Ten Terms Every Digital Marketer Needs to Know

From ballet to medicine, every discipline develops its own language, a shorthand practitioners use to describe processes and products. With this easy list of vocabulary  you will be conversant in digital marketing and ready to move on to the next level, developing your own digital marketing strategy. Just read, repeat and understand.

Content Marketing

Distributing written, audio, and visual content through various channels including email and social media to develop ‘leads’ or prospective customers. The content is usually designed to generate interest in or share information on a related topic rather than obviously promote the brand or product itself. Examples include blog articles, infographics, e-books, podcasts, and videos.


The steps that prospective customers take on their journey from lead to customer, often referred to as a sales funnel or marketing funnel.

The process, represented by an inverted pyramid, is divided into various stages from awareness of your brand through interest, engagement and then to sales. Successful marketing works to combat a ‘leaky sales funnel’ where leads are lost before they can be converted to customers.


The number of impressions is the number of times your online advertisement is displayed and viewed.  Each website visit and ad view count as one impression. For example, if you post a digital ad and 3,000 people see it one time each, you've made 3,000 impressions with that ad. If one person views five pages on your website, your site has made 5 impressions.

Impressions are not measured by the number of unique users, but rather how many times your ad or page is displayed/seen. Ads can be costed by impressions, the number of times they are seen, but more often charges for online advertising are based on interaction rather than views i.e.  ‘pay per click’ or PPC see below).


The word or phrase users type into search engines to find content relevant to their search. Keywords should be used to improve your ranking on search engines and help prospective clients find you online, you can build keywords into your web pages, blog posts, and other content as part of ‘search engine optimisation’ or SEO.

Lead Gen

Short for lead generation, the process of identifying and developing quality leads or prospective customers. This should form the basis of your marketing strategies.


An action that occurs naturally, in digital marketing terms that is leads or customers finding you without paid advertisements or boosted posts on social media.


The abbreviation for pay-per-click. PPC is a form of digital advertising that charges you only when a user clicks on your ad.


Search Engine Marketing, that is paying search engines to drive traffic to your website through advertising/artificially improving your ranking. This is distinct from search engine optimisation or SEO 9see below.


Search Engine Optimisation (SEO) involves improving your website’s visibility or ranking on search engines, this can include optimising your website using content, keywords, meta data, design to make it more appealing to search engines

Social Media

Social media refers to the online connections that promote the sharing of ideas and content with other users. While sites like Facebook, Twitter and Instagram typically come to mind, there are dozens of other social media networks, each with a unique purpose and user base.

Advertising on these websites comes with its own unique set of social marketing terminology that all social marketers need to know.