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Online Marketing Terminology: The Basic Definitions

Sometimes we forget how deep we are in the business and forget to just give someone an introduction to the basic terminology or acronyms that are floating around as we talk about online marketing. Lucky for you, Wrike has put together this Online Marketing 101 infographic that walks you through all of the basic marketing terminology you need to hold a conversation with your marketing professional.

  • Affiliate Marketing – Finds external partners to market your product to their own audience for a commission.
  • Banner Ads – catches the attention of target customers so they either click to visit your site or become more aware of your brand.
  • Content Curation – Sifts through the flood of online content & handpicks high-quality items to share, creating a one-stop newsfeed for every member of your target market.
  • Content Marketing – Produces helpful, interesting, and entertaining content like blog posts, ebooks, videos & infographics to attract more attention, build brand authority, and win new business.
  • Contextual Ads – displays ads on a particular website based on its content, or hyperlink specific keywords to an advertiser’s website.
  • Conversion Rate Optimization – uses analytics and user feedback to improve your website and turn passive browsers into paying customers.
  • Digital Marketing – creates a seamless, unified customer experience across a variety of digital channels – including mobile, games, & apps, podcasts, Internet radio, SMS messaging, and more.
  • Display Ads – catches the attention of target customers so they either click to visit your site or become more aware of your brand.
  • Earned Media – when customers spread buzz for you through viral word of mouth.
  • Email Marketing – Sends helpful, relevant, email messages to recipients to keep them engaged with your company and build brand loyalty.
  • Inbound Marketing – attracts, nurtures, informs, and entertains potential customers through engaging content, technical SEO, and interactive tools, to win business and earn customer loyalty.
  • Influencer Marketing – builds relationships with a select group of people who influence your target market’s buying decisions.
  • Lead Nurturing – Building relationships with leads that aren’t ready to buy via interesting content, helpful emails, social media engagement.
  • Lead Scoring – Analyzing a lead’s online behavior to gauge their level of interest in your product, assigning a score to track each potential customer’s position in the sales funnel.
  • Marketing Automation – automates repetitive marketing tasks and instantly alerts you to particular customer behaviors to help you determine the right message to send to the right person at the right time.
  • Mobile Marketing – Sends customized SMS messaging, push notifications, in-app ads, QR code scans, and more to customers’ mobile devices based on specific behaviors, like current location or time of day.
  • Native Advertising – creates editorial content that’s been tailored to match a specific online publisher’s site, and then pays to place it alongside that site’s other articles.
  • Online Public Relations – Influences online media & communities, keeps an eye on what people are saying about the company online and looks for new ways to connect with customers.
  • Owned Media – your own online real estate: official website, mobile site, blog, and social media pages.
  • Paid Media – paid advertising, sponsored posts, or paid search.
  • Pay-Per-Click (PPC) – Targets specific customers through sponsored links, and A/B tests to see which ad results in more clicks.
  • Remarketing – targets ads to people who have already visited your site (but didn’t make a purchase) through tailored messaging or exclusive offers.
  • Search Engine Marketing (SEM) – improves a site’s visibility in search engine results pages, boosting site rankings via SEO, saturation & backlinks.
  • Search Engine Optimization (SEO) – inserts top search keywords into company website pages to boost search engine results rankings, and makes sure your site is optimized for navigation, content, keyword-rich meta tags, and quality inbound links.
  • Social Ads – Extends your company’s reach to new audiences through paid ads or promoted posts on various social media sites.
  • Social Media Marketing – Increases brand awareness & site traffic by building a community of customers via social media., posting updates that will spread virally, and responding to complaints, requests, and praise.
  • Split Testing – a random experiment where variants are A/B tested with a blind control group to see which yields the most successful results.
  • Sponsored Content – creates editorial content that’s been tailored to match a specific online publisher’s site, and then pays to place it alongside that site’s other articles.
Online Marketing Terminology Infographic

Disclosure: I’m using our affiliate link for Wrike in this article.

Douglas Karr

Douglas Karr is the founder of the Martech Zone and CEO of DK New Media. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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