Digital Marketing Terms for Beginners

Getting into marketing world you might notice that loads of acronyms, expressions and words are used and many of them could not sound very familiar to you. There is a jargon that you need to know in order to understand what is going on around you. To that end, we’re going to give you a little introduction to the world of digital marketing terms. Let’s start with the basics.


This is the term we use to describe a word, or group of words, that a user uses to perform a specific search. In our SEO strategy keywords are essential. They must be present in the title and in the content of what you write in order to drive traffic to your website or advertisement. So before writing, it’s time to research which the most searched words are in relation to the topic you want to write about.

Buyer persona

We use it to create a fictitious persona that encompasses all the characteristics of a group of potential customers. We create a profile to target a campaign or define who would buy our product. Let’s put ourselves in the shoes of the owner of a hotel for families which arranges trips on the coast of Malaga. The buyer persona we are targeting would be couples with children, between 35 and 55 years old, with average purchasing power, who travel as a family and like coastal areas. This would be a very global but effective example. So always remember who you are targeting when you write an advertisement or create a product. Think of that one person, which in reality encompasses thousands.

Landing page

When we talk about the landing page, we are referring to the exact place where the user enters our website. That site through which they enter is an advertising link, now much more commonly known as a banner.


Conversion is the action by which a user becomes our user or client. This is because they have done exactly what we set out to do. From subscribing to a newsletter to buying a property in Valladolid. So, depending on the activity of each company, the concept of conversion varies.

Once this term is understood, two more terms are derived from it;

         Conversion rate

           what we want With this rate is to obtain the percentage of users who have converted, who have done exactly what we wanted them to do. We divide the                     conversions by the number of visits to the website and we have our conversion rate.

         Funnel or conversion funnel

           The process between searching for a T-shirt on the internet and buying it is a long one and the further we go, the more users we lose along the way. This                   funnel represents the stages of the whole process and shows us where there are more abandonments and we can work on how to solve it so that more users             advance through it and get the conversion.


When we talk about leads, we are actually talking about potential customers. They are users who have found out about our product or service and, as well as showing interest, leave us their details so that we can contact them. They are those small forms in which we leave our email and telephone number and we wait for them to write or call us to give us a estimate or extra information.


It is a programme or robot that works in an automated way. There are several types, but spiders are undoubtedly the most commonly referred to. These types of bots are the ones that scan websites to gather and evaluate their content.  They then determine its relevance and thus its place in the SERP.


The target is the group of people to whom our campaign or product is addressed. That is to say, we refer to our target audience, the one whose characteristics we believe to be ideal to receive our product or enjoy our service.


Also known as remarketing. It is a digital marketing technique by which we make an impact on a user who has already interacted with our brand previously. And we are not talking about having bought our product or service, we mean from having clicked on a banner to having opened one of our emails. They show interest in us but they have not gone completely through our funnel, so we are there to remind them everything our brand has to offer.

Inbound Marketing vs Outbound Marketing

What we have here are two concepts that clash, but that has not prevented many companies from combining both in recent times. Let’s take an example to understand what each one is.

Let’s imagine that we want to sell our car. If we decided to use an outbound marketing strategy, we would advertise it in all media. We would put posters on the street and we would send whatsapps and emails to everyone. This will make it reach everyone, counting those who might be interested, and those who might not.

On the other hand, with inbound marketing we focus only on those we know might be interested. In other words, we would publish on specialised sites, we would call people we know need a car and we would contact car buying and selling companies.

Well, something similar would happen with our product or service. We can either shout from every corner what we are and what we do, or we can position ourselves correctly and attract those users who are interested in knowing who we are and what we do.

That’s all so far. Not bad for your first foray into the world of marketing terms. At this point you could already be part of a marketing conversation and not lose the thread. But don’t relax, it’s just begun. Immerse yourself in this interesting world by reading more articles and keeping up to date.