Digital Marketing is becoming increasingly important to the survival of any business as technology advances and people turn to online sources for information. The data that can be gleaned from how people interact with your site can transform your business success, but how well do you really understand the terminology used in the industry?


Application Programming Interface, or API, is a software intermediary that allows applications to talk to each other. An API is like a messenger. It delivers your request to a provider, then gives you a response from the provider.


Artificial Intelligence, or AI, is the simulation of human intelligence by machines, and especially computer systems. This involves tasks such as speech recognition, visual perception and decision-making, among other things.

Bounce Rate

Your Bounce Rate is the percentage of people who come to your site and leave without visiting another page. This information can be used to help improve the quality of your content and determine if your landing page is relevant to your audience.


Business to Business, or B2B, is the exchange of products or services between businesses.

Ephemeral Content

Ephemeral Content is content that is only available for a short time; usually, visual content uploaded to Instagram or SnapChat.


Geotargeting means delivering web advertising content to a customer based on their location.  


Search Engine Optimisation, or SEO, is the practice of improving your site’s visibility in search engines, such as Google or Bing, to increase the quantity and quality of organic traffic.


Software as a Service, or SaaS, is a software delivery model that sees software licenced to a user on a subscription basis. So the user, rather than buying the software outright, pays a monthly fee to access the software from a central database, rather than from the users own computer.


User Experience, or UX, in terms of website design, is the process of creating a process that is relevant for the user based on the integration of the brand, design, product and function. It should elicit an emotional response that fosters positive human/computer interaction.


A vlog is a video blog or a video log, and is a form of blog that uses video as the medium.

While these are only a few of the hundreds of terms that you will come across in digital marketing, it is important to start somewhere. As digital marketing becomes the focus of marketing campaigns in the future, it is important that those in eCommerce recognise the jargon to stay abreast of developments and make the most of the opportunities that technology is offering.