition.
PPC / Pay-Per-Click: An online advertising model in which advertisers are charged for their ad once it is clicked. The PPC model is commonly associated with search engine and social media advertising like Google Adwords and Facebook Ads.
Content Marketing: a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
Email Marketing: The use of email with the goal of acquiring sales, customers, retaining customers, or any other type of conversion.
Social media marketing (SMM): the techniques that target social networks and applications to spread brand awareness or promote particular products. Social media marketing campaigns usually center around:
- Establishing a social media presence on major platforms
- Creating shareable content and advertorials
- Cultivating customer feedback throughout the campaign through surveys and contests
- Social media marketing is perceived as a more targeted type of advertising and is therefore believed to be very effective in creating brand awareness.
Conversion: The completion of a predefined goal. This is often used to track the number of site visitors that have been “converted” into paying customers, though sales are not always chosen as the metric. Other common goals are newsletter subscriptions and downloads of content from the website.
Branding: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. An effective brand strategy gives you a major edge in increasingly competitive markets.