Digital Marketing

Digital marketing glossary

Adele Button
Adele Button

Have you ever sat in a meeting and everyone is talking about that latest trend and you are slyly trying to Google the word as you have no idea what it is...?

Digital Marketing Glossary

Digital marketing is like every industry, full of jargon, acronyms, and buzz words. So we have created a useful A-Z guide of some of the most common digital marketing terms to help you avoid those embarrassing moments in meetings and make the digital world as easy to understand as possible.

Digital Marketing Glossary - A

A/B Testing - A method used to compare different versions of digital ads or website landing pages in order to determine which one performs gets a better response from the audience.

Above The Fold - The area of a web page that’s visible before the visitor scrolls down the page.

AdWords - The pay-per-click (PPC) search-engine marketing (SEM) program provided by Google.

Algorithm - Mathematical rules and calculations a search engine uses to determine the rankings of the sites it has indexed. Every search engine has its own unique, proprietary algorithm that gets updated on a regular basis.

ALT Attribute - A line of text used to describe the content associated with a non-text based file, usually an image. A traditionally strong correlation exists between use of keywords in these attributes and high rankings for the pages that contain them.

Analytics - Data and statistics about the users of a website and their behaviour on site. Analytics can be used to uncover information about how many people browse a website, how much time they spend on it, and how they interact with the content.

Anchor Text - The clickable text in a hyperlink.

Digital Marketing Glossary - B

Banner Ad - Graphical image or small animation file embedded within a web page and used for advertising. It is intended to attract traffic to a website by linking to the website of the advertiser.

Big Data - A term that describes the large volume of data that inundates a business on a day-to-day basis.

Blog - A regularly updated website or page, typically one run by an individual or small group, that is written in an informal or conversational style.

Blogger - An individual who generates content for blogs, either personal or professional.

Bookmarking - The act of saving a website address for future reference. This can be done individually on an Internet browser, such as Mozilla Firefox, or through a dedicated social bookmarking site, such as

Bounce Rate - Refers to the percentage of a given page’s visitors who exit without visiting another page on the same site.

Broken Links - Links to pages which no longer exist or have been moved to a different URL without redirection. These links usually serve pages with the “404 error” message (see “404 error”). Most search engines provide ways for visitors to report on broken or “dead” links.

Digital Marketing Glossary - C

Call to Action (CTA) - A phrase included within an ad or piece of content which encourages the audience to take a certain action.

Caching - the storage of web files for later re-use at a point more quickly accessed by the end user.

Click-Thru Rate (CTR) - The percentage of people who actually click on a link (e.g. in an email message or sponsored ad) after seeing it.

Cookie - Information stored on a website visitor’s browser. A cookie tracks the visitor’s movement on the website and is used to remember the visitor’s behaviour and preferences.

Content - Any text, image, video, audio, app or other material published on the Internet for audience consumption.

Content Marketing - Is creating and distributing relevant and valuable content to attract, acquire, and engage a target audience.

Conversion - A desired action taken by a website visitor, such as making a purchase, registering for an event, subscribing to an e-newsletter, completing a lead-gen form, downloading a file, etc.

Conversion Rate - This is the percentage of visitors to a site or ad who actually take a further action, like buying a product or filling out a survey. For example, if your primary goal is to get people to sign up to your newsletter through your site, and 50 people visit it, but only 5 people sign up, you have a conversion rate of 10%.

Cost-Per-Acquisition (CPA) - Represents the ratio of the total cost of a pay-per-click (PPC) campaign to the total number of leads or customers, often called “CPA” or “conversion cost.”

Cost-Per-Click - A method of paying for targeted traffic. For a fee, sites like Google or Facebook direct traffic to your site. You agree to pay a set amount for every click.

Crawler - An automatic function of some search engines that index a page, and then visit subsequent pages that the initial page links to. As the cycle continues over time, search engine crawlers or “bots”/“spiders” can index a massive number of pages very quickly.

Digital Marketing Glossary - D

Digital Transformation - Is the reinvention of an organization through the use of digital technology to improve the way it performs.

Display Advertising - A digital advertising format where graphic ads are shown on a web page. They can be graphics, videos or interactive images.

DNS - Stands for Domain Name System. It is a hierarchical decentralized naming system for computers, services, or any resource connected to the Internet or a private network. It associates various information with domain names assigned to each of the participating entities.

Digital Marketing Glossary - E

Ecommerce - Selling products and services online.

Email Marketing - Any commercial message sent to a recipient from a company can be considered email marketing. This could be an email designed to keep customers and prospects interested in a company’s products and services, a new offer or promotion for example or a triggered email when a customer abandons an ecommerce store reminding them they still have items in their basket.

Embedding - The addition of blocks of code to a web page so that videos, images or other content that is hosted externally can be viewed by visitors to the page.

Entry Page - The page that a user “lands on” when visiting a website.

Evergreen Content - Content that remains of high value and quality over time, normally because it contains information that does not go out-of-date.

Exit Page - The page that a user “leaves from” when visiting a website.

Digital Marketing Glossary - F

Facebook - A social networking site which allows members to have a profile, connect with friends and share content and photos.

Flash - A multimedia software platform developed by Adobe Macromedia for production of animations, browser games, rich Internet applications, desktop applications, mobile applications and mobile games.

Forum - An area on a website dedicated to sharing ideas and views on a particular topic or issue.

Funnel Conversion - The steps in a user’s journey to purchasing a product or service from a website.

Digital Marketing Glossary - G

Gated Content - Web content only accessible behind a webform or for registered users.

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

Guest Blogging - Blogs which are published on other people’s blogs. This is a great way to build an online reputation and for a company to get its name out there.

Digital Marketing Glossary - H

Header Tags (H1, H2, etc.) - These represent different levels of headings in HTML. So the H1 is usually the title of a post, and the H2, H3 etc are sub-headings.

Hashtag - A symbol (#) placed directly in front of a word or words to tag a post on social media channels such as Twitter or Instagram. It is used to group posts by popular categories to help users to search for discussion topics.

HTML - Hypertext markup language (HTML) refers to the text-based language which is used to create websites.

Hyperlink - A word or phrase which is clickable and takes the visitor to another web page or location. This page can be within the same site or on a completely different site.

Digital Marketing Glossary - I

Inbound Link - A hyperlink back to your site from another website. These are also known as back links. Sites with a variety of high quality backlinks rank higher in the search engine results pages.

Inbound Marketing - Any marketing activity that attracts new customers and prospects to a company. Inbound marketing includes things such as blogs, videos, newsletters, whitepapers, SEO and social media marketing.

IP Address - the unique numeric address for each Internet user.

Digital Marketing Glossary - J

Java - A programming language which is independent of platforms, meaning it can run on multiple computers and operating systems.

JavaScript - A simple programming language and is used on many websites. JavaScript is less complex and consequently, less powerful than Java.

Digital Marketing Glossary - K

Kentico - an integrated CMS, E-commerce, and Online Marketing platform.

Keywords - The words or phases that a user enters into a search engine. They can also signify the terms a website is targeting to rank highly as part of an SEO marketing campaign.

Keyword Density - The proportion of keywords to the total number of words on the page.

Keyword Proximity - The distance between the search term's individual keywords.

Keyword Stemming - The practice adopted by search engines to group search results not only by exact keyword matches, but also by variations of keywords from the same root word.

Digital Marketing Glossary - L

Landing Page - A web page that a visitor can arrive at or “land” on, commonly after visiting a promotion via social media, paid advertising or email marketing campaign.

Lead - In digital advertising a lead is someone who has given you their contact information, by signing up for a newsletter or downloading a gated piece of content.

Lead Nurturing - is the process of developing relationships with prospects at every stage of the sales funnel, and buyer's journey. It ensures that your potential-customers stay emotionally invested in a brand, through relevant and meaningful content that will hopefully prepare them to make a purchase in the future.

LinkedIn - A business-oriented social networking site for professionals. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.

Link Building - The process of acquiring hyperlinks from other websites to your own to increase search engine rankings Not all links are equal though, one link from a high authority site is much better than many links from a bunch of low authority sites.

Digital Marketing Glossary - M

Marketing Automation - The use of software to automate marketing tasks to engage prospects and customers to generate more leads.

Multichannel Marketing - The ability to communicate with your target audience on various platforms and channels. For example via email, social media, radio , print ads, etc.

Meta-Tags - is a tag in the Hypertext Markup Language (HTML) that describes some aspect of the contents of a Web page. Information found in HTML page headers can improve search-engine rankings, the most common are the “title,” “description,” and “keyword” tags (see below).

Microsite - A website which is separate from a company’s main site, that delivers more focused, relevant content about a specific topic or to a targeted audience.

Micro-Conversion - These are activities that users may engage in before the macro conversion or primary goal. For example, signing up to an email newsletter or following the business on Twitter.

Digital Marketing Glossary - N

Native Advertising - A type of advertising in which the content matches the form and function of the platform upon which it appears so that is does not look like an advert.

Navigation - The process and functionality that allows a user to move around a website.

Digital Marketing Glossary - O

Open-Source Software - Computer software with a special license that allows users in the general public to edit and improve the source code.

Opt-in Email - Email that is requested by the recipient.

Organic Listings -These are search-engine results that have not been purchased. They are calculated solely by an engine’s algorithm and are based on the relevance to the search terms.

Outbound Link - A link on a web page to an external web page.

Digital Marketing Glossary - P

Paid Media - All the advertising you pay for. This includes print ads, TV ads, promoted posts on Facebook and sponsored tweets.

Paid Search - The term used for advertising within the listings of a search engine. The adverts usually run above or besides the free search-engine listings.

Pay-Per-Click - Also known as “PPC,” is paid search. If you want your advert to appear in search engine results pages for a particular search term, then you will have to bid against others for the same phrase. PPC is how much you’re willing to pay every time a searcher clicks on your ad. The more you pay per click the more likely your ad will appear in the search results.

Pop-Up Ad - A form of advertisement which automatically opens or “pops up” in a new window in a browser to display an ad.

Digital Marketing Glossary - Q

Qualified Lead - a prospective customer that has been researched and qualified and is deemed ready for the next stage in the sales process.

Queries Per Second (QPS) - An indicator of media capacity for ad networks and ad exchanges.

Digital Marketing Glossary - R

Ranking(s) - The position of a website’s listing(s) in search-engine results pages. The higher a rank for a specific keyword, the higher up the listings the website will appear.

Reach - The total number of people who see your message.

Redirect - when a visitor, who is trying to go to one specific webpage, is directed towards another one.

Responsive Web Design (RWD) - is a method of web designing that aims at creating sites that will provide users with the best possible viewing experience. This is normally in terms of easy reading and navigation. It also means the web design should be able to be easily viewed across different sized screens and devices, with the content of the site resizing depending on the screen.

Retargeting - A form of online advertising the can help to 're-attract' previous visitors who perhaps abandoned a shopping basket, or who browsed some product pages but then left the site for elsewhere.

Return-On-Investment (ROI) - The percentage of profit from a marketing activity.

Really Simple Syndication (RSS) - A format for delivering regularly changing web content. RSS feeds enable users to access content updates from various outlets—e.g. their favorite blogs, news sites, and digital audio/video providers—all in one central location.

Digital Marketing Glossary - S

Search Engine - A website that allows users to search the Web for specific information by entering keywords. The most commonly used search engine is Google.

Search Engine Marketing (SEM) - Involves increasing the visibility of websites on search engine results pages through either organic techniques or paid advertising.

Search Engine Optimisation (SEO) - SEO is the process of optimising your website and its content so that it can easily be indexed by search engines.

Search Term - A word or phrase entered into a search engine by a user.

Sitemap - A page that links to all other pages on the site allowing spiders to easily find all of the pages on a website.

Social Network - A platform on which users can create personal profiles and interact with other users over a network. The most popular social media sites are Facebook, Twitter, LinkedIn, Pinterest and Instagram.

Social Share - When a visitor website shares a webpage on social media. For example, by clicking the “like” button and posting to Facebook or “pinning” something to Pinterest.
Social Media Marketing - when a business uses social media platforms, such as Facebook, Twitter and Instagram, to engage their target audience and increase website traffic.

Spam - In email marketing, this refers to any message that is deemed by users to be irrelevant or unsolicited.

Stickiness - Content and websites that are often revisited and re-read by users. Content that’s sticky might be something that a user can return to time and time again, like a useful guide.

Digital Marketing Glossary - T

Target Market - The group of people that you intend to aim your marketing message and communications at.

Title Tag - A form of meta-data used by search engines to categorize Web pages by title. The title tag is one of the primary elements that search engine crawlers look at when evaluating that page's relevance to a particular search term and when indexing pages.

Tracking Code - A snippet of JavaScript code that tracks the activity of a website user by collecting data and sending it to the analytics module. The code is generated automatically, is different for each website, and has to be installed on each page you want to track.

Tweet - A message made on Twitter. Tweets can be up to 140 characters long and consist of status updates, news, commentary, or promotions. They often link to external content.

Twitter - Twitter is a microblogging platform which allows users to create profiles, share short updates and engage with other users.

Digital Marketing Glossary - U

Unique Visitor - Visitors to a website that are counted once in a given time period despite the possibility of having made multiple visits.

User Experience (UX) - The overall experience of a person using a using a particular product, system or service, especially in terms of how easy or pleasing it is to use.

URL - Uniform Resource Locator is an Internet address.

User-Generated Content - Any piece of content created by users of an online system. For example blogs, discussion forums, posts, chats, tweets and video.

Digital Marketing Glossary - V

Viral Marketing - A marketing technique that encourages users to pass on a marketing message to other sites or users, creating a potential huge growth in the message's visibility and effect.

Vlog - A blog that publishes video content.

Digital Marketing Glossary - W

Web 2.0 - The second generation of the internet Websites characterized especially by the change from static web pages to dynamic or user-generated content and the growth of social media.

Web Hosting - The business of providing the storage, connectivity, and services necessary to serve files for a website.

Webinar - A presentation, lecture, workshop or seminar that is transmitted over the Web using video conferencing software. A Webinar is interactive and so the presenters and audience can give, receive and discuss information in real-time.

WordPress - A content management system that is available as a hosted service and self-hosted platform.

Word Of Mouth Advertising - Advertising that happens when people share information about a product, service or promotion. This is still one of the most trusted form of advertising.

Digital Marketing Glossary - X

XML Sitemap - An XML file for search engines containing a list of URLs on a particular domain. This file can be used to supplement regular indexing, where a bot/crawler goes out and visits each page of a site by itself.

Digital Marketing Glossary - Y

YouTube - A video sharing service that allows users to watch videos posted by other users and upload videos of their own. Brands can have their own Youtube channel to promote its videos and gain subscribers.

Digital Marketing Glossary - Z

Z Pattern - This is a layout designed to help ensure users view and process the most important information based on theory that people will scan pages from left to right and top to bottom.