- affiliates
- people or companies that earn a commission for driving traffic to another person’s or company’s website where they make a purchase
- blog
- an online journal of interests, beliefs, and other topics published by a person, a group of people, or an organization
- bounce rate
- a metric that online marketers use to measure what percentage of visitors who visit the site, view one page, and then leave
- call center
- a centralized space where agents or representatives answer inbound calls and place outbound calls
- catalog marketing
- also known as direct mail order and is one of the oldest forms of promotion, which typically includes a variety of products often vividly displayed in a high-gloss magazine-like format
- click-through rate (CTR)
- the percentage of people who click on an online ad
- client reviews
- involve feedback that a customer or client posts directly to a platform that can accessed by consumers during the buying process
- content marketing
- creating and distributing online content that is valuable and relevant to a company’s target customers
- conversions
- happen when a company turns a visitor into a customer
- cost per acquisition (CPA)
- also known as cost per action or cost per conversion, relates to the aggregate or cumulative cost of acquiring a customer and can be measured by channel or campaign
- cost per click (CPC)
- the cost companies pay search engines for each click that a search advertisement receives, which is based on the keywords a company bids on
- direct marketing
- using communication tools that directly engage with individual consumers for the ultimate purpose of calling them to take some marketing action
- direct-mail marketing
- a type of direct marketing that involves marketers sending mail directly to people’s homes or places of business; for example, catalogs and postcards
- direct-response television marketing
- a type of direct marketing that is designed to compel viewers to take some immediate action such, as calling a phone number or visiting a website presented during a television commercial
- email marketing
- a type of direct marketing that is highly personal and designed to build relationships with consumers
- impression
- when users see an online ad
- integrated social media marketing
- involves creating a clear, consistent, and synergistic message across all social media platforms
- marketing emails
- emails that are promotional in nature and typically involve a marketing offer
- mobile marketing
- using multiple digital marketing channels that are designed to reach consumers on their smartphones and tablets
- mobile-friendly emails
- emails whose images, text, and links display in a way that is easy to read when accessed via a mobile device
- new visitors
- people who are first visiting your website, also known as new users
- online direct marketing
- uses a rich collection of online tools, such as websites and email, to target individual consumers with an offer designed to compel consumers to take some action, such as visit a website or make an online purchase
- online video marketing
- involves creating videos that tell a story about a product, company, or brand that is designed to drive consumer engagement through activities such as liking, sharing, and retweeting
- organic search
- the list of websites on a search engine results page that have not been paid for by marketers
- page views
- a metric related to how many total pages have been viewed on your website
- paid search
- a type of digital advertising where marketers pay search engines like Google and Bing to place their ads in sponsored spots at the top or bottom of a search results page
- paid social
- a type of digital marketing advertising where a company pays a social media company to display a digital advertisement to targeted customers on its platform
- podcasts
- often free, on-demand, downloadable audio recordings that cover a variety of topics and are typically made available on a weekly or monthly basis
- responsive web design
- designing a website that is configured to adapt to any device, making it easy for visitors to read and interact with its features
- returning visitors
- visitors or users who have been to your website before
- sales funnel
- a visual representation of the customer journey from product awareness to product purchase
- search trends
- data points that indicate how frequently a term is searched
- seminars
- a tool that allows companies to share their expertise and knowledge related to a topic, issue, or industry; can be done in person or virtually
- SERP (Search Engine Results Page)
- the list of search results that displays on a search engine’s page after someone enters key search terms into a search query box
- session
- a collection of interactions that occur on a company’s website
- social engagement
- relates to the number of actions that social media users take in direct relation to your company, brand, or product
- social media marketing
- using social media platforms, such as Facebook, Instagram, LinkedIn, and Twitter, to deliver content that drives engagement with your brand
- telemarketing
- a type of direct marketing that involves a company representative placing or answering customer phone calls with the intention of guiding the consumer toward making a purchase
- trade shows
- exhibition events that provide companies the opportunity to present themselves and their products and services to industry peers
- traffic by source
- means paying attention to the site from which the website traffic came
- website marketing
- The promotion of a website that results in driving traffic or visitors to the site to learn more about the product or company or to make a purchase
- website traffic
- the total number of visitors to a company’s website