Welcome back to the second part of our June series on the alphabet of digital marketing, where we are decoding digital terms from A to Z, one story at a time. In this series, we explore the origins, evolution, and impact of each concept that has shaped the digital marketing landscape as we know it.
In Part 1, we explored foundational terms from A to D. If you missed it, you can read it here – link to Part 1: https://shratales.com/digital-marketing-alphabet-june-series-part-1/
Today, we dive deeper into the alphabet of digital marketing, focusing on the next four essentials: E to I. Let us unravel the story behind each term and how they have transformed the way marketers connect with their audiences.
Essential Alphabet of Digital Marketing You Should not Miss
Engagement: The Digital Dialogue That Drives Relationships
Engagement in digital marketing refers to how users interact with your content, ads, or brand online. It is not just about views or impressions it is about meaningful actions: likes, shares, comments, clicks, and time spent. As algorithms and analytics evolved, engagement became essential for evaluating relevance, improving reach, and driving conversions across social and web platforms.
Why Engagement Matters:
- Indicates content quality and relevance
- Boosts organic reach (especially on social platforms)
- Builds community and trust
- Improves conversion rates by fostering brand connection
Tips to Boost Engagement:
- Create interactive content like polls, quizzes, or Q&As
- Use storytelling to emotionally connect with your audience
- Post consistently and respond to comments or messages
- Use strong visuals and video for better retention
FCR – First Call Resolution: A Metric of Efficiency and Satisfaction
Though commonly used in customer service, FCR also intersects with digital marketing through live chat support, chatbots, or help desk services. It measures the percentage of customer inquiries resolved in the first interaction, without follow-up.
FCR started as a call center metric for resolving customer issues in a single interaction. With digital support channels like live chat and chatbots, it now reflects overall customer experience efficiency, influencing retention and satisfaction across digital platforms.
Importance in Digital Marketing:
- Improves customer satisfaction and loyalty
- Reduces bounce or churn rates
- Enhances user experience across digital touchpoints
Best Practices:
- Use AI chatbots for fast, consistent support
- Offer comprehensive self-help resources (FAQs, knowledge base)
- Analyze common queries and train support teams accordingly
Google Keyword Planner: The Keyword Compass for Digital Marketers
The Google Keyword Planner is a free tool by Google Ads that helps marketers research keywords for SEO and PPC campaigns. It provides search volume, competition level, and bid estimates, helping you target the most relevant terms.
Google keyword planner was launched for Google Ads, as a PPC tool but quickly became essential for SEO and content strategy. Over time, it evolved to support organic keyword research, helping marketers identify trends and optimize for both paid and unpaid search.
Why It is Crucial:
- Helps identify what your audience is searching for
- Guides content creation and SEO strategy
- Provides data-driven insights for Google Ads campaigns
Best Practices:
- Use long-tail keywords for niche targeting
- Filter results by location and language for local SEO
- Combine keyword planner with Google Trends for relevance over time
HTML – HyperText Markup Language: The Foundation of the Web
HTML is the standard language used to create and structure web pages. Every digital marketing element from landing pages to blog content and forms is built on HTML. Understanding its basics is essential for any marketer working with websites.
HTML has been the foundation of the web since the 1990s. Initially used to structure simple web pages, it has evolved to support rich multimedia, responsive design, and SEO best practices, making it a critical tool for both developers and digital marketers.
Role in Digital Marketing:
- Optimizes on-page SEO (through header tags, image alt texts, etc.)
- Helps structure responsive email templates
- Supports tracking and analytics codes (like Google Tag Manager)
- Powers interactive elements like CTAs, forms, and embedded videos
Key HTML Elements:
- <title> – Defines the page title (critical for SEO)
- <meta> – Describes content and keywords
- <a> – Anchor tag for links
- <h1> to <h6> – Header tags that signal content hierarchy
Insights: The Power Behind the Data
In digital marketing, insights refer to actionable interpretations of data. They go beyond numbers to reveal why something is happening enabling smarter decisions and better strategies.
What started as basic website metrics has evolved into deep, actionable insights? The tools now enable marketers to interpret user behavior, campaign performance, and trends, turning data into strategic decisions that drive results.
Sources of Insights:
- Google Analytics
- Social media analytics (Facebook Insights, Instagram Insights)
- Heatmaps and behavior tools (Hotjar, Crazy Egg)
- CRM and email campaign data
Why Insights Matter:
- Help personalize user experiences
- Reveal content performance and audience preferences
- Optimize marketing spend and ROI
- Predict trends and customer behavior
Best Practices:
- Set clear KPIs and measure against them regularly
- Use dashboards to visualize trends
- Do not just collect data, rather analyze it for meaning
- Test, iterate, and apply findings continuously
Wrapping It Up: E to I
These four terms represent key elements in building a comprehensive digital marketing strategy. Each has evolved over the years and continues to play a vital role in how we communicate, convert, and connect with our audiences online.
Whether you are just starting or refining your digital strategy, understanding this alphabet marketing journey gives you the tools to grow smarter and stronger in the digital space.