There are a lot of terms in digital marketing and it's hard to keep track of them all. Here we have collected 30 terms that are good to know.

5 quick concepts in digital marketing

• KPI (Key Performance Indicator) - A quantifiable measure used to track and assess the status of a specific business process.
• CTA (Call to Action) - Terms often used to describe elements or prompts that take the visitor further in a buying process, for example.
• Leads - Is about finding a qualified customer who can be turned into a buying or selling customer.
• ROI (Return on Investment) - Means return on investment in Swedish. ROI is used to measure and compare performance.
• A/B tester - A way to measure the effectiveness of campaigns or website performance.

Digital marketing glossary

A/B tester

A way to measure the effectiveness of campaigns or website performance. Conversion tracking allows you to see how many of your visitors actually convert.

Did you know? Conversion tracking tools are provided free of charge by Google Ads.

Benchmarking

Benchmark in Swedish. Compare selected parts of their own organisation against other organisations.

Did you know? Benchmarking is a powerful tool to identify possible improvements in your organisation.

Brand Awareness

Brand awareness in Swedish. A measure of how many people within a particular target group know that a specific brand exists.

Content marketing

Content marketing involves providing valuable and relevant content on the sender's platform on an ongoing, regular and consistent basis. Content is actively promoted with the aim of attracting and retaining an audience from a well-defined target group. The aim is to gain the sender's trust.

Did you know? Content marketing is usually divided into four principles called VEPA. VEPA stands for value creation, ownership, ongoing and business value. Their meaning is explained below.

Value creation: Content should be perceived as valuable in the recipient's situation.

Own property: Content should be provided on own property, but distributed in others'.

Ongoing: Content should be published frequently and consistently.

Business value: Content should create business value.

CRM

Stands for Customer Relationship Manager. CRM means 'putting the customer first'. It involves companies getting to know their customers through a wealth of historical data collected about them, such as purchasing behaviour and other types of interactions. This is done to understand the customer's needs and thus increase their loyalty, but also to attract new customers.

CTA

Stands for Call to Action. It is a term often used to describe elements or prompts that take the visitor further in a buying process, for example.

Did you know? Call to Actions are most common in e-commerce segments, where they are naturally present. However, they are equally important in other segments, such as informational or business websites. Even on these, it is important to entice the visitor to take action and show them the way to a conversion.

Effect

Result of an action or event.

Commitment

How the audience/customer/visitor engages with the given product or service. Commenting, sharing or confirming a given goal (filling in personal data, emailing, collecting items in a basket, signing, tagging, etc.)

Facebook Audience Insight

A tool on Facebook that gives you a greater insight into users interacting with your page today and potential users to reach out to. Facebook Audience Insight gives you deeper audience insights and can give you better conversion value.

Growth hacking

A process of rapid testing to see how to increase the growth of a business.

Did you know? The idea behind growth hacking is to use e.g. A/B testing, social media or viral spread features to get more leverage out of every marketing dollar spent.

Inbound marketing

A customer-centric approach to optimising your online content to attract more and the right customers. By knowing exactly who your ideal customer is, you can customise your content based on their needs and interests.

Initial scope

How many people you initially think the message will reach.

Conversion

Conversion in English. Conversion is a broad concept that aims to drive new and existing customers from a current state to a desired state. E.g. making a purchase, becoming a member, booking an appointment or signing up for something.

Conversion rate

Conversion Rate in English. The percentage of visitors who actually buy or register for something.

Conversion optimisation

Conversion Rate Optimisation (CRO) in English. Only Conversion Optimisation works as well. CRO means to maximise the number of visitors to conversion (increase the conversion rate). CRO is done through testing, measurement and analysis. By e.g. A/B test "split analysis" comparing the conversion rate of pages, you learn how to build and design a successful page.

Conversion tracking

A way to measure the effectiveness of campaigns. With conversion tracking, you can see how many of your visitors actually convert.

Did you know? Conversion tracking tools are provided free of charge by Google Ads.

KPI

Stands for Key Preformance Indicator. KPI is key performance indicator. It is a quantifiable measure used to track and assess the status of a specific business process.

Did you know? Each business area has specific metrics that should be monitored - for example, marketers can track campaigns, sales teams can monitor new opportunities or leads, and management can keep track of overall financial metrics.

Leads

Leads are about finding a qualified customer who can be turned into a buying or selling customer. In the online world, it's about converting the web visitor into a lead that you can process.

Marketing automation

A collective name for processes and software that automates digital marketing and generates leads. The software makes it easier for you as a marketer to identify, manage and convert qualified leads as everything is done automatically. An example of something that many automate today is communication flows such as email.

Mentions

Mentions in Swedish. Mentions of the company in different media. Helps companies understand how visible they are on the web and how they are perceived.

Did you know? Media analytics companies analyse which brands are most mentioned in the media. One way for companies to influence the results is to hire influencers to mention the brand for a fee.

Native marketing

Digital marketing method that involves advertising in a way that is designed as editorial or other content on a page and is thus perceived as a natural part of the platform. Usually focuses on providing added value to the recipient, rather than information on prices, products and services. However, always paid space.

Omnichannel

It's about putting the customer at the centre and ensuring that they have the same experience regardless of the channel (digital tool) they choose to shop/contact you in. To improve the customer experience, ensure that the different channels are integrated and work together, for example (in e-commerce) that the customer can pick up their order from the website in a physical store.

Remarketing

Remarketing helps you reach people who have visited your website or used your app but did not complete a conversion. With remarketing, you target adverts to potential customers. This is mainly done in the form of emails where you often give the visitor an offer.

Did you know? Many people think that remarketing and retargeting are the same thing. The terms are also often confused.

Retargeting

Helps you reach people who have visited your website or used your app. You then target adverts to those visitors when they visit another website within the Google Display Network or do a search on Google search.

Did you know? Many people think that remarketing and retargeting are the same thing. The terms are also often confused.

ROI

Stands for Return on Investment. Means return on investment in Swedish. ROI is used to measure and compare results.

Scope of application

A measure of the proportion of the intended audience reached by the message.

SEA

Stands for Search Engine Advertising. Means search engine advertising in Swedish. SEA is the collective name for all paid marketing (adverts) in search engines.

Segmentation

Divide the market into smaller parts (segments) according to different variables. Examples of variables are demographics, geography, behaviour, age and gender.

SEM

Stands for Search Engine Marketing. Means search engine marketing in Swedish. SEM is a form of marketing that takes place via search engines, such as Google. SEM is a collective term for SEO and SEA. This means that SEM is the umbrella term for both paid marketing and search engine optimised marketing, i.e. marketing via search engines.

SEO

Stands for Search Engine Optimisation. Means search engine optimisation in Swedish. SEO is a generic term for the various methods and techniques used to make a website appear as high as possible in search engine results. It is also a type of digital marketing that focuses on increasing a company's visibility in organic search engine results. That is, the results that are not paid adverts in Google, Bing and Yahoo, for example.

Now you've learnt a bunch of digital marketing terms. Want to know more about digital marketing? Contact us and we will organise a meeting over coffee.

This is part 1 of 4 in the series on key concepts in the marketing and web development industry. Stay tuned for the next parts!