Digital marketing Glossary

The primary footage in a video, typically featuring the main subject or narrative.

A/B Testing

Comparing two versions of a webpage or ad to determine which one performs better.

API (Application Programming Interface)

A set of rules that allows different software applications to communicate and share data.

API Integration

The process of connecting different software systems through APIs so they can work together seamlessly.

Accessibility

Designing products so that they are usable by people of all abilities, including those with disabilities.

Ad Extensions

Extra pieces of information (like phone numbers or site links) that enhance online ads.

Ad Rank

The score that determines your ad’s placement on a search results page, based on bid and ad quality.

Aesthetics

The overall visual appeal and attractiveness of a design.

Affiliate Marketing

Earning a commission by promoting someone else’s product or service through your own marketing channels.

Alignment

Arranging elements in an orderly manner to create a balanced and structured layout.

Alt Text

Descriptive text added to images to improve accessibility and help search engines understand them.

Angel Investor

An individual who provides financial backing for startups, usually in exchange for ownership equity.

Angled Shot

Filmed from below, making the subject look powerful or intimidating, or from above making the subject look smaller or vulnerable.

Animation

The process of creating movement in graphics to bring a design to life.

Aspect Ratio

The proportional relationship between a video's width and height. Common formats include 16:9 (widescreen) and 4:3 (standard)

Attribution Model

A system for assigning credit to various marketing efforts that contribute to a sale or conversion.

B-Roll

Supplementary footage that enhances the main content, often used to provide context or cover edits

B2B (Business-to-Business)

Refers to transactions and interactions between two businesses.

B2C (Business-to-Consumer)

Involves transactions where a company sells directly to individual customers.

Back-End Development:

The development of server-side logic, databases, and infrastructure that power a website.

Benchmarking

Comparing your business performance with industry standards or competitors to identify areas for improvement.

Bird’s Eye View (Overhead Shot)

A shot where the camera sees the subject from the top, similar to what a bird would see.

Bitrate

The amount of data processed per unit of time in a video, affecting its quality and file size

Black Hat SEO

Unethical methods aimed at manipulating search rankings, which can lead to severe penalties.

Bootstrapping

Building and growing a business with little or no external funding.

Bounce Rate

The proportion of visitors who leave your website quickly without interacting with any content.

Branding Design

Developing visual elements—such as logos, colors, and fonts—that form a brand’s identity.

Branding Guidelines

A set of standards that outline how to use a brand’s visual elements consistently.

Branding Strategy

A plan for developing and maintaining a strong, recognizable brand identity.

Business Development

Activities and strategies aimed at growing a company through new opportunities.

Business Model

The method a company uses to create, deliver, and capture value while making a profit.

Business Plan

A detailed document outlining a company’s objectives, strategies, and future projections.

CAGR (Compound Annual Growth Rate)

The average yearly growth of an investment over time, smoothing out short-term ups and downs.

CMS (Content Management System)

Software that simplifies the process of creating, managing, and updating website content.

CPA (Cost Per Acquisition)

The cost of acquiring a new customer through your advertising efforts.

CPC (Cost Per Click)

The amount you spend each time someone clicks on your ad.

CPM (Cost Per Mille)

The cost you pay for 1,000 ad impressions, useful for brand awareness campaigns.

CSS

The styling language used to control the appearance and layout of HTML elements on a webpage.

CTA (Call-To-Action)

A clear prompt (like “Buy Now” or “Sign Up”) that encourages users to take a specific action.

CTR (Click-Through Rate)

The percentage of people who click on your ad after seeing it; a key indicator of ad effectiveness.

Cache

Temporary storage that helps speed up website or applications loading by saving copies of frequently accessed files.

Cash Flow

The movement of money in and out of a business, reflecting its liquidity.

Change Management

Guiding an organization through adjustments or transformations smoothly.

Chroma Key

A technique where a specific color (like green or blue) is replaced with another image or video, commonly known as green screen.

Churn Rate

The percentage of customers who stop using a service over time. A high churn rate can mean unhappy customers or better options elsewhere.

Close-Up

Focuses on a subject’s face or a specific detail, emphasizing emotion or importance.

Cloud Computing

Using remote servers on the internet to store, manage, and process data, instead of relying solely on local hardware.

Cognitive Load

The amount of mental effort required for a user to understand and interact with a design.

Color Correction

Adjusting a video's colors to achieve a natural and consistent look across all shots

Color Grading

Enhancing or altering the color of a video to evoke specific emotions or create a particular style.

Color Palette

A defined set of colors chosen to be used consistently across a design.

Color Theory

Principles that explain how colors interact and affect the mood or perception of a design.

Competitive Advantage

A feature or capability that allows a company to outperform its competitors.

Composition

How elements are arranged in a frame to create a balanced, visually appealing image or shot. Good composition guides the viewer’s eye and enhances storytelling.

Compression

Reducing a video's file size by eliminating redundant data, which can affect quality.

Consistency

Maintaining uniformity in style and elements throughout a design for a cohesive look.

Content Marketing

Creating valuable or entertaining content to attract and engage your target audience over time.

Contextual Inquiry

Observing users in their natural environment to understand their behaviors and needs.

Contrast

Using differences in color, size, or style to make certain elements stand out.

Conversion Funnel

A model outlining the steps a customer takes from first hearing about your product to making a purchase.

Conversion Rate

The percentage of visitors who take a desired action—such as making a purchase or signing up—out of all visitors.

A small piece of data stored on a user’s computer by a website to remember preferences or track user activity.

Core Competencies

The unique strengths or abilities that give a company a competitive edge.

Corporate Social Responsibility (CSR)

Business practices that contribute to societal goals and ethical standards.

Cost Leadership

A strategy where a company aims to become the lowest-cost producer in its industry.

Cross-Browser Compatibility:

Ensuring that a website works and appears correctly across different web browsers.

Crowdfunding

Raising small amounts of money from a large number of people, typically via online platforms.

Customer Acquisition

The process of gaining new customers through various marketing and sales strategies.

Customer Journey

The entire sequence of interactions a person experiences from discovering your brand to making a purchase.

Customer Journey Mapping

Creating a visual representation of the steps a customer takes when interacting with a brand.

Customer Lifetime Value (CLV)

The total revenue you can expect from a customer over the entire duration of their relationship with your business.

Customer Retention

Strategies and tactics used to keep existing customers engaged and loyal.

Customer Segmentation

Grouping customers based on similar behaviors or characteristics to target marketing more effectively.

Cutaway

A brief shot that interrupts the main action, often used to show related details or reactions.

DNS (Domain Name System)

The system that translates domain names into numerical IP addresses.

Depth of Field

The range within a shot that appears sharp and in focus; a shallow depth highlights the subject, blurring the background.

Design Brief

A document that outlines the goals, requirements, and scope of a design project.

Design Sprint

A focused, time-bound process for solving design challenges and testing solutions quickly.

Design System

A comprehensive guide of reusable design components and standards that ensure consistency across products.

Differentiation Strategy

A plan to make your product or service stand out by offering unique features.

Digital Branding

Building and managing your brand’s identity and reputation across digital channels.

Disruption

Innovations or changes that significantly alter the way an industry or market operates, can be a strategy to differentiate your business.

Dissolve

A gradual transition between two shots, where the first fades out as the next fades in.

Domain Authority

A score that predicts how well a website is likely to rank on search engines based on its quality and credibility.

Domain Name

The human-readable address (e.g., http://www.example.com/) used to access a website.

Dutch Angle (Tilted Shot)

The camera is tilted to create a sense of unease, tension, or dynamic energy.

Dynamic Range

The difference between the darkest and lightest elements in a video, influencing detail visibility in shadows and highlights.

E-commerce Platform

Software that enables businesses to create and manage an online store.

EBITDA

A financial measure that shows a company’s earnings before interest, taxes, depreciation, and amortization.

Ecosystem

The interconnected network of companies, products, and services within a specific market.

Email Marketing

Using email campaigns to inform, nurture, and convert prospects into customers.

Engagement Rate

A metric that measures how actively people interact with your content, such as likes, comments, or shares.

Exit Strategy

A planned approach for how founders or investors will eventually recover their investment, often through a sale or public offering.

Export

The process of rendering and saving the final version of a video project in a chosen format.

Exposure

How bright or dark a video looks, controlled by how much light reaches the camera sensor.

Extreme Close-Up

Zooms in on a tiny detail, like eyes or hands, to highlight intense emotion or critical elements.

Eye Tracking

Using technology to see where users focus their attention, helping improve the layout and flow of a design.

FTP (File Transfer Protocol)

A standard method used to transfer files between computers over the internet.

Fill Light

A softer light used to reduce shadows created by the key light, balancing the scene and adding detail to darker areas.

Financial Forecasting