Digital

Marketers
Pocket Dictionary

90
most commonly used
phrases from digital
marketing.
Attention, this dictionary also contains buzzwords!
Introduction:
Marketing way of speaking reminds of
corporate slang. Deadlines followed by ASAPs
are going before and after KPIs, not letting you eat
you lunch because then, fuck-ups
are all youll get. Its not a Win-Win situation. You
need to boost the number of likes and leads. Later,
youll need to champion that project remember? It
certainly has to be outside the box. Speaking this
way everyday we no longer think about sentences
making any sense, we just automatically speak the
corpo-talk, and weirdly everyone understand it very
well. Or just pretend they do, and then look through
the internet to find out, what the hell did you mean
by saying give me a ballpark figure

Digital Marketers Pocket Dictionary

Admit it, thats exactly why you are reading this right
now. So here we go, we welcome you to read our
digital marketers pocket dictionary.

2
LEGEND:
Mobile
Finance
Digital marketing
Email marketing

Content

Buzzword

Website
Social media

Digital Marketers Pocket Dictionary

Marketing

Software
Analitics

3
Aa
Ad Networks

Under this term hides the mechanism which

connects advertisers with websites, videos,
apps database and other means of online
advertisements allowing for engaging with Mobile
prospects. Finance
Digital
marketing
ABX Testing Age of Customer Email
marketing

Content
In context of Marketing Automation they A concept assuming that it is the customer Buzzword
are tests of dynamic content on websites. who sets the marketing tone, because she Website
For example, few versions of banners are has better access to information than ever,
Social
displayed, then the system is calculating and becomes pickier. However, despite our media
Marketing
number of clicks on each of them, and finally wishes, customer always called the shots.
the winner stays. Even without the Internet, our nanas knew Software

who had better eggs at the fair, and which Analitics

Actionable Analytics store offered cheaper butter.

Digital Marketers Pocket Dictionary

Pretty alliteration that stands for data analysis
and simulation of taken actions influence
combined.

4
Agile App Store

Marketing philosophy claiming that you have An online store with apps, as Google Play for
to be elastic to react instantly to changing Android, iTunes for Apple, BlackBerry World for
circumstances, without sticking to the fixed BlackBerry or App Store for Windows Phone.
plan. Agile marketing requires heavy control. In the app store user searches for apps, buys Mobile

Fast actions are good as long as they dont and downloads them for his own device, so Finance
destroy the project management. Way better ensuring good visibility of your app in the app Digital
marketing
solution is to add a margin for elastic reactions store is vital. More on that below.
Email
while planning. marketing

Content

ARPU Buzzword

API Website

Social
(Average Revenue Per User) media

(Application Programming Interface) Set of The total revenue divided by the number of Marketing

rules defined at the level of source code, subscribers. A KPI that helps marketers learn Software
segregating and describing communication how much do they earn on one user. With Analitics
between computer programs. ARPU we can evaluate the apps eficacy.

Digital Marketers Pocket Dictionary

App A/B Testing ASO

Your app, as any other element of your (App Store Optimization)

marketing, should be carefully tested to find
optimal UI and features. Here you will find
tools for app testing and optimisation.
Practices aiming at increasing apps visibility
in the app store and making it easier for users
to find it. ASO resembles SEO, but its less
complex, as it focuses on including keywords
in apps name and description, and on amount
of downloads and reviews.

5
Bb
Banner

A form of advertising on the Internet delivered

by an ad server. This form of online advertising
entails embedding an advertisement into a
web page. It is intended to attract traffic to a
Mobile
website by linking to the landing page.
B2B Finance
Digital
Behavioral Profile
marketing

(Business-to-Business) Transaction process Email

marketing
between two economic entities including Content
preparing and sending offers, transaction Identifying user (on website or inside mobile
Buzzword
realization, preparation and sending of orders, app) and collecting data about her behavior
Website
and finally marketing. to build an image of her interests and needs.
Social
Basing on that system can deliver automated media

messages tailored to individual predilections Marketing

B2C of each user. Software

Analitics
(Business-to-Consumer) Relation between
the producer and final client. Range of tasks is Big Data

Digital Marketers Pocket Dictionary

similar to B2Bs set.
Big data is a broad term for data sets so large
or complex that traditional data processing
applications are inadequate. The term often
refers simply to the analytics process that
aggregates and analyzes large amounts of
information about specific mobile users.

6
Bluetooth CLV

A wireless technology standard for exchanging (Customer Lifetime Value) Clients estimated
data over short distances (using short- value in time.
wavelength UHF radio waves) from fixed and
mobile devices, for example, Beacons. Mobile

CMS Finance
Digital
Bulk Campaign marketing
Email
(Content Management System) Software marketing

Most often it relates to mass email sending, making it possible to create websites easy to Content

for example to the whole contact. use for people not only from IT departement. Buzzword

Website

Cc
Social
media
Marketing

Software

Analitics

Digital Marketers Pocket Dictionary

Clickbait
/Clickability

This expression stands for formulating the

headline or button CTA the way it becomes
irresistible for the audience.

7
Content is the King CPI

Long living paradigm that glorifies the content.
It focuses on content creation. It is explained
with customers change in taste and habits
they often block banners and other traditional
browser ads but accept willingly advertorial
content with the useful information added.
It totally turns things upside down: despite
appearances suggesting the contrary,
(Cost Per Install) Cost of one installation of an
app. As Venture Beat predicts, it might replace
LTV (Life Time Value) as a crucial marketers
KPI. CPI is also a type of advertising, where Mobile
charge is defined by amount of installations Finance
(other types of mobile ads include charging for Digital
marketing
impressions or for interactions). Email
marketing

great content wont drive your customers Content

to purchase by itself. Content marketing CPL Buzzword

shouldnt be a sole strategy, but a part of the Website

overall marketing plan. (Cost Per Lead) Another way of measuring Social
media

campaigns effectivity cost of gaining one Marketing

lead.
CPC Software

Analitics

(Cost Per Click) One of the campaigns

Digital Marketers Pocket Dictionary

effectivity measurements: money spent for
advertisment versus click rate ratio.

8
CRM Cross-Selling

(Customer Relationship Management) Lead Sales technique relying on offering

management system available among others complementary products to purchased
on marketing automation platforms. It allows product or service. (for example gloves and
to check and modify contact data, activity scarf to purchased coat). Mobile

history, tags, notes, and also assign tasks to Finance

specific lead. Digital
CTR marketing
Email
marketing

CRM for Mobile Apps Content

(Click Trough Rate) One of the most important Buzzword
measurement of mailing effectivity. Its Website
A set of tools and procedures used to manage expressed in percent ratio click rate per Social
relations with the customers. Moreover, number of sent emails. media
Marketing
there is an option to store the information
about them in the system. CRM for mobile is Software

dedicated for mobile apps users relationship Analitics

management. Including CRM for mobile to

your marketing performance will definitely

Digital Marketers Pocket Dictionary

upgrade the effectivity of both: marketing and
sales departments.

9
Dd
Drip Marketing

Type of email marketing campaign. Its a cycle

of beforehanded prepared messages sent
automatically in response for specific behavior,
or planned as cyclic consigment to specific Mobile

Database Segmentation group of recipients. Finance

Ee
Digital
marketing

Dividing all your contacts into segments by: Email

marketing
-engagement level, Content
-downloaded materials, Buzzword
-source of the lead, Website
-time from the last purchase, Social
media
-number and type of purchased items,
Marketing
-etc.
Engagement Software

Analitics

Digital Body Holy Grail of mobile apps developers and

Language marketers. Statistic app loses 90% of its

Digital Marketers Pocket Dictionary

The overal digital activity of the user.
users in 6 months. Often people dont open
even once the app they downloaded. Users
simply forget about apps and abandon
them. To address that issue, marketers use
advanced personalisation and analytics tools
dedicated to mobile apps, to ensure that
their push notifications are precisely tailored
and relevant, and that communication in all
channels is cohesive and personalised, and
that it is based on individual users behavior
and interests.
10
Engagement Facebook Custom
Marketing Audience

One of marketing variations. This one is about Group of recipients on Facebook based on
engaging users in building brands image, the list of current clients
content creation and crowdsourcing (building Mobile

brand awareness). Dont let it fool you - it is Finance

the good ol marketing mix in disguise. After Facebook Lead Ads Digital
marketing
all, it is 4P well: 7P. Email
marketing

Content
Adverts making it possible to gain contacts on
ERP Facebook. After you click the CtA button, the
Buzzword

Website
platform automatically fill included form with
Social
contact data used by you in Facebook. media
(Enterprise Resource Planning) Marketing
1. A technique of planning and managing the
Software
companys resources. FOLO Analitics
2. Software that optimizes managing multiple
departments, branches, or cooperating
enterprises. (Fear Of Living Offline) Term for lack of will to

Digital Marketers Pocket Dictionary

show true unedited version of ones life. You

Ff
know pics, or it didnt happen! Wistfully it
causes mistaking a psychic condition with
marketing. Some things should stay where
they belong.

11
Frictionless Design Gated Content

Visual idea embodying virtual, electronic and Website content, to which access is only
physical ambient. possible in exchange for contact data, for
example email address.

Gg
Mobile

Finance
Geolocation Digital
marketing
Email
marketing

We understand it here as using GPS installed Content

in mobile device to identify users location, Buzzword

what allows for personalized communication, Website

tailored to her current needs. That way you can Social

media

Gamization/ offer a discount to your user right when hes Marketing

coming nearby your store. In that context your
Gamification offer gets more relevant, increasing possibility
Software

that customer will act on it. Analitics

Implementing solutions characteristic for

Digital Marketers Pocket Dictionary

games in mobile apps in order to boost
engagement. These include:
-mechanisms of collecting (points, objects)
-levels
-tasks, challenges
-rewards
-competition.

12
 Hh
Greenketing

Green, ecological marketing. It should be

addressed to people and companies who care
about our planet. Bad news is greenketing
is not working. Going green is only one of Mobile

numerous users triggers. Its hard to define H2H Finance

what sparks customer to take an action and Digital
marketing
dive deeper into her wallet without proper
behavioral profiling Or human-to-human. H2Hs assumption was Email
marketing

to replace B2B & B2C and change marketers Content

approach from mechanical duplicating Buzzword
schemes to personalize and be more humane.
Growth Hacking Website
The result is a huge mess (again). B2B and Social
media
B2C diversion defines sets of techniques and
Marketing
Actions of very talented marketers, focused tools used in particular businesses types. H2H
on startups and small business development. communication (based on 1-to-1 scheme) Software

Growth Hacker became a clich, and thus should be run concerning the rules assigned Analitics

lost its first meaning. Today you can become to the business category. It can be done by
self-proclaimed Growth Hacker if you have a understanding your audiences needs and

Digital Marketers Pocket Dictionary

Twitter account. message targeting and personalization.
Desktop and mobile marketing automation
platform is a key to success in this one.

13
 Ii
HADI Cycles

(Hypothesis Action Data Insight) Simple,

scientific method of putting and testing
hypotheses, and drawing conclusion from
them, making improvements giving the best Mobile

iBeacon Finance
Digital
Holistic marketing
Email
A small device using Bluetooth Low Energy marketing

(BLE) to communicate with other beacons Content

The word holistic means comprehensive, and mobile apps. Marketers use it to send Buzzword

or integrated. In the marketing approach, it customers 1-to1 messages (SMS, push Website

applies to content creation focused not only notification) in brick and mortar stores, and Social
media
on key words and SEO but also on delivering to leverage advanced behavioral analytics. Marketing
lots and lots of useful information and a bigger Thanks to beacons we can learn in which
Software
perspective. Reality verifies it rather definitely. areas of the brick and mortar store customer
The way you write, the way you do research spent most time and compare that with his Analitics

defines whether you are a good, mediocre purchases. If he spent a lot in the soap area,
or simply bad writer. And the decision about but didnt buy any, maybe we should send her

Digital Marketers Pocket Dictionary

widening or narrowing the perspective an offer with soap?
depends on the topic and its character.

14
Ideation
Phrase that means, neither more nor less, a
process of creating, developing and promoting
new ideas. The whole process was named a
long, long time ago: Brainstorm -> Discussion
->Trend Creation. If you are short of time
and cant afford using 3 words instead of 1,
I recommend mobile marketing automation
platform. It will overtake some of your tasks
with no questions asked.
In-App Messages
Messages sent inside the app, not via push
notification or SMS. It means that in order to
read such message, user must actively use
the app.
Inbound
Theory wherein consumers take control over
the buyers journey: its them who do the
research, learn about the product, find the
best deal and dont want to be bothered Mobile
during this process. Inbound declares using Finance
pull logic, that means marketers create high- Digital
marketing
quality content and wait until customer finds Email
marketing
it and due to contents awesomeness, she
immediately decides to buy. Creating awe- Content
inspiring content is a good idea, same as Buzzword
letting the customer search the web on her Website
own. Nonetheless, deep faith that its enough Social
media
made too many businesses sink. Besides the Marketing
pull logic, there are some other things that
Software
must be done, such as promotional actions.
Analitics
Do not mistake them by spamming with bulk
emails. There are much more subtle methods,
like personalized communication, or choosing
Digital Marketers Pocket Dictionary
a proper dynamic content. Implementing them
is easier if you have your mobile marketing
automation platform integrated with marketing
automation software, which delivers you the
full behavioral image of users and clients.
Digital.
15
 Ll
Influencer
Marketing

Marketing actions addressed to influence

people that have a significant impact on the
Mobile
target group.To be frank, word-of-mouth does
Landing Page
the same if whispered to the right ear. Finance
Digital
marketing

You call that a single web page that Email

marketing
IoT appears in response to clicking on a search Content
engine optimized search result or an online Buzzword
advertisement. The landing page will usually Website
(Internet of Things) A term describing growing display directed sales copy that is a logical
amount of smart, connected objects, such extension of the advertisement, search result
Social
media

as bedsheets monitoring your sleeping or link. Landing pages main goal is conversion.
Marketing

habits, to self-driving cars, wearables, smart Software

homes which you can control and monitor Analitics
from distance with your smartphone thanks Lead
to the sensors, cameras and devoted app.

Digital Marketers Pocket Dictionary

For marketers it entails necessity to focus on
mobile apps, gathering data, and possibility Term from the B2B marketing. It describes the
of sending even more precisely tailored potential customer, an individual who have left
her data on the website.

16
Lead Generation Lead Nurturing

Set of actions that leads to growth of an interest Cycle of educative messages adjusted to
in product, website, service by prospects, recipients level of knowledge. Cycle should
making them leave contact data via contact be a response for specific action of any given
form or pop-up message. person, like showing up on website, looking Mobile

through price list, trying out the demo version, Finance

or ordering set of samples, etc. Digital
marketing
Lead Management Email
marketing

Low Hanging Fruit Content

B2B term meaning contact managing system, Buzzword

set of techniques used for changing cold Website

leads into clients. This structure in general A metaphor for the easy-achievable goal. Its Social

takes the shape of a funnel - large amount one of those words that make your boss think media
Marketing
of people (who by some way or another you shirk instead of working.
Software
stumbled upon any companys message)
gets into such funnel. Then they get educated Analitics

in what company is offering, and part of them

leaves the funnel as clients, who purchased

Digital Marketers Pocket Dictionary

something.

17
Mm
Marketing
Automation
Platform

Software that allows for automation of Mobile

M-commerce marketing actions, such as message sending, Finance

adding leads to the sales funnel, or sending Digital
marketing
alerts to salespeople as the response to Email
A section of e-commerce, embracing sales via predefined events. marketing

mobile devices. In the U.S., mobile commerce Content

is anticipated to grow from $54.6 mln USD in Buzzword

2014 to $96.3 mln USD in 2016. Compared
to the roughly 11 % increase e-commerce
Micro-Content Website

Social
media
is expected to see each year, m-commerce
Marketing
in the U.S. has a projected growth rate of Content is still the king, but we must adapt it
Software
between 3226 % each year through 2016. to mobile devices. Writing becomes concise
Globally, mobile commerce across the 22 and short, easy to consume in one chunk. We Analitics

markets is estimated to grow from roughly also care about clear graphic presentation of
$102 bln USD in 2013 to roughly $291 bln the message.

Digital Marketers Pocket Dictionary

USD in 2016. Globally, mobile commerce
across the 22 markets is estimated to grow
from roughly $102 billion in 2013 to roughly

18
Mobile App Mobile Optimized

Mobile application, m-app; A software Optimization regarding the specifics of mobile

designed for mobile devices (smartphones, devices. Optimized might be websites, but
tablets, phablets), with mobile users in mind. also templates and forms. They look different
Marketers should notice that an app serves according to the size of the devices screen Mobile

performing a specific task. Thats what and also are adapted to mobile behaviors Finance

differentiates it from static website, which just specific. In times when more Google searches Digital
marketing
displays some pre-existing content. Mobile are from mobile devices than from desktop Email
marketing
apps on the other hand DOES things, or optimization isnt just trend or tactic, but a
Content
enables user to do things. Its interactive and necessity.
Buzzword
dynamic.
Website

Mobile MQL Social

media
Marketing
Marketing Software
1. MetaQuotes Language - programming
Analitics
language made by MetaQuotes, thanks to
Marketing performance lead inside and via the which its possible to create software dedicated
mobile channel. It contains of communication to making transactions at Forex market, and

Digital Marketers Pocket Dictionary

with smartphone users, their behavior by this, automate the trade.
monitoring and directing the marketing content 2. Marketing qualified lead - Potential client,
to them. lead, which had left his contact data, but was
not yet qualified as interested buyer.

19
 Oo
MRR

(Monthly Recurring Revenue) Estimated

monthly income. Value used mainly in
subscription-based business models, like
Mobile
On-Premise

Nn
Finance
Digital
marketing

Local Software. Software that is installed on Email

marketing
buyers server. Content

Buzzword

Website
OR Social
media

Native Marketing

Advertising (Open Rate) One of the indicators of the Software

effectivity of email marketing strategy, Analitics
expressed in % ratio of sent vs open messages.
The way of creating advertorials, so they dont

Digital Marketers Pocket Dictionary

look like ads. It can be sponsored press or
e-zines articles, or even a common product
placement. It is an unnecessary pampering
the perfectly fine name sponsored article. Of
course, native advertising covers a wider term,
but calling it this way its a little bit like hiding
behind moms legs and lying about what you
do.

20
Pp
POS

(Point of Sale) Sale supporting commercial

materials like stand for leaflets, wobblers,
stickers, stands.
Mobile

Planned Finance

Serendipity Private Cloud Digital

marketing
Email
marketing

Solutions reminding traditional cloud; Content

Name rooted in Scientific Serendipity, (which company shares working software to other Buzzword

means discovering something as a side effect companies by web, without the need of Website

of the completely different project. The most installing it on hard drive but in this case, Social
media
known example is discovering the Viagra. The products final recipient is just one company. Marketing
primary purpose was to create the medication Software
for high blood pressure). Planned Serendipity
is implementing a strategy that guarantees Push Notification Analitics

to bring you luck. Despite its great potential,

planned serendipity is a hollow promise.

Digital Marketers Pocket Dictionary

Notifications that app sends directly to mobile
Maybe sometimes it will succeed, but its just
device screen. Marketers are ambivalent
smoke and mirrors. Many will get tricked by
to this issue - from one hand they think of
the faith in fact that using some techniques
them as extremely aggressive, from the other
will replace a strategy, planning, and analysis.
they appreciate its huge effectivity. Such
notifications can be send in bulk (also to a
specific group or segment), or as a 1-to-1
message to a particular user, as the response
to some event or action (birthday, making a
purchase, etc.). If applied skillfully, pushes can
increase users engagement even up to 540%.
21
Qq Rr Mobile

QR Real-Time Finance

Marketing Digital
marketing
Email
(Quick response codes) QR is the trademark marketing

for a type of matrix barcode. Quick Response Responding to users actions or events in real Content

codes can direct user into any place in the time. Campaign might be triggered by: Buzzword

web, or show him some specific content. It -user appearing in a given spot, Website

provides various opportunities to present
functionality of an item, show complementary
product or service, or simply say thank you
for purchase and give small gifts such as a
vouchers or coupons.
-user searching for a product or browsing a Social
media
category in the e-store, Marketing
-spending relatively long period of time in an Software
area of brick and mortar store.
Analitics
Having access to advanced analytics,
marketers can respond to such actions in real
time, e.g. sending him offer on the product he

Digital Marketers Pocket Dictionary

wants to buy right now. Real Time Marketing
means tailoring time and message perfectly to
fit users interests and particular situation he
finds himself in at the moment.

22
RFM RTB

Analytic module that takes into account (Real-Time Bidding) Real-time auctions of
such variables as time since last purchase, cyber ad space. Making offers is automated
frequency of shopping, purchased products and it takes place in milliseconds. One, who
value. Thanks to its advanced functions its has the highest bid wins. Mobile

possible to create matrixes with overlapping Finance

analysis results that take into account two Digital

variables - for example frequency and average RWD marketing

Email
marketing
value of purchase, or time of the last purchase
Content
frequency of buying. Taking advantage
(Responsive Web Design) Designing a website
of this type of analysis allows for precise Buzzword
in such a way that its layout and look adjust
segmentation of data bases, and by this better Website
automatically to the size of the device, so it
personalization of marketing message. Social
displays properly on big as well as on a small media
Marketing
screens.
ROI Software

Analitics

(Return of Investment) is the benefit to an

Digital Marketers Pocket Dictionary

investor resulting from an investment.

ROR

(Return of Relationship) Sort of ROI, but refers

to the amount of resources and energy put into
building a relation; a completely unmeasurable,
pompous and worthless name. After all, we
have CLV.

23
Ss
SQL

1. Question language used for managing and

modyfying databases and moving data from
base to base.
2. Sales Qualified Lead - Lead which has Mobile
SaaS passed entry qualifications in marketing Finance

department, was subjected to education Digital

marketing
(Software as a Service) One of the business process, and is ready to become a full-time Email
marketing
models based on a fact, that software or app customer.
Content
is stored and managed on developers servers, Buzzword
servers, and clients access it via cloud.
Storyscaping Website

Social
media

SoLoMo A title of best selling book by Gaston

Marketing

A tri-force of great trends: Social Local
Mobile reminding the world, that marketers will
tell you anything to make you buy the product.
Software
Legorburuandi and Darren McColl and the
Analitics
name of a marketing trend as well. The main
idea is to Stop creating ads, start creating
worlds. And thats pretty much the concept

Digital Marketers Pocket Dictionary

Of course, all three elements (especially of storyscaping brand creates worlds to root
combined) are the powerful weapon on the their stories and customers stories into this
market, but the SoLoMo sounds and looks environment.
like a name of some chemical compound.

24
Synergy Up-Selling

Effect that occurs when the sum of the actions Selling technique making it possible to gain
gives a result greater than when they are maximum profit for one transaction. Began
performed separately. Marketing equivalent with more expensive product, the seller step
of ketchup. Everything becomes edible when by step introduces new, most of the times Mobile

covered in it. Same with the synergy it makes exclusive products, until the client wallet Finance
some (silly) ideas easy digestible. closes. Digital
marketing
Email

Uu
marketing

User Database Content

Segmentation Buzzword

Website

Social
media
Dividing and organizing contacts in mobile Marketing
app users database. One can use multiple
Software
variables, like e.g. engagement, usage
UI frequency, or location. It helps in message Analitics

personalization.

Digital Marketers Pocket Dictionary

(User Interface) What user sees when
interacting with your app. The term connoted USP
mostly visual design.

(Unique Selling Proposition) Everything what

distinguish your product or service from the
other ones available.

25
UTM VMS

Addition to link, making it easier to track (Voice Messaging System) Voice message
effects of campaign on the internet. You can system, sometimes abbreviated as voice mail.
add such parameters as source, medium, or

Ww
general campaign slogan. Mobile

Vv
Finance
Digital
marketing
Email
marketing

Content

Buzzword

Website
Website Beacon Social
media
Marketing
Viral Object implemented on the website allowing Software

for: Analitics

Marketers Eldorado content which spreads -detailed monitoring of clients behaviour,

through the web like some kind of viral -building behavioral profiles,

Digital Marketers Pocket Dictionary

disease. Omnipresent buzzword - an empty -counting scoring,
promise. Everything is created to be viral, and -segmentation.
every marketer wants to put her hands on this
Holy Grail. Unfortunately, true virals are not too
common. And if someone says Lets make a
viral words fail me.

26
 Digital
Marketers
Pocket Dictionary

Visit:
www.salesmanago.com
E-BOOK made by
Apayo.pl