Final_001 Flashcards by Tony Mack

A comment or instruction usually added as text, on a YouTube video.
It may contain links directing users to other
pages within YouTube or, if a brand is willing to pay, to outside
websites. These have been phased out as of 2017 and replaced with
video cards.

Annotation

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Text that appears over a video that labels a scene, identifies a
location or person, or narrates dialogue onscreen. They can be
either open or closed.

Captions

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Taking video from an online video provider and posting it elsewhere
on the web.

Embedding

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Google’s search advertising program, which allows advertisers to
display their adverts on relevant search results and across Google’s
content network.

Google

AdWords

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Information that can be entered about a web page and the elements
on it to provide context and relevance information to search
engines.

Metadata

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The actual results returned to the user based on a search query.

Search engine
results page
(SERP)

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The small, still image that is shown at the start of the video. This
can be selected and can make a video more enticing.

Thumbnail

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Calls to action that pop up during a video and entice certain actions
from viewers. Replaced annotations in 2017.

Video cards

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Optimizing videos for search engines, similar to the way in which
one would optimize a website to rank higher on the SERPs.

Video search
engine
optimisation
(VSEO)

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The process of distributing and getting search coverage for videos

Video

syndication

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The number of times a video has been seen. Multiples can

come from one user.

Views

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A video that becomes immensely popular, leading to its spread
through word of mouth on the Internet via email, sharing on social
networks and other hosting websites.

Viral video

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Video blogger. A person who produces regular web videos about a
chosen topic on a video-enabled blog.

Vlogger

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Short for ‘application’, which in a mobile context, means software
developed specifically for smartphones and other mobile devices.
These come in two types, web apps and native apps.

App

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A form of virtual reality in which computer graphics are
superimposed onto the physical space around the user by way of a
mobile device. These graphics can be 3D images or information tags.

Augmented

reality (AR)

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A short-distance wireless transfer protocol for connecting devices.

Bluetooth

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‘Long term evolution’. A fourth-generation mobile communications
standard and a name given to technology used in pursuit of faster
data communication.

LTE

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‘Near-field communication’. A set of communication protocols
that enable two devices, one of which is usually a mobile device, to
communicate when they are within four cm of each other.

NFC

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A notification from an app that displays on a smartphone while the
app is not actively in use. This is triggered by an external event
within the context of a connected device.

Push

messaging

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Quick response code. A machine-readable code, like a barcode, that
can be used to store information like URLs and can be read by an
app through the camera of a smartphone.

QR code

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Short message service, a text message of up to 160 characters
that can be sent from one mobile phone to another. Multimedia
Messaging Service (MMS), is similar, but can include multimedia
content and longer messages. This works on a regular cell phone
connection, so it does not require a data connection or smartphone.

SMS

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Computer-generated simulations of a 3D image or environment.
Using the right equipment, a person can interact with that
environment in a seemingly real way.

Virtual reality

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The transfer of information from one device to another over a
distance without using wires.

Wi-Fi

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The ‘alt’ attribute for the IMG HTML tag. It is used in HTML to
attribute a text field to an image on a web page, normally with a
descriptive function, telling a user what an image is about and
displaying the text in instances where the image is unable to load.
Also called alt tag.

Alt Text

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When businesses sell products or services to other businesses and not to consumers.

Business-to business | B2B

When businesses sell products or services to consumers.

Business-toconsumers | B2C

A phrase written to motivate the reader to take action such as sign up for our newsletter or book car hire today.

Call to action | CTA

The total clicks on a link divided by the number of times that link was shown, expressed as a percentage.

Clickthrough | rate

A strategy for managing a company’s interactions with clients and potential clients. It often makes use of technology to automate the sales, marketing, customer service and technical processes of an organization.

Customer relationship management (CRM)

In email marketing, it is the list of prospects to which emails are sent. It also contains additional information pertinent to the prospects.

Database

DNS - converts a domain name into an IP address. Domain Keys - an email authentication system designed to verify the DNS domain of an email sender and the message integrity.

Domain name system (DNS)

The act of getting subscribers to confirm their initial subscription via a follow-up email asking them to validate their address and hence opt-in again.

Double opt-in

A service that helps you design and send emails.

Email service | provider (ESP)

The failed delivery of email communication due to an undeviating reason like a non-existent address.

Hard bounce

An exclusive number that is used to represent every single | computer in a network.

Internet Protocol | (IP) Address

The company providing you access to the Internet, for example, MWEB, AOL and Yahoo!.

Internet service provider (ISP)

The percentage of emails determined as opened out of the total number of emails sent.

Open rate

Giving permission for emails to be sent to you.

Opt-in

Also known as unsubscribe. The act of removing oneself from a list or lists so that specified information is no longer received via email.

Opt-out

The ratio of profit to cost

Return on investment (ROI) Return = Profit - Investment/Investment

A method used by major ISPs to confirm that an email does | originate from the domain that it claims to have been sent from.

Sender ID

The failed delivery of an email due to a deviating reason like an overloaded email inbox or a server failure.

Soft bounce

Email sent to someone who has not requested or given | authorization to receive it – EVIL!

Spam

This refers to the number of individuals who forwarded a specific email on.

Unique forwarders

A list of accepted email addresses that an ISP, a subscriber or other email service provider allows to deliver messages regardless of spam filter settings.

White list

The rules and principles that community members must adhere to when communicating on a social media platform.

Community guidelines

The building and monitoring of online communities generated from your brand’s blogs, forums, social network pages, etc.

Community management

A metric that shows whether an objective is being achieved.

Key performance indicator (KPI)

A person who has shown interest in a brand, product or service and could be converted into a customer.

Lead

A desired outcome of a digital marketing campaign.

Objective

Understanding and influencing the perception of an entity online.

Online reputation management | ORM

The process of improving website rankings in search engines.

Search engine optimization | SEO

A service that allows you to centralize management of your social media properties.

Social media dashboard

In an online context, a type of website model where individual members become part of a broader virtual community.

Social network

A web tool that creates a shorter version of a full URL.

URL Shortener

An online dashboard provided by Facebook where one can view, edit and access performance reports for campaigns, ad sets and individual ads. With It, you can view all your Facebook campaigns, track your payment history, make changes to your bids and budgets, export ad performance reports and pause or restart your ads.

Ads manager

A manifested online identity on social media and other online communities. It can be whatever the user chooses and is the personal image the user wants to project to other users.

Avatar

Short for weblog. A type of website that allows users (bloggers) to post entries and self-published musings on different topics and which often allows readers to comment on these posts.

Blog

This type of post is a post such as status updates, photos, videos and offers, that will appear higher in news feeds so that more users will see the post. Posts can only be boosted from a brand or business page. Personal profiles cannot be boosted. The cost of a Boosted post depends on the number of users you want to reach.

Boosted posts

An ad form that allows the brand to show multiple images and/ or videos and a link to some action in a single ad. Up to 10 pieces of content can be included. These ads have proven to be much more effective in driving traffic to advertisers’ websites from social media platforms.

Carousel ads

Online photographs, with elements that move, using looped video, published as an animated GIF, or other video format, to give the impression the viewer is watching an animation.

Cinemagraph

Any items you post online are considered content. This includes status updates, images, posts, videos and any copy. If it’s good, it should engage users and build your brand.

Content

The main image on a social media page. It needs to catch the attention of the user, be consistent with your brand and encourage the user to read more on the page and engage further with your brand.

Cover image

Taking a job traditionally performed by a professional and distributing it to an undefined, generally large, group of people in the form of an open call.

Crowdsourcing

Funding a project or venture by raising financial contributions from a larger number of people. Kickstarter and Thundafund are examples of crowdfunding platforms that source funds for a variety of projects.

Crowdfunding

A service from Facebook that assists with managing access to multiple Pages and ad accounts. The service is ideal for businesses that need different permissions for different people in the organization.

Facebook Business Manager

A website where users can engage in discussions by commenting on threads or previous posts made.

Forum

Graphics Interchange format is a computer file in the form of a bitmap image that enables short loops of video to be transferred online easily in small file sizes.

GIF

A public username used to identify individual users online, usually on social media. For example, @RedAndYellowEd is the Twitter handle for Red & Yellow.

Handle

A type of label or metadata tag. It is used on social media to label what content is about. It enables content to be searched and discovered more easily.

Hashtag #

A reference to data that users can find by clicking on a link, which will take them to the document or page to which it refers.

Hyperlink

Words identified as crucial search and advertising parameters. These words are used in copy or posts to optimize discovery and engagement.

Keywords

Any marketing efforts that involve a paid placement. PPC ads, branded content, display ads and promoted and boosted posts are all considered "this". It involves paying a third party to broadcast your message to others.

Paid media

Buttons that appear as small icons adjacent to a blog post, image, article or web page which enable users to share the information via a social media platform, whose icon is indicated by the chiclet.

Social share buttons

Using a keyword or phrase to group pieces of content together under a specific theme, or assigning a piece of content to another user.

Tagging

To do this on social media means your content experiences a spike in popularity on a social media channel.

Trend

When a piece of content is shared in very large numbers it is considered to be viral. There is no exact number of shares that constitute viral. If the number of shares of a piece of content is exponentially larger than the usual number of shares of posts from that specific user, it can be considered to have gone viral.

Viral

The kind of ads you can create on social media; these could be Twitter Cards, Facebook sponsored posts or, Lenses or Geofilters on Snapchat.

Ad Types

Statistical information about a particular population, such as age, gender, language or location.

Demographics

A word preceded by a hash, such as #nofilter, used to help users find posts related to their interests.

Hashtags

Important metrics that can be measured to indicate success.

KPI

What you want to achieve from a marketing effort.

Objectives

The various ways available to pay for ads online, such as cost per click (CPC), cost per engagement (CPE) and cost per mile meaning cost per thousand views, (CPM).

Payment models

A single social media network, such as Facebook, Instagram, or WeChat.

Platform

Content (posts) that extends its reach via paid-for advertising/ promotion.

Promoted content

The return on investment on social media, difficult to measure straightforwardly, but important to track.

Social media ROI

The options available for ensuring that ads reach the right users at the right time.

Targeting options

Also known as a split test, it involves testing two versions of the same page or site to see which performs better.

A/B test

The technology that places ads on websites.

Ad Server

A phrase written to motivate the reader to take action such as sign up for our newsletter or book car hire today.

Call to action

The journey a user takes through a website.

Click path

A small text files that are used to transfer information between browsers and web servers. They help web servers to provide the right content when it is requested.

Completing an action that the website wants the user to take. Usually a conversion results in revenue for the brand in some way. Conversions include signing up to a newsletter or purchasing a product.

Conversion

The number of conversions divided by the number of visitors | expressed as a percentage.

Conversion rate

In web analytics or conversion optimization, an established set of steps a user should take in reaching a goal, such as making a purchase.

Funnel

A data-visualization tool that shows levels of activity on a web page in different colors.

Heat map

A statement that is being tested.

Hypothesis

The first page a visitor sees on a site. Usually it is specific to a campaign being run.

Landing page

A small conversion in the path to a full conversion, such as going from step one to step two in a checkout process of four steps.

Micro-conversion

Testing combinations of versions of the website to see which | combination performs better.

Multivariate test

The default or general position, usually where no difference is the hypothesis.

Null hypothesis

Also known as an A/B test.

Split test

A defined path that visitors should take to reach the final objective.

Conversion funnel

Raw figures captured for data analysis.

Count

A step a visitor takes in the conversion process.

Event

The defined action that visitors should perform on a website, or the purpose of the website.

Goal

A popular scripting language. Also used in web analytics for page tagging.

JavaScript

A text file created on the server each time a click takes place, capturing all activity on the website.

Log file

A defined unit of measurement.

Metric

A piece of JavaScript code embedded on a web page and executed by the browser.

Page tag

An interpretation of data captured, usually one metric divided by another.

Ratio

The URL that originally generated the request for the current page.

Referrer

Filtering visitors into distinct groups based on characteristics to analyze visits.

Segmentation

A specific numeric benchmark.

Target

An individual visiting a website that is not a search engine spider or a script.

Visitor

customer lifetime value in dollars

CLV=m×(1+i/1+i−RR) where m = annual margin, i = annual interest rate, and RR=annual retention rate.

CRO Process Steps (Conversion Rate Optimization)

1) Gather 2) Analyze 3) Correct 4) Design 5) Implement 6) Assess & Repeat

CRO tools/technologies

1) Optimizely 2) VWO (Visual Website Optimizer) 3) Google Optimize (Free)

Common Site Analytics Considerations

1) Traffic Source 2) Audience Characteristics 3) Audience Behaviours /User Path 4) Conversion Analysis 5) Mobile Metrics

Data Visualizations

1) Graphs 2) Charts 3) Heat Maps 4) Word Clouds