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Digital marketing jargon explained!

The terminology and marketing jargon that digital marketer’s use can sometimes be mind-boggling.


At SUM we know that digital marketing jargon can be confusing. If you’re a marketing novice, the amount of new words that will be thrown at you left right and centre when it comes to writing your marketing strategy or picking a marketing agency to help you with it may be overwhelming.


That’s why at Sum we are digital marketing agency that like to keep things simple. Being transparent with our clients and putting everything in black and white helps us keep it real, and helps our clients keep their cool.


We can guarantee we will explain our points fully, will keep them as marketing jargon free as possible and are always at the end of the phone for our clients to call if they have any questions about their SEO, PPC or social media reports.


Our web developers have a knack of explaining their points in layman’s terms, even part of our mission statement encompasses simplicity – we’re passionate about making our marketing solutions easy.


So, we’ve put together this handy digital marketing jargon buster to help you ensure your clued up on digital marketing terminology! You’ll be a marketing geek before you know it.


Adwords: This is Google’s Pay Per Click advertising. It allows adverts to be targeted to a specific search term criteria and audience. These ads appear above organic searches. Google Adwords enables businesses to set a budget for advertising and only pay when people click the ads through to their website.Google analytics dashboard


Analytics: The measuring, managing and analysis of marketing efforts, performance and the effectiveness of campaigns.


B2B (Business-to-business): Marketing products or business offerings to other businesses, organisations or corporations.


B2C (Business-to-consumer): Refers to the tactics implemented to market to consumers of products or services.


Backend developer: A backend developer looks after the part of your website that you don’t see. Backend developers are heavily involved in the structure and architecture of your website, they are the super techy wizards who basically build how the site works, updates and changes.


Backlinks: An incoming link from another website, these are important for the strength of your SEO. The link could be from directories like Yell, other blogs or press coverage.


Bounce rate: The percentage of visitors to a website who leave the site after viewing only one page.


Click through rate (CTR): The number of visitors who follow a link to a website. This could be from a social media post, or an email campaign.


Content management system (CMS): A content management system is a web application / website which allows multiple users with different permissions or skill levels to collaboratively create digital content. Fun fact: the biggest provider of CMS’ is WordPress; their sites now dominate a massive 30.4% of the web.


Content strategy: Content should be useful, entertaining or interesting for a consumer to engage with it, a strategy is a concept or plan detailing how this will be achieved.


E-commerce: This one is easy! It’s the sale of goods or services online.


Earned media: Earned media is underpinned by a great content strategy. Great content will get shares, retweets, likes and comments, or press and influencer mentions. This is your earned media.


Engagements: This one is primarily a social media term, engagement means shares, follows, likes, comments, retweets and favourites.


Front end: A front end developer is responsible for bringing your site to life, creatively. A front-end web developer implements the visual elements that users see and interact within a web application.


HTML: Otherwise known as hypertext mark-up language, this is the code that most websites are made up of. Our clever web developers write this to build you a beautiful, seamless, mobile friendly site.


Impressions: The number of times your content is displayed on user’s timelines / feeds.


Influencer: An influencer is an individual who has the power to affect the purchase decisions of others because of their authority on social media.


Keywords: Keywords are the ideas and topics which determine what your content is about. For SEO purposes keywords are the phrases a searcher enters into Google to find your content. Targeting those keywords in your content moves your website up the search rankings.


Landing page: The webpage you begin on when you visit a website.


Owned media: Owned media is any digital property that you control or is owned by your brand. This could be your website, social channels, email marketing or blog. These are the channels you should use to drive your digital marketing strategy and generate sales.


Page rank: Your websites page rank is a calculation conducted by search engines to decide your pages authority. This calculation decides where your website should lie in terms of the order on a search engines results.


Paid media: In the digital stratosphere paid media is anything you’ve paid for in order to drive traffic to your owned media. This could be Adwords PPC ads, sponsored tweets or boosted Facebook and Instagram posts.


Pay Per Click (PPC): Is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically Google, see Adwords) when the ad is clicked.


Reach: The number of people who see your content on social media.


Responsive design: Responsive design is a website that uses flexible layouts to suit all types of viewing platforms including desktop computers, laptops, tablets and most importantly smartphones. All of the websites we create have a responsive design.responsive design includes all platforms you could view a website on


Search Engine Optimisation (SEO): SEO is the practice of increasing the quantity and quality of your web traffic through organic search engine results, this is conducted by making changes to webpages, content, back-linking and much more!


Traffic: The number of people that visit your website.


User experience (UX): User experience encompasses a user’s total interaction with your brand or digital content.


WordPress: WordPress is a web building content software which has become the most widely used CMS system. WordPress allows users to simply create, edit and manage websites through a central admin dashboard.


We hope our digital marketing jargon buster has cut through some of the digital marketing noise.


If you’d like any support with your digital marketing from website building to social media management, we can take care of it – contact us here.