Digital Marketing: key terms, formulas and examples
Digital marketing reaches customers through SEO, content, email, ads and influencers. Test with A/B experiments and track conversion rate.
Example
100 buyers from 2,000 visitors is a 5% conversion rate.
Takeaway
Measure every channel, cut what loses money and double down on what converts.
Key terms
- Search engine optimization
- Improving a site so it ranks higher in search results.
- Influencer marketing
- Paying popular creators to promote a product.
- Public relations
- Managing how the public and media see a company.
- Word of mouth
- Customers recommending you to others on their own.
- Content marketing
- Attracting customers with useful articles, videos or guides rather than ads.
- Landing page
- A web page built to turn visitors into leads or buyers.
- Email marketing
- Promoting through email messages.
- Retargeting
- Showing ads to people who visited before.
- A/B testing
- Comparing two versions to see which works better.
Formulas
Click-through rate (CTR)C ÷ I × 100
Cost per click (CPC)S ÷ C
Cost per lead (CPL)S ÷ L
Cost per thousand views (CPM)S ÷ I × 1000
Break-even ROAS100 ÷ m
Conversion rateC ÷ V × 100
Return on ad spendR ÷ A
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