Over the past several months, I have had countless encounters with people who have responded curiously to my job title. “Oh, digital marketing? You do like social media or something, right?” Due to its adolescent nature, people are often mystified by the ambiguity of the term digital marketing itself. At the end of the day, digital marketers are utilizing the same techniques that agencies have been practicing for decades. By leveraging current technologies and social platforms, marketers are digitizing skills like storytelling, audience-targeting, and designing to persuade customers to invest their resources, whether it be time or money, back into a product or service.
What other digitized words have you labeled “too-techy?” Do words like pixel, conversion, and traffic send you running in another direction? Well, they don’t have to. Here is a digital marketer’s dictionary to frequently used keywords that aren’t as scary as they might appear.
- A/B Testing (split testing): A way to compare different versions of campaigns for clear and concise results to see what works best.
- Add to Cart: A metric often used for retargeting an audience. By using the Facebook pixel, businesses can track items that have been “added to cart,” in order to remind the audience of the product eagerly waiting in their virtual shopping basket.
- Content: Content is anything that purposefully fills space in the digital realm. It can be photographs, blogs, online series, giveaways, or all of the above. Content needs to be curated in order to get the engagement that businesses are after.
- Conversion: Conversion relates to the marketing funnel in the way of moving an audience closer towards the end goal, which could be a response, a subscription, or a purchase.
- Copy: The words written on an ad to attract the desired attention of a designated audience.
- CPC (cost per click): The amount spent on a campaign to collect an individual link click.
- CPP (Cost per purchase): The amount spent on a campaign to collect an individual purchase.
- CTA: An abbreviation for “Call To Action.” This button is often put on ads, which prompts the consumer to make a decision whether it is to learn more, shop now, or sign up.
- Facebook Pixel: A piece of code put on a website that helps develop target audiences, track conversions, and retarget existing customers.
- Funnel: The marketing funnel consists of 3 separate levels: bottom, middle, and top. Everyone starts at the top of the funnel and through the use of marketing techniques (as listed above), an audience will ideally work their way to the bottom of the funnel where they will be targeted to make a commitment on some level.
- Landing Page: Where the audience lands after clicking a hyperlink on an ad, typically the website’s homepage. Landing pages can be built specifically for tracking interests and engagements on hosted events.
- Metrics: Metrics can be a variety of things, but the primary purpose of metrics is to gauge the success of a campaign. That being said, it is important to work with an agency that is transparent about their resulting metrics, because metric analysis is one of the best ways to analyze campaign results.
- ROI (Return on Investment): Digital marketing ROI is a measure of profit or loss that an agency generates on a specific campaign based off of the initial money invested.
- Traffic: Another form of metric analysis. Oftentimes a successful ad might redirect a consumer to the brand’s website, which can result in an influx of website visitors.
- Website Optimization: The process of using closely monitored experiments to analyze the results of A/B testing for overall better performance on a website.
Being in the tech-industry means being extremely comfortable with change. New words ceaselessly introduce themselves. Our vocabularies are constantly expanding. When I first started my career in digital marketing, I had a digital literacy of zero, but through applying these keywords into my daily practices, they became second nature. My advice – don’t be afraid to lean into the words that are intimidating, because oftentimes they are a lot friendlier close up.