DICTIONARY · CATEGORY 3 OF 15
Digital Marketing
The bridge between traditional marketing fundamentals and the specialist channels. Channels, funnels, attribution and the language of online acquisition.
46 terms
Note: This is the category I definitely recommend adding. It should act as the bridge between traditional marketing fundamentals and the specialist digital categories.
Marketing delivered through digital channels, platforms and technologies.
A plan for using digital channels to achieve business objectives.
Using digital technology to fundamentally improve how a business operates.
The collection of online properties through which a business is discovered.
Marketing activities conducted through internet-based channels.
Attracting potential customers through useful digital content and experiences.
Proactively reaching audiences through digital advertising, outreach and other channels.
Marketing where campaigns are measured and optimised around specific outcomes.
A data-driven approach focused on finding scalable ways to grow the entire customer journey.
Earning commissions by referring customers to another company's products or services.
Promoting products or services through people with an established audience.
Encouraging existing customers or partners to introduce new customers.
Creating content or campaigns designed to spread rapidly through sharing.
Using social platforms to build awareness, relationships, and business results.
Attracting and retaining audiences by consistently publishing useful content.
Marketing through search engines, including organic and paid visibility.
Marketing activities designed to gain visibility through search engines.
Using email to communicate with, nurture, and convert an audience.
Marketing designed specifically for mobile devices and users.
Using video content to attract, educate, or convert audiences.
Using real-time conversations to help visitors and generate leads.
Using technology to automate repetitive marketing tasks and journeys.
Adapting marketing experiences to an individual's characteristics or behaviour.
Showing marketing messages to people who previously interacted with a business.
Re-engaging people who have previously interacted with a brand or offer.
The online path a person follows from discovery to purchase and beyond.
Any online interaction between a customer and a brand.
Using several marketing channels independently to reach an audience.
Connecting multiple channels into one coordinated customer experience.
Technology and software used to plan, execute, and measure marketing.
Technology used to buy, deliver, target and measure digital advertising.
The collection of technology a business uses for marketing.
A valuable free resource offered in exchange for contact information.
A focused page designed around a particular marketing objective.
The digital journey from initial interaction to desired action.
A coordinated set of online marketing activities around a specific objective.
The primary business or marketing outcome a campaign is designed to achieve.
Marketing designed to encourage meaningful interaction with an audience.
Building business relationships through an engaged community.
Marketing through independent creators who produce content for an audience.
Content created by customers or users rather than the brand.
Online recommendations and conversations that influence buying decisions.
Sharing through private channels that analytics often cannot attribute accurately.
Information customers intentionally and proactively provide to a business.
Data collected directly by a business from its own audience.
Data collected by another organisation and made available for use by others.
Every term in this category has a full page: what it means in plain English, what to know, why it matters, common mistakes and FAQs.