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A/B Split testing is a type of online experiment commonly used by marketers to analyse customer behaviour and to measure the effectiveness of their marketing initiatives such as website design or email campaigns. The aim is to identify which version of a website, web page, email or advertisement results in the desired outcome as closely as possible.

Abandonment rate is a term used in marketing to measure how successful an engagement or experience is. It is essentially a metric that measures the percentage of customers who do not complete an action or process, such as making a purchase or abandoning a website visit.

ABC1 is an audience segmentation code used by the broadcasting industry to describe certain groups of people in the UK. In particular, it is used to identify the most affluent and influential people in the country.

Above the fold is a term used to describe the top part of a website or page that is visible without any scrolling or clicking. It is essentially the first impression a visitor will have of a website, and therefore it is vital that the content and design of the page is engaging in order to capture the attention and encourage them to explore further.

Above the line (ATL) marketing is a term used to refer to a traditional, tried-and-tested method of advertising which typically achieves high visibility and has the potential to reach a wide audience. It is a form of marketing which uses non-internet media such as television, radio, newspapers and outdoor advertising, and is seen by many as the most effective way of communicating a brand’s message to the public.

Accessibility is a term which refers to the ability for people of all abilities and backgrounds to access and interact with websites, applications, and other digital tools. It includes people with disabilities, those with different language abilities and cultural backgrounds, those using different devices and operating systems, and people with disabilities who need assistive technologies such as screen-reading software.

An Account director is a role that is commonly found in advertising and marketing agencies, but can also exist within in-house marketing departments. They are typically responsible for overall client satisfaction, the development of client relationships, and ultimately the success of the accounts they are assigned.

An Account manager is a professional who is responsible for managing relationships between a company and its clients. An account manager has a key role in analysing and interpreting data, leading to the development of effective strategies for the business.

Ad blocking is the practice of preventing ads from appearing or loading on webpages. It is a way for users to protect their online privacy and improve their online experience.

Ad clicks, otherwise known as pay-per-click (PPC) is a form of online advertising used on websites and search engines, in which advertisers pay a fixed fee each time the advertisement is clicked on by the user.

The concept of pay-per-click is reasonably straight forward; it’s an online form of advertising that allows companies to draw attention to their websites in order to differentiate them from the competition.

Ad Extensions are an important part of search engine marketing. They are used to maximise a company's visibility on a search engine results page (SERP) by taking up more space and providing more clickable elements.

An Ad Manager Account is a tool that enables users to manage and track their online advertising campaigns. 

It is a web-based platform that allows advertisers to track the performance of their campaigns, make adjustments to their campaigns, and optimise their campaigns for maximum efficacy.

An Ad Network is a form of online advertising that involves creating, serving, and tracking marketing campaigns for clients.

It offers a platform for advertisers to purchase ad placements from multiple websites and mobile applications at once, allowing for greater reach, efficiency, and scale for their marketing efforts.

Ad space is a term used in marketing and advertising which refers to the spaces available on websites, blog sites, newspapers and magazines, that companies can purchase, so that they can display their adverts in order to expand their market reach and realise their desired sales objectives.

Ad space can take a variety of forms, including display ads in newspapers and magazines, online advertising such as banner ads, sponsored content, video ads, search engine results pages (SERPs) and mobile ads.

Ad spend, also known as advertising expenditure or media spend, refers to the amount of money that a company invests in paid advertising for the purpose of promoting their products or services. 

It forms an integral part of a company’s overall marketing strategy and is used to reach and convince consumers to purchase their products or services.

Added value is a concept used in marketing and business that can be applied to products, services, experiences, and ideas. It refers to an extra benefit that customers receive when purchasing a particular item.

Adtech, short for advertising technology, is the term used to describe technology used to create, manage, and measure advertisements and the associated data. It involves everything from software and hardware used to create, deliver and track digital campaigns to the data used to tailor ads to the right viewers.

An Advertising campaign is a series of individual advertisements which have been strategically co-ordinated to meet specific marketing objectives. It is a collective effort to create awareness of a product, service, or organisation.

The Advertising Standards Authority (ASA) is an independent regulator of advertising across all media in the UK. It is the UK’s trusted, independent body for advertised standards and the ASA sets, maintains and enforces them and works with all stakeholders, including advertisers, media and the public, to ensure that ads that appear in every UK medium comply with the UK’s laws and Codes of Practice.

An Advertorial is a type of advertising content that may present itself as an article, feature, or editorial, with the purpose of promoting a product or service. It provides readers with information about the product or service as well as information to persuade them to make a purchase.

An Affiliate marketing program is an arrangement between a merchant, retailer or advertiser and an affiliate. Basically, it involves the affiliate placing a link or button featuring the merchant’s products or services on their webpage.

Affiliate marketing is a promotional strategy used by companies in which commission is earned for referring customers to their products and services. 

It works by having affiliates (publishers) promote a company’s product or service to consumers, typically through an online platform such as a website, banner ad or social media post, in exchange for a commission.

After market, also known as ‘aftermarket’, is a term used to refer to the buying and selling of goods or services which are related to, or complementary to, a specific product, after the product has been sold and delivered. 

It is a subset of customer service, and is often associated with the automotive industry, but it can apply to any customer relationship.

Aggregated content is a type of content marketing strategy that involves collecting and collecting material from multiple sources. This content is then used to deliver targeted marketing messages to a specific audience.

Agile marketing is an approach to marketing where teams optimize their workflow and activities to be able to rapidly respond to changes and opportunities in their marketing environment. The approach is highly adaptable and decentralized, allowing marketing teams to quickly react to feedback and new trends.

AIDCA is an acronym that stands for Attention, Interest, Desire, Conviction, and Action. It’s a simple yet effective marketing tool which is central to your marketing efforts.

An Algorithm is a set of step-by-step instructions for a computer program (or other computing device) to carry out a task. It is essentially a high-level explanation of how to solve a problem.

An Algorithm Update is changes to algorithms (mathematical processes) used by search engines, such as Google, to create relevant search results for users. Algorithm updates are often secret and are rolled out gradually over time to ensure any changes have the desired impact before they're announced publicly.

ALT tags, also known as alt attributes, or alt descriptions, provide search engines and web users with additional information about an image or visual element on a website. ALT tags are attached to HTML elements which be used to describe the content of the image and also provide search engines like Google with image-related information for indexing and ranking.

Alt Text (alternative text), also known as “alt attributes”, “alt descriptions”, or visually “hidden” text, is a word or phrase that can be added to an image’s HTML tag in a website’s code. It is there to describe the appearance and function of images on a page for visitors who are using assistive technologies such as screen readers.

Amazon Alexa is a virtual assistant developed by Amazon, and is available on many devices from various manufacturers. It uses natural language processing and artificial intelligence to respond to voice queries issued by users.

Ambient media is an emerging type of marketing that allows companies to take advantage of their surroundings to reach customers in innovative ways. Ambient media can be used to create a memorable experience for customers by engaging them both visually and emotionally.

Anchor text (also known as “link label”, “link text”, “hyperlink text” or “hyperlink title”) is the visible, clickable text in a hyperlink. It is usually a few words that describe the linked content, giving readers an idea of where the link will take them.

API stands for Application Programming Interface, which is a set of protocols, routines, and tools for building software applications. It provides developers with a standardised way of interacting with other software applications, allowing them to access information and perform specific actions.

An App is a type of application software designed to enable users to perform a specific task on a mobile or computing device. Apps provide users with an easy to use, highly interactive platform for accessing online content, products, and services.

Annual Recurring Revenue, also known as ARR, is a business metric used to measure a company's financial health and growth over a period of time. It is the total expected revenue that is expected to be generated from existing customers and services on a year-to-year basis.

An Article in marketing terminology is generally a piece of writing with informative content, written for the purpose of promotion, or otherwise raising awareness or exposure for a product, service, or brand. It usually consists of a text that focuses on providing a message, helpful advice, an opinion, offering insight or delivering news regarding the product or brand in question.

Article marketing is a type of online marketing or content marketing strategy used to generate website publicity and traffic by writing and publishing content on websites and other online platforms. It is a powerful technique that helps drive visibility and traffic to a website.

Astroturfing is a term used in marketing or advertising that uses deceptive tactics to give the impression that public opinion supports something, when in reality, it does not. Essentially, Astroturfing involves businesses or organisations creating a false sense of public opinion.

Atomisation (also known as ‘splitting’) is the process of breaking down a set of information into its smallest possible parts. This is most often used in marketing and advertising techniques and may refer to a number of different practices such as splitting campaigns, segmenting markets and dividing up customer data.

Attribution is an important marketing concept which refers to the process of assigning credit to a particular source for a particular customer action or result. It enables marketers to identify which marketing activities are the most effective and cost-efficient in helping to achieve the desired sales outcomes.

Authorship is one of the key areas of content marketing, and it’s becoming increasingly important in today’s content-driven digital world. Content marketing can be defined as the creation and sharing of online material (such as videos, blog posts, and social media posts) that does not directly promote a product, but instead aims to promote awareness of a brand or to stimulate engagement from potential customers.

An Autblog (short for automation blog) is a type of blog which draws content from various predetermined sources and populates the blog automatically. It is quite different from a traditional blog, in which content is created and added manually.

Automation is a word that describes the process of using technology to remove manual work in favour of systems that do the work for you. It is becoming increasingly popular in all sorts of businesses, as it can help you save time, increase efficiency and reduce costs.

An Autoresponder is an automated email service that sends pre-written messages to contacts following specific predetermined triggers. It is a powerful digital marketing tool used by businesses to engage with their customers in a more personalised and efficient way.

Average Position (AP) is a metric used to measure the performance of digital marketing campaigns. It reflects the average rank of ads in relation to their competitors' ads.