• HBLC Team

20 Digital marketing terms you should know

Updated: Oct 7, 2019



When you are starting your business, or hiring someone to manage the digital marketing of your business, it's important to understand the professional terms to explain what you want and interpret the results you get.


1. Advertising

Process of making a product and service known to an audience through a campaign.


2. Analytics

Tracking and interpreting data to create meaningful patterns and measure the results of our digital actions.


3. Landing page

This is the page on a company’s website where visitors will be led back when clicking on external links. This page is optimized as the home page of your site.


4. Bounce rate

This is the number of people land on a page of your website without clicking on anything before exploring another page of your site.


5. Business to business (B2B) & Business to consumer (B2C)

Those two marketing terms describe whom your business interacts with. Is your strategy targeting businesses or consumers?

B2B describes a business that markets and sells to other businesses whereas B2C describes a business that markets and sells to consumers.


6. Cold calling

It’s the fact of having your first interaction with prospective clients by phone or face-to-face.


7. Digital marketing (or online marketing)

All the online actions aim at reaching your target whether it be email marketing or content marketing with a diffusion via the internet.


8. Direct competition

Competitors that provide the same services as your business.


9. Direct marketing

It’s the fact of proceeding directly with the “end-user”, you are targeting your primary audience by different advertising or communication actions.


10. Engagement rate

The engagement is when a consumer interacts with your content with likes, comments or shares. A measurement is made from those actions to calculate the engagement rate your content generates.


11. Key Performance Indicator (KPI)

KPI is used to measure the success of a marketing campaign. It can be any type of analytics from a click-through rate to an engagement rate… It helps you track the results of your marketing tactics which will help you to adapt your campaigning actions to achieve your goals.


12. Responsive design

A responsive design means that your website adapts to the device the consumer uses. The design will be modified for mobile, laptop, tablet to offer your audience the best viewing experience.


13. Return On Investment (ROI)

A way to measure the profitability of the investment you make in marketing, advertising, etc. Tracking your ROI is the way to make sure that your invested money is bringing results. It also allows you to change strategy if the results are not as expected.


14. Search Engine Optimization (SEO)

A method to increase the visibility and the performance of a web page on search engines. By adding the right keywords, backlinks, titles, descriptions, image tags, etc, you will be able to make your site searchable and rank higher on the searching results. Ideally, you want your website to appear on the first page of the search result.


15. Social media

All platforms like Facebook, Twitter, Instagram, LinkedIn that help users connect with your business. Those networks will allow you to increase your growth, visibility and brand awareness to achieve business goals.


16. S.W.O.T. analysis

Strengths.Weaknesses.Opportunities.Threats analysis is an internal study used to identify the market and the place of your business on this market.


17. Impressions

This term is used to define the number of times a company’s ad will appear to its target audience. Impression could also be related to a website and the number of times the web page appears in total.


18. Organic traffic

It refers to the users landing on your website home page without paying ads. This could be traffic from Google, Yahoo or Bing. This free traffic is the result of a correctly optimised SEO, it’s organic and it’s the best type of traffic you could ever get.


19. Buyer Persona

It’s a representation of your ideal buyer, this buyer persona has to be defined according to analysis and market research. It helps marketers to target the ideal audience and it will allow salespeople to determine lead quality.


20. CPA - Cost Per Acquisition

This metric is used to determine how much it costs to acquire one customer. To calculate this, you must divide the total cost of your campaign by the number of conversions. This is an important metric to show how much you are spending per conversion. If this cost is too high, you should consider reworking your marketing campaign.

We hope this list will be useful for you to increase your marketing knowledge and vocabulary.

There are many more terms in the marketing world, so if you have one in mind that we have not mentioned, please feel free to write it in the comments. Our digital marketing team is here to answer your questions and help you with the different steps of your business creation.

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