Great digital marketing glossary!

Do you want to start with digital marketing but find it a bit difficult to understand what all the terms and abbreviations mean and imply? 

At Contitude, we know that it can be a bit tricky at first to keep track of all the terms, so we've put together a list that briefly and succinctly explains what some of our favourite terms mean. 

(For more detailed information you can double click on the headings) 


Leads are people who are likely to be interested in your products or services and who may become customers.

Anyone who might be interested in the products.


A funnel is an automated process that attracts visitors to your website, engages them, converts them into leads and then automatically processes them until they are ready to make a purchase.


Marketing As A Service.

A new and unique model developed based on our customers' needs and challenges. Usually marketing managers have tried to recruit different skills to the company but this is costly as it requires several different specialist skills. Another option has been to go to a traditional agency in a specific field. With the MaaS model, we combine local digital marketing strategists with an extended team of specialists in different fields and put together a flexible solution for our clients based on their needs.


When a visitor provides their contact details by filling in some form. This could be anything from a contact form to someone signing up to subscribe to a newsletter.

Soft conversion

For us at Contitude, a soft conversion is a conversion that is not so close to a purchase. Examples of a soft conversion are signing up for a newsletter or downloading something from the website.

Hard conversion

A hard conversion, in our view at Contitude, is a conversion that is relatively close to a purchase.

For example, booking a demo, booking a meeting or requesting a quote. 

Conversion optimization

Conversion optimisation is about getting visitors to your website to do exactly what you want them to do. For example, this could be to buy a product, subscribe to a newsletter or contact you via a contact form.

In short, having a website that appeals to your visitors and gets them to do what you want to get your business to increase its profits.

inbound marketing

Inbound Marketing is a way to get leads or customers to come to you instead of you having to seek out your potential leads. 

As a marketing strategy, it's about earning customers' commitment rather than forcing it on them. You attract customers by posting good and relevant information on your social media, for example.

outbound marketing

Outbound marketing is classic marketing. For example, advertising on TV radio advertising and print media. The reason why it is called outbound marketing is because it is not the potential customer who is looking for the information, but you as a marketer who is trying to reach out with your message to people who were not looking for it themselves.

marketing automation

Marketing Automation is the automated personalised communication directed to the customer or potential customer. It sends out information based on the different movement patterns and actions that the customer or potential customer performs.

With Marketing Automation, you send and receive information automatically from various services linked to predetermined events.

Account Based Marketing

Account Based Marketing is about advertising to your decision makers with situational content that hopefully creates interest and engagement.

Google, for example, chooses to highlight the websites that best answer the questions that users ask and look for when they do an internet search. It is therefore important to have content that helps your potential customers make the right decisions.

Account Based Content

Account based content is based on finding out what the different challenges and needs of your different decision makers are. Then you develop customised content that responds to those challenges and needs. 


Remarketing is sending emails to potential customers who have already shared their email address. This can be, for example, by the person signing up for newsletters and thus providing their email address.


Retargeting is a form of online advertising that involves showing ads to people who have already visited your website or used your app. 

Landing page

A landing page is a page where the visitor is supposed to perform a specific action, such as filling in a form or signing up for a newsletter.


Search Engine Optimization = search engine optimization

SEO allows your website to rank higher in the search results for the keywords you want to rank high for. Therefore, if you want visitors to find your website or business on Google, it is extremely important that you rank as high as possible for the keywords you want visitors to find you through. 

Search engines aim to display the most relevant content at the top of a search. 


Search Engine Marketing.

You pay to be seen and get clicks, often through ads such as Google Ads.

With SEM, you can control where your ads appear. The advertiser decides how the ad will look and what text it will contain. Then they choose which keywords they want the ad to appear on. Then you set a budget for how much a click can cost and how much you want to spend within a certain time interval. 


Pay per click. 

A form of online advertising where the advertiser pays for all clicks on the ad link by potential customers.

A/B testing

A/B testing is a method or approach that helps you make strategic decisions about your online presence. It compares two versions of something to find out which one works best. Which colour choice leads to more purchases? Which ad generates the most clicks?


Search Engine Result Page

SERP is about the position your website appears in when someone types a specific search term into a search engine.

content marketing

Content marketing.

It's about demonstrating and offering knowledge in your own area of expertise and then creating the confidence needed to start a buying process with a potential customer.

Lead generation

Lead generation is the process of identifying potential customers (leads) for your company's services or products.

Growth hacking

Growth hacking is modern marketing with a focus on tangible results. It's based on gathering information, analysing it, following up and changing efforts. A trial-and-error approach where only the successful recipes are kept and everything else is scaled back.

Social selling

Social selling is about creating and maintaining relationships on social media to build trust that will eventually lead to increased sales.


Key Performance Indicator=key figure

It should be a number that describes how a particular activity or function performs.

A KPI should also be measurable over time and therefore comparable with each other so that it is easy for stakeholders to understand whether the function they want to measure is improving or deteriorating.

Agile Marketing

Agile marketing 

A way of working where you use and analyse data to adapt your marketing activities on an ongoing basis. You then constantly read the data you collect through tools such as Google Analytics to quickly adapt your marketing activities to the feedback you receive.

There you go! If you know about waivers, I can tell you that you know pretty well. Good luck and get in touch with us at Contitude if you need help with digital marketing.

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