Part 2: 10 More Digital Marketing Terms You Need To Learn
A little while ago, we gave you some of the most common marketing jargon you’ll hear us say. Well, in the space of 3 months we’ve managed to rustle up a few more.
UX and UI could be considered as different as left and right brain. UX or User Experience design is analytical and more technical in its means. A great website experience starts with UX followed by UI and both are crucial elements for any product design. We’ll expand on both concepts a little more below.
User experience (UX) design is the process of enhancing a user’s satisfaction and loyalty to a product (specifically in our case, a website) through improved usability, for a website (or app) user. It is often referred to as a “human-first” way of designing. Tasks of a UX designer can include persona and user research, developing wireframes and undertaking user testing of a website.
User interface (UI) could be considered the pretty stuff of a website or how a website looks - visual design, branding, typography and layout. Graphics, icons, buttons and any visual elements you see on screen have been carefully thought out by a UI designer to create the best experience possible for you. Consistent design and style are used across all pages of a website.
The bane of just about everyone in the 90’s and early 2000’s, the website pop-up has come a long way since then. A simple pop-up providing further information, prompts, sign-up forms or special offers can be added to your website and increase your transactions by 28%. With Google cracking down on intrusive, unsightly and annoying pop-ups, it’s important you design one that adheres to the rules and regulations of the internet but is also adding value to a user’s journey. And there are millions of customisations out there to make sure your user is getting the best experience possible e.g. timed pop-ups that will show up after a few minutes, dynamic pricing that changes between users and exit pop-ups grabbing the user’s attention before they leave your website.
Landing pages are web pages designed specifically as a marketing tool that visitors will “land” on after clicking through from an advertising campaign. Usually a landing page will have a strong call to action and specifically related to whatever ad copy has been used in the advertising campaign. The goal of a landing page is to maximise conversions, whether it be booking a room, calling a business or signing up for a newsletter.
A CMS or Content Management System is a tool used to create and manage digital content on your website. The benefit of a CMS is a simple interface that allows any user to manage content without the complicated coding background. From adding images and text to creating interactive forms, a CMS can make any marketer or hoteliers life easier with quick and easy website updates.
We’ve written about this one before, but we’ll forgive you for still being a little confused. HTTPS is the secure version of HTTP, encrypting the connection between the browser and the website's server. Not only is Google ranking secure sites more highly, but it also means users can be assured that any information they enter on your website will be safe and secure, whether they’re purchasing a product with a credit card or signing up for your newsletter.
If you’re in the accommodation industry you’ve probably all heard this one; Online Travel Agents. The ongoing book direct battle between OTA’s and Hoteliers. So how do they differ from traditional travel agents? They operate entirely online providing online booking facilities for an amalgamation of accommodation providers. Some of the bigger players on the scene include Expedia, Booking.com, Wotif and TripAdvisor.
ROI vs ROAS
ROI or return on investment is a general business metric for how much you make after taking out all expenses related to a venture, be it advertising, new product release or property investment. ROI is used to determine the efficiency of an investment. ROAS is similar, but refers specifically to the return on ad spend, and gauges the effectiveness of specific advertising efforts. If you are running a Google Adwords campaign or put money down on Pay-Per-Click ads (PPC), you’ll want to measure the success of the campaign by your return (of investment) on your ad spend or in other words how much you make versus how much you spent on ads.
Used in both SEO and paid channels, a keyword is simply a phrase or word that is used by a person to search for something in a search engine. Keywords that are important to marketers are those that are used in volume by many people (for example “hotels in Brisbane”). Keywords can be used to help target those searchers using them through advertising campaigns and SEO efforts.