Online Marketing Terms: A to Z list of Common Expressions

Learn the ABC's of Online Marketing

Whilst you’re researching different strategies and tactics to help boost your online marketing it’s likely you’ll come across at least a few new terms you’re unfamiliar with. So to lend a helping hand and assist in growing your marketing vocabulary we’ve put together this A to Z list of common terms to keep you ahead of the pack.

A is for Ads: Online ads refer to paid advertising that conveys your brand message to consumers searching, browsing, and socialising on the Internet.

B is for Blog: A blog is an online platform for individuals, businesses, brands and organisations alike to publish a broad range of search-optimised content. Blogs are like online journals that help you get found via search engines and therefore engage with your target audience.

C is for CTA (call to action): Call to actions are any message found on an online ad, email, web page or form that directs a viewer to take an action. These are usually paired with a conversational pathway such as a contact form or phone number. Common CTA’s include “Sign Up Now” and “Call Us Today”

D is for Display Advertising: This form of online advertising is a great way to build brand awareness, as you will reach consumers while they surf the web. Display advertising allows you to target specific audiences, based on interest or geographic area.

E is for Email Marketing: Using email to distribute your sales and marketing information is a useful way to engage with prospects and customers who have subscribed to receive updates from your business or brand. Email marketing can encompass newsletters, event invites, special offers and industry updates.

F is for Feed: A feed is a continuous stream of updated content that a reader selects based on different topics. An RSS Feed for example can be set up by a reader to display specific blogs or news sites updates. Feeds like Facebook’s News Feed are used on social media platforms to educate users on the activities and posts of brands, groups and friends.

G is for Google My Business: Formerly known as “Google+ Local” this online listing and content base for local businesses is a handy platform for marketing your brand online. By claiming your Google My Business profile and providing consumers with your contact information, reviews and more, will not only help you rank highly in Google’s organic search results but will also build awareness of your brand and drive consumers to your website.

H is for Hashtag: A hashtag is a word or phrase written after a hash sign (#) without any spaces in it, for example #SocialMediaMarketing. These hashtags are used to associate the specific word or phrase to a particular post, image or piece of content on social media platforms like Instagram, Twitter and Facebook. Businesses can use hashtags to generate a buzz on social media as part of a campaign around their products/ services and events.

I is for Impressions: An impression is a standard of measurement typically used to determine the number of views on an ad or piece of shared content over a certain amount of time.

J is for Journey: When used in the context of a consumer’s buying behaviour, the buying journey refers to the pathway they take from the consideration to the purchase phase. This journey encapsulates a number of steps on both the online and offline spheres, including visiting websites, researching a brand’s reputation, following a business on social media or interacting with advertising. By becoming familiar with your target audiences’ buying journey you can craft a more effective online marketing strategy.

K is for Keywords: A keyword is a word or phrase that you can use to target search engine advertising with. Individuals and businesses bid on keywords when they want to buy pay-per-click (PPC) advertising, as these are the common words users will enter into a search engine to generate results.

L is for Landing Page: When a user clicks on an online ad or link from a campaign they will be directed to a page on a website known as a landing page. This is an optimised page that assists in converting leads into contacts via calls, web forms and emails. Often landing pages will contain offers and information relevant to the product and services featured in the online advertising that drove users there.

M is for Mobile Website: A mobile website is specially coded for consumers to view via a mobile device, such as an iPhone or tablet. A mobile website could either be a responsive site – that automatically adjusts elements on your site to fit any mobile screen – or a custom site, designed to give the user a unique experience on their mobile device.

N is for Native Advertising: Advertising in the ‘native’ style means the ad is designed to fit seamlessly into the environment it is presented in. An advertorial on a news site for example will be made to look similar to the new stories surrounding it.

O is for Organic Search Results: On a search engine results page the organic search results are the links to content, which appear in the main body and are generated based on a search algorithm that determines the relevancy of the content to your keyword search terms.

P is for PPC (Pay per click): Pay per click, also known as cost per click, is the set amount an advertiser agrees to pay the network or search engine hosting their ad, every time a searcher clicks on it.

Q is for Quality Score: Your quality score is a rating that affects your ranking on a SERP and the cost per click of your online ads. This is determined by the relevance and usefulness of your content and associated keywords.

R is for Reputation Management: Managing your reputation involves tracking, monitoring and managing your brand’s Web presence by generating positive online content and replying to comments on social media and review platforms.

S is for SERP (Search engine results page): SERP refers to a page on a search engine, which features a list of Web pages and search ads that have been produced by the results of a keyword search.

T is for Targeting: The practice of targeting is a useful tool to assist in building brand awareness and driving more conversions through your business website. Used in both paid search advertising and display advertising, your targeted ads will be placed in front of the consumers you want to reach, who are determined by factors such as online behaviour, geographic location, websites they’ve visited or terms they have searched.

U is for URL (Uniform resource locator): A URL is the unique online address for a website on the Internet, such as for example. Businesses should include their company name in their URL so consumers can find their site when searching online.

V is for Viral Marketing: Viral marketing techniques include entertaining and catchy videos, images and memes, and are used to help a piece of content spread quickly through online networks and social media. Although nothing will guarantee content will go viral, it is often humorous, innovative or shocking in order to drive social media shares.

W is for Web Presence: Your Web presence refers to how your brand or business is appearing online and involves not only your website but also your visibility on organic search results, social media, review sites, local directories, display advertising and more.

X is for X-factor: To have the x-factor your online marketing campaign must implement smart tactics and spur a success that goes well beyond it’s originally intended scope.

Y is for YouTube: The vastly popular online video site YouTube lets users upload their video clips and share them across social networks and web pages or blogs. Owned by Google, YouTube videos commonly feature highly on Google’s SERPs.

Z is for Zero Moment of Truth: The Zero Moment of Truth (ZMOT) refers to the moment a consumer starts the decision making process online and kicks off on the path consumers take to buy. This includes research about a business and its products/services, reading online reviews and comparing prices or options.


Have you heard of any other online marketing terms and wondered what they mean? Let us know in a comment!




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