Digital Marketing Jargon

Social and Digital Marketing Jargon Definitions (A -Z)

Above the fold The top section of a Web page that is visible without scrolling down.

Ad spaceDefined space on a Web page available for adverts.

Advertising networkA 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).”

BlogA chronological publication of the author’s thoughts and other web content. Short for ‘Web Log’.

BookmarkA 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 adA 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”

CachingStorage 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-throughThe 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 rateThe 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-lead

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.”

CPMCost per thousand impressions, or the cost for displaying your advert 1000 times”

Digital NativeThe generation of people who have been brought up using the Internet as commonplace.

Delivery DiscrepancyThe difference between the number of adverts served and those regsitered by analytics softweare.”

Deep linkingLinking to a web page that can only be arrived at through otherwise navigating through a website.”

Description tagAn HTML tag used by Web page authors to provide a description for search engine listings.”

Doorway domainA 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 pageA 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.”

FaviconA small icon that is used by some browsers to identify a bookmarked Web site.

FlashA multimedia technology developed by Macromedia that provides rich interactivity that fits in a relatively small file size.

ForumAn online community where visitors may read and post replies to topics of common interest in text-based pages.

FramesA web design structure that allows for the dividing of a Web page into two or more independent parts.”

Frequency capA restriction on the amount of times a specific visitor is shown a particular advertisement.”

HitThe request of a file or data from a Web server.

Home pageThe main page of a Web site, sometimes called the site’s “root page”

House advertA self-promotional advert company’s runs in its ad space when inventory is not sold.”

HTML bannerA banner ad using HTML elements, often including interactive forms, instead of (or in addition to) standard graphical elements.”

Hybrid billing modelA combination of two or more online marketing payment models, often used to mititgate the risk of using too much budget for too little return.

ImpressionAn instance of an online advertisement being displayed.

Inbound linkA link from an external website to your website e.g. from a search engine

InterstitialAn advertisement that loads between two pages of content.

Invisible WebA portion of the Web not accessible through Web search engines, due to the restriction of access or lack of links to the content.”

JavaScriptA scripting language developed by Netscape that is used to create interactive Web sites and rich media.”

KeywordA word used in a performing a search.”

Keyword densityKeywords as a percentage of indexable text words.

Keyword researchThe search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).”

Keywords tagMETA tag used to help define the primary keywords of a Web page.

Link buildingThe practise of developing links from websites across the world wide web to your website

Link checkerTool used to check for broken hyperlinks.

Link popularityA measure of the quantity and quality of sites that link to your site.

Link textThe text contained in (and sometimes near) a hyperlink.

Link rotWhen Web pages previously accessible at a particular URL are no longer reachable at that URL due to movement or deletion of the pages.”

Log fileA file that records all activity on a Web server over time.

Manual submissionPhysically submitting a URL to search engines individually by hand.

Meta tag generatorA tool that will output META tags based on input page information.

Meta tagsTerms or ‘tags’ that describe various aspects about a Web page.

Metasearch engineA search engine that displays results from multiple search engines.

ModeratorSomeone working for an online community to help discussions stay productive and mediate the publication of content.”

NavigationThe flow of a user through a website, or movement from one Web page to another Web page using links.

NetiquetteShort for network etiquette, the code of conduct regarding acceptable online behavior or behaviour in a given online community.

Online CommunityA group of people with a large amount of mutual interest and purpose in collaborating together over time.

Online Public RelationsThe 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 linkA link to a site outside of your site.

Page viewThe 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 engineA 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 adAn ad that displays in a new browser window behind the current web page being viewed.”

Pop-up adAn ad that displays in a new browser window.”

PortalA 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 cardDocument detailing prices for various ad placement options.”

Reciprocal linksLinks between two sites, often based on an agreement by the site owners to exchange links for Search Engine Optimisation value.”

Rectangle adAny one of the large, rectangular banner sizes suggested by the IAB.”

Rich mediaA 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 engineA program that indexes documents, then attempts to match documents relevant to the users search requests.”

Search Engine MarketingPutting your message in front of people who are searching using particular keywords and keyphrases.”

Search engine optimizationThe 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 submissionThe 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 spyA continually refreshing page that provides real-time views of people’s Web searches.

Self-serve advertisingAdvertising that can be purchased without the assistance of a sales representative through an automated system.”

Social networkGenerally 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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