Learning the Lingo: Digital and Online

If you’re set on a career in the marketing and media industry, not only should you be keeping up with the latest trends and news; but it’s important you understand all the marketing lingo and latest jargon.  Many of the terms and concepts you may be familiar with but aren’t entirely sure what they mean exactly.

So, to help you along your way, here at Bright, we’ve pulled together some lingo you can brush up on and maybe learn about for the first time. Then you’ll be ready to face those interviewers and dazzle your new marketing colleagues.

First up, specific digital and online marketing terms...

Adwords: Google's Pay Per Click (PPC) platform.

Android: An operating system for mobile devices.

App: Mobile application - software which is downloaded to the portable device.

Banner ad: An ad normally placed at the top of a webpage, typically large and extending across the full width.

Blog: This word derives from web-log and is essentially an online journal. Companies tend to use blogs to promote their activities, update their customers and display their thought leadership.

Call-to-action "CTA": This is the name for wording and links on a website which drive you to do something, like "click here" "read more" "buy now".

Click-through: How many times a link is clicked following a call to action, for example, in an ad or email.

Cloud: Internet based computing - software and data are stored online and accessible anywhere on demand.

Content Management System “CMS": A user friendly system to edit a webpage, e.g. its content, so edits can be made by non-techie users and not developers.

Conversion path: The series of website events which converts a browsing individual to a customer or member. This can often start with a call to action, a page for you to give contact details and then finally a thank you page.

Cookie: A cookie stores information on the user's computer, often preferences or login details, but sometimes to track a referrer of a product.

Cost Per Thousand "CPT": The industry standard for measuring efficiency of an ad. If the ad reached 10,000 people and cost £1000, the CPT is £10 a person.

Customer Relationship Management “CRM”: Software or system which helps a company organise its customer relations.

Cascading Style Sheets “CSS”: This is the skin which covers the HTML bones as it describes the look and formatting of a website.

Data Capture: Capturing the details of users, for example contact details and preferences.

Dynamic content: Dynamic content is having content which reaches different users depending on what information the website already knows. For example, if a website has recorded that you like black skirts, it will show you content related to black skirts.

Facebook: Social network.

Google+: Pronounced Google Plus, is a social network.

Hypertext Mark-up Language “HTML”: This is a computer language used to write webpages. It is also the tool used to make emails and newsletters which have formatting such as images.

Impressions: The number of times an online advert is seen by a user.

JavaScript: A computer programming language which is used to make web browsers interact with the user, for example, by altering the content displayed.

Keyword: Keywords are words indexed in search results in engines likes Google and Bing. Websites can include certain keywords to make sure that when a user searches for one; their website is at the top of the list.

Landing page: A webpage which serves as an entry point for a website or particular section on a website - often called a home page by the user.

LinkedIn: Social network with a business focus.

Mobile marketing: Marketing on mobile devices which is normally optimised to provide personalised information and promotions.

Off-page optimisation: External factors which change the search engine ranking of your website, which you can't control, such as links and social media shares.

On-page optimisation: The practice of ensuring that keywords are featured in the key areas of the webpage, such as a headline, so that the search engine ranking rises.

Opening Rates: How many times an email or e-newsletter is opened.

Page views: The number of times a webpage is visited, including repeated visits by unique users.

Photoshop: Software used to manipulate images.

Pay Per Click "PPC": Every time a user clicks on an ad in a certain platform, eg. Google or Facebook, the advertiser pays for it. The more popular and successful the ad, the more people click on the ad, the more the advertiser pays.

Quick Response code "QR code": A type of barcode which can be read by phones. The information is normally a URL, but can be other data. It is normally a square pattern.

Responsive design: A website which changes according to the device it is being viewed on, e.g. a tablet or PC.

Search Engine Optimisation “SEO": The act of enhancing a website so that it appears higher up on the listings on a search engine.

Skyscraper ad: An ad normally placed vertically down the side of a webpage. Can also be used in print mediums too.

Social Media: Media which allows users to create and share content, and network socially.

Social purpose: The purpose of a brand's presence online and in social media.

Unique visitors: The number of distinct visitors on a website, not the number of times they visit.

Uniform Resource Locator “URL": The address for an online piece of information such as a webpage or image, e.g. www.brightnetwork.co.uk. This can also be known as a domain.

Usability: Whether a website is easy to use.

Viral: A marketing activity is shared exponentially on social media.

Voxpop: A short video clip of someone responding to a question about an issue.