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Glossary of A to Z Terms Used in Digital Marketing – Part 1

Before we set about creating a glossary of digital marketing terms, let us try to understand what actually it refers to. Digital marketing is all about promoting products and services using digital distribution channels, and creating integrated, targeted and measurable communications so as to acquire and retain customers, while building an enduring relationship.

Here we present to you a glossary of terms from A to Z that are frequently used in digital marketing:


Anchor — An anchor is the text that is displayed for a link. It describes the linked website without having to show the full URL that is the destination of the link. You have to tailor the anchor specifically for optimizing a website for search engines.

Analytics — It is about the measurement, collection, analysis and reporting of Internet data for the purpose of recognizing who your visitors are and optimizing your website accordingly.

Above the Fold — This denotes the area of a web page that is viewable without the visitor having to scroll. Being likely to be viewed by the visitor, ad space in this space often carries a higher rate than others.

Animated GIF — This refers to an animation created by combining multiple images into one file creating the impression of movement.

API — This refers to an application programming interface (API), which is a source code interface that operating system, library or service provide, for supporting requests made by computer programs.


Banner Ad — This is a form of advertisement that appears on a Web page (most commonly at the header or bottom footer) — and is strategically designed to encourage a visitor to click for more information.

Blog — Shortened form of weB LOG, a blog is a user-generated website either maintained by one user, or a group of users, where entries are made in journal style and customarily displayed in a reverse chronological order.

Back Link — This refers to a link every SEO wishes to acquire, to a specific website from another. The importance of backlinking is that it improves the standing of a website in acknowledging its popularity when evaluated by a Web crawler such as PageRank.

Back Up — Back up is an integral constituent in information technology, and refers to creating copies of data and storing them in a device or server, so these additional copies may be used to restore the original, even if the data is lost.

Bounce Rate — Bounce rate, a term used in website traffic analysis, refers to tracking the rate of bounce that occurs when a visitor abandons a Web page or website without visiting any other pages, before the occurrence of a designated session-timeout.


Click Through Rate (CTR) — CTR is not counted in in terms of number of persons who clicked; but by reference to the number of clicks divided by number of impressions.

Cloud Computing — Cloud computing refers to Internet or ‘cloud’ based development and use of computer technology i.e. computing. In this style of computing, dynamically scalable and frequently virtualized resources are delivered as a service over the Internet.

Code — Code is referred to as an instruction for transforming a piece of information, a letter, word, phrase, or gesture into another form or representation i.e. one sign into another sign, which may not necessarily be of the same type.

Contextual Advertising — This refers to a form of online advertising targeting a certain visitor to a website, based on the page content.

Content — Web content is a form of visual, textual or aural content which you come across as part of the user experience on websites. This includes sounds, videos, text, images, and animations among others.

Conversion Rate — This is a crucial term used in Internet marketing and refers to the percentage or number of visitors who convert from casual website visits into desired actions (such as purchases, etc.) based on indirect or direct requests from Web marketers, advertisers, or content strategist.


Database — A database refers to an integrated collection of logically related records or files that are consolidated into a shared pool providing data for many applications.

Deep Linking — In the World Wide Web, deep linking refers to the creation of a hyperlink that points to a definite page or image on another website, rather than any of its landing page or home page.

Description Tag — Refers to the meta elements that can be used to specify keywords, page description and any other metadata not provided through the other head elements and features.

Digital Brand Engagement — Digital brand engagement refers to the engagement of a brand with key focus on communication via the Web. With the dominance of social media, digital channels are now proactively used to hold a dialogue between a brand and a consumer, or groups of consumers.

Downstream — In information technology, this refers to the transfer speed by which data can be sent from the server to the client; and the process by which downstream is utilized is known as downloading.


E-Marketing — Also referred to as Internet marketing, Web marketing or online marketing; it refers to marketing of products or services over the Internet.


Feed — Feed or Web feed (also referred to as syndicated feed) in digital marketing terms refers to a data format that is used for providing users with frequently updated content. When a collection of Web feeds is made accessible in one place, it is known as aggregation.

FTP — File transfer protocol (FTP) refers to a standard network protocol that is used to exchange and deploy files over an Internet protocol computer network, such as the Internet.

Frames — Framing in World Wide Web is a method of displaying multiple HTML documents on one page.

Frequency Cap — This refers to a limit on the number of times an online advertisement is displayed to a particular visitor. A typical frequency cap is considered to be once per 24 hours per visitor.

Flash —  Flash from Adobe is a platform that allows increased interactivity and graphics, besides driving online games, videos and highly interactive websites as well.


Geolocation — Geo-location refers to the implementation of assessing the location, or to the actual geographic location of an object, such as a cell phone or an Internet-connected computer terminal.

Geo Targeting — Geo Targeting, in internet marketing terms is the technique of determining the physical location of a website visitor and deliver customized content to that visitor based on his or her location, organization, ISP or other criteria.

Google Analytics — Analytics is a free, browser-based vital tool from Google for SEO that allows users to track various different statistics with reference to a held website. By allowing it to link with Google Adwords, you can have control over the ads from the Google analytics site.

GIF — The Graphics Interchange Format or GIF is an eight-bit-per-pixel bitmap image format that has come into extensive usage on the World Wide Web due to its wide support and portability factor.


HTML — HTML or Hyper Text Markup Language is a code, placed in special markers (tags) and is added to a text document, so as to make it function as a Web page.

Hyperlink — These are significant ‘Call-to-action’ links used in online marketing campaigns that take the reader to the next step in a process.

Hashtags (#) — Hashtags have become a rage since the advent of Twitter, because by using the concept of tags a user can draw attention to certain aspects of a post. By placing a #symbol before a word (that requires phrases to be joined without spaces) it is highlighted as a tag.

Homepage — The homepage is the URL or local file that automatically loads when a Web browser starts or when you press the browser’s “home” button.

Host — This refers to an Internet hosting service that runs Internet servers, allowing organizations and individuals to serve content to the Internet, offering various levels and kinds of services.


Instant Messaging — Instant messaging also referred to as IM is a kind of communication service that enables you to create a sort of private chat room environment with another individual — thus facilitating real-time communication over the Internet.

Internet Service Provider — Also referred to as ISP, this refers to a business that offers Internet access for a monthly fee.

iCloud — Considered to be one of the easiest way to manage your content online, iCloud helps you store your music, photos, apps, calendars, documents, and more.

Inbound Link — This refers to a hyperlink transiting domains where links are considered to be inbound from the perspective of the link target. While on the other hand, from the perspective of the originator, links are considered to be outbound.

Internet and Intranet — While Internet refers to a global network of interconnected computers, empowering users to share information along multiple channel; an intranet refers to a private computer network that uses Internet protocols and network connectivity to share adjudicated secure information or operations about the organization with its employees.

Daniel Rusling is a tech writer associated with VITEB, a Web Design India-based company that develops high-end Web and mobile applications for individuals and SMEs. He writes aticles on subjects related to Web application development, mobile application development and digital marketing.

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