Basic Digital Marketing Terminology Flashcards
1
Q
A way to automatically buy and optimize digital campaigns on the web rather than buying directly from publishers
A
Programmatic Advertising
2
Q
A B2B marketing strategy that focuses its resources on a specific list of target accounts that are the most valuable
A
ABM (Account-Based Marketing)
3
Q
An email that fails to deliver because of a temporary delivery issue (mailbox is full, recipient email server is down, email message is too large, doesn’t meet the recipient server’s spam requirements, etc.)
A
Soft Bounce
4
Q
The network of servers around the world that saves website content such as images and videos; by spreading out servers across countries, visitors can load websites faster because of their proximity to the source of the data
A
CDN (Content Delivery Network)
5
Q
A measurable metric that indicates progress toward meeting key objectives (hint: must be SMART!)
A
KPI (Key Performance Indicator)
6
Q
A type of attack that happens when a website is flooded with so much fake traffic that it goes offline
A
DDoS (Distributed Denial of Service)
7
Q
A software application used to manage online educational courses or training programs
A
LMS (Learning Management System)
8
Q
A term typically used to refer to a software used by search engines such as Google, Bing, and Yahoo, to explore the Internet for indexing websites
A
Bot
(also ‘Crawler’ or ‘Spider’)
9
Q
Search results rankings created through search engine algorithms—that is, unpaid results
A
Organic Search
10
Q
A popular, open specification that defines a set of document types and tags for authoring and organizing topic-based written information
A
DITA (Darwin Information Typing Architecture)
11
Q
An event that allows speakers/influencers to connect with their audience via answering questions in an online forum
A
AMA (Ask Me Anything)
12
Q
Assigns 100% of customer conversion credit to one touchpoint
A
Single-Touch Attribution
13
Q
A decision-making option that is based on the opinion of the most senior person in the room rather than data.
A
HIPPO (Highest Paid Person’s Opinion)
14
Q
A type of company or solution analysis that helps to identify all strengths, weaknesses, opportunities, and threats before making important decisions
A
SWOT
15
Q
The next step a marketer wants their audience to take, often a button or text that encourages a visitor to perform a particular behavior instantly.
(Examples: Buy Now, Register Today, Read More)
A
CTA (Call To Action)
16
Q
Advertising that involves paying for sponsored listings to affect rank/placement in search results
A
SEM (Search Engine Marketing)
17
Q
Information that can be used to identify a specific individual (i.e., home address, email address, full name)
A
PII (Personally Identifiable Information)
18
Q
A market research approach for measuring the value that consumers place on features of a product or service; it combines real-life scenarios and statistical techniques with the modeling of actual market decisions
A
Conjoint Analysis
19
Q
A person who has opted in to receive communication from a company, has gained awareness about their product or service, is interested in learning more, and is considered to have a higher likelihood of turning into a customer
A
(Marketing) Qualified Lead
20
Q
The cost of converting a potential client to a customer
(Cost of Sales + Cost of Marketing) / # New Customers Acquired
A
Customer Acquisition Cost (CAC)
21
Q
A computer markup language used for producing and arranging e-text according to a specific set of rules that enable content to be easily shared and reused—even across multiple channels, in multiple formats
A
XML (Extensible Markup Language)
22
Q
The funnel stage (in the ACCCRR model) when a prospect makes a purchase, and becomes an actual customer
A
Conversion
23
Q
Metrics that help marketers measure factors like web traffic demographics, geographic data, page views, bounce rates, etc.
A
Web Analytics
24
Q
A quality or trait that distinguishes a brand or product from its competitors
A
Differentiator
25
A very targeted search phrase that typically contains three or more words; it usually includes a head term, which is a more generic search term, and one or two additional words that refine the search term
Long-Tail Keyword
26
Programming code that enables data transmission between one software product and another; it also contains the terms of this data exchange
API (Application Programming Interface)
27
A ratio showing how often people who see your ad or CTA end up clicking on it
(# Clicks / # Impressions)
Clickthrough Rate (CTR)
28
The practice of developing a series of online communications—such as emails and social media messages—to keep leads engaged while gradually motivating them to purchase your product or service
Lead Nurturing
29
Metric referring to the number of times a web page is viewed
Pageview
30
Creating online video content to attract and appeal to customers
Digital Video Marketing
31
The date when the lead or person becomes known in a marketing automation platform
Acquisition Date
32
Site visitors that come from direct links on other websites
Referral Traffic
33
A form of direct outreach to individual consumers or customers (emails, mailers, catalogues, texts, etc.)
Direct Marketing
34
Understanding \*this\* lets marketers know when they have enough data to make a decision, because it helps quantify whether a result is likely due to chance or to some factor of interest
Statistical Significance
35
A special category of audience denoting people who should NOT receive your marketing material (like a competitor)
Blacklist
36
Metrics that measure the effectiveness of your social posts and how much you are connecting with your audience (likes, comments, shares, clicks, etc.)
Social Engagement Metrics
37
The price of 1,000 advertisement impressions on one web page
Total Campaign Cost / (Total # of impressions / 1,000)
Cost Per Thousand / Cost Per Mille (CPM)
38
Helps marketers understand and describe the customer's journey with your brand—starting with how prospects become aware of your brand, and ending with retention & referrals
Conversion Funnel / Marketing Funnel
39
Any content written in a way that will entice people to click it, often through the use of an inaccurate, sensationalized headline or image
Clickbait
40
At this part of the Marketing Funnel, you start offering free consultations or demos to help your prospect understand how your products & services meet their specific needs and challenges—including addressing any reservations they might have about buying from you
BOFU (Bottom of Funnel)
41
A type of communication that intends to focus on emotional rather than rational fulfillment of a customer
ESP (Emotional Selling Proposition)
42
A Customer experience metric that measures happiness with a particular product, service, or support interaction through a survey that asks, "How satisfied were you with [X] ?"
CSAT (Customer Satisfaction)
43
An approach to web design technology that encourages a website to dynamically adapt to the device used by viewers, and gracefully degrade if necessary
Responsive Design
44
A free tool, provided by Google, that allows you to manage and deploy marketing tags (snippets of code or tracking pixels) on your websites without having to modify the code directly
GTM (Google Tag Manager)
45
Visitors who manually typed your website’s URL into their browser or clicked on a bookmark
Direct Traffic
46
A highly regarded customer loyalty metric that is caulculated based on asking, on a scale of 0-10, the level to which your customer audience would recommend your business.
NPS (Net Promoter Score)
47
Constructed representations of a brand's ideal customers, informed by quantitative and qualitative data
Personas
48
Assigns 100% of customer conversion credit to the final touchpoint where a lead has converted in the customer journey
Last-Touch Attribution
49
The funnel stage (in the ACCCRR model) when an existing customer has decided that your product/service was a worth it, and continues buying from you
Retention
50
Any point of interaction with a customer or potential customer at any stage of the customer journey
Touchpoint
51
The funnel stage (in the ACCCRR model) when a prospect is willing to consider your product/service (Funnel Stage)
Consideration
52
A form of online advertising that enables marketers to show targeted ads to repeat visitors of their website or mobile app, even if that visitor is on another website
Remarketing / Retargeting
53
An email that fails to deliver for permanent reasons, such as the recipient's address is invalid or the recipient email server has completely blocked delivery
Hard Bounce
54
At this part of the Marketing Funnel, the content is purely educational and centers around helping your target audience—without explicitly promoting your own business
TOFU (Top of Funnel)
55
The language used by front end web developers to format the design and layout of a website so that the colors, fonts, background images, whitespace, etc., are made uniform all throughout the site
CSS (Cascading Style Sheets)
56
Targeting your audience by placing advertisements on different websites, apps, or platforms
Display Marketing
57
An early-stage visual representation of creative content, sketching out the potential flow, journey, or experience
Storyboard
58
A subfield of linguistics, computer science, and AI concerned with the interactions between computers and human language, in particular how to program computers to process and analyze large amounts of natural language data
NLP (Natural Language Processing)
59
Showing two versions of something to different sets of users to see which one is more effective at driving behaviors
A/B Testing (Split Testing)
60
Assigns increasing value to touchpoints that happen closer to the sale
Time Decay Attribution
61
Using a framework/model to determine which advertising exposures, or touchpoints, influenced a customer conversion
Attribution Modeling
62
Also known as a backlink, it’s a link back to your site from another web page
IBL (Inbound Link)
63
A prediction of how profitable a customer's long-term relationship with the company will be
Customer Lifetime Value (CLTV or LTV)
64
The process of creating a defining name, symbol, feature, or quality that distinguishes an organization or product from competitors
Brand Definition
65
A process that helps to optimize your site or increase landing page conversions, with the ultimate goal of increasing the percentage of visitors that will take the desired action on a page
CRO (Conversion Rate Optimization)
66
A regulation in EU law on data protection and privacy for all individuals within the European Union and the European Economic Area; it went into effect May 25, 2018
GDPR (General Data Protection Regulation)
67
Assigns 100% of customer conversion credit to the first touchpoint in the customer journey
First-Touch Attribution
68
Type of goal-setting analysis that helps to set measurable goals within a certain timeframe
SMART
| (Specific, Measurable, Attainable, Relevant, Time-Bound)
69
A software application you use to read, send, and receive emails
Email Client
70
At this part of the Marketing Funnel, you want to help leads establish buying criteria; you educate them by illustrating what is most important to product/service satisfaction and why your products & services are the best choices
MOFU (Middle of Funnel)
71
A software service that helps email marketers send out email marketing campaigns to their subscribers
ESP (Email Service Provider)
72
An authentication protocol designed to detect email spoofing, paired with a security mechanism that provides a list of approved IP addresses from which your emails can be sent
SPF / DKIM
(Sender Policy Framework /
Domain Keys Identified Mail)
73
A large banner image often spread across the width of the web page; this is often the first graphic image seen by a person when she or he visits a website
Hero Image / Hero Graphic
74
Assigns values to several touchpoints that occur before a customer converts
Multi-Touch Attribution
75
A value used to tell search engines like Google or Bing not to index a webpage
NoIndex (and NoFollow)
76
Software that helps marketers & salespeople effectively manage their company's relationships and interactions with customers and potential customers, with the goal of improving business relationships at different points across the entire customer journey
CRM (Customer Relationship Management) Software
77
Web or email content that can be displayed and triggered based on the subscriber/visitor/recipient's data
Dynamic Content
| (or Personalized Content)
78
A search engine ranking score that can forecast a page’s capacity to rank on a search results page; these scores can be evaluated between 1 and 100
DA (Domain Authority)
79
Establishing foundational values for making creative decisions based on past performance indicators
Benchmarking
80
Creating targeted, valuable collateral and then sharing it with relevant audiences to generate leads; usually involves a form fill in order to download or view the collateral
Inbound / Content Marketing
81
The process of strategically refining online content to improve ranking placement in organic search
SEO (Search Engine Optimization)
82
Distributes customer conversion credit evenly to all of the touchpoints along the conversion funnel
Linear Attribution
83
The URL used to refer to a particular webpage, article, or blog post, meant to remain the same for long periods of time
Permalink
84
The process of gaining traffic or awareness through the use of social media platforms
Social Media Marketing
85
A type of survey that combines brand awareness, brand quality, brand associations, and brand loyalty to measure the psychological value that a brand holds in the marketplace
Brand Equity Analysis Survey
86
Dividing groups according to shared affiliations, including behavioral, psychographics/attitudinal, geographic, and demographic attributes
Audience Segmentation
87
In SEO and paid search marketing, any phrase or term used to match what users search for (the search query) in the content of a page
Keyword
88
The funnel stage (in the ACCCRR model) when a prospect is evaluating your company against potential competitors
Comparison
89
The practice of adapting creative materials to suit different channels and customers
Adapting Messaging
90
A third-party SaaS product that serves as a link between two pieces of software, enabling the automation of workflows or actions in one application based upon criteria or actions that occur within the other application; they generally support dozens (if not hundreds) of software applications
Cloud Connector
91
The percentage of people who leave a web page without visiting another page on the same site
Bounce Rate
92
Software that helps automate certain marketing tasks: for example, sending emails and automating followup actions based on where the customer is in the journey or their behaviors
MAP (Marketing Automation Platform)
93
Widely used in HTML editors and content management systems, this term describes an editor or program that allows a developer to see what the end result will look like while the interface or document is being edited
WYSIWYG (What You See Is What You Get)
94
A type of performance measurement that is used to evaluate the success of a digital advertising campaign based upon the amount of revenue (return) your business earns for each dollar it spends on advertising
ROAS (Return on Ad Spend)
95
The program or campaign that was responsible for acquiring a lead (who may have been anonymous previously); this helps establish First-Touch Attribution
Acquisition Program
96
This activity involves marketers collecting and analyzing valuable information about their markets to better understand their customers and how their product or organization fits their needs; includes primary & secondary research as well as quantitative & qualitative data
Market Research
97
An online advertising model in which advertisers pay each time a user clicks on one of their online ads (hint: the most common type is the paid search ad)
PPC (Pay-Per-Click) Advertising
98
These records map one domain name to another; this can be helpful when creating aliases for your domain
CNAME (Canonical Name) Record
99
The funnel stage (in the ACCCRR model) when a prospect is just learning about your company and needs to be actively engaged
Awareness
100
The funnel stage (in the ACCCRR model) when an existing customer becomes an active advocate for your brand
Referral
101
A hidden message on a web page telling search engines that the content on a specific URL is just a copy or a duplicate of the content on a different URL (used to avoid SEO issues caused by identical or duplicate content)
Canonical Tag
102
A Pay-Per-Click (PPC) advertising platform, developed by Google, that enables companies to promote their products or services on Google's Search Engine Results Page (SERP)
Google AdWords
103
Written or visual content created by the users of a product or service; it can be expressed as testimonials, blog posts, social media posts, websites, images, videos, etc.
UGC (User-Generated Content)
104
Design element used on websites to make it easy for users to trace their path from their current location in relation to the website’s structure
Breadcrumbs
105
Content that is timeless and valuable to the readers long after its publication
Evergreen Content
106
The process of going through existing content on the web, choosing the best samples, and sharing these online
Content Curation
107
The text that appears when you hover over an image on a website, when the image cannot load, or when visually-impaired users load the page with screen-reading software
Alt Text
108
Measures the aggregate cost to acquire one paying customer on a campaign or channel level
```
Total Campaign Cost /
# Conversions
```
Cost Per Acquisition (CPA)
109
Assigns more customer conversion credit to the first and last touchpoints than to the others in the conversion funnel
U-shaped (or Position-Based) Attribution
110
A term that refers to the way people’s perception of a product or service is influenced by the size and quality of its following
Social Proof
111
A term that refers to businesses that offer their products or services to other businesses
B2B
112
A software solution that makes it possible to create, edit, organize, manage, and publish digital content on the Internet using only one interface or administration tool
CMS (Content Management System)
113
A hierarchical, decentralized naming system for computers, services, or other resources connected to the internet or a private network
DNS (Domain Name System)
114
A branch of data science—specifically AI-related—that uses massive data sets to identify patterns and 'learn' from data, improving accuracy over time; it can help marketers gain knowledge quicker, automate certain processes, and optimize in real-time
Machine Learning
115
A document that defines expectations between a marketer and an agency; it should include the target audience, desired response, and campaign objective
Creative Brief
116
The intended outcome of a campaign, which should be focused, clear and measurable
Campaign Objective
117
Using machine learning & statistics to determine the weight of various touchpoints along the conversion funnel
Algorithmic Attribution
118
An email message that has been set to send automatically to its recipients based upon certain criteria (for example, when you sign up for a newsletter and receive a welcome email in your inbox within seconds)
Autoresponder
119
Someone who has established credibility in a specific niche or industry; has access to a large audience and can persuade others by virtue of their authenticity and reach
Influencer
120
A small piece of data sent from a website and stored in a user’s web browser while the user is browsing that website; every time the user loads the website, the browser sends that data back to the server to notify the website of the user’s previous activity
Cookie
121
The process of deciding and communicating how you want your market to think and feel about your product, especially how it can solve their problems, and why it is a better solution than its competitors
Positioning
122
The total number of people exposed to a particular marketing campaign, regardless of whether they interacted with it or not
Reach
123
A marketing automation campaign that runs by pulling qualified members into the campaign using filters or list membership, and are then run at a precise moment or scheduled in advance; they can be recurring
Batch Campaign
124
The amount of income that companies can anticipate each month, if they provide services to customers through an ongoing contractual relationship
MRR (Monthly Recurring Revenue)
125
A search engine page that displays results based on the search query that was requested
SERP (Search Engine Results Page)
126
A term that refers to businesses that offer their products or services directly to consumers
B2C
127
A popular service offered by Amazon Web Services (AWS) that provides low-cost object storage through a web service interface. It uses the same scalable storage infrastructure that Amazon uses to run its global e-commerce network.
Amazon S3
