Glossary for novice marketers

 When we launch two versions of a digital asset (usually a graphic, blog, Google or Meta Ad) to see which gets more engagement. Data is important when determining how you will continue to invest funds, and sometimes an ad just doesn't resonate with your potential buyers. A small investment in A/B testing can help you determine which ad set you would most likely benefit from. 

Accessibility in marketing practices means using inclusive design so that all users can experience and understand the message being communicated. Accessibility features might include things like use of alternative text and screen reader compatibility, or the use of closed captioning and high contrast colours when building a presentation. 

ALT Text means “alternative text” and it is added to to describe an image on a page. It is also sometimes referred to as Alt tags or Alt attributes. It is primarily used to support accessibility but can be beneficial with search engine optimization (SEO) as well, making images more searchable for search engines. 

API stands for application programming interface - a set of definitions and protocols to build and integrate application software. Think of it as a way for different apps to interact with one another, for instance - Google Maps, weather apps, travel bookings, event bookings, etc. 

Short for web-log, it is an article posted and regularly updated on a website. Some websites are blog content only, some websites have sections dedicated to blogs. 

Bounce rate refers to the percentage of visitors who navigate away from your website after viewing only one page. A high bounce rate can indicate that users aren’t finding what they’re looking for or that the page isn't engaging.

Branding involves creating a unique identity for your business, including your logo, brand colors, messaging, and overall image. Effective branding helps your business stand out and creates a lasting impression on customers.

Canadian Anti-Spam Legislation – is designed to protect consumers. It is a good idea for novice marketers to familiarize yourself with the legislation as the steps to follow are typically easy, but the fines for not conforming can be fairly steep. 

Read more: https://ised-isde.canada.ca/site/canada-anti-spam-legislation/en 

A chatbot simulates human conversation, allowing humans to interact with computers and software programs in a conversational manner. Typically used for frequently asked questions to save businesses time and money. 

Content management system – it is software programming that allows multiple users to create, modify and manage a website without a lot technical knowledge. 

Content involves creating and sharing valuable, relevant content (also know as assets), such as blog posts, videos, infographics to attract and engage your target audience. The goal is to build trust and authority, which can eventually lead to customer conversions. Some refer to it as 'content marketing', while we believe continually building content is just an ongoing thing. 

A conversion is when a user takes a desired action on your website or marketing material, such as making a purchase, signing up for a newsletter, or filling out a contact form. It's a key metric to measure the effectiveness of marketing efforts. 

Cost per acquisition – an essential metric used to determine how much it costs to acquire a new customer. 

CRM (Customer Relationship Management) is a system or strategy for managing interactions with current and potential customers. It helps businesses stay connected with customers, streamline processes, and improve profitability.

Call to Action – most advertising and marketing campaigns will be scattered with various CTAs designed to inspire the user to take an action. 

If your website is a house, your domain name is the street address. Domains are names designed to be unique and memorable to entice and capture visitors. 

Email marketing is the use of email to promote products or services, build relationships with customers, or keep them informed about your business. It’s one of the most direct and effective forms of digital marketing.

An engagement is a meaningful interaction between a user and a marketer. For instance, commenting on a Facebook post, sharing an Instagram reel, or signing up for a newsletter are all examples of customer engagement. 

Google Analytics is a tool that helps you track and analyze website traffic. It provides insights into how visitors find and use your website, allowing you to improve marketing strategies and website performance. 

Hyper text markup language – this is the language used by websites if you want to build one without using a CMS. 

Hyper text transfer protocol – the foundation for transferring information on the internet. 

  Hyper text transfer protocol secure – a more secure version of HTTP. 

It is a link that users can follow simply by clicking or tapping. 

An impression in digital marketing is when a user views an advertisement - it is measured anytime a user opens a page and the ad is visible. 

Internet protocol - a unique string of characters that identifies each computer using the Internet Protocol to communicate over a network.