Welcome to Linford’s Glossary—your quick reference for understanding the terms and phrases we use. We’ve kept it simple, straightforward, and free of jargon, so you’ll always feel in the loop.
Comparing two versions of a campaign to see which performs better.
Using AI to enhance automation and analytics.
Connecting tools like payment systems to your website.
Analysing data to understand performance.
Creating animated visuals for videos and platforms.
Creating detailed descriptions of your target audience.
Keeping your audience engaged and loyal.
Programming that powers websites and apps.
Dividing your audience based on their behaviours.
Using blockchain to enhance transparency in marketing.
A network of servers that distribute website content globally for faster load times.
Platforms like WordPress that let you manage your website’s content easily.
Structuring a marketing initiative with clear goals, timelines, and deliverables.
Hosting websites or apps on cloud servers for scalability and reliability.
A set of colours chosen to represent your brand consistently.
Research to understand your competitors and find ways to outperform them.
Developing blogs, articles, and other written materials that engage your audience.
The process of sharing your content across various platforms.
Planning and organising how your content will attract and retain your audience.
Chatbots and voice assistants that simulate human-like interactions.
Measures to ensure sensitive information is protected online.
Turning data into visual elements like charts or infographics.
Marketing activities focused on building awareness and interest in your brand.
A structured, time-bound process for solving design challenges quickly.
A creative process for solving problems with user-centric solutions.
Running paid ads on platforms like Google, Instagram, or Facebook.
Creating artwork specifically for use in digital media.
Flexible pricing strategies that adjust based on demand or competition.
The range between the darkest and lightest elements of a video or photo.
Websites designed for online stores, including shopping carts and payment gateways.
Refining video or photo content to make it polished and professional.
Sending targeted emails to engage your audience and drive sales.
A series of steps designed to turn website visitors into loyal customers.
Measurements of how users interact with your content or platform.
Premium or specialised material offered to select users or members.
Crafting environments or services that focus on user satisfaction and engagement.
Tools that allow testing and optimisation of digital strategies.
Processes where outputs of a system are used as inputs for improvement.
Client-side programming that focuses on user interfaces.
Expertise in both front-end and back-end development.
Design focused on usability and practicality.
Improving the stages of the marketing funnel for better conversions.
Preparing systems or strategies to adapt to future developments.
Incorporating game-like elements into non-game contexts to engage users.
Delivering ads or content based on a user’s geographic location.
Creating visual content to communicate ideas or messages.
Innovative, low-cost strategies to grow a business rapidly.
Unconventional marketing tactics to create maximum impact with minimal cost.
A visual representation of user interactions on a website or app.
Providing the storage space and resources needed for a website to be accessible online.
Designing solutions that focus on the needs and experiences of people.
Combining in-person and virtual elements to engage a diverse audience.
Marketing strategies aimed at a very specific geographic area.
The design of symbols or icons to convey information visually.
The process of generating, developing, and refining creative ideas.
Creating deeply engaging environments using technology or design.
Collaborating with influential people to promote your brand.
Content that encourages user interaction, such as quizzes or polls.
Moving employees through different roles to broaden their skills.
Partnerships between businesses to achieve shared goals.
Analysing customer interactions across all touchpoints to improve outcomes.
Visualising the customer journey to improve their experience.
Providing information or training exactly when it's needed.
The core ideas and themes that define a brand’s communication.
Metrics used to measure the success of objectives.
Identifying the terms users search for online to optimise content.
Organising and sharing information within an organisation.
Exchanging information and expertise among team members or organisations.
Single-page websites created for specific campaigns or products.
Strategies to attract and convert potential customers.
Programs or activities aimed at enhancing leadership skills.
Tailoring marketing strategies to different stages of the customer lifecycle.
Initiatives to reward and retain loyal customers.
Collecting and analysing data to understand market needs and trends.
Using technology to streamline and automate marketing tasks.
A structured guide for consistent brand communication.
Adapting digital content for seamless use on mobile devices.
Engaging audiences across multiple platforms for cohesive communication.
Ads that blend seamlessly into the content of a platform.
A metric used to measure customer loyalty and satisfaction.
Increased value of a product or service as more people use it.
Applying neuroscience to understand consumer behaviour.
Targeting a specific, narrowly defined audience segment.
A seamless and integrated customer experience across all platforms.
Steps to introduce new customers or employees to a service or organisation.
Optimising processes to maximise productivity and minimise waste.
Unpaid search engine results based on relevance and quality.
Efforts to connect with target audiences through direct communication.
Marketing driven by measurable actions and results.
Tailoring content, products, or experiences to individual preferences.
Using data and algorithms to forecast future trends or behaviours.
The stages a product goes through from development to decline.
Planning, executing, and overseeing tasks to achieve specific objectives.
Monitoring and improving how your brand is perceived online.
Designing digital content to adapt seamlessly to different screen sizes.
