Common Digital Marketing Terms

We understand there is a lot of jargon in the marketing world so we’ve created this quick glossary to help you understand the key terms and phrases used in marketing.

We will continue to update the glossary so please check back from time to time.

Analytics refers to data collected from online activities such as website visitors, clicks on an advertisement, view on a social media post. Analytics allows for accurate measurement of results.

Pay Per Click (PPC) is an internet marketing tool used to drive traffic to your website via a paid advertisement. The ad is displayed to the user when selected keywords are searched for making the traffic pre-qualified. You are only charged for the ad once it is clicked, making it a very effective and low-cost marketing initiative.

A persona is a semi-fictional representation of your ideal patient or customer. Personas are used for the benefit of strategic marketing allowing content, campaigns and other marketing activities to be more targeted and specific to reach, attract and engage your ideal client.

Return on Investment (ROI) is a measure of performance used to calculate the rate of return generated by an investment.

We aim to achieve ROI for all our clients through strategic marketing services.

Search Engine Marketing (SEM) is the process of driving more traffic to your website by increasing the visibility of your page through paid advertising.

Interested to learn more? Visit our pay-per-click services page.

Search Engine Optimisation (SEO) is the process of increasing traffic to your website from “organic” search engine results.

Learn more about SEO and the benefits on our SEO services page.

The Search Engine Results Page (SERP) is the page of results displayed by the search engine as a result of a search being performed. Paid adverts (PPC & SEM) may also be displayed on the Search Engine Results Page if the keyword is triggered.

Social Media Marketing (SMM) is a marketing tool that utilises social media platforms such as Facebook, Instagram or Linkedin. The aim of SMM is to produce valuable and informative content that social media users would likely share with their network of friends in order to reach a wider audience and increase brand awareness.

For healthcare professionals, educational and symptom based content is some of what we would recommend for your SMM.

A Unique Selling Proposition (USP) defines a companies unique position in the marketplace by presenting a reason why your product of service may be different from, or better than that of your competitors.

In healthcare, your USP tells patients and clients what you stand for and what they can expect e.g. Excellence in healthcare, Quality and Excellence.

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