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Online & Marketing Terminology 101

Updated: Feb 17



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Online Terminology 101
  • 404 Error: A screen message that appears when someone tries to visit a site that does not exist.


  • AdWords: #AdWords is an online Google advertising service that displays an advertiser’s content based on #Keywords and #Cookies. Income is made for #GoogleAds and the advertiser based on “clicks”.


  • Aerial Drone: Flying object that takes photos or videos of practically anything, anywhere. It is usually operated by a remote.


  • #AffiliateMarketing: Pay a commission or flat rate to an influencer or a company for promoting your products or services through their #SocialMedia channels or website or other forms of marketing. Examples of affiliate marketing are: Content marketing programs - blogs and web pages, Coupon-site programs, Review-site Programs, Loyalty Portals, Incentive Programs, #EmailMarketing, Digital assets, Traditional Media


  • Algorithm: Social media platforms such as #Facebook, #Twitter, and #Instagram recognize the relationship of an individuals or businesses social media account/s, and highlights the feed with what the person “likes” and interacts with. Also, certain advertisements will be displayed on one’s social media bases on searches.


  • Alt-tags: #AltTags, simply put, are words or text that describes an image for clearer understanding for a customer.


  • #Analytics: The result of stats and data. This is useful if a business is trying to understand what works and what doesn’t.


  • Audio Advertising: Audio advertising – radio or television – is used to promote a business or product to gain customers and/or business.


  • Banner Ad: A type of digital image ad that can be placed across different websites.


  • Blog: Short for “web log.” A blog is a web page or a website that is regularly updated with new fresh written content designed to attract new visitors and engage existing visitors.


  • Bounce Rate: The percentage of visitors to a website that leave immediately without clicking or interacting with any portion of the page, according to geekpoweredstudios.com. For example, if 100 people visit a website, and 50 of them immediately leave, the website has a bounce rate of 50 percent. Websites aim to have as low of a #BounceRate as possible, and averages tend to be anywhere between 40-60 percent.


  • #BrandBrief or #MoodBoard : The collection of a business’s marketing materials from the logo, fonts, and colors to they tone and voice of how a business presents itself.


  • Brand Loyalty: When consumers continuously purchase or rely on your product or business instead of trying out similar products of businesses, they are #BrandLoyal. Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.


  • Branding: Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. #YourBrand is derived from who you are, who you want to be and who people perceive you to be.


  • Broadcast: A broadcast that could be either online, on the radio, or television - usually sharing recent news to keep people up to date.


  • Business Listings (Offline): Listing business information such as name and address in certain areas like print or audio media.


  • Business #DirectoryListings (Online): Listing business information such as name and address on Google, and other search engines/websites.


  • Business Motto: A slogan or phrase that describes a business’s idea, and even goals.


  • Business Philosophy: Ideas or beliefs that a business works towards and firmly believes in. The philosophy is essentially the skeleton of the business.


  • #BusinessPlan: A business’s set of goals and plans that help reach an obtainable goal or mission.


  • Business Vision: A mental image of how a business sees themselves now and in the future. A vision helps a business stay on track while staying motivated.


  • Click Through Rate (CTR): The percentage of users who click on links in web pages or marketing emails. According to skillcrush.com #CTR is significant because it measures how many users are actively engaging with linked content on a site.


  • Coding: Essentially a type of computer programming that builds and designs things to operate properly, such as a website.


  • Commercial Photography: (Headshots, Products, Building, Offices, etc.) Photos taken, usually by a professional photographer, that captures images of owners, employees, products, buildings - basically things that make up the business.


  • Consultations: Usually involving a business, a professional provides advice and ideas for the businesses focus and success.


  • #ContentCreation & Writing: Information, usually photos and words, added to a piece of digital or print media.


  • Content Programs: Blogs and web pages, Coupon-site programs, Review-site Programs, Loyalty Portals, Incentive Programs, Email Marketing, Digital assets, Traditional Media.


  • Content Proofing (Media & Web): Editing words and photos prior to publishing content.


  • Content Writing: Words (content) that will be used usually on a website that promotes a business, service, or a product.


  • Context: An idea that relates to something - to help understand whatever “it” is better.


  • Demographic: A distinct part of a population or general area.


  • Digital Display: Graphic advertising on Internet websites, apps or social media through banners or other advertising formats made of text, images, flash, video, and audio.


  • Digital Files - .eps: Meaning encapsulated Postcript Vector. An .eps file is a graphic file that used in Adobe Illustrator.


  • Digital Files - .gif: A .gif file, better known as graphic interchange format, means an image is usually animated.


  • Digital Files - .jpg: A .jpg file, better known as Joint Photographic Experts Group, is a compressed image format for digital images.


  • Digital Files - .pdf: A .pdf, better known as Portable Document Format, is widely used file that displays text and images.


  • Digital Files - .png: A .png file, better known as Portable Network Graphics, is a compressed image format that is great for images that will be posted online.


  • #DirectMarketing: Direct marketing refers to the selling of products/services via online or telephone rather than a physical retailer. Forms of Direct Marketing: Brochures, Catalogs, Fliers, Newsletters, Post cards, Coupons, Emails, Targeted #OnlineDisplayAds, Phone calls, Text messages.


  • Drive Sales: Marketing a certain business or product to push more sales, awareness, or customers.


  • Dynamic Elements: These elements help make a website interactive and animated.


  • e-Commerce: When businesses sell products or services online.


  • Email Campaigns: An email to current or potential customers that publicizes a product or service to gain growth.


  • Graphic Design: A professional graphic designer will use his/her skills to develop and create ideas for things like advertisements, media content, and visual marketing pieces.


  • Hashtag: A popular phrase beginning with the symbol “#.” Used primarily in social media as a way for tagging content for users to find.


  • Hosting: A business that offers services to run a website.


  • HTML (Hypertext Markup Language): A set of codes used to tell a web browser how to display a webpage.


  • Imagery: Simply put, images used for marketing or on a website that grab a consumer’s attention in a positive way.


  • Internet Browser - #Google Chrome: This web browser is developed by Google and its beta version was first released on September 2, 2008 for Microsoft Windows. Today, chrome is known to be one of the most popular web browsers with its global share of more than 50%.


  • Internet Browser - Internet Explorer: Internet Explorer (IE) is a product from software giant Microsoft. This is the most commonly used browser in the universe. This was introduced in 1995 along with Windows 95 launch and it has passed Netscape popularity in 1998.


  • Internet Browser - Mozilla Firefox: Firefox is a new browser derived from Mozilla. It was released in 2004 and has grown to be the second most popular browser on the Internet.


  • Internet Browser – Bing: #Bing is Microsoft’s attempt to challenge Google in the area of search, but despite their efforts they still did not manage to convince users that their search engine can produce better results than Google.


  • Internet Browser – Safari: Safari is a web browser developed by Apple Inc. and included in Mac OS X. It was first released as a public beta in January 2003. Safari has very good support for latest technologies like XHTML, CSS2 etc.


  • Internet Browser: This is a tool used to “browse” the Internet. For example: Chrome (my browser of choice) is used to peruse (browse) the Internet. The other current popular web browsers include: Internet Explorer (PC only), Safari (Mac only), Flock, Opera and Firefox.


  • IP Address (Internet Protocol): An individualized number that identifies a device using the internet to communicate over a network. Every device has a unique IP address, and can be used to locate and differentiate that device from all other devices when using the internet.


  • Local Search: Local businesses appear as a result of searching in a specific geographic location.


  • Logo: A logo makes you stand out from the competition, it identifies key information about your business, and it builds brand recognition. The elements of a logo are its typography, imagery, color, context and its static or dynamic elements.


  • Mail Services: Offering email blasts via email, and EDDM (every door direct mail) through the USPS to reach new consumers, and to keep current customers informed.


  • Maintenance: An important must to any business. Maintenance is required to make sure a website is up to date with content to retain consumers and grow new customers.


  • Management: A long term plan with a professional who can help create, manage, maintain, and grow a website.


  • #MarketingPlan: An outline of a business’s marketing goals and plans. The plan usually has an end goal due to marketing plan efforts.


  • Marketing: Promoting a business with a goal to grow customers and gain recognition/awareness.


  • Mentions: Mentions are ways of referring to a person or account on social media (@yourTwitterhandle on Twitter).


  • #MetaTags: Content descriptions, in code, that communicate with search engines to describe the content of a website.


  • #MobileFriendly: A website that is easily navigated on a mobile device - such as a smart phone.


  • News Feed: Updates - statuses or posts, made on a personal social media page, usually by the “friends” or “followers” of a page.


  • Pay-Per-Click (#PPC) (Online): Pay-per-click is an online advertising method used to boost website traffic. When the ad is clicked, the ad publisher receives revenue. Types of PPCs: Search advertising, Display advertising, Social media advertising, Remarketing, Sequential remarketing, Google Shopping.


  • Print Advertising: Physical media such as newspapers and magazines are used to promote a business or products to gain customers and/or business.


  • Print Collateral: Marketing materials that are left with a potential consumer or new customer to promote a product or business.


  • Print Marketing: Marketing materials such as business cards, brochures, flyers, and other business promotors.


  • Product Placement: Displaying a certain product or service that will be seen in person or online in order to drive sales of that particular product.


  • Program Knowledge: An expert or someone well-versed in a certain program.


  • Programing: The process of creating a set of detailed instructions to allow a computer to complete a certain task.


  • Promoting: Continuing the growth and success of a business with proper marketing goals and plans.


  • Promotional Items: Business “gear” complete with a business’s logo. This gear is usually left in a designated area - an office, a job fair, an event - to promote a business.


  • Revenue: A business’s income.


  • Reviews – Online: A consumer’s written opinion and overall experience with a business. Online reviews are usually positive or negative.


  • RSS (Really Simple Syndication) Feed: A way to keep track of updates to multiple websites in one place, instead of having to manually check in on every single site individually. An RSS Feed is where all updates are tracked together, in an easily viewable format.


  • Search Engine – Google: No need for further introductions. The search engine giant holds the first place in search with a stunning difference of 66% from second in place Bing. According to the latest netmarketshare report (January 2018) 74.52% of searches were powered by Google and only 7.98% by Bing. Google is also dominating the mobile/tablet search engine market share with 93%!


  • Search Engine – #Yahoo: Since October 2011 Yahoo search is powered by Bing. Yahoo is still the most popular email provider.


  • Search Engine Optimization (SEO): Growing website traffic through search engine results - this is usually done in an organic way.


  • Search Engine: This tool is used to search for information on the Internet. It resides within a Browser. ​There are three leading search engines − Google, Bing, and Yahoo but there are several other engines available.


  • #SEO (Search Engine Optimization): A way of improving a website’s performance and its position in organic search engine results.


  • Signage: Signs, not limited to, addressing a business’s location with a sign that can clearly be seen from a road or sidewalk, or signage inside the place of business promoting items or products.


  • Site Boosters: These boosters usually help grow traffic to a website by being listed on several search engines and online directories.


  • Slug: The portion of a URL that comes after the .com. For example, https://www.hmgroupmi.com/contact


  • Social Media: Operating different social media platforms such as Instagram, Facebook, and Twitter. The content is usually shareable to followers and is used to promote the business and its products.


  • Social Shares: Sharing news or content directly from a website on a social media platform.


  • Spam: A general term that includes many different disreputable activities in digital marketing.


  • Static Elements: These elements can be used or document definition and identification. Static web pages do not utilize an external database. Static websites are written in HTML and display the same information to every user. Static web pages are best suited for information that does not (or rarely) changes.


  • Strategy: A plan or set of ideas that help reach an end goal. A #MarketingStrategy are always a must when planning to market your business!


  • Taglines: A set of words that help describe something in a creative and catchy way.


  • Target Audience: A specific group of people a business target. This group is usually interested or in need of a business’s products or services.


  • Trust signals: Features or qualities of your site that inspire trust in the mind of the customer. Examples of trust signals: Testimonials and Reviews (include social proof), Add Reviews in Feeds, Add the Identity of Reviewers, Include Seller Ratings, Contact and Communication, Payment Assurance, Multiple payment methods, and Third-party badges and certifications.


  • Typography: The act of styling words in a creative way with a goal to gain positive attention.


  • URL (Uniform Resource Locator): The address of a web page. The URL refers to what specific web page a web browser is viewing.


  • User-Generated Content (UGC): Social media content (posts, photos, videos) posted by users about a brand or product, not by companies or organizations themselves. For example, when Lipton reposts a picture of an Instagram user drinking an iced tea, that’s UGC.


  • Videography: Making video films in an attractive, creative way to highlight and event or business.


  • Web Design: Creating websites with tasks not limited to website content, graphic design, and layout.


  • Web Developers: Knowledge of web design coding languages such as HTML, CSS, JavaScript and PHP. Can write well-designed efficient code. Can create website layout user interfaces using HTML/CSS practices. Can troubleshoot website problems. Can maintain and update websites. Can integrate data from various back-end services and databases.


  • Web Providers: A business that offers services and technologies to operate a website.


  • Web Traffic: Determining the number of people who visit a website.


  • Webmail: A website-based email option like Gmail, Hotmail, Yahoo!, and AOL.

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