DO YOU KNOW YOUR API FROM YOUR KPI?
25 must-know digital marketing acronyms.
API (Application Program interface) has been in the news recently, with both Facebook and Instagram scaling back third-party access to theirs. The option of using Facebook’s API to log-in to other apps has become very popular, but the sneaking suspicion you may have had as you used this functionality was confirmed in recent headlines. Access to Facebook users’ (and their friends) personal data, led to a major breach with the Cambridge Analytica data-sharing debacle. Facebook is in the process of rolling out a new login process to prevent infringements from reoccurring.
Earlier this year, without warning, Instagram killed off many unofficial third-party apps built for its platform, mainly those that analyse followers, unfollowers and effectiveness of hashtags, by allowing API data access for approved apps only. But enough of these complete words – let’s get to the acronyms that explain what’s going on inside all the data we are living with and giving away in the world of digital marketing, starting with the most newsworthy.
Application Program interface
A set of functions and procedures that allow the creation of applications which access the features or data of an operating system, application, or other service. An API may be for a web-based system, operating system, database system, computer hardware, or software library. Many apps share their API with other apps. Later and Hootsuite, for instance, use the Instagram API to allow scheduling and posting to Instagram.
The percentage of people landing on a website and leaving without taking the desired action or clicking to another action or information on the site. A high bounce rate may indicate an unsuccessful website, or directing an inappropriate audience to the site. Bounce rate can also apply to emails that do not go through to the intended recipient.
Content Management System
A website or platform interface or dashboard, for systematic data upload, editing and layout. Some popular, user-friendly content management systems include WordPress, Squarespace, WiX, Joomla and Weebly.
Cost Per Action
Advertisers pay a provider for facilitating each instance of a specified action. An action could be a sale, a download (also known as CPD – Cost Per Download), an impression, a registration or a click for example.
Cost Per Click
Also known as PPC (Pay Per Click). Advertisers pay an agreed rate for every click on an ad. Search engines, websites and social networks use this model including Google, Facebook, LinkedIn and Twitter. There are two ways to pay for CPC ads – Flat Rate is a fixed amount paid for each click, and Bid Based has the advertisers competing, setting a maximum spend to ‘win’ a particular ad spot.
Percentage of users who engage in the desired outcome, such as a sale or booking.
Content Relationship Management
Software that gathers and orders information about customers or audiences. The aim generally is to increase avenues for more targeted interaction and sales.
Call To Action
A message that contains strong encouragement and clear instructions to take a particular action. The simplest examples are Facebook’s single message buttons, such as ‘learn more’, ‘sign up’ or ‘book now’.
Click Through Rate
The percentage of users who advance through your desired action by clicking a link or button on a page, email or advertisement.
Email Service Provider
Services that offer bulk email marketing, such as MailChimp. Design templates and comprehensive analytics are often part of the package.
File Transfer Protocol
A standard internet protocol for transferring digital files from one host to another. Convenient for files that may exceed email attachment limits. There are easy to use and often free services, such as Wetransfer.
A service offered by Google that tracks and reports website traffic. It is the most widely used web analytics service, offering paid features to map greater traffic detail and business insights.
A hyperlink from another website to your site. Having links leading to your site will improve search engine ranking.
Key Performance Indicator
Measurement of specified activities that can be used to evaluate the success or otherwise of an action over time. A term used and abused throughout the business world.
Pay Per Click
See CPC – Cost Per Click.
16. QR code
Quick Response Barcode
A type of barcode consumers can scan with an app on their smartphone; often used to link to further information such as text, a URL or other data. It can extend offline marketing into the online environment. Snapchat, Facebook, Twitter and WhatsApp all offer built-in QR scanners in their apps.
Return On Investment
A performance measure to evaluate the efficiency of an investment. The benefit gained for cost incurred.
Rich Site Summary or Really Simple Syndication
These web feeds let publishers update frequently and syndicate data automatically. If there is a site you wish to monitor you can subscribe to a service to have all relevant updates sent to you rather than browsing for the information. Industry-specific content or keyword alerts can be gathered for you by RSS reader sites like Feedly and Digg Reader. This can be great for sharing content or forming a knowledge-base to create your own.
A repost or forwarded message posted by another user on Twitter – the engagement equivalent of a ‘share’ on Facebook.
Search Engine Optimisation
Strategies for helping your website rank more highly in search results, appearing in a better position in services like Google. There are many techniques for organic and paid optimisation; including title tags, keywords, image tags, internal link structure and inbound links.
Search Engine Results Page
The importance of SERPs to digital marketers is pretty obvious. People can only buy from you when they can easily find you! The largest volume of search queries are generated through Google. The SERPs created by a search engine are based on relevance to the query and can feature organic links or sponsored results, where advertisers bid to have their page appear above other search results.
Social Media Marketing
Use of social media apps and platforms to promote a business. This can be in the form of a concerted campaign or more ‘social’ sharing of content to build a following or brand. The cost barriers of production and distribution of conventional marketing material are greatly reduced in SMM; large and small companies can appear in the same space.
Social Local Mobile
The integration of social, location-based and mobile marketing tools, primarily used for discovery. A SoLoMo search relies on a smartphone’s real-time location and inbuilt GPS to provide the customer with information based on their location.
The term for identifying the introduction of new people to a website, as opposed to return visits of the same people within a defined period to the site.
A customer’s ease or satisfaction in dealings with an organisation over time. This term may be applied to a customers online experience interacting with a website; finding information or concluding a purchase.
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