Le jargon digital à maîtriser pour briller en séance !

Après dix articles ayant une forme journalistique, je vais opter cette fois-ci pour un catalogue de définitions. Il s’agit des 30 principales notions et abréviations que tout « digital marketer » se doit de connaître. Elles sont en anglais étant donné que certaines ne s’utilisent que dans la langue de Shakespeare, par exemple : Click-through rate.

Pourquoi cette approche ? Certaines de ces notions sont difficilement mémorisables et nous peinons parfois à les retrouver dans nos notes. Désormais, le réflexe sera : sebastiendubey.com ! A propos, mes articles sont automatiquement archivés, ce qui facilite la recherche (tri par mois de publication). En version Desktop, vous y accédez en cliquant sur l’icône qui est tout à droite de la barre de menus (points de suspension). En version mobile, voir la Recherche.

Voici les fameuses définitions (liste alphabétique et non exhaustive), il s’agit pour la plupart de « digital media definitions » :

Ad banner : a graphic image or other media object used as an advertisement

Ad display / Ad delivered: when an ad is successfully displayed on the user’s computer screen

Ad impression ratio: click-through (see CTR) divided by ad impressions

Ad server: online campaign management software that allows the dynamic display of advertising material in the spaces provided on the editorial pages and provides the stats of the campaign

Banner: graphic image displayed on an HTML page used as an ad

Clicks: individuals who have clicked on the banner

Conversion: act of converting site visitors into paying customers

Conversion rate: the percentage of visitors who take a desired action = Volume of conversion / volume of arrivals

CPC (Cost-per-click): cost of an advertising based on the number of clicks received. Like PPC (Pay-per-click)

CPL (Cost-per-lead): cost of an advertising based on the number of database files (leads) received

CPM (Cost-per-thousand / mille) – also CPT – media term describing the cost of 1’000 impressions. For example, a website that charges USD 1’500 per ad and reports 100’000 visitors has a CPM of USD 15 (USD 1’500 divided by 100)

CRO: Conversion Rate Optimization

CTR (Click-through rate): number of ad clicks divided by the number of impressions, page views, or queries you received

CSE: Custom Search Engine – personalized google search

Impression: the metric used to measure views of a webpage and its elements, including the advertising embedded within it. Ad impressions are how most online advertising is sold and the cost is quoted in terms of cost per thousand impressions (CPM)

IoT: Internet of Things – Read my blog article about this topic!

Keyword: specific word entered into a search engine by the user that result(s) in a list of web sites related to the key word. The key word can be purchased by advertisers in order to direct the hyperlink opportunity to the advertiser’s site or to serve an ad related to the user’s search.

Lead: when a visitor register’s, signs up for, or download something on an advertiser’s site. A lead might be also comprise a visitor filling out a form on an advertiser’s site.

LBS: Location-based Services – close to Geo-targeting

Rich media: the collective name for online ad formats that use advanced technology to harnesses broadband to build brands. It uses interactive and audio-visual elements to give richer content and richer experience for the user when interacting with the advert.

Responsive design: web design automatically adapted for all devices: desktop, mobile, tablet.

ROS: Run On Site. The advertising is displayed random on a website (e.g. 20min)

SaaS: Software as a Service.  Is a software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted. SaaS has become a common delivery model for many business applications.

SEA: Search Engine Advertising (sponsored links on search engine)

SEO: Search Engine Optimization (organic search)

SEM: Search Engine Marketing (SEA + SEO)

Traffic: the number of visits and/or visitors who come to a web site

UGC: User Generated Content. The content is generated by the user e.g. customer or fan/follower, etc. Also “Crowdsourced Content”

Unique contacts: individuals who have been exposed to an impression at least once in a fixed time frame

Visit: measurement which has been filtered for robotic activity of one or more text and/or graphic downloads from a site without 30 consecutive minutes of inactivity and which can be reasonably attributed to a single browser for a single session.

Les notions ci-dessous vous étant maintenant connues, nous verrons dans mon prochain article comment nous calculons le ROI d’une campagne online. On se retrouve dans une semaine pour parler de tout ça !

A bientôt.