Digital Marketing Glossary
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