DIGITAL MARKETING LINGO

Transcription

1 DIGITAL MARKETING LINGO DIGITAL MARKETING BUZZWORDS BUSINESS LEADERS NEED TO KNOW! VOLUME 1

2 DIGITAL MARKETING LINGO GENERAL MEASUREMENT CLICK THROUGH RATE The click-through rate is the percentage of people who click on your ad after seeing your ad. For example, if an ad was seen 100 times, and was clicked on 10 times, the CTR would be 10%. KEY PERFORMANCE INDICATOR A relevant measurement of marketing effectiveness needed to achieve a specific business objective. KPIs tend to be different for each marketing project and are often tied to the measurement of online activity. BOUNCE RATE The percentage of visitors who only viewed one page of the website and left the page to go to another website. In most cases, they bounced back to the search results to find something more relevant. The lower a bounce rate is, the better the website is performing. A/B TESTING The process of creating two versions of online content (ad, web page, content offer, etc.) to see which version performs better. The reported results help digital marketers to select the version that resulted in the most favorable user behavior.

3 PRICING MODELS COST PER THOUSAND IMPRESSIONS Sometimes mistaken for cost per million impressions, CPM is a pricing model used by digital marketers to price out the cost per thousand impressions associated with an online advertisement. Regardless of whether the ad is clicked on, an impression is still counted if the ad is viewed online. CPM is also used to measure views in print magazines, billboards and other traditional media. COST PER PAGE A pricing model used by website developers to charge for each page created for a website. Often the cost-per-page includes crafting the text, visuals and optimization for online search (SEO). PAY PER CLICK The measurement associated with online paid ad services like Google AdWords, Bing Ads, etc. The digital marketer or client is only charged when a user actually clicks on an ad. There is no fee when a user only views the ad. VIDEO METRICS WATCH TIME A metric used when measuring the success of online videos. Watch time is said to be more important than the number of people who clicked play as it indicates how long viewers stayed engaged with the video. Digital marketers strive for longer watch times as the ideal state for any online video. PLAY THROUGH RATE The percentage of the number of viewers who watched a video from start to completion. In most cases, the shorter the video run time, the higher the play through rate achieved. DROP OFF RATE Measured in time, the drop off rate refers to the average point in a video that the viewer stops watching. If the drop off rate is high, it indicates that the video is performing well because viewers are watching it longer. For example, a five minute video with a drop off rate of three minutes is said to be performing better than a five minute video with a one minute drop off rate. MP4 FILE Refers to the most commonly accepted video format for easy use in popular technologies such as PowerPoint, YouTube, etc. FLASH VIDEO Refers to an outdated video format that cannot be viewed on Apple devices. Popular in the 90s, Flash videos have since been replaced by newer video technology called HTML5 which allows for viewing on any platform including mobile devices.

4 INDUSTRY COMPONENTS SEARCH ENGINE MARKETING The combination of online marketing initiatives like optimizing websites to be found by search engines and the use of paid ads on search engines to increase website traffic and build overall online presence. SEARCH ENGINE OPTIMIZATION The practice of creating and editing website content to make the website more attractive to search engines like Google, Bing, Yahoo, etc. This practice, when done correctly, will result in higher rankings on search engines when a potential customer is searching for the products and services you offer online. BLACK HAT A digital marketer who utilizes tactics that are ill intended and force higher search engine rankings. In most cases, these tactics are short lived as search engines will identify these tactics and penalize the marketer by refusing to serve the marketer s website as a search result. WHITE HAT A digital marketer who behaves ethically and adheres to proper online marketing protocol and best practices. SEARCH ENGINE RESULT PAGE The pages that appear after entering a query into a search engine like Google. CUSTOMER RELATIONSHIP MANAGEMENT In a digital marketing sense, CRM refers to the online activities that help businesses track new prospects and maintain healthy relationships with their existing customers. Examples can be found in special promotions that have been customized to a specific customer based on their purchase history.

5 DIGITAL MARKETING LINGO WEBSITE COMPONENTS BELOW THE FOLD Anything on a web page that doesn t appear until you begin scrolling down. Information above the fold line would be the content that appears on the screen without scrolling. Marketers see the area above the fold line as prime real estate because it is seen most often by website visitors. CALL TO ACTION A visual aid on a web page that prompts the visitor to take some sort of action. Common CTAs are contact us on contact forms, sign up now on newsletter sign ups, buy now on items for sale, etc. Advanced call-to-action strategies include providing a content offer (a report, ebook, or guide) behind a form that forces the site visitor to surrender their contact information before receiving the content they want. BACKLINKS A hyperlink from a webpage back to your own website. For instance, if xyz.com links to your website, you have a backlink. The more backlinks a website has, the more search engines trust that website. Backlinks show search engines that a website is reputable because many other websites are linking to it. LANDING PAGES A single web page that features a specific message or content offer. Landing pages are used for campaigns, pay-per-click campaigns, etc. These designated pages are meant to drive conversions for the specific promotion they were designed for.

6 COMPETE AND WIN WITH US! partnerpro.digitek.com