The 63 digital marketing terms that every professional should know! – WAU

Enrich your vocabulary with these 63 digital marketing terms that every professional in this field should know

As you become interested in learning more about marketing, you may find interesting materials, but at the same time a little complicated to understand.

This happens precisely because of the wealth of marketing: there are so many techniques, methods and tools available to create successful campaigns that it is inevitable to come up with terms of their own.

Thinking about it, we separate for you the 63 digital marketing terms that every professional needs to know.

With that, your days of being lost when reading about the subject will be left behind!

On the contrary, you will have better conditions to put everything you learn into practice and extract the maximum that marketing has to offer.

Come on!

1. Digital marketing

The definition of marketing is simple: seeking, in various ways, to attract customers and generate business for a company or professional.

Digital marketing it’s the same thing, only using the internet.

After all, as people’s lives are increasingly dependent on electronic devices and the internet, this is one of the best business channels to explore.

digital marketing ebook

2. Inbound Marketing

Inbound marketing means attraction marketing, and it refers to a new way to win customers: instead of interrupting them – as ads usually do – the idea is to get your attention. How?

Through content that is interesting and relevant, whether to help them solve a problem, facilitate an important day-to-day task, etc.

3. Content marketing

Many think that content marketing is the same as inbound marketing, but in fact it is only a part – essential, by the way – of the inbound method.

Him involves the part of planning, producing and distributing all the content used in the inbound strategy of a company, in addition to measuring its results.

4. Outbound Marketing

If inbound techniques are based on content production, the outbound marketing approach is straightforward, with the identification of potential customers and the beginning of a dialogue with them in search of the sale.

Contrary to what some think, the outbound is not the enemy of the inbound. The two can be used together with great success for the business.

5. CTA

CTA is Call-to-Action, an invitation for visitors to a page to take the next step after interacting with some content.

CTA should be the last thing a person sees before taking action.

Therefore, he must be irresistible when convincing the person that the offer in question is worthwhile.

6. Sales funnel

The sales funnel is a way to understand how close your leads are to becoming customers and treat them accordingly.

There are three stages of the funnel: top, middle and bottom.

For each of them, there are types of content that are more appropriate, and the language of that content also changes.

7. Lead

Lead is every potential customer of your business.

In order to be truly converted into customers, leads need to be nurtured through quality content.

Because they have different decision processes, we use the funnel to determine what type of content best suits each lead’s interest.

lead generation ebook

8. Persona

Persona is the semi-fictional representation of an ideal client. As well?

Through research with current business customers, a unique profile of the ideal customer is drawn, which will serve as a guide for the entire marketing strategy.

9. Landing page

Landing page, or conversion page, is a page dedicated exclusively to an offer – offering free material, selling a product, etc. – in exchange for something.

That currency can be either money, in the case of a product being sold, or personal information used to nurture the lead later – in the case of free material, for example.

10. Conversion

This is undoubtedly one of the most used terms, especially in digital marketing. But what does it mean?

Whenever someone fulfills the primary purpose of a page, either by downloading a material, asking for a quote or registering for a free trial, a conversion takes place.

11. CMO

CMO is the Chief Marketing Officer, the company marketing director.

With this position, the professional is at the top of the marketing hierarchy, and coordinates all decisions made on the subject.

Depending on the size of the company, other managers may be assigned to look after smaller teams.

12. CRM

The term CRM comes from the English “Customer Relationship Management”, or “Customer relationship management”, and is one of the most important systems for a company.

In addition to keeping all registered customers in one place, CRM concentrates information such as service and purchase history, contact channels and preferences.

13. A / B testing

A / B tests are used to test different approaches and see what converts most to a page.

For example, you can test whether a landing page with a light background converts better than one with a dark background. Thus, half of the visitors will see the light background and half will see the dark.

The color that converts best will be used permanently.

14. CAC

The CAC (Cost of Acquisition Per Customer) is a calculation done to show how much the company spends to get its customers.

This indicator is decisive for any marketing strategy, as it helps to limit the budget of the campaigns and prevent spending more than the business will in the future earn.

15. LTV

LTV stands for “Lifetime Value”, the so-called customer lifetime value.

It is an average of the total amount you can expect to receive from customers until they stop using the product or service.

The combination of LTV and CAC is important, since knowing how much you expect to earn with each client, it becomes easier to see if the spending on attraction is within the acceptable range or not.

16. Link Building

Linkg building is the practice of put links to other related articles to the topic you’re talking about.

In that same post, there are several links to articles that better explain each of these terms.

This increases the time that the reader stays on the blog, helps to enrich his knowledge and also contributes to increase the authority of the site in the search engines.

17. ROI

ROI (Return On Investment) is the return on investment, that is, how to know if the money you spend on marketing is being turned into profits or not.

This calculation is crucial to ensure that only profitable stocks are used, and that the company does not waste time and resources on tactics that do not work.

18. Rich materials

Rich materials are a special part of a content marketing strategy. These materials include ebooks, whitepapers, infographics, videos and others.

The main purpose of rich materials is to generate leads. This is done by creating a landing page and asking for personal data in exchange for the free download.

19. SEO

SEO refers to “Search Engine Optimization”. In good London, search engine optimization. What is it?

Basically, it is a series of techniques that help in positioning the pages of a website on search portals, such as Google.

The better your SEO, the more people will visit your pages through this type of website.

seo guide

20. Sponsored Links

The biggest search engines have areas at the top reserved for ads, which are made in the form of links, just like the rest of the page results.

These ads are called sponsored links, because they did not reach the top in an organic way – through the analysis of the search engine itself -, but in a paid way.

21. CPC

There are several ways to pay for sponsored ads, and CPC, or cost-per-click, is one of them.

As the name suggests, in this option the advertiser pays each time someone clicks on the link.

Because it is the simplest way to launch and control a campaign, CPC is the most suitable model for those who are starting to advertise.

22. CPM

CPM, another way to pay for sponsored ads, represents the cost per thousand impressions. That is, for every thousand times the ad is served, the advertiser pays.

This alternative makes sense mainly for companies that already have a well-developed marketing strategy and a large flow of visitors.

23. CPA

CPA, which means cost-per-action, is the last and most complex means of paying for sponsored ads.

In this model, the advertiser pays only when the end goal of his campaign is reached – a sale, quote request, download material, etc.


If SEO strives to optimize pages for search engines, SEM (Search Engine Marketing) does a little more than that.

O SEM is the combination of SEO with sponsored links, and uses these two tactics to get the most results in the shortest possible time.

25. Smarketing

Smarketing – or, as we like to call it, Vendarketing – is the union between sales and marketing teams company to achieve better results.

While some regard these two sectors as almost rivals, smarketing shows that collaboration between them is the best way for a healthy and profitable business.

Ebook Vendarketing

26. SLA

SLA, or Service Level Agreement – Service level agreement – is a document that defines the responsibilities of the sales team and the marketing team when they use Smarketing.

Without this agreement, it would be easy to confuse who should perform each task, resulting in communication and performance problems. Therefore, the SLA ensures that they are all in agreement from the start.

27. Bounce Rate

Bounce rate is the rate of users entering your pages and leaving quickly, without interacting and browsing.

Low bounce rates are a signal to the search engine that your content is of good quality.

28. Growth hacking

Growth hacking is an expression that has been gaining popularity in recent years due to its importance for the success of a company.

Growth hacking techniques serve to make a business grow and prosper quickly, even in the face of challenges such as lack of resources and personnel.

29. Metrics

Metrics are vital for measuring the results of a strategy, and not just marketing, but also sales, service and overall performance.

Each metric has a way of being calculated, and must be accompanied by a period to show true results.

30. KPI

KPIs – Key Performance Indicators -, or Key Performance Indicators, are also used to measure the results and efficiency of a strategy, but go beyond what the metrics do.

Through them, it is possible to have a much deeper view of the problems and opportunities what the marketing team will encounter, and how to act in each situation.

31. Social media

In recent times, social networks, which were already a popular tool for interaction between friends, have become fertile business environments.

Therefore, talking about social media encompasses not only these networks, but how to understand and behave in this scenario and succeed in relating directly to the public.

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32. UX

Having an attractive and easy to navigate website is essential to win over demanding customers who are used to buying over the internet.

Within this context, UX – the English term for user experience – must be taken into account at all times. Thus, he will have the best shopping feeling and become a loyal customer.

33. Viral marketing

Who has never heard of viral marketing? This term is used to speak of those campaigns that spread as fast as a virus and spontaneously succeed.

This type of reaction does not happen all the time, but it is worth investing in viral marketing for the expressive return it brings.

34. Email marketing

Do you know that email list that every blog offers for you to subscribe to, and that you may have even subscribed to in some cases? That’s email marketing!

This tactic is widely used to keep leads interested in content that the company has to offer, and lead them through the sales funnel at the right pace.

35. NPS

“From 0 to 10, how much would you recommend Company X to your friends?” This question is the basis of the NPS, or Net Promoter Score, a methodology that measures the degree of customer satisfaction with a business.

Understanding this methodology can help improve several internal processes that are reflected in profits, such as customer service and product quality.

36. Buzz marketing

Buzz marketing is a type of strategy that seeks to generate a positive discussion about a product or brand. It looks a lot like viral marketing, but without being so ephemeral.

The central purpose of buzz marketing is to get people to actually talk positively about the characteristics of a product or brand. Its most common strategy involves partnerships with digital influencers in each segment.

37. CRO

Conversion Rate Optimization (CRO or conversion rate optimization, in London) is a process that seeks to improve the conversion rate of a strategy (it can be a website or a social network) to convert more visitors or followers into customers.

O CRO it must be used by companies that already have a digital marketing strategy in place and that need to improve it to increase its efficiency.

38. Algorithm

In a nutshell, an algorithm is a sequence of instructions for a computer to perform some function. It’s like a cake recipe so that the machine can do something for us.

Google uses one algorithm to determine Internet search results and another to work with ads on Google AdWords. Facebook has one for its users’ news feed, and Twitter too.

39. Newsletter

Very confused with other marketing terms (in this case, email marketing), a newsletter it is actually just a piece of a larger marketing strategy using emails.

The idea of ​​the newsletter is to generate leads by offering periodic content that is of interest to the followers of a company. Thus, it is possible to segment and keep these users active within the company’s strategy.

40. API

API (acronym for Application Programming Interface or application programming interface, in London) consists of a set of code that allows an application to use functions or systems from other software.

Facebook, for example, offers an API that allows you to integrate social media data with your digital marketing strategy, allowing you to create more dynamic ads with your audience. Google also offers a similar feature.

41. Marketing automation

Marketing automation is the action of optimizing your digital marketing using tools that automate all processes of the strategy, such as lead generation and nutrition, email marketing and social media campaigns.

THE marketing automation it does not mean replacing your marketing team with robots, but using solutions that increase the efficiency of professionals working in this area.

CTA post marketing automation

42. Geomarketing

Geomarketing can be defined as the set of strategies that use information about the consumer’s location to formulate their campaigns.

The idea behind the geomarketing is to use smartphone connectivity and GPS to be able to contact a consumer who is in the right place at the right time.

43. Paid traffic

Every website or digital marketing strategy needs traffic to survive. Traffic, in this case, is the flow of users on the internet.

A company can acquire digital solutions that will expose its website (or other communication channel) on the web. Google AdWords, the promotion of posts on Facebook or even ads on other sites are examples of these solutions.

All traffic generated through these resources is called paid traffic, since you had to pay a third party to get it.

44. Organic traffic

Unlike paid traffic, the organic traffic it consists of the flow of visitors who arrived at your site without having to pay third parties for the disclosure.

When a visitor does a search on Google and arrives at your site because of that or when he clicks on a link shared by a friend on a social network, he starts to compose the organic traffic of your page.

The secrets of organic traffic

45. Vanity metrics

We can understand vanity metrics like any metrics that will not help you make a decision about your digital marketing strategy.

Since the main objective of metrics is to measure the results of a strategy, vanity metrics are those that are not directly connected to the main objective of your campaign.

46. ​​SMP

Social Media Policy or social media policies is a document that every company must produce. It defines the guidelines for the behavior of its employees on social networks.

This document must establish acceptable conducts so that its employees can participate in the social networks without harming your professional performance or your company’s brand.

47. Internet of Things

The Internet of Things consists of connecting various electronic objects to the web. In a nutshell, this is exactly what its title suggests: an internet that connects everything, such as televisions, appliances, vehicles, traffic lights and more.

For marketing, the Internet of Things is a way of obtaining more information about the consumer for campaigns and analysis of actions, in addition to providing new ways of connecting with him.

48. Big Data

Big Data is the term used to refer to a massive set of information (internal or external) that you can access remotely or via the internet.

In marketing, the big data is used to transform all the information and data collected by a company into opportunities to optimize and automate its communication campaigns and generate more sales.

49. Remarketing

Remarketing is the idea of ​​doing a specific marketing action for a person who has already shown interest in a product or service from your company, but did not close the deal the first time. In other words, it is like a 2nd chance with this consumer.

O remarketing it can be used via Facebook or Google (which provide specific APIs for this case) or even by email, if you have this consumer information.

The goal of remarketing is to take advantage of what the consumer is researching to make a purchase and offer your product back to him, increasing his chance of closing a deal.

50. Native advertising

Native advertising it is a marketing strategy that seeks to offer content that is natural to the channel visited by the consumer.

It is a concept similar to advertising, but with a focus on the quality of the content offered.

Download the ebook on Native Advertising

51. CTR

CTR is short for Click Through Rate. This metric is generally associated with ads served in the digital environment. It is calculated by dividing the number of clicks by the number of views (or impressions).

Despite this, it can also be used to evaluate the performance of posts on social networks, analyze landing pages or titles of e-mail messages.

Basically, its main function is to make a comparison between the performances of two different elements and to determine the techniques that present better results.

52. Backlink

A backlink is a link positioned strategically or organically that points to a landing page.

The achievement of these references is very relevant for Searching Engine Optimization (SEO) because they pass on to