How about understanding digital marketing from A to Z?

Have you heard of lead? And chatbot? With the internet becoming increasingly widespread among the population, it is clear that digital marketing is taking on a more prominent role. In fact, its techniques have become indispensable for companies looking to acquire new customers and make sales.

Learn about the main concepts of the digital marketing glossary

Marketing for everyone

From the seller who has a little clothing store on Instagram to large technology companies, nowadays, everyone needs to use digital marketing to boost their business.

After all, marketing has changed – and its main terms have too! If you want to better understand this new universe, you have come to the right place. Check out the digital marketing glossary from Kaizen Agency and get to know its main concepts.

Understanding each concept…

Currently, there are agencies specialized in this type of strategy, developing personalized actions according to their clients' goals. However, for those who are unfamiliar with the subject or are taking their first steps in digital marketing, we know that it can be difficult to understand some terms. These are concepts that go beyond traditional marketing – which is called outbound marketing, did you know?

To better understand each of these terms, just keep reading and check out the digital marketing glossary we have prepared!

Digital Marketing Glossary

A

AIDA

To start the digital marketing glossary, the acronym AIDA is used to indicate the stages of the consumer's relationship with the brand or company: Attention, Interest, Desire, and Action. This journey is based on human behavior itself and aims to guide all strategies within digital marketing.

Alt text

One of the most relevant factors within SEO, alt text is read by search engines, such as Google, and is displayed on the page when the browser cannot load the image.

Analytics

All planned actions can be evaluated based on metrics provided by platforms – what we call Analytics within the digital marketing glossary. This data allows for constant optimization of the campaign based on statistics such as number of clicks, audience reached, conversion rate, among others. An example is Google Analytics, a Google tool for analyzing statistics.

Marketing automation

Typically used to refer to email dispatch, marketing automation encompasses all mechanisms that allow for the automation of tasks. The goal is to facilitate daily actions, focusing on strategy to accelerate results.

B

Benchmark

Continuing with the digital marketing glossary, Benchmark is the analysis of competition and consists of surveying all the positive and negative points of the competitor, checking their actions for generating results. Generally, it is used by companies that want to identify opportunities to improve their performance.

C

CAC

In the digital marketing glossary, Customer Acquisition Cost (CAC) corresponds to a metric for companies to measure how much they are spending to generate leads and convert them into sales. From this analysis, it is possible to identify how much of the investment is yielding returns, the famous ROI.

Chatbot

The chatbot is a computer program used for online customer service. It is a robot that simulates human assistance, aiming to humanize service in virtual channels. Additionally, it is an essential tool for optimizing customer service and relieving attendants, allowing them to focus on tasks that truly require a human touch.

Conversion

This term in the digital marketing glossary is used when the user performs an action that was planned by the company or brand. On a landing page, for example, the goal may be to have the user fill out a form. When they do this, it can be said that a conversion has occurred.

CPA

In the digital marketing glossary, Cost Per Acquisition consists of another billing method, but it depends on the conversions that were made from the published ad.

CPC

Cost Per Click (CPC) is one of the billing methods used by Google Ads and Meta Ads, and the amount to be paid depends on the number of clicks made on the ad.

CRM

Customer Relationship Management or, in Portuguese, Gerenciamento de Relacionamento com Clientes. CRM within the digital marketing glossary consists of software to improve customer relationship management, ensuring better organization of information, as well as overall control over meetings, appointments, among others.

CRO

Conversion Rate Optimization or, in Portuguese, Otimização de Taxa de Conversão. It includes strategies aimed at improving the rate of users who perform a specific conversion on the company's website or landing page.

CTA

Call-to-action or, in Portuguese, Chamada Para Ação, consists of textual and visual commands that motivate the user to take a specific action. In other words, they are banners, buttons, or persuasive texts with imperative messages, such as “click here,” “secure your spot,” among others.

CTR

In the digital marketing glossary, Click Through Rate is the percentage of the audience that viewed the ad on the internet and clicked on the provided link, being redirected to a webpage (landing page, WhatsApp, site, among others).

D

Domain

This one is easy! In the digital marketing glossary, a domain is the URL or, more specifically, the address of the website. The Kaizen domain is www.agenciakaizen.com.br.

E

e-Book

Considered a valuable resource in digital marketing, the e-Book is nothing more than an electronic book that offers educational and quality material on a specific subject. Generally, they are denser than a blog post and can be used in a strategy for generating and nurturing leads.

EdgeRank

The Facebook algorithm is responsible for choosing the posts that will be shown in the user's news feed. Of course, this order is not defined randomly; there is a machine learning algorithm that uses certain parameters to find relationships between the user and the other profile, to then display their news in the feed.

Email marketing

Email marketing is a direct communication strategy between the company and a specific contact base, which can be customers or potential customers, for example. Generally, an email marketing campaign is carried out through an automation tool, responsible for sending the emails and subsequently analyzing the results.

The campaign can be fully evaluated based on metrics that reveal how many people opened the email, how many deleted it without reading, how many got in touch, among other relevant data.

Engagement

Engagement, in the digital marketing glossary, is the involvement that users have with a page or profile on social media, consisting of the number of likes, comments, clicks, shares, saves, among other actions.

These parameters use three criteria for definition, which are: affinity (based on interactions already made with the page), post format (video, image, link), and posting date (the older the post, the lower the chance of appearing).

F

Facebook Leads Ads

The Leads Ads is a tool from Facebook used to generate leads with paid media within the social network, without the need for the user to leave the page to fill out a form, for example. This increases the chances of conversion, as the user experience is favored without having to navigate to other sites.

Sales funnel

In the digital marketing glossary, the sales funnel consists of three stages, representing the entire journey of the customer until conversion into sales. It is a strategic model widely used to visualize the path taken by the customer, consisting of Top of Funnel (ToFu), Middle of Funnel (MoFu), and Bottom of Funnel (BoFu).

Top of Funnel: initial phase of the sales process; Middle of Funnel: consumer's advancement in the purchasing process; Bottom of Funnel: when the consumer can choose the most suitable solution for their needs, increasing the chance of closing a deal.

G

Mental triggers

Mental triggers are phrases used to stimulate the customer to take a specific action. They are generally classified as Scarcity Triggers, Urgency Triggers, Exclusivity Triggers, and Curiosity Triggers. They are very important for promoting offers and promotions and can be applied in campaigns for commemorative dates.

Google Ads

On our website, you can find complete information about Google Ads, including about Google Ads management for small businesses. To remind you, it is the largest online advertising platform in the world, allowing the promotion of products and services on the most accessed search engine on the internet. In addition to sponsored links, Google Ads displays ads on its Display Network, composed of partner sites.

Growth hacker

In the digital marketing glossary, a growth hacker is the professional focused on acquiring customers in a fast and efficient way, involving different areas within the company.

Growth Hacking, according to Sean Ellis, the first marketing manager of Dropbox and creator of the term, refers to marketing that is experiment-oriented. In other words, it is a model based on innovative strategies. In this sense, the Growth Hacker is the professional whose mission is to connect the company with its ideal target market. Thus, making the business as scalable as possible.

The creator of the term himself published an article in 2010 in which he talked about the role of this professional within the organization. For him, it is someone totally focused on the company's growth, so all their actions have the potential to impact the expansion of the business.

I

Inbound marketing

Inbound marketing can be considered an essential strategy within digital marketing. We have talked about this here that this concept is based on attracting the customer to the company's product or service. Generally, this attraction can occur organically to the website, blog, or even to the brand's social media.

J

Buying journey

The buying journey is the path taken by the customer from the first click on a campaign to the completion of the sale. The buying journey, in the digital marketing glossary, is related to the sales funnel; however, unlike the funnel, it is divided into four essential stages: learning and discovery, problem recognition, company consideration, and purchase decision.

In each of them, the business owner can equip their potential customer with information and content of varying degrees of complexity. In addition to materials, such as videos and e-Books, one should invest in publishing on different platforms, such as blogs, social media, and email marketing.

K

Kaizen

Kaizen is your digital marketing agency! With over two decades of experience in the digital market, we have a specialized team that creates strategies to generate good results. Additionally, we are a pioneering agency in lead generation and monitoring with proprietary software.

KPIs (Key Performance Indicators)

KPIs are the quantitative indicators of a digital marketing campaign, generally used to evaluate and measure the progress of the strategy, as well as its goals.

L

Landing page

The landing page is considered the landing page on the internet, but more than that, it is seen as the entry point for a potential customer to a company. The LP has a clear conversion objective, being one of the most used resources for generating leads through contact forms.

Lead

The lead is one of the most important elements when we talk about online strategies; moreover, it is a fundamental term in this digital marketing glossary. We have talked about it here, but it is worth emphasizing that a lead is a potential customer who has shown some type of interest in the company, brand, or product on the internet. This can be evaluated based on filling out a form, for example.

M

Meta Ads

The Meta Ads is a relatively new term in the digital marketing glossary and consists of the platform that allows the publication of ads on Facebook, Messenger, and Instagram. It offers management and metric tracking resources in one place.

O

Outbound marketing

In the digital marketing glossary, outbound marketing is nothing more than traditional marketing. Unlike inbound marketing, here the company goes after its customers without using attraction techniques. In this case, advertisements on TV, radio, newspapers, magazines, as well as sponsorship at events, distribution of flyers, among others, are common.

P

Page views

Page views are the number of times a page or site has been viewed by visitors in a given period of time.

Keyword

Keywords are used in different digital marketing strategies, such as Google Ads and SEO, and refer to the terms used by users in their internet searches. Thus, when setting up a Google Ads campaign or optimizing SEO content for websites and blogs, one must define the keywords they want to target.

Persona

Both in traditional marketing and in digital marketing, the persona represents the ideal customer for a product or service. From the definition of the persona, which includes behavioral characteristics as well as demographic data, it is possible to outline a better strategy to achieve the goals.

R

Google Display Network

The Google Display Network consists of partner sites where Google Ads ads are displayed.

ROI (Return on Investment)

In the digital marketing glossary, ROI is the relationship between revenue and expenses of a particular campaign, allowing evaluation of whether the investment made is generating good results for the company.

S

SEM

The term Search Engine Marketing or, in Portuguese, marketing for search engines, refers to strategies for optimizing websites to place them at the top of search results, both organically and paid. Within SEM, here in the digital marketing glossary, are the techniques of SEO and sponsored links.

SEO

Certainly, when talking about digital marketing and content, SEO is one of the most discussed terms, and therefore, it could not be missing from this digital marketing glossary. The acronym for Search Engine Optimization aims to optimize websites so that they are indexed by Google and other search engines. With this, a site can achieve better positioning on the results page, improving its organic traffic.

SERP

Continuing with the digital marketing glossary, Search Engine Results Page is the page where all the results of a search conducted in a search engine, such as Google, are displayed.

T

A/B Testing

Primarily used in landing pages and emails, A/B Testing is done with two or more variations of a page to evaluate which version performs better. This is measured based on user responses.

Organic traffic

In the digital marketing glossary, organic traffic refers to visits that reach a site from an internet search engine, such as Google. One of the goals of digital marketing, therefore, is to increase organic traffic. This is possible through content strategies, such as regular blog publishing considering SEO techniques.

Paid traffic

Unlike organic traffic, paid traffic consists of visits generated to a site or profile from an advertisement on the internet or even from a sponsored post on social media.

U

Up Sell

Up sell is any extra negotiation of products or services that a company makes with the aim of improving the customer's experience.

W

Webinar

The webinar is an online seminar or lecture used as part of the digital strategy, widely used for product launches, as it helps generate leads and convert them into sales.

Digital marketing is at Kaizen Agency!

So, did you manage to understand a little more about the most used terms in digital marketing? If you have any questions, just keep following the Kaizen blog.

In addition to the digital marketing glossary, here you will find everything relevant for your company to stand out in the online space!