Sure, everybody agrees on the importance that digital marketing has for any company looking to be successful in the 21st century, but have you ever wondered what all those terms and acronyms mean? The digital world is full of keywords that could help us better communicate with clients and providers and, although this guide is not intended to be exhaustive, it is for sure a good start point.

Ready to brush up that dictionary? Keep reading!

1. Analytics

Information that results from systematic data or statistical analysis. In digital marketing, analytics is the information arising from systematic analysis of data gathered from marketing activity such as email marketing, landing page A/B testing, or Google Adwords purchases.

2. Audience

Also known as “segment”, an audience is a group of people sharing certain characteristics identified for targeting purposes.

3. Banner Ads

Also known as “display ads”, are images that advertisers place on known publishers’ websites to attract or re-attract their target audience.

4. Baseline

An established level that will be used to review the effect of a company’s digital marketing efforts. An example would be the regular average number of new visitors per day on a website.

5. B2B (Business to Business) and B2C (Business to Consumers)

Used to denote business relationships or transactions among companies / between a company and its consumers.

6. CTR – Click Through Rate (CTR)

The percentage of the targeted audience that is exposed to the marketer’s message and clicks on the link provided in that message and land on the marketer’s web property.

7. CMS – Content Management System

A software application that enables the entry, modification, and retrieval of digital content. WordPress is an example of a CMS.

8. Cross-device

Involving multiple screens at the same time, such as laptops, tablets, phones, and desktop for marketing purposes. Identifying how users switch screens allow digital marketers, avoid repeating messages to the same customer in different devices, and improve marketing effectiveness.

9. Conversion rate

The percentage of unique visitors of a website that are “converted” into customers, users, or leads.

10. Digital Marketing Funnel

A visualisation that shows how companies attract and retain customers via the web. It starts with the total of targeted audiences, then those who click on a link from marketing content (the CTR), followed by the conversion rate, the total conversions, the order amount, and finally the revenue.

11. DMP – Data Management Platform

Systems used by digital advertisers to build target audiences based on a combination of data from multiple sources.

12. DSP – Demand-side Platform

A computer-based platform that automates media buying across multiple sources. Here, digital advertisers manage their campaigns, set up automated bids, the types of impressions they want to buy and the kind of ad they want to advertise.

13. Earned content

content that is not created and shared by the marketer, but rather by fans of the marketer’s message through social media or other platforms.

14. Engagement

Term for user interaction with a particular piece of shared content: Likes, shares, and comments on Facebook; RTs, replies, favourites on Twitter, and link clicks on all social media.

15. Frequency

How often a task is performed; for example, the frequency of a blog post or a Twitter update.

16. Google AdSense

A digital marketing tool that allows publishers to insert targeted banners to gain profits online.

17. Google Analytics

One of the most popular tools to analyse website data and gain insight into your online performance. If you would like to know more about this tool, visit our article 12 tips to get the most out of Google Analytics.

18. Google Adwords

Program operated by Google that enables paying customers to use hyper-targeting via Google Search Engine Results Page (SERP) to reach a certain specific audience via advertisements placed at the top and right sides of the search results.

19. Google Keyword Planning Tool

A free tool provided by Google that helps users find and plan which keywords to target with their digital advertising campaigns.

20. Landing Page

A single web page that appears in response to clicking on an SEO search result or an online advertisement.

21. Microsite

A web page developed to add value and inform about temporary events of promotion A beauty brand can have a main webpage and different microsites for each product.

22. Owned content

Content created by the marketer to promote the company’s message to the target audience, such as blog posts and social media posts and images.

23. Pixel tag

Code that digital marketers put on their ads before placing them online for tracking and targeting purposes.

24. PPC – Pay Per Click

A digital marketing model in which advertisers pay a fee each time one of their ads is clicked.


25. Retargeting

A ccookie-based marketing technique consisting in targeting with ads to users that have previously visited your website.

26. SEO – Search Engine Optimisation

The process of organically positioning a site to be quickly, efficiently, and accurately indexed by a search engine, usually Google.

27. SEM – Search Engine Marketing

A form of internet marketing that involves the promotion of websites by increasing their visibility in the results of search engine pages, mainly through paid advertising. A SEM strategy may include SEO.

28. SSP – Sell-side platform

While marketers use DSPs to buy digital ads, publishers use SSPs to sell them. Like DSPs, SSPs also plug into data-management platforms.

29. Sequential messaging

Also known as a sequential targeting, consists in sending a consumer with different subsequent messages to guide them towards performing a particular action, such as buying. It often requires cross-device capabilities to reach the same person across screens accurately.

30. Total Reach

The total exposure (measured in web users) of an advertisement or piece of content.

We hope that this guide will help you improve your understanding of the digital marketing world and better communicate with your customers and providers. If there is any other digital concept you would like to know more about, let us know in the comments below!