Digital marketing can seem like a daunting and ominous trade, with its plethora of new terminologies and skill sets, wealth of channels and saturation of alleged ‘gurus’ and ‘wizards’. We’re here to help you understand what’s really important. In today’s blog we look at just some of the terms you’re likely to come across or have already come face-to-face with in the world of online marketing.
Digital marketing (DM) / online marketing
The practice of marketing in the online space and through use of electronic devices and technology, particularly websites, mobile, social media, email and applications.
Search marketing encompasses both paid and unpaid efforts to gain more online traffic and visibility.
Search engine optimisation (SEO)
Aims to make your content perform as well as possible in search engines through a combination of on-page and off-page optimisation techniques.
On page optimisation
There are a number of on-page elements that impact how well your site performs in search engines, these include the quality of the content, accessibility of content/site, shareability (how easy it is to share or link to your content, but also how engaging it is to do so), keyword targeting, load time, structure (i.e. tags, headers, alt text, URL, etc) and metadata. By optimising all these elements you will improve how Google scores your web pages and overall site, thus improving your rank in search results. More on this here.
Off page optimisation
Unlike on-page optimisation that centres on what can be done on the web page/code itself, off-page optimisation refers to factors that are not so readily in your control and the promotion of your website to improve ranking in search. This includes link building (creating content which credible sources want to link to, thus directing increased traffic and adding authority to your site) and user sharing through social channels, as well as utilising Google services such as Google+ and Google Local/Places.
Paid search / PPC
Paid search refers to a form of online advertising, whereby you pay for sponsored listings in a search engine or third-party site either when your ad is displayed, clicked by a user or converts to a sale/action. Common metrics include CPM (cost per thousand views/impressions), CPC (cost per click), CPA (cost per acquisition), CTR (click-through rate), cost per conversion, and CR (conversion rate).
Online display advertising
Largely makes use of networks to serve ads (which may combine text, imagery, gifs, video, audio and/or rich interactive media) next to normal web content, in emails or on applications. A typical example is banner ads, seen on the likes of news websites or many ecommerce sites.
A performance-based marketing technique, affiliate marketing rewards publishers/affiliates for conversions they encourage through their own marketing efforts. Typical affiliates include everyone from large-scale organisations like QuidCo through to individuals, such as bloggers.
Social media marketing
Utilising social networks to share content, engage with users, run competitions, drive visibility of your brand and increase traffic to your website. There are organic and paid forms of social media marketing, with new advertising models being made readily available (most recently Pinterest introduced ‘Promoted Pins’).
The above just touches on the mysterious world of digital marketing, but we’ll be bringing you more updates and explanations in our regular blog.
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