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We Know Digital Marketing Terms Can Be Confusing...

Primary

Content Marketing - a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

Inbound Marketing - is the process of attracting the attention of prospects, via content creation, before they are even ready to buy; it's one of the best and most cost-effective ways to convert strangers into customers and promoters of your business.

Search Engine Optimization (SEO) - the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.

Social Media Marketing (SMM) - is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.

Search Engine Marketing (SEM) - is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.

Content Marketing Strategy - approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Online Presence Assessment - is a series of steps taken to evaluate and optimize a business's online profiles and strategies. Performing a online company audit can help ecommerce businesses stay on top of their online presence.

In-depth

 

A/B testing – a method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.

above the fold – the section of a Web page that is visible without scrolling.

ad blocking – the blocking of Web advertisements, typically the image in graphical Web advertisements.

ad space – the space on a Web page available for advertisements.

 

Add URL – (see Search Engine Submission)

 

AdSense – a contextual advertisement service provided by Google.

 

advertising network – a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.

 

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

 

animated GIF – a graphic in the GIF89a file format that creates the effect of animation by rotating through a series of static images.

 

bandwidth – how much data can be transmitted in a time period over a communications channel, often expressed in kilobits per second (kbps).

 

banner ad – a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468×60).

 

banner blindness – the tendency of web visitors to ignore banner ads, even when the banner ads contain information visitors are actively looking for.

 

blog – A frequent, chronological publication of personal thoughts and Web links.

 

bounce rate – 1.) In web analytics, the percentage of visitors who leave after viewing a single page. 2.) In email marketing, the percentage of emails in a campaign that are undeliverable.

 

buzzword – a trendy word or phrase that is used more to impress than explain.

 

call to action (CTA) – the part of a marketing message that attempts to persuade a person to perform a desired action.

 

CDN (content delivery system) – a system of geographically distributed servers designed to accelerate the delivery of web pages and files by routing user requests to the server that’s in the best position to serve them.

 

click-through – the process of clicking through an online advertisement to the advertiser’s destination.

 

click-through rate (CTR) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.

 

contextual advertising – a method of serving advertisements based on the content (i.e., overall context or theme) of a web page.

 

conversion rate – the percentage of visitors who take a desired action.

 

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.

 

eCPM – effective cost per thousand impressions (technically, “effective cost per mille”).

 

email marketing – the promotion of products or services via email.

 

exclusivity – contract term in which one party grants another party sole rights with regard to a particular business function.

 

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

 

first-mover advantage – a sometimes insurmountable advantage gained by the first significant company to move into a new market.

 

forum – an online community where visitors may read and post topics of common interest.

 

freemium – a technique where a business offers a free basic product, giving the customer an option to use an

advanced version for a premium cost.

 

frequency cap – restriction on the amount of times a specific visitor is shown a particular advertisement.

 

geo-targeting – a method of detecting a website visitor’s location to serve location-based content or advertisements.

 

guerilla marketing – unconventional marketing intended to get maximum results from minimal resources.

 

guest blogging – writing a blog post to be published on another blog as a temporary featured author.

 

heatmap – a graphical representation of data where varying degrees of a single metric are shown using colors.

 

house ad – self-promotional ad a company runs on their own site/network to use unsold inventory.

 

HTML banner – a banner ad using HTML elements, often including interactive forms instead of (or in addition to) standard graphical elements.

 

HTML email – email that is formatted using Hypertext Markup Language, as opposed to 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 performance relies on the initiative of its client base to find and purchase a product.

 

incentivized traffic – visitors who have received some form of compensation for visiting a site.

 

keyword – a word used in a performing a search.

keyword density – keywords as a percentage of indexable text words.

 

keyword marketing – putting your message in front of people who are searching using particular keywords and keyphrases.

 

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

 

keyword stuffing – the excessive, unnatural use of keywords on a web page for search engine optimization purposes.

 

keywords tag – META tag used to help define the primary keywords of a Web page.

 

lead magnet – a specific deliverable that is offered to prospects in return for contact information, typically to join an email list.

 

like-gate – a barrier requiring a user to “Like” a brand’s page before they can access certain content from that brand on Facebook.

 

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

 

link checker – tool used to check for broken hyperlinks.

 

link popularity – a measure of the quantity and quality of sites that link to your site.

 

link text – the text contained in (and sometimes near) a hyperlink.

 

linkbait – a piece of content created with the primary purpose of attracting inbound links.

 

managed WordPress hosting – web hosting optimized specifically for WordPress, where the hosting company assumes many of the routine maintenance tasks.

 

manual submission – adding a URL to the search engines individually by hand.

 

marketing automation – the use of software to automate repetitive tasks related to marketing activities 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.

 

media kit – a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.

 

meta search engine – a search engine that displays results from multiple search engines.

 

META tag generator – tool that will output META tags based on input page information.

 

META tags – tags to describe various aspects about a Web page.

 

organic search – the unpaid entries in a search engine results page that were derived based on their contents’ relevance to the keyword query.

 

outbound link – A link to a site outside of your site.

 

pay per click (PPC) – online advertising payment model in which payment is based solely on qualifying click-throughs.

 

pay per lead (PPL) – online advertising payment model in which payment is based solely on qualifying leads.

 

pay per sale (PPS) – online advertising payment model in which payment is based solely on qualifying sales.

 

permission marketing – marketing centered around getting customer’s consent to receive information from a company.

 

podcast – a series of audio or video files that are syndicated over the Internet and stored on client computing devices for later playback.

 

return on investment (ROI) – the ratio of profits (or losses) to the amount invested.

 

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

 

search engine – a program that indexes documents, then attempts to match documents relevant to the users search requests.

 

search engine optimization – the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.

 

search engine submission – the act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.

 

search retargeting – the use of a site visitor’s search history as a basis for the ads that the visitor will see.

SERP – shorthand for a page of search engine listings, typically the first page of organic results.

 

site search – search functionality specific to one site.

 

skyscraper ad – an online ad significantly taller than the 120×240 vertical banner.

 

social networking – the process of creating, building, and nurturing virtual communities and relationships between people online.

 

sponsorship – advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.

 

super affiliate – an affiliate capable of generating a significant percentage of an affiliate program’s activity.

 

text ad – advertisement using text-based hyperlinks.

 

title tag – HTML 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 – individuals who have visited a Web site (or network) at least once in a during a fixed time frame.

 

URL – location of a resource on the Internet.

 

viral marketing – marketing phenomenon that facilitates and encourages people to pass along a marketing message.

 

Web design – the selection and coordination of available components to create the layout and structure of a Web page.

 

Web site traffic – the amount of visitors and visits a Web site receives.