Has someone thrown a new digital marketing term at you? Lost on what that marketing email meant with all those Aberrations? Wondering what on earth is SEM? Or programmatic buying? Or what does retargeting mean? Valve's list of common terms will get you up to speed in no time!
A/B Testing - A/B testing aims to find the most effective option. Testing can be done on websites or in advertising. For example, text, imagery, or targeting can be changed, and the option that leads to the best outcome is determined.
AdTech - AdTech refers to advertising technology, including platforms, software, and tools used for digital advertising campaigns and management.
Algorithm - A process or set of rules that software operates on, which must be followed in calculations or other problem-solving. Each digital marketing channel has its own algorithm, which determines, for example, what content is shown to users.
Analytics -In the context of digital marketing, analytics refers to the collection and interpretation of digital data. This is done through various tools, with Google Analytics being one of the most commonly used.
Attribution Modeling - Attribution modeling is one of the measurement tools used to determine the significance of each touchpoint for a purchase event. In practice, it seeks to determine which ads or content a user has seen and how much different ads have influenced the purchase decision.
B2B and B2C - These abbreviations stand for "business to business" and "business to consumer," respectively. B2B refers to businesses that serve other businesses, while B2C refers to those serving consumers. Digital marketing tools and methods are selected based on whether the marketing is for a B2B or B2C company.
CTA - CTA stands for Call to Action. A CTA is a clear instruction that directs a person to take action from an ad or other content. For example, prompts like "Learn More" or "Buy Now" are CTAs.
Display Advertising - Display advertising refers to banner advertising displayed on digital channels. Advertising can be done through various tools such as Google Ads, individual media, or programmatic buying.
DoubleClick Digital Marketing (DDM) - DoubleClick is Google's ad management platform that allows agencies and advertisers to create and manage digital marketing campaigns. The platform is gradually becoming obsolete as Google announced integrating it with Google Analytics 360 Suite into a single solution called Google Marketing Platform a couple of years ago.
Inbound Marketing - Inbound refers to a new perspective where traditional marketing is turned upside down: instead of the company actively seeking an audience through various campaigns and initiatives, the focus is on producing engaging and relevant content that the audience seeks out themselves.
Conversion - A conversion is a desired action, such as a purchase, newsletter subscription, or adding an item to a shopping cart.
Conversion Optimization - Conversion optimization aims to increase conversions. Various aspects of digital marketing, such as actions, materials, targeting, and others, are adjusted and optimized to lead to as many cost-effective conversions as possible.
Landing Page - A landing page is the web page people are directed to from advertising.
MarTech - MarTech refers to marketing technology, including platforms, software, and tools used for marketing campaigns and management.
Native Advertising - Native advertising refers to ads published on various online media pages that resemble news or other journalistic content. These ads are usually labeled as "advertisements." When clicked, the user is directed to the advertiser's website.
Programmatic Buying (RTB) - Programmatic buying (programmatic buying and real-time bidding) refers to the automation of digital media purchases and campaigns through a single tool and interface. Programmatic buying enables the automation of routine online advertising tasks, precise targeting, and real-time data-driven ad placement, in addition to precise measurability and effectiveness.
Organic Visibility/Traffic - When a company's content or messages are not marketed, the attention they gather is organic or free. Organic visibility is primarily achieved through SEO and additionally through social media via the viral effect.
Customer Journey - The customer journey describes the path a person takes to become a customer of a company. In practice, the journey begins with making the person aware of the company, and through various stages, the person progresses to making a purchase decision. Digital marketing tools can guide people through the customer journey.
PPC - PPC stands for Pay Per Click, referring to digital advertising where payment is made only for clicks. For example, SEM is PPC advertising.
Retargeting / Remarketing - Retargeting refers to re-marketing. Advertising in digital marketing channels is targeted to those individuals who have previously interacted with the company, such as visiting websites or downloading apps.
Tracking Code - A tracking code is a small piece of code installed within a company's website code. The code tracks who visits the site and what people do there. There are many of these tracking codes; typically, each digital marketing platform or service has its own. The code does not store personal information but allows, for example, remarketing.
Content Collaboration - Content collaboration is a relatively broad term and thus often difficult to understand. In practice, it involves an agreement between a company and another party, such as a blogger, magazine, radio, or television channel, for content collaboration. Instead of traditional advertising, the company and the other party strive to produce interesting content for the audience, such as articles or a radio program that highlights the company's products or services.
SEA - SEA stands for Search Engine Advertising. This term is not widely used, as SEM is often used instead. However, SEA specifically refers to paid search engine advertising, i.e., the ads that appear when you search for a specific term.
SEM - SEM stands for Search Engine Marketing. In Finnish, it is often referred to as search engine marketing, although "SEM" is commonly used. SEM refers to marketing on search engines (Google, Bing). The goal of marketing is to increase website visibility and, thereby, attract more visitors and customers. SEM encompasses both SEA and SEO.
SEO - SEO stands for Search Engine Optimization, which means improving a website's visibility on search engines organically. Many know that search engine optimization involves creating website content around the most searched words and phrases. However, search engine optimization includes much more, such as making the website clear and user-friendly.
Influencer Marketing - Influencer marketing involves collaboration with various influencers such as bloggers, vloggers, or celebrities. The goal of collaboration is to promote the company's products or services using the influencer's own audience.
Bounce Rate – The percentage of users who immediately leave the site. The higher the rate, the less effective the landing page. Naturally varies between different traffic sources.
CPA – Cost per acquisition (or action). The price per desired action, such as subscribing to a newsletter through advertising.
CPC – Cost per click. The price per click.
CPM – Cost per mille. The price per thousand impressions.
CTR – Click-through rate. Calculated by dividing the number of clicks by the number of impressions.
KPI – Key Performance Indicator. Usually a business-related metric, such as CPA (see above).
ROAS – Return on ad spend. The return on investment in advertising.
ROI – Return on investment. The percentage return on investment.
This Digital Marketing Glossary aims to enhance cooperation among professionals across different sectors in digital marketing initiatives. We wish for it to be helpful to a wide audience and welcome suggestions for expanding the list. Should the glossary prompt any questions or if you require assistance with digital marketing, don't hesitate to reach out and request further information!
