Common Digital Marketing Terms You Need to Know

Written by Emma Natasha
June 16, 2022
Common Digital Marketing Terms You Need to Know

If you are entirely new to the world of digital marketing, some terms may confuse you. There are probably acronyms that you often come across when you read articles or social media posts, but you never really know what they mean. Whether you are just an enjoyer of the industry or are planning to make your career here, you need to be familiar with terms used in digital marketing. To help you start right, here is a list you can learn from.

A/B Testing

A/B testing, often known as split testing, is the process of showing two versions of a landing page to visitors to evaluate which one performs better. The distinction between them might be as little as a change in button color or as significant as a change in text. A/B testing is used in email subject lines, e-newsletters, social advertisements, calls-to-action, and landing page language. 


The measurable interests of an audience are known as affinities. Marketers may get insight into their customers’ ideas, sentiments, and preferences by using social media monitoring services.

B2B (Business-to-Business)

B2B model is when two businesses sell a product or service to one another. It is commonly seen in e-commerce platforms that facilitates sellers to sell their goods to the users.

B2C (Business-to-Consumer)

B2C refers to a company that sells directly to consumers. They have complete control over their goods, from development to final sale.

Bounce rate

A bounce rate occurs when a visitor arrives on your website and instantly clicks the back button or departs. They are “bouncing” away from your site.

Churn Rate

Churn rate is the number of visitors you have lost in a certain time period. If you have 100 visitors at the beginning of May and conclude with 95 by the end of the month, your churn rate is 5%. This is a critical metric for firms that rely on renewal (membership).

Clickthrough rate (CTR)

The number of individuals that clicked on a link out of the total number of people who saw the email, social ad, or call-to-action (CTA) on a web is known as the click-through rate. Increased CTR often indicates that campaigns are resonating more successfully with viewers. CTR is calculated as follows: (total campaign impressions x campaign clicks) 100 = CTR”

Content management system (CMS)

Content management system (CMS) is a tool that simplifies the process of developing and publishing content on a website. CMS software, such as the commonly used WordPress platform, helps to automate anything from content management to SEO to user management.

Conversion rate

The conversion rate is the ratio of customers or potential customers that complete a given action. The “specific action” might range from opening an email to registering for a trial to completing a purchase. A conversion rate is more than simply converting non-customers into customers. Converting a website visitor into a lead or a marketing-qualified lead (MQL) into a sales-qualified lead might also be included (SQL).

Cost per click (CPC)

The cost of each click in a paid search campaign is referred to as the cost per click (CPC). The CPC model charges based on clicks rather than impressions. CPC is widely used on pay-per-click services like Google Ads.

Cost per mille (CPM)

Mille is Latin for “thousand,” and CPM stands for cost per thousand impressions. CPM is frequently used to determine the cost of a certain paid ad campaign.

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Customer acquisition cost (CAC)

The cost of converting one individual into a customer is referred to as the customer acquisition cost. This number is mostly concerned with marketing expenses. When this numerical value is calculated, businesses may estimate how much money they will need to spend to obtain the target number of customers.

Customer Lifetime Value (CLTV/CLV)

Customer lifetime value is an estimate of how much money a customer will generate you over the course of their relationship with you. This metric is used to assess how much money a business should or might spend on acquiring a new customer.

Customer relationship management (CRM)

Customer relationship management (CRM) is the process of establishing, maintaining, and improving a company’s connection with its customers. CRM software is a critical part of good CRM since it enables scalable contact management, customer segmentation, marketing automation, and sales analytics.

Engagement Rate

Engagement is the most obvious indicator of people’s interest in your content. Your engagement is generally more simply understood as the number of likes, comments, and shares (interactions) vs the number of people who viewed it (impressions).


Impressions are the number of times your content is displayed. They are used as a key metric for measuring campaign success in digital marketing campaigns.

Off-Page Optimization

Off-page optimization refers to everything you can do to boost your organic search rankings that is not directly related to your website. This includes whatever you can do to increase your exposure by generating high-quality backlinks.

On-Page Optimization

On-page optimization refers to measures you do on your website to increase organic search engine results. These efforts might include updating meta tags or optimizing your website content.

Landing Page

A landing page is a page that gets traffic from sources other than the pages on your website. A landing page often includes content, images, and a form. A landing page is designed to convince website users to sign up for a content offer or to buy a product. Landing pages can be extensive or short in length, and their content is determined by the action you want your visitors to do.

Pull marketing

Pull marketing, also known as inbound marketing, refers to marketing activities that “pull” or attract sales prospects to your website, brand, and products or services. SEO (search engine optimization) and social media marketing are examples of pull marketing. 

Push marketing  

Push marketing refers to marketing initiatives that are aimed to communicate a specific message to a specific group of potential or existing customers. Push marketing tactics include targeted email campaigns, commercials, and promotion using digital banners.

Return on investment (ROI)

The percentage return on an investment is known as return on investment (ROI). In the field of digital marketing, the difficult element of ROI is linking sales to a specific marketing effort. Marketing analytics software and email marketing software like Mailchimp may help determine the ROI of specific campaigns.

Search engine marketing (SEM)

SEM (search engine marketing) is the practice of using SEO and paid advertisements to increase the quantity and quality of visitors to your website. Simply put, SEO Plus paid search results is SEM.

Search engine optimization (SEO)

Search engine optimizing a webpage or website means adjusting on-page and off-page SEO factors in order to improve the page’s ranking in search results.

Search engine results page (SERP)

The page of results that a user sees after typing a query into a search engine is known as the search engine results page (SERP). In general, the higher your SERP rank for a particular phrase, the more probable it is that a person would click on your result.

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