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.
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.
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.
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.
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.
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.
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.
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.
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.
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 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.
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.