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  • Writer's pictureJavier Maldonado Argüello

Express Dictionary of Digital Marketing Terminology

The great acceleration that the digital transformation has had, due to the pandemic, has led to progress in a few months what was expected to happen in years.

This forced us to use terminology that was not common for most mortals, but that today is necessary to understand in order to carry out our digitized businesses.

I share a list that is not exhaustive, but, I consider that it is the one that we must handle as a minimum, namely:

A / B TEST: It consists of developing two versions of the same element, to measure which one has better performance, for example, the calls to action of a piece of eMail marketing, which can vary in its location, color, phrase.

Description of the products in an eCommerce

Required fields in a registration form

Layout of a web page

Images and their placement on a landing page

Text on a web page

ABANDONMENT: Visitor of a web page who aborts navigation before completing a certain action

ORGANIC SCOPE: Amount of public that accesses a publication, in which no online advertising has been invested

ALGORITHM: Sets of mechanisms or formulas that formulate the criteria by means of which Google positions content in the list of search results

ALT TEXT: Text used to describe a photograph, since Google recognizes texts, not images

ANALYTICS: Google's free tool, which allows you to measure the results of a campaign, reflected on a website, for example, bounce rate, time spent on the site, pages visited, conversions, etc.

API: Acronym for Application Programing Interface, codes used to communicate applications with each other

APP: Acronym for application, generally downloadable to a mobile device, they can have different objectives, for example, a shopping or gaming application

AUTOMATION: Automated execution of digital marketing actions, programmed to facilitate and accelerate the work, for example, automate the sending of emails when leaving the shopping cart in an eCommerce

B2B: Business to Business, a business model in which a company sells to another company

B2C: Business to consumer, business model in which companies sell to the final consumer

BLOG: Corporate, personal, educational website, used to generate fresh content, which must have content of value and interest for the target audience, for example, a cooking blog

BOT: Search robot, lines of code that make up a program, act automatically without human intervention, generally used to perform automatic tasks

BIG DATA: Systems that manage large amounts of data

BRANDED CONTENT: Content related to a brand and created to generate a connection with its target audience

BUYER JOURNEY: Path a potential customer must travel to become a buyer

CALL TO ACTION: CTA for its acronym in English or call to action, generally a button strategically located on a website / eCommerce for the navigator to perform a specific action, download a file, register for a news letter, make a purchase, etc.

COOCKIE: Text files, generally encrypted, elements that allow users of a site to have a facilitated or personalized navigation according to their preferences

CAC: Customer Acquisition Cost, a metric widely used to budget for marketing campaigns

CPA: Cost per acquisition

CPC: Cost per click, Online advertising payment method, the advertiser pays only when the ad is clicked

CPL: Cost per lead, the advertiser pays a fixed amount for the user's subscription in their offer

CPM: Cost per thousand impressions of an online advertisement, regardless of the conversions obtained

CTR: Click through rate, relationship between users who view an ad and click on a link

CRM: acronym for Customer Relationship Management, a management program to manage the public's contacts with the company

ENGAGEMENT: Enchantment that generates a mark

eCOMMERCE: Electronic commerce, sale of products and services through the online channel, implies many advantages for buyers, who, once the purchase is made, can request home delivery, pick up at the seller's premises or at pick-up points

eMAIL MARKETING: Widely used to recover lost customers, abandoned shopping carts, announce the launch of new products, newsletters, offers, etc. They can be transactional. A great benefit for the issuing company is the low cost per contact

BOUNCE RATE: "bounced mail", metric used to calculate what percentage of emails from a database did not reach the recipient's mailbox

It is also a very important metric to calculate, of all the traffic that reaches a website, the percentage that leaves it without browsing it

FUNNEL OR SALES / CONVERSION FUNNEL: Funnel through which the traffic generated to a website passes through online advertising, from the moment it enters it, (100% of the traffic), until a conversion is formalized, which is the minority percentage

CONTENT STRATEGY: Action of planning, generating and managing visual content and texts for marketing campaigns, for example, blog content, posts for social networks, etc.

FACEBOOK ADS: Advertising platform of the social network, which offers different advertising alternatives, for example, carry out an action on the web, promote publications, etc.

LOYALTY: It is considered that a customer is loyal when they make the purchase of products in a systematic way.

GEOMARKETING: Analyze the situation of a company through the geographical location of its points of sale or that of its customers

GROWTH HACKING: Breaking paradigms of traditional marketing using creativity, curiosity, interdisciplinary group analysis, testing, measurements, to achieve marketing results at a lower cost. A distinctive characteristic is not to be afraid of making mistakes, the motto is, make mistakes fast to learn fast

HASHTAG: Word preceded by the number sign (#) used to generate trends and to find content on a certain topic, used in social networks, for example; #Tourism #Argentina #BusinessInteligence

IMPRESSIONS: Number of times an ad is shown in search results

INBOUND MARKETING: Techniques used to generate traffic on a site, social network profile or blog, in order to increase the number of visitors and thus generate leads

KPI's: Key performance indicators, used to determine the results of a strategy, useful to measure the results of a campaign, for example, the number of conversions as a result of a Google Ads campaign

KEYWORDS: or keywords, are the terms or phrases used by users to perform a search, for example, "tennis shoes"

LANDING PAGE: Landing page reached by those who clicked on an ad, in order to generate leads, collecting data. They are created for a specific action, for example, an advertising campaign that has an end of validity

LEAD: Contact who provided the required data in the form of a landing page, for example, name, email and company

MARKETPLACE: Online market where a large number of sellers offer their products, such as Amazon, eBay, Mercado Libre. The platforms that allow you to create your own online store have integrations with the main marketplaces

META TAGS: HTML code snippets embedded in pages so that search engines can find them. Elementals to position yourself in search results

NEWSLETTER: An informative email sent to a subscriber base with specific information. It must have a non-abusive frequency and meet legal requirements so as not to obtain adverse results to the objective

SEO OPTIMIZATION: Techniques and processes to better position a website in search engines. The goal is to improve organic traffic

CONVERSION OPTIMIZATION: Google Ads function that analyzes the ads and indicates which ones can be more profitable. It seeks to increase the percentage of people who perform a desired action on a website

PLUGIN: Application that when linked to another, provides a new specific function

POP-UP: Pop-up window that appears on certain pages of a website, the purpose of which is for the visitor to click to reach a landing page. They are usually fired with a trigger, for example, the time spent on the page or when looking at a certain product

QR: Code that stores information, easy to read by a mobile device. It is used to take the visitor to a website, to see information about a product for example, or to make payments

DISPLAY NETWORK: Websites associated with Google where adverts may appear on the advertising platform

REMARKETING: Creation of personalized campaigns for users who have previously visited our website

RESPONSIVE DESIGN: Adaptive web design, so that the site can be accessed from any device, be it PC, tablet and smartphones. The concept of "mobile first" governs since most of the navigators visit a site from a mobile device

ROI: For its acronym in English, return on investment

ROAS: Return on ad spend

SPAM: Spam emails have a commercial purpose. They are considered a bad practice and deteriorate the image of the sender, since eMail marketing actions have legal requirements to comply with and the receiver never gave his data to be sent advertising.

STORYTELLING: Story with plot and character used to emotionally engage users with a brand

TARGET: Target audience to which the marketing actions are directed. Having well determined who is the "buyer person" of the brand / product improves the results of the campaigns, for example, women between 22 and 45 years old to sell swimsuits

BOUNCE RATE: Metric that indicates the percentage of users who enter a website and abort navigation after viewing the landing page

TOFU, MOFU AND BOFU: Different phases of the "buyer journey" through the funnel or conversion funnel, from the moment they start to be interested in our products until they are ready to buy. Tofu refers to the "top of the funnel", Mofu to the "middle of the funnel" and Bofu to the "bottom of the funnel". Each instance implies a certain action.

VIRALITY: The ability of a content to reproduce and multiply on the web quickly. For example, a video on Youtube or a post on Facebook
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