Digital marketing has become something of a buzzword in recent years, with more businesses focused on marketing through online platforms. Despite the fact that digital marketing has been a viable marketing channel since the Nineties, many people still don’t know what the field comprises. At Tavares Digital, our aim is to help start ups and small businesses to better their marketing strategies so they can reach a new customer base and encourage the brand loyalty of their existing customer base. While we mainly do so through the digital services we offer – web development, social media content creation, etc. – we also aim to help businesses by teaching them more about digital marketing. Our first post on the TD blog is a glossary of digital marketing terms. This way, your business can navigate through a sea of jargon and focus on what’s important to your business.

Analytics – the discovery and communication of meaningful patterns in data. In the context of digital marketing, analytics means measuring the level of engagement on a post

Content management system (CMS) – a computer application that supports the creation and modification of digital content. A content management application (CMA) is a front-end user interface that can be updated and modified even by a user with limited web development expertise. WordPress is the best known CMS.

Copywriting – written content created for the purpose of marketing or promotion. The aim is use content to increase brand awareness and to articulate a brand’s identity.

Engagement – when customers actively interact with a post, either by liking or reacting to a post or by clicking on a link in a post
Hashtag – a metadata tag used on social media platforms and blogs. They function as user-generated content classifications, and make it so that a piece of information can be classified, searched and found.

Impressions – the total number of times a profile’s posts have been viewed.

Keyword – a descriptor or index term that describes a piece of information. Keywords are stored in a search index, making pieces of information searchable. A short tail keyword is a general term describing a piece of information. For example, cafes. A short tail keyword will garner general search results. A long tail keyword is a phrase or longer search term that will garner results more specific to a user’s search requirements. For example, vegan cafes Chapel Street Prahran.

 Metadata tag – Metadata is data that provides information about other data. In other words, metadata allows for the classification of information. A metadata tag is a keyword assigned to describe a piece of information.

Online marketing – also known as Internet marketing, it is the targeted marketing of products and services using digital technologies.

Reach – the number of unique accounts that have viewed a profile’s posts.

 Search engine marketing (SEM) – a form of Internet marketing that involves the promotion of business websites by increasing their online visibility by improving their ranking in search engine results pages (SERPs). SEM is important because the average user tends not to look at results beyond the first page of a Google search. Consequently, businesses that rank on the first page of search engine results are more likely to garner views.

Search engine optimisation (SEO) – the process of affecting the visibility of a website in search engine results pages by way of unpaid results, also called natural, organic or earned results. (The opposite is paid results wherein a business pays to have their website advertised on a search engine’s first page.) SEO considers how search engines works as well as customer habits, such as the keywords for which users search. Website content is then created with this is mind.

Social media marketing – the use of social media platforms and websites to promote a product, service or brand

User-generated content (UGC) – content created by users of a system or service, made publicly available on that systems. For example, Wikipedia is a user-generated content database, as are sites like Reddit and 4chan.

User experience (UX) – a user’s experience with a product or website and his/her overall satisfaction with the experience. Websites are often designed with the user experience in mind because user satisfaction is more likely to result in a sales conversion.

If there are any more digital marketing terms you would like us to define, please let a comment in the section below.

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