The Impressona Glossary of Terms

The A-Z of digital marketing terminology.

Digital marketing is, like any other complex subject, full of terms and ideas that you may not have come across before. Whenever we use things like this on the site, we provide a handy link for you back here, to our glossary of terms.


A/B Testing

This is the process of testing out ideas to find the best performing option. This may be done to create an overall best option, to be used ultimately.

Abandonment Rate

The abandonment rate is a calculation done to find out the percentage of customers who start the sales process and don’t complete it. In the context of shopping, both online and physical, the measure would concern those who add items to their shopping baskets/trolleys, but don’t actually purchase anything.

Affiliate Marketing

Affiliate marketing is the process of promoting third party products/services in exchange for commission.


An algorithm is a set of instructions, either mathematical or scientific, for executing an action or solving a problem. In the world of marketing, algorithms are often used with customers, in trying to reach and sell to them.

ALT Text

ALT text is short for ‘alternative text’ and is a piece of HTML code that will appear when elements of an online page can’t be displayed. Typically, it is used on images, to tell the reader the nature of the image and will appear when the area that houses the image, is hovered over with the cursor.


API stands for ‘Application Programming Interface’ and refers to tools or components that help to build and dictate how components within software, should interact. These tools simplify many processes and projects.


Automation is the scheduling of any operation or action, so that it is done without human input. This input will come before the action is made, in instructing the machine or technology to carry out a certain procedure. In marketing, automation is commonly used within social media, to schedule future posts.


Bounce Rate
The percentage of visitors to a website who leave the site without interacting with more than one page. The causes of this are many and varied and include poor page descriptions, poorly written copy, and uninviting visual layout. Bear in mind includes people who read the entire page then closed the browser.


Nothing here yet.


Drip Marketing
Drip marketing, sometimes known as drip campaigns, is a method of marketing designed to gain prospects and nurture them into customers of your business. Prospects may not be ready to buy from you, but may still have interest in your offering, so drip campaigns are often used to send relevant marketing information to these prospects over time, with the aim of turning them into customers and ideally, loyal ones. Drip marketing is usually done in the form of automated emails being sent to prospects that elect, or sign up to receive marketing communication.


Engagement is the action towards or in response to content. It is the reaction of your audience to the content that you release. Engagement may be shown in different ways, for example, it could be the liking or sharing of a social media post, or the viewing of a piece of video content.

Exit intent
The technique of showing a visitor to your website a pop-up message when they show they are intending to leave your site.


Nothing here yet.


Nothing here yet.


Nothing here yet.


Nothing here yet.


Nothing here yet.


Nothing here yet.


Nothing here yet.


Metrics are measures used in the tracking of processes. They tell the story within statistics. In the context of social media, common metrics are likes, shares and comments on posts.


Nothing here yet.


Outreach Marketing
Outreach marketing is the method of aiming content at people or institutions that are influential to your target audience. An example of this would be having a blog featured on an influential website in your business’ sector. By doing this, you are getting exposure for your content and helping to build a credible brand image for your business. Additionally, the outreach content will direct readers back to your website via a link.


Nothing here yet.


Nothing here yet.


ROI stands for Return on Investment and is a measure of the efficiency of investments. It is usually expressed as a percentage and is simply the monetary benefit gained from an investment.


Separating a group of people into smaller homogeneous groups based on a set of criteria. This allows you to meet that groups needs better with your digital content marketing efforts.

SEO stands for Search Engine Optimisation and is commonly used to increase website traffic through the improvement of the ranking of a website in a search engine’s search results.

When terms or keywords are entered into a search engine, results are usually ranked in order of content quality and relevance to the terms entered. SEO works to strengthen the signals sent from a website to the search engines, through the improvement of things like keyword usage, accessibility and content quality.

SERP result (Search Engine Results Page)
The pages returned by search engines, like Google or Bing, when you try in a query.


Nothing here yet.


Nothing here yet.


Nothing here yet.


Nothing here yet.


Nothing here yet.


Nothing here yet.


Nothing here yet.

Charles Hodson

Charlie is the owner of Impressona. Coming from a background as a freelance content writer, Charlie saw that many companies were ending up with generic off-the-shelf content. He set out to build a company that sets your brand apart by showing off the personality behind it.

Please Post Your Comments & Reviews

Your email address will not be published. Required fields are marked *


Similar Posts


Digital Marketing Strategies: Proximity Marketing

The goal of all marketing is to offer the perfect product to the perfect customer at the perfect moment. Is proximity marketing the answer to your prayers?

Keep Reading

Books on Digital Marketing. A Worthy Investment of Your Time and Money?

Books have an immortal pull, words on paper are timeless. But, is the book the best format for learning about digital marketing?

Keep Reading

The Spirit of Christmas and the Grinch of Relevance

Just because it's Christmas doesn't mean you have to cover your digital content with snow and Santa hats. Should you use Christmas in your digital content marketing?

Keep Reading