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DE Digital Marketing Dictionary

Understand common terms so you can make smarter decisions.

A/B Testing
A/B testing is the process of testing two versions—i.e. ”Version A” and “Version B”—of digital content to learn which one your target audience prefers. 

Copy 
Copy is the text content used for marketing or advertisement purposes. 

Content Creation
Content creation is the development of strategic written and visual content that drives SEO, improves engagement, and converts your prospects into customers. This is also sometimes referred to as content marketing. 

Conversion rate
A conversion rate is the percentage of visitors to a website or app who take a desired action during their visit (like signing up for an email list, purchasing a product or service, or subscribing for a paid membership). 

Email Marketing
Email marketing is a marketing strategy that lets you automatically send emails to potential customers, increasing your chances of converting them into customers. 

Marketing Audit
A marketing audit lets you see where your website and SEO currently rank. When you work with DE, we run a full audit on all your existing marketing, including your website, social media, keyword rankings report, and PPC estimates. 

Blueprint
A blueprint is the first step you complete when working with Design Extensions. We start by meeting with you to discuss your messaging, strategy, and goals. Our team then provides you with resources and recommendations to help meet those goals. 

Pay-Per-Click (PPC)
PPC is the process of overseeing and managing your GoogleAd spend, helping you reach your customers online via paid search advertising. 

Search engine optimization (SEO)
Search engine optimization involves methods to increase the number of visitors to your website by obtaining high-ranking placements in the search results pages of search engines, like Google. 

Social Media Marketing
Social media marketing uses social media platforms to connect with your audience so you can build your brand, increase sales, and drive website traffic. 

Social Media Ad Management
Social media ad management is the process of overseeing and managing your social media ad spend & strategy, helping you reach your customers online via social channels they are using. This is similar to, but not the same as, pay-per-click advertising.

ADA Compliance or Web Accessibility:
ADA compliance or web accessibility means your website is designed for and usable to everyone, including those with visual, hearing, motor, and cognitive disabilities. 

Build:
A build is the conversion of a web page design into code to create viewable pages on the Internet.

Call to Action (CTA):
A call to action is used to encourage the customer to take a specific action. Usually this is in the form of a button that says something like “Shop Now,” or “Schedule a Demo.” 

Content Priority Guide (CPG):
A content priority guide is an outline of what will be included on your web pages. 

Design:
Design is the visual aesthetics of a web page (including colors, font choices, iconography, and layout).

Hosting:
Hosting is how your website stays online; all websites require a web hosting service provider so your website can be viewed online. 

Sitemap:
A sitemap is the outline of all pages in a website that shows page titles and their locations 

Support:
Support is ongoing maintenance that allows you to get the most out of your website after it’s launched. Support plans include software updates, major version upgrades, bug fixes, patches, and minor content updates. 

Wireframe:
the underlying structure of a web page built to determine how a user should navigate the web page 

Brand Video:
A brand video should be your first video. Your “why and what” is on display through this type of video. This live-action video creates a clear picture of what you provide as well as why it’s important. 

Typical length: 1-3 minutes

Testimonial Video:
A testimonial video includes real people talking about real results. 

Typical length: 1-3 minutes

Social Media Ads:
Get people’s attention and keep it! We create these videos in a way that is designed to get people to stop scrolling and begin engaging with your business/service. 

Typical length: 15-45 seconds

Short Story Film:
Your client/customer is the hero of the story. We tell that story in a highly produced short film that creates powerful, lasting engagement online.

Typical length: 4-8 minutes

Explainer Video:
An explainer video turns complicated messages into simple animated visuals with a voice people trust. 

Typical length: 30 sec. – 2 min.

Promo Video:
A promo video is our most flexible option. Promoting a specific product or service? Or just need an amazing video to create engagement and awareness? This is the one for you!

Typical length: 30 sec. – 2 min.

Header Video:
A header video is the first thing your customers notice when they see your website or social page. It’s designed to impress them and grab their attention.

Typical length: 15-45 sec.

How-to Video:
A how-to video communicate and educate your customers so they can use your products/services to their fullest potential

Typical length: 1-5 min.

StoryBrand Framework:
The StoryBrand framework invites clients and customers into a story as the hero, with the business as the guide. 

BrandScript:
A BrandScript is a document that provides messaging clarity by describing your customer’s story, identifying their problem, and highlighting how your business is best equipped to help them solve it. 

Explanatory Paragraph:
An explanatory paragraph is a short and clear summary of your customer’s story and how your business plays a role in that story (based on your BrandScript). 

One-Liner:
A one-liner is a concise statement that you can use to clearly explain what your business offers and how it will make your customer’s life better. 

Lead Generator:
A lead generator is a piece of valuable content (usually a PDF) or an offer created to entice leads to give you their email address or other contact information.

Sales Email Campaign:
A sales email campaign is a series of emails automatically sent to prospective customers who download or use your lead generator in order to convert them into customers. 

Application:
An application is a type of software that enables the user to perform different tasks — whether it’s setting an alarm on your smartphone or typing a document in Microsoft Word.

Backend/Frontend: The backend and frontend encompasses everything that goes on behind the scenes. What happens at the backend powers what happens at the frontend, i.e. what the user sees and interacts with.

Code Languages:
Code is what web developers write using programming languages, and the
languages are what programmers use to build websites, apps and software.

Development Blueprint:
A development blueprint is a clear plan and outline to develop the right program for your business. This includes goals for the program, a technical strategy, core functionalities, brand strategy and design, user experience and a timeline.

Bug: A software bug is an error, flaw or fault in a computer program or system that causes it to produce an incorrect or unexpected result, or to behave in unintended ways.

Sprint:
A sprint is an allocated chunk of time (a day, a week, a month) to complete a specific list of tasks.

Backlog:
A backlog is a list of the new features, changes to existing features, bug fixes, infrastructure changes or other activities. A place where we can store all of the known work the project team will complete during the development process.

Quality Assurance (QA):
Quality assurance (QA) is a proactive plan for ensuring quality when delivering new features, bug fixes, etc. to a live server. QA tests all items to ensure that they work as they should and do not negatively affect any current functionalities. 

Staging Server:
A staging server is a type of server that is used to test a software, website or service in a production-similar environment before being set live. All changes will be made on the staging server and then moved to the live server once tested and complete.

Go Live/Live:
Go-live is the time at which something becomes available for use. In software development, for example, go-live is the point at which code moves from the staging environment to the production (live) environment.