18 Basic Terms in Digital Marketing You Must Know

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In this post, we will discuss in full the terms in the world of digital marketing. Maybe many have heard of it or maybe you have never heard of it or are still unfamiliar with its meaning.

The field of digital marketing itself includes all types of product or service marketing in the online world, including search engine optimization, PPC, social media marketing to email marketing.

Well, after knowing the problems of most ordinary people who are new to the world of marketing, then in this article we will break down this digital marketing term into several categories as mentioned above; social media marketing, search engines and email marketing.

Source: exabytes
Some of these digital marketing terms can be applied to all three, so pay attention. Come on, just check what the terms are often mentioned in this online marketing world.

1. Terms in Social Media Marketing

For the first category, we will explore what are the terms that often exist in social media marketing below in full.

Cost Per Action (CPA)

First, there is Cost Per Action or what is usually abbreviated as CPA. This term can be interpreted where later a publisher will get a commission when the targeted user performs an action (action). That's why it's called Cost Per Action (CPA). What's the action? It all comes back again and can vary, for example, you can register on the landing page, fill out forms, register for something, buy products and much more.

Cost Per Action is considered to be one of the best ways to earn income easily and practically on the internet. Because the commissions obtained are diverse and large. The commission you can get from this CPA varies from $ 0.01 to $50, you know!

Cost Per Impression (CPI)

This Cost Per Impression (CPI) refers to the rate that the advertiser (advertiser) has agreed to pay per 1,000 views of a particular ad. Surely you often see pop-out ads scattered online. Now, impression in CPM means the display of advertisements to the user when viewing a web page, which contains several advertisements. So, one view of this page will usually produce one view (impressions) for each ad displayed on this web page.

CPM is no longer a secret to be one of the benchmark metrics to measure how successful and calculate the relative cost of advertising campaigns on a given platform. With this CPM matrix, advertisers can more easily compare the costs of advertising campaigns in various media in order to reach several potential buyers with different locations through this.

Lookalike Audiences

Lookalike audiences is a term that is also often used. This is one way to target users (social media users) according to their demographics and interests that are similar to the users you already have. This method is considered very effective for finding your potential customers. This can be considered as custom audiences, because it can create specific targets for advertising on social media. We can also save time compared to traditional target advertising.

Click Through Rate (CTR)

You may have wondered, "Where do you get money from online advertising? Is there a way to calculate it, isn't there?" Well, this Click Through Rate answers everything, guys.

Click-through rate (CTR) can be spelled out as the number of visitors who clicked on links to your website pages that came from viewing other website pages. Starting from email to online advertising. This CTR is usually used to measure the success rate of online advertising or marketing. This success rate can be seen from the ratio, the higher the CTR or click-through rate, the more successful the ad will be.

From this CTR level, it is very helpful for digital advertisers to measure the success of their online marketing. This can be used in various media, such as advertisements in email, and also search engines. This is where digital advertisers can learn which ones are successful and which ones are not.

If we mentioned above that there is a CPI based on per impression (seen by visitors), the CTR is per click, if visitors only see ad impressions without clicking, it means that the ad is less successful in bringing visitors to the website page.

Engagement Rate

Engagement rates are always present on every social media, from Facebook, Twitter, Instagram to Blogs. This engagement rate is how many comments, shares and likes you can get from the post on social media. The higher the engagement rate (engagement) the better your content will be, which will be interesting and good for SEO.

With a high engagement rate, you have so many benefits for business sales. You can also guess by looking at response data and visitor statistics on your content and business, you know. This method can also see whether the strategies and content used are successful or whether this online marketing strategy has not been effective.

Buyer Persona

Last but not least, in the social media marketing category there is also the term Buyer Persona, which is referred to as a shadow or a better picture of who the potential customers of your business products are. This buyer persona can include demographics, such as gender, age and hobbies. The research and development team needs accurate target market research data, starting from the motivation, behavior and buying goals of your customers.

Getting to know your customers is a very good idea to clearly know the goals or fears your potential buyer might have. So, this way you will know what solutions your business needs to offer in order to reach your target market and type of potential buyers.

2. Terms in Search Engine

In the second category, we will also find out what online marketing terms are often used in search engines, just scroll down!

Search Engine Optimization (SEO)

First there is a word that you may have often found on the internet, namely SEO. SEO which stands for Search Engine Optimization is basically a tactic or a way to place a website so that it can appear on the first page on Google search pages or other search engines. To do this, you need keywords or keywords related to the website that you create for your online business, so that it is easier to find.

Search engines or search engines do provide information on the product they are looking for to potential consumers, but not just potential buyers. On the other hand, search engines can also provide your business with quality potential customers. Because it can be said that most of them already have the intention to buy the products you sell on your online business website, that's why they look for the appropriate keywords in search engines, this is certainly beneficial for both parties, right?

Pay Per Click (PPC)

The second, there is Pay Per Click or better known as PPC, for short. As the name implies, Pay Per Click is a cooperative method of advertising and marketing on the internet that allows the site owner to be paid for every click from visitors to this site. Usually visitors click on the web page of this site by clicking on an ad link that is installed on the website or blog.

As one of the most popular types of marketing, PPC is very useful for your business, especially in determining the target market. Placing ads with PPC can target audiences more precisely. It can be according to demographics, hobbies and also the devices they use.

In addition, PPC also makes your business more targeted and flexible. You can set the budget per day, how many people you want to target, from which city and country, what kind of search activity, up to a specific time such as what hours and days with this PPC, Cool right?

Bounce Rate

It's called Bounce Rate because when your website visitors open your site and only see one page, they don't do anything else. So, there's no such thing as pressing the menu button, other internal link buttons, CTA let alone other pages on your website.

Google Analytics itself will show the 'Bounce Rate' for the website. If for example this number is high, you certainly need to make some adjustments. The more pages your website visitors view and the more time they spend on the website, the higher the chances of your website being entered and moving up search rankings!

3. Terms in Email Marketing

For the last category, there are several online marketing terms in email marketing. If you want to know more about this, you can check out the article below.. Come on, scroll!

Email Bounce

Email Bounce is a failure to send an email that will automatically be notified that the email failed to send. The common cause is usually a fake email address, the email domain is not the real domain, and many more. Bounce message is the name and they will give you an important notification to help you identify why the email failed to send? Well, the job of the bounce message is to notify you of this.

There are 2 types of email bounces, namely soft bounces and hard bounces.

1. Soft Bounce

This soft bounce means that the email address you want to send is correct and the email message can be received by the recipient's email server. However, the email can bounce back because:
  • The recipient's inbox is full
  • Their email server is down or under repair
  • Email file that is too big
Some email APIs will keep trying to send to this email a few more times before giving up. If the soft bounce continues, the API will eventually remove the email address from the list.

2. Hard Bounce

A hard bounce is an email that fails to deliver for a permanent reason, such as an invalid recipient address (either because the domain name is incorrect, not authentic, or the recipient is unknown)

Another reason could be that the e-mail address being addressed to is incorrect or cannot be recognized.

Open Rate

When you send out an email marketing campaign, do you want to know if it's successful or not? But, how do you measure it?

The answer is to use a matrix! The first matrix that gives an indication of success is the Open Rate, the percentage of the number of times the email campaign has been opened by the recipient of the total number of subscribers.

People look at their email open rate to determine how successful their email marketing strategy is. This helps to understand which aspects of the email strategy are inappropriate and which require review.

Click Through Rate

Just like the CTR in the prefix, it means the same as how many visitors clicked on your email campaign, here. The only difference is that it's in the email, the rest is the same. This email click through rate is calculated from the number of customers who have clicked on at least one link in your business email marketing campaign.

CTR in emails doesn't just depend on the call to action, email subject and shiny copy. Several small things from delivery time to email length both play a big role in determining the CTR value.

Other Terms in Digital Marketing that You Must Know

Well, in addition to the categories above, there are also other terms that you need to know! Come on, see below!

Affiliate Marketing

Affiliate marketing is a process to earn commissions by promoting other people's products (or companies). So, you can find a product you like, promote it to others, and earn a commission on every sale.


Well, this time there is a remarketing strategy, which means you display a specific ad to visitors who have visited your website before. So, there is another ad for your website that appears again when they surf on another web which will make them more confident to make a transaction (purchase).

Automatic Content Generation

This time there is such a thing as content automation, which is a digital marketing strategy that focuses on automating content and minimizing human intervention. This is considered more efficient, does not take too much time and is certainly automatic!

Online Presence

Online presence is the same as meaning is the availability of your online business information that can be found online. By having a website or blog, your web presence on your blog will be visible and detected on search engines.


Conversion itself can show how many visitors to your business take actions that benefit the business owner. Again, everything is in accordance with the marketing objectives that were set at the beginning, yes!

Landing Page

Landing page is every page that is opened by the user by clicking on something first. If a website page usually contains a lot of links and menus, this landing page is designed more to direct visitors to click on something specifically. So this landing page contains more detailed and specific information about a product and service.

Well, above have summarized some of the terms in online marketing according to the category and also other terms that are often mentioned. Those are some terms that you should know, especially for those of you who market your products on the internet. Hopefully this article is useful, friends! See you in the next article!

Credits : Derisna Waisa (exabytes)

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