Definition
Digital marketing (also called online marketing, web marketing, I-marketing or Internet marketing) combines traditional marketing principles and practices with the interactive features of the Internet, for the purpose of delivering need-satisfying goods and services to consumers; organizations conducting marketing by communication with consumers on the Internet. [1]
Affiliate marketing is an online marketing strategy that involves revenue sharing between online advertisers/merchants and online publishers/salespeople. Compensation is typically awarded based on performance measures such as sales, clicks, registrations, or a combination of these and other factors. [1]
Mobile marketing includes advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. [7]
Pull advertising is primarily a digital marketing term that refers to advertising placed in response to interest exhibited by individual audience members. Examples are search advertising, retargeting, etc. that place a product in the consumer’s path-to-purchase when they are thought to be actively looking for it. [3]
Push advertising refers to advertising and promotion aimed at a target audience through traditional media “push” when there is no indication of interest from individual audience members. [3]
Search advertising occurs when an advertiser pays for the chance to have their ad display when a user searches for a given keyword. These are usually text ads, which are displayed above or to the right of the algorithmic (organic) search results. Most search ads are sold by the PPC model, where the advertiser pays only when the user clicks on the ad or text link. [1]
Digital Marketing Terms
Ad clicks refer to number of times users click on an online advertisement. [1] An ad title is the first line of text displayed in a clickable search or context-served ad. Ad titles serve as ad headlines. [1] 
Ad copy is the main text of a clickable search or context-served ad. It usually makes up the second and third lines of a displayed ad, between the ad title and the display URL. [2]
Ad blocking is the removal of advertising from web pages using specialized software. Typically, these programs suppress pop-up and pop-under ads. [1]
Ad scheduling is the practice of scheduling the day into several parts, during each of which a different advertising rule is applied based on advertising objective, budget, and competitors. [1]
An ad group is a set of ads and related keywords within a online marketing campaign. The ads can be displayed to prospective customers searching for or viewing content related to your keywords and/or ads. A default ad group bid can be applied to all keywords in an ad group or set custom bids for individual keywords. [3]
A banner ad is a graphical internet advertising tool in which visitors click on the graphic to be taken to another website. [2] Early banner ads typically ran across the top of a webpage. They were first created by the website, hotwired.com (home of Wired magazine), which was launched in October of 1994. [4] Banner ads now refer to ads of varying sizes and positions. [5]
Banner blindness is a term referring to the tendency of internet users to ignore banner ads. [2]
Scroll-stopping content consists of enticing phrases, images, video and other visual elements that cause viewers on Instagram, Twitter, and similar media feeds to stop scrolling and engage with an item within that feed. It’s not intended to redirect users to another location and therefore is distinct from click-baiting content. [3]
Web sponsorship is the purchase (in cash or trade) of the right to exploit the commercial potential associated with a site on the World Wide Web, including integrated relationship building and branding.[1]
See Also
Advertisement
Ad awareness
Ad views
References
- Govoni, N.A. Dictionary of Marketing Communications, Sage Publications 2004.
- American Marketing Association, AMA Dictionary.
- Universal Marketing Dictionary Project
- Welcome to The “First” Banner Ad, www.thefirstbannerad.com/
- IAB, IAB Display Advertising Guidelines, www.iab.net/guidelines/508676/508767/displayguidelines.
- SEMPO, SEM Glossary.
- Mobile Marketing Association. Who We Are, mmaglobal.com/about.