Application Programming Interface (API) allows for different software applications to communicate with each other. APIs are important because it allows for more functionalities and integrations to be built on your website and helps with Ux/UI. Say for example your website has a form to sign up customers to appointments and you want to give your customer the ability to automatically create a google calendar event with those details. APIs allow for that communication to happen between your website and Google.

Business to Business (B2B) are certain industries who sell products/services to another business. Understanding that your client is a business helps narrow down your digital strategy. Businesses respond differently to ads and content than customers.

Business to Consumer is the traditional business model and involves marketing directly to the end consumer with either retail products or services.

Content Management System (CMS), as used in web development, is a software application that is used to create and manage digital content. CMS systems are fast and powerful while also being easy to manage and are a huge advantage to companies who take the time to invest in it. WordPress is a common CMS system which helps build and manage websites; 34% of the entire internet uses WordPress.

Cost Per Acquisition(CPA) this is the cost it takes to acquire one converting customer who buys your product/service. CPA’s vary greatly from industry to industry, but ultimately refining your digital plan for the lowest cost per acquisition should be the goal.

Cost Per Click (CPC) is how much it costs when a person clicks on your digital ad. You do not pay for impressions made, you only pay when a person clicks on your ad. Improving your message for your ad campaign will help increase your CPC.

To differentiate to Cost Per Acquisition(CPA), Cost Per Lead is the cost it takes to obtain a lead. The lead hasn’t purchased your products yet. However, he or she shows interest in buying your products and has communicated with you or provided contact info for you to follow up. 

Cost Per Thousand (CPM) is a commonly used term in digital ads. This is the tied to the amount your ad is viewed (impression). You are charged for every 1,000 times your ad is displayed or played. While some advertising such as Google is run by CPC, other types of advertising like banner ad, social media ad, and internet radio use CPM.

Cost Per View (CPV), for video ads, is what you pay when the viewers watch at least 30 seconds or the end of your video, whichever is shorter (as defined as one ‘view’ in video ads).

Customer Relationship Management (CRM), a system allows a company to store and manage their relationships with customers and the data and information involved with them. CRM systems provide a central hub for your business to communicate internally and automate sales, marketing, and customer support.

Call to Action (CTA), the goal of your ads and content marketing ultimately, is to get your consumer to act on the information they have read. It can be a button clicked, phone call, email sent, form filled, web link, subscription, cart purchase or any form of direction you want your customer to go.

Click-through-rate (CTR) is how many people click on your ad when they see it and is calculated by: How many people click on your ad/How many people see your ad. If you have an ad for hot dogs and its seen 10,000 times and 200 people clicked on it, you have a CTR of 2%.

Connected TV (CTV) is content accessed by apps and streamed over smart TVs, mobile,  laptops, tablets, and so on. We specifically deliver video ads to this platform if the audience matches what your targeted customers are .

Direct Messaging (DM) is often used in social platforms which allows you to directly message a user or company and will receive the message in an inbox. DMs are crucial in networking in todays digital marketing.

Domain Name System is the internet’s system for converting alphabetic names such as (Dwightsgym.com) into numeric IP addresses. It’s much easier to remember Dwightsgym.com instead of 193.423.241.

HTML/CSS/JS are the programming languages in which a developer communicates with software. Hyper Text Mark-up Language (HTML) provides the basic structure and layouts all elements such as wording that appears on a website. Cascading style sheets (CSS) gives each elementfrom HTML a defined style such as making the background of a website a red color. Javascript (JS) is used to control the behavior of those different elements such as the a button to open new window. These three computer coding languages compose the basics of a majority of websites found on the internet. Having the right agency that develops a website to correctly mirror your company’s brand and message is crucial in your digital plan.

Return on Investment (ROI) is a performance metric that can help determine if a potential investment is worth the up-front costs and on-going cost. ROI is calculated by (Revenue-cost/cost).

Software as a service (SaaS) is software hosted on a cloud usually by a third party. Some examples include Google apps, Dropbox, and Sales Force.

Search Engine Marketing (SEM) is a form of internet marketing that entails promoting your website by increasing visibility in search results using paid advertising. SEM needs to be part of a company’s overall marketing strategy.

Search Engine Optimization (SEO) entails the ranking of how your company and other digital content is organically brought up when people use web search engines such as Google, Bing, Yahoo for relevant content. Optimizing for search engines involves many factors, but some of the main major ones are site index, content, internal links, meta description. This ensure increasing the quality of your website which results in a higher ranking and more traffic. 

Social Media Marketing (SMM), implementing different social platforms such as Facebook, Linked In, etc… into a company’s marketing plan to promote business whether through paid ads, or organic content.

UX/UI refers to user experience(UX) and user interface(UI). They are crucial to customer acquisition.  They put users in the center of all design decision, function, and other web-related aspects. Having a simple and easy to navigate site while staying on modern design trends statistically converts to more customers.

Content Management System (CMS), as used in web development, is a software application that is used to create and manage digital content. CMS systems are fast and powerful while also being easy to manage and are a huge advantage to companies who take the time to invest in it. WordPress is a common CMS system which helps build and manage websites; 34% of the entire internet uses WordPress.

Urchin Tracking Module (UTM) is a simple code that can be added to a website’s URL to generate Google Analytics data for digital campaigns. It allows you to track results from your digital campaigns much easier. The main area UTM helps tracking are events on your website, such as a click to call or a click on a submit button.