Digital Marketing Exam

VSEO (Video Search Engine Optimisation)

Improving the discoverability and ranking of audiovisual material in platform and web results.

SERP (Search Engine Results Page)

The page displayed after a user submits a query.

Metadata

Descriptive information attached to digital material so platforms can interpret and classify it.

Thumbnail

A small preview image intended to attract a viewer’s attention.

Captions

On-screen text representing dialogue, speakers, locations, or relevant sounds.

Embedding

Placing material hosted elsewhere inside another webpage.

Annotation

An added instruction or comment that formerly appeared over YouTube playback.

Video cards

Interactive prompts that appear during playback and encourage further behaviour.

Video syndication

Distributing audiovisual material across multiple platforms to expand reach and discoverability.

Viral video

An audiovisual item that spreads rapidly through user sharing and word of mouth.

Vlogger

A person who regularly publishes recorded episodes about a chosen topic.

Views

The number of recorded playbacks, including repeat watches by the same person.

Video content

Audiovisual material created mainly to inform, educate, entertain, or build engagement.

Video ad

A recorded promotional message designed to influence awareness or behaviour.

Paid media

Promotional exposure purchased from an external platform or publisher.

Owned media

Brand-controlled channels such as a website, blog, or official profile.

Earned media

Uncompensated publicity generated through sharing, advocacy, mentions, or press coverage.

Bumper ad

A non-skippable promotional clip lasting up to six seconds.

Overlay ad

A semi-transparent desktop placement displayed across the lower portion of YouTube playback.

Sponsored card

An interactive panel shown during playback to feature relevant products or information.

Google AdWords

Google’s advertising program for placements in results and across its content network.

App

Software designed to perform specific tasks on a phone, tablet, or browser.

Native app

Software installed for a particular operating system with access to device functions.

Web app

Browser-based software accessed online rather than installed locally.

AR (Augmented Reality)

Digital graphics or information layered onto the user’s physical surroundings.

VR (Virtual Reality)

A computer-generated environment that creates an immersive, seemingly real experience.

Bluetooth

A short-range wireless protocol used to exchange information between nearby devices.

Beacon

A low-energy transmitter that sends small identifiers or messages to nearby enabled devices.

Proximity marketing

Delivering permission-based messages according to a person’s exact nearby position.

LTE (Long-Term Evolution)

A fourth-generation cellular standard designed for faster communication.

NFC (Near-Field Communication)

Short-range communication between devices placed within roughly four centimetres.

Push messaging

A notification triggered externally while the related software is inactive.

QR code (Quick Response Code)

A scannable grid that stores a link, text, payment details, or other information.

SMS (Short Message Service)

Cellular text communication limited to roughly 160 characters and not dependent on internet access.

MMS (Multimedia Messaging Service)

Cellular communication that can include images, audio, longer text, or short clips.

USSD (Unstructured Supplementary Service Data)

A menu-based cellular system accessed by dialling a code, usually beginning with * and ending with #.

Wi-Fi

Wireless transfer of information between devices over a local connection.

Geolocation

Determining a user’s physical position to provide locally relevant results or experiences.

Geotagging

Attaching physical-location information to a post, photo, or update.

Responsive design

A layout approach that automatically adapts to different screen sizes and devices.

Mobile site

A browser-accessed experience created for smaller screens and touch interaction.

SIM (Subscriber Identification Module)

A component that links a handset to a cellular account and network.

UX (User Experience)

The overall ease, efficiency, clarity, and satisfaction of interacting with a product.

IoT (Internet of Things)

Everyday connected objects that send and receive information through the internet.

Permission marketing

Communication sent only after the recipient has agreed to receive it.

Geo-targeting

Selecting messages or offers according to a person’s current or inferred location.

Mobile payment

A regulated transaction completed through or with a handheld device.

Zero rating

Allowing access to a particular online service without counting its usage against a customer’s allowance.

Image recognition

Technology that identifies visual objects or patterns and uses them to trigger digital behaviour.

Email marketing

Permission-based commercial communication delivered directly to a subscriber’s inbox.

Direct marketing

Brand communication sent straight to identified customers rather than through mass advertising.

CRM (Customer Relationship Management)

A strategy and technology system for organizing interactions with current and potential buyers.

B2B (Business-to-Business)

Commercial activity in which one organization sells to another organization.

B2C (Business-to-Consumer)

Commercial activity in which an organization sells to individual buyers.

CTA (Call to Action)

A prompt designed to motivate the reader toward a specific behaviour.

CTR (Clickthrough Rate)

Percentage of displayed or delivered messages that generate a link selection.

Database

An organized collection of subscriber records, permissions, preferences, and contact details.

DNS (Domain Name System)

The system that translates website names into numerical network addresses.

Double opt-in

A subscription method requiring confirmation through a follow-up message.

ESP (Email Service Provider)

A platform used to create, send, test, segment, and measure bulk campaigns.

Hard bounce

Permanent delivery failure caused by an invalid or nonexistent address.

IP address (Internet Protocol Address)

A unique numerical identifier assigned to a device on a network.

ISP (Internet Service Provider)

A company that supplies access to the internet.

Newsletter

A recurring publication sent to inform, educate, promote, or maintain relationships.

Open rate

Percentage of delivered messages detected as viewed.

Opt-in

Explicit consent to receive future communications.

Opt-out

A request to stop receiving future communications.

ROI (Return on Investment)

Profit or value generated relative to the amount spent.

Sender ID

An authentication method used to verify that a message originates from its claimed domain.

Soft bounce

Temporary delivery failure caused by issues such as a full inbox or unavailable server.

Spam

Unrequested bulk communication sent without authorization.

Whitelist

A trusted-sender list that permits delivery despite filtering rules.

Alt text

Descriptive copy displayed when an image cannot load or be seen.

Transactional email

An automated message confirming a purchase, payment, subscription, reminder, or account change.

Promotional email

A message intended to drive an immediate behaviour such as purchasing, downloading, or requesting information.

Deliverability

The ability of a message to successfully reach the recipient’s inbox.

Segmentation

Dividing an audience into distinct groups based on shared characteristics or behaviours.

Personalization

Tailoring communication using an individual’s identity, interests, preferences, or history.

Subject line

Inbox copy intended to communicate relevance and encourage viewing.

Preheader

Preview copy shown near the inbox title and often used to extend it.

Header

The top section, commonly containing branding, imagery, navigation, or browser-view access.

Body

The main section containing the primary copy, imagery, offers, and prompts.

Footer

The bottom section containing contact details, legal language, social links, and unsubscribe access.

F-pattern

A common scanning behaviour that prioritizes the top and left side of a page or message.

Responsive email design

A layout method that adapts across different inbox clients, operating systems, and screen sizes.

Email template

A reusable structure into which campaign copy and imagery are inserted.

Forward rate

Percentage or number of recipients who send a received message to another person.

Database growth rate

The change in the number of subscribed contacts over a defined period.

Avatar

A chosen digital identity or image representing a person online.

Blog

A regularly updated site or section containing self-published entries, often with comments.

Carousel ad

A single placement containing multiple swipeable images or clips, often with links.

Cinemagraph

A mostly still image containing one or more continuously moving elements.

Content

Any material published online, including copy, images, audio, and clips.

Conversion objective

A desired completed behaviour used to judge campaign success.

Cover image

The large banner graphic at the top of a profile or page.

Crowdsourcing

Distributing a task through an open request to a large, undefined group.

Fake news

Claims presented as journalism that cannot be reliably verified.

Feed

The stream where user updates and advertisements are displayed.

Forum

A discussion website organized around topics, threads, and replies.

Geofilter

A visual overlay available only within a defined physical area.