The document provides definitions for various digital marketing and web development terms. It defines terms like AIDA (marketing model), API, ASP, BANT (qualifying prospects), bounce rate, B2B/B2C, CAN-SPAM, content optimization system, cost-per-click/action, conversion rate, CRM, and conversion rate optimization in 1-3 sentences each. It also includes brief definitions for over 50 additional acronyms and terms.

1. W W W . I M F N D . C O M
DIGITAL MARKETING
SHORTCUTS
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2. W W W . I M F N D . C O M
AIDA is a marketing model That Also known as the
“Purchase Funnel”, it describes the events that occur when a
consumer engages with an advertisement.
• Attention: through building awareness.
• Interest: by encouraging users to join your community.
• Desire: through regular communication and engagement.
• Action: by creating relevant content and calls-to-action.
AIDA: Attention Interest Desire Action

3. W W W . I M F N D . C O M
Set of routines, protocols, and tools for building software
applications. APIs specify how software components should
interact with each other.
API: Application Program Interface
ASP: Application Service Provider
Refers to a business that provides computer-based services to
customers over a network.

4. W W W . I M F N D . C O M
The four criteria sales reps use to qualify prospects. A
famous tool for sales reps and sales leaders to help them
determine whether their prospects have the budget,
authority, need, and right timeline to buy what they sell.
• B = Budget: Determines whether your prospect has a
budget for what you're selling.
• A = Authority: Determines whether your prospect has the
authority to make a purchasing decision.
• N = Need: Determines whether there's a business need for
what you're selling.
• T = Timeline: Determines the time frame for
implementation.
BANT: Budget, Authority, Need, Timeline

5. W W W . I M F N D . C O M
Website bounce rate:
Percentage of visitors to a website who navigate away from
the website after viewing only one page.
Email bounce rate:
The rate at which an email was unable to be delivered to a
recipient's inbox.
BR: Bounce Rate

6. W W W . I M F N D . C O M
Companies that sell to other businesses. Examples: Slack,
Google.
B2B: Business-to-Business
B2C: Business-to-Consumer
Companies that sell directly to consumers. Examples: Amazon,
Apple, Nike.

7. W W W . I M F N D . C O M
A U.S. law passed in 2003 that establishes the rules for
commercial email and commercial messages. This
regulation gives recipients the right to have a business stop
emailing them, and outlines the penalties incurred by those
who violate the law. For example, CAN-SPAM is the reason
businesses are required to have an "unsubscribe" option at
the bottom of every email.
CAN-SPAM: Controlling the Assault of Non-
Solicited Pornography And Marketing

8. W W W . I M F N D . C O M
Take a CMS (Content Management System), and optimize it
to deliver customers the most personalized web experience
possible
COS: Content Optimization System
CPA: Cost-per-Action
CPA is an online advertising payment model where payment is
based solely on qualifying actions such as sales or registrations.

9. W W W . I M F N D . C O M
A website using a CPC payment program will charge
customers based on the number of times users click on their
ad or link. This is often based on a daily budget, meaning the
ad is pulled from the rotation as soon as the budget is
reached each day.
CPC: Cost-per-Click
CPL: Cost-per-Lead
The amount it costs for your marketing organization to acquire
a lead. This factors heavily into customer acquisition cost
(CAC), and is a metric marketers should keep a keen eye on.

10. W W W . I M F N D . C O M
A conversion refers to whatever action you desire from your
customers (e.g., a purchase, subscription, etc.) The
conversion rate is calculated by dividing the total number of
conversions by the number of visitors to your website.
CR: Conversion Rate
CRM: Customer Relationship Management
A CRM system uses technology to organize and automate
customer interactions. This enables a company to create more
meaningful and strategic communication based on
demographic data, buying history and industry information.

11. W W W . I M F N D . C O M
A system for increasing the percentage of visitors to
a website that converts into customers.
CRO: Conversion Rate Optimization
CTA: Call-to-Action
Providing direction to your audience prompting them to take
a specific action (e.g., call today, visit us online, etc.)

12. W W W . I M F N D . C O M
CTR is a metric used to determine the success of an online
ad. It is expressed as a percentage which is calculated by
dividing the number of clicks by total impressions and
multiplying by one hundred. A high percentage indicates an
effective ad.
CTR: Click through Rate
CX: Customer experience
Refers to the interaction between an organization and a
customer over the duration of their relationship.

13. W W W . I M F N D . C O M
Direct Mail: The delivery of advertising material to recipients
of postal mail; also called "junk mail" by its recipients. Direct
mail is a dubious investment for most businesses
Direct Message: A message on Twitter used to get in touch
with Twitter followers directly and in private. DMs can be
sent from one person to another or within a group. Most
accounts only allow DMs from their followers, but many
businesses allow DMs from anyone
DM: Direct Mail, or Direct Message (Twitter)

14. W W W . I M F N D . C O M
A server that translates a web address into one or more IP
addresses.
DNS: Domain Name Server
“Our jobs as marketers are to understand how
the customer wants to buy and help them do so.”
– Bryan Eisenberg

15. W W W . I M F N D . C O M
Set of routines, protocols, and tools for building software
applications. APIs specify how software components should
interact with each other.
E-commerce
ESP: Email service provider
A program or software that allows you to send emails. , for
instance, is an ESP, and some large companies have their own
ESPs for sending bulk email.

16. W W W . I M F N D . C O M
The social network.
FB – Facebook
F4F: Follow for follow (Instagram/Twitter)
A way of communicating that you will follow back whoever
follows you.

17. W W W . I M F N D . C O M
A service by Google that generates detailed statistics about
a website's traffic and traffic sources, and measures
conversions and sales. Marketers use it to get to know their
audience, trace their customers' paths, and make a visual
assessment of how visitors interact with their pages
GA: Google Analytics
G+: Google+
Google’s social network.

18. W W W . I M F N D . C O M
HTML is the coding language used to build webpages and
any other information viewable on the web. HTML is the
foundation and the frame of every website you visit. CSS
adds the color and layout to the page.
HTML – Hyper Text Markup Language

19. W W W . I M F N D . C O M
A hyperlink back to your site from another website.
IBL: Inbound Link
IG: Instagram
A social network to share images, short videos and photos.

20. W W W . I M F N D . C O M
The numerical label assigned to each device participating in
a computer network that uses the Internet Protocol for
communication.
IP Address: Internet Protocol Address
ISP – Internet service provider
Who do you pay for Internet? This is your ISP. Comcast is the
largest ISP in the United States.

21. W W W . I M F N D . C O M
A measurable value that demonstrates how effectively a
company is achieving key business objectives.
KPI: Key Performance Indicator
“People don’t buy what you do,
they buy why you do it.” – Simon Sinek

22. W W W . I M F N D . C O M
LinkedIn is the world's largest professional network with
hundreds of millions of members.
LI – LinkedIn
LTV: Lifetime Value
The prediction of the net profit attributed to the entire future
relationship with a particular customer.

23. W W W . I M F N D . C O M
MOM is a form of comparing a metric based on the previous
month, usually expressed in a percentage. Similarly, data
can be compared quarter-over-quarter (QoQ) or year-over-
year (YoY.)
MoM: Month-over-Month
MRR: Monthly Recurring Revenue
The amount of revenue a subscription-based business receives
per month. Includes MRR gained by new accounts (net new),
MRR gained from upsells (net positive), MRR lost from
downsells (net negative), and MRR lost from cancellations (net
loss).

24. W W W . I M F N D . C O M
A customer satisfaction metric that measures, on a scale of
0-10, the degree to which people would recommend your
company to others. The NPS is derived from a simple survey
designed to help you determine how loyal your customers
are to your business.
NPS: Net Promoter Score
NSFW: Not Safe For Work
An Internet slang term used to warn people that the content
they're about to read or watch -- whether it's an email, video,
forum, or something else -- is not suitable for a work
environment. Usually, this means there's profanity or
inappropriate content, and it's best to watch it on your own
time.

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Links that take you away from your current website.
OBL: Outbound Link
“Good marketing makes the company look smart.
Great marketing makes the customer feel smart.” –
Joe Chernov

26. W W W . I M F N D . C O M
PM – Private message
PPC – Pay per click
In online advertising, pay-per-click is when an advertiser pays
based on the number of times their ad is clicked. This is also
known as cost-per-click (CPC, mentioned above). Google’s ads
are perhaps the most common type of PPC avaialble.

27. W W W . I M F N D . C O M
PR: PageRank
PV: Page View
Google’s ranking software that calculates the relevance of a
webpage to the search keywords entered.
A request to load a single web page on the internet.
Marketers use them to analyze their website and gauge
how large their audience is.

28. W W W . I M F N D . C O M
QoQ: Quarter-over-Quarter
QR Code: Quick Response Barcode
Changes in levels expressed with respect to the previous
quarter. QoQ numbers tend to be more volatile than year-over-
year, but less volatile than month-over-month.
A machine-readable code used for storing URLs or other
information for reading by the camera on a smartphone.

29. W W W . I M F N D . C O M
QTD: Quarter-to-Date
A time period starting at the beginning of the current quarter
and ending at the current date.
“Social media is about the people. Not about your
business. Provide for the people and the people will
provide for you.” – Matt Goulart

30. W W W . I M F N D . C O M
ROI is a performance measurement that considers profits in
relation to the capital invested. For example, if your
company spent $10,000 on an advertising campaign and
made a total of $15,000 as a result, your ROI would be 50
percent.
ROI: Return On Investment

31. W W W . I M F N D . C O M
A summary of different websites compiled into one feed or
channel.
RSS: Rich Site Summary
RTD: Real-time data
Real-time data is presented as it is received (i.e. in “real time”).
It gives you the convenience of accessing the latest
information whenever you need it.

32. W W W . I M F N D . C O M
A Twitter function where you re-share content posted by
someone else.
RT: Retweet
"If you're a good marketing person,
you have to be a little crazy."
– Jim Metcalf

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Any software that is hosted by another company, which
stores your information in the cloud. Examples: HubSpot,
Dropbox, IM clients, and project management applications.
SaaS: Software-as-a-Service
SEM: Search engine marketing
SEM is a type of Internet marketing that aims to improve a
website’s visibility in search engine results via optimization
and advertising.

34. W W W . I M F N D . C O M
SEO is the process of developing a technical plan to ensure
effective use of search engines as a marketing tool. Some
common SEO tactics include targeting strategic keywords,
building quality links to your website and encouraging
social sharing.
SEO: Search Engine Optimization
SERP: Search engine results page
The listing or results returned by a search engine in response
to a keyword query.

35. W W W . I M F N D . C O M
Social media platforms are places you can post links,
photos, videos, and other content, in the hopes that
thousands of people will see it, click on it, interact with it,
and share it with their own networks. Some of the big ones:
Facebook, Twitter, Instagram, and Snapchat.
SM: Social Media
SMM: Social Media Marketing
A form of Internet marketing that utilizes social networks as a
marketing tool.

36. W W W . I M F N D . C O M
Social media platforms may include sites like Facebook,
Twitter, Google+, LinkedIn, Pinterest, and Instagram.
SMP – Social media platform
SOV – Share of voice
Share of Voice is the percentage of all the online
content/conversations about your company compared to the
content/conversations about your competitors. You might
think of it as a form of online market share

37. W W W . I M F N D . C O M
Just about any online service, including social networks, has
a Terms of Service that you must agree to in order to use it.
Marketers will want to keep an eye out for any limitations on
business activity and details about ownership, both of your
content and your data.
TOS: Terms of Service

38. W W W . I M F N D . C O M
User generated content refers to any content or media
created by the users of an online system. For example, UGC
would include all the videos on YouTube created by its
users.
UGC: User generated content
UI: User interface
A user interface maps the user’s intention to the application
program. An effective UI allows the user to easily perform the
actions provided by the site or program.

39. W W W . I M F N D . C O M
Also known as a web address, a URL is a specific character
string that refers to a resource. It's displayed on the top of a
web browser inside an "address" bar
URL: Uniform resource locator
UV: Unique views
A person who visits a website more than once within a defined
period of time. Marketers use this term in contrast with overall
site visits to track the amount of traffic on their website. If only
one person visits a webpage 30 times, then that web page has
one UV and 30 total site visits.

40. W W W . I M F N D . C O M
User experience refers to a person’s entire experience using
a product or service. A great UX is often dependent on an
effective UI.
UX: User experience

41. W W W . I M F N D . C O M
This type of marketing is when a company actively
encourages an audience to share a message with others.
This can be done by seeding information within particular
networks, rewarding loyal members or leveraging social
media.
WOMM : Word of mouth marketing
WWW: World Wide Web
An information system on the Internet which allows
documents to be connected to other documents by hypertext
links.

42. W W W . I M F N D . C O M
A time period starting at the beginning of the current year
and ending at the current date
YTD: Year-to-Date
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43. W W W . I M F N D . C O M
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