Digital Marketing Institute Glossary of Terms PDF

GLOSSARY OF TERMS Glossary of Terms Digital marketing is an ever-changing industry made up of a wide range of disciplines and specialisms. As such, digital marketing leaders and experts have coined phrases and terms to describe various aspects of the profession. While these terms are essential to...

GLOSSARY OF TERMS Glossary of Terms Digital marketing is an ever-changing industry made up of a wide range of disciplines and specialisms. As such, digital marketing leaders and experts have coined phrases and terms to describe various aspects of the profession. While these terms are essential to understand and are very useful, having so many acronyms and definitions to remember can be overwhelming. We’ve worked with some of our marketing experts to develop this lexicon of essential digital marketing terms for your ongoing reference. We hope this proves to be a valuable resource for you to use in your work and study. Quick search tip: Click Ctrl + F to open a search bar and enter the term you’re looking for. 1 Quick Index to Terms Alphabetical letters above are those included within the Glossary. Click on a letter above to move directly to the associated page for quick reference to digital marketing terms. # A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 2 # % New Visits The percentage of visits that were first-time visits (from people who had never visited your site before). 301 Redirect A method of redirecting a visitor from one URL to another, maintaining the SEO value of the original URL. 360-Marketing A marketing plan that is both online and offline, across all digital channels, on social media, and anywhere that your customer spend time. 404-Error An error message that you get from a website when the website URL can’t be found. 404 Page A standard response code that means that the page the user is looking for could not be found on the server. 5 Ps of Performance A customer experience (CX) model which focuses on purpose, people, processes, passion, and performance. It can be used to encapsulate an organization’s mission or values. 3 A A/B Testing Also referred to as split testing, this is the process in which email and content marketers compare two versions of a single variable to determine which one performs better. This process is undertaken in order to optimize content and marketing efforts. AARRR A framework that uses a set of five user behavior metrics that can help you to evaluate your product and audience while creating digital marketing strategies. Abandonment-Rate A website analytics metric that lets you see the percentage of people who began a defined conversion process but did not complete it Above The Fold All of the content viewable on a web page prior to scrolling. Above-The-Line Marketing A form of marketing that consists of marketing activities and channels used for building brand awareness and extending reach, that are non-targeted and aren’t directed toward a specific group. Accelerated Mobile Page (AMP) A framework for building web pages used to provide an easier, faster mobile experience. Accessible Segment A segment that is easily reached and served. 4 Account An account in a CRM tool is a company that you do business with. Account-Based Marketing A form of marketing that creates marketing content that’s tailored to high- value client accounts. Acquisition The process of bringing a new customer or client to your business. Acquisition Report A GA4 Lifecycle report that gives an overview of, and details about, the channels that bring users and traffic to a website. It tells where users are acquired from. Action Plan A coherent project structure outlining the steps that need to be taken as a result of your strategic planning with key objectives aligned to the core strategy, delivering against a specific timeframe. Actions Activities taken by a digital marketer or audience member in relation to a digital marketing campaign or ad. Active Client An element within the client lifecycle that signifies a client is actively using your product or service. Active Listening The practice of preparing to listen, observing what verbal and non-verbal messages are being sent, and then providing appropriate feedback for the sake of showing attentiveness to the message being presented. Active Media Any form of media where the consumer can physically engage with the content, such as Facebook, Twitter, and Google. 5 Activity Rate by Channel A SAM metric for measuring how many sales activities are made in different channels. Explains the key channel used for SAM by a rep. Actual Product The second layer of Philip Kotler’s Three Product Level model, the actual product is the product features and its design. Ad A paid marketing communications message conveyed to the consumer. Ad Auction The method used to decide the cost and placement of digital advertising on certain ad networks. A new ad auction occurs each time an ad is placed on an ad network. Ad Blockers A piece of software that prevents ads from being shown on a user’s Internet browser. Ad Click A click on an ad impression served in the period being measured. Ad Copy The text content of an advert, or the ad copy itself. Ad Exchange A platform that facilitates ad placement bidding. Effectively an online, automated auction house. Ad Extensions Additional information that can be included in paid search ads that can improve a user’s interaction with an advertisement. Ad Formats Promotional advertisements of different shapes, sizes, and delivery style. 6 Ad Groups Groupings of your keywords into similar themes. Ad Impression Each instance that a consumer is served an ad. Ad Impression Arrival A user arriving at a site who has been exposed to an ad served on behalf of that site. Ad Network A system that manages ad inventory from publishers and operators to efficiently match the inventory with advertiser demand. Ad Platform A place for advertisers to create advertising campaigns and select where to show their ads from an available inventory. Google & Facebook are two of the largest ad platforms. Ad Rank Where you appear on the search results page. Your ad rank is decided when you multiply your quality score by your maximum CPC bid. Ad Saturation The overuse of advertisements within an audience segment or industry category. Ad Scheduling The process of scheduling ads to automatically show at specific times of the day Ad Space The area on a website and within a mobile app which is dedicated to displaying ads. 7 Ad Unique User A unique device that has made a request for an ad impression served in the period being measured. Ad Unit An advertising vehicle (for example, a mobile banner) that includes creative assets inside a mobile ad space. Adaptability The quality of being able to adjust yourself readily to different conditions or situations. Adaptive Web Design A style of website design that creates web pages of different sizes in order to appear appropriately on devices with different screen sizes. It differs from Responsive Web Design in that it is actually multiple websites of different sizes rather than a single website which is coded to adapt to different screen sizes. Adblocking Tool A tool designed to remove or hide content identified as advertising during browsing. Adobe Analytics An Adobe program that allows you to apply real-time analytics and detailed segmentation across your marketing channels. AdRoll Has developed primarily as a retargeting platform. It uses its own remarketing pixel to target ads to consumers who have previously visited a website. Ads Manager The advertising tool used to create, target ,and serve paid ads on Facebook, Instagram, WhatsApp, and Messenger. 8 Advanced Analytics A form of analytics that involves analyzing data using sophisticated quantitative methods, such as statistics, both descriptive and predictive data mining, simulation, and optimization. Advertiser An organization that wants to get its message to the right audience, efficiently and effectively. Advertising The process of selling a product or service to a target market using various paid channels. Advertising Report A report that enable you to understand how your advertising channels work together to drive revenue and conversions. Advertising Tag Line A slogan used in advertising. Advocates People or customers who champion a brand or business. Affiliate Location Extensions (Asset) A type of Google Ads extension (Asset) that shows the locations of other businesses that sell your products. Affiliate Marketing Performance-based marketing whereby an affiliate earns a commission for marketing another company's product. Affiliate Network A network that connects advertisers with publishers who promote products for a commission. 9 Affiliate Publisher An individual website that earns commission for referring sales and traffic to an advertiser by placing affiliate advertisements on their websites. Affinity Audience People who have shown an affinity, or liking, for your product or service through their Internet behavior. Affinity Content Content associated with brand building and driving positive affinity and connections to attract new customers, or retain existing customers. Affordable Method A budgetary method that involves setting advertising budgets based on what the company thinks it can afford to spend. Aggregated Curation Brings the most relevant content about a topic into a single piece or viewpoint. Aggregated Posting Posting across multiple social networks from one location. Agile A project management methodology that emphasizes the ability to think, move, and react quickly to changing circumstances. Agile Thinking The idea of responding to change as a project progresses and not be rigidly fixed to a plan, regardless of what happens along the way. Ahrefs (Tool) An SEO software suite that contains tools for link building, keyword research, competitor analysis, rank tracking and site audits. 10 AI Bias AI systems that produce biased results due to algorithmic design. The interpretation of results reflects biases within a society, including racial, gender, or socioeconomic biases. AI Ethical Framework A set of principles and values that guide an individual or organization in making decisions around AI and customer privacy, intellectual property (IP) ownership, and data misuse. AI Prompt Any form of text, question, information, or coding that communicate s to AI what response you’re looking for. AI Tools Software solutions that leverage machine learning and artificial intelligence to automate routine tasks, speed up the research and ideation processes, and enhance various aspects of marketing. Algorithms The mathematical formula or a set of rules behind systems and programmes to provide users with the most relevant response to their queries. Alphabet A company created by Google that acts as a parent company for Google and other smaller companies. Alt text A text description of a graphic in a website. Alteryx A self-service analytics platform that allows users to prepare, blend, and analyze data quickly, providing insights and facilitating data-driven decisions across organizations. 11 Always On Approach A social media strategy that involves 24/7 manning of social channels and posting social content seven days a week. Amazon Live A live streaming service allowing sellers to showcase products in real-time. Amazon Web Services (AWS) A database management system that provides servers, storage, networking, remote commuting, email, mobile development, and security. Analytics Analytics is the collection, measurement, and analysis of digital marketing channel performance and website data. Analytics Tool A software and web application that can help indicate whether activity being undertaken by a business is having an impact on its goals. Anchor Text Anchor text is a word or phrase used in a clickable link. Normally, this text provides context for readers and for search engines about the web page that is linked. Android An open source mobile operating system designed primarily for touchscreen mobile devices such as smartphones and tablets. Annotations Small notes that appear as speech bubbles at the base of Google Analytics graphs that help you track or record any activity, online or offline, campaign changes or otherwise that happened on a particular date Ansoff Matrix A tool that can help identify and evaluate potential new markets, new products, and product development opportunities. 12 Answer the Public An audience research and search-listening tool that helps you uncover the questions people ask Google on different topics. API (Application Programming Interface) A set of tools and protocols used for building, developing and interlinking software and programmes. App An abbreviation for application. An app is typically a small, specialized program that is downloaded onto a mobile or tablet device. Apps can be downloaded from a centralized repository of mobile applications like Apple’s App Store and Google Play Store. App Extensions (Asset) A type of Google Ads extension (Asset) that promotes downloads of a mobile app when people search for your products or brand. App Monetization Making money from a mobile app through advertising, app download promotion, or other methods. App Store Optimization (ASO) A branch of digital marketing focused on strategies and techniques designed to improve visibility of apps in the app store. This can include, optimizing app meta data with targeted keywords, enhancing app creatives, and more. Apple An American multinational technology company that designs, develops, and sells consumer electronics, computer software, and online services. Artificial Intelligence (AI) The theory and development of computer systems that are able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages. 13 Asana A work management tool designed to help individuals and teams keep track of tasks, delegate responsibilities, monitor progress, and communicate in real time. ASAP Utilities A popular Excel plugin for digital marketing that provides a range of supplementary macro tools that can save lots of time and make working in Excel easier and faster. Aspirational Product A product which a large segment of its exposure audience wishes to own, but for economic reasons cannot. Aspirational Reference Group A group of consumers who may purchase a product that a celebrity visibly uses or endorses, because they aspire to be like that celebrity. Association Branding A brand-naming model that involves creating a subtle link between a parent brand and the new brand. Attribution Process of identifying a set of user actions that contribute to a desired outcome, and assigning a value to each action. Attribution Window A time frame within which a marketing platform can count direct and indirect conversions over a period of time, and attribute it to a particular campaign. Auction Buy An ad format where the advertiser pays only when the user chooses to engage with the ad. Often referred to as TrueView. 14 Audience Attitude A set of emotions, beliefs, and experiences the audience brings with them toward a particular object, person, thing, or event. Audience Behavior The attitudes that affect the behavior of an audience towards a brand or category. Audience Engagement A metric that measures how a target audience interacts with brand or marketing material. Audience Insights A native tool in Facebook that enables you to learn more about audience engagement and performance metrics from Facebook activity. You can use this information to help you deliver meaningful and targeted messages to people. Audience Levels of Understanding An understanding of where your audience lies on the spectrum of knowledge about your product, service, or brand. Audience Listening The process of monitoring what people are saying on digital media channels about your brand, your products, and competitors. Audience Objectives Objectives which focus on the needs of a specific stakeholder group such as consumers or investors. Audience Reach The number of individual people within an audience segment who see your marketing material. 15 Audience Research The process of determining the make-up, habits, communities of interest, and density within an audience. Audience Segments Sets of people who have characteristics that distinguish them from other groups in a audience universe. Audience Targeting A marketing strategy that enables you to target the people, based on their interests and characteristics, for your ads. Audiences An audience – or target audience – is a specified group of consumers who become the recipients of marketing efforts. Audio Streaming Services Subscription-based audio platforms that offer premium and freemium versions such as Spotify, Soundcloud, Apple Music, Google Podcasts, and Amazon Music. Augmented Product The third layer of Philip Kotler’s Three Product Level model, the augmented product is any non-physical part of the product. Automatic Bid When advertising on Twitter, this type of bid is suitable for those with a more flexible budget, allowing you to auto-optimize your bids. Automation The method of controlling or operating processes via automatic means. Many marketing departments automate repetitive tasks Average Deal Size by Lead Source A SAM metric which indicates the most profitable channels for SAM. 16 Average Order Value (AOV) The average amount someone spends when they buy. The value is in terms of revenue or sales. Average Position The position at which an ad appears on average on a search engine results page (SERP). Average Purchase Value How much a customer typically spends on a purchase. Average Trap A statistical term whereby using an average may misguide the real situation or circumstances of an event. Average Visit Duration The average duration of a session or website visit. Awareness The stage when you communicate a benefit, and tell people about a brand, product, event, or offer. B B2B B2B stands for “Business to Business” and refers to companies that sell to other businesses B2B Content Content specifically targeted for B2B audiences. For example, white papers, industry-relevant articles, blog posts, podcasts, and infographics for clients, potential clients, colleagues, partners and suppliers. 17 B2B Purchase Cycle Often a long multi-step process involving multiple stakeholders which can be affected by organizational influences, the buyer’s values and beliefs, and interpersonal and individual characteristics. B2C Business to Consumer” refers to companies that sell directly to consumers. B2C Content B2C customers respond better to content that demonstrates emotional satisfaction, targets benefits, and proves value for the price on highly- targeted, relevant channels. Baby Boomer Person born during the post-war ‘baby boom’ between 1946 and 1964. They were followed by Generation X. Backlink An incoming hyperlink from one web page to another website. When a website receives a link from an external website, some reputation is passed to it. Bad Data Data that is inaccurate, conflicting, irrelevant, misleading, outdated, or incomplete. Baidu A leading search engine in China. Banner Ad A display ad unit that employs simple creative assets and hyperlinks. Banner Blindness A situation when users ignore and overlook banner ads, sometimes due to ad overuse. 18 Bar Chart A chart that’s like a column chart, but use horizontal, not vertical, bars. Barriers to Entry Regulatory or competitive reasons that make it difficult to do business within a market, location, or industry. Behavioral Analytics An analytic tactic that provides insight into the actions of your audience and customers. Behavioral Data Data about how people use your product, or how they use the different media that you want to use as your marketing channels. Behind the Scenes (BTS) Behind-the-scenes content can be used to show another side to a brand and build trust with an audience. Below-The-Fold Content The content portion of a web page that a user cannot see without scrolling down. Below-The-Line Marketing A form of marketing that consists of focused direct advertising methods and channels to target specific groups of consumers. This is best used for sales and conversions. Benchmarking Evaluate the performance of your team, campaign or performance by setting a list of benchmarks that you will compare them against. Areas to consider are efficiency, lead time, close rate, adoption rate, digital selling behavior, feedback and industry performance metrics. BERT Introduced by Google in 2018, BERT is an enhanced way for search engines to understand more about the language of the searcher in relation to context to 19 deliver better results. Best Case The total revenue amount if everything closed for the forecast period. Bid The maximum amount of money an advertiser is willing to pay for each click on an advertisement. Bid Auction A process where all the different advertisers who are bidding and competing for clicks are entered into Google’s black box system. Bid Modifiers Bid modifiers let you make adjustments to bids without altering your campaign’s targeting or ad groups. Big Data The huge volume of data – both structured and unstructured – that can inundate a business on a day-to-day basis. BigQuery A fully managed, serverless data warehouse that enables scalable analysis of big data using Google Cloud’s infrastructure. Bing A web search engine owned by Microsoft. Bing Webmaster Tools (BWT) A free tool by Bing that helps diagnose technical issues within your website. Black Hat SEO Black hat SEO involves doing things that most people would consider to be cheating things that break search engine guidelines such as paying other websites to link to your site in order to pass PageRank or using sections of 20 white, tiny, or otherwise invisible text to try to trick Google into prioritizing a page that isn't really relevant to a user's search. Blocking A feature that allows users to remove followers, and prevents them from re-following, mentioning, direct messaging, or otherwise contacting you on the platform. Blog A website with regular entries of commentary, descriptions of events, and other embedded multimedia content such as graphics, videos, and presentations. Blogging Creation and distribution of content that can complement and support existing digital selling goals. Bloomreach A cloud-based ecommerce experience platform and B2B service specializing in marketing automation, product discovery, and content management systems. Blue Ocean Strategy A strategy that opens up a new market or creates a new demand, so that competition isn’t yet a threat. Board The space on Pinterest where your Pins are saved. Body Content Paragraphs of text on a webpage. Also images, video and other assets that are not headline text Boolean Search A type of search allowing users to combine keywords with operators such as AND, NOT and OR to further produce more relevant results. 21 Boston Consulting Group (BCG) Matrix A tool that uses two important parameters - the market share a product holds in the market, and the strength of the growth rate in that market - to help manage a portfolio. BOFU Bottom of funnel and when it comes to engagement, refers to the stage where the seller needs to differentiate their product or service to drive prospects further down the funnel. Bottom of Funnel Search A type of search that is performed by users who are in the decision stage, ready to purchase. They look for specific product information, pricing, and purchase options, showing high intent to buy or convert. Bottom of the Customer Funnel Potential customers who are ready to make a purchase. Bottom-Up Approach A strategic approach to review sales reports, third-party data, and other information first, and then work backwards towards the questions that you are looking to answer. Bounce Rate (BR) This is a metric based on the percentage of users who visit your website or landing page without visiting any other page on the website. Brand An intangible marketing or business concept that helps people identify a company, product, or individual. Brand Advocates People who will actively promote your brand because they like you. 22 Brand Affinity When a consumer has an emotional connection with a brand. Brand Ambassador A trusted resource to prospects that uses social sharing to spread knowledge and valuable content on social channels. Brand Architecture The organizational structure of a company’s portfolio of brands, sub- brands, products, and services. Brand Awareness The extent to which consumers are familiar with the values, visual assets, and overall story and reputation of a particular brand. Brand Channels Run and managed by an advertiser or a company by multiple users. Brand Content Images, video, text, and other content that help create the idea of a brand and its values in the minds of its audience Brand Engagement A metric used to measure how people interact with a brand or business. Brand Equity The consumer’s perception of the brand, formed through customer experience, brand awareness and brand image, rather than the features and functionality of the product or service itself. Brand Extensions A marketing strategy in which a firm marketing a product with a well- developed image uses the same brand name in a different product category. Brand Feeling 23 The emotional reactions that the customer experiences when in contact with the brand. Brand Guidelines An instruction manual on how to communicate your brand to consumers. It includes the brand’s visual identity, rules for tone, and the brand’s mission statement. Brand Identity The visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in the minds of consumers. Brand Image How the brand and its identity are actually perceived in the market and by customers. Brand Judgment The cumulation of the customer’s experiences with the brand, along with their opinions and evaluations. Brand Objectives Objectives which state how brand presence, sustainability, and awareness will be achieved and measured. Brand Personality The manifestation of your company values in how you interact with your audience and the wider market. Brand Portfolio The collection of all the brands or companies that operate under a larger corporate umbrella. Brand Positioning Differentiation of a brand through tone-of -voice, and visual design of ads, promotion, logo, representation to establish its place in the market. 24 Brand Prestige The level of exclusivity of a brand that enables consumers to satisfy their self-enhancement needs. Brand Purpose The reason and aims that drive your brand content. You aim to stand out in the market with content that’s unique and recognizable, and that connects with your audience in a meaningful way. Brand Recall The likelihood of someone remembering your brand, its products, and its services. Brand Resonance The emotional connection between a consumer and a brand or product. Brand Salience The degree to which your brand is thought of or noticed. Brand Sentiment Positive or negative feelings towards a brand or business. Brand Story A narrative that is built around the facts, values, and feelings that are created by a brand or business. Brand Storytelling A marketing competency that drives engagement at an emotional level. It results in improved business performance through communicating engaging and memorable stories about your business with your target audience. 25 Brand Values The principles that shape and direct the marketing ethos of a company’s or organization’s overall brand. Brand Visibility The extent to which a brand’s content is prominent online. Branded House An architecture strategy that combines several brands under a single umbrella brand. It leverages the corporate or mother brand for its awareness and consumer loyalty and uses it to boost each individual brand under its umbrella. Branding The advertising methods chosen, the content produced, the experiences offered to customers, and the way an organization differentiates itself from competitors. Brandwatch An enterprise social intelligence suite that is tailored to empower brands and enable them to listen, analyze, and extract useful insights from online conversations on social platforms. Breadcrumb An element on a page, or a SERP result, that shows the user journey to reach a page. For example, on a webpage the trail is the series of links to other pages, often located at the top of the page. Break-Even Pricing A pricing strategy which sets a price point at which a business will earn zero profits on a sale. Broad Match Refers to a keyword match type for PPC advertising that offers the broadest reach and widest range of targeting. 26 Broadcast The primary revenue generator for commercial television and radio stations. Also known as on-air advertising. Broadcast Message A message sent to multiple contacts simultaneously. Recipients will receive the message as an individual chat, and their responses will not be visible to others on the list. Budget The allowable monetary investment for creating and running a marketing campaign. BANT Criteria (Budget, Authority, Need and Timeframe) A method of assessing the quality of prospects and tracking them through the sales qualification process. Bumper Ad A type of video ad on YouTube. It is a non-skippable video ads of up to 6 seconds that must be watched before a video can be viewed. Business Goals The outcomes that a business hopes to achieve in relation to its actions. Business-Level Strategy A business-level strategy focuses on how a business can gain competitive advantage in a specific market. Business Listing Information about a business (see NAP+W) that is listed on websites and platforms like Yelp, Google My Business, Facebook, LinkedIn, etc. Business Objectives An outcome that a business plans to achieve. 27 Business-To-Business (B2B) Used to describe a business that normally provides products/services to other companies/organizations. The term is also sometimes used to describe the business’s marketing content. Business-To-Consumer (B2C) Used to describe a company that normally provides products/services directly to consumers, as opposed to other companies. The term is also sometimes used to describe the business’s marketing content. Business Value Proposition (BVP) The modern expression of solution selling is to sell the business value or end user benefits rather than the components of a product/service. Buy Buttons Clickable buttons embedded on websites or social media platforms for direct purchasing. Buyer Behavior The way that people behave when they buy things, such as what they buy, where and when they shop, and how much they spend. Buyer Intent The intention behind a search query, or the reason why they are searching. Buyer Persona A semi-fictional representation of your ideal customer based on market research and real data about your existing customers. Buyer’s Journey A framework used to identify the steps a buyer goes through before making the decision to buy a product or service. Buying Center A group of people within organizations who make buying decisions. 28 Buying Cycle The typical decision and behavioral pattern that a potential customers goes through before committing to purchase. Buying Signal Any cue from a sales prospect, direct or indirect, that indicates an intention to make a purchase. BuzzSumo A tool for finding influencers in an industry. C C-level A level of executives within an organization who hold the highest strategic roles and are responsible for overseeing major company decisions, operations, and overall direction. They include CEO (Chief Executive Officer), COO (Chief Operating Officer), and CFO (Chief Financial Officer). Calendar sharing Integrates with multiple calendars and puts the control in the hands of the prospect or lead. He or she can simply choose a date and time that is preferred and then the seller’s diary is booked for that date and time. Call ads A type of advertisement used on mobile devices, that allows users, to click or tap, to call a business directly through the ad. Call Extensions (Asset) A type of Google Ads extension (Asset) that shows your phone number with your search results. The number can be clicked to call that number directly from within mobile search. 29 Call-To-Action (CTA) A text prompt on a webpage, in an email or on an advertisement which tells the user to perform some specific action, such as clicking a button or a link. These are usually written as a command, such as ‘Sign Up’ or ‘Buy Now’. Call Tracking Number (CTN) A phone number on a website used for tracking purposes, like determining how consumers found the business or recording their reason for calling. Callout Extensions (Asset) A type of Google Ads extension (Asset) that offers non-clickable, short copy pieces below the main ad copy. Campaigns A marketing project you want to track or manage. Campaign Action Plan A plan - it can be schedule, calendar, or Gantt chart - that shows timings and coordination between campaign elements. Campaign and Ad Groups Advertising on digital platforms is generally organized into campaigns and ad groups or ad sets. Ad Groups and ad Sets contain the targeting options and each campaign will be made up of a series of targeting groups. A business will typically start with one campaign, which has its own budget and targeting preferences, and then add more campaigns as it expands its advertising. Campaign Bidding The process of participating in auctions to bid on advertising space or keywords for marketing campaigns. Campaign Management The coordinated planning, execution, and monitoring of advertising or marketing initiatives to achieve specific objectives. 30 CAN-SPAM Act Controlling the Assault of Non-Solicited Pornography and Marketing. This is a law that established certain mandatory opt-out practices and requires email senders to clearly identify themselves. Canonical An HTML element used to avoid SEO duplicate content issues, by telling search engines which page of content is the preferred version. Canva An online graphic design app for creating social media graphics and presentations. Canvas application An application that is not loaded up in the context of, or visually connected with, a Facebook business page. Instead, the application is consumed elsewhere on Facebook (e.g., in an app directory). Caption A brief textual description or comment accompanying photos, videos, or posts, providing context, conveying additional information, or expressing the user’s thoughts or feelings. Carousel A post or ad format that allows up to 10 images or videos to be displayed in one scrolling post. Carousel Ads An advertising format that combines multiple videos or images into one ad. Cart Abandonment Emails A message sent after a shopper comes to your online store and adds an item to their cart but doesn't purchase it. 31 Cascading Style Sheets (CSS) These describe how HTML elements such as color and font should appear on webpages and adapt when viewed through different devices or platforms. Case Studies Documented research into a business problem, process, and solution. Cash Cows A category in the BCG Matrix that signifies a product with high market share and low market growth. This is used to generate revenue to sustain other products. CASL Canadian Anti-Spam Legislation. It requires marketers to obtain permission from a user before they may send marketing material via email or SMS. Catalog (Facebook) A Facebook catalog is a container that holds information about your product inventory, for example, descriptions, images, and prices. CCPA California Consumer Protection Act. This is similar to the GDPR, though not as far-reaching in some areas Challenger Brand A small, new entrant to a market who tries to challenge the status quo of that market and try to punch above their budget. Change Management The methods and manners in which a company describes and implements change within both its internal and external processes. 32 Channel For the purposes of this book, a channel (or platform) is a term used to describe an individual digital channel. For example, Facebook is a platform or channel on which businesses can connect with fans via a business page. See also platform. Channel Attribution The process of figuring out which avenues of marketing in a customer journey ultimately lead to the conversion. Channel Brief A document that helps in identifying the various channels used by your target audience, especially the channels that are most likely to deliver on your campaign objectives. Channel Fragmentation A type of fragmentation that occurs when there are so many mediums, platforms, and channels on which to message customers, that it can be difficult to know which is best for each customer. Channelgraphics The channels that a specified audience uses. Chatbot A computer program used to simulate a chat or conversation via either text or voice, often used to help users find frequently requested information, and enhance user experience by providing 24/7 support. ChatGPT An artificial intelligence (AI) LLM (Large Language Model) chatbot that uses natural language processing to create humanlike conversational dialogue. Check-Up Review A daily review of KPIs which involves the employee with responsibility for the channel and the particular activities. 33 Chief Information Officer (CIO) This is an executive level individual who is responsible for the implementation and practicalities of information, systems and technologies within an organization. Chief Marketing Officer (CMO) This is a role that sees the individual managing and overseeing all essential marketing communications and initiatives for a company/organization. A similar professional who manages marketing for smaller businesses is often called a Marketing Manager. Chief Operating Officer (COO) This is the most senior role with regards to managing and overseeing the continued business operations within a company. Typically, the COO reports to the Chief Executive Officer (CEO) and is often to be second-in-command within the company. Chief Security Officer (CSO) This is the person in charge of developing and overseeing all of the policies and programs that protect the employees, processes, intellectual assets, and tangible property of a business. These elements cover everything from privacy and data protection to environmental security, health and safety. Chief Technology Officer (CTO) This is an executive who typically handles all technological implementations and initiatives used by the business. CTOs often work in close conjunction with CMOs as well as the heads of other internal departments. Chronological Curation Historiographical content curation. It involves presenting a timeline of curated information to show the evolution of a specific topic. Churn Rate The amount of customers or subscribers who cut ties with your service or company during a given time period. 34 Cleanup An AI tool from Stability AI that edits out items (such as people or text) from your images. Click The measurement of a mouse click on a hyperlink or ad. If a customer sees your ad and clicks on it to learn more or to do business with you, it’s recorded in your account as a click. Click share A Google Ads metric for the percentage of clicks your ads receive out of the estimated total number of clicks your they were eligible to receive. Click-to-call A service within an ad that enables a mobile user to initiate a mobile phone call by clicking a mobile ad. Click-through rate (CTR) An abbreviation for click-through rate. CTR is the percentage of people who saw your ad then clicked your ad. The formula for CTR is clicks divided by impressions. Client Lifecycle A buyer journey transitions to the client lifecycle when a prospect becomes a client and it consists of 4 elements: on-boarding, active, inactive and lost. Clipdrop An AI tool for Stability.ai for image creation which offers a range of image- editing solutions that greatly streamline the image creation and refinement process. Cloaking A type of Black Hat SEO in which a website delivers different content to the search engine than it delivers to users. 35 Close plan The fourth step in the excel CRM tool which outlines a series of actions that must be met by the salesperson to close the deal. Cloud-Based Application A software program or service that is hosted and accessed over the internet instead of being installed on local computers or servers. Coaching A managerial strategy used to unlock people’s potential and maximize their potential. Collaboration A joint projects or campaigns between individuals, brands, or organizations. Collaboration Fee A payment made to collaborators for their participation in joint projects. Column Chart A chart that uses vertical bars to represent data and is often used for comparing information. Combo Chart A chart that displays different types of information or chart types on a single chart. Commit Commit is the revenue amount you can generate in a forecast period. Communication Style Nuanced wording, audio, or visual communication preferences. Communities Of Interest A group of people who share common interests, passions, and life experiences that bond them closer together. 36 Community Density The measurement of how concentrated relationships and conversations are within a community. Community Management The act of building a nurturing relationships with your customer community using social content and interactions on social media. Community of Interest A community of people who share a common interest or passion. Community of Practice A group of people with a shared lifestyle, value system, or concerns. Company Page Company Pages are specific pages in LinkedIn that organizations can use to post or promote content through paid campaigns. Company Page Analytics LinkedIn’s native reporting tool, which can be used to gain deeper insights into a Company Page’s performance. Comparative Data Analysis An item-by-item comparison of two or more comparable data sets, examining the variance between the data sets over the same or a different period of time, showing the percentage or actual change. Comparison Website A website giving information that allows people to compare the prices and features of products or services in a particular field. Competitive Advantage The advantage you gain over competitors by establishing a better product offering and providing more value to the consumer. Competitive Insights A valuable understanding of competitor practices. 37 Competitive Landscape The third step in the excel CRM tool that helps salespeople strategize against the competitor. Competitive Parity Method A budgetary method where a company’s advertising budget is based on the spending of its competitors. Competitive Research The process of narrowing the competition by discovering their strengths and weaknesses and discovering which audience(s) your competition are/ are not serving well. Competitor Analysis The process of identifying your competitors and their strengths and weaknesses. Competitor Gap Analysis An analysis of what competitors are doing to find out where there are gaps in their content or strategy. Competitor Monitoring Observing competitor behaviors online. Completed Download A request for a file, typically audio or video, which can be used offline, where the size of the file transferred is greater than 95%. Complex Buying Behavior Buyer behavior that is characterized by high consumer involvement and major differences between brands. Comprehensive Reporting A type of reporting that is intended to present and explore data in great detail, perhaps on a quarterly and yearly basis. 38 Computer Vision A field of artificial intelligence (AI) that uses machine learning and neural networks to teach computers and systems to derive meaningful information from digital images, videos, and other visual inputs—and to make recommendations or take actions when they see defects or issues. Connected TV (CTV) Platform Streaming or on-demand video service viewed via TV or mobile devices that are connected to the internet such as Hulu, Amazon Prime Video, YouTube, Roku, and Apple TV. Connections Connections made on social networks where data and updates are exchanged. Consideration The stage when you bring your company or brand to the forefront of the customers’ minds before they make a final choice. Conspicuous Consumption The act of displaying or flaunting your wealth to gain status or recognition or to improve your reputation or standing in society. Consumer Barometer A free tool on thinkwithgoogle.com that enables you to measure patterns and gain insights from consumers in different locations and across many industries. Consumer Insights A valuable understanding of consumer behaviors, based on analyzed data. Consumer Involvement The measurement of the customer’s level of personal and financial involvement in a purchase. Consumer Research The identification, analysis, and understanding of a target audience. 39 Container Tag A single code snippet placed on a website which holds other tracking codes, or pixels, and information on when to fire those other tags and pixels. A container tag code should be placed on every page of a website and allow for a single tracking code to be used, rather than placing many individual tracking codes on a website. Content Text, images, and videos that attract interested consumers and encourage them to find out, learn, and research about your product and brand. Content Amplification Strategies you use to increase the reach of your digital marketing content. Content Audit Reviewing business, competitor, or other content for the purpose of understanding its use and value in relation to a business. Content Calendar Shareable planning document that helps to organize and structure all content creation and distribution activities. Content Creation Making new content from scratch or combining existing content into something new. Content Curation Act of accumulating relevant, valuable third-party content online and reposting or sharing it appropriately to support your digital sales strategy. Content Delivery Network (CDN) A system of distributed servers that deliver web content and pages to a user based on the geographic locations of the user, the origin of the web page, and the content delivery server. 40 Content Discovery Finding new content in relation to a brand, company, or organization. Content Distribution The process of publishing and promoting content online to ensure it reaches the largest possible relevant audience. Content Exclusions A marketing strategy where you protect your brand by ensuring that your ads don’t display beside unsavory or inappropriate topics or content themes. Content Ideation The creative process of generating and conceptualizing ideas for digital content creation, aiming to meet specific objectives or address target audience needs. Content Management Administration of digital content throughout its lifecycle, from creation to promotion to repurposing. Content Management System (CMS) A system or software used to create, organize, and manage digital content on a website, for example WordPress, Squarespace, and Wix. Content Marketing The combination of media used in content, such as audio, video, image, and text. Content Mix Content marketing is the creation and sharing of content in different formats such as videos, blogs and social media posts, to build interest in a product or service. 41 Content Optimization The process of improving and refining digital content to enhance its visibility, relevance, and performance in search engines and user engagement. Content Optimization System (COS) A software platform which focuses on optimizing content to deliver a fully personalized web experience to customers. Content Personalization Using different content at different stages of the buying process that the content is relevant to the right user at the right time. Content Repurposing Adapting or breaking up existing content to use for another purpose. For example, you could turn an infographic into a number of individual images, each of which could be used in single social media posts or added to an email. Content Seeding A strategic approach to spreading content to different locations across the internet where it is likely to be read and shared. Content Strategy Planning of the creation, curation and distribution of useful, usable and appropriate content as part of an overall digital selling strategy. Content Targeting An advertising strategy where you match your ad to the content of the website. You then decide where you want your ad to appear, based on the content that will be surrounding it. Content Waterfall A systematic approach in content marketing that takes a core piece of content (often called ‘pillar content’) and reuses it across different channels. 42 Continuous Learning The process of learning new skills and knowledge on an on-going basis. Contractual Agreement A form of market entry where your company enters into an official contractual arrangement with a third party who will sell or manufacture your product in the foreign market. Conversion Activities carried out by a user that fulfills the intended purpose of the webpage; for example, downloads, filling in forms, purchases, contacts, and newsletter subscriptions. Conversion Attribution A way of giving credit to a campaign, ad, or keyword when a conversion occurs. Conversion Metrics Metrics used to measure the number of valuable actions people take on a site or through a digital marketing channel. Conversion Objective The primary purpose of the valuable actions people take on your site. Conversion Paths Report A GA4 report that enables an organization to collect data on the various channels that their audience uses to visit their website and engage with their app. Conversion Rate The percentage of visitors who buy, convert or take a desired action. This metric is a measure of the effectiveness of the sales process from engagement, to close of sale. 43 Conversion Rate Optimization (CRO) A metric that measures a website’s ability to drive conversions including leads, signups, and ecommerce sales. Conversions Report A GA4 Engagement report that shows all events that are marked as a conversion and any revenue associated with each event. Conversion Tracking A form of tracking that gives advertisers insight into how many consumers are taking valuable actions on their site or in their mobile app. Advertisers do this by defining traceable events on mobile websites or within apps to assess consumer engagement or the impact of direct-response campaigns. Cookie A text file placed on a web user’s hard drive by a website to remember data about the user’s visit. Cookie and Privacy Policy A policy message that lets visitors know how you handle their data. Cookie Tracking Using cookies to capture website user behaviors. COPE An acronym for ‘Create Once, Publish Everywhere,’ the cornerstone of content creation. For example, you might take an e-book and break it down into a white paper, several blog posts, an infographic and a video, publishing each to different users along the content funnel and on different channels to maximize your return. Copy.ai An AI tool that uses AI to generate short-form copy, such as social media posts, product descriptions, or mini-blogs. 44 Copywriting The act or occupation of writing text for the purpose of advertising or other forms of marketing. Core Benefit The first layer of Philip Kotler’s Three Product Level model, the core benefit is the fundamental need that the customer satisfies when they buy the product. Core Web Vitals A set of page experience signals being incorporated into Google’s search ranking algorithm as a known ranking factor. Corporate Governance The system, principles, and process by which organizations are directed and controlled. Corporate-Level Strategy The top level of strategy, which defines the business’s core ambitions and goals. Correlation Bias A type of bias that occurs when an attribution model makes it appear that one action in a customer journey affects another when in fact it doesn’t. Cost-Based Pricing A pricing strategy based on the cost of producing, manufacturing, and distributing a product. Cost Leadership A strategy where a company aims to become the low-cost producer in its industry by pursuing economies of scale, developing proprietary technology, or having preferential access to raw materials. 45 Cost-Per-Acquisition (CPA) A measurement of the aggregate cost of acquiring one customer on a campaign or channel level. Cost-Per-Action (CPA) An advertising model where the advertiser pays for each specified action linked to the advertisement, typically registration for an online application. Cost-Per-Click (CPC) An abbreviation for cost per click. Under a CPC pricing arrangement, advertisers pay only when a user clicks on their ads. Cost-Per-Conversion (CPC) A measurement of the cost of acquiring a customer that makes a purchase. Cost-Per-Download (CPD) An advertising model where the advertiser pays for each specified action linked to the advertisement, typically the downloading of an application or other file. Cost-Per-Engagement (CPE) Type of advertising where advertisers only pay when users engage with their campaigns - initial impressions are free, but once a user engages with an advertisement, the advertiser is charged. Cost-Per-Lead (CPL) A measurement of the cost of generating a new lead where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser's offer. Cost-Per-Mille (CPM) An abbreviation for cost per mille or cost per thousand. Under a CPM pricing arrangement, advertisers pay for every 1,000 impressions of their ads. 46 Cost-Per-View (CPV) A method of advertising where the advertiser only pays when a user has viewed their advertisement. CPA Mobile Campaign An advertising model where the advertiser pays for each specified action linked to the advertisement, typically registration for an online application. CPD Mobile Campaign An advertising model where the advertiser pays for each specified action linked to the advertisement, typically the downloading of an application or other file. Crawler A program designed to browse and read websites and webpages, by following hyperlinks. Search engines use information a crawler finds, to build indecies or website databases. Crawling The process of discovering new web pages that exist. It is also used to periodically check the content on pages that have been previously visited to see whether they’ve changed or been updated. Crazy Egg A web analytics tool that provides heatmaps, scroll maps, referral maps, and other visual reports to show how users interact with a website. Creative Assets Any creative content, such as text, images, videos, or audio, that you can use in your digital marketing. 47 Creative Brief A written set of instructions that allows creative teams to solve a problem or produce marketing material. Creative Budget The funds allocated specifically for creating content, visuals, and messaging in marketing and advertising efforts. Creative Media Ratio The proportion of budget allocated to creative elements such as design, copywriting, and multimedia production within a marketing campaign. Creative Plan A plan that outlines strategies and tactics for developing and implementing creative assets and campaigns to achieve marketing objectives. Creative Strategy Your messaging and tone to be applied to all creative assets and content pieces. Creative Thinking The ability to come up with unique, original ideas and solutions. Creator Marketplace The TikTok community where brands and creators can link up. Crello An online graphic design platform for non-designers with thousands of ready-made, customizable templates and millions of high-quality photos, videos, and designs. 48 Crisis Management A set of strategies and processes for shaping the public’s perception of either an individual or a specific organization following unexpected negative situations. Criteo A specialist e-commerce retargeting platform that shows consumers ads for products they’ve viewed on the advertiser’s website. CRM Dashboard CRM reports are often shown in the dashboard to provide an overview of business performance using charts, graphs and maps. Cross-Channel Data-Driven Attribution Model An attribution model that attributes conversions across channels based on their contribution to the overall conversion journey. This is the default attribution model in GA4. Cross Linking The process of linking between two sites. It allows users to reference sites with content similar to that which they are already viewing, and may be of further interest to them. Cross-Posting Sharing content created on one social media channel across other social platforms. For example, you could share Snapchat content on Instagram. Cross-Selling A sales technique involving the selling of an additional product or service to an existing customer. Crossing the Chasm A theory that argues there is a chasm between the early adopters of the product (the technology enthusiasts and visionaries) and the early majority (the pragmatists) – and this is the stage where Digital selling is on the spectrum. 49 CSAT A customer satisfaction score that measures satisfaction on a five-point scale to give an average score. Cultural Research Research that involves investigating the ways in which culture creates and transforms individual experiences, everyday life, social relations, and power. Cultural Trend Research The process of researching unique cultural characteristics and trends within communities of interest and how they will help you create targeted digital sales strategies for your audience. Cumulative Layout Shift (CLS) An important, user-centric metric for measuring visual stability because it helps quantify how often users experience unexpected layout shifts. A low CLS helps ensure that the page is delightful. Custom Audience An audience that is created based on conditions that you specify in GA4 and Google Ads - for example, people who made a purchase or filled out a lead form. Customer Acquisition The process of attracting and gaining new customers for a business or product. Customer Acquisition Cost (CAC) This metric represents the cost of acquiring a new customer through marketing efforts. Customer Detail The second step in the Excel CRM tool. In this step, a salesperson can align the pain of the customer to the solution. 50 Customer Effort Score (CES) A customer score that measures how much effort the customer had to put in to resolve an issue. Customer Engagements Interactions between a brand or organization and its customers. Customer Experience The perception of your customers’ interactions with your business or brand. Customer Experience Map A map that provides a ‘big picture’ view of the whole customer experience across a business, covering all key customer touchpoints in the customer journey. Customer Experience Officer (CXO) A position within an organization with overall responsibility for the customer Customer Factors The understanding of demographics, preferences, and purchasing behavior of target customers to allocate resources effectively. Customer Journey The phases a customer goes through while interacting with your business. Customer Journey Map A map that provides a targeted look at a specific journey, usually for one goal and one persona. Customer-Led An activity where the customers are the top priority at all times. Customer Lifespan How long a customer is expected to remain a customer. 51 Customer Lifetime Value (CLV or CLTV) The overall value of a customer for the duration of their relationship with a company. This metric is usually higher in companies which have high numbers of repeat customers. Customer Persona A representation of your ideal customer based on research and data on your existing customers. Customer Relationship Management (CRM) A tool used for management of all business relationships with existing and potential customers. By tracking interactions and creating reports, CRM enables informed and justified business decisions. Customer Retention A company’s ability to turn customers into repeat buyers and prevent them from switching to a competitor. Customer Retention Rate The percentage of customers who will remain customers after the next billing cycle. Customer Sentiment A metric that businesses use to measure how their customers think and feel about their brand. Customer Service The support you offer your customers — both before and after they buy and use your products or services — that helps them have an easy and enjoyable experience with you. 52 Customer Testimonials Reviews or opinions made by customers about a product, service, or business, particularly covering their experience of interacting with the brand. Customer Value Proposition A customer-facing proposition which succinctly captures the way your brand or product fixes a pain point or improves the lives of the target audience. Customized Marketing Also known as individual marketing, a marketing strategy where marketers customize their products and services for individual customers. D Daily Spend (Daily Budget) The amount you are willing to spend on an individual campaign each day. DALL-E A generative AI technology that enables users to create new images with text to graphics prompts. Dance Diffusion An AI tool from Stability AI Audio enables users to generate music based on text inputs. Dashboards A collection of widgets that give you an overview of the most important metrics and reports. 53 Data Factual information, such as statistics, typically used as the basis for reasoning. Data Breach The unauthorized release of sensitive, confidential, or protected information to an untrusted environment. Data Cleansing The process of fixing or removing incorrect, corrupted, incorrectly formatted, duplicate, or incomplete data within a dataset. Data Collection The process of gathering relevant historical data, including customer behavior, demographic details, and interaction metrics. Data Controller The person or body that determines the purposes and means of processing personal data. Data-Driven Approach A strategic approach that aims to make decisions based on data analysis and interpretation. Data-Driven Decision-Making The process of gathering and using data to inform marketing decisions and personalize the customer experience. Data-Driven Marketing Marketing that is built on data analysis, rather than guess work. Data Ethics The ethical considerations that apply when collecting, using, and sharing data. 54 Data Integration Tools Tools that merge data from external environments with internal data in order to create one dataset to glean insights from. Data Management The process of collecting, organizing, analyzing, and applying data to your business strategies. Data Management Systems A tool that helps organizations to optimize the use of data to make decisions and take actions that will maximize the benefits to the organization. Data Map A visual representation of data flows, sources, and relationships within a system or organization. Data Points Individual pieces of information collected and analyzed to gain insights and make informed decisions. Data Privacy The responsible and ethical handling of personal information collected from customers and website visitors. Data Processor A person or body that is separate from the data controller (i.e. not an employee) and who processes personal data on behalf of that data controller. Data Protection Officer (DPO) The person charged to ensure that their organization processes the personal data of its staff, customers, providers, or any other individuals (also referred to as data subjects) in compliance with the applicable data protection rules. 55 Data Quality Software Software that cleanses your data by de-duping and cleaning up the data sets, making the data more reliable when considering what insights can be used. Data Reporting Tool A tool that enables you to extract and present data in different formats, such as in charts and tables. Data Storage The archiving of data in electromagnetic or other forms for use by a computer or device. Data Storage Compression The reduction of electronic space, or data bits, by eliminating repetition of element sets or redundant data bits in an audio, video, graphic, or text- based file. Data Visualization The use of visuals like charts and graphs to represent data so insights can be explained quickly and easily. Datorama A Salesforce-powered marketing intelligence platform that integrates and harmonizes data from different sources, providing analytics and insights for smarter decision-making. It is now known as Salesforce Marketing Cloud Intelligence Dayparting Ad scheduling by dividing the day into different time slots. Deadlines The latest time or date by which something should be completed. 56 Deal review The first step in the CRM excel-based methodology that can yield major outcomes as to how probable a deal is to closing. Decider An individual who makes the final decision on purchases, particularly purchases that are expensive or high impact. The decider is often the CEO. Decision Matrix A simple decision-making tool that helps you make the distinction between tasks that are important, not important, urgent, and not urgent. Decline Stage A phase in the product life cycle characterized by a decrease in sales and market demand for a product or service. Deep Dive Review A quarterly review of KPIs which involves the senior digital marketing managers and the in-house analytics experts that is used as a key opportunity to inform the future direction of the digital strategy. Defensive Strategy A marketing tool that helps companies retain their valuable customers and reduces the risk of losing them to competitors. Defined Audience Targeting Precisely identifying audience segment(s) to target with marketing material. Delegate To entrust (a task or responsibility) to another person, typically one who is less senior than yourself. Delivery Rate The percentage of emails messages that reached at least one of the recipients’ email boxes 57 Demand-Based Pricing A pricing strategy which relies on customer demand trends to set and adjust a product’s price. Demand Generation A digital marketing strategy that aims to create brand awareness, generate leads, and drive qualified traffic to a website. Demand Waterfall Is a term used in the sales funnel which tracks how prospects flow from lead to closed/won business. Demand-Led Describes strategies or actions driven by consumer demand or market needs. Demographics Hard facts about your audience that enable you to gain a deeper understanding about them and their lifestyles and needs. Demographics Report A GA4 report that provides an overview and details of the demographic makeup of website users, including their age, their gender, and most importantly, their location. Density A measure of how concentrated the relationships are within a community of interest. Description A keyword-rich caption that appears underneath your video. Descriptive Data Analytics A statistical methodology of describing or summarizing the basic features of a data set, and preparing it for further analysis. 58 Design Thinking An approach to creative problem-solving that uses empathy to find solutions to customer and market needs and is particularly relevant to product development. Desk Research Research that you can access easily from your desk. It usually involves a simple Google search. Development Level The level of development that consists of competencies (including knowledge, skills, and experience) and commitment (motivation, and perseverance). Devices Hardware used to access the Internet. Devices include mobile and smart phones, tablets, computers, smart TVs, and so on. Differentiated Marketing A type of marketing that targets two or more segments of a market. It enables an organization to expand their reach, offer a greater variety of products to consumers, and fulfill a wider range of customer needs. Also known as multiple segments. Differentiation Strategy A strategy where an organization aims to be unique in its industry, selecting one or two features that most consumers consider important, and strategically positions itself to meet those needs. Diffusion of Innovation A model that helps businesses understand how buyers adopt and engage with new products or technologies over time. Digital Advertising Advertising (paid placements) on any digital platform or social platform including search engines and individual websites. 59 Digital Advertising Audit An inspection or examination of current digital advertising performance and tactics. Digital Audit An assessment of all active digital media channels and to evaluate how effective they are in the current campaign. Digital Bias A type of bias where only digital attribution is considered, ignoring the effects of offline activities. Digital Brand Management Maintaining your position as a provider of quality products and services, being trustworthy and likable, being known for actively engaging customers and an ability to offer valuable and relevant content. Digital Budget A budget made up of costs relating to people, media fees, content production, technology, training, and process. Digital Channels Social content is distributed through a variety of digital channels online including owned media, paid media and earned media methods. Digital Communications Planning The process of outlining how a digital campaign should be implemented to achieve its goals. Digital Crisis Management Acts an organization should take to control a crisis and bring its impact to a minimum. Digital Cross-Selling Using digital tools and platforms to suggest additional products/services that complement what you are currently providing. 60 Digital Data Factual information collected, stored, and accessed digitally. Digital Display Advertising A form of digital marketing that uses display ads appearing on webpages as a means of communicating relevant commercial messages to a specific audience based on the profile of its members. Digital Disruptor A new player on the digital scene that changes how a part of the digital marketplace operates. For example, Spotify disrupted the digital music landscape and spearheaded the move towards music streaming Digital Engagement Digital engagement is the process of building relationships, whether proactive or reactive, with contacts, prospects and leads. Digital Formats Computer-generated promotional marketing material in different shapes, sizes, and delivery style. Digital Insights An understanding of the digital behaviors of a target audience, customer, competitor, or industry. Digital Leadership The implementation and strategic use of an organization’s digital capabilities, tools, and assets to achieve its business goals. Digital Literacy The ability to navigate, comprehend, and effectively utilize digital technology and information in various contexts. Digital Marketing The use of new media or digital technology to achieve marketing and business goals. 61 Digital Marketing Plan A plan for implementing digital marketing within the organization. Digital Media Channels used to distribute the messaging to the audience. Digital Messaging Communications and content delivered through a digital format. Digital Research Digital research is a process of getting to know your audience better in order to create better content, spend your budgets more wisely, understand the culture of your audience, find out what influences them and, ultimately, create more successful digital strategies. Digital Sales Forecasting The maximum use of all available data to deliver the most consistent and dependable projections of sales revenue. Digital Sales Leadership Digital sales leadership is a discipline of leading the organization towards digital transformation in order to stay competitive in a rapidly evolving sales landscape. Digital Sales Messaging Tailoring your communications to your digital target audience to encourage them to buy your products or services. Digital Sales Strategy A digital sales strategy is simply an extension of the core business strategy. The execution of any digital plan needs to ensure the core business objectives and goals are delivered. The failure of digital strategies are often caused by a mismatch between business and digital directions. 62 Digital Selling Leveraging digital channels and advanced tools and techniques to fill your pipeline with the right people, insights and relationships. Digital Strategist A marketing professional who uses digital media to promote a brand. Digital Strategy The establishment of a set of practices and goals that guide your long-term digital objectives and operate across all digital channels that your customer utilizes. Digital Technology Tools, systems, and devices that can generate, create, store, or process data. Digital Territory Analysis A method of enhancing the productivity of your sales resources by using digital tools to identify geographical problems that may be affecting the performance of your business. Digital Transformation The process of adopting and implementing digital technology by an organization in order to create new or modify existing products, services, and operations by the means of translating business processes into a digital format. Digital Upselling Using digital tools and platforms to suggest customers purchase similar, more expensive products/services to make the sale more profitable. Digital Value Proposition A customer-facing proposition which might offer additional or different benefits or services to online customers. 63 DIKW Pyramid A framework that represents the relationship between data, information, knowledge, and wisdom. Dimensions Information that describes data. They can be information such as country, channel, location, age, gender, and device used. Direct CPA A form of CPA that uses the last-click attribution model where you can measure the number of new customers you got from people clicking your digital marketing content and converting. Direct Exporting An investment method of market entry where you carry out all export activities yourself. Direct Mail/Message (DM) This is a marketing communication that is delivered by personal message directly to a consumer, either via email or social media ‘inbox’ such as Facebook Messenger or a Direct Message on Twitter. Direct Marketing A channel-agnostic form of advertising that allows businesses and nonprofit organizations to communicate directly with customers via advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Direct Messaging A communications feature that allows users to privately communicate with each other, sending text, images, videos, or other content directly to a specific individual or a group within a social media platform. 64 Direct Partnership A type of partnership that involves the collaboration between brands and individuals or organizations without intermediaries. Direct Traffic Visitors who come to a website by simply typing the URL in a browser. Directive Behavior A managerial strategy that takes responsibility for decision-making rather than collaborating with their team or incorporating employee feedback. Discount Code An alphanumeric sequence offering price reductions or other incentives for purchases. Discovery The act of finding or learning something for the first time. Display & Video 360 Part of Google Marketing Platform, a tool that integrates features from DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center, offering a single tool for planning, buying, and measuring digital media across screens. Display Ads Image advertising shown on a web page Common formats include images, banners, video, or rich formats, like animations or slideshows. Display Campaign A campaign type that uses banner ads, MPUs, leaderboards, skyscrapers, mobile formats, interstitials, and responsive display ads to create demand by making your target audience aware of your products and services. 65 Display Network A group of websites where display ads may be shown. For example, the Google Display Network (GDN) comprised of millions of websites that can show ads to users when the advertiser uses the Google platform to advertise. Display Partner An individual website owner or business that has partnered with Google Display Network to show display ads on their website. Disruptive App An innovative mobile app that enters an existing market and changes the balance of how the market operates. Disruptive Product A product that uses a new business model to attract an underserviced market or revenue stream. It often grows until it supplants incumbent competitors. Dissociative Reference Group Consumers who don’t want to be associated with a particular group. Consumers may avoid a brand if it associates them with a group they don’t want to be included in. Dissonance Reducing Buying Behavior A type of behavior characterized by high consumer involvement with little differences between brands. Distilled Curation Taking the overall ‘noise’ about a topic and reducing it to its core concepts. Distribution Channel The path that a product or service takes from the manufacturer or producer to the end consumer. 66 Diversify To increase the variety of things that an organization do or make. DMI Sales Method Principles-based framework for the application of digital selling to achieve business goals. The DMI Method for digital selling consists of DMI 3i Principles, DMI Sales Framework and DMI Digital Sales Process. DMP (Data Management Platform) A unified technology platform used for collecting, organising and activating large sets of data from different sources. Document CMS A content management system that enables multiple users to share and edit documents for backup, review, and sign off as needed. Dogs A category in the BCG Matrix that signifies a product with low market share and low market growth. This signifies the product has no strategic or cash value to the company. Domain Authority/Domain Rating An organic search ranking score from 1 to 100, created by the Moz SEO tool, used to measure the SEO weight a website domain carries in the eyes of a search engine. A higher score indicates a more authoritative domain. Similar to Domain Rating metrics in the Ahrefs SEO tool. Domain Name The portion of a URL which indicates the host or web server, or domain name. Domain Name System (DNS) This is a system which notifies the rest of the web where to go when a domain is visited. 67 Double Opt-in An email process where a person subscribes to emails and receives a confirmation email message containing a request to verify consent is given. DreamStudio An AI tool from Stability AI that is based on the Stable Diffusion algorithm. Users can enter text prompts to create complex images, including photo- realistic images, diagrams, illustrations, and infographics. Drift A conversational marketing platform that combines chat, email, video, and automation to remove the friction from business buying. Drive Product Recall Actions intended to encourage people to remember your brand or marketing messaging. DSP (Demand-Side Platform) A system that allows buyers of digital advertising inventory to manage multiple ad exchanges and data exchange accounts through one interface. Dual Adaptation Strategy A product strategy for international expansion that can be used if local forces require you to adapt both your product and promotional plan. Dual Screening A tactic where marketers target an audience while they consume traditional mass media such as TV while receiving targeted messages online. For example, this could involve the use of trending Twitter hashtags during live TV or breaking news events. Duplicate Content A substantial amount of identical content that features on more than one website or multiple places on the same website. 68 Dwell Time Dwell time is the time that users spend on your site before bouncing back to their list of search results. Dynamic Ads An ad format that enables you to precisely target decision-makers and influencers with highly relevant and customizable creative. Dynamic Content Content that’s unique to the user(s) visiting a site. Many websites have the capability to tailor the user’s experience (based on cookies tracking their returning visits) and using their history or declared interests. Dynamic Pricing The process of adjusting pricing strategies in real-time based on market demand, stock levels, customer trends, and competitor prices. Dynamic Remarketing A Google ad setting that allows you to serve display ads back to people who’ve been on your ecommerce site, exposing them again to that exact product, and then driving them to that product’s landing page. E E-A-T Expertise Expertise, Authoritativeness, & Trustworthiness. A term from Google’s Search Quality Rater Guidelines that is used in SEO to describe website, or content, quality. Early Adopters Consumers who tend to enjoy trying new things and are comfortable adopting new ideas. 69 Early Majority Consumers Consumers who tend to adopt new ideas only after they’ve been tried and tested by others. Earned media Free publicity generated by consumers, PR, influencers, and people who speak about and share content related to your brand or product. Ecommerce The buying and selling of goods and services via online marketplaces or online transactions on websites and mobile apps. Ecommerce Marketplace A type of ecommerce site where products or services are provided by multiple third parties, but all the transactions are processed by the marketplace operator. Ecommerce Purchases Report A GA4 Monetization report that shows the product items that people bought, how often people viewed these products, the number of items purchased, and the total revenue. Ecommerce Revenue Income generated through online sales, affiliate marketing, online advertising, and subscription fees. Ecommerce Transactions Transactions that take place online such as the buying or selling of a product or service. Economies of Scale A proportionate saving in costs gained by an increased level of production. EEAT Experience, Expertise, Authoritativeness, and Trustworthiness. It is a component of Google’s Search Quality Rater Guidelines, and it is used to 70 assess the expertise and experience of content creators. Email and Automation Marketing A marketing campaign using emails and automation to reach out to the customers at the right time to lead them to a conversion destination, such as a landing page. Email Deliverability The measure of how many emails actually make it to a recipient’s inbox. Email Fltering A filtering technique that organizes, or cateorgizes, emails based on a word or phrase, in an effort to keep a user’s inbox free of spam. It can be used to by-pass spam filters and avoid blacklisting and allows for targeted reach. Email Marketing A form of permission-based direct marketing, which uses electronic mail as a means of communicating relevant commercial messages to a specific audience based on the profile of its members. Email Marketing Workflow A series of rules that you set up to send automated email campaigns. Workflows can be simple or complex depending on what you’re trying to achieve. Email Newsletter A digital publication distributed via email to subscribers, typically containing curated content, updates, promotions, or information on specific topics. Email Service Provider (ESP) A commercial-level email host with integrated features for digital marketing. Email Subscriptions The number of newsletters a person or organization signs up to receive. Emarsys An omnichannel customer engagement solution that delivers personalized, 71 cross-channel marketing campaigns and increases CLTV. Embedded Content Multimedia elements such as videos, images, or documents embedded within a web page or other digital content. Emotional Intelligence Awareness of your own and other people’s emotions. It also involves the ability to control and express your emotions, and to handle interpersonal relationships judiciously and empathetically. Emotional Response An emotional reaction to a stimulus. Empathy Map A widely used visualization tool within the field of user experience design used to understand the motivations and pains of a persona. Employee Advocacy Turning employees into trusted advocates and brand ambassadors who share content that is relevant, timely, educational and entertaining is critical to every digital selling program. Employee Stock Ownership Plan (ESOP) A trust that holds shares for the benefit of employees who participate in that trust. It is sometimes included as part of an employee’s overall benefits package. Empowered Customers Customers who know about product, price, features and reviews before they talk to you. Enablement Phase that equips digital sellers with the tools to identify customer personas, target key decision makers, establish a personal brand online, build a network of contacts, distribute relevant content and capture vital 72 information in CRM. Endorsement An individual or entity publicly expressing support or approval of a product or service. Engagement Phase that enables sellers to build relationships throughout the customer lifecycle, turn cold contacts into hot prospects, prequalify contacts, close new business and cross-sell/up-sell to existing ones and utilize a range of tools to maximize successful engagement. Engagement Metrics Metrics used to measure how often and to what extent people engage with content on social channels or websites. Engagement Overview Report A GA4 Engagement report that gives access to most of the engagement reports as widgets. Engagement Rate A metric used to measure the performance of a piece of content based on the percentage of followers that interact with the content. Engagement Report A GA4 Lifecycle report that gives an overview of, and details about, the website interactions, known as events. Enterprise Portal A framework for integrating information, people, and processes across entire organizations, or for groups such as project teams. Enterprise Resource Planning (ERP) Software that allows organizations to manage day-to-day business activities such as accounting, procurement, project management, risk management and compliance, inventory management, and supply chain operations in one digital tool or software environment. 73 Entry Page The first page viewed by a website visitor. Ephemeral Content Content that is visible on a platform for only a short time. ESP Emotional selling proposition. The emotional triggers used in marketing messaging to help influence a person to buy. Ethics The moral principles that govern a person’s behavior or the conducting of an activity. Ethics Charter A document that states the various laws and regulations in force, as well as with the professional codes of reference. Evaluation Stage The stage in a non-linear buyer’s journey where an audience evaluates the options available to it. Event A specific action or occurrence on a website. Event Posts A feature that lets you organize gatherings, respond to invites, and keep up with what your friends are doing. Events (in GA4) Valuable actions that users take on your website or mobile app. They track user interactions and engagements with website pages or mobile app elements. 74 Events Manager A tool used in order to create custom conversions based on onsite events. These can then be linked to paid advertising campaigns to optimize performance towards business goals. Events Report A GA4 Engagement report that automatically tracks any predefined GA4 events such as page scrolls, as well as the custom events you have set up in Google Tag Manager (GTM). Events Tracking Event tracking allows you to collect data on a wide variety of contact behavior on your website, which you can then use to improve your marketing processes by triggering automations and personalizing campaigns. Evergreen Content Content that can remain relevant and of interest to readers for years after its initial creation and publication. Exact Match Refers to a keyword match type for PPC advertising that offers the most specific and precise control over ad targeting. Exception Reporting Used to record details of any adverse situation arising within a project or digital marketing strategy or plan. Exclusion Targeting A campaign setting that helps you show your ads to customers in a selected geographic location, while excluding other locations. Exclusive Distribution An extreme form of selective distribution that limits points of sale to a small number of options in a given market. 75 Executive Profile A fully optimized profile on all of your social networks. Executive Sponsor Someone who is respected internally, has significant influence, understands the key goals and outcomes of the program, understands internal politics and has executive goals that align with program objectives. Exit Page The last page viewed by a website visitor. Expanded Text Ad (ETA) Expanded text ad format allowing for longer headlines and descriptions than standard text ads in Paid Search Campaigns. Experience Stage A phase in the product life cycle where sales stabilize, and the product becomes established in the market. Explicit Lead Scoring Metric Information that is voluntary submitted (e.g. BANT) to help evaluate lead value in relation to the seller’s goals. Exploration Stage The stage in a non-linear buyer’s journey where an audience explores the options available. Exposure Stage The stage in a non-linear buyer’s journey where an audience becomes aware of a product or service through their exposure to the media promoting it. Extension Branding A brand-naming model that involves creating an explicit association between a parent brand and its sub-brands. 76 Extrinsic Motivation The reason for doing something because you want to earn reward or avoid punishment. F Facebook A popular social networking site where users can create profiles and interact with other users. Facebook Ads An ad format that can be used to amplify and target content on Facebook to specific audiences for a fee. Facebook Business Manager A Facebook platform that lets businesses securely share and control access to their ad accounts, pages, and other assets on Facebook. Facebook Carousel A popular Facebook post or ad format that allows up to 10 images or videos to be displayed in one scrolling post. Facebook Creator Studio A Facebook tool that enables you to track and manage content performance, even across different pages if you manage many. Facebook Creative Hub A Facebook platform designed for businesses to collaborate, create, and share ads. Facebook Event A calendar-based resource that can be used on Facebook to notify users of an upcoming event or occasion. 77 Facebook Live A Facebook content format that enables people, public figures, and pages to stream and share live video with followers and friends. Facebook Messenger A Facebook communication tool that can be used by marketers to engage with customers via private messages. Facebook Pages A Facebook offering that looks similar to personal profiles, but offers unique tools for businesses, brands, and organizations. Facebook Pay A payment service integrated into Facebook’s family of apps. Facebook Pixel A piece of code added to a website to link it to Facebook Ads Manager. Facebook Profile A Facebook user offering for non-commercial use to represent individual people. Facebook Watch A free video-on-demand service that you can access through the Facebook site and app. False Negative A test result where the data shows a negative result when a positive result was the true outcome of the test. False Positive A test result where the data shows a positive result for the test when the true result was negative. 78 Feature Creep The ongoing expansion or addition of new features in a product, such as in computer software. Extra features go beyond the basic function of the product and so can result in software bloat and over-complication rather than simple design. Featured Snippet Short excerpts of webpage content, automatically pulled from Google index, shown in Google search results providing quick ans