Digital marketing glossary

a

Attribution

a method of recognising and calculating the effectiveness of marketing channels across different stages of the customer journey

Aggregator

a high-volume website featuring a collection of online retailers

Affiliate Network

an intermediary between merchants and publisher (affiliate) sites

b

Brand Response

a hybrid of brand and direct response marketing, where the advertiser raises awareness or perception in order to influence a consumer action

Brand Marketing

a type of marketing normally designed to raise awareness or affect perception of a product or service

Bounce Rate

the proportion of web visitors who leave a website after viewing a single web page

c

CTR (Click Through Rate)

the proportion of impressions to clicks expressed as a percentage

CPM (Cost Per Thousand)

an advertising cost model where advertisers pay for the number of impressions by the thousand. Typically associated with brand advertising

CPC (Cost Per Click)

the price an advertiser pays for clicks through to their website or landing page

d

DSP (Demand Side Platform)

a technology which allows advertisers to manage multiple ad exchanges through one interface

DR (Direct Response)

a type of marketing designed to influence the consumer into performing a certain action

Display

an advertising format typically used for branding campaigns

e

eCRM (Electronic Customer Retention Marketing)

the concept of retaining a customer base using customer data and purchase history

g

Generic Keyword

a search term used to describe broad category eg. ’books’

i

Infographic

a visual representation of information or data. Often used in SEO as linkbait for link building purposes

Impression

the number of times an advert or webpage is displayed

k

Keyword

the search terms used by consumers on search engines to find content

l

Long-tail keyword

typically a high-converting specific search term eg.’Lowest price Samsung Galaxy S’

Linkbait

compelling content designed to encourage consumers and publishers to link to it and share it

Link building

the process of gaining inbound links from third party sites and blogs

m

MVT (Multivariate Testing)

the process of testing more than one component of a website, typically associated with usability, web analytics and conversion optimisation

Meta Tags

tags used to describe the content of a webpage, often used on SERPs

Merchant

a retailer, typically associated with affiliate marketing

n

Natural Search

another name for SEO or used to describe the search results produced by a search engine (as opposed to PPC results)

o

Organic Search

another name for SEO or used to describe the search results produced by a search engine (as opposed to PPC results)

On-page factors

affecting SEO ranking on the website itself, including keyword frequency, meta tags, headings, links and site structure

Off-page factors

affecting SEO rankings outside of the website – typically link building

p

PPC (Pay Per Click)

a payment model where advertisers pay for the click through to a website/landing page. Typically associated with advertising on search engines

Planning and Buying

the process of indentifying (and buying) the most appropriate media channels for an advertisers target audience

Performance marketing

a form of marketing where the advertiser only pays for measurable results

q

Quality Score

an algorithm used by search engines which determines CPC and ranking according to landing page relevance

r

RTB (Real Time Bidding)

the process of buying ad space across an auction based platform

Rich media

a form of media which interacts or responds to a user’s actions

Retargeting

the process of serving adverts to consumers who have recently left a website

s

SERP (Search Engine Results Page)

the listing of web pages returned by a search engine

SEO (Search Engine Optimisation)

the process of improving a website’s visibility on search engines through a combination of on-page and off-page techniques

SEM (Search Engine Marketing)

an umbrella term which encompasses both SEO and PPC

t

Traffic

the flow of visitors to a website