Digital Marketing Glossary : 136 Popular Buzzwords Defined

1. Digital Marketing Glossary THE ULTIMATE LIST OF DIGITAL MARKETING TERMS

2. THE ULTIMATE LIST OF DIGITAL MARKETING TERMS Glossary • This digital marketing glossary is the most extensive list of digital marketing terms, lingo, acronyms, and buzzwords available on the web.  • To help educate the masses on all things Digital, Temok have compiled a glossary of the most important digital marketing terms out there so that you can refer back and get the help you need at any time.

3. A A.I (Artificial Intelligence) Algorithms The mathematical formula behind systems and programmes. Frequently used in relation to Google’s workings. • A.I uses machine learning to imitate human response, performance and intelligence. Ad server Anchor text • An ad server is used to store, manage and display ads to users on a website. • The clickable text displayed in a hyperlink that’s usually blue and underlined. The anchor text should give a clear indication of the page or file it’s linking to.

4. Affiliate Marketing Refers to the process of earning commission by promoting someone else’s products or services.

5. API (Application Programming Interface) A set of tools and protocols used for building, developing and interlinking software and programmes.

6. A A/B testing: Abandonment rate An analytics feature that lets you see the percentage of people who began a defined conversion process but did not complete it. • The process of testing 2 variants (A and B) to see which delivers better results. Ad Network Ad Manager Account • A grouping of websites or digital properties (like apps) where ads can appear. • An advertising account on Facebook that allows you to run ads on the Facebook Ad Network.

7. B B2B (Business-to-Business) Backlinks This is when other websites link back to your website. • B2B refers to communication or transactions from one business to another. Bounce rate B2C (Business-to-Consumer) •  The percentage of visitors who land on a website but then leave without looking at other pages. • B2C refers to communication or transactions between a business and consumers.

8. Black hat SEO SEO strategies consisting of unethical and unprofessional techniques such as keyword stuffing.

9. Blog A blog is a web page or a website that is regularly updated with new written content. Blogs are an important section of a website in digital marketing, as they offer fresh new content on a regular basis which can help attract new visitors, engage existing visitors, and give authority signals to Google.

10. C CPC (Cost Per Click) CRM (Customer Relationship Management) CRM focuses on managing positive interaction and communication with clients in order to achieve optimal client satisfaction and retention. • How much you have to pay for every click on your advert or link. CRO (Conversion Rate Optimization) CPM (Cost Per Mille) • The systematic process of using test and learn techniques to identify which aspects help to improve website performance by encouraging more users to take a specific, desired action. • Also called Cost Per Thousand, this is the price that advertisers pay for a thousand impressions or views of an ad.

11. CMS (Content Management System) A content management system (CMS) allows web editors to manage content displayed on a site. WordPress is an example of a content management system.

12. Content Marketing Content marketing is an ongoing activity, using created content to engage customers. The content is usually valuable and made with the intention of influencing peoples behaviors.

13. C CTR (Click Through Rate) Cookies A file used by websites that stores data on a user’s computer based on their activity on the site. • Click through rate measures the success of an ad or email in terms of user interest. Conversion rate: CTA (Call To Action) • The ratio of users who complete a specific action (such as filling out a form) compared to the total number of users. Conversion rate is calculated as a percentage. • Content that encourages a user to take a specific action – e.g. “Buy Now” or “Download Free Trial”.

14. D DCO (Dynamic Creative Optimism) DSP (Demand-Side Platform) A system that allows buyers of digital advertising inventory to manage multiple ad exchanges and data exchange accounts through one interface. • A display ad technology that creates personalized ads based on data about the viewer at the moment of ad serving. Duplicate content DMP (Data Management Platform) • A substantial amount of identical content that features on more than one website or multiple places on the same website. • A unified technology platform used for collecting, organizing and activating large sets of data from different sources.

15. Domain Name The part of a network address that identifies it as belonging to a particular company or organization. No two websites can have the same domain name. For example, in the web address https://www.Temok.com/domainname, the domain name is ‘temok.com’.

16. Deep Web In contrast to the Surface Web (indexed sites), this part of the internet that is not indexed by search engines, but does not deal in illegal activities, like the Dark Web. This consists of a variety of databases, documents, reports and other information that is not available to the public. It can also include things like web mail, online banking or subscription based content like videos, magazines, newspapers or other publications.

17. D Dashboard Directory A website that categorically lists websites with similar themes. • A web page that contains and displays aggregate data about the performance of a website or digital marketing campaign. Digital Assistant Display Ads • Sometimes known as a virtual assistant or intelligent personal assistant, this software or application can perform tasks or services via verbal commands from a user.  • Ads on a display network which include many different formats such as: images, flash, video, and audio. Also commonly known as banner ads, these are the advertisements that are seen around the web on news sites, blogs, and social media.

18. E ESP (Email Service Provider) Email lists An email list is a collection of emails received through websites, blogs or other medium. These are usually used to send marketing emails and offers. • A company that provides an email platform or tool to help you send marketing messages via email. Email address Exact match • Similar to a physical address, and email address is what allows people to send emails to you, and for you to receive them. • Refers to a keyword match type for PPC advertising that offers the most specific and precise control over ad targeting.

19. E-Commerce Buying and/or selling products or services on the Internet.

20. Email Marketing A type of direct marketing that targets customers or prospects via emails sent straight to their inbox.

21. F Featured snippet Funnels A marketing strategy based on ‘funnelling’ prospects through multiple stages of a customer journey in order to reach the end goal of a specified conversion. • Also known as ‘position zero’, the featured snippet is an answer box that sits at the top of Google’s SERPs that aims to answer a user’s query by using featured copy from a relevant site. Digital Assistant Facebook Advertising • Sometimes known as a virtual assistant or intelligent personal assistant, this software or application can perform tasks or services via verbal commands from a user.  • Facebook allows advertisers to reach its users through their ad network. A range of ad types can be created to reach various goals set by companies.

22. Facebook Profile A personal Facebook account. Profiles are automatically created when a user signs up.

23. Facebook Business Page A public webpage on Facebook created to represent a company. Using a business page gives users access to Facebook Ads Manager. 

24. G GSR (Galvanic Skin Response) Google Search Console A free web service that allows webmasters to monitor website performance and visibility. • GSR is biometric technology that measures the levels of sweat on someone’s skin to reflect their emotional response to stimuli. Geo-targeting Google Tag Manager • A targeting method that serves content to site visitors based on their location. • A free tool that allows you to host a variety of tracking codes, pixels, and tags – thus removing the need to rely on developers and hard coding of each tag.

25. Google Ads Google’s self-serving advertising platform that lets marketers serve ads across Google and partner networks.

26. Google Analytics A free Google tool that measures and reports on website traffic.

27. H Hashtag Hostname A label attached to a host on the Internet, allowing an individual server to be identified. • Used on social media platforms as an identification of a certain theme or topic whereby the subject matter is preceded by the hash symbol. Hyperlink Heatmap •  A hyperlink is an HTML code that creates a link from one webpage to another web page, characterized often by a highlighted word or image that takes you to the destined location when you click on that highlighted item. • A visual summary of how users interact with a specific webpage. Heatmaps identify ‘hot spots’ where page aspects have high interactivity levels. This tool is widely used for conversion rate optimization.

28. I Index Impression When an ad is displayed to a user, this is called an impression – as the ad has been seen. Whether or not the ad is clicked isn’t taken into account. • Google’s list of websites. If a site has been ‘indexed’, it is included in Google’s list of the web. Interactive Content Impression share • Interactive content is the type of online content that engages audiences in a certain activity. In return, participants get real-type and relevant results. • The actual number of impressions your ads receive vs the number of impressions they could have potentially received. Impression share is influenced by many factors such as budget and keyword bids.

29. Inbound Marketing Inbound marketing refers to the activities and strategies used for attracting potential users or customers to a website.

30. J Java Javascript Javascript is a scripting language. Javascript is used on web browsers to provide interactive elements to web pages that are difficult or impossible to achieve with just HTML or CSS. • Java is a programming language that is used to create applications that can run on a digital device. Java can be used on it’s own, while Javascript can only be used in web browsers.

31. K Keyword Keyword Stuffing An unethical, black hat SEO technique that refers to the over-optimisation of a webpage through excessive keyword density. • Popular words, terms or phrases that help to optimise a site’s ranking position. Keywords also allow paid search advertisers to bid for ad placements as sponsored links on SERPs. KPIs (Key Performance Indicators) Keyword Research • Used to reflect the performance and success of an activity in relation to the goals originally outlined. •  The process of researching words, terms or phrases around a certain subject to determine their popularity.

32. L Lead Long-tail Keyword A keyword phrase that contains three or more words. Long-tail keywords are used to target more specific, niche demographics. • A lead is someone who has shown or may show interest in your service or product offering. Lookalike Audience Local Search • Used for Facebook advertising, a lookalike audience is a pool of prospects who closely resemble an existing audience. • The process of utilizing a search engine’s database of local business listings in order to target audiences based on their specific geographic locations.

33. Landing Page A page on a website that serves as a destination page for users who have clicked through from an advert or link elsewhere on the web.

34. Link Building The process of getting other websites to link to yours. The higher the authority of the other site, the more valuable the link.

35. M Machine Learning Meta Description The copy displayed underneath the website page link on SERPs. • A subset of A.I that refers to an algorithm’s ability to learn from pattern recognition and inference in order to improve functionality. Meta Titles Market Research • A meta title is the name of a web page. The meta title helps both search engines and users to understand what type of page it is. • A planned effort to gather information about target customer groups (or markets) preferences.

36. N Native Advertising No Index An identifier tag that tells search engines not to index a specific page. • Online ads that blend in with the platform on which they appear in terms of their look and feel. NPS (Net Promoter Score) No Follow • If you’re conducting customer surveys and you’re interested in customer satisfaction, NPS is a handy metric. It helps you find out how likely a customer would be to recommend, on a scale of 0-10. • An identifier tag that tells search engines not to follow that page or give it any weight in search rankings.

37. O Organic Listing Omnichannel Marketing Omnichannel Marketing is a cross-channel marketing strategy that focuses on delivering unified experiences - regardless of the touchpoints or devices your customers are using. • Also known as ‘natural’ search results, organic listings are SERP results that are not paid for. Optimizing organic listings is the whole point of SEO. Open Rate Organic Search • Open rate is used in relation to email marketing. Simply put, it’s the value that shows you many recipients have opened your email. • When Google (or another search engine) is used to display results for a search term. Any non paid results in the SERPs will be organic results.

38. P Page Views Platform A digital interface where marketers can share their content and messages to a chosen audience. Facebook, MailChimp, and Sizmek are all examples of digital platforms. • Page Views represent all the visitors of your website. Each reload of the webpage by the same visitor counts as a new page view. Programmatic Advertising Personas • Real-time automated buying of advertising through a technology platform. • A quick portrait of user types used to briefly describe goals and behavior used in UX design and marketing campaigns.

39. PPC (Pay Per Click) An advertising model where advertisers pay a certain amount whenever a user clicks on their ad.

40. Q Quality Score QR Code A QR Code or Quick Response Code is a scannable barcode used to encode data such as text or an URL. •  A metric used by Google to determine the quality and relevancy of a site based on its ads, keywords and landing pages. Qualified Lead Query • In digital marketing, a Qualified Lead is a term used to describe a lead that has shown interest in your brand and is likely to become a new customer based on a specific set of qualification criteria. • The term given for what a user types and searches using search engines like Google, Bing, and Yahoo.

41. R RTB (Real-Time Bidding) Rich Snippet  Refers to structured data markup that can be added into existing HTML to allow search engines and users to better understand the information a page contains. • Allows advertisers to bid for the ability to serve ads on a webpage that’s being opened at any given time by any given person. Robots.txt ROI (Return On Investment) • A file created by webmasters that tells search engine bots not to visit certain pages of a site. • A measurement of a business’ or campaign’s profitability. ROI is calculated by dividing the net profit by the cost of investment.

42. Remarketing The method of keeping your offering in front of people who have shown previous interest. Also known as retargeting

43. Ranking(s) Refers to the hierarchy of websites on any given SERP. SEO is the practice of optimizing websites to improve their rankings and help them reach the top positions.

44. R RPC (Revenue Per Click) Referral Marketing Referral marketing is the process of promoting products or services to new customers through referrals or recommendations. Compared to traditional online advertising, it’s usually done through word of mouth. • You can calculate your RPC like this: Goal Value x Conversion Rate. Voilà, now you know whether your ad (or keyword) is profitable or not!

45. S Spider/Crawler/Bot Subdomain A subdomain is a domain that is part of a larger domain. • An automated programme that visits or “crawls” web sites to collect information about them in order to understand their function and relevance. Sessions Structured Data Markup • A group of user interactions performed on a site that take place within a given timeframe. • HTML code that generates rich snippets.

46. SEO (Search Engine Optimisation) The process of optimizing websites to increase their ranking and visibility in the SERPs. SEO incorporates many different factors.

47. Sitemap A comprehensive list of all the pages that exist on a website.

48. S Search Engine Rankings SEM (Search Engine Marketing) Search Engine Marketing is an umbrella term for digital marketing practices that aim to increase a website’s visibility in SERPs. • Your search engine ranking indicates what position your website appears for specific keywords in the SERPs. Segmentation Semantic Search • The process of dividing an audience of potential customers into groups based on different characteristics or criteria. • Information in a search engine’s algorithm that identifies the contextual relevance and user intent behind any given search query.

49. S Shoppable Posts Soft Bounce A Soft Bounce is a term used in email marketing to notify a sender that their email was delivered to the recipient(s), but ‘soft bounced’ back. Common reasons are a full inbox, a heavy email. • If you’re an Ecommerce business and using Instagram, you’ll love Shoppable Posts. They enable you to turn your account into visual stores with the help of product tags. SSL Certificate Site Catalyst • These were used to secure logins, data transfers and credit card transactions, but have recently become the go-to system for websites. • Formerly known as Omniture, Site Catalyst is an analytical tool that has been part of the Adobe platform since 2009. It allows marketers to measure and analyze data from multiple marketing channels.

50. T The Fold Tracking Pixel A snippet of HTML code on a website that is used to track data such as user behavior and conversions. • The portion of a website that is visible and on display when the page loads. Trading Desk Traffic • Where online media buying occurs as a managed service. • The amount of visits a website gets is referred to as traffic.