Digital Marketing Glossary (Simplifying the most popular digital marketing terms)


Accrual Rate – Ratio of accumulated points for each euro spent by customers integrated in a loyalty program.

Acquisition – Process which has the goal of attracting new customers. 

AdWords – Advertisement paid service provided by Google which allows companies to optimize their presence in the search engine motors and become more visible for consumers.

AIDA – Attention, Interest, Desire, Action – Represents the sale process of a product or service. It is necessary to attract consumer’s Attention, arouse his Interest, unleash his Desire and encourage his Action or, in this case, make him buy.

Analytics – Process of collecting, analyzing and monitoring all of the data linked to the navigation of a website’s users, allowing you to get to know all the actions taken by them.

App – Mobile device application.

Attrition –  Term used to define the reduction of the level of loyalty of the consumers.

Augmented Reality –  Technology which overlaps information or images created virtually on a real scenario or ambience.

Awards – Prizes available for redemption to the members of a loyalty program. 

B2B – Business to Business – Sale of products or services between two companies.

B2C – Business to Customer – Sale of products or services between a company and the final consumer.

Backlinks – Strategically integrated links in, for example, blog articles with the aim of directing readers to another page with content which may be relevant for them.

Blog – Online platform organized by dates where you can publish articles, news, podcasts, eBooks or reviews with the objective of giving credit to a company within its activity sector.

Business Intelligence – Technological functionality which allows the collection and interpretation of data on customers, sales processes and costs.

Buyer Journey – Steps that a possible customer goes through before buying the product or service. Usually, we consider four steps: learning and discovering, problem recognition, solution consideration and buying decision.

CAC – Customer Acquisition Cost – Cost of getting a new customer until he buys, for the first time, a product or service of the company.

Call-to-Action – Sentence positioned at the end of a text with the aim of making the reader act according to what has been conveyed throughout the text.

Case Study – Content focused on analyzing a specific case.

Cashback –  Amounthanded back to the client after he buys a product or service of a company integrated in a loyalty program.

CEM – Customer Experience Management – Online platformwhere all the interactions between consumers and a company are evaluated and managed.

Churn – Consumers who give up being customers of a company in a determined period of time.

Coalition – Loyalty program model which includes distinct partners from different activity areas so that all of them can benefit from each other’s success and there is no competitivity between them.

Conversion – Influencing a user to take an action which is relevant for the company. Most of the times companies create content which is available in their website but users have to reveal some of their data to have access to it. What’s relevant for the company? Consumer´s data.

Cookies – Tool which keeps the navigation data of their users when they get into websites, allowing to follow and get to know their preferences and actions.

Copywriting – Written text which has the aim of persuading the reader to complete a certain action.

CPA – Cost Per Acquisition – Amount spent by your company with each conversion accomplished in the website.

CPC – Cost Per Click – Amount spend by the authors of online advertisements each time a client clicks on their advertisement.

CRO – Conversion Rate Optimization – Marketing strategy which has the aim of increasing the number of users of a website which were converted (conversion).

Cross-Selling – Promotion of a product which is related to another product that the consumer has already bought, with the intent of making him buy that additional product.

CRM – Customer Relationship Management – Online platform which allows to organize all of customer’s data. It is helpful to raise new clients, suppress necessities and improves client support. 

CTR – Click-through Rate – Rate which evaluates the effectiveness of online advertisements by dividing the number of times that users have clicked in the advertisement for the number of times the advertisement has been seen.

Customer Experience (CX) – Set of interaction points between a company and its customers. It includes different areas such as online experience, customer support, communication or even product’s price.

Customer Lifecycle – Group of tiers that constitute the life of a consumer. For instance, retention and loyalty.

Customer Lifetime Value – Prediction of the total amount spent by a consumer throughout its relation with a company.

Database Marketing – Marketing, promotion and communication actions based on the collected data of consumers.

Data Mining – Process which seeks to convert the collected data on customers to common patterns or tendencies.

Dematerialized Card – Loyalty program member card which as a symbolic function only, not having any functional utility.

Direct Marketing – Marketing actions in which the company directly contacts the final consumer, for instance, through email or by calling them.

eBook – Electronic book usually produced with the aim of helping consumers within a determined matter.

Email Marketing – Sending emails with the aim of starting or stimulating commercial relations with clients.

Enrollment – Process of registering clients in a loyalty program.

Evergreen Content – Content which continues to be relevant even after being online for some time. For instance, eBooks, tutorials, tips or reviews.

Ghost Points – Points accumulated through loyalty programs that are never used by members, whether because of their short period of expiration or because of the difficulty to accumulate enough points to win awards.

Growth Hacking – Process of finding areas which are little or absolutely not developed in a company and creating a plan to take benefits out of that matter.

Guest Post – Articles published in blogs of companies to which the author does not belong to. This happens when the author is recognized by his public, becoming a great advertising vehicle in order to get new readers and, ultimately, clients.

Inbound Marketing – Strategy used to influence consumers to reach the company, instead of being the company to look for the customers and try to attract them. This can be done by creating relevant content or search engine optimization.

Incentive Program – Program which aims to influence, for instance, company workers to increase their level of productivity by offering them rewards or incentives.

Infographic – Tool used to transmit information through written text overlapped to images or visual content.

Insight – Conclusions that a company gets from collecting its customers data and on which the company processes and decides its actions.  

Keywords – Keywords are crucial to increase the visibility of your company in the online search engine motors. The increasingly importance of this process obligates companies to do a meticulous job because it’s mandatory that companies are easy to find in the web world. The words which best characterize your service should match the keywords that customers look for when searching for businesses or matters similar to yours.

KPI – Key Performance Indicators – Indicators which measure the efficiency of marketing actions and its success. They show whether the goals initially set are being reached or not.

Landing Page – Website pages where companies expect to convert users. For this to happen they offer something back to customers in exchange for their data, for instance.

Lead – User who accepted to provide his personal information in exchange for valued content produced by that website.

Loyalty – Customer loyalty corresponds to the last stage of customer lifecycle. Customer loyalty is something which all brands seek to reach because that means their customers are unconditional supporters of the brand, always choosing it over others independently of their prices or experience.

Marketing Automation – Software which works autonomously by executing, managing and personalizing marketing processes.

Meta Description – Small description located below the links available in online search engine motors.

Net Promoter Score – Measure used to evaluate the quality of customer experience provided by a company.

Newsletter – Periodical written document created by communication departments to inform clients about news or information which may be relevant to them.

One to One Marketing – Personalization of the interactions between a company and its clients with the aim of creating a close relationship and, ultimately, loyalty.

Outbound Marketing – Unlikely inbound marketing, this one is considered to be the traditional form of marketing. Instead of working with the aim of attracting customers, outbound marketing means that it’s your company who tries to reach them. Leaflet distribution or being present in a TV show are examples of this kind of strategy.

Partner – Brand integrated in a group of institutions which belong to a coalition loyalty program, a kind of program which joins different brands from distinct activity areas.

Perceived value – Notion of value which a client has on a product or service provided by a company. If the service is bad, the perceived value is low or none.

Persona – Generic profile which represents the customer target of a company, depending on certain characteristics which may be common to a segment or the majority of its clients.

Personalization – Marketing actions adapting process according to the data collected on customers which aims to offer a more satisfactory service.

Podcast – Voice digital document which can be listened to at any time and which focuses on a concrete matter.

Point Expiration – Pre-established date on which accumulated points by a member of a loyalty program expire and, ultimately, end up not being available to use.

Post – Article produced for a blog or social network.

Pull Strategy – Set of marketing actions which aim to get customers to look for a company and its products and not its contrary.

Push Strategy – Set of marketing actions which aim to let the final consumer know about a product or service.

Relationship Marketing – Strategy used by companies to build a solid reputation and increase visibility in their activity sector. Besides this, it also tries to get new customers and nurture loyalty. Companies do it through email marketing, social networks and content production, creating a relationship with customers that goes beyond the sale of products and services.

Reward’s Rebate – Process taken by loyalty programs’ customers when, after having accumulated enough points, they decide which reward they want to receive in exchange for their consumption.

Retargeting – Use of users’ navigation historic to present advertisements of pages that they have visited before but did not made a purchase, aiming to get them to reconsider and conclude the purchase.

Retention – The client retention process intents that those consumers who have already bought your products or services in a certain period of time do it again.

Rewards – Rewards are prizes available for redemption in a loyalty program.

ROI – Return Over Investment – Difference between the amount invested by a company and the amount which comes in directly from that investment.

Sales Funnel – Division of the potential buyers in different stages, since the attraction of their interest until the sale of a product or service.

Sale Points – Physical locations where brands which integrate a loyalty program sell their products or services.

SEO – Search Engine Optimization – Technological strategy which aims to optimize the digital presence of a company in the search engine motors in order to make it more visible and easier to find for potential customers.

Share of Customer – Percentage of consumers who buy a determined product from a brand relatively to the consumers who buy the exact same category of products to other companies who sell the same product.

Share of Market – Percentage of business volume which a company has in a determined business area relatively to all the other companies who are in the same activity sector.

Social Proof – Data which confirms that a product or service has been successfully used by other consumers. The main goal is to encourage possible clients to become customers of that product or service because of the influence of the success cases.

Social Networks – Online platforms which allow companies to communicate and engage consumers in a closer and more efficient way, increasing the potential of creating loyalty.

Standalone – Standalone loyalty programs are individual programs, meaning that there is only one brand where customers can accumulate points and that brand is the only one who gives rewards.

Subscription – Term used to describe the act of enrolling, for instance, a companies’ newsletter.

Template – Pre-established design or pattern which serves as a basic model to create content as, for instance, eBooks.

Tier Level – Tier corresponds to the stage in which certain loyalty programs divide their members according to, for instance, their level of consumption.

Trade Marketing – Business process which aims to increase revenue by selling to other distributors instead of selling only to the final consumer.

Up-Selling – Marketing technique which influences customers to spend more by presenting them products similar to the ones they are looking for but more expensive and with better quality and more functionalities.

User Experience (UX) – Interaction process of a consumer with the website of a company. In order to provide a satisfactory experience, it’s necessary to guarantee, for instance, a good website usability, sense of security, quality of communication, good layout and design or even the ease of finding the information needed.

Vouchers – Document which ensures that the person who possesses it has the right to use the service or product described in it.

Webinar – Seminar streamed through digital platforms about a specific matter which can be watched live or at any time after it has been produced.

Whitepaper – Written content which presents a problem and its solution.

WordPress – Personalized digital platform used as a base for blogs or websites and the content attached to them.

Looking for a term on digital marketing and couldn’t find it? Ask in the comments and our team will answer.


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