30 Terms Digital Marketers Should Know

Digital marketing has so much specific jargon, terms, and acronyms that it’s almost like learning another language. Are you new to digital marketing, or need a refresh on what’s new? Have you ever felt left out and lost during a conversation with your co-workers? We’ve got your back because we came up with 30ish important terms every digital marketer needs to know. So the next time you are caught up in a discussion, you’ll be able to spread your digital wings.
1. Algorithm: a set of rules identified by certain calculations or problem-solving processes. In digital marketing, an algorithm can play a huge role in understanding your audiences’ behavioral & psychographic segmentation by pinpointing their interests, activities, likes, etc.
2. API (Application Programming Interface): designed to show the process of how programs communicate/interact via data with applications.
3. Automation: marketing technologies and platforms are designed to increase effectiveness by automating repetitive tasks.
4. Avatar: refers to user’s profile picture on a website, social media, etc.
5. Backlink: a link provided in an external website or a web page that leads back to your website. This is a popular SEO (Search Engine Optimization) strategy that can increase your website’s search ranking, traffic, engagement, etc.
6. Banner: a form of digital advertisement located in high visibility & traffic areas of a website.
7. Bounce Rate: percent of people who exit after viewing only one page of a website.
8. Call tracking and analytics: this technology allows you to attribute conversions that happen on the phone to your digital marketing. When a customer call is placed, AI-driven speech analytics technology goes to work. Predictive models analyze spoken conversations to classify call outcomes like purchases made, appointments set, or applications submitted — all customized for a marketer’s business objectives. This call intelligence can then be pushed into marketing platforms, whether it’s Google, Facebook, Salesforce, or any one of the hundreds of martech solutions out there.
9. Cookie : well-known as a small, sweet, baked food … but in the digital marketing world, a tracking cookie is a small file from a website a person visits that is stored in his/her browser that helps marketers identify and track unique demographics and preferences to customize web experiences and target ads.
10. CPC (Cost Per Click): also known as PPC (Pay Per Click), CPC refers to the dollar amount companies are charged for each click driving to their website by external publishers.
11. CRO (Conversion Rate Optimization): % of the number of website visitors that take further action out of the number of total visitors.
12. CTR (Click-Through-Rate): percent of people who click the link of ads on a website out of the total visitors. Marketers can use CTR to measure a particular advertisement’s performance.
13. Domain: the address/direct link to a website. Picking a domain name is one of the very first steps of SEO marketing.
14. Email Marketing: promotes your product/service through email campaigns that can help you develop and nurture the relationship with your customers.
15. Engagement Rate: measures the comments, likes, shares, etc. from an audience. Engagement rate can be reported on at different levels, from specific posts to campaigns.
16. Heatmap: represents how people are interacting with a website by using a color map (red = many clicks, green = few clicks). There are many ways to track and analyze this data; popular methods are: click tracking, eye tracking, etc.
17. Hyperlink: a link located within a website or a web page that directs people to another website or web page.
18. Impression: represents when a piece of content (a display ad, social media post, etc.) is viewed by website visitors once.
19. Inbound Link: a link outside of your website or a web page that drives to your website.
20. Internal Link: a link provided in your website that drives to another page within your website.
21. Keyword Stuffing: including an excessive amount of keywords that are not always relevant to the content in a website to influence Google search rankings. Search algorithms can detect this and penalize your ranking.
22. Landing Page: page on a website that visitors initially land on when they click on a hyperlink. Common landing pages are the website home page or pages for specific product offerings. But, landing pages can be customized for many different marketing purposes, from content downloads to events. It is important for landing pages to catch your audience’s attention and drive them to take action. Interested in stepping up your mobile landing page game?
23. Long-Tail Keyword: keyword phrases of three to four words that are particular to your product or service. Long-tail keywords target customers who are looking for a specific product/service.
24. Mention: when another brand, industry influencer, or publication mentions your brand or product.
25. Metadata: a dataset that provides information about other data. It controls the communication between your website and search engines. It’s nearly invisible to website visitors, as it is built into the HTML of a web page. Metadata help working with different types of data. Metadata is a great resource to help analyze and improve SEO.
26. Organic Traffic: unlike paid traffic, organic traffic does not involve any paid ads; all visitors are organic visitors that were not referred by other websites. For example, this result for “call tracking and analytics software” is driving organic traffic to the Invoca website:

27. Pop-Up: a form of online advertisement generated in a new browser window. Generally seen as annoying and prone to blocking.
28. Real-Time Bidding: when online advertisements are bought or sold in real-time per impression on a website. It increases overall efficiency by reducing the number of impressions being wasted. Real-time bidding usually happens on supply-side platforms which help bidders decide which ads impression to purchase.
29. Referral: rather than using traditional marketing methods, referral marketing relies on word-of-mouth marketing where customers talk about a business or product/service with interested shoppers. Online review sites play a huge part in referral marketing. Sites like Yelp, TripAdvisor, and Epinions can help shoppers make the decision to buy a product.
30. SaaS (Software as a Service): a business model that allows customers to access software. See what the process of implementing a new marketing analytics SaaS product looks like.
31. SEM (Search Engine Marketing): a marketing strategy designed to increase Google search rankings of a website or a specific post, primarily through paid advertising. Digital marketers are often responsible for improving web page rankings.
32. SEO (Search Engine Optimization): increasing both quality and quantity of traffic to a website. SEO tactics includes making sure title tags, meta descriptions, and internal links are all created correctly to drive traffic to a web page.
33. SERP (Search Engine Results Page): a page people see when they use search engines, like Google or Bing, to search for something by using certain keywords. The page consists of two different results—paid vs. organic. Paid results are from advertisers paying to display their websites or web pages on the SERP, whereas organic results are websites that are displayed based on SEO.
34. UI (User Interface): every element a person sees or interacts with on websites or apps. UI plays a significant role in determining design aspects, such as the size of a logo or an icon or the overall alignment. UI is used to define UX later on.
35. Unique Visitor: a user who visits a website at least once within a particular period. This is usually calculated by distinguishing multiple visits from the same IP address. Identifying unique visitors can be used in many ways in terms of website data analytics. For example, it helps marketers to build metadata that can be used to create user sub categories in the future.UX (User Experience): refers to the overall interaction between an end-user and the brand, the product/service, etc. It contains marketing, engineering, and design components that go beyond simply providing customer satisfaction. Analyzing UX helps marketers to identify improvements that can be made.
36. UX (User Experience): refers to the overall interaction between an end-user and the brand, the product/service, etc. It contains marketing, engineering, and design components that go beyond simply providing customer satisfaction. Analyzing UX helps marketers to identify improvements that can be made.

Customer Experience vs. User Experience vs. User Interface

I’ve lost count of the number of meetings that I’ve had with copywriters, marketers, and designers where the terms customer experience (CX), user experience (UX) and user interface (UI) have been used in an interchangeable manner.
In those meetings, I’ve always gotten the gist of what they were trying to explain, so I’ve overlooked the terminology. But now that my job consists of diving into the mysterious, new industry of customer experience and emerge with clear concise answers for CX professionals, I’ve decided to it’s time I tackle CX versus UX versus UI.
Let’s get started.
What is customer experience (CX)?
The short answer: Customer experience (CX) is a term used to define all interactions that a customer has with your brand.
Customer experience is how your customers perceive their interactions with your company. And delivering great customer experience means meeting or exceeding the expectations of your customer during all interactions with your company.
I want to emphasize that the term customer experience encompasses all interactions, across all touchpoints of a customer’s journey and relationship with your brand. This means any type of engagement a customer has with your company, whether it be on your website, via social, on the phone, in person, etc.
Customer experience is important because it determines whether your organization succeeds or fails. In fact, poor customer experience is costing U.S. companies $136.8 billion per year due to avoidable churn.
If you think about it, the concept of CX is pretty simple. As the customer, when our needs are met we barely notice it, because we expect it. But when we’re disappointed by a company, we notice it because it interrupts our day. And often, we are so upset that we tell our friends, family, and colleagues; we write poor reviews online and, most likely, will stop engaging with that brand.
To deliver great CX, a company needs to establish a solid customer experience program that lays out the plan to produce great customer experiences across the entire customer journey. To learn how to do this, check out our other CX article.
What is user experience (UX)?
The short answer: User experience (UX) focuses on optimizing a product or service for effective and enjoyable use.
Unlike customer experience, which focuses on the customer’s entire experience (duh), user experience centers solely on the satisfaction with the product or service.
To understand why there’s confusion between the term CX and UX we have to hop on our time machine and travel back to the late 1990s when the term was first used.
Legend has it that Don Norman, a cognitive scientist and co-founder of the Nielsen Norman Group Design Consultancy, invented the term UX, declaring that it encompasses all aspects of the end user’s interaction with the company, its services, and its products.
Norman’s definition implies that UX includes all interactions, which sounds a lot like CX, right?
Well, over time the term user experience has morphed into its own, new experience category. It’s often now referred to user experience design (not to be confused with the term user interface or user interface design which I will address below). It’s unclear why or how it’s changed among industries; some say it’s because of the digital boom, but I disagree.
I disagree with that theory because UX isn’t tied solely to the digital realm—user experience refers to both physical and digital products and services.
User experience focuses on enhancing the user’s satisfaction with a product or service by improving the accessibility, usability and overall pleasure of using that product or service.
In even simpler terms, UX’s goal is to make it as easy as possible for users to accomplish what they’re trying to do. It’s all about helping them solve a particular problem.
What is user interface (UI)?
The short answer: User interface (UI) refers to the optimization of a product’s interface look and function.
User interface and user experience go hand in hand.
Rahul Varshney, co-creator of Foster.fm explains it perfectly:
A UI without UX is like a painter slapping paint onto canvas without thought; while UX without UI is like the frame of a sculpture with no paper mache on it. A great product experience starts with UX followed by UI. Both are essential for the product’s success.
Unlike UX, which can relate to both physical and digital products, user experience lives strictly in digital.
User interface focuses on the look and feel of a product—its presentation and interactivity.
Another way to look at it is: UI is the process of visually guiding a user through a product’s interface, via interactive elements (like icons, scrolling, etc.) across the entire platform.
With the user interface, you’re dealing with how people see things.
If you’re like me and get these terms mixed up, here is a simple way to look at it: If you create something that looks amazing but is difficult to use, that’s an example of great UI and poor UX. However, if what you created looks horrible, but is very usable, then you’ve got poor UI and great UX.
To wrap up: CX vs. UX vs. UI
User experience and user interface fall under the overall customer experience of a brand. However, all three terms are equally important. If people can’t understand your website, it’s very unlikely that they’ll become a customer. On the other hand, you can have a wonderful website, but horrible customer service, and easily lose loyal customers. Great customer experience can only happen when you succeed at all three.
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Google’s NEW Gallery Ads: Everything You Need to Know

Pop quiz, y’all: Which Google Ads network enables you to build your brand with compelling visual imagery—search or display?
Trick question! Although the Display Network is generally considered the hub of visual-based advertising in the Google Ads universe—I’m conveniently disregarding Shopping for the moment—this year’s Google Marketing Live keynote included the announcement of gallery ads.

Whether you’re aiming to drive sales or generate leads, gallery ads—by combining the intent of search with the creative of display—are poised to deliver some serious returns for your business once they fully roll out later this year.
So let’s dive deeper. By the end of this blog post, you’ll know:

What gallery ads are
What they’re designed to accomplish
Who can benefit from using them
Why you should be excited about them

What are gallery ads?
Introduced by Google’s own Sissie Hsiao, VP of Product Management in the Mobile App Advertising department, gallery ads are interactive ads that sit at the top of the mobile SERP. Underneath a standard text headline and a display URL, they feature swipeable image carousels—much like the ones users often see in their Facebook and Instagram feeds.

Via Google.
In addition to the ad’s headline, each individual image is accompanied by a tagline. The headline (which, as always, directs people to your landing page) remains at the top of the screen as the user swipes through your carousel. You can include a minimum of four images and a maximum of eight, and each tagline caps at 70 characters. Best of all, because you’re allowed to write up to three unique headlines, you can test all kinds of combinations of different value propositions and CTAs.
As far as performance goes, early testing shows that gallery ads drive 25% more engagement (as measured by clicks and swipes) than standard text ads do.
What are gallery ads designed to accomplish?
In short: to more effectively communicate the value of your business.
People—smartphone users in particular—turn to Google for information. When we have problems or desires, we use Google to learn more about the products and services that can help us. Whether you’re a hungover college kid looking for the best breakfast sandwich in town or an overworked business owner searching for an online advertising management software, it’s more than likely that you’re consulting Google for help.
As marketers, we buy real estate on the SERP so we can be there to offer solutions to our prospects. The key to driving returns on that ad spend, of course, is communicating the value our products and services can deliver.
Alone, words are pretty good at communicating value. Paired with images, they’re even better.

Take another look at that Devour ad and imagine the image has been replaced with a description. Although it certainly wouldn’t be a bad ad, it wouldn’t be nearly as effective. Why? Because the image of cajun-style alfredo with chicken and sausage does a really good job of letting people know our products taste great and satisfy your hunger.
This applies throughout the marketing funnel, too. If you saw that Devour ad at the very beginning of your customer journey, it would probably leave a strong impression on you. If you saw it near the end of your customer journey, the enticing pictures might be enough to close the deal.
Now that we know what gallery ads are meant to accomplish, let’s talk about who they’re meant to accomplish it for.
Who can benefit from using gallery ads?
Although my knee-jerk reaction was that gallery ads were designed with consumer brands in mind, I’m confident both B2C and B2B companies can make effective use of them. Let’s start with B2C. Restaurants, gyms, hotels, car dealers, travel agencies, spas—if you sell something that lends itself naturally to visual images, you should give gallery ads a shot. With the ability to showcase several products, services, or experiences—or several features of a particular product, service, or experience—within a single ad, you can make a seriously persuasive pitch.
(I’m hesitant to mention ecommerce businesses. Product-oriented search queries will almost always trigger Shopping ads, which, as we know, dominate mobile phone screens.)
As an example, let’s say you work for a travel agency and you’re advertising Caribbean resorts. In order to drive high-funnel mobile traffic to your website, you could create an ad group with a couple gallery ads and keywords along the lines of “tropical vacation,” “Caribbean destinations,” and “Dominican resorts.” How could a prospective traveler looking for inspiration resist a carousel of your best offerings? Sure—they’re far from converting. But that’s a hell of a way to make a first impression.

This is a great ad, but picture it with images of Punta Cana resorts …
Let’s move on to B2B—the less obvious benefactors of gallery ads. If you’re selling a software solution or digital marketing services, it probably doesn’t seem like you have anything to gain from an image-heavy ad format. I tend to disagree. Rather than thinking in terms of products or services, think instead in terms of processes. Gallery ads present an awesome opportunity to illustrate the victories you enable your customers to achieve.
For example, imagine you’re in charge of the paid search efforts at a SaaS company that helps small businesses build landing pages for their ad campaigns. As impeccable and intuitive as your UI may be, screenshots of it probably won’t make for the most appealing ad. Alternatively, illustrated representations of the different benefits you provide—better Quality Scores, higher conversion rates, lower CPA—could go a long way towards communicating the value of your product and branding your business as a friendly resource.
Whether you’re in B2C or B2B, you still may not be sold on gallery ads. Let’s chip away at that skepticism.
Why should you be excited about gallery ads?
Let’s shift from marketing to neuroscience for a moment. Take a look at these six statistics:

The human brain processes imagery 60,000 times faster than text.
People form first impressions within 50 milliseconds …
… and process images in 13 milliseconds.
Consumers are more likely to retain content that incorporates visual imagery.
55% of millennials say visuals are the most important part of shopping on mobile.
People remember 80% of what they see vs. 20% of what they read.

Quite simply, gallery ads are promising because imagery is harder-hitting and more memorable than plain text. Forget about making a lasting impression on your prospects; with a standard text ad, you may not be making any impression at all. Get some visuals in the mix, however, and you have a better chance of grabbing attention and capturing mindshare.
Let’s shift back to marketing. The other reason you should feel confident about gallery ads is that a similar concept—the carousel ad—has proven to work on Facebook and Instagram. Take Designs by Juju, for example—a company of 12 people that sells embroidery designs. With a Facebook Ads campaign spearheaded by carousel ads, they achieved a 16x improvement in ROAS and exceeded their cost per purchase goal by a mile. Elsewhere, beach lifestyle brand City Beach used carousel ads to drive a 52% increase in ROAS and a 50% decrease in CPA.

Via Facebook.
Evidently, consumers respond to ads with swipeable image galleries. True—they use social media and search engines with completely different mindsets. But, then again, why wouldn’t the higher commercial intent of search amplify their interest?
Adopt gallery ads early!
In the increasingly competitive and saturated digital marketing landscape, it pays to get in on the next big thing early. Start creating gallery ads as soon as they’re available to you. The earlier you are, the greater the advantage you’ll hold over your competition. The worst case scenario is that they’re not as effective as you’d like them to be. If that’s how it pans out, you can always pause them and re-evaluate. Getting in early poses little risk but offers huge rewards. Although getting in late isn’t risky, per se, it’s certainly not rewarding, either. Good luck!

App UX Analytics: Success Relies on Going Beyond the Numbers

Professionals from all mobile disciplines have pondered that there needs to be a better way to get the most out of their app development efforts. This applies to mobile product managers, UX and UI designers, app marketers, onboarding experts and conversion mavens of all colors and stripes.
Traditional Vs. UX Analytics: The Difference between What and Why
For too long, mobile professionals have relied on traditional mobile app analytics, which primarily focuses on key metrics, such as number of active users, drop-off rates, types of OS and devices being used as well as where geographically they are being used.
These analytics solutions, like the one Google Analytics provides, emphasize numbers instead of reasons for those metrics. For example, you may identify that your app’s retention rate is low, but you will not be presented with the data that will allow you to understand why users aren’t coming back.
This is where app user experience analytics takes center stage with its own analytic bag of features which enables app makers to take a deep dive into the UX and understand the ‘why’ behind the numbers.
UX analytics, like the one Appsee app analytics provides, is most effective in giving app makers what they need in order to refine and optimize the UX, by allowing them to investigate user behavior. By learning user behavior patterns, you understand why specific actions are performed by your users, making the app optimization process smoother. The insights you gain enable you to deliver the best possible UX in your app that is critical for retaining users, increasing conversions and maximizing in-app monetization.
At the core of app UX analytics are features you can use to discover the answers you need when it comes to optimizing your app. The two critical ones:
User Recordings – Allow you to see your app through your users’ eyes. When you watch user recordings, you can discover exactly how users interact with your app, which problems users encounter and what makes them complete/incomplete important processes within the app. Below is a sample of user recordings taken with app UX analytics.

Touch Heatmaps – By presenting you with an aggregated view of all user gestures (taps, swipes, pinches), you will see where your users are focusing their attention the most, understand how your app’s UI is performing and detect which gestures did not trigger a response in the app.

App UX Analytics in Action
They say seeing is believing, so I will bring a few real life scenarios of aspects of an app that can be refined, streamlined, and perfected to app stardom via the application of this ux analytics-centric philosophy.
Onboarding Experience
We subjected a new cooking app to UX analytics and we were able to identify hiccups when onboarding users. Let’s see what was gained from the process. The onboarding for this app included two fields to register with no social sign-in available. It then took users through a mandatory 4 screen tutorial post registration.
This is a good place to highlight why traditional mobile analytics might be good at giving you numbers, but that doesn’t give you a clear enough picture. With a drop off rate over 40% from the second screen, app makers such as this one need to know a bit more to get to the core of the problem.
When going back to the user recordings, for example, we see that the “Next” button didn’t show up and users were tapping all over the screen with no response, hence frustrating users and causing friction. It led the app maker to fix the error on the onboarding screen and realize a significant decrease in drop offs.
User Retention
After getting users to download your app (a major accomplishment in itself), most importantly, you want them to stick around, and visit often. You take a look at your retention cohort analysis and see that nearly all users (over 90%) who launched the app for the first time in January came back in February with a severe decrease in March, when you launched a new version of your app. By analyzing the touch heatmaps, you notice that when users leave the app and return to their session, they swipe right on the login screen, but their gestures are unresponsive. Users are not interested to login again, so they are trying to bypass this screen in order to continue their session where they left off. By refining and allowing them to continue, you will see your retention rate soar.
App Conversions
Obviously, the more users you have retained, the more chances you have of converting them. However, just having a high retention rate doesn’t mean you will convert them. You need to deliver them an experience that says. YES. I must have this. Whether it be a product or service.
In order to do that you need to analyze your user-based conversion funnels. You can watch videos of users who dropped from one of the steps in your funnel and gain an understanding as to why they didn’t proceed to the next step. It might be related, for example, to a slow screen loading time. Making adjustments and re-releasing you will be sure to increase your conversion rates and ROI.
Lifetime Value (LTV)
One of the most important things that app makers look at is LTV. How much value will a user bring me over the lifetime of him or her using the app? How much marketing spend do I need to allocate to acquire a user and does it make sense over the user’s lifetime. By using app UX analytics to identify the group of users who convert, you decide to reallocate your marketing spend in order to decrease the cost per customer acquisition (CAC). Furthermore, optimizing the UX in your app, will bring your users back to the app and increase their LTV.
How to Get Started
When using any type of in-app analytics, whether it be traditional or a UX tool, you must integrate the tool’s SDK into your app. This process normally only takes a couple of minutes. An app UX analytics solution doesn’t require to pre-define any events as it auto detects screens, buttons and user actions.
When you launch your app, you stand at the beginning of a long road. As many app makers see, there could be a pot of gold waiting at the end of it. It is up to you to make it happen. Constantly optimizing your app from day one based on what your users need as well as your business goals is a primary way to make that happen.
* This article originally appeared on Econsultancy blog