Digital Marketing Fundamentals - 1st edition 2018
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In-app purchasing
Buying products or services in an app.
Influentials
People who influence other people through social media.
Invoicing by email
Emails containing an invoice.
Licensed content
Content or data requiring an API license.
Link authority
A characteristic of a link that says something about the influence that search engines allow a link to exert on the ranking of a website for a particular search phrase.
Link exchange
Engaging in long-term or short-term partnerships on the basis of the exchange of links that do not require direct financial compensation.
Link partners
Websites that cooperate within link building.
Link profile
The total collection of the number of links that a site receives from other websites.
Link profile analysis
Competition analysis of the link profile. Part of link building.
Link-building
Process of identifying and building relationships (links) between websites and web pages.
Linkbaits
Content that ensures that other sites place links to a website without an explicit request to do so.
Links; - reclaim/reactivate
Activating non-working links and dated links on third-party websites.
Links; - reclaim/reactivate
Asking link partners not to remove working links and dated links on their websites.
List broker
An organisation that sells consumer and/or company data to third parties.
Local searches
Search query with the intention of receiving a local result.
Location-based advertising
A mobile marketing communication method used in mobile advertising for connecting to location-based technologies.
Marketing automation
Automating marketing decisions and activities.
Messaging
Sending real-time text messages via SMS or apps.
Mobile coupons
Digital vouchers that are displayed on a mobile device.
Mobile device
A computer with a monitor and an input method, such as finger touch or mini keyboard, that is small enough to be held in the hand.
Mobile game advertising
Advertising in mobile games.
Mobile marketing
Digital marketing via mobile channels.
Mobile website
A website that is designed for mobile platforms.
Native app
Software that is specifically designed for a smartphone operating system, such as Android or iOS (Apple).
Natural or organic search results
The results of a search, the entries in a results list of a search engine.
Newsletter
Emails sent at regular intervals that often look the same in terms of lay-out and contain several items in a single email.
NFC chip
Chip for near field communication that enables, amongst other things, contactless payments in shops.
No follow tag
A line of code that is added to the link which allows search engines to see that the link should not pass on link authority.
Off-page optimisation
Activities that do not take place on the website itself, such as link building, which influence the ranking in search engines as positively as possible.
On-page optimisation
Constructing a web page in such a way that it influences the ranking in search engines as positively as possible.
Opens
Emails opened by the recipient.
Page authority
A valuation of a web page based on a prediction by MOZ of the ranking of the web page in search engines.
Page rank
A grade between 0 and 10 that Google gives to a web page, depending on the number of links and their quality.
Paid Search
Placing ads that are displayed when someone types in a specifically purchased keyword in a search engine. Also referred to as: Search Engine Marketing.
Partner mail
An email in which an organisation draws attention to a different brand.
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