Digital Marketing, Glossary of Key Terms

 

AB TESTING 
A method testing of two options (A+B) of content with different audiences to see which performs better, example used in email marketing
 

AUDIENCE PERSONA
 A set of demographic (i.e. age, gender and occupation) and psychographic (i.e. interests and opinions) characteristics to profile consumers
 

ANALYTICS 
Data that is collected and for results and patterns
 

BUZZ
 A viral narrow focused marketing approach which uses word of mouth by consumers to create interest on a piece of content
 

BLOGGER
 An individual who writes a post topic, often with an area of specialism, and shares on a website/blog page
 

BTS
 Behind the Scenes - a style of authentic content which is meant to be less polished
 

CALL TO ACTION (CTA) 
The action that you offer people to take from interacting with a piece of content, for example on a website or social media post
 

CONSUMER EXPERIENCE (CX)
 Describes the emotions and behaviours of a consumer when they interact with your content, this can be supported by data
 

CLICKBAIT
 A dramatic headline or image that is used to generate an action
 

CLICK THROUGH RATE (CTR)
 A metric used to describe how many people click through from an advert to another web link
 

CONTENT
 A piece of information that can live in various mediums that is created for a certain audience
 

CONTENT CALENDAR
 A tool to plan which date, time and channel the pieces of content are to be released
 

CONTENT MANAGEMENT (PLATFORM) 
A method to organise the planning, creation, activation and measurement of content to take place, there are systems available to support the process
 

CONTENT MANAGEMENT SYSTEMS Software that handles all basic infrastructure that helps users to create, manage and modify content on a website
 

CONVERSION RATE
 A metric to describe how many people move from stage A to stage B, for example visiting a website and then making a purchase online
 

COPY
 Written material which is created by a copywriter, journalist or marketer with a key message to the audience
 

CREATIVE BRIEF 
A key document used by all team members to support the creation of assets such as photography, graphic images, videos, editorials etc
 

ENGAGEMENT 
A metric which shows the number of likes or shares, or discussion and conversation. Example of this is on social media platforms, or blog posts
 

EARNED CONTENT 
Typically a 3rd party creates content that you have not directly paid for, generally related to PR
 

HASHTAG
 A metadata method used to track and measure content i.e. #graphicdesign
 

KPI
 Key Performance Indicator - metrics that a business uses to measure success
 

INFLUENCER
 Someone who has an industry influence due to the number and level of interaction on their social media platforms, examples in fashion, food & drink
 

LIVE AND LIVE STREAMING Video transmitting in real time
 

META TAG/DATA 
- HTML source code of information that enables search engines to crawl the content from a webpage or image, used to drive traffic and SEO
 

MICRO INFLUENCER 
An influencer who has between 1K and 100K followers with a highly engaged audience
 

MACRO INFLUENCER
 An influencer who has between 100K and 1 Million followers with a 3% engagement rate
 

MEME
 A piece of media which is typically funny in nature and is based around a topical subject area and shared in a viral manner
 

ORGANIC
 Content and channels which has grown organically without any paid influence
 

OWNED CONTENT
 The channels and content which the business owns
 

PAID CONTENT
 This is paid for content in order to reach a wider audience, the algorithms of the channel support this advertising method
 

PUSH MARKETING
 A promotional strategy where a brand heavily promotes content to consumers, pushing ideas and content to them
 

PULL MARKETING
 A promotional strategy where a brand focuses on creating content which draws and attracts consumers
 

ROI
 Return on Investment – a metric used to describe if the money spent on the marketing activity is more or less than the sales that it generated
 

SEEDING Releasing ideas and content in snippets to their audiences and consumers
 

SYNDICATION (OF CONTENT)
 A relatively new activity that describes sharing a piece of content with a 3rd party who will republish and share
 

SEO 
Search Engine Optimisation – the practice of increasing the quantity and quality of traffic to your website through organic search engine results
 

STORYTELLING 
A marketing method to frame the planning and release of content to communicate a message and generate an emotional response
 

TONE OF VOICE
 Creating copy and/or content with a mood or expression to your audience
 

UGC
 User Generated Content - images, text and videos which are created by the end consumer and can be repurposed by a brand, i.e. reposting on social media
 

USER EXPERIENCE (UX) 
This refers to the consumer journey, which takes them across all brand touch points
 

VIRAL 
When a piece of content is shared rapidly on the internet and social media
 

WORD OF MOUTH (WOM)
 When people share content with other people, in person or online