Digital Dictionary D-H

Welcome to the Digital Dictionary - A glossary of digital terms for navigating Planet Internet … and as featured in both Digital Dollar books and Digital Dollars and Sense eMagazine.

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Dark Traffic - The name applies to visits to your website where the source of reported referral data is lost. Referral data can be lost when visits to your website come from from IM, messaging and email applications, and secure sites that do not share or collect information from their visitors. Dark Traffic can Affect analytics reporting. In some cases analytics tools may report visits from Dark Traffic as direct traffic if they are be unable to identify referral data.

Deep Linking - is where the incoming link goes directly to an internal page rather than your home page

Deployment - is the process of distributing to a production or live environment. Deployment can include maintenance, training and support as well as advertisement procurement. Deployment and Implementation generally follow planning and design in the development cycle of a well executed project. Both deployment and implementation benefit from effective project management and communication. There are many tools to efficiently implement and deploy projects, some of which include: electronic project management tools to keep clients informed on the status activity of initiatives, pre-launch review programs, and real-time analytics during program execution.

Design - Design is the planning that lays out the basis for the making of every product, service or program. In a broader context, it combines both applied arts and engineering. Effective digital design and planning ensures that internet marketing and advertising strategies, programs, products and services are clearly outlined and communicated to all parties involved, prior to their implementation.

Digital Darwinism - The evolution of consumer behavior when society and technology evolve faster than some companies' ability to adapt.

Differential Privacy - A method of data collection that tries to learn statistical information about a population without learning specific information about any particular individual. The latest large scale deployment is with Apple iOS10.

Digital Dollar Budgets - budgets allocated to spending related to Internet and Social Media activities regardless of the activity (example: marketing, technology, customer service, etc).

Digital Dollars - Used to describe real-world dollars dedicated to all endeavours and activities in an online environment, including advertising, marketing, social media, mobile, blogging, etc., on the World Wide Web and the Internet.

Digital Roadmap - A digital roadmap is a term used to define an online strategy or a component of an online strategy. Digital Roadmaps always include a one page visual summary of online strategy plans. 

Digital Doorways - refer to touchpoints that include public and priviate service, network, mobile and interactive locations available to organizations to reach consumers with their products or services

Digital Encounter - A social or non social interaction between one or more Internet users and an interactive service on the World Wide Web.

Digital Life-Cycle - From birth to death, human beings pass through various stages e.g. birth, growth, maturity, decline and death. A similar life-cycle is seen in the case of digital initiatives. This life cycle goes through multiple phases and requires many skills, tools and processes.

Digital Momentum - An individual or organizations ability to possess a direction, knowledge and direction in relation to the Internet planning and activities they are undertaking.

Digital Marketing Funnel (DMF) - A multi-faceted process than can start and stop in various parts of engagement with digital properties. Today’s DMF builds a “lead pipeline”, that's crafted in accordance with your business and your potential audience, and the mobile, social media, and web channels/networks used to promote a business.

Digital Product Line - Internet configurations comprised of products and services that are available for public or private use on the Internet, including products that are mobile enabled and part of a social configuration.

digitalroadmap - A proprietary strategic plan for an organization or individual's Internet activities. digitalroadmaps are defined in terms of goals, deliverables, actions, costs, project plans and contingencies. digitalroadmaps are often mulit page visually based documents and include a summary one page visual summary document.

Digital Strategy - Digital Strategy is a plan of action intended to accomplish a specific goals. Digital Strategies are expressed through a digitalroadmap. A sound strategy requires well researched, integrated, and insightful business recommendations. Digital Strategy should always 'set the big picture' to ensure that interactive investments exceed your goals. Strategic planning is the process of defining a strategy, or direction, and making decisions on allocating resources to pursue this strategy, including capital, programs, and people.

Directory Service Matching - service matchers connect ready-to-buy customers with ready-to-sell businesses.

Directory Services - An online listing service that, in most cases, either advertises a business or provides a series of links on a subject matter. Directory services are often organized by subject matter or geographical location. When you write a new blog post, you know that you need to share it across all of your social media channels. But that takes a lot of time. You have to create a new post for each and every one of the channels, so created an application that makes it much easier. You select your RSS feed and assign it to each account that you want to share your new posts on. And then, whenever a new post is created, the RSS feed automatically distributes the post across all of your social media channels. You can be completely hands off.

Dot-commuter- Someone who commutes from a suburban neighbourhood to the downtown area. It usually refers to working in the inner-city area and being upscaled for dot-com startup companies. This term is heard frequently in major technology centres such as Toronto, Seattle, Portland and San Fransisco.

Domain Name - (from Wikipedia) A domain name is an identification label that defines a realm of administrative autonomy, authority, or control in the Internet. Domain names are hostnames that identify Internet Protocol (IP) resources such as web sites. Domain names are formed by the rules and procedures of the Domain Name System (DNS). Domain names are used in various networking contexts and application-specific naming and addressing purposes.

Domain Name Squatters - Organizations and individuals who register domain names and establish “domain networks,” either for the purpose of reselling domains at higher-than-industry prices, or to create ongoing revenue streams from clicks on paid ads that are displayed on a single web page.

Domain Name Squatting - Cybersquatting (also known as domain squatting), is registering, trafficking in, or using a domain name with bad faith intent to profit from the goodwill of a trademark belonging to someone else. Squatters often offer to sell domain names to the person or company who owns a trademark contained within the name at an inflated price.

Double opt-in - This means that a new visitor who has subscribed to a newsletter, new service or other email marketing messages, is asked to respond to a confirmation email sent to the email address they used to subscribe. This is done in order to confirm the subscribing party’s email address as well as to protect against email address abuse.

Downstream Sources - The websites which users visit immediately leaving their current website visit

Dwell Time - Simply put, dwell time is the actual length of time that a visitor spends on a page before returning to the SERPs. In theory, the longer the dwell time the better, as this indicates that the visitor has consumed most (if not all) of the content on a page before either returning to the SERPs or performing another action on the site.

Dynamic Content - Dynamic content is content that does change, either through automated or manual updating or through customer participation.


Earned Media - This is media attention that companies earn, generally in the form of press coverage or word of mouth. If someone feels very strongly about the quality of r products or services, or a particular piece of content or news, they may share it. In these cases, you or the company have "earned" the attention.

Easter Egg - An intentional hidden message, inside joke or feature in a work such as a website, computer program, email campaign, movie, book or crossword.

Electronic Classifieds - An online listing service that facilitates the buying and selling of products and service but that does not include ecommerce and transaction services. Electronic classifieds are often localized to a geographical region due to the need of physcially exchanging payment in exchange for products or services purchased. Craigslist is an example of a electronic classified service.

eMail Blasts - eMail marketing can be paired with electronic blasts. Electronic blasts (eBlasts) are short distributed marketing or information circulars generally a on one main subject matter that is of interest to the eblast's subscribers.

eMail Marketing - eMail marketing is a form of direct marketing that uses electronic mail as a means of communicating commercial, personal or fundraising messages to an audience.

eMail Newsletters - eMail marketing is often paired with electronic newsletters (eNewsletters). eNewsletters are regularly distributed publications focused on one main subject matter that is of interest to the newsletter's subscribers.

eMail Signatures - Email Signatures are text and graphic based salutations found at the bottom of an email, email newsletter or email blast

eMail Templates - Email Templates are a means of branding email Newsletters and Blasts. Preformatted and graphically designed, templates are the background for artwork and subscriber linking structure for these communications. Template design is oftern created in concert with an organizations brand guidelines since they form a component of branded communications.

eXplore B2B - exploreB2B, is a publishing platform that helps to assert thought and leadership by scribbling down some exciting articles that gather industry knowledge and connecting to the relevant influencers.


Functional Design - Functional Design is a process of problem-solving and planning for solutions related to the interworkings and data relationships of Internet products, services, advertising programs and internet marketing programs.

Flaming- is a hostile and insulting interaction between Internet users, often deliberately provoked.. Deliberate flaming, as opposed to flaming as a result of emotional discussions, is carried out by individuals known as flamers, baiters, or trolls who are motivated to incite flaming.

Flutter- An app and service designed to help you grow relevant and engaged Twitter followers by creating awareness about your profile and content.


GaggleAmp - a social marketing platform that lets members distribute their content and messages by creating a network of people (called a "Gaggle") that share, Tweet, and post company-created messages and content.

GAFL - Online jargon, also known as text message shorthand, used in texting, online chat, instant messaging, email, blogs, and newsgroup postings, these types of abbreviations are also referred to as chat acronyms

Geodating - social media and mobile based applications that allow people to connect based on proximity and profile. Example: Blender 

Geotagging - The process of adding geographical identification to media, enabling others to know your location when you do so. Commonly found on smart phone apps for social media like Twitter and Facebook. 

Google Alerts - This is probably the most basic form of reputation management, but it's also the easiest. You simply add in the term you want to track (most likely your company name), and you will get emails telling you when and where that word was mentioned. It doesn't do any type of analysis for you, but it gives you the facts.

Google ETA - Google Extended Text Ads are the new format for Google Search Ads. They include expanded headlines and text fields. Google ETAs replaced Google Simplified Text Ads (STA) in January 2017.

Google Knowledge Graph - The Google Knowledge Graph is a system launched in May 2012 that understands/acknowledges facts about people, places and things and how these entities are all connected.

Google Knowledge Panel - When people search for a business on Google, they may see information about that business in a box that appears to the right of their search results. The information in the box, called the Knowledge Panel, can help customers discover and contact your business.

Google My Business - Allows your business to post hours, phone number, pictures, reviews and directions on Google Search and Maps. Google My Business listings appear to the right of SERP pages that Google attributes to your company. My Business also connects to the Google+ service. Google Places is now bundled into Google My Business.

Graphic and Multimedia Design - Graphic and multimedia design can refer to a number of artistic and professional disciplines that focus on visual communication and presentation. Various methods are used to create and combine symbols, images, words and other media to create a visual representation of ideas and messages.


Hacking -In the computer security context, hacking is exploits weaknesses in a computer system or computer network. Hackers may be motivated by a multitude of reasons, such as profit, protest, challenge or enjoyment

Hackathon - A hackathon (also known as a hack day, hackfest or codefest) is an event in which computer programmers and others involved in software development and hardware development, including graphic designers, interface designers and project managers, collaborate intensively on software projects.

Hangouts - Google Hangouts was one of the features on Google+ through 2012. Then, in May 2013, Google relaunched Hangouts by integrating Google Talk and Google+ Messenger. Hangouts allows you to send messages to friends, have private chats and share photos, as well as have video chats with up to 10 people. Many businesses now use the video-conferencing function to save on travel costs for meetings

Hashtag- A community-driven convention for adding additional context and metadata to tweets. The creation of a hyperlink on Twitter by placing the # sign in front of a word. This is now a hyperlink that once clicked on performs a search of that word within the Twitter website.

HTTP/2 - HTTP/2 is the second major version of of the HTTP protocol that has been in development for the last few years. It is based on SPDY (a protocol by Google) and provides many improvements over the old HTTP/1.x that most websites use today, specifically related to performance. It is a replacement for how HTTP is expressed "on the wire" and is not a ground-up rewrite of the protocol; HTTP methods, status codes and semantics are the same. The goal of HTTP/2 is to allow the use of a single connection from browsers to a Web site and to improve performance; specifically end-user perceived latency, network and service resource usage.

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