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Marketing Glossary

A Dictionary of Marketing Terms

Marketing might be one of the most jargon-heavy industries. Not only does marketing include communication and business terminology, but it also has its own set of terms. So we’ve put together this essential Marketing Glossary for you to help you find what you need and stay up to date on the marketing lingo.


An abandoned cart is an e-commerce expression describing a situation when the user adds a product to the online shopping cart of a website but doesn’t checkout and complete the purchase. Some users may abandon because they aren’t ready to buy or use their cart as a “wish list” as they browse and compare prices. Automatic, personalized email alerts are usually the nudge users need to complete the checkout process.


Above the fold, refers to the content situated in the upper section of the front page of a newspaper or tabloid, and thus more prominent, the lower half is not usually visible when the folded newspaper is exhibited for sale. By extension, the section of a website that is visible on the screen without scrolling.


A/B Testing refers to a randomized process wherein two or more versions of a variable are shown to different segments of users simultaneously to determine which version performs better to help improve marketing efforts. A/B testing is often implemented in email marketing, remarketing ads, calls-to-action, and landing pages.


Ad copy, or advertising copy, refers to the words in your advertising messages that aim to convert a potential lead for your organization into a customer. Ad copy can be the title of a display ad, the subject line of a marketing email, a Facebook ad’s call to action, or the script of a video or TV spot.


Ad Extensions are the additional information you can add to a Google ad to help them perform better, including location, call button, pricing, seller rating, app download, and additional website links. Google doesn’t charge extra for having extensions. But it assigns a PPC fee when users click on most types of extensions, just like when they click on an ad.


An ad network is a platform that mediates ad inventory sales between publishers and advertisers. Ad networks can represent inventory from hundreds and thousands of websites. Some inventory is more valuable than others, costing advertisers more. Depending on the platform, the payment structure may be based on cost per click (CPC), cost per thousand impressions (CPM), or cost per acquisition (CPA).


AdSense is a Google-powered tool website owners use to place Google Ads on their sites. Google AdSense connects the website owner with advertisers so that said website can display ad content. Ads can include images, videos, and text. They are designed to be non-obtrusive to the website’s content across desktop and mobile devices. Publishers have some control over prioritizing ads they like best and rejecting ads they don’t like. Payment to publishers is generally on a PPC basis.


An advertising budget estimates a company’s promotional expenditures over a certain period. An advertising budget typically spans the cost of photography, paid media, mailing, printing, and the support of creative agencies. Some organizations set their advertising budget based on a percentage of ROI or sales.


Advertorial refers to a mixture of editorial and advertising content combined. In any printed magazine or newspaper, the line between ads and editorial articles is distinct—and often literal. An advertorial combines the two formats to educate readers about a product through an editorial-esque storytelling experience. They’ve become a popular online advertising tactic typically labeled “sponsored” or “paid” to not mislead users about the source of information.


Affiliate marketing is a process where an advertiser pays for leads or revenue from a publisher’s site—a form of value or commission sharing. Partnering with affiliates extends advertising reach and increases relevance with target audiences for a limited investment. Typically, the result is a sale. But some affiliate marketing programs can reward you for leads, free trials, clicks to a website, or getting downloads for an app.


An affiliate network is a group of associated organizations that sometimes offer compatible or complementary products and will often pass leads to each other. Affiliated companies may not operate in the same industry. Instead, they may provide cross-promotional deals, encouraging clients to look into the services offered by an affiliate. For example, an organization looking to acquire new customers will pay members of its affiliate network for the sales leads that they provide.


Alt text, also known as ALT attributes, ALT descriptions, or alternative text, is a snippet of text describing an image’s content. Alt text is written into the HTML code of a web and shows in place of images when hovering over them. It represents an image that doesn’t show, which can happen for several reasons. For example, some users may have images turned off, so websites load faster. Other users may use screen readers that translate web page text into audio or a Braille-like touch format. Alt text also helps search engines “understand” images better.


Google Analytics provides the information needed to help you shape the success strategy of your business, discovering things you probably never knew about the front end of your site. Whether you have an e-commerce site, a blog, or a website, understanding the behavior of your visitors will help you deliver better results.


The anchor text, link label, or link text is the visible, clickable text in an HTML hyperlink. Anchor text is an integral part of the user experience. You want your users to be clear on where your links are going and be satisfied that the destination is what they expected. Search engines also consider your anchor text when they rank your site pages for relevance.


APIs are a series of rules in programming which allow an application to obtain information from a service and use it either in their application or in data analyses. APIs, simplify software development by enabling applications to exchange data and functionality quickly and securely. An application programming interface, or API, allows organizations to open up their applications’ data and functionality to external third-party developers, partners, and internal departments. This enables services and products to communicate and leverage each other’s data and functionality through an interface. API use has increased over the past decade, so many of the most popular web applications today would not be possible without APIs.

Art direction services deliver clarity and definition to the creative work. Combining an understanding of art and design and evoking the right cultural and emotional reaction, art direction ensures the creative work conveys a brand’s message in their tone of voice and that it resonates with their audience.


Audience segmentation is a marketing strategy that defines subgroups within a target audience to deliver more tailored messaging and build stronger connections. These subgroups can be determined based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education. Subgroups can also be defined based on behavior, such as past purchases. Psychographics come into play when you have access to insights about your audience’s attitudes, values, and beliefs.


An autoresponder is a feature that automates email replies triggered when receiving an email. The first autoresponders were programmed within mail transfer agents that found they could not deliver an email to a given address.


Backlinks or inbound links are links on websites that go to a page on your website. Major search engines consider backlinks a key ranking signal for a specific page. The quality of a website’s backlinks can help it rank higher in search engines.


A banner ad or web banner is a form of online advertising that embeds an advertisement into a web page. It intends to increase a website’s traffic by linking to the advertiser’s website. Banners can be delivered by a central ad server or ad networks. Web banners intend to notify consumers of the product or service and show reasons why the consumer should choose the product in question. The results of advertisement campaigns may be monitored in real time and may be targeted to the user’s interests. However, many users consider these advertisements annoying because they distract from a web page’s content and waste bandwidth. As a result, newer browsers often include “adblocker” software options to disable pop-ups or block images from selected websites.


Marketing benchmarking measures how an organization, brand, or product performs compared to competitors or against best practices in the market. Marketers can compare data against their competitors to identify areas of strength and where targeted improvement is needed, especially areas such as brand recognition, customer conversion, campaign performance, market share, etc.


Brand Indicators for Message Identification is an emerging security technology that helps authenticate email marketing and builds trust with your customers. BIMI works with DMARC, DKIM, and SPF protocols to protect your domain from malicious actors’ use to send SPAM emails. BIMI allows displaying brand logos next to authenticated emails so that your contacts’ email service will know these emails come from your organization.


Black hat SEO refers to practices that increase a website or page’s rank in search engines through means that don’t comply with the search engine’s terms of service. These practices don’t follow search engine rules, and search engines can exclude entire sites for using them. The term “black hat” comes from old Western films in which the villains wore black hats and the heroes wore white hats so viewers could tell them apart in the days before Technicolor.


A blog is an informative website consisting of discrete; often informal text entries called posts. These posts are typically displayed in reverse chronological order so that newer posts appear first at the top of the web page. The short form of “weblog.” A blog is a collection of journal-like articles written about a particular topic and published on a website. New articles are added frequently, and comments from users are encouraged.


Blogging and posting will help you build brand awareness, develop and strengthen relationships with your target, establish your organization as an industry leader, drive long-term results, and boost your SEO positioning. With the help of SEO strategies like defining keywords, titles, tags, and meta descriptions, blog posts become a powerful tool for gaining online visibility. Not only does blogging drive traffic and elevate your products and services, but it also helps you build trust with your potential customers.


Content that connects with your audience where they stand, tackles their doubts, and sets yourself as a trustworthy resource to keep them coming back for more. The best body copy is humanized, actionable, drives growth, and wovens your key messages into every word.


Bounce rate is a marketing term used in web traffic analysis. It represents the percentage of visitors who enter a website and then leave instead of continuing to navigate other pages within the same website. The bounce rate is calculated by counting the number of single-page visits and dividing that by the total visits. It is then represented as a percentage of total visits. The percentage of visits to your website where only one page was viewed. When we say users “bounce,” we mean they viewed a page of your site or a landing page but didn’t engage further. They didn’t click on links or view more pages. There are many methods for improving your pages, so more users stick around. An offer, call to action, copywriting, and web design can be optimized through A/B testing to help reduce bounce rate.


A brand is a term, name, design, symbol, or any other feature that distinguishes one organization’s goods or services from those of other organizations. Brands are used for recognition and to create and store brand equity for the object identified to the benefit of the brand’s customers, owners, and shareholders. More than just a name, a brand is where features, benefits, and customer perceptions meet. Successful brands have a unique identity, image, and emotional connection with their customers. Brands are the reason why we choose an organization over another every day.

Taking all the theory and putting it into practice; that’s brand activation. Wherever your audience is, finding the methods and moments that will help you matter.


In brand strategy, brand architecture is the structure of brands within an organization. It is the way brands within a portfolio relate to each other and differentiate from, one another. Brand architecture should define the different branding coalitions within an organization, how the brand and sub-brands relate to each other, and how the sub-brands reinforce or reflect the core purpose of the main brand they belong to. One may regard designing a brand architecture as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. However, the brand architecture of an organization at any time is generally a legacy of past management decisions, and the competitive realities brands face in the marketplace.


A brand audit is a thorough process to evaluate a brand. It establishes the tonal and visual elements of the brand, provides a comprehensive review of current brand assets, and creates a plan for fixing any issues found during the audit.


Brand equity refers to the value of a brand, based on its brand awareness, loyalty, perceived quality, powerful brand associations, and other assets such as patents, trademarks, and channel relationships.

Brand identity refers to the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in its audience’ minds. Brand identity corresponds to the intent behind the branding and the way an organization chooses its name and tagline, designs its logo, uses colors, shapes, and other visual elements in its marketing, crafts its tone of voice, trains employees to interact with customers, etc.


Brand image refers to how a brand is currently perceived. It can evolve and doesn’t necessarily involve a purchase or using your product or service. A brand image goes beyond visible elements, such as having an identifying symbol, mark, logo, etc., that organizations can use to differentiate themselves from competitors. All these brand elements contribute to how a customer interacts with and perceives your brand. The goal of raising awareness of your brand – improving recognition, nurturing trust, and winning affinity – is to grow market share.

“Branding is endowing products and services with the power of a brand” (Kotler & Keller, 2015)

Branding is the process of giving meaning to a specific business, organization, company, product, or service by creating and shaping a brand in consumers’ minds. It is a strategy designed by organizations to help people to identify and experience their brand quickly and give them a reason to choose their products over the competition’s by clarifying what this particular brand is and is not. The objective is to attract and retain loyal customers and other stakeholders by delivering a product that always aligns with the brand’s promises.

A brand strategy is a framework that defines how organizations present themselves to their audiences and stand out among competitors. Your organization’s brand is more than its name, logo, fonts, and colors. Consider a brand as the sum of the organization’s look and feel, personality, philosophy, values, and customer experiences.


The marketing professional responsible for making sure the customer’s experience with a brand is brand-worthy. That means all messaging about the brand is aligned with the brand’s values, personality, identity, and target audience. Typical to-dos for a brand manager include:

  • Performing a competitive analysis.
  • Developing marketing strategies.
  • Overseeing the creation of advertising campaigns.
  • Managing the advertising budget.


A brand purpose represents your organization’s reason for being and what it stands for above all else. Finding your reason for being is the core of your brand purpose. But it’s also about how to use that brand purpose to serve your stakeholders better—customers, employees, community members, partners, shareholders, and the planet, so that we all can thrive together.


Breadcrumbs are small text paths, often located at the top of a page. They’re a form of website navigation that shows users the sections they’ve visited in the order they visited them so they can retrace their steps easily.


A creative brief is a document to outline a creative project’s strategy. A creative brief contains details, including the project purpose, objectives, requirements, messaging, demographics, and deadlines. A good creative brief states what needs to be done and by when. In addition, it should clarify the objective, make clear any deadlines, and provide as much information about the product or service as possible. Ideally, both the agency and the client should have input into the brief.


A call-to-action is a marketing expression for any design to prompt an immediate response or encourage a direct sale. A CTA most often refers to using words or phrases in sales scripts, advertising messages, or web pages that drive an audience to act in a specific way. A call-to-action is a text link, button, image, or link that encourages a website visitor to visit web page and become a lead.


A marketing campaign describes a series of marketing tactics designed to achieve a marketing goal. A marketing campaign can run through several channels, including TV, radio, and print, as well as online platforms such as email marketing, social media, and SEO. A campaign is typically organized around a core marketing message.


CMS or Content Management System, is software that helps users create, manage, and modify content on a website without the need for technical knowledge. Whether an e-commerce site or an information site, a CMS can provide tremendous value. It can help your business manage and simplify your content and increase the efficiency of your content marketing strategy.


From discovering and distilling consumer-led insights through to high-impact creative ideas and focused media tactics, end-to-end communication plans define your messages, to whom you’re targeting those messages, and on which channels. A communication plan will help you develop brand statements and unique selling propositions, define your communication plan objectives, develop your audience, help you understand other key publics, determine what the world needs to know about you, identify your channels, plan a messaging matrix, determine your important events and campaigns, set your communications goals, plan content and campaigns on your marketing calendar, and measure your impact.


A communication strategy is a marketing tool that helps organizations align their communications and produce meaningful, cohesive messages. A communication strategy may define internal or external communications or specify the strategy for a particular communication project. The strategy generally outlines the plan for delivering a message to a target audience while describing the purpose, how to accomplish the tasks, and the desired business outcomes. Communication strategies may be foundational to an organization’s marketing strategy.

Without content strategy, content serves no purpose. Content strategy identifies measurable objectives, refine the needs of your target audience, and design content that drives engagement, converts interest and delivers growth. With an insight-driven content strategy, your audiences get the right words in the right channel at the right time.


Consumer insight is the information about a specific target audience and what they want. Consumer insight provides an in-depth look at how your audience interacts with your brand.


The customer journey consists of your customers’ actions before and after they purchase. It should be part of an overall marketing strategy to enhance lead generation and enable more effective marketing. By understanding the customers’ actions before and after conversion, an organization can develop new marketing tactics to improve the customer experience throughout the whole consumer journey.

Content marketing primarily involves sharing creative media and publishing content to reach customers. Content marketing can come in many shapes and forms and usually results from work from marketing specialists, strategists, copywriters, editors, and designers.

Copy is any text published digitally or printed for marketing purposes. It includes the content used in billboards, brochures, catalogs, jingle lyrics, magazine and newspaper advertisements, sales letters and other direct mail, scripts for television or radio commercials, taglines, slogans, website and social media posts, and other marketing communications.

Copywriting refers to writing text for advertising or any other form of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade the potential customer to take a particular action.


A creative strategy is an organization’s strategic approach to creating and implementing steps to ensure and support its long-term marketing goals. A creative strategy serves as a call to action for teams and provides the guiding principles for developing content.


CSS or Cascading Style Sheets is a style sheet language utilized for defining the format of a document written in a markup language like XML or HTML. CSS is a cornerstone technology in web design, alongside HTML and JavaScript. CSS separates presentation and content, including layout, colors, and fonts.


Database integration is adding information from multiple sources, such as CRM, ERP, social media, sensor data from IoT, data warehouses, etc., and sharing a clean version across an organization. Database integration provides the standard to and from which all shared information will flow.


Digital marketing, aka online marketing, refers to advertising delivered through digital channels, such as search engines, websites, and social media. It can take multiple forms, including display ads, online videos, and social media posts. It includes any marketing that uses electronic devices to convey promotional messaging and measure its impact. Digital marketing generally refers to marketing campaigns on a computer, phone, tablet, or other devices.


Direct mail marketing is any type of physical correspondence delivered physically via mail to your potential customers to gain their business. Typical examples are postcards, flyers, and catalogs. Email marketing is its digital counterpart.


Regular Animal provides e-commerce design services that attract and convert in multiple industries. Our development team nails the top e-commerce design platforms to shift you from bricks to clicks. We ensure a seamless shopping experience by reimagining the way you attract, maintain, and retain customers.


Editorial content refers to any copy that is not directly trying to sell something. Instead, the goal is to educate, entertain, or inform. While this type of content is vital in optimizing a content marketing strategy, it’s not a form of affiliate marketing. Instead of selling something to the audience, editorial content tries to gain the reader’s trust.

Editorial design refers to designing pages and screens for content-driven publications such as books, magazines, brochures, leaflets, and even websites.


Featured snippets are special boxes on Google’s search engine results page where the format of a typical search result is reversed, showing the descriptive snippet first. Snippets try to answer a question without the user having to click through to another page. Featured snippets include Google’s best guess at an answer, the title of the page, its URL, and an image. Although featured snippets are designed to save time for the user, they’re primarily machine-generated and aren’t fact-checked.


A go-to-market or go-to-market strategy is a plan to deliver an organization’s unique value proposition to its customers and achieve a competitive advantage. The objective is to enhance the global customer experience by offering a superior product or more competitive pricing. It usually includes target audience research, the key differentiators in your market, and a planned approach for marketing and distribution.

We use brand strategy as a springboard to inform and inspire design. Today, design needs to adapt to a fast-paced and constantly shifting world. We create strong design foundations and responsive identity systems that strike the right balance between the need for consistency and instant recognition while also having the agility to remain relevant in changing markets or when communicating to different audiences.


A headline or heading is the text indicating the purpose of the article below it. Headlines determine how many people will read a piece and change the way people read an article and how they remember it. From the beginning, readers know what kind of content they’re about to read and set the tone for what follows. Regular Animal creates interesting and exciting headlines that frame the whole experience and grab the attention of the reader.


Holistic SEO is an interdisciplinary marketing strategy that aims to make the best website in a niche market. To do so, the technical design of your website should be excellent, with a flawless UX, and secure. In addition, your website’s content should be well-written and targeted at your audience.


HyperText Markup Language or HTML is the standard markup language for documents designed to be displayed on the Web. It can be assisted by technologies such as CSS and scripting languages like JavaScript.


An identity manual is a document, printed or digital, that compiles a set of rules or visual guidelines for a brand. The manual describes the use of graphic signs and its variations, such as color, size, typography, iconography, patterns, and textures associated with a brand. Identity manuals guide your communications’ formatting and visual presentation in a cohesive way, including the treatment of logos and typography, photographs and illustrations, and the management of templates, color palettes, and editorial style-books. A comprehensive identity manual is the essential playbook for everything a brand does.


An illustration is a visual interpretation of something, designed for integration in print and digital published media, such as posters, flyers, magazines, books, marketing materials, animations, video games and films. Regular Animal will find the perfect illustrator to tell your brand story. Whatever the format or channel, we’ll create the style for your print or digital needs with illustrations and animations that are smart, beautiful, and effective.


Inbound marketing is a marketing strategy that encourages people to engage with your brand. Content marketing, social media, and search engine optimization are common inbound marketing tactics. Its effectiveness lies in placing information about a product and service when offering consumers something they want, such as information, entertainment, or a chance to be heard. Inbound marketing attracts your target audience and encourages them to engage with your brand to convert them to paid customers.


Integrated marketing is the practice of aligning all marketing tactics to the same messaging to provide a consistent brand experience for your customers. Through integrated marketing, communications tactics such as brochures, email marketing, display ads, landing pages, and direct mail, work in the same direction toward your marketing objectives.


JavaScript is a programming language used to implement intricate features on the Web, such as interactive maps, displaying timely content updates, animated 2D/3D graphics, scrolling videos, etc. JavaScript is the third element of standard web technologies, the other two being HTML and CSS.


A Key Performance Indicator is a measurable component used to demonstrate the results of a campaign or any other marketing efforts. Most organizations use KPIs to determine optimal budget allocation. Some KPIs include website traffic, social media followers, cost per acquisition, ROI for ad spend, and more.


Keyword research is the process of uncovering the keywords your target audience uses when looking for a product you offer and using this insight to develop your keyword strategy. Without keyword research, you might miss out on keywords that your audience is searching for. Or you could end up competing with online giants – a battle you may only have a slight chance of winning, even with an impeccable strategy.


A landing page is a web page that potential customers can “land” on when they click through from an email, ad, or other digital location. A landing page aims to capture information from contacts in exchange for something of value, such as a retail offer code or a downloadable. Landing pages don’t live in the evergreen navigation of a website; instead, they serve a specific purpose to a target audience at a particular moment of an advertising campaign.


A licensed brand implies the use of a brand name offered for a product or service provided by the brand owner to the licensee for an agreed fee or royalty. Brand licensing is the act of leasing a brand to another organization. The leased brand is used in a specific manner, in a predefined territory, for a period of time.

A logo is a set of images, texts, shapes, or a combination of them that depicts the name and mission of an organization. Regular Animal creates iconic logos that reflect what your organization is all about. From strategy to reality. With unlimited imagination and focusing on your needs, we design logos that stand out online and offline.


Keywords can be broad and far-reaching, or they can be a more specific combination of several terms, usually called “long-tail keywords.” Singular keywords might appear to be your ultimate goal as they often have a high search volume. However, they typically have extremely tough competition. Besides, singular keywords can be vague, while long-tail keywords usually have more clearly defined intent.


A marketing plan is a strategic program that organizations develop to define, execute, and track their marketing strategy over a period of time. Regular Animal generates marketing plans that put your brand in the right place at the right time with the right message. Our marketing plans unite creativity and objectives from the start, achieving powerful results with ideas that are relevant and engaging. Whether you want to grow, motivate your team, or elevate and optimize your brand, we can help.


Market research is the process of understanding your target audience so you can better define your marketing strategy. It is a process of gathering, analyzing, and interpreting information about a given market taking into account geographic, demographic, and psychographic data about past, current, and potential customers, as well as competitive analysis to evaluate the viability of a product offer.


Regular Animal designs and produces singular press kits that don’t go unnoticed. We can bring your concept to life with a purposeful press kit that drives media resonance and cultural relevance. If you think there isn’t a second chance for your press kit to make a first impression, contact us.

Brand messaging is the series of practices that define how an organization will deliver its value proposition and communicate its organizational values. Organizations can define a way to convey their ideas to their audience based on the tone of voice, language, and core message.

Naming refers to the process of generating a name for a brand. Regular Animal creates great names for great brands of all sizes that stick and tickle the imagination. We devise extraordinary names that set you apart from the rest, reflect your brand’s identity and work everywhere. Whether you’re a startup in need of a brand name, an established business that wants a name change, or a brand that needs naming all items in a new collection, we can help.


Personas are archetypal characters created to represent the different users within a specific demographic, attitude, or behavior set that might use a site, brand, or product similarly. Personas are generally combined with market segmentation to represent specific customers. Personas are a way to consider your customers’ goals, desires, and limitations. They guide decisions about a service, product, interaction, feature, and web design.

Print marketing is a marketing channel where businesses use printed materials to reach out their target audiences. Print marketing includes any printed materials that promote your organization or its message, including labels, posters, ads, business cards, brochures, newsletters, direct mail, billboards, and media kits among others. Print advertising can help organizations connect with their potential customers in a tactile way that digital media just cannot.


A product’s position is how consumers define the product on important attributes—the place the product occupies in the audience’s minds relative to competing products.


Also known as Google remarketing or retargeting, it’s the technology that enables Google Ads to follow potential customers as they browse the internet. When a user visits a website, a small code snippet adds them to a remarketing list. Then, when they visit another website within the Google Ad network, they are served your ad. You can customize who sees your remarketed ads; for example, you can prioritize new or returning customers.


SEO content is the ultimate inbound marketing practice. At Regular Animal, we understand that successful and sustainable SEO content intimately balances highly technical expertise, engaging, shareable content, and brand exposure. As such, organic search is no longer an isolated discipline, but by publishing the right content, you can drastically impact your SEO rankings.


Search Engine Optimization copywritingSEO copywriting or web copywriting, is the practice of producing original content that is optimized for its audience. Compelling content that engages and converts users and search engines love.

Web copywriting includes optimizing your website copy for search engines, starting by researching high-value, relevant keywords for your business, industry, and web pages, which a team of copywriters then uses to optimize your website’s content. When consumers use these keywords in their searches, your website will appear at the top of the search results. Since 75% of users never go beyond the first page of search results, over 30% of all traffic goes to the first result.


A sitelink is an ad extension that places more than one link in a paid search ad. So, for example, you could add a link to your current sales page or store hours page beyond your standard ad copy and call to action. Sitelinks are generally free to use. And just like any other PPC ad, they don’t incur a charge unless a user clicks on the link.


A sitemap is a list of pages on a website that search engines should index. Written in extensible markup language, both humans and computers can understand a sitemap XML. In addition to page URLs, they include modification dates so search engines can tell whether or not a page has been crawled since it was updated. Sitemap XML- and robots.txt-related search engine optimization (SEO) tactics approach indexing from different sides of the same coin. Sitemap XML says “yes,” while robots.txt says “no.”

A slogan is a memorable and simple catchphrase that draws a target audience to a particular brand or product. Along with your logo and brand name, an effective slogan is critical to successful marketing. Unfortunately, taglines and slogans are often confused; slogans are tied to specific products or campaigns, while taglines are permanent phrases that communicate your organization’s mission.


A soft bounce is an email rejected by an email server for a temporary reason. For example, an email might soft bounce if a mailbox is full, the recipient email server is down or offline, or the email message is too large.


Spam is the digital equivalent of junk mail. Spam can be an email, text message, social media direct message, or any other unwanted or unsolicited electronic communication. Marketers can ask people to actively opt into email lists and provide easy ways to unsubscribe to prevent their digital marketing communications from being considered spam.


Secure Sockets Layer (SSL) is a method of encryption that protects data sent between websites. SSL is closely related to Transport Layer Security (TLS), another encryption method, and the two acronyms are often used interchangeably.


Storytelling is using the process of using fact and narrative to communicate something to your audience. Brand storytelling is the cohesive and coherent narrative that weaves the facts and emotions your brand evokes and explains your organization’s core message and values. Storytelling is a potent tool for building relationships, an age-old concept that brings people together and keeps them engaged.

A tagline is a catchy phrase that summarizes what your brand or product is all about. A good tagline must be easy to understand, memorable, and relevant to your audience. Slogans and taglines are often confused with one other, but taglines are permanent phrases that communicate your company’s mission, while slogans are tied to specific products or campaigns.


Tags are pieces of HTML, XML, and other markup languages that tell a browser how to render an element on a website. Tags are the workhorses of markup languages and provide structure to these otherwise plain programming languages. In the early days of the web, they were also used for layout purposes, but modern web design relies on CSS to separate content from layout.


Target audience is the people you want to reach with your marketing efforts. These consumers will be most interested in your products or services—and most likely convert leads into customers. Target audiences can be based on demographics (age, gender identity, location), psychographics (aspirations, concerns, values), or behavior (likely to buy online). Target audiences are often broad and varied, so audience segmentation can help deliver a more personalized and compelling message.


Targeting is the creation of audience segments to deliver relevant marketing messaging and advertising. Types of targeting include contextual, predictive, and audience demographics.


A title tag is an HTML tag that designates the title of a page. Confusingly, the title tag isn’t responsible for the headline that appears on a web page—the H1 tag defines that. Instead, the title tag’s text is usually rendered at the top of the browser window or in a tab label. Title tags are essential to search engine optimization (SEO) and should contain one or more keywords to help with search engine ranking.


Tracking code is a piece of JavaScript placed on a website that sends data to Google Analytics. A tracking code enables Google Analytics to report information about your audience, including how they arrived at a website, how long they stayed there, and what they d

Tone of voice refers to how your organization comes through in your written and spoken words. It isn’t about what you say but how you say it and the impression it makes on your audience. Despite its name, tone of voice isn’t only about spoken words, it includes all your content, your website, emails, brochures, call-center scripts, client presentations, etc. The tone of voice goes beyond good writing or strong messaging; it’s about giving your communications their distinct and recognizable brand voice.


Trade marketing is a marketing strategy focused on wholesalers, retailers, and distributors rather than consumers, aiming to increase demand with supply chain partners and get products in front of consumers. Standard trade marketing activities include going to trade shows and offering promotions to potential partners.

UI design, or user interface design, is a discipline that prioritizes interactions between humans and machines. UI is an integral aspect of user experience (UX) that consists of two parts: visual design and interaction design. Visual design conveys the look and feel of a product and interaction design is the functional and logical organization of elements. UI design aims to create a user interface that makes it easy, efficient, and enjoyable for users to interact with a product.


A URL is also known as a web address. Uniform resource locators can point to a website or any other resource on the web, such as an image or video. They can use letters, numbers, or a combination of both. Certain characters, such as brackets and braces, are considered “unsafe.” This is because various web browsers handle them differently, leading to errors.


Also called the unique selling point or unique value proposition, a unique selling proposition is the marketing strategy of informing customers about how one’s brand or product is better than its competitors. A unique selling proposition is the reason why people should buy your product or services. An ad can sum up your unique selling proposition as “buy X, and you’ll get Y.” For example: “Buy this perfume, and you’ll smell like success.”


The number of individuals who visited your website in a defined period. It is often compared to visits, which is the number of times users accessed your website during a set period. For example, if two people visited your website ten times daily, you would have 20 visits and two unique visitors. Repeat visits are important because they could be a sign of loyalty or a response to an abandoned cart email.


UX stands for user experience. In web design, UX refers to everything that affects a user’s interaction with a digital product. Don Norman created the term “user experience” in the 90s. According to Norman, “User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”


A value proposition refers to the value that a product or service promises to potential consumers. It is part of an organization’s overall marketing strategy, differentiating and positioning a brand in the market.


A vision statement is a description of an organization’s future goals. Vision statements tend to be highly aspirational, motivating employees while guiding daily decision-making. Vision statements (future objectives) are often paired with mission statements (current objectives) and value statements (how an organization goes about reaching those objectives).

Web design refers to the design of websites displayed on the internet. It usually refers to the design of the user experience (UX) and user interface (UI) aspects of website development as well as programming. Web design relates to a website’s appearance, layout, and, in some cases, content. Appearance refers to colors, font, and images, while layout refers to how information is organized and categorized. Good web design is easy to navigate, visually pleasing, and suits the brand of the website. Many web page designs focus on simplicity so that no extraneous information or functionality might confuse users. The keystone of web desig is a website that wins and fosters the target audience’s trust.


White Hat SEO includes search engine optimization techniques that benefit both websites and their users. While white hat SEO fights for the users, it also improves the accessibility and quality of a website’s content, boosting its ranking and relevance. In addition, it can examine search queries to identify new target keywords and create original content to support them.


A wireframe is a blueprint for a website’s user interface (UI). Wireframes are simplified sketches of how content and functionality come together in a layout. They focus on how elements are ordered and placed on a page but rarely include specifics about the final visual design. For example, photographs are represented by a box with an X through them. Wireframes are essential in responsive web design since the same elements need to be reordered for different screen sizes.


Word of mouth, also known as customer advocacy, is the act of customers spreading positive or negative opinions about a company’s products, services, or brand.


YouTube Ads is YouTube’sYouTube’s advertising platform that manages video ads displayed across YouTube. Since Google owns YouTube, YouTube advertising shares many of the core features of Google Ads, but with one big difference, they’re videos. Ads can play before (pre-roll) or after (bumper) a user’s selected video. They can also be inserted into a playlist (TrueView) or a video longer than 10 minutes (mid-roll). YouTube ads can be pay-per-click (PPC) or pay-per-view (PPV) based on length and placement.

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