Digital Marketing: Useful Terms and Concepts
Act of Parliament – Legislation passed by Parliament in London or Edinburgh and is part of statute lawAlexa.com – An Amazon company offering free analytic tools for websites. Founded in 1996.Analytics – The collection and analysis of appropriate data to understand how a web presence is being used and how its performance might be improvedAndroid – A Google-developed mobile operating systemApplied health researchers – Individuals who carry out research programmes into public health and long term medical conditionsAttribution – Assigning a value to a marketing activity based on its intended outcome
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Digital Marketing: Challenges and Insights
Badge – A physical or digital symbol of achievementBambuser – A company providing a live video broadcasting service for streaming from mobile devices and webcamsBanners – A physical or digital strip of space used for advertisingBig Data – Collection of sets of dataBrand consistency – Keeping the brand image and values the same across a range of channelsBruce Willis – A Hollywood film star famous for his role in the Die Hard film seriesBuzz – Excited conversation or ‘hype’ about something that is quickly spread online
Campaign – A specific effort to achieve a marketing goal or targetCancer Research UK – A British charitable organisation which focuses on raising funds for research into cancer treatmentCEO – Chief Executive Officer – the leader of an organisation who reports to a board of directorsChannel – A digital stream (TV, news, or online) where people may tune in to find out ongoing information about a particular topicClick-throughs – Numbers of people who click on an advertisement that goes to the website of the advertising organisationConsumer behaviour – Noticeable patterns and trends in how people access and use products and servicesConsumption – The action of using up a resourceContent – Written material intended to inform/advertise/sell.Content repository – A digital content store with access control systemCrowd-funding – Targeting a large volume of small donations from individuals to reach a funding targetCrowdsourcing marketing – Using collective intelligence gathered from the public and using that information to complete specific tasksCustomer journeys – A way to describe and portray all the experiences a customer has with an organisation, and the emotional responses they provoke
Demographics – Statistical data about a population (showing age, income, education etc)Devices – Objects that we use for a range of computing tasks, such as mobile phones, laptops, tabletsDigital assets – Digitally stored content or an online account operated by an individualDigital goods – Intangible goods that are stored, delivered and used in electronic formatDigital rights management – Method of controlling access to copyrighted material for a variety of content in digital formatsDigital rights management restrictions – A form of access policy that is applied to copyrighted content to prevent a user from doing something
eBooks – Digitalised copies of books that are available on mobile devices or personal computersEmergent – Something which is in the process of coming into being or becoming prominentEngagement – Interacting with someone at a personal level and on an ongoing basisEnsnared – To be trapped in something or caught up
Game theory – The study of strategic decision making. It involves mathematical models of conflict and cooperation between rational decision-makersGeomark – A way of saving and sharing geographical areas of interestGoogle Analytics – A free analytics service provided by GoogleGoogle Hangout – A means of chatting with groups of people real time via webcam provided by Google
HIPPO – In this context, not the animal, but HIgher Paid People’s Opinions
Identification – A means of saying definitely that you are who you say you are!Identify with – Sharing the same views or experiences as someone elseInstagram – Photo based social media platform owned by Facebook. Users can add effects to photos before postingInstitutional members – Individuals with membership of institutes in their field of research/studyInterstitial ads – Ads that are displayed on a device before the expected contentiPad – Mobile tablet device produced and sold by Apple, runs iOS
Kickstarter – A crowdfunding platform for investment in creative projectsKit – A set of articles or equipment needed for a specific purpose
Leader boards – A system of ranking users according to either points earned or other scoring methodLegal grey area – An area of law subject to interpretation because it lacks clarityLiquidity – The ability to convert an asset to cash quicklyLive Blog – A means of reporting on events online in real time
Mass communication – Getting a standard message out to as many people as needed/possibleMonetise – To establish a business venture that earns revenueMouse-over – An instance when the cursor hovers over an advertisement, indicating that the user may be looking at that advertMultichannel – The ability of marketers to interact with the target market via more than one platformMultichannel consumer behaviour – Differences/similarities in the behaviour of consumers using different platforms
Netflix – An online film database and streaming serviceNon-transferable – A product or service which must remain in the name of one user
Oculus Rift – A company which produces a virtual reality headset for 3D gaming. Now owned by FacebookOFCOM – Office of Communications. Independent regulator and competition authority for the UK communications industriesOne size fits all – A standard product that is appropriate for all instances
Personalised communication – -Communication that may be targeted at a certain individual on basis of their needs/desiresPolicy-makers – Individuals who define the priorities for and direction taken by government
Raspberry Pi – Credit card sized computer that plugs into TV and keyboardReferrals – A customer recommending another customer to a service/productResponsive design – Design approach to construct websites that provides optimal viewing experience regardless of the size of the screen
Segmentation – Dividing a broad target market into subgroups of consumers with similar needs and prioritiesSegments – Groups of target customers that have similar needs and prioritiesSMEs – Small and medium sized businesses with less than 250 employeesSnapchat – Instant messaging platform based on the sharing and editing of photos with captionsSponsored features – Products/services whose existence is financially down to a 3rd partySpotify – A music streaming service available for use on PC and mobile devices
Tablets – Portable devices with internet capability but less functionality than a PCTechnological determinism – The idea that new technology drives and dictates society’s social and cultural developmentThe cloud – An online drive service for users to access files from wherever in the world they areTouch-points – Any situation where customers and business exchange information, services, or handle transactionsTraction – The extent to which an idea or product gains popularity or acceptanceTwitter – A micro-blogging social media platform where posts are limited to 140 characters
Upworthy – A ‘mission driven media company’ that is based on the idea that things that are popular will get shared and passed on
Vine (videos) – A video creation social media platform which gives users the ability to create and share videos of just 6 seconds in length
Web Observatory – A system which gathers and links to data on the Web in order to answer questions about the Web, the users of the Web and the way that each affects the otherWIG.HT – Isle of Wight URL shortener
Digital Marketing: Challenges and Insights
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