Digital marketing Glossary

A single still image in a sequence that, when played in order, creates motion in a video. Higher frame rates make movement look smoother.

Frame Rate

The number of individual frames displayed per second in a video; common rates include 24, 30, and 60 fps.

Framework

A set of pre-written code and tools that help developers build web applications more efficiently.

Front-End Development

The practice of building the parts of a website that users interact with directly.

Funnel

A visual model showing how potential customers move from initial awareness of your brand, to considering it, to taking a desired action like making a purchase.

Geo-Targeting

Delivering content or ads based on a user’s geographic location.

Gestalt Principles

Theories that explain how humans naturally organize visual elements into groups and patterns.

Google Analytics

A tool that tracks and reports website traffic and user behavior.

Grid System

A layout framework that helps designers align and organize content consistently across a page.

Growth Hacking

Employing creative, low-cost strategies to rapidly grow your business.

HTML

The fundamental markup language used to structure and organize content on the web

HTTP/HTTPS

Protocols used to transfer data between web servers and browsers, with HTTPS adding security through encryption.

Iconography

The use of simple, symbolic images to represent ideas or functions.

Impression

The number of times a user sees an ad, web page, or social media post. It's a key metric used to gauge the reach of a marketing campaign.

Inbound Marketing

A strategy that attracts customers by creating helpful or entertaining content rather than using direct advertising.

Influencer Marketing

Collaborating with influential people online to help boost your brand’s credibility and reach.

Influencer Outreach

The process of identifying and connecting with influential figures online to help promote your brand.

Infographic

A visual representation that makes data or complex information easy to understand.

Information Architecture

Organizing and labeling content effectively so users can easily find what they need.

Innovation Management

The process of encouraging, organizing, and implementing new ideas within a company.

Intellectual Property (IP)

Legal rights protecting creations, inventions, and brand identities.

Interaction Design

Crafting how users will interact with digital elements, ensuring that the experience is both functional and engaging.

Iterative Design

Continuously refining a design based on user feedback and testing.

JSON

A lightweight data-interchange format that is easy for both humans and machines to read and write.

JavaScript

A programming language that adds interactivity and dynamic features to websites.

Jump Cut

An abrupt transition between two shots of the same subject, creating a jarring effect.

Key Light

The main light source in a scene, shaping the subject’s look by creating shadows and highlights. It sets the overall mood of the shot.

Keyframe

A point in an animation or effect timeline that marks the start or end of a change, like movement or opacity.

Keyword Research

The process of finding popular search terms that can help drive traffic to your website.

LUT (Look-Up Table)

A preset color grading profile applied to footage to achieve a specific look.

Landing Page

A single, focused webpage designed to prompt visitors to take a specific action, like signing up or buying a product.

Layout

The arrangement of visual elements (text, images, etc.) on a page.

Lead Generation

Collecting information from potential customers to nurture them toward a sale.

Link Building

Earning links from other websites to improve your site’s authority and search ranking.

Local SEO

Optimizing your website to rank well in location-based searches, making it easier for local customers to find you.

Lower Thirds

Text or graphics placed in the lower section of the screen, often used for titles or captions.

Market Penetration

Strategies designed to increase your product’s market share within an existing market.

Market Segmentation

Dividing a broad market into smaller groups with shared characteristics or needs.

Market Trends

The general direction or patterns in consumer behavior and industry developments over time.

Marketing Automation

Using software to automatically manage repetitive marketing tasks, such as sending follow-up emails.

Material Design

A design language by Google that uses realistic lighting and shadows to create depth in a clean layout.

Medium Shot

Frames the subject from the waist up, balancing background and detail. Common for interviews and dialogue scenes.

Mergers and Acquisitions (M&A)

The process of combining companies or buying one company by another.

Meta Tags

Pieces of HTML code that provide metadata about a webpage, helping search engines understand its content.

Microinteractions

Small, subtle animations or responses that enhance user interaction (such as a button changing color when clicked).

Minimalism

A design approach that emphasizes simplicity by using only the essential elements.

Mobile Marketing

Targeting and reaching customers through mobile devices and apps.

Mockup

A detailed, static visual representation of a design showing how the final product will look.

Montage

A sequence of short clips edited together to condense time, information, or highlight a theme.

Mood Board

A collection of images, colors, and ideas compiled to set the overall style and direction for a design project.

Motion Graphics

Animated elements that add movement and enhance the visual appeal of a design.

Negative Space

The empty areas in a design that help reduce clutter and improve readability.

Net Promoter Score (NPS)

A simple metric that measures how likely customers are to recommend your business to others.

Operational Efficiency

Running a business in a way that maximizes output while minimizing waste and cost.

Organic Search

Website traffic that comes naturally from search engine results rather than paid ads.

Organizational Culture

The shared values, beliefs, and behaviors that shape how employees work together.

Outbound Marketing

Traditional advertising methods (such as TV, radio, or print) that push your message out to a broad audience.

Overexposure

When too much light hits the camera sensor, causing parts of the image to appear washed out or overly bright.

PPC (Pay-Per-Click)

An advertising model where you pay only when someone clicks your ad, helping control costs while driving traffic.

PPM (Pay Per Impression)

An advertising model where you pay only when someone sees your ad, paying for a fixed number of impressions or views.

Pan

Horizontally swiveling the camera left or right from a fixed position to capture a wider scene.

Parallax Scrolling

A design technique where background elements move slower than foreground content, creating depth.

Persona

A fictional yet data-informed profile representing your ideal customer.

Pixel Aspect Ratio

The ratio of width to height of a single pixel in a video image, affecting how images are displayed on different screens.

Point of View Shot

Shows what a character sees, making the audience feel part of the scene.

Post-Production

The phase after filming where editing, color correction, sound mixing, and visual effects are applied

Pre-Production

The planning stage before filming, where scripts are written, shots are planned, locations are chosen, and everything is organized to ensure a smooth shoot.

Profit Margin

The percentage of revenue that remains as profit after all expenses are paid.

Profitability Analysis

Evaluating how much profit a business makes compared to its costs.

Prototype

An interactive model used to test a design’s functionality and user flow before full development.

Proximity

Grouping related elements together to indicate a relationship between them.

Quality Score

A rating from search engines indicating the relevance and quality of your ad, affecting its position and cost.

Remarketing/Retargeting

Showing ads to people who have already visited your website, encouraging them to return and convert.

Render

The process of generating a final video output from edited footage and applied effects.

Resolution

The number of pixels in each dimension that make up a video image, such as 1920x1080 (Full HD).

Responsive Design

Creating designs that adjust smoothly to different screen sizes, from smartphones to desktops.

Revenue Streams

Different sources from which a business generates money. For example Disney's movie business and theme parks are two different revenue streams.

Risk Management

The process of identifying, assessing, and mitigating potential risks to a business.

Rough Cut

An initial version of an edited video, assembled in sequence but not yet finalized.

Rule of Thirds

A composition guideline dividing the frame into thirds, both horizontally and vertically, to position subjects aesthetically, usually in the intersections of the grid.

SEM (Search Engine Marketing)

Using paid advertising strategies to increase your website’s visibility on search engines.

SEO (Search Engine Optimization)

Search Engine Optimization. Improving your website’s structure and content so that search engines rank it higher—making it easier for people to find you online.

SERP (Search Engine Results Page)

The list of results displayed by a search engine when a query is made.

SSL Certificate

A digital certificate that secures the connection between a website and its visitors by encrypting data, making it more safe.

SWOT Analysis

A framework for evaluating a business’s Strengths, Weaknesses, Opportunities, and Threats.

SaaS (Software as a Service)

Software delivered over the internet on a subscription basis, eliminating the need for local installation. Can be as an application (Photoshop) or as a web application (Figma).

Saturation

The intensity or purity of colors in a video; higher saturation means more vivid colors.

Scalability

The ability of a business to grow in size and revenue without encountering major issues.

Schema Markup

Additional code that provides context about your webpage’s content to search engines, enhancing how your pages appear in search results.

Server

A computer system that hosts websites and delivers content to users when requested.

Skeuomorphic Design

A style that imitates real-world textures or objects to create a familiar user experience.

Social Media Marketing

Promoting your brand, products, or services on platforms like Facebook, Instagram, or Twitter.

Stakeholder Engagement

Involving everyone who is affected by business decisions, including customers, employees, and investors.

Storyboard

A sequence of sketches to plan the flow of a user experience or visual narrative.

Strategic Partnership

A business relationship between companies that creates mutual benefits through collaboration.

Supply Chain Management

Overseeing the distribution of goods and services from production to delivery.

Sustainability

Operating a business in a way that meets current needs without harming future resources.

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