A Digital Marketing Dictionary



Rosie Kenyon | Managing Director


Fancy words, what do you mean?

Big data – refers to huge data sets which give in-depth digital analyses and subsequently reveals patterns and trends relating to human behaviour and interactions eg. UPS now tracks data on 16.3 million packages per day for 8.8 million customers, with an average of 39.5 million tracking requests from customers each day – the company stores more than 16 petabytes of data. (Source SAS Institute).

Bounce rate – the percentage of visitors who exit a website after only viewing one page

Brand storytelling – when a brand invests time and/or money in telling a story in its marketing campaign to appeal to its audience

Click bait – any form of content that aims to entice the reader to clicking on it to get the user to a new domain page; can be shallow content such as eye-catching headlines with stories that sometimes don’t fulfil what their headline shouts about e.g. How To Make Millions Without Leaving The House

Click fraud – a lot of advertising is now based around ‘click per interaction’. This means the click that is counted each time an advert is clicked on by a person (or bot). There are people who now have manual or automated systems which interact with an advert purely to clear out the advertiser’s budget. This is because the company that placed the ad has to pay each time the ad is clicked on. This then forces the ad offline and the advertiser incurs a loss of revenue / visits.

Content – information that comes in a range of forms (video, images, slideshows, text), delivered through an array of mediums (internet, television, radio, conferences, newspapers, webinars, e-books)

Content marketing – any form of marketing that involves the creation and sharing of media and publishing of content, in order to acquire and retain customers.

Content marketing matrix – a tool that helps to analyse your content needs and the best type of content for your consumers’ needs

Conversion rate – the percentage of visitors to a website who perform the action that was hoped for by the organisation behind the campaign

Deep linking – the ability to link users from the web to a specific place inside a mobile app. It is believed to be a powerful tool by marketers since, for example, it can allow users with a department store’s app to click on a Google search ad for a pair of boots and then be sent directly to the equivalent page within the app to purchase the boots. This gets people from the web to a company’s personal app and is therefore seen to be valuable in driving customers to a specific company and prevent them from travelling elsewhere on the web to complete their purchasing process.

Engagement marketing – the interactions that take place with an organisation’s content, usually on social media platforms. This is a valuable thing to do as it shows an organisation is (hopefully) listening to its consumers and communicating with them in a way that is resonating with the end user.

Growth hacking – a marketing technique which uses a range of digital tools including social metrics combined with creativity and analytical thinking to gain exposure for (and sell) their products or cause.

Hashtag – this is used to provide an easy way for people to search under the relevant topic, denoted by the hashtag. For instance on Twitter, if you wanted to find people talking about the recent purple pig that was spotted and is emerging on the news, you could try putting in the search ‘#purplepig’ and see what people are saying/posting about said event.

Immersive design – a new generation of designers who work inclusively across all story-driven media, from film and interactive media to live audience environments; they are immersed in all branches of their work for the most cohesive campaigns!

Landing page – a web page which serves as the entry point for a website or a particular section of a website.

Lead generation – the generation of consumer interest or enquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition or for sales leads.

Lead magnet – an informational resource; a white paper, a how-to guide, an ebook – that is offered to a target audience to determine their interest in a company’s product or service

Localisation – when a product is adapted to its locality; be it by way of culture, language or local familiarity.

Millennials – People born between 1982 and 2004 and have subsequently grown up immersed in communication, media and digital technologies

Native advertising – don’t be fooled, this most often comes in the form of sponsored content. It is when an organisation attempts to gain a person’s attention by placing an advertisement/content within the context of a user’s experience eg. if an advertisement article was placed on an editorial platform then its look would match the rest of the media on the page i.e. look like another piece of editorial

Newsjacking – interjecting of a brand’s idea into the relevant conversation around the breaking of a news story

Programmatic marketing – advertising spots that are purchased using an automated computer software system or program. This means using a clever little ad-bot that searches the options and places most suitable for the ad/video.

Responsive web design – enables a website to be viewed and experienced effectively when viewed via any screen size

Rich media – content that goes beyond its simplest form to include interesting (hopefully) content such as video.

Social metrics – the measurement of performance on various social media platforms. This can include: the number of times the content is clicked on, how many people clicked on the link within the tweet/update etc, length of engagement time on a website.

Split test/ A/B testing – conducting controlled, randomised experiments in order to improve a website metric, such as clicks, form completions, or purchases


Both tweets lead to the same piece of content but are signposted in different ways.

The Internet of Things (IOT) – an idea that in the future, regular objects (anything, that table you’re eating your food from for example) and belongings will be connected and able to share and receive data. There’s a great piece on it here http://www.wired.com/insights/2014/11/the-internet-of-things-bigger/

Vertical video – a video that is displayed in a vertical format as oppose to the traditional horizontal format, in order to be viewed on a smart phone by its user in a more pleasing manner (no need

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