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Online Marketing Glossary


Internet marketing experts love their jargon. Whether you are talking to an SEO expert, social media marketing expert, or even an email marketing expert, you are bound to hear online advertising terminology that you haven’t heard before. Read any online article on digital marketing without knowledge of tech speak, and we have no doubt that you will be reaching for an online marketing glossary for digital marketing terms and definitions pretty quickly. This is where we come in.

Here, we want to introduce you to some basic marketing terms and definitions. We want to go through the words that you are likely to encounter when jumping into online marketing for the first time. Whether you are planning on running your own marketing campaign or hiring somebody else to do it, you need to know the digital marketing terms used.

This online marketing glossary introduces you to some basic marketing terms and definitions. We will go through the words that you are most likely to encounter when discussing online marketing. Whether you plan to run your own marketing campaign or hire somebody else to do it, you need to know these marketing terms. Having this information at hand will make your marketing so much easier.

We will aim to keep the definitions in this online marketing glossary as easy to understand as possible. After all, many readers will be brand-new to online marketing, or perhaps marketing in general. 

The Importance Of Learning The Terms With This Online Marketing Glossary

What you see on this page will be the marketing terms you need to know. If we wrote a complete guide to the terminology of digital marketing, there would be thousands of definitions to share, which would overwhelm you. We have included the most important words only. These are the ones that you will likely encounter the most.

There are several reasons why you need to understand these terminologies in digital marketing; This may include making it easier to discuss the management of your site with your staff or perhaps to make it easier to carry out your own research. 

How To Learn Marketing Terms 

We recommend that you bookmark this list of digital marketing terms and definitions. Look it up in this glossary whenever you encounter a word that you don’t understand. It won’t be long before you start to become familiar with the terms used most often in digital marketing. At that point, they will be firmly stored in your memory. 

What Will Be Covered Here

Digital marketing is vast. So, in this online marketing glossary, we will cover definitions from different areas of online marketing. This includes: 

  • Social Media Marketing Terminology
  • PPC Terminology
  • Sales and Marketing Terminology 
  • Marketing Research Terminology 
  • Lead Generation Terminology

A/B split testing

A/B testing (also known as split testing or bucket testing) is a method of comparing two versions
or variables, A and B. This can be for a Facebook ad, webpage or app etc against each other to
determine which one performs better.

Above the fold

When you immediately click on a webpage, this is everything your eyes can see before having to
scroll down the page.

Ad extensions

Ad extensions are additional pieces of information about your business, like a phone number or a
link to a specific page on your website, you can add to your ads. Ad extensions are free to add
to your ads, with the usual charges for any clicks you get.


An algorithm is a process or set of rules to be followed in calculations. An algorithm is a fancy
to-do list for a computer. Algorithms take in zero or more inputs and give back one or more
outputs. A recipe is a good example of an algorithm because it tells you what you need to do
step by step.


Information resulting from the systematic analysis of data or statistics.

Auto Responder

Autoresponders are messages set to go out automatically after a contact subscribes to your
list. You can create several messages to go out in a cycle, one after the other. Autoresponders
help you automate campaigns and manage one-to-one communication with your recipients.
They can be sent in a sequence or at intervals, starting from the day a contact signs up.

Bots (messenger bots)

Messenger bots are autonomous digital messages that can answer questions, provide automated
responses and be programmed with simple AI (artificial intelligence).

Bounce rate

The percentage of visitors to a particular website who navigate away from the site after viewing
only one page.

Competitor analysis

Competitor analysis in marketing and strategic management is an assessment of the strengths
and weaknesses of current and potential competitors. This analysis provides both an offensive
and defensive strategic context to identify opportunities.

Content marketing

A type of marketing that involves the creation and sharing of online material (such as videos,
blogs, and social media posts) that does not explicitly promote a brand but is intended to
stimulate interest in its products or services.

Content strategy

Content strategy refers to the planning, development, and management of content— written or
in other media. Content strategy focuses on the planning, creation, delivery, and governance of
content. Ensuring that you have useful and usable content, that is well structured, and easily
found is vital to improving the user experience of a website. Essentially, a plan of how you use
media to generate leads.


Conversion is the phrase used to describe the act of converting a customer who browses your
site/ad, into to a paying customer. Conversion marketing is measured by conversion rate — the
percentage of visitors who take the desired action.


Copywriting is writing text for the purpose of advertising or other forms of marketing. The
product, called copy, is written content that aims to increase brand awareness and ultimately
persuade a person or group to take a particular action.

Cost of Acquisition/purchase

Cost of acquisition is digital marketing terminology used across business and accounting to describe the total costs
incurred when signing a new client, purchasing and installing a new asset or acquiring a new
item for the business.

CPA (cost per acquisition)

Cost per acquisition, also known as cost per action, pay per acquisition and cost per conversion,
is an online advertising pricing model where the advertiser pays for a specified acquisition.

CRM (Client Relationship Manager)

Customer relationship management is digital marketing terminology for managing a company’s interaction with
current and potential customers. It uses data analysis about customers’ history with a company
to improve business relationships with customers, specifically focusing on customer retention
and ultimately driving sales growth.

CRO (conversion rate optimisation)

In digital/internet marketing, and analytics conversion optimization, conversion rate optimization
is a system for increasing the percentage of visitors to an ad or website that convert into
customers, or more generally, take any desired action on an ad/webpage.

CTA (call to action)

Call to action is a marketing term used extensively in advertising and selling and it is designed to
prompt an immediate response or encourage an immediate sale.

CTR (click through rate)

Click-through rate is the ratio of users who click on a specific link to the number of total users
who view a page, email, or advertisement. It is commonly used to measure the success of an
online advertising campaign for a particular website as well as the effectiveness of a campaign.

Engagement rate

An engagement rate is a metric that measures the level of engagement that a piece of created
content is receiving from an audience. It shows how much people interact with the content.
Factors that influence engagement include users’ comments, shares, likes, and more.
Engagement Rate on Facebook for a post is calculated as the number of Engaged Users divided
by the total reach of that post. Multiply the whole thing by 100 to turn it into a percentage.
Engagements on Facebook include reactions, shares, comments, and some clicks on links,
videos and images.


A funnel is the set of steps a visitor needs to go through before they can reach the conversion.
Think about the Amazon purchase funnel. There are a few steps a visitor has to go through
before they can purchase a product. They have to add a product to the cart.


Is a digital marketing terminology used to describe effective marketing strategies often involve a hook, which is a short phrase or jingle designed to entice a customer to purchase a product or sign up for a service. Some hooks are also designed to arouse interest in a product or service and elicit further interaction between the customer and
the company.

Problem > Solution

Landing Page

In online marketing, a landing page, sometimes known as a “lead capture page”, “static page”,
or a “destination page”, is a single web page that appears in response to clicking on a search
engine optimized search result, marketing promotion, marketing email, or an online

Lead (Opt In, Qualified)

The details of an interested prospect, qualified is a measurement of how suited they are to the

Lead Ad

Lead ads allow advertisers to collect information from prospects directly from mobile ads.
Instead of sending traffic to a landing page where people manually fill out a form and press
submit, they click on the ad, their information (name & email) is pre-populated, and they hit
submit. All within the Facebook platform.

Lead magnet

What is a Lead Magnet? A lead magnet is an incentive that marketers offer to potential buyers in
exchange for their email address or other contact information. Lead magnets usually offer a
piece of digital, downloadable content, such as a free PDF checklist, report, eBook, whitepaper,
video, etc.


In marketing, lead generation is the initiation of consumer interest or enquiry into products or
services of a business. Leads can be created for purposes such as list building, e-newsletter list
acquisition or for sales leads.

Media Buying

Media buying is taking a commercial, or newspaper ad, or other sales message and getting it
viewed by the intended audience. For example, an advertisement for Centrum Silver (vitamins for
senior citizens) would not do well in Teen Beat magazine (a magazine for teens). A media buyer
links the ad to the intended audience in order to make the ad effective. These ads are intended
to sell a product and may be published on TV, online, newspapers or magazines. The media
buyer negotiates price and placement of the ad.


Metadata is “data [information] that provides information about other data”. Many distinct types
of metadata exist, among these descriptive metadata, structural metadata, administrative
metadata, reference metadata and statistical metadata.


Marketing Metrics and Key Performance Indicators (KPI’s) are measurable values that are used
by marketing teams to demonstrate the effectiveness of campaigns across all marketing

Order Bump

An Order Bump Happens Before Someone Clicks “Buy Now”: The magic of an order bump is
that it adds an additional item to your shopping cart before you complete your order. This
captures the excitement of making a purchase, and it can increase the average customer value.

Organic Content

Organic content refers to the pages of a website that are written and subsequently found primarily
by users typing keywords into search engines like Google, Yahoo and Bing.

Organic Traffic / Paid Traffic

The digital marketing terminology is intuitive; the definition of organic marketing refers to the act of getting your
customers to come to you naturally over time, rather than ‘artificially’ via paid links or boosted
posts. It includes any direct, instinctive, and , with the exception of paid marketing tools. Organic
traffic. The term “organic traffic” is used for referring to the visitors that land on your website as a
result of unpaid (“organic”) search results. The branch of online marketing that focuses directly on improving organic traffic is called SEO – search engine optimization.

OTO (One Time offer)

A clever marketing tactic used to increase sales by offering an incentive to customers that have
just made a purchase or are about to, to spend more money on another (usually related)
product/service that’s offered one-time only.

Pixel (Facebook)

A Facebook pixel is an analytics tool that consists of a code that you can put on your website.
The pixel fires to track site visitors. This data allows you to retarget those users with Facebook
ads in the future, as well as see what they’re doing on your site when they return.

PPC (Pay Per Click)

Pay-per-click, also known as cost per click, is an internet advertising model used to drive traffic to
websites/ads, in which an advertiser pays a publisher when the ad is clicked.

ROAS (Return On Ad Spend)

Return on ad spend (ROAS) is one of the easiest revenue-based metrics to measure. It is simply
the total revenue generated for a specific marketing channel (like PPC) divided by the total spend
on that channel.

ROI (Return On Investment)

Return on investment is a ratio between net profit and cost of investment. A high ROI means the
investment’s gains compare favorably to its cost. As a performance measure, ROI is used to
evaluate the efficiency of an investment or to compare the efficiencies of several different

SEM (search engine marketing)

Search engine marketing is a form of Internet marketing that involves the promotion of websites
by increasing their visibility in search engine results pages primarily through paid advertising.

SEO (search engine optimisation)

Search engine optimization is the process of increasing the quality and quantity of website traffic
by increasing the visibility of a website or a web page to users of a web search engine. SEO
refers to the improvement of unpaid results, and excludes direct traffic/ visitors and the purchase
of paid placement.


What it looks like to work with you, what the customer gets from you; steps and pricing etc.
Pre-framing a sale.

Target avatar

Customer avatar/Target market. These are the phrases that are used interchangeably to
describe the fictional, generalized representations of the buyer persona most likely to purchase
from you.

Unique visitors / visits

“Unique visitors” refers to the actual number of people who have come to your landing
page/ad/website at least once during a reporting period — this number does not increase if a
previous visitor returns to a page multiple times.


Upselling is a sales technique where a seller induces the customer to purchase more expensive
items, upgrades or other add-ons in an attempt to make a more profitable sale.


That wraps up our online marketing glossary. These are the marketing terms you need to know. Without knowing these words, you will be pretty lost in the world of online marketing. This can make it difficult to do marketing yourself or even recruit somebody to do it for you. After all, it is tough to discuss something like split-testing if you don’t know what it is, right?

Can’t remember all of the online marketing glossary terminology? Don’t fret. Copy the most important definitions into a digital marketing terminology PDF and reference it whenever you need. Don’t worry. once you start to get into the swing of things, all of the terminology used in sales and marketing will start to become familiar to you. It won’t be long before you are using marketing terminology yourself!

Remember, the world of online marketing is constantly changing. Feel free to bookmark this online marketing glossary. We will expand it when new terms enter the online marketing lexicon. 

Download A Copy Of The Important Digital Marketing Terminology To Print Out

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