the definitive guide! – WAU

In our Digital Marketing Glossary you will find all the terms used and that you need to know to be a good professional!

Marketing has changed and so have the terms. Until a few years ago, it was more common to hear professionals talking about radio spots, TV VTs and double-page ads.

These terms did not cease to exist in offline communication and advertising. However, today most companies transmit their messages through the internet using digital marketing strategies and techniques.

Have you noticed the amount of brands that are publishing content on social networks and blogs?

The difference is that, in this environment, the evolution is extremely fast. At all times new terms and concepts appear that need to be understood and explained by those working in the field.

Thinking about it, we elaborated this Digital Marketing Glossary with everything you need to know. Check it out and enjoy!

Use the alphabetical index below to guide yourself and answer your main questions about the terms used by those who understand the subject best.



The acronym represents the stages of the consumer relationship process used in marketing (Attention, Interest, Desire and Action) and is based on human behavior. This technique can be used from content titles to videos, through all types of contacts with the public.

Alt text (alternative text)

It is used to describe an image on the internet. This text is read by search engines, such as Google, being an important SEO factor. It is also displayed whenever the browser does not load the image.


In general, it is the information that results from the analysis of data or statistics of a website, platform, email marketing, tests, among others. You can refer to Google Analytics, Google’s statistics analysis tool, or other similar tools.


Acronym for Application Programming Interface. It represents the set of programming standards used for software integrations.

Page authority

Level of appreciation of a website compared to its competitors. This relationship helps to determine the position in the search results for a particular keyword. The main parameters used to determine page authority are the quantity and quality of links that lead to it.

Domain authority

Similar to page authority, but in this case it is related to the name / domain of the website as a whole.


Automated messaging system, usually used via email or Facebook. With an autoresponder set up, each lead (prospectus) that registers on your email list receives a series of pre-programmed automatic emails, without you having to fire each person individually.

Marketing automation

It is simply the act of making certain tasks automated, facilitating everyday life and prioritizing the focus on strategy. The term is closely related to the use of e-mail marketing and self-responder, where a series of e-mails is sent automatically to create relationships with prospects.

sales and marketing automation



These are traditional image ads that run on websites, blogs or information portals. In general, the site owner charges a fee for the advertising company to advertise its products and services. It can also be used by the website owner himself to lead the visitor to specific pages.

Visitor base

Number of unique visitors per day on a regular site, that is, an average of daily visits received.

Black hat

Set of SEO practices considered unethical. They are intended to position a website well in search engines, such as Google.


Site where articles, videos and images are published regularly, in order to form a base of visitors and keep them updated periodically.


CAC (Customer Acquisition Cost)

Metric that lets companies know how much they are spending to win over each new customer. Knowing this number it is possible to create or adapt budgets and marketing strategies.

Editorial calendar

Schedule of content publications for a brand or website based on time. It can include several steps, such as planning, research, writing, creating, delivering, publishing, etc. It can also take into account different formats to be published, from articles to videos and infographics.

Marketing Calendar Kit


They are the means by which a brand communicates with its public, such as e-mail, social networks, blogs, banners on partner sites, etc.


Chatbots are computer programs that can simulate human service in online conversations (via chat). That is, when someone interacts with a chatbot, it feels like they are talking to a real person (not a machine).
This tool is widely used to streamline customer service. For more information, download the complete guide on the subject:

chatbots and marketing

Sales cycle

Time required for a conversion (closing) sale, counting from the first contact of the prospectus with the brand or product.


It is nothing more than carrying out an action with a regular frequency, such as the publication of content on the blog and social networks. Consistency is key to building an audience base and building relationships.

Paid content

They are content published by companies through any paid media, such as Facebook ads (including post boosts), website banners, Google Adwords, Instagram or Twitter ads, among others.

Own content

Content created (or developed through curatorship) by the brand itself for its target audience. It usually consists of blog posts or social media posts, such as texts, videos, images, gifs, etc. Also sent here are messages sent by email or other channels.

Viral content

Message or piece of communication that was widely shared and reproduced, whether on the internet or outside. Although this effect may be the result of chance, it is often part of a Viral Marketing strategy.

CPC (Cost Per Click)

Method of charging ads in which the amount to be paid depends on the number of clicks made. It is used, for example, by Google Adwords and Facebook Ads.

CPA (Cost per Acquisition)

Another method of charging ads, but calculated based on conversions performed (for example, number of sales).

Conversion Rate Optimization (CRO)

It is the conversion rate optimization, a set of strategies that aims to increase the percentage of conversions on the website (for example, sales or leads generated).

CRM (Customer Relationship Management)

It is the management of the relationship with the customer. In general, when it comes to CRM, people also refer to software that offers complete relationship management solutions. These platforms work from cataloging information to after-sales service.

CTA (Call-To-Action)

It is a call to action, that is, an order that encourages the user to take a certain action, such as clicking on a link, downloading material or registering for an event.

Click Through Rate (CTR)

It refers to the percentage of the audience that viewed your message and clicked on the link provided, being redirected to your web page.



Form or means by which a product or service is delivered to the final consumer. In our context, the distribution of a product can be done by e-mail, for example, if it is a digital book. An e-commerce of physical products will make the distribution via Correios or other means of transport.



It is nothing more than an electronic book. In digital marketing, it can be used as educational material to generate leads and build relationships with potential customers.

ebook how to make ebooks


Facebook’s algorithm that determines which posts are relevant enough to appear in the user’s news feed. It takes into account three main factors: post format (image, text, video), age of the post (the more recent, the better) and affinity (if there were previous interactions with the fanpage).


In digital marketing, the term is related to the interactions that users have with the content published by a brand. It can be measured in “likes”, comments, responses, clicks on links, etc.


It can refer to both messages and products and services. When a message (e-mail, for example) is sent to a potential customer and is received by the user, we say that there was delivery. The same goes for a service provided that is accepted by the customer.


Facebook Ads

It is the Facebook ad platform for those who want to advertise on the largest social network in the world (and also on Instagram). Allows you to create ads and pay for them using your account. The great merit of Facebook Ads is the high targeting capacity, since you can choose specific characteristics of your target audience to reach the right people AND increase the effectiveness of the ads.

facebook ads

Conversion form

Information fields (name, e-mail, telephone) that can be filled out by a website visitor in exchange for some content, such as a newsletter subscription, Ebook download or access to a special offer.


How often a task is performed, such as updating a blog or posting on social media.

Sales funnel:

Imagine an inverted pyramid. It contains the different stages in which your potential customers are in the sales process. While some of them are just beginning to relate to their content, others are already practically closing a purchase. This is the sales funnel, which is usually divided into three phases: Top of the Funnel (ToFu), Middle of the Funnel (MoFu) and Funnel Fund (BoFu).

For each stage, a different content strategy must be applied. For the top of the funnel, introductory content is used in order to turn the visitor into a lead (prospectus). In the middle of the funnel, the contents are a little deeper, seeking to strengthen the relationship with the user and generate demand for the product or service. At the bottom of the funnel, the prospect is close to purchase, and in this case, the content should clear specific doubts, break objections and show case studies.

Sales Funnel Planning Kit


Email Trigger

This type of configuration triggers a message from an action taken by the user. For example, you can program so that everyone who clicks on a particular link in your newsletter receives a second email with more information on the subject. Triggers can also be used in other situations, such as videos, pages, etc.

Google Adwords

Platform that allows you to display ads in Google’s search results (at the top or on the right side of the page), or even on a network of partner sites. You can target your ads to specific audiences or keywords.

Growth Hacking

Set of strategies that seek to generate rapid growth in the customer base. For this, it involves different sectors and channels, testing different actions.

growth hacking for inbound marketers


Inbound Marketing

Considered by many as the new marketing, it focuses on gradually attracting customers to the brand and its services (through the publication of relevant content) instead of interrupting consumers in their daily lives. For that, it uses digital marketing strategies and works in four stages: attraction, conversion, closing and enchantment.


KPIs (Key Performance Indicators)

Quantitative indicators defined as part of a company’s digital marketing strategy. They are used to measure actions and monitor the achievement of goals, tracking progress based on numbers.


Landing Page

A “landing page” is any page that acts as an audience filter and gateway for visitors to a website or another page. In digital marketing, you usually have a specific conversion goal, such as sales or lead generation.


It is a potential customer. In digital marketing, the term is used to refer to a user who has shown an interest in your company and has entered their data (email, name, etc.) in a conversion form. This process is called “lead generation“. Usually, the lead receives more content and information through the sales funnel, and can become a customer.

lead generation kit

Qualified Lead

It is the lead that is ready to receive an offer.

Lead scoring

Scoring system that classifies leads according to their behavior. It is used to analyze whether a lead is qualified or not (for example, to receive a product offer).

Sponsored links

Paid ads appear in search results (on Google, for example) according to the keywords used or on partner sites in the Display network.

Long tail keywords

These are long-tail keywords, which represent more specific search terms. They suffer less competition in both organic search and keyword auctions for those who work with sponsored links. For example: instead of “women’s shoes”, the term “red high-heeled shoes” could be used.



Total sum of the opinion that users and customers have of a company. It goes beyond visual identity or logo, as it comprises all the added value and market perception acquired over time. A company can choose to intentionally build its position or allow circumstances to shape its brand.

Content Marketing

It is part of the Inbound Marketing strategy. It aims to attract a specific target audience through the production and publication of relevant content in the most diverse formats, such as texts, videos, Ebooks and infographics. It works with the different stages of the sales funnel, generating specific content for each one.

content marketing first steps

Spontaneous media

This type of content is not created by the company, but by fans or other users. Hence the name spontaneous media, since the brand gains space in the media without having to pay for it. In general, they are messages shared by fans on social networks, and can have the most diverse formats.

Business model

It defines how the company creates its products and services, how it delivers them to the target audience and how it receives payments. It is the basis of any enterprise aimed at profit, the construction of assets and the generation of value for the brand.


MQL or Marketing Qualified Leads, are the leads that were nurtured and qualified by the Marketing team, forwarding to be ready for the sales team. When these leads are ready to be approached by the sales team, they become SQLs.


Lead Nutrition or Nutrition Flow

It is the process, normally automated in a sequence of e-mails, which aim to strengthen the relationship with the prospect and bring it closer to the moment of purchase. For example: when registering for personal finance tips, the user automatically receives a series of emails and educational content on the subject, which may include the offer of a related service or product.

lead nutrition guide


Outbound Marketing

Opposite to Inbound Marketing, it is traditional marketing, in which advertisers use advertising to “reach out to consumers” instead of attracting them to the brand. It is usually related to the interruption, as in TV or radio commercials.



Word or expression that summarizes a theme or subject of internet search. For example: content aimed at the area of ​​muscle mass gain can use the keyword “how to gain lean mass”. SEO efforts are based on these terms to optimize pages and appear in Google results.

Pages per visit

Average number of pages viewed by a single visitor over a given period of time. For example, if each person who enters your site accesses an average of 3 pages, that will be the statistic of pages per visit.

Pages viewed (page views)

Number of times that a web page (or a set of pages) is viewed by the public during a certain period of time.


Character that represents the ideal customer or consumer for a company’s product or service. It combines demographic (name, age, gender, education, etc.) and behavioral (tastes, preferences, aspirations, frustrations, etc.) characteristics.

Guide to creating personas

Google Keyword Planner

Free tool provided by Google within Google Adwords. With it, you can check the amount of average monthly searches for the search terms related to your site, identifying trends and planning your content. You can also see how much it costs to advertise for the keywords in question by designing your advertising campaigns.


Google Display Network:

Chain of websites, portals and blogs that have Google Adwords ads displayed on their pages.


It consists of impacting users who have already had contact with your message, website or content. This is possible through technology, using cookies from internet browsers. That way you can, for example, set up a campaign to be shown to everyone who visited your sales page in the last week.

ROI (Return on Investment)

In London, Return on Investment. It is the relationship between revenue and spending when it comes to marketing. For example: a campaign with a R $ 100 investment and a R $ 500 return has a ROI of 500%.



Business cycle that is influenced by events based on the annual calendar.


Definition of a campaign or content strategy by target audience, with definitions that include age group, gender, profession, consumption habits, income level, etc.

SEM (Search Engine Marketing)

It is the set of strategies with the purpose of promoting a website on Google, Bing, Yahoo !, etc. It encompasses both the part of Sponsored Links (Google Adwords, for example) and SEO (organic search).

SEO (Search Engine Optimization)

It is the practice of preparing a website to be quickly, easily and properly indexed by Google or other search engines. Through SEO strategies, a website can gain a better position in searches, obtaining more traffic from organic searches.

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