Final_001 Flashcards
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
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
Taking video from an online video provider and posting it elsewhere
on the web.
Embedding
Google’s search advertising program, which allows advertisers to
display their adverts on relevant search results and across Google’s
content network.
AdWords
Information that can be entered about a web page and the elements
on it to provide context and relevance information to search
engines.
Metadata
The actual results returned to the user based on a search query.
Search engine
results page
(SERP)
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
Calls to action that pop up during a video and entice certain actions
from viewers. Replaced annotations in 2017.
Video cards
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)
The process of distributing and getting search coverage for videos
Video
syndication
The number of times a video has been seen. Multiples can
come from one user.
Views
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
Video blogger. A person who produces regular web videos about a
chosen topic on a video-enabled blog.
Vlogger
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
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)
A short-distance wireless transfer protocol for connecting devices.
Bluetooth
‘Long term evolution’. A fourth-generation mobile communications
standard and a name given to technology used in pursuit of faster
data communication.
LTE
‘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
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
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
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
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
VR
The transfer of information from one device to another over a
distance without using wires.
Wi-Fi
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
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.
Cookie
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
