Digital Dictionary

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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Ad Audience -The total number of people that have been exposed to or could possibly be exposed to an ad during any specific time period.

Ad Blocking - Methods to protect privacy from advertising. It can include software to block display ads, settings within a browser to stop personal information collection and settings within a browser to stop code (cookie) additions.

Ad Servers -An ad server is a computer that is configured with specialized software which places graphic and text based Internet advertisements on specifically configured web pages configured for any type of Internet format (social, mobile, search, etc). The software control is comprised of multiple functioning components including ad code, trafficking configurations (slots), orders and analytics. Based on this software, ad servers perform various tasks such as counting the number of impressions/clicks for an ad on a specific website, serving multiple ads to a webpage in specific orders and activity report generation.

Advertising Network -An Internet based network, comprised of multiple webpages, social media pages or websites that allow businesses to post targeted text, display or rich media ads within the content of the pages, for a fee. Advertising networks often provide tools for ad management and reporting. Ad pricing programs can vary. For example, advertising fees, paid by the advertiser, can be cost per click (CPC), cost per thousand ads served (CPM) and/or a fixed fee (sponsorship) based.

Alterian- This is one tool that offers tons of information and data so you can discover what people think of your brand in different countries, from different demographics, in different languages, etc. In other words. Great for understanding your online reputation.

AlterEgo -Adds an extra layer of security to your web app to thwart phishing attacks and breaches caused by insecure passwords.It generates temporary auth codes only accessible on users' mobile devices and makes them required for entry.

Analytics -Analytics are statistical and tracking tools that can be used to monitor activity on most Internet channels, including websites, email programs or social media configurations. They are comprised of a number of tracking statistics that can be used to help shape a company's activities and digital roadmap strategies. Analytics can measure items such as the most popular content, the demographic viewing this content generates and what viewers did after visiting the content.

Amplification Strategy - An advertising strategy that plans how to maximize paid advertising channels that can include paid social media ads, paid search ads, paid display ads, promoted posts, native content, and content discovery tools.

Art Direction -Art direction holds ultimate responsibility for the visual communication elements of digital initiatives. Media arts graphic design is a core competency within this discipline.

ATF and BTF - (Above the Fold) and (Below the Fold) – The space on the web page where an ad unit is displayed. ATF ads are typically more valuable because they are thought to be more widely seen and interacted with by the site user.

Audience Burn Rates - Audience Burn Rates are how fast you turn off your audience due to bad site practices, especially in advertising. By creating slow page loads, ad heavy design, blocking content, and auto-playing videos, users are getting turned off at a faster and faster rate.

Authority Brand- An Authority Brand on the Internet is a brand and domain name which dominates non-paid organic and social search return listings pages for a particular subject category.

AWeber - AWeber allows you to send new lead/ prospect emails in predetermined intervals so you can guide your potential customers right down the sales pipeline as you would like, every time.


Backlinking -includes placing links in blog comments, social media sites and other forms of content such as directories. This is an important activity that helps visitors find your website.

Big Data -Big data is the term for a collection of data sets so large and complex that is becomes difficult to process using on-hand database management tools or traditional data processing applications.

Blacklist a control system that denies access to an individual or group of users, programs, or Internet and social media addresses, or the use of such a system to block such access.

Blog -A blog is a web page or site containing the contributors own experiences, observations, opinions, etc., which may have links to other Web sites.

Bounceback- Bounce back refers to emails that are returned as not delivered because the email address is no longer in use, or were unavailable at the time the email was sent.

BrandsEye- This tool offers all of the basics of reputation management, but also offers competitive analysis and works great if you want several people in your office to work with the tool.

Brandwatch- This is one of the most popular tools to manage an online reputation. It works best for social media management and helps monitor certain keywords on these social sites.

Brick and Mortar Business -The term brick-and-mortar is most often used when discussing traditional businesses in relation to a business who soley exists on the Internet or a business that does not integrate their online business with their traditional business.

Brochure Ware Website- Also often known as a Corporate website, Brochure Ware websites have no commerce components associated with them. Their purpose is to present company or subject matter information in a professional manner, create visibility on the Internet, and allow a visitor to contact the site owner.

Browser Address Bar -The browser address bar is the location at the top of an open browser window, when a user resource locator is entered, in order to direct the browser window to a location on the world wide web.

Bottom of the Funnel (BOFU) - The bottom stage in your Digital Marketing Funnel is where you begin to qualify the most interesting leads through items such as free assessments, evaluations and trials.

Buffer - A social business automation tool that helps to ensure you have enough content spreading throughout Twitter. You have to fill in the buffer queue with links, pictures, comments, quotes and set the time in which you want your content to get a share in Twitter, Facebook or both at the same time.

BYOD - "Bring your own device." According to a 2012 report by Deloitte, two-thirds of the Canadian workforce use personal devices for work, a number expected to grow to three-quarters by 2015.


Cannonical Tags- tags designed to minimize crawl errors and the indexing of duplicate content in a website that has been adopted by many search engines.  Cannonical tags can assist with improving search engine rankings.

CGI-BIN - A directory (or folder) on a server that "houses" all the CGI programs on that server. When you see this in your browser's URL window, you are probably running or are about to run a CGI program

Chatbot - A computer program designed to simulate conversation with human users, especially over the Internet. Chatbot computer programs appear to conduct a conversation via auditory or textual methods. They are often designed to convincingly simulate how a human would behave as a conversational partner, thereby passing the Turing test.

CheckMyColours - A tool for checking foreground and background colour combinations of all document object model (DOM) elements and determining whether they provide sufficient contrast when viewed by someone having color deficits.

Circles- The community groups that can be built by users on Google+. Circles offer features such as filtering what you share and what people are sharing and provide notifications when important people who are in your circle make a post.

Commerce Site- A Commerce site is often electronic catalogue driven. Simple pages of information about the company providing the site can be found within the configuration. However, the main purpose of the site is to sell and complete transactions online (display items for sale, reviews, customer comments, and so on).

Contextual Targeting - Contextual Targeting: Selecting audiences based on the type of content being displayed on a particular webpage.

Connections: A terms commonly used on Linked in to signify an individual who you share your profile and business information with. For example, your LinkedIn connections can view your 'full' profile instead of only a 'public' profile, send you a message in private and view your updates made within LinkedIn tools.

Consumer Facing Internet Presence -The portion of a website which is visible to the general public or to private or registered members. 
See also: Consumer Facing Internet Technologies

Consumer Facing Internet Technologies- Web, social and mobile technologies that power the portion of a website which is visible to the general public or to private or registered members.
See also: Consumer Facing Internet Presence

Content -For a website, social media channel, advertisement or mobile offering, content can be described as textual, visual or aural information that is encountered as part of the user experience. It may include, among other things, text, images, sounds, videos and animations.

Content Delivery Network (CDN) - A content delivery network (CDN) is a system of distributed servers (network) that deliver webpages and other Web content based on the geographic locations, the origin of the webpage and a content delivery server. Benefits include faster load and streaming times together with a more reliable network.

Content Plans- Content plans co-ordinate content, marketing and business resources around a forecasted schedule. They form a reference document for project tracking and they create dialogue within an organization regarding what information will be presented to the public and target audience on an Internet of Social Media product.

Conversion Tracking - Monitoring how many conversions have occurred during any specific time period, and analyzing which ads led to the conversions.

Copy Deck - The Copy Deck, also known as a Content Deck, contains all content (example: text, images, video) that will constitute a product. Copy decks are used when creating many types of products including websites, a brochure, an email marketing program.

Copyscape- Copyscape locates where your content appears elsewhere online. In the free version, you can only see the top 10 results. If you want a more robust report, you can sign up for the premium paid version.

CPC (Cost Per Click) & PPC (Pay Per Click) -Cost Per Click (CPC) and Pay Per click (PPC) are Internet advertising terms that are sometimes used interchangeably. When used as distinct terms, PPC indicates payment based on click-throughs, while CPC indicates measurement of cost on a per click basis for media purchases not based on click-throughs.

Copywriting -The Copywriter has ultimate responsibility for the verbal or textual content, of an Internet product, service or advertisement. Copywriters are similar to technical writers and the careers may overlap. Broadly speaking, however, technical writing is dedicated to informing readers rather than persuading them. For example, a copywriter writes content to sell a car, while a technical writer writes the operator's manual explaining how to use it.

Click Fraud -Click fraud is a type of internet crime that occurs in pay-per-click online advertising. It happens when a person, automated script, or computer program imitates a legitimate user of a web browser that is clicking on an ad for the purpose of generating a charge-per-click without having actual interest in the target of the ad's link. Click fraud is the subject of some controversy and increasing litigation due to the advertising networks being a key beneficiary of the fraud.

Crazy Egg - Let’s you know why visitors are leaving your site through use of heat map tools and visually displays were visitors are clicking, where they are not clicking and where they are abandoning. Mouseflow is a mouse-tracking and heatmap app that lets you record visitor activity and see website heatmaps showing where visitors click, scroll, and even stop to pay attention. It's like getting inside the mind of users and watching what they think.

Creative Direction- A critical part of marketing and advertising campaigns is determining a champion theme that sets the tone for individual advertisements and other forms of marketing communications. This is the responsibility of the Creative Director or one responsible for Creative Direction. The campaign theme is the central message communicated in promotional activities. Campaign themes are usually developed with the intention of being used for a substantial period of time. All too often they are short lived due to market conditions, competition in the marketplace, campaign ineffectiveness, and marketing mix.

Crawlers- are search engine software programs that include sophisticated scheduling algorithms to decide when to visit and revisit a particular page.

Crawl Budget- Crawl Budget is the amount of resources Google will use to index a website. There is no specific, set limit to the crawl budget, as every site is unique. However, every resource call (example: checking with a server on a link, adsense codes, etc., when rendering a page) is a potential place for the spider to stop crawling a site because of the time taken in rendering.

Cross-Device Targeting - Serving the same buyer targeted ads across multiple devices.

Customer Journey - The complete sum of online and offline experiences that customers go through when interacting with your company and your brand. Optimized digital customer journeys attempt to provide the customer with the most direct and clear path to the information they are seeking during their visit, while presenting new opportunities to them in a manner that does not distract from the customer’s original intention.

Custom Links - Custom Links add parameters to URLs for custom web-based or email ad campaigns that do not use auto-tagging features, used in all parts of the DMF. When a customer link is clicked unique parameters are sent to an Analytics account, to identify the URLs that are most effective in attracting users to your content.


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.

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

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. Click here for digital roadmap examples.

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

DSP (demand-side platform) - A demand-side platform (DSP) is a piece of the technology puzzle that fits into the larger real-time bidding (RTB) ecosystem. Specifically, a DSP enables advertisers to purchase display ad inventory via RTB exchanges. 

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 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.

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.

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.


Implementation - Implementation is the part of the process that builds according to plan. This can include program development, coding, testing, and documentation. 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.

Indexing - is the process of extracting text from web pages and creating a structure that can be used to quickly find which pages contain a particular word (keyword).

Infograph - Information graphics or infographs are graphic visual representations of information, data or knowledge. They present complex information quickly and clearly.

Influencer Marketing - In a nutshell, it is influential people who vouch for your brand.

Insights - Insights can provide the "a-ha!" moments that can help businesses understand how consumers interact with the company's website, advertising and other online communications. Insights gained through analytics and analysis by experts in interactive marketing enable organizations to understand how to engage customers and increase digital marketing presence. Using outside-in thinking and a data-driven approach, Digital Media strategists focus on identifying consumer trends and recommending strategy improvements with the right channels (online and offline combination) to forge a stronger brand and consumer relationship. This involves knowing the right touch-points to reach consumers and an understanding of how and where they consume different types of media.

Insite - Responsive Website Templates that display a pop up that offers personalized content to website visitors. 

Integrated Marketing Communications - Integrated Marketing Communications, or IMC, integrates all aspects of marketing communication, both online and offline channels, work together as a unified force, rather than permitting each to work in isolation.

Interactive Kiosk- An interactive kiosk is a computer terminal that provides information access via electronic methods. Most kiosks provide unattended access to web applications. Interactive kiosks are typically placed in 'high-foot-traffic' settings such as hotel lobbies or airports. Integration of technology allows kiosks to perform a wide range of functions. New digital technologies allow interactive kiosks to be deployed as standalone terminals to mobile phones and computers with internet browsers.

Interface Design - Interface Design is the design of the consumer or business facing component of any interactive system including websites, mobile applications, and search advertising initiatives.

Internet Contests - An Internet contest is an event in which two or more individuals or teams engage in competition against each other, often for a prize or similar incentive.

Internet Marketing - Internet marketing, aka online marketing or eMarketing, is marketing that uses the Internet as its distribution channel, sometimes in conjunction with other channels such as print, radio, etc (Offline Channels). The interactive nature of Internet marketing, in terms of providing instant response and eliciting responses, is a remarkable quality of the medium. Internet marketing refers to marketing on the Internet in the broadest sense because it includes advertising, email, mobile, wireless media, management of digital customer data and electronic customer relationship management (ECRM) systems, web and micro sites, social networks plus other new digital interactive medias and services. It also ties together creative and technical aspects of the Internet including: design, development, advertising, and sales. This also includes placement of media along different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing and Web 2.0 strategies.

Internet Marketing Channels - Internet or online marketing channels include any eMarketing campaigns or programs from search SEO, pay-per-click, affiliate, email, and banners to the latest web-related channels for webinar, blogs, micro-blogging, RSS, podcasts, and internet TV.

Internet Negative Brand Equity - The negative impact on brand, when an Internet channel is not maintained. The channel can become a “voice in the wilderness” leading to very little positive business outcomes. Visitors to the page may leave with the perception that the brand the page represents is not engaged with their market.

“internet of things”- The major swaths of daily life that will be connected soon, such as homes and cars, also referred to as new internet-enabled objects.

Internet Polls & Surveys - Internet surveys and polls are a method for companies to collect opinions about a product or topic while sometimes offering rewards.

Internet Positive Brand Equity - The positive impact on brand, when an Internet channel is established and well maintained. The maintained channel becomes an authority brand on the subject matter leading to positive business outcomes. Visitors to the page may leave with the perception that the brand the page represents is engaged with their market.

Internet Properties - Refers to websites, social configurations and mobile services owned, and sometimes operated by an individual or organization.

Interstitial Ads - Ads that appear between two different content pages, served when a website visitor navigates from one page on a website to another. A best practice in mobile marketing is to avoid using an interstitial as a popup that blocks initial access. For example, when the user tries to access the Gotham Times on their mobile, they are interrupted by an interstitial ad (offering the Gotham Times app) that they have to either accept or close before they can proceed to the site.


JA.Txt - A mobile phone short message system (SMS) marketing platform that allows companies to, at minimum, send text messages to their distribution lists.

Jump Pages - A Jump page refers to a web page whose specific purpose is to direct visitors to another page, usually through links and advertising.


Keywords - are search terms people enter into the search engines when conducting a search. The terms can be a single word, a group of words, or a short or long phrase (keyword phrase)

Keyword Difficulty - A measurement of how many brands are actively using any keyword. They are gathered from search engine indexes and from keywords purchased for search engine advertising.

Keyword Stuffing - means an ad or the ad’s meta data contains a number of only marginally relevant terms, with the goal of having the ad match as many search returns requests as possible.

KingSumo - Blogs depend on headlines to attract new readers, but it’s a pain to A/B Test them. The KingSumo headline testing plugin for WordPress gives you the option to create additional test headlines for your blog posts. You can add 2 to 10 headlines—it’s up to you. After you publish, the plugin rotates your headlines to see which one performs best. KingSumo will automatically adjust the headline rotation to show the winning headline more often. The entire process is set-it-and-forget-it once you’ve added your headlines.

Knowledge Graphs The Knowledge Graph is a knowledge base used by Google to enhance search engine's search results with semantic-search information gathered from a wide variety of sources. It stores data points and facts about your company. It’s also programmed to recognize relationships between those data points and facts. In search returns, information from the Knowledge Graph shows up on search Sidebar Panels, which may have big branding implications … and opportunities for your company.

Keyword Monthly Searches A measure of how frequently a keyword is searched on. as reported in Search volume tracking tools (VTAs). VTAs provide the estimated volume of searches over a given period, together with trend information.


LAMP - The LAMP stack consists of Linux as operating system, Apache as web server, MySQL as database management software, and PHP, Perl or Python as scripting language. Its Windows variant is called WAMP, while its OS X variant is MAMP.

Latent Semantic Indexing (LSI)- An LSI keyword is a keyword that is commonly related to or paired with another primary keyword that people use to search. LSI keywords are useful for making a search function better by guessing what people are really looking for, and it’s recommended to use LSI keywords in content where and if possible.

LEAN Ads Charter - The LEAN ads charter, unveiled just seven months ago, is a bid to make online advertising less onerous.The LEAN ads program, which stands for Light, Encrypted, Ad choice supported, Non-invasive ads, was developed by the Interactive Advertising Bureau (IAB) in direct response to ad blocking.

Link Juice - Link Juice refers to high quality, Internet visits and traffic delivered from links to Internet content

Link Maps - work with the crawlers to create a map of the pages that are visited. Search engines use this technology to get fast access to data retrieved by crawlers. Link Popularity - Link popularity refers to the number, quality and relevance of inbound links from other websites to another website.

Listing Website - To the person creating the listing, listing sites often consist of a single page of information about an organization. To the company providing the service, listing sites are often a core product offering. Long Tail - in the context of search, is used to describe the millions of possible keywords and keyword combinations that are used when searching for information through search engine services. A long tail search term, for example, could be “who are the digital strategy experts in Russia” in comparison to the “short tail” search term, “digital strategy russia.”

Long Click- A long click occurs when a visitor performs a search, clicks through on a result and remains on that site for a long time and they do not come back to the result set immediately to click on another result set or to refine their query. In general, long clicks are a proxy for satisfaction and success and very similar to Dwell Time.

Lookalike Audience - If you’re like most businesses, you know who your customers are from a demographic and even psychographic point of view. Lookalike Audience advertising targets people who are similar to your existing customers which helps improve your conversion rates.


Machine Learning - Machine learning is a type of artificial intelligence (AI) that provides computers with the ability to learn, without being explicitly programmed. Machine learning focuses on the development of computer programs that can change when exposed to new data.

Mashups - Mashup, in digital development, is a web page or application that uses or combines data and functionality from two or more external sources to create a new service. It implies easy, fast integration frequently using open APIs and data sources to produce enriching results that were not necessarily the original reason for producing the raw source data. Mashups are considered to have an active role in the evolution of social software and Web 2.0.

Marketing AutomationRefers to software platforms designed to automate marketing tasks. MA online tools can provide the a broad range of features including email marketing, website building, lead management, social media monitoring, advertising and assistance in content creation.

Marketing Performance Management (MPM) - A discipline that governs goal setting, monitoring, and continuous optimization of marketing's contribution to revenue and other priority business goals.

Malware - An umbrella term used to refer to a variety of forms of malicious, hostile or intrusive software, including computer viruses, worms, trojan horses, ransomware, spyware, adware, scareware, and other malicious programs. It can take the form of executable code, scripts, active content, and other software.

Meme: A catchphrase or concept that spreads quickly from person to person via the Internet.

Metadata - Web pages often include meta data in the form of meta tags. Description and keywords meta tags are commonly used to describe the Web page's content. Most search engines use this data when adding pages to their search index.

Microsite - Microsites are commonly deployed as smaller versions of a website and are often used only once or for one type of promotion. Microsites are purpose-built websites, most often used to support an advertising or promotions campaign. These sites are often live for only a limited period of time.

Mindshare - The share of voice (recognition) that an organization has on the Internet with either an individual or group. For example: Google currently has the consumer mindshare as being the Search leader.

Middle of the Funnel (MOFU) - The middle stage of your Digital Marketing Funnel where your content should continue to educate but also start the process of positioning your company as the solution to the lead's needs and challenges. Advanced eBooks are a great form of MOFU content in this stage and case studies, white papers and videos will do wonders with beginning to build your credibility.

Mobile Advertising - Mobile Advertising includes advertising formated to fit on a mobile device, either in an application, web browser or text/sms messaging. Advertising networks (Google, Apple, etc.) provide the capability to track impressions, clicks, and conversions and then target them by country, language, and mobile carrier. Mobile ads are usually purchased on a CPC basis. Ads then direct prospects to a business phone number, mobile website, or mobile distribution platform.

Mobile Applications - Mobile applications refer to specific software or services that are created for small low-power handheld devices such as smart phones, mobile phones or tablets. These applications are either pre-installed during manufacture, downloaded by customers from various mobile software distribution platforms (ie iTunes) , or accessed via a handheld device’s Internet browser.

Mobile Web - The use of smart phones and tablets to access, surf, communicate and transact on websites, social sites, search engines, and more.

Mobile Web Design MDOT - The M-Dot approach consists of a separate website dedicated for the mobile experience, usually existing on a subdomain that, more often than not, uses the letter M for mobile (i.e., When visitors type access your website on their mobile device, JavaScript alerts the browser and redirects users to the sub-domain.

Mobile Web Design Responsive - The Responsive Web Design approach does not point visitors to a dedicated mobile version of the site (MDOT) but scales the existing site down, so it fits the screen size of whatever device is being used, including both smartphones and tablets.

Mopper - People who use mobile devices to browser online stores, comparison shop, and get recommendations from friends or colleagues are referred to a “moppers”.

Mouse Potato - Someone who spends a lot of leisure time online, an analogy to a couch potato who spends a lot of time watching TV

Multiple Media Marketing - Communications and marketing materials that are in more than one media. For example, a promotions campaign using the same brand messaging that exists in radio, online and in print.

Multimedia Content Creation - Multimedia content creation is the process of combining various media and content intended to produce clearly articulated messages that direct participants and create emotional responses to fulfill visitor’s expectations.


Name Space - Name Space refers to all Internet names and their variations that are reserved on behalf of an individual or organization for current or future use.

Native Advertising - Is similar in concept to a traditional advertorial, which is a paid placement attempting to look like an article. The purpose is to make ads feel less like ads, and more like part of the conversation.

Natural Link - A natural link is an incoming link to content that is not reciprocal, and that has value in terms of pagerank.

Naymz - This tool with give you a RepScore based on how people find your brand as well as through your social influence (measured by social sharing indicators). It will send a questionnaire to your contacts to help offer you this information.

NeedTagger - A search engine for Twitter. Through its smart technology it searches through Twitter to find conversations worth engaging in.

New gTLD or NTLD - These acronyms stand for "new generic Top Level Domains" or "new Top Level Domains." After many years of debate, public consultation, development and multimillions in investments by numerous companies around the world, gTLDs and NTLDs are become a reality. More than 1,400 domain-name classifications are expected to launch over the next few years. To date, more than 60 new domains have launched in different registration phases.

Nimble - Ai social relationship manager It will will automatically identify contacts' social profiles on Facebook, LinkedIn and Twitter so that you and your team can easily connect, listen and engage with your most important business associates. 

No or Low-Cost Option - Activities that require small capital costs but that do required labour costs to initiate and maintain.


Offline Marketing Channels - Offline marketing channels include traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television.

Online Advertising - Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include: contextual ads on search engine results pages, pay per click ads, banner ads, Rich Media Ads, social network advertising, interstitial ads, online classified advertising, advertising networks and email marketing (including spam).

Online Exchange - An online listing service that facilitates the buying and selling of products and service. Internet exchanges are often combined with social media, eCommerce, microsite creation and advertising services to provide a turn key solution for consumers and businesses wishing to reach a global Internet marketplace.

Online Marketing Channels - include any eMarketing campaigns or programs from search SEO, pay-per-click, affiliate, email, and banners to the latest web-related channels for webinar, blogs, micro-blogging, RSS, podcasts, and internet TV. Offline marketing channels include traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. Using IMC to create consistent messages can enhance credibility, create competitive advantage, boost profits, build and nurture the relationship between you and your customers.

Online Paid Advertising - a form of promotion that delivers marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, rich media ads, online classifieds and ads embedded in email newsletters. Key measurements include return on investment and visibility to the targeted audience.

Organic Search Results - Organic search results are listings on search engine results pages that appear because of their relevance to the search terms.

Online Strategy - An online strategy in its essence a strategy is a plan on what to do for your online activities. Strategy is often defined throught a digital roadmap.

Outbound Link - A link from one domain to another from its source anchor

Owned Media - As a result of the internet and social media, companies now have their own publishing platforms that they control, such as an email list, blog, Facebook page or Twitter profile. In essence, companies can build their own media and circulation by building out owned media lists. For example, if you have an email list of 100,000 (of prospects who have opted in, not a list I've purchased), that's more than the circulation of many small-city newspapers. Even better, the people on this list have prequalified themselves as being interested. This was not possible just 15 years ago, unless you were willing to do direct mailings, which are terrifically expensive.


PageRank - is a link analysis algorithm which assigns a numerical weighting to each element of a hyperlinked set of documents and is used, for example, by the Google Internet search engine to assess inbound link quality.

PageRank Splitting - Refers to two or more webpages, within one organization, that each compete for Page Rank, positioning and visitors against a single or group of similar search terms. Page rank split can negatively effect the organic search positioning and hence the ability to create an authority brand on the Internet.

Paid Linking Services - Paid link services purchase links or an organizations behalf, often in volume, and target these links to the purchasers online content.

Paid Media - Media and advertising that companies pay for. When the company stops paying, the ads stop.

Paid Search - as implied by its name, is the placement of paid ads in organic search return listings and the placement of text, image (display ad) or rich media ad (video, audio, flash) on websites associated with a search engine provider (often referred to as a Content Network). Paid search is often referred to as Search Engine Marketing (SEM).

Peek - Have real users review your website, mobile website, or mobile app, and send you a 5-minute video of their feedback.

Periscope - A social video app that allows users to broadcast live video from wherever they are. Periscope users also have the ability to engage with other’s videos, to browse live or recent broadcasts, and to follow users to receive notifications of activity. 

Pinning - Derrived from the Pininterest social service. If you like someone else's content, you put a pin on it! It's a way to show that you like content on Pinterest. Once the content is 'pinned', it then appears on your own Pinboard.

Planning - Planning is used to describe the formal procedures for creation of documents, diagrams or meetings to discuss the important issues to be addressed, the objectives to be met, and the strategy to be followed. 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.

PostRank - The PostRank tool monitors and collects social engagement related to content around the web. Essentially it helps publishers understand which type of content promotes sharing on the social web.

Pop Under - Identical to a pop-up except it loads under your current webpage. It’s generally assumed to be less intrusive than a pop-up because visitors often don’t see it until after they’ve clicked to close their current browser session.

Project Management - Project management is the discipline of planning, organizing, and managing resources to bring about the successful completion of specific project's goals and objectives.

Product and Service Development Strategies - Product and Service Development Strategies are a component of a digitalRoadmap. Product and service development strategies focus on research, market analysis and direction of a website; this also includes mobile, SMS and social network product and services for use by consumers and businesses. Successful companies typically see new product and service strategy development as the first stage in generating, updating and commercializing products within the overall strategic process of a business strategy that may be used to maintain or grow their market share.

Production Value - Production value refers to quality of the final finished product. Factors affecting production values include creativity in how your subject matter is being communicated, product layout, content layout (including graphics, text and other media), quality of communications (clear, concise and welcoming) and of course, the assurance that all components of a product function as promised or expected.

Programmatic Buying - Describes the online advertising (display, text, video, etc) that is aggregated, booked, flighted, analyzed and optimized via demand side software interfaces and algorithms (computational proxy bidding). This includes methods and buy types such as Facebook Ads API and the Google Display Network. Programmatic also implies the use of multi sourced data signals to inform targeting and optimization decisions.

Promoted Tweets - are labelled Tweets purchased by advertisers that are send to a group of Twitter accounts who match the advertiser’s target profile and who may not follow the advertiser’s Twitter account. Promoted Tweets are for advertisers who want to reach a wider Twitter audience or to spark engagement from existing followers.

Pulse App - The Pulse app allows users to read content from various online sources and is estimated to have over 20 million users reading 10 million stories per day

Purchase Funnel - A purchase funnel is a visual model that attempts to define the process potential customers follow when deciding whether to engage with you.

Push Pull Communications Services - The business terms push and pull originated in logics and supply chain management and are widely used in marketing to describe the movement of a product or communications between two subjects. Consumers usually "pulls" the goods or information they demand for their needs, while the offerers or suppliers "pushes" them toward the consumers.


Quality Assurance (QA) - Quality assurance (QA) is the process of evaluate various aspects of the programs prior to them being placed into service to ensure the programs are working in accordance with design plans and goals.

QR Codes - a QR code (abbreviated from Quick Response code and also known as a 2D Mobile Bar Code) is a type of matrix barcode (or two-dimensional code). The code consists of black modules arranged in a square pattern on a white background. The information encoded can be made up of any kind of data (e.g., binary, alphanumeric, or Kanji symbols).

Quill Engage- Quill Engage is a free tool that connects with your Google Analytics account and emails you a weekly summary of your data. It tells you about your site’s traffic growth or decline, where your traffic came from the previous week, which post got the most traffic and much more.


Rank - A measurement of the order of appearance of content including social posts, web pages or blogs on Search Engine Results Pages (SERPs) for any chosen keyword. The lower the rank the better. Usually the first three results at the top of SERPs are paid search engine ads. Those are followed by the list of organic search results, ranked in order.

RankBrain- RankBrain is an algorithm learning artificial intelligence system, the use of which by Google was confirmed on 26 October 2015. It helps Google to process search results and provide more relevant search results for users.

Rankur - This is a good tool if you're a small company to help you see your online reviews and monitor your competitors. It is available in many different languages

Rapportive- A software plug in for browsers that shows you everything about your contacts right inside your inbox.

Rating Systems - Online exchange services often use rating systems to assist buyers in assessing who to purchase from. Sellers, through these rating systems, have the ability to have their quality of service and merchandising popularity promoted based on buyer comments.

Real time bidding - A data-driven programmatic buying model allowing advertisers of their agencies to bid on digital media (display, video, mobile, social, etc.) in real-time, at the impression level."

Redirect - URL redirection, also called URL forwarding, is a technique for making a web page available under more than one URL address. When a web browser attempts to open a URL that has been redirected, a page with a different URL is opened. Common redirect types include: a 301 redirect which is a "Permanent Redirect" which transfers over the page rank and other historical search engine data and a 302 redirect, which is also known as the temporary redirect and is used to temporarily redirect a URL to another location, and a meta refresh which is really an outdated type of redirect. Although it will still redirect visitors, it does not give the site you're redirecting to any SEO value.

Redirect Checker - a redirect checker verifies the type of redirect that has been established on an URL. Example of redirect checkers include products from companies such as Internet Officer.   

Remarketing - re-marketing is a tactic which allows ad networks to display ads to internet visitors which the visitor has already shown an interest in through their browsing or searching history.

Research - A broad definition of research is the collecting of information about a particular subject. Research is a key investment in any business, and especially important in the digital world where keeping pace with constantly evolving technologies is critical for a company's survival. Pace setters, thought leaders and trusted advisors have one thing in common, they demonstrate a commitment to R and D as a component in their professional development

Retweet - The process of a broadcasting someonelse's tweet to your followers. The credit still goes to the original Twitter member that tweeted it, but the tweet appears in all the retweeter's followers' timeline. The achronym used on Twiter for a retweet is 'RT'.

Rich Data Targeting - A term used to describe data driven decision making. This includes finding new sources of data, new ways to analyze data and new ways to apply the analysis for the purpose of generating revenues.

Rich Snippets - Include structured data markup in web content that helps Google algorithms better index and understand the content of a web page and determine what information is placed in search results.

RSS - (Really Simple Syndication)—a web standard for the delivery of content — blog entries, news stories, headlines, images, video — enabling readers to stay current with publications without having to browse to their content.


ScoopIt - a platform that helps you to curate the articles from all the online resources and categorize them according to the niches they deal in. The platform is said to assist with content creation, the ability to curate the best materials, and the ability to enhance industry reputation.

Search Advertising Strategies - Search Advertising Strategies focus on how to market and advertise products or services, through commercial search engine services, to consumers and businesses that use these services as a source of research and information.

Search Engine Marketing (SEM) - Search Engine Marketing (SEM) is a form of paid internet advertising that places paid ads within organic search return pages and websites that are part of a paid advertising network. SEM advertising is also referred to as cost per click (CPC) advertising given the fact that the advertiser only pays when someone clicks on an ad. SEM ads can be created in text or graphic form and their form is determined by the network they are trafficked across. Google, Bing, Baidu, Moblicity and Yahoo, the worlds most popular search engines, provide a number of implementation and reporting tools to manager paid SEM ads. These tools allow the advertiser to create ads, pay for ads, monitor ad results etc.

Search Engine Marketing Planning (SEM Planning) - There are many factors to consider when planning and designing an SEM program. They include budgeting (visit our calculator), the type of ad to display, the text or copy for the ad, configuring the SEM tools, selecting appropriate keywords, ensuring that website landing page content corresponds to the ad subject matter to receive a high page rank and therefore priority in the SEM ad queue. SEM Planning is the discipline that comprises these factors.

Search Engine Marketing Trafficking (SEM Trafficking and Optimization) - Once SEM Ad campaigns are executed (live on line) they must be optimized for cost efficiency and click performance (SEM Trafficking and Optimization). Optimization includes reviewing website analytics and SEM supplier performance in relation to the metrics set by the company paying for SEM advertising. SEM performance measurements can include goals as basic as delivery of qualified viewers to a website to as sophisticated as measuring completed sales. The industry standard rate usually charged for SEM planning, optimization and trafficking is 5% of the total value of the advertising budget plus a fee for creation of the advertising strategy.

Search Engine Marketing Data Ownership - In order to protect advertisers, SEM providers have instituted rules and guidelines on who owns the data and work generated between advertisers and the companies providing the SEM services. In the majority of cases, the company who pays for the adversing owns all analytics and account information.

SEM Rush- Paid search insights that help customers identify the phrases that a site ranks for and identify keywords for copy on your site.

Search Engine Results Pages (SERPs) - for any chosen keyword. The lower the rank the better. Usually the first three results at the top of SERPs are paid search engine ads. Those are followed by the list of organic search results, ranked in order. 

Sender Score - The Sender Score algorithm rates the reputation of every outgoing mail server IP address on a scale from 0-100. Gathering data from over 60 million mailboxes at big ISPs like BellSouth and Comcast, Return Path records if people frequently unsubscribe or report spam from certain email senders, and then assigns you a Sender Score based on that monitoring. Your Sender Score will continue to change depending on your email sending habits and the responses of your recipients.

Self Destructing AppsPrograms that set a time limit for how long recipients can view a picture, image or video and/or post on a shared network.

SEO - optimizing Internet product and services listing to appear at the top of organic search results pages is a critical component of any Internet strategy and initiative. The term most commonly used term for organic search optimization is search engine optimization (SEO).

Share of Wallet - The portion of consumer or business spend in relation to a category, product, service or subject matter.

Schema Markup - Schema markup is code (semantic vocabulary) that you place on your website to help the search engines return more informative results for potential visitors.

Social Configuration - The term social configuration refers to the total amalgam of one or more social network presences representing an organization or individual on the Internet. For example: ABC Company has a Facebook presence, Twitter Feed and Linked Profile. Their social configuration consists of these three services.

Social Media Connections - The number of Linked In Connections, Facebook fans, Twitter followers or blog subscribers an individual or organization has amassed. Connections do not necessarily participate in the social media community.

Social Couponing – or Daily Deals - Daily deals feature discounted gift certificates usable at local or national companies. These daily deals are often delivered to subscribers through their method of choice (often email or social media). In some cases, if the deal is popular with the community, the deal is made available beyond the community for longer.

Social CRM projects - Sales and customer service activities undertaken by an organization or individual using social media technologies.

Social Graph - in the Internet context is a sociogram, a graph that depicts personal relations of internet users. It has been referred to as "the global mapping of everybody and how they're related" 

Social Hub/Index Web Page - Social Hub websites and Index Web Pages act as a greeter and traffic director to your third party social network services.

SocialMention - A great thing about this tool is the fact that it can send alerts for all of your keywords and analyze when your brand is mentioned.

Social Impressions - Social impressions measure the number of times social media content was viewed.

Social Networking Strategy - Increasingly popular, Social Network Strategies are a component of a digitalroadmap. They form a business perspective focus on how to engage consumers with organization brands on public and private social network services. Such engagement is relevant to business and internet marketing since digital brand experiences are proven to create customers, create brand awareness, and create customer 'conversions'.

Social Network Services - A social network service focuses on the building and reflecting of social connections or social relations among people, e.g., those who share interests and/or activities. A social network service essentially consists of a representation of each user (often a profile), his/her social links, and a variety of additional services. Most social network services are web-based and provide a way for users to interact over the internet, such as email and IM. Popular consumer focused social networking services are those which contain category places (such as former school-year or classmates), with the means to connect with friends (usually with self-description pages) and a recommendation system linked to trust.

Social Media Monitoring - Social Media Monitoring is the act of monitoring comments, activity and influencers in social media that are created by an organization’s day-to-day activity and output of advertising and marketing activity.

Social Media Content Optimization - Ensuring all the content you have, have created or have curated is available across the best media and easy to access by your target audience.

Social Media Engaged Audience - The number of Linked-In Connections, Facebook fans, Twitter followers or blog subscribers an individual or organization has amassed who participate within the community they are connected to through posts, comments, sharing or other social media tools made available by the channel owner.

Social Search - is a type of web search that takes into account varying sources of metadata, such as collaborative discovery of web pages, tags, social ranking, commenting on bookmarks, news, images, videos, knowledge sharing, podcasts and other web pages.

SoLoMo - Short for "social/local/mobile," this contraction has become a popular term recognizing the importance of social media, local search and mobile devices together for a company's customer reach.

Sprout Social - Sprout's collaborative environment allows you to streamline social media management through publishing, engaging and analytics. Tools in this category truly do ensure smarter, faster and more efficient social communications.

Static Content - Static content is content that does not change.

Storify - lets members stories by collecting updates from social networks. Visitors can also discover social media content from storytellers online, including journalists, bloggers, editors.

Strategy - In its essence a strategy is a plan on what to do.

Sub Domain Name - An sub domain name is used to direct a website visitor to a specific location on a website. Subdomains for promotional campaigns, for example, can contain a name before the domain or a folder location after the domain name (example: or


Tag - It's a phrase or keyword that is added as an association with a blog, website or social network. Much like keywords, these words and phrases represent what the user is discussing online, and associate the discussion/text with relevant words to aid SEO.

Tagboard - A hashtag-based search engine that lets you see mentions and related content across most social platforms. If you have a custom hashtag, register it on Tagboard and include a description to make it clear that you’ve claimed it. When anyone uses Tagboard to search your hashtag, your description and image will pop up.

Tag Cloud - A visual display of the word content on a website, specifically of user-generated tags attached to online content, using color and font size to represent the prominence or frequency of the words or tags depicted. 

Technical performance tools – This term is used to reference tools that allow you to measure and adjust items related to the performance of your Internet product (often a website). These tools are necessary equipment for individuals or companies providing technical advice about systems, link and technical performance of products such as websites and website databases. Technical performance tools can be used to improve your site's SEO, submit your sites and XML-based sitemaps, and get data on which pages of a site have been indexed, as well as to profile backlinks, inbound links and keyword performance.

Technorati - Technorati will track your blog posts to see who is linking back to that post, which gives you a good indication about how successful that post was with your readers. You can also subscribe to alerts for this information.

Tracking Cookies - Some of the advertisers and Web analytics firms used on Internet products and services may place “tracking cookies” on your computer. Tracking cookies are small text files that can tell companies what you are doing online in an effort to often match ads to interests. Cookies usually do not record names or personably identifiable information. You may find out if an Internet product or service is using cookies through their privacy policies and terms of service.

Trackur - This tool will show you what people are seeing when they search for you in Google or any social network. It also lets you know if the people talking about you are influential in the industry or not.

TTL - time to live (DNS - domains) TTL changes allow for the control of caching time on authoritative name servers, They are used to balance loads on name servers and can be useful when changing critical services such as the address of a web server (setting TTL to a lower value would result in domain record being cached for less time). TTLs are measured in seconds. For example: 86400 seconds is equivalent to 24 hrs.

Thought Leadership - Thought Leadership simplified suggests the creation of innovative ideas by an individual or organization that ultimately sets you apart from the crowd. The term thought leadership has been around for a long time, and continues to grow in popularity. It was originally coined in 1994 by Joel Kurtzman, editor-in-chief of the Booz, Allen and Hamilton magazine for Strategy and Business. Since that time, the term has spread from business to other disciplines and has come to mean someone who enlivens old processes with new workable ideas. As a result, there are thought leaders in the sciences, humanities, and in government. This term can also be applied to an organization or company.

Topsy - is an app that helps to locate the influencers with the use of proper keywords, company name, person, as well as the category.

Top of the Funnel (TOFU) - The very top of the Digital Marketing funnel used to attract a large audience. At this stage your goal should be to educate your audience on a specific question, need or pain point that they're looking to address, but without a sales tie-in. TOFU content should lead to the opportunity of creating a relationship in the MOFU part of the funnel.

Travel Path - A measurement of the sequence of pages a visitor views when interacting with an online product. Known also as the "visitor flow". Often depicted througg visitor flow diagram.

Tumblr - A blogging website and social networking platform that enables members to share content and connect with others based on their blog entries. Users are able to 'follow' other users' blogs

Twebinar - A live podcast/audio broadcast whereTwitter acts as the backchannel for discussion

Tweets - Short updates or statuses posted on Twitter, limited to 140 characters. 

TweetAdder- Building a twitter following is tough, and then once you build that following, you really need to be posting regularly in order to really remain relevant. TweetAdder allows you to completely automate your tweeting. You simply upload a list of tweets you want to send out and then you tell TweetAdder the intervals of time between tweets and you’re done. For lead generation, you can also search for your relevant audience using certain keywords, start following them ... and expect a number of those people to begin engaging with you.

Twitter Moments - Moments are curated stories showcasing your very best of “what's happening” on your Twitter channel and related Twitter channels.


Unsubscribe - the act of cancelling a subscription, for example to an emailing service.

Upstream Sources - The websites which users visited immediately preceding their current website visit.

User experience - User experience (UE), is a term used to describe the over-arching experience a person has as a result of their interactions with a particular product or service, its delivery, its related content, and related messages.

Usability Hub - Find out how people will react to your website before you launch: Are your landing pages easy to understand? Where do your visitors click? Is your website easy to navigate? Upload an image and choose the type of test you'd like to run.

UTF-8 Code - UTF-8 is is a variable-width encoding that can represent every character in the Unicode character set. Examples of where they may be found include the subject line of emails but caution is recommend on how and where they are used. Click here for a list of UTF-8 symbols .


Video Production - Professional video production, or videography, is the art and service of video taping, editing, and distributing a finished video product.

Virally - This service allows you to restrict access to content until a visitor connects to their social network of choice. When a visitor wants to access a special piece of content on your website, you may request an email address before you give them access; for example, before allowing them to download an eBook. With Virally, you set up a page that asks the visitor to click on a button to connect to LinkedIn, Facebook or Twitter. When they do this, they get access to the content and you are provided with information about the visitor.

Visibility on the Internet - The ability to be found on the Internet and World Wide Web through websites, mobile and social media offerings including search engine result pages (SERPs) through the use of, paid placement, contextual advertising, and paid inclusion.

Visual Website Optimizer - VWO is an A/B-test (split-test) tool that helps marketers with limited technical knowledge to tweak, optimize, and personalize websites using a point-and-click editor. Test multiple versions of a website or landing pages.

Visitor Abandon Rate - Refers to the number of unique visitors who exit a website page without visiting a subsequent page on the same website page.

Vine- Vine is a mobile app owned by Twitter that enables its users to create and post short video clips. The service was introduced with a maximum clip length of six seconds and can be shared or embedded on social networking services such as Twitter (which acquired the app in October 2012) and Facebook.


Web Applications, Websites - Websites are a collection of related web pages, images, videos, or other digital assets that are addressed relative to a common URL (Uniform Resource Locator). Websites can be accessed from any web browser or mobile phone that have web browser capabilities. Websites have become increasingly complex through the use of content management systems, software applications to display information (flash, etc.), and their integration with social networks and information technology platforms (databases). The ability to update and maintain websites (web applications) without distributing and installing software on potentially thousands of client computers is a key reason for their popularity, as is the inherent support for cross-platform compatibility.

Web Cache - A web cache is a mechanism for the temporary storage (caching) of web documents, such as HTML pages and images, to reduce bandwidth usage, server load, and perceived lag. (Web Cache, Wikipedia 2011)

Web Index Page (jump page) - A simple but elegant web page that acts as a “hub” or traffic directory to other pages such as a blog on a third-party service or social media pages of services such as Facebook, LinkedIn, and Twitter. This page, which I refer to as a Web Index or Jump page is an opportunity to promote your business, brand and messages versus a page of simple links.

WHOIS - WHOIS is a query and response protocol that is widely used for querying databases that store the registered users or assignees of an Internet resource, such as a domain name, an IP address block, or an autonomous system.

Whos Talking - This tool works very similar to SocialMention because it can alert you when your keywords and your brand are mentioned. You can see mentions on almost all social media accounts as well as videos and images; however you can only look at one "type" of mention at a time.

Widget - A widget is a mini application that performs a specific function and connects to the Internet.



YotPO - Allows you to collect verified reviews and give your customers a beautiful and simple mobile-first reviewing experience. The application assists with onsite review generation, publishing, increasing on-site conversion, retention and spreading "the word" while acquiring new traffic.

Yottabyte - or YB is the newest unit of digital data storage being talked about today. A yottabyte is 1008 (septillions). Today It would take an estimated ten billion city block-sized data centres, the size of Delaware and Rhode Island, to store a Yottabyte


Zapier - Zapier allows you to ‘Zap’ new posts from one online tool to another – and works with almost every online platform out there. For example, if you post a new video on your YouTube channel, it will send out a Facebook message. So you can automate events to take place on one platform when another specified event happens on another platform. This is a tremendous time saver and useful if you customize the messaging for each of your online channels.

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