Digital Marketing and Communication Terms

Digital Marketing Terms

• Broad Match: a keyword match type for PPC advertising that offers the broadest reach and widest range of targeting.
• Broadcast: the primary revenue generator for commercial television and radio stations, also known as on-air advertising.

Communication and Messaging

• Broadcast Message: a message sent to multiple contacts simultaneously, recipients will receive the message as an individual chat, and their responses will not be visible to others on the list.

Business and Finance

• Budget: the allowable monetary investment for creating and running a marketing campaign.
• BANT Criteria: a method of assessing the quality of prospects and tracking them through the sales qualification process, consisting of Budget, Authority, Need, and Timeframe.
• Business Goals: the outcomes that a business hopes to achieve in relation to its actions.
• Business Objectives: an outcome that a business plans to achieve.
• Business Value Proposition (BVP): the modern expression of solution selling, focusing on selling the business value or end-user benefits rather than the components of a product/service.

Digital Advertising

• Bumper Ad: a type of video ad on YouTube, non-skippable video ads of up to 6 seconds that must be watched before a video can be viewed.
• Buy Buttons: clickable buttons embedded on websites or social media platforms for direct purchasing.
• Dynamic Ads: an ad format that enables precise targeting of decision-makers and influencers with highly relevant and customizable creative.
• Dynamic Content: content that is unique to the user(s) visiting a site, often tailored to the user's experience based on cookies tracking their returning visits.
• Dynamic Pricing: the process of adjusting pricing strategies in real-time based on market demand, stock levels, customer trends, and competitor prices.
• Dynamic Remarketing: a Google ad setting that allows serving display ads back to people who've been on an ecommerce site, exposing them again to that exact product.

Ecommerce

• Ecommerce: the buying and selling of goods and services via online marketplaces or online transactions on websites and mobile apps.
• Ecommerce Marketplace: a type of ecommerce site where products or services are provided by multiple third parties, but all transactions are processed by the marketplace operator.
• Ecommerce Purchases Report: a GA4 Monetization report that shows product items people bought, how often they viewed products, the number of items purchased, and the total revenue.
• Ecommerce Revenue: income generated through online sales, affiliate marketing, online advertising, and subscription fees.

Behavioral Analysis

• Early Adopters: consumers who tend to enjoy trying new things and are comfortable adopting new ideas.
• Early Majority Consumers: consumers who tend to adopt new ideas only after they've been tried and tested by others.

Marketing and SEO

• Earned Media: free publicity generated by consumers, PR, influencers, and people who speak about and share content related to a brand or product.
• Evergreen Content: content that can remain relevant and of interest to readers for years after its initial creation and publication.
• E-A-T Expertise: Expertise, Authoritativeness, & Trustworthiness, a term from Google's Search Quality Rater Guidelines used to describe website or content quality.

Events and Tracking

• Events Report: a GA4 Engagement report that automatically tracks predefined GA4 events, such as page scrolls, and custom events set up in Google Tag Manager (GTM).
• Events Tracking: allows collecting data on a wide variety of contact behavior on a website, which can then be used to improve marketing processes by triggering automations and personalizing campaigns.
• Exit Page: the last page viewed by a website visitor.