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70 Plus Digital Marketing Acronyms & Terms Defined


Digital marketing can be a landscape full of jargon and acronyms. There are so many acronyms and terms that it’s hard to keep track of them all. Here we define 70+ of the most common digital marketing acronyms and explain what they mean. Once you understand these terms, you’ll be one step closer to winning a marketing crossword puzzle! 


A-Z Definitions

ALT Text: A written description of an image, often used by screen readers for visually impaired users and to provide information for search engines.

ACQ (Answering Customer’s Questions): The practice of using content to answer any and all questions your customers have about your business. 

API (Application Programming Interface): A set of protocols, routines, and tools for building software applications, often used by marketers to access and analyze data from other platforms or websites.

Backlinks: Inbound links from one website to another, often used as a ranking factor in search engines.

Bounce Rate: The percentage of website visitors who leave after viewing only one page on the site. A high bounce rate can indicate that the content or design of the website is not engaging enough for visitors to explore further.

BRAND (Building a Real and Nutritious Digital Presence): The strategic development of a strong online presence for a brand, including maintaining consistent messaging across all digital channels.

CAC (Customer Acquisition Cost): The amount of money spent to acquire a new customer, including advertising and sales expenses.

CMS (Content Management System): A program or platform used to create, edit, publish, and organize website content.

Content Marketing: A marketing strategy focused on creating and distributing valuable, relevant content to attract and retain a clearly-defined audience, with the goal of driving profitable customer action.

Conversion Funnel: The path a customer takes leading up to the desired action, such as making a purchase or signing up for a newsletter.

Conversion Path: The series of actions taken by a customer before completing the desired action, such as making a purchase or signing up for a newsletter.

Cookies and Pixel: A small piece of code placed on a website or in an email used to track and retarget users while collecting useful data for ROI and conversion tracking.

CPA (Cost Per Acquisition): The cost incurred for each conversion, such as a sale or sign-up, resulting from a marketing effort.

CPC (Cost Per Click): The amount paid for each click on an online advertisement, often calculated as part of a larger advertising budget or campaign cost.

CPL (Cost Per Lead): This term refers to the cost incurred for each new lead or potential customer acquired through a marketing campaign or channel.

CPM (Cost Per Thousand Impressions): The cost of displaying an advertisement to a thousand people, regardless of whether or not they engage with the ad.

CRM (Customer Relationship Management): A system used by businesses to manage and analyze interactions with current and prospective customers, as well as streamline sales processes.

CRO (Conversion Rate Optimization): Strategies used to improve the percentage of website visitors who take the desired action, such as making a purchase or signing up for a newsletter.

CTA (Call-to-Action): A prompt, such as a button or link, encouraging readers to take a specific action, such as signing up for a newsletter or making a purchase.

CTR (Click Through Rate): This term refers to the number of clicks on a link divided by the number of times it was viewed or delivered, typically expressed as a percentage. A high CTR indicates that a well-targeted audience is interacting with an ad or email campaign.

Customer Value Journey: The journey a customer takes from awareness to consideration to purchase and loyalty. Read more here.

Dark Posting: The practice of creating and promoting social media posts without them appearing on the brand’s public profile or timeline. Read more here.

Digital PR (Public Relations): Using digital channels, such as social media and online publications, to promote a brands efforts.

Domain Authority: A score, on a scale of 1-100, developed by SEO tools to predict the likelihood that a website will rank highly in search engine results.

DSP (Demand Side Platform): A platform that allows buyers of digital advertising inventory to manage multiple ad exchanges and data sources through one interface.

FTP (File Transfer Protocol): A standard network protocol used to transfer computer files between a client and server on a computer network.

GDN (Google Display Network): A network of websites where Google ads can be displayed, including Gmail and YouTube.

GDPR (General Data Protection Regulation): A set of regulations governing the use and protection of personal data for individuals within the European Union.

H1 Tag: A HTML tag used for the main heading on a web page, with H2-H6 being used for subheadings.

Heat Map: A visual representation of where website visitors click, scroll, and spend the most time on a webpage, often used for optimization purposes.

ICP (Ideal Customer Persona *Profile): A detailed description of a business’s perfect customer based on factors such as demographics, behavior patterns, and goals.

Impression: The display of an advertisement on a webpage or other medium, but not necessarily resulting in a click.

Keyword Density: The percentage of times a keyword or phrase appears on a webpage or piece of content, often used in relation to SEO and search rankings.

KKB (Keyword Stuffing): The practice of cramming an excessive amount of keywords into content in an effort to manipulate search engine rankings. This unethical tactic can result in penalties from search engines.

KLT (Know Like Trust): The process of building familiarity, credibility, and trust with potential customers through content marketing and engagement.

KPI (Key Performance Indicator): A metric used to measure and track the performance of a specific goal or objective, such as increasing sales or improving website traffic.

Link Juice: The ranking power passed from a website to another through backlinks.

Location-Based Search: The display of search results based on the physical location of the searcher, typically used for local businesses and services. Example: Top Roofer near me, or Best Marketing Agency in NJ.

Long-tail Keyword: A specific and detailed search query, often containing three or more words, with lower search volume but higher conversion potential than broader keywords.

LTV (Lifetime Value): The total revenue generated by a customer over the course of their relationship with a brand or business.

Map Pack Optimization: The practice of optimizing a local business’s presence on map and location-based search results, often through citations, online reviews, and Google My Business.

Meta Description: The short summary of a web page used in search engine results pages to inform users about the content of the page and encourage them to click.

OKR (Objectives and Key Results): A goal-setting framework in which businesses set one overall objective, with specific measurable key results to track progress towards that objective.

OTT (Over-the-Top): Delivering content, such as streaming video, via the internet without the involvement of a traditional distributor or provider.

PPC (Pay-Per-Click): A model of internet advertising where advertisers pay a fee each time their ad is clicked on by a user.

Programmatic Advertising: The use of software to buy and place digital advertising, often in real-time.

Retargeting: The practice of displaying advertisements to website visitors who have previously shown interest in the advertised product or service by visiting the advertiser’s website.

ROAS (Return on Ad Spend): A metric used to measure the effectiveness of advertising, calculated by dividing the revenue generated from an ad campaign by the cost of the campaign.

ROI (Return on Investment): A measure of profitability that calculates the profit or loss made in relation to the amount invested in a marketing campaign or strategy.

Schema Markup: Code added to a website’s HTML to provide search engines with additional information, often used for rich snippets and enhanced search results.

SEM (Search Engine Marketing): The use of paid advertising strategies on search engines to increase website traffic and visibility.

SEO (Search Engine Optimization): The practice of optimizing website content to improve its rank in search engine results pages and drive organic traffic.

SERP (Search Engine Results Page): The page displayed after conducting a search on a search engine, showing both paid and organic results.

S.M.A.R.T Goals (Specific, Measurable, Attainable, Relevant, Time-bound): A framework for setting clear and achievable goals.

SMM (Social Media Marketing): The use of social media platforms to promote products, services, and brands. Native advertising: Digital advertising that is integrated into the design and content of a platform, such as sponsored articles on a news website or promoted posts on social media.

SNO (Social Network Optimization): Strategically optimizing your presence and actions on social media networks to increase visibility and engagement.

Split Testing: Also known as A/B testing, split testing involves creating two versions of a marketing campaign or website and comparing the effectiveness of each.

SSL (Secure Sockets Layer): A standard security technology for establishing encrypted communication between a web server and browser. Often indicated by “https” in the website’s URL and a lock icon on the browser.

Title Tags: The title of a web page, displayed in search engine results and at the top of a browser window.

UI: (User Interface): The design and layout of a website or digital product, focusing on the ease of use and overall experience for the user.

UX (User Experience): The overall sentiment and perception a user has when using a website or digital product, taking into account elements such as usability and enjoyment.

UGC (User-Generated Content): Any content, such as reviews or social media posts, created by customers or online users rather than the brand or business itself.

Unique Visitor: A metric used to measure the number of individual people who visit a website, as opposed to the total number of visits.

URL (Uniform Resource Locator): The web address of a page on the internet.

USP (Unique Selling Proposition or Point): The unique aspect or feature of a product or service that sets it apart from competitors and appeals to customers.

UTM (Urchin Tracking Module): Parameters added to a URL to track the effectiveness of online marketing campaigns and analyze website traffic sources.

UX: (User Experience): The overall experience and satisfaction of a user while interacting with a website, product, or service.

Vanity Metrics: Digital marketing metrics that may sound impressive but do not directly contribute to the success or growth of a business, such as social media followers or website visits.

Vanity URL: A customized, branded web address that is more memorable and brand-aligned than a randomly assigned URL. Example: EstesMedia.com/Construction-marketing rather than Estesmedia.com/sjdfh23894.

Viewability: A measurement of whether an online ad was actually able to be seen by users, taking factors such as ad placement and screen resolution into account.

VOC (Voice of Customer): The collection and analysis of customer feedback, typically used to improve products, services, and overall customer experience.

Voice Search: The use of voice commands to search for information on a device, often through virtual assistants like Siri and Alexa.

Voice Search Optimization: Optimizing website content and search engine listings to appear in voice search results, often by using long-tail keywords and natural language paired with Schema markup.

WOM (Word-of-Mouth): The sharing of opinions and recommendations about products and services by satisfied customers to their friends, family, and online connections. Overall Digital Marketing Strategy: A cohesive plan for using various digital marketing tactics and channels to reach business goals. By familiarizing yourself with these common

WYSIWG (What You See Is What You Get): A type of content editor where changes made on screen are reflected in the final published version, as opposed to HTML where code must be manually written.



In conclusion, understanding these digital marketing acronyms is important in order to communicate effectively with colleagues, clients, and customers in the industry. By staying up to date on the latest terminology, you can better strategize and execute your marketing plans.


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