jargon du marketing digital

Digitalmarketingjargonbuster
AnalyticsorWebAnalyticsToolsTheanalysisofdatageneratedbypeople’sactivityon
websitesormobileapps,forthepurposeofdiscoveringwaystoimprovewebsitesand
marketingcampaigns.
E.g.“I’musingwebanalyticstoolstocomeupwithideastoredesignmywebsite.”
App(Application)Aprogramdesignedtorunonsmartphones,tabletsandothermobile
devices.
E.g.“Myhouseneedspainting,soIusedalocalapptofindareputableservicenearme.”
BannerAdAformofadvertfoundonwebpagesandmobileapplications,usuallyinimage
format.
E.g.“I’musingbanneradstobringnewcustomerstomywebsite.”
BlogAregularlyupdatedwebsitewrittenbyanindividual,typicallyinaconversationalstyle,
andfocusedonaspecificsubject.
BrowserAcomputerprogramusedtonavigatetheInternetoncomputers,tabletsand
smartphones.ExamplesincludeChrome,Firefox,InternetExplorerandSafari.
E.g.“I’mnotsurewhymywebsitelooksdifferentdependingonthebrowserapersonisusing.”
ClickthroughRate(CTR)Thenumberoftimespeopleclickonanitemofinterest,likean
advert,incomparisontothenumberoftimesusersareexposedtothatitem.
E.g.:“Myclickthroughrateonadsaboutexternalpaintingis2%,butmyCTRonadsabout
indoormuralsislessthan1%.”
ContentThedigitalmaterialavailabletousers,viatext,video,audio,images,etc.
E.g.“I’maddingmoreimageandvideocontenttomysite,soit’llbemoreengaging.”
ConversionorGoalTheactionyouwantvisitorstoperform.Examplesincludeecommerce
purchases,formsubmissions,phonecalls,andvideoviews.
E.g.“Mymaingoalisforpeopletobookaconsultationonmywebsite,butsigningupformy
emailnewsletterwouldalsobeaconversion.”

ConversionOptimizationTheprocessofincreasingthepercentageofvisitorswhocomplete
yourgoals.
E.g.“OnceIaddanewlineoffauxfinishestomywebsite,I’mgoingtostartfocusingon
conversionoptimization.”
ConversionRateTheratioofconversionstovisits,oftenusedtomeasuredigital
performance.
E.g.“I’mnotsurewhy,butmyconversionrateonexternalpaintingisverylowformalevisitors.”
CostperClickTheamountofmoneyrequiredtoproduceasingleclickonadigital
advertisement.
E.g.“Costperclickpricesseemtobehigherduringweekends,soI’monlyrunningmy
campaignsduringtheweek.”
CrawlerorSpiderAprogramdesignedtosystematicallybrowsecontentontheInternetand
collectinformationaboutittohelpsearchersfindwhatthey’relookingfor.
E.g.“I’mscaredofspiders,butnottheonesthathelpmywebsiteappearinsearchengines.”
DesktopAnonmobiledevicelikeapersonalcomputerorlaptopcomputer.
E.g.“Iprefertouseadesktopcomputerathome,butwhenItravelIusemytablet.”
EcommerceThesaleofproductsandservicesonline.
EmailMarketingTheprocessofusingemailmessagestoshareinformationandpromote
productsandservices.
HomePageTheintroductoryor“main”pageofawebsite.
E.g.“Onmyhomepage,visitorscanseeexamplesofmymostbeautifullypaintedhouses.”
HTMLHypertextMarkupLanguage.Alanguageusedbywebdeveloperstocreatewebsites.
E.g.“MywebsitewaswrittenusingHTML.”
ImpressionsThenumberoftimesanadvertisdisplayed.
E.g.“Mynewmarketingcampaignforkitchenpaintinghasreceivedthousandsofimpressions,
butI’mnotsureifI’vebookedanysalesyet.”

IndexAsearchablecatalogueofwebpagesanddigitalcontentusedbyasearchengineto
providerelevantresults.
E.g.“Beforemysiteappearedinthesearchengine’sindex,peoplecouldn’tfindmywebsite
whentheysearchedforfoyermurals.”
KeywordAwordoraphrasetypedintoasearchengine,whichbusinessescantargetaspart
oftheiradvertisingcampaigns.
LandingPageThefirstpageonawebsitethatapersonusuallysees—notnecessarilythe
homepageofthatwebsite.
E.g.“I’maddingacoupontomylandingpagesothatmywebsitevisitorswillbeencouragedto
buy.”
LinkAtextorimagethatprovidesalinkfromonewebpageorwebsitetoanother.
E.g.“Whenamajorhomedecorbloglinkedtomywebsite,Igotalotmorevisitors.”
MobileDeviceAportabledevice,suchasasmartphoneortablet,capableofconnectingto
theInternetandrunningapplications.
E.g.“Grandmagotatabletandasmartphoneforherbirthday,sonowshe’susingmobile
devicesjustlikehergrandkids.”
NaturalListingsorOrganicListingsResultsfromasearchenginethatarenotpaidadverts.
E.g.“Thehighermywebsiteranksinasearchengine’snaturallistings,themorewebsitetraffic
I’llget.”
PaidListingsAdvertisementsthatappearonsearchenginesresultspages.
E.g.“I’mthinkingaboutpayingtohavemywebsiteappearinthepaidlistings,sothatIcanbring
morecustomerstomywebsite.”
PayPerClick(PPC)Anadvertisingsysteminwhichadvertiserspayforuserstoclickontheir
advertisements.
E.g.“I’mgoingtousepayperclickadvertstopromotemynewfauxfinishes.”
QueryorSearchTermThekeywordorphraseausertypesintoasearchengineinorderto
findwhatthey’relookingfor.

E.g.“Whenpeopleusethesearchterm‘hairdresser’theymightbelookingfortipsonhowtodo
itthemselvesoraservicetodoitforthem.”
RankingAlisting’spositiononasearchengineresultspage.
E.g.“Withalotofwork,I’mhopingtogetmywebsitetothe#1rankingonsearchengines.”
SearchEngineAtoolthatindexesandreturnsrelevantdigitalcontentinresponsetousers’
keywords.PopularInternetsearchenginesincludeGoogle,Bing,Yahoo,DuckDuckGo,Baidu,
Yandexandmore.
E.g.“Iusesearchenginestolookfortrendsinhomedecor.”
SearchEngineOptimization(SEO)Thepracticeofmakingchangestowebpages,content,
andthepromotionofthatcontenttoimprovevisibilityintheorganic—orunpaid—searchengine
results.
E.g.“InvestinginSEOhelpedmywebsitegetahigherrankinginsearchengineresults.”
SearchEngineMarketing(SEM)Aformofadvertisingthatallowsyoutobidforyour
advertisementtoshowalongwithsearchresultsforkeywordsthatpeoplearetypingin.This
letsbusinessesbeseenbypeopleattheverymomentthey’researchingforthethingsa
businessoffers.
Example:“SEOisalongprocess,butusingSEMhelpedmegetalotmorewebsitetrafficreally
quickly.”
SearchEngineResultsPage(SERP)Alistofresultsappearinginasearchenginein
responsetoauser’ssearchquery.
E.g.“AfterIsearchedfor‘buyhighglosspaintinbulk’InoticedthattheSERPhadbothnatural
listingsandpaidlistings.”
SessionorVisitAgroupofinteractionsthattakeplaceonyourwebsitewithinagiventime
frame.Forexampleasinglesessioncancontainmultiplepageviewsandecommerce
transactions.
E.g.“Mywebsitegot2,000visitslastmonth,butwhatIreallycareaboutiswhetherthosevisits
resultedinsales.”
SocialMediaContentsuchastext,images,orvideos,createdbyindividualsandshared
acrosstheInternet.

E.g.“Socialmediachangesallthetime,soIhiredmyniecetohelpmecreateasocialmedia
strategy.”
SocialNetworkAcommunityofindividualscreatingandsharingcontent.
E.g.“Socialnetworkscouldbeagoodplaceformetoshowcasemybeautifulfoyermuralsand
maybegetnewcustomers.”
TrafficAcquisitionTheprocessofattractingvisitorsoftenreferredtoastrafficto
websites,mobileappsandotherdigitalassets.
E.g.“Myacquisitionstrategyfocusesontargetingpeoplewhohaverecentlyboughtoldhouses.”
UniqueVisitorAsinglevisitortoawebsiteduringaspecificperiodoftime.
E.g.“NomatterhowmanytimesUncleBobvisitsmywebsite,he’sstilljustoneuniquevisitor.”
URLorUniformResourceLocatorTheuniqueaddressofapageorpieceofdigitalcontent
ontheInternet.
E.g.“AuntSue,youcanaccessmywebsitebytypingtheURLintoyourbrowser.”