Attribution
Marketing attribution
Attribution is the process of assigning value to channels, campaigns and touchpoints that influence a user conversion.
View detailsOnline Marketing
A glossary of key terms related to promotion, analytics and sales across digital channels.
Dictionary entries
77 results
Brief
project brief, marketing brief, creative brief
A brief is a document that defines project goals, requirements and context, helping the client and contractor plan cooperation efficiently.
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Bumper ads
Bumper advertisements, non-skippable video ads
Bumper ads are short, non-skippable video ads, usually 6 seconds long, used to build reach, brand awareness and support online campaigns.
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Buyer Persona
Purchasing persona, customer persona
A Buyer Persona is a data-driven profile of an ideal customer that helps tailor offers, communication and marketing to audience needs.
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CAC
Customer Acquisition Cost
CAC is the cost of acquiring a customer. Learn how to calculate it, what costs to include and how to assess profitability.
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Canva
Canva.com
Canva is an online tool for quickly creating graphics, presentations, marketing materials and social media designs.
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Case Study
case study analysis
A case study presents a real project’s challenge, implemented solution and measurable results in IT or marketing.
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Clickbait
click bait
Clickbait is a headline or message designed to drive clicks through curiosity, emotion and incomplete information.
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Content marketing
Content marketing strategy
Content marketing is a strategy for creating valuable materials that meet audience needs, support SEO, build trust and contribute to sales.
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Conversion
Completion of a marketing goal
Conversion is a desired action completed by a user, such as a purchase, registration, contact or download. It is one of the most important indicators of digital marketing effectiveness.
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CPA
Cost Per Action, cost per action
CPA (Cost Per Action) is an online marketing pricing model in which an advertiser pays when a user completes a specific action, such as a purchase, registration or form submission.
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CPC
Cost Per Click, cost per click
CPC (Cost Per Click) is an online advertising pricing model in which advertisers pay for every click on an ad.
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CPL
Cost Per Lead, lead acquisition cost
CPL (Cost Per Lead) is an advertising pricing model in which a business pays for each contact acquired from a potential customer.
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CPM
Cost Per Mille, cost per thousand impressions
CPM is an advertising pricing model and metric that shows the cost of 1,000 ad impressions. Learn the formula, uses and differences from CPC and CPA.
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CPV
Cost Per View, cost per view
CPV (Cost Per View) is an advertising pricing model in which advertisers pay for qualified ad views, most commonly in video campaigns.
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Cross-Selling
cross-selling, complementary selling
Cross-selling is a sales technique that recommends complementary products or services to increase order value and improve the customer experience.
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CTA
Call to action, action prompt
CTA, or call to action, is a prompt that guides users towards a specific step, such as making a purchase, getting in touch, signing up, downloading a file or viewing an offer.
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CTR
Click-Through Rate, click-through rate
CTR is the percentage showing how often users click an ad, link or other element compared with the number of times it is displayed.
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Customer experience
CX, customer experience
Customer experience, or CX, covers every customer interaction with a brand, from first contact with an offer to purchase, service and after-sales support.
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Customer Insight
Customer understanding
Customer Insight is a deep understanding of customers’ needs, motivations, concerns and behaviours that supports better marketing, sales and product decisions.
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CWV
Core Web Vitals
CWV, or Core Web Vitals, are Google metrics that evaluate a website’s loading speed, interactivity and visual stability.
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Dark Post
Unpublished targeted ad
A Dark Post is an unpublished social media ad shown to a selected audience without appearing on a brand’s public profile.
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Deliverability
Email deliverability
Deliverability is the ability of email messages to reach recipients’ inboxes instead of being rejected, marked as spam, or stopped by a filter.
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Demand Gen
Demand generation
Demand Gen is a Google Ads campaign type that builds brand awareness, creates interest in an offer and generates demand among potential customers.
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DM
Direct Message, private message
DM, or Direct Message, is a private message exchanged between users of social media platforms or online messengers.
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What is Online Marketing?
Online marketing is a set of promotional, sales and analytical activities carried out in digital environments. It includes paid, organic, social, email and partner channels, with the goal of reaching the right audiences and measurably supporting business objectives.
Scope of the term
Online marketing includes, among other areas, advertising campaigns in Google Ads and Facebook Ads, content marketing, email marketing, affiliate marketing, remarketing, social media activities and conversion optimization on landing pages. Performance metrics such as CTR, CPC, CPL, CPA, CPM, ROAS and open rate also play an important role.
Importance in IT and business
Online marketing combines communication, data and technology. In practice, it requires knowledge of analytics tools, advertising platforms, marketing automation, audience segmentation and the user journey. Its measurability makes it possible to test hypotheses faster, optimize budgets and scale sales activities.
Example roles
- Online marketing specialist
- Performance marketing specialist
- SEO specialist
- SEM specialist
- Content marketing specialist
- Email marketing specialist
- Social media specialist
- Marketing automation specialist
- Growth marketer
- Digital marketing manager
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