Digital marketing is a broad term that refers to various ways of promoting goods and services online.
It includes activities such as search engine optimisation (SEO), paid search, social media marketing, email marketing, display advertising, content marketing and more. In essence, it's using the internet to get your message out to potential customers and build a connection with them.
It can help businesses build a following, reach new customers and increase sales. Digital marketing involves using modern technologies like analytics, automation and machine learning to better target audiences.
As the internet continues to evolve to the growing needs of consumers, digital marketing is becoming an ever more important part of any successful business.
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.
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.
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.
The Dark Web (also known as the darknet or deepnet) is a digital marketplace hidden from public view and accessible only through anonymized and encrypted networks. It is an environment where individuals, vendors, or businesses can buy or sell products and services without their activities or identities being easily traced.
Data mining is a powerful and valuable tool for marketers, businesses, and researchers across a variety of industries. It is the automated process of exploring and extracting large data sets to uncover patterns, meaningful correlations and data segmentation, as well as to increase the power of knowledge and decision-making.
Database marketing is a practice of using customer data that has been accumulated and stored in a business’ database, to optimize its marketing efforts. This is done by using existing data such as customer characteristics, purchase history, and other customer engagement data, to personalize and target consumers with the most suitable products, services, and offers.
Deep Web, also known as the ‘hidden web’ or ‘invisible web’, is part of the Internet which is not indexed by search engines and can’t be accessed directly by users. It is often referred to as ‘dark’ due to its mysterious and often uncontrolled nature, but is much larger than the ‘surface web’.
Device detection is a process of ensuring that prospects, leads and customers receive the optimal customer experience when visiting a website or using a mobile app. Device Detection enables businesses to tailor web experiences and content deliveries specific to the device being used to view the website or app.
Digital Assistant is the term used to describe a form of artificial intelligence (AI) designed to simulate human conversations with users and to provide assistance with a range of tasks. Digital assistants are designed to understand human language and respond in kind, often by use of pre-programed 'chat-bots'.
Digital TV is a new way of receiving television which has been developed over recent years. It is an alternative to the traditional method of watching television over the airwaves, and requires the use of a set-top box or an integrated ‘Freeview’ receiver to access digital channels and other content.
Ecommerce, short for ‘electronic commerce’, is the process of buying or selling products and services online, over the internet. Most of the time, when consumers and businesses purchase goods and services, it involves a complex flow of data, money, and products, with many elements such as payment, delivery, and customer service.
An Entry page, also referred to as a landing page, is a webpage specifically designed to get people to take a desired action, such as signing up, subscribing, or buying a product or service. It is one of the most important components of any online advertising campaign as it serves as a link between ads and offers, making it the first page through which customers must pass in order to engage with a brand or business.
An Ezine (sometimes written ‘ezine’, or ‘e-zine’) is a type of digital magazine or newsletter, typically distributed via email and often published monthly or weekly. The term is derived from the combination of the words ‘electronic’ and ‘magazine’ and the “e-” prefix, which is a nod to the digital age in which we all live.
Gamification is the art of taking concepts from game playing, such as competition, challenge, rewards, and achievement and applying them to non-game contexts, such as customer loyalty programs, workplace motivation, or educational or health-related programs. It is a way to modify behaviour by transforming everyday tasks into engaging activities.
Google is a market leader in digital advertising and search engine technology that has been around since the late 1990s. Its search engine, which began as a simple index of websites, has since become a powerful platform that enables users to quickly and easily find information around the world.
Google My Business is Google’s free tool which allows businesses to manage their presence across Google services, including Google Search and Maps. This handy piece of technology allows businesses to take control of the way they appear on Google, as well as allowing them to reach customers in their local area.
A Hashtag (or 'hash tag', to give its full name) is a label or keyword phrase used on social media platforms such as Twitter and Instagram to categorise or identify content relevant to a particular topic. Hashtags sit on the center of the internet and social media circles, allowing users to find and engage with content based on the hashtagged topic.
Hosting is a service provided by a third-party that enables businesses and individuals to store, manage, and distribute content over the internet. It basically involves renting space, bandwidth, and other computing services from a hosting provider, who allows the user to store their data and content on their servers.
Hreflang Tags are recommendable elements to include in the HTML code of a website, as it helps inform search engines about the intended language of its content. Hreflang tags provide search engine crawlers with the information they need to associate content written in different languages with each other, and they always appear in the HTML header.
HTTPS (Hyper Text Transfer Protocol Secure) is the secure version of the hypertext transfer protocol, which is the foundation of data communication over the internet. Commonly used by websites to protect the privacy and integrity of the data exchanged with visitors, it provides an extra layer of security for online transactions, making it harder for malicious actors to access information travelling between two sites.
In-app advertising is a type of digital marketing strategy that involves delivering advertisements directly within a mobile application. This type of advertising allows companies to reach customers while they are using their device, providing them with a more targeted and personalised experience.
Influencer outreach involves reaching out to individuals who have a significant reach and impact on their chosen audience, often through social media, in order to collaborate on a marketing campaign for a particular product, service, or cause. An influencer refers to someone who has the power to influence their followers and fans through their promotion or endorsement of a product, service, or idea.
Internet marketing is a relatively new and ever-evolving form of marketing, defined by interactions and activities that take place online. It is an umbrella term that encompasses various activities, such as search engine optimization (SEO), content marketing, email marketing, social media promotion, display advertising and more.
An Internet Protocol address, commonly referred to as an IP Address, is a numerical label assigned to each device connected to a computer network that uses the Internet Protocol for communication. It is an identifier for a particular device which is used to locate and identify the device within a network.
IxD stands for Interaction Design, and it's a process used to research, plan and implement interactive experiences designed for people who use interactive products such as websites, web applications and mobile apps. The main goal of interaction design is to make sure that the interaction between people and products is successful - it should be both efficient and satisfying for users.
Landing pages are one of the most important marketing tools available to businesses, offering them an incredible opportunity to convert website visitors into customers, subscribers, or high-value leads. They are dedicated pages of a website that have been designed with the express purpose of capturing user attention and converting them into customers.
A Link checker is an essential tool available to marketers that allows them to see where their website’s internal and external links are pointing and ensure they are working properly. It may also be referred to as a link tester, and it is used to analyse the structure and navigation of a website, as well as to check the authenticity of websites where links are being redirected.
Load time is an important concept to understand if you are involved in any type of digital marketing, including search engine marketing, content marketing and direct marketing. Put simply, it is the length of time a user has to wait before they can access the content they were trying to access, typically measured in seconds.
Marketing automation is a term used to describe a range of tools available to businesses and organisations that can help to streamline and improve their marketing efforts. The aim of these tools is to provide marketers and business owners with a more efficient and data-driven approach to their campaigns and activities, allowing them to focus their time and resources on other critical areas of their business.
Microblogging is a form of communications that uses a range of formats, such as text, photos, videos and audio clips, to quickly express ideas, thoughts and feelings in a very concise way. It is typically used on social media platforms, such as Twitter, and when compared to blogging, involves far less detail and is much faster to produce.
Mobile marketing is defined as the process of promoting and marketing products or services through mobile digital media, such as cell phones, tablets, and other devices. The aim of mobile marketing is to reach potential customers and current users of products or services in an easy and cost-effective manner and at the appropriate time and place.
NAP, or Name, Address, Phone Number, is an acronym often used in online business listings, such as those found on Google, Facebook, Yelp, and other popular directories. It is used to show prospective customers the company's basic contact information, allowing them to quickly and easily call, email, or visit the business.
Online reputation management (ORM) is the practice of strategically crafting, building and maintaining a positive online reputation for a company, individual, product, or brand. In the digital age, where information can spread at lightning speed and literally be seen around the world within seconds, an online reputation can make or break a business’s success.
Open source refers to software that is made available to anyone, for free, and where the source code is available for others to view, modify, and improve upon. Open source software is often seen as being more secure, stable, and cost-effective than proprietary software, as well as being relatively easy to use.
A QR Code, or a ‘Quick Response Code’, is a two-dimensional barcode which stores a variety of data, such as text, numbers, URLs, and other types of information, and which can be read by a mobile device by taking a picture of it. It has been designed to allow companies and organisations to quickly and easily share or exchange information, such as a website or contact details, with users.
Qualified traffic refers to the visitors to a website that are targeted and likely to convert into leads or sales. This type of traffic is typically obtained through digital marketing, such as search engine optimisation (SEO), pay-per-click (PPC) ads, display advertising and other forms of digital marketing.
Responsive design is a way of creating digital content that can adjust or respond to the device being used to view it. It's becoming increasingly important in the modern digital world, where people are accessing content on a wide variety of devices, from laptops to tablets and smartphones.
RSS, which stands for Rich Site Summary or Really Simple Syndication, is a form of web syndication that makes it easy for users to access content from websites in one central location. RSS is often used by bloggers, news sites, and other content-based websites in order to keep their readers up to date with the latest content on their site.
Schema Markup is a form of microdata that can be added to your website’s HTML to provide search engines with more information about a page. This makes it easier for search engines to understand what a page is about and can result in better placement for your website in the results of popular search engine queries.
Siri is Apple’s revolutionary digital assistant, allowing you to use voice commands to access your phone, such as making calls, sending messages, playing music, and researching topics, all without the need for manual typing. Siri is exclusive to Apple mobile and tablet devices, including the iPhone, iPad, Apple Watch and the HomePod smart speaker.
Split testing (also known as A/B testing) is a popular and effective marketing technique used to test content and design changes, with the aim of increasing conversions and optimising the user experience. By comparing two versions of a web page or email, digital marketers can determine which works best in terms of visuals, wording, and call-to-action (CTA) buttons.
A Style Sheet is a document that provides the written foundation for the design of a website. It outlines the specifics of how web pages should be constructed and structured, covering everything from how contents are structured in order to ensure consistency, to what the website’s look and feel should be for users.
A third-party cookie is a type of cookie that is stored on a web user's computer by a website other than the website that the user is visiting. The website that sets the cookie is referred to as the third-party website, as it is neither the website the user is visiting nor a website operated by the user's internet service provider.
Universal search is a term used to describe the fusion of different digital media and information gathering sources, such as web search, image search and video search, within a single search engine result page (SERP). It can be seen as a move away from the traditional notion of search that has been associated with the internet, as it attempts to move beyond the traditional concept of just web based search and into the digital world of social media, images and videos, and other forms of media.
A User interface (UI) is the interface between the user (the person using the product or service) and the system they use. It allows the user to interact with the technology they’re using, whether its a software application, website, or any other system, in order to carry out specific tasks.
Vertical integration is a type of business strategy used by companies to gain control over the full range of their products or services. It is a form of cooperation between different stages of production, where there is usually a common ownership of the major parts of a process.
Vertical search is an approach to search engine optimization that is targeted to a specific industry or market niche. It is a way of customizing a website’s content and structure to use terms, phrases, and keywords that are attractive to the particular type of searchers a business wants as customers.
Viral marketing is a type of marketing which focuses on getting people to share information about a product or service. This type of marketing relies heavily on social media platforms to spread the word about a service or product and is often used to generate leads and increase brand recognition.
VoIP stands for Voice over Internet Protocol, and refers to a technology that enables users to make and receive telephone calls over the internet rather than over a conventional telephone line. VoIP is also known as internet telephony or internet calling, and is becoming increasingly popular as more users start to use the internet to make and receive calls, as opposed to relying exclusively on traditional telecommunication networks.
The World Wide Web Consortium, or W3C, is a well-respected and widely-used organisation dedicated to the development of standards, tools, and guidelines for the continual advancement of content and services accessible through the World Wide Web. Established in 1994 by Tim Berners-Lee, the man widely-recognised as the founder of the internet, the W3C sets standards, outlines best practices, and provides the resources needed to ensure the highest possible quality in online content and services.
Web presence is a term used to describe an internet-based presence of an organisation or individual.It encompasses all of the ways that a business or individual can have an online presence, including websites, social media accounts, online listings, email campaigns, and other digital assets.
A Webinar is a type of online seminar, an engaging live video conference that connects multiple people located in different physical locations. The primary purpose of a webinar is to facilitate educational activities, such as lectures, seminars, discussion groups, or presentations, over the internet.
A Website popup, also known as a pop-up message, is a computer window that appears unexpectedly and without the user’s consent on a computer or mobile screen. They are commonly used by websites to display messages, advertisements, or promotions, with the intention of providing users with more information or offer special deals which the user can engage with.