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Content Management

Digital Marketing Jargon

In this, my first article, I would like to talk about something really simple, but very useful. I will talk about the basic terms that are used by digital marketing people regarding e-commerce and in general, web applications. It is very important to know these terms; they can help you understand the business perspective of the purpose of a website. Also, please note that there are more digital marketing terms related to websites, but I consider the ones in this article to be the most important ones.

Hero Image

Hero Image is a technique that uses a single strong image to simplify and bring impact to your presentation. The basic idea is that an image says more than a thousand words. The hero image becomes a representation of the visceral experience that conveys your brand promise.

Conversion or Conversion Funnel

Generally speaking, it is the process of converting a visitor to a website into a customer. This process can be designed to have several steps or just a couple.

Landing Page

A landing page is any page on a website where traffic is sent looking for a specific action or result.

Some examples of how landing pages are used: 

- On pay per click (PPC) campaigns, you create a unique landing page for each keyword you want to use. This is, you optimize that landing page for that keyword and configure it with Google or other providers to use it when the user searches for that term.

- Traffic is sent from a blog post to a website’s page to try to sell something or encourages an opt-in to an email list.

- Pages used to organize the content beneath it that are related or share the same theme.

Call to Action (CTA)

A call to action is a banner, button, link or text that incites the users to do a specific action on the website. The main purpose of the CTA is to drag the user one step ahead of the conversion funnel in order to make a sale.

Eduardo M.

Born and raised in Mexico City, Eduardo has over 15 years of experience, 6 working with Java, 8 with .NET and 5 with Sitecore and other CMS. He is an Electronic Systems Engineer who enjoys tennis and has written some pretty cool blog entries you should read.