of terms


Digital Marketing Glossary of Terms

“We enjoy our work and hope others enjoy the work we do.”

Advertising is the action of calling public attention to an idea, good, or service through paid announcements by an identified sponsor. (Feedough)


Curated Audience is the process of identifying the characteristics of a group of customers and prospects and targeting that group with messaging through marketing and advertising. (Landmarks)


Digital Marketing is the marketing of products or services using digital technologies, mainly on the Internet. But this also includes mobile phones, display advertising, and any other digital medium. Digital marketing channels are systems based on the internet that can create, accelerate, and transmit product value from producer to the terminal consumer by digital networks. (Wikipedia)


Geofencing is the practice of using global positioning (GPS) or radio frequency identification (RFID) to define a geographic boundary. Then, once this “virtual barrier” is established, the administrator can set up triggers that send a text message, email alert, or app notification when a mobile device enters (or exits) the specified area. (GeoMarketing)


Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform. (Wikipedia)


Google My Business Profile is a FREE business profile on Google that helps your business show up when customers are searching for your business or products or services on Google Search and Maps. (Google)


Intent Marketing is any kind of marketing that aims to meet an end user or prospect’s intent. Meaning that, what they really want or need in that moment. Intent marketing is especially powerful in search marketing, whether paid or organic. Why? Because content is so often targeted at keywords, which (as long as they’re not super broad) reveal tons of intent. (Wordsteam)


Landing page is a page on your website where you can offer a resource from your business in exchange for a visitor’s contact information. Marketers can capture this contact information using a lead-capture form, where visitors can enter details like their name, email address, and job title. (HubSpot)


Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (American Marketing Assoc.)


Monetization refers to the process of turning a non-revenue-generating item into something that generates revenue directly or passively. (Investopedia)


Over-the-Top, commonly known as “OTT”, is a term used to refer to video transmitted via the Internet and bypassing traditional cable or linear distribution. Services that come over the top are generally lower in cost for the consumer than the traditional method of delivery. OTT video can be subscription supported or advertising supported. (Preimon)


Pixel or otherwise known as a “Tracking Pixel”, is an HTML code snippet which is loaded when a user visits a website or opens an email. It is useful for tracking user behavior and conversions. With a tracking pixel, advertisers can acquire data for online marketing, web analysis or email marketing. With log file analysis, long data evaluation or using appropriate analytical tools, this data can be used for different purposes, for example retargeting. (Ryte Wiki)


Programmatic Advertising is a type of ad buying that refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically. (Digiday)


Search Engine Optimization or otherwise known as “SEO” is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. (Search Engine Land)


Social media are interactive computer-mediated technologies that facilitate the creation or sharing of information, ideas, career interests and other forms of expression via virtual communities and networks. Some examples are Facebook, YouTube, Instagram, LinkedIn, Pinterest, etc. (Wikipedia)


Social media engagement measures the public shares, likes and comments for an online business’ social media efforts. Engagement has historically been a common metric for evaluating social media performance but doesn’t necessarily translate to sales. (Big Commerce)