A - Z of digital marketing

Digital Marketing is broad and has different terms. It has almost become a language on its own spoken by digital marketers and some business owners, such that you may need a pocket dictionary to have a successful conversation.

For this reason, I have put together an A - Z glossary of Digital Marketing terms to either remind you of a word you have forgotten or introduce one you didn’t know before. Enjoy!

Audience

This is a quintessential aspect of any business. Before you even think of what you want to sell, it is important to consider who you want to sell to, what they need, how they want to be approached, what their interests are, where they live, who they are and when they need what they need.

All these put together are pointing towards your (target) Audience.

• Brand Equity

Brand equity refers to how much value is placed on your brand. This is determined by the perception of your Target Audience or the general public about your brand’s quality, workability and durability. Brand equity has four elements known as brand loyalty, brand awareness, brand associations, and perceived quality.

• Content Marketing

Content Marketing is a marketing strategy that is based on creating and spreading content that is relevant to a specific target audience in order to address their pain points and? build a long lasting relationship with them. Content Marketing creates a platform for brands to interact with their customers, answer their questions and build trust and loyalty.

• Data

Any information that can help businesses identify their audience, predict customer tendencies, create targeted content and build more effective marketing campaigns is known as data. Data is the bedrock of all workable digital marketing campaigns.

• Engagement

This is the process in which a brand interacts with their existing or potential customers across various platforms, in order to build long lasting relationships or strengthen existing ones.

Engagement enables a brand to measure the effectiveness of their content marketing strategy.

• Funnel

Marketing funnel refers to various actions or steps taken to guide your customers through a customer journey from the point of awareness to conversion and retention. The marketing funnel enables you to effectively plan, execute and measure your marketing strategy.

• Goals

Goals in marketing refer to specific milestone objectives derived from your overall business goals. While setting marketing goals, it is important to set SMART goals; This refers to goals that are Specific, measurable, Attainable, Relevant and Time Bound.

• Hashtag

This refers to words, phrases or sentences with no space in between, written with a # sign before the first letter. It is used to tie several social media posts to a particular topic, event or trend to enable users locate topics that are interesting and relevant to them.

• Influencer Marketing

Influencer marketing involves brands partnering with people who have high social media followership to either market a product or generate awareness for a brand. Businesses involve influencers in their marketing strategy to generate brand awareness and increase reach.

• Java Script

Java Script is a programming language that is used for web developement. It is used to make web pages interactive and user friendly.

• Keyword Marketing

Keyword Marketing involves marketing products and services to specific customers based on the certain keywords they use to conduct their search on search engines.

• Lead magnet

Lead magnet refers to free services, or assets given to customers in exchange for their name and email address. Some examples of lead magnets are discounts, a free ticket to an event, an ebook, templates, trials and free training.

• Measurement

This is a quintessential part of every marketing strategy. It is the last step on a SOSTAC framework called 'Control'. It is the act of measuring the success of marketing campaigns and showing how well they are performing in accordance with the set goals.

• Newsletter

A newsletter is an email content that is sent out on a regular basis to people who are subscribed to a particular email list in order to keep them updated with information about the brand. This could also be a platform to educate or entertain customers on topics of their interest.

• Organic Search Results

This refers to an unpaid result that appears on a google search based on specific keywords that was used to conduct the search.

• Positioning

Brand Positioning refers to the unique selling point of a brand. This is used by businesses to build their brand identity and create an impression in the minds of their existing and potential customers. It answers the question, ‘Why should I choose your brand over others?’.

• (Search) Query

A search query is a word or combination of words that search engine users enter into the search engine box in order to request for specific information.

• Research

This refers to the process of gathering, recording and analyzing information about a brand’s target audience or market competition in order to gain insight into possible opportunities in the market.

• Strategy

This refers to a plan of actions to execute in order to achieve a company’s set goals. It sets out business goals, target customers, how to reach them and convert them into purchasing customers.

• Testimonial

A testimonial is a statement from a customer about the effectiveness and authenticity of a brand’s product. It often comes with a recommendation of the product.?

• User Generated Content

Any content, images, videos, reviews, etc that are not created by a brand but by customers and published on various channels like social media is known as User Generated Content.

• Viral Marketing

This is a kind of marketing in which customers and audience spreads information about a brand. This can be achieved through post shares, forwards, reposts, etc.

• Website Usability

Website usability also refers to how easy it is for a user to use a website or softwars.

• XML (eXtensible Markup Language)

This is a text-based format used for encoding information. It creates a single set of tags for all data and enables seamless sharing of information among websites.

• Youtube ads

This is a paid advertising through which brands can reach the audience on youtube. Youtube ads can be run through Google Ads Manager.

• Zero party data

This includes information or data that a customer willingly shares with a brand. Customers only share information that they want the business to know about them.