Digital Marketing Jargon Explained

Well, it’s back to college for me! Just start a Digital Marketing course that is run by the University of Southampton on the FutureLearn platform. If you have not already come across it, FutureLearn provides free courses in a huge range of subjects (I have so far studied Writing Fiction, Intro to Journalism and now Digital Marketing).

In one of the first lessons Southampton has shared their digital marketing glossary. A handy reference indeed.

The next lesson is What is digital marketing? I guess this is where I need to start paying attention.


  • 3D printing – The process by which a physical object is created from a three-dimensional model


  • Act of Parliament – Legislation passed by Parliament in London or Edinburgh and is part of statute law
  • – An Amazon company offering free analytic tools for websites. Founded in 1996.
  • Analytics – The collection and analysis of appropriate data to understand how a web presence is being used and how its performance might be improved
  • Android – A Google-developed mobile operating system
  • Applied health researchers – Individuals who carry out research programmes into public health and long term medical conditions
  • Attribution – Assigning a value to a marketing activity based on its intended outcome
  • Augmented reality – Technology that superimposes a computer generated image onto a user’s view of the real world
  • Authentic – Of undisputed origin and not a copy
  • Avatar – A computer generated representation of user, alter ego, or character, as used on social network profiles or within online games


  • Badge – A physical or digital symbol of achievement
  • Bambuser – A company providing a live video broadcasting service for streaming from mobile devices and webcams
  • Banners – A physical or digital strip of space used for advertising
  • Big Data – Collection of sets of data
  • Brand consistency – Keeping the brand image and values the same across a range of channels
  • Bruce Willis – A Hollywood film star famous for his role in the Die Hard film series
  • Buzz – Excited conversation or ‘hype’ about something that is quickly spread online


  • Campaign – A specific effort to achieve a marketing goal or target
  • Cancer Research UK – A British charitable organisation which focuses on raising funds for research into cancer treatment
  • CEO – Chief Executive Officer – the leader of an organisation who reports to a board of directors
  • Channel – A digital stream (TV, news, or online) where people may tune in to find out ongoing information about a particular topic
  • Click-throughs – Numbers of people who click on an advertisement that goes to the website of the advertising organisation
  • Consumer behaviour – Noticeable patterns and trends in how people access and use products and services
  • Consumption – The action of using up a resource
  • Content – Written material intended to inform/advertise/sell.
  • Content repository – A digital content store with access control system
  • Crowd-funding – Targeting a large volume of small donations from individuals to reach a funding target
  • Crowdsourcing marketing – Using collective intelligence gathered from the public and using that information to complete specific tasks
  • Customer journeys – A way to describe and portray all the experiences a customer has with an organisation, and the emotional responses they provoke


  • Demographics – Statistical data about a population (showing age, income, education etc)
  • Devices – Objects that we use for a range of computing tasks, such as mobile phones, laptops, tablets
  • Digital assets – Digitally stored content or an online account operated by an individual
  • Digital goods – Intangible goods that are stored, delivered and used in electronic format
  • Digital rights management – Method of controlling access to copyrighted material for a variety of content in digital formats
  • Digital rights management restrictions – A form of access policy that is applied to copyrighted content to prevent a user from doing something


  • eBooks – Digitalised copies of books that are available on mobile devices or personal computers
  • Emergent – Something which is in the process of coming into being or becoming prominent
  • Engagement – Interacting with someone at a personal level and on an ongoing basis
  • Ensnared – To be trapped in something or caught up


  • Game theory – The study of strategic decision making. It involves mathematical models of conflict and cooperation between rational decision-makers
  • Geomark – A way of saving and sharing geographical areas of interest
  • Google Analytics – A free analytics service provided by Google
  • Google Hangout – A means of chatting with groups of people real time via webcam provided by Google


  • HIPPO – In this context, not the animal, but HIgher Paid People’s Opinions


  • Identification – A means of saying definitely that you are who you say you are!
  • Identify with – Sharing the same views or experiences as someone else
  • Instagram – Photo based social media platform owned by Facebook. Users can add effects to photos before posting
  • Institutional members – Individuals with membership of institutes in their field of research/study
  • Interstitial ads – Ads that are displayed on a device before the expected content
  • iPad – Mobile tablet device produced and sold by Apple, runs iOS


  • Kickstarter – A crowdfunding platform for investment in creative projects
  • Kit – A set of articles or equipment needed for a specific purpose


  • Leader boards – A system of ranking users according to either points earned or other scoring method
  • Legal grey area – An area of law subject to interpretation because it lacks clarity
  • Liquidity – The ability to convert an asset to cash quickly
  • Live Blog – A means of reporting on events online in real time


  • Mass communication – Getting a standard message out to as many people as needed/possible
  • Monetise – To establish a business venture that earns revenue
  • Mouse-over – An instance when the cursor hovers over an advertisement, indicating that the user may be looking at that advert
  • Multichannel – The ability of marketers to interact with the target market via more than one platform
  • Multichannel consumer behaviour – Differences/similarities in the behaviour of consumers using different platforms


  • Netflix – An online film database and streaming service
  • Non-transferable – A product or service which must remain in the name of one user


  • Oculus Rift – A company which produces a virtual reality headset for 3D gaming. Now owned by Facebook
  • OFCOM – Office of Communications. Independent regulator and competition authority for the UK communications industries
  • One size fits all – A standard product that is appropriate for all instances


  • Personalised communication – -Communication that may be targeted at a certain individual on basis of their needs/desires
  • Policy-makers – Individuals who define the priorities for and direction taken by government


  • Raspberry Pi – Credit card sized computer that plugs into TV and keyboard
  • Referrals – A customer recommending another customer to a service/product
  • Responsive design – Design approach to construct websites that provides optimal viewing experience regardless of the size of the screen


  • Segmentation – Dividing a broad target market into subgroups of consumers with similar needs and priorities
  • Segments – Groups of target customers that have similar needs and priorities
  • SMEs – Small and medium sized businesses with less than 250 employees
  • Snapchat – Instant messaging platform based on the sharing and editing of photos with captions
  • Sponsored features – Products/services whose existence is financially down to a 3rd party
  • Spotify – A music streaming service available for use on PC and mobile devices


  • Tablets – Portable devices with internet capability but less functionality than a PC
  • Technological determinism – The idea that new technology drives and dictates society’s social and cultural development
  • The cloud – An online drive service for users to access files from wherever in the world they are
  • Touch-points – Any situation where customers and business exchange information, services, or handle transactions
  • Traction – The extent to which an idea or product gains popularity or acceptance
  • Twitter – A micro-blogging social media platform where posts are limited to 140 characters


  • Upworthy – A ‘mission driven media company’ that is based on the idea that things that are popular will get shared and passed on


  • Vine (videos) – A video creation social media platform which gives users the ability to create and share videos of just 6 seconds in length


  • Web Observatory – A system which gathers and links to data on the Web in order to answer questions about the Web, the users of the Web and the way that each affects the other
  • Webologist – One who attempts to understand the web (added by me, of course!).
  • WIG.HT – Isle of Wight URL shortener – A tool developed by a tutor from the Univeristy of Southampton

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