Terminology Tuesdays Part 1: Digital Marketing

This is the beginning of a four-week series where we’ll be detailing the must-know terms for all things online marketing! This week we’ll be going over Digital Marketing followed by Social Media, Email Marketing, and Content Marketing in coming weeks.

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Digital marketing is taking over the marketing world as we speak. Marketing campaigns without a digital aspect are almost unheard of in our fast-moving world of technology. Though, we know it can be daunting to understand the vocabulary and acronyms that come with keeping up with recent trends. It can be difficult to keep track of the slang used with the constant introduction of new platforms and technologies, so we made a list of a few terms to help you out.


1. Digital Marketing:

It's important to note that digital marketing is advertising through different digital channels like search engines, social media, emails, and webpages. Digital marketing is a broad umbrella over many types of marketing which we'll discuss in-depth next week.


2. Google Adwords:

This is Google’s advertising service. Google Adwords allows you to pair your website with search terms so that when someone searches the terms, your website will show up as a search result. You pay so that your nonprofit shows up on the search engine results page (SERP).

Google looks at the relevance of your ad to the searcher and the search terms they’ve used. It also looks at the click-through rate (CTR) and how many people click on your page after searching the specific terms. You pay for each click on your ad and the cost you’re willing to pay for each click is your cost-per-click (CPC).


3. Cost Per Click (CPC):

This refers to an organization's cost for each click an ad receives. CPC is calculated by dividing the total amount spent on the ad campaign divided by the number of clicks.


4. Creative Commons:  

CC licenses are something an artist or creator can use to select how they want others to use the work. For example, a creator might have a photo or video that they release under a CC license which lets members of the public know what they can and cannot do with the work.


5. Word-of-Mouth Marketing:

The consumer shares their experience with your programs or fundraising, and they share it with family and friends. Many small nonprofits rely on word-of-mouth marketing during early stages.


6. Viral Marketing:

This is any type of marketing that includes websites or users to pass on the message to then encourage an exponential growth in visibility and effect. Once your message is shared and passed on, more people may be inclined to share. Unlike word-of-mouth marketing, viral marketing has a compounding effect.


7. Search Engine Optimization (SEO):

The marketing tactic used to increase a website’s visibility within search engines like Google, Bing, and Yahoo! The higher a website ranks (or more visible it is) within a search engine, the more traffic it will receive.


8. Persona:

This usually refers to a detailed profile of a donor or beneficiary that represents a sample of an organization’s target audience. A persona profile may include a target age and a fake name but it should represent real characteristics of typical donors. Most organizations will have a couple donor personas.


9. Landing Page:

This is the first page that a visitor sees when they land on your site, regardless of how they got there. You may be thinking of your homepage, but a landing page is typically a call to action. They usually include a contact form for the visitor to fill out. Here's a great example from H. Bloom:

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10. Meta Tags:

A meta tag describes the content on a webpage. Meta tags are snippets of text that describe a webpage’s content. These are typically embedded in the webpage’s code to help tell search engines what a web page is about and increase SEO. Without them, websites will not be properly showcased to users in search engines.


11. Embedding:

This means adding code to a website to allow a video or photo to be displayed while it’s hosted at another site. For example, DipJar’s video blog posts have videos embedded in them even though the video is hosted on YouTube.

We hope this glossary helped you out. Tune in next week for our Social Media Marketing Glossary!



If you have more questions about nonprofit strategy you can always reach out to the DipJar fundraising experts for help. It's what we love to do!