Summary
I have recently completed a digital marketing course this summary captures key concepts and language from the course. It serves as a guide for non-native English speakers and beginners, providing explanations of digital marketing terms in both straightforward and refined language, supported by examples for clarity. The glossary covers fundamental aspects of online marketing and various strategies. Notably, it is intentionally organized in the order in which I encountered these terms during the course, rather than alphabetically. If a term confuses you, simply use Ctrl + F to search for it in the article for a quick explanation – think of it as a map for navigating digital marketing jargon! This glossary will be referred to in future articles about my learning journey articles in the Digital Marketing course, making it a recommended read before delving into other topics.
Glossary in BLP structure (brief, Layman`s and practical)
#1 Scale up:
Brief: Increasing the size or impact of a marketing strategy to reach more people.
Layman's: Making a marketing plan bigger to get more attention.
Practical: If a small ad campaign is working well, a company might decide to "scale up" by making it larger and reaching a wider audience.
#2 Ad Saturation:
Brief: Reaching a point where too many ads reduce their effectiveness.
Layman's: When there are so many ads that people start ignoring them.
Practical: If you see the same ad everywhere you go online, it might lose its impact because of ad saturation.
#3 Go-to Platform:
Brief: The primary place a company uses to connect with its audience.
Layman's: The main online space a brand uses to talk to its customers.
Practical: For many businesses, their website is the go-to platform where they share information, sell products, and engage with their audience.
#4 User Intent:
Brief: The reason why a person is doing something online.
Layman's: Figuring out why someone is using the internet.
Practical: If someone is searching for "best running shoes," their user intent is likely to find and buy a good pair of running shoes.
#5 Owned Media:
Brief: Content and places online that a company controls.
Layman's: Things a company owns and manages on the internet.
Practical: A company's website, social media pages, and blog are examples of owned media.
#6 Paid Media:
Brief: Marketing efforts that a company pays for.
Layman's: Spending money to promote a brand or product.
Practical: Running Facebook ads or paying for a sponsored post on Instagram are examples of using paid media.
#7 Earned Media:
Brief: Publicity a company gets without paying for it.
Layman's: When people talk about a brand for free.
Practical: Getting positive reviews from customers or having a post shared widely on social media are forms of earned media.
#8 Brand Personality:
Brief: Distinctive qualities that define how a brand presents itself.
Layman's: The unique way a brand shows itself to the world.
Practical: A brand projecting a fun and friendly image in its social media posts and advertisements is showcasing its brand personality.
#9 ROI(Return on Investment):
Brief: Measuring the profitability of an investment.
Layman's: Checking if the money spent on marketing makes more money back.
Practical: If a company spends $1000 on an ad campaign and makes $5000 in sales, the ROI is $4000.
#10 CTR (Click-Through Rate):
Brief: Percentage of users who click on an ad or link.
Layman's: How many people clicked compared to how many saw it.
Practical: If 100 people see an ad, and 5 of them click on it, the CTR is 5%.
#11 Cookie:
Brief: Small data stored on a user's device by a web browser.
Layman's: A tiny file that websites use to remember things about you.
Practical: Cookies help a website remember your login information or items in your shopping cart.
#12 Viral Content:
Brief: Content that spreads widely online.
Layman's: Stuff that gets shared a lot on the internet.
Practical: A funny video that is shared by thousands of people on social media is an example of viral content.
#13 Analytics:
Brief: Collecting and analyzing data for insights.
Layman's: Figuring out what the numbers say to make better decisions.
Practical: Using tools to see how many people visit a website, which pages they view the most, and where they come from.
#14 Target Audience:
Brief: A specific group of people a marketing campaign is aimed at.
Layman's: The particular group of people a company wants to reach.
Practical: If a company sells baby products, their target audience is likely parents and caregivers.
#15 SEO (Search Engine Optimization):
Brief: Techniques to improve a website's visibility on search engines.
Layman's: Making a website show up higher on Google searches.
Practical: Using relevant keywords and creating high-quality content to improve a website's SEO.
#16 PPC (Pay-Per-Click):
Brief: Paying for ads to get targeted traffic and clicks from interested audiences.
Layman's: Spending money to show ads to people who are likely interested in what you offer.
Practical: If a company sells hiking gear, PPC ads could appear when someone searches for "best hiking boots," driving interested customers to their website.
#17 Display Ads:
Brief: Visual advertisements displayed online, targeting specific audience characteristics.
Layman's: Pictures or graphics used for online ads that aim to reach a particular group of people.
Practical: Display ads can be tailored to show to a specific age group, community, or people interested in certain keywords, increasing relevance and awareness.
#18 Email Marketing:
Brief: Using emails to convert and build customer loyalty by providing additional value.
Layman's: Sending emails to customers to make them interested in products and to keep them loyal to the brand.
Practical: Sending a personalized email with a discount code to a customer who abandoned their shopping cart can encourage them to complete the purchase.
#19 Automation Marketing:
Brief: Using automated processes to reach customers at the right time for conversion and loyalty.
Layman's: Using computer programs to send the right messages to customers without manual effort.
Practical: Automatically sending a welcome email series to new subscribers to introduce them to the brand and its products.
#20 Web Optimization:
Brief: Creating an environment where users can easily engage with content and take valuable actions.
Layman's: Making a website easy to use and navigate so that users can find what they need quickly.
Practical: Optimizing website speed, navigation, responsiveness, and content to encourage users to take actions like making a purchase.
#21 Content Marketing:
Brief: Central to the digital marketing strategy, creating content to increase brand personality and likability.
Layman's: Making and sharing content online to make people like and trust a brand.
Practical: Creating a viral video or sharing humorous and impactful content can increase a brand's likability and encourage word-of-mouth marketing.
#22 Social Media Marketing:
Brief: Using social media platforms to get information and updates from the company, creating awareness and interest through content and engagement.
Layman's: Using social media to learn about a company and stay updated, and the company using it to get attention and interaction.
Practical: Sharing engaging content on social media platforms to build brand awareness and connect with the audience.
#23 Buyer's Journey:
Brief: The stages a customer goes through before making a purchase, including raising interest, converting, and retaining.
Layman's: The steps a person takes from learning about a product to becoming a loyal customer.
Practical: Sending educational content to potential customers in the awareness stage and providing exclusive offers to existing customers for retention.
#24 Interest:
Brief: Capturing someone's attention and curiosity about a product or brand.
Layman's: Making someone curious or excited about something.
Practical: Sharing a teaser video about an upcoming product on social media to pique the interest of potential customers.
#25 Conversion:
Brief: The moment a potential customer takes a desired action, like making a purchase or signing up.
Layman's: When someone goes from just looking to actually doing what you want them to do.
Practical: A conversion could be a customer completing an online purchase or signing up for a newsletter.
#26 Customer Retention:
Brief: Keeping customers engaged and loyal to the brand over time.
Layman's: Making sure customers stay interested and keep coming back to buy.
Practical: Sending exclusive offers and personalized recommendations to existing customers to encourage repeat purchases.
#27 Brand Awareness:
Brief: The extent to which people recognize and remember a particular brand.
Layman's: It's like how many people know about a brand and can recall it when they see it.
Practical: Creating engaging content, using consistent branding, and being active on social media are tactics to boost brand awareness.
#28 Authenticity:
Brief: The quality of being genuine, real, and true to oneself or one's brand.
Layman's: It's like being honest and true in everything you say and do.
Practical: Sharing behind-the-scenes glimpses, showcasing real customer stories, and admitting mistakes when they happen contribute to building authenticity.
#29 Trust:
Brief: The belief in the reliability, truth, or ability of someone or something.
Layman's: Trust is like having confidence that someone or something will meet your expectations.
Practical: Consistent delivery of quality products or services, transparent communication, and fulfilling promises are key elements in building trust.
#30 Cost Efficiency:
Brief: Achieving maximum output with minimal expenses.
Layman's: It's like getting the most bang for your buck, making sure resources are used wisely.
Practical: Streamlining processes, negotiating better deals with suppliers, and adopting efficient technologies contribute to achieving cost efficiency.
#31 Longevity:
Brief: The state of having a long duration or existence.
Layman's: It's like being built to last, having a sustained presence over time.
Practical: Building a brand that remains relevant by adapting to market changes, consistently meeting customer needs, and innovating for the long term.
#32 Legitimacy:
Brief: Legitimacy in marketing refers to the perceived credibility and conformity of a brand or marketing effort to established rules, regulations, and ethical standards.
Layman's: It's about ensuring that the brand and its marketing practices are seen as honest, lawful, and following the right principles.
Practical: Legitimacy is earned by obtaining certifications, adhering to industry standards, and transparently following ethical practices to build trust and establish a positive reputation with consumers.
#33 Campaign:
Brief: A focused and organized set of activities designed to achieve a particular goal or objective.
Layman's: Think of it as a well-planned mission with a specific purpose in mind.
Practical: In marketing, a campaign could be creating and promoting content on social media to increase brand awareness or running ads to drive sales during a specific timeframe.
#34 Relevancy:
Brief: Being directly related or connected to a particular subject or context.
Layman's: It's like talking about something that makes sense in a specific situation.
Practical: In content creation, ensuring relevancy means tailoring the message or information to directly address the needs or interests of the target audience.
#35 WOM:
Brief: The informal, person-to-person communication where people share their opinions or experiences about a product, service, or brand.
Layman's: It's like when friends tell each other about something they liked or didn't like.
Practical: In marketing, WOM is a powerful tool; it happens when customers recommend a product to friends or share their experiences online, influencing others to try or avoid a brand based on these personal recommendations.
#36 Mass Media:
Brief: Channels like television, radio, or cinema that communicate to a large audience simultaneously.
Layman's: It's like everyone getting the same information at the same time through big platforms.
Practical: Mass media is powerful for reaching a broad audience, but messages might not be as personalized as in individual media.
#37 Individual Media:
Brief: Content highly customized for individuals, where users see different content based on their preferences.
Layman's: It's like getting information tailored specifically for you, based on your interests and habits.
Practical: Social media and personalized recommendations on platforms like Netflix are examples of individual media, offering a unique experience to each user.
#38 Buyer Persona:
Brief: A detailed profile representing an ideal customer, including demographics, behaviors, and preferences.
Layman's: It's like creating a fictional character that represents the perfect customer for your product or service.
Practical: Developing a buyer persona helps in crafting targeted marketing strategies that resonate with the specific needs and interests of the intended audience.
#39 Audience Research:
Brief: Gathering information about the people who make up a target audience to understand their behaviors and preferences.
Layman's: It's like studying who your customers are, what they like, and how they behave.
Practical: Audience research involves surveys, data analysis, and social listening to gain insights, helping marketers tailor their strategies to effectively connect with their audience.
#40 Marketing Objective
Brief: Clear and measurable goals that a company aims to achieve through its marketing efforts.
Layman's: It's like setting specific targets for what a company wants to accomplish with its marketing efforts.
Practical: If the objective is to boost sales by 20%, every marketing activity, from paid advertising to social media campaigns, is aligned to contribute to reaching that sales goal.
#41 Marketing Strategy:
Brief: The big-picture plan that outlines how a company aims to achieve its overall goals through marketing.
Layman's: It's like the main game plan that guides all the smaller actions in marketing.
Practical: If a company's goal is to increase brand awareness, the strategy might involve using social media, influencers, and engaging content to reach a wider audience.
#42 Marketing tactic:
Brief: Specific actions or methods used to execute the broader marketing strategy.
Layman's: These are the detailed moves or steps taken to make the big plan happen.
Practical: If the marketing strategy is to increase online engagement, tactics could include daily social media posts, responding to comments, and running interactive polls to connect with the audience.
#43 Pareto Principle
Brief: The Pareto Principle, or the 80/20 rule, suggests that 80% of outcomes come from 20% of efforts. In digital marketing, it implies that a significant portion of results often stems from a small portion of activities or channels.
Layman: Think of it like this – in digital marketing, focusing on a few crucial things might bring most of the positive outcomes. Not all strategies or channels contribute equally; some have a more significant impact.
Practical: Identify the 20% of your marketing efforts that yield 80% of the results. It could be a particular social media platform, content type, or advertising channel. Allocate more resources and effort to maximize outcomes efficiently.
#44 360 Marketing:
Brief: 360 Marketing is an all-encompassing strategy that covers every aspect of a brand's presence. It integrates online and offline channels to provide a consistent and comprehensive experience for the audience.
Layman: Imagine marketing that doesn't leave any stone unturned – it's like having your brand visible and engaging with customers everywhere they go, online and offline.
Practical: Use a mix of digital platforms, social media, email, traditional advertising, and events to create a unified brand experience. Ensure your messaging is consistent across all touchpoints for a 360-degree brand presence.
#45 Key Performance Indicators (KPIs):
Brief: Key Performance Indicators (KPIs) are measurable metrics indicating how well a company is achieving its goals. In digital marketing, they help assess the success of campaigns or overall online presence.
Layman: Picture these as scorecards telling you how good or bad your digital marketing efforts are. They are specific numbers showing if you're hitting your targets or not.
Practical: Define KPIs based on your digital marketing objectives. If it's about brand awareness, track metrics like website traffic or social media reach. For conversions, monitor actions like clicks or sign-ups.
#46 Social Tracking:
Brief: Social tracking involves monitoring and analyzing a brand's activities on social media platforms. It helps understand audience behavior, measure engagement, and optimize strategies.
Layman: It's like keeping an eye on how people respond to your brand on social media – what they like, share, or comment on. It's tracking your social media performance.
Practical: Use tools to monitor likes, shares, comments, and overall engagement. Understand what content works best, which platforms are more effective, and adjust your social media strategy accordingly.
#47 Google Analytics:
Brief: Google Analytics is a web analytics service by Google, providing insights into website traffic, user behavior, and more. It helps businesses make data-driven decisions.
Layman: Think of it as a super-smart tool that tells you everything about who visits your website – where they come from, what they do, and what you can do to make their experience better.
Practical: Install Google Analytics on your website. Track metrics like page views, bounce rates, and conversion rates. Use this data to understand your audience, optimize content, and improve the overall performance of your website.
#48 Dual Screening:
Brief: Dual screening refers to the practice of using two screens or devices simultaneously, often in the context of media consumption. It has become common with the rise of smartphones and tablets.
Layman: Imagine watching TV while also scrolling through your smartphone – that's dual screening. It's doing two things at once, usually involving a television or computer screen along with a mobile device.
Practical: In digital marketing, acknowledge the trend of dual screening. Optimize content for seamless experiences across devices. Consider multi-channel strategies where users might be engaging simultaneously on different screens – for example, running a TV ad alongside a related social media campaign.
Steve is a thinker, innovator, practitioner of digital marketing, a boutique digital marketing agency. He writes about productivity, trading, business opportunities and actionable food ideas in his blog: 1000 book notes and food ideas. His background is in digital marketing with expertise in Google ads, Facebook ads and AI-driven content. Based in Toronto, ON, Steve has a master of Digital Experience and Innovation from the University of Waterloo. When he is not hard at work, he likes to reading, writing and trading.
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