Do you know the basics of marketing? Here is a glossary of online marketing terms.
A/B testing: the use of two different versions (version "A" and version "B") of the same marketing content (e.g. a web page, advertisement, email, etc.) to see which performs better
Analytics: statistics and their interpretations that give insight into an online marketing feature's performance
Blog: short pieces of informative or other writing which are posted regularly and often based on a main theme
Brand: a company or entity's professional image—which can include a logo, a distinctive colour scheme, a writing style, values, etc.—and reputation
Bounce rate: the percentage of visitors to a particular website who navigate away from the site after viewing only one page
Buyer persona: a semi-fictional representation of a company's ideal customer based on market research and information about existing customers
Call to action (CTA): a button, image or line of text that prompts visitors, leads and customers to take action, susually through an imperative verb (e.g. learn more, order online, download)
Click-through rate (CTR): the ratio of people who click on a specific link to the number of total users who view a page, an email or an ad which helps determine the success of an online marketing campaign
Content marketing: a marketing technique that involves distributing relevant and valuable content to attract a certain audience, with the goal of driving more profit.
Conversion: an action carried out by a prospect that meets a business' marketing goal, e.g. calling an advertised number, signing up for a newsletter or buying a product
Cost per action (CPA): the amount paid for each specified action—such as a click or an impression—within an online pricing model
Demographic: a specific category within a population based on factors such as age and gender that can help businesses understand their audience and create ads targeted to that audience
Display ads: online advertisements that appear on websites and that rely heavily on elements other than text, such as images, audio and video
Email list: a list of email addresses to which a business sends online mailing
Engagement: the level of interest shown by an audience for a marketer's content that can be measured by calculating the number of views, clicks, shares, comments, likes and other interaction a piece of content receives
Facebook: the most popular social media website
Gated content: content that requires a person to fill out a form, usually with contact information, in order to be viewed
Google AdWords: an online platform managed by Google from which advertisers can research and bid on keywords for which they would like their ads to appear in Google search results
Hypertext Markup Language (HTML): a standardized system for tagging text files to achieve font, color, graphic, search engine optimization and hyperlink effects on a website
Keyword: a word or phrase that users type into search engines likes Google to generate relevant results
Keyword phrase: a search query made up of several keywords. e.g. "best places to eat crepes in Montreal"
Landing Page: the section of a website accessed by clicking a hyperlink on another web page, typically the website's home page.
Mobile Website: a website that is optimized for mobile viewing.
Newsletter: an email publication that is regularly sent to subscribers
Online presence: a business' online existence that can be found through an online search.
Organic search results: links to online sources generated by a search engine because of their relevance to a user's search terms and which are not linked to paid advertisement
Pay-per-click (PPC): an advertisement the amount an advertiser pays each time a user clicks on an advertisement
Podcast: a digital audio recording that is broadcast online
Print advertising: a form of advertising that uses physically printed media
Reach: the number of people you touch with your marketing message.
Retargeting: an advertising technique that targets people who have visited your website, but have not yet signed up or make any purchase.
Return on investment (ROI): a measure of profit earned from a marketing investment in relation to its cost
Search engine results page: the listing of results returned by a search engine in response to a person's keyword query. YP.ca, is a search engine where people can enter keywords and look for local business.
Search engine optimization (SEO): the process of improving a website's visibility in a search engine's unpaid results
Segmentation: the process of dividing your target audience into different categories according to their specific needs and/or interest.
Social media: websites such as Facebook, LinkedIn and Twitter on which users can create an account, share content and build a network of social or professional contacts
Target audience: a group of people to whom a business aims its marketing efforts
Twitter: a social media website on which users can share content and messages of up to 140 characters
Unique visitor: a person visiting a website or page for the first time
Video ads: an online ad that uses a video format.
Webinar: an online video seminar, presentation, discussion, demonstration or instructional session
XML sitemap: a document that helps Google and other major search engines better understand your website while crawling it
Yellow Pages: a Canadian digital marketing leader
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