Digital Marketing Key Terms

question

Above The Fold
answer

Above the fold refers to banner advertisements which are displayed at the top of a web page. In Internet marketing terms, it refers to information placed at the top of an email or webpage, so that visitors see it first, without scrolling
question

Ad Tracking
answer

A method used to check how many hits or clicks an ad receives.Useful tool for discovering where the most revenue comes from, and how to better personalize ads to reach more customers, and encourage more new customers.
question

Adsense
answer

Google’s pay-per-click, context-relevant program available to blog and web publishers as a way to create revenue.
question

Ad Serving
answer

The process by which display ads get placed on websites.
question

Adwords
answer

Google’s pay-per-click advertiser program.
question

Aggregation
answer

Gathering information from multiple web sites, typically via RSS. Aggregation lets web sites remix the information from multiple web sites, for example by republishing all the news related to a particular keyword.
question

Aggregator
answer

A web-based tool or desktop application that collects syndicated content.
question

AIDA
answer

Attention, Interest, Desire, and Action
question

AJAX (Asynchronous Java Script and XML)
answer

Acronym representing a way to create real-time Web applications.
question

Anchor Text
answer

The visible, clickable text in a hyperlink typically used to indicate subject matter.
question

API (Application Programming Interface)
answer

The interface that allows one computer system or application to communicate and exchange data with another.
question

ASP (Active Server Pages):
answer

A Microsoft technology that allows scripts to be integrated into web pages, most often to collect information using forms.
question

Black Hat SEO
answer

Popular term for SEO tactics that attempt to gain higher search engine rankings for a particular website through unethical means, such as stuffing keywords, or tricking web spiders in other ways.
question

Buying Cycle
answer

1) acknowledge the problem/issue, 2) define need(s), 3) explore solutions, 4) gather vendor information/options, 5) identify finalists, 6) engagement, 7) circulate RFP, 8) evaluate proposals and 9) purchase
question

CGI (Common Gateway Interface)
answer

Refers to a way for a web server to pass information along through a particular application program. Used in many different web programming applications including Perl and Java.
question

Churn Rate
answer

Churn Rate is a measure of customer attrition, defined as the number of customers who cease being customers over a specified time period divided by the average total number of customers over that same time period.
question

Click-Through-Rate (CTR)
answer

A measure of the success of online advertising achieved by dividing the number of clicks on a web page or online ad by the number of appearances of that web page/online ad (i.e., number of impressions).
question

Conversion
answer

The percentage of people whose activity can be tracked from clicking on an ad or visiting a website to actually purchasing a product or service. A high conversion rate indicates that the link, ad, or site was successful.
question

Cookie
answer

A small text file on the user’s PC that identifies the user’s browser (and hence the user) so they’re ‘recognized’ when they re-visit a site. Allows usernames to be stored and websites to personalise their offering.
question

Cost Per Action (CPA)
answer

Cost of advertising based on a visitor taking some specifically defined action in response to an ad. “Actions” include such things as a sales transaction, a customer acquisition, or a click.
question

Cost Per Click (CPC)
answer

Cost of advertising based on the number of clicks received.
question

Cost Per Thousand (CPM)
answer

The standard unit for buying or selling Internet advertising. The ‘thousand (or M in Roman numerals in the abbreviation) stands for ‘thousand advertising impressions’, or views. To figure out what it costs to reach each individual viewer of an ad, divide the CPM rate by 1,000.
question

Cross Selling
answer

Selling an additional category of products/solutions as a result of a customer’s original purchase.
question

Data Hygiene
answer

The degree to which the data in a database is accurate and consistent according to a data model and data type.
question

Demographics
answer

Externally measurable characteristics of potential buyers such as age, gender, race, education and income level.
question

Digital Body Language
answer

The electronic/online activity of prospects— such as web visits, email opens/forwards, form completions, document downloads, etc.—that reveal interest and intent just as a prospect’s body language reveals interest and intent in face-to-face situations.
question

Direct Response
answer

A list of other websites or services online. The directory is often its own website and contains links to various sources, websites, or other information on a variety of topics.
question

Dynamic Content
answer

Information in web pages, Flash movies, email, enewsletters, etc., that changes automatically based on database or user information. When used effectively, this content targets users’ specific needs, providing what they are looking for, when they are looking for it, and in the format they have asked for.
question

EPV (Earnings Per Visitor)
answer

A breakdown of how much a website or Internet company makes on average based on the number of clicks or visitors it receives.
question

Exit Traffic
answer

Term used to decipher what kind of people or what kind of patterns are taking place when people exit or move away from a website.
question

Expandable Ads
answer

A user interacts with an ad by clicking or mouse-over, the ad enlarges to reveal additional information.
question

Feed
answer

The RSS or Atom feeds used by news aggregators.
question

FTP (file transfer protocol)
answer

The means by which files are transferred from your computer directly to your website.
question

Hover/Floating Ads
answer

Pop up ads that appear on top of the user’s active window and often stay on the screen even as the user scrolls down.
question

HTML (HyperText Markup Language)
answer

The coding language used to create and link together documents and files on the internet.
question

Impression:
answer

The exposure of a clickable ad on a website to one individual person.
question

Inbound Link
answer

A link to your website from a different website.
question

Interstitial Ads
answer

Ads that appear between web pages (before the browser displays a new page).
question

Landing Page
answer

A custom web page designed to convert visitors into leads or sales. Email, banner ads and even offline outbound marketing campaigns drive traffic to a landing page to capture information or trigger a sale; also called a destination page, splash page, destination URL, or target URL.
question

Marketing Qualified Lead (MQL)
answer

The contact and profile information of a lead identified by marketing as a potential buyer due to various explicit and implicit responses/behaviors.
question

Meta Tag
answer

Text inserted into the source code of a web page that includes key words in order to provide information to a search engine about the contents of the page for search engine optimization.
question

Online Ads/Banner Ads
answer

Online ads are generally clickable, linking to a landing page, and may include banners, skyscrapers, buttons and other formats; often animated in some way.
question

Organic Search
answer

Organic search results are listings in search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements.
question

Outbound Link
answer

A link that leads people to a different website from the one they are visiting.
question

Page View
answer

The term used when people have clicked on or viewed a web page.
question

Pay-Per-Click
answer

Online advertising where an advertiser pays a pre-agreed price each time a user clicks on their advertisement. The cost for the click is often negotiated via an auction, with ad placement determined by the relative size of the bid, as well as other factors.
question

Pay-Per-Impression
answer

When an advertiser pays for their online ad based on the number of views.
question

Pay-Per-Inclusion
answer

Search engine marketing programs that guarantee web site listings for specific keyword search terms for a fee.
question

Pay-Per-Lead
answer

Paying to acquire leads from an outside party at a set rate or amount per lead.
question

Profiling
answer

To build a picture of a target customer based on information from various sources including customer transactions, completed forms and demographic data.
question

Response Attribution
answer

The ability to attribute prospect behavior to the media that triggered the response.
question

Rich-Media
answer

Online ads that contain motion, sounds, or video and usually use Java or Flash to enhance the viewer’s experience.
question

RON (Run of Network)
answer

This ad buying option places ads on several networked websites.
question

ROS (Run of Site)
answer

This ad buying option places an ad at various places on one website.
question

RSS (Really Simple Syndication)
answer

An XML-based system that enables people to receive ongoing, constantly updated information collected from many sources through a simple reader.
question

Search Engine Marketing (SEM)
answer

Search Engine Marketing is the process of marketing your web site via search engines. It includes Search Engine Optimization and directory submissions, as well as paid submission programs like AdWords.
question

Search Engine Optimization (SEO)
answer

Modifying web pages and web sites so that they rank as highly as possible in search results with the objective of attracting traffic from web searchers looking for vendors, solutions, products or services. This is achieved through thematic page design, consistent HTML tagging, linking strategies and focusing content on core keywords.
question

Skyscraper
answer

Term for an online ad format that is tall and narrow. Skyscraper ads are typically run along the right or left margin of a web page.
question

Social Media Marketing
answer

An engagement with online communities to generate exposure, opportunity and sales. The number-one advantage is generating exposure for the business, followed by increasing traffic and building new business partnerships. Common social media marketing tools include Twitter, Blogs, LinkedIn, Facebook and YouTube.
question

Spider
answer

Automated software that combs through web sites to index web pages for search engines.
question

Split-Run
answer

When two versions of the same ad are sent to different websites (or different publications) for testing purposes, this is known as a split-run.
question

Tags
answer

Labels or categories that describe the content of a web site, bookmark, photo or blog post. You can assign multiple tags to the same online resource. Tags provide a useful way of organizing, retrieving and discovering information.
question

Unique Visitor
answer

Website measurement that records unique IP addresses as individual visitors.
question

URL Tracking
answer

A technology that enables marketers to determine which media are generating responses and traffic to a landing page or website.

Get instant access to
all materials

Become a Member