DIGITAL MARKETING: REFERENCE MANUAL
Digital Marketing Directory
Branding
Brand Identity: The visual and verbal elements that represent a brand (logo, colours, fonts, tagline, etc.).
Brand Equity: The commercial value derived from consumer perception of the brand name rather than the product or service itself.
Brand Positioning: The strategy to create a distinct image of a brand in the customer’s mind compared to competitors.
Brand Awareness: The extent to which consumers recognize or recall a brand under different conditions.
Brand Loyalty: A customer’s consistent preference for one brand over all others, is reflected in repeated purchases.
Brand Ambassadors: Individuals, often influential, who promote a brand voluntarily or for compensation.
Brand Voice: The uniform and distinctive expression of a brand across all communication channels.
Brand Storytelling: Using narratives to engage consumers and convey the brand’s values, history, and mission.
Brand Recall: The ability of consumers to remember a brand without any visual or auditory identifiers.
Brand Experience: The combination of all the interactions a customer has with a brand over time.
Brand Architecture: The organizational structure of a company’s brand portfolio.
Brand Extension: The strategy of using an established brand name on new products to increase sales.
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Inbound Marketing
Inbound Marketing: Marketing strategies that focus on attracting customers through content and interactions that are relevant and helpful.
Content Marketing: Creating and distributing valuable content to attract and engage an audience.
SEO (Search Engine Optimization): Optimizing content to rank higher in search engine results.
Lead Magnet: A free item or service is given away to gather contact details.
Landing Page: A page designed to capture leads.
Call to Action (CTA): A prompt that encourages an immediate response or action.
Lead Nurturing: Building relationships with potential customers through various types of content.
Conversion Funnel: The stages a consumer goes through before making a purchase.
Marketing Automation: Using software to automate repetitive marketing tasks.
Buyer Persona: A semi-fictional representation of an ideal customer based on research and data.
Customer Journey: The complete sum of experiences that customers go through when interacting with a company.
Lifecycle Marketing: Marketing strategies tailored to each stage of the customer lifecycle.
Content Offer: A valuable piece of content offered to leads in exchange for their information.
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Outbound Marketing
Outbound Marketing: Traditional marketing methods where the company initiates the conversation and sends a message out to an audience.
Content Marketing: Creating and distributing valuable content to attract and engage an audience.
SEO (Search Engine Optimization): Optimizing content to rank higher in search engine results.
Lead Magnet: A free item or service is given away to gather contact details.
Landing Page: A page designed to capture leads.
Call to Action (CTA): A prompt that encourages an immediate response or action.
Lead Nurturing: Building relationships with potential customers through various types of content.
Conversion Funnel: The stages a consumer goes through before making a purchase.
Marketing Automation: Using software to automate repetitive marketing tasks.
Buyer Persona: A semi-fictional representation of an ideal customer based on research and data.
Customer Journey: The complete sum of experiences that customers go through when interacting with a company.
Lifecycle Marketing: Marketing strategies tailored to each stage of the customer lifecycle.
Content Offer: A valuable piece of content offered to leads in exchange for their information.
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Content Marketing
Content Strategy: Planning, creation, delivery, and management of content.
Content Curation: Collecting and sharing relevant third-party content with your audience.
Content Calendar: A schedule detailing what content will be published and when.
Evergreen Content: Content that remains relevant and useful over a long period.
Viral Content: Content that spreads quickly and widely across the internet.
User-Generated Content (UGC): Content created by consumers or users of a brand.
Infographic: A visual representation of data or information.
E-book: A digital book used as a marketing tool.
White Paper: A detailed report or guide addressing a complex issue.
Case Study: An in-depth analysis of a particular instance, event, or project.
Blog Post: An article or entry posted on a blog.
Podcast: An audio program or series available for streaming or download.
Webinar: A live, online educational presentation or seminar.
Video Marketing: Using video content to promote a product, service, or brand.
Landing Page: A standalone web page created for a marketing or advertising campaign.
Call to Action (CTA): A prompt that encourages the audience to take a specific action.
SEO Content: Content created specifically to improve search engine rankings.
Content Distribution: The process of sharing content across various platforms.
Interactive Content: Content that requires active engagement from the audience, such as quizzes and polls.
Content Audit: A comprehensive review of all content assets to assess their performance.
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SEO (Search Engine Optimization)
Keywords: Words or phrases that users enter into search engines.
Backlinks: Inbound links from other websites to your site.
On-Page SEO: Optimization of content and HTML source code on a webpage.
Off-Page SEO: Activities outside of your website to improve search engine rankings.
Technical SEO: Optimizing the technical aspects of a website to improve its rankings.
SERP (Search Engine Results Page): The page displayed by search engines in response to a query.
Meta Tags: HTML elements that provide metadata about a web page.
Alt Text: Text used to describe images on a webpage.
Anchor Text: The clickable text in a hyperlink.
Organic Search: Search results that are not paid for.
Local SEO: Optimizing a website to rank better for local searches.
Keyword Research: Identifying popular words and phrases people enter into search engines.
Link Building: Acquiring hyperlinks from other websites to your own.
Domain Authority (DA): A measure of a website’s authority in search engine rankings.
Page Authority (PA): A measure of the strength of an individual page’s SEO.
Search Intent: The reason behind a user’s search query.
Bounce Rate: The percentage of visitors who leave a site after viewing only one page.
Click-Through Rate (CTR): The ratio of users who click on a link to the total number of users who view the link.
Canonical URL: The preferred URL for a piece of content, used to prevent duplicate content issues.
XML Sitemap: A file that lists the URLs for a site, helping search engines crawl the site more effectively.
Robots.txt: A file that tells search engines which pages on your site to crawl.
Schema Markup: Code that helps search engines understand the context of your content.
Keyword Density: The ratio of a keyword to the total number of words on a page.
Rich Snippets: Enhanced search results that include additional data like reviews, ratings, and images.
Google Analytics: A tool that tracks and reports website traffic.
CTR Manipulation: Tactics to improve the click-through rate of a site in search engine results.
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