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A/B Split Testing: One of the basic social media experiments to identify what marketing strategy works for your brand or service. The testing compares two variables to a randomly “split” audience over a specific period of time to measure which one drives more conversions. For example, you can run A/B testing on Instagram content-type: photo content v/s video content to determine the best strategy to convert consumers into customers.  As long as the experiment is controlled and unbiased, A/B split testing is a great way to understand which marketing tactics reap the best results for your business.

Account-based marketing (ABM): Is an approach to marketing that flips traditional marketing on its head. Rather than developing buyer personas and then casting a wide net to attract those personas to your brand, ABM focuses on finding ways to engage with people from targeted accounts based on your ideal customer profile (ICP). ABM is all about sending tailored messages to targeted accounts. Marketing will fuel the strategies behind a successful ABM approach, and sales will provide insight regarding the impact of the interactions marketing is having with the targeted accounts.

Active Campaign: Cloud-based customer experience software.

Acuity: Cloud-based scheduling software.

AddThisz: A web-tracking technology company that offers a wide range of social media and content tools – from responsive sharing buttons to custom follow buttons to recommended content plugins – designed to help you increase engagement on your website and earn more followers on social media.

Adware: Unwanted software that presents advertisements on your computer screen when visiting a site.

Agile CRM: Cloud-based CRM, marketing, sales and automation. Agra: The heaviest book ever written weighing in over 2000kg. Alexa: Amazon’s virtual assistant.

Algorithm: An algorithm is a set of formulas developed for a computer to perform a certain function. This is important in the social sphere as the algorithms sites like Facebook and Google use are critical for developing content promotion strategies.

AMA: An acronym for “ask me anything,” which originated in a popular subreddit where users will use the term to prompt questions from other users.

Analytics: Is data that helps you track the performance of your social media content. Analytical data could include page views, time on page, clickthrough rate, and engagement rate.

Android: A mobile operating system for non-Apple devices.

Answer the Public: A keyword tool to help create content.

Any.Do: A productivity app designed to help people stay organised.

API (Application Programming Interface): Is a documented interface that allows one software application to interact with another application.

App Store: A distribution platform for distributing Apple software. Apple Home Pod: Apple’s smart speaker.

Apple iCal: A personal calendar application operating on Apple devices.

Apple iPhone: The smartphones developed and operated by Apple.

Appointlet: Cloud-based scheduling software.

AR: Augmented reality. Integrating digital information with a user’s existing environment.

Asana: A web- and mobile-based application designed to assist with project management and organisation.

Audiobook: A voice recording of a book.

Autoresponder: An automatic email that is triggered as a result of an action from a client.

Avatar: is an image or username that represents a person online, most often within forums and social networks.


Back link: A link from one website to another.

Basecamp: A web-based project management tool.

Bit: The speed data is measured in. There are 8 bits in a Byte.

Bitly: Is a free URL shortening service that provides statistics for the links users share online. Bitly is popularly used to condense long URLs to make them easier to share on social networks such as Twitter.

Bitmoji: is an avatar or emoji that users can create to look like them. Bitmojis can then be added to your personal or Snapchat keyboards so you can send them to fiends or use them in place of profile pictures.

Bio: A bio on social media refers to a short bit of explainer text that explains who the user is.

Blaq Wolf: Business that creates physical objects you can attach to items, allowing you to track your items in case they are lost or stolen.

Blog: is a word that was created from two words: “web log.” Blogs are usually maintained by an individual or a business with regular entries of content on a specific topic, descriptions of events, or other resources such as graphics or video. “Blog” can also be used as a verb, meaning to maintain or add content to a blog.

Blogging: The process of creating articles to generate content of interest for your clients and potential clients.

Blogger: Is a free blogging platform owned by Google that allows individuals and companies to host and publish a blog typically on a subdomain. Example: yourblogname.blogspot.com

Blog Talk Radio: Is a free web application that allows users to host live online radio shows.

Bluetooth: Wireless technology used to transfer data.

Bounce Rate: The percentage of emails sent that were undelivered.

BoardReader: Is a free search engine that allows users to search for keywords only in posts and titles of online forums, a popular form of social networking.

Bottom of the funnel (BoFu): The bottom of the funnel represents the last stage of the buying process. This is when the buyer has identified a problem, researched possible solutions and is getting ready to buy. At this stage, buyers are typically requesting either a free demo or consultation & beginning a conversation with a sales rep. See also ToFu and MoFu.

Bookmarking: online follows the same idea of placing a bookmark in a physical publication — you’re simply marking something you found important, enjoyed, or want to continue reading later. The only difference online is that it’s happening through websites using one of the various bookmarking services available, or right within your browser.

Broadcast: An email that goes to everyone on your contact list.

Brand awareness: Is the extent to which people are able to recall and recognise your brand. It has two components: brand recall, which is a measure of how well a brand name is connected to a product class (e.g. Do customers know that Toyota is connected with the product class of cars?), and brand recognition, which is when a consumer recognises a brand by its attributes (i.e. a company’s logo or brand colours). Brand awareness encompasses more than its component parts, however. Brand awareness constitutes a scenario when customers can see your brand or product and know that you provide the best solution to their problem.

Brand positioning: Is the way you differentiate yourself from your competitors and how consumers identify and connect with your brand. It’s comprised of the key qualities and values that are synonymous with your company. Brand positioning can be conveyed through a variety of means including tone and voice, visual design and the way your company represents itself in person and on social media.

Brute Force Attack: Trial-and-error approach to infiltrating your data.

Buyer personas: Are semi-fictional representations of your ideal customers. Buyer personas should include demographic, psychographic and behavioural information, and they tend to go more in-depth about the role and influence these people have within their companies, emphasising their goals and motivations.

Buyer’s Journey: The progression that a contact follows when researching and purchasing a product. It starts with the awareness stage, when buyers realise they have a problem, moves to the consideration stage, when they evaluate different solutions to that problem, and concludes with the decision stage, when they decide which contender best aligns with their needs and objectives and purchase it. The buyer’s journey differs from the customer journey because not every prospective buyer becomes a customer. Individuals might go through some of the buyer’s journey stages without ever making a purchase.

Byte: How data downloads are measured. Each increment is 1000x larger than the one before it.


Calendly: Cloud-based scheduling software.

Canva: Is an easy-to-use design tool for non-designers and designers alike. The tool offers several templates that adhere to the required dimensions for sharable social images on Twitter, Facebook, Instagram, etc.

Captcha: A computer program designed to determine the difference between a human and a machine accessing information.

Chat: Can refer to any kind of communication over the internet but traditionally refers to one-to-one communication through a text-based chat application, commonly referred to as instant messaging (IM) applications.

Chatbot: A software application that responds to questions based on text responses.

Circles: Are clusters of a user’s friends, colleagues, family, or connections on the now-discontinued Google+. On the platform, you got to choose who went in what Circle, and what you shared with those individuals.

Churn rate: A measurement used to calculate customer retention and is significant for recurring revenue companies. It helps companies identify how many customers they lose in a given time period. To calculate churn rate, you divide the number of customers lost during a time period by the number of customers you had at the beginning of the time period.

Clickbait: Is a term to describe marketing or advertising material that employs a sensationalized headline to attract clicks. They rely heavily on the “curiosity gap” by creating just enough interest to provoke engagement.

Clickthrough Rate: Is a common social media metric used to represent the number of times a visitor clickthrough divided by the total number of impressions a piece of content receives.

Clubhouse: A social media platform designed around voice only.

Collective intelligence: Is a shared intelligence that emerges from the collaboration and competition of many individuals and appears in consensus decision-making in social networks.

CMS (content management system): Software that allows marketers to create, design, host, edit, manage and track the performance of all of their website content. Popular examples include HubSpot, WordPress and Squarespace.

Comment: A comment is a response that is often provided as an answer or reaction to a blog post or message on a social network.

Compete: is a web-based application that offers users and businesses web analytics. It also enables people to compare and contrast the statistics for different websites over time.

Community Manager: The community manager is responsible for building and managing the online communications for a business in an effort to grow an online community.

Connections: The LinkedIn equivalent of a Facebook ‘friend’ is a ‘connection.’ Because LinkedIn is a social networking site, the people you are connecting with are not necessarily people you are friends with, but rather professional contacts that you’ve met, heard speak, done business with, or know through another connection. Connections are categorized by: 1st degree, 2nd degree, and 3rd degree.

Contact List: Another term used for your database or mailing list.

Content Strategy: Developing, planning and managing content required in business.

Contextual marketing: A strategy that’s guided by the behaviours and conditions surrounding your marketing efforts so all content is relevant to the person receiving it. To deliver contextually relevant information, you need to understand the psychographics of your buyer personas to know how to speak to them and what content will resonate with them.

Conversation qualified lead (CQL): Conversational marketing and chatbots are becoming increasingly important in today’s marketing landscape. A Conversation Qualified Lead is someone who has expressed interest in buying via a conversation with an employee or a bot. These leads are coming to you with specific questions that they want answers to in real-time. See also SQL and MQL.

Conversational marketing: According to Drift, who coined the term “conversational marketing,” it is “the fastest way to move buyers through your marketing and sales funnels through the power of real-time conversations. It builds relationships and creates authentic experiences with customers and buyers.” Chatbots are the most common channel through which conversational marketing occurs, but you can also leverage social media platforms that allow real-time engagements.

Conversion Rate: The ratio between the number of people that complete the desired action on a given webpage and the number of people that visit that webpage. That desired action could include filling out a form on a landing page or clicking a CTA on a blog post.

Conversion rate optimisation (CRO): Based on the principles of the scientific method, conversion rate optimisation (CRO) focuses on systematically increasing the percentage of website visitors who take a desired action on a given page. For example, they might convert on your site by filling out a form or providing information to a chatbot. By identifying key metrics, you can better understand how customers interact with your site and the actions they take. These metrics help to test and determine what strategies work best for generating leads and closing customers.

Cost per lead: Refers to the amount spent on acquiring a lead. This cost is factored heavily into CAC. The most common use case for cost per lead can be found in paid advertising where there is a direct correlation between the amount of money you are spending in something like Google Ads, and the number of leads you are generating from that spend.

CoWorking: Shared office space within a single location.

CPC: Cost per click. What a business pays each time a user clicks on an ad.

Creative Commons: is a nonprofit corporation dedicated to making it easier for people to share and build upon the work of others, consistent with the rules of copyright. It provides free licenses and other legal tools to mark creative work with the freedom the creator wants it to carry, so others can share, remix, use commercially, or any combination thereof.

Creator Studio: Post, manage, measure, and monetise your Facebook and Instagram pages.

CRM (customer relationship management) software: is more than a contact database; it’s a sales acceleration tool that identifies business insights and analytics. It’s a comprehensive and easily accessible platform that houses the sales process. The main feature associated with CRM software is its ability to hold contact information, such as names, phone numbers, emails and other records related to a given contact. It can associate individual contacts with their companies so salespeople can track their interactions with every stakeholder. Popular examples include HubSpot, Salesforce and Zoho.

Crowdsourcing: similar to outsourcing, refers to the act of soliciting ideas or content from a group of people, typically in an online setting.

CSS: Cascading Style Sheets (CSS) is a simple mechanism for adding style (e.g., fonts, colors, spacing) to Web documents.

CTA: Call to action. The action you want your email recipient to take as a result of opening your email.

CTR: Click through rate. To get your CTR take the number of people who opened your email (open rate) and divide it by the number that clicked on your web link.

Customer Acquisition: Refers to all the steps, processes and resources involved in attracting a first-time customer to your business. Brand awareness, lead generation, product marketing, nurturing and sales strategies all fall under the umbrella of customer acquisition — but the concept of customer acquisition stops as soon as your prospects officially close as a customer.

Customer Acquisition Cost (CAC): Is exactly what it sounds like — the cost associated with turning a lead into a customer. CAC is typically expressed as the ratio: Total amount spent on sales and marketing in a period divided by # of customers signed during that period.

Customer Expansion: The act of increasing the MRR you see from existing customers. This is typically accomplished through upsells and cross-sells.

Customer Journey: The customer journey is a way of tracking a customer’s experience with your company from a visitor’s first interaction through when they sign a deal. It’s a framework for a greater philosophy of client nurturing. The customer journey is not one-size-fits-all. What the overarching framework will look like depends on numerous factors, including your industry, sales cycle and product or service.

Customer Lifetime Value (CLV): The CLV is the predicted net profit associated with the future relationship with that customer. To calculate CLV: customer revenue minus gross margin divided by churn rate.

Customer Marketing: A set of strategies and tactics aimed at your customer base in order to improve their experience with your brand and increase the value they gain from their engagement with you. Through customer marketing, you can boost retention, evangelise your customer base and nurture existing customers toward future sales.

Customer Retention: The act of renewing your existing customers so they continue to work with your company. It’s the inverse of churn. The first step of retention is acquiring good-fit customers in the first place, but there are other components like customer support, customer success and customer experience that contribute to a customer’s likelihood to renew.

Customer Satisfaction: Is the management of client sentiment. When tracking this, you should look at not only how your main point of contact feels about your product or service but also how that sentiment trickles down to the rest of their company. Satisfaction is the baseline of a happy customer. Not every customer will necessarily become an evangelist who recommends your company to their entire network, but you should be able to satisfy every customer your company takes on.

Customer Service: Is assisting your customers with the offering they bought from you and ensuring it’s meeting their needs. Customer service can be thought of as a proactive version of customer support. It’s outreach meant to provide customers with value before your customers need to go looking for it.

Customer Success: Is partnering with your customers to help them meet and exceed their goals. It’s a proactive function that aims to help maximise the value customers gain from working with your company so they’re more likely to renew and expand.

Customer Support: Is solving the problems your customers have when things go wrong. This is a reactive function that uses tools like a ticketing system or self-service knowledge base.

Cyber Security: Security related to anything internet- or computing-based.

Cybersecurity Insurance: Insurance to protect a user if they are subject to cyber-attack.


Dark Post: Is a targeted social media ad that doesn’t show on the advertiser’s timeline. They only appear in the feeds of target users.

Delicious: is a free online bookmarking service that lets users save website addresses publicly and privately online so they can be accessed from any device connected to the internet and shared with friends.

Demand generation: Encompasses, you guessed it! — generating demand for your product or service. More formally, it is the data-driven focus of marketing programs to produce awareness and interest in a company’s offerings through the use of technology.

Digg: is a social news website that allows members to submit and vote for articles. Articles with the most votes appear on the homepage of the site and subsequently are seen by the largest portion of the site’s membership, as well as other visitors.

Digital marketing: Is any form of communication aiming to persuade people to purchase a product or service that occurs through some form of digital device.

Direct messages: Also referred to as “DMs” — are private conversations that occur on Twitter. Both parties must be following one another to send a message.

Discover: is a section of Snapchat’s app dedicated to large brands, influencers, and longer form story content.

Disqus: is a comment system and moderation tool for your site. This service lets you add community management and social web integration to any site on any platform.

Domain: A domain is your website address.

Drag and Drop: The ability to drag one piece of information and to another part of the screen.

Duck Duck Go: An alternative internet search engine that does not store or utilise your data.


Ebook: An ebook is an electronic version of a book. However, most ebooks are not actually available in print (unless you print them). These are typically published in PDF form. For marketers, ebooks commonly serve as lead generating content — people must fill out a form to receive their ebook copy.

E-Commerce: Electronic commerce. The ability to sell and transact in an online environment.

EDM: Electronic direct mail.

Email Campaign: Also known as ‘drip marketing’. An email or series of emails that may be drip fed over a series of days, weeks or months, taking your client on a content journey.

Email Queue: When you send a bulk email to a group of contacts, your emails from a cue in preparation for sending.

Email templates: A predesigned and preformatted email designed to serve a purpose.

Employee advocacy: Refers to the act of employees using their own social presence to increase the reach of the company and its content.

Emojis: Are small cartoonish images that can be sent along with text in social media and private messages.

Encryption: Encoding information to mask its original information.

Endorsement: An endorsement on LinkedIn refers to an instance in which another LinkedIn user recognizes you for one of the skills you have listed on your profile.

Engagement Rate: A popular social media metric that tells how much interaction a social media content earns from followers. It is calculated as the percentage of users who engaged with your post of the total number who viewed it. A good engagement rate (1-4%) indicates an effective social media marketing campaign.

Ephemeral content: refers to content on social media platforms that disappear after a set period of time. This type of content is seen most frequently on Facebook, Instagram and Snapchat. For example, Instagram Stories (and Facebook Stories) are limited to a lifespan of 24 hours. On Snapchat, messages to friends disappear as soon as the user has left the app — after having opened the message.

ESP: Email Service Provider. The company you use to ‘host’ your emails.

Eventbrite: A provider of online event management and ticketing services. Eventbrite is free if your event is free. If you sell tickets to your event, Eventbrite collects a fee per ticket.

Everhour: A time tracking and organisation application.

Excel: Microsoft spreadsheet software.

Expensify: A cloud-based expense management system.


Facebook: A social media platform founded by Mark Zuckerberg in 2004. The site connects people with friends, family, acquaintances, and businesses from all over the world and enables them to post, share, and engage with a variety of content such as photos and status updates. The platform currently boasts around 1.49 billion active users.

Facebook Blueprint: Facebook’s own online training platform

Facebook Insights: The analytics platform available through Creator. Facetime: A video-based calling service developed by Apple.

Fans: The term used to describe people who like your Facebook Page.

Fat Joe: A website where you can get content created, link building and SEO assistance.

Favorite: Represented by the small star icon on Twitter, favoriting a tweet signals to the creator that you liked their content or post.

Fax: A primitive form of communication.

Feed: A social media feed is among the generic social media marketing terms used to stream content you see from various social media accounts. It is a wall-like layout that displays all your brand’s content from different social media platforms.

File Sharing: Sharing information via files between computers.

Filter/s: Are used on certain social media platforms as a way for users to edit their photos. Each filter offers an overlayed effect that can be placed onto images. This feature is most popularly used on Instagram.

Finsta: Short for “fake insta” this term describes one’s secret or fake Instagram page that’s hidden from their employers.

Firewall: A security device that monitors internet traffic and protects your computer from danger.

Flash Mob: A flash mob is a large group of people who assemble suddenly in a public place, perform an unusual and pointless act for a brief time, then quickly disperse. The term flash mob is generally applied only to gatherings organized via telecommunications, social media, or viral emails.

Flickr: Flickr is a social network for online picture sharing. The service allows users to store photos online and then share them with others through profiles, groups, sets, and other methods.

Flywheel: Introduced in 2018, the flywheel represents a shift in how marketers think about B2B marketing success. The flywheel places customers at the centre of a business and highlights the opportunity for repeat business through relationship building and customer service engagement. It represents how you keeping your customers coming back leads to the success of your company.

Forums: Also known as a message board, a forum is an online discussion site. It originated as the modern equivalent of a traditional bulletin board, and a technological evolution of the dial-up bulletin board system.

Follower: In a social media setting, a follower refers to a person who subscribes to your account in order to receive your updates. The number of followers of an organization or brand is a key metric of how the audience on social media is engaging with the brand.

FOMO: Fear of missing out.

Friends: is the term used on Facebook to represent the connections you make and the people you follow. These are individuals you consider to be friendly enough with you to see your Facebook profile and engage with you.

#FYP (For Your Page): #FYP is a hashtag that TikTok users place in their videos to prioritize their content on other users’ “Your Page” feed. This feed algorithmically sends users content from people you follow or related to hashtags you might be interested in.


GaggleAMP: is a social media marketing platform that provides businesses with the ability to leverage its employee’s online presence to increase brand awareness and expand its reach.

Gb: Gigabyte – a measurement of data storage.

GDPR: General Data Protection Regulation. A regulation based in the EU protecting privacy of computer users.

Geotag: A geotag is the directional coordinates that can be attached to a piece of content online. For example, Instagram users often use geotagging to highlight the location in which their photo was taken.

GIF: Is an acronym for Graphics Interchange Format. In social media, GIFs serve as small-scale animations and film clips.

GMB: Google My Business.

Go-to-market (GTM) Strategy: A plan specifying how you will present your product’s unique value proposition so you can reach your customers and achieve a competitive advantage. The purpose of a GTM strategy is to provide a roadmap for launching a product in a way that will achieve product-market fit — the end goal of your launch.

Google: American-based multinational technology company specialising in internet-related products. Best known for its search engine site.

Google+: Is Google’s discontinued social network. It served as a platform for users to connect with friends, family, and professionals while enabling them to share photos, send messages, and engage with content. Google uses the “+1” to serve as the equivalent to a Like on Facebook or Instagram.

Google AdWords: an online advertising platform developed by Google.

Google Analytics: A web analytics service offered by Google that tracks and reports website traffic.

Google Assistant: Google’s artificial and virtual intelligence.

Google Calendar: A time management and scheduling system operated by Google.

Google Chrome: A free web browser produced by Google that fully integrates with its online search system as well as its other applications.

Google Chromecast: A device that plugs into your TV allowing you to stream content.

Google Docs: A group of web-based office applications that includes tools for word processing, presentations, spreadsheet analysis, etc. All documents are stored and edited online and allow multiple people to collaborate on a document in real-time.

Google G Suite: A range of cloud-based applications, productivity and collaboration tools owned and managed by Google.

Google Maps: A web-based map and navigation tool owned and managed by Google.

Google Meet: A video communication platform owned and managed by Google.

Google Nest: The brand used to market Google’s IOT devices. Including speakers, lights etc. Formerly known as Google Home.

Google Pixel: A brand of phone developed and operated by Google.

Google Search Console: A web service offered by Google that helps optimise visibility of your website.

Google Sheets: Google owned spreadsheet software.

Google Slides: Google owned presentation software.

Google Tasks: A cloud-based task management system owned and managed by Google.

GPS: Global Positioning System. A satellite-based navigation system.

Growth Marketing: The process of designing and conducting experiments to optimise and improve the results of a target area. If you have a certain metric you want to increase, growth marketing is a method you can utilise to achieve that. Growth marketing can be applied across your business to areas referenced within the acronym AAARRR (sometimes referred to as pirate metrics) which stands for Awareness, Acquisition, Activation, Revenue, Retention and Referral. By improving these categories of metrics, you can grow over time.

Gusto: A cloud-based payroll system.

Gyroscope: A productivity-based application for Apple users.


Hacker: Somebody attempting to infiltrate your computer or website.

Handle: A ‘handle’ refers to a user’s account name on Twitter, but it can be in reference to other social platforms, too. Each ‘handle’ is unique and can be used to find or mention other users on the platform. A user’s handle is the ‘@’ symbol, followed by their account name.

Hangout: Is a video service on Google+ that allows you to video chat with up to 10 Google+ users are a time. You can name these chats, watch YouTube videos during them, open a Google Doc with colleagues, and much more.

Hard bounce: A permanent issue with an email address.

Hashtag: A ‘hashtag’ on social media refers to any word or phrase that is following the ‘#’, or hashtag, symbol. Hashtags are used on social media as a way to find content about a specific topic, or as a way to make a user’s content more discoverable to other users. For example, if a user posted on social media using ‘#thebullseyehub’, they could find other users’ content about that topic by clicking on the hashtag. On Twitter, popular topics, or hashtags, can be found in the ‘Trending topics’ section of the page.

HD: High definition.

HDMI: High-definition multimedia interface. A cable allowing connection between TV and other devices.

Hot Desking: Multiple workers sharing a single desk rotating through days/times.

Hotjar: A cloud-based software platform that provides a visual representation of how people travel through your website.

HourStack: A time tracking application that allows you to track and manage your time in a visual way.

Houseparty: Is an app that Gen Z has notably used to connect with friends over video calls.

HTML: HyperText Markup Language (HTML) is a programming language for web pages. Think of HTML as the brick-and-mortar of pages on the web. It provides content and structure while CSS supplies style. HTML has changed over the years, and it is on the cusp of its next version: HTML5.

HubSpot: CRM and full suite of marketing, sales and administrative software tools


iCloud: Cloud storage solution offered by Apple.

Ideal customer profile (ICP): An ideal customer profile is a hypothetical description of the type of company that would reap the most benefit from your product or solution. These companies tend to have the quickest, most successful sales cycle, the greatest customer retention rates and the highest number of evangelists for your brand.

IGTV: Is where verified businesses and accounts can host long-form videos or place longer live streams after they’ve aired.

Impression/s: Are the number of times your posts have been seen by users on social media. For example, if five people have seen your post on Facebook, that means you have five impressions for that post. The maximum number of ‘impressions’ your post can have is the number of people you are connected to on Facebook — but remember, if someone else shares your post, you can gain impressions from all of their Facebook friends too.

Inbound Marketing: A customer-centric approach that focuses on drawing high-fit customers in as opposed to blasting your message to anyone and everyone. Through tactics like blogging, social media and SEO, inbound marketing attracts customers to your company using helpful, relevant content. Inbound tactics will continue to help your company grow after you’ve finished investing in them (unlike outbound tactics like paid ads or call lists), providing scalable long-term ROI.

InDinero: Cloud-based start-up accounting software.

Information Architecture: The organisation and structuring of content prior to developing a website. It defines how your content is connected and categorised. Information architecture encompasses the planning of a site’s main navigation, auditing all existing URLs, determining what to keep, consolidate and delete and then establishing URL structures. When complete, it enables users to find the content they’re looking for quickly and efficiently.

Insights: Many social media networks, like Facebook or Instagram, offer insights pages to their business account holders. These pages often allow the user’s to see valuable analytics about their page and how they’re performing compared to similar pages.

Instagram: Is a photo sharing application that lets users take photos, apply filters to their images, and share the photos instantly on the Instagram network and other social networks like Facebook, Flickr, Twitter, and Foursquare. The app is targeted toward mobile social sharing, and has gained more than 300 million users.

Instagram Live: Is the platform where individuals and businesses on Instagram can share a live feed of what’s going on in their lives.

Instant messaging (IM): Is a form of real-time, direct text-based communication between two or more people. More advanced instant messaging software clients also allow enhanced modes of communication, such as live voice or video calling.

Internal Data: Information relating to the business such as company reports, sales figures, etc.

Internet Browser Extension: An add on that allows you to get additional information or more functionality from your web browser.

iOS: iPhone Operating System.

IOT: Internet of Things. Refers to devices with sensors (e.g.: TV, speakers)

IP: Intellectual property

IP: Internet protocol. The address of your computer.


JOMO: Joy of missing out.


Kanban: Is a popular framework used to implement agile and DevOps software development.

Keap: Email marketing and sales-based platform.

Keychain: A password management system used by Apple on Macs.

Keyloggers: A software program that records the keystrokes on a computer. Often used to gain access to financial information.

Keynote: Apple owned presentation software.

Key Performance Indicator (KPI): A numeric unit used to track progress towards marketing goals. By setting the right KPIs for your business, you can continuously evaluate performance and make adjustments to optimise your marketing strategy. Leading performance indicators (LPIs) and tactical performance indicators (TPIs) can help you understand which specific efforts are propelling you toward your goals.

Keyword: A word your clients use to find your services.

Keyword Research: The process of identifying the search terms that your prospective site visitors are looking for online. It is critical to ensuring your content can be found on search engine results pages. Such research isn’t the only element that impacts your digital visibility, but if you’re trying to drive traffic to your website, you should actively investigate which keywords work best.

Kik: Is a social media network where people can send short video messages to each other via the Kik mobile app.

Klout: Is a measure of social influence. The service allows users to connect various social accounts such as Facebook, Flickr, YouTube, etc., and then provides every user with his or her Klout score. The score is out of 100 — the higher the score, the more influence it estimates you have in the social world.

Krisp: A cloud-based noise cancelling virtual microphone.


Landing Page: A webpage optimised for lead generation. Using a form, companies are able to leverage meaningful content in exchange for visitor information. Successful landing pages have well-defined content and clear conversion paths.

Last Pass: A password management system.

Lead Generation Website: A lead generation website’s primary objective is to educate your visitors on your product or service and the industry you operate within. On top of that, it should give visitors the opportunity to provide qualitative information to your sales team, helping your organisation capture qualified leads for your product or service.

Lead nurturing: The process of educating and building trust with your prospects in order to guide them through the buyer’s journey. The ultimate goal of lead nurturing is to provide your prospects with a unique experience that keeps them coming back for more — and eventually converts them into customers.

Lens: Not to be confused with a ‘Filter’, a ‘Lens’ is an animated overlay effect that is used while users are taking a photo of themselves, also known as a ‘selfie’. The lens can animate the user’s image while in camera mode to appear as anything — from a dog sticking its tongue out to a cat with glasses (yes, we’re serious).

Like: A Like is an action that can be made by a Facebook or Instagram user. Instead of writing a comment or sharing a post, a user can click the Like button as a quick way to show approval.

Link Building: An aspect of search engine optimization in which website owners develop strategies to earn links to their site from other websites with the hopes of improving their search engine ranking. Blogging has emerged as a popular method of link building.

LinkedIn: Is a business-oriented social networking site with over 380 million members in over 200 countries and territories. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking.

LinkedIn Publishing: A publishing platform where members can publish long-form posts that related to their professional interests and expertise.

LinkedIn SlideShare: Is an online social network for sharing presentations and documents. Users can favourite and embed presentations as well as share them on other social networks such as LinkedIn, Twitter, and Facebook.

LinkedIn SSI: Social Selling Index. It measures your online social presence across four platforms and provides a score out of100.

Listed: The act of being “listed” on Twitter refers to when a user curates a custom list of Twitter users to more easily keep tabs on their tweets.

List Fatigue: A phrase used to describe a segment of contacts with declining engagement.

List Growth: Refers to how quickly your list or database is growing.

List Hygiene: Ensuring your contact list is current and containing correct information.

List Segmentation: Separating your contact emails into target market groups.

List Washing: A term used to describe cleaning the data to ensure everything is current.

Live streaming: Is the act of delivering content over the internet in real-time. This term was popularized in social media by apps such as Meerkat and Periscope.

Loom: A cloud-based screen casting software.

LSI: Latent search indexing. A term Google use to determine ‘other’ phrases people may use when searching for your products or services.

Lurker: A lurker online is a person who reads discussions on a message board, newsgroup, social network, or other interactive system, but rarely or never participates in the discussion.


Mail Chimp: An integrated marketing platform to assist small business.

Malware: A computer virus. Intentionally designed to cause damage.

Marketing automation: Refers to software that is designed to automate your marketing tasks. It’s centred around nurturing leads through the buying process by leveraging targeted content that addresses your prospect’s needs when they want it. Basically, you’re sending them information based on their behaviour which is much more powerful than just blasting out emails to everyone. Overall, marketing automation software allows marketers to streamline various tasks, boost their overall efficiency, draw key insights and drive ROI.

Marketing Channels: The way content gets to clients. Examples of marketing channels are direct selling and social media.

Marketing Funnel: The idea of the funnel is it catches a broad group of people at the top and as you feed them content or information a smaller percentage of these people would funnel through to the next step until eventually, they drop out the narrow end as a client.

Marketing Operations: Is everything that happens in your marketing automation and CRM platforms to enable the delivery of the right message at the right time to people who are interested in your products and services. Marketing operations lives behind the scenes. For example, while marketing operations specialists aren’t sending emails, they’re making sure they’re sent to the right person.

Marketing qualified lead (MQL): The third of six lifecycle stages in the buyer’s journey. MQLs indicate the number of visitors you’ve converted who are good fits for your organisation. When a company confirms a lead is a good fit, that lead becomes an MQL. Once a lead becomes an MQL, the company works to further qualify the contact and nurture them down the funnel. See also SQL and CQL.

Maship: A content mashup contains multiple types of media drawn from pre-existing sources to create a new work. Digital mashups allow individuals or businesses to create new pieces of content by combining multiple online content sources.

Mb: Megabyte a measurement of data storage.

MBPS: Megabits per second.

Meme: A meme on the internet is used to describe a thought, idea, joke, or concept that’s widely shared online. It is typically an image with text above and below it, but can also come in video and link form.

Mention: A mention is a Twitter term used to describe an instance in which a user includes someone else’s @username in their tweet to attribute a piece of content or start a discussion.

Messenger: Also known as Facebook Messenger. An online instant messaging service with inbuilt video calling.

Metadata: Data about other data. Examples of metadata include the date something is created.

Microsoft 365: A SAAS – solution-based software based around office required activities. Formerly known as Office 365.

Microsoft Exchange: Microsoft email server.

Microsoft Office: Part of Microsoft 365. Refers to the known Office bundle of Word, Excel and PowerPoint.

Microsoft Teams: Microsoft based communication platform.

Microsoft To Do: Cloud-based task management system owned and managed by Microsoft.

Minimum Viable Product (MVP): A minimum viable product (MVP) is an offering that has enough features to initially satisfy your target market. Producing an MVP is the end goal of the product development stage (which precedes the introduction stage) of the product lifecycle. Your GTM strategy is essentially a blueprint outlining how you will introduce your MVP.

Mint: Cloud-based personal financial management software solution.

Middle of the funnel (MoFu): The middle of the funnel represents the middle stage of the buying process. Buyers have identified that they have a problem and are continuing to do more research; however, now they are looking at content, such as a case study, that brings your business in as a solution to the problem they are trying to solve. This is also where responsibility for leads is typically transferred from marketing to sales. See also ToFu and BoFu.

Monday.com: A web-based project management tool.

Multi-touch Revenue Attribution: The process of organising, collecting and cataloguing all of the interactions that occur as an individual decides to make a purchase with your company. It helps businesses understand how their marketing is contributing to the company’s bottom line, giving marketers the credit they deserve for their efforts.

MYOB: Cloud-based accounting software solution.


Native Advertising: Native content refers to a type of online advertising in which the ad copy and format adheres to the format of a regular post on the network it’s being published on. The purpose is to make ads feel less like ads, and more like part of the conversation.

Net Promoter Score (NPS): The NPS measures how likely someone would be to recommend your company to others on a 1–10 scale. Using this customer satisfaction metric, you can easily identify how loyal your customers are and divide them into three categories: promoters (9+), passives (7–8), and detractors (0–6). Checking your NPS regularly allows you to identify ways to improve your product or service.

News Feed: A news feed is literally a feed full of news. On Facebook, the News Feed is the homepage of users’ accounts where they can see all the latest updates from their friends. The news feed on Twitter is called Timeline.

Newsjacking: refers to the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success.

Newsletter: An update or bulletin shared with your contacts who have opted in to receive your emails.

nTask: A free task management system for Android users.

Numbers: Apple owned spreadsheet software.


OK Google: The command used to wake a Google Nest device.

OntraPort: Cloud-based business automation software.

Open Rate: The percentage of your emails that were opened by your intended audience.

Opt In: Otherwise known as Subscribe. This is where you agree to receive emails from a business.


Pages: Apple owned word processor software.

Paid Search: Is the practice of displaying ads on search engines based on the terms, or keywords, individuals search for. Paid search works on a pay-per-click basis, meaning you only pay when someone clicks your ad for a given keyword.

Password Manager: A software program which allows users to securely store and generate passwords for software and computer logins.

Pathway to Purchase: Often called the ‘buyer’s journey’. Refers to the steps a prospective buyer makes on the road to becoming your client.

Payment Gateway: A merchant service provided by an E-Commerce application. Also known as a Payment Processing Solution.

PayPal: A mobile payment services provider.

PC: Personal Computer. Typically, anything that is non-Apple is classified as a PC.

Periscope: Is a social video app that allows users to broadcast live video from wherever they are. App users also have the ability to engage with others videos, browse live or recent broadcasts, and follow users to receive notifications.

Permalink: A permalink is an address or URL of a particular post within a blog or website that remains indefinitely unchanged.

Personal Data: Information related to the individual, things like your name, email, phone number, etc.

Personalisation: Adding bits of information to your emails about your clients that you already know.

Phillips Hue Lighting: A brand of smart home lighting. Phishing: A fraudulent attempt to gain access to information. Plaintext email: An email which is sent without any HTML code.

Pinterest: Is a photo sharing social network that provides users with a platform for uploading, saving, and categorizing “pins” through collections called “boards.” Boards are typically organized by theme, such as: Food & Drink, Women’s Fashion, Gardening, etc. Users have the ability to “pin” and “repin” content that they like to their respective boards.

Pocket: Is an app that enables users to manage a reading list of articles they’ve saved from the internet to read later. Pocket has an open API that allows it to integrate with over 500 applications including social networks like Twitter.

Podcast: A series of digital media files, usually audio, that are released episodically and often downloaded through an RSS feed. Think of it like radio on demand. You listen to what you want when you want it.

Pop Up: A message which appears on your screen when visiting a website.

POS: Point of Sale.

PowerPoint: Microsoft owned presentation software.

PPC: An acronym for pay per click. Pay per click is an online advertising model in which advertisers display ads on various websites or search engines and pay when a visitor clicks through. Bid-based PPC involves an auction in which advertisers compete with other advertisers by setting the max bid — or highest amount they’re willing to pay — for each click. Each time a visitor triggers the ad spot, the auction process pans out to select which ad will be displayed.

Product-Led Growth (PLG): A strategy coined by OpenView Venture Partners that relies on product features and usage as the primary drivers of customer acquisition and retention. It leverages a free product for initial usage and begins enforcing paywalls only after value has been delivered to users.

Product-Market Fit: When your product fulfils a market’s needs, you achieve product-market fit. Product-market fit occurs at the intersection of the introduction and growth stages of the product lifecycle. In order to obtain product-market fit, you first need to create a minimum viable product (MVP).

Product Marketing: The process of bringing a specific product to market and ensuring that that product is successful. As a product marketer, your job entails guiding a product’s internal strategy. It is your duty to enable all of the marketing activities surrounding the product within your organisation.

Productivity Owl: A Chrome-based browser extension that monitors your online productivity.

Product Qualified Lead (PQL): Someone who has tried your product and indicated purchase interest through their usage. These leads tend to close at a higher rate since they have already interacted with your product.


QR (Quick Response) Code: A type of matrix bar code that directs people to a particular web page.

Quantcast: Provides website traffic and demographics for websites. The tool is primarily used by online advertisers looking to target specific demographics.

QuickBooks: Cloud-based accounting software solution.


Ransomware: A type of Malware that attempts to hold the computer owner to ransom unless a monetary amount is paid.

Real-time Search: The method of indexing content being published online into search engine results with virtually no delay.

Real-time Marketing: Is a strategy that requires marketers to publish timely content as news breaks.

Recommendation: A recommendation on LinkedIn is a term used to describe a written note from another LinkedIn member that aims to reinforce the user’s professional credibility or expertise.

Reddit: Is a social news site that contains specific, topic-oriented communities of users who share and comment on stories.

Re-engagement Campaign: An email or series of emails sent to inactive users in the hopes to re-engage them with your content.

Receipt Bank: A cloud-based receipt management system.

Reply: A reply is a Twitter action that allows a user to respond to a tweet through a separate tweet that begins with the other user’s @username. This differs from a mention, because tweets that start with an @username only appears in the timelines of users who follow both parties.

Rescue Time: A web-based application designed to highlight where you spend your time while you’re online.

Responsive Design: Refers to the way a website automatically adjusts to the screen size you’re viewing it from. This will ensure that no matter what device your visitor is using, whether it’s their computer, their phone or their tablet, your website will always look great.

Retargeting: Is an online marketing and advertising technique that allows marketers to display ads to people who have visited their website or are part of their contacts database.

Retweet: A retweet is when someone on Twitter sees your message and decides to re-share it with his or her followers. A retweet button allows them to quickly resend the message with attribution to the original sharer’s name.

Revenue operations: The alignment of marketing, sales and service to drive accountability and increase efficiency across your business. The goal of revenue operations is to provide more predictable outcomes and accelerate your company’s growth by organising people, data and processes to help your business run more effectively.

Revenue performance management: Ensures the functions of acquisition, retention and expansion are aligned in order to maximise profitability. Part of the goal of revenue performance management is to break down organisational silos and establish a shared set of data, a shared process and a shared language that enables teams across the company to work toward the common goal of generating revenue.

ROI: return on investment.

RSS Feed: Is a family of web feed formats used to publish frequently updated content such as blogs and videos in a standardized format. Content publishers can syndicate a feed, which allows users to subscribe to the content and read it when they please from a location other than the website.

RSS Reader: Allows users to aggregate articles from multiple websites into one place using RSS feeds. The purpose of these aggregators is to allow for a faster and more efficient information consumption.


SAAS: Software as a Service. A delivery model where software is licenced to the user on a monthly or annual basis, rather than purchased outright for a single fee.

Safari: Web browser developed by Apple.

Sales enablement: A combination of coaching, tools and content to help your sales team be more efficient and effective. Your sales team needs to be properly enabled to carry out a successful sales strategy. By providing key elements of sales enablement, you allow your team to work better within an inbound sales process so that they can provide contextually relevant information, carry out helpful conversations and see — in real-time — which of their efforts are working.

Sales operations: Everything that happens in your CRM and sales acceleration platforms to enable your sales team to communicate effectively with clients and control their sales process. Like marketing operations, it lives behind the scenes, supporting your sales team’s execution of strategy and objectives.

Sales qualified lead (SQL): The fourth of six lifecycle stages (occurring right after the MQL stage) in the buyer’s journey. An MQL is characterised as an SQL when sales agrees with marketing that the contact has demonstrated enough interest and is a good enough fit to initiate a sales conversation. The SQL stage also happens to be both one of the most important and most difficult stages for a company to define because it’s where the marketing-to-sales handoff occurs. See also MQL and CQL.

Samsung Galaxy: The brand of smartphones developed by Samsung electronics.

Schedule Once: Cloud-based scheduling solution.

Screen Shot: Also known as ‘screen capture’ or ‘screen grab’. A digital image taken showing the contents of a computer screen.

SD: Standard Definition.

Search Engine: A software system designed to carry out internet-based searches.

Secure Pay: Cloud-based payment processing software.

Security Plugin: An additional piece of software to plug a security gap.

SEO: Search Engine Optimisation. The practice of positioning your content and website so it can rank well on and draw traffic from search engine results pages (SERPs). SEO includes both on-page SEO, where you attempt to make alterations to your web code and content to improve its ranking, and off-page SEO, where you try to reach out to individuals outside of your company to acquire backlinks and traffic from other sources.

Service operations: Includes management of all the workflows, tools and processes required to maintain and improve the overall customer experience. It includes implementation, management and adoption of CRMs, ticket management, automated campaigns, product usage, knowledge base content and customer feedback.

Selfie: A self-portrait that is typically taken using the reverse camera screen on a smartphone or by using a selfie stick (a pole that attaches to your camera). Selfies are commonly shared on social media networks like Instagram, Twitter, and Facebook using the hashtag #selfie.

SERP: Search Engine Results Pages. These are the pages that are served to you after you submit an enquiry through a search engine.

Share/s: Refer to the number of times any user’s piece of content has been re-posted on social media. The ‘Share’ feature on social media is a clickable button that allows you to repost other users’ content to your own timeline (that’s your own personal newsfeed). For example, if a user clicks on the ‘Share’ button on Facebook, they’ll have the option of sharing that post either with another friend, on their News Feed or via Facebook Messenger.

Shopify: A brand specialising in e-commerce websites.

SIRI: Speech Interpretation and Recognition Interface. Otherwise known as Apple’s virtual assistant.

Skype: A Microsoft-owned free program that allows for text, audio, and video chats between users. Additionally, users can purchase plans to place phone calls through their Skype account.

Slack: A channel-based messaging and communication tool.

Smart Home: Also known as home automation. Refers to houses which have internet-enabled devices such as lights, speakers, etc.

Smart Phone: A mobile phone that combines that ability to call with various computer-based technologies.

Smart Watch: A watch that combines traditional timekeeping with some computer-based technologies.

Snapchat: Is a social app that allows users to send and receive time-sensitive photos and videos known as “snaps,” which are hidden from the recipients once the time limit expires (images and videos still remain on the Snapchat server). Users can add text and drawings to their snaps and control the list of recipients in which they send them to.

Snap Map: Is a feature of Snapchat that allows you to see where your friends are as well as hot spots where people are publicly posting stories.

Social Inbox: Is an app in the HubSpot software that plugs into your contacts database and allows users to optimize their social monitoring, publishing, and analysis.

Social Media Monitoring: Is a process of monitoring and responding to mentions related to a business that occur in social media.

Social Media Return on Investment (ROI): Is a metric to determine the revenue your social media marketing campaign is generating when compared to how much you are spending on the campaign. ROI is a percentage calculation used to determine the efficiency of a business investment.

Social Proof: Refers to a psychological phenomenon in which people seek direction from those around them to determine how they are supposed to act or think in a given situation. In social media, social proof can be identified by the number of interactions a piece of content receives or the number of followers you have. The thought is that if others are sharing something or following someone, it must be good.

Social Selling: Is a sales concept in which representatives leverage the power of social communication to engage with prospects by answering their questions, providing helpful content, clarifying information, etc.

Soft Bounce: Often a temporary issue due to the email inbox being full or a problem with a recipient’s email server.

Spam: Sometimes called unsolicited commercial email (UCE).

Spear Phishing: a fraudulent attempt to gain access to information often using the information from a trusted source.

Spotify: Is a music streaming service with a social media twist. Not only can you share what you’re listening to with other social networks, but you can also see what your friends are listening to or listen to their playlists directly from the platform.

Spyware: Software that allows the user to obtain information without another person knowing.

Square: A mobile payment services provider.

SquareSpace: A drag-and-drop website builder.

Squirrel Street: A cloud-based receipt management system.

SSL Certificate: Secure Sockets Layer. Essentially it’s encryption software that protects the user on your website.

Story: A Snapchat, Facebook, or Instagram story is a collection of photos or videos compiled into one album that can be shared with other users on the platform. These Stories are only visible for 24 hours, making them ephemeral.

Stripe: Cloud-based payment processing software.

StumbleUpon: Is a free web-browser extension that acts as an intelligent browsing tool for discovering and sharing web sites.

Subreddit: A discussion board dedicated to a specific topic on reddit.

Sync: Short for ‘synchronisation’. Meaning all of your data is shared and up-to-date across your devices.


Tag: Tagging is a social media functionality commonly used on Facebook and Instagram that allows users to create a link back to the profile of the person shown in the picture or targeted by the update.

Targeting: Is a social media marketing term that refers to how you target a specific audience to display adverts and posts. Most social advertising platforms allow advertisers to define, identify audiences based on age, location, gender, and other demographics. Your social media target audience consists of people you want to appeal to, which will help develop your brand guidelines.

TB: TeraByte. a measurement of data storage 1 TB = 1000000000000 bytes

Tech stack (software stack): A tech stack, also called a software stack, is the set of technology and software an organisation uses to run their business. For most businesses, that probably involves having a CMS, CRM software, sales acceleration tool, marketing automation platform and project management program. It also includes any integrations and servers you need to operate the platforms in tandem.

Telco: Telecommunications.

TFA: Two Factor Authentication. Two layers of security to pass to enter a software system.

Thank You Page: After submitting information on a landing page, customers are immediately redirected to a thank you page that thanks them for their submission and provides them with potential next steps. Thank you pages are important in your lead nurturing strategy because they deliver the offers individuals are seeking and they can position other relevant content as a next logical step.

Thread: A series of comments or discussion posts on a post or in a subreddit.

TikTok: Is one of the fastest-growing social media platforms of all time, The app, beloved by Gen Z, is similar to Vine in that it highlights bitesized looping videos that can also have musical overlays.

Tiles: A physical device you can attach to something, which allows you to track it in the event it’s lost or stolen, usually via Bluetooth.

Timely: Android application that allows you to track calendars, appointments and messages on the road.

Timeneye: A time tracking application.

TL:DR: Too long, didn’t (or don’t) read.

Todoist: A productivity tool based around a to-do list.

Toggl: A time tracking application.

ToodleDo: A productivity platform that incorporates a range of tools, including to do list, notes and habit tracking.

Top of the funnel (ToFu): Even though the flywheel has arrived, the funnel still represents how you turn prospects into customers. The top of the funnel refers to the first stages of the buying process. During this stage, buyers are becoming aware that they have an issue and are looking for more information. Whether it’s subscribing to a blog or watching a video, you want to have helpful content that prompts visitors to take the desired next steps. See also MoFu and BoFu.

Total Addressable Market (TAM): The amount of potential revenue your company could earn if everyone with a demand for your product or service actually bought it. For most companies, the amount of achievable revenue is nowhere near TAM, but understanding your total market can help inform how to define the target market you’ll focus your marketing and sales strategy toward.

Traffic: Refers to all user visits to a website or mobile application. Social traffic includes all traffic coming from social networks. Increasing social media traffic is a common marketing objective, realized by building a larger presence on social media and getting people to see or engage with your content.

Trello: Web and mobile based kanban style application to assist with project management and organisation.

Trending topic: Refer to the most talked about topics and hashtags on a social media network. These commonly appear on networks like Twitter and Facebook and serve as clickable links in which users can either click through to join the conversation or simply browse the related content.

Trojan: Anything which misleads a computer user about its intent. Eg. A photo that hides a computer virus.

Troll: A troll or internet troll refers to a person who is known for creating controversy in an online setting. They typically hang out in forums, comment sections, and chat rooms with the intent of disrupting the conversation on a piece of content by providing commentary that aims to evoke a reaction.

Tumblr: Is a microblogging platform that allows users to post text, images, video, audio, links, and quotes to their blog. Users can also follow other blogs and repost other users’ content to their own blog.

Tweepi: Is a social media management tool that provides users with a platform for simplifying the way they manage their social following. It’s typically used for mass following or unfollowing a group of people based on certain criteria.

Tweetdeck: Is a Twitter tool that provides users with a way to manage their Twitter presence through custom columns. The platform integrates with the Twitter API to allow users to both send and receive tweets.

Twitch: Is a live streaming social platform which gained notoriety when gamers used it to stream their video game skills. Recently, brands have also begun to experiment with the platform.

Twitter: Is a real-time social network that allows users to share 140-character updates with their following. Users can favorite and retweet the posts of other users, as well as engage in conversations using @ mentions, replies, and hashtags for categorizing their content.

Twitterati: Users on Twitter who have an incredibly large number of followers and who post regularly. Think celebrities, social influencers, etc. If the Twitterati are posting about a particular topic or sharing a certain hashtag, you can expect it to start trending among other Twitter users.

Twitter Topics: A feature that allows users to follow specific topic categories from marketing, to politics, to birdwatching. Once users follow topics, they’ll see more content related to these categories on their feeds.

Twitterverse: Also referred to as the Twittersphere, Twitterverse is a nickname for the community of users who are active on Twitter.


Unsubscribe: Removing yourself from a mailing list.

URL: Uniform Resource Locator. It’s the address of your web page.

USB-C: Transmits both data and power.

USB: Universal Serial Bus. Industry standard cable for connecting devices and computers.

User-Generated Content (or UGC): Is content – blogs, videos, photos, quotes, etc. –that is created by consumers. Marketers typically tap into their audience in an online setting to collect this type of content to support a campaign or initiative.


Vimeo: A video hosting platform.

Vine: Founded in 2012 and discontinued in 2017, Vine was a social video sharing service where users could create and engage with short-form, six-second video clips. Videos published through the service were easily shared across other social platforms such a Twitter and Facebook.

Viral: Is a term used to describe an instance in which a piece of content — YouTube video, blog article, photo, etc. — achieves noteworthy awareness. Viral distribution relies heavily on word of mouth and the frequent sharing of one particular piece of content all over the internet.

Virtual Summit: A digital lead generation tool. Gathering a group of people online to host a summit as you would in person.

Virus Protection: Software that protects your computer from unwanted attacks.

Virus: A computer program that infects the system, rendering it inoperable or leaving it compromised in some way.

Vlogging: Or a vlog, is a piece of content that employs video to tell a story or report on information. Vlogs are common on video sharing networks like YouTube.

VPN: Virtual Private Network. It extends a private and protected network across a public domain.


Wave: Cloud-based accounting software solution.

Wearable Tech: Smart electronic devices worn close to, or on, the skin that collect or transmit data.

Web Content Outlines: The raw copy version of a website page. It reflects the structure the finalised page will take, but it isn’t designed at all. In addition to all titles and body copy, web content outlines also include technical information like SEO metadata, page title and where the page exists within the site architecture.

Webinar: An online seminar or presentation that is hosted by an individual or a company. Most often, the host requires attendees to fill out a form before granting them access to stream the audio and slides. In marketing, webinars are held to educate audiences about a particular topic while opening up the floor for a discussion to occur on social media using the webinar’s unique hashtag.

Website Hacking: Gaining access to a website for nefarious purposes.

Website Hosting: Website hosting is akin to paying a landlord for your office rental.

Welcome Email: The first email you send to a client when they onboard with you.

Whale Phishing: A term used when a phishing attack goes after a wealthy or prominent person.

WhatsApp: Is a messaging, phone, and social media app that allows people to connect internationally over a Wi-Fi network.

What 3 Words: A navigation application based on 3 words finding your location anywhere in the world.

Whitelist: An IP address your client considers ‘safe’.

WIFI: Wireless fidelity. A wireless network allowing devices to interface with the internet.

Windows: Microsoft operating system.

Wireframes: Are blueprints for your website. They provide the framework upon which the functionality and design of your final website will be built. The focus of wireframes is not on the look and feel of your website, but rather the structure and layout of content that will prompt the intended actions of your ideal user. There are many different forms a wireframe can take, and their level of fidelity is characterised by the level of depth into functionality and content. Low-fidelity wireframes can be as little as sketches on paper and generally utilise all placeholder text. High-fidelity wireframes often incorporate some clickable elements to demonstrate user flow and often featured draft or even finalised copy.

Wix: A drag-and-drop website builder.

Woo Commerce: An open-source e-commerce plug in.

Word: Microsoft owned word processor software.

Word-of-mouth marketing (WOM): The oral or written advocacy of a good or service from a satisfied customer (or evangelist) to a prospective customer. It’s widely considered to be the most effective form of promotion.

WordPress: A website builder. Currently the most popular website platform builder.

Worms: A computer virus that replicates itself in order to spread to other computers.

WTForecast: A mobile-based weather application PG through to R rated content.


Xero: Cloud-based accounting software solution.


Yelp: Technically Yelp isn’t a social media platform. But, it is a great way to spread awareness if you’re a business owner. The platform one of the leading sites for online recommendations.

YouTube: A video hosting platform and the world’s 2nd most popular search engine. Owned by Google.


Zapier: Is a software that leverages “zaps” to connect apps and provides users with a way to automate tasks. Zaps are automations that contain both Triggers and Actions. For example, you can connect your Twitter with your Evernote to save your favorited tweets to a folder, or connect Facebook and Twitter to tweet posts from a Facebook Page.

Zencastr: A web-based online audio recording platform.

ZMOT: Google’s research paper ‘Zero Moment of Truth’. That moment we all reach as consumers when we move from thinking about purchasing to committing to buying.

Zoom: American telecommunications company providing video conferencing, webinar facilities and online chat services.

Sources: The Digital Guide, Media Update, HubSpot, Simplilearn, New Breed.

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