There are many terms born in the world of Digital Marketing and then became part of an almost everyday language. Unfortunately, however, some of these are often confused, ending up defining something that in reality turns out to be something else. These “false friends” of digital marketing are found more often than one might imagine and – just as happens with foreign languages - they are misleading in the association between word and idea. Reason why the Across team has decided to address the main differences between some words mistakenly considered synonyms but which instead contain profound differences. Here are the most common mistakes that are made when talking about tools related to the digital world.
1. DEM & Newsletter
While both terms refer to sending emails, there are substantial differences between the two services. In DEM – Direct Email Marketing – communications are of a commercial nature and often contain Call to Action that land the user on a page dedicated to a purchase or information request. The newsletter , on the other hand, is a useful tool for receiving communications, being informed about the latest news and obtaining exclusive discounts. From a marketing point of view, the newsletter is a great way to build user loyalty, because those who receive it have already shown interest in the brand by signing up voluntarily.
2. Spam & Scam
Perhaps in the digital sector these are the terms that scare the most. The word ” spam “, in fact, has a strictly negative meaning and is the main reason why it is often associated with ” scam “. In part this reputation is wrong: spam, in fact, is the indiscriminate sending of the same email – often related to advertising content – to many addresses. But it has nothing to do with online communications sent via email with fraudulent intent. The scam, in fact, is a real online fraud to deceive through social engineering mechanisms.
3. SEO & SEM
“Search Engine Optimization” and “Search Engine Marketing” represent two acronyms whose difference is essentially of an economic nature! In fact, SEO aims at an “organic” positioning, that is, it makes a site rise in the pages of Google and the main search engines through a careful study of the structure of the code and of the words used on the site. The SEM , on the other hand, operates by purchasing keywords and advertising spaces through targeted sponsorship campaigns.
4. URL & Link
These two words are also often exchanged, although they indicate two very different things. The URL – Uniform Resource Locator – is a sequence of characters that uniquely identifies the address of a resource on the internet: an image, a video or a website. More simply, it is what we type in the browser when we search for a page or file. The link , on the other hand, is a hyperlink, which links a word, image or graphic to a second resource located elsewhere, allowing quick access to the latter with a simple click. This is why it is possible to say that a link consists of a URL but the opposite is not true.
5. Lead Generation & Lead Nurturing
These are two essential terms for the web marketing market with many points in common, but which indicate two very distinct online activities. He describes himself as a lead generation data collection process of the users, interested in a certain product / service, using the form on the landing page and ad hoc. The lead nurturing is instead a next step to lead generation, as described throughout the following path: the goal is to retain the user, creating a direct relationship, “feeding” the contact through a communication that does not directly relate to deal with the sale, but which apparently aims at brand awareness, with discount proposals, newsletters and similar strategies.
6. Responsive Design & Adaptive Design
With the advent of tablets and smartphones, the use of online content has changed format and size. For this reason the sites, today, are built immediately following two design principles: with a responsive design the site adapts to the size of the screen, always remaining legible; with an adaptive design , different versions of the same site are loaded on the server, which recognizes from which device the request arrives and sends the dedicated version, improving the user experience.
7. Social Media & Social Network
These two terms are particularly confused even by those who work in the sector. The social media , in fact, are the set of web-based applications and built on technological and ideological paradigms of Web 2.0, and that allow the exchange and the creation of user-generated content. The social network , on the other hand, describes the relationship that is established between people belonging to the same network of contacts and, it seems incredible, it is a term that existed well before the advent of Facebook and the like.