There are a number of terms which anyone involved with selling online needs to understand. Just like every other professions have their own vocabularies, it also applies in the field of digital marketing. A good understanding of these terms helps a business owner to communicate better in the language of digital marketing. This aim of this post is to have digital marketing terms explained easier communication. It is for business owners and marketers, bloggers and anyone who uses the internet and cares to understand better how it works.
Digital marketing terms explained
- Attribution: This means to find out which part of your online campaign had the highest impact on the consumer. When someone buys a phone for instance, the phone seller will want to know what prompted the buyer’s decision. Whether it was a twitter ad, a search on Google, or an email newsletter. This is crucial for brands as it enables them to understand the best channel to concentrate their ads spends on and decipher which one that has the most impact on their buyers.
- Audience: these are group which a brand focuses its content on. Every effective digital strategy has a well defined audience on which their marketing efforts are tailored towards. A segment is also an audience referring to a group of people who have similar characteristics.
- Cross-device: Implies involving multiple platforms such as desktop computer, mobile, laptop and tablets. At different time of the day, users tend to access the internet using devices of different screen sizes. This has spurred marketers into trying to identify these users as they switch screens. This enables marketers to avoid repeating same messages to the same person unnecessarily. Also an understanding of cross-device enables businesses to how users access their products on different platforms.
- Deterministic: Have you noticed that when you login to your Facebook account, you get to see ads displayed by websites which you have logged into previously or sites you recently visited? Deterministic data is one that can correctly identify a customer for targeting ads based on information like visitor’s login information for a website, phone number and address. This is opposed to the probabilistic approach. The deterministic approach is very crucial not just in marketing but in business as it enables brands to keep track of the customers with the bigger picture in view.
- Data Management Platform (DMP): This is a platform which helps brands to make sense of the information they find about the consumers and the marketplace. It is software which collects, arranges and keeps information and presents it in a more useful form to business, publishers and marketers when needed. Example of DMP providers; Adobe, Krux, Bluekai, Core Audience, Knotice, nPario, X+1, Agregate Knowledge, Lotane. Here G2crowd expalins more about DMPs.
- Demand Side Platforms (DSP): A DSP is a software platform that allows marketers and agencies to buy digital ads in an automated fashion. Otherwise, a marketer will have to call a publisher anytime they want to buy an ad. They work together with DMPs in other to help businesses reach their target audience efficiently. Using DSPs, advertisers are able manage their digital campaigns; setup automated bids and other digital marketing functions.
- Hashing: this is a way of hiding the personal information of users when shared between ad-tech partners. For example, a brand can encode the email it sends to a publisher in a language only the computer understands.
- Interstitials: Are popup ads that interrupt which a user is on a new page. Most times Google raises a Redflag for these kinds of ads as they disrupt the user’s experience; and websites that use them are normally penalized by search engines.
- Lookalikes: These are the people who behave the same way as the actual people a brand wants to target. Brands usually concentrate more on the lookalikes of their most loyal customers.
- Pixel tag: These are tracking codes that brands put on their ads before placing them online so as enable track the performance of the ads. It’s also helpful for brands to use it in targeting users that clicked on an ad previously.
- Sequential Message: This is a series of messages sent to a customer with the intent of guiding them through making a buying decision or to take some other form of action. It is also known as Sequential Targeting.
- Probabilistic: Just as the name implies, it makes use of data points to guess who a consumer is on the other side of the screen. Combinations of both the deterministic and probabilistic approaches have been found to yield best results.
More posts explaining digital marketing terms will be written in the future to guide digital marketers and business owners get a better understand about them when used. For more updates subscribe to the mailing below the page to get all our posts in your mailbox. Thanks for reading the post, and your comments are welcome as well.
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