Zero-cost strategy refers to a business or trading decision that doesn't require any expense to implement. Such a strategy is designed to enhance operations, increase efficiency, or lower future expenses without incurring any costs for the business or individual.

Zero-Click search is when a Search Engine Results Page (SERP) presents the answer to a user's query at the top of the page, eliminating the need for the user to click on any link to obtain the information.

XML sitemap is a file or document that a crawler can interpret. It comprises a comprehensive inventory of all the URLs present on your website, simplifying Google's task of locating and indexing all pages of your site (including those without any inbound links).

WordPress is a comprehensive content management system that is a widely used platform for website creation. It contains plugin architecture and a template system, so you can customise any website to fit your business, blog, portfolio, or online business.

Web analytics involves gathering, presenting, and examining data from a website. The emphasis is on identifying metrics aligned with both organisational and user objectives, and leveraging the website data to evaluate the achievement of those objectives, drive strategy, and enhance the user experience.

Video marketing is the practice of utilising video content as a means of promoting marketing campaigns and initiatives. The goal is to generate content in the form of videos and distribute it across multiple channels.

A value proposition is the pledge to deliver a unique benefit that is inherent in your product or service upon purchase. It conveys to potential customers what they stand to gain from buying your product and simultaneously provides them with a compelling reason to do so. A value proposition is more than a mere marketing slogan as it describes the solution and its benefits to the user. Your product's value proposition should be distinctive to differentiate it from competitors and enable customers to associate your product with its unique value proposition.

User Experience (UX) relates to the way in which an individual interacts with and perceives a product, system, or service. It encompasses factors such as perceived usefulness, ease of use, and efficiency. Most companies, designers, and creators prioritise enhancing user experience while developing and refining their products, as unfavourable experiences can negatively impact product adoption and diminish desired outcomes. However, prioritising profitability may sometimes conflict with ethical user experience objectives and cause harm. While user experience is subjective, its attributes are objective.

A target audience refers to a set of individuals characterized by specific demographics and behavior. In many cases, businesses leverage their understanding of the target audience to develop user personas, which serve as a roadmap for their marketing campaigns.

A social influencer, or social media influencer, is someone with a distinguished reputation for being knowledgeable or skilled in a specific domain. Such individuals leverage their authority to interact with a massive audience of social media followers.

The acronym "SEO" stands for "search engine optimisation." In straightforward language, it refers to enhancing your website to elevate its presence across search engines like Google, Microsoft Bing, and others. The more easily your pages are discernible in search results, the higher the likelihood of being discovered and clicked on. In the final analysis, the purpose of optimising search engines is to attract potential customers, clients, or an audience who are likely to revisit your website.

Have you ever spotted those tiny yellow boxes labeled "ad" adjacent to the top links in a search query? That's what's known as search engine marketing. Since a majority of users tend to click on the first few options that pop up in their search results, businesses shell out money to ensure that their website appears at the top, hoping to lure in clicks. This is achieved through AdWords when it comes to Google search results. Other search engines like Bing, Yahoo, and others also offer similar tools

There are various software systems that exist to scour the internet for information that pertains to a given search query. Prominent examples include Google, Bing, Yahoo, DuckDuckGo, Baidu, and several others.

Salesforce is an all-in-one customer relationship management solution that fosters collaboration between companies and their customers. It offers a unified CRM platform that provides all departments, from marketing and sales to commerce and service, with a collective perspective on each client.

Google, Dropbox, Salesforce, Mail Chimp, and Shopify share a common characteristic: they offer systems as a service. This means that they offer a third-party software solution that hosts a platform for the application and software and makes them readily available to their clients. Companies benefit from this approach because they can avoid investing in new hardware and software and instead utilise a third-party solution through a subscription fee.

If you're investing your money and effort into something, you likely want to evaluate its impact. ROI is a metric that assesses the effectiveness and efficiency of your investment relative to other investments. To calculate ROI, you divide total revenue by the total investment cost. In digital marketing, ROAS is sometimes used as a substitute for ROI.

Retargeting, also known as remarketing, is an online advertising strategy that targets previous visitors to your website or app by displaying ads or sending emails. Retargeting provides a chance to re-engage potential leads or customers who did not convert or meet a marketing objective when they previously visited your site.

Responsive web design (RWD) is a web development method that produces adaptive modifications to a website's appearance based on the screen size and orientation of the device used to access it.

Reach relates to the audience size that your advertising is currently reaching, while reachability relates to the potential audience size that you can reach. This includes your email subscribers, social media followers, and other direct customers.

The search query is the exact phrase entered by a user in the search bar. To create effective SEO and PPC strategies, it's essential to research the specific search queries that people use to find your product or brand. This involves identifying relevant keywords and synonyms, as well as recurring misspellings. Additionally, with the increasing use of voice search, it's important to consider full sentence queries and target relevant long-tail keywords.

Google uses a quality score system to assess the quality of your PPC ads and keywords, as well as their relevance to the landing page. If you have a high-quality score, you may end up paying a lower actual cost per click. The quality score evaluates the following components:

Click-through rate
Relevance of keywords to the ad group
Quality and relevance of the landing page
Relevance of ad text to the keyword and landing page
Historical performance of your account

Publishers in the realm of digital marketing refer to individuals or organisations who use their online platforms to promote your product using their resources. It is important to note that the term publisher does not refer to the publishing network, which solely offers the infrastructure for the publisher. The significance of the publisher is primarily seen in affiliate marketing, where the affiliate publishes your advertisements or promotional materials and earns a commission when the campaign is successful. It is possible for affiliates to both advertise their own products and serve as publishers for others. Affiliates can include bloggers, review or comparison portals, news websites, among others.

Programmatic advertising refers to the utilisation of automated technology for purchasing advertising space, as an alternative to conventional methods of digital advertising, which frequently involve manual procedures.

Pay-per-click (PPC) advertising is an online advertising model that involves placing ads on search engine results pages and other digital platforms. Advertisers bid on specific keywords or phrases that are relevant to their target audience, and they pay each time a user clicks on their ad. This method is highly competitive and dynamic, with marketers using PPC to generate traffic, increase brand awareness, and boost sales. The process can be thought of as an online auction for keywords, with the highest bidder receiving the top ad placement on the SERP, as long as their ad is relevant and high-quality. With PPC, advertisers have full control over their ad and ad spend, and the results are easily measurable and trackable

Paid social refers to the strategy of exhibiting sponsored promotional material on social media platforms operated by third parties, aimed at reaching particular segments of customers. Marketing executives commonly employ paid social tactics to enhance their marketing effectiveness and acquire fresh clusters of customers.

This refers to all types of advertising that connect with consumers beyond their residence. Since mobile devices are considered part of the household, digital online marketing does not fall under this category.

An organic keyword is utilised in search engine optimisation (SEO) to attract unpaid traffic. It is distinct from pay-per-click (PPC) keywords, which are obtained through paid search marketing campaigns.

When conducting customer surveys to assess customer satisfaction, the Net Promoter Score (NPS) is a useful metric. It measures the likelihood of a customer recommending your product, service, or company to someone else on a scale of 0-10.

Marketing for non-profit organisations involves the implementation of tactics and strategies to promote the organisation's cause and mission, raise funds, and draw in volunteers and advocates.

In essence, the word "Martech" refers to the convergence of marketing and technology. Under this umbrella, marketers use software suites and technological tools to enhance their marketing efforts and achieve greater impact.

Mobile marketing is a marketing approach that focuses on utilising mobile channels such as SMS and MMS messaging, mobile apps, messaging apps, and mobile-optimised websites to target customers.

Local SEO involves optimising your website to appear in relevant local searches. If you operate a local store or offer a local service, it is essential to be discoverable by individuals in your vicinity. Local SEO involves taking into account specific factors, such as incorporating your town's name into your content, defining the geographical scope, and analysing traffic based on location.

In essence, link building refers to the act of creating pertinent hyperlinks (known as links) from external websites to a specific website. By building high-quality links, a website's ranking in search engine results may increase.

Keywords are the terms and phrases that establish a connection between your content and a search query. To the search engine, the words or phrases entered into the search field are the keywords used to locate pages that are most relevant to the query. As a marketer, it is important to identify the terms that your audience uses to find your content. These terms will become the keywords that you target in your SEO and paid search initiatives.

Jira is a software application that assists development teams in overseeing projects and monitoring issues. Jira is a robust work management tool that groups use for various purposes, including test cases, use cases, and more.

JS, short for JavaScript, is a programming language that is a fundamental component of the World Wide Web, along with HTML and CSS. By 2022, 98% of websites use JavaScript on the client side to facilitate webpage behavior, often incorporating third-party libraries. All major web browsers include a dedicated JavaScript engine to execute the code on users' devices.

Insights play a vital role in the development and execution of marketing campaigns. Marketing insights refer to data collections that furnish marketers with valuable information regarding the desires and requirements of their brand's target audience. Unlike conventional data science, insights are not limited to numbers but encompass a deeper understanding of the data.

HTML, which stands for Hypertext Markup Language, is the accepted markup language for documents intended to be viewed in a web browser. It is frequently supported by complementary technologies like Cascading Style Sheets (CSS) and scripting languages like JavaScript.

Hashtags, denoted by the pound sign (#) in social media platforms like Twitter, are used to tag content and make it easily discoverable through search. When a word is preceded by a hashtag, it becomes a clickable link, allowing users to find related content based on the keyword following the hashtag.

Google Tag Manager (GTM) is a user-friendly tool used to manage JavaScript tags or code snippets that transmit data to third parties on a website or mobile application. GTM streamlines the process of adding these code snippets to a website, making it easier for users.

If you are new to digital marketing, you have probably come across Google Analytics, a service offered by Google. This tool allows you to track, analyse, and measure various aspects of your website, including revenue, costs, advertising campaigns, social channels, and videos.

Google Ads, previously known as Google AdWords, is a service provided by Google that enables customers to create and manage advertisements within the Google ecosystem, such as Google Search, Display Network, YouTube, and more.

Geo-targeting is a powerful technique that enables marketers to deliver personalised content to their target audience based on their geographical location. This method is commonly used in paid search or social media campaigns to enhance the relevance of the content to the user. It can be defined by various geographic parameters, such as country, state, city, or other location-specific criteria.

Businesses can place paid messages on Facebook known as Facebook ads. This allows them to use their own tone and voice while targeting the audience that is most important to them, as described in the social network's introductory guide.

Event marketing is a promotional strategy that involves organising and hosting live or virtual events to engage audiences with a product or brand. This can take the form of in-person events where attendees interact with the brand face-to-face, or online events that utilise various features such as polls, chat boxes, social networking, and discussions on a meeting solutions platform.

Email marketing is a marketing technique that involves informing customers on your email list about new products, discounts, or other services. It can also be used to educate your audience on the value of your brand, or keep them engaged between purchases. It can take various forms and serve different purposes.

An editorial, also known as a leading article (UK) or leader (UK), refers to a piece of writing typically composed by the senior editorial staff or publisher of a newspaper, magazine, or other written publication. Often left unsigned, it offers an authoritative opinion on a particular topic.

E-commerce, or electronic commerce, refers to the online buying and selling of goods and services. Essentially, it is the digital equivalent of a bustling city center or brick-and-mortar store translated into the language of the internet superhighway.

Dynamic content refers to digital or online content that is customised and personalised based on various factors such as user behavior, preferences, location, and other data. This type of content can be presented in various formats including text, audio, or video.

DoubleClick Digital Marketing (DDM) is a comprehensive advertising technology platform that provides advertisers with an effective way to create, manage, and expand high-impact digital marketing campaigns. With DDM, advertisers can access a range of cutting-edge solutions to run comprehensive programs across multiple channels.

Online advertising that integrates text, images, and a URL linking to a website where customers can learn more about or purchase products is known as display advertising. Display ads come in various formats, including static images or animated ads that feature multiple images, videos, or changing text (referred to as rich media ads).

Digital marketing is a comprehensive term that encompasses all marketing activities that utilise digital devices, channels, and technologies. It includes utilising digital channels such as search engines, social media, display networks, and email to reach and engage with target audiences. In addition, digital marketing involves using marketing analytics tools to monitor and measure the activity and performance of these various channels.

Visual representation of data is the process of presenting specific information in a graphic or pictorial format to facilitate understanding. Dashboards and infographics are two common examples of data visualisations.

Data analytics is a comprehensive phrase that covers various forms of data analysis. With the help of data analytics techniques, any type of information can be analysed to gain insights that can be utilised to enhance different aspects. These techniques can identify patterns and metrics that might otherwise be difficult to detect within the overwhelming amount of data.

Customer experience management, also known as CXM or CEM, refers to a set of marketing strategies and technologies designed to enhance customer engagement, satisfaction, and overall experience.

Keen to know how many people clicked on your advert? CTR is the number of people who view your ads and the number of clicks they generate. CTR score can be calculated by dividing the total clicks by total impressions.

Conversion rate optimisation (CRO) refers to the systematic approach of improving the percentage of website visitors who take a specific desired action such as completing a form, making a purchase or any other goal. The CRO process involves analysing and understanding how users navigate through a website, identifying the actions they take and the barriers that prevent them from achieving their goals.

Copywriting refers to the practice of creating compelling content for marketing and sales purposes with the ultimate objective of driving conversions and sales. This can take many forms, such as emails, website content, advertisements, brochures, and more. The individual responsible for crafting and refining this content is typically referred to as a copywriter.

Content marketing is a marketing approach that focuses on developing and disseminating content that offers value and relevance to a specific target audience. The objective is to establish a continuous stream of information to captivate and retain your audience and prompt them to take profitable actions, rather than solely promoting a product or service.

Client services refer to the various processes and interactions that take place between an organisation and its clients, including the members of its staff. These services are crucial for building and maintaining strong client relationships and are present in various industries, such as sales, software, and healthcare.

Marketing channels are the means through which goods and services move from the producer to the consumer. These channels consist of various individuals, organisations, and processes that work together to make products available for use. The ultimate goal of marketing channels is to transfer ownership of goods from the producer to the end consumer.

Branded keywords refer to phrases that are specifically linked to your brand, products, or services. These keywords can be found on social media platforms and search engines. Examples of branded keywords include your brand name, among others.

Legally known as a trademark, it is a symbol, name, or design that distinguishes a company's products or services from those of its competitors.

Business intelligence (BI) is a process driven by technology, which involves the analysis of data to provide actionable information that helps executives, managers, and employees to make informed business decisions.

B2C is an acronym for Business to Customer, which refers to companies that sell and market their products or services directly to individual consumers as end customers.

B2B stands for Business to Business, which refers to companies that provide goods or services to other businesses rather than individual consumers.

Paid search marketing involves bidding on a specific keyword that an advertiser wants their ad to rank for, with the bid amount representing the maximum cost-per-click they are willing to pay. Bidding is also a crucial aspect of programmatic advertising. Advertisers upload ad creatives to the Demand Side Platform (DSP), book their display ad campaign, and bid for impressions in the auction that occurs on the ad exchange.

A banner ad is a type of online advertisement that typically contains both images and text and is displayed on a webpage. These ads are usually served by ad networks or display networks and can be either static or animated. They include a hyperlink, which is intended to direct traffic to the advertiser's website or landing page.

Analytics involves identifying, interpreting, and conveying significant patterns in data. Put simply, analytics enables us to recognise valuable insights and meaningful data that might otherwise go unnoticed.

Artificial intelligence (AI) is a technology that empowers a computer to perform tasks and make decisions in a manner that mimics human thinking and behavior. It achieves this by gathering information from its surroundings and using that data to determine its response or actions.

Affiliate marketing is a performance-based marketing model in which a brand compensates its affiliate partners for every website visitor or customer that the affiliate brings in through their advertising efforts. Typically, affiliates receive payment or discounts based on the number of visitors or customers they attract.

Advertising is the act of placing and purchasing persuasive messages and announcements to promote a company or product.

The words in an advert.

Advertising that involves press, radio, and television. In this approach, an advertising agency contracts advertising space and broadcast time on behalf of a client and earns a commission. 

The top of the website you see before scrolling is called “above the fold.” Once you start scrolling the content you then see is called “below the fold.” Where the browser window ends and the content continues is called “the fold.”

Account-based marketing (ABM) is a targeted growth strategy that entails collaboration between Marketing and Sales to develop personalised buying experiences for a select group of high-value accounts that have been mutually identified.

A/B testing, also referred to as split testing, is a useful technique for testing and enhancing your marketing content. This method involves comparing the performances of two variations of the same webpage, email, or any other content piece. To ensure the effectiveness of A/B testing, only the element being tested should vary between version A and version B. This approach allows you to accurately determine which specific element elicited a different response from your audience.