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Jean Franco Berrios Bachoir


Jean Franco Berrios Bachoir

  • Foto del escritorJean Franco Berrios Bachoir

Terms that every digital marketer should know.

A digital marketer should know what each digital marketing term means. Here is a list of terms that will help you refresh your memory and learn a few in case you did not know them.

Basic Terms

Agency: An outside partner that fulfills a company’s digital marketing and advertising needs.

Business-to-business (B2B): Refers to when businesses sell products or services to other businesses (when businesses purchase from each other) Business-to-consumer (B2C): Refers to when businesses sell products or services to consumers (when consumers purchase from businesses) Consumer-to-business (C2B): Refers to when individuals (consumers) sell products or services to businesses (when businesses purchase from consumers) Consumer-to-consumer (C2C): Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other) Digital channel: Any communication method or platform a business can use to reach their target audience online. Digital marketing: The practice of reaching consumers online through digital channels with the aim of turning them into customers. E-commerce: The buying and selling of goods or services using the internet. Engagement marketing: (refer to experiential marketing) Experiential marketing: The process of encouraging consumers to not only purchase a brand or product, but to experience it. Influencer marketing: The process of enlisting influential people to endorse or mention a brand or product to their followers on social media. In-house: Within a single company. Social media marketing: The process of creating content for different social media platforms to drive engagement and promote a business or product. Transferable skills: Skills from other areas that can help someone progress a career in marketing.

Marketing Funnel, Customers & Sales

Awareness stage: The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service.

Consideration stage: The second stage of the marketing funnel, when a potential customer's interest builds for a product or service.

Conversion: The completion of an activity that contributes to the success of a business.

Conversion rate: The percentage of users or website visitors who completed a desired action, such as clicking on a link in an email or purchasing a product.

Conversion stage: The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown.

Customer journey: The path customers take from learning about a product, to getting questions answered, to making a purchase.

Customer journey map: A visualization of the touchpoints a typical customer encounters along their purchase journey.

Frequency: How many times an individual encounters an ad in a given timeframe.

Impressions: The total number of times an ad appears on people’s screens.

Inclusive marketing: The practice of improving representation and belonging within the marketing and advertising materials that an organization creates.

Lead: A potential customer who has interacted with a brand and shared personal information, like an email address.

Local search: A search query that generates local-based search results.

Local SEO: Optimizing content so that it displays in Google's local search algorithms.

Loyalty stage: The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates.

Marketing funnel: A visual representation of the process through which people go from learning about a brand to becoming loyal customers.

Omnichannel: The integration or synchronization of content on multiple channels.

Pain points: Problems customers want to solve.

Reach: The total number of unique individuals who encounter an ad across their different


Target audience: The group of people most likely to purchase a company's products; often defined as the combination of customer personas.

Touchpoint: Any interaction a customer has with a brand during their purchase journey.

Social media, Brand & Optimization

Brand: How a business or organization is perceived by the public.

Brand equity: The value consumers attribute to one brand’s offerings when compared with similar products from another brand.

Brand safety: Keeping a brand's reputation safe when they advertise online.

Business goal: A desired aim, achievement, or outcome for a business.

Content marketing: A marketing technique that focuses on creating and distributing valuable content to a specific audience.

Cost per click (CPC): The amount an advertiser pays when someone clicks on a PPC ad.

Customer persona: Represents a group of similar people in a desirable audience.

Display ad: A visual ad format placed on websites or applications.

Earned media: Positive digital exposure generated through personal or public recommendations.

Email marketing: Sending messages to a list of existing subscribers to share information, drive sales, or create community.

Keyword: A search term people use to find information, products, and services online.

Media mix: A combination of digital channels used to reach goals and how the budget is divided among them.

Owned media: All the digital content a brand fully controls.

Paid media: Any form of digital promotion a brand pays to put online.

Pay-per-click (PPC): A type of advertising that allows the advertiser to pay only when someone clicks on an ad link.

Search engine marketing (SEM): Generating traffic to a website through paid ads that appear in search engine results pages.

Search engine optimization (SEO): The process of increasing the visibility of website pages on search engines to attract more relevant traffic.

Search engine results pages (SERPs): The pages of results a search engine produces when someone performs a search.

Segmentation: Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history.

Data, Performance & Indicators

Attribution: Determining which content and channels are responsible for generating leads, conversions, or sign-ups.

Change management: Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly.

Customer lifetime value (LTV or CLV): The average revenue generated per customer over a certain period of time.

Data: A collection of facts or information.

Data analysis: Examining data to draw conclusions, make predictions, and drive informed decision-making.

Data analytics: Monitoring and evaluating data to gain actionable insights.

Data anonymization: Techniques to mask or remove personal information from data to protect the identities of people.

Data bias: Human error that skews data collection or interpretation of data in a certain direction.

Data-driven attribution: Measures customer engagement with marketing content across channels to understand what is motivating them to take action.

Data ethics: The study and evaluation of moral challenges related to data collection and analysis.

Data privacy: Rights of individuals under the law to control how their personal information is collected, processed, shared, archived, and deleted.

Data pulling: Collecting data from analytics tools and putting it in a spreadsheet or database.

Data reporting: Organizing and summarizing data to track performance across marketing and sales efforts.

Data storytelling: Conveying data insights to a specific audience using a clear and compelling narrative.

Data visualizations: Graphical representations of data that convey information.

First click attribution: Assigns all the credit to the first touchpoint that eventually leads to a conversion.

Key performance indicator (KPI): A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal.

Last click attribution: Assigns all the credit to the last known touchpoint before conversion.

Linear attribution: Assigns equal credit to each touchpoint along the customer journey.

Performance marketing: The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies.

Performance reporting: (refer to data reporting).

Personally identifiable information (PII): Information that could be used to directly identify, contact, or locate an individual.

Return on ad spend (ROAS): How much revenue is gained versus how much was spent.

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© 1991  Jean Franco Berrios Bachoir

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