Digital marketing is the advertising medium, where the promotions happens for products or brands via the internet, social media, mobile phones and digital media.
Every marketer needs to understand how to exploit digital marketing tools and techniques in order to improve their customer value proposition and overall competitiveness. That means designing an accessible, usable and value-adding website and using a range of inter-related digital marketing tools and techniques to drive traffic, conversion, engagement and referrals.
The digital landscape is moving at a lightning fast pace. Every industry has been affected by the advances in digital—from retail to brands and agencies.This blogs will cover the fundamentals of digital marketing, and introduce you to the key channels, concepts and metrics. Learn the available marketing platforms and tactics for tracking and optimizing campaigns, online marketing basics, and get your head around the technical jargon to determine how and where your business fits into the digital world.
ONLINE MARKETING GLOSSARY:
Ad - An advertisement that is displayed on search result pages, alongside or above search results, and websites. with Adwords, you can create text,image, video and mobile ads.
Ad Group - A group of related ads that share a keyword list.with Adwords, you can create up to 100 ad groups per campaign.
Ad space - An ad space is a space on a web page that is reserved for ads. An ad space group is a group of spaces within a website that share the same characteristics so that an ad purchase can be made for the group of spaces.
Banner - A banner is an advertisement in the form of a graphic image that typically runs across a webpage or is positioned in a margin or other space reserved for ads.Banner ads are usually Graphic Interchange Format (GIF) images.In addition, many websites limit the size of the file to a certain number of bytes so that the file will display quickly.
Blogging - Content published using blog software that organizes pages chronologically and/or by category.Blogs also provide an RSS feed so readers can subscribe without visiting the blog website.
Campaign - A marketing campaign that defines your geographic targeting,budget,settings and more. A campaign is made up of ad groups,ads and keywords.You can create to 25 campaigns in account.
Cost-per-click (CPC) - The amount of money you pay each time a visitor clicks your ad.The max CPC is the highest amount you are willing to pay for a click.
Cost per thousand impression(CPM) - An industry standard measure for selling ads on websites.This measure is taken from print advertising.The "M" has nothing to do with "mega" or "million.It's taken from the Roman numeral of "thousand".
Cost per view (CPV) - CPV is used for video advertising on youtube; it's like CPC in terms of engagement but instead of measuring by click through, you are charged every time video ad runs( like CPM but more expensive in terms of cost per impression).
Impressions - The number of times your ads was displayed to potential customers.Keyword list - The list of words or phrases you want your ad to appear for,when someone searches for them.
Microsites - Dedicated websites for specific campaigns, promotions or to serve as a social hub can provide a focus for content that doesn't really fit on the corporate website or blog.
Mobile Content - Content specifically written and formatted for mobile consumption is also a worthwhile consideration and for some markets,essential right now.
Pay-per-click (PPC) - In pay-per-click advertising,the advertiser pays a certain amount for each clickthrough to the advertiser's website.The amount paid per clickthrough is arranged at the time of the insertion order and varies considerably. Higher pay-per-click rates recognize that there may be some "no-click" branding value as well as clickthrough value provided.
Pay-per-lead (PPL) - In pay-per-lead advertising, the advertiser pays for each sales lead generated. For example,an advertiser might pay for every visitor that clicked on a site and then filled out a form.
Quality Score - A measure of how relevant your keyword and ad are to people who search for your business,products or services. Quality score is measured on a scale of 1-10(with 10 being the highest) and the higher your quality score,the better.
ROI - "Return on Investment" is the bottom line on how successful an ad or campaign was in terms of what the returns(generally sales revenue)were for the money expended or invested.
Social Ads - Social advertising represents ad formats that engage the social context of the user viewing the ad.
Traditional Media - Advertising,education or advertorial can take many forms with traditional digital media besides TV/cable and radio.
Virtual conferences - An online conference aggregates a variety of content and incorporates many of the content tactics included in this list from promotions to presentations to the social exchange inspired by the event.
Webinars - Audio combined with presentation slides,Q and A and chat provide a content experience that can be replayed when stored in an online archive.
SEO is the process of getting traffic from organic or free search results from search engines. All major search engines such as Google,Yahoo and Bing etc...,
