Online Marketing Vocabulary for English Language Learners

In this lesson you will find examples of English language vocabulary for your online marketing studies.

This vocabulary is divided into basic vocabulary used to describe online marketing techniques.

The same vocabulary put into context of short texts to study for meaning, and understanding.

A word match exercise to test your knowledge of vocabulary meanings and definitions of words.

Text to read

Read the text through once for general understanding. Look for its basic message about marketing.

• Then read it a second time for a deeper understanding of what the author is telling you.

• Then read a third time to get a full understanding of the text, and the type of vocabulary used – is it formal language, or is it everyday, conversational language?

• Reading three times gives your brain time to gather ideas, put ideas that you read together, and to fully understand what is being said in the text.

In business, it is important that you can present your product to customers. Online marketing is the modern way to build a business presence.

Good online marketing helps the customer to make a decision about the product they are thinking of buying. Today, many potential customers are already partly educated about the products that they want to buy. The internet allows a customer to research all the various ideas about a product or service, and make a final decision based on quality, reliability, and price.

Price is often the last point that a customer considers, but it isn’t always the deciding factor when the customer decides to purchase.

Most potential customers are looking for quality, reliable service, and a trustworthy company to buy from.

Today’s customer is an informed customer. This makes it important that when you set up your marketing campaigns you know who your customer is. The more you understand about your potential customers, the more you speak directly to them.

This is achieved by studying the market demographics of various customer groups and deciding which characteristics fit your product, and which customers are most likely to buy from you.

Marketing has always followed the principles of applying the four “Ps”.

• Product

• Price

• Place

• Promotion

Online marketing uses these four principles (above) but adapts them to the internet.

Place was always important in marketing, which led to the common expression,”location, location, location!”, as being the main point of importance to any marketer on the high street.

If customers don’t know where you are, then they can’t find you.

The same principle applies to the internet. Instead of using a physical location, the internet offers virtual spaces where a marketer can do everything possible to be found by customers.

These places change over time. The current locations for internet marketers to show their products and services are on Social Media platforms.

The idea is to present your business and make connections with people who like to use social media. Then drive them back towards your landing page, normally on your own website.

If your landing page is well designed, and the text and media used to engage the customer is up to scratch, then the customer should experience a feeling of trust. If a customer trusts the page, then they will investigate the service more deeply. This will lead them to engaging with more commitment to your product or service.

Marketing and sales are tightly connected these days. The marketing ideas used to engage customers quickly lead them into a sales process that has been thought out in great detail.

This is why when you read about marketing and sales you will see abbreviations which describe the various processes during the customer’s experience.

CX = customer experience

UX = User experience

CR = conversion rate (how often an engaged reader converts to becoming a buyer)

CPA = cost per action

CPL = Cost per click

CTR = Click-through rate

CPV = Cost per view

The above expressions and abbreviations are just few of the many expressions involved in market and sales conversations.

Vocabulary from the article

1. During = a period of time that is placed between two other periods of time or activity. Ex; I ate my dinner while I watched a film
2. Thought out = when you think deeply about a subject and find a solution, then formulate it into action
3. Tightly connected = ideas that are closely connected. Tight means that something is very close to an object.
4. Committed to… = totally engaged with an idea, convinced by the idea, therefore, a committed person will follow you, buy your products, and support your ideas
5. Deeply = from deep. Deeply (adv) the conversation went deeply into the subject. I am deeply committed to my beliefs. Extremely or strongly affected by something; I am deeply moved by your words.
6. Feelings of trust = confidence in a thing or person
7. “up to scratch” = slang expression meaning that something is in good condition. It can be applied to an idea, or an object; The car is ready to drive, the motor is up to scratch. My English studies are bringing me up to scratch with my conversational skills.
8. Engage = to become committed to a thing by actions that deepen in their intensity. To show great interest in an object or person – or your product.
9. Landing Page = a special type of page on a website that is designed to lead a customer through the sales process until they buy the product.
10. Drive = to operate or control a vehicle. To drive also means to push on, forwards. To encourage a horse to continue to move forwards is to “drive him on”. To drive traffic to a website is to take action that causes people/ traffic to go to your website landing page.

Below is a two column chart with the same vocabulary from the article on marketing.

Match each word or expression with one of the definitions given on the right side. See how well you do.

If you study vocabulary in a serious way, you will learn very rapidly. Vocabulary is the building blocks of language and communication. Each word that you study leads to another set of expressions and words that you will easily remember if you make connections.

Much good learning is about how well you connect ideas together; vocabulary is a string of ideas that changes its colour and expression as you step through the English language.