Digital Marketing Glossary
A
ads
The word “Ads” is an abbreviation of “advertisements”, commonly used to refer to “ads” in marketing and advertising. It is common in services offered by companies like Google and Meta, through Google Ads, Facebook Ads and Instagram Ads, respectively.
Scope
Reach refers to the number of people who saw your content or advertisement, in other words, it is the metric that literally indicates the reach power of a given campaign.
Algorithm
An algorithm is the set of sequential instructions or rules that are designed to solve a specific problem or perform a task. In computing, algorithms are used to process information and perform operations, following a series of logical and precise steps.
Alternative Text (Alt Text)
“Alt text”, or alternative text, is a concise and informative text description assigned to an image on a website or digital document.
Ads
An advertisement is an advertising message that promotes products, services or brands. Therefore, they can present different characteristics, depending on the purpose for which they are intended.
Relationship automation
Automating the processes that make up digital marketing is a key factor in advancing and improving strategies. To achieve this, the use of automated systems to interact with customers or leads at different stages of the sales funnel becomes essential.
domain authority
Domain authority is a metric used to evaluate the credibility and relevance of a website on the internet. It is determined based on several factors, including the quality and quantity of links from other sites pointing to the domain in question.
B
B2B
B2B (Business-to-Business) refers to commercial transactions between companies. In this model, a company sells products, services or resources to other companies.
B2C
B2C (Business-to-Consumer) involves commercial transactions between companies and individual consumers. In this way, companies directly sell their products or services to end customers.
Backlinks
A backlink, also known as an inbound link or rewind link, is a link that leads from one web page to another page, on a different website.
Banners
Banner is a graphic element generally used on websites or in online advertising campaigns to display information, advertisements, or promote products and services.
Benchmarking
Benchmarking is a comparison of a company's practices and metrics with those of its competitors or industry references.
Big Idea
Big idea is a central and impactful concept, message or idea that clearly and memorably summarizes the value or essence of a project, campaign, product, service or initiative.
central and impactful gem or idea that clearly and memorably summarizes the value or essence of a project, campaign, product, service or initiative.
Blog
Blog is a fundamental tool for online marketing strategy. It is used to create and share relevant, informative and valuable content with the aim of attracting, engaging and converting visitors into customers or leads.
Bounce Rate
Bounce Rate indicates bounce, that is, the percentage of visitors to a website who leave immediately after viewing just one page.
brand awareness
Brand awareness is used to refer to brand awareness. This way, we can understand how well the public knows and recognizes a brand.
Briefing
A briefing is a document or meeting where essential information is provided to a team or professional before starting a project, task or work. It contains details about the project objectives, requirements, expectations, and context, helping to ensure that all parties involved have a clear understanding of what needs to be done.
organic search
An organic search refers to search results that appear naturally on search engines, such as Google, based on algorithms and relevance.
C
CAC (Customer Acquisition Cost)
This is an acronym that represents the average cost of acquiring a new customer. In this way, it encompasses all the expenditure generated to retain a visitor and also the conversion processes for them to become a customer.
Call to Action (CTA)
CTA is the acronym for “Call to Action” in English, which means “Call to Action” in Portuguese. A CTA is an element or phrase inserted into content, such as a website, email, advertisement or social media, with the aim of directing the reader or viewer to take a specific action.
Success stories
Success stories are examples of successful projects or campaigns that can serve as inspiration or reference.
Churn
“Churn” is a term used in business to describe the rate of loss or cancellation of customers or subscribers over a given period of time.
Customer Success (CS)
The role of a Customer Success professional, also known as a CSM (Customer Success Manager), is to ensure that customers have a positive experience throughout their journey with the company.
CPC (Cost Per Click)
CPC represents the cost a company pays for each click on an online ad.
CPL (Cost per Lead)
CPL is a metric that determines investment. This way, you track the average cost of acquiring a new lead (potential customer).
CPO (Cost per Opportunity)
CPO represents the average cost to create a business opportunity. This way, we can observe in detail which stages of a customer's purchasing journey are generating better results, as well as observe opportunities for improving processes.
CTR (Click Through Rate – Click Rate)
CTR indicates the percentage of people who click on a link or ad out of the total number of people who saw it.
CRM (Customer Relationship Management)
CRM (Customer Relationship Management) is a set of strategies, processes and technologies that companies use to manage and improve relationships with their customers. This involves collecting, analyzing and using data to understand customer needs, provide more personalized service and, ultimately, strengthen customer loyalty and satisfaction.
Segmentation Criteria
Segmentation criteria are parameters used to divide an audience into groups with similar characteristics.
D
Data Driven Marketing
This is an approach to digital marketing that relies on data to guide marketing decisions. Through it, we can make assertive decisions, based on information that indicates the potential success of a given action.
E
E-book
An e-book, or electronic book, is a digital publication that contains texts, images and, occasionally, multimedia elements, designed to be read on electronic devices, such as e-readers, tablets, smartphones or computers.
E-commerce
E-commerce (or electronic commerce) is an online platform that allows the purchase and sale of products or services over the internet.
E-mail Marketing
E-mail marketing is a tool used to promote products, services or content, through direct communication between company and customer, via e-mail.
F
Facebook Ads
Facebook Ads is Facebook's advertising platform, which allows companies and advertisers to promote their products, services or content to users of the social network.
Feedback
Feedback refers to communication made between two or more people, in which one of them is evaluated by the others regarding their actions, behaviors, tasks, among others.
Automation flow
An automation flow is a sequence of automated messages or actions that guide leads or customers through a pre-determined process.
Frequency
Frequency in digital marketing refers to the number of times a message or advertisement is displayed to the same person. Furthermore, it can be related to the “frequency” of blog text publications, posts on social networks and other platforms.
Sales Funnel
This term indicates the process a potential customer goes through, from becoming aware of the brand to completing the purchase.
funnel bottom
The sales funnel that we saw previously is divided into three parts. The “bottom of the funnel” is used to name the final phase of the sales process, where leads are ready to make a purchase.
G
Google Ads
Google Ads is a platform for displaying ads in your search results and on partner sites.
H
Hashtag
A hashtag is a word or phrase preceded by the “#” (hash) symbol on social media and other online platforms. It is used to categorize and group content related to a specific topic.
Heading Tags
Heading tags are HTML elements used to define titles and subtitles on a web page. They are represented as <h1>
, <h2>
, <h3>
, <h4>
, <h5>
, and <h6>
with <h1>
being the most important title and <h6>
the least important.
hyperlink
Hyperlinks are elements in a digital document, such as a website or email, that allow users to click to another related page, resource, or content on the web.
HTML
HTML (Hypertext Markup Language) is a markup language used in creating web pages. It defines the structure and content of a page, using tags to indicate elements such as titles, paragraphs, images, links, and more. HTML is interpreted by web browsers to display the content of a page the way users see it.
I
ICP (Ideal Customer Profile – Ideal Customer Profile)
The ICP represents the type of customer that is most valuable to a company. To define it, we use information such as: segment of activity, the main purchasing decision-makers within the company, the ideal size (by number of employees, revenue, etc.), among other important data to identify and target the customer.
Receiver Identity
“Receiver identity” is the term that refers to the process of researching and defining the characteristics and preferences of the receiver, that is, the one who will receive the message. This information mainly affects your purchasing decisions. Thus, enhancing communication through terms and expressions common in the public's daily life, and subjects relevant to their interests, as well as the ideal language to achieve this.
Impressions
Impressions represent the number of times an ad or content is displayed. In SEO strategies, for example, we analyze the recurrence of content delivery for a given keyword, through the impressions achieved in a given period.
Inbound Marketing
This is a strategy that attracts customers through relevant and useful content, eliminating processes that require direct interventions by the company. This way, the first “contact” is always made by the customer.
Ad Quality Score
This is data used in Google Ads that evaluates the quality and relevance of a given ad. Thus, determining whether it follows the platform's guidelines and is able to deliver satisfactory results.
Infographic
An infographic is a visual representation of complex information or data, designed to make the content easier to understand and absorb. It generally combines text, graphics, icons and visual elements to convey information in a clear and concise manner, facilitating the communication of complex concepts or statistics in a visually attractive and informative way.
J
Shopping journey
The purchasing journey is a path that the consumer follows from the first contact with a brand to the purchase decision. This path is called the purchasing journey, and in it we determine all the steps that the potential customer must go through, until finalizing a contract, for example.
K
Key visual
A key visual is a distinctive and recognizable visual representation of a brand, product or marketing campaign. It usually consists of visual elements such as a specific logo, colors, images, typology or design, which encapsulate the brand's identity and message.
Know-how (Know how)
“Know-how” is a term that refers to the practical knowledge and specific experience that a person or organization has in a particular area. It is the ability to apply knowledge and skills effectively to perform tasks, solve problems, or achieve goals in a specific field.
KPIs (Key Performance Indicators – Key Performance Indicators)
The acronym KPI (Key Performance Indicators) represents the Key Performance Indicators, that is, they are the main metrics used to measure the success of a marketing campaign.
L
Landing Page
A landing page is a web page specifically designed to receive visitors and direct them to a specific action, such as filling out a form or making a purchase.
Leads
Leads are individuals or companies that have expressed interest in a product or service, often by providing their contact information.
qualified leads
Qualified leads are people or companies that meet specific criteria and are even more likely to become customers. We can say that they are in a middle ground between leads and opportunities.
Lead scoring
Lead scoring is a methodology used in marketing and sales to evaluate and classify potential customers based on various criteria. It assigns numerical values or scores to leads based on their behavior, characteristics, and involvement with a company's marketing efforts.
lead tracking
“Lead tracking”, in Portuguese, refers to the monitoring of leads. It is a process by which companies monitor and record the interactions and behavior of leads (potential customers) throughout the sales cycle.
Link building
Link building refers to the practice of building external links that point to your website or online content. It is an important strategy in digital marketing and SEO (Search Engine Optimization) to improve your website's visibility in search engines, such as Google.
External links
External links are hyperlinks that point from one website or web page to another located on a different domain.
Internal Links
Internal links are hyperlinks that connect pages or resources within the same website or domain.
Long Tail KeyWord
Long tail keywords are specific, detailed search phrases that users enter into search engines. They usually consist of three or more words and are more specific than generic keywords.
M
Trademarks
In marketing, the brand is everything that makes up a company's identity and image, including its logo, values and public perception.
Marketing
Marketing is the set of strategies and tactics used to promote products, services or brands.
Content Marketing
Content marketing is a marketing strategy that involves creating and distributing valuable and relevant content to attract, engage and convert a target audience.
Digital marketing
Digital marketing should be on the tip of your tongue, right? After all, this term represents the use of online channels and platforms to promote products and services.
Rich Material
Rich materials are characterized by valuable content that requires something in exchange (contact information, for example) in order to access it. The formats are diverse, but some stand out, such as e-books, infographics or whitepapers, generally used to capture leads.
search engines
Search engines are research platforms, like Google, that allow users to find information on the web.
Meta description
A meta description is a brief summary of a web page, displayed in search results on Google and other search engines.
MQL (Marketing Qualified Lead)
MQL (Marketing Qualified Lead) is a term used in marketing and sales to describe a lead (potential customer) who has demonstrated interest in a product or service through marketing interactions such as filling out forms, downloading content or engaging with campaigns , and who are therefore more likely to become a customer compared to leads who are less engaged.
N
Newsletter
Newsletters are newsletters sent by email, which contain news, updates and/or content relevant to subscribers.
NPS (Net Promoter Score)
NPS (Net Promoter Score) is a customer satisfaction metric that measures customers' willingness to recommend a company, product or service to others.
O
Job opportunities
Opportunities are leads that are in advanced stages of the sales funnel and have the potential to become customers.
Outbound Marketing
Outbound marketing is a traditional marketing approach in which companies begin communicating with their target audience actively, often in an interruptive manner.
P
Keywords
Keywords are specific terms or phrases used in search engines to find related content.
Human
In addition to the ICP, which brings together all the information about the ideal customer, we need a fictional representation of this customer, based on demographic and behavioral data, this is the role of the persona in a marketing campaign.
brand positioning
Positioning is the way a brand is perceived in relation to competitors in its market. Furthermore, it can be a reflection of the actions taken by the company, as well as strategies adopted to generate good perception among stakeholders.
digital presence
Digital presence is nothing more than the visibility and reach of a brand or company online.
Sales page
This is a landing page that is designed to convert visitors into customers by highlighting a product or service. Very similar to the Landing Page, with the exception that, on a sales page, the objective is solely to sell something.
Audience
The target audience refers to a group of people that a company wants to reach with its marketing strategies. This way, it is based on demographic data to determine the main information to be used for segmentation.
R
Google Display Network
The Google Display Network is a vast network of partner websites, blogs, and apps that display display ads (banners, images, videos) to users. These ads are displayed in strategic locations, based on targeting criteria, interests and behavior of the target audience.
Remarketing
This is a strategy that aims to display ads to people who have interacted with a brand previously. In this way, stimulating interaction and advancement in the purchasing journey.
ROAS (Return on Ad Spend)
ROAS determines the revenue generated in relation to ad spending.
ROI (return on investment)
ROI, or Return on Investment, is a financial metric used to evaluate the efficiency and profitability of an investment. It is calculated by comparing the net profit obtained from the investment, to the cost of that investment, and expressing it as a percentage or an absolute value.
S
SEO (Search Engine Optimization)
SEO is a set of practices to improve a website's visibility in search engine results. With it, we can assign characteristics that favor the ranking of a given page in the main search engines.
Segmentationo
Segmentation is a recurring term in processes involving marketing strategies. This is because they refer to the division of an audience into smaller groups with similar characteristics to direct campaigns.
SQL (Sales Qualified Lead)
A Sales Qualified Lead (SQL), or Sales Qualified Lead, is a prospect or potential customer who has been evaluated and considered more likely to make a purchase.
T
Email open rate
This is a metric that indicates the percentage of emails sent that are opened by recipients.
Conversion rate
The conversion rate represents the percentage of visitors to a website who perform a desired action, such as making a purchase, for example.
engagement rate
Common on social media, the engagement rate represents the extent to which the public interacts with content or advertising. Typically, this metric is also calculated as a percentage.
Average ticket
The average ticket determines the average amount spent per customer on a purchase, that is, how much you invested to generate a sale.
Hopper top
This is the first phase of the sales funnel, and where leads are just starting to become familiar with the brand. Generally, the contents of this stage are more general, not covering specific and technical concepts.
direct traffic
Direct traffic is the metric that indicates visitors who arrive at a website by directly typing in the URL, rather than using a search engine.
Organic traffic
Organic traffic refers to the visits that a website or online platform receives naturally, that is, without paying for direct advertising.
Traffic Management
Paid traffic involves paying for advertising or direct promotion to attract visitors. This includes search engine ads, social media, website banners, paid email marketing and other strategies where the advertiser shells out money to drive traffic to their website or platform.
Trust Marketing
Trust Marketing, or Trust Marketing, is a data driven marketing strategy, focused on the Customer's Shopping Journey, which aims to generate trust (authority), before demonstrating the commercial offer. To do this, it uses branding, content marketing, SEO, paid traffic, automation and social media tools to attract, relate and sell.
U
User
A user is an individual or entity that uses a system, service, platform or device to perform specific tasks, interact with information or perform actions related to a circumstance or environment, generally in a digital or technological context.
UX (User Experience)
UX, or User Experience, refers to the quality of interaction that people have when using a product, service, application or website.
V
Values
In the context of brand recognition, a company's values are the fundamental principles and beliefs that guide the actions and decisions made.
Visitors
This is a term used to represent people who access your website or online platform.
Unique visitor
Unique Visitor refers to a traffic analysis metric on a website or online platform that represents an individual person, identified by a unique IP address or cookie, who accessed the website during a specific period of time, typically a time range , such as a day or month.