Essential Digital Marketing Terms Explained

Understanding Key Digital Marketing Concepts

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) is a process that utilizes multiple methods to improve market visibility and exposure for a brand, product, or service.

Search Engine Advertising (SEA)

Search Engine Advertising (SEA) allows you to directly display your paid advertisements among the search results on various search engines, such as Google, Bing, and Yahoo.

Content Marketing

Content Marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand, but is intended to stimulate interest in its products or services.

Press Release

A Press Release is a written or recorded communication directed to members of the news media for the purpose of announcing something newsworthy.

Video Marketing

Video Marketing is a marketing technique where audiovisual material is primarily used to promote a brand, product, or service. While not exclusively an online marketing strategy, Video Marketing has grown significantly over the years thanks to the internet and social networks.

The Brand Voice

The Brand Voice is a company’s communication manual, a document that guides marketing, communication, and community manager staff on the best ways to communicate or not communicate.

Transactional Email

A Transactional Email is sent as a result of a user's interaction on a website. These types of emails are generated by actions such as registration, order confirmation, invoice confirmation, or password resets.

Email Marketing

Email Marketing is a segment of internet marketing, encompassing online marketing via websites, social media, blogs, and other digital channels.

Inbound Marketing

Inbound Marketing is a strategy that focuses on attracting customers, or leads, via company-created content (like Content Marketing). This approach brings potential customers to the company rather than marketers seeking their attention.

Key Assets of Inbound Marketing

• Traffic
• Database
• Followers
• Content
• Branding
• Marketing Automation

Capabilities of Marketing Automation

• Qualify leads
• Have personalized conversations with each potential client
• Strengthen relationships with potential customers
• Increase brand awareness
• Better analyze the impact of marketing actions
• Improve the Return on Investment (ROI) of your actions