Digital Marketing Key Terms

Above The Fold
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
Ad Tracking
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.
Google’s pay-per-click, context-relevant program available to blog and web publishers as a way to create revenue.
Ad Serving
The process by which display ads get placed on websites.
Google’s pay-per-click advertiser program.
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.
A web-based tool or desktop application that collects syndicated content.
Attention, Interest, Desire, and Action
AJAX (Asynchronous Java Script and XML)
Acronym representing a way to create real-time Web applications.
Anchor Text
The visible, clickable text in a hyperlink typically used to indicate subject matter.
API (Application Programming Interface)
The interface that allows one computer system or application to communicate and exchange data with another.
ASP (Active Server Pages):
A Microsoft technology that allows scripts to be integrated into web pages, most often to collect information using forms.
Black Hat SEO
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.
Buying Cycle
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
CGI (Common Gateway Interface)
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.
Churn Rate
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.
Click-Through-Rate (CTR)
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).
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.
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.
Cost Per Action (CPA)
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.
Cost Per Click (CPC)
Cost of advertising based on the number of clicks received.
Cost Per Thousand (CPM)
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.
Cross Selling
Selling an additional category of products/solutions as a result of a customer’s original purchase.
Data Hygiene
The degree to which the data in a database is accurate and consistent according to a data model and data type.
Externally measurable characteristics of potential buyers such as age, gender, race, education and income level.
Digital Body Language
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.
Direct Response
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.
Dynamic Content
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.
EPV (Earnings Per Visitor)
A breakdown of how much a website or Internet company makes on average based on the number of clicks or visitors it receives.
Exit Traffic
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.
Expandable Ads
A user interacts with an ad by clicking or mouse-over, the ad enlarges to reveal additional information.
The RSS or Atom feeds used by news aggregators.
FTP (file transfer protocol)
The means by which files are transferred from your computer directly to your website.
Hover/Floating Ads
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.
HTML (HyperText Markup Language)
The coding language used to create and link together documents and files on the internet.
The exposure of a clickable ad on a website to one individual person.
Inbound Link
A link to your website from a different website.
Interstitial Ads
Ads that appear between web pages (before the browser displays a new page).
Landing Page
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.
Marketing Qualified Lead (MQL)
The contact and profile information of a lead identified by marketing as a potential buyer due to various explicit and implicit responses/behaviors.
Meta Tag
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.
Online Ads/Banner Ads
Online ads are generally clickable, linking to a landing page, and may include banners, skyscrapers, buttons and other formats; often animated in some way.
Organic Search
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.
Outbound Link
A link that leads people to a different website from the one they are visiting.
Page View
The term used when people have clicked on or viewed a web page.
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.
When an advertiser pays for their online ad based on the number of views.
Search engine marketing programs that guarantee web site listings for specific keyword search terms for a fee.
Paying to acquire leads from an outside party at a set rate or amount per lead.
To build a picture of a target customer based on information from various sources including customer transactions, completed forms and demographic data.
Response Attribution
The ability to attribute prospect behavior to the media that triggered the response.
Online ads that contain motion, sounds, or video and usually use Java or Flash to enhance the viewer’s experience.
RON (Run of Network)
This ad buying option places ads on several networked websites.
ROS (Run of Site)
This ad buying option places an ad at various places on one website.
RSS (Really Simple Syndication)
An XML-based system that enables people to receive ongoing, constantly updated information collected from many sources through a simple reader.
Search Engine Marketing (SEM)
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.
Search Engine Optimization (SEO)
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.
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.
Social Media Marketing
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.
Automated software that combs through web sites to index web pages for search engines.
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.
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.
Unique Visitor
Website measurement that records unique IP addresses as individual visitors.
URL Tracking
A technology that enables marketers to determine which media are generating responses and traffic to a landing page or website.

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