From tools to strategy to tactics, digital marketing cuts across many disciplines, so the terrain feels everywhere if you don’t know it.
But understanding digital marketing isn’t just about knowing specific pieces of ad technology or platforms like email or social media, it’s about getting a feel for how all of those things fit into. a larger frame.
So, with the big picture of marketing as your focus, here are 17 terms you are likely to come across if you are working as a digital marketer, especially in associations.
1. Brand security
Protecting a brand from dangerous affiliations, such as questionable online content. A particular issue after the 2016 election, trademark security may lead to the use of blacklists Where white lists to ensure that digital advertising only appears on certain websites with approved content.
2. Content marketing
An approach to digital marketing using targeted content, often for search engines or social media, that promotes concepts related to a brand’s goals or messages. Different theories abound on the best practices in this form of content delivery, but many agree that it has far surpassed the press release as the primary branding marketing tool on the internet.
3. Cost per Mile (CPM)
The price of advertising calculated by the number of impressions (“mille” being a French and Italian term for “mille”). Often used in advertising campaigns, CPM became an important metric on the web because it could be directly tracked, whereas in the past (via methods such as broadcast or print advertising) it was generally implied.
This term has a number of variations, such as cost per impression.
4. Economy of creators
A microcosm of individuals such as video makers, social media personalities and newsletter writers who have built a house approach to media creation outside of the corporate media context.
Participants in the Creative Economy can use tools like Patreon or Substack to promote their work. They are considered part of influencer marketing, a key trend in social media.
A digital piece of data, originally used during the days of the first web, that stores identifiable information about specific users. For decades, cookies have been a fundamental part of advertising technology, but their use, especially on servers, has gained a controversial reputation. As a result, some web browsers (like Apple’s Safari) limit their use entirely.
Introductory information is near the top of the funnel, while more detailed information is intended for those who are more deeply engaged, or “in the middle of the funnel.” The bottom of the funnel represents the final step in the buying or joining process.
A competing approach is life cycle marketing, a more sophisticated version of the funnel that links the marketing process to experiences.
View of a specific marketing or advertising element on the Internet. This term, as Investopedia notes, is generally an attempt to quantify the impact of an element of online marketing.
8. Influencer marketing
The use of a leading character to promote a product or service, an increasingly popular model in the age of social media. A classic example is Casey neistat, a popular video maker who has used his large audience base to promote products for businesses like Nike unexpectedly.
A related term is micro-influencer, which refers to an influencer who may not be widely known but who has a cult following in a niche space such as an association. A microinfluencer, according to the Association of National Advertisers, has between 10,000 and 50,000 followers on social networks.
Programming language often used for basic marketing technologies such as analytics and retargeting. These use cases are fundamental to many marketing approaches, but they can data privacy and security problems and can also weigh down the website. Many users take steps to block these scripts with an ad blocker.
10. Key performance indicator (KPI)
A primary signifier of how a marketing initiative works, based on the goals set by the organization when launching a specific initiative. As Investopedia notes, KPIs are often linked to metrics such as profit, engagement, and overall operational performance.
11. Marketing automation
Technical tools of varying sophistication that automatically execute marketing strategies, allowing staff to manage campaigns from a higher level. Two examples of marketing automation: a drip campaign and social media management Software.
12. Openness rate
The percentage of users who opened a specific email. For years the primary tool for tracking email engagement, this long-standing tool has faced challenges in recent months due to Mail privacy protection, a setting available in iOS that limits the ability of marketers to track email usage.
A related term, click-through rate to open, refers to the click-through rate on the links among those who opened the email.
13. Pay per click (PPC)
A form of advertising, often associated with search engines and banner ads, in which an advertiser pays based on the number of people who click on a link, rather than paying a fixed fee. This was a revolutionary concept at the start of the internet age, as it often allowed for more personalized campaigns than could have been allowed through billboards and television advertising.
14. Programmatic advertising
Advertising placed on a website without human intervention, based on a predetermined set of rules. This basic concept can be adapted in a number of ways, allowing advertisers to target specific types of users and to set ground rules for how advertising should or should not appear online.
15. Promotions tab
A Gmail tab which is often dominated by marketing emails. It’s a controversial place for many marketers, who often think people are much less likely to see the message if it lands somewhere other than the primary inbox.
But all is not bad, as Campaign Monitor notes: “Read rates drop slightly when switching from the inbox to the Promotions tab, but there are about half of spam complaints in the Promotions tabs than in the main tab.”
Advertising that targets a specific user more than once, often following a sign of prior engagement. This techniqueâAlthough somewhat controversial on platforms such as Facebook â is useful for many advertisers because it allows them to capture the attention of users who are most likely interested in using or purchasing promoted tools.
17. Tracking pixel
An image, usually a blank or monochrome image, that is placed on a web page to analyze who is visiting the site. It is one of the primary ways marketers track impressions or clicks. This is more flexible than using a tool like a script or a cookie, as it can be used in places like email marketing, although it is less interactive than a script.
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