AGENCY: An outside partner that fulfills a company’s digital marketing and advertising needs, AWARENESS STAGE: The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service, BRAND: How a business or organization is perceived by the public, BRAND EQUITY: The value consumers attribute to one brand’s offerings when compared with similar products from another brand, BRAND SAFETY: Keeping a brand's reputation safe when they advertise online, BUSINESS GOAL: A desired aim, achievement, or outcome for a business, CONSIDERATION STAGE: The second stage of the marketing funnel, when a potential customer's interest builds for a product or service, CONTENT MARKETING: A marketing technique that focuses on creating and distributing valuable content to a specific audience, CONVERSION: The completion of an activity that contributes to the success of a business, CONVERSION RATE: The percentage of users or website visitors who completed a desired action, such as clicking on a link in an email or purchasing a product, CONVERSION STAGE: The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown, COST-PER-CLICK (CPC): The amount an advertiser pays when someone clicks on a PPC ad, CUSTOMER JOURNEY: The path customers take from learning about a product, to getting questions answered, to making a purchase, CUSTOMER JOURNEY MAP: A visualization of the touchpoints a typical customer encounters along their purchase journey, CUSTOMER PERSONA: Represents a group of similar people in a desirable audience,

Digital Marketing & E-commerce Basics Glossary

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