Glossary

(words you know, words you don't and words that aren't even words)

Stump your friends (or just stump yourself) with our comprehensive digital marketing glossary.  Are we missing any good ones?  Contact us to let us know!  

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200

The most common HTTP status code, indicates that the request was successful and the server was able to deliver on the request.

301

A redirect response, it means the requested resource has been moved from this URL to a new location.

302

A redirect response, it indicates the requested resource resides temporarily in another location, but it can still be found at the requested URL.

404

The most easily recognized error status code, it states that the URL requested does not exist on the server.

Acquisition

The point in time when a website visitor becomes a qualified lead or customer.

AdSense

Google’s pay-per-click advertisement application as a way to generate revenue from the traffic on sites.

AdWords

Google’s pay-per-click (PPC) search-engine marketing (SEM) program.

Algorithm

Mathematical rules and calculations a search engine uses to determine the rankings of the sites it has indexed.

Alt Tag

A text substitution for an image on your web page. The alternate text is shown when an image on the web page can’t be displayed.

Anchor Text

The clickable text in a hyperlink. The words in the anchor text can determine the page ranking for search engines.

Banner Ad

Graphical image or small animation file embedded within a web page and used for advertising, often containing a link to other sites, products, etc.

Blog

Short for weblog. A discussion or informal website, typically used for self-publishers (known as bloggers).

Bounce Rate

The percentage of website visitors who exit the site without visiting another page on the same site.

Buyer Lifecycle

see Customer Journey

CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing)

An act passed in 2003, establishing the rules for commercial email and messages, gives recipients the right to have a business stop emailing them, and outlines the penalties incurred for those who violate the law.

Click-Through Rate (CTR)

The ratio of people who actually click on a link (e.g., in an email message or sponsored ad) to the number of total users who view a page, email, or ad.

Contacts

These are created within the CRM and are commonly your converted SALs or your current customer base. Contacts can be synched through into your MA to allow customer marketing as well.

Conversion

A desired action taken by a website visitor. This term is synonymous with leads. It is often used due to the relationship with the term “conversion rate”.

Conversion Rate

The percentage of visitors that converted to leads.

Cost-Per-Click (CPC)

The amount you earn each time a user clicks on your ad. You agree to pay a set amount for every click.

Cost-Per-Impression (CPI)

Also known as “cost per thousand impressions” (CPM), this refers to the cost of Internet marketing or email advertising campaigns, where advertisers pay each time an ad is displayed. CPI is the cost incurred for each potential customer who views the ad, while CPM refers to the expense incurred for every thousand potential customers who view the ad.

Customer Journey

A roadmap detailing the full experience how a customer becomes aware of your brand, interacts with your brand and beyond.

Customer Relationship Management (CRM)

A platform leveraged by sales and executive teams to manage their prospective customers and current customer’s data. This system allows for full reporting on the business profitability and the ability to tie it back to individual customers and opportunities.

Dashboard

An aggregate report for all your digital marketing analytics. Marketing data includes web traffic, social media and email engagement.

Database Records

This is the common unit of measurement within MA and CRM systems and determines the pricing structure of most software. A database record equals one row of lead or contact data within the system. When determining how many database records to purchase, you should take into consideration how many leads and contacts you currently have, as well as your current percent increase month over month.

DNS (Domain Name System)

The service that controls your domain name’s website and email settings

Domain

An identification string that represents your IP address.

Domain Authority

A website metric that predicts how well a website will rank on search engines.

DomainKeys Identified Mail (DKIM)

An email validation system that authenticates a domain name identity.

Drip Marketing

see Lead Nurturing

Engagement Rate

The percentage of people who saw a social post that liked, shared, clicked or commented on it.

Frequency Capping

In display ads, a term that means restricting the number of times a specific visitor to a website is shown a particular advertisement. This restriction is applied to all websites that serve ads from the same advertising network.

Google Analytics Default Channel Grouping

A way to create and customize reporting, highlighting different traffic channels. Channels are as follows: Organic Direct Referral Paid Social Email

Hard Bounce

An e-mail message that has been returned to the sender because the recipient’s address is invalid. Some reasons include the domain or the recipient’s email address doesn’t exist.

Hashtag

A symbol (#) placed directly in front of a word or words to tag a post on Twitter. It is often used to group tweets by popular categories of interest and to help users follow discussion topics.

H-Tags (H1, H2, etc.)

Also known as “header tags,” these page elements define titles, heading and subheadings of web copy.

HTML (Hypertext Markup Language)

Refers to the text-based language which is used to create websites.

HTTP status code

The code that the web server uses to communicate with the web browser or user agent (see specific codes above).

Impression

The point in which an ad is viewed once by a visitor, or displayed once on a web page. It is determined by the number of times the particular page is located and loaded.

IP Address

A series of numbers and periods that represents the unique numeric address for each Internet user.

JavaScript

A high-level, dynamic scripting language which can be seamlessly integrated with HTML and is used on many websites.

Keyword

The term that a user enters into a search engine. It can also signify a term a website is targeting to rank highly as part of an SEO marketing campaign.

Landing Page

A single web page that a user “lands” on, in response to a paid search-engine listing or following a link in an email newsletter. This kind of page often is designed with a very specific purpose (i.e. lead capture) for visitors.

Lead

Although there are many definitions to this term the most common definition is when an end users goes from anonymous to known in a marketing database. At that point in time the known users are considered leads. These are commonly unqualified and early in the funnel.

Lead Nurturing

The process of building a relationship with a prospect or customer, used to qualify prospects who are not sales-ready. The process involves offering the right informative content at the right time, prepping the lead before the hand-off to sales.

Lead Owner

The salesperson who manages a particular lead. This term is used in SalesForce, a CRM platform.

Lead Score

This is the process within MA systems that allows you to associate a point value to leads based on the online behaviors as well as key demographics. This point value is used to determine which leads are more valuable than others and should merit more focus than lower point value leads.

Lead Source

This is the definition of where the lead was originated from. This helps you provide attribution to certain marketing activities and allows you to optimize your marketing spend to the activities that drive the most revenue. Common lead sources could be tradeshows, list purchase, events, social media, paid search, etc.

Marketing Automation (MA)

A platform leveraged by marketing teams to manage early funnel leads and prospective customers. This system allows for easy management of marketing programs, lead nurturing and marketing analytics.

Marketing Engaged Lead (MEL)

One step past your standard lead. This lead has begun engaging in marketing programs as well as your brand overall.

Marketing Qualified Lead (MQL)

The highest level of qualification within the marketing program. Once a lead becomes a MQL they are often transitioned to the sales team within the CRM.

Meta-Tags

Information that describes the aspects of a web page. The content is used by search engines to index a page so a user searching for information on a page will be able to find it. The most common meta-tags are the “title,” “description,” and “keyword” tags.

Negative Keyword

A word or phrase that is irrelevant to your campaign. This allows you to filter out who your ads will be served to in the search results page, significantly reducing the number of clicks by poor quality leads.

Nofollow

An HTML value that instructs search engines not to count some links on a web page. This is done as an SEO best practice so search engines don’t penalize a web page for potentially influencing search results.

Opportunity

These are created once the SAL has shown an increased in the product/service offering and have effectively made it through the individual sales stages. An opportunity is created within the CRM system and is associated with the SAL. An opportunity must include a projected revenue for the deal to allow the reporting tools to work correct within the platforms. Opportunities must all be closed with one of two statuses: Closed won or Closed lost.

Page Authority

A website metric that predicts how well a specific web page will rank on search engines.

Pay-Per-Click (PPC)

An Internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner or a host of website) when the ad is clicked.

Permission-Based Marketing

An approach to selling goods and services in which a prospect clearly agrees in advance to receive marketing information. Opt-in e-mail, where Internet users sign up in advance for information about certain product categories, is an example.

Personas

Fictional characters used in user experience (UX) to represent different user types that help guide decisions about a service, product or interaction with a website. Some characteristics include age, household income and occupation.

Qualified Lead

A prospect that has expressed enough interest in a product and is able to make purchasing decisions.

Ranking

The position at which a particular site appears in search engine results.

Redirect

A web technique for making a web page available under more than one URL address. When a web browser attempts to open a URL that has been redirected, a page with a different URL is opened.

Revenue Cycle

A different perspective on the normal sales cycle in which calculations begin on the day a company meets the potential customer and follows the transactions throughout the sales period, continuing on with the future relationship between company and customer.

Sales Accepted Lead (SAL)

The first level of a sales lead. This is what a prospect becomes once they are accepted by the sales team within the CRM.

Sales Stage

There are often many staginess within a sales team process. Each stage drives a SAL through to an Opportunity. Sales stages could include steps like phone call, in person meeting, drafting proposal, etc.

Search Engine

A website that allows users to search the web for specific information.

Search Engine Results Page (SERP)

A web page displayed to users when they search for something online using a search engine, such as Google. SERPs typically contain two types of content – “organic” results and paid results.

Search-Engine Marketing (SEM)

A form of Internet marketing that involves paid or organic search marketing activities.

Search-Engine Optimization (SEO)

The process of using analysis and copy adjustments to ensure the highest possible positioning on desired search-engine results pages.

Segmentation

A marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries that have common needs, interests, and priorities, and then designing and implementing strategies to target them.

Send

Commonly called an email correspondence, email blast, or mass mailing. This is the activity in which you are sending an email to a targeted or segmented list of leads or contacts.

Sender Policy Framework (SPF)

In email marketing, DNS record that prevents sender address forgery. It specifies what servers may send email on behalf of your domain.

Service Level Agreement (SLA)

The formal documentation and agreement between a marketing and sales team that documents out the business process and flow between the MA and CRM systems.

Sitemap

A list of pages of a website accessible to crawlers or users. It can be either be used as a planning tool for web design, or a web page that lists the pages on a website, typically organized in hierarchical fashion.

Soft Bounce

A temporary email delivery failure. The email address was recognized, but bounced back undelivered. This could be due to the recipient’s mailbox being full, the server is down or the email file size is too large.

Target Term Grader

Keyword optimization tool that grades each web page to discover gaps in keyword usage.

Unique Visitor

The number of distinct visitors requesting pages from the website during a given period, regardless of how often they visit.

URL

Commonly referred to as a website’s address.

Virtual Machine

An imitation of a particular computer system, operating based on the computer architecture and functions of a real or hypothetical computer.

Visit

An individual visitor who arrives at and browses your website. A visit counts all visitors, no matter how many times the same visitor may have been to your site.

Wireframe

A visual guide that represents the skeletal framework of a website. It is a blueprint created for the purpose of arranging elements to best accomplish a creative idea or business objective.

XML (Extensible Markup Language)

Similar to HTML, it contains markup symbols to describe page or file contents.

YouTube

The most popular video hosting and sharing website, used as a marketing strategy to increase engagement.
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