Digital marketing Glossary

A standard lighting setup using three lights to illuminate a subject evenly.

Timecode

A sequence of numeric codes generated at regular intervals to uniquely identify frames in a video.

Tracking Shot

A shot where the camera moves smoothly with the subject, often using a dolly or stabilizer

Trade-Offs

Balancing competing priorities, understanding that improving one area might mean compromising another.

Transition

An effect used between two video clips to indicate a change, such as fades, wipes, or dissolves.

Two-Shot

Frames two people in the same shot, often used for conversations or interactions.

Typography

Branding

The art and technique of arranging text in a clear and visually appealing way.

UI (User Interface)

The visual elements and layout of a website or app that users interact with

URL (Uniform Resource Locator)

The complete address that specifies the location of a resource on the internet.

USP (Unique Selling Proposition)

The distinct benefit or feature that sets your product or service apart from competitors.

UX (User Experience)

The overall ease and satisfaction a user experiences when navigating a website or app.

UX Research

The process of studying users’ behaviors and needs to improve the design of a product.

Underexposure

When insufficient light reaches the camera sensor, resulting in a dark or murky image.

Usability Testing

Evaluating a design by testing it with real users to ensure it is intuitive and efficient.

User Engagement

Socials

How actively users interact with your website or social media, which can indicate the effectiveness of your content.

User Flow

The path a user takes to complete a task within an app or website.

Value Chain

The series of steps a company takes to design, produce, and deliver a product or service.

Value Proposition

A clear statement that explains the benefit of your product or service and why it is better than alternatives.

Venture Capital

Funding provided by investors to startups or small businesses that are expected to grow quickly.

Vignette

A visual effect where the edges of the frame are darkened to

Viral Marketing

Socials

Creating content that spreads quickly online because it resonates and is frequently shared.

Visual Design

The overall style and appearance of a digital product, including color, layout, and imagery.

Visual Hierarchy

Organizing design elements so that the most important parts naturally capture the viewer’s attention.

Visual Storytelling

Using images and design elements to communicate a message or narrative

Web Accessibility

Designing and developing websites so that they can be used by everyone, including people with disabilities.

Web Analytics

The measurement and analysis of data regarding how users interact with a website.

Web Hosting

A service that stores your website’s files and makes them accessible on the internet.

Website Speed

SEO

A performance metric that indicates how fast a webpage loads and becomes interactive for users.

White Hat SEO

SEO

Ethical techniques and best practices that improve your search ranking without risking penalties.

Wide Shot

Captures the subject in its environment, showing the full scene while keeping the subject visible. Often used for context.

WordPress

A popular CMS that enables users to build and manage websites without extensive coding knowledge.

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