The collection and processing of data that can help indicate effectiveness of campaigns, or provide insights into your audiences.
Also known as inbound or incoming links, backlinks are simply the linking to one website from another. For example, a product review on a specialist blog might backlink to the manufacturers website. Backlinking shows a degree of confidence in a website, and helps with SEO.
A series of adverts and messages that share a common idea or theme. You might for instance run multiple adverts for a particular service or product. They might look different or target different audiences, but they are all in service of the same idea.
The point at which a recipient of a marketing message completes a desired goal. This might be signing up for a newsletter, or completing a check-out, or reaching out to your team.
A unified overview of your analytics data. This might include website traffic, breakdown of audience metrics, or performance data on particular adverts and campaigns.
The use of digital channels such as social media, display networks and search engines to promote a product or service.
Sending direct messages and targeted material to an audience in the hopes of developing or extending a commercial relationship and drive conversions.
A representation of the user journey from first discovering your product or service to the purchasing or utilising stage.
Google Ads (formerly AdWords)
Google’s advertising network, which spans across text ads, display ads and video ads. These can appear in Search, on YouTube, Discover, and more.
A marketing strategy that utilises both digital and traditional marketing channels to reach a larger audience.
Collaborating with big social media personalities to promote your product or service to their followers.
The subject of this article, jargon is the specialised language used to refer to technical marketing terms.
A word or a group of words that a user would type into a search engine when looking for information. A website with good copy will contain many important – relevant – keywords which will help that website appear in the search results.
The monitoring of social media for mentions to your brand, your competitors, and any related keywords. This can help assess your relative brand recognition, and trends in your industry.
The four elements, or levers, that marketers can use to influence the demand of a product or service. These are product, price, place, and promotion. (Also know as the 4 P's...of which there are derivatives.)
Collecting and analysing data about the market, the customers, and the competition. This is then compiled into a report that is used to make operational decisions.
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