To even an expert the field of digital marketing can seem intimidating at times. There are so many elements to digital marketing which makes it complex in nature. It’s almost impossible to remember all the terms that exist today, not to mention that new terms are added on a regular basis. It would be nearly impossible to list every single term without the list being at least 10 pages long.

Hence, we have selected the 26 most important terms you need to know to understand Digital Marketing in a nutshell and sorted them alphabetically. Without further ado let’s get right into it!



An audience in the context of digital marketing is a little more broad than your usual customer base. Selecting an appropriate audience is the beginning of any and all digital campaigns. This audience must not only include your customers now but also include potential customers. Each and every campaign that you run must be aimed towards an audience that you choose to target.

To market effectively you must know your audience just as well as you know your business.

Brand Awareness

Brand awareness is a simple concept to understand. Let me put it this way for you, when’s the last time you’ve said “search for this on the internet” instead of just saying “Google it”.

Google is not a verb but we use it as one. This is a result of great brand awareness.

Brand Awareness fosters trust and creates association, both of which are important elements of digital marketing especially in the early stages of a business.

Competitive Analysis

Competitor analysis is an evaluation you conduct of both your brand as well as your brands main competition. This analysis allows you to identify both, your brands pain points as well as its USP (Unique Selling Point) in relative terms to your competition. 

Identifying your USP will only make it easier to sell to your correct audience. 

Competitor analysis also allows you to find out what your competition is doing differently and better than you. Making constant improvements to one up them is how you can grow your business quickly.

Digital Distribution Channels

Digital Distribution Channels in simple terms are the ways in which digital marketing communication takes place. Ie : social media, e-mail, blogs etc.

Naturally with the sudden boom of social media applications there is a new distribution channel almost every other day. Staying on top of the curve is vital as every different channel has a different way of communicating to the audience. Understanding this is important as the content you create will differ based on platform to platform.

E-mail Marketing

E-mail marketing has been around for quite some time now. It’s a fast, easy and cost effective method of reaching new customers. 

However it’s major use in today’s digital marketing game is remarketing strategies. E-mail marketing is a powerful tool to use for customer retention, although spamming your customers inboxes will only annoy your customers and drive them away.


The most important part of a successful digital campaign is understanding your specific target audience since sales don’t begin with the producer, they begin with the customer.

To simplify the process of understanding a customers journey, we track every step and try to place them into 1 of 4 funnels of the AIDA model.

The objective of the AIDA model is to drive customers from funnel to funnel till a conversion or sale finally occurs.

  • Awareness
  • Interest 
  • Desire
  • Action

Google Analytics

Google analytics provides critical insights into your website and social networks. Without statistics there will never be improvement.

It provides data about traffic, conversions, leads, acquisition etc. 

This analytics program collects information about your website by including a javascript code that you must add to the back end of all your pages.

HyperLocal Marketing

Hyperlocal Marketing refers to hyper targeted marketing strategies. If a regular marketing strategy targets an entire city then Hyperlocal marketing would target just a street or neighbourhood in that city. 

This means that businesses can focus on a smaller number of potential buyers, which in turn makes the marketing strategy easier to measure, implement and personalise.


An Impression in the context of digital marketing is defined as a user seeing your advertisement. Impressions are not based on action and are instead focused on spreading awareness.

Impressions are measured in terms of cost-per-thousand (CPM) impressions.


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The most important part of E-Commerce SEO is the research behind it. Identifying what search terms/keywords your potential customers use is half the battle won. These keywords must have an acceptable search volume, low competition and most crucially they must generate traffic and sales as they are to be used in your category and product pages. Keywords can be segregated into 4 categories with each category representing a different funnel in the AIDA model.

Informational (Awareness) : Starts with “how to”, “what is” or contains “definition”

Commercial (Interest) : Product vs product or reviews

Navigational (Desire) : Must have intent to visit specific website

Transactional (Action) : Includes keywords like “Buy shampoo online” as well as product focused keywords like “Apple iPhone Xs”


Lead Generation refers to the process of capturing interest of the customer in a product or service with the end goal of converting the lead into a sale.

In recent years with the burst of social media platforms, lead generation has switched to mainly using digital channels.

Meta Tags

Meta Tags are an important part of SEO as it provides a set of instructions to Google’s crawler. This crawler refers to meta tags when calculating your websites rank on Google.

The 2 most common Meta Tags are the : Description & Keyword tags.

A Meta Tag that provides information of a webpage in 160 characters is referred to as the Meta Description and if it provides information about specific keywords it’s referred to as Meta Keywords.

No Follow Backlinks

A link from one website to another is referred to as a backlink. Google uses these Backlinks as a ranking metric along with Meta Tags to determine the postition of a webpage on their search engine.

Backlinks from a website with a high DA & PA score will boost your websites position significantly.

A no follow backlink is a backlinks that does not get indexed with Googles crawler. These kind of backlinks will have no effect on your ranking on Google.

(Website) Optimisation

Your website is the primary point of where sales and online business are conducted. Better website optimization is the base of generating better leads and is one of the most reliable methods of generating leads.

Optimizing your website begins with making your user-interface (UI) user-friendly. No consumer will attempt to break their head trying to figure out how to navigate a website when there are millions of other websites out there. Content needs to be written in a way which is easily understandable and encourages purchases. These will dramatically increase your lead generating potential.

When dealing with prospectors, you have either two options when presenting, offering prices in a straight forward manner or have an section dedicated to setting up meetings for further discussions.

Pay Per Click

Pay Per Click (PPC) is a payment model of digital marketing.

Advertisers have to pay a certain fee for each click that they generate. These clicks will drive traffic to your websites landing page.

PPC is based on the concept of bidding. You must put down your bid for a certain keyword. If your bid gets outdone then you will not rank the highest for that particular keyword.

PPC is a transparent performance driven model where advertisers only have to pay based on the amount of clicks generated, nothing more.

Quality Scores

The relevance and quality of your keywords and PPC ads is given a rating by Google. This rating is referred to as Quality Score. This is directly related to PPC as you must have a good Quality Score to perform well.

Quality Score is also used to determine your CPC (Cost Per Click) and to determine your ad rank in return.

Multiple factors including your pages relevancy and CTR (Click Through Rate) are used to determine your Quality Score.

Keep in mind that a high Quality Score only results in Google aiding you with lower rates and higher page ranking.


Remarketing allows you as an advertiser to connect with people who have interacted with your website or application. The information about these customers is tracked using something known as a pixel. A pixel is a piece of code that monitors the behaviour of visitors and reports back to Facebook. Google also has a code that allows you to do similar things.

This information allows you to create contexual ads that the user will be very tempted to click.

Ever checked a product on Amazon, only for the same product to show up as an Ad on Instagram? This is a result of Remarketing.

Remarketing can be done through various channels but is mainly practiced through Google Ads and Facebook Ads.


SEO is still the most trustworthy method of hitting your quota of leads. For the B2B and B2C markets, SEO is seen dominating these spaces and helping marketers turn their businesses into a profit. The highest potential for leads are organic, which are mostly brought in through SEO. Organic searches comes through search engine results, meaning the only way to have a high volume of organic leads is through A+ content strategy plans for SEO.

Organic leads are the most sought after, reaching the highest potential when properly nurtured. Those focused on content marketing should focus on SEO, as it’s the ideal tool to generate organic web searches.


Website traffic refers to the amount of users who surf your website. A common way to measure the worth of a website is to check its Traffic. The amount of sessions taking place at one time is not the only important factor as the quality of those sessions must also be taken into account. Other factors would include :

Bounce Rate : The amount of people who click away from your website after visiting only one page.

Conversion Rate : The amount of people who made a conversion.

CPA (Cost Per Acquisition) : Total campaign cost / Conversions = CPA

User Generated Content

User Generated Content (UGC) is content that has been created, published and promoted by 3rd party contributors. Most UGC is created by fans of a brand who subconsciously promote a brand.

Viral Marketing

Viral Marketing refers to using the latest trends to make a post gain traction rapidly. Social networking sites are the primary platform of viral marketing due to their ease of sharing and speed.

If done correctly, Viral Marketing can draw immense amounts of traffic, on the other hand if done incorrectly it can be misinterpreted.

Website Health & Audit

A website audit is a complete analysis of every aspect of your website. A detailed website audit will give you insight into why your website isn’t generating the traffic that you sought out to achieve.

It provides feedback and suggestions about your technical issues right to your content issues. This results in giving your visitors the best experience and making the Google crawlers life easier in turn boosting your ranking.

XML Sitemap

An XML Sitemap is a file that is attached to your websites server. This contains information about all the subpages that exist on your website. The sitemap.xml file allows search engines to crawl your website faster and more thouroughly.

YouTube Ads

YouTube is the worlds second largest search engine. It generates over 800 million unique visitors each month. For a video ad campaign YouTube is the most viable platform. 

Reachable through the Google Adwords platform, YouTube offers 6 different ways of reaching your customers through ads :

  • Display Ads
  • Overlay Ads
  • Skippable Ads
  • Non-Skippable Ads
  • Sponsored Cards
  • Bumper Ads


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