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Find out more about digital marketing and discover innovative ways to make your business thrive in the new neighbourhood.

Online Marketing 101 Glossary

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Online Marketing 101 Glossary

Do you know your marketing ABCs? Here's a glossary full of online marketing terms.



A/B testing: comparing two different versions of the same web page, or display or search engine ad to see which performs better.

Analytics: gives you insights on your marketing performance with measurements and analysis.

Audience Engagement: it has to do with how you and your audience are engaging with each other. It can be how you capture your audience's their attention with a piece of content or the number of Facebook of shares, comments, and likes you have on your page.



Blog: frequently updated short pieces of written content, perfect for improving website traffic and reaching your audience.

Bounce rate: the percentage of visitors to a particular website who navigate away from the site after viewing only one page.

Buyer Persona: a semi-fictional representation of your ideal customer based on market research and information about your existing customers.  



Call to action (CTA): is a button, image or line of text that prompts your visitors, leads, and customers to take action (ex. buy now, download, learn more).

Content marketing: a marketing technique that involves distributing relevant and valuable content to attract a certain audience, with the goal of driving more profit. 

Conversion: when someone performs a desired action to meet your marketing goal; for instance, a conversion can a prospect opening your email, signing up for a newsletter, or buying a product.

Cost per action (CPA): it is the amount an advertiser pays for each specified action within an online pricing model, for instance, it can be the amount for each click or impression.

Click through rate (CTR): it is the ratio of people who click on a specific link to the number of total users who view a page, email, or an ad.  It helps determine the success of each online marketing campaign. 



Demographic: a specific category for a population, it can be based on factors such as age and gender.  It can help you understand your audience and create ads targeted to the.

Display ads: these are online advertisements that rely heavily on non-texted based elements such as images, audio, and video.



Email list: a list of people's emails for your online mailing list.

Engagement rate: It is a way to measure brand success. It can be determined by the number of likes, comments, and shares on your social media or how many people your content has reached.



Facebook: the most popular social media website that is also a great place for you to promote your business.

Frequency: the number of times you touch each person with your marketing message.



Google Adwords: Google's advertising system where advertisers bid on certain keywords in order for their ads to appear in Google's search results.

Gated Content: content that is behind a form, that requires a person to provide some information in order to view it.



HTML: also known as Hypertext Markup Language, it is a standardized system for tagging text files to achieve font, color, graphic, search engine optimization, and hyperlink effects on a website.



Keywords: these are word or phrases that are used in search engines such as Google.  For example, "best places to eat crepes in Montreal" can be a keyword phrase, where each word in the sentence is a keyword.



Landing Page: the section of a website accessed by clicking a hyperlink on another web page, typically the website's home page.



Mobile Website: a website that is optimized for mobile viewing.



Newsletter: in online marketing, it is a regularly distributed email publication for your subscribers.



Online Presence:  is your business' online existence that can be found through an online search.



Pay per click (PPC): the amount an advertiser pays to get an advertisement click.

Podcast: a digital audio file that is used as a form of broadcasting on the internet.

Print advertising: a form of advertising that uses physically printed media.



Reach: the number of people you touch with your marketing message. 

Retargeting: an advertising technique that targets people who have visited your website, but have not yet signed up or make any purchase.

Return on investment (ROI): it is a measure of the profit earned from each marketing investment.



Search engine results page: the listing of results returned by a search engine in response to a person's keyword query., is a search engine where people can enter keywords and look for local business.

Search engine optimization (SEO): the process of improving a website's visibility in a search engine's unpaid results. 

Segmentation: the process of dividing your target audience into different categories according to their specific needs and/or interest.

Social media marketing: the process of promoting your business using social media websites such as Facebook, LinkedIn, and twitter.



Target audience: a group of people a business decides to aim its marketing efforts.



Unique visitors: number of new people who visit a website.



Video ads: an online ad that uses a video format.



Webinar: an online video seminar, which can be a presentation, discussion, demonstration, or instructional session.



XML sitemap: is a document that helps Google and other major search engines better understand your website while crawling it.



Yellow Pages: your go to place to advertise your local listing or find a nearby business.


What’s next?

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