Internet marketing jargons explained

Keeping abreast of modern digital marketing is sometimes tedious - there are so many new terms, abbreviations and tools out there. Do you know what the essential terms of digital marketing are? We have compiled the key jargons that are absolutely essential for every digital marketing professional to know.

Knowing the concepts properly is essential to dominate any business sector. Therefore, if you develop your work in the marketing environment, it is important that you recognize what these 20 essential terms of digital marketing mean:

1. URL

Stands for Uniform Resource Locator (URL). All websites registered have an IP (Internet Protocol) address that identifies them for servers to know where to direct the user. Each of these registered IP addresses is labelled by a domain name just to make it easier for people to remember domains. It contains the domain name and a page locater (e.g. http://www.yourcompany.com/services).

2. SEO (Search Engine Optimization)

Search Engine Optimization is a set of techniques used for a brand to obtain a superior position on a search engine page. It is intended to improve the ranking to appear in a higher position on the results page for certain keyword searches

3. SEM (Search Engine Marketing)

For its part, SEM is the planning, execution and analysis of advertising campaigns on the web.

4. SMO (Social Media Optimization)

Social Media Optimization involve activities related to the improvement of sharing content and interaction in web networks like Facebook, Twitter, LinkedIn etc. The optimization in social media seeks to increase visibility through hashtags, likes, shares, follows, mentions, boosting posts and more.

5. Organic Traffic

Visitors that land on your website by searching for keywords related to your company products and services are termed as organic traffic. These are primarily new visitors that have found your site through Google, Yahoo or MSN search engines. They are the result of your website structure and content that are indexed by search bots.

6. Direct Traffic

Direct Traffic are those that type your company name or website domain in the search bar or url field of a browser (e.g. Google) These visitors have had prior knowledge of your company. It could be through digital advertising (e.g. Google Ads) – they probably saw the ad a number of times but never clicked the ad, saw it at a trade show, from a sales call or a client referral or a client itself.

7. CPC (Cost Per Click)

The cost per click is the amount of money the advertiser pays each time a user clicks on their ad. This is a metric that relates to the investment made to the number of clicks achieved.

CPC is the basis of the Pay Per Click (PPC) campaigns that focus on achieving traffic that is expressed in clicks to a specific landing page.

8. CPM (Cost Per 1000 Impression)

This is a term used in online advertising. It’s generally applied to display advertising for showing the ad.

What that means is that the Advertiser pays a certain amount to an Ad publishing agency for every 1000 times his image ad is shown to the user.

9. CTA (Call to action)

The Call To Action is the message included in all types of digital marketing support that is used to get the user's attention. Its influence in achieving the objectives makes the CTA one of the essential terms of digital marketing. The Call to Action is the main claim with which a website, landing page, advertisement or email aims to convert a lead.

10. Conversion

The conversion is the "magic" moment in which the user performs the action that the company has set as the objective. It is the ideal of any online marketing campaign to achieve conversions.

The key action that results in a conversion can be of many types: purchase, registration, click, filling in a form or time spent on a page, among many others. Each website or landing page determines the conditions that have to be met for the conversion.

Each website defines its own type of conversion. Depending on the objectives set, an action or another will be sought to produce the expected conversion.

11. Conversion funnel

The conversion funnel is a way of naming the advanced way of measuring a user's journey in different stages of a digital marketing campaign. It is one of the fundamental elements of web analytics.

The conversion funnel detects the steps taken by the user, the pages through which a lead has moved and the CTAs clicked. It is called funnel due to the shape that the graph acquires, with a wider base that is reduced until it reaches the final conversion.

12. Conversion Rate

The conversion rate is a strategic measure of performance. This ratio relates the total number of conversions obtained with the overall number of visits.

13. Lead

The lead is a user who has shown interest in a product or service. A qualified lead is someone who has provided their info to receive more information or establish a business relationship with the brand.

14. Remarketing

Remarketing or retargeting is a digital marketing tactic that targets past visitors who have previously visited through an ad or visited the site.

The aim of remarketing drive the visitor back to the site and complete an action on a site.

15 KPI (Key Performance Indicator)

KPI, Key Performance Indicator or key performance indicator refers to the metrics that define the objectives to be achieved with an online marketing strategy.

There are different types of KPIs that in any case it is essential that they respond to the following characteristics:

Specific: KPIs identify what, where, how and when it is measured.

Measurable: They allow quantifying the measures and the expected benefits.

Possible: It makes no sense to choose indicators that are impossible to achieve with the allocated resources.

Relevant: Depending on the objectives sought, one metric or another will be better.

Limited in time: A KPI must be subject to a specific time period.