Digital Marketing Glossary

Important digital marketing terms explained.

Affiliate Marketing

A type of performance-based marketing where businesses reward affiliates (partners) for driving traffic or sales through the affiliate's marketing efforts.

BOFU (Bottom of the Funnel)

Refers to the stage in a buyer's journey where they are ready to convert, such as making a purchase. Marketing efforts here are typically more direct and product-focused.

Conversion Rate

The percentage of visitors who take a desired action on a website, such as making a purchase or signing up for a newsletter.

CPA (Cost Per Acquisition)

A metric that represents the cost to acquire a customer. It's calculated by dividing the total cost of a campaign by the number of conversions (acquisitions).

CPC (Cost Per Click)

The cost paid for each click in a pay-per-click (PPC) marketing campaign.

CTR (Click Through Rate)

The percentage of people who click on an element (like an ad or a link) compared to the total number who viewed it.

Inbound Marketing

A strategy that focuses on attracting customers through content and interactions that are relevant and helpful, rather than interruptive.

Landing Page

A web page designed specifically to capture leads or get visitors to take a specific action.

Lead Magnet

An incentive, such as a free e-book or webinar, offered to potential buyers in exchange for their contact information.

Marketing Funnel

A model that illustrates the stages a customer goes through, from awareness to advocacy. It guides businesses in tailoring strategies for each phase of the customer journey.

MOFU (Middle of the Funnel)

The stage between TOFU and BOFU where potential customers are considering their options. Content here might address specific needs or comparisons.

Outbound Marketing

Marketing methods where companies push their messages to a digital audience. Examples include display ads, email blasts, and sponsored social media posts.

PPC (Pay-Per-Click)

An online advertising model where advertisers pay each time a user clicks on one of their online ads.

ROI (Return on Investment)

A measure of the profitability of an investment. For marketing, it’s the net profit from a campaign divided by the costs of that campaign.

TOFU (Top of the Funnel)

Refers to the initial stage in the buyer's journey. It's about creating awareness and attracting potential customers. Content here might be more general and informational.

UTM Parameters

Tags added to a URL to track the effectiveness of campaigns and content promotions, helping marketers understand the source of website traffic and user behaviors.

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