Social Marketing and Digital Marketing Jargon Buster
Digital and Social Marketing Jargon Definitions (A -Z)
Above the fold “The top section of a Web page that is visible without scrolling down.”
Ad space “Defined space on a Web page available for adverts.”
Advertising network “A reseller of large amount of left over ad space. Often representing many Websites in selling their advertising, allowing marketeers to reach broad audiences relatively easily”
ALT text “HTML code that provides ‘alternative text’ when graphical elements, typically images, cannot be displayed.”
Analytics “Software used to measure web site activity, including visitors, traffic and other user data for web site optimisation.”
Animated GIF “A graphic that creates the effect of animation by rotating through a series of static images.”
Augmented Reality “The bringing together of real and virtual elements“
Avatar “A virtual representation of oneself in a Virtual Environment”
Banner ad “A graphical or animated web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468×60).”
Blog “A chronological publication of the author’s thoughts and other web content. Short for ‘Web Log’.”
Bookmark “A link stored in a Web browser for future reference.”
Brand Engagement “The art of engaging a web community with a brand in a way that creates positive reference of the brand within these groups.”
Button ad “A generally static graphical advert, smaller than a banner ad (often 120×60).”
Buzz monitoring “The practice of monitoring relevant conversations on the internet that are relevant to a company, for purposes of competition, lead generation and reputation management”
Caching “Storage of Web files in a temporary folder for later use. Intended on reducing the loading time of a website by user.”
Cascading style sheets (CSS) “A data format used to separate style from structure on Web pages.”
Click-through “The process of clicking through an online advertisement to the target destination.”
Click-through rate (CTR) “The average number of click-throughs per hundred ad impressions, expressed as a percentage.”
Contextual advertising: “Text links appear in articles based on the context of the page content to make the links relevant to the viewer’s interests.”
Conversion rate “The percentage of visitors who take a desired action out of everyone who visits the website”
Cost-per-acquisition (CPA) “Online advertising payment model in which payment is based solely on pre-defined actions such as sales or newsletter registration.”
Cost-per-click (CPC) “A Pricing model where publishers charge everytime an advert is clicked”
Cyber Squatter “The ownership of a company / brand name’s domain or account name, when their is no legitimate use for said name.”
CPM “Cost per thousand impressions, or the cost for displaying your advert 1000 times”
Digital Native “The generation of people who have been brought up using the Internet as commonplace.”
Delivery Discrepancy “The difference between the number of adverts served and those regsitered by analytics softweare.”
Deep linking “Linking to a web page that can only be arrived at through otherwise navigating through a website.”
Description tag “An HTML tag used by Web page authors to provide a description for search engine listings.”
Doorway domain “A domain used specifically to rank well in search engines and particular keywords. These are entry points through which visitors pass to the main domain/ website.”
Doorway page “A page made specifically to rank well in search engines for particular keywords, serving as an entry point through which visitors pass to the main content.”
Favicon “A small icon that is used by some browsers to identify a bookmarked Web site.”
Flash “A multimedia technology developed by Macromedia that provides rich interactivity that fits in a relatively small file size.
Forum “An online community where visitors may read and post replies to topics of common interest in text-based pages.”
Frames “A web design structure that allows for the dividing of a Web page into two or more independent parts.”
Frequency cap “A restriction on the amount of times a specific visitor is shown a particular advertisement.”
Hit “The request of a file or data from a Web server.”
Home page “The main page of a Web site, sometimes called the site’s “root page”
House advert “A self-promotional advert company’s runs in its ad space when inventory is not sold.”
HTML banner “A banner ad using HTML elements, often including interactive forms, instead of (or in addition to) standard graphical elements.”
Hybrid billing model “A combination of two or more online marketing payment models, often used to mititgate the risk of using too much budget for too little return.”
Impression “An instance of an online advertisement being displayed.”
Inbound link “A link from an external website to your website e.g. from a search engine”
Interstitial “An advertisement that loads between two pages of content.”
Invisible Web “A portion of the Web not accessible through Web search engines, due to the restriction of access or lack of links to the content.”
JavaScript “A scripting language developed by Netscape that is used to create interactive Web sites and rich media.”
Keyword “A word used in a performing a search.”
Keyword density “Keywords as a percentage of indexable text words.”
Keyword research “The search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).”
Keywords tag “META tag used to help define the primary keywords of a Web page.”
Link building “The practise of developing links from websites across the world wide web to your website”
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.”
Link rot “When Web pages previously accessible at a particular URL are no longer reachable at that URL due to movement or deletion of the pages.”
Log file “A file that records all activity on a Web server over time.”
Manual submission “Physically submitting a URL to search engines individually by hand.”
Meta tag generator “A tool that will output META tags based on input page information.”
Meta tags “Terms or ‘tags’ that describe various aspects about a Web page.”
Metasearch engine “A search engine that displays results from multiple search engines.”
Moderator “Someone working for an online community to help discussions stay productive and mediate the publication of content.”
Navigation “The flow of a user through a website, or movement from one Web page to another Web page using links.”
Netiquette “Short for network etiquette, the code of conduct regarding acceptable online behavior or behaviour in a given online community.”
Online Community “A group of people with a large amount of mutual interest and purpose in collaborating together over time.”
Online Public Relations “The art of communicating with a company’s stakeholders to manage the reputation of that company in the eye’s of those outside the company.”
Opinion Leader “Someone with a large amount of credibility and perceived knowledge around a specific subject or skill set.”
Outbound link “A link to a site outside of your site.”
Page view “The loading of a single HTML page by one browser.”
Paid Inclusion: “Paying a search engine to guarantee a website is indexed. The exact listing and where it appears is determined by the search engine.”
Pay per click (PPC) “Online advertising payment model in which payment is based solely on qualifying click-throughs.”
Pay per click search engine “A search engine where results are only ranked according to the bid amount, and advertisers are charged when a searcher clicks on the search listing.”
pay per lead (PPL) “Online advertising payment model in which payment is based solely based on qualifying leads.”
Pay per sale (PPS) “Online advertising payment model in which payment is based solely based on qualifying sales.”
Pop-under ad “An ad that displays in a new browser window behind the current web page being viewed.”
Pop-up ad “An ad that displays in a new browser window.”
Portal “A site featuring a suite of commonly used services, serving as a starting point and frequent gateway to the Web (Web portal) or a niche topic (vertical portal).”
Rate card “Document detailing prices for various ad placement options.”
Reciprocal links “Links between two sites, often based on an agreement by the site owners to exchange links for Search Engine Optimisation value.”
Rectangle ad “Any one of the large, rectangular banner sizes suggested by the IAB.”
Rich media “A new media that offers an enhanced content experience, including video and visual content that often allows interaction.”
Run-of-network (RON) “Ad buying option in which ad placements may appear on any pages on sites within an ad network.”
Run-of-site (ROS) “Ad buying option in which ad placements may appear on any pages on sites within an ad network.”
Sales House “Ad sales partner company specializing primarily in larger single-site sales.”
Search engine “A program that indexes documents, then attempts to match documents relevant to the users search requests.”
Search Engine Marketing “Putting your message in front of people who are searching using particular keywords and keyphrases.”
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.”
SEO “Short for Search Engine Optimisation”
SEM “Short for Search Engine Marketing”
Search spy “A continually refreshing page that provides real-time views of people’s Web searches.”
Self-serve advertising “Advertising that can be purchased without the assistance of a sales representative through an automated system.”
Social network “Generally large websites where people are able to create profile pages for the purpose of socialisation or networking.”
Social Application “A piece of software that allows for social interaction between people e.g. a game”
Social Marketing “Marketing activity that focuses on developing customer relationships and facilitating brand engagement.”
Shopping cart “Software used to make a site’s product catalogue available for online ordering, whereby visitors may select, view, add/delete, and purchase merchandise.”
Site search “Search functionality specific to one site.”
Stickiness “The amount of time spent at a site over a given time period.”
Skyscraper “A vertical banner no less than 600 pixels in height. Standard sizes are 120×600 and 160×600.”
Splash page “A branded page before the home page of a Web site launches.”
Sponsorship “Advertising that seeks to establish an intrinsic link between an advertiser and a publisher, often involving unique forms of content integration.”
Sponsored listing: “Paying for a text advert to appear at the top or side of search results for specific keywords via a bidding system.”
Surround session “Advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit.”
Text ad “Advertisement using short amount of text ab 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.”
The top 10 “The top ten search engine results for a any given search term.”
Traffic “The amount of visitors and visits a Web site receives, measured by the number of page requests made to the Web server.”
Tribe “A tribe is a term to describe a group of people with specific, identifiable traits or behaviours.”
Underdelivery “Delivery of less impressions, visitors, or conversions than contracted for a specified period of time.”
Unique visitors “Individual browsers that have visited a Web site at least once in a fixed time frame, generally 30 days.”
URL “Unit Resource Location, or the location of a resource on the Internet.”
Vertical banner “A banner ad measuring 120 pixels wide and 240 pixels high.”
Volunteer directory “A Web directory staffed primarily by unpaid volunteer editors.”
Virtual World “A graphical representation of the real world in terms of space and physicality. Every ‘player’ adopts a visual depiction of themselves depending on the genre of theme of the game.”
Web browser “A software application that allows for the browsing of the World Wide Web.”
Web design “The selection and coordination of available components to create the layout and structure of a Web page.”
Web directory “Organized and categorised list of Web sites.”
Website Optimisation: “Non-visible changes to a website that make it easier for search engines to include the site and place it nearer the top pages.”
Web site usability “The ease with which visitors are able to use and navigate a Web site to meet its purpose.”
Widget “Small units of dynamic content that uses Java Script and XML. Pulls content into the unit from a different location than the website.”
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