For the Total Beginner: Digital Marketing Terms You Should Know in 2018
As the digital marketing industry is going, so are the terms that you need to know to keep up. If you are coming in as a total beginner, whether as a blogger or an e-Commerce site owner, much of your campaigns will depend on knowing some of these terms.
So instead of scratching your heads figuring out what CTR, KPI, and many others, here is a glossary of terms you need to know.
This is more of a website concern. But seeing as your website is what you are marketing, you need to know what a WHOIS lookup is because it concerns branding. In some cases, our chosen domains are owned by someone else. WHOIS is a search feature which allows you to look-up website owners, their contact details, and to check if a domain is expired.
Contextual marketing involves creating and sending the right content to the right people. For this to work, you will have to look at your analytics and check the demographics you are attracting and which ones you want to tap into more. But more than that, it is the basis for targeted ads which uses recent web searches, history, and user preferences.
Speaking of analytics, this is a pivotal part of your marketing campaign. Analytics show patterns and behaviours on your website and social media pages. Through this, you can make informed decisions based on the engagement your posts got and the buying trends you have observed.
Keywords are needed to be used to ensure your content ranks on search engines. But Google has added another layer to it. Since marketers can target a lot of keywords in just one content, Google accounts for keyword proximity. This refers to the distance between one keyword to another. If you place keywords close to each other, you will get higher rankings.
You have probably seen a funnel already, used to help transfer liquids from one container to another. But take note of the shape of the funnel, an inverted triangle that gets smaller as it goes down. That is exactly what the buyer movement looks like. It starts with a large pool of people being made aware of your website. As they go down the funnel, they get interested, considers the products you have, and then finally making a purchase.
Bounce rate refers to the number of people who go on your website and then decide to leave. A high bounce rate usually means low conversion rates. There are lot of factors that lead to bounce rates like poor website design or content, confusing navigation, or too many links going outside of the website.
A call-to-action or CTA comes in many different forms. It can be a text link, image, or button which encourages visitors to take action on your webpage. You may want them to look in your inventory, make a booking, call your office, and so on. Some examples of effective CTA include “Download this marketing ebook” or “Sign up now!”
You will encounter these terms for as long as you have a website to manage. So make sure you get to familiarise yourself with these definitions and see how you can create marketing campaigns with what you know.