- A/B TestsCreating 2 versions of a digital asset to see which one users respond to better. Examples of assets include a landing page, display ad, marketing email, and social post. In an A/B test, half of your audience automatically receives version A and half receives version B The performance of each version is based on conversion rate goals such as the percentage of people who click on a link, complete a form, or make a purchase.
- Abandoned CartWhen a user adds a product to the online shopping cart of an e-commerce site but doesn't proceed to checkout and complete the purchase. Users may abandon because they aren't ready to buy. Instead, they are using their cart as more of a "wish list" as they shop around and compare prices. Setting up automatic, personalized email alerts to remind users they have items in their cart is often just the nudge they need to finish checking out.
- Ad CopyThe words in your advertising messages to customers. Ad copy can be the headline of a display ad, the subject line of a marketing email, the call to action (CTA) of a Facebook ad, or the script of a video or TV spot. Ad copy is distinguished from ad design elements such as photography and illustration, although copy and design should always work together as a whole.
- Ad ExtensionsSpecific information you can tack onto your Google Ads to help them perform better. There are several options, including: store location, call button, product pricing, seller rating, app download, and additional website links. Google doesn't charge extra for having extensions. But it does charge a pay-per-click (PPC) fee when users click on most types of extensions, just like when users click on an ad itself.
- Ad NetworkA service that offers online ad space for sale to advertisers. This space can represent inventory from hundreds and thousands of websites. A general rule is that some inventory is more valuable than others, so it costs advertisers more. Think of buying a TV ad placement during the big game versus during a mop infomercial at 3 am. Depending on the ad network, the payment structure may be based on cost per thousand impressions (CPM), cost per click (CPC), or cost per acquisition (CPA).
- AdSenseA Google marketing program that pays website publishers for allowing relevant ads from Google to run on their sites automatically. Keywords determine relevance. The ads can include text, images, and video. They are designed to be high quality but unobtrusive to the websites content across desktop and mobile devices. Publishers have some control in rejecting ads they don't like and prioritizing ads they like best. Payment to publishers is usually on a pay-per-click (PPC) basis.
- Advertising BudgetThe money a company puts toward promoting its products and services to its target audiences. An advertising budget typically spans the cost of paid media, photography, printing, mailing, and the support of advertising professionals. Some businesses set their advertising budget based on a percentage of sales. Whatever your method, keep your return on investment (ROI) in mind. Any vendor should be able to give you a clear idea of what you should expect in return for the expense.
- AdvertorialAdvertising and editorial content combined. If you think of a traditional printed magazine or newspaper, the line between ads and editorial articles is distinct and often literal. An advertorial brings the 2 formats together to educate readers about a product through an editorial-esque storytelling experience. They've become a popular online advertising tactic that is typically labeled "sponsored" or "paid" so as not to mislead users about the source of the information.
- Affiliate MarketingMarketing based on a relationship between an online advertiser and website publishers where the advertiser pays for leads or revenue that comes from the publishers sites. It's a form of value sharing or commission sharing. Partnering with affiliates extends your advertising reach and increases your relevance with target audiences for a limited investment. You only pay for performance. Bloggers can make great affiliates.
- Affiliate NetworkA specially selected group of website publishers who partner with an advertiser to deliver leads or sales and receive a commission based solely on their performance. Here's a simple example: A shoe company partners with a few highly influential fashion bloggers. The bloggers include ads and links promoting the companys shoes on their sites. The shoe company pays the bloggers a commission on the sales generated. Affiliate networks offer advertisers "prepackaged" affiliate programs.
- Alt TextText that shows in place of images or pops up when you hover your mouse over an image. Alt text, or alternative text, is written into the HTML code of a web page to describe an image in case the image doesn't show. This can happen for a few different reasons. Some users may have images turned off so web pages load faster. Other users may have low vision or blindness, so they use special screen readers that translate web page text into an audio or a Braille-like touch format. Alt text also(...) Read More
- Anchor TextThe wording of a link on a website, in an email, or within another digital asset. One example of anchor text is read more. Anchor text is an important 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 take your anchor text into account when they rank your site pages for relevance.
- Audience SegmentationA marketing strategy based on identifying subgroups within the target audience in order to deliver more tailored messaging for stronger connections. The subgroups can be based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education. Subgroups can also be based on behavior such as purchases made in the past. Psychographics come into play when you have access to insights about your audiences values, attitudes, and beliefs.
- BacklinksLinks on websites other than your own that go back to a page on your website. Backlinks are also called inbound links because they represent traffic coming to your website from somewhere else. The quality and quantity of your backlinks can help you rank higher in search engines such as Google and Bing. This is because your backlinks are considered an indicator of how popular your website is with users.
- Banner AdA standard horizontal ad placement at the top of a web page. The term banner is borrowed from print newspapers. It can refer to the newspapers name at the top of the front page or a story headline that spans the full width of the front page. Banners have been around since the early days of the web. While their popularity has decreased as newer display ad formats have become available, they can still be an effective element in your advertising mix, offering visibility at a relatively low cost.
- BIMIBrand Indicators for Message Identification (BIMI) is an emerging security technology that helps authenticate your email marketing and builds trust with your customers. BIMI works with DKIM, SPF, and DMARC protocols to protect your domain from being used by malicious actors to send fraudulent email. It causes your logo to appear right next to your messages in a users inbox, so that your contacts and their email service will know these emails are really from you or your business.
- Bing AdsPay-per-click (PPC) ads that run on Bing and Yahoo search engines spanning desktop and mobile devices. Bing Ads is a form of paid search similar to Google Ads, and Google campaigns can be imported easily into Bing. That means you can use both services without reinventing the campaign. Like Google Ads, Bing Ads can be targeted using customer geography and demographics, although specific capabilities vary.
- Black Hat SEONot a great idea. Black hat SEO is an approach to search engine optimization (SEO) that focuses on gaming the system and disregards the human experience. These practices don't follow search engine rules, and search engines can exclude entire sites for using them. The colorful 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.
- BlogThe short form of "web log." 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. Anyone can publish a blog. Successful bloggers attract advertisers through affiliate marketing because they add credibility to the messaging for their followers.
- Bounce RateThe percentage of visits to your website where only 1 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 (CTA), ad copy, and design can all be optimized through A/B testing.
- BrandThe experience a customer has with a product or service that makes it different from others in the same category. 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. It's why we choose a brand over another every day.
- Brand IdentityThe experience a customer has with your product or service visually. A brand identity is made up of elements like the brands name, logo, color palette, and type style to convey a distinct brand image to customers. It also includes consistent standards for words, images, voice, and tone.
- Brand ImageHow your customers perceive your products, services, and company. This is ultimately something you can't control. But the goal of raising awareness of your brand, improving recognition, nurturing favorability, and winning affinity is to grow market share. A solid brand identity and relentless brand management are 2 keys to success.
- Brand ManagerA marketing professional responsible for making sure the customers experience with a brand is brand-worthy. That means all messaging about the brand is aligned with the brands 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, and managing the advertising budget.
- BreadcrumbsDigital breadcrumbs 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.
- Call to Action (CTA)What you want your target audience to do after receiving your marketing message. The call to action (CTA) clearly articulates the next step: learn more, contact us, shop now, follow us, sign up. A/B testing offers a great opportunity to experiment with different calls to action and optimize your messages with the CTAs that get the best audience response.
- Canonical URLThe "master version" of a page on your website that you want search engine crawlers to find. As you launch marketing campaigns and track users, information gets added to the end of your unique page URLs. From the crawlers point of view, this means you have multiple versions of the same page without a clear indication of which one is "right." When you set up a canonical URL in the page's HTML, you tell search engines which version of the page you want visitors to see.
- Classified AdvertisingAds appearing on the same page and grouped into categories in a list-like format. Common categories are real estate, home services, clothing, and cars. Compared to display ads, classified ads usually don't have images alongside the ad copy - and they're less expensive. They can be a cost-efficient advertising tactic for reaching people who are interested in a category relevant to your product or service. Classified ads also lend themselves naturally to localization.
- Click-Through Rate (CTR)The percentage of users who click on the link in your digital marketing message after seeing it. For example, if 10,000 users see your display ad, and 10 users click on it, your click-through rate (CTR) is 0.001 or 0.1%. The same math applies to links within marketing emails, landing pages, and social media. CTR is a key success metric for an advertising campaign.
- Contact FormA page on a website that contains a brief questionnaire that allows users to provide information about themselves and indicate an interest in being contacted about your products or services. Common form fields are first name, last name, email address, and area of interest. Essential elements of a contact form are a statement confirming the user is giving you permission to make contact and a link to your privacy policy.
- Content MarketingContent marketing is a strategy businesses use to attract, engage, and retain customers by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when its time to buy what you sell.
- Conversion RateThe percentage of user actions taken after total clicks on a display ad or other digital asset. Your marketing strategy defines your actions, which commonly include clicking on a second link, downloading an asset such as a B2B (business-to-business) white paper, or signing up to receive special retail offers. The formula is: clicks / actions = conversion rate. The higher your conversion, the more successful your campaign.
- Conversion Rate Optimization (CRO)The process of increasing the percentage of users who take the actions you want them to, such as clicking on a website link or purchasing a product online. Two key conversion rate optimization (CRO) strategies are A/B testing and personalized marketing. Both use analytics to uncover customer insights to help you craft the right message to the right person at the right moment for better results.
- Cost Per Acquisition (CPA)How much you spend to win a single paying customer. Cost per acquisition (CPA) is a marketing success metric that can be calculated for a campaign, a digital marketing channel (such as email), or across all channels and tactics. At a campaign level, the formula is: total campaign cost / conversions (paying customers) = CPA. This metric is commonly used to determine the results of display ad and affiliate marketing campaigns.
- Cost Per Click (CPC)A fee that a website publisher charges to serve your display ads on its site. Instead of paying for your ads to simply show up, you only pay when the audience interacts with them. Google is a major publisher of cost-per-click (CPC) ads, and it contracts with other publishers to distribute them to other sites, too.
- CPMCost per thousand impressions of an online ad. When an ad is served to a user, it's counted as an impression. If an ad network charges you $1,000 for delivering 1 million impressions, your CPM is $1. A CPM model can be a good strategy if your campaign goal is to raise awareness of your brand. If your campaign goal is to increase user interaction with your brand or prompt users to take a specific action such as signing up for a loyalty program, a cost-per-click (CPC) model may be a better choice.
- CreativesThe products of copywriters, graphic designers, and other creative advertising people's or simply the people themselves. If you're looking at layouts, or mock-ups, of marketing emails, landing pages, or display ads, you're looking at creatives or simply creative.  When finalized, these pieces may be called creatives or digital assets If you're looking at the people who imagined them, you're looking at creatives, too.
- CRMThe practice of customer relationship management (CRM). The goals of CRM are to retain current customers, increase their spending, and convert prospects into new customers. CRM technology is used to manage information such as a summary of each interaction, indicators of intent to purchase, and purchase history. Analytics are also used to provide real-time insight into cross-sell and upsell opportunities at the individual customer level.
- CSSCascading style sheet (CSS), a language that dictates how a web page looks. It covers layout, colors, fonts, font sizes, and more. The advantage of using CSS is that its rules can apply cascade across all of your web pages, reducing the time to code each page from scratch. CSS also enables responsive web design, which aims to reuse code across desktop and mobile devices and keep the user experience (UX) consistent.
- Customer Acquisition Cost (CAC)Customer acquisition cost (CAC) is the amount of money a company spends to get a new customer. It helps measure the return on investment of efforts to grow their clientele. CAC is calculated by adding the costs associated with converting prospects into customers (marketing, advertising, sales personnel, and more) and dividing that amount by the number of customers acquired.
- Customer Data PlatformA customer data platform (CDP) is a central location for customer data from a variety of sources. It aggregates and organizes that data to create a single customer profile that can be used to optimize marketing and customer experience initiatives.
- Customer JourneyThink of a customer journey as a detailed map that shows the full experience a customer has with your business. It lets you see every interaction they have with your company, even before and after they engage. By first understanding the customer journey, it will be easier to define your goals and use our automation tool to create the overall marketing experience you want to provide.
- Digital MarketingAny marketing that uses electronic devices to convey promotional messaging and measure its impact. In practice, digital marketing typically refers to marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, and social media posts. Digital marketing is often compared to traditional marketing such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing.
- Direct Mail MarketingA type of direct marketing that's delivered physically to a prospects mailbox through the United States Postal Service or other delivery service. Postcards, flyers, and catalogs are common examples. Email marketing is the digital equivalent.
- Direct MarketingMarketing that is delivered directly to the customer via the company selling a product. It's often called direct response marketing. It typically includes a call to action (CTA) requesting a desired response such as calling a phone number or visiting a website to learn more and buy the product. Email marketing and direct mail marketing are 2 common types of direct marketing.
- Display AdsA type of online advertisement that combines text, images, and a URL that links to a website where a customer can learn more about or buy products. These ads can be static with an image or animated with multiple images, video, or changing text. Some display ads educate about the product while others are designed to entertain and engage through simple games or puzzles. Banner ads are a common form of display ads.
- Distribution ChannelThe path a product or service takes as it travels from where it is created to the person who will use it. In marketing, distribution channels are typically broken into business-to-business (B2B) and business-to-consumer (B2C). B2B deals with the interactions between companies to create products, while B2C focuses on how products get to the people who actually use them. For example, a business may sell directly to a customer, or it may sell to a retailer who in turn sells to the end user.
- DMARCDomain-based Message Authentication, Reporting & Conformance (DMARC) is a widely recognized email protocol that helps people and businesses protect their email addresses and domains from being misused by third parties. It helps identify that an email you send is from the real you. This method of email authentication protects both senders and recipients from activities like phishing, spamming, and spoofing. Read More
- DNSA domain name system (DNS) takes a human-friendly internet address, such as Website.com, and translates it into a computer-friendly IP address a web browser can use to find and display a website. DNS is often described as the phone book of the internet that does the heavy lifting of remembering the phone number of a website so humans only have to know the name.
- DomainA domain or domain name is what comes between the @ in your email address and the .com, .org, .net, etc. (For example, yourname@domain.com.) Domains help your customers find and remember where your business is located on the internet. A subdomain is a portion of your domain sales.domain.com or marketing.domain.com that can be used to help increase deliverability of your email marketing.
- Drip CampaignA series of automated emails sent to people who take a specific action. For any given action, you can choose how many emails to send and the rate at which to send them. These emails can be personalized with data like the contacts name, and specific references to the action they took. You might send a drip campaign to someone who signs up for your online course, for example. Or you could send a drip campaign to people who add an item to their online cart without buying it.
- E-commerceE-commerce is the buying and selling of goods and services using the internet. It starts when a potential customer learns about a product. It continues through purchase, use, and, ideally, ongoing customer loyalty. Data powers the most successful e-commerce operations, which take advantage of best practices such as targeted email marketing, audience segmentation, and marketing automation.
- E-commerce WebsiteA website that allows people to buy and sell physical goods, services, and digital products over the internet rather than at a brick-and-mortar location. Through an e-commerce website, a business can process orders, accept payments, manage shipping and logistics, and provide customer service.
- Email AutomationThe use of predefined rules to trigger email messages based on specific actions customers takes or doesn't take. Some examples include a welcome email that sends when a customer signs up for a mailing list, or a quick reminder that the customer placed something in their cart but never finished checking out. Email automation takes repetitive tasks off your to-do list to free up your time for other valuable tasks, such as responding to customer questions. It can help customers learn more(...) Read More
- Email ListA list of email addresses that your business can send marketing emails to. Email lists are usually segmented or broken into smaller groups based on their interests or behaviors so you can customize your messaging to be more relevant, interesting, and effective. To create them, you can collect email addresses at the time of purchase, through pop-up forms on your website, and a variety of other simple tactics.
- Email MarketingThe use of email to promote a business's products and services. Email marketing can make the customers on your email list aware of new products, discounts, and other services. It can also be a softer sell to educate your audience on the value of your brand or keep them engaged between purchases. It can also be anything in between. Mailchimp can help you design, build, and optimize your email marketing to get the best ROI.
- End UserThe person who uses a product or service. If you make T-shirts, a person wearing your shirt is the end user. If you make websites, the person who hires you is your client or customer and the person using the website is the end user. Either way, do your best to avoid referring to people as users in your marketing materials. It's accurate but not ideal.
- Error 404File not found, an error your web browser flags. A 404 error message can be the fault of the user (if they mistyped the URL, for example) or the publisher of the website. This can happen when a web page has been deleted and no longer exists, which is also called a broken link. To prevent these errors, create a redirect to take the user to the new location of the page. Setting up a standardized error 404 page for your domain can help improve your users experience, especially if you provide(...) Read More
- Extensible Markup Language (XML)A human- and machine-readable coding language that adds structure, meaning, or context to a text document. Extensible markup language (XML) ranges from very simple to highly complex (hence extensible). Todays version of HTML is a specialized example of XML. Schema markup is an example of how XML can be used to improve the user experience (UX) of search engine results pages (SERPs).
- Eye TrackingMeasuring and recording the movement of eyes as they look at a web page. In digital marketing, eye tracking is often used to figure out what parts of a web page or email people look at first or spend the most time looking at, which is often displayed as a heat map. Marketers use this data to strategically place elements, such as call-to-action buttons, where they are most likely to be seen and clicked on.
- Facebook AdsAds that run exclusively through Facebooks advertising platform. They can appear in Facebooks feed, Messenger, and even on non-Facebook apps and websites. They come in a variety of formats single image, video, slideshows, and more and can be targeted to extremely specific audiences.
- Facebook Ads ManagerBasically, mission control for your Facebook ads. This is the interface where you select your target audience, set your budget, format your ads, and launch them into the world. Facebook Ads Manager collects all of your ad performance metrics such as click-through rates, impressions, and engagements. Since Facebook also owns Instagram, this is where you set up and manage Instagram ads.
- Facebook Business PageYour business's home on Facebook. At a minimum, it includes a name, description, profile, cover photo, and a call to action (CTA) such as visit our website or give us a call. These pages can include images, videos, and text about your brand and products. They can also be promoted like ads to help you find new followers. Business hours, location details, and even shopping widgets can be added to your Facebook business page to encourage followers to take specific actions.
- Facebook ProfileYour personal home on Facebook. This is similar to a Facebook business page but designed for a human. It typically includes basic information such as your name, location, and profile picture. Your Facebook profile is where your timeline, shared photos and videos, and other Facebook content lives. Profiles can be fully public or only visible to certain people based on your privacy settings.
- FCCThe Federal Communications Commission (FCC) is a United States government agency that regulates communication devices and systems, which includes the internet. They ensure all citizens have fair access to these communication platforms and that they're safely performing in the interest of the public and national security. In most cases, the FCC is the agency responsible for crafting consumer protection rules such as privacy protections, while the Federal Trade Commission (FTC) enforces(...)(...) Read More
- Featured SnippetA section of Googles search engine results page that tries to answer a question without a person having to click through to another web page. They include Googles best guess at an answer, the title of the page the answer comes from, the pages URL, and an image from the page. While featured snippets are designed to save time for the person searching, they're mostly machine generated and aren't fact checked.
- FTCThe Federal Trade Commission (FTC) is tasked with promoting competition in the United States marketplace and protecting consumers. In the world of e-commerce and digital marketing, the FTC is responsible for providing rules and guidance around online advertising, which it refers to as the rules of the road. It enforces the CAN-SPAM Act to ensure email marketing isn't misleading or harassing.
- Go-to-Market StrategyA plan that helps you launch your new business, product, service, or brand to your customers. It usually includes target audience research, the key differentiators in your market, and a planned approach for marketing and distribution.
- Google AdsGoogle Ads is the software platform Google uses to power its ad network. Advertisers choose which keywords are most relevant to their products and how much they want to pay for their campaigns. The ads appear at the top of Googles search engine results page (SERP) or on third-party websites and apps when someone searches for one of these keywords. Advertisers are billed on a pay-per-click (PPC) model, which means you're only charged if someone actually clicks on your ad.
- Google AlgorithmAlgorithms are a list of mathematical calculations and if/then statements that decide what action a computer program should take. The Google algorithm is the rules-based system Google uses to sort through hundreds of billions of websites to deliver relevant results to users search queries. The results are ranked in order of usefulness on the search engine results page (SERP). The algorithm also uses personal context, such as your current location and past search history, to tailor the results.
- Google AnalyticsA platform that measures and reports on website traffic. It provides information about how people use your website, which includes the most popular content, the time spent on each page, and what devices are used to browse. Google Analytics can be connected to Google Ads to learn which campaigns are driving the most traffic and converting casual visitors into customers. Additionally, the platform offers rich insights about your audience, such as terms they use to search and location data.
- Google My BusinessA free service that lets you provide more detail about your business when it appears in search. Beyond a URL and description, you can add photos, videos, telephone numbers, business hours, a delivery area, and links to reservation services. A cover photo and snippets from Google Maps and Google Street View help potential customers know what to expect when they arrive for the first time. A word of warning: Users can suggest edits to your profile, so check it regularly for accuracy.
- Google RemarketingAlso called retargeting, Google remarketing is the technology that enables your Google Ads to follow potential customers as they move across the internet. When a user visits, a small snippet of code on your website adds them to a remarketing list. Then when they visit another website that uses the Google Ad network, they are served your ad. Google allows you to customize who sees your remarketed ads. For example, you can prioritize new or returning customers.
- Google Search ConsoleA Google tool that helps you optimize your website content to improve its performance and your search engine optimization (SEO) efforts. You can submit URLs and full sitemaps to Google Search Console to make sure your most important pages are indexed in Googles search engine. It makes recommendations about how to structure your content so it appears as rich results on the search engine results page (SERP). For example, recipe pages can display a photo of the dish right in the results.
- GPT-3GPT-3, or Generative Pre-trained Transformer 3, is a remarkable language model that has taken the world by storm. With its ability to generate human-like text, it has revolutionized the field of natural language processing.
- Gross Rating PointsA math equation that multiplies the number of times an ad is run by the percentage of the target audience that sees it, multiplied by 100. Gross rating points (GRPs) are commonly used in television ad buying to help media planners decide when and where to place their ads. Though the math is a bit too complicated for this short description, GRPs can be calculated for online ads as well. Some planners find this helpful when determining their media mix of TV and online advertising.
- H1An HTML tag used to identify the highest level of information on a page. In practice, page titles and headlines are usually marked with H1 tags and are the largest pieces of text on a page. H1 tags can be associated with specific styles or formatting in a web pages CSS so that headlines always appear in a certain font, color, and size. H1s play an important role in search engine optimization (SEO) and make it easier to index content. If something is in an H1 tag, search engines know its(...) Read More
- Hard BounceAn email that is rejected by an email server for a permanent reason. An email may hard bounce if a recipient email address or domain name doesn't exist or the recipient email server has completely blocked the delivery. There are, however, occasionally times when a valid email address will hard bounce.
- HashtagA hash or pound sign (#) used after a word or phrase to label content and make it easier to find. Hashtags are common on social media and used to connect posts on related topics. For example, if you click #Adaptix on Twitter, it will bring up a list of tweets that include that hashtag.
- Heat MapA visual representation of data that uses color to communicate areas of highest use or likelihood. A click map is a special type of heat map that shows which parts of web pages receive the most clicks. Using a scale of red (hot) to blue (cold), areas where people look or click the most are labeled with red. Web designers can combine the data from an eye-tracking heat map and a click map to position call-to-action buttons where they are most likely to be seen and clicked.
- Hreflang TagsAn HTML tag that helps search engines find and display content in a specific language when a website uses multiple languages. For example, Hreflang tags can help people in the United States find a page in English while a similar search performed in Mexico would return a page in Spanish. Hreflang pages also solve the problem of duplicate content penalties. Hreflang tags help search engines understand when content is customized to specific audiences rather than being duplicated as a search(...) Read More
- HTMLHypertext markup language (HTML) is the coding language used to create web pages. With the help of CSS and JavaScript, HTML tells a web browser how to format, style, and link together text and images on a page.
- HTTP (HTTPS)Hypertext transfer protocol (HTTP) is the application (or program) that a web browser uses to ask a web server for information. When you type https://adaptix.ai into your browser, a domain name system (DNS) helps it reach out to Adaptix's web server to return the page you requested. Think of it as the internet version of call and response. HTTPS is the secure (encrypted) version of HTTP called hypertext transfer protocol secure.
- HyperlinkA piece of text or an image on a website that takes you to another web page when you click on it. Hyperlinked text is often blue and underlined, but thanks to CSS, it can appear any way a web designer chooses. Hyperlinks can also link to different areas on the same page (see the jump navigation to the left of this definition), or they can trigger actions with the help of JavaScript (such as launching an overlay screen).
- IframeAn iframe is a section of a web page that contains content that comes from another page. It's a page within a page. Iframes are typically used to pull in content from third parties. For example, you can set up iframes on your website to display banner ads from Google Ads or another ad network. Iframes are different from framesets (also called just frames, which were used in the early days of the internet to make page layouts easier and navigation consistent.
- Inbound MarketingA marketing strategy that encourages people to actively seek out and engage with your brand. Social media, content marketing (such as sponsored content and blogs), and search engine optimization (SEO) are common tactics. Inbound marketing offers consumers something they want information, entertainment, a chance to be heard and places information about a product and service within this context. Inbound marketing attracts prospects and encourages them to engage with your brand in the(...) Read More
- Index PageThe homepage of a website. If you type adaptix.ai into your browser, the page that appears is our index page. Sometimes people refer to pages that collect all of a websites links, images, or headlines into a single page as an index page like a book. Both are correct, which just makes things more confusing. If you're talking with a web developer, they probably mean the homepage when talking about index pages. Ask for clarification if you're not sure.
- Instagram AdsInstagram posts that promote a business's products or services. The posts can appear in an Instagram feed, stories, or both. They can include images or video along with copy and a link to the web page of the company's choice. The main advantage of advertising on Instagram is that it uses data Facebook users provide about themselves to help your ads reach a highly targeted audience. (Facebook is the parent company of Instagram.)
- Integrated MarketingThe practice of aligning all marketing tactics to the same core messaging for a consistent customer experience with your brand. Through integrated marketing, communications tactics such as display ads, landing pages, email marketing, direct mail, and product catalogs all work in the same direction toward your marketing objectives. One example is making your call to action (CTA) consistent across all online and offline tactics for a particular campaign.
- IP AddressInternet protocol (IP) address, a unique number much like your street address that uses commas and periods to identify a device accessing the internet. Your personal desktop, laptop, tablet, and smartphone each have a different IP address each time you log on. Each of your business devices may have its own static address that doesn't change. See domain name system (DNS).
- JavaScriptA coding language that works with HTML to make dynamic web page content possible. Contact forms, sign-in pages, and shopping carts are all brought to you courtesy of JavaScript. JavaScript is also a key player in responsive web design, which uses the same code for desktop and mobile devices, making the user experience (UX) seamless.
- Key Success FactorsThe 5 elements that determine whether or not a company will be effective in capturing its target audience. The key success factors are strategic focus, people, operations, marketing, and finances. These factors are also known as strategic posture or competitive emphasis.
- KeywordA word or phrase in the content of your web pages that matches the words and phrases users are entering into search engines as closely as possible. The idea is to speak the same language as users when they make their search queries so you rank higher in their organic search results based on relevance. Mailchimp.com keywords include: marketing platform, email marketing, landing pages, and automation tools. The keyword is the cornerstone of search engine optimization (SEO).
- Keyword DensityThe number of times a keyword is used on a web page out of the total number of words on the page. Let's say your keyword is handmade quilt The formula would be: number of handmade quilt / total number of words, x 100. If your page includes handmade quilt 10 times, and your page has 300 total words, your keyword density for handmade quilt is 3%. The higher your keyword density, the higher search engines will rank your page for relevance. Just avoid keyword stuffing
- KPIKey performance indicators (KPIs) are quantifiable measures that help businesses evaluate their progress toward achieving important objectives. Although different businesses use different metrics, KPIs are always central to understanding how your company is performing and how you can improve that performance.
- LeadsA person who has shown interest in your company's product or service. Lead is a term used more often in the sale of business-to-business (B2B) products and services than retail or consumer packaged goods. Leads can come from website users who complete a contact form, trade show attendees who provide contact information in person, or lists you purchase from another company such as a list broker. Sales and marketing professionals further vet, or qualify leads to prioritize their fit with(...) Read More
- LinkedIn AdvertisingA platform for promoting your company products or services on LinkedIn. Several formats are available, including text-only ads, sponsored ads with images and button links, and sponsored InMail communications. The LinkedIn advertising platform allows you to select your target audience based on criteria such as industry, title, and geographic location. It also provides reporting tools for analyzing ad impressions and click-through rate (CTR). A/B tests are part of the package as well.
- LinkedIn ProfileYour individual landing page on LinkedIn. Like a resume, professional bio, or CV, the purpose of your LinkedIn Profile is to describe your experience, education, and skills in a succinct format for potential employers or business partners. LinkedIn members searching for someone like you will have an easier time finding you if you incorporate relevant keywords into your content and maximize the number of profile features you use, such as uploading a photo and linking to publications.
- List BrokerA business that specializes in sourcing contact lists that direct marketers can rent for an email or marketing campaign. List brokers typically have access to a huge variety of lists and existing relationships with list owners. They also have expertise in recommending the best lists to use based on your target audience, brand, and marketing goals. In exchange for you renting a list, the list broker typically charges a commission, which the list owner pays for.
- Market ShareThe percentage of the market for your product or service that you want to capture. The formula for market share is: a companys sales / industry sales over the same time period. To improve market share, companies may focus on strengthening customer loyalty or innovating products and services. They may also buy key competitors.
