#SpeakTheJargon: 50 Terms in Online Marketing

I’m guessing now the job as online marketing has jumped more than twice the number two years ago. Living in this modern era, you’re the alien when you know nothing about online. And by getting more familiar with the terms, you can at least pretend like you understand (even if you don’t). So let me share some basic terms we use in online marketing.

  1. 404 Error
    Server will send you to a page with this message, when the link you click is broken
  2. Adwords
    One of Google’s products. Ads will only appear on Google and its advertising network if the keywords we type match with the keywords that advertiser sets. It’s only charged to advertisers when people click the ads
  3. Affiliate Marketing
    Any marketing strategy that includes third party to send traffic to your site. It can be affiliate email, or other approaches
  4. Algorithm
    The complex series of calculations that determine the position of your site in search engine
  5. Analytics
    Information or data about the behavior of anyone on a site, platform, or an app. It’s usually served in many different filters and settings. It depends on the platform you use and what goal you want to see.
  6. Anchor Text
    Typically it’s underlined blue text that means it’s clickable. It will direct you to other site when you click it. Doesn’t have to look like a link, it can appear like a normal text (without www or https). Even better to use relevant keywords
  7. Backlink
    The link given behind ‘Anchor Text’ to send people to other site. The relevance between the site and the backlinks can impact the score or rank of a website on Google
  8. Banner
    A visual form that is placed on websites. Many times it refers to advertisement banner. It can be in different sizes, formats, locations, etc
  9. Bots
    It is believed as a shorten form of ‘robot’ to represent the meaning of automated programming performances with a repetitive function. In the current era, it often refers to chatbot where it is programmed in any chat rooms to respond human’s language
  10. Bounce Rate
    The percentage of people who come to your site and immediately leave. To get the percentage, you can use Total Visitors divided by Total Visitors Viewing One Page Only. Through this formula, you can measure how your website attracts people to other pages
  11. Cache
    A place to store data temporarily. For example in a browser, after you search something, automatically it reads data you’ve searched and saves the data temporarily. So the next time you go to the same site, it can load faster. You can clear cache anytime you want
  12. Clickbait
    Content (can be in any forms, like visual or text) that is designed to get attention from the audience so they click on it. It can be served on a website, social media, or any other public platform
  13. Click-Through-Rate (CTR)
    A formula to measure how effective an ad is. Number of clicks divided by number of impressions (number of times your ad is seen) can give you CTR.
  14. Cloud Storage
    Online storage where you can put pretty much everything (with different size limit, depending on which service or package you take). They can sync from your desktop to your smart phone, share access, and contribute withing a group
  15. Conversion Rate
    A general term to get the percentage of a particular goal. It can be Bounce Rate, Purchasing Rate, etc
  16. Cookie
    Too bad you can’t eat this one. It’s a text file that is placed on the hard disk to track your preferences or behavior
  17. Cost per Click (CPC)
    When you use ads, there are many different ways of charging to advertisers. With CPC, you pay only when people click on your ad. One person can click twice, or three times, or as many as they want, and you will be charged the number of times people click on it
  18. Cost per Impression (CPM)
    Impression equals one thousand of ad views. You will be charged certain amount per one thousand of ad views. For example, it costs 5 USD per impression. Cinderella saw the same ad 10 times, Prince Charming saw the ad 500 times, Snow White saw the same ad 200 times, and Superman saw the same ad 290 times. That means you will be charged 5 USD with 1000 times ad views from 4 unique impression (different people who saw the same ad)
  19. Cost per Lead (CPL)
    Certain amount will be charged per one lead that comes to your site. Lead can be defined as basic information of a person (Name, Email, Phone Number, etc)
  20. Customer Relationship Management (CRM)
    A software that is used to manage and organize business system. It includes customer lifecycle, data, retention, etc. Having the software can also help a company to read the business performances through different filters and approaches from company to customers
  21. Digital Marketing Funnel
    This includes stages from the first exposure to the potential customer (this can be done through ads) to finally they convert and possibly retain
  22. Domain
    The website address (www.abcd.com). Doesn’t always have to be .com, it can be followed with .net, .edu, etc
  23. Email Automation
    An automatic email that is set for a particular group of people that meets certain categories. Companies usually use third party to do this and they can customize the categories
  24. Engagement
    Social involvement on someone’s post on social media. It varies according on social media channel that is used. It can be ‘Like’, ‘Comment’, and ‘Share’. Some other channels may consider ‘Follow’ or  ‘Subscribe’ as engagement
  25. Engagement Rate
    A metric that measures the level of engagement on a post or an account, to see if the content is engaging enough. There are some ways to get engagement rate. For example, a  post has 2,000 total engagement (Like, Comment, Share), it has 5,000 reach. One of the ways to get the Engagement Rate is (2,000/5,000) x 100%. This way, it equals 40%. You can also use total number of followers in exchange of total reach
  26. Follow
    A way of getting updated of someone’s account on certain social media channel
  27. Geo-Targeting
    It is usually used in paid ads. You can target your audience by their physical location
  28. Gmail Sponsored Promotions (GSP)
    Ads that are created by advertisers through Google network are shown on Gmail
  29. Google Business Page
    A business listing in Google Maps that also allows people to see the location, reviews, photos, and open hours of a certain shop or office they search something that relates to that business
  30. Hashtag
    A symbol # that is used on some social media channels to group a content by category or phrase
  31. HTML
    It is also called HyperText Markup Language. This is a programming language that is used in websites
  32. HTTP/HTTPS
    HTTP stands for HyperText Transfer Protocol, and the ‘S’ from ‘HTTPS stands for ‘Secure’ as an extension for HTTP to secure communication over a computer network
  33. Hyperlink
    It’s basically a link that is hidden under a word or sentence that is usually colored blue and underlined. You only need to click on it to get transferred to the destination (website)
  34. Impression
    How many times your post or ad is exposed/view to the audience. One person or one account under the same IP address can see the same post or ad twice and it is considered as 2 in impression. If there are other people see the same post, it will be added based on how many times they see the post or ad.
  35. Inbound Marketing
    A marketing strategy to enable the audience to go to the website through consistent and engaging content
  36. Javascript
    It’s another programming language, only it focuses on creating interactive web pages
  37. Keyword
    A group of words that you use to search something search engine. It’s also a term that people use when they need to bid keywords on search engine marketing to attract those who use similar keywords to go the
  38. Landing Page
    A single web page that is used as the destination page when you go to a certain link from online advertisement, printed, search engine result, or anything similar
  39. Leads Generation
    It can be a tool or an action to generate leads or in other words, your targeted market’s basic information such as name, phone number, email. For example, you can find an option to have leads generation tool on Facebook Ads and Instagram Ads.
  40. Long-tail Keyword
    It is mostly used in SEO terms. It means a keyword phrase that contains at least 2 words. The goal is to capture niche demographics with more specific keywords. One word can be too general while more than two words can be more specific.
  41. Meme
    First of all, the way you read it should be like /mi:m/. You use meme to spread about particular issue or information to convey a particular phenomenon or message. Usually it is used in humorous way.
  42. Meta Description
    When you search something on search engine and there are lots of results but let say the first two links have description with black texts, that is called Meta Description. It won’t affect your website’s ranking on Google, but it will help people to understand what you website is all about and if it is related and make people click more on your site. This description doesn’t always appear even if you put it for your site.
  43. Microsite
    Usually it is used for temporary promotion or activation. It is separated from your homepage, and it can be removed once the promotion or activation is done without giving any effect on your website.
  44. Opt-in
    It is more common to be used in mailing advertisement. It means you as the customer give the permission to allow the brand to keep sending you promotional email, newsletter, etc
  45. Opt-out
    On the other hand, opt-out means you as the customer don’t want to get engaged in any way that the brand invites you to.
  46. Pay per Click (PPC)
    Advertiser pays a publisher only when the ad is clicked. The rate can be different, depending on the publisher.
  47. Push Notifications
    You will see this term on your smartphone or your mobile application. If you turn on the push notification tool, it means you allow the application to send your information or messages even when the application is close or not being used
  48. Retargeting
    A form of online advertising, where prospective customers who leave your website without purchasing or converting in any other way will get ‘reminder’ to visit again and purchase.
  49. Rich Media
    Other than text and display banner that you can use in online advertising, now you can use rich media. This gives a different experience to your audience, it engages more with audio and video. It can be full video, GIF format, 360 format, or anything else you can think of that is more than text and static banner.
  50. Urchin Tracking Module (UTM)
    By using certain code, you can track down the performance of a particular campaign. The code can be attached to any link. You can generate data from Google Analytics through this UTM. You can see how many impression, clicks, bounce rate, and even the platform where your audience come from
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