Digital Dictionary I-M

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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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 SearchesA 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 Automation- Refers 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.

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