Across is a multinational digital marketing company founded in Turin eight years ago. Now he is present in about fifteen countries, works with over two hundred partners and bases his work in digital marketing on the multichannel lead generation.

The company essentially generates contacts for its customers through integrated marketing strategies. Among the main services managed by the company are Direct Email Marketing, Native Advertising, Display and Pay Per Click campaigns by Search Engine Marketing and social advertising actions.

With a speech by Lucia Sternativo, Project Manager of Across, he intended to shed light on the false friends of digital marketing, that is, on the confusion effect that often arises by mixing English terms with daily practice.

We have selected the interesting parts in our opinion for a use of the theme of valid digital marketing erga omnes, adding a term not quoted by Sternativo, but still important to keep in mind. And let’s start with that: native advertising, making us help, in the spirit of the initiative, which is that of the greatest possible clarity, from Wikipedia.

Native advertising, or native advertising, is a form of advertising on the web in the form of content, which aims to generate interest in users assuming the aspect of the content of the site on which it is hosted. A communication that does not alter the user’s experience in both appearance and express content.

The newsletter is a useful tool to receive communications, be informed about news, get discounts. From the marketing point of view, the newsletter is a great way to loyalty the user, because the recipient has already shown interest in the brand by voluntarily registering.

Dem, Direct Email Marketing, are commercial email communications, which often contain so-called Call to Action, i.e. actions generated by a click that bring the user to a page dedicated to a specific action,

Spam is the indiscriminate sending of the same email, often related to advertising content, to many addresses. It should not be confused with scam, i.e. online communications sent by email, automated systems, fraudulent intent, real online fraud to deceive through social engineering mechanisms.

Seo, Search Engine Optimization, is a technique that aims to achieve the ‘organic’ positioning of a content on the web, i.e. it makes

Sem, Search Engine Marketing, is a technique that marketing keywords and advertising spaces through targeted sponsorship campaigns.

Lupin 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, this is what we type in the browser when we look for a page or file.

The link, however, is a hyperlink, which links a word, an image or a graphic to a second resource allocated elsewhere, allowing quick access to the latter with a simple click. Which is why, according to Sternativo, it is possible to say that a link is formed by a URL but it is not true the opposite.

We move on to two essential terms for the web marketing market with several points in common, but which indicate two distinct online activities.

It describes as lead generation that process of data collection of users, interested in a certain product/service, through forms present on landing page created ad hoc.

And with landing page, you understand it is a specifically structured web page that the visitor reaches after clicking a link provided with a Dem, or an advertisement.

Lead nurturing is the next step to lead generation, as it describes the next path: the goal is to loyalty the user, creating a direct relationship, i.e.. by nourishing the contact (from here nurturing) through

There are also two terms that describe the use of online content, which is now increasingly happening from mobile devices.

The responsive design indicates that a website adapts to the screen size, always remaining readable.

The adaptive design requires that different versions of the same site be loaded to a server, which recognizes which device the request comes from and sends the dedicated version. You adopt this technique to improve the user experience.

Finally, social media. Social media is a set of web-based applications built on the 2.0 paradigms and allowing the exchange and creation of user-generated content.

The term social network describes the relationship between people belonging to the same network of contacts. In this regard, Sternativo points out that it is a term that exists well before the advent of Facebook.

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