Digital Marketing Glossary

Banner Ad: A form of web advertising.

Blog: Short for web log, a blog is a website maintained by an individual or company where entries of commentary, descriptions of events or other material such as graphics or video, can be posted.

Conversion Rate: The calculation of the number of viewers to qualified business or sales of your online marketing ad/page.

Del.ici.ous: A social bookmarking service allowing users to store and share online bookmarks. Del.ici.ous was acquired by Yahoo! in 2005 and has more than five million users and 150 million bookmarked URLs.

Digg: A social news site allowing people to submit, read and share information globally

E-Mail: The transfer of an electronic computer-based message over the Internet.

E-Mail Marketing: The promotion or advertisement of a product or company sent via email.

Facebook: A free social networking website where users can create profiles and join networks organized by school, city, workplace and region to connect, keep in touch and interact with other users. Facebook is the largest social network in the world.

Forums: An online interactive community where people can post questions or have discussions with other individuals.

Foursquare: A popular geolocation app that allows users to ‘check in’ at various locations. Users may earn badges and or incentives for checking in.

Geolocation: The identification of a geographic location on a mobile device, using an application such as FourSquare.

Geo-Targeting: A method of determining the physical location of a website visitor based on the user’s location, such as country, region/state, city, metro code/zip code, organization, ISP or other criteria, and sending specifically targeted information to the users based on their location.

Google: A widely used and highly popular trademarked Internet search engine that uses word-matching techniques to find web pages that contain with information, news, images, products, etc. that are relevant to a user’s search.

Homepage: The main page of any website.

HootSuite: A web-based tool for managing multiple social media accounts. Users may sync or pre-schedule updates and sort online audiences into custom groups, streamlining the social media management process.

IceRocket: A search engine that enables users to track ‘buzz’ surrounding their company on blogs, Twitter, MySpace and other web-based applications.

IP Address: Meaning Internet Protocol Address, it is a computer’s numeric address that allows it to be located within a network.

Keyword: A word used for performing a search online.

Landing Pages: A destination page of a website that focuses on specific information or a specific offer.

LinkedIn: A business-oriented social networking site designed to connect professionals worldwide, enabling them to collaborate and share expertise.

Online News Room: A particular section of a company’s website that provides information for its visitors, especially journalists. It typically includes news releases, contact information, bios of employees and executives, art work files such as logos, upcoming events, social media accounts, etc.

Optimization: A procedure used to make a website as effective or functional as possible by allowing it to run well and provide a productive user experience. See ‘Search Engine Optimization’ for additional information.

Pass-along Rate: The number of people who come across a message or file and pass on it to others.

Pay Per Click (PPC): A system where an advertiser pays a certain amount when a user clicks on its online advertisement and lands on the advertiser’s website.

Pay Per Sale (PPS): A payment model for online advertising where the fee is solely based on qualifying sales.

Pinterest: A virtual ‘pinboard’ that allows users to collect images that reflect their personal inspirations, professional passions or businesses.

Pop-up Ad: An advertisement that opens up in a new browser window.

Rate Card: Explains the size and cost for various advertising options.

Run of Network (RON): A buying option for an advertisement where an ad placement may appear on any website pages within an ad network.

Run of Site (ROS): An ad buying option in which the placement of an advertisement may appear on any pages of the target site.

Search Engine: A software program/website which performs the primary function of searching databases on the Internet to gather and report relevant information based on a user’s specific search terms.

Search Engine Optimization: The “art and science” of making web pages attractive and keyword-rich to improve its ranking in search engines.

Search Engine Submission: When a URL is entered into a search engine in an effort to make a search engine aware of the particular site or page.

Spam: Unsolicited commercial email that was not requested by a user/recipient.

TweetDeck: A free, desktop application that streamlines Twitter maintenance and allows users to sort audiences into custom groups.

Twitter: A free micro-blogging and social networking site that allows its users to post 140-character updates and read other users’ posts, otherwise known as “tweets.”

Unique Visitors: Number of users who, during a fixed time frame, have visited a website or network.

Web Browser: A software application allowing a user to access and browse the World Wide Web. Popular web browsers include Internet Explorer and Google Chrome, among others.

Web Directory: An organized and categorized list of websites.

Yahoo: A widely used, trademarked Internet search engine that uses word-matching techniques to find web pages that contain information, news, images, products, etc. that are relevant to a user’s search.

YouTube: A video sharing website that allows users to upload and view video clips.