Digital Marketing Terminology Guide

Important Digital Marketing Terminology

We have compiled a list of all the important marketing terminology we use at IGenerate Digital. These terms consist of both general and technical terms and will most likely come up if you have initiated a digital marketing service with a Marketing Agency and have had a conversation with an account manager.

A/B split testing

A/B testing (also known as split testing or bucket testing) is a method of comparing two versions
or variables, A and B. This can be for a Facebook ad, webpage or app etc against each other to
determine which one performs better.

Above the fold

When you immediately click on a webpage, this is everything your eyes can see before having to
scroll down the page.

Ad extensions

Ad extensions are additional pieces of information about your business, like a phone number or a
link to a specific page on your website, you can add to your ads. Ad extensions are free to add
to your ads, with the usual charges for any clicks you get.


An algorithm is a process or set of rules to be followed in calculations. An algorithm is a fancy
to-do list for a computer. Algorithms take in zero or more inputs and give back one or more
outputs. A recipe is a good example of an algorithm because it tells you what you need to do
step by step.


Information resulting from the systematic analysis of data or statistics.

Auto Responder

Autoresponders are messages set to go out automatically after a contact subscribes to your
list. You can create several messages to go out in a cycle, one after the other. Autoresponders
help you automate campaigns and manage one-to-one communication with your recipients.
They can be sent in a sequence or at intervals, starting from the day a contact signs up.

Bots (messenger bots)

Messenger bots are autonomous digital messages that can answer questions, provide automated
responses and be programmed with simple AI (artificial intelligence).

Bounce rate

The percentage of visitors to a particular website who navigate away from the site after viewing
only one page.

Competitor analysis

Competitor analysis in marketing and strategic management is an assessment of the strengths
and weaknesses of current and potential competitors. This analysis provides both an offensive
and defensive strategic context to identify opportunities.

Content marketing

A type of marketing that involves the creation and sharing of online material (such as videos,
blogs, and social media posts) that does not explicitly promote a brand but is intended to
stimulate interest in its products or services.

Content strategy

Content strategy refers to the planning, development, and management of content— written or
in other media. Content strategy focuses on the planning, creation, delivery, and governance of
content. Ensuring that you have useful and usable content, that is well structured, and easily
found is vital to improving the user experience of a website. Essentially, a plan of how you use
media to generate leads.


Conversion is the phrase used to describe the act of converting a customer who browses your
site/ad, into to a paying customer. Conversion marketing is measured by conversion rate — the
percentage of visitors who take the desired action.


Copywriting is writing text for the purpose of advertising or other forms of marketing. The
product, called copy, is written content that aims to increase brand awareness and ultimately
persuade a person or group to take a particular action.

Cost of Acquisition/purchase

Cost of acquisition is digital marketing terminology used across business and accounting to describe the total costs
incurred when signing a new client, purchasing and installing a new asset or acquiring a new
item for the business.

CPA (cost per acquisition)

Cost per acquisition, also known as cost per action, pay per acquisition and cost per conversion,
is an online advertising pricing model where the advertiser pays for a specified acquisition.

CRM (Client Relationship Manager)

Customer relationship management is digital marketing terminology for managing a company’s interaction with
current and potential customers. It uses data analysis about customers’ history with a company
to improve business relationships with customers, specifically focusing on customer retention
and ultimately driving sales growth.

CRO (conversion rate optimisation)

In digital/internet marketing, and analytics conversion optimization, conversion rate optimization
is a system for increasing the percentage of visitors to an ad or website that convert into
customers, or more generally, take any desired action on an ad/webpage.

CTA (call to action)

Call to action is a marketing term used extensively in advertising and selling and it is designed to
prompt an immediate response or encourage an immediate sale.

CTR (click through rate)

Click-through rate is the ratio of users who click on a specific link to the number of total users
who view a page, email, or advertisement. It is commonly used to measure the success of an
online advertising campaign for a particular website as well as the effectiveness of a campaign.

Engagement rate

An engagement rate is a metric that measures the level of engagement that a piece of created
content is receiving from an audience. It shows how much people interact with the content.
Factors that influence engagement include users’ comments, shares, likes, and more.
Engagement Rate on Facebook for a post is calculated as the number of Engaged Users divided
by the total reach of that post. Multiply the whole thing by 100 to turn it into a percentage.
Engagements on Facebook include reactions, shares, comments, and some clicks on links,
videos and images.


A funnel is the set of steps a visitor needs to go through before they can reach the conversion.
Think about the Amazon purchase funnel. There are a few steps a visitor has to go through
before they can purchase a product. They have to add a product to the cart.


Is a digital marketing terminology used to describe effective marketing strategies often involve a hook, which is a short phrase or jingle designed to entice a customer to purchase a product or sign up for a service. Some hooks are also designed to arouse interest in a product or service and elicit further interaction between the customer and
the company.

Problem > Solution

Landing Page

In online marketing, a landing page, sometimes known as a “lead capture page”, “static page”,
or a “destination page”, is a single web page that appears in response to clicking on a search
engine optimized search result, marketing promotion, marketing email, or an online

Lead (Opt In, Qualified)

The details of an interested prospect, qualified is a measurement of how suited they are to the

Lead Ad

Lead ads allow advertisers to collect information from prospects directly from mobile ads.
Instead of sending traffic to a landing page where people manually fill out a form and press
submit, they click on the ad, their information (name & email) is pre-populated, and they hit
submit. All within the Facebook platform.

Lead magnet

What is a Lead Magnet? A lead magnet is an incentive that marketers offer to potential buyers in
exchange for their email address or other contact information. Lead magnets usually offer a
piece of digital, downloadable content, such as a free PDF checklist, report, eBook, whitepaper,
video, etc.


In marketing, lead generation is the initiation of consumer interest or enquiry into products or
services of a business. Leads can be created for purposes such as list building, e-newsletter list
acquisition or for sales leads.

Media Buying

Media buying is taking a commercial, or newspaper ad, or other sales message and getting it
viewed by the intended audience. For example, an advertisement for Centrum Silver (vitamins for
senior citizens) would not do well in Teen Beat magazine (a magazine for teens). A media buyer
links the ad to the intended audience in order to make the ad effective. These ads are intended
to sell a product and may be published on TV, online, newspapers or magazines. The media
buyer negotiates price and placement of the ad.


Metadata is “data [information] that provides information about other data”. Many distinct types
of metadata exist, among these descriptive metadata, structural metadata, administrative
metadata, reference metadata and statistical metadata.


Marketing Metrics and Key Performance Indicators (KPI’s) are measurable values that are used
by marketing teams to demonstrate the effectiveness of campaigns across all marketing

Order Bump

An Order Bump Happens Before Someone Clicks “Buy Now”: The magic of an order bump is
that it adds an additional item to your shopping cart before you complete your order. This
captures the excitement of making a purchase, and it can increase the average customer value.

Organic Content

Organic content refers to the pages of a website that are written and subsequently found primarily
by users typing keywords into search engines like Google, Yahoo and Bing.

Organic Traffic / Paid Traffic

The digital marketing terminology is intuitive; the definition of organic marketing refers to the act of getting your
customers to come to you naturally over time, rather than ‘artificially’ via paid links or boosted
posts. It includes any direct, instinctive, and , with the exception of paid marketing tools. Organic
traffic. The term “organic traffic” is used for referring to the visitors that land on your website as a
result of unpaid (“organic”) search results. The branch of online marketing that focuses directly on improving organic traffic is called SEO – search engine optimization.

OTO (One Time offer)

A clever marketing tactic used to increase sales by offering an incentive to customers that have
just made a purchase or are about to, to spend more money on another (usually related)
product/service that’s offered one-time only.

Pixel (Facebook)

A Facebook pixel is an analytics tool that consists of a code that you can put on your website.
The pixel fires to track site visitors. This data allows you to retarget those users with Facebook
ads in the future, as well as see what they’re doing on your site when they return.

PPC (Pay Per Click)

Pay-per-click, also known as cost per click, is an internet advertising model used to drive traffic to
websites/ads, in which an advertiser pays a publisher when the ad is clicked.

ROAS (Return On Ad Spend)

Return on ad spend (ROAS) is one of the easiest revenue-based metrics to measure. It is simply
the total revenue generated for a specific marketing channel (like PPC) divided by the total spend
on that channel.

ROI (Return On Investment)

Return on investment is a ratio between net profit and cost of investment. A high ROI means the
investment’s gains compare favorably to its cost. As a performance measure, ROI is used to
evaluate the efficiency of an investment or to compare the efficiencies of several different

SEM (search engine marketing)

Search engine marketing is a form of Internet marketing that involves the promotion of websites
by increasing their visibility in search engine results pages primarily through paid advertising.

SEO (search engine optimisation)

Search engine optimization is the process of increasing the quality and quantity of website traffic
by increasing the visibility of a website or a web page to users of a web search engine. SEO
refers to the improvement of unpaid results, and excludes direct traffic/ visitors and the purchase
of paid placement.


What it looks like to work with you, what the customer gets from you; steps and pricing etc.
Pre-framing a sale.

Target avatar

Customer avatar/Target market. These are the phrases that are used interchangeably to
describe the fictional, generalized representations of the buyer persona most likely to purchase
from you.

Unique visitors / visits

“Unique visitors” refers to the actual number of people who have come to your landing
page/ad/website at least once during a reporting period — this number does not increase if a
previous visitor returns to a page multiple times.


Upselling is a sales technique where a seller induces the customer to purchase more expensive
items, upgrades or other add-ons in an attempt to make a more profitable sale.

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