Fundamentals of Digital Marketing Glossary

Vocabulary flashcards covering key terms from the Fundamentals of Digital Marketing Glossary.

A/B testing

A method of testing where two versions of content with a single differing variable are compared to determine which yields better results.

Ad campaign

A plan of action for distributing online a set of ad groups that share a budget, location targeting, and other settings.

Ad group

An ad group contains one or more ads that share similar targets and organize ads by a common theme within a campaign.

Affiliate marketing

A strategy where businesses pay partners a commission for driving clicks or sales through unique links.

AI-driven chatbots

Chatbots that get smarter with interactions, understand context, and handle complex tasks beyond rule-based responses.

Analytics

The practice of identifying meaningful information from data through analysis.

Analytics tools

Tools that help collect, organise, and interpret data to make informed decisions.

Algorithm

A set of instructions and criteria that a program follows to complete a task, such as content display based on user preferences and behavior.

Alt text

A written description of an image to assist visually impaired users and aid SEO.

Artificial intelligence

Computer systems that perform cognitive tasks typically associated with humans, like analyzing data to gain insights.

Audience retention

The measure of how well a video keeps viewers engaged throughout its duration.

Audience segmentation

Dividing a group into smaller segments based on shared criteria to tailor messaging.

Backend system

Part of an app or website that manages functionality, processes requests, stores data, and handles actions.

Business profile

Profiles businesses create for online directories to provide essential information like contact details.

Bid

The amount a marketer is willing to spend each time a potential customer clicks an ad or calls.

Bid strategy

A strategy tailored to campaign types and networks, focusing on clicks, impressions, conversions, or views.

Bot

Short for 'robot'; a crawler that searches the internet for content.

Call to Action (CTA)

A prompt encouraging a specific action, like Sign up, Learn more, or Buy Now.

Cart abandonment

When a user adds items to a cart but does not complete the purchase.

Click-through-rate (CTR)

The percentage of email recipients who click on links within an email, out of total emails delivered.

Click-to-open rate (CTOR)

The percentage of email recipients who clicked on links out of those who opened the email.

Content creation

Producing and sharing materials like videos, images, blogs, or posts to engage audiences.

Content marketing

The creation and sharing of online material to generate interest in a company’s products or services.

Conversions

The completion of an activity that contributes to business success, like purchases or sign-ups.

Conversion rate

The percentage of users who completed a desired action.

Conversion rate optimisation (CRO)

The process of increasing the percentage of users who complete a desired action.

Cost per click (CPC)

The amount a marketer pays when someone clicks on their ad.

Custom user interface

A unique and tailored UI in mobile apps for better engagement and usability.

Customer journey

The path customers take from learning about a product to getting answers and making a purchase.

Customer journey map

A visualisation of every step a customer takes to engage, guide, and convert.

Customer personas

Profiles representing specific customer types to tailor messaging.

CRM

Customer relationship management; tools and strategies to manage interactions with customers.

Customer feedback

Information from customers about their experiences, including opinions and complaints.

Customer segmentation

Dividing your audience into smaller groups based on demographics, behaviours, or interests.

Customer service chatbot

A chatbot that chats with people online to answer questions or guide tasks.

Customer touchpoints

Any interaction a customer has with a brand during their purchase journey.

Dashboard

A visual display that tracks key metrics and performance data in real-time.

Data analytics

Monitoring and evaluating data to gain actionable insights.

Data-driven attribution

Attribution that analyses touchpoints across channels to show how interactions drive goals.

Data reporting

Organising and summarising data to track performance across marketing and sales efforts.

Digital marketing channels

Any online communication method or platform to reach an audience (e.g., social media, websites, email, apps).

Digital marketing strategy

A plan outlining how to use digital channels to achieve marketing goals.

Display advertising

Visual ads that appear on websites, often as banners, images, or videos.

Domain name

Your web address; a memorable name referencing your IP address used to find your site.

E-commerce

Selling products and services online through websites and mobile apps.

Earned channels

Coverage gained through reviews, media, and organic social shares by others.

Email bounce rate

The percentage of emails that could not be delivered to the recipient’s inbox.

Email campaign

A set of emails sent to a specific audience with a clear goal, scheduled to maximise impact.

Email Marketing

The process of sending messages to a list of subscribers to share information or drive sales.

Ethics

Moral principles guiding decision-making and communication.

Gemini

A generative AI assistant used for natural conversations and content creation.

Generative AI

A type of AI that can generate new content like text or images.

Global marketplace

A marketplace enabling businesses to serve customers globally via digital platforms.

Google Ads

An online advertising platform for creating and running ads across Google Search and other sites.

Google Analytics

An analytics platform providing in-depth insights into website and app traffic.

Google Alerts

Real-time monitoring of online mentions of a brand or trends.

Google Search Console

A tool to gain insights into site performance in Google Search results.

GPS

Global Positioning Systems use satellite data to calculate location.

Influencer-generated content

Content created by an influencer that promotes a brand and must be disclosed as ads.

Influencer marketing

Getting influential people to endorse or mention a brand to their followers.

Insight

Information discovered through research or data analysis that informs strategy.

Interactive elements

Features like polls or questions in videos that encourage viewer interaction.

Internationalisation

Designing products, services, and processes for multiple country markets.

IP address

A unique address identifying a server on the internet.

KPI

Key Performance Indicator; a metric to gauge success toward a goal.

Keywords

Search terms people use to find information, products, or services online.

Keyword stuffing

Adding excessive keywords to content, which can read unnaturally.

Legislation

A law or set of laws established by a governing body.

Local business

Businesses serving customers geographically nearby.

Local directories

Directories hosting business profiles to help searchers find a business by location.

Localise

Adapting content to meet linguistic, cultural, and functional needs of a market.

Localised content

Content that uses local expressions and nuances to read as native to the audience.

Macro conversion

A completed action on a site representing a significant achievement (e.g., purchase).

Manual CPC

Manual CPC lets a business set its own maximum cost per click.

Max CPC

The highest amount a business is willing to pay for a click.

Mega influencer

Influencers with 1 million or more followers.

Metrics

Quantifiable measurements used to track and assess a business objective.

Micro conversion

A smaller action moving toward a purchase (e.g., signing up, adding to cart).

Micro influencer

Influencers with 100,000 followers or fewer.

Mission

A business’ purpose and how it differentiates itself from others.

Mission statement

A statement of a business’ purpose and differentiation.

Nano influencer

Influencers with 10,000 followers or fewer.

Native upload

Uploading a video directly to a platform rather than linking from another source.

Natural language processing capabilities

AI’s ability to understand and analyse human language for insights.

Offline functionality

Mobile apps offering limited functionality without an internet connection.

Omnichannel

A unified approach connecting with customers across multiple channels.

Online marketplace

A third-party site or app offering products from multiple sellers.

Organic search

Users find products or services via search engines without paid placement.

Owned channels

Platforms and content a brand directly manages (website, blog, profiles).

Paid advertising

Digital promotion where brands pay to display ads.

Paid channels

Digital promotions that a brand pays for (ads, sponsored content).

Pay-per-click (PPC)

A model where advertisers pay a fee each time their ad is clicked.

Payment services

Systems that allow online transactions (purchasing items).

Product recommendation engine

Software using AI to analyse data and suggest products to customers.

Points model

A rewards program offering customers points for purchases.

Progressive Web Apps (PWA)

Web apps that run in a browser with app-like features and limited offline access.

Push notifications

Real-time alerts sent to users to keep them updated and engaged.

Qualitative data

Descriptive information that cannot be numerically measured.

Quality score

A 1-to-10 rating used by search engines to measure ad and page relevance.

Quantitative data

Data that can be numerically measured.