Digital Marketing Glossary

A/B Testing – A marketing research methodology where variables in a control scenario are changed and the results of those changes are compared in order to measure the effectiveness of each strategy and determine a final marketing strategy.

AdSense – A contextual advertisement service provided by Google to pay advertisers to allow space for ads on their websites.

Affiliate Marketing – An agreement for revenue sharing between online advertisers or merchants to pay compensation for sales, clicks, or other conversion actions. 

ALT Text – HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed.

Autoresponder – A program that sends an automatic form response to incoming emails or form fills.

B2B Business – A business that sells products or provides services to other businesses.

B2C Business – A business that sells products or provides services to the end-user consumers.

Banner Ad – A graphical web advertising vehicle that can be different sizes but typically is designed to brand a product or solicit a click through to a landing page.

Blog – A section of a web site designed to share information and Web links.

Bounce Rate – In web analytics, the percentage of visitors who leave after viewing a single page.

Call to Action (CTA) – The part of a marketing message that invites a viewer to perform a desired action.

Click Through – The act of clicking through an online advertisement to the advertiser’s destination.

Click Through Rate (CTR)-The percentage of click-throughs of ad impressions that click to view a landing page or other asset.

Conversion Rate – the percentage of website visitors who complete a goal (ie. Fill out a form, click a button for next steps or make a purchase).

Cookie – information stored on a user’s computer by a Web site so preferences are remembered on future requests.

Cost Per Action (CPA) – online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

Cost Per Click (CPC) – the cost or cost-equivalent paid per click-through

Cost Per Lead (CPL) – online advertising payment model in which payment is based on the number of qualifying leads generated.

CPM – cost per thousand impressions.

Customer Acquisition Cost – the cost associated with acquiring a new customer.

Deep Linking – linking to an interior web page as opposed to the home page.

Domain Name – Website URL or website address, the location of an entity on the Internet.

Email Marketing – the promotion of products or services via email.

Favicon – a small icon that is used by some browsers to identify a bookmarked Web site.

Geo-Targeting – targeting specific locations a website visitor’s location to serve location-based content or advertisements.

Guest Blogging – writing a blog post to be published on another blog.  Usually to either gain online exposure or create a link back to the guest blogger’s website content. 

Heatmap – a representation of data where website mouse patterns are shown using colors and graphics.

HTML Email – email that is formatted using HTML instead of plain text email.

Impression – a single instance of an online advertisement being displayed.

Inbound Link – a link from a site outside of your site.

Inbound Marketing – a marketing model whose sales strategy is to place information to be found online and relies on potential customers to find the data and react to it.

Java Script – a scripting language used to create interactive Web sites.

Keyword – a word used in a performing a search.

Keyword Density – keywords as a percentage of indexable text words.

Keyword Research – the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).

Link Building – the process of increasing the number of inbound links to a website in a way that will increase search engine rankings.

Managed WordPress Hosting – web hosting optimized specifically for WordPress, where the hosting company performs security updates on WordPress sites and plug ins.

Marketing Automation – the use of software to automate marketing tasks and connect different parts of the marketing funnel.

Marketing Plan – the part of the business plan outlining the marketing strategy for a product or service.

META Tags – tags to describe of website content and keywords.

Navigation – section of a website that allows users to find pages easily and connect to them. 

Opt-in Email – email that is sent with the permission of the recipient.

Opt Out – to remove oneself from an opt-out program.

Organic Search – the unpaid entries in a search engine results page based on having useful content for the search query.

Outbound Link – A link to a site outside of your site.

Page View – request to load a website page.

Pay Per Click (PPC) – online advertising payment model in which payment is based solely on qualifying click-throughs.

Podcast – a series of audio or video files that are made available for download and stored on various devices. 

Pop Up Ad – an ad that displays in a new browser window.

Return on Investment (ROI) – the ratio of profits to the amount invested.

Rich Media – new media that offers an enhanced experience relative to older, mainstream formats.

Run of Network (RON) – an ad buying option that allows ad placements to appear on any pages or sites in an ad network.

Search Engine – a program that matches search query with the best available information in its index.

Search Engine Optimization (SEO) – the art of identifying targeted keyword phrases related to a site, and ensuring that the site places prominently in organic search results. This is typically accomplished by a combination of on page seo, content creation and link building.

SERP – Search Enginge Results Pages or a page of search engine listings typically referring to organic results.

Shopping Cart – software used to make a product catalog available for online purchasing that allows visitors to view, choose, add or delete, and purchase products or services.

Site Search – search functionality specific to one site to allow visitors to find information easily without using the site navigation.

Spam – this describes a marketing message, link or content of extremely low value to those seeking information.

Text Ad – advertisement using text to entice user to click on relevant hyperlinks.

Title Tag – tag used to define the text in the top line of a Web browser, also used by many search engines as the title of search listings.

Unique Visitors – web users who have visited a Web site at least once in a during a fixed time frame.

URL – Uniform Resource Locator, or the location of a resource on the Internet.

UX – user experience, a measure of the value and ease of use of a website.

Vlog – a blog that publishes video content.

Web browser – ie. Google chrome, Safari, Mozilla Firefox, etc.,  a software application that allows for the browsing of the World Wide Web.

Web Design – the art of combining graphics, content and web functionality to create a valuable resource for website visitors whether they visit from a desktop or handheld device.

Web Hosting – the storage, connectivity, and services necessary to serve files for a website.

Web Site Traffic – the amount of visits, visitors and page views a Web site receives.

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