DeepMarkit's Digital Marketing Glossary
October 31, 2018
The following terms are used throughout our DeepMarkit toolkit and all of our associated content. Are we missing a term? Let us know.
A/B Testing: A/B Testing is the process of testing two variations of a process in order to see which is most effective. It is typically used to improve marketing activities, specifically with email marketing and call to actions (CTAs). An A/B test can be as simple as comparing two different subject lines for an email marketing campaign, in the hope of determining which is most effective.
Analytics: Analytics convey important patterns found in data. Specifically, analytics help to identify and measure the impact of one’s initiatives (leads captured, site visitors, etc). By using the data provided by analytics, one can further optimize and streamline their marketing initiatives by analyzing the data from these activities.
Application Programming Interface (API): APIs allow for an application to extract data and information from a service or other application and apply that information to one’s own application. In plain terms, an API opens up a communication pathway between two applications allowing them to exchange and utilize data in order to help solve customer solutions.
i.e. Booking an appointment via a website. APIs could allow for your appointment form to communicate with Google’s servers in order to give the customer an option to add the appointment to their Google calendar.
Audience: In marketing terms, an audience refers to a specific group of potential customers within a predetermined target market that is the focus of a particular message or ad. Basically, your audience are the people you are trying to reach with your advertisement or marketing activities.
B2B (Business-to-Business): Acronym used to describe businesses that operate by making sales to other businesses.
i.e. Advanced Micro Devices (AMD); sells computer components to computer manufacturing businesses.
B2C (Business-to-Consumer): Acronym used to describe businesses that operate by making sales to consumers.
Banner Ads: Banner Ads are a form of online advertisements that are typically image based and attempt to grab the site visitor’s attention with a special offer or advertisement to another site or service.
Bounce Rate: Bounce Rate refers to the percentage of website visitors navigating away from a webpage after viewing just one webpage. Your bounce rate is high if a large percentage of your site’s visitors leave your site after only visiting one page.
Branded Games: A branded game refers to a game that has been designed or customized to reflect a brand. Whether it reflects the brand’s products or just the logo of the brand, these types of games encourage customers to engage and interact with your brand or products. Branded games help improve brand and product recall among customers, while drastically improving conversion and engagement rates.
Business Blogging: Business blogging is a short weblog, typically completed by companies in order to post on their website. The weblog, or blog, will typically include commentaries, event descriptions, and other forms of media. Inbound and content marketing heavily rely upon blogging, resulting in numerous effects like increased traffic, lead generation, and SEO.
The Buying Process (Consumer Journey): The buying process is the journey or stages a customer navigates when making a purchase. The funnel stages are 1. Problem Identification, 2. Information Search, 3. Evaluation of Alternatives, 4. Purchase Decision, 5. Post-Purchase Evaluation.
Call-to-Action (CTA): A CTA is typically a link in the form of a button or text link located on a webpage, that encourages a visitor to click the link which will then redirect them to a landing page where their information can be collected, becoming a lead. The most common examples of a CTA would be “Subscribe” buttons in emails, or “Get Started” buttons on web pages.
Cascading Style Sheets (CSS): CSS are what makes your site unique. From the style, colours, fonts, and images, they affect the look and feel of the site and emit the tone of the company/webpage.
Clickthrough Rate (CTR): CTR is the rate at which your site visitors click through to another page, or step of your marketing campaign. To calculate CTR:
Conversion Rate: Conversion rates are the percentage of visitors/customers that complete a specific desired action on a webpage, like entering an email. In relation to digital marketing, conversion refers to the transition, or conversion, of a site/store visitor into a paying customer/subscriber.
Conversion Rate Optimization (CRO): CRO is the process of improving site performance via design, optimization, and testing. The ultimate goal is to provide an experience that encourages people to convert or become customers.
Cost Per Action (CPA): CPM and CPC are both forms of CPA, denoting the price an advertiser must pay for each completed ‘action’, whether this action is clicking on a link or subscribing to a newsletter.
Cost Per Click (CPC): Cost per click denotes the price an advertiser must pay per click on their advertisement.
Cost Per Mille (CPM): Cost per mille or thousand, refers to the price an advertiser must pay per 1,000 impressions from an ad.
Customer Acquisition Cost (CAC): CAC comprises the total cost of sales and marketing. To calculate CAC:
Draw Prizes: A Draw prize occurs when participants enter a draw by providing some form of information. At a preselected date and time, a winner will be chosen at random to win the draw prize. Under GDPR, a draw prize contest cannot require participants to pay to enter.
Engagement Rate: Engagement rates help depict the level of interaction your posts/site has. On social media, engagement rates are influenced by the number of likes, comments, and shares. Your engagement rate helps determine how your marketing messages are received by your audience and therefore the effectiveness of these messages.
Entry Form: An entry form is a data collection form typically used in draws, sweepstakes, and coupon distribution activities on websites. A form provides visitors with a location to provide information in return for your offer/contest entry. Entry forms help identify entrants, reward winners, and collect leads.
Everybody Wins Prize: An everybody wins prize is a prize that can be awarded to participants of a contest as a stand-alone prize or in the event they didn’t win another prize. An everybody wins prize typically consists of a small discount or promotional merchandise like a t-shirt or mug [doubt this would be an everybody wins prize]. Remember this prize isn’t the main prize, but rather a “thank you for playing” prize, so keep that in mind when selecting the prize to be awarded.
Exposure: Exposure relates to the presentation of something to an audience, typically the consumer. Exposure of an ad would be the viewing of said ad by viewers or the targeted audience. i.e.- When putting up a social media ad, exposure would refer to the number of people seeing that ad.
Gamification: Gamification refers to the concept of applying game elements like point scoring, leaderboards, competition, rules etc., to areas of activity not typically associated with games. Gamification is becoming more prevalent in various industries and fields, most specifically: Marketing and Branding, Employee Training, and Education.
Impressions: An impression occurs when an ad is retrieved from its source and can be counted. A click doesn’t necessarily count as an impression since an impression merely requires the call to an ad server, or the loading of an ad. The number of impressions can sometimes be misleading as sometimes the wrong ad shows, and other times bot traffic can be counted as impressions. Both of these instances will be recorded as an impression, but your advertisement hasn’t really shown.
Inbound Marketing: Inbound marketing is the process where marketing activities are designed to draw potential customers in. Inbound marketing tries to attract customers by gaining their attention via informative, helpful content. Content that is relevant to your customer’s interests will be most effective.
Instant Win Prize: An instant win prize draw occurs when a consumer receives their prize immediately or is immediately informed they have not won.
Landing Page: A landing page is a webpage that typically consists of an information collection form used for lead collection in an exchange of information for an offer. A visitor would “land” on a landing page after clicking on an advertisement or a link. The main purpose of a landing page is the completion of a focused objective or a Call To Action (CTA). This CTA could consist of various things, most commonly referring to subscribing to an email list, or following a business on social media.
Lead(s): Leads are defined as being potential customers or prospects who have at some point indicated an interest in your products or services via entering an email, subscribing to a blog, etc.
Lead Nurturing (or Drip Marketing): Lead nurturing is the process of opening up a dialogue with previously collected leads in order to foster a lead and keep them engaged, while gradually guiding the lead through the sales funnel.
Monthly Recurring Revenue (MRR): MRR is the revenue received from monthly subscriptions, on a reoccurring basis.
Native Marketing: Native marketing refers to the concept of taking on the format or feel of a platform and incorporating this feel into your marketing or advertisements. The purpose of native marketing is to make ads appear more natural and less like an ad. This results in advertisements that come across as part of the conversation rather than blatant marketing attempts.
Pay-Per-Click (PPC): An online advertising model that prices the clicks an ad receives. The advertiser (the business) pays the publisher (site hosting the business’s advertisement) a fee every time the ad is clicked by the publisher’s users. The price per click varies between publishers and is typically based on the size of their audience.
Return On Investment (ROI): ROI is a measurement typically used in marketing activities that is used to evaluate the success and impact of an investment.
Search Engine Optimization (SEO): SEO is the optimization of search engines in regard to a product, company or service. SEO is the process of increasing traffic and visitors to a specific website, product page, etc. by ensuring that page ranks highly in search engines, via SEO. SEO essentially helps increase the visibility of a page in search engine results.
Social Media Marketing (SMM): SMM refers to the process of relying on social media vehicles for marketing purposes. SMM uses the creation of content and media in the hope of encouraging users to share content with their social media followers in order to increase exposure and reach.
Sender Score: A sender score (0-100) refers to the rating of each outgoing email server’s IP address. The score your outgoing mail server has received is relayed to mail servers where they decide, based on your sender score, whether your emails should be directed to recipients inboxes or spam folders. 0 is the worst reputation, 100 is the best.
Social Proof: Social proof refers to the societal phenomenon where one determines how to respond to events by observing how those around them act or respond. Social proof can be observed in social media via the magnitude of interaction an article or company’s social media page receives. As is typical with user-generated content, seeing others share or interact with a brand encourages your interaction with that brand. For example, seeing friends on social media raving about a certain restaurant is likely to influence you into perceiving the restaurant positively.
Trigger: Triggers refer to the process of sending messages or notifications at specific times in response to an event. There are various forms of triggers, in relation to on-site advertisements, a trigger would be the mechanism or event that is responsible for the deployment of an advertisement or marketing message. I.e.- Time Trigger- When a site visitor is on your site for 15 seconds, an email collection form appears.
User Experience (UX): User experience is the overall impression a customer experiences when interacting with a business. From the discovery of the brand to the advocacy of it and all the way through the buying process.
User Interface (UI): User interface refers to the interface a user would use to operate software or an app. How your website is laid out and designed would be considered UI. User interface should be simple and intuitive, so as to make for a user-friendly interface and an enjoyable user experience overall.
Web Traffic: Web traffic is the approximate amount of data sent and received by website visitors. An increased amount of people visiting your site would result in an increase in this data and therefore traffic.
Word-Of-Mouth Marketing (WOM): Word-of-mouth marketing is the transmission of information between two or more people. WOM has proven to be more successful than a business directly marketing to a person as user-generated content is typically much more effective. Just like when someone recommends a restaurant or tv show, you are more likely to give it a try as the suggestion came from someone you (likely) trust and know.