Business English: Digital Marketing Terms

Here is the full transcript:

Hi, my name is Paul Urwin from, and welcome to this short video, where I am going to be discussing some of the most commonly used terms in digital and online marketing.

Well, the first term is in fact digital marketing, so what is digital marketing? It’s essentially any kind of marketing that takes place online. It could be, for example, using Google AdWords, or perhaps even YouTube or LinkedIn advertising. It could also include many types of content creation and content distribution, but essentially any kind of marketing that takes place online.

The second term that I want to cover is podcast. A podcast is an audio recording. Unlike a radio show, which goes out live, podcasts are recorded in advance, and then uploaded to a platform such has iTunes or Stitcher. There are millions and millions of podcasts out there nowadays, and in fact, they can be incredible tools for your Business English Learning.

The next term I wanted to cover is webinar. Webinar is short for web seminar, and refers to a kind of training that takes place online. A webinar can be prerecorded, or a webinar can go out live. They normally consist of a presenter talking to the camera, and also interspersed with slides explaining a particular topic. But a very useful form of online training.

I also wanted to talk about websites a little bit, and in particular a landing page. What is a landing page? Well;, as it name suggests, a landing page is where the visitor lands on your website. That could be the home page, of course, but it might be a specific page within a website designed to attract and cater for visitors in a particular line of business. For example, if a business has three different business lines, it may have three different landing pages, so that when visitors arrive to a particular landing page rather than the home page, they feel much more at home and much more comfortable with the content. It’s much more in line with their expectations. So that’s a landing page, where a customer or a client or a visitor to a website is expected to land.

I also wanted to discuss bounce rate. Well, what is bounce rate? I’m not talking about bouncing a ball, of course, but I am talking about people bouncing away from a website. A bounce rate is normally expressed as a percentage. For example, an 80% bounce rate means that 80% of visitors to a particular website have bounced away, have left, and here’s the key part, without having taken any action on the site. So they didn’t click on anything, they didn’t open any other links, they didn’t open any blogs posts or explore your website further, or fill in any forms. They simply bounced away. So a bounce rate is generally not a very good thing within the world of online marketing. That’s a bounce rate.

Okay, the next term is cookie. I’m not talking about a biscuit, of course. In this case, I’m talking about a small piece of data that is placed on your computer when you visit a particular website. It’s probably best explained by way of an example. I’m sure you’ve visited a website, placed certain items in a shopping cart, but you haven’t actually bought those items. However, when you revisit that same website a few days later, you find that those items are still in your shopping cart. Well, how does that happen? That happens because a cookie has been placed by the website on your computer. A cookie is a small data file placed on your computer when you visit certain websites.

The next term is content. Well, there’s a lot of talk about content these days. Content marketing, content creation, but what is content? Content is simply information. It’s information that is normally produced for the web. It would include, for example, blog posts, it would include articles. It would also include audio content such as podcasts, and even video content. So content can be any range of any type of information produced for the web normally.

A keyword. Well, a keyword is a word, or more often than not, actually a phrase, that is used to identify a particular piece of content. For example, holidays in France, that could be used to identify the content, and that same keyword is also used when a user is searching for something on Google. You would enter a keyword. So that’s a keyword, a word or a phrase used to identify a particular piece of content.

The next term is SEO, or search engine optimization. I’m sure you’ve heard of this term before, but what does it actually mean? Well, as its name suggests, it’s related to the optimization of web pages so that they appear higher up in the search engine rankings. There are a number of different strategies involved in this, such as on-page SEO, ensuring that the structure of a website is correct, and off-page SEO, which would include link building from other websites. So that’s SEO, search engine optimization.

The next term is email marketing. Email marketing is simply a form of marketing to potential customers using their email address. Many companies will collect email addresses, and then use those email addresses to stay in contact with a potential customer or a potential client over a period of time. And that’s known as email marketing.

The next few terms are related to online advertising. First of all, pay per click advertising. Well, pay per click, what does that mean? Well, it means that the company advertising pays each time someone clicks on a particular link. This is most common in the case of Google AdWords, companies pay to appear in search results, and they pay each time someone clicks on a particular link, that’s pay per click.

Related to pay per click is the term cost per click, how much does it cost each time someone clicks on that particular link. In the same group of terms, impression. Sometimes we use the term cost per impression. In other words, cost per the number of time a particular advert is shown, that’s the number of impressions. So rather than clicks, we are measuring impressions. So that’s impressions, or cost per impression.

Finally, a click-through rate. What is a click-through rate? If the advert is shown 100 times, and a person clicks through five times, then the click-through rate would be 5%. Not everyone who sees a particular advert is going to click through and end up on the website. So that’s click-through rate.

Okay, well I think that wraps up some of the introductory terms that I wanted to cover today. I hope you’ve found them useful. If you’re interested in improving your Business English even more, then please check out We’ve got a free audiobook, and we’ve also got a completely free training session there.

Also, if you have enjoyed the video, please subscribe, and please give me a big thumbs up. Thanks for watching, all the best. Bye for now.

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