Digital Marketing Terms - Part 1 Flashcards
To pass certification
What is HTML5?
HTML5 is a more comprehensive version of HTML that includes coding for features like animation and video.
What is HTTP?
HTTP is a method of transferring data over the internet.
What is implicit lead scoring metric?
Implicit lead scoring metric is information obtained from ‘digital body language’ or observation, like site browsing activity.
What is an impression?
An impression is when an ad is displayed on a website, app, or social media platform.
What is impression share?
Impression share is a measurement of the number of times an ad was shown, divided by the total number of times it was eligible to show.
What is Imp Cvr (Impression To Conversion Rate)?
Imp Cvr is a measurement of how often an impression turns into a conversion, calculated by dividing the number of conversions by the number of impressions.
What are impressions?
Impressions are the number of times an ad was shown on a website, search engine, or social platform.
What is an in-app ad?
An in-app ad is an ad that appears in a mobile app, such as standard banners, video, or rich-media ads.
What are in-market audiences?
In-market audiences are a display targeting option that allows you to show ads to people actively researching a product based on their recent search history.
What is an inactive client?
An inactive client is an element within the client lifecycle that signifies a client is no longer actively using your product or service.
What is an inbound link?
An inbound link is a link from an external webpage to your website and is a source of trust and page rank for Organic Search (SEO).
What is an inbound strategy?
An inbound strategy helps foster the conditions to attract potential customers to a brand or organization.
What is an indexed page?
An indexed page is a page on a site that has been included in a search engine’s organic database.
What is indexing?
Indexing is the process by which a search engine decides whether to use the content it has crawled.
What is individual experience marketing?
Individual experience marketing is where consumers, present at the same time, can see infinite variations.
Who are industry influencers?
Industry influencers are individuals who have positioned themselves as trustworthy authorities in a particular area of expertise.
What is industry trend research?
Industry trend research is the process of understanding your industry as a whole, identifying disruptions and advancements that could affect you.
Who are influenced customers?
Influenced customers are those being influenced by family, friends, industry experts, or competition.
Who are influencers?
Influencers are high-profile individuals who can influence the opinions or buying decisions of your target audience, often due to their social media following.
What are infographics?
Infographics are a way to present a large amount of data in a visual and easy-to-read format.
What is Information Architecture (IA)?
Information Architecture (IA) refers to the organization and structure of a website, including page structure, navigation levels, user pathways, and page URLs.
What are informational keywords?
Informational keywords are search engine queries used when the searcher is looking for information.
What is the Initiate (DMI) principle?
The Initiate principle involves using digital methods to find where your customers are interacting online.
What is InMail?
InMail is a tool by LinkedIn that allows you to send messages to any LinkedIn member, even without prior connection or contact details.
What is an insights tool?
An insights tool is a software or web application that helps indicate whether business activities are impacting goals.
How does the Instagram feed algorithm work?
The Instagram feed algorithm shows photos and videos that it thinks are most interesting to the user.
What is Instagram live?
Instagram live is a feature that allows users to share live videos with their followers and friends.
What is an Instant Experience?
An Instant Experience is a full-screen, mobile-optimized experience.
What is the purpose of a placement targeting advertising strategy?
To select the exact website or app where you wish to show your ads.
What is a point of contact?
A person or department that can be approached for information or assistance on a specific topic.
What is a primary channel in a digital marketing plan?
The channels used as the main focus in a digital marketing plan.
Define predictive analysis.
The use of data to model and forecast potential future outcomes.
What is a premium account on LinkedIn used for?
Career progression, recruitment, lead generation, gaining business insights, and learning.
What is the purpose of a print advertisement?
To use physically printed media to reach consumers and prospects.
What is the PRISM funnel used for?
To connect social media through to the bottom line (sales).
What is primary data in a business context?
Data that a business has collected themselves using their own tools and resources.
Define product development.
The various stages in creating a new product.
What is a political mapping in CRM?
A visual map of CRM contacts used to visualize influence in an opportunity or account.
What is the purpose of Porter’s Five Forces model?
To identify and analyze competitive forces affecting an industry.
What is the definition of positioning in marketing?
How a brand or business is perceived in the market in relation to competitors.
What is the purpose of a posting calendar?
To detail posting dates, content choices, social channel external links, and other details.
Define premium network buy.
An advertising option usually bought through a media house to serve ads on premium websites.
Define premium buy.
A masthead creative that runs on the top of the YouTube homepage for 24 hours.
What is a plan of action in an email strategy?
A clear road map for carrying out all the tactics necessary for an email strategy.
What is a pipeline in sales?
The sum of all open sales opportunities in a forecast period.
Define pixel in the context of touchpoints with a brand.
An invisible image file that helps determine touchpoints across different platforms.
What is the definition of pointDrive in LinkedIn Sales Navigator?
A feature to package, share, track content with customers and prospects in a professional way.
Define platform in the context of digital marketing.
An individual digital channel or social network used for business connection.
Define point of contact.
A person or department that can be approached for information or assistance on a specific topic.
What is a posting calendar used for?
To detail posting dates, content choices, social channel external links, and other details.
Define predictive analytics.
The use of data, statistical algorithms, and machine-learning techniques to forecast outcomes.
What is a premium account on LinkedIn?
A paid-for subscription used for career progression, recruitment, lead generation, insights, and learning.
Define premium buy.
A masthead creative running on the top of the YouTube homepage for 24 hours in a chosen market.
Define premium network buy.
An advertising option bought through a media house to serve ads on premium websites.
What are primary channels used in a digital marketing plan?
The main channels used in a digital marketing plan.
Define primary data.
Data collected by a business using their own tools and resources.
What does Pristine Spam Trap refer to?
An email address that never opted into any email communication.
Define processes in a business context.
A series of actions or steps taken to achieve an objective.
What is App Store Optimization (ASO)?
ASO is a branch of digital marketing focused on improving app visibility in the app store.
What is an auction buy?
An ad format where the advertiser pays when the user engages with the ad, also known as TrueView.
What is audience attitude?
A set of emotions, beliefs, and experiences the audience has towards a particular object or event.
How is audience engagement measured?
Audience engagement is measured by how a target audience interacts with brand or marketing material.
What tool in Facebook provides audience insights?
Audience Insights is a native tool in Facebook that helps understand audience engagement and performance metrics.
What is audience listening?
Audience listening is the process of monitoring what people say on digital media about your brand, products, and competitors.
What is audience behavior?
Audience behavior refers to the attitudes that affect the audience’s behavior towards a brand or category.
What are audience levels of understanding?
Audience levels of understanding indicate where your audience lies on the spectrum of knowledge about your product, service, or brand.
What does audience reach measure?
Audience reach measures the number of individual people within an audience segment who see your marketing material.
What is audience research?
Audience research is the process of determining the makeup, habits, communities of interest, and density within an audience.
What are audience segments?
Audience segments are sets of people with characteristics that distinguish them from other groups in an audience universe.
What is audience targeting?
Audience targeting is a marketing strategy to target people based on their interests and characteristics for ads.
What is an audience in marketing?
An audience, or target audience, is a specified group of consumers who are the recipients of marketing efforts.
What is an automatic bid on Twitter?
An automatic bid on Twitter allows auto-optimization of bids and is suitable for those with a flexible budget.
What is automation in marketing?
Automation is the method of controlling or operating processes through automatic means in marketing.
What does average deal size by lead source measure?
Average deal size by lead source is a sales and marketing metric indicating the most profitable channels for sales and account management.
What is average position in advertising?
Average position refers to the average ad placement on a search engine results page (SERP).
What does average order value (AOV) measure?
Average order value (AOV) measures the average amount someone spends when making a purchase.
What does average visit duration measure?
Average visit duration measures the amount of time on average visitors spend on a website during a session.
What happens during the awareness stage?
During the awareness stage, the benefits of a brand, product, event, or offer are communicated and shared.
What does B2B stand for?
B2B stands for Business to Business, referring to companies that sell to other businesses.
What is B2B content?
B2B content includes white papers, industry-relevant articles, blog posts, podcasts, and infographics targeted for B2B audiences.
What does B2C stand for?
B2C stands for Business to Consumer, referring to companies that sell directly to consumers.
What is B2C content?
B2C content focuses on emotional satisfaction, targeted benefits, and demonstrating value for the price on relevant channels for consumers.
What is a backlink?
A backlink is an incoming hyperlink from one web page to another website, passing reputation to the receiving website.
What is a banner ad?
A banner ad is a display ad unit that uses simple creative assets and hyperlinks.
What are the BANT criteria?
The BANT criteria (Budget, Authority, Need, and Timeframe) assess the quality of prospects and track them through the sales qualification process.
What is benchmarking in marketing?
Benchmarking involves evaluating the performance of teams, campaigns, or performance against a set of predefined benchmarks.
What is programmatic advertising?
A type of advertising that uses AI to build audience profiles and serves the right ad format to drive higher recall, consideration, and awareness.
What are Progressive Web Apps (PWAs)?
Web pages that function like apps for a more immersive user experience.
What is a project brief?
An outline of everything a project will entail.
Who is a project manager?
The person who guides projects from start to finish.
What are promoted pins on Pinterest?
Images, videos, and content used in paid advertising campaigns.
What is a propensity model?
A statistical analysis of consumers to predict future buying behavior based on demographics, psychographics, and purchase history.
What are psychographics?
The study and classification of people based on attitude, aspirations, and other psychological criteria in market research.
What is a qualified visitor?
A user who chooses to engage with a website based on the marketing proposition offered to them.
What are quality metrics used for?
To measure potential business impact, such as close rates, time to close, and deal size.
What is a quality score?
A measure of relevance applied to an ad, keyword, or webpage.
What is a quote tweet?
A retweet with additional comments added, up to the character limit, before posting.
What is the process of ranking in search engines?
The process where search engines sort and rank content, placing high-ranking pages near the top of search results.
What are ranking factors in search algorithms?
Factors that impact how and where a webpage appears in search engine result pages.
What does reach measure in advertising?
How many people were shown your ads.
What is recall in advertising?
The prompted or unprompted remembering of a product brand promotion or ad message.
What is a recycled spam trap?
An email address that was abandoned and later reactivated by the ISP.
What is real-time bidding?
Technology that allows advertisers to bid on each ad impression as it is served based on behavioral targeting via cookies.
What is Really Simple Syndication (RSS)?
A standardized system for distributing content from an online publisher to web users.
What is a reciprocal link?
A link allowing two sites to link to each other.
What is a redirect?
A method that takes a user to an alternative page to the one they clicked on.
What is a referral?
When a third party recommends a company or salesperson to a buyer.
What is referral traffic?
Traffic to a website that originated from another website.
What is refinement in marketing?
The improvement of campaigns or strategy by making small changes.
What is remarketing?
A system that allows advertisers to continue showing ads to people who have visited a mobile website.
What is remnant inventory in advertising?
Advertising space that a publisher or operator is unable to sell directly and is sold at a discounted price through an intermediary.
What are reports used for in CRM?
To enable informed business decisions across all key areas.
What are reposts on Instagram?
The act of posting a photo from someone else’s Instagram account to your own.
What is a resource map?
A map or flowchart that provides a clear layout of all the resources required and identifies any gaps in current resources.
What is resource planning?
The process of identifying, forecasting, and allocating various types of business resources to projects at the right time.
What is responsive web design?
A style of website design that is more flexible than Adaptive Design and ensures optimized websites.
What is brand storytelling?
Brand storytelling is a marketing competency that drives engagement at an emotional level by communicating engaging and memorable stories about a business.
What are brand values?
Brand values are the principles that shape and direct the marketing ethos of a company’s overall brand.
What is brand visibility?
Brand visibility refers to the extent to which a brand’s content is prominent online.
What is a breadcrumb?
A breadcrumb is an element on a page or SERP result that shows the user journey to reach a page.
What does broad match refer to?
Broad match refers to a keyword match type for PPC advertising that offers the broadest reach and widest range of targeting.
What is broadcast?
Broadcast is the primary revenue generator for commercial television and radio stations and is also known as on-air advertising.
What is a budget in marketing?
A budget is the allowable monetary investment for creating and running a marketing campaign.
What is a bumper ad on YouTube?
A bumper ad is a non-skippable video ad of up to 6 seconds that must be watched before a video can be viewed.
What is a business listing?
A business listing is information about a business that is listed on websites and platforms like Yelp, Google My Business, Facebook, LinkedIn, etc.
What are business objectives?
Business objectives are the outcomes that a business plans to achieve.
What is a Business Value Proposition (BVP)?
A Business Value Proposition (BVP) is the modern expression of solution selling, focusing on selling the business value or end user benefits rather than the components of a product/service.
What does B2B stand for?
B2B stands for Business-To-Business, describing a business that normally provides products/services to other companies/organizations.
What does B2C stand for?
B2C stands for Business-To-Consumer, describing a company that normally provides products/services directly to consumers, as opposed to other companies.
What is a buyer persona?
A buyer persona is a semi-fictional representation of an ideal customer based on market research and real data about existing customers.
What is a buying cycle?
A buying cycle is the typical decision and behavioral pattern that a potential customer goes through before committing to a purchase.
What is a buying signal?
A buying signal is any cue from a sales prospect, direct or indirect, that indicates an intention to make a purchase.
What is calendar sharing?
Calendar sharing integrates with multiple calendars, allowing prospects or leads to choose a preferred date and time that automatically books the seller’s diary.
What is a Call-To-Action (CTA)?
A Call-To-Action (CTA) is a text prompt on a webpage, email, or advertisement that tells the user to perform a specific action, such as clicking a button or a link.
What are call ads?
Call ads are a type of advertisement used on mobile devices that allow users to click or tap to directly call a business through the ad.
What is a Call Tracking Number (CTN)?
A Call Tracking Number (CTN) is a phone number on a website used for tracking purposes, such as determining how consumers found the business or recording their reason for calling.
How is advertising on digital platforms organized?
Advertising on digital platforms is generally organized into campaigns and ad groups or ad sets, with each campaign having its own budget and targeting preferences.
What is a campaign?
A campaign is a marketing project that you want to track or manage.
What does the CAN-SPAM Act control?
The CAN-SPAM Act controls the assault of non-solicited commercial email.
What is a search engine algorithm?
A formula or set of rules that search engines use to determine which websites to show on search engine results pages.
What are search engines?
Programs that search for and identify items in a database that relate to keywords or search queries.
What is Search Engine Marketing (SEM)?
Using search engines to market to your target audience, either through SEO or paid methods such as PPC.
What is Search Engine Optimization (SEO)?
The process of optimizing a website or web page to improve its visibility and gain high rankings in organic search engine results.
What are Search Engine Results Pages (SERPs)?
The pages of results that appear when you search for a keyword or key phrase on search engines like Google and Bing.
What is search intent?
The motivation of a user’s search query in relation to a specific goal, task, or need they wish to resolve.
What is a Second Price Auction?
One type of auction where the winner pays only $0.01 more than the second-place bidder for ad placement.
What is secondary data?
Data that has already been collected through primary sources.
What is segmentation?
The act of distinguishing between different groups of subscribers based on demographics or learned preferences.
What is sentiment analysis?
The analysis of feelings using natural language processing tools to score words for neutral, negative, or positive sentiment.
What is an SEO Audit?
A review of a website’s performance in relation to SEO best practices and tactics.
What is session duration?
The amount of time an average user spends on a website during a visit.
What are sessions?
A group of interactions or hits that occur when someone visits a website.
What is the meaning of ‘shares’ as a metric?
A measure of the number of times a social post or content was shared by an audience.
What are short-tail keywords?
Keywords consisting of one or two words that are often an industry’s generic keywords.
What is Share Of Wallet (SOW)?
The maximum revenue return of a customer, indicating how much revenue can be extracted from a single customer.
What does SMS stand for?
SMS stands for ‘Short Message Service’, typically used to describe text messages sent to mobile devices.
What are similar audiences in Google Ads?
A Google Ads audience type comprised of internet users with characteristics similar to a business’s existing audience lists, used for retargeting.
What is single opt-in?
An email process where an individual subscribes to emails through a form on a web page.
What is a site map?
A page or structured group of pages on a website that link to every page accessible to users.
What is site traffic?
The volume of visitors to a website.
What is a situation analysis?
The understanding of an organization’s activities through research and analysis of the market, competitors, customers, and territories.
What is a skyscraper in Google Display Network?
A type of ad size with dimensions of 120 x 600 pixels.
What is SlideShare?
LinkedIn’s content-hosting platform for uploading and sharing presentations, videos, infographics, and PDFs.
What is a slideshow in the context of Facebook?
A content offering on Facebook where multiple images or videos are displayed in a sequence.
What is social selling?
The process of using social media platforms and tools to develop meaningful relationships with potential and existing customers.
What is the Social Selling Index (SSI)?
A measure of a salesperson’s social selling skills and execution, measured across four pillars: Brand, People, Insights, and Relationships.
What is social sharing?
Reposting content from other sources using the relevant share feature on various social channels.
What is socio-economic data?
Data used to measure population distribution and demographics.
What is a soft bounce in email?
An email process where the email server cannot deliver the message, but continues to try for a limited period of time.
What is Software as a Service (SaaS)?
A web application that charges a subscription fee for an automated system or application that performs specific tasks.
What is the Source in Google Analytics?
The origin of a user’s visit to a website, usually the platform name like Google, Facebook, etc.
What is a Source report in Google Analytics?
A report that tells you where your website traffic is coming from.
What is spam?
Unsolicited bulk email.
What is a spam complaint in email?
An email process where the recipient clicks the Spam or Junk button on your email in their email client.
What is sponsored content?
Content included in paid advertising campaigns on social channels.
What is an SSL certificate?
A small data file that enables encrypted connections between a web server and a browser to ensure site security.
What is a stakeholder?
A person or organization with an interest and a say in the direction of a particular action or subject.
What is a story in social media?
Ephemeral short-form content that shows in the home feed and on a user’s profile for 24 hours.
What is storyboarding?
The process of creating a compelling business story to leverage sales opportunities.
What is a strategic statement?
A succinct description of a firm’s core strategy in exploiting opportunities and avoiding identified risks.
What is strategic writing?
A writing process that emphasizes engaging successfully with clients and leads based on a well thought out strategy and plan.
What are strategies?
The general approaches taken to achieve specific objectives.
What is a strategy?
The general approach businesses take to achieve objectives.
What is structured data?
Code written in a specific way that allows search engines to understand content more clearly.
What is a style guide?
A set of standards that specify guidelines for writing and document design to ensure brand consistency in communication.
What does it mean to subscribe on YouTube?
Agreeing to receive notifications from a particular YouTube channel or user when they post new content.
What is a subscribed audience?
A set of people who have provided their email address to a business in return for newsletter, marketing, and sales updates via email.
What is the sweet spot?
The point at which a customer’s interests align with a company’s expertise.
What is a SWOT analysis?
An analytical exercise in identifying a company’s Strengths, Weaknesses, Opportunities, and Threats.
What does SWOT stand for?
Strengths, Weaknesses, Opportunities, and Threats.
What are tactics?
The specific actions, decisions, and resources required to implement predefined strategies.
What is a tag in social media?
A way to contact someone over social media, helping content reach relevant audiences by adding specific categories.
What are tangible assets?
Physical assets.
What are barriers to entry?
Regulatory or competitive reasons that make it difficult to do business within a market, location, or industry.
What is behavioral analytics?
An analytic tactic that provides insight into the actions of your audience and customers.
What is 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.
What is the best case?
The total revenue amount if everything closed for the forecast period.
What is a 12 bid auction?
A process where all the different advertisers who are bidding and competing for clicks are entered into Google’s black box system.
What are bid modifiers?
Bid modifiers let you make adjustments to bids without altering your campaign’s targeting or ad groups.
What is Bing Webmaster Tools?
A free SEO tool with reports used to monitor how effectively a website is being crawled, indexed, ranked, and performing in organic search results on Bing.
What is 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.
What is a blog?
A website with regular entries of commentary, descriptions of events, and other embedded multimedia content such as graphics, videos, and presentations.
What is blogging?
Creation and distribution of content that can complement and support existing digital selling goals.
What is a board on Pinterest?
The space on Pinterest where your Pins are saved.
What is body content?
Paragraphs of text on a webpage. Also images, video and other assets that are not headline text.
What does BOFU stand for?
Bottom of funnel
What does BOFU refer to?
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.
What is a 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.
What are potential customers at the bottom of the funnel?
Potential customers who are ready to make a purchase.
What is 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.
What is a brand?
An intangible marketing or business concept that helps people identify a company, product, or individual.
Who are brand advocates?
People who will actively promote your brand because they like you.
What is brand affinity?
When a consumer has an emotional connection with a brand.
What is a brand ambassador?
A trusted resource to prospects that uses social sharing to spread knowledge and valuable content on social channels.
What is brand awareness?
The extent to which consumers are familiar with the values, visual assets, and overall story and reputation of a particular brand.
What are brand channels?
Run and managed by an advertiser or a company by multiple users.
What is 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.
What is brand engagement?
A metric used to measure how people interact with a brand or business.
What is 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.
What is brand personality?
The manifestation of your company values in how you interact with your audience and the wider market.
What is 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.
What is 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.
What is brand sentiment?
Positive or negative feelings towards a brand or business.
What is a brand story?
A narrative that is built
What is traditional marketing?
Traditional marketing is the established means of mass communication, especially compared with digital methods.
What are traffic spikes?
Traffic spikes refer to significant increases in traffic above the normal level.
What is trans-time mapping?
Trans-time mapping is an advertising strategy that maps the impact of TV transmission time with website traffic or social media engagement.
What is a transactional keyword?
A transactional keyword is a keyword search where the searcher is showing signs that they are ready to purchase something.
What is a trend?
A trend is a broad direction in which something is developing or changing.
What is a tribe?
A tribe is a group or community of people with similar interests.
What is a trigger event?
A trigger event is an action that signals a buying opportunity.
What is TrueView for Shopping?
TrueView for Shopping is an advertising strategy specifically for ecommerce businesses, using Google Merchant Center product data to generate shopping cards.
What is TrueView In-stream?
TrueView In-stream is a type of video ad on YouTube that plays before, during, or after other videos, with an option to skip after five seconds.
What is TrueView Video Discovery?
TrueView Video Discovery is a type of video ad on YouTube that is displayed in places where an interested audience is likely to find them.
What are trust signals?
Trust signals are messages that alert website visitors that the website is safe and secure.
What is a tweet?
A tweet is a message sent from Twitter, a microblogging service that enables users to send and read text-based messages of up to 140 characters.
What is a Twitter card?
A Twitter card is an enhanced version of a tweet that allows attachments of media to drive traffic to a website.
What are Twitter Moments?
Twitter Moments are curated stories showcasing the best of what’s happening on Twitter.
What is a Twitter trend?
A Twitter trend is a popular Twitter subject or conversation topic globally or in a specific area.
What is a typo spam trap?
A typo spam trap is an email address with an ISP domain misspelled, used for catching spam emails.
What is a Uniform Resource Locator (URL)?
A URL is a particular character string that refers to a resource and is displayed on the top of a web browser inside the web address bar.
What is a Unique Selling Point (USP)?
A Unique Selling Point (USP) refers to the uniqueness of a product or service.
What is a unique user?
A unique user is a unique device (e.g., a computer or mobile phone) making requests for site content in a specific period.
What is unique user duration?
Unique user duration is the number of unique visitors to a website over a specified time period.
What is a Unique Visitor (UV)?
A Unique Visitor (UV) is a person who visits a website at least once within a defined time frame.
What are unique visitors?
Unique visitors refer to the number of unduplicated visitors to a website over a specified time period.
What is Universal Analytics?
Universal Analytics is the standard version of Google Analytics, which has been replaced by Google Analytics 4 (GA4).
What is a Universal App Campaign?
A Universal App Campaign is a marketing strategy that allows promotion of an app across YouTube, Google Display Network, search, and within the Google Play Store.
What is the unsubscribe rate?
The unsubscribe rate is the percentage of people who opted out of email.
What is uplift modeling?
Uplift modeling is a predictive modeling technique that directly models the incremental impact of a treatment on an individual’s behavior.
What is upselling?
Upselling is the practice of encouraging customers to purchase a comparable higher-end product than the one in question.
What is cross-selling?
Cross-selling is the practice of inviting customers to buy related or complementary items.
What is a Facebook Live?
A Facebook content format that enables people, public figures, and pages to stream and share live video with followers and friends.
What is Facebook Messenger?
A Facebook communication tool that can be used by marketers to engage with customers via private messages.
What are Facebook pages?
A Facebook offering that looks similar to personal profiles, but offers unique tools for businesses, brands, and organizations.
What is a Facebook pixel?
A piece of code added to a website to link it to Facebook Ads Manager.
What is a Facebook profile?
A Facebook user offering for non-commercial use to represent individual people.
What is Facebook Watch?
A free video-on-demand service that you can access through the Facebook site and app.
What is feature-creep?
The ongoing expansion or addition of new features in a product, beyond the basic function, resulting in software bloat and over-complication.
What are featured snippets?
Short excerpts of webpage content, automatically pulled from Google index, shown in Google search results providing quick answers to user questions.
What is File Transfer Protocol (FTP)?
The process of uploading a pre-built website to a web server using an FTP client.
What is first-party data?
Data about your audience that you have collected yourself, as opposed to data collected by a third party.
What is a filter in analytics?
A rule that limits or shapes the results returned from an analytics database when a query is submitted.
What is first response time?
The amount of time taken for your business to respond to a customer issue, an important metric affecting customer satisfaction.
What are flash impressions?
The total number of requests for pages with Flash-based content made by users of a site in the measured period.
What is a follower on social media?
Another user who has subscribed to receive and view your posts in their feed.
What is follower growth?
The increase in the number of social media users who follow a company page, handle, or social account.
What is a forecast?
The best guess of an outcome, such as revenue generated from a campaign or over a certain time period.
What is a forum?
A website that allows the exchange of ideas and information among users, usually monitored by a moderator.
What is a framework in marketing?
The basic system through which strategies or campaigns operate.
What is frequency in display advertising?
A metric counting the average number of times a user views an ad.
What are friends on social media?
Users on social networks who are mutually connected and typically exchange data and updates.
What are friction points on a website?
Things that make it difficult or inconvenient for a website visitor to complete an action on your site.
What are funnels on a website?
The pathways visitors typically follow on a website towards a conversion point.
What is the GDPR?
The EU’s General Data Protection Regulation, which requires strict user data and permission practices for the collection and use of Personally Identifiable Information.
What is geofencing?
A technology that allows advertisers to select a geographic point and create a virtual fence around it to deliver specific ads to users within a given radius.
What is geo-tagging in Twitter?
The act of stamping the location details of where a tweet was created.
What is Geo-Targeting?
Showing ads to people based on their physical location.
What is Geographic analytics?
Identifying collective trends and behavior by location of customers.
What is Geographical IP analysis?
A way of establishing the percentage of users by country for a given metric, such as unique users.
What are Goals in analytics?
A metric used to track the number of valuable actions taken on the site, including sales, leads, or downloads.
What is Google Alerts?
A tool used to collect information on a certain subject sent via email on a daily or weekly basis.
What is Google Analytics 4 (GA4)?
The latest version of Google Analytics, launched in 2020.
What is the Google Display Network?
An advertising platform that enables advertisers to serve video and display ads to more than two million websites, reaching 90% of global Internet users.
What is Google Hummingbird?
Google’s main search algorithm that decides how to order and rank search engine results.
What is Google Keyword Planner?
A tool where a user can enter a keyword and then receives a list of suggestions related to that keyword, as well as search volumes for the keyword.
What is Google My Business?
A platform where you can start building your online presence if you don’t have a website or social media accounts already set up.
What is Google Tag Assist?
A free browser extension provided by Google that checks if your Google tags are installed correctly.
What are Group boards in Pinterest?
Collaborative boards with other Pinterest users, often used to share ideas and plans.
What is Group experience marketing?
Marketing where all eyes and ears are receiving the same stimuli.
What is a Handle on social media platforms?
A way to identify a person or brand, usually preceded by the @ symbol.
What is a Hard bounce in email delivery?
A permanent failure to deliver an email, where retries will not be successful.
What is a Hashtag?
A clickable keyword that sums up the content of a tweet or social media status update.
What is Hashtag integration?
Using hashtags as part of marketing communications on and off social media.
What are Headers on a website?
HTML elements that define the introductory content, often displayed in a larger font to inform users about the next section of text.
What are Headings on a web page?
Section titles that help to outline what a web page is about.
What is a Heat map?
A graphical representation of webpage engagement data using colors to indicate the level of activity.
What is a Hero image on a web page?
A large image at the top of a web page to engage website visitors visually and guide them towards calls to action (CTAs).
What are Highlights on Instagram?
An Instagram feature that enables you to save Stories in folders on your profile so they remain longer than 24 hours.
What are Hits in terms of tracking solutions?
Interactions that result in data being sent to a tracking solution, such as Google Analytics.
What is a Homepage?
The start page of your website.
What is a HostName in Internet terminology?
A label attached to a host on the Internet, allowing an individual server to be identified.
What is Hreflang code?
The code that tells search engines the written language of a web page being indexed.
What does HTTPS stand for?
Hypertext Transfer Protocol Secure
What is a Hyperlink?
A connection from one page, element, or document on the internet, to another.
What is Hypertext Markup Language (HTML)?
The set of markup symbols that structure the content on web pages.
What is market research?
A planned effort to gather information about target customer groups preferences.
What is the definition of a market gap?
An opportunity to engage an audience or make or sell a product that is not currently available.
What is the meaning of market share?
The portion of a market controlled by a particular company, brand, or product.
Define market trends.
Noticeable behaviors within a market.
What is Mashup curation?
Merging different content about a topic to create a new original point of view.
Explain Maslow’s Hierarchy of Needs.
A description of the 5 primary needs that motivate human behavior; Physiological, Safety, Belonging, Self-Esteem & Self-Actualization.
What is the definition of measurement in the context of engagement?
The ability to gather data, create insights, and take actions to improve the success of subsequent engagements.
What is a match type in search engine ads?
A keyword setting that refines when an advertisement is eligible to show, based on how keywords are used in a user’s search query.
What are maximum bids in Twitter ads?
A suitable ad option for those with a more flexible budget, allowing auto-optimization of bids.
Define the term measurable.
An obtainable goal that can be measured using numbers.
What does media strategy outline?
How paid media will be used to achieve marketing goals.
What information does a medium report provide?
A breakdown of traffic types (paid, organic, referral, etc.) associated with a particular traffic source.
What is a meme?
An often humorous piece of visual content that is copied and spread rapidly by social media and Internet users.
What is a mention?
A post or comment that contains another user’s username anywhere in the body of the message.
What does messaging refer to?
Sending direct communications to a brand or person using chat functionality or SMS.
What is a meta description tag?
A short description of the website that appears on the search engine results page (SERP).
What is a metatag in HTML?
A statement in HTML that provides important information about the page’s content, used by search engines to index a site.
What is the meaning of methodology?
A system of practices used to solve a particular problem.
What are metrics?
Units used to measure data, such as visitor numbers, revenue, goal completions, etc.
How are key metrics used in metrics management?
They are used to measure the success of a digital sales program, including quality of leads, connections, and time to close.
What is a Mid Position Unit (MPU) used for?
A type of ad size used on Google Display Network, with a size of 300 x 250 pixels.
Who are the potential customers in the middle of the customer funnel?
Potential customers who are in the research phase of purchase.
What are milestones?
Significant stages in the development of a campaign or other project.
What is a mindmap?
A visual way to organize related information, usually in a connected hierarchy to show patterns and dependencies.
What is a mobile ad server?
A scalable, high-performance system that reliably delivers mobile ad units across all mobile channels.
What is a mobile banner?
A type of ad size used on the Google Display network, with a size of 320 x 50 pixels.
What does Mobile First Indexing indicate?
That the mobile version of a website is the version that is crawled and indexed by search engines.
What is a mobile-friendly website?
A different version of a website optimized for display on a mobile screen, shown to mobile users.
What is mobile marketing?
Marketing using mobile devices to disseminate promotional or advertising messages to targeted customers through wireless networks.
What is the fourth step in the excel CRM tool?
Close plan.
What are the four elements of the client lifecycle?
On-boarding, active, inactive, and lost.
What is Cloaking in terms of SEO?
Delivering different content to the search engine than to users.
What are Company Pages in LinkedIn used for?
Posting or promoting content through paid campaigns.
What is Company Page analytics?
LinkedIn’s native reporting tool for deeper insights into a Company Page’s performance.
What is Commit in the context of revenue forecasting?
The amount of revenue generated in a forecast period.
What does community density measure?
The concentration of relationships and conversations within a community.
What is a community of interest?
A community of people who share a common interest or passion.
What does community management involve?
Building and nurturing relationships with customers through social content and interactions.
What are competitive insights?
Understanding competitor practices.
What is the third step in the excel CRM tool?
Competitive landscape.
What does competitive research involve?
Narrowing down the competition by analyzing their strengths and weaknesses and identifying their target audience.
What is competitor analysis?
Examining competitor content, products, audience, strategy, and online tactics.
What is competitor monitoring?
Observing competitor behaviors online.
What is a completed download?
A request for an offline-usable file, typically audio or video, where the transferred file size is greater than 95%.
What are connections on social networks?
Interactions between users where data and updates are exchanged.
What is consideration in the buyer journey?
The stage when the company/brand is brought to the customers’ forefront before they make a final choice.
What is the Consumer Barometer tool used for?
Measuring patterns and gaining insights from consumers in different locations and industries.
What are consumer insights?
Understanding consumer behaviors based on analyzed data.
What is a container tag?
A single code snippet on a website that holds other tracking codes or pixels and determines when to fire them.
What is content?
Text, images, and videos that attract and engage consumers to learn about your product/brand.
What is a content audit?
Reviewing business, competitor, or other content to understand its use and value.
What is a content calendar?
A planning document to organize and structure content creation and distribution activities.
What is content creation?
Making new content from scratch or combining existing content into something new.
What is content curation?
Collecting and sharing relevant third-party content to support the digital sales strategy.
What is content discovery?
Finding new content related to a brand, company, or organization.
What is content distribution?
The process of publishing and promoting content online to reach a relevant audience.
What are content exclusions?
A marketing strategy to ensure ads don’t display next to unsavory or inappropriate topics/content.
What is content management?
Administration of digital content throughout its lifecycle, from creation to promotion.
What is the definition of digital marketing?
Digital marketing is an ever-changing industry made up of a wide range of disciplines and specialisms.
Why are digital marketing terms important to understand?
Digital marketing terms are essential to understand and very useful in the profession.
How can you quickly search for a specific term in the glossary?
You can click Ctrl + F to open a search bar and enter the term you’re looking for.
What does the term ‘new visits’ refer to?
The percentage of visits that were first-time visits to a website.
What is the definition of ‘360-Marketing’?
A marketing plan that is both online and offline, across all digital channels and social media.
What does a ‘404-error’ indicate?
A ‘404-error’ occurs when a website URL cannot be found.
What is the purpose of A/B testing?
To compare two versions and determine which one performs better.
What does the abandonment rate metric measure?
The percentage of people who began a conversion process but did not complete it.
What does ‘above the fold’ mean?
All the content viewable on a web page prior to scrolling.
What is the Accelerated Mobile Page (AMP) framework used for?
To provide an easier, faster mobile experience for web pages.
What is an account in a CRM tool?
A company that you do business with.
What is an action plan?
A structured outline of steps to be taken after strategic planning, aligned with key objectives.
What are actions in the context of digital marketing?
Activities taken by digital marketers or audience members in relation to a campaign or ad.
What does ‘active client’ signify in the client lifecycle?
An active client is one actively using your product or service.
What is meant by ‘active media’?
Any form of media where the consumer can physically engage with the content.
What does ‘activity rate by channel’ measure?
It measures the sales activities made in different channels and the key channel used for SAM by a rep.
What is an ad in the context of digital marketing?
A paid marketing communications message conveyed to the consumer.
What determines the cost and placement of digital advertising?
An ad auction, which occurs each time an ad is placed on an ad network.
What is the purpose of ad blockers?
To prevent ads from being shown on a user’s Internet browser.
What is an ad click?
A click on an ad impression served during the measured period.
What are ad formats?
Promotional advertisements of different shapes, sizes, and delivery styles.
What are ad groups?
Groupings of keywords into similar themes.
What is an ad exchange?
A platform that facilitates ad placement bidding, acting as an online auction house.
What are ad extensions?
Additional information that can be included in paid advertisements.
What is a Content Management System (CMS)?
A system or software used to create, organize, and manage digital content on a website.
Give examples of Content Management Systems (CMS).
WordPress, Squarespace, Wix.
What is a Content Optimization System (COS)?
A software platform which focuses on optimizing content to deliver a fully personalized web experience to customers.
Define Content personalization.
Using different content at different stages of the buying process to make it relevant to the right user at the right time.
What does Content repurposing mean?
Adapting or breaking up existing content to use for another purpose.
Give an example of Content repurposing.
Turning an infographic into individual images for social media posts or email content.
What is a Content strategy?
The planning of the creation, curation, and distribution of useful, usable, and appropriate content as part of an overall digital selling strategy.
What is Content targeting?
An advertising strategy where you match your ad to the content of the website and decide where it will appear based on the surrounding content.
Define Conversion.
Activities carried out by a user that fulfill the intended purpose of the webpage, such as downloads, form filling, purchases, contacts, and newsletter subscriptions.
What are Conversion metrics used for?
To measure the number of valuable actions people take on a site or through a digital marketing channel.
What is a Conversion objective?
The primary purpose of the valuable actions people take on your site.
What is Conversion rate?
The percentage of visitors who buy, convert, or take a desired action, measuring the effectiveness of the sales process.
What does Conversion rate optimization (CRO) measure?
A website’s ability to drive conversions, including leads, signups, and ecommerce sales.
What is 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.
What is a Cookie?
A text file placed on a user’s hard drive by a website to remember data about their visit.
What is a Cookie and privacy policy?
A policy message that informs visitors about how their data is handled.
What is Cookie tracking?
Using cookies to capture website user behaviors.
What does COPE stand for?
‘Create Once, Publish Everywhere,’ the cornerstone of content creation.
Explain the concept of Core web vitals.
A set of page experience signals being incorporated into Google’s search ranking algorithm as a known ranking factor.
What does CPC stand for?
Cost-Per-Click, where advertisers pay only when a user clicks on their ads.
What does CPM stand for?
Cost-Per-Mille or cost per thousand, where advertisers pay for every 1,000 impressions of their ads.
Define CPA mobile campaign.
An advertising model where the advertiser pays for each specified action linked to the advertisement, typically registration for an online application.
Define 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.
What is a Crawler?
A program designed to browse and read websites and webpages by following hyperlinks.
What is Crawling in the context of search engines?
The process of discovering new web pages that exist.
What is the purpose of a Crawler for search engines?
To gather information found on websites and webpages to build indices or website databases.
What is an off-ramp?
Taking people from a social media network to a landing page where you can capture data.
What are offer posts?
Social media posts that are used to increase sales in your shops or online.
What is on-boarding client?
An element within the client lifecycle that signifies a prospect has turned into a client and must be shown/taught the value of your product/service.
What is on-page optimization?
The process of ensuring the content on your site is relevant and provides a great user experience.
What is meant by one-to-many?
A single message that delivers the same content to everyone.
What is meant by one-to-one?
Multiple versions of the same message, targeting users whose profile definitely fits the target audience.
What is online display?
Using visual banner ads to communicate something to a target audience.
What are online survey platforms used for?
They are used to collect answers to questions and are a good source of quantitative data.
What is onlyness?
A term used to describe the thing only you can bring to the world such as experience, knowledge, vision, passion, etc.
What does open opportunity rate measure?
It measures how many opportunities are in the stage ‘open’ from all opportunities.
Define open rate.
The percentage of people who received and opened your email.
What is an opportunity?
A sales deal you want to track, engage with and utilize for forecasting.
What does opportunity by lead source measure?
It measures how many opportunities are created from different channels.
What are opportunity methodologies?
Third party methodologies that guide sales reps through a sales process in a standardized way.
What is optimization score?
Google’s attempt to quantify the health of a Google Ads account by providing recommendations and a projection of their impact.
What is an organic listing?
A listing on the SERP achieved without directly paying the search engine.
What is organic search?
Non-paid search results on search engines or search platforms.
What is organic traffic?
Visitors to your website that you haven’t paid for. They come from unpaid sources of traffic.
What does organically mean?
It means non-paid growth, engagement, or traffic.
What is organizational flow?
Communications that facilitate a flow of information between an organization, its employees, and an external audience.
What does organizational maturity measure?
It measures a company’s readiness and capability in relation to its people, processes, technologies, and data.
Name the four stages of organizational maturity.
Grassroots, rationalization, operationalization, and widespread adoption.
What are outdoor advertising materials?
They are materials like billboards, bus stops, building wraps, etc., usually displayed outside.
What is an overarching strategy?
It is a very high-level look at your strategy that summarizes your digital strategy.
What is overlapping?
When more than one campaign, audience, message, business, etc., covers the same area of interest.
Define owned media.
Media that you create and manage.
What is owned research?
Research that your business already owns, has easy access to, and is directly related to your business.
What is a page application on Facebook?
An application loaded as part of a Facebook business page that provides more functionality to the page.
What is page authority/URL rating?
Similar to domain authority, it is a search ranking score from 1 to 100, used to measure the SEO weight a specific web page carries.
What is a creative brief?
A set of instructions allowing creative teams to solve a problem or produce marketing material.
What is a creative strategy?
Messaging and tone applied to all creative assets and content pieces.
What is the Creator Marketplace?
The TikTok community where brands and creators can link up.
What is Criteo?
A specialist e-commerce retargeting platform that shows consumers ads for products they’ve viewed.
What is a CRM dashboard used for?
To provide an overview of business performance using charts, graphs, and maps.
What is cross-linking?
The process of linking between two sites to reference similar content of interest to users.
What is cross-posting?
Sharing content created on one social media channel across other platforms.
What is the theory of ‘Crossing the chasm’?
It argues that there is a stage between early adopters and the early majority in digital selling.
What is cultural trend research?
The process of researching unique cultural characteristics and trends to create targeted digital sales strategies.
What does CAC stand for?
Customer Acquisition Cost - represents the cost of acquiring a new customer through marketing efforts.
What are customer engagements?
Interactions between a brand or organization and its customers.
What is customer experience?
The perception of customers’ interactions with a business or brand.
What is customer detail in the excel CRM tool?
The step where a salesperson aligns the customer’s pain to the solution.
What are the phases of a customer journey?
The phases a customer goes through while interacting with a business.
What is CLV or CLTV?
Customer Lifetime Value - the overall value of a customer’s relationship with a company.
What are customer testimonials?
Reviews or opinions made by customers about a product, service, or business.
What is a customer persona?
A representation of an ideal customer based on research and data of existing customers.
What is CRM?
Customer Relationship Management - a tool used for managing business relationships with customers.
What are dashboards used for?
They provide an overview of the most important metrics and reports.
What is data?
Factual information, such as statistics, used as the basis for reasoning.
What is dayparting?
Ad scheduling by dividing the day into different time slots.
What are deadlines?
The latest time or date by which something should be completed.
What is deal review in the CRM excel-based methodology?
The first step that determines how probable a deal is to closing.
What is defined audience targeting?
Precisely identifying audience segments to target with marketing material.
What is delivery rate?
The percentage of email messages that reached at least one recipient’s email box.
What is the demand waterfall?
A term used in the sales funnel to track how prospects flow from lead to closed/won business.
What are demographics?
Hard facts about your audience that enable you to understand them and their needs.
What is a description in the context of videos?
A keyword-rich caption that appears underneath the video.
What is desk research?
Research that can be accessed easily from your desk, often involving a simple Google search.
What are devices?
Hardware used to access digital content.
What does MOFU stand for and what does it refer to?
MOFU stands for Middle of Funnel and it refers to the stage where a relationship is being built with a prospect.
What are monitoring tools used for?
Monitoring tools are used to observe patterns and data in a certain field.
What is a Marketing Qualified Lead (MQL)?
A Marketing Qualified Lead is a prospect who has expressed interest in a product and converted into a lead, meeting the qualifications determined by marketing.
What does MRAID stand for?
MRAID stands for ‘Mobile Rich Media Ad Interface Definitions’.
What is multi-threading in the context of selling to target accounts?
Multi-threading is the practice of finding, connecting, and engaging with multiple contacts within the same target account.
What is the purpose of mute words in social media?
Mute words allow users to stop receiving notifications for mentions based on specific words, phrases, usernames, emojis, or hashtags.
What is a narrowing statement used for in audience focus?
A narrowing statement helps define the audience, specific needs, and qualifications when narrowing audience focus.
Define native advertising.
Native advertising is the use of paid ads that match the look, feel, and function of the media format in which they appear.
What is native scheduling?
Native scheduling is a method of publishing content using a social platform’s own upload function.
What are natural search results?
Natural search results are search engine results that are not sponsored or paid for.
What are navigational keywords used for?
Navigational keywords are queries on search engines for a specific website or web page.
What is Near Field Communication (NFC) used for?
Near Field Communication (NFC) allows smartphones and other mobile devices to communicate over short distances.
What are negative keywords used for in advertising?
Negative keywords are used to prevent ads from showing up on search engines for certain subjects.
What is netiquette?
Netiquette refers to the do’s and don’ts of online communication.
What is a network in the context of advertising management?
A network is an advertising management system that aggregates ad inventory and matches it with advertiser demand.
What is a newsfeed in social media?
A newsfeed is a social media content stream where you see posts from friends, brands, and advertisements.
What is the purpose of ‘nofollow’ command on webpages?
‘Nofollow’ is a command that instructs robots not to follow links on a webpage or specific link.
What is a nurture stream used for?
A nurture stream is a container for audience targeting and each wave of creative intended for a specific audience.
Define nurturing prospects.
Nurturing prospects involves building trust through created and curated content, as well as highly targeted communications and messaging.
What is an objective in business?
An objective is an outcome that a business or person plans to achieve.
What is off-page optimization in SEO?
Off-page optimization is the process of enhancing a site’s search engine rankings through external activities.
What is email filtering?
Email filtering is a technique that organizes emails based on a word or phrase to keep the inbox free of spam.
What is email marketing?
Email marketing is a form of direct marketing that uses electronic mail to communicate relevant commercial messages to a specific audience.
What is the definition of email subscriptions?
Email subscriptions refer to the number of newsletters a person or organization signs up to receive.
