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Expand Your Digital Media Terminology

Posted July 21, 2016


Illustration of various devicesDigital Media is not an easy advertising/marketing concept to understand. Just like all technological advances, there is a certain level of education that occurs. By understanding the terms below, businesses can start to better target their audiences exactly where they are – online!

Whether it’s desktop, tablet or mobile devices, using a set geographic/demographic location (those searching for you) can prove beneficial for any type of business. The next step is building awareness in every step of the buying cycle before budgets can reflect a “digital” budget. With all other advertising, when sales increase, you should increase your digital ad spend over time.  

TOP 10 Digital TermS

  • Analytics – information resulting from the systematic analysis of data or statistics. In digital marketing, analytics is the information resulting from data gathered from marketing activity.
  • Channels – a delivery mechanism. In digital marketing, a business’s message is delivered via one or more marketing channels, such as email, social media, blogging, or advertisements. 
  • Click Through Rate (CTR) – the percentage of the targeted audience that is exposed to the marketer’s message that click on the link provided in the message and land on the marketer’s website. 
  • Delivery – when the good or service provided by a business is provided to and accepted by the user or customer. In digital marketing, delivery is also the receipt of a message from the marketer to a group or individual in the target audience. 
  • Digital Marketing Funnel – a visualization of the calculations that starts with the total universe of targeted audiences, then measures those who click on a link from marketing content, the click-through rate (CTR), the conversion rate, total conversions, order amount and revenue. 
  • Engagement – user interaction with a particular piece of shared content: likes, shares, comments on Facebook, retweets, replies, favorites on Twitter, and digital display call to action clicks are all examples of engagement. 
  • Impression - the way in which marketers and advertisers keep track of every time ad is "fetched" and counted. 
  • Retargeting - an online marketing and advertising technique that allows marketers to display ads or target people who have either visited their website or searched for similar products/services. 
  • SEO: Search Engine Optimization - the practice of preparing a website to be quickly, easily and properly indexed by a search engine, such as Google or Bing. 
  • SEM: Google Adwords; Paid Content; Pay Per Click (PPC) – an online advertising model in which advertisers display ads on various search engines and pay when a visitor clicks through. Bid-based PPC involves an auction in which advertisers compete with other advertisers by setting the max bid -- or highest amount they're willing to pay -- for each click. Each time a visitor triggers the ad spot, the auction process pans out to select which ad will be displayed. 

Once you have the terms down, you can start to piece together a comprehensive digital plan that can be added to your traditional media efforts with a specific focus on driving traffic to your website. We'll be hosting workshops this Fall - be sure to check out our events calendar so you can join us and learn more about digital media! 

Kelsi Palmer

Digital & Social Media Manager


People person by nature, Kelsi is passionate about networking, making connections, and getting involved. After graduating from Shepherd University, she jumped into a career in marketing and management, where she worked for many years in broadcast media.

At High Rock, Kelsi creates dynamic marketing plans built around digital and social media advertising. To say she knows her way around status updates, retweets, pins, endorsements, likes, shares, and check-ins is an understatement.

In addition to a minor shoe shopping obsession, Kelsi enjoys playing softball, teaching her niece and nephew cool things, live music, and standup comedy. She and her husband Aaron, a veteran of the United States Marine Corps, love riding their Harley's year round.

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