Online Marketing Dictionary

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z

A

Above The Fold

The viewable space on a webpage when it first loads. Whatever content is above the fold will be immediately visible to any visitors without scrolling. The capacity of the fold will vary depending on the resolution settings of a visitors’ monitor. At lower settings the fold will appear higher up on the webpage, whereas at higher settings the fold extends considerably further down the page and will therefore show more content. Decisions on the allocation of content either above or below the fold are generally based on minimum resolutions.

“Content which is above the fold has to be relevant, otherwise visitors might bounce.”

Affiliate

A relationship between two businesses where one business has ownership over a less than majority stake in the other business’ stock. Affiliate can also describe another type of business relationship, where two different businesses are subsidiaries of a large parent business. In retail, affiliate is also used to describe a commission-based relationship where one business collaborates with another business in order to market their products and/or services. Affiliate marketing is an advertising model where a company will compensate an affiliate website to generate traffic and leads for their own website.

“Our Los Angeles company has affiliates in London, Luxembourg and New York.”

Alexa Rank

A third-party marketing tool which measures a website’s traffic in order to assess its popularity. In a marketing context, Alexa Rank is frequently used by online businesses for competitive analysis. These rankings are calculated by combining data on the approximate number of unique visitors and how many pages have been visited in a session. Overall traffic and engagement are estimated using the browsing behaviour of a global sample representing all Internet users. Millions of websites have been ranked in order of popularity, with an Alexa Rank of 1 being the most popular.

“Knowing a website’s Alexa Rank can provide invaluable information on a competitor’s performance.”

Analytics

The identification and interpretation of data in order to analyse trends and measure the performance of marketing strategies. It is a mathematics-based discipline which is focused on finding patterns in marketing data. These analytics are then applied to the marketing approaches and strategies a business will adopt in order to optimise their marketing performance. In online marketing, analytics is critical to predicting market trends, evaluating strategic impact, anticipating customer behaviour and optimising user experience.

“Google Analytics, SEMrush and MixPanel are amongst the most effective analytical tools that are currently available.”

Automation

Techniques, mechanisms and systems used to control or operate a process via electronic means in order to reduce human intervention to a minimum. In online marketing, automation refers to the use of software for the automation of repetitive and mechanical tasks which are related to marketing. Marketing automation is a complex and diverse category of systems, including content generation, email marketing, digital analytics, marketing databases as well as third-part integration with various applications.

“Marketing automation allows businesses to market more effectively on multiple channels and reallocate human resources via the automation of repetitive tasks.”

B

B2B

An acronym for business-to-business marketing, which refers to the marketing of products and/or services between different businesses, rather than between businesses and consumers. B2B transactions may involve a manufacturer and a wholesaler or a wholesaler and a retailer. This sales model is typically centred on supply chains, for example one business will purchase the raw materials from another for the purpose of manufacture and processing, which may then be purchased by another business for distribution and retail.

“The popularity of B2B e-commerce is continuing to accelerate as more and more businesses prioritise digital marketing.”

B2C

An abbreviation for business-to-consumer marketing, referring to the advertising and selling of products and/or services by businesses to consumers. B2C activities exist offline as well as online, but the term has since becomes associated with the online variety. A business will promote its products and/or services directly to the end users of its products and/or services. The advent of the technological era and the introduction of digital platforms has allowed BTC marketing to flourish, with more and more businesses as well as consumers conducting these activities online.

“The Internet has provided the perfect platform for B2C marketing to thrive and expand.”

Bounce Rate

A sub-category of analytics, referring to the percentage of a website’s visitors who leave after viewing a single page. When it comes to online marketing it is a critical measure of marketing performance, a key aspect of which is to secure engagement when subsequently results in leads and sales. With this metric, businesses can ascertain the effectiveness of a specific webpage, particularly because a high bounce rate is a potential indicator of uninteresting or unappealing content. It could also imply that a webpage is not ranking adequately even if it does have quality content, simply because it is not reaching the target audience.

“Bounce rates are an important metric, but they don’t tell the entire story and have to be used in conjunction with other analytical measures.”

Blog

A website or webpage which is updated on a regular basis. In a marketing context, blogs are frequently used as a marketing strategy for businesses to reach out to and connect with their target audiences. Blogs can be either separate from the business’ e-commerce website, or they can be integrated with one another for the purpose of easy navigation and access. Blog marketing is the process by which a business will advertise and promote their products and/or services through the medium of a blog.

“Blog marketing is an effective way to achieve brand awareness, lead generation, sales, and establish a distinctive brand image.”

Broken Link

A link on a website or a webpage which no longer works because the destination webpage has either been moved or it no longer exists. From a marketing perspective, broken links clutter search engine results and can be incredibly detrimental to businesses in terms of loss of revenue. It also negatively impacts user experience, which is another crucial aspect of online marketing. By identifying broken links and then redirecting these pages, businesses can vastly improve the rankings and optimisation of their website.

“Links are always breaking on the Internet, but broken links are extremely frustrating for Internet users and can contribute to high bounce rates.”

C

Challenge

A difficult and complicated project, situation or circumstance which requires significant amounts of determination and effort to overcome and/or resolve. In a marketing context, challenges describe the various impediments, problems and hindrances a business may experience when it comes to increasing their revenue and sales. Some common marketing challenges include generating sufficient traffic and leads, website management, content creation, reaching out to target audiences and securing a budget. Businesses have to come up with innovative and effective strategies in order to mitigate or prevent these challenges, so that they can maintain a competitive edge.

“Digital marketing is probably the most significant challenge facing businesses in the 21st century.

CRM

An abbreviation for Customer Relationship Management. CRM is the process of managing interactions, communications and outreach with existing as well as potential customers. Technically, any strategy or procedure which relies upon quantitative data to establish, optimise and manage customer relationships can be described as CRM, but it is generally associated with CRM technologies and software. An effective CRM system will enable businesses to cultivate meaningful customer relationships, whilst also streamlining and automating processes such as generating sales, improving customer service and increasing revenue.

“CRM is an indispensable tool for any business, enabling you to understand and interpret customer data and apply it your marketing strategies.”

Call To Action

A marketing term referring to those tactics which will prompt a positive response, interaction or sale from a customer. Typically, a call to action refers to the use of specific words or phrases which establish a brand’s image and purpose, and can be incorporated into sales scripts, advertisements, social media platforms and webpages. An effective call to action will encourage potential as well as existing customers to act immediately and in a specific way. Essentially, they’re meant to improve the response rate to marketing initiatives.

“Phrases such as ‘Buy Now’, ‘Join Free For A Month’, or ‘Discover Today’ are some examples of engaging and relevant calls to action.

Content Management System

A computer software designed to manage the conceptualisation, modification and publication of online content. A content management system, often abbreviated to CMS, enables users to manage the content on their various digital platforms without the need for specialised or advanced technical knowledge. It provides individuals with the interface they need to build and run a website without having to write the code from scratch. This means that basic infrastructural functions such as generating webpages and embedding images are handled by the content management system, enabling users to focus on the visible aspects of their platform.

“WordPress is one of the most well-known and easy-to-use content management systems.”

Cookies

Files stored on a computer or mobile by a web browser whilst a user is browsing a website. Cookies hold small and specific amounts of data about a particular webpage or client, and the primary purpose of a cookie is to identify the browsing behaviours and patterns of a user so that their experiences and interactions on the web can be customised to their preferences and interests. Cookies are used to deliver numerous types of targeted digital marketing because they record user data, enabling businesses to target audience groups according to various criteria such as location, age, gender and hobbies.

“For a long time, cookies have been the gold standard when it comes to tracking digital marketing efforts.”

Copywriting

The act of writing content for the purpose of advertising, promotion, outreach or any other marketing-related activity. The resulting product is called cope or sales copy, and is written specifically to establish a recognisable brand image, increase brand awareness and ultimately persuade existing and potential customers to take a particular action. It is critical to any business’ marketing initiatives because it conveys the business’ vision and message in a way which is engaging, memorable and interesting. Copywriting can be compared to a call to action, but on a much more comprehensive scale.

“An attention-grabbing and strong lead is crucial to effective copywriting.”

Customer Experience

The collective interactions a customer will have with a business. Customer experience is a comprehensive concept which covers all the stages of the life-cycle of the customer, comprising of every instance where the customer comes into contact with a business. With customer experience marketing, businesses prioritise improving the experience a customer has with their representatives, their products, and their services. It is a fundamental marketing tool, and when a business ensures that they are delivering an exceptional customer experience they are building customer loyalty and advocacy.

“A great customer experience is more likely to convince customers to make repeated purchases and recommend a business to family and friends.”

Content

The information and experiences that are directed towards an audience in publishing and communication. In a marketing context, content creation is a marketing strategy dedicated to the conceptualization, publication and distribution of content for a targeted online audience. It attracts and retains customers by providing them with engaging and valuable free content. Content marketing enables business’ to sustain brand loyalty, generate online sales, increase brand awareness and credibility as well as build an online community of engaged and responsive customers.

“By creating and distributing relevant and consistent content, business’ can encourage positive customer action.”

Conversion Rate

The number of conversions divided by the number of visitors. Essentially, the conversion rate is the percentage of visitors to a particular website or webpage who complete a desired action (conversion) out of the overall number of visitors. A high conversion rate is indicative of a successful marketing strategy, and correlates positively with lead generation and increased engagement, sales and revenue. Successful conversions can be defined differently depending on the objectives and purpose of the business, and can include such actions as a sale, registration or subscription.

“Conversion rates are a fantastic way to compare the performance of various marketing channels and identify which ones are in need of improvement.”

D

Domain

Location of an entity on the Internet. An Internet domain is essentially a string of data which uniquely identifies specific locations, or addresses, on the Internet such as e-mail servers and websites. It comprises one of the fundamental aspects of an online location because it contains information about the nature of the entity that has authority over the address, and may include other details such as the country of origin. A strong domain name is therefore critical to an effective digital marketing strategy, because it will provide credibility, distinguish a business from the competition and improve brand visibility.

“A domain name on the Internet is like the store-front window for a physical shop, if it is good it will build brand awareness and attract customers.”

DNS

An abbreviation for Domain Name System. DNS is a naming system for computers, services or additional resources which are connected to the Internet or a private network. This database is critical to the function of the Internet because it connects URLs with IP addresses by locating and translating Internet domain names. Without DNS, Internet users would have to remember strings of numbers or IP addresses in order to access any online location. In a marketing context, the DNS will make all the different between a website being visible and accessible or not, which is why a high-performance, secure, reliable and available DNS is crucial.

“DNS data is a fundamental aspect of any digital marketing campaign, and has been described as the ‘phone-book of the Internet’.”

Discovery Call

The first conversation with a potential customer once they have demonstrated initial interest in a business’ product/service. It is an important aspect of marketing, especially in the context of B2B marketing, because it will determine the direction and scope of further stages of the sales process. It is also essential to lead qualification, because a discovery call will enable a sales representatives to determine the extent to which the potential customer actually fits their profile and will therefore go ahead with a purchase.

“Ultimately, the purpose of a discovery goal is to either qualify or disqualify a potential customer.”

Drip Campaign

A marketing strategy which distributes pre-written messages, or drips, to potential as well as existing customers over an extended period of time. Drip campaigns are also known as automated emails campaigns, marketing automation, or life-cycle campaigns. The messages are sent at specific intervals to a previously identified target audience, for example a business may create a campaign designed to reward existing customers whilst there is another campaign for welcoming new customers. If implemented effectively drip campaigns can increase revenue by nurturing and cultivating meaningful leads that will eventually result in purchases.

“Drip campaigns enable businesses to create long-term relationships and establish trust and recognition with their target audiences.”

E

Email List

A database of email contacts which are typically stored within an email service provider. An email list is a list of emails that has been collected by a business’ website in order to send potential customers newsletters, information, discounts and subscriptions. Emails lists can have a massive impact on the traffic, leads and revenue of a website and encourage potential and existing customers to make purchases. Through email lists, businesses can easily convey their brand’s vision and message as well as establish trust and rapport with a targeted customer base.

“Messages that are sent via email lists can be easily personalised, for example by addressing the email directly to the recipient.”

Email Provider

The service which supports the technical infrastructure behind the sending and receiving of emails. Examples of prominent email providers include Gmail, Yahoo and Outlook, and as well as storing email addresses and distributing emails they also enable people to easily build email lists. Email marketing is one of the most popular channels for digital marketing, and an advanced email provider allows businesses to automate emails, track websites for user data and segmentation based on recipients interests and behaviour.

“Businesses should definitely make the most of email providers so that they can establish their email lists and launch email campaigns.”

Embed

The integration of links, videos, images, gifs and other content onto a website or social media pages. Embedding is an effective marketing tool because the embedded content will be displayed as part of the page, providing visual and interactive elements which will encourage greater levels of engagement, traffic and revenue. By embedding rather than linking content, users won’t have to leave a particular website or webpage in order to access additional content. By incorporating multiple digital marketing formats, businesses can also increase the impact and conversion rates for their website, which are in turn more likely to result in lead generation and sales.

“By embedding their social media feeds into their websites, businesses can integrate their various platforms for optimum impact.”

Evergreen

Content, strategies, products and services which stay relevant over extended periods of time. In a marketing context, evergreen is used to describe content which will not expire in the short-term, will always be topical and relevant, and will continually engage and attract users. Incorporating evergreen content is regarded as a critical success factor for a business’ marketing strategy, especially because they drive more traffic, have lower maintenance costs, sustain high SEO ranks and can be shared on social media for prolonged stretches of time.

“Evergreen content can’t include news reports, statistical trends, or seasonal topics otherwise it becomes identified with a particular date and loses relevance.”

Ebook

An electronic version of a printed book which can be read on a computer, mobile phone or a specifically-designed device. An Ebook is a book publication which is non-editable and digital in format, containing a body of text and images suitable for electronic distribution and displaying on-screen in a manner which replicates that of a printed book. With regards to marketing, long-form content such as Ebooks allow a business to establish a reputation for expertise, credibility and experiences.

“Ebooks can be produced much faster than traditional printed media, and the customer will immediately receive their Ebook upon download rather than having to wait for it be delivered to them.”

Email Automation

The automated distribution of time or action triggered emails to email lists or subscribers with relevant information. Email automation is a powerful marketing tactic, and automating an email campaign allows businesses to generate leads, sales and revenues whenever the opportunity arises. Examples of email automation include a triggered workflow designed to interest customers, seasonal or birthday greetings, as well as automated blog updates. It is one of the most effective methods of communicating with potential customers as well as sustaining the interest of existing customers.

“Through email automation, businesses can launch email campaigns which are personalised, relevant and efficient.”

Engagement

Strategically implementing resourceful and relevant content which attracts a target audience and leads to meaningful interactions, which will ideally result in increased traffic, revenue and sales. Engagement is critical to transforming reach into actual conversions, developing long-term relationships with potential as well as existing customers and creating opportunities for customers to continue learning about and purchasing products/services. When customers are engaged, businesses can ensure positive customer experiences, brand loyalty and recognition, and also receive valuable customer feedback and insight.

“Through engagement marketing, businesses can offer value to their customers which goes beyond their products/services.”

F

Facebook Ads

Online advertisements which are created, published and distributed through Facebook’s social media platform. Facebook Ads are directed towards specific target audiences, which means that advertisements are only displayed to those users who have been selected according to Facebook’s targeting software. With more than two billion active users, Facebook Ads is an invaluable marketing tool for businesses because of the reach, visibility and personalisation it provides. Facebook Advertising is an effective way for businesses to expand their customer base, establish brand loyalty and recognition as well as generate traffics, leads and sales.

“According to Facebook, more than three million businesses actively advertise on their platform via Facebook Ads.”

Funnel

A marketing model which illustrates the theoretical customer journey through its various stages, beginning from the moment a customer first becomes aware of a particular business and ending when they make an actual purchase. A marketing funnel is a system which enables businesses to track the decision-making process a customer will go through prior to purchasing a product/service. This funnel consists of a series of stages, and the probability of a customer continuing down the funnel decreases with each subsequent stage. By optimising their marketing strategies, however, a business can improve the likelihood of success at each stage of the funnel.

“The first part of the funnel is arguably the hardest one, which is attracting customers so that they come to learn more about a business.”

G

Google Analytics

A web analytics service offered by Google. Google Analytics provides users with statistical information on website traffic for the purpose of search engine optimisation (SEO), marketing and advertising. Some of Google Analytics’ main features include data visualisation, segmentation, email-based communication, custom reports and integration with other Google products such as AdWords. This service is an invaluable resource to businesses because it provides in-depth and relevant insights which businesses can take immediate action upon.

“When it comes to digital analytical software Google Analytics is definitely one of the most popular options, especially for businesses who are interested in strengthening their online presence.”

Guest Post

A marketing technique where an individual will write and publish a blog post on a third-party website or blog for the purpose of promoting and advertising their business. A guest post is featured on a publication which doesn’t belong to the writer, and will generally include a link to the business’ own online platforms. Guest posting is an effective way for a business to strengthen their content marketing and search engine optimisation (SEO) strategies, because it helps to establish the business’ reputation and credibility and furthers the likelihood of the business occupying relevant search query results.

“Writing and publishing a guest post is a tried and tested technique when it comes to building brand authority, expanding a business’ audience and getting mentioned online.”

Gated Content

Online content which requires users to fill out a form in order to view it. When it comes to gated content, users will typically have to provide personal information, such as a name and email address, to be able to access the hidden materials. Gated content is a tactic which can be incorporated into marketing strategies, where it is frequently used as a lead generation tool which allows businesses to gather useful and relevant data about their customers. This strategy is based upon trading high-quality information in exchange for engaging and interesting content. Therefore, for this strategy to work businesses have to ensure that their gated content is of sufficient high-quality to entice users to take action.

“Businesses have to strike a balance between the gated content they choose to hide behind a subscription wall, and the content they leave freely available.”

H

Hosting

A service providing the infrastructures, framework, storage and connectivity required to operate a digital platform such as a website. Hosting is critical to maintaining and establishing an online presence for a business’ marketing efforts, and this is why it is important that businesses ensure the hosting services they invest in are worthwhile and effective. A web host is a company which provides these web hosting services, of which there are thousands available. What’s more, each of these web hosts offer a series of web hosting plans, consisting of a variety of features and services.

“Web hosting not only gets your website online, but also keeps it there, maintains website speed, contributes to website security and creates backups in the event that anything goes wrong.”

Hyperlink

A link within a document, webpage or email which leads to another location. These locations can include one within the same document, one that is situated elsewhere on the webpage, or one that is on a different webpage or website entirely. Hyperlinks are a versatile and useful marketing tool, because they assist users in navigating a webpage or website and finding the relevant information they are interested in. Hyperlinks can also be used in emails as calls to action, and incentivise customers to use them to visit external locations in order to browse through an online store, read a blog post, leave a review or track a shipment.

“Hyperlinks enable users to navigate a digital platform quickly and easily and gather the information they need, enhancing user experience.”

I

Ideal Customer Avatar

A representation of a business’ ideal customer. Essentially, an ideal customer avatar represents a person that a business wants to market their products and services to. By identifying their ideal customer avatar, businesses can explore their target audience and the strategies which are most likely to result in these customers completing a purchase. The concept is that when a business understands the profile, characteristics and attributes of their target audience then they will be in a better position to locate and connect with them.

“The more focused an ideal customer avatar is the better, and this is because a business is more likely to attract those customers they are focused on serving.”

Income Report

A report of a business’ revenues, expenses, losses and profits over a specific period of time. Income reports can be drafted on a monthly, quarterly or annual basis and they are one of the key documents a business will prepare in order to report on their financial performance and profitability. An income report is an invaluable resource for businesses because it allows them to determine the position of their business and assists them in making important business decisions, such as whether to invest in specialist equipment or hold back on spending.

“Income reports commonly include data on revenue and sales, gross profit, administrative expenses, marketing expenses, earnings before tax and net income.”

Inbound Marketing

A business strategy which is centred on attracting customers by creating engaging and valuable content and experiences which are tailored to their preferences and interests. Inbound marketing contrasts to outbound marketing, which is instead focused on outwardly pushing a brand, product or service onto an audience in order to generate leads. The purpose of inbound marketing is to cultivate meaningful and long-term relationships with customers who are already looking for a particular product/service in order to solve a problem or desire that they have.

“With inbound marketing, a business will present themselves as the solution their customers have been looking for, whilst simultaneously driving business growth.”

Indexed

An indicator or measure of something. Typically, indexing is the collection of data in order to use it for statistical and analytical measures. These measures can then be used to assess a range of financial and economic variables, which may include tracking economic data, identifying a particular target segment, or keeping an eye on business performance. It is an effective marketing tool which enables straightforward analysis and comparisons, so that a business can observe and then act upon trends and patterns over time.

“In a marketing context, indexing describes the process of gathering data on critical business variables and then ensuring it is carefully indexed within a singular source of information.”

J

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Question

K

Keyword

A word or phrase which captures the essence of the purpose and message of a particular document, website or webpage. In digital marketing, a keyword is a term which users will enter into a search engine or browser in order to learn about or search for something. When it comes to marketing keywords are critical to search engine optimisation (SEO). By ensuring that relevant and popular keywords are included in the written content of their online platforms, a business can vastly improve t their chances of ranking at the top of Google’s search engine results.

“On the Internet, practically everything to do with digital marketing revolves around the use of keywords.”

KPI

An abbreviation for Key Performance Indicator. KPI is a measurable value which demonstrates how effectively and efficiently a business is achieving their critical business objectives. KPIs are frequently used at multiple stages throughout the corporate process in order to evaluate how successfully a business is reaching particular targets throughout the business infrastructure. The reason KPIs are such an indispensable marketing tool is because they provide businesses with quantifiable and tangible goals that they can use to track and assess their performance.

“With KPIs, a business can set their expectations and see whether their efforts are generating the desired results.”

L

Landing Page

The webpage which users will ‘land’ or arrive on when they click on an external link. In digital marketing, a landing page is important because it is designed specifically for advertising and promotional purposes. Users may reach a landing page through a link they received via email, on another website or social media platform, or via a Google or YouTube ad, or any other digital location. Landing pages are critical to digital marketing strategies because they play a significant role in converting generated leads into paying customers.

“Once a user is on a landing page, they’re encouraged to take a particular action such as join a mailing list, make an enquiry or complete a purchase. If they take the desired action, then the landing page has successfully converted them.”

Lead Magnet

A specific product or service which is given away free of cost in exchange for valuable personal information. Lead magnets can be trial subscriptions, product samples, free consultations, a publication or an online newsletter. They’re an effective way to generate leads, because customers are incentivised to give away their contact details in exchange for a free product/service. Typically, lead magnets will be a specialised guide or information resource which can only be accessed when a customer provides personal data such as a name or an email address.

“It’s important that lead magnets are informative and actually resolve a problem or question that the target audience is experiencing, otherwise the conversion rates will be low.

Launch

A business’ planned and coordinated efforts to introduce a product/service into the market. Considerable amounts of time, efforts and resources are invested into a launch, which is one of the main aspects of developing a marketing strategy in order to generate leads, sales and revenue. A product/service launch serves a number of critical purposes to a business, of which actually making sales to potential and existing customers is only one of them. For example, a business can arrange events around their launch or create anticipation around it on social media in order to build awareness, credibility, recognition and outreach.

“A launch is crucial to any effective marketing strategy, and it’s a great way for businesses to deliver their latest products/services.”

Link

A HTML object which sends you to a new digital location when you click or tap on it. Links can be attached to images, text, or any other HTML elements and they provide a simple and convenient means of navigating pages on the web. Link building is an important aspect of search engine optimisation (SEO), because when a webpage has high-quality and relevant links it is an indication to Goole that a businesses’ website is a high-performing resource which is worthy of citation. Through link building, a website is more likely to appear higher up in search engine rankings, driving organic traffic which will result in more leads and ultimately sales.

“By link building, you can really strengthen your overall SEO strategy.”

Lead Generation

The process of attracting and interesting potential prospects into customers that are interested in the products/services of a business. Acquiring leads is one of the main objectives of any business, because sales can only be completed when a business’ target audience is aware of and actively engaged and interested in what the business has to sell. There are a number of lead generation strategies which are available to businesses, and these include email marketing, blogging, social media marketing, website landing pages, networking and live events, to name a few.

“When it comes to lead generation, quality is more important than quantity.”

M

Membership

That state of belonging to or associating with a particular organisation. When it comes to business, membership marketing provides businesses with some powerful opportunities and benefits. By building and maintaining a successful membership program, businesses can establish brand credibility and recognition, connect and interact with their target audiences and cultivate meaningful and long-term customer relationships. There are a number of strategies which can be used to recruit and then retain members, and these may include email marketing, networking opportunities, referral programs, social media, live events and direct mail.

“With membership programs, businesses can increase customer loyalty, boost their sales and sell more products and services.”

Mobile Responsive

The extent to which a website is optimised to be aesthetically pleasing and functional across a range of devices of differing models and specifications. Mobile phones have become an integral part of the average consumer’s lives, and for many individuals it is the primary device they will use to learn about, browse and then purchase products and services that they have been exposed to. It has becoming increasingly necessary for businesses to make sure that their websites are compatible across the majority of mobile devices in order to ensure positive user experiences whenever a consumer interacts with their brand.

“When a website has a mobile responsive interface it becomes more accessible to those potential customers who conduct most of their online shopping through their mobile device.”

Meta Description

An HTML element which describes and summarises the contents of a webpage for the benefit of visitors and search engines. A meta description is an attribute within a webpage’s meta tags which provides a brief explanation of the page’s contents, and it will appear in search engine results under the main headline for the page. Meta descriptions play a significant role in search engine optimisation (SEO). For example, if a webpage ranks for a keyword, search engines such as Google will display the meta description of the page. Moreover, consumers are more likely to click and land on a business’ webpage if the meta description is compelling.

“For optimum impact, use researched and targeted keywords in your meta descriptions.”

Meta Title

The title of a HTML document which is displayed in search engine results as well as the in-tab browsers of the webpage. The meta title is a mandatory element in HTML, and it is of significance to visitors and search engines because it concisely conveys the webpage’s primary purpose and subject. Meta titles are used to create the headings of entries in search engine results pages (SERPs), and a relevant meta title will therefore increase the clicks through to a ranking webpage. For businesses, a clear, brief and descriptive meta title can vastly improve their rankings, especially because the ranking algorithms of various search engines prioritise those meta titles with relevant keywords.

“Meta titles have a high potential to positively impact the click through rate (CTR) for any webpage.”

Monetize

The process of transforming a non-revenue generating element into one which does generate revenue. In a marketing context, monetising is deriving profits from the value a business offers to its audiences, and there are a number of effective methods available to businesses looking to create additional streams of income. Content creation has become an integral aspect of digital marketing, with huge amounts of content begin generated by businesses for their various social media channels and websites. By monetising this digital content, for example by embedding ads into videos or articles, businesses can mitigate the expenses associated with digital marketing and begin to profit from their content.

“Digital marketing is an investment, and if businesses take the initiate to monetise their online content they can recuperate significant amounts of money.”

Marketing Automation

Software, platforms and technologies designed to streamline marketing efforts on multiple digital channels simultaneously and automate repetitive tasks. The consumer-led and demanding environment of the 21st century can place a considerable amount of pressure on businesses to provide a flawless customer experience whilst also delivering quality products/services. Marketing automation enables businesses to improve the speed and efficiency of their communications and processes, maintain and scale growth, whilst also saving time and increasing productivity.

“Marketing automation can improve every aspect of the corporate process, from generating leads to communicating with customers and completing sales.”

Monthly Recurring Revenue

The predictable income that a business can rely on to consistently and constantly come through every month. This is the revenue that a business can confidently count on receiving, and it is a more or less an unchanging statistic which businesses can use to track their recurring revenue in monthly increments over extended periods of time. Monthly recurring revenue is a particularly important measure for subscription businesses, where it can be calculated by multiplying the total number of ongoing subscriptions with the average revenue per customer.

“Customers are the foundation of any subscription business, and monthly recurring revenue is a key metric businesses can use to assess and track performance.”

N

Niche

A more specialised and unique segment of a larger market which is characterised by its own attributes, target audiences and needs which differentiates it from the overall market. A niche is a subset of a market on which a particular product is focused. For example, within the market for women’s handbags there will be many different niches geared towards fulfilling specific criteria or requirements of women’s handbags. Niche markets can provide a crucial competitive advantage to businesses, because with adequate research and marketing there is considerable potential for a business to capitalise on a niche market and establish a credible and reputable brand image.

“Niche markets typically have less competition and more room for growth, making them a tantalising business opportunity.”

A physical or digital publication which is issued periodically to a specific audience. Within digital marketing, email newsletters are an integral aspect to any marketing campaign. The purpose of an email newsletter is to provide the members of a business’ mailing list with relevant information on and updates pertaining to the business’ products/services. Newsletters are sent on regular basis, and so they are an effective way for businesses to ensure that they stay on customer’s minds. Newsletters also allow businesses to connect and interact with their target audiences and establish long-term relationships, and they can also incorporate a call to action such as to complete a purchase or read the latest blog post.

“Email marketing, especially via the distribution of newsletters, has consistently proven itself to be one of the most effective marketing techniques.”

O

Offer

The act of giving someone the opportunity to accept something. In marketing, an offer is the offering a business makes to their customers which goes beyond the sale of the business’ product/service, and includes those elements which will represent additional value for customers. Offers may include one-day or free delivery, a free sample, a complimentary product/service such as a free gift, technical support or a tailored customer experience. Providing unique and strong offers is an effective way for businesses to stand out from their competition and encourage customers to complete a purchase, return repeatedly and provide referrals.

“Whichever offer a business decides to provide, their primary purpose is to increase sales.”

Opt-In

The process of providing consent, usually through an online form, for visitors to acknowledge their interest in a given product or service and to authorise a third party to contact them with information. Opt-ins are a subset of permission marketing, where there is a formal opt-in procedure where visitors will agree to being sent various follow-up communications such as offers, sales and newsletters. In this format, businesses can grow their brand organically and generate improved engagement rates and sales, since the business’ customer base will be built on an audience that is genuinely interested and engaged with the brand from the outset.

“Opt-ins enable businesses to gain privileged access to their customers, which is a huge benefit.”

Organic Traffic

Traffic that is generated for a website through organic means only. Examples of organic traffic would include any visitors coming in from search engines such as Google, Yahoo and Bing through search engine optimisation (SEO), as well as from non-promoted social media posts. When a user enters a query into a search engine, any results which are not denoted as ‘Ads’ will appear according to their organic rankings. When a user visits a digital location via one of these organic results it is recorded as organic traffic by analytics tools.

“By looking at the amounts of organic traffic they receive, a business can look at their performance and see if they need make any improvements.”

Onboarding

Welcoming new customers to a business. Onboarding refers to the various interactions and engagements a business will initiate in order to familiarise customers with their purpose and mission, explain the products and services which are available to them and demonstrate that they value their customer’s time and effort. It is an effective marketing strategy which allows businesses to encourage loyalty, advocacy, and long-term customer relationships. After a purchase has been made, onboarding is the next stage in the marketing life-cycle and helps businesses to retain customers by providing exceptional customer experiences.

“Onboarding is about making sure that your customers feel appreciated, valued and that they are being taken care of.”

Optimize

Improving the marketing strategies of a business in order to achieve the desired business outcomes. When it comes to marketing, to optimise is to make changes which will ultimately improve performance. Optimise is a broad term which can be applied to any tactic or method which is employed to alter the way a business’ campaign is delivered to improve conversion rates, engagement, revenue and sales. Optimising a business’ marketing strategy is a comprehensive process, and every aspect or stage of the marketing process will have to be carefully reviewed and revised so that the entirety of the marketing strategy can be optimised as a whole.

“In order to optimise their strategies a business has to modify and change their procedures so that they can have the maximum impact on the largest possible target audience.”

P

Page Builder

A software that allows users to create a website. The software is located on a web server which is operated by a host company, or it is part of a software as a service (SaaS) platform. Essentially, the user won’t be using their own computer or device to store the software needed to build their website, and will instead build the website online with the web server’s software. There are a number of important considerations businesses should keep in mind prior to investing in a page builder, because each one will provide different features, services and subscription plans.

“With a page builder, businesses don’t have to construct their websites from scratch because the code is provided for them.”

Passive Income

Earnings derived from an enterprise in which an individual is not actively involved. Passive income refers to any regular or significant earnings that come from a source other than an employer or a contractor. There are many types of passive income, some of which may include rental properties, limited partnerships, book royalties or stock dividends. By establishing a reliable source of passive income, an organisation or an individual can detach their ability to earn from the limited time they have available to them.

“Passive income is one of the main strategies an individual can use to achieve financial independence.”

Plug-In

A software application that can be integrated into another software application. A plug-in is essentially a piece of additional software that can be ‘plugged into’ infrastructural software and enable it to complete functions or perform in a way it couldn’t have done by itself. Plug-ins are downloaded in order to incorporate extra features into a software, such as to make it more user friendly. There are thousands of plug-ins to choose from, many of which can be used in marketing to strengthen a business’ strategies and efforts.

“Plug-ins are an easy and straightforward way to give your browser some additional functionality.”

Pop-Up

An advertisement which appears in another browser window. Pop-ups are typically used in marketing and promotional efforts, where an advertisement will appear in a scaled-down browser window with close, minimisation and maximisation commands. Many web users harbour feelings of resentment towards pop-ups, and this is why it is important that a business decides as to whether or not pop-ups are the right tactic for them. One way a business could determine the effectiveness of their pop-ups would be to analyse the conversion rates and return on investment (ROI).

“Pop-ups can be irritating to the average web user, which is why they should only be used selectively, if at all.”

Podcast

A collection of digital audio files which are available on the Internet for downloading. Podcasting has become increasingly popular over the years, and it can be a powerful marketing tactic if it is implemented effectively. Podcasts can be likened to a mobile phone’s version of a radio, and since many users consume the majority of their digital media via their mobile devices podcasts offer promising marketing opportunities. Through podcasting, businesses can generate traffic, establish meaningful customer relationships and engage their target audiences.

“Podcasts are relatively easy and affordable to create and publish, and it is one of the many ways a business can give themselves a competitive edge when it comes to marketing.”

Prospect

A potential customer who has been identified as fulfilling particular criteria. A prospect is a possible consumer who meets the various requirements that a business has decided represents their target market. This means that a prospect will have an interest in or need for the brand’s service/product, have the means to make a purchase and have the autonomy and authorisation to make a purchasing decision. When it comes to a prospect, a business’ primary objective is to convert them into a paying customer.

“A prospect is an individual who is identified as a qualified customer, and is in contrast to a lead which is an unqualified customer.”

Page Rank

An algorithm used by Google Search in order to rank web pages in search engine results. It is a versatile and useful marketing tool which businesses can use to measure the importance and relevance of their website’s various pages. The way Page Rank works is that it counts the number of and the quality of the links to a particular webpage so that it can determine the value and worth of the website. The concept behind Page Rank is that a website with valuable information and unique content will have a greater likelihood of receiving more links from external websites.

“Through content creation and link building businesses can vastly improve their performance on Page Rank.”

Pay Per Click

A digital marketing model wherein an advertiser will pay a fee whenever one of their ads are clicked. With an effective pay per click strategy, a business can reduce their advertising costs whilst also generating higher conversion rates. This is because search engines reward advertisers who can create relevant, engaging and targeted pay per click campaigns by charging them less for each ad click. Businesses can monitor the success of their pay per click campaigns through Google Analytics and Google Tag by tracking their conversion rates.

“With pay per click, businesses can raise their rankings on search engines.”

Q

Question

R

Return on Investment

A performance measure which is used to assess the efficiency and profitability of an investment or to compare a number of different investments. Return on Investment is often abbreviated to ROI, and it can be described as a ratio between net income and investment. The higher the ROI is, the more favourably the investment’s profits compare to the costs. Measuring ROI is critical to any business’ marketing strategies, because it provides businesses with useful insights into the effectiveness of their campaigns and initiatives as well as providing them with the data they need to steer their strategies into the right direction.

“Return on investment is a measure of how much financial profit you’ve made from a particular investment that you’ve done.”

Redirect

A HTTP code which specifies an alternative URL leading to another digital location, and when visitors click on it they will be immediately transferred to the alternative location. A redirect is usually implemented as a 301 permanent redirect in the event that a particular URL has been changed or updated. 301 redirects play an important role when it comes to ensuring the longevity of a website, ranking in search engine results and providing a pleasant user experience. When a business is rebuilding their website, it is crucial that they redirect any old URLs so that visitors can continue to easily find their way around and locate the information they’re looking for.

“301 redirects are a useful way to direct customers from pages which are no longer applicable, useful or have been removed to ones that are relevant instead.

Referral

Recommending or directing someone to take a particular action. Referral marketing is a marketing strategy which relies upon recommendations and word of mouth in order to expand a business’ customer base through its network of existing customers. The importance of referral marketing cannot be underestimated, particularly when it comes to the valuable and high-quality leads that they can generate. A lead which is generated through a referral is typically much more viable than one generated via traditional marketing strategies. Once a referral becomes a customer, they are more likely to remain with the business for extended periods of time.

“A referral happens when existing customers spontaneously market a business’ products/services to interested potential customers.”

S

Sales Page

A single web page that’s only purpose is to sell a particular item. A sales page is a stand alone page on a business’ website which has been designed to serve one specific function, which is to secure and complete sales for a product/service. The primary purpose of a sales page is to convert visitors into customers, and it should be designed in a way which will interest, engage and inspire consumers to take a desired action. A sales page consists of a number of important components, which include a headline, images, copy, call to action buttons, videos and testimonials.

“A sales page may also function as a landing page, especially if it is the first webpage a visitor will land on when they are browsing for a product/service.”

SSL

An abbreviation for ‘Secure Sockets Layer’. SSL is considered the gold standard when it comes to establishing a secure and encrypted link between a website and a user. A SSL is essentially a reliable and secure way to transfer information over the Internet. Any data which is transferred via SSL, for example some webpage content which needs to be sent from a server to a browser, is encrypted before it is transferred over the web for viewing. It is an effective and reputable Internet protocol which renders even sensitive information such as credit card data or payment information unreadable to any third parties. The connection is only available to the client and the server.

“SSL is essential for protecting websites because it provides privacy, security and integrity for the website as well as its users.”

Sub-Domain

A subset of a domain in the main domain name system. A subdomain is an additional part to a main domain name, and they are primarily built to organize and enable navigation between different sections of a website. Multiple subdomains can be created on a main domain, and they’re an effective way to structure a website so that it is more readable to search engine algorithms, thereby boosting search engine rankings. A subdomain can also be a division of a website that is distinguished from the main pages in terms of its unique identity and content.

“By strategically incorporating subdomains a website can be hierarchically structured in order to ensure SEO success.”

Sales Funnel

A marketing term for the journey a business and customer will go through on their way to an actual purchase. A sales funnel consists of several crucial stages, beginning from the moment a customer first interacts with the business to when the business finalises the sale. A sales funnel provides businesses with a visual model they can follow in order understand what potential customers are considering and doing at each stage of the sales journey. A business can then use the insights they gain from the sales funnel to invest in the right marketing strategies and convert more prospects into paying customers.

“The sales funnel consists of four main stages: awareness, interest, decision and action.”

Sales Process

A systematic approach consisting of a series of chronological steps which will enable a sales representative to generate more leads, increase profit margins and complete more sales for a business. A sales process is basically a set of repeatable steps that a sales representative will follow in order to convert a prospect into a customer. It is a structured approach which is meant to streamline a consumer’s progression through the sales funnel so that sales can be closed faster.

“A typical sales process is made up of a number of important steps, some of which may include prospecting, preparation, approach, presentation, closing and follow-up.”

Segment

A selection of people who share one or more common characteristics and attributes. Market segments are categorised for marketing purposes, and the underlying concept of a market segment is that each of them are unique from one another when it comes to behaviours, interests and preferences. Businesses will use various criteria and requirements in order to establish which market segments comprise the ideal target audience for their products/services. They will then categorise their target audience according to these market segments in order to provide a tailored user experience and send relevant marketing information.

“In segment marketing, businesses can allocate resources more effectively and efficiently.”

Search Engine

A software system or program which is designed to perform web searches for websites on the World Wide Web. A search engine will search for and identify items in a database which corresponds to the key words or phrases specified by the user. Once the search engine has looked through its index for relevant websites, it will display its searches in the form of a clickable list which users can browse through and select. The position of a website on a search engine’s results page will determine the amount of visitors they receive, with a higher ranking corresponding positively with higher levels of traffic.

“For many businesses, a primary marketing objective is to appear amongst the first few results in a search engine’s listings.”

Subscriber

An individual who has arranged to receive or access a particular service/product. In a marketing context, a subscriber is a person who has voluntarily consented to receive regular communications from a business. It is an incredibly powerful metric because the number of subscribers a business has is a reliable indication of the extent to which a business’ marketing efforts are engaging, interesting and attracting their target audience. Moreover, a list of subscribers is a dedicated and loyal customer base a business can access at any time, whether it is to send offers and discounts or to inform them of a new piece of content on the business’ blog or website.

“There is no doubt that subscribers are an important part of marketing because they help a business to build credibility, gain referrals and build connections.”

Site Map

A directory of the webpages of a website within a domain. A site map is a visual model of a website’s content which is meant to enable visitors to easily and quickly navigate through the website in order to locate the information that they are looking for. These are hierarchical listings which are visible to the average visitor, whilst there is another type of site map which is intended for web crawlers to index and categorise the content for search engines. Site maps are critical when it comes to SEO because they make it easier for Google to identify a site’s pages, which is important from a business perspective because Google ranks webpages as well as websites.

“Site maps are highly recommended for any business, especially because they can potentially improve SEO.”

SEO

An abbreviation for Search Engine Optimisation. SEO refers to the process of increasing the quantity and quality of traffic to a particular website or webpage via organic search engine results. SEO is absolutely critical to the marketing strategies of any business, because when a website ranks highly within a search engine’s results it is more likely to receive visitors who can then be converted into paying customers. There are a number of factors which comprise an effective SEO strategy, and some of these include link building, incorporating keywords and publishing quality content.

“The purpose of SEO is to improve your sights visibility on search engines such as Google.”

Signature Offer

A product or service which defines the brand and reflects it purpose, mission and charisma. A signature offer is what will differentiate a business from its competition, and it will be a unique selling point which will interest and attract prospective customers. Ideally, a signature offer should consist of multiple components, provides a comprehensive solution, and should represent the image and reputation of a business. A signature offers establishes a memorable first impression with clients, cultivates a recognisable brand identity, has a lasting impact and should demonstrate a deeper understanding of the target audiences wants and desires.

“A signature products is the perfect opportunity for business’ to showcase their expertise and experience.”

T

Target Audience

The intended audience or recipient of a publication, advertisement or any message which has been specifically tailored to their characteristics, attributes and preferences. A target audience refers to the group of people that a business has identified as most likely to be interested in the products/services they have on offer. It is crucial that a business establishes the core traits and features of their target audience so that they can develop their marketing campaigns accordingly. A target audience can be categorised according to a myriad of factors, including but not limited to age, gender, interests, online behaviour, profession and location.

“If a business fails to locate or engage with their target audience, then they risk losing out on all of the money that have invested into advertising.”

Traffic

The number and frequency of visitors to a particular website or webpage. A range of analytical software and tools will document and analyse a digital location’s traffic, and they can provide businesses with invaluable insights. When it comes to businesses, website traffic is an important metric determining the performance of a website with regards to its search engine rankings. Businesses can also analyse their website traffic in order to calculate their conversion rates and whether their website’s format and content is generating leads, revenue and sales. If website traffic is suboptimal, businesses can identify ways to improve it so that they can ensure growth.

“When it comes website traffic, quality is often more important than quantity.”

Top of Funnel

Campaigns and strategies which are focused on lead generation and targeting consumers in the highest portion of the marketing funnel. Top of the funnel marketing essentially refers to the initial stages of a prospective customer’s journey. The primary objective with this method is to generate as many leads as possible and introduce them to the uppermost section of the funnel. As the prospective customer’s progress throughout the funnel it will invariably begin to narrow, and only the most qualified prospective customers will continue down to the last stage of the sales process.

“The top of the funnel is all about making your presence known as a business and reaching out to as many people as possible.”

Tripwire

A marketing strategy wherein a customer is offered a low-cost product with the intention of selling them a high-cost product at a later stage in the sales process. Tripwire marketing is a conversion-acceleration tactic which convinces prospective consumers to purchase a small and inexpensive product/service from a business and then lead them to purchase something much more expensive. With this marketing strategy, the conversion rate is determined by the percentage of people who, when presented with the offer to purchase the high-cost option, go ahead with the sale.

“The idea behind tripwire marketing is that a lost-cost alternative to an expensive option is much more likely to appeal to customers, thereby improving conversion rates.”

Theme

A pivotal marketing concept or message, or a product/service feature or benefit, which is known or estimated to have the maximum appeal with the business’ target audience. A theme is essentially a high-level objective or plan for a product/service which will dictate the entirety of the sales process from conceptualisation, to development, to marketing and then ultimately to the point of purchase. The theme will be reflected in the design, advertisements and content surrounding the product/service, establishing a strong and memorable brand image as well as interest in the product/service on sale.

“The theme of a business’ product or service will define the trajectory of the entire process.”

U

URL

An abbreviation for Unique Resource Locater. It is the unique address of a digital location on the Internet. A URL consists of the protocol (for example HTTP or FTP), domain name (or IP address), and additional information path (the folder or file). On the Internet, a URL could be the address for a piece of written content, an image, a video or any other file which is supported by the HTTP protocol. In a marketing context, URLs are important because they identify a particular website or webpage, and are necessary in order to submit a digital location into a directory or search engine or to link it to another website or webpage.

“A URL can be compared to the physical address for a house, except it is the online address for a digital location.”

Upsell

The process of persuading or encouraging a customer to purchase a more expensive product/service or upgrade to a more expensive product or service in order to make the sale more profitable. Upselling is a sales technique which is meant to increase the sales value of a particular customer, whether it through purchasing a more costly, upgraded or premium version of the product/service or including additional add-ons to the original item. Upselling can be an advantageous strategy for businesses because it is always easier to upsell to an existing customer who is already familiar with the brand rather than to acquire a completely new customer.

“By upselling, businesses can accelerate their growth, improve customer experience and increase revenue.”

Unique Selling Position

A particular feature or specific benefits which distinguishes a business’ offerings from their competitors. A unique selling position, frequently abbreviated to USP, is the basis upon which a business can market their product/service as something which is truly unique and which cannot be purchased from anywhere else. By establishing a strong unique selling position from the outset, a business can use it to guide and influence their messaging, copywriting, branding and marketing efforts. An effective USP will cater to something which resonates with the business’ target audience.

“A compelling unique selling position will be focused on something which your customers really care about.”

User Experience

The overall experience of an individual whilst they are using a product, system or service. User experience encompasses a number of different factors, including efficiency, ease of use, aesthetic value and utility. With regards to marketing, user experience isn’t just about developing a working website or a pleasing interface, because it also includes creating memorable and pleasant experiences which will drive brand perception and encourage recurring visits, referrals and purchases. In order to provide an optimum user experience, businesses have to create products, services and interactions which provide customers with meaningful and positive experiences.

“In many ways, user experience is the foundation of digital marketing.”

V

Virtual Assistant

An individual who provides professional administrative, technical or creative assistance to clients from a remote location. From a marketing perspective, a virtual assistant is typically a self-employed individual who works online. They are responsible for fulfilling and executing a list of various marketing tasks which have been delegated to them by the client they are working for. Some of the responsibilities a virtual assistant can take on include content marketing, social media engagement, keyword research, lead generation, project management and strategising.

“By outsourcing marketing-related tasks to a virtual assistant, businesses can focus their efforts on other areas such as product development and branding.”

W

Webinar

A seminar conducted over the Internet. Webinar marketing is using an online seminar in order to relate and interact with a wider target audience, generate interest and leads and promote a business’ products and services. A typical webinar will consist of a presentation which is then followed by a Q&A session. Webinars are an incredibly effective marketing tool because they are a visual and auditory medium, which means that presenters can connect with participants more quickly compared to traditional forms of marketing such as emails and blog posts. It provides businesses with the opportunity to market their products/services through an interactive and engaging platform.

“A webinar doesn’t just have to be used for marketing, it can also be used to share knowledge, concepts or exciting updates with people from all around the world.”

WordPress

An open-source content management system which is used primarily to build and maintain websites. Written in PHP and paired with a MySQL or MariaDB database, central features include a template, or Themes, system and a versatile plug-in architecture. Due to its accessibility and ease of use WordPress is an incredibly popular resource for individuals who don’t have any coding experience or who may not have the time to build a website from scratch. The software for WordPress doesn’t cost anything, and it can be installed, used and modified completely free of cost. There are also a number of marketing plug-ins and themes, and businesses can use WordPress to quickly and efficiently build and publish a website.

“There are more than 75 million websites which use WordPress.”

X

XML Sitemap

A protocol which documents every webpage on a website in order to provide search engines with a comprehensive overview of the available content. An XML Sitemap is a text file which lists all of the URLs from a website, and can also include additional metadata for each URL, such as when it was last updated, its importance as well as whether the URL has any other versions published in different languages. The purpose of an XML Sitemap is to enable search engines to crawl a website more efficiently and submit any changes to them directly, such as the addition or removal of a page.

“Generally, it’s highly recommended to include an XML Sitemap, especially on websites which consist of hundreds of pages.”