2016 Online Marketing Glossary – Making Sense of Digital Marketing Jargon & Buzzwords.

2016 Online Marketing Glossary – Making Sense of Digital Marketing Jargon & Buzzwords.

A digital marketing glossary, listing common terms used in the industry. This list is continually being updated.

For further clarication and information please consult our trainers using the link below:

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# “Hashtag”. A categorization tag used by Twitter.
301 Redirect “Moved Permanently”. Redirects browsers (users) to the correct URL of a missing/renamed URL. Redirecting is automatic.
404 Error File not found’ error message when the user-searched URL has either been deleted, moved or renamed. Users are directed to a custom “404 page” that tracks visitors to the site even though it is inactive.
Acquisition The point in time when a website’s visitor is turned into a lead or customer
AdSense Google AdSense: A pay-per-click adverstisement application used by bloggers and web publishers to generate income from their sites. Users decide which ads go onto their pages and AdSense pays them a small amount each time the add is clicked on.
Affiliate Marketing A type of performance-based marketing in which “affiliates” are paid [by the business] based on that affiliate’s marketing efforts. (see KPI)
Aggregator A computer software or online tool that collects specific information from online sources, either for reuse or resale. Some are designed to redistrubute this information to customers based on their needs in a process called ‘syndication’.
Akismet Popular blogging platform much like WordPress. Comes with spam filters.
Alexa Rank An analytical tool developed to track Internet traffic. However, the need for users to install a plugin to facilitate tracking, and thus results have been reported as contradictory from time to time.
ALT Attribute A line of text attached to a non-text object, such as images. ALT Attributes containing keywords is strongly associate with good SEO (high search engine rankings ) for pages that contain them.
Analytics The systematic analysis of data or statistics derived from marketing activity, such as email marketing, Google AdWords purchases, landing page A/B testing (i.e. running multiple variations of a page with one major difference to compare the effectiveness of the different element to the original/control page).
Anchor Text The non-URL text of a hyperlink. When used appropriately, Anchor Texts improve both reader experience and the website’s SEO.
Autoresponder A computer program that automatically generates an automatic response to email sent to it.
Avatar A personal graphical representation; used in profiles of online forums, social networks or instant messaging or blogs.
Average Order Value The average amount of money spent each time customers place an order on a website or mobile app. (total revenue divided by total number of orders)
Backlink A link from another website that connects to yours. Also known as “Inbound Link”.
Banner Ads Graphic advertisements placed on websites. Also known as “display ads”.
Baseline The average/expected level (established normalcy). For example, the expected number of unique visitors per day to a website.
Behavioural email An email that is generated and sent to a user when certain ‘user behaviour’ criteria are met, such as watching a video to completion, or clicking into a hyperlink text.
Blog Derived from ‘weblog’; is a specialized website designed for self-publising. The Blogger can be owner of the site or a group of authors who contribute on a regular basis.
Blogging The act of actively updating a “web log” that is highly visible on a website with the intention of informing and/or attracting users and customers [to the website] on a regular basis.
Blogroll A list of blogs that are similar or recommended to users, which is researched, compiled and listed by the blogger on their own blog.
BoFu (Bottom-of-Funnel) Refering to the content offers located at the final (or bottom) stages of a sales funnel. (see Funnel)
Bounce Rate The ratio of users/visitors (to a web page) who leave without visiting another page on the website, a.k.a. “Abandonment Rate”.
Brand The general public/user/customer opinion of a business, which can either be tailored by the business itself or through natural market forces.
Broken Links Links to pages that had either been removed, renamed or moved to a different URL without redirection (see 301 redirect). Broken links open up to “404 error” pages.
Business Model The overview of how a business creates its products/services, presents it to its targeted audience, and then making a profit.
Call-to-Action In marketing, a call to action (CTA) is an instruction to the audience to provoke an immediate response, usually using an imperative verb such as “call now”, “find out more” or “visit a store today”
Channels In digital marketing – the mechanism of delivery of marketing content such as email, social media, blogging and advertisements.
Click Through Rate (CTR) The ratio of users that click through a specific link to the total number of users to a page/email/advertisement. Used to gauge the effectiveness of an online advertising campaing (e.g. the hypertext link).
Cloaking The illegal practice of duping search engines into indexing different content then the user sees, i.e. it two versions of a page – one for the Search Engines, the other for users, with the version meant for Search Engines jam-packed with SEO content, which is completely unrelated to the actual content meant for users.
Community Manager A person who builds, grows and manages online communities for a specific brand or cause. The term is derived from community managers of MMORPGs (Massively Multiplayer Online Role-Playing Games).
Consistency The continued building, maintenance and protection of a company’s brand through activities such as blogging, in a regular fashion as to constantly expose a targeted audience to an advertising message.
Content Management System (CMS) An application that facilitates and supports the creation and modification of digital content, typically with a simple interface, and allows for multiple users to work collaboratively without clashing with one another.
Content Marketing Refers to strategic marketing; creating and distributing content that is valuable, relevant and consistent to a targeted audience with the goal of getting them to take profitable action (for the business).
Conversion The event in which a website’s visitor takes a desired action, such as buying something, booking into an appointlet, or giving their contact information in a lead-capture system.
Conversion Cost/Cost-Per-Acquisition (CPA) The ratio of cost of a Pay-Per-Click (PPC) campaign against the number of leads generated, often called “conversion cost” or “CPA”.
Conversion Rate The ratio of unique visitors to a website that successfully become customers/users/leads.
Copywriting Written content for online and offline media that is mainly used for marketing and advertising purposes. ‘Copy’ content is designed to persuade people and create brand awareness. It is important to note that online copywriting differs substantially from offline methods.
Cost-Per-Click (CPC) Used by advertisers to pay the hosts of the advertisements whenever a Pay-Per-Click ad is clicked.
Delivery The act of providing products/services to customers.
Digital Marketing Calender A tool used by marketers to plan, assign, create and deliver content to a target audience in a time-sensitive context.
Distribution The method of Delivery of a product/service to customers.
Earned Content Content that is created and shared by followers of a marketer’s message, either through a fan’s social or other digital connections.
Engagement User activity on specific shared content, e.g. likes and shares on YouTube or real-time comments on PodCasts.
Facebook Ads A program provided by Facebook to paying customers that allows them to taget and send advertisements to customers based on their Facebook profile tags and traits.
Frequency Refers to the frequency that a tasks is performed, like blog posting, social media updates.
Funnel Also known as a “Sales Funnel” or “Purchase Funnel”, is a map detailing the sales process from creating user awareness of a product, to generating their interest, to leads and sales (closing). The term ‘funnel’ is used as an analogy to its real-world counterpart where sales are ‘funneled’ from a mass of heterogenous medium (a.k.a. the human population). Also see ToFu, MoFu and BoFu.
Google Adwords A Google program which makes use of Search Engine Results Page (SERP) to allow paying customers to hyper-target and reach a specific audience with advertisements placed at thetop and right sides of the search results page.
Google Keyword Planning Tool A free tool provided by Google within Google Adwords that facilitates keyword planning and targetting in their advertising.
Inbound Link. A link from another website that connects to yours. Also known as “Backlink”
KPIs Key Performance Index. A measurement of productivity used to gauge organizations and individuals.
Landing Page A page that users are redirected to after clicking on a paid search engine ad, designed with the sole intention of Conversion.
Leads Segmentation The act of subdividing market or contacts into groups with similar characteristics, needs, or interests who are likely to exhibit similar purchase behavior.
Lifetime Customer Value The total projected revenue over a lifetime of a repear customer. Used in determining the pricing and value of a Software as a Service (SaaS) business.
Link Farm Banned my major search engines, these are websites that collect and list a large number of links without groupings, categories or structure.
Long Form Copywriting Typically, copy articles (see Copywriting) that are in excess of 1200 words, in response to users demanding more content that provides readers with new content (as opposed to cookie-cutter content).
Marketing Automation Software platforms that automate marketing actions, in particular for repetitive tasks (e.g. email, social media posting and website activity) and facilitating marketing to multiple online channels.
Membership Site A site which restricts certain content to members who are logged in. Membership is open to paying customers. Site content often contains User-Generated Content (UGC).
Meta-Keywords Tag Now largely obsolete, these tags were basically a large list of keywords (related and unrelated) to a page’s content for SEO (Search Engine Optimization) purposes .
Meta-Search Engine A search engine that relies on search results pooled from two or more search engines. E.g. Dogpile.com
Meta-Tags A.k.a. meta-data, Meta-Tags are found in HTML page headers and make up the core of SEO marketing (title, description, keyword tags). Not as relevant to search-engine rankings as they once were, but are still very popular.
MoFu (Middle-of-Funnel) Refering to the content offers located at the intermediate (or middle) stages of a sales funnel. (see Funnel)
OODA Loop Observe, Orient, Decide, Act. Used originally in the cycle of decision making by the military, OODA Loops are utilized to make informed decisions at the strategic level.
Owned Content As opposed to Earned Content; this is content produced by the marketer with the intention of furthering their marketing goals, typically made up of blog and social media posting and images.
Page Rank A method used by Google to determine a page’s relevance or importance to a query entry. Pages of the highest importance are sorted from top to bottom, beginning with the first page, and on subsequent pages. MOZ uses an analogous ranking system called Page Authority, which has a few differences.
Page Views The number of views that a web page or set of pages receives in a specificed period of time.
Pages Per Visit Differing from Page Views; refers to the number of views made by the same, unique visitor in a specified period of time.
Paid Content Content made up of materials paid for by the marketer, such as Google Adwords, Twitter ads, Banner ads and Facebook ads.
Persona A collection of desired traits and characteristics of a user or customer to a certain product or service.
Retargeting A tool that allows a marketer to continuously place a marketing message to users, which uses cookies to determine if a user had already visited the web page.
Sales Cycle The time needed between when customers initially find out about a product/service and the completion of a sale.
Seasonality A business cycle based on events during the year (e.g. New Year Celebrations, The Great Singapore Sale, etc.)
SEO Search Engine Optimization. A process that improves the ability of search engines to index web property, such as content/webpages.
SERP Search Engine Results Page that is displayed by a search engine (e.g. on Google, Yahoo) as per user query.
Social Media Management A tool used to manage outbound and incoming interactions and how its users listen in and participate in relevant conversations happening on different networks like Twitter and Facebook. They allow a user to integrate social networking activities into marketing programs.
Time on site The average amount of time that visitors spend active on a website.
ToFu (Top-of-Funnel) Refering to the content offers located at the initial (or top) stages of a sales funnel. (see Funnel)
Total Reach The absolute number of people that a piece of content/page/advertisement is able to be seen by.
Transaction Email Automated emailing. Typically to subcribers or rmail subscription. (e.g. Email marketing platform ConvertKit)
Tripwire Tripwire marketing is the process of segmenting leads based on (customer) interests and baiting them in with a low-priced item before introducing them with your main product or service, followed by upselling. Literally like the subtle twang of a booby-trap tripwire before the big boom.
Twitter Ads A Twitter programme that gives its paying customers the ability to reach out to Twitter users (advertisements) based on their profiles. The advertisements are placed in user’s timelines.
Two-Step Optin An optin that requires two-steps, typically in the form of a hidden lead-capture form embedded in a call-to-action button.
User Sitemap A [web]page designed as a roadmap that links all important pages of a website together.
WordPress Arguably the most popular and easiest Content Management System (CMS) available, WordPress is free and open-source, based on PHP and MySQL. It provides users themes and custom plugins for added features to facilitate content creation, and is optimized for mobile and standard platforms. (see Content Management System, CMS)

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Justine Foong

Likes lone walks in the park. Doesn't think that waiting an hour in a line for food is worth any recommendation. Believes that a major breakthrough in Engineered Negligible Senescence will come within this lifetime.