Skip main navigation

Digital Marketing: Useful Terms and Concepts

This article works as a glossary and gives an overview of some of the most important terms in digital marketing.
© University of Southampton 2016
3D printing – The process by which a physical object is created from a three-dimensional model

Act of Parliament – Legislation passed by Parliament in London or Edinburgh and is part of statute law
Alexa.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 improved
Android – A Google-developed mobile operating system
Applied health researchers – Individuals who carry out research programmes into public health and long term medical conditions
Attribution – Assigning a value to a marketing activity based on its intended outcome
Augmented reality – Technology that superimposes a computer generated image onto a user’s view of the real world
Authentic – Of undisputed origin and not a copy
Avatar – A computer generated representation of user, alter ego, or character, as used on social network profiles or within online games
Badge – A physical or digital symbol of achievement
Bambuser – A company providing a live video broadcasting service for streaming from mobile devices and webcams
Banners – A physical or digital strip of space used for advertising
Big Data – Collection of sets of data
Brand consistency – Keeping the brand image and values the same across a range of channels
Bruce Willis – A Hollywood film star famous for his role in the Die Hard film series
Buzz – Excited conversation or ‘hype’ about something that is quickly spread online
Campaign – A specific effort to achieve a marketing goal or target
Cancer Research UK – A British charitable organisation which focuses on raising funds for research into cancer treatment
CEO – Chief Executive Officer – the leader of an organisation who reports to a board of directors
Channel – A digital stream (TV, news, or online) where people may tune in to find out ongoing information about a particular topic
Click-throughs – Numbers of people who click on an advertisement that goes to the website of the advertising organisation
Consumer behaviour – Noticeable patterns and trends in how people access and use products and services
Consumption – The action of using up a resource
Content – Written material intended to inform/advertise/sell.
Content repository – A digital content store with access control system
Crowd-funding – Targeting a large volume of small donations from individuals to reach a funding target
Crowdsourcing marketing – Using collective intelligence gathered from the public and using that information to complete specific tasks
Customer 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, tablets
Digital assets – Digitally stored content or an online account operated by an individual
Digital goods – Intangible goods that are stored, delivered and used in electronic format
Digital rights management – Method of controlling access to copyrighted material for a variety of content in digital formats
Digital 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 computers
Emergent – Something which is in the process of coming into being or becoming prominent
Engagement – Interacting with someone at a personal level and on an ongoing basis
Ensnared – 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-makers
Geomark – A way of saving and sharing geographical areas of interest
Google Analytics – A free analytics service provided by Google
Google 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 else
Instagram – Photo based social media platform owned by Facebook. Users can add effects to photos before posting
Institutional members – Individuals with membership of institutes in their field of research/study
Interstitial ads – Ads that are displayed on a device before the expected content
iPad – Mobile tablet device produced and sold by Apple, runs iOS
Kickstarter – A crowdfunding platform for investment in creative projects
Kit – 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 method
Legal grey area – An area of law subject to interpretation because it lacks clarity
Liquidity – The ability to convert an asset to cash quickly
Live Blog – A means of reporting on events online in real time
Mass communication – Getting a standard message out to as many people as needed/possible
Monetise – To establish a business venture that earns revenue
Mouse-over – An instance when the cursor hovers over an advertisement, indicating that the user may be looking at that advert
Multichannel – The ability of marketers to interact with the target market via more than one platform
Multichannel consumer behaviour – Differences/similarities in the behaviour of consumers using different platforms
Netflix – An online film database and streaming service
Non-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 Facebook
OFCOM – Office of Communications. Independent regulator and competition authority for the UK communications industries
One 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/desires
Policy-makers – Individuals who define the priorities for and direction taken by government
Raspberry Pi – Credit card sized computer that plugs into TV and keyboard
Referrals – A customer recommending another customer to a service/product
Responsive 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 priorities
Segments – Groups of target customers that have similar needs and priorities
SMEs – Small and medium sized businesses with less than 250 employees
Snapchat – Instant messaging platform based on the sharing and editing of photos with captions
Sponsored features – Products/services whose existence is financially down to a 3rd party
Spotify – A music streaming service available for use on PC and mobile devices
Tablets – Portable devices with internet capability but less functionality than a PC
Technological determinism – The idea that new technology drives and dictates society’s social and cultural development
The cloud – An online drive service for users to access files from wherever in the world they are
Touch-points – Any situation where customers and business exchange information, services, or handle transactions
Traction – The extent to which an idea or product gains popularity or acceptance
Twitter – 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 other
WIG.HT – Isle of Wight URL shortener
© University of Southampton 2016
This article is from the free online

Digital Marketing: Challenges and Insights

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education