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Frequently used terms of digital marketing

There is a training class for the Fundamentals of DIGITAL MARKETING on Aug. 29 to 20, 2017 at Inventive Media Training Center Manila. The following frequently used terms and definitions are prepared by the instructor Mrs. Muriel Orobia. I like to share the good summary and materials with the professional or marketing staff who want to improve themselves on the study of digital marketing.

Analytics or Web Analytics Tools – The analysis of data generated by people’s activity on websites or mobile apps, for purpose of discovering ways to improve websites and marketing campaigns.

App (application) – A program designed to run on smartphones, tablets, and other mobile devices.

Banner ad – A form of advert found on web pages and mobile applications usually in image format.

Blog – A regularly updated website written by an individual, typically in a conversational style, and focused on a specific subject.

Browser – A computer program used to navigate the internet on computers, tablets and smartphones. Examples Chrome, Firefox, Internet Explorer*, Microsoft Edge, Safari.

Click-through rate (CTR) – The number of times people click on an item of interest, like an advert, in comparison to the number of times users are exposed to that item.

Content – The digital material available to users via text, video, audio, images etc.

Conversion or Goal – The action that you want the visitors to perform. Examples include e-commerce purchases, form submissions, phone calls and video views.

Conversion Optimisation – The process of increasing the percentage of visitors who complete your goals.

Conversion Rate – The ratio of conversions to visits often used to measure digital performance.

Cost-per-click – The amount of money required to produce a single click on a digital advertisement.

Crawler or Spider – A program designed to systematically browse content on the internet and collect information about it to help searchers find what they’re looking for.

Desktop – A non-mobile device like a personal computer or laptop computer.

E-commerce – The sale of products and services online.

Email Marketing – The process of using email to share information and promote products and services.

Homepage – The introductory or “main” page of a website.

Impressions – The number of times the advert is displayed.

Index – A searchable catalogue of web pages and digital content used by a search engine to provide relevant results.

Keyword – A word or a phrase typed into a search engine which businesses can target as part of their advertising campaigns.

Landing page – The first page on the website that a person usually sees – not necessarily the homepage of the website.

Link – a text or image that provides a link from a web page or website to another.

Mobile device – A portable device, such as a smartphone or tablet, capable of connecting to the internet and running applications.

Natural listings or Organic listings – Results from a search engine that are not paid adverts.

Paid listings – Advertisements that appear on search engines’ result pages.

Pay-per click (PPC) – An advertising system in which advertisers pay for users to click on their advertisements.

Query or Search Term – The keyword or phrase that a user types into a search engine in order to find what they’re looking for.

Ranking – A listing’s position on the search engine’s result page.

Search Engine – A tool that indexes and returns relevant digital content in response to user’s keywords. Popular internet search engines include Google, Bing, Yahoo, DuckDuckGo, Baidu, Yandex and more.

Search Engine Optimisation (SEO) – The practice of making changes to web pages, content and the promotion of that content to improve visibility in the organic – or unpaid – search engine results.

Search Engine Marketing (SEM) – A form of advertising that allows you to bid for your advertisement to appear along with search results for keywords that people are typing in. This lets businesses be seen by people at the very moment that they’re searching for the things a business offers.

Session or Visit – A group of interactions that take place on your website within a given timeframe

Best Practices:
Goals
★ Your website needs a reason to live!!
★ Align them with business goals
★ Quantitative vs Qualitative

Strategies of Digital Marketing
❖ Research. Research. Research. Research.
❖ Keyword research (what keywords are you going to target?)
❖ Choose which demographic you are going to target
❖ Location. Location. Location.
❖ Make an enticing offer they can’t refuse
❖ Go mobile
❖ Be dynamic
❖ Utilise long tail keywords
❖ Timing is EVERYTHING
❖ Create dedicated landing pages with CTA’s
❖ Research all keyword generators
❖ Review your Google Quality Score

ROI Tools
❏ Google Analytics
❏ Google Webmasters Tools
❏ Google Adwords
❏ Social Media Monitoring Tools

Key Performance Indicators:
**Measure your performance against key business objectives.**

A Key Performance Indicator is a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs at multiple levels to evaluate their success at reaching targets. High-level KPIs may focus on the overall performance of the enterprise, while low-level KPIs may focus on processes in departments such as sales, marketing or a call center.

How to define a KPI?
Defining a KPI can be tricky business. The operative word in KPI is “key” because it every KPI should related to a specific business outcome. KPIs are often confused with business metrics. Although often used in the same spirit, KPIs need to be defined according to critical business objectives. Follow these steps when defining a KPI:
• What is your desired outcome?
• Why does this outcome matter?
• How are you going to measure progress?
• How can you influence the outcome?
• Who is responsible for the business outcome?
• How will you know you’ve achieved your outcome?
• How often will you review progress towards the outcome?

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