Digital Glossary

A type of advertisement used on mobile devices that allows the user to click on the advertisement to directly call the business rather than have to first visit the business website or dial the business phone number themselves.

Through Twitter, you can identify and target users based on conversations they have publicly shared on the platform.

a software application that processes the text presented to them (usually over Facebook messenger or a website popup) and responds according to a set of rules or specific commands for the purposes of simulating a conversation with human users. This computer program used to simulate a chat or conversation via either text or voice. Chatbots are often used to help users find frequently requested information and enhance the user experience by providing 24/7 connectivity and support

A chatbot is an artificial intelligence program that can automate customer interactions for a company. Chatbots can be implemented on a number of social messaging apps, from Facebook Messenger to Slack. They can provide customer service, answer questions, and even set up appointments automatically.

A particular mechanism for delivering messages; a business’s message is delivered via one or more marketing channels such as email, social media, paid search, programmatic, etc.

In Google Analytics, the Channel refers to the general group of sources that directed a user to a website. There are both default channels built into Google Analytics, such as social, organic, and direct, as well as the option to create custom channels.

The completion of a predefined goal, simply it's the action that the campaign is trying to get the user to take. This is often used to track the number of site visitors that have been “converted” into paying customers, though sales are not always chosen as the metric.
Conversions are based on the overall goals of the brand or client. The most common conversion metrics are calls, leads, sign-ups, installs, transactions, newsletter subscriptions, content downloads from the website and reaching a thank you page on a website

A small item of data sent from a website, that is stored on the user’s device. Cookies help the user’s device remember useful data like items in a shopping cart, which pages have already been visited or form field information. The purpose of a cookie is to keep track of where the user is and help create customized web pages or save login

Campaign types determine where customers see your ads and the settings and options available to you.

We tend to find and remember information that confirms our perceptions.
Sticking with information that validates our own point of view and dismissing any input that conflicts with our reasoning.

If you do not have space or resources to build your own computing infrastructure, then cloud computing is for you! It allows its users to store, manage, and transfer data using host servers. There are several types of clouds with different purpose and benefits.

An HTML element that is used to avoid duplicate content problems by telling search engines which page of content is the preferred version.

It also can be explained as a piece of code that is added into the html head of a webpage to indicate to Google whether a piece of content is original or duplicated from somewhere else. Original content should canonical to itself, and content taken from other places should point the canonical to the original source URL. Canonicals can also be used to avoid duplicate content issues within a website.

Allows Facebook to use the campaign budget and distribute it automatically to the top performing ad sets. It's automatically manages your campaign budget across ad sets to get you the overall best results

CSS goes hand in hand with HTML and JavaScript to help make your website look like what it looks like. CSS specifically gives your site its style, color, fonts, and background images. Good CSS techniques and conventions are crucial to creating an attractive webpage that won’t repulse visitors! CSS is also what allows websites adapt to mobile devices and other types of screens.

Stands for “Cascading Style Sheets”. CSS is a document of code that tells the website’s HTML how it should appear on screen. CSS is a time saving document for web designers, as they can style batched-sections of HTML code, rather than styling individual lines of code one-at-a-time.

CAN-SPAM is a U.S law that was passed in 2003 that provides recipients the right to request that a business stop sending commercial emails and messages to them, and outlines the penalties for those that violate this law.

On digital world "Crisis Management" is how you handle events or interactions that could potentially damage your company’s reputation. Inappropriate posts by someone at your company or a social media boycott against your brand may qualify as social media crises, while a couple of angry comments from customers would not. Crisis management requires the digital team to respond quickly and follow a plan in order to de-escalate the problem at hand.

We mistake real memories for imagination.

Humans have a tendency to think in particular ways that can lead to systematic deviations from making rational judgments.

These tendencies usually arise from:
Information processing shortcuts
The limited processing ability of the brain
Emotional and moral motivations
Distortions in storing and retrieving memories
Social influence

Cognitive biases have been studied for decades by academics in the fields of cognitive science, social psychology, and behavioral economics, but they are especially relevant in today’s information-packed world. They influence the way we think and act, and such irrational mental shortcuts can lead to all kinds of problems in entrepreneurship, investing, or management.

information that exists to be engaged with by the reader, inform them, and then be shared by them. This type of content usually comes in the form of blog posts, videos, social media posts, etc. In an inbound marketing strategy, content is one of the most important tools in converting website visitors into leads. It's a branch of marketing focused on creating content to capture the attention of potential customers.

Any form of online media that can be read, watched, or provides an interactive experience. Content commonly refers to written materials, but also includes images and videos.

A branch of marketing focused on creating content to capture the attention of potential customers.

A type of Black Hat SEO in which a website delivers different content to the search engine than it delivers to users.

Context and content go hand in hand. Creating informative content is important, but making sure that content is directed towards the right audience is just as, if not more important. As consumers begin to control what type of content they digest, it is important to make sure that the content you deliver to consumers is contextually relevant.

In social media marketing, each network (Facebook, Twitter, etc.) is also a marketing channel. Something that is cross-channel, then, goes across all your different social networks. For example, a cross-channel social strategy is a strategy that aligns your objectives across all the social networks your brand is present on.

The languages used to build a website. The most commonly used languages in web design are HTML, CSS, JS, and PHP.

An automated program that scans websites to determine their content and purpose. The name reflects how the software “crawls” through the code, which is why they are sometimes also referred to as “spiders”. Crawlers are used by Google to find new content and to evaluate the quality of webpages for their index. Webmasters and SEOs can request additional scans through Google Search Console.

It's a program designed to browse and read the web by following hyperlinks. Search engines use the information a crawler finds to build an index.

refers to the sequence of events on your website that helps to capture leads.
Most of the time, a conversion path will consist of a call-to-action that leads to a landing page with some sort form the reader has to fill out.
This form is also known as a lead capture form because the consumer will have to fill it out with relevant info such as an email address. In exchange for this new information, you provide them with some sort of content in return. This way, you generate a new lead, and the reader gets the information that they have been searching for.

The rate at which visitors to a website complete the predefined goal. It is calculated by dividing the number of goal achievements by the total number of visitors. For example, if 100 people visit a website and 10 of them complete the conversion goal (like filling out a contact form) then the conversion rate is 10%.

In social media terminology, conversion rate is the percentage of users who see your post or ad who then take a specified action. That action is called a conversion, and it could mean purchasing an item, signing up for a newsletter, downloading an ebook, or a variety of other acts.

A Google Ads metric which notes the percentage of clicks your ads received out of the estimated total number of clicks your ads were eligible to receive.

How often your product is clicked depends on your ads' targeting settings, budget, approval statuses, bids, and the quality of your product data.