Digital Marketing Terminology

The total number of contacts to whom the message was sent.
A message is suppressed if the contact specifically requests not to receive mail from anyone in the organization (including forwarded messages). Addresses in this database will not receive mailings. You can view these addresses in the suppression and blocking lists. Messages are also suppressed if the prefix for the contact exists on the organization’s prefix blocking list or if the contact’s domain exists in the Blocked Domain list for the system organization.
Mail Blocks
Occurs when a contact (or a mail server) rejects a mailing, usually for security reasons. Blacklisting is one important type of mail block. If a company does not follow the rules for sending mail to a particular domain (i.e. sending email to many contacts using the BCC feature), the domain may blacklist them and reject all future mailings from that organization.
Hard bounces
A message is considered a hard bounce if it had a fatal addressing error (i.e. typos in the email address or an address that is no longer in use). Because the address is incorrect or invalid, we cannot deliver messages to the email address.
Soft bounces
A message that could not be delivered for a number of reasons, but is not yet considered invalid. In many cases, messages are placed in this category because the contact’s mailbox has exceeded its quota and the mail server will not deliver new mail until the contact deletes mail to reduce the size of the mailbox. In addition, network errors, DNS errors, and time-outs can also cause a soft bounce. Mail sent to these addresses might succeed again in the future.
The total number of bounces, both soft and hard.
The total number of messages sent (less the total number bounced or undeliverable) for each mailing.
Gross Opens
The number of times contacts either viewed a mailing’s images or clicked in the mailing. Includes multiple opens by the same contact.
Unique Opens
The number of contacts who have either viewed a mailing’s images or clicked in the mailing. Each open is counted only once per contact.
Gross Clicks
The number of times contacts have clicked a tracked hyperlink in the mailing. Includes multiple clicks made by the same contact.
Unique Clicks
The number of contacts who have clicked a tracked hyperlink in the mailing. Only one click is counted per contact.
Black Hat SEO
In search engine optimization (SEO) terminology, black hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines guidelines.
Link Portfolio
All the sites currently linking to your site.
Backlink Profile
looking at the websites linking to that website, in what manner, and to what page
ALT tag
The term “ALT tag” is a common shorthand term used to refer to the ALT attribute within in the IMG tag. Any time you use an image, be sure to include an ALT tag or ALT text within the IMG tag. Doing so will provide a clear text alternative of the image for screen reader users.
Image title
Image title is another attribute that can be added to the image tag in HTML. It is used to provide a title for your image.
Google Search Console
Google Search Console (previously Google Webmaster Tools) is a no-charge web service by Google for webmasters. It allows webmasters to check indexing status and optimize visibility of their websites. As of May 20, 2015, Google rebranded Google Webmaster Tools as Google Search Console.
A site map (or sitemap) is a list of pages of a web site accessible to crawlers or users. It can be either a document in any form used as a planning tool for Web design, or a Web page that lists the pages on a website, typically organized in hierarchical fashion.
A website wireframe, also known as a page schematic or screen blueprint, is a visual guide that represents the skeletal framework of a website. :166. Wireframes are created for the purpose of arranging elements to best accomplish a particular purpose.
HTTPS is a protocol for secure communication over a computer network which is widely used on the Internet. HTTPS consists of communication over Hypertext Transfer Protocol (HTTP). The main motivation for HTTPS is authentication of the visited website and protection of the privacy and integrity of the exchanged data.
Google Quick Answer
An “answer box” is a SERP feature, usually displayed in a light-gray box, that occurs above the organic results (left column) and tries to directly answer a question.
RankBrain is a machine-learning artificial intelligence system that helps Google process some of its search results, in particular rare or one-of-a-kind queries.
Knowledge Graph
Google Knowledge Graph is a proprietary system that attempts to understand information on the Web in order to identify and connect facts about people, places, and things. Put simply, it’s used by Google’s semantic search, which is a machine that tries to think like a human when it encounters facts on the Internet. (right side bar)
Hummingbird Update
Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account. (understanding of intent). In a nutshell, think about why people are looking for something rather than what they are looking for. A content strategy should be designed to answer their needs, not just provide them with facts.
Hreflang Tag
The hreflang attribute (also referred to as rel=”alternate” hreflang=”x”) tells Google which language you are using on a specific page, so the search engine can serve that result to users searching in that language.
This is the “cost-per-thousand” views of an advertisement. Often, advertisers agree to pay a certain amount for every 1,000 customers who see their ad, regardless of conversion rates or click-thrus. The “M” in “CPM” is derived from the Latin word for 1,000 (mille).
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.
An abbreviation for “click-thru rate.”
Stands alternately for “Domain Name Service,” “Domain Name Server,” and “Domain Name System”: the DNS is a name service which allows letters (and numbers) that constitute domain names to be used to identify computers instead of numerical IP addresses.
Hypertext markup language (HTML) refers to the text-based language which is used to create websites.
Also known as simply “frames,” these HTML tag devices allow 2 or more websites to be displayed simultaneously on the same page. Facebook now allows companies to create customized tabs for its fan pages using iFrames, a process which developers find much easier than using the previous “FBML,” or Facebook markup language.
An instance of an organic search-engine listing or sponsored ad being served on a particular Web page or an image being viewed in display advertising. In paid search, “cost-per-impression” is a common metric.
Java is a powerful programming language which is independent of platforms, meaning it can run on multiple computers and operating systems.
Also called meta-data, this information found in HTML page headers used to be the bread and butter of SEO marketing tactics. Still used today despite widely perceived diminishing relevance to search-engine rankings, the most common are the “title,” “description,” and “keyword” tags (see below).
A tag on a Web page located in the heading source code containing a basic description of the page. It helps search engines categorize the page and can potentially inform users who come across the page listing in search results.
Mirror Site
Duplicate copy of a website already in existence, used to increase response time for high-volume sites.
Open Source
Computer software with a special license that allows users in the general public to edit and improve the source code. Famously exemplified in the Firefox Web browser and Wikipedia encyclopedia, it is an example of the kind of collaboration that is encouraged under the Web 2.0 ethos. Contrast with closed, propriety software that does not share its codebase beyond an exclusive group of authorized developers.
Organic Listings
Also known as “natural” 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 merits of the listed pages. Typically, most search engines will display several sponsored ads related to search terms (often separated by background color or otherwise highlighted) before displaying the non-paid listings.
Same as “rank” in reference to search-engine listings.
“Really simple syndication” is the process by which content such as blog posts or podcasts can be updated regularly and syndicated to subscribers in feeds. 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.
Search Engine
A website that allows users to search the Web for specific information by entering keywords. Can include paid or organic listings of websites and sometimes specific images, products, videos, music, place entries or other enhanced results.
A phrase sometimes used in contrast with “SEO” to describe paid search activities, SEM may also more generally refer to the broad range of search-marketing activities, either paid or organic.
The process of using website analysis and copy/design/structural adjustments to ensure both the highest possible positioning on desired search-engine results pages and the best experience for a given site’s users.
An acronym for “search engine results page,” displayed after a query is entered on a search engine.
Style Sheet
A design template used for defining the layout of multiple pages within a website, most commonly seen in the form of “CSS” (cascading style sheets).
Title Tag
A form of meta-data used by search engines to categorize Web pages by title. Search-engine algorithms traditionally value title tags to determine/categorize page content.
“Universal” or “uniform resource locator,” this string of letters and numbers separated by periods and slashes is unique for every Internet page. A page’s address must be written in this form in order to be found on the World Wide Web.
User Generated Content
Commonly abbreviated as “UGC,” it is any piece of content created by a member of a given website’s audience for use on that website and sometimes to be freely distributed on the Web. Wikis (and Wikipedia) are examples of UGC (see below).
An acronym for “Voice Over Internet Protocol.” This technology allows a user to make phone calls (with potential video) via a computer with an Internet connection or a wireless-enabled mobile device. The most famous example of a VOIP provider is Skype.
Web 2.0
This complex term covers many dimensions of the contemporary Web, including quick user access to streaming video, audio, images and other popular content. It can be generally used to describe interactive, community-driven content, namely blogs, file-hosting, UGC, and social-networking sites.
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.
301 Redirect
Code meaning “moved permanently,” used to point browsers, spiders, etc. to the correct location of a missing or renamed URL. Pages marked with such a code will automatically redirect to another URL.
404 Error
“File not found” code for a Web page that displays when a user attempts to access a URL that has been moved, renamed or no longer exists. Used as a template for missing or deleted pages, designing a custom “404 page” in a user-friendly way can help people stay engaged with your site even when a given page turns up blank.
500 Error
Internal server error
Scope Creep
Scope creep (also called requirement creep, function creep and feature creep) in project management refers to uncontrolled changes or continuous growth in a project’s scope. This can occur when the scope of a project is not properly defined, documented, or controlled. It is generally considered harmful.
A Statement of Work (SOW) is a document routinely employed in the field of project management. It defines project-specific activities, deliverables and timelines for a vendor providing services to the client. The SOW typically also includes detailed requirements and pricing, with standard regulatory and governance terms and conditions. It is often an important accompaniment to a Master Services Agreement or Request for Proposal (RFP).
A request for proposal (RFP) is a solicitation, often made through a bidding process, by an agency or company interested in procurement of a commodity, service or valuable asset, to potential suppliers to submit business proposals.
A cookie is a small piece of data that is stored in a user’s browser. Cookies are used to track how many times a website is visited.
Engagement Rate
The engagement rate shows how long a person is on your website. It takes into account time in addition to the number of pages viewed. For example, if only one page is viewed, that visitor receives an engagement rate of 0. This metric can be found in Google Analytics.
The steps someone takes from the first time they are a visitor on your website along the way to becoming a customer.
Lifecycle Stage
A property that shows where contacts are in your marketing funnel. In HubSpot these lifecycle stages include Subscriber, Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer, Evangelist, and Other.
Organic Search
When a visitor originates from a search engine. This includes, but is not limited to, Google, Bing, and Yahoo.
Paid Search
When a visitor originates from a paid search advertisement.
Position based model
This is an Attribution model in Google Analytics that gives 40% of the credit to the first and last interaction and 20% of the credit distributed evenly to the middle interactions.
Touchpoints are the different interactions someone has with your company. Touchpoints include, but are not limited to, the different pages on your website viewed along a visitor’s journey.
Innovator (1/5 Classes of Consumers)
Venturesome; although they make up a very small part of the total market, innovators play a very important role. They are interested in anything new, and are quick to adopt new and innovative products. Innovators knew about the Anti-Gravity Belt months before it was introduced and paid a high price to be among the first to have this new product.
Early Adopter (2/5 Classes of consumers)
Young and restless; early adopters are opinion leaders. They pay attention to what the innovators have discovered and find a practical use for the innovation. They then communicate to their followers the usefulness of the new product. They play a very important role by influencing the attitude and changing the behavior of the later adopters. An early adopter who is a house painter learned about the Anti-Gravity Belt from an innovator and bought one to help him paint ceilings. He told all his colleagues how much easier and faster he could paint high places with his new Anti-Gravity Belt.
Early Majority (3/5 classes of consumers)
Value shoppers; the early majority carefully observe the early adopters, but wait to adopt innovative products until they are sure they will get value from them. The early majority will only adopt a new product if they are sure the new product will provide usefulness to their lives – and not be a waste of their time and money. Two years after the Anti-Gravity Belt is invented, a member of the early majority hears about the new product from the guy painting his house. Still, the early majority waits until he has also seen advertising and read an article in the paper about the benefits of the Anti-Gravity Belt before he adopts the product.
Late Majority (4/5 classes of consumers)
Skeptics; the late majority wait until an innovation has been accepted by a majority of consumers and the price has dropped to adopt the new product. The late majority typically adopt innovative products because they feel as if everyone else is doing it. Five years after the Anti-Gravity Belt is invented, a member of the late majority buys an Anti-Gravity Belt because his son tells him he wants one so that he can play basketball with all his friends who already have one.
Laggards (5/5 classes of consumers)
Traditionalists; laggards are the very last group to adopt a new product. Laggards are content with what they have, and they adopt new products unenthusiastically and only because they feel as if they have to. Ten years after the Anti-Gravity Belt is invented, the government mandates that anyone who climbs a ladder must wear an Anti-Gravity Belt. Because they have been forced to do so, laggards will then adopt the new product.
Content Lifecycle
The various phases that content moves through, such as authoring, review, management, delivery, and archiving.
Content Management System (CMS)
The activity of acquiring, collecting, authoring/editing, tracking, accessing, and often delivering both structured and unstructured digital information – collectively “content”. The content can include financial data, business records, customer service data, marketing information, images, video, or other types of digital information.
Customer Experience
One area of Digital Transformation, Customer Experience is the sum of interactions that a customer has with an organization across all touchpoints and phases of the customer relationship with that organization.
Customer Journey
This lifecycle view of a customer’s interactions with an organization is one way to develop a strategy for Digital Customer Experience.
Digital Customer Experience
This term covers customer interactions on digital channels.
Digital Customer Experience Ecosystem
These are the technology platforms and tools that take a customer through all phases of the Customer Journey including acquisition, purchase and loyalty.
Digital Transformation
Digital Transformation is the use of technology to improve business performance across operations, product development, communications and other functional areas.
Document Management (DM or IDM)
DM is highly similarly and overlaps with Content Management. Document management applies specifically to the management of discreet documents and images throughout their lifecycle. Typical functionality includes acquisition, organization, versioning, access control, and archiving.
Enterprise Content Management (ECM)
ECM is a broad term that means many different things to many different people. Typically EMC implies the acquisition and management of both structured and unstructured content that is dispersed across a number of different repositories, often described as “information silos”. ECM technologies typically are capable of managing structured content, unstructured content, email, images, raw print data, and other digital assets. Increasingly ECM implies the ability to manage legal compliance with regards to privacy, content metadata, and records management.
Information Architecture (IA)
The blueprint that describes how information is organized and structured. It has been described as identifying and leveraging patterns in data that make would-be-complex sets of information, increasingly easier to understand.
Personalization is the science of altering content according to the preferences of a customer, client, or colleague. Personalization allows web sites to greet site visitors with content specific to their interests, preferences, or buying habits.
Web Content Management (WCM)
WCM is the management of both structure and unstructured content that is delivered over the Internet, typically via a web site. Web Content Management includes content creation, site management, workflow, access control, and delivery. Many Enterprise Content Management (ECM) systems include WCM capabilities. Many Web Content Management systems aspire to ECM capabilities, but typically lack the ability to integrate with multiple repositories, acquire data directly, and/or ensure any sort of legal compliance.
Public Cloud Computing Services
A model for enabling ubiquitous, convenient, on-demand network access to a shared pool of configurable computing resources (e.g. networks, servers, storage, applications, and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction. The cloud infrastructure is provisioned for open use by the general public (i.e., multi-tenancy). It is owned and operated by a cloud service provider, and exists on the premises of the cloud provider.
Internet of Things (IoT)
Many organizations are developing so-called “internet of things” (IOT) initiatives to collect and analyze data from a multitude of internet-connected devices, including personal computing devices, wearables, and sensors embedded in industrial, household, and agricultural products.
Workspace delivery
With increasingly mobile workforces, this is the concept of securely delivering applications, desktop computing environments, and data across multiple endpoint device types for the ultimate goal of increasing employee productivity and/or revenue.
Software-as-a-service (SaaS)
A software distribution model in which applications are hosted by a vendor or service provider and made available to customers over the Internet. The customer does not manage or control the underlying cloud infrastructure or even individual application capabilities, with the possible exception of limited configuration settings.
Infrastructure-as-a-service (Iaas)
A computing model in which the equipment- including servers, storage and networking components- used to support an organization’s operations is hosted by a service provider and made available to customers over the Internet. The service provider owns the equipment and is responsible for housing, running and maintaining it, with the client typically paying on a per-use basis.
Platform-as-a-service (PaaS)
A cloud computing service in which customers develop and/or run applications using programming tools and languages provided by the service provider on a cloud infrastructure provided by that same service provider. PaaS offerings may include facilities for application design, application development, testing, deployment and hosting, among other services.
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