The Digionary: a glossary of terms A-M

If you’ve been following our blog, you’ll know that having an integrated digital marketing strategy is imperative for the modern business. This means engaging content, well-designed web pages, and appropriate social media campaigns.
This is all well and good, but it’s quite likely that whilst researching and planning your digital marketing strategy you will have come across words and phrases that are new to you. Panic not, however, for we have put together The Digionary – the digital dictionary!
Above the fold
Visible content – that which you can see without scrolling, either on a web page or an email.
The ability of your website to be accessed by different browsers, with different settings.
Business to business: a business selling products or services to another business.
Business to customer: a business selling products or services to customers.
Consumer generated media: broadly similar to social media.
Click-through/Click rate
The number of times a link is clicked by a visitor/the number of times a link is clicked divided by the number of times the link is shown.
Clicks and mortar
A business which has both an online and a physical (bricks and mortar) office/shop.
Content management system: a script or program used for maintaining websites, e.g. WordPress or Magento.
When a website visitor completes a target action, e.g. signing up for a newsletter.
Conversion optimisation
What we do here at Digital Cherry! Analysing your digital presence, strategizing your ongoing digital marketing, and optimising the way customers interact with your website.
Conversion rate
The rate at which visitors complete a target action, e.g. the percentage of website visitors who contact your company.
Customer relationship management
Call to action: a request for your visitors to perform a particular action, often found at the bottom of the page, e.g. sign up for a newsletter, fill in a questionnaire.
Dead link
A link that leads to a defunct or absent page. Search engines may penalise for this.
Email client
A software application used for composing, sending, and receiving emails, e.g. Outlook, Gmail, Hotmail.
End user
The final user of a product or service.
Using the geographical data of customers to optimise and individualise the content or service that they receive.
Key words/phrases
Specific words or phrases used by search engines in order to help ‘rank’ your website.
Key word density
The number of key words found in the total content of your web page. Generally speaking the higher the key word density the better – but you want to avoid key word stuffing: repetitive or irrelevant use of keywords, which search engines may penalise.
Potential customer.
Marketing mix
Product, price, place and promotion. The four aspects of marketing – digital or traditional – that you need to consider.
If you have any questions about your digital marketing, or you wish to discuss a new strategy, we’d love to hear from you. And keep your eyes peeled for the second part of our Digionary!

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