Glossary - Apple Box Studios



70/20/10 Marketing Strategy – A framework for a complex content marketing strategy developed by Coca Cola, in which 70% of the content you create is “low-risk” – or the bread and butter content (less risky), 20% of content is more in-depth, it takes more time and energy to create, and it connects more deeply with a well-defined segment of your audience and the final 10% is “high risk” content, which are brand new ideas and totally unique

AdRank – How well positioned a particular web page or website appears in Google’s search engine results. For example, if you rank at position No. 1, you’re the first listed paid or sponsored ad.

AdWords – A keyword advertising system in which ads appear as “sponsored links” on the Google results pages as well as the results pages of Google’s partners, such as AOL and

Audience Segment Targeting – A process of dividing people into subgroups based on defined criterion such as product usage, demographics, psychographics, communication behaviors and media use

Banner Ads – Image-based rather than text-based forms of website advertising with the purpose being to promote a brand and/or to get visitors from the host website to go to the advertiser’s website

Bounce Rate – the percentage of visitors to a particular website who navigate away form site after viewing only one page

Brand Spacing – It encompasses all the territories where your brand intends a presence, like brand turf, much of you brand space is forward focused

Buying Personas – The real buyers who influence or make decisions about the products, services or solutions you market. They are a tool that builds confidence in strategies to persuade buyers to choose you rather than a competitor or the status quo

Channel-Agnostic – not focusing on any single channel – online, offline, mobile, social. Instead, it’s focusing on human interactions that are relevant, accessible when they want information, and positive. When content is channel-agnostic, it is content for all channels

Content Curation – the process of collecting, organizing and displaying information relevant to a particular topic or area of interest. Services or people that implement content curation are called curators. Curation services can be used by businesses as well as end users.

Content Excellence – Coined by Coca Cola’s content marketing team, content excellence is high quality, channel agnostic, and creative content sharable across the social web

Cost Per Click Ad (CPC) – An Internet advertising model used to direct traffic to websites, in which advertisers pay the publisher when the ad is clicked.

Cost Per One Thousand Impressions (CPM/CPI) – a term used in online advertising and marketing related to web traffic

Conversion Tracking Pixel – Used to signal events that happened while the user was browsing your website. The true value of a Facebook ad is in the actions a visitor takes after viewing it. The pixel tracks the actions a user takes within the app or on the website after viewing an ad, and lets you know whether that visitor is already a fan of your page or not. You can compare data with specific visitors who took action within the app and which of the same visitors viewed one of your ads.

Click Fraud – the repeated clicking on an advertisement hosted on a website the intention of generating revenue

Click Through Rate (CTR) – The percentage of people visiting a web page who access a hypertext link to a particular advertisement

Follow – “following” means you will see their tweets in your personal timeline and “follower” in Twitter means that person is following your tweet feed and can see all of your tweets

First Party-Data – information you have collected about your audience

Genome Project – Refers to Pandora’s massive music data collection used to determine songs fit for users’ tastes

Hashtag – the “#” symbol used to mark keywords or topics in a Twitter Tweet. It was created organically by Twitter to categorize Tweets by keyword

Lead Generation – The generation of consumer interest or inquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition or for sales leads

Like – the social act of digitally expressing a person’s reported attitude or positive feelings towards something

Liquid Content – Next generation information, no longer comprised of static information. Instead, content is tailored around each unique user, on the basis of real-time multidimensional profiling. The value of content is measured by how easy it is to use it.

Mention – Any Twitter update that contains @username anywhere in the body of the Tweet

Micro Blogging – The activity or practice of making short, frequent posts to a microblog

Omni Channel – Very similar to the evolution of, but is concentrated more on a seamless approach to the consumer experience through all available channels, i.e. mobile internet devices, computers, bricks-and-mortar, television, radio, direct mail, catalog and so on

Organic Reach – The total number of unique people who were shown your post through unpaid distribution

Organic Search – Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements

Paid Reach – The total number of unique people who were shown your post as a result of ads

Paid Search – The process of gaining traffic by purchasing ads on search engines, sometimes referred to as cost-per-click marketing, because most search ads are sold on a CPC/PPC basis

Pay Per Click Ads – Also called CPC ads or cost-per-click ads are internet ads used to direct traffic to websites, in which advertisers pay the publisher when the ad is clicked – the amount spent to get an ad clicked

Retargeting – a cookie-based technology that uses simple Javascript code to anonymously ‘follow’ your audience all over the web by placing a small, unobtrusive piece of code on your website

Retweet – A re-post of someone else’s Tweet, which allows other to quickly share that tweet

Repost – An Instagram term that refers to the act of re-posting someone else’s previously posted Instagram picture on one’s own account

Share – the digital act of taking someone else’s posted content online and sharing it on either another site or application on one’s own account for other people to see or on the same site/application as a re-post to spread the content further

Sponsored Links – A paid advertisement in the form of a hypertext link that shows up on search results pages. The ads are typically for products and services that are generally or very specifically related to the keywords in the search query.

TrueView Video – A YouTube video ad format that gives the viewer options, the most common of which is the ability to skip the advertisement after five seconds

Web 2.0 – The second stage of development of the World Wide Web, characterized especially by the change from static web pages to dynamic or user-generated content and the growth of social media.