Digital Agency Terms & Definitions You May Come Across (Part 2)

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Continued from Part 1 


E-commerce -  the process of selling products or services via the Web.

E-mail Advertising -  banner ads, links or advertiser sponsorships that appear in e-mail newsletters, e-mail marketing campaigns and other commercial e-mail communications. Includes all types of electronic mail (e.g., basic text or HTML-enabled).

E-mail Bounce - An e-mail that cannot be delivered to the mailbox provider and is sent back to the e- mail Service Provider that sent it. A bounce is classified as either hard or soft. Hard bounces are the failed delivery of e-mail due to a permanent reason, such as a non- existent address. Soft bounces are the failed delivery of e-mail due to a temporary issue, such as a full inbox or an unavailable ISP server.

E-mail campaign - advertising campaign distributed via e-mail.

Expandable banners - a banner ad which can expand after a user clicks on it or after a user moves his/her cursor over the banner.

Email marketing - An online marketing concept where you promote your products and services to your targeted list of interested audience through email.



Fulfillment - System of receiving, processing, packaging and shipping orders made in your online store.

Firewall -  a security barrier controlling communication between a personal or corporate computer network and the Internet. A firewall is based on rules which allow and disallow traffic to pass, based on the level of security and filtering a network administrator wishes to employ.

Fold -  The line below which a user has to scroll to see content not immediately visible when a Web page loads in a browser.  Ads or content displayed above the fold‖ are visible without any end-user interaction. Monitor size and resolution determine where on a Web page the fold lies.



GIF (Graphic Interchange Format) -  a standard web graphic format which uses compression to store and display images.

Gateway (also known as Payment Gateway) - An ecommerce service provider that communicates with the merchant’s Merchant Account Provider to authorize and process credit card payments online.



Home page -  the page designated as the main point of entry of a Web site (or main page) or the starting point when a browser first connects to the Internet.

HTML (Hypertext Markup Language) -  a set of codes called markup tags in a plain text file that determine what information is retrieved and how it is rendered by a browser. There are two kinds of markup tags: anchor and format. Anchor tags determine what is retrieved, and format tags determine how it is rendered.  Browsers receive HTML pages from the Internet and use the information to display text, graphics, links and other elements as they were intended by a Website's creator.

HTTP (Hyper-Text Transfer Protocol) -  the format most commonly used to transfer documents on the World Wide Web.

Hyperlink -  a clickable link, e.g., on a Web page or within an e-mail, that sends the user to a new URL when activated.

Hypertext -  any text that contains links connecting it with other text or files on the Internet.



Instant messaging (IM) - a method of communicating in real-time, one-to-one or in groups over the internet.

Interactive advertising - all forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, referrals, slotting fees, classified ads and interactive television commercials.

Internet - The worldwide system of computer networks providing reliable and redundant connectivity between disparate computers and systems by using common transport and data protocols known as TCP/IP.

Intranet - a network based on TCP/IP protocols that belongs to an organization, usually a corporation, and is accessible only by the organization's members, employees or others with authorization.

Inventory - The retailer’s current quantity of products on hand, waiting to be sold.

IP address -  Internet protocol numerical address assigned to each computer on the Internet so that its location and activities can be distinguished from those of other computers. The format is ##.##.##.## with each number ranging from 0 through 255 (e.g.

ISP (Internet Service Provider) -  A business or organization that provides Internet access and related services, to consumers.



JPEG (Joint Photographic Experts Group) -  Standard web graphic file format that uses a compression technique to reduce graphic file sizes.



Keyword -  specific word(s) entered into a search engine by the user that result(s) in a list of Web sites related to the key word. Keywords can be purchased by advertisers in order to embed ads linking to the advertiser's site within search results     

Keyword stuffing - An unethical SEO technique wherein you overload your webpage with as many keywords as possible in order to try and increase your site’s ranking in search engines.



Landing page - A single webpage appears in response to clicking on a link. The landing page exists to prompt the visitor to complete a certain call-to-action such as signing up as an email subscriber or joining a free membership.

Lead Generation - fees advertisers pay to Internet advertising companies that refer qualified purchase inquiries (e.g., auto dealers which pay a fee in exchange for receiving a qualified purchase inquiry online) or provide consumer information (demographic, contact, and behavioural) where the consumer opts into being contacted by a marketer (email, postal, telephone, fax). These processes are priced on a performance basis (e.g., cost-per-action, -lead or -inquiry), and can include user applications (e.g., for a credit card), surveys, contests (e.g., sweepstakes) or registrations.

Link -  a clickable connection between two Web sites. Formally referred to as a hyperlink.

Login -  the identification or name used to access a computer, network or site.



Margins (Also known as Profit margins) - A business concept which shows the difference between how much a retailer bought a product and how much a retailer earned by selling the product.

Mailing list -  an automatically distributed e-mail message on a particular topic going to certain individuals.

Mouseover - the process by which a user places his/her mouse over a media object, without clicking. The mouse may need to remain still for a specified amount of time to initiate some actions.

MP3 - Generic term for any digital music file.



Open rate - An email marketing term which means the number of email subscribers who open the email you sent to them.

Outsource - A business concept which involves contracting services to third-party organizations in an attempt to reduce overhead costs.

Opt-in -  refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market the company's products and services.

Opt-in e-mail -  lists of Internet users who have voluntarily signed up to receive commercial e-mail about topics of interest.

Opt-out -  when a company states that it plans to market its products and services to an individual unless the individual asks to be removed from the company's mailing list.


Page -  a document having a specific URL and comprised of a set of associated files. A page may contain text, images, and other online elements. It may be static or dynamically generated. It may be made up of multiple frames or screens, but should contain a designated primary object which, when loaded, is counted as the entire page.

- a group of letters and/or numbers which allow a user access to a secured Web site.

Pay-per-Click - an advertising pricing model in which advertisers pay agencies and/or media companies based on how many users clicked on an online ad or e-mail message.

Permission marketing - when an individual has given a company permission to market its products and services to the individual. See opt-in.

Pixel - picture element (single illuminated dot) on a computer monitor.  The metric used to indicate the size of Internet ads.

Platform - the type of computer or operating system on which a software application runs, e.g., Windows, Macintosh or Unix.

Portal - a Web site that often serves as a starting point for a Web users session. It typically provides services such as search, directory of Web sites, news, weather, e-mail, homepage space, stock quotes, sports news, entertainment, telephone directory information, area maps, and chat or message boards.

Privacy policy -  a statement about what information is being collected; how the information being collected is being used; how an individual can access his/her own data collected; how the individual can opt-out; and what security measures are being taken by the parties collecting the data.

Payment Service Provider - An ecommerce service which allows online stores to accept and process various payment methods such as credit cards, direct debit, bank transfers and real-time online banking.

Pay-Per-Click (PPC) marketing - An online advertising model where advertiser pays the organization only when his advertisement is clicked and his prospect is successfully directed to his website.

PCI Compliance (Payment Card Industry compliance) - A set of requirements that ensures a safe and secure environment for every business which stores, processes or transmits credit card information.

Point-of-Sale (POS) - A software which enables the online store to accept transactions, manage inventory, add products, process payments and send receipts digitally.


Terms and definitions continued in part 3.

Useful links

By Alanna at 7 Apr 2016, 10:55 AM