Online Marketing 101 Glossary

Do you know the basics of marketing? Here is a glossary of online marketing terms.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

A

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

B

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

C

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

D

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

E

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

F

Facebook: the most popular social media website

G

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

H

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

K

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"

L

Landing Page: the section of a website accessed by clicking a hyperlink on another web page, typically the website's home page.

M

Mobile Website: a website that is optimized for mobile viewing.

N

Newsletter: an email publication that is regularly sent to subscribers

O

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

P

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

R

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

S

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

T

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

U

Unique visitor: a person visiting a website or page for the first time

V

Video ads: an online ad that uses a video format.

W

Webinar: an online video seminar, presentation, discussion, demonstration or instructional session

X

XML sitemap: a document that helps Google and other major search engines better understand your website while crawling it

Y

Yellow Pages: a Canadian digital marketing leader

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