The digital marketing landscape is always evolving. With this constant change, the industry is just filled and overflowing with marketing jargon, lingo, and multiple buzzwords that may sound confusing. This is why we have compiled a list of digital marketing terms that can help you stay ahead of the curve.
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#301 Redirect (Permanent)
This is a type of permanent redirect that completely passes the full ranking power to the new redirect link. This means that users and bots who land on the page will be immediately passed to the new URL.
#302 Redirect (Temporary)
Similar to the #301 Redirect, users and bots will be passed to a new URL. However, the difference is that the full ranking power may not be passed along because this is seen as a temporary URL. We recommend using the #301 Redirect as the preferred method of choice.
#404 Broken Page
This indicates that the webpage or URL that the user is trying to access was not found by the browser. Usually, this is accompanied by the message “Page Not Found”.
A
Artificial Intelligence (AI)
AI makes use of machine learning to imitate human response and engagement with customers.
A/B Testing
aka Split Testing. This is the process of testing 2 versions of something in order to better optimize it. For example, you can compare 2 versions of an email title, or email content, or web page design or ad copy. Measure the performance of each version to see which achieved better results.
Abandonment Rate
This refers to an analytics feature that shows you how much percentage of people did not complete the conversion process.
Above The Fold
This is the section of your webpage that is visible on the screen without the user scrolling down. This is why your important banners and messaging should be strategically placed “above the fold”.
Ad Creative
This refers to any video, image, or audio files that you need for your campaigns.
Ad Group
This refers to a collection of ads that have the same keyword set or are targeting the same audience set. Ads within each ad group are somehow related. For example, if your ads are about “face mask”, your ad groups can be divided as such:
- Basic Cloth Mask
- Surgical Face Mask
- Safety Mask
Ad Exchange
This is an ad platform that provides for ad placement bidding. Most usually, it is an online, automated auction house.
Ad Extension
This refers to additional information about your business or brand that can be added to your search ad copy. For example, store address, phone number, or product links.
Ad Relevance
This refers to how closely matched your keywords are to your ads and also your landing page. For your ads to rank well, users must find that your keywords, landing page, and ad copies are highly relevant to one another.
Ad Scheduling
This refers to automatically scheduling your ads to show at specific times of the day.
Ad Server
This is used to store, manage and display ads to website users.
Affiliate Marketing
This refers to a form of third-party marketing where you allow others to promote your product or services in exchange for a commission. The affiliates, or the promoter, will only receive a commission if they are successful in the conversion.
Algorithm
This refers to the systems and programs that are running the platforms. Each platform has its own unique algorithm that is running it.
Alt Text
This means “Alternative Text”. It is the text that is used to describe each image on your website. The alt text will appear when your image fails to load on your website or is used by screen readers to help the visually handicapped users to understand an image. Try to create an alt text that also includes your keywords as this can help boost your ranking on the search engine results page (SERP).
Anchor Text
This refers to a clickable hyperlink that will immediately bring the user to the relevant section of the page.
APl (Application Programming Interface)
This is a set of tools and protocols used for building, developing, and also interlinking various softwares and programs.
Attribution
Attribution is a set of rules that gives credit to the specific marketing source that helps to convert a lead into a customer. This helps to identify critical touchpoints within the customer journey.
Audiences
Your audiences refer to particular segments of the general public that are interested in your business or brand.
Authority
Your website authority is directly correlated to your website popularity. The more people are visiting your website, and backlinking to your website as well as sharing your webpage, the more popular your website is. Thus, your authority will also increase.
Automation
This refers to the way your marketing campaigns are run. Many marketing teams now will automate their campaign processes such as email marketing and social media scheduling. This helps them become more efficient as well as provide a more personalized experience to their customers.
B
B2B
This is an acronym that stands for “Business to Business”. It refers to companies who offer their products and services to other businesses, rather than individual customers.
B2C
This is an acronym that stands for “Business to Customer”. It refers to companies that offer their products and services to individual customers.
Backlinks
A backlink is a situation when other websites add a link that directs visitors to your website. It can also be called an “inbound link” or an “incoming link”. Similar to the authority, websites with more backlinks tend to rank higher on the search engine results page (SERP).
Banner Ads
This refers to a digital advertisement that is displayed on a website. It usually consists of an image and text. Banner ads will also contain a hyperlink that drives traffic to your website or landing page.
Bid
This refers to the amount that you are willing to pay per click. For example, in a paid search campaign, your bit will inform the system of the highest amount that you are willing to pay.
Bid Modifiers
This refers to adjustments that you make on your bids, without making changes to your campaign targeting or ad groups.
Bid Strategy
This refers to the system in Google Ads to help you better achieve your campaign objectives. There are 3 main types of bid strategy:
- Pay per impressions
- Pay per clicks
- Pay per conversions
Black Hat SEO
This refers to the unethical and unprofessional techniques used by digital marketers to improve search ranking results.
Bounce Rate
This refers to the percentage of website visitors who landed on your website and then exited without exploring your website further. Your bounce rate performance will differ depending on your website or landing page objective. Generally, marketers will try to keep their bounce rate as low as possible.
Broad Match Keyword
This refers to the keyword match type for pay-per-click campaigns. A broad match keyword allows the widest range of targeting for the campaign.
Buyer Persona
This refers to a character that is representative of your ideal buyer. Your buyer persona should include important characteristics such as gender, demographic, characteristics as well as underlying online behavior.
C
Call-to-Action (CTA)
This refers to text links, buttons, or even clickable images that drive traffic to your website.
Campaign
This refers to a series of marketing activities with a shared marketing goal. In digital marketing, campaigns can be created for a specific platform or channel, or you can combine platforms and channels to create an omnichannel marketing strategy for a specific objective.
Canonical Tag
This refers to the way that you can inform the search engine that a specific URL represents the master copy of a page. This is done so as to prevent duplicate content from appearing on multiple URLs.
Click-Through Rate (CTR)
This refers to the percentage of users who click on your ad to be directed to your landing page or website. It is calculated by taking the total clicks and dividing them by total impressions. The higher the CTR percentage, the better the performance of your campaign.
Content Management System (CMS)
This refers to a system that allows you to manage the content that is displayed on your website. WordPress, Joomla, or Drupal are examples of content management systems.
Content Marketing
This refers to a type of digital marketing strategy that uses relevant content creation and consistent content distribution to engage and interact with customers. The strategy revolves around providing engaging content so as to drive action and convert sales rather than just directly pitching a product or service.
Conversion
This refers to the process of transforming a prospective customer into a lead and then into a sales-qualified lead, and finally into a paying customer. Conversions can be defined as a form submission, a newsletter sign up or a direct sale.
Conversion Rate
This refers to the ratio or percentage of visitors on your website who have completed a specific action or completed the desired action. This is an essential metric to measure as part of the key performance indicator (KPI) of your digital marketing campaigns.
Cookies
This refers to a text file that collects and stores data on your visitor’s browser based on their activity. This helps you to track the interaction that visitors perform on your website. Cookies are essential when analyzing your digital marketing campaigns.
Cost Per Acquisition (CPA)
This refers to the average amount it would cost you to acquire a conversion via your paid advertising campaigns. This is also known as “Customer Acquisition Cost”.
Cost Per Click (CPC)
This refers to the average amount it would cost you to acquire a click on your paid advertising campaigns.
Cost Per Mille (CPM)
This refers to the average amount it would cost you to display your ads 1,000 times. This pricing model is also sometimes called “Cost per Impression” or “Cost per Thousand”. It is usually used in awareness campaigns.
Cost Per View (CPV)
This refers to the average amount it would cost you when someone watches your video for at least 30 seconds, or when someone interacts with your video ad. This pricing model is the default model for video ads campaigns.
Customer Relationship Management (CRM)
This refers to the process which a business implements in its interactions with their customers. The main objective of a CRM is to encourage and manage positive interactions with customers so as to achieve maximum customer satisfaction and retention.
Conversion Rate Optimisation (CRO)
This refers to the process of analyzing your campaigns to identify which aspects can be improved to enhance your conversion rates.
D
Demographics
This refers to the particular segment of your customers. It consists of parameters such as gender, age, location, interests, and much more.
Digital Advertising
This refers to any form of advertising on any digital platform, such as social media platforms, and even search engines.
Display Ads
This refers to any visual media such as banners, images, videos, or any form of rich media format such as animations or gifs. Display ads can be used integrated into any digital marketing strategy such as brand awareness and even in retargeting efforts.
Data Management Platform
This refers to a software platform that is used for collecting, managing, organizing, and analyzing large data sets from various sources. It provides marketers with a unified way to aggregate the campaign efforts.
Display Network
This refers to a network of websites where your display ads will be showcased. Google Display Network (GDN) is the largest and most popular display network consisting of over 2 million websites.
Domain
This refers to a small part of the web which belongs to you and is put under your authority. When you purchase the rights to a domain name, you have access and control over all web pages that are created under that domain name. No 2 websites can share the same domain name.
Duplicate Content
This refers to a situation where very similar content appears in multiple places on the internet. This can be one website with multiple duplicate contents or more than one website with duplicate content.
Avoid duplicate content as it negatively affects your SEO ranking and makes it confusing for search engines to rank your websites.
Dwell Time
This refers to the amount of time that has passed when a user clicks on a web page to visit the website on the search engine and then returns back to the search engine. In other words, it’s the duration of time that a user takes to evaluate the website to see if it is relevant to their search query or not.
E
Earned Media
This refers to any form of publicity or media exposure that is gained freely. This happens when your paid advertising was not a direct contributor to your business’s success. This includes things like backlinks, shared posts, or even reviews of your business.
Email Marketing
This refers to a marketing strategy that uses emails to engage with your customers in order to build a connection or to promote your products and services. This can be a very effective way to convert your prospects into customers.
Engagement Rate
This refers to a type of metric that measures how users have been engaging with your campaign or with your website. It may consist of other metrics such as social shares, bounce rate, or time of the site.
Exact Match
This refers to the keyword match type for pay-per-click campaigns. An exact match keyword allows for the most specific and precise targeting control for the campaign.
Eye-tracking Technology
This refers to the type of technology that analyses the optical movement of users. It helps marketers to determine which website elements have the most visual attention and points of gaze.
F
Featured Snippet
This refers to the selected text that is displayed at the top of the search engine results page. Usually, this text would contain relevant keywords that help to address and answer the user’s search query.
First-party Data
This refers to the data that you have collected yourself rather than through a third party. For example, the information collected through a survey.
Frequency
This refers to the average number of times that your ad is being shown to each individual user. Frequency is calculated by dividing the impressions by the reach.
Funnels
This refers to the marketing strategy that is usually employed where customers go through various stages of the customer journey before reaching the end goal of a marketing objective. This is usually when the user would have successfully been transformed into a conversion.
G
Geo-fencing
This refers to the marketing strategy that builds a virtual fence around a specific area. The people within the fenced area will be targeted in marketing campaigns. This is usually used to boost the sales of physical stores.
Geo-targeting
This refers to the marketing strategy that provides additional parameters to define your target audience. For example, you may specify particular locations, gender, demographic, and even interest topics.
Google Ads
This refers to Google’s advertising platform which allows marketers to display their advertisements.
Google Analytics
This refers to Google’s free web analytical tool which lets marketers monitor website performance and generate reports about visitor traffic and visitor behavior on their website.
Google Analytics 4
Google Analytics 4 is also called GA4. It refers to the latest version of Google Analytics which includes a built-in machine learning technology to predict user behavior and help marketers gain valuable user insights. GA4 can be used on both web and app properties.
Google Keyword Planner
This is a free service provided by Google to help you research the right keywords to target in your search campaigns.
Google Search Console
This is also a free platform by Google to help marketers measure and monitor website performance in order to optimize for organic traffic. Some of the features within Google Search Console include checking your website’s indexing status, mobile site performance, and also the highest search queries and pages.
Google Tag Manager
This is another free tool by Google that allows you to input different types of tracking codes, pixels, and tags in a simplified way that does not require hard coding. This reduces your reliance on developers for your website tracking needs.
H
H tags
This refers to “Headings tags” which form the structure of your content. They are displayed as HTML tags which indicate the headings of your content. H tags help the search engine crawlers to understand what your webpage is talking about and index it accordingly.
Hashtag
A hashtag (displayed as #) is a way to organize and label your content in order to make it easily searchable on social media. Usually, the hashtag will contain the keyword or the subject matter of your content.
Heatmap
This refers to a data visualization technique that identifies the way that visitors interact with each webpage on your website. “Hot spots” are areas where the webpage has the highest interactivity rate. This technique is usually used to optimize conversion rates.
Hits
In digital marketing, a “hit” is any interaction that results in data being tracked. A hit can refer to page views, any events within the page, and even social interactions.
Hyperlink
A “hyperlink” or a “link” refers to a clickable text which directs the user to another webpage. This webpage can be on the same website or a different website. Sometimes hyperlinks can also be embedded into an image or a graphic.
I
Impressions
This refers to the number of times that your ad is being displayed to users. This is usually a metric that is used to measure awareness campaigns since it correlates to the level of exposure of your campaign.
Impression Share
This refers to the metric that measures the percentage of impressions your ad has received as compared to the estimated impressions that your ad was eligible to receive.
Inbound Marketing
This refers to a type of marketing strategy that focuses on pulling customers to your website rather than pushing your products and services to them. Usually, content marketing is the technique used in this strategy as the belief is that by educating and providing value to customers, they will convert and stay loyal.
Indexing
This refers to the way in which website information is collected, arranged, and categorized by search engine crawlers, spiders, or bots.
Influencer Marketing
This refers to a digital marketing strategy that uses influencers to help you advertise your products and services. Influencers are anyone popular that has credibility and authority so as to influence their followers and fans.
Internal Links
An internal link is a hyperlink that directs users to a different web page that is within your website. They are usually used to help your visitors navigate around your website.
IP Address
This refers to an abbreviation for “Internet Protocol address” which refers to the unique address of your device which is tied to the internet or to your local network. It is displayed as a numeric label.
J
Javascript
This refers to the type of computer programming language that may be used for website development.
K
Keywords
This refers to a word or a phrase that helps visitors find relevant content on your website. Good keywords will help to optimize your website’s search engine ranking position. Keywords are also useful in paid search campaigns where you bid on ad placements on search engines.
Keyword Density
This refers to the percentage of times that your keyword appears in your website content as compared to the total number of words on the page. This is used by search engine algorithms to determine the relevancy of your webpage to users.
It is recommended to keep your keyword density to about 2%.
Keyword Research
This refers to the process of identifying keywords that are people are using on search engines that are most relevant to your website. Keyword research is important in order to optimize your website content.
Keyword Stuffing
This is a type of black hat SEO method. It refers to a situation where you overuse your keywords in your website content. Search engine algorithms are able to identify these situations and will recognize this as unnatural and categorize it as a way of manipulating the search results.
If this happens, your website will receive a penalty and it may even be removed from the search engine results page altogether.
Key Performance Indicators (KPI)
This refers to the metrics that are used to monitor and measure the performance of your campaigns. KPI measurement is usually tied back to the campaign objective.
For example, if your campaign objective is conversion, the most important KPI you need to track is the conversion rate. Additionally, you may also want to track the engagement rate, the cost per click, or even the customer acquisition cost.
L
Landing Page
The landing page is the web page on your website that users will be directed to when they click on your ad. Your landing pages will include important information such as your marketing copy, all visual elements (eg. images, videos, and infographics), and also a CTA button.
Last Touch Attribution
Attribution refers to the process of giving credit to the marketing source that leads to a conversion action. Last touch attribution is the model in which the last touchpoint that is right before the conversion is assigned all the credit for the conversion.
This is the default model used in Google Ad and most other analytical tools.
Lead
A lead refers to someone who has shown interest in your product or service. In other words, it is a potential customer about which you have some information.
Lead Generation
This refers to the process of identifying, attracting, and finally converting a prospective customer into a lead. This process allows companies to go through the lead nurturing phase before the conversion process happens.
Lifetime Value (LTV)
This is a type of revenue metric. It refers to the average revenue that any customer may bring to the company during their lifetime of doing business with the company.
Link Building
This refers to the process of getting other websites to add a link directing visitors to your website. It is also called an “inbound link”, an “incoming link” or a “backlink”. The goal of link building is to increase the authority of your website, by establishing valuable links back to your website.
Local SEO
This refers to the process of site optimization in order to be more relevant to local searches. In local SEO, geographical locations are important to mention and optimize for.
Long-tail Keyword
This is a type of keyword phrase that contains 3 or more words. Usually, long-tail keywords usually have a lower search volume but they are used to target a more specific group of audiences.
Lookalike Audience
This refers to a group of audiences who share similar traits to an existing audience. Targeting a lookalike audience is a good way to reach new people who are likely to engage with your ad as they already share some similarities with your current audience.
M
Machine Learning
This refers to the application of Artificial Intelligence learning that enables a system or an algorithm to independently recognize similar patterns and learn from them in order to improve their performance.
Market Research
This refers to the process of gathering and identifying important information about the needs and preferences of your target market. Your market research will help you when creating your buyer persona.
Marketing Automation
This refers to software that helps to automate your marketing tasks that are repetitive. Marketing automation softwares help you to improve your efficiency and enhance your campaign results. This is because they allow for the personalization of content and targeted marketing to different segments of your marketing audience list.
They are most commonly used in email marketing but can also be used for social media campaigns and other ad campaigns.
Marketing Dashboard
A marketing dashboard is a type of marketing report that is used to display key digital marketing metrics in real-time. The dashboard helps you to track and monitor the performance of your marketing activities and campaigns across various channels.
Marketing Funnel
A marketing funnel is a model that describes the different stages that your prospecting customers will have to go through during their in order to become paying customers. It is also called a “sales funnel”, “purchase funnel” or even a “conversion funnel”.
Meta Description
This refers to the summary content of your website that is displayed below your website link on the search engine results page.
Meta Title
This refers to the name that you give your individual web page. The meta title is important as it helps search engines to understand what type of page it is. The meta title is also displayed on the browser tab to inform users what page they are on.
N
Native Advertising
This refers to the use of paid ads or sponsored content that matches the platform on which they are displayed at. Native ads are usually found on social media platforms. They don’t really look like ads and seamlessly blend into your social media feed.
O
Organic Search
This refers to the free listing that appears on the search engine results page when the search query of a user matches the keywords of a particular webpage.
Out-Of-Home Advertising (OOH)
This refers to any form of advertising that is displayed to the consumer outside of their homes. OOH advertising consists of anything from billboard advertising to posters, and anything in between.
Although this is a form of traditional advertising, OOH marketing is slowly turning into DOOH (digital out of home) advertising, making use of geofencing and retargeting.
Owned Media
This refers to any digital platform that is owned and controlled by the company. This can comprise websites, any social media accounts, or your Google My Business account.
P
Page Views
A page view refers to a single instance in which a web page is being loaded on a browser or the instance that a user opens the page on their browser. This is the most commonly tracked metric when analyzing website performance.
Pay per Click (PPC)
This refers to a type of advertising payment model similar to an online auction. In this case, keywords are used for advertisers to bid on. Hence, you only pay when someone clicks on your ad. This is usually used in paid search campaigns.
Personalization
This refers to the type of tailored or customized content that is created especially for a segment of your audience in order to deliver personalized messages.
Pixel
Pixels refer to snippets of code that enable marketers to gather and track information about visitors on a website. This allows you to retarget them in your marketing campaigns.
Programmatic Advertising
This refers to a type of display advertising that is powered by AI and machine learning to automatically place a bid for ad space in real-time.
Publishers
In digital marketing, publishers are the companies who display ads on their own digital space. Publishers can refer to blog sites, review portals, or news sites. The marketing strategy is similar to affiliate marketing where the publishers who are displaying your advertising receive a commission when a click or a conversion is made.
Q
Quality Score
This is a type of metric that is used by Google to rate the quality and relevancy of a web page, usually a landing page. A high-quality score means that your landing page is optimized, which can result in a reduction in cost-per-click (CPC).
R
Ranking
Ranking refers to the website’s position on the search engine results page. A higher ranking is indicative of an optimized website that is most relevant to the user.
Reach
In digital marketing, reach refers to the unique number of people that have seen your ad.
Re-direct
This refers to the method that takes a user to an alternative page. Refer to redirect #301 and redirect #302.
Referral Traffic
This refers to visitors that came to your website from another website. This can be from affiliate marketing, social media, email, and any other types of the partner network.
Re-marketing
Re-marketing is also called retargeting. This refers to a digital marketing strategy of showing ads to people who have shown an interest in your business but have not converted.
Return on Ad Spend (ROAS)
This is a type of financial marketing metric used by e-commerce that is used to review the performance of a marketing campaign. It can be calculated by taking the revenue generated and dividing it by the actual spending on advertising. This metric is commonly used interchangeably with ROI.
Return on Investment (ROI)
This refers to the type of financial marketing that measures the profitability of your digital marketing campaigns. This can be calculated by taking the net profit and dividing that by the cost of the marketing investment.
Rich Snippet
This refers to the type of structured data markup that is added into the HTML in order to allow search engines to understand the contents of the webpage better. In the search engine results page, the rich snippet is also displayed to help users understand which web page is most relevant to their search query needs.
Robots.txt
Robots.txt is a file that instructs the search engine crawlers which pages of the website can and cannot be accessed.
S
Schema Markup
Similar to the rich snippet, schema markup provides more information about the webpage and helps search engine crawlers to understand the webpage content.
Search Engine
This refers to a software system that searches content and matches then to a specific search query. Eg. Google, Yahoo, Bing, DuckDuckGo, etc.
Search Query
This refers to the words that users type in the search bar of a search engine when conducting research on something.
Search Engine Marketing (SEM)
This refers to a digital marketing strategy that consists of paid advertising in order to increase the visibility of a website on the search engine.
Search Engine Optimisation (SEO)
This refers to the process of optimizing your website in order to enhance visibility and improve ranking on the search engine.
Search Engine Ranking
This refers to the position in which your website appears on the search engine results page. The higher your website appears, the more relevant your website is to users.
Search Engine Results Page (SERP)
This refers to different pages on the search engine that displays the search results when users enter a search query. The results on each page are displayed in order according to their website ranking, with the most relevant results displayed first.
Search Engine Results pages may contain both organic and paid search results on the same page.
Segmentation
This refers to the process of segregating your audience into different groups based on similarities that they share. This helps you plan out your marketing strategies better.
Sessions
This refers to a set of interactions that are made from one user from the time that they visit your website and stay active until the time that they leave or when they stop being active. This is one part of the metric that helps to understand visitor engagement and visitor behavior on the website.
Share of Voice
This refers to a type of metric that helps you to gauge the brand awareness of your business. It is the measurement or calculation of the share of advertising across various channels and platforms that your brand has over your competitors.
Social Media Influencers
This refers to individuals who are active on social media, have amassed a large number of followers and fans, and are known to be credible and reputable. Brands will usually reach out to these individuals to get them to promote relevant products and services.
Spiders
This refers to an automated program that visits the website to understand the website content. This information is used to help search engines deliver search results that are relevant to their users.
Spiders are also called “Crawlers” or “Bots”.
Split Testing
aka A/B Testing. Similar to A/B testing, this refers to the process of testing 2 variants of something in order to better optimize for it. Refer to A/B Testing.
SSL Certificate
SSL Certificate stands for “Secure Sockets Layer” Certificate. It refers to a bit of code that provides security for your website by encrypting the data transfer between server and user. Having an SSL Certificate for your website is important for SEO.
T
Tags
- Tags are also called “Pixels”. They refer to a short piece of code that collects information about users and their behavior on a website.
- Tags could also refer to a set of code in HTML that tells the browser how to display your website content. For example, HTML tags will describe how to display a particular text.
Touchpoint
This refers to the point of interaction between the brand and its customer. Touchpoints can be physically in a store or an OOH advertisement. Digital touchpoints refer to any online engagements on your website, online advertisements, social media pages, and also search engine results.
Tracking Code
This refers to a small snippet of code that is implemented in a website to track user data and user activity and user behavior.
Trigger
This refers to a specific action that a user takes on a website that will spark an automated reaction within the marketing automation strategy. For example, when a user submits a form on your website, this can be a trigger that will send a series of automated emails to them.
U
Unique Selling Point (USP)
Your USP refers to the element of your brand or business that makes it better than your competition. You need to be able to clearly communicate your USP to prospective customers in order to convert them into paying customers.
URL
URL stands for “Uniform Resource Locator”. It refers to the specific and unique location on a computer network. In other words, it is the address of your website.
Usability Testing
This refers to the process of determining the functionality of the content and design of a website or an app. Usually, a group of users will be part of this process to provide their unbiased reviews and opinions to better improve the website or app.
User-Generated Content (UGC)
UGC refers to any type of content that is created by the brand’s followers. Brands that share UGC on their social media accounts and websites tend to enhance deeper user engagement and also helps to build trust.
User Interface Design (UI)
This refers to the method of design that aims to optimize user experience and usability.
User Experience Design (UX)
This refers to the process of understanding and considering what users need and want and implementing that into every aspect of digital marketing, from website creation to campaign strategy.
UTM
UTM stands for ”Urchin Tracking Module”. This refers to a snippet of code that is used to track and monitor campaign performances as well as identify visitors’ traffic sources. The UTM code is usually added to the end of a URL.
V
Value Proposition
This refers to the promise and the value that you offer your customers when they purchase your service or your product. Your brand’s value proposition should describe the benefits and solution that your provide your customers.
View-through Conversion
This refers to a type of conversion where a user views your ad, does not click on it but will complete a conversion action on your website later on.
View-through Conversion Window
This refers to the maximum length of time that a particular action will be attributed as a view-through conversion. For example, if the view-through conversion window is set to 30 days, any conversion action that is made within that 30 days will immediately be attributed as a view-through conversion action.
Viral Marketing
This refers to a situation where your marketing campaign spreads very, very fast leading to multiple-fold growth in your website or in your followers and fans count.
Vlog
This refers to a video format of a blog.
Voice Search
This refers to a search query that is conducted using voice technology (eg Amazon Alexa or Google) rather than typing in a search query.
W
Webinar
A webinar is a type of seminar that is conducted online.
White Hat SEO
This refers to the ethical and professional techniques used by digital marketers to improve search ranking results. This refers to the best practices that marketers should adopt and is the opposite of “Black Hat SEO”.
Wireframe
This refers to the prototype of a website that shows the visual representation of the different elements of the website. This is most commonly associated with UX design and UI design.
