Adidas using the 2014 tube strikes to advertise running trainers. Oreo jumping on the Super Bowl Blackout of 2013 with the slogan “you can still dunk in the dark”. These are both examples of agile marketing – brands quickly and relevantly responding to a current event for marketing purposes. There’s no limit to the opportunities on social media for real time marketing, which means a number of brands have been able to use this to their advantage.
One of the most ubiquitous marketing buzzwords of recent years, ‘Big Data’ simply refers to the amount of information about customers that companies now have available, which requires sophisticated and accurate systems to make sure it is correctly analysed.
Content can be anything your business produces, from brochures to emails, while content marketing is the practice of creating and sharing that content with the purpose of attracting, informing and converting customers. The content marketing movement recognises the need to veer away from the dry, hard sell, and into more engaging, brand building territory.
Click Through Rate (CTR)
You’ll often hear digital marketers mention CTRs or click through rates. When you run an ad on PPC, then it’s good to know which ads are attracting the clicks, hence why you look to attain a high CTR.
Cost Per Acquisition (CPA)
Running PPC campaigns, you’ll always need to know how much you are spending to achieve a click or to gain a lead or a sale. Whatever your goals are in a Pay Per Click campaign, look for your CPA and work to try and drive this down. In a competitive arena, this can be hard work but with some good exploration, you should be able to find low cost, high traffic terms.
Disruption is a term commonly used in the digital marketing space to refer to a technology that creates a wave of change – and along with it, a brand new market.
Experiential marketing aims to create a more personal and memorable impression on a consumer by immersing them in a full, real time event. Remember the Lindt Easter Bunny hunt we talked about a couple of weeks ago? That’s a great example of experiential marketing.
Your online “findability” is how visible your site is to search engines.
This is another phrase which will earn you big points in a game of buzzword bingo. It simply refers to the way smaller companies are able to achieve significant growth and exposure through unconventional means and without big budgets.
Your website needs to be hosted to allow it be accessed over the internet. The term “hosting” means the way in which it’s stored on online servers.
Inbound marketing is any activity which brings your company or brand to the attention of new customers through interesting and valuable content.
One of the cornerstones of modern SEO, keywords help search engines like Google to decide whether or not your website is relevant enough to serve up to a user. Deciding on your keywords and integrating them into your site is one way to make sure your site is as visible as possible online.
Search engines also judge the quality and relevance of your site by your “back link profile” – that is, how many sites are talking about and linking back to you. The quality of the sites in question matters too – and you can be punished by Google algorithm updates for a poor or manufactured-looking back link profile.
What with social media, online and print advertising, we now have more touch-points with potential customers than ever before. Building a strategy that plays to the strength of each department is known as multi-channel marketing.
Content platforms such as LinkedIn and BuzzFeed publish a significant amount of articles per day. Some of these are sponsored by brands and used to promote their products, but it isn’t immediately obvious that they’ve been paid for. Creators of such content must strike the balance between keeping the article in the house style of that publication, while also making sure it fulfils its purpose as an advert.
There are two main types of SEO: paid and organic. Organic search refers to web traffic that has come to your site through users entering search terms and keywords into Google.
PPC (pay per click) is the other side of the SEO coin. It is the practice in which you pay a fee to the third party website where your ad is hosted whenever a user clicks on it.
Responsive Web Design
A pre-requisite of every modern website, a website that is responsive automatically resizes depending on what device it’s being viewed on.
SEO (search engine optimisation) means building a website with Google and other search engines in mind. The main aim of a search engine is to offer up useful and relevant content to a user, so your site is assessed on a number of factors before it is ranked on your search results pages. Your position on these pages can seriously affect the amount of traffic you get to your site, and your revenue as a direct result.
Unlike in the physical world, in the online space a lot of traffic is a good thing. Traffic basically refers to how many online users are finding and browsing your website.
A positive user experience (UX) might be easy to understand navigation, full product information and a quick checkout. Adversely, a negative one would be a slow, unresponsive website and 404 errors.
Vine is a social media platform focused on the creation, distribution and sharing of short video clips.
Webmaster Tools is a Microsoft product for its Bing search engine. It is a suite of diagnostic tools to help webmasters and marketers to analyse site visits, rankings, submit XML sitemaps etc. Google’s equivalent tool-set, Google Webmaster Tools was renamed Google Search Console (GSC).
Think of a sitemap like a road-map of your website – it shows all of the pages on your site, as well as how they connect together.
With more than 1 billion active users, YouTube is one of the most popular and widely used social media networks in the world. Like Vine, it is a video sharing platform, but content tends to be longer and more immersive. The success of the channel has led to a number of YouTube stars, who make videos in their bedrooms but now rake in six figure salaries due to their value to big brands.
Have we missed anything in our A-Z of digital marketing?