A-Z Glossary Of Digital Marketing - Buoyancy Media
Before we start with this glossary let us begin by telling you a little about what digital
Digital marketing is all about promoting products and services using digital
distribution channels, creating integrated, targeted and measurable communications so
as to acquire and retain customers whilst building an enduring relationship.
On this page I present you with an A-Z Glossary of some of the most used words
within digital marketing.
Analytics is about the measurement, collection, analysis and reporting of Internet data
for the purpose of recognising who the visitors to your site are and optimising your
Anchor Text -
Anchor text is the main text that is associated with a link. Found underneath the title
when looking at a listing on a search engine.
A blog is a user-generated website either maintained by one user, or a group of users,
where entries are made in journal style and customarily displayed in a reverse
A browser is a window into the entire internet. These are the programs that translate
HTML, allowing you to view websites. Some examples are Firefox, Safari, Google
Chrome and Internet Explorer.
Web content is a form of visual, textual or aural content which you come across as
part of the user experience on all websites. This can range from sound to videos, text,
images, and also animations.
Code is referred to as an instruction for transforming a piece of information, a letter,
word, phrase, or gesture into another form or representation i.e. one sign into another
sign, which may not necessarily be of the same type. It is used in the creation of
Description Tag -
A description tag refers to the meta elements that can be used to specify keywords,
page description and any other metadata not provided through the other head elements
and features. This can be found on the top of a webpage when you create one.
Domain is a name that identifies one or more ip addresses. So the name that you
would type in the search bar on the top of the page is called a domain name.
Also referred to as either internet marketing, web marketing or even online marketing;
it refers to marketing of products or services over the Internet.
Expandable Banner -
An expandable banner is an ad that gets bigger when your users click on it or even just
rolling over it. This generally occurs while they are trying to use something else.
FTP stands for File transfer protocol it refers to a standard network protocol that is
used to exchange and deploy files over an Internet protocol computer network, such as
Feed or Web feed in digital marketing terms refers to a data format that is used for
providing users with frequently updated content. When a collection of Web feeds is
made accessible in one place, it is known as aggregation. For example a Twitter or
Facebook Feed. You will be able to find our most recent tweets on our Twitter Feed at
the bottom of the page.
Geolocation refers to refers to the implementation of assessing the location, or to the
actual geographic location of an object, such as a mobile phone or an internet-
connected computer terminal. For example Facebook use this when someone posts
something it comes up underneath the post saying where they had posted their status
Google Analytics -
Analytics is a free, browser-based vital tool from Google for data reporting that allows
users to track various different statistics with reference to a held website.
HTML stands for Hyper Text Markup Language and it is a code used in text
documents to make it function as a Web Page, you place the code in special markers
(tags) these are < > .
Hashtags (#) - Hashtags have become a rage since the advent of Twitter, because by
using the concept of tags a user can draw attention to certain aspects
of a post. By placing a #symbol before a word (that requires phrases
to be joined without spaces) it is highlighted as a tag. So if you’re
a business like ourselves and you do a tweet for example we could put
#digitalmarketing or #seo so people will start to recognise our business more.
Internet Service Provider -
An internet service provider is a business that is able to offer home owners or business
owners Internet access for a monthly fee. There are many internet service providers
out there for example Orange or EE as they are known now offer their customers an
Impression is a term used in the ad world, an impression is when someone looks at
your ad but doesn’t actually click on it.
Keyword refers to a word or phrase that potential customer’s type into their search
engine whilst searching for a product or service.
Link Juice -
Link juice is the power or equity passed to a site via links either external or internal.
Landing Page -
In online marketing terms it is also called the lead capture page, this is the page that
potential clients or existing clients will arrive on when searching for you. It is the page
that is optimised to feature specific keywords or phrases for indexing by search
engines; this is why the client will arrive on this page. They will then branch off to
other pages on the website.
Micro-blogging is very similar to blogging but instead they are a lot shorter often just
on sentence or an image. The most common Micro-blogging site is Twitter, due to you
being able to post from a mobile meaning it is quick and easy to do.
An eNewsletter is an electronically published newsletter focusing on one main topic
that the subscribers to the newsletter are interested in reading about. Using these is a
good way of trying to find out who your target market is because you will be able to
see a common recurrence within the people/business who are subscribing. They are
most commonly published to the subscribers via email.
Used on all websites it is number of links usually at the top of the page where it is
easy to see, it allows the user of the website to navigate themselves to other pages on
the website. Web Designers try to make their navigation bar as easy to navigate as
they can; making it easier for the customer to use and find what they are looking for.
Organic Search Results -
Organic Search Results also known as Natural Listings are Unpaid Listings are the
results that show in a search engine due to the relevance of the keyword you type in to
the website rather than the paid advertising.
A podcast is a number of audio or video files which are posted online and they are
usually released episodically and syndicated to subscribers via RSS. It is in a way a
blog but instead you are using audio and video instead of text.
Building a picture of a target customer based on information that you have collected
from various sources such as offline interactions. The more you understand and learn
about your target audience the better you will be able to provide them with that they
want to see and you can also gain more customers from this.
Reputation Management -
Reputation management is the process of controlling, managing, and tracking your
online reputation for its brand name, or for an individual name, or even a keyword.
Sometimes companies will have someone in the business who is constantly checking
up on this.
RSS Feed -
RSS stands for Really Simple Syndication and what it does is it allows you to pull
information from any site and display it somewhere else. Since RSS data is small and
fast-loading, it can easily be used with services like mobile phones. RSS is very useful
for websites that updated frequently such as blogs and news sites, just to name a
Search Engine Optimisation is an ongoing process of making a site and also its
content highly relevant for both search engines and searchers. It includes technical
tasks to make it easier for search engines to find and index a site for the appropriate
SMO stands for social media optimisation, it refers to the use of a number of social
media outlets and communities in order to try and increase the publicity/awareness
of a product, brand or event.
Twitter is an online social media and micro-blogging platform that is used by many;
business, business owners, general public. It enables users to send and read other
messages these are called tweets. The reason why twitter is classed as a micro-
blogging site is due to character limit you get with each tweet; the limit is 140
characters. Not only does it let you interact with people from all around the world and
also famous people but it allows you to follow them so you can keep up to date with
what is happening with them.
Targeted Marketing -
Targeted Marketing is the process of aiming what you are offering within your
business to a specific demographic, one way in which to do this is set up eNewsletters
in order to find out what type of people are interested in your business due to the
URL stands for Uniform Resource Locator. A URL is the address for a website for
example buoyancy.co is our URL.
Unique Visitors -
A unique visitor is an individual who visits your website. No matter how many times
they visit your website they will only be counted once. The way they are identified is
often by their IP address.
A vlog is in fact the same as a blog but instead of writing about a topic you are instead
videoing yourself or even others talking about a topic. A vlog is often better than a
blog because it keeps the viewer interested and entertained but with a vlog it could be
harder for people to understand or take notes.
Wiki is a collaborative website that can be edited by anyone with access to it. The best
example of a wiki is the online encyclopaedia called Wikipedia, this allows anyone to
help write or update content for a anything.
A webinar also known as a webcast is a web based seminar it is an interactive,
often educational seminar or event conducted via the Internet. It is usually a live
presentation allowing users to participate in on their computers saving them the hassle
of spending money to attend a physical event.
XML stands for ‘Extensible Markup Language’ and it is a way of encoding
YouTube is a video sharing social networking profile; it allows you to post videos
about almost anything. Very similar to Twitter which is a micro-blogging site
YouTube allows you to post vlogs.