Digital Marketing Glossary: 100 Important Digital Marketing Terms

The world of digital marketing is a rapidly growing, changing field, and mastering it gives businesses a competitive advantage. But to succeed in this world it is important to understand many different terms. We have therefore put together a list in this article explaining the 100 most frequently used and most important terms in the world of digital marketing. This comprehensive list can be used as a resource for newcomers to digital marketing and specialists alike. These terms play a vital role in building digital marketing strategy, applying it and measuring its results.

1. A/B testing:
   A testing method used to make a comparison between two different options.
2. Affiliate marketing:
   A company making an agreement with another website owner to promote its products or services.
3. Algorithm:
   The mathematical formulas used to determine web pages' ranking in internet search engines.
4. Keyword:
   A word or phrase used to search in search engines.
5. Keyword density:
   States how frequently a particular keyword is used on a web page.
6. Analytics:
   The tools used to track traffic, user behaviour and other statistics on a website.
7. Search engine optimisation (SEO):
   The work done so a website is better understood and ranked by search engines.
8. Search engine marketing (SEM):
   Increasing a website's traffic using payment-based advertising models such as search engine ads.
9. Search engine results page (SERP):
   The page a user is presented with after making a search.
10. Banner ad:
    The ad images placed at the top, side or bottom of a web page.
11. Backlink:
    The links a website receives from other sites.
12. Click-through rate (CTR):
    The ratio of an ad's or a link's clicks to its impressions.
13. Conversion rate optimisation (CRO):
    The work done to increase the rate at which a website's visitors convert into purchases or other conversions.
14. Cross-platform:
    An app or website that can run on more than one device or platform.
15. Online reputation management (ORM):
    The work done to manage a company's or an individual's reputation on the internet.
16. Demographics:
    The demographic information of a website's or ad campaign's audience, such as age, gender, education level and other characteristics.
17. Digital asset:
    The whole of a company's digital assets, such as a website, a mobile app or other digital platforms.
18. Digital marketing:
    The marketing activity carried out to promote and sell a product or service through digital platforms.
19. Digital marketing campaign:
    Digital marketing work carried out aimed at a particular audience.
20. Digital strategy:
    The main goals and roadmap a company sets for its digital marketing activity.
21. Email marketing:
    A company sending promotions, advertising or other information to its customers by email.
22. E-commerce:
    Selling a product or service online.
23. Ebook:
    The version of a book presented in digital form.
24. Blocking:
    The measures taken to prevent a particular user reaching a website.
25. Google Ads:
    An advertising platform offered by Google.
26. Google Analytics:
    A tool used to measure a website's traffic, user behaviour and other statistics.
27. Google Trends:
    A tool showing a particular keyword's search volumes and trends.
28. Hashtag:
    Keywords used in social media posts, associated with a particular subject or event.
29. Target audience:
    The particular audience an ad campaign or piece of digital marketing work is aimed at.
30. Targeting:
    Structuring an ad campaign according to particular criteria in order to reach a particular audience.
31. Content marketing:
    A company producing content to promote its products or services.
32. Content strategy:
    The main goals and roadmap a company sets for its content marketing activity.
33. Influencer marketing:
    A company working with influencers to promote its products or services.
34. Tracking code:
    The code used to track user behaviour on a website.
35. Reciprocal link:
    A link made between two websites.
36. Crowdsourcing:
    A company gathering feedback or contributions from its customers or other stakeholders.
37. User experience (UX):
    The design and usability work carried out in relation to users' experience on a website.
38. User interface (UI):
    The interface users interact with on a website.
39. Landing page:
    A web page a particular audience targeted by an ad campaign or piece of digital marketing work is directed to.
40. Lead generation:
    Obtaining potential customers on a website or through an ad campaign.
41. Link building:
    A website increasing its search engine rankings by obtaining links from other sites.
42. Meta description:
    A short description summarising a web page's content.
43. Meta tag:
    The descriptions and keywords used so a web page is indexed by search engines.
44. Mobile marketing:
    The marketing activity carried out to promote and sell a product or service through mobile devices.
45. Native advertising:
    An ad presented by integrating it organically into the content.
46. Organic traffic:
    The traffic a website gains through search engines or other organic methods.
47. Pay per click (PPC):
    Payment being made according to an ad's number of clicks.
48. Advertiser:
    The company or person funding an ad campaign.
49. Retargeting:
    Targeting users who visited a website but did not make a purchase again later.
50. Social media marketing:
    The marketing activity carried out to promote and sell a product or service through social media platforms.
51. Social media platforms:
    The various social media sites such as Facebook, Twitter, Instagram and LinkedIn.
52. Cost per click (CPC):
    An ad's cost per click.
53. URL:
    A web page's address.
54. Viral marketing:
    The marketing activity that emerges when a company's products or services are shared naturally by users.
55. Website:
    The digital asset a company or individual owns on the internet.
56. Web design:
    Designing a website and building it visually.
57. Website analysis:
    The analysis carried out to measure a website's traffic, user behaviour and other statistics.
58. Website traffic:
    The number of users visiting a website.
59. WordPress:
    A content management system and blogging platform.
60. Yoast SEO:
    A WordPress plugin used as an SEO plugin.
61. Local SEO:
    The SEO work carried out so a company ranks at the top in search engine results in a particular area.
62. Localisation:
    A company customising its products or services for a particular geographic area.
63. Review management:
    The work carried out to monitor and manage the reviews made about a company's products or services.
64. User-generated content:
    Content created by users.
65. Smart content:
    Content that changes dynamically according to users' interests and behaviour.
66. Analytics dashboard:
    A panel showing traffic, user behaviour and other statistics on a website.
67. API (application programming interface):
    An interface letting other applications interact with a software application.
68. Augmented reality (AR):
    Adding digital content to the real-world environment.
69. Viewability:
    A measure showing how visible an ad is.
70. Title tag:
    A web page's title.
71. Documentary content:
    Content telling what happens in real life.
72. Blog:
    A platform where a person or company shares content regularly on the internet.
73. Bounce rate:
    How long visitors to a website stay on a single page.
74. Brand management:
    Creating, protecting and managing a company's brand.
75. Live streaming:
    Broadcasting an event in real time.
76. Conversion:
    A user carrying out a desired action on a website.
77. Conversion rate:
    The percentage of a website's visitors who carry out a desired action.
78. Email automation:
    A company sending emails to its customers automatically.
79. Display advertising:
    An ad presented in graphic, image or video format.
80. Public relations (PR):
    The work carried out to protect and improve a company's reputation.
81. Related content:
    Other content similar or relevant to a piece of content on a website.
82. Download rate:
    The rate at which an app or digital product is downloaded.
83. Business development:
    The work carried out to set a company's growth strategy and marketing plans.
84. Business analysis:
    The work carried out to analyse a company's business strategy and processes.
85. Copywriting:
    The compelling text written for an ad or piece of marketing material.
86. User feedback:
    The feedback received from users about a product or service.
87. User journey:
    A map of a user's interactions and navigation path on a website.
88. User profile:
    Defining a user's demographic, behavioural and other characteristics.
89. User journey map:
    A map of the experiences a user encounters while using a product or service.
90. Corporate image:
    A company's image as perceived by the public.
91. Landing page optimisation:
    Optimising a web page a particular audience targeted by an ad campaign or piece of digital marketing work is directed to.
92. Lead magnet:
    A reward, or a free resource offered, used to get potential customers to visit a website and leave their email addresses.
93. Location-based marketing:
    A company offering dedicated deals to users in a particular geographic area.
94. Mobile app:
    A software application that runs on a smartphone or a tablet.
95. Multimedia content:
    Content made up of more than one media type used on a website.
96. Optimised content:
    Content on a website optimised so it is better understood by search engines and ranks at the top.
97. Marketing automation:
    A company automating its marketing activity.
98. Marketing strategy:
    A company setting its marketing goals and plans.
99. Programmatic advertising:
    Buying and running an ad automatically.
100. Sales funnel:
     A step-by-step map of the processes a customer goes through in order to buy a product or service.