Digital Marketing Glossary

Digital marketing terminology can seem confusing and intimidating to beginners, and sometimes to seasoned professionals as well.

There are many acronyms and abbreviations that relate to digital practices such as content marketing, SEO, PPC, and web design. There’s also a lot of jargon tossed around that can be confusing if you don’t grasp the underlying concepts.

That’s why I’m in the process of creating this glossary. It’s meant as a quick reference guide to help you understand the various terms around digital marketing practices.

This is truly a work in progress, as you can see — I just started working on it today (August 20). Keep checking back for more terms and definitions!

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  • 301 Redirect
    301 is one of many status codes that a server sends to your web browser. Other possible codes include 404 - Not Found, 403 - Forbidden, and 500 - Server Error. If you visit a website and it sends the page normally, the status code that attaches to the page is 200 – OK. When you change(...) Read More

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  • A/B Testing
    A/B testing is a simple way to compare changes to a web page with the text on an existing page. The control text is the original, while the variation is the updated copy. It is best to compare versions to decide which text is most effective. Split testing, or bucket testing, are other(...) Read More

  • Alt Attribute
    An alt attribute, or alt text, is a word used in HTML (Hypertext markup Language) to provide textual alternatives to visual information. The text added to HTML code for images gives information to visually impaired visitors about the contents of the pictures and other imagery on your site. Read More

  • Anchor Text
    Anchor text is the name for the clickable words within a hyperlink. As a ranking signal for Google, anchor text is very important in SEO. A hyperlink links to another site or document on the Internet. Users and search engines can gather information about the destination link via the(...) Read More

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  • Brand
    The term brand is a marketing and business concept that allows people to identify a company, product, or individual. Intangible brands are not tangible, so you cannot touch them or see them. They help people form their perceptions of companies, products, and individuals. Read More

  • Brand Attributes
    Brand attributes are the emotional and functional associations that customers and prospects assign to a brand. They can be either positive or negative or positive. They can also have different levels of importance for different markets, customer segments, and cultures. Brand attributes are(...) Read More

  • Brand Audit
    A brand audit is an in-depth systematic review of a brand that includes activities (both tangible and intangible). It aims to assess the brand's health, identify its equity sources, and recommend ways to increase and leverage that equity. A brand audit involves understanding brand equity(...) Read More

  • Brand Awareness
    Brand awareness is expressed as the percentage of customers who have previously heard of the brand, i.e. the degree of consumer recognition of a company or product by its name. It can be measured using two different metrics: brand recognition and brand recall. It is also known as(...) Read More

  • Brand Champion
    Brand champions are both internal and external storytellers who help to spread the brand vision and brand values within an organization. Brand champions are passionate, committed people that every organization should have. A company's ability to turn employees into brand champions will(...) Read More

  • Brand Culture
    Brand culture is defined as the fundamental DNA and values of the brand that guide every brand experience, every brand expression, and every interaction with customers, employees, and other stakeholders, along with every touchpoint. If you get the culture right, most of the other stuff —(...) Read More

  • Brand Equity
    Brand equity is a concept that emphasizes the importance of branding in marketing strategies and is a key indicator of brand strength and value. The marketing results that are unique to a brand define brand equity. Brand equity can be measured across many aspects, including brand(...) Read More

  • Brand Identity
    A brand's identity is the unique collection of mental and functional associations it aspires for its target market. These associations reflect what the brand is supposed to be in the minds and hearts of its customers. Brand identity is the brand's strategic goal. However, the brand image is(...) Read More

  • Brand Image
    The brand image is a unique collection of associations that target customers have with the brand. These associations represent the brand's current values and the promises it makes to them. Brand identity, on the other hand, is a brand's aspirational vision. Read More

  • Branding
    Branding is defined as the development process involved in creating a unique name and impression of a product in consumers' minds, mainly through consistent themes in advertising and marketing campaigns. The intention of branding is to establish a significant and differentiated presence in(...) Read More

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  • Google Ad Extension
    An ad extension is additional information added to a Google Ad to give people more reasons to choose your business. This may include your company address, callouts (used to promote unique offers to shoppers), pricing, reviews, click-to-call, app downloads, and site links. Longer ads are(...) Read More