Tag: digital marketing

Source: eMarketer

A recent survey conducted by eMarketer has illustrated how the average American Internet user feels about digital advertising.

The majority of respondents felt that advertisers were “too aggressive” in the way they were tracked online.


The data was collected from an October 2018 survey by Janrain.

1 079 US Internet users ages 18 and over were surveyed online during August 2018.
Respondents identified:

  • their gender as female (54.6%) or male (45.4%)
  • their ages as being 18-29 (26.9%), 30-44 (21.8%), 45-60 (24.5%) or 60+ (26.8%)
  • their household income as being $0-$9,999 (6.4%), $10,000-$24,999 (11.3%), $25,000-$49,999 (18.8%), $50,000-$74,999 (17.4%), $75,000-$99,999 (13.6%), $100,000-$124,999 (9.4%), $125,000-$149,999 (3.7%), $150,000-$174,999 (3.7%), $175,000-$199,999 (1.5%) or $200,000+ (2.8%).

Online advertising, from A to V

A glossary of the most common online advertising terms.

Analytics – in digital advertising, analytics is the information resulting from systematic analysis of data gathered from advertising or marketing activity such as e-mails, newsletters, blog reads, Facebook and Twitter posts, and Google AdWords spend.

Banner ads – also known as “display ads”, these advertising units are images that advertisers place on known publishers’ Web sites in order to attract or re-attract their target audience.

Blogging – from the term “web log”, in which a user actively updates a visible section of a Web site in order to inform or attract users and customers on a regular basis.

Brand – a business’ brand is the sum total of all its users’ and customers’ opinions of that business; a business can choose to intentionally shape its brand, or allow market forces to shape its brand.

Channels – this is a delivery mechanism for marketing activities. A business’ message is delivered via one or more marketing channel such as e-mail, social media, blogging, advertisements, etc.

Click-through rate (CTR) – this identifies the percentage of people who click on a link to land on the marketer’s Web property. The term is used in relation to e-mails, ads or Web site views.

Consistency – the importance of continuing with a course of action, such as blogging, in a regular frequency in order to repeatedly expose the intended audience to the marketer’s message.

Content calendar – a tool that provides for time-based structure and discipline for the digital marketer in planning, assigning, creating and delivering content to the marketer’s target audience.

Conversion rate – the percentage of unique visitors to a Web site that are “converted” into customers, users or leads. Conversion takes the form of a purchase, membership sign-up, a download or a registration for newsletter.

Cost per acquisition (CPA) – a pricing model where companies are charged by advertising platforms only when leads, sales or conversions are generated.

Cost per click (CPC) – a pricing model where companies are charged by publishers for every click people make on a displayed/test ad, which leads people to the company’s Web site.

Cost per thousand (CPM) – this is a pricing model where advertising impressions are purchased and companies are charged according to the number of times their ad appears per 1 000 impressions. This model makes the most sense when trying to increase brand awareness.

Delivery – this is the receipt of a message from the marketer to a group or individual in the target audience.

Distribution – the means by which a product or service is delivered to its end-user or customer

Engagement – in digital marketing, the term for user interaction with a particular piece of shared content: likes, shares or comments on Facebook; retweets, replies and favourites on Twitter; and link clicks on all forms of social media.

Facebook Ads – an advertising platform offered by Facebook. It enables paying customers to use hyper-targeting to reach a very specific audience via advertisements placed in the users’ timelines.

Frequency – in digital marketing, how often a task is performed; for example, the frequency of a blog post or Twitter update.

Google AdWords – an advertising platform offered by Google. It enables paying customers to use hyper-targeting to reach a very specific audience via advertisements placed at the top and right sides of the search results page.

Impressions – the number of times a company’s ad will appear to its target audience, or the number of times a Web page appears in total. For example, one visitor could view five pages which would create five impressions. Two visitors could view five pages which would generate 10 impressions.

Keyword – this is word or phrase that your audience uses to search for relevant topics on search engines.

Keyword stuffing – this is the practice of using too many keywords in content in hopes of making it more visible on search engines. Search engines now penalise this behaviour.

Landing page – the page on a company’s Web site that is optimised to act as the entry page. When redirected from external links, this is the page to which the visitors will be led.

Meta description – the meta description is a few lines of text for each Web site that appear on the search engine results page.

Organic impressions – Usually relating to Facebook or Twitter advertising, this is the number of times your content was displayed in a user’s News Feed, ticker or on your page.

Organic traffic – this is non-paid-for traffic that is generated by a search engine which leads users to a company’s Web site.

Page views – the number of times a Web page or set of Web pages are viewed during a given time period.

Pages per visit – the average number of pages viewed by a single visitor during a given time period.

Paid content – content pushed out by the marketer via any paid means such as Facebook ads, Google AdWords, Twitter Ads or banner (display) ads on Web sites and newsletters.

Paid traffic – this encompasses any form of paid advertisement that directly points to your Web site and results in users visiting it.

RSS (Really Simple Syndication) – a technology that allows users to become subscribers of content and ultimately get automatic alerts if updates are made.

SEO (search engine optimisation) – the practice of optimising a Web site to be quickly, easily and properly indexed by a search engine, such as Google, allowing it to rank higher on a search engine’s results page. Higher rankings typically generate more traffic.

Social networking –  the practice of using Web- (or mobile-) based platforms to build online communities where people share common interests or activities. Popular ones include Facebook, LinkedIn, Twitter and Instagram.

Subscriber – a user who allows a company to send them messages via e-mail or other personal communication means.

Time on site – the average amount of time that a Web site visitor remains active on a particular Web site.

Total paid impressions – usually relating to Facebook or Twitter advertising, this is the number of times your paid content was displayed.

Total reach – the total exposure (measured in Web users or “eyeballs”) of an advertisement or piece of content.

Total unique user engagement – usually relating to Facebook or Twitter advertising, this is the number of unique users who clicked on, liked, shared and/or commented on your post.

Total viral impressions – the number of times content associated with your page was displayed in a story published by a person who liked your page.

Twitter Ads – the program operated by Twitter that enables paying customers to use hyper-targeting via Twitter users’ profile data to reach a certain specific audience via advertisements placed in the users’ timeline.

Viral marketing – this is a way of marketing where the audience is encouraged by companies to pass on their content to others for more exposure, through an easy share functionality.

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