A B C of Digital Marketing

Digital marketing can often be daunting when you’re just new and trying to understand the basics. But before going any further about this important marketing tool, let’s familiarize ourselves with the complex vocabulary and acronyms that come with it. I am taking liberty to reproduce a content taken from connected India website, a social media app that explains some key elements of digital marketing.

Digital Marketing is still evolving, and  that means we’re still adding new definitions and terms. Let us create a quick and simple digital marketing glossary, and identify key terminology within their respective departments..


Animated GIF: 

It’s a graphics interchange format file that comes as a graphic image on a Web page with movement. These loops have a tendency to move either back and forth or get repeated. GIFs can be illustrated and are also present in live-action video content.


RGB (red, green, and blue) and CMYK (cyan, magenta, yellow and black) are the preferred colour models. RGB is actually an additive colour model in which red, green, and blue light are added together in different ways to reproduce a broad choice of colours. This is clearly the most widely used colour model. While CMYK  belongs to subtractive colour model that is preferred for printing and it also describes the printing process itself.


When various elements are placed together, you get a perception of a unified whole. For example, when you arrange a set of arrows in a circle pointing outward, you get an image resembling a sun.

Hanging punctuation: 

It’s a form of typesetting punctuation to create a solid edge of letters in a left, or right-justified block of text by placing punctuation right into the margin.


It’s a visual representation of data or other important details in a comprehensive, and structured way that uses key design techniques while conveying an overarching trend.

Interactive infographic: 

This is infographic with interactive capabilities like form fills. 


It denotes spacing between letters. The spacing can also be adjusted accordingly to enhance the readability factor.


This is a method by which graphics are arranged in such a way that it conveys a particular style or a concept that is usually presented to clients. The objective behind this exercise is to eliminate the guesswork and get approval to move forward without significant work up-front. Most digital agencies utilize such online tools instead of actual bulletin boards with cutout magazine pictures.


This is a technique by which parts of an image is made transparent by cutting out specific images without removing them from the source material.

Raster graphic: 

This is a type of graphic that cannot be scaled up without becoming pixelated. Some of the examples of such graphic would be a photograph in jpg, or.pdf format.

Source files: 

Graphics are first created by design programs which are subsequently exported into a flat image. The file that is used in the design program is called the source file. A designer can either use an existing source file to adjust the image or get something extra from one image to apply to another.


This represents the dimensions and destinations of the graphic in the relevant measuring unit. For example, the file size used for graphics on Twitter is 1000 x 500 px. 

Vector graphic: 

They are graphics based on paths and points that have fixed x and y values. However, vectors can be easily scaled up and down without compromising quality. Some of the examples of vector graphic would be a logo or digital illustration in .ai, .eps, or.png format.

Digital Advertising : 


This is the amount you offer to pay per action. Some platforms have an option of automatic bidding, that optimizes your bid to help reach objectives. This keeps a check over how much you pay for each click, view-through, or other objective. By opting for manual bidding, you can pick to target maximum bid.


These are customer-completed actions, similar to a cart on an e-commerce website while purchasing or adding items.

Cost per action: 

This is the average amount paid for each action people take on ads. Therefore, what you pay depends on who you target and at the same time how many other advertisers are competing to show their ads to your audience. Usually, well-designed ads encourage people to take action. So, more actions you receive, the lower would be your cost per action.

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