Digital Marketing and Technical Jargons

Glossary

Here are 153 terms commonly used in digital marketing and technical development to optimize websites, enhance user experience, and secure online communications.

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  • a

  • A/B testing, also known as split testing, is a common practice in digital marketing used to compare two versions of a webpage, email, ad, or other digital content to determine which performs better in achieving a specific goal. The goal could be anything from increasing click-through rates, conversion rates, sign-ups, purchases, or any other desired action from the target audience.
  • Account-Based Marketing (ABM) is a strategic marketing approach that focuses on targeting and engaging specific high-value accounts or companies, rather than casting a wide net to a broader audience. The primary goal of ABM is to personalize marketing efforts to resonate with the needs, challenges, and preferences of individual target accounts, ultimately leading to more effective and efficient lead generation, customer acquisition, and retention.
  • Affiliate marketing is performance-based marketing where a business rewards its affiliates for each customer brought about by the affiliate's marketing efforts. It can include paying commissions for sales, leads, or clicks on affiliate-generated links.
  • AI-based personalization refers to using artificial intelligence to deliver personalized experiences to users. It can include personalized recommendations, tailored content, and customized interfaces, among other things. AI-based personalization uses data and algorithms to understand a user's preferences and behavior and deliver content and experiences tailored to their individual needs and interests. AI-based personalization aims to improve the user experience and increase engagement, conversions, and overall satisfaction.
  • Artificial intelligence (AI) and machine learning increase for personalized marketing. AI can analyze vast data to deliver highly customized content and product recommendations to individual users.
  • Analytics is collecting, analyzing, and interpreting data about the performance of digital marketing campaigns. It can include website traffic, conversions, and other metrics that help marketers understand how their campaigns perform and make data-driven decisions.
  • Augmented reality (AR) and virtual reality (VR) are used in marketing campaigns to create immersive and interactive customer experiences. AR and VR are particularly popular in the fashion, automotive, and entertainment industries.
  • This is the analytical process of determining which marketing touchpoints a consumer encounters on their path to purchase. It helps marketers understand which channels, campaigns, or sequences of touch points contribute most to conversions, allowing for the optimization of media spending by attributing credit to the most effective marketing efforts.
  • Automated marketing refers to using technology to streamline and automate various marketing processes, such as lead generation, email marketing, and customer segmentation. Automated marketing can include marketing automation software, chatbots, and other tools. The goal is to make marketing more efficient, effective, and scalable. Automated marketing can also allow marketers to personalize and tailor their messages to individual customers and track and analyze their campaigns' results in real time.
  • b

  • B2B, or Business-to-Business, refers to a type of transaction or relationship that takes place between two businesses. This can include the sale of goods or services, the exchange of information or resources, or any other type of interaction that is conducted for the purpose of conducting business. B2B transactions are typically larger and more complex than those that take place between a business and a consumer (B2C), and may involve multiple parties and long-term agreements. Examples of B2B transactions include a manufacturer selling goods to a retailer, or a consulting firm providing services to another business.
  • B2C, or business-to-consumer, refers to a type of transaction or relationship that takes place between a business and an individual consumer. It can include the sale of goods or services, the exchange of information or resources, or any other type of interaction conducted for business. B2C transactions are typically smaller and more straightforward than those between two businesses (B2B). They may involve only a single party and a one-time transaction. Examples of B2C transactions include a retailer selling goods to a customer or a service provider offering services to an individual.
  • Backlinks are links from other websites to a specific page on your website. They are often referred to as "inbound links" or "external links." In the context of search engine optimization (SEO), backlinks can be an important factor in determining the ranking of a webpage in search results. Google and other search engines use backlinks as a way to measure the quality and credibility of a webpage. If a webpage has a lot of backlinks from other high-quality websites, it may be seen as more valuable and relevant, and may rank higher in search results. On the other hand, if a webpage has few or low-quality backlinks, it may be seen as less valuable and may rank lower in search results. There are many different ways to get backlinks to your website, including creating high-quality content that other websites want to link to, participating in industry forums and blogs, and building relationships with other website owners. It is generally considered good practice to focus on getting high-quality backlinks from reputable websites, rather than trying to artificially manipulate the number of backlinks.
  • A phenomenon where website users consciously or subconsciously ignore banner-like information on a website, which can be an advertisement or any other form of content. This behavior may negatively impact the effectiveness of display ads.
  • Behavioral tracking refers to collecting and analyzing data about the actions and behavior of users on a website, application, or other digital property. It can include information such as the visited pages, the time spent on the site, the items clicked on, and the products viewed. Behavioral tracking allows marketers to understand how users interact with their site, and to use this information to improve the user experience and to drive conversions. Behavioral tracking can also be used to create targeted marketing campaigns and to analyze the success of these campaigns.
  • Blockchain in Advertising uses blockchain technology to increase transparency and reduce fraud in advertising campaigns.
  • Google Analytics' bounce rate is a metric that measures the percentage of visitors to a website who leave the site after viewing only a single page. This can be a useful indicator of the effectiveness of a website in engaging and retaining visitors, as a high bounce rate may indicate that the website is not providing the information or experience that users are looking for. In general, a bounce rate of around 40-60% is considered to be average, while a rate above 70% may indicate a problem with the website's content or design. To improve the bounce rate, website owners can try a variety of tactics, such as optimizing the website's content and design for user engagement, improving the website's loading speed, and providing clear calls to action to encourage users to explore more of the site.
  • Broad-spectrum outreach refers to a comprehensive approach in digital marketing that aims to engage and connect with diverse audiences. It involves reaching out to a wide range of individuals or groups, employing various strategies to ensure inclusivity and maximize the reach of a campaign or message.
  • c

  • C2C, or Consumer-to-Consumer, is a type of business model where individuals can buy and sell products or services to each other, typically through an online marketplace or platform. This is in contrast to the more traditional business model, known as B2C (Business-to-Consumer), where a business sells products or services directly to consumers. Some examples of popular C2C platforms include eBay and Etsy.
  • Capex budgeting, also known as capital expenditure or capital budgeting, is the process of planning and allocating financial resources for long-term investments in assets expected to provide benefits over an extended period. These assets typically have a useful life beyond one year and are essential for a company's operations, growth, and strategic initiatives.
  • The California Consumer Privacy Act (CCPA) is a privacy law in the state of California, United States, that went into effect on January 1, 2020. The CCPA applies to businesses that collect, process, or sell the personal information of California residents. It grants consumers the right to know what personal information is being collected about them, the right to request that their personal information be deleted, and the right to opt-out of the sale of their personal information. The CCPA also imposes certain obligations on businesses, such as the requirement to disclose to consumers what personal information they have collected, and to provide consumers with a mechanism to exercise their rights under the law. Businesses that fail to comply with the CCPA can be subject to fines and penalties. The CCPA is similar to the General Data Protection Regulation (GDPR) in the European Union, and it is considered to be one of the most comprehensive privacy laws in the United States.
  • ChatGPT is a significant language model developed by OpenAI and funded mainly by Microsoft, trained on a vast corpus of text data to understand and generate natural language. It uses advanced artificial intelligence and machine learning algorithms to process and interpret human language input, and can be used for a wide range of applications,, including customer service, chatbots, and language translation. ChatGPT is designed to generate human-like responses to user inputs. It can engage in conversations with users naturally and seamlessly, making it a powerful tool for digital marketing and other applications.
  • The percentage of customers or subscribers who cut ties with a service or company within a given time period. For a company, especially in the subscription-based model, it's crucial to keep this number as low as possible.
  • A derogatory term for web content that employs sensational headlines or eye-catching thumbnails to entice users to click through to the content. It is often perceived as deceptive as the content may not fulfill the exaggerated promises of its packaging.
  • CLS, or Cumulative Layout Shift, is a metric used to measure the stability of a website's layout. It quantifies the amount of unexpected layout shifts that occur during the page load, with a higher score indicating a less stable layout. This is important because sudden shifts in layout can be disorienting and disruptive for users, which can lead to a poor user experience. In order to improve CLS, website developers can use techniques such as reserving space for elements that are likely to shift during page load, and adequately sizing and ordering elements so that they don't move around unexpectedly.
  • CMO stands for "Chief Marketing Officer." A Chief Marketing Officer is a senior executive responsible for overseeing and managing all aspects of a company's marketing efforts and strategies. It includes branding, advertising, market research, product development, pricing, and promotion.
  • A content management system (CMS) is a software application or set of tools that provides a centralized platform for creating, managing, and publishing digital content. A CMS typically includes features such as a WYSIWYG editor, version control, and the ability to manage and organize content using categories and tags. A CMS allows multiple users to contribute to and collaborate on a website and enables non-technical users to manage and publish content without needing to know HTML, CSS, or other programming languages.
  • Content marketing refers to creating and sharing valuable, relevant, and engaging content to attract, retain, and ultimately convert a clearly defined audience into customers. Content marketing can take many forms, such as blog posts, infographics, videos, e-books, and more, and is typically used to build brand awareness, establish thought leadership, and drive engagement. Content marketing can also educate and inform potential customers about a product or service and build trust and credibility with the target audience.
  • The practice of republishing content on other sites to reach a broader audience. Syndication helps content creators expand their reach and influence by distributing their content beyond their websites.
  • Artificial intelligence technologies designed to simulate human conversation, enabling businesses to automate customer service and engagement through chatbots, virtual assistants, and other messaging applications. These technologies can interpret and respond to user queries in a natural, conversational manner.
  • A conversion funnel is a visual representation of a customer's journey from being aware of a product or service to actually making a purchase. The funnel is typically divided into several stages
  • Conversion rate optimization (CRO) is improving the performance of a digital marketing campaign to increase the percentage of visitors who take a desired action, such as making a purchase, filling out a form, or downloading an app. CRO involves analyzing user behavior data and making campaign changes based on the insights gathered from this analysis.
  • The Children's Online Privacy Protection Act (COPPA) is a federal law in the United States that went into effect in 2000. The law applies to websites and online services that are directed at children under the age of 13, or that have actual knowledge that they are collecting personal information from children under the age of 13. COPPA requires that such websites and online services obtain parental consent before collecting, using, or disclosing personal information from children. The law defines personal information to include a wide range of information, including a child's name, address, email address, and other online contact information, as well as certain types of persistent identifiers that can be used to track a child's online activities. COPPA also requires that websites and online services that collect personal information from children provide parents with notice of their privacy practices, and it gives parents the right to review and delete their child's personal information. The Federal Trade Commission (FTC) is responsible for enforcing COPPA, and it has the authority to impose fines and other penalties on businesses that violate the law. The law has been updated several times since it was first enacted, and it is considered to be an important tool for protecting the privacy of children online.
  • Copywriting is the process of writing marketing and advertising materials, such as advertisements, brochures, and website content. The goal of copywriting is to persuade the reader or viewer to take a specific action, such as making a purchase, visiting a website, or contacting a business. Copywriting is an important skill in the field of marketing, as it is used to create effective and compelling marketing messages that are designed to engage and persuade the target audience. Copywriters use a variety of techniques, such as storytelling, persuasive language, and emotional appeals, to create engaging and effective copy that resonates with the target audience.
  • Cost per acquisition (CPA) is a pricing model used in some forms of digital marketing, where the advertiser pays for each conversion, or completed sale, that results from their advertising campaign. This means that the advertiser only pays when a user takes a specific action, such as making a purchase or signing up for a service, as a result of the advertising campaign. CPA differs from other pricing models, such as cost per click (CPC) or cost per impression (CPM), where the advertiser pays for each click on their ad or each time their ad is displayed, regardless of whether the user takes any further action. With CPA, the advertiser only pays when they get a desired result from their advertising campaign. CPA can be a useful pricing model for advertisers who are focused on generating conversions and revenue from their advertising campaigns, rather than just increasing traffic or brand awareness. It can also be a good option for advertisers who have a clearly defined and measurable goal for their campaign, such as a certain number of sales or sign-ups.
  • CPC stands for "cost per click." It is a pricing model used in online advertising, in which advertisers pay a fee each time one of their ads is clicked. This means that the advertiser only pays when a user takes a specific action, such as clicking on an ad or visiting their website. CPC is often used as a way to measure the effectiveness of an ad campaign, as well as to compare the relative value of different advertising options. It can be a cost-effective way for businesses to reach potential customers and drive traffic to their websites.
  • Cost per lead (CPL) is a pricing model used in some forms of digital marketing, where the advertiser pays for each lead that is generated from their advertising campaign. A lead is a potential customer who has expressed interest in the advertiser's product or service, and has provided their contact information, such as an email address or phone number.
  • CPM (from the Latin term "cost per mille") stands for "cost per thousand impressions." It is a pricing model used in online advertising that is based on the number of times an ad is displayed, or "impressed," on a website or other platform. In the CPM model, advertisers pay a fixed amount for every thousand times their ad is shown to users. This means that the more impressions an ad receives, the more the advertiser will pay. CPM is often used as a way to measure the effectiveness of an ad campaign, as well as to compare the relative value of different advertising options.
  • Conversion rate is the percentage of visitors to a website or other online platform who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a form. Conversion rate is typically calculated by dividing the number of conversions (i.e., the number of people who took the desired action) by the total number of visitors to the site. For example, if a website has 100 visitors and 10 of them make a purchase, the conversion rate would be 10%. Conversion rate is an important metric for businesses that operate online, as it can provide insight into the effectiveness of their website or platform. A high conversion rate can indicate that a website is effective at converting visitors into customers, while a low conversion rate may indicate that there are opportunities for improvement. As a result, businesses often focus on optimizing their conversion rate in order to increase sales and revenue. This can involve A/B testing different versions of a website, improving the user experience, or offering promotions or incentives to encourage visitors to take the desired action.
  • CRM stands for customer relationship management. It is a term that refers to the practices, strategies, and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, helping to retain customers, and driving sales growth. CRM systems are used to store and organize customer information, such as contact details and purchase history, and to automate and manage customer interactions, such as marketing, sales, and support. By using CRM, companies can better understand their customers' needs and preferences, and provide them with personalized and consistent service across different channels.
  • Cross-Device Targeting is a marketing strategy that identifies users across multiple devices and targets them with consistent marketing messages.
  • Cascading Style Sheets (CSS) is a stylesheet language used to describe the presentation of a document written in a markup language, such as HTML. CSS controls the formatting and layout of a web page, including the colors, fonts, and other design elements. By separating the presentation of a web page from its content, CSS allows developers to create more flexible and adaptable web designs that can be easily updated and maintained. CSS can be applied to a web page using various methods, including inline styles, internal stylesheets, and external stylesheets. It is a fundamental building block of modern web design, and is widely used by web developers to create visually appealing and user-friendly websites.
  • A Call-To-Action (CTA) is a message or button that is designed to encourage a specific action from the viewer or reader. This action could be anything from visiting a website or making a purchase, to subscribing to a newsletter or downloading a mobile app. CTAs are commonly used in marketing and advertising to direct and motivate the audience to take a desired action. They are often used in combination with other forms of marketing content, such as advertisements, emails, and social media posts, to help drive traffic and conversions. Effective CTAs are typically clear, concise, and compelling, and are designed to appeal to the target audience.
  • CTR stands for "click-through rate." It is a metric used in online advertising to measure the effectiveness of an ad. It is calculated by dividing the number of times an ad is clicked by the number of times it is shown, expressed as a percentage. A high CTR indicates that the ad is well-targeted and relevant to the audience, and is therefore more likely to be effective at driving traffic to the advertiser's website. A low CTR, on the other hand, may indicate that the ad is not well-targeted or relevant, and may need to be improved in order to be more effective.
  • Customer data platform is a unified customer database that consolidates and integrates data from multiple sources to build a complete and coherent profile of each customer. This platform enables businesses to harness a wide range of customer data, including demographic information, behavior data, and transactional data, to drive personalized marketing strategies, enhance customer experiences, and make informed business decisions.
  • CX is an abbreviation that stands for customer experience. In the business world, customer experience (CX) refers to the overall impression that a customer has of a company, product, or service. This includes all of the interactions that a customer has with a company, from the moment they first become aware of it, to the point at which they make a purchase and beyond. Companies that prioritize customer experience are focused on providing their customers with a positive and enjoyable experience at every stage of their journey, in order to build loyalty and drive long-term business success. To improve customer experience, companies may use a variety of tactics, such as improving their products or services, providing excellent customer service, and creating engaging and user-friendly websites or other digital interfaces.
  • d

  • Direct-to-Consumer: The D2C model involves companies selling their products or services directly to consumers, bypassing traditional intermediaries like retailers. This approach allows for better control over customer relationships and data.
  • Refers to the sharing of content through private channels such as instant messaging programs, email, and other means of direct communication. Dark social traffic is typically more challenging to track than traffic generated through public social media channels, making it a challenge for marketers.
  • A Distributed Denial of Service (DDoS) attack is a type of cyber attack in which an attacker attempts to make a network resource or website unavailable to users by overwhelming it with traffic from multiple sources. This is typically accomplished by using a large number of infected or compromised devices, known as a botnet, to send a flood of requests or other traffic to the target. The goal of a DDoS attack is to disrupt the normal functioning of the network or website, making it difficult or impossible for legitimate users to access the resources they need. DDoS attacks can be particularly damaging because they often involve a high volume of traffic, making it difficult for network administrators to block the attack without also blocking legitimate traffic.
  • Deep networks, also known as deep learning networks or deep neural networks, are a type of artificial neural network that is composed of many layers of interconnected nodes, or neurons. These networks are called "deep" because they have a larger number of layers than traditional neural networks, which allows them to learn more complex patterns in data. Deep networks are a powerful tool for machine learning, and have been used in a wide range of applications, including image recognition, natural language processing, and autonomous vehicles. Deep networks are able to learn and make predictions based on large amounts of data, and can improve their performance over time through a process known as training.
  • A digital marketing channel is a medium or platform that is used to deliver digital marketing messages or content to a target audience. There are many different types of digital marketing channels, including websites, social media, email, search engines, and mobile apps. Each channel has its own strengths and weaknesses, and can be used in different ways to achieve different marketing goals. For example, a website can be used to provide detailed information about a product or service, while social media can be used to engage with customers and build brand awareness. By using a combination of different digital marketing channels, businesses can reach a wider audience and achieve their marketing objectives more effectively.
  • A "Digital Storefront" is an online platform or website that serves as a virtual storefront or an e-commerce platform for businesses to sell their products or services directly to consumers over the internet. It is essentially an online equivalent of a traditional brick-and-mortar store, where customers can browse products, read product descriptions, make purchases, and complete transactions online. A digital storefront typically provides a user-friendly interface for customers to navigate, search for products, and complete transactions, as well as tools for businesses to manage their inventory, process payments, and track customer orders. The goal of a digital storefront is to provide a convenient and accessible shopping experience for customers and to simplify the sales process for businesses.
  • Digital twinning is a technology that allows the digital representation of a physical object or system to be created and used for various purposes. A digital twin is a virtual model of a real-world object or system, which can be used to simulate its behavior, analyze its performance, and optimize its design. Digital twinning can be applied to various industries and applications, including manufacturing, healthcare, transportation, and more. By using digital twinning, businesses can gain valuable insights into the performance of their products and systems, and can use this information to improve their efficiency, reliability, and overall performance. Digital twinning is a rapidly growing technology, and is expected to play a key role in developing the Internet of Things (IoT) and other emerging technologies.
  • Direct mail refers to the delivery of marketing materials to a target audience, typically through the mail. Direct mail can be used to promote products or services, generate leads, or build brand awareness. Direct mail can take many forms, such as postcards, flyers, brochures, and catalogs, and is often used by businesses to reach a specific group of customers or potential customers. Direct mail campaigns can target particular demographics, such as age, income, or location. They can be measured for effectiveness through response rates, conversions, and other metrics.
  • Display advertising refers to online ads on websites or other digital platforms. These ads can come in various forms, such as banner ads, display ads, or rich media ads. They intend to capture the user's attention and drive traffic to a specific website or landing page. Display advertising is a form of online advertising that allows marketers to reach a large audience and target specific segments based on demographic, geographic, and behavioral criteria.
  • Website or email content that changes based on the interests or past behavior of the viewer. It creates an experience explicitly customized for the visitor or reader at that moment, increasing the relevance and engagement of the content.
  • e

  • E-A-T (Expertise, Authoritativeness, Trustworthiness): E-A-T is an acronym representing the core principles that Google uses to assess the quality and credibility of web content. It stands for Expertise (demonstrated knowledge and expertise in the content's subject matter), Authoritativeness (the credibility of the content and the website), and Trustworthiness (the reliability and honesty of the content and the website).
  • E-E-A-T (Expertise, Authoritativeness, Trustworthiness, Experience): E-E-A-T is an extension of the E-A-T framework, incorporating an additional "E" for "Experience." In addition to the core E-A-T principles, E-E-A-T emphasizes providing a positive user experience on websites, considering factors such as site speed, mobile-friendliness, and overall usability.
  • Email marketing refers to using email to promote products or services, build relationships with potential customers, or retain existing customers. Email marketing can take many forms, such as newsletters, promotional offers, transactional messages, and more, and is typically used to drive engagement, conversions, and customer loyalty. Email marketing can be targeted to specific segments of a mailing list. It can be personalized to individual recipients based on their interests, behaviors, and other data.
  • A metric used to assess the level of engagement that a piece of created content is receiving from an audience. It considers interactions like likes, shares, comments, and often divides it by the number of impressions or total followers to calculate a rate.
  • Ephemeral Content is digital content available only for a short duration, such as Snapchat and Instagram Stories content.
  • f

  • FID, or First Input Delay, is a metric that measures the time it takes for a website or web app to become interactive, meaning that it is able to respond to user input. This is an important measure of the user experience, as a long first input delay can make a website or app feel unresponsive and slow. In order to improve FID, website developers can use techniques such as optimizing the loading of critical resources, using code splitting to reduce the amount of JavaScript that needs to be parsed and executed, and reducing the number of long-running tasks that block the main thread.
  • g

  • The General Data Protection Regulation (GDPR) is a regulation in EU law on data protection and privacy for all individuals within the European Union (EU) and the European Economic Area (EEA). It also addresses the export of personal data outside the EU and EEA. The GDPR aims to give individuals more control over their personal data and to simplify the regulatory environment for international business by unifying the regulation within the EU. It went into effect on May 25, 2018.
  • A location-based digital marketing tool that enables businesses to send messages to smartphone users who enter a predefined geographic area. This technology is often used for localized advertising and customer alerts.
  • The Global Positioning System (GPS) is a network of satellites, ground stations, and receivers that provide precise location and time information anywhere on the Earth's surface. GPS works by using signals from satellites to determine the position of a receiver on the ground and can provide accuracy within a few meters. GPS is used in many applications, such as navigation, mapping, surveying, and monitoring the movement of people, vehicles, and assets.
  • "Google My Business." This is a tool provided by Google that allows businesses to manage their online presence across Google, including Search and Maps. By verifying and editing their business information, businesses can help customers find them and tell them their stories. GMB is particularly useful for local SEO, as it enables businesses to appear in local search results and provides potential customers with helpful information such as business hours, location, and customer reviews.
  • LaMDA (Language Model for Dialogue Applications) is a research project from Google that is focused on developing a more advanced and capable natural language processing system. LaMDA uses a large-scale, transformer-based language model to understand and generate human-like responses to text-based queries. This allows LaMDA to hold more natural and realistic conversations than previous language models, and can potentially be used in applications such as chatbots, virtual assistants, and conversational interfaces. LaMDA is still in the research phase, and it is not yet clear when or if it will be released for commercial use.
  • A process of rapid experimentation across marketing channels and product development to identify the most effective and efficient ways to grow a business. Growth hackers often focus on low-cost alternatives to traditional marketing, utilizing social media and viral marketing instead of buying advertising through more traditional media.
  • h

  • A heatmap is a visual representation of data that uses color to indicate areas of high and low activity on a web page. Heatmaps are often used in conversion rate optimization to help marketers understand where users are clicking, scrolling, and interacting with a website and identify improvement areas. By analyzing heatmaps, marketers can make data-driven decisions about how to optimize their campaigns for maximum effectiveness.
  • Hyperlocal PPC campaigns are a type of advertising campaign that uses location-based targeting to show ads to users in a specific geographic area. This type of campaign is typically used by businesses that want to reach customers in a specific location, such as a neighborhood, city, or region. In a hyperlocal PPC campaign, the advertiser sets a geographic target for the ads, and the ads are only shown to users who are located within that area. This can be a useful way for businesses to reach potential customers who are nearby and likely to be interested in their products or services.
  • i

  • IAM stands for Identity and Access Management. It's a framework of policies and technologies for ensuring that the right people in an organization have the appropriate access to technology resources. IAM systems provide administrators with the tools and technologies to change a user's role, track user activities, create reports on those activities, and enforce policies continuously.
  • Inbound marketing is a marketing strategy focusing on attracting customers to a business through relevant and helpful content. The goal of inbound marketing is to create content that is valuable and useful to potential customers so that they are more likely to engage with the brand and eventually make a purchase. Inbound marketing includes a range of tactics, such as content marketing, search engine optimization, and social media marketing, all of which are designed to attract, engage, and delight potential customers. Unlike outbound marketing, which involves reaching out to customers through interruptive ads or other means, inbound marketing focuses on earning the attention of customers through valuable and relevant content.
  • Influencer marketing is a form of marketing that involves partnering with individuals with a large social media following to promote products or services. Influencers can use their platforms to create content that highlights the product's or service's benefits or to create sponsored posts that directly promote the product.
  • A marketing strategy that involves identifying and engaging individuals with influence over potential buyers and collaborating with them to promote a brand, product, or service.
  • Interactive Ads are advertisements that require the viewer's active engagement, often involving actions like swiping, shaking the device, or making choices within the ad.
  • Content that requires active consumer engagement, as opposed to passive consumption. Examples include quizzes, polls, surveys, and calculators. Interactive content is designed to provide more engagement and higher conversion rates than static content.
  • The Internet of Things (IoT) refers to the growing network of physical objects that are connected to the internet and can collect, exchange, and transmit data. These objects, which are often equipped with sensors, actuators, and other devices, can include a wide range of everyday items, such as thermostats, cars, appliances, and even clothing. The IoT allows these objects to communicate with each other and with other internet-connected devices, providing a new level of control and automation for many tasks and processes. This can enable a wide range of new applications and services, from remote monitoring and control of equipment, to more efficient supply chains, to the development of new forms of consumer products and services.
  • k

  • The practice of overloading a webpage with keywords or numbers to manipulate a site's ranking in Google search results. It often results in a negative user experience and can harm a site's ranking.
  • KPI stands for "key performance indicator." It is a metric used to measure the performance of a business, department, or individual against specific goals and objectives. KPIs are typically used to assess the effectiveness of different strategies and initiatives, and to determine whether they are meeting their desired outcomes. They can be financial metrics, such as revenue or profit, or non-financial metrics, such as customer satisfaction or website traffic. The specific KPIs that are used can vary depending on the business and the goals it is trying to achieve.
  • l

  • A landing page is a specific webpage that a user is directed after clicking on a digital marketing campaign, such as a search engine ad, email link, or social media post. The goal of a landing page is to convert the user into a customer by providing relevant information and a clear call-to-action (CTA). Effective landing pages are optimized for user experience and are designed to drive conversions.
  • Lead generation is identifying and nurturing potential customers for a business. It is achieved through various digital marketing campaigns, such as email marketing, social media marketing, or search engine marketing. The goal is to collect information about potential customers and convert them into paying customers.
  • The process of developing and reinforcing relationships with buyers at every stage of the sales funnel. It focuses on marketing and communication efforts to listen to prospects' needs and provide the information and answers they need.
  • A prediction of the net profit attributed to the entire future relationship with a customer. Understanding LTV helps businesses develop strategies to acquire new customers and retain existing ones while maintaining profit margins.
  • Local SEO, or local search engine optimization, is the process of optimizing a website to improve its ranking in the search results for local-based queries. This type of SEO is focused on optimizing the website for keywords and phrases that include the location of the business, such as the city or region where the business is located. Local SEO is important for businesses that rely on local customers, such as brick-and-mortar stores or service providers that operate in a specific geographic area. By improving its local SEO, a business can increase its visibility in the search results for local queries, which can lead to more traffic and potential customers. This can be accomplished through a variety of tactics, such as optimizing the website's content and meta data for local keywords, building local citations and links, and optimizing the website for mobile devices.
  • In digital advertising, it's an audience created by identifying common qualities of people in an existing customer database (like an email list or users who have taken a particular action on a website) to find new users who resemble (or "look like") them.
  • m

  • Technology that manages marketing processes and multifunctional campaigns across multiple channels automatically. It streamlines lead generation, segmentation, lead nurturing, lead scoring, measurement processes, and more.
  • Micro-moments are instances when consumers use their devices to fulfill a need to learn, do, discover, watch, or buy something.
  • ML in marketing refers to the use of machine learning algorithms and techniques to improve marketing efforts. This can include tasks such as analyzing customer data to identify patterns and trends, predicting customer behavior, and personalizing marketing campaigns. Machine learning algorithms are able to process large amounts of data quickly and accurately, allowing marketers to make more informed decisions and improve the effectiveness of their marketing efforts.
  • Marketing activities designed specifically for delivery to and interaction with mobile devices, usually as part of a multi-channel campaign. It can include mobile-specific efforts like SMS and MMS marketing, mobile apps, and mobile-friendly web content.
  • Multichannel marketing is a strategy that uses multiple communication and distribution channels, such as email, social media, websites, and physical stores, to reach and engage customers to promote products or services.
  • Multimodal search is a type of search that allows users to input their query using multiple modes, such as text, voice, or image. This allows users to use the mode that is most convenient for them at the time, and can improve the search experience by making it more flexible and natural. For example, a user might use text input to type in a query on a desktop computer, but switch to voice input on a smartphone while on the go. Multimodal search can also improve the accuracy of search results by combining information from multiple modes, such as using the text in an image to provide context for a voice query.
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  • The Nash equilibrium is a solution concept in game theory, named after Nobel laureate John Forbes Nash. It is a state of balance in which each player in a game has chosen the best possible strategy, given the strategies of the other players. In other words, in a Nash equilibrium, no player has an incentive to change their strategy, because doing so would not improve their outcome. The Nash equilibrium is an important concept in game theory, because it provides a way to predict the outcome of a game in which the players have conflicting interests. It is often used in economics, political science, and other fields to analyze strategic interactions between individuals or groups.
  • Native advertising is a type of online advertising that matches the form and function of the platform on which it appears. In other words, it looks and feels like the surrounding content on a website or social media platform, making it less intrusive and more engaging for the user. Native ads are often found in social media feeds, search engine results pages, or as recommended content on a website. The goal of native advertising is to promote a product or service in a way that blends seamlessly with the user's experience, making it more likely that they will click on the ad and engage with the brand.
  • A field of marketing research that studies consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. Marketers use neuromarketing to understand their audiences better and to improve their marketing strategies.
  • Non-Fungible Token: a digital asset representing ownership or proof of authenticity of a unique item or piece of content, often using blockchain technology. While NFTs are primarily associated with digital art and collectibles, they are entering digital marketing. Some brands and artists are exploring NFTs to engage with audiences and create unique, collectible digital assets.
  • Nielsen DMA, or Designated Market Area, is a term used by Nielsen Media Research to refer to geographic areas in the United States that are used for television ratings. Each DMA is defined by Nielsen as a group of counties with similar media markets, and are used to measure the size and composition of the television audience in that area. Nielsen DMAs are used by television broadcasters and advertisers to determine which markets to target with their ads, and are typically defined by the most significant city or cities in the area. There are 210 Nielsen DMAs in the United States, covering all 50 states and the District of Columbia.
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  • An approach to marketing that seeks to provide customers with a seamless shopping experience, whether they're shopping online from a mobile device, a laptop, or in a brick-and-mortar store.
  • Opex budgeting, also known as operational expenditure budgeting or operating budgeting, is the process of planning and allocating financial resources for day-to-day operational expenses and recurring costs incurred by a business or organization to maintain its ongoing operations. Unlike capital expenditures (Capex) that involve long-term investments in assets, Opex consists of regular, short-term expenses required to keep the business running.
  • Organic search refers to the process of finding information on a search engine such as Google, without the use of any paid advertising. This means that the results that are returned by the search engine are based solely on the relevance and quality of the content, rather than on any payment or advertising. Organic search results are typically displayed in the main body of the search engine results page, and are distinguished from paid advertisements, which are usually labeled as "sponsored" and displayed in a separate section of the page. The goal of organic search is to improve the ranking of a website or web page in the search engine results page, in order to increase the visibility and traffic to the site.
  • Online reputation management (ORM) is the practice of tracking, monitoring, and responding to online content that can affect an individual's or organization's reputation. This can include things like social media posts, reviews, and ratings, as well as news articles and other online content. ORM involves monitoring and tracking this content, as well as taking steps to address any negative or false information that may be present. This can include things like responding to customer complaints, managing negative reviews, and promoting positive content. The goal of ORM is to ensure that an individual's or organization's online reputation is positive and accurately reflects their values and actions.
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  • Parasite SEO refers to a type of black hat SEO (search engine optimization) tactic that involves creating content on another website and using it to rank for specific keywords in search results. This can be done by creating a page on a high-traffic website and using it to rank for a particular keyword or by using a popular website's resources to rank for a specific keyword.
  • The process of creating a tailored experience for individuals based on their preferences, behaviors, and desires. Personalization aims to present users with experiences that are relevant to them, potentially increasing engagement, loyalty, and conversion rates.
  • Personally identifiable information (PII) is any information that can be used to identify a specific individual. In the context of marketing, PII can include a wide range of information, such as a person's name, email address, phone number, physical address, or even information about their online behavior or interests. PII is often collected by marketers in order to better understand and target their audience, and it can be valuable for personalized marketing efforts. However, the collection and use of PII is subject to strict privacy laws and regulations, such as the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States. These laws require marketers to obtain consent from individuals before collecting and using their PII, and they also give individuals the right to access, correct, or delete their PII if necessary. As a result, it is important for marketers to carefully manage and protect any PII that they collect.
  • A web platform is a set of technologies and tools that are used to develop and host web-based applications and websites. A web platform typically includes a web server, a programming language, a database, and other tools and libraries. It provides a framework for developers to build and deploy web applications and websites, and offers a range of features and capabilities that can be used to create interactive and engaging user experiences. Examples of web platforms include the LAMP stack (Linux, Apache, MySQL, PHP), the .NET framework, and the Java EE platform. These platforms are designed to be flexible and scalable, and can be used to build a wide variety of web-based applications and websites.
  • PPC stands for "pay-per-click." It is a type of online advertising model in which advertisers pay a fee each time one of their ads is clicked. This is in contrast to other forms of online advertising, such as display ads, which are typically paid for based on the number of impressions they receive. With PPC, advertisers only pay when a user takes a specific action, such as clicking on an ad or visiting their website. This can make it a cost-effective way for businesses to reach potential customers and drive traffic to their websites.
  • Public relations (PR) is the practice of managing the public image of a person, organization, or product. This can involve activities such as crafting and disseminating press releases, organizing events, and engaging with the media and other stakeholders. The goal of PR is often to create a positive relationship between an organization and its public, or target audience, in order to achieve specific objectives such as improving brand awareness or reputation, increasing sales or donations, or influencing public policy.
  • The use of data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data. In marketing, predictive analytics can forecast consumer behavior, purchasing patterns, and help in decision-making processes
  • Marketing strategies that prioritize user privacy and data protection, adapting to consumer concerns and regulatory requirements by minimizing data collection and transparently managing user information. It emphasizes trust-building and ethical practices in handling customer data.
  • Programmatic advertising uses automated systems and algorithms to buy and sell advertising space in real-time. Programmatic advertising allows advertisers to target specific audiences and deliver ads based on data-driven insights about consumer behavior and preferences. Programmatic advertising can be used in various formats, including display ads, video ads, and mobile ads. It can be more efficient and cost-effective than traditional advertising methods. Programmatic advertising can optimize ad campaigns in real-time based on data and performance metrics. They can be adapted to changing market conditions and consumer behaviors.
  • Programmatic Direct is a method of buying guaranteed advertising impressions in advance from specific publisher sites.
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  • A rating in pay-per-click (PPC) advertising that influences both the cost per click (CPC) and the ad rank in the auction process. The score reflects the quality of your ads, keywords, and landing pages, with higher scores leading to lower costs and better ad positions.
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  • Real-Time Bidding (RTB) is a process in which advertising space is bought and sold through automated systems in real-time. RTB allows advertisers to bid on specific advertising inventory, such as a display ad impression or a video ad view, and to deliver their ads to particular audiences based on real-time data and consumer behaviors. RTB enables more efficient and effective advertising, as ad campaigns can be optimized based on real-time data and performance metrics and can be adapted to changing market conditions and consumer behaviors.
  • Remarketing is a digital marketing technique that shows ads to people who have already interacted with your brand or website. Remarketing can target users who have abandoned a shopping cart, visited specific pages on your website, or engaged with your brand in other ways. The goal of remarketing is to re-engage with potential customers and encourage them to complete a desired action, such as making a purchase, filling out a form, or downloading a piece of content.
  • Responsive design is a term that refers to the practice of designing websites and applications in a way that allows them to adapt to the size and shape of the user's device or screen. This means that the content on the website or application will automatically rearrange and resize itself to fit the device or screen, without the need for the user to manually zoom in or out. Responsive design is important because it allows users to access the same content on different devices, without having to worry about the content not fitting or looking correct on their device. This can improve the user experience and make it easier for users to find the information they are looking for.
  • Retargeting is a form of online advertising that allows marketers to reach users who have previously interacted with their website or other digital properties. It can be done by displaying targeted ads to users who have visited the website, abandoned a shopping cart, or performed other desired actions. Retargeting aims to re-engage with users who are already interested in the product or service and to drive them back to the website to complete the desired action.
  • Return on advertising spend (ROAS) measures the efficiency of an advertising campaign. It is calculated by dividing the revenue generated from the campaign by the amount spent on advertising. For example, if an advertiser spends $100 on an advertising campaign and generates $500 in revenue from that campaign, their ROAS would be 500/100 = 5. This means that for every dollar spent on advertising, the advertiser generated $5 in revenue. ROAS is a useful metric for advertisers because it allows them to see how well their advertising campaign is performing in terms of generating revenue. It can help advertisers compare the effectiveness of different campaigns and make decisions about where to allocate their advertising budget. A high ROAS indicates that the advertising campaign is generating a good return on investment, while a low ROAS may indicate that the campaign is not performing well and may need to be adjusted or changed.
  • ROI, or return on investment, is a financial metric that is used to measure the profitability of an investment. It is calculated by dividing the net profit of an investment by the initial cost of the investment, and expressing the result as a percentage. For example, if an investment of $100 generates a net profit of $20, the ROI would be 20/100 = 0.2, or 20%. ROI is a useful metric for evaluating the performance of an investment, because it allows investors to compare the profitability of different investments on a common basis. A higher ROI indicates a more profitable investment, while a lower ROI may indicate that the investment is less profitable or may even be losing money.
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  • Software as a Service (SaaS) is a software delivery model in which a software application is hosted by a third-party provider and made available to customers over the internet. In this model, the provider is responsible for managing the infrastructure and resources required to run the application, while the customer pays a subscription fee to access and use the software. This allows customers to use the software without having to worry about the technical details of installation, maintenance, and upgrades. SaaS is often used for applications that require a high level of availability and scalability, such as customer relationship management (CRM) and enterprise resource planning (ERP) systems.
  • A sales funnel is a marketing and sales model that describes the journey of a potential customer from the moment they first become aware of a product or service, to the point at which they make a purchase. The sales funnel is typically divided into several stages, including awareness, interest, consideration, and decision, which represent the different steps that a customer goes through on their way to making a purchase. At each stage of the funnel, different marketing and sales tactics are used to move the customer closer to a purchase decision. The goal of the sales funnel is to convert as many potential customers as possible into paying customers, by providing them with the information and support they need to make an informed decision. By understanding and optimizing the different stages of the sales funnel, businesses can improve their sales and marketing effectiveness, and increase their revenue.
  • Scraping is the process of extracting data from websites or other digital sources in an automated manner. Scraping can be used to collect data for various purposes, such as research, marketing, and competitive intelligence. Scraping can be performed using different tools and technologies, including web scraping software, APIs,, and data scraping services. The process of scraping often involves: Navigating websites. Extracting data from specific pages. Storing the data in a structured format for further analysis. However, it's essential to remember that scraping can be against the terms of use for some websites and can also run afoul of privacy and data protection regulations.
  • The underlying purpose of a user's search query on search engines. It categorizes the reasons behind a search, whether informational, navigational, transactional, or commercial. It helps marketers tailor their content to meet users' needs accordingly.
  • Second-Screen Advertising involves ads synchronized to appear on a mobile device or computer in response to what is happening on a television show or commercial.
  • SEM stands for "search engine marketing." It is a type of internet marketing that involves promoting websites by increasing their visibility in search engine results pages (SERPs) through paid advertising. This is typically done through a combination of SEO and PPC, with the goal of increasing the website's ranking on search engines and driving more traffic to the website. SEM can be an effective way for businesses to reach potential customers and promote their products or services online.
  • Sentiment Analysis is identifying and categorizing opinions expressed in text to determine whether the writer's attitude toward a topic, product, or service is positive, negative, or neutral.
  • SEO stands for "search engine optimization." It is the process of improving the ranking of a website on search engines like Google. This is done through a variety of techniques, such as improving the website's content and structure, as well as building high-quality backlinks from other websites. The goal of SEO is to make a website more visible and easier to find for users searching for relevant keywords. This can help to increase the amount of traffic the website receives and improve its overall visibility on the web.
  • Search Engine Reputation Management (SERM) is the practice of monitoring, influencing, and improving the online reputation of an individual or organization. This can be accomplished through various means, such as monitoring and responding to online reviews, managing the presence of a business or individual on social media and other websites, and working to improve the visibility of positive content in search engine results. SERM is often used by businesses and individuals who want to improve their online reputation, or who have been the subject of negative reviews or press coverage. By managing their online presence and improving the visibility of positive content, these individuals and organizations can help protect and improve their reputation.
  • SERP is an acronym that stands for search engine results page. It is the page that a search engine displays after a user enters a search query. The SERP typically includes a list of links to webpages that are relevant to the user's search query, along with other information such as ads, images, and videos. The goal of the SERP is to help the user find the information they are looking for quickly and easily. The content and layout of the SERP can vary depending on the search engine and the type of query. For example, a SERP for a navigational query, such as the name of a company, may include a list of links to the company's website and social media profiles, while a SERP for an informational query, such as a question, may include a list of links to articles and other sources of information.
  • Shoppable Posts are social media posts that integrate direct product purchase links or tags to facilitate buying directly from the social media platform.
  • Smart Content refers to content that is dynamically personalized to meet an individual's specific needs and preferences.
  • A social media entrepreneur is a person who uses social media platforms to promote and sell products or services. They typically have a strong presence on social media and use their platforms to connect with potential customers and build their brand. Social media entrepreneurs often use a variety of tactics, such as creating engaging content, using paid advertising, and building a loyal following, to grow their business and reach new customers. Some social media entrepreneurs may also offer consulting services or provide training to others who want to learn how to use social media for business purposes.
  • SMM stands for "social media marketing." It is the process of promoting a website or brand on social media platforms, such as Facebook, Twitter, and Instagram. This is typically done through a combination of techniques, such as creating and sharing engaging content, running paid advertisements, and engaging with users on social media. The goal of SMM is to increase brand awareness and engagement, and to drive traffic to the website. It can be an effective way for businesses to reach potential customers and build relationships with them online.
  • Social media optimization (SMO) is the process of using social media platforms and channels to increase the visibility and reach of a brand, product, or service. This can involve creating engaging and shareable content, using hashtags and other tactics to improve the discoverability of a brand's content, and engaging with potential customers on social media platforms. The goal of SMO is to drive traffic to a brand's website and increase awareness of its products or services, ultimately leading to increased sales and revenue. SMO can be an effective way for businesses to reach and engage with their target audience, and it is often used in conjunction with search engine optimization (SEO) to improve a brand's online visibility.
  • The concept that people will conform to the actions of others under the assumption that those actions reflect the correct behavior. Marketers use social proof, such as user testimonials and celebrity endorsements, to increase trust and credibility among potential customers.
  • SoLoMo is a term that is used to refer to the combination of three technologies: social, local, and mobile. This term is often used to describe the way that these technologies are used together to enhance the online experience of users. Social refers to the use of social networking and other online tools to connect people and share information. Local refers to the use of location-based services and other technologies that enable users to find information and services relevant to their specific location. Mobile refers to the use of mobile devices, such as smartphones and tablets, to access the internet and use online services. When these three technologies are combined, they can create a powerful and engaging online experience for users.
  • A marketing technique that harnesses the power of stories to communicate a message that resonates with the audience's values, emotions, and aspirations, often resulting in a more profound connection with the brand.
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  • A topical map is a type of map that focuses on a specific subject or theme, rather than showing physical features or geographical boundaries. In the context of search engine optimization (SEO), a topical map may refer to a type of sitemap that organizes the pages on a website by topic or theme, rather than by the structure of the website's navigation. This can help search engines understand the content and organization of a website and may improve its visibility in search results. A topical map can be created as a standalone document or incorporated into the website's HTML code as a sitemap. It may include links to individual pages or sections of the website, as well as a brief description of the content of each page. The purpose of a topical map is to provide a clear and comprehensive overview of the website's content, which can be useful for both users and search engines. In addition to helping with SEO, a topical map can also be a useful tool for website visitors, as it can provide a clear and easy-to-navigate overview of the content available on the website. This can be particularly useful for large or complex websites with many pages and sections.
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  • User-generated content (UGC) is any content that has been created by users or customers of a brand, rather than the brand itself. This can include a wide range of content types, such as reviews, ratings, comments, testimonials, photos, videos, and more. UGC is often found on social media platforms, where users can easily share their own content and engage with others. Brands often value UGC because it can be an authentic and trustworthy source of information for potential customers. It can also help to build a sense of community and engagement around a brand, as users feel more connected to a brand when they see content from other customers. Some brands may even actively encourage the creation of UGC by running contests or promotions that incentivize users to create and share content.
  • A user interface (UI) is the part of a computer system, website, or device that a person uses to interact with the system, website, or device. It is the interface through which a user communicates with the system, providing input and receiving output. A good user interface is one that is easy to use, intuitive, and efficient, allowing the user to quickly and easily accomplish their goals. The design of a user interface is a crucial aspect of user experience (UX) design, and involves considering the needs and goals of the user, as well as the capabilities and limitations of the system, website, or device.
  • User acquisition refers to attracting new users to a website, application, or digital property. It can be done through various digital marketing campaigns, such as search engine marketing, social media marketing, or content marketing. The goal is to attract users interested in the product or service and likely to become customers.
  • User engagement refers to the interaction, and involvement users have with a website, application, or other digital property. It can include clicking on links, filling out forms, sharing content, or leaving comments. The goal of user engagement is to increase the time users spend on the site, deepen their relationship with the brand, and ultimately drive conversions.
  • User experience (UX) refers to a user's overall experience with a website, application, or digital property. It includes ease of use, visual design, content organization, and more. UX design aims to create a positive experience for the user, make it easy for them to find the information they need, and ultimately drive conversions. Effective UX design considers the needs and goals of the user and focuses on creating a seamless and intuitive experience.
  • A detailed representation of your ideal customer based on market research and real data about your existing customers. User personas help guide decisions about product development, user experience, and marketing strategies.
  • USP is short for "unique selling proposition" or "unique selling point." It is a marketing concept that refers to the unique benefit or advantage that a product or service offers its customers compared to similar products or services. A USP is a vital element of a company's marketing strategy, as it helps differentiate the company's offering from its competitors and makes it more appealing to potential customers. Some examples of USPs include a product's quality, durability, convenience, price, or a unique feature or service that it offers. Identifying and promoting a USP can be an effective way for a company to stand out in a crowded market and attract and retain customers.
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  • Video marketing is a strategy in which businesses create and share videos to promote their products, services, or brand. Videos aim to educate customers, showcase products, or entertain viewers. They can be shared through various channels, including websites, social media, and video hosting platforms. The goal of video marketing is to increase brand awareness and engagement and drive conversions by appealing to the viewer's emotions.
  • Viral marketing is a strategy in which businesses create content designed to be shared and spread rapidly through social networks. Viral marketing aims to reach many people quickly and effectively and to generate buzz around a product, service, or brand. It can be done through various tactics, such as creating entertaining videos, hosting contests, or offering incentives for sharing.
  • Visual Listening involves analyzing images posted on social media to assess how users feel about a brand or product.
  • The process of using visual images like photographs, screenshots, or internet images to search for information, products, or services. The technology uses real-world images as the stimuli for online searches, rather than text-based keywords.
  • Voice commerce refers to transactions made using voice recognition technology. It allows users to make purchases with voice commands via devices like smartphones, smart speakers, and virtual assistants.
  • With the rise of voice-activated devices like smart speakers and voice assistants, optimizing content for voice search was becoming necessary. Marketers were adapting their SEO strategies to cater to voice search queries.
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  • The practice of customizing the content and the layout of a website to the specific needs and preferences of individual users or segments, often using data about their browsing history and behavior to create a more engaging and optimized online experience.
  • The process of enhancing a website's performance and user experience to increase its effectiveness in achieving business goals, such as driving traffic, improving engagement, and boosting conversions.
  • WYSIWYG stands for What You See Is What You Get.. It's a term used to describe a type of computer software or interface that allows users to see how content will look on the screen as they are creating it rather than having to imagine how it will look after it's been published.
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  • This term is commonly used in business and finance to compare statistics, performance, or metrics between one year and the corresponding period in the previous year. For instance, a YoY analysis in a context would compare Google Ads benchmarks in 2023 with those from 2022, to identify trends, growth, or changes in performance over the year.
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  • Refers to a search engine result that answers the user's query directly at the top of a search engine's results page so that the user doesn't have to click through to a website. This feature is designed to improve user experience, especially for straightforward queries that require simple answers.
AJAX progress indicator
  • A/B testing, also known as split testing, is a common practice in digital marketing used to compare two versions of a webpage, email, ad, or other digital content to determine which performs better in achieving a specific goal. The goal could be anything from increasing click-through rates, conversion rates, sign-ups, purchases, or any other desired action from the target audience.
  • Account-Based Marketing (ABM) is a strategic marketing approach that focuses on targeting and engaging specific high-value accounts or companies, rather than casting a wide net to a broader audience. The primary goal of ABM is to personalize marketing efforts to resonate with the needs, challenges, and preferences of individual target accounts, ultimately leading to more effective and efficient lead generation, customer acquisition, and retention.
  • Affiliate marketing is performance-based marketing where a business rewards its affiliates for each customer brought about by the affiliate's marketing efforts. It can include paying commissions for sales, leads, or clicks on affiliate-generated links.
  • AI-based personalization refers to using artificial intelligence to deliver personalized experiences to users. It can include personalized recommendations, tailored content, and customized interfaces, among other things. AI-based personalization uses data and algorithms to understand a user's preferences and behavior and deliver content and experiences tailored to their individual needs and interests. AI-based personalization aims to improve the user experience and increase engagement, conversions, and overall satisfaction.
  • Artificial intelligence (AI) and machine learning increase for personalized marketing. AI can analyze vast data to deliver highly customized content and product recommendations to individual users.
  • Analytics is collecting, analyzing, and interpreting data about the performance of digital marketing campaigns. It can include website traffic, conversions, and other metrics that help marketers understand how their campaigns perform and make data-driven decisions.
  • Augmented reality (AR) and virtual reality (VR) are used in marketing campaigns to create immersive and interactive customer experiences. AR and VR are particularly popular in the fashion, automotive, and entertainment industries.
  • This is the analytical process of determining which marketing touchpoints a consumer encounters on their path to purchase. It helps marketers understand which channels, campaigns, or sequences of touch points contribute most to conversions, allowing for the optimization of media spending by attributing credit to the most effective marketing efforts.
  • Automated marketing refers to using technology to streamline and automate various marketing processes, such as lead generation, email marketing, and customer segmentation. Automated marketing can include marketing automation software, chatbots, and other tools. The goal is to make marketing more efficient, effective, and scalable. Automated marketing can also allow marketers to personalize and tailor their messages to individual customers and track and analyze their campaigns' results in real time.
  • B2B, or Business-to-Business, refers to a type of transaction or relationship that takes place between two businesses. This can include the sale of goods or services, the exchange of information or resources, or any other type of interaction that is conducted for the purpose of conducting business. B2B transactions are typically larger and more complex than those that take place between a business and a consumer (B2C), and may involve multiple parties and long-term agreements. Examples of B2B transactions include a manufacturer selling goods to a retailer, or a consulting firm providing services to another business.
  • B2C, or business-to-consumer, refers to a type of transaction or relationship that takes place between a business and an individual consumer. It can include the sale of goods or services, the exchange of information or resources, or any other type of interaction conducted for business. B2C transactions are typically smaller and more straightforward than those between two businesses (B2B). They may involve only a single party and a one-time transaction. Examples of B2C transactions include a retailer selling goods to a customer or a service provider offering services to an individual.
  • Backlinks are links from other websites to a specific page on your website. They are often referred to as "inbound links" or "external links." In the context of search engine optimization (SEO), backlinks can be an important factor in determining the ranking of a webpage in search results. Google and other search engines use backlinks as a way to measure the quality and credibility of a webpage. If a webpage has a lot of backlinks from other high-quality websites, it may be seen as more valuable and relevant, and may rank higher in search results. On the other hand, if a webpage has few or low-quality backlinks, it may be seen as less valuable and may rank lower in search results. There are many different ways to get backlinks to your website, including creating high-quality content that other websites want to link to, participating in industry forums and blogs, and building relationships with other website owners. It is generally considered good practice to focus on getting high-quality backlinks from reputable websites, rather than trying to artificially manipulate the number of backlinks.
  • A phenomenon where website users consciously or subconsciously ignore banner-like information on a website, which can be an advertisement or any other form of content. This behavior may negatively impact the effectiveness of display ads.
  • Behavioral tracking refers to collecting and analyzing data about the actions and behavior of users on a website, application, or other digital property. It can include information such as the visited pages, the time spent on the site, the items clicked on, and the products viewed. Behavioral tracking allows marketers to understand how users interact with their site, and to use this information to improve the user experience and to drive conversions. Behavioral tracking can also be used to create targeted marketing campaigns and to analyze the success of these campaigns.
  • Blockchain in Advertising uses blockchain technology to increase transparency and reduce fraud in advertising campaigns.
  • Google Analytics' bounce rate is a metric that measures the percentage of visitors to a website who leave the site after viewing only a single page. This can be a useful indicator of the effectiveness of a website in engaging and retaining visitors, as a high bounce rate may indicate that the website is not providing the information or experience that users are looking for. In general, a bounce rate of around 40-60% is considered to be average, while a rate above 70% may indicate a problem with the website's content or design. To improve the bounce rate, website owners can try a variety of tactics, such as optimizing the website's content and design for user engagement, improving the website's loading speed, and providing clear calls to action to encourage users to explore more of the site.
  • Broad-spectrum outreach refers to a comprehensive approach in digital marketing that aims to engage and connect with diverse audiences. It involves reaching out to a wide range of individuals or groups, employing various strategies to ensure inclusivity and maximize the reach of a campaign or message.
  • C2C, or Consumer-to-Consumer, is a type of business model where individuals can buy and sell products or services to each other, typically through an online marketplace or platform. This is in contrast to the more traditional business model, known as B2C (Business-to-Consumer), where a business sells products or services directly to consumers. Some examples of popular C2C platforms include eBay and Etsy.
  • Capex budgeting, also known as capital expenditure or capital budgeting, is the process of planning and allocating financial resources for long-term investments in assets expected to provide benefits over an extended period. These assets typically have a useful life beyond one year and are essential for a company's operations, growth, and strategic initiatives.
  • The California Consumer Privacy Act (CCPA) is a privacy law in the state of California, United States, that went into effect on January 1, 2020. The CCPA applies to businesses that collect, process, or sell the personal information of California residents. It grants consumers the right to know what personal information is being collected about them, the right to request that their personal information be deleted, and the right to opt-out of the sale of their personal information. The CCPA also imposes certain obligations on businesses, such as the requirement to disclose to consumers what personal information they have collected, and to provide consumers with a mechanism to exercise their rights under the law. Businesses that fail to comply with the CCPA can be subject to fines and penalties. The CCPA is similar to the General Data Protection Regulation (GDPR) in the European Union, and it is considered to be one of the most comprehensive privacy laws in the United States.
  • ChatGPT is a significant language model developed by OpenAI and funded mainly by Microsoft, trained on a vast corpus of text data to understand and generate natural language. It uses advanced artificial intelligence and machine learning algorithms to process and interpret human language input, and can be used for a wide range of applications,, including customer service, chatbots, and language translation. ChatGPT is designed to generate human-like responses to user inputs. It can engage in conversations with users naturally and seamlessly, making it a powerful tool for digital marketing and other applications.
  • The percentage of customers or subscribers who cut ties with a service or company within a given time period. For a company, especially in the subscription-based model, it's crucial to keep this number as low as possible.
  • A derogatory term for web content that employs sensational headlines or eye-catching thumbnails to entice users to click through to the content. It is often perceived as deceptive as the content may not fulfill the exaggerated promises of its packaging.
  • CLS, or Cumulative Layout Shift, is a metric used to measure the stability of a website's layout. It quantifies the amount of unexpected layout shifts that occur during the page load, with a higher score indicating a less stable layout. This is important because sudden shifts in layout can be disorienting and disruptive for users, which can lead to a poor user experience. In order to improve CLS, website developers can use techniques such as reserving space for elements that are likely to shift during page load, and adequately sizing and ordering elements so that they don't move around unexpectedly.
  • CMO stands for "Chief Marketing Officer." A Chief Marketing Officer is a senior executive responsible for overseeing and managing all aspects of a company's marketing efforts and strategies. It includes branding, advertising, market research, product development, pricing, and promotion.
  • A content management system (CMS) is a software application or set of tools that provides a centralized platform for creating, managing, and publishing digital content. A CMS typically includes features such as a WYSIWYG editor, version control, and the ability to manage and organize content using categories and tags. A CMS allows multiple users to contribute to and collaborate on a website and enables non-technical users to manage and publish content without needing to know HTML, CSS, or other programming languages.
  • Content marketing refers to creating and sharing valuable, relevant, and engaging content to attract, retain, and ultimately convert a clearly defined audience into customers. Content marketing can take many forms, such as blog posts, infographics, videos, e-books, and more, and is typically used to build brand awareness, establish thought leadership, and drive engagement. Content marketing can also educate and inform potential customers about a product or service and build trust and credibility with the target audience.
  • The practice of republishing content on other sites to reach a broader audience. Syndication helps content creators expand their reach and influence by distributing their content beyond their websites.
  • Artificial intelligence technologies designed to simulate human conversation, enabling businesses to automate customer service and engagement through chatbots, virtual assistants, and other messaging applications. These technologies can interpret and respond to user queries in a natural, conversational manner.
  • A conversion funnel is a visual representation of a customer's journey from being aware of a product or service to actually making a purchase. The funnel is typically divided into several stages
  • Conversion rate optimization (CRO) is improving the performance of a digital marketing campaign to increase the percentage of visitors who take a desired action, such as making a purchase, filling out a form, or downloading an app. CRO involves analyzing user behavior data and making campaign changes based on the insights gathered from this analysis.
  • The Children's Online Privacy Protection Act (COPPA) is a federal law in the United States that went into effect in 2000. The law applies to websites and online services that are directed at children under the age of 13, or that have actual knowledge that they are collecting personal information from children under the age of 13. COPPA requires that such websites and online services obtain parental consent before collecting, using, or disclosing personal information from children. The law defines personal information to include a wide range of information, including a child's name, address, email address, and other online contact information, as well as certain types of persistent identifiers that can be used to track a child's online activities. COPPA also requires that websites and online services that collect personal information from children provide parents with notice of their privacy practices, and it gives parents the right to review and delete their child's personal information. The Federal Trade Commission (FTC) is responsible for enforcing COPPA, and it has the authority to impose fines and other penalties on businesses that violate the law. The law has been updated several times since it was first enacted, and it is considered to be an important tool for protecting the privacy of children online.
  • Copywriting is the process of writing marketing and advertising materials, such as advertisements, brochures, and website content. The goal of copywriting is to persuade the reader or viewer to take a specific action, such as making a purchase, visiting a website, or contacting a business. Copywriting is an important skill in the field of marketing, as it is used to create effective and compelling marketing messages that are designed to engage and persuade the target audience. Copywriters use a variety of techniques, such as storytelling, persuasive language, and emotional appeals, to create engaging and effective copy that resonates with the target audience.
  • Cost per acquisition (CPA) is a pricing model used in some forms of digital marketing, where the advertiser pays for each conversion, or completed sale, that results from their advertising campaign. This means that the advertiser only pays when a user takes a specific action, such as making a purchase or signing up for a service, as a result of the advertising campaign. CPA differs from other pricing models, such as cost per click (CPC) or cost per impression (CPM), where the advertiser pays for each click on their ad or each time their ad is displayed, regardless of whether the user takes any further action. With CPA, the advertiser only pays when they get a desired result from their advertising campaign. CPA can be a useful pricing model for advertisers who are focused on generating conversions and revenue from their advertising campaigns, rather than just increasing traffic or brand awareness. It can also be a good option for advertisers who have a clearly defined and measurable goal for their campaign, such as a certain number of sales or sign-ups.
  • CPC stands for "cost per click." It is a pricing model used in online advertising, in which advertisers pay a fee each time one of their ads is clicked. This means that the advertiser only pays when a user takes a specific action, such as clicking on an ad or visiting their website. CPC is often used as a way to measure the effectiveness of an ad campaign, as well as to compare the relative value of different advertising options. It can be a cost-effective way for businesses to reach potential customers and drive traffic to their websites.
  • Cost per lead (CPL) is a pricing model used in some forms of digital marketing, where the advertiser pays for each lead that is generated from their advertising campaign. A lead is a potential customer who has expressed interest in the advertiser's product or service, and has provided their contact information, such as an email address or phone number.
  • CPM (from the Latin term "cost per mille") stands for "cost per thousand impressions." It is a pricing model used in online advertising that is based on the number of times an ad is displayed, or "impressed," on a website or other platform. In the CPM model, advertisers pay a fixed amount for every thousand times their ad is shown to users. This means that the more impressions an ad receives, the more the advertiser will pay. CPM is often used as a way to measure the effectiveness of an ad campaign, as well as to compare the relative value of different advertising options.
  • Conversion rate is the percentage of visitors to a website or other online platform who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a form. Conversion rate is typically calculated by dividing the number of conversions (i.e., the number of people who took the desired action) by the total number of visitors to the site. For example, if a website has 100 visitors and 10 of them make a purchase, the conversion rate would be 10%. Conversion rate is an important metric for businesses that operate online, as it can provide insight into the effectiveness of their website or platform. A high conversion rate can indicate that a website is effective at converting visitors into customers, while a low conversion rate may indicate that there are opportunities for improvement. As a result, businesses often focus on optimizing their conversion rate in order to increase sales and revenue. This can involve A/B testing different versions of a website, improving the user experience, or offering promotions or incentives to encourage visitors to take the desired action.
  • CRM stands for customer relationship management. It is a term that refers to the practices, strategies, and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, helping to retain customers, and driving sales growth. CRM systems are used to store and organize customer information, such as contact details and purchase history, and to automate and manage customer interactions, such as marketing, sales, and support. By using CRM, companies can better understand their customers' needs and preferences, and provide them with personalized and consistent service across different channels.
  • Cross-Device Targeting is a marketing strategy that identifies users across multiple devices and targets them with consistent marketing messages.
  • Cascading Style Sheets (CSS) is a stylesheet language used to describe the presentation of a document written in a markup language, such as HTML. CSS controls the formatting and layout of a web page, including the colors, fonts, and other design elements. By separating the presentation of a web page from its content, CSS allows developers to create more flexible and adaptable web designs that can be easily updated and maintained. CSS can be applied to a web page using various methods, including inline styles, internal stylesheets, and external stylesheets. It is a fundamental building block of modern web design, and is widely used by web developers to create visually appealing and user-friendly websites.
  • A Call-To-Action (CTA) is a message or button that is designed to encourage a specific action from the viewer or reader. This action could be anything from visiting a website or making a purchase, to subscribing to a newsletter or downloading a mobile app. CTAs are commonly used in marketing and advertising to direct and motivate the audience to take a desired action. They are often used in combination with other forms of marketing content, such as advertisements, emails, and social media posts, to help drive traffic and conversions. Effective CTAs are typically clear, concise, and compelling, and are designed to appeal to the target audience.
  • CTR stands for "click-through rate." It is a metric used in online advertising to measure the effectiveness of an ad. It is calculated by dividing the number of times an ad is clicked by the number of times it is shown, expressed as a percentage. A high CTR indicates that the ad is well-targeted and relevant to the audience, and is therefore more likely to be effective at driving traffic to the advertiser's website. A low CTR, on the other hand, may indicate that the ad is not well-targeted or relevant, and may need to be improved in order to be more effective.
  • Customer data platform is a unified customer database that consolidates and integrates data from multiple sources to build a complete and coherent profile of each customer. This platform enables businesses to harness a wide range of customer data, including demographic information, behavior data, and transactional data, to drive personalized marketing strategies, enhance customer experiences, and make informed business decisions.
  • CX is an abbreviation that stands for customer experience. In the business world, customer experience (CX) refers to the overall impression that a customer has of a company, product, or service. This includes all of the interactions that a customer has with a company, from the moment they first become aware of it, to the point at which they make a purchase and beyond. Companies that prioritize customer experience are focused on providing their customers with a positive and enjoyable experience at every stage of their journey, in order to build loyalty and drive long-term business success. To improve customer experience, companies may use a variety of tactics, such as improving their products or services, providing excellent customer service, and creating engaging and user-friendly websites or other digital interfaces.
  • Direct-to-Consumer: The D2C model involves companies selling their products or services directly to consumers, bypassing traditional intermediaries like retailers. This approach allows for better control over customer relationships and data.
  • Refers to the sharing of content through private channels such as instant messaging programs, email, and other means of direct communication. Dark social traffic is typically more challenging to track than traffic generated through public social media channels, making it a challenge for marketers.
  • A Distributed Denial of Service (DDoS) attack is a type of cyber attack in which an attacker attempts to make a network resource or website unavailable to users by overwhelming it with traffic from multiple sources. This is typically accomplished by using a large number of infected or compromised devices, known as a botnet, to send a flood of requests or other traffic to the target. The goal of a DDoS attack is to disrupt the normal functioning of the network or website, making it difficult or impossible for legitimate users to access the resources they need. DDoS attacks can be particularly damaging because they often involve a high volume of traffic, making it difficult for network administrators to block the attack without also blocking legitimate traffic.
  • Deep networks, also known as deep learning networks or deep neural networks, are a type of artificial neural network that is composed of many layers of interconnected nodes, or neurons. These networks are called "deep" because they have a larger number of layers than traditional neural networks, which allows them to learn more complex patterns in data. Deep networks are a powerful tool for machine learning, and have been used in a wide range of applications, including image recognition, natural language processing, and autonomous vehicles. Deep networks are able to learn and make predictions based on large amounts of data, and can improve their performance over time through a process known as training.
  • A digital marketing channel is a medium or platform that is used to deliver digital marketing messages or content to a target audience. There are many different types of digital marketing channels, including websites, social media, email, search engines, and mobile apps. Each channel has its own strengths and weaknesses, and can be used in different ways to achieve different marketing goals. For example, a website can be used to provide detailed information about a product or service, while social media can be used to engage with customers and build brand awareness. By using a combination of different digital marketing channels, businesses can reach a wider audience and achieve their marketing objectives more effectively.
  • A "Digital Storefront" is an online platform or website that serves as a virtual storefront or an e-commerce platform for businesses to sell their products or services directly to consumers over the internet. It is essentially an online equivalent of a traditional brick-and-mortar store, where customers can browse products, read product descriptions, make purchases, and complete transactions online. A digital storefront typically provides a user-friendly interface for customers to navigate, search for products, and complete transactions, as well as tools for businesses to manage their inventory, process payments, and track customer orders. The goal of a digital storefront is to provide a convenient and accessible shopping experience for customers and to simplify the sales process for businesses.
  • Digital twinning is a technology that allows the digital representation of a physical object or system to be created and used for various purposes. A digital twin is a virtual model of a real-world object or system, which can be used to simulate its behavior, analyze its performance, and optimize its design. Digital twinning can be applied to various industries and applications, including manufacturing, healthcare, transportation, and more. By using digital twinning, businesses can gain valuable insights into the performance of their products and systems, and can use this information to improve their efficiency, reliability, and overall performance. Digital twinning is a rapidly growing technology, and is expected to play a key role in developing the Internet of Things (IoT) and other emerging technologies.
  • Direct mail refers to the delivery of marketing materials to a target audience, typically through the mail. Direct mail can be used to promote products or services, generate leads, or build brand awareness. Direct mail can take many forms, such as postcards, flyers, brochures, and catalogs, and is often used by businesses to reach a specific group of customers or potential customers. Direct mail campaigns can target particular demographics, such as age, income, or location. They can be measured for effectiveness through response rates, conversions, and other metrics.
  • Display advertising refers to online ads on websites or other digital platforms. These ads can come in various forms, such as banner ads, display ads, or rich media ads. They intend to capture the user's attention and drive traffic to a specific website or landing page. Display advertising is a form of online advertising that allows marketers to reach a large audience and target specific segments based on demographic, geographic, and behavioral criteria.
  • Website or email content that changes based on the interests or past behavior of the viewer. It creates an experience explicitly customized for the visitor or reader at that moment, increasing the relevance and engagement of the content.
  • E-A-T (Expertise, Authoritativeness, Trustworthiness): E-A-T is an acronym representing the core principles that Google uses to assess the quality and credibility of web content. It stands for Expertise (demonstrated knowledge and expertise in the content's subject matter), Authoritativeness (the credibility of the content and the website), and Trustworthiness (the reliability and honesty of the content and the website).
  • E-E-A-T (Expertise, Authoritativeness, Trustworthiness, Experience): E-E-A-T is an extension of the E-A-T framework, incorporating an additional "E" for "Experience." In addition to the core E-A-T principles, E-E-A-T emphasizes providing a positive user experience on websites, considering factors such as site speed, mobile-friendliness, and overall usability.
  • Email marketing refers to using email to promote products or services, build relationships with potential customers, or retain existing customers. Email marketing can take many forms, such as newsletters, promotional offers, transactional messages, and more, and is typically used to drive engagement, conversions, and customer loyalty. Email marketing can be targeted to specific segments of a mailing list. It can be personalized to individual recipients based on their interests, behaviors, and other data.
  • A metric used to assess the level of engagement that a piece of created content is receiving from an audience. It considers interactions like likes, shares, comments, and often divides it by the number of impressions or total followers to calculate a rate.
  • Ephemeral Content is digital content available only for a short duration, such as Snapchat and Instagram Stories content.
  • FID, or First Input Delay, is a metric that measures the time it takes for a website or web app to become interactive, meaning that it is able to respond to user input. This is an important measure of the user experience, as a long first input delay can make a website or app feel unresponsive and slow. In order to improve FID, website developers can use techniques such as optimizing the loading of critical resources, using code splitting to reduce the amount of JavaScript that needs to be parsed and executed, and reducing the number of long-running tasks that block the main thread.
  • The General Data Protection Regulation (GDPR) is a regulation in EU law on data protection and privacy for all individuals within the European Union (EU) and the European Economic Area (EEA). It also addresses the export of personal data outside the EU and EEA. The GDPR aims to give individuals more control over their personal data and to simplify the regulatory environment for international business by unifying the regulation within the EU. It went into effect on May 25, 2018.
  • A location-based digital marketing tool that enables businesses to send messages to smartphone users who enter a predefined geographic area. This technology is often used for localized advertising and customer alerts.
  • The Global Positioning System (GPS) is a network of satellites, ground stations, and receivers that provide precise location and time information anywhere on the Earth's surface. GPS works by using signals from satellites to determine the position of a receiver on the ground and can provide accuracy within a few meters. GPS is used in many applications, such as navigation, mapping, surveying, and monitoring the movement of people, vehicles, and assets.
  • "Google My Business." This is a tool provided by Google that allows businesses to manage their online presence across Google, including Search and Maps. By verifying and editing their business information, businesses can help customers find them and tell them their stories. GMB is particularly useful for local SEO, as it enables businesses to appear in local search results and provides potential customers with helpful information such as business hours, location, and customer reviews.
  • LaMDA (Language Model for Dialogue Applications) is a research project from Google that is focused on developing a more advanced and capable natural language processing system. LaMDA uses a large-scale, transformer-based language model to understand and generate human-like responses to text-based queries. This allows LaMDA to hold more natural and realistic conversations than previous language models, and can potentially be used in applications such as chatbots, virtual assistants, and conversational interfaces. LaMDA is still in the research phase, and it is not yet clear when or if it will be released for commercial use.
  • A process of rapid experimentation across marketing channels and product development to identify the most effective and efficient ways to grow a business. Growth hackers often focus on low-cost alternatives to traditional marketing, utilizing social media and viral marketing instead of buying advertising through more traditional media.
  • A heatmap is a visual representation of data that uses color to indicate areas of high and low activity on a web page. Heatmaps are often used in conversion rate optimization to help marketers understand where users are clicking, scrolling, and interacting with a website and identify improvement areas. By analyzing heatmaps, marketers can make data-driven decisions about how to optimize their campaigns for maximum effectiveness.
  • Hyperlocal PPC campaigns are a type of advertising campaign that uses location-based targeting to show ads to users in a specific geographic area. This type of campaign is typically used by businesses that want to reach customers in a specific location, such as a neighborhood, city, or region. In a hyperlocal PPC campaign, the advertiser sets a geographic target for the ads, and the ads are only shown to users who are located within that area. This can be a useful way for businesses to reach potential customers who are nearby and likely to be interested in their products or services.
  • IAM stands for Identity and Access Management. It's a framework of policies and technologies for ensuring that the right people in an organization have the appropriate access to technology resources. IAM systems provide administrators with the tools and technologies to change a user's role, track user activities, create reports on those activities, and enforce policies continuously.
  • Inbound marketing is a marketing strategy focusing on attracting customers to a business through relevant and helpful content. The goal of inbound marketing is to create content that is valuable and useful to potential customers so that they are more likely to engage with the brand and eventually make a purchase. Inbound marketing includes a range of tactics, such as content marketing, search engine optimization, and social media marketing, all of which are designed to attract, engage, and delight potential customers. Unlike outbound marketing, which involves reaching out to customers through interruptive ads or other means, inbound marketing focuses on earning the attention of customers through valuable and relevant content.
  • Influencer marketing is a form of marketing that involves partnering with individuals with a large social media following to promote products or services. Influencers can use their platforms to create content that highlights the product's or service's benefits or to create sponsored posts that directly promote the product.
  • A marketing strategy that involves identifying and engaging individuals with influence over potential buyers and collaborating with them to promote a brand, product, or service.
  • Interactive Ads are advertisements that require the viewer's active engagement, often involving actions like swiping, shaking the device, or making choices within the ad.
  • Content that requires active consumer engagement, as opposed to passive consumption. Examples include quizzes, polls, surveys, and calculators. Interactive content is designed to provide more engagement and higher conversion rates than static content.
  • The Internet of Things (IoT) refers to the growing network of physical objects that are connected to the internet and can collect, exchange, and transmit data. These objects, which are often equipped with sensors, actuators, and other devices, can include a wide range of everyday items, such as thermostats, cars, appliances, and even clothing. The IoT allows these objects to communicate with each other and with other internet-connected devices, providing a new level of control and automation for many tasks and processes. This can enable a wide range of new applications and services, from remote monitoring and control of equipment, to more efficient supply chains, to the development of new forms of consumer products and services.
  • The practice of overloading a webpage with keywords or numbers to manipulate a site's ranking in Google search results. It often results in a negative user experience and can harm a site's ranking.
  • KPI stands for "key performance indicator." It is a metric used to measure the performance of a business, department, or individual against specific goals and objectives. KPIs are typically used to assess the effectiveness of different strategies and initiatives, and to determine whether they are meeting their desired outcomes. They can be financial metrics, such as revenue or profit, or non-financial metrics, such as customer satisfaction or website traffic. The specific KPIs that are used can vary depending on the business and the goals it is trying to achieve.
  • A landing page is a specific webpage that a user is directed after clicking on a digital marketing campaign, such as a search engine ad, email link, or social media post. The goal of a landing page is to convert the user into a customer by providing relevant information and a clear call-to-action (CTA). Effective landing pages are optimized for user experience and are designed to drive conversions.
  • Lead generation is identifying and nurturing potential customers for a business. It is achieved through various digital marketing campaigns, such as email marketing, social media marketing, or search engine marketing. The goal is to collect information about potential customers and convert them into paying customers.
  • The process of developing and reinforcing relationships with buyers at every stage of the sales funnel. It focuses on marketing and communication efforts to listen to prospects' needs and provide the information and answers they need.
  • A prediction of the net profit attributed to the entire future relationship with a customer. Understanding LTV helps businesses develop strategies to acquire new customers and retain existing ones while maintaining profit margins.
  • Local SEO, or local search engine optimization, is the process of optimizing a website to improve its ranking in the search results for local-based queries. This type of SEO is focused on optimizing the website for keywords and phrases that include the location of the business, such as the city or region where the business is located. Local SEO is important for businesses that rely on local customers, such as brick-and-mortar stores or service providers that operate in a specific geographic area. By improving its local SEO, a business can increase its visibility in the search results for local queries, which can lead to more traffic and potential customers. This can be accomplished through a variety of tactics, such as optimizing the website's content and meta data for local keywords, building local citations and links, and optimizing the website for mobile devices.
  • In digital advertising, it's an audience created by identifying common qualities of people in an existing customer database (like an email list or users who have taken a particular action on a website) to find new users who resemble (or "look like") them.
  • Technology that manages marketing processes and multifunctional campaigns across multiple channels automatically. It streamlines lead generation, segmentation, lead nurturing, lead scoring, measurement processes, and more.
  • Micro-moments are instances when consumers use their devices to fulfill a need to learn, do, discover, watch, or buy something.
  • ML in marketing refers to the use of machine learning algorithms and techniques to improve marketing efforts. This can include tasks such as analyzing customer data to identify patterns and trends, predicting customer behavior, and personalizing marketing campaigns. Machine learning algorithms are able to process large amounts of data quickly and accurately, allowing marketers to make more informed decisions and improve the effectiveness of their marketing efforts.
  • Marketing activities designed specifically for delivery to and interaction with mobile devices, usually as part of a multi-channel campaign. It can include mobile-specific efforts like SMS and MMS marketing, mobile apps, and mobile-friendly web content.
  • Multichannel marketing is a strategy that uses multiple communication and distribution channels, such as email, social media, websites, and physical stores, to reach and engage customers to promote products or services.
  • Multimodal search is a type of search that allows users to input their query using multiple modes, such as text, voice, or image. This allows users to use the mode that is most convenient for them at the time, and can improve the search experience by making it more flexible and natural. For example, a user might use text input to type in a query on a desktop computer, but switch to voice input on a smartphone while on the go. Multimodal search can also improve the accuracy of search results by combining information from multiple modes, such as using the text in an image to provide context for a voice query.
  • The Nash equilibrium is a solution concept in game theory, named after Nobel laureate John Forbes Nash. It is a state of balance in which each player in a game has chosen the best possible strategy, given the strategies of the other players. In other words, in a Nash equilibrium, no player has an incentive to change their strategy, because doing so would not improve their outcome. The Nash equilibrium is an important concept in game theory, because it provides a way to predict the outcome of a game in which the players have conflicting interests. It is often used in economics, political science, and other fields to analyze strategic interactions between individuals or groups.
  • Native advertising is a type of online advertising that matches the form and function of the platform on which it appears. In other words, it looks and feels like the surrounding content on a website or social media platform, making it less intrusive and more engaging for the user. Native ads are often found in social media feeds, search engine results pages, or as recommended content on a website. The goal of native advertising is to promote a product or service in a way that blends seamlessly with the user's experience, making it more likely that they will click on the ad and engage with the brand.
  • A field of marketing research that studies consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. Marketers use neuromarketing to understand their audiences better and to improve their marketing strategies.
  • Non-Fungible Token: a digital asset representing ownership or proof of authenticity of a unique item or piece of content, often using blockchain technology. While NFTs are primarily associated with digital art and collectibles, they are entering digital marketing. Some brands and artists are exploring NFTs to engage with audiences and create unique, collectible digital assets.
  • Nielsen DMA, or Designated Market Area, is a term used by Nielsen Media Research to refer to geographic areas in the United States that are used for television ratings. Each DMA is defined by Nielsen as a group of counties with similar media markets, and are used to measure the size and composition of the television audience in that area. Nielsen DMAs are used by television broadcasters and advertisers to determine which markets to target with their ads, and are typically defined by the most significant city or cities in the area. There are 210 Nielsen DMAs in the United States, covering all 50 states and the District of Columbia.
  • An approach to marketing that seeks to provide customers with a seamless shopping experience, whether they're shopping online from a mobile device, a laptop, or in a brick-and-mortar store.
  • Opex budgeting, also known as operational expenditure budgeting or operating budgeting, is the process of planning and allocating financial resources for day-to-day operational expenses and recurring costs incurred by a business or organization to maintain its ongoing operations. Unlike capital expenditures (Capex) that involve long-term investments in assets, Opex consists of regular, short-term expenses required to keep the business running.
  • Organic search refers to the process of finding information on a search engine such as Google, without the use of any paid advertising. This means that the results that are returned by the search engine are based solely on the relevance and quality of the content, rather than on any payment or advertising. Organic search results are typically displayed in the main body of the search engine results page, and are distinguished from paid advertisements, which are usually labeled as "sponsored" and displayed in a separate section of the page. The goal of organic search is to improve the ranking of a website or web page in the search engine results page, in order to increase the visibility and traffic to the site.
  • Online reputation management (ORM) is the practice of tracking, monitoring, and responding to online content that can affect an individual's or organization's reputation. This can include things like social media posts, reviews, and ratings, as well as news articles and other online content. ORM involves monitoring and tracking this content, as well as taking steps to address any negative or false information that may be present. This can include things like responding to customer complaints, managing negative reviews, and promoting positive content. The goal of ORM is to ensure that an individual's or organization's online reputation is positive and accurately reflects their values and actions.
  • Parasite SEO refers to a type of black hat SEO (search engine optimization) tactic that involves creating content on another website and using it to rank for specific keywords in search results. This can be done by creating a page on a high-traffic website and using it to rank for a particular keyword or by using a popular website's resources to rank for a specific keyword.
  • The process of creating a tailored experience for individuals based on their preferences, behaviors, and desires. Personalization aims to present users with experiences that are relevant to them, potentially increasing engagement, loyalty, and conversion rates.
  • Personally identifiable information (PII) is any information that can be used to identify a specific individual. In the context of marketing, PII can include a wide range of information, such as a person's name, email address, phone number, physical address, or even information about their online behavior or interests. PII is often collected by marketers in order to better understand and target their audience, and it can be valuable for personalized marketing efforts. However, the collection and use of PII is subject to strict privacy laws and regulations, such as the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States. These laws require marketers to obtain consent from individuals before collecting and using their PII, and they also give individuals the right to access, correct, or delete their PII if necessary. As a result, it is important for marketers to carefully manage and protect any PII that they collect.
  • A web platform is a set of technologies and tools that are used to develop and host web-based applications and websites. A web platform typically includes a web server, a programming language, a database, and other tools and libraries. It provides a framework for developers to build and deploy web applications and websites, and offers a range of features and capabilities that can be used to create interactive and engaging user experiences. Examples of web platforms include the LAMP stack (Linux, Apache, MySQL, PHP), the .NET framework, and the Java EE platform. These platforms are designed to be flexible and scalable, and can be used to build a wide variety of web-based applications and websites.
  • PPC stands for "pay-per-click." It is a type of online advertising model in which advertisers pay a fee each time one of their ads is clicked. This is in contrast to other forms of online advertising, such as display ads, which are typically paid for based on the number of impressions they receive. With PPC, advertisers only pay when a user takes a specific action, such as clicking on an ad or visiting their website. This can make it a cost-effective way for businesses to reach potential customers and drive traffic to their websites.
  • Public relations (PR) is the practice of managing the public image of a person, organization, or product. This can involve activities such as crafting and disseminating press releases, organizing events, and engaging with the media and other stakeholders. The goal of PR is often to create a positive relationship between an organization and its public, or target audience, in order to achieve specific objectives such as improving brand awareness or reputation, increasing sales or donations, or influencing public policy.
  • The use of data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data. In marketing, predictive analytics can forecast consumer behavior, purchasing patterns, and help in decision-making processes
  • Marketing strategies that prioritize user privacy and data protection, adapting to consumer concerns and regulatory requirements by minimizing data collection and transparently managing user information. It emphasizes trust-building and ethical practices in handling customer data.
  • Programmatic advertising uses automated systems and algorithms to buy and sell advertising space in real-time. Programmatic advertising allows advertisers to target specific audiences and deliver ads based on data-driven insights about consumer behavior and preferences. Programmatic advertising can be used in various formats, including display ads, video ads, and mobile ads. It can be more efficient and cost-effective than traditional advertising methods. Programmatic advertising can optimize ad campaigns in real-time based on data and performance metrics. They can be adapted to changing market conditions and consumer behaviors.
  • Programmatic Direct is a method of buying guaranteed advertising impressions in advance from specific publisher sites.
  • A rating in pay-per-click (PPC) advertising that influences both the cost per click (CPC) and the ad rank in the auction process. The score reflects the quality of your ads, keywords, and landing pages, with higher scores leading to lower costs and better ad positions.
  • Real-Time Bidding (RTB) is a process in which advertising space is bought and sold through automated systems in real-time. RTB allows advertisers to bid on specific advertising inventory, such as a display ad impression or a video ad view, and to deliver their ads to particular audiences based on real-time data and consumer behaviors. RTB enables more efficient and effective advertising, as ad campaigns can be optimized based on real-time data and performance metrics and can be adapted to changing market conditions and consumer behaviors.
  • Remarketing is a digital marketing technique that shows ads to people who have already interacted with your brand or website. Remarketing can target users who have abandoned a shopping cart, visited specific pages on your website, or engaged with your brand in other ways. The goal of remarketing is to re-engage with potential customers and encourage them to complete a desired action, such as making a purchase, filling out a form, or downloading a piece of content.
  • Responsive design is a term that refers to the practice of designing websites and applications in a way that allows them to adapt to the size and shape of the user's device or screen. This means that the content on the website or application will automatically rearrange and resize itself to fit the device or screen, without the need for the user to manually zoom in or out. Responsive design is important because it allows users to access the same content on different devices, without having to worry about the content not fitting or looking correct on their device. This can improve the user experience and make it easier for users to find the information they are looking for.
  • Retargeting is a form of online advertising that allows marketers to reach users who have previously interacted with their website or other digital properties. It can be done by displaying targeted ads to users who have visited the website, abandoned a shopping cart, or performed other desired actions. Retargeting aims to re-engage with users who are already interested in the product or service and to drive them back to the website to complete the desired action.
  • Return on advertising spend (ROAS) measures the efficiency of an advertising campaign. It is calculated by dividing the revenue generated from the campaign by the amount spent on advertising. For example, if an advertiser spends $100 on an advertising campaign and generates $500 in revenue from that campaign, their ROAS would be 500/100 = 5. This means that for every dollar spent on advertising, the advertiser generated $5 in revenue. ROAS is a useful metric for advertisers because it allows them to see how well their advertising campaign is performing in terms of generating revenue. It can help advertisers compare the effectiveness of different campaigns and make decisions about where to allocate their advertising budget. A high ROAS indicates that the advertising campaign is generating a good return on investment, while a low ROAS may indicate that the campaign is not performing well and may need to be adjusted or changed.
  • ROI, or return on investment, is a financial metric that is used to measure the profitability of an investment. It is calculated by dividing the net profit of an investment by the initial cost of the investment, and expressing the result as a percentage. For example, if an investment of $100 generates a net profit of $20, the ROI would be 20/100 = 0.2, or 20%. ROI is a useful metric for evaluating the performance of an investment, because it allows investors to compare the profitability of different investments on a common basis. A higher ROI indicates a more profitable investment, while a lower ROI may indicate that the investment is less profitable or may even be losing money.
  • Software as a Service (SaaS) is a software delivery model in which a software application is hosted by a third-party provider and made available to customers over the internet. In this model, the provider is responsible for managing the infrastructure and resources required to run the application, while the customer pays a subscription fee to access and use the software. This allows customers to use the software without having to worry about the technical details of installation, maintenance, and upgrades. SaaS is often used for applications that require a high level of availability and scalability, such as customer relationship management (CRM) and enterprise resource planning (ERP) systems.
  • A sales funnel is a marketing and sales model that describes the journey of a potential customer from the moment they first become aware of a product or service, to the point at which they make a purchase. The sales funnel is typically divided into several stages, including awareness, interest, consideration, and decision, which represent the different steps that a customer goes through on their way to making a purchase. At each stage of the funnel, different marketing and sales tactics are used to move the customer closer to a purchase decision. The goal of the sales funnel is to convert as many potential customers as possible into paying customers, by providing them with the information and support they need to make an informed decision. By understanding and optimizing the different stages of the sales funnel, businesses can improve their sales and marketing effectiveness, and increase their revenue.
  • Scraping is the process of extracting data from websites or other digital sources in an automated manner. Scraping can be used to collect data for various purposes, such as research, marketing, and competitive intelligence. Scraping can be performed using different tools and technologies, including web scraping software, APIs,, and data scraping services. The process of scraping often involves: Navigating websites. Extracting data from specific pages. Storing the data in a structured format for further analysis. However, it's essential to remember that scraping can be against the terms of use for some websites and can also run afoul of privacy and data protection regulations.
  • The underlying purpose of a user's search query on search engines. It categorizes the reasons behind a search, whether informational, navigational, transactional, or commercial. It helps marketers tailor their content to meet users' needs accordingly.
  • Second-Screen Advertising involves ads synchronized to appear on a mobile device or computer in response to what is happening on a television show or commercial.
  • SEM stands for "search engine marketing." It is a type of internet marketing that involves promoting websites by increasing their visibility in search engine results pages (SERPs) through paid advertising. This is typically done through a combination of SEO and PPC, with the goal of increasing the website's ranking on search engines and driving more traffic to the website. SEM can be an effective way for businesses to reach potential customers and promote their products or services online.
  • Sentiment Analysis is identifying and categorizing opinions expressed in text to determine whether the writer's attitude toward a topic, product, or service is positive, negative, or neutral.
  • SEO stands for "search engine optimization." It is the process of improving the ranking of a website on search engines like Google. This is done through a variety of techniques, such as improving the website's content and structure, as well as building high-quality backlinks from other websites. The goal of SEO is to make a website more visible and easier to find for users searching for relevant keywords. This can help to increase the amount of traffic the website receives and improve its overall visibility on the web.
  • Search Engine Reputation Management (SERM) is the practice of monitoring, influencing, and improving the online reputation of an individual or organization. This can be accomplished through various means, such as monitoring and responding to online reviews, managing the presence of a business or individual on social media and other websites, and working to improve the visibility of positive content in search engine results. SERM is often used by businesses and individuals who want to improve their online reputation, or who have been the subject of negative reviews or press coverage. By managing their online presence and improving the visibility of positive content, these individuals and organizations can help protect and improve their reputation.
  • SERP is an acronym that stands for search engine results page. It is the page that a search engine displays after a user enters a search query. The SERP typically includes a list of links to webpages that are relevant to the user's search query, along with other information such as ads, images, and videos. The goal of the SERP is to help the user find the information they are looking for quickly and easily. The content and layout of the SERP can vary depending on the search engine and the type of query. For example, a SERP for a navigational query, such as the name of a company, may include a list of links to the company's website and social media profiles, while a SERP for an informational query, such as a question, may include a list of links to articles and other sources of information.
  • Shoppable Posts are social media posts that integrate direct product purchase links or tags to facilitate buying directly from the social media platform.
  • Smart Content refers to content that is dynamically personalized to meet an individual's specific needs and preferences.
  • A social media entrepreneur is a person who uses social media platforms to promote and sell products or services. They typically have a strong presence on social media and use their platforms to connect with potential customers and build their brand. Social media entrepreneurs often use a variety of tactics, such as creating engaging content, using paid advertising, and building a loyal following, to grow their business and reach new customers. Some social media entrepreneurs may also offer consulting services or provide training to others who want to learn how to use social media for business purposes.
  • SMM stands for "social media marketing." It is the process of promoting a website or brand on social media platforms, such as Facebook, Twitter, and Instagram. This is typically done through a combination of techniques, such as creating and sharing engaging content, running paid advertisements, and engaging with users on social media. The goal of SMM is to increase brand awareness and engagement, and to drive traffic to the website. It can be an effective way for businesses to reach potential customers and build relationships with them online.
  • Social media optimization (SMO) is the process of using social media platforms and channels to increase the visibility and reach of a brand, product, or service. This can involve creating engaging and shareable content, using hashtags and other tactics to improve the discoverability of a brand's content, and engaging with potential customers on social media platforms. The goal of SMO is to drive traffic to a brand's website and increase awareness of its products or services, ultimately leading to increased sales and revenue. SMO can be an effective way for businesses to reach and engage with their target audience, and it is often used in conjunction with search engine optimization (SEO) to improve a brand's online visibility.
  • The concept that people will conform to the actions of others under the assumption that those actions reflect the correct behavior. Marketers use social proof, such as user testimonials and celebrity endorsements, to increase trust and credibility among potential customers.
  • SoLoMo is a term that is used to refer to the combination of three technologies: social, local, and mobile. This term is often used to describe the way that these technologies are used together to enhance the online experience of users. Social refers to the use of social networking and other online tools to connect people and share information. Local refers to the use of location-based services and other technologies that enable users to find information and services relevant to their specific location. Mobile refers to the use of mobile devices, such as smartphones and tablets, to access the internet and use online services. When these three technologies are combined, they can create a powerful and engaging online experience for users.
  • A marketing technique that harnesses the power of stories to communicate a message that resonates with the audience's values, emotions, and aspirations, often resulting in a more profound connection with the brand.
  • A topical map is a type of map that focuses on a specific subject or theme, rather than showing physical features or geographical boundaries. In the context of search engine optimization (SEO), a topical map may refer to a type of sitemap that organizes the pages on a website by topic or theme, rather than by the structure of the website's navigation. This can help search engines understand the content and organization of a website and may improve its visibility in search results. A topical map can be created as a standalone document or incorporated into the website's HTML code as a sitemap. It may include links to individual pages or sections of the website, as well as a brief description of the content of each page. The purpose of a topical map is to provide a clear and comprehensive overview of the website's content, which can be useful for both users and search engines. In addition to helping with SEO, a topical map can also be a useful tool for website visitors, as it can provide a clear and easy-to-navigate overview of the content available on the website. This can be particularly useful for large or complex websites with many pages and sections.
  • User-generated content (UGC) is any content that has been created by users or customers of a brand, rather than the brand itself. This can include a wide range of content types, such as reviews, ratings, comments, testimonials, photos, videos, and more. UGC is often found on social media platforms, where users can easily share their own content and engage with others. Brands often value UGC because it can be an authentic and trustworthy source of information for potential customers. It can also help to build a sense of community and engagement around a brand, as users feel more connected to a brand when they see content from other customers. Some brands may even actively encourage the creation of UGC by running contests or promotions that incentivize users to create and share content.
  • A user interface (UI) is the part of a computer system, website, or device that a person uses to interact with the system, website, or device. It is the interface through which a user communicates with the system, providing input and receiving output. A good user interface is one that is easy to use, intuitive, and efficient, allowing the user to quickly and easily accomplish their goals. The design of a user interface is a crucial aspect of user experience (UX) design, and involves considering the needs and goals of the user, as well as the capabilities and limitations of the system, website, or device.
  • User acquisition refers to attracting new users to a website, application, or digital property. It can be done through various digital marketing campaigns, such as search engine marketing, social media marketing, or content marketing. The goal is to attract users interested in the product or service and likely to become customers.
  • User engagement refers to the interaction, and involvement users have with a website, application, or other digital property. It can include clicking on links, filling out forms, sharing content, or leaving comments. The goal of user engagement is to increase the time users spend on the site, deepen their relationship with the brand, and ultimately drive conversions.
  • User experience (UX) refers to a user's overall experience with a website, application, or digital property. It includes ease of use, visual design, content organization, and more. UX design aims to create a positive experience for the user, make it easy for them to find the information they need, and ultimately drive conversions. Effective UX design considers the needs and goals of the user and focuses on creating a seamless and intuitive experience.
  • A detailed representation of your ideal customer based on market research and real data about your existing customers. User personas help guide decisions about product development, user experience, and marketing strategies.
  • USP is short for "unique selling proposition" or "unique selling point." It is a marketing concept that refers to the unique benefit or advantage that a product or service offers its customers compared to similar products or services. A USP is a vital element of a company's marketing strategy, as it helps differentiate the company's offering from its competitors and makes it more appealing to potential customers. Some examples of USPs include a product's quality, durability, convenience, price, or a unique feature or service that it offers. Identifying and promoting a USP can be an effective way for a company to stand out in a crowded market and attract and retain customers.
  • Video marketing is a strategy in which businesses create and share videos to promote their products, services, or brand. Videos aim to educate customers, showcase products, or entertain viewers. They can be shared through various channels, including websites, social media, and video hosting platforms. The goal of video marketing is to increase brand awareness and engagement and drive conversions by appealing to the viewer's emotions.
  • Viral marketing is a strategy in which businesses create content designed to be shared and spread rapidly through social networks. Viral marketing aims to reach many people quickly and effectively and to generate buzz around a product, service, or brand. It can be done through various tactics, such as creating entertaining videos, hosting contests, or offering incentives for sharing.
  • Visual Listening involves analyzing images posted on social media to assess how users feel about a brand or product.
  • The process of using visual images like photographs, screenshots, or internet images to search for information, products, or services. The technology uses real-world images as the stimuli for online searches, rather than text-based keywords.
  • Voice commerce refers to transactions made using voice recognition technology. It allows users to make purchases with voice commands via devices like smartphones, smart speakers, and virtual assistants.
  • With the rise of voice-activated devices like smart speakers and voice assistants, optimizing content for voice search was becoming necessary. Marketers were adapting their SEO strategies to cater to voice search queries.
  • The practice of customizing the content and the layout of a website to the specific needs and preferences of individual users or segments, often using data about their browsing history and behavior to create a more engaging and optimized online experience.
  • The process of enhancing a website's performance and user experience to increase its effectiveness in achieving business goals, such as driving traffic, improving engagement, and boosting conversions.
  • WYSIWYG stands for What You See Is What You Get.. It's a term used to describe a type of computer software or interface that allows users to see how content will look on the screen as they are creating it rather than having to imagine how it will look after it's been published.
  • This term is commonly used in business and finance to compare statistics, performance, or metrics between one year and the corresponding period in the previous year. For instance, a YoY analysis in a context would compare Google Ads benchmarks in 2023 with those from 2022, to identify trends, growth, or changes in performance over the year.
  • Refers to a search engine result that answers the user's query directly at the top of a search engine's results page so that the user doesn't have to click through to a website. This feature is designed to improve user experience, especially for straightforward queries that require simple answers.

We take the time to get to know what our clients want, and when they speak, we’re listening.

Kind Words

I’ve been working with Jenny since 2008. She has great ideas, great work ethic, fair pricing, and most of all she is always open to my inputs on all the work she does for me. She goes above and beyond to make sure the work she puts out is excellent and very innovative. Both her and Michael are very approachable and never take offense if I ask for changes on the design. I would highly recommend this team and I’m always available to be a reference for them.

Mary Taylor
Brush Strokes Salon & Mira Spa and Salon

Extremely professional, highly knowledgeable, and very easy to work with.

We are now at our 4th company, and WebSubstance built the four websites brilliantly. I highly recommend them to build your website and ALSO to work with their marketing team. They are the best!

Kudos WebSubstance.

Francois Lemieux
IT Team Rocks LLC, Tips N Toes Spa, Calindia Wine and Spirits, Beau and Bella - A Modern Day Spa!

In 2015, I started becoming suspicious that my current website service provider was not really optimizing my website or doing what needed to be done to get us the proper exposure to new clients and, also, make our website stand out as unique and personable, which is key to the image I wanted our law firm to represent. To my good fortune, Jenny Le and I met each other at a business networking function and she agreed to help me first validate my suspicions at no cost and then come up with a plan to implement and turn things around for our firm. Immediately, when working with Jenny and her team, I noticed just how different I was treated by them as a client. I was not a big client for them, but they made me feel as if I were and took a lot of time to listen to my ideas and understand the image I wanted to present and what we needed to grow our law firm business. Since my new site went live, in the past year, my clients have commented how much they liked my website and that it was what drew many of them to come meet me to talk about their estate plan, probate or family law matter. I also love that Websubtance is a local, family-owned business and they are prompt to support me with each endeavor I may have to improve my site’s exposure, whether through adding a customized Korean page to my site or a handy testimonials widget, or writing a new and amazing blog.

You cannot go wrong — unless you decide to use someone other than Websubstance for your web design and hosting.

Patricia E. Tichenor
NOVA Estate Lawyers

I am very pleased with Jenny’s web design work on my educational consulting business. First of all, her knowledge of the technicalities of web design is vast and extremely valuable. She would make sure that the website is user-friendly and built in order to allow for future upgrades.

In addition, Jenny has a sharp sense of artistic design. The web design of my site is particularly suitable for my clientele where families who view the website feel invited and do not get lost while navigating through the site. Jenny would match up the appropriate pictures, colors, and size font to produce the feeling desired for my business.

Last but not least, Jenny is tremendously accommodating to the needs of her clients. She really listens to what I want for my website and ensures that my ideas are heard and materialized. Moreover, Jenny is super detail-oriented. Every word, every picture, and every page of the website is vetted by her personally. She literally holds my hand through the web design process.

I can’t emphasize how pleased I am with the way that my website turns out. I have received a lot of positive feedback regarding my website: professional, clean, easy to navigate, and welcoming.

I highly recommend Jenny and her team for your web design needs!

Elaine Lin Wang
Horizon Consulting, LLC, Educational Consulting Services

We have been working with WebSubstance for 15+ years!  Jenny and her team ensured the vision we had for our website became a reality. In addition to our website, we have worked on various projects throughout the years. They are always extremely professional, quick to respond, easy to work with and continuously look for ways to keep our site up to date and “fresh”. Definitely top-notch service and design. I highly recommend them for all your marketing needs.

Lynn Campbell
Northern Virginia Pediatrics

Professionalism, Quality, Responsiveness, Value

We hired WebSubstance to redesign our website, and we could not be more pleased with the result. Jenny was so helpful, patient and knowledgeable as she guided us through the entire process, providing creative solutions to our unique business needs and answering all of our questions and concerns. We now have a simple, fresh, elegant website that is easy to maintain and update. Thank you Jenny!

Catharine M.
100 Bowls of Soup