Najważniejsze pojęcia w marketingu internetowym
Marketing cyfrowy to stosunkowo nowa i szybko zmieniająca się branża. Dlatego liderzy i eksperci marketingu cyfrowego stworzyli frazy i terminy opisujące wszystkie aspekty tej działalności. Znajomość tych terminów jest niezbędna w celu zrozumienia procesów zachodzących w kampaniach reklamowych. Nasz słownik zawiera wiele akronimów i definicji poszczególnych pojęć. Przy tworzeniu słowniczka czerpaliśmy informacje z wielu źródeł oraz współpracowaliśmy z kilkoma ekspertami ds. marketingu internetowego. Zawarte tutaj definicje będą dla Ciebie stałym punktem odniesienia w procesie zdobywania wiedzy z dziedziny marketingu cyfrowego. Mamy nadzieję, że nasz słownik okaże się cennym źródłem informacji w pracy i nauce.
A
- A/B Testing
- Account-Based Marketing
- Adaptive Web Design
- Adobe Analytics
- Ad
- Ad Auction
- Ad Blockers
- Ad Copy
- Ad Exchange
- Ad Extensions
- Ad Formats
- Ad Groups
- Ad Impression
- Ad Network
- Ad Platform
- Ad Rank
- Ad Scheduling
- Ad Space
- Ad Unique User
- Ad Unit
- Advertiser
- AdRoll
- Ads Manager
- Advanced Analytics
- Advertising
- Affiliate Marketing
- Agile
- Agile Thinking
- AI Bias
- AI Ethical Framework
- AI Tools
- Algorithms
- Always On Approach
- Amazon Web Services (AWS)
- Anchor Text
- Annotations
- API (Application Programming Interface)
- App Monetization
- App Store Optimization (ASO)
- Artificial Intelligence (AI)
- Audience Engagement
- Audience Insights
- Audience Targeting
- Automation
- Average Order Value (AOV)
- Awareness
- Above The Fold
- Above-The-Line Marketing
- Accelerated Mobile Page (AMP)
- Aktywne Słuchanie
B
- B2B Content
- B2B Purchase Cycle
- B2C
- B2C Content
- Backlink
- Badania Odbiorców
- Benchmarking
- Blog
- Blogging
- Bounce Rate
- Buyer Persona
- Buyer’s Journey
- Buying Cycle
- Buying Signal
- BuzzSumo
- Behavioral Analytics
- Behavioral Data
- Below-The-Fold Content
- Below-The-Line Marketing
- BERT
- Bid
- Bid Auctionhttps
- Bid Modifiers
- Big Data
- Bing
- Bing Webmaster Tools
- Black Hat SEO
- Blue Ocean Strategy
- Body Content
- Boolean Search
- Bottom Of Funnel (BOFU)
- Brand
- Brand Advocates
- Brand Awareness
- Brand Channels
- Brand Content
- Brand Engagement
- Brand Equity
- Brand Extensions
- Brand Guidelines
- Brand Identity
- Brand Image
- Brand Objectives
- Brand Personality
- Brand Positioning
- Brand Prestige
- Brand Recall
- Brand Resonance
- Brand Salience
- Brand Sentiment
- Brand Storytelling
- Brand Values
- Brand Visibility
- Branding
- Brandwatch
- Breadcrumb
- Broad Match
- Budget
- Business Goals
- Business-Level Strategy
- Business Objectives
- Business-to-Business (B2B)
- Business-to-Consumer (B2C)
C
- Call To Action (CTA)
- Campaign
- Campaign Action Plan
- Campaign And Ad Groups
- Campaign Bidding
- Campaign Management
- CAN-SPAM Act
- Canonical
- Canva
- Carousel
- Carousel Ad
- Cart Abandonment Email
- Cascading Style Sheets (CSS)
- Case Studies
- Cash Cows
- CASL
- Catalog (Facebook)
- CCPA
- Challenger Brand
- Change Management
- Channel
- Channel Attribution
- Channel Brief
- Channel Fragmentation
- Channelgraphics
- Chatbot
- ChatGPT
- Chief Executive Officer (CEO)
- Chief Information Officer (CIO)
- Chief Marketing Officer (CMO)
- Chief Operating Officer (COO)
- Chief Security Officer (CSO)
- Chief Technology Officer (CTO)
- Churn Rate
- Cleanup
- Click
- Click Share
- Click-Through Rate (CTR)
- Click-to-Call
- Client Lifecycle
- Clipdrop
- Cloaking
- Cloud-Based Application
- Coaching
- Collaboration
- Comparative Data Analysis
- Comparison Website
- Competitive Advantage
- Competitive Insights
- Competitive Landscape
- Competitive Research
- Competitor Analysis
- Competitor Gap Analysis
- Competitor Monitoring
- Completed Download
- Complex Buying Behavior
- Comprehensive Reporting
- Computer Vision
- Connected TV (CTV) Platform
- Consideration
- Conspicuous Consumption
- Consumer Barometer
- Consumer Insights
- Consumer Involvement
- Consumer Research
- Container Tag
- Content
- Content Amplification
- Content Audit
- Content Calendar
- Content Creation
- Content Delivery Network (CDN)
- Content Discovery
- Content Distribution
- Content Exclusions
- Content Ideation
- Content Management
- Content Management System (CMS)
- Content Marketing
- Content Mix
- Content Optimization
- Content Optimization System (COS)
- Content Personalization
- Content Repurposing
- Content Seeding
- Content Strategy
- Content Targeting
- Content Waterfall
- Continuous Learning
- Contractual Agreement
- Conversion
- Conversion Attribution
- Conversion Metrics
- Conversion Objective
- Conversion Paths Report
- Conversion Rate
- Conversion Tracking
- Conversions Report
- Cookie
- COPE
- Cost Per Action (CPA)
- Cost Per Click (CPC)
- Cost Per Conversion (CPC)
- Cost Per Download (CPD)
- Cost Per Engagement (CPE)
- Cost Per Lead (CPL)
- Cost Per Mille (CPM)
- Cost Per View (CPV)
- Crawler
- Crawling
- Crazy Egg
- Creative Assets
- Creative Brief
- Creative Budget
- Creative Media Ratio
- Creative Plan
- Creative Strategy
- Creative Thinking
- Creator Marketplace
- Crello
- Crisis Management
- Criteo
- CRM Dashboard
- Cross-Channel Data-Driven Attribution Model
- Cross-Linking
- Cross-Posting
- Cross-Selling
- Crossing The Chasm
- CSAT
- Cultural Research
- Cumulative Layout Shift (CLS)
- Custom Audience
- Customer Acquisition
- Customer Acquisition Cost (CAC)
- Customer Detail
- Customer Effort Score (CES)
- Customer Engagements
- Customer Experience
- Customer Experience Map
- Customer Experience Officer (CXO)
- Customer Factors
- Customer Journey
- Customer Journey Map
- Customer-Led
- Customer Lifespan
- Customer Persona
- Customer Retention
- Customer Retention Rate
- Customer Sentiment
- Customer Service
- Customer Testimonials
- Customer Value Proposition
- Customized Marketing
D
- Daily Spend (Daily Budget)
- DALL-E
- Dance Diffusion
- Dashboards
- Data
- Data Breach
- Data Cleansing
- Data Collection
- Data Controller
- Data-Driven Approach
- Data-Driven Decision-Making
- Data-Driven Marketing
- Data Ethics
- Data Integration Tools
- Data Management
- Data Management Systems
- Data Map
- Data Points
- Data Privacy
- Data Processor
- Data Protection Officer (DPO)
- Data Quality Software
- Data Reporting Tool
- Data Storage
- Data Storage Compression
- Data Visualization
- Datorama
- Dayparting
- Deadlines
- Deal Review
- Decider
- Decision Matrix
- Decline Stage
- Deep Dive Review
- Defensive Strategy
- Defined Audience Targeting
- Delegate
- Delivery Rate
- Demand-Based Pricing
- Demand Generation
- Demand-Led
- Demand Waterfall
- Demographics
- Demographics Report
- Density
- Description
- Descriptive Data Analytics
- Design Thinking
- Desk Research
- Development Level
- Devices
- Differentiated Marketing
- Differentiation Strategy
- Diffusion Of Innovation
- Digital Advertising
- Digital Advertising Audit
- Digital Audit
- Digital Bias
- Digital Brand Management
- Digital Budget
- Digital Channels
- Digital Communications Planning
- Digital Crisis Management
- Digital Cross-Selling
- Digital Data
- Digital Disruptor
- Digital Engagement
- Digital Display Advertising
- Digital Insights
- Digital Leadership
- Digital Literacy
- Digital Research
- Digital Sales Strategy
E
- E-A-T, Expertise, Authoritativeness, & Trustworthiness
- Early Adopters
- Early Majority Consumers
- Earned Media
- eCommerce
- eCommerce Marketplace
- Ecommerce Purchases Report
- Ecommerce Revenue
- Ecommerce Transactions
- Economies Of Scale
- EEAT
- Email And Automation Marketing
- Email Deliverability
- Email Filtering
- Email Marketing
- Email Marketing Workflow
- Email Newsletter
- Email Service Provider (ESP)
- Email Subscriptions
- Emarsys
- Embedded Content
- Emotional Intelligence
- Emotional Response
- Empathy Map
- Employee Advocacy
- Employee Stock Ownership Plan (ESOP)
- Empowered Customers
- Enablement
- Endorsement
- Engagement
- Engagement Metrics
- Engagement Overview Report
F
- Facebook Ads
- Facebook Business Manager
- Facebook Carousel
- Facebook Creative Hub
- Facebook Creator Studio
- Facebook Event
- Facebook Live
- Facebook Messenger
- Facebook Pages
- Facebook Pay
- Facebook Pixel
- Facebook Profile
- Facebook Watch
- False Negative
- False Positive
- Feature Creep
- Featured Snippet
- Feed
- Feedback
- File Transfer Protocol (FTP)
- Filter
- First Click Attribution
- First Contact Resolution (FCR)
- First Input Delay (FID)
G
- GA4 360
- Gantt Chart
- Gatekeeper
- GDPR
- Gemini Ads (Yahoo!)
- Generative AI
- Generative AI Application
- Generative AI Model
- Geo-Tagging
- Geo-Targeting
- Geodemographics
- Geofencing
- Geographic Analytics
- Geographic Scope
- Geographical IP Analysis
- GIFs
- Goalshttps
- Going-Rate Pricing
- Good Data
- Google Ads
- Google Ads Experiments
- Google Ads Manager (aka MCC)
- Google Ads Reach Planner
- Google Adsense
- Google Alerts
- Google Analytics 4 (GA4)
H
- Habitual Buying Behavior
- Hallucination
- Handle
- Hard Bounce
- Hashtag
- Hashtag Integration
- Headers
- Headings
- Heat Map
- Hero Image
- Heterogeneous Segment
- High-Intent Users
- Highlights
- Hits
- Holacratic Organizational Structure
- Homepage
- Homogeneous Segment
- Hootsuite
I
- Image Ads
- Implicit Lead Scoring Metric
- Impression
- Impression Share
- Impression To Conversion Rate (Imp Cvr)
- Impressions
- In-App Ad
- In-App Purchases Report
- In-Flight Optimization (IFO)
- In-Market Audiences
- In-Market Bias
- In-Memory Data Fabric
- Inactive Client
- Inbound Link
- Inbound Marketing
- Inbound Strategy
- Index
- Indexed Page
- Indexing
- Indirect CPA
- Indirect Exporting
- Individual Branding
- Individual Experience
- Individual Marketing
- Industry Disruptions
- Industry Influencers
- Industry Trendhttps
- Industry Trend Research
- Influenced Customers
- Influencer Marketing
- Influencers
- Infographics
- Information Architecture (IA)
- Information Management Tools
- Informational Keyword
- Initiate (DMI) Principle
J
- Jasper
- JavaScript
- Jira
- JSON-LD
- Journey Mapping
- Joint Venture Marketing
- Jitter
- Jump Page
- Just-In-Time Marketing
K
- Key Performance Indicator (KPI)
- Key Phrase
- Keyword
- Keyword Cannibalization
- Keyword Density
- Keyword List
- Keyword Resear
- Keyword Spam
- Keyword Stuffing
- Kissmetrics
- Klaviyo
- Knowledge Graph
- Knowledge Management Tools
- Knowledge Panel
- Kotler And Armstrong Matrix
- Kred
L
- Laggards
- Landing Page
- Landing Pages Report
- Largest Contentful Paint (LCP)
- Last Click Attribution
- Late Majority Consumers
- Latent Semantic Indexing (LSI)
- Lead
- Lead Builder
- Lead Generation
- Lead Magnet
- Lead Nurturing
- Lead Nurturing Funnel
- Lead Response Time
- Lead Scoring
- Leaderboard
- Leadership Behavior
- Leadership Skills
- Leadership Style
- Less For Much Less
- Lewin’s Change Model
- Lifecycle Report
- Like
- Line Chart
- Linear Attribution Model
M
- Machine Learning
- Macro Influencers
- Macro-Segments
- Mail Merge
- Mailchimp
- Majestic
- Managing Upwards
- Market Conditions
- Market Coverage
- Market Dynamic
- Market Factors
- Market Forces
- Market Gaps
- Market Penetratio
- Market Positioning
- Market Pricing
- Market Research
- Market Segmentation
- Market Share
- Market Trends
- Market Variability
- Marketing-360
- Marketing Attribution
- Marketing Automation
- Marketing Automation Workflow
- Marketing Brief
- Marketing Objectives
- Marketing Programme
- Marketing Qualified Lead (MQL)
- Marketing Strategy
- Marketo
- Martech (Marketing Technology)
- Mashup Curation
- Maslow’s Hierarchy Of Needs
- Mass Marketing
- Mass Media
- Match Type
- Matomo
- Maturity Stage
- Maximum Bids
- Measurable
- Measurement
- Measures Of Central Tendency
- Measures Of Variability
- Media Brief
- Media Buying
- Media Mix
- Media Plan
- Media Relations
- Media Strategy
- Mediagraphics
- Medium Report
- Mega Influencers
- Meme
- Mention
- Mention (Tool)
- Mentor–Mentee Partnership
O
- Objective
- Objective And Task Method
- Off-Page Optimization
- Off-Ramp
- Offer Posts
- Offline Channels
- Omni-Channel Marketing
- Omnichannel Strategy
- On-Boarding Client
- On-Page Optimization
- One-To-Many
- One-To-One
- Online Channels
- Online Display
- Online Survey Platforms
- Online Value Proposition
- Onlyness
- Open Opportunity Rate
- Open Rate
- Operational-Level Strategy
- Opportunities
P
- Page Application
- Page Authority/URL Rating
- Page Experience Signals
- Page Heading
- Page Impression
- Page Speed
- Page Title
- Page Viewshttps
- Page Views (PV)
- PageRank
- Pages And Screens Report
- Pages Per Visit
- Paid Ads
- Paid Media
- Paid Search
- Pain Points
- Panda (Google Algorithm)
- Parent Company
- Pareto Principle
- Parked Domains
- Partnering For Performance
- Passive Audience
- Passive Media
- Path
- Path Of Enquiry
- Pay Per Click (PPC)
- Payment Gateway
- Peer-To-Peer (P2P)
- Penguin (Google Algorithm)
- People Skills
- Percentage (%) New Visits
- Percentage Of New Visits
- Percentage Of Sales Method
- Perceptual Map
- Performance Management
- Performance Management Cycle
- Performance Max Campaign
- Periscope
- Permission-Based Marketing
- Personal Brand
- Personal Channels
- Personal Selling
- Personalization
- Personally Identifiable Information (PII)
- PESTEL Model
- Phone-Through Rate (PTR)
- Photo Posts
- Phrase Match
- Pie Chart
- Pillar Page
- Pin
- Pin It
- Pingdom
- Pinned Post
- Pinterest Browser Button
- Pinterest Pins
- Pipeline
- Pivot Tables
- Pixel
- Placement Targeting
- Plan Działania
- Plan Of Action
- Platform
- Plugin
- Point Of Contact
- PointDrive
- Points Of Parity (POP)
- Political Mapping
- Pozyskanie
Q
- Qualified Leads
- Qualified Visitor
- Qualitative Research
- Quality Backlinks
- Quality Metrics
- Quality Rater Guidelines
- Quality Score
- Quantitative Research
- Question Marks
- Quote Tweet
- Query Intent
- Quick Response (QR) Code
- Quarterly Business Review (QBR)
- Quota-Based Pricing
- Quora Ads
R
- RACE
- RankBrain
- Rankingh
- Ranking Factors
- Rapid Penetration
- Rapid Skimming
- Raw Data
- Reach
- Reach–Value Matrix
- Real-Time Bidding
- Really Simple Syndication (RSS)
- Recall
- Reciprocal Link
- Recycled Spam Trap
- Redirect
- Reel
- Reference Groups
- Referral
- Referral Traffic
- Refinement
- Reimagine XL
- Reinforcement Learning
- Relationship-Based Approach
- Relight
- Remarketing
S
- Sales Accepted Lead (SAL)
- Sales Enablement
- Sales Funnel
- Sales Method
- Sales Objectives
- Sales Promotion
- Sales Qualified Lead (SQL)
- Salesforce
- Salesforce Marketing Cloud Intelligence
- SAM (Serviceable Addressable Market)
- SAP
- SAS Visual Analytics
- SCARF
- Scatter Chart
- Scheduling
- Scheduling And Planning Tools
- Schema Markup
- Screaming Frog Spider
- Search
- Search Ads 360
- Search And Explore
- Search Engine Advertising (SEA)
- Search Engine Algorithm
- Search Engine Index
- Search Engine Marketing (SEM)
- Search Engine Optimization (SEO)
- Search Engine Results Page (SERP)
- Search Engines
- Search Intent
- Search Query
- Seasonal Trends
- Second-Party Data
- Second Price Auction
- Secondary Data
- Secondary Research
- Segmentation
- Selective Distribution
- Self-Awareness
- SEMrush
- Sentiment Analysis
- SEO Audit
- SEOptimer
- Service-Based
- Session Duration
- Sessions
- Share Of Wallet (SOW)
- Shares
- Shopify
- Shopping Ads
- Short Message Service (SMS)
- Short-Tail Keywords
- Showcase Ads (Google Ads)
- Silos
- Similar Audiences
- Single Opt-In
- Single Segment Concentration
- Single Source Of Truth
- Site Map
- Site Search
- Site Speed
- Site Traffic
- Sitelink Extensions (Asset)
- Situation Analysis
- Situational Leader Diagnosis
- Situational Leader Flexibility
- Situational Leadership II
- Six Thinking Hats
- Skill Stacking
- Skills Matrix
- Skyscraper
- Skyscraper Technique
- SlideShare
- Slideshow
- Slow Penetration
- Slow Skimming
- Slug
- Slumped Contacts
- Smart Campaign
- SMART Goals
- Smartphone
- SMBs
- Snapchat
- So-What Analysis
- Social Account Management (SAM)
- Social Account Management Tools
- Social Account Plan
- Social App
- Social Assets
- Social Bookmark
- Social Channels
- Social Collaboration
- Social Commerce
- Social Content
- Social CRM
- Social Currency
- Średnia Pozycja
T
- Tableau
- Tactic Roll-Out Plan
- Tactics
- Tag
- Takeover
- TAM (Total Addressable Market)
- Tampermonkey
- Tangible Assets
- Target Bids
- Target Persona
- Targeting
- TBT
- Team Factors
- Team Link
- Tech Reporthttps
- Technical SEO
- Tenancy
- Territory
- Test And Learn
- Testing
- Text Link
- The 4 Ps
- The 4C’s
- The Same For Less
- The Snorkel/Scuba Method
- The Three Product Levels
- Theory X
- Theory Y
- Think With Google
- Third-Party Data
- Third-Party Data Analysis
- Thumbnail
- TikTok
- Time Decay Attribution Model
- Time Management
- Timeline
- Timelines
- TIMITI
- Title Tag
- Title Tags
- TOFU
- Tokenization
- Tone Of Voice
U
- Ubersuggest
- Unboxing
- Undifferentiated Marketing
- Unichannel
- Uniform Resource Locator (URL)
- Unique Selling Point (USP)
- Unique User
- Unique User Duration
- Unique Visitor (UV)
- Unique Visitors
- Universal Analytics
- Universal App Campaign
- Unstructured Data
- Unsubscribe
- Unsubscribe Rate
- Uplift Modelling
- Upselling
- URL
- URL Parameter
- Usability Testing
- User Experience (UX)
- User-Generated Content (UGC)
- User Intent
- User Interface (UI)
- User Journey
- User Purchase Journey Report
- User Report
- User Satisfaction
- User Tracking
- Username
- USP
- UTM
- UTM Codes
V
- Valuable Actions
- Value Chain
- Vanity Metrics
- Variety Of Big Data
- Variety Seeking Buying Behavior
- Velocity Of Big Data
- Venice (Google Algorithm)
- Veracity Of Big Data
- Version Control
- Video Ads
- Video Aspect Ratio
- Video Campaign
- Video Interstitial
- Video On Demand (VOD)
- Video Posts
- Video Pre-Roll Ad
- Video Thumbnail
- View-Through Conversion
- View-Through Conversion Window
- Viewable Cost Per Thousand Impressions (VCPM)
- Viral
- Viral Content
- Virality
- Virtual Desktop Infrastructure (VDI)
- Visit
- Visual Display Banner
- Visual Website Optimizer (VWO)
- Vlog
- Voice Search
- Volume Of Big Data
W
- Warm Introduction
- Webinar
- Website CMS
- Website Optimization
- Webtrends
- What You See Is What You Get (WYSIWYG)
- WhatsApp Business Account
- White Hat SEO
- White Paper
- Whitelisting
- Wide Skyscraper
- WireFrame
- WooCommerce
- Woopra
- Wskaźnik Porzucenia
X
- X (Formerly Twitter)
- XML Product Feed
- XML Sitemap
- X-Robots-Tag (HTTP Header)
- XenForo (Forum Software)
- XaaS (Anything As A Service)
- XML-RPC (Remote Procedure Call)
- XGBoost (Machine Learning Algorithm)
- XPath (XML Query Language)
Y
- Yahoo
- Yahoo! Native
- Yandex
- YMYL (Your Money Or Your Life)
- Yoast
- YouTube
- YouTube Cards
- YouTube Channel
- YouTube Masthead
Z
- Zendesk
- Zero Moment Of Truth (ZMOT)
- Zero-Party Data
- Zoho
- Zuko
- Zapier
- Zeigarnik Effect
- Zoom
- Zone-Based Pricing
- Z-Index (CSS Property)
- Zachowanie Odbiorców
- Zdolność Adaptacji