Welcome to our latest installment of the MARS A-Z of Digital Shopper Marketing - our weekly glossary that will keep you top of the key terms that you need to know in the ever-changing world of digital. This week we dig a little deeper in the alphabet covering letters D - F. We hope you enjoy.

1. Welcome, one and all, to the MARS A-Z of Digital Shopper Marketing. Now, the world of digital
is always brimming with new and confusing terminology, and it can be difficult to stay up-to-date.
Our weekly glossary will keep you right on top of the key terms that you need to know, and this
week we cover the big, bad digi-buzzwords beginning with D-F…

2. DASHBOARD
DATABASE
Any area of
administrative
control for operating
applications, especially
social media settings,
blogging software
and user profiles for
websites that offer
multiple customization
options. Browsers and
websites have them.
In the simplest terms,
a database is an
integrated collection
of logically related
records or files that
are consolidated into
a common pool. The
database provides
data for many
applications, across
many categories. But
you already knew that.
DEEP
LINKING
Deep Linking is the
process that allows
a user to click on a
link and be taken to
a page that is not
the homepage, but
another page that
exists within the site’s
structure. This landing
page is usually one
that is not easily found
within the site.
DIRECTORY
In paid search
advertising, Dynamic
Keyword Insertion
allows the most
popular or relevant
keywords used in
people’s searches to
be inserted into the
advertisement copy
- this increases the
advertisement’s
click rate.

3. DNS
DOUBLE
OPT-IN
DYNAMIC
CONTENT
DYNAMIC
KEYWORD
INSERTION
Stands for “Domain
Name Service,”
“Domain Name
Server” and “Domain
Name System”: The
DNS is a name service
which allows letters
(and numbers) that
constitute domain
names to be used to
identify computers
instead of numerical
IP addresses.
A laborious process
- the act of getting
subscribers to
confirm their initial
subscription through
a follow-up e-mail
asking them to
validate their address
and hence opt in
again. Generally
used as a security
measure.
Information on web
pages that changes
automatically based
on database or user
information. This
content targets users’
specific needs - what
they’re looking for,
where they’re looking
for it, etc.
A type of search
engine where listings
are gathered through
human efforts, rather
than automated
crawling across the
web. In directories,
websites are often
reviewed and placed
in a particular
category.

5. eCRM
EARNED
MEDIA
ENCRYPTION
EXTRANET
“Online CRM.” The
integration of web
channels into the
overall CRM strategy
for the purpose of
e-commerce, customer
service and support
(CSS) to support a
seamless, integrated
customer experience.
Advertising space
that is not controlled
by the advertiser.
Offline this could be
word of mouth or
published letters;
online it could be
consumer blogs and
social networks.
Ad space is not
purchased, but it can
be influenced.
Encryption is the
scrambling of data
into a secret code
- or ciphertext - so
that it can only be
read with a code or
key. Encryption is
the most effective
way to achieve data
security, which is more
important than ever!
A closed network
of computers that is
available to authorized
users outside the
organization such
as suppliers or
distributors. An
Intranet that allows
access to outside users
to allow businesses to
exchange info securely.

7. FETCHING
FIREWALL
Fetching is the
process of copying
content from the web
to the local storage.
This is done with
web crawlers that are
known as spiders,
robots or bots.
A software application
designed to prevent
unauthorized access
to an organization
or individual user.
Important for any
organization with a
web server.
FLOATING
ADS
Also known as
“yokens” or virtual
tokens. The ad
hovers over a web
page, and is usually
very cool - but can
often be intrusive
and sometimes quite
annoying!
FTP
Stands for File
Transfer Protocol.
It signifies the
way files can be
transferred across
interconnected
networks, and it’s
used to upload and
download content.

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