Glossary
Digital Marketing Glossary
Understand the terms, master the strategies.
The digital marketing world is full of concepts and acronyms that may seem complex at first glance. With this in mind, UpWeGo has put together this glossary of the market’s main terms and definitions – so that you can understand each strategy, make safer decisions and clearly monitor the results of your business.
A
This is what Google’s advertising service – and the company’s main source of revenue – used to be called. It is through the current Google Ads that websites place ads that appear on Google’s results pages, at the top and on the right-hand side, and on the Display network.
It’s a marketing strategy in which the customer (or partner) is rewarded for bringing in new customers. When a friend tells you about the benefits of a product, you’re more likely to trust them and buy it, right? That’s why it works so well.
This strategy can be taken to a higher level by creating affiliate programs, areas of the website to manage their commissions; the affiliate can turn this system into a business by creating their own channels of dissemination..
Attention, Interest, Desire and Action. It is a model based on natural human decision-making behavior and is used in Marketing to better direct users towards the desired conversion.
Program used by search engines to index, catalog and display the best pages for a user after their search.
The alternative text of images is one of the On Page optimizations used to identify to those looking for what a particular image shows. This description is also used so that reading software can display what the image shows.
The process of using mathematics, statistics, machine learning and predictive modeling to find patterns in data. In short: it’s a way of analyzing consumer behavior and predicting situations, allowing strategies to be adapted.
It may be an abbreviation for Google Analytics, since it is the world’s largest digital tool for monitoring websites.
An API is a connector that links different applications with different programming languages.
As well as ensuring security, it makes the process quicker.
Have you noticed that almost all websites use Google Maps to indicate their addresses? Surely these millions of companies haven’t created maps, have they? Then they’re using an API!
Get to know the most usedGoogle APIs here.
It measures how much search engines value a website domain and its pages in order to position them in search results.
It’s a search ranking from 1 to 100, created by Moz, used to measure the SEO weight that a specific web page carries in the eyes of a search engine.
B
A business is B2B when it sells to other companies. Google is an example of a company that sells to another company.
A business is B2C when it sells to the consumer. Zara is an example of a company that sells to the end customer.
It’s a transaction, online or otherwise, in which a company sells to its employees. The big difference is usually the purchase conditions (before the product goes on the market) and the good prices.
It’s important to note that the employee is also a marketing channel: the fact that he or she has used the product before will give him or her knowledge and confidence in the sale.
It is a transaction, online or otherwise, that takes place when a company sells to government institutions. Its particularity is that it is a public act, with its own processes.
Links that direct one site to another. The purpose of these links is to indicate how relevant a page is by passing authority from one domain to another.
Studying our own cases and those of our competitors to analyze and determine practices and techniques to be maintained or abandoned in the search for better results.
Unethical SEO practices to position a site well in search engines like Google.
A blog is a page owned by a person or company that aims to help users find valuable information on a particular subject. Blogs have many different purposes: personal, entertainment and business.
To be able to advertise successfully on social media, you’ll need to effectively control all of the brand’s related assets through a well-configured BM.
That’s where we’ll be able to manage: ad accounts, Facebook and Instagram pages, people and permissions, catalogs, pixels, apps, payment methods, etc.
Bounce literally means to jump. It is common to use this expression in connection with:
- Websites – the user visits the website and leaves without clicking any buttons;
- Emailmarketing – happens when an email is rejected. There are 2 reasons for this:
- Hard Bounce: Permanent error, such as wrong email;
- Soft Bounce: Timerary error, e.g. inbox full or problem with the server.
Perception of value generated by a company on a popularly recognized product when compared to a generic equivalent.
Apple and its constant quest to differentiate itself from other competitors in every way, from products to concepts, is a good example.
Branding is the management of your brand. All actions aimed at consolidating your brand or giving it more visibility are part of the branding strategy. This applies to both the visual elements and the values applied to the company/brand.
Document with instructions that guide the execution of a task such as the production of content, for example.
It can also be a kind of quick meeting to take stock of the team as a whole.
Budget allocated to a task or service.
This is a detailed description of the various needs, objectives and behavioral patterns of our ideal client.
A technique used to boost the repercussions of a brand, fostering comments and opinions, similar to “word of mouth”.
When information is passed from person to person. This was the result of traditional marketing campaigns. Nowadays, it’s used in the digital context
C
This is the latest form of online commerce, in which a consumer (who doesn’t own a brand or store) sells to another consumer.
Sounds primitive, doesn’t it? Basically, you’re using tools made available by other companies that allow you to sell simply and securely.
In short, when you’re trying to sell your car on Imovirtual you’re doing C2C commerce.
A metric that indicates the amount spent to win over each new customer.
These are lures placed on websites with the aim of turning the visitor into a lead. It can be an image or text with a link, a video or a button that leads the visitor to take an action: call now, click to receive a bonus… Curious? Click and find out more. This is a CTA!
Software that simulates human service in online conversations.
It refers to the percentage of people who go on to the next step, i.e. who click on a button. To get this result, you just need to know how many people viewed the page/advertisement and divide by the number of people who clicked.
The formula is simple:
It is the text part of a page. Nowadays, content plays a key role in the ranking of organic pages and has become one of the main ranking factors for Google. The main objective is to help a user understand and solve a problem.
Performing the action that the company or brand wants the user to perform. Examples: filling in a form, making a purchase, etc.
These are simple files inserted into the user’s browser when they visit a website. This file contains basic information such as IP address, language preference, etc. This way, on future visits, the site can identify the visitor and their preferences.
The act or process of writing a text for the purposes of advertising or other areas of marketing. It is content writing that aims to increase brand awareness and ultimately persuade a person or group to take a specific action.
One of the ways of monetizing and charging for online advertising where what is measured is a certain action. This action can be the viewing of a video, the purchase of a product or any other action that the campaign creator expects to be carried out with their ad. The charge, in this case, will always be made when the previously determined action is carried out.
The cost per click is the amount paid for each click on an ad in PPC (Pay Per Click) campaigns. This is one of the most common methods of charging for digital paid media campaigns.
CRM software offers solutions for good customer relationship management, organizing and storing information and controlling contacts (conversations, meetings held, appointments, etc.).
A set of strategies aimed at increasing a site’s conversion rate.
Also known as cross-sellingthis issale of related and complementary products or services based on the customer’s interest in purchasing a particular product.
Programming the content to be produced and published.
It’s content that doesn’t go out of fashion and will continue to be useful to the public.
It’s a digital certificate that allows website content to be encrypted. It works with a key that allows the user to view the information on the website without any external element being able to read or alter it, in other words, it’s another layer to guarantee protection.
D
Indicates the deadline for completing a job.
The main part of a website, i.e. the main address.
E
A digital book used in marketing to provide rich materials and form a lead capture strategy.
It’s a form of commerce that takes place online – via a website or APP. Basically, it’s what will save your local business in times of pandemic.
It’s a Facebook algorithm that determines which posts are relevant to appear in each user’s news feed. It analyzes three factors: post format, post age (it favors more recent posts) and affinity (if the user has already interacted with the fanpage).
It’s a marketing strategy that consists of sending emails to potential customers or current customers, giving them information, tips, vouchers..
A company’s internal marketing aims to motivate, inform and increase employee productivity and well-being.
In digital marketing it means… success! Seriously, engagement means involving people and creating interaction. The more feedback you get from your customers:
- the closer your relationship;
- the more information you can get out of what you’re told;
- the consumer is more likely to influence other consumers.
The server couldn’t find the URL you were looking for. This error usually appears when we try to find a page with a badly written URL.
F
Facebook’s advertising platform.
When content doesn’t perform well, it doesn’t generate enough interaction and doesn’t reach a significant number of users on a network.
These are boxes on websites in which users leave information in exchange for something, such as an offer, a voucher or a quote.
The more personalized these boxes are, the less sorting work you’ll have to do, meaning it might make sense to ask a few more questions than just name and email.
It’s a model that represents the entire journey that a potential customer goes through until they become a consumer. Along the way, different marketing strategies are implemented to keep the prospect moving forward.
G
It was created primarily to help webmasters optimize their site for marketing campaigns.
By entering a code on the registered website, the tool sends the registered manager the number of views, visit statistics and other relevant data to analyze.
Google My Business is a free solution from Google that helps you improve your relationship with leads/customers by creating a physical address, contact number, email and website reference for when you have your company name listed in Google Search or in theMaps.
Strategies focused on generating rapid growth in the customer base.
Total audience of a campaign or advertisement.
It’s a free tool from Google, which allows you to insert just one code when managing a website, and then install various services without having to mess with that code.
By centralizing code management in GTM, marketing gains autonomy, improves productivity and reduces IT costs.
Content written on a blog by a guest, usually associated with backlinking strategies.
The process of creating and capturing consumer interest in a product, service or business, usually measured by counting conversions, collecting contact information, or subscribing to newsletters.
A technique used in marketing content to generate reactions in people and get them to take certain actions.
H
Hard bounce is the error that occurs when the recipient cannot permanently receive your message (email).
They are keywords, written in spaces, with a cardinal at the beginning. It’s a way of indexing content, creating a link to a specific topic. It’s great for brands to know what’s being published about them, by whom, how… And for consumers to search for/find content.
#butpleasedon’texaggeratelikeyouwould – keep it short and precise, for example: #UpWeGo
It is a markup language used for programming web pages.
This is the encrypted protocol used between the server on which the website or platform is hosted and the user. This allows information to be accessed and viewed with a higher level of security thanHTTP.
I
It’s a marketing strategy whose activities aim to produce useful content for the public, attracting them to the website. Once the user is already on the website, it’s easier to convert them.
The opposite is outbound marketing.
These are people considered opinion leaders who are hired by brands to promote their products, using them and sharing the content on social media.
It’s quick, tends to be cheaper (compared to TV advertising, for example) and the audience is already being segmented.
It’s a trend of structuring information in fun and colorful schemes, which helps to capture people’s attention and, above all, retain more information.
K
These are the indicators defined to measure the progress of your actions towards achieving a certain goal.
L
Also known as a “landing page”, “landing page”, “lead capture page”. It’s a web page created for a specific audience, with exactly what they’re supposed to see, with no distracting content.
It’s a powerful marketing tool, because by showing specific content, you’re more likely to generate leads.
It’s aconsumer potentialin other words, an individual becomes a lead whenshows interest in your service/product, namelysubscribe to the newsletter or tofill in a form to be contacted or to obtain a return. Digital Marketing Glossary
Learn how to create aLeads strategy here.
It’s aconsumer potentialin other words, an individual becomes a lead whenshows interest in your service/product, namelysubscribe to the newsletter or tofill in a form to be contacted or to get a return.
Learn how to create aLeads strategy here.
A set of SEO strategies aimed at building a network of links to a page, driving traffic and strengthening its authority in search engines. These links can be external or internal. But when we talk about link building, we usually think of external links, i.e. links that are gained from other websites, also called backlinks or inbound links.
Element of a page that directs the user to another URL or domain. The link is the most authoritative element for SEO.
The value of a customer’s lifetime, i.e. the amount they will pay you during the service period.
They are ready to buy from your brand and can receive your offer.
L
Also known as a “landing page”, “landing page”, “lead capture page”. It’s a web page created for a specific audience, with exactly what they’re supposed to see, with no distracting content.
It’s a powerful marketing tool, because by showing specific content, you’re more likely to generate leads.
It’s aconsumer potentialin other words, an individual becomes a lead whenshows interest in your service/product, namelysubscribe to the newsletter or tofill in a form to be contacted or to obtain a return. Digital Marketing Glossary
Learn how to create aLeads strategy here.
It’s aconsumer potentialin other words, an individual becomes a lead whenshows interest in your service/product, namelysubscribe to the newsletter or tofill in a form to be contacted or to get a return.
Learn how to create aLeads strategy here.
A set of SEO strategies aimed at building a network of links to a page, driving traffic and strengthening its authority in search engines. These links can be external or internal. But when we talk about link building, we usually think of external links, i.e. links that are gained from other websites, also called backlinks or inbound links.
Element of a page that directs the user to another URL or domain. The link is the most authoritative element for SEO.
The value of a customer’s lifetime, i.e. the amount they will pay you during the service period.
They are ready to buy from your brand and can receive your offer.
M
Strategy for attracting and nurturing leads and audiences through the production of relevant content in publications on social networks, blogs and ebooks.
It’s a form of e-commerce in which a company aggregates products from various brands/shops on its platform.
For brands, the big advantage is that they don’t have to spend resources (time and money) creating their own platform. Consumers, on the other hand, can buy items from different suppliers in the same purchase.
It’s the short text that appears just below the title and link of a page when you search for it on Google. The Meta Description is a snippet of HTML code whose function is to summarize what the page is about, helping to entice the user to click on the link.
Concept used to indicate a type of virtual world.Find out more here
It is one of the most difficult marketing strategies, since the customer does not yet understand the need for what is being offered. Proactive marketing actions aim to awaken the customer’s desire.
It’s the opposite ofreactive marketing.
A marketing strategy that reacts to customer demand. In this case, we already know what the customer’s pain / problem / desire is and we work to get them to take a certain action (read an article, fill in a form or even make a purchase).
This differs fromproactive marketing and involves direct marketing actions.
As thandme suggests, these are tools created to help users search for solutions to their problems or questions. Currently, there are a multitude of search engines for the most varied purposes: Google, Bing, Itunes, Youtube, Google Play, among others.
N
Networking is about creating and maintaining connections with other people, companies or groups to exchange information and resources, but also as a form of mutual support.
It studies the essence of consumer behavior. The aim is to obtain more assertive results by directly investigating the consumer’s way of thinking and acting.
To deepen this concept,take a look at our blog article on neuromarketing.
Recurring content sent by e-mail to a list of subscribers of a brand, company or service.
Non-fungible token. A token is a password, a pin. And fungible means replaceable. Thus, NFTs are assets with unique properties and therefore not interchangeable and characterized by being a digital asset.
They are being stored on blockchains. And they have “smart contracts” that allow creators to receive royalties from each future resale, depending on the structure of the contract.
O
It is the set of strategies applied to external pages to demonstrate the relevance of a site in the market and thus improve its positioning in search engines.
It’s a goal management tool. It stands for Objectives and Key Results. In simplified terms, you could say it’s a formula for setting targets.
It is the set of search engine optimization strategies carried out within the pages of the site itself, with the aim of improving organic traffic. The actions carried out include: optimizing content, adjusting titles, subtitles, images, alt-text, meta-tags, URLs and more.
It’s the most common marketing strategy, even digital, in which brands advertise their products or services to attract customers, whether through promotions, paid advertising or even influencers.
P
It’s a word or expression that summarizes the themes of a website to serve as a reference for search engines so that they know what our platform is about.
Before we explain the concept, you need to understand that the old marketing techniques don’t have the same results, since consumers are more informed and tired of explicit banners.
It is in this context that Native Advertising emerges as a non-invasive content strategy. These ads can appear in the news feed, in search results or in content recommendations and look the same as the rest of the content.
If they are the same, how does the consumer know that they are advertisements?
List of unpaid search results that appear in a given search. These are usually the most credible and most likely to give the user the best answer to what they are looking for.
Average number of pages viewed by a website visitor during their time on the site.
Number of views of a given page.
It’s a way of advertising online. Every time someone clicks on the campaign, whether on search engines, websites or social networks, a fee is paid. Each click has a cost that is defined when the campaign is created.
This concept is often confused withimpressions,because they are the most common metrics in digital advertising.
The concept is simple, being successful is slightly more complex.
A character who represents the ideal customer or consumer for a company’s product or service. It brings together demographic characteristics (name, age, gender, education, etc.) and behavioral characteristics (tastes, preferences, aspirations, frustrations, etc.).
An invisible image file placed on a website that is used to pass information, such as a cookie, to a server. Pixels can be used to determine points of contact with a brand across different platforms.
People, companies or institutions that have a purchasing profile in line with what a brand expects from a customer.
Q
It’s short for Quick Response Code. It’s a matrix that is read by the camera of mobile devices and takes users wherever they want to go: a website, a social network..
Create your ownfor free here (don’t forget to analyze who clicked, when, where, what they did next…).
R
It is a large network of sites (blogs, portals, etc.) on which ads from Google Ads campaigns are displayed.
Display of advertisements after a user has visited a site. Example: a person enters an Internet service page and then, when visiting other sites, advertisements from that same company appear in banner ads. This “stalking” takes place by installing cookies on the user’s computer. Retargeting is thandme of the practice and remarketing is thandme Google has given to its retargeting service.
It is a practice associated with website development that adapts what is being shown to the user according to the device they are using and its dimensions.
Two things to remember:
- google values responsive websites;
- more and more users are using mobile devices.
Strategy to reach users who have already had contact with your brand’s content. Uses cookie technology.
Digital campaigns have extremely precise analysis tools that work 24 hours a day. This makes it possible to see exactly where every penny is invested. To calculate ROI, you need to know the amount available to be spent, what you want to achieve and the return achieved.
S
Search engine optimization focused primarily on a business that only serves customers in a particular location.
This refers to the advertising strategy that can be used to boost the visibility of an online business on search engines. The concept is to create strategies aimed at ad campaigns with terms related to the online business.
Strategic definition of the target audience for a campaign: this includes age group, profession, gender, income level, consumer habits, etc.
If SEO is the optimization for search engines to find us, SEM is a set of strategies to be at the top of that search.
It can include paid advertising, but is not limited to that.
It’s a way of helping search engines understand that we have what they’re looking for.
In other words, the aim of search engines is to provide the best possible search. For these engines (Google, Bing Yahoo, …) to know that we have what they are looking for, we need to work on the website in terms of titles, images and keywords.
It’s an ongoing job because technology changes, trends change and consumers change.
The web page that displays the results of a search query to the user of a search engine.
It is a file with a list of links to facilitate the process of indexing pages in search engines. There are 2 types of Sitemap: HTML (for visitors to browse the site) and XML (for search engines to receive the list of URLs for a site).
It’s an error caused by some difficulty on the part of the ESP (Email Service Provider) to deliver your email.
Type of landing page used to capture emails from potential customers to generate leads.
T
Test done with two different versions of a page, to see which performs better when it comes to audience interaction. An example is a page with a 4-field form and an 8-field version. The one that converts more in the A/B test proves to be the one that offers a better user experience.
Percentage of people who click on any of the links contained in an email or other content, such as a social media post, sent by the company.
Percentage of visitors who achieve the desired conversion. Example: if the conversion rate of a Landing Page is 70%, this means that 70 out of every 100 visitors become Leads.
Percentage of people who open an e-mail sent by the company.
Visits to the website from sources for which the company has not paid to have its content displayed. This is the case with direct hits on the blog, social networks (without ads), natural Google searches, visits from shares made by fans, visits from clicks on the newsletter, among others.
Visits to the website from paid advertisements and publications, whether on social networks, banners, Google Adwords, etc.
These are elements present within the HTML of any page. They can be a Title Tag, Heading Tag, or other possible elements.
Everything that comes first to mind when thinking about a particular subject. This is where we want to position the brands we work for.
U
The user interface refers to everything that is visually perceptible on a website, APP or software and that leads to a positive experience, namely through colors, a button or even a sound.
This strategy favorsencouragecustomers topurchase a more premium version of a product or service they originally intended to buy.
It is the network address where a particular digital resource is located. It usually refers to the “address” of the website.
It’s about guaranteeing a quality experience for the user, on APPs and websites, with the ultimate goal of influencing their behavior.
V
Viral content is content that becomes very popular through sharing. There is no way of knowing whether or not it will go viral and, as a rule, it is not created for the purpose of going viral.
User who performs actions on the site during a session.
You become a unique visitor after your first visit, and you are counted as the same visitor on different events when you enter the website.
W
Content made available to the public in video format, either shown live or recorded. It can be a lesson, lecture, debate, among other options.