Digital Marketing Ch. 1 Notes

Vocabulary flashcards covering key terms from the provided lecture notes on technical terms and successful website concepts.

Domain Name

The name of the website.

Registrar

Company that manages the leasing of domain names; once registered, the domain name cannot be taken by others.

Server

A computer connected to the internet that fulfills information requests to the website.

Web browser

Software that displays webpage content to human users.

Internet protocol (IP) address

A standardized set of procedures for locating computers connected to the internet and for transferring information from one computer to another.

Domain Name System (DNS)

Manages the translation of domain names to IP addresses so that requests for a domain are routed to the correct server.

Web hosting company

A company that provides server space for others to run a website.

Security certificate (SSL)

Allows users to access your website without being observed by 3rd parties.

Transport Layer Security (TLS)

Encryption method used to prevent eavesdropping from 3rd parties.

Content Management System (CMS)

Enables you to create content without having to learn the ins and outs of coding languages.

HTTPS

Secure website indication.

URL

Uniform Resource Locator, a unique identifier used to locate a resource on the internet.

HTML & JavaScript

Languages that websites use to instruct web browsers how to display a webpage.

eCommerce

Websites that sell products.

Payment gateway

Accept credit cards as part of online purchases.

Merchant account

Collect payment from customers.

Inventory management system

A system to track inventory levels and stock for products.

Analytics

Provide reports about visitors to your site.

AIDA model

Marketing model describing stages: Awareness → Interest → Desire → Action.

Direct traffic

Internet user types the website’s URL directly into the browser.

Referral traffic

Internet user clicks on a link to the site from another site; can be paid or unpaid.

Search traffic

User clicks on the link to the site from a search engine results page; paid and unpaid.

Email traffic

Traffic to a website resulting from ads or messages sent to potential customers via email.

Conversion

A target action you wish visitors to take.

Conversion rate

Percentage of visitors who convert.

Lead generation

Process to generate leads (potential customers).

Lead

An inquiry from a potential customer into a business’s products or services.

Media websites

Websites that make money by exposing users to ads.

Affiliate marketing

Websites that provide information about a variety of products and include links to other websites where a user can buy those products (revenue from commissions).

Affiliate marketing websites

Websites that participate in affiliate marketing by linking to other sites where purchases earn commissions.

Revenue

Money earned by websites (through ads, sales, etc.).

Retail

Marketing approach that can increase order value by encouraging buyers to purchase higher-priced items or add-ons.

Media

Advertisers pay more to advertise to targeted audiences and earn more.