A-Z: Glossary of Terms on Digital Marketing in Kenya

A-Z of digital marketing in kenya

The A-Z Marketing Glossary of digital marketing are terms used daily in many of the different marketing undertakings on the internet.

Most of the time, we come across words in the various marketing interactions or webinars/workshops we attend, and some times get little confused whenever these jargons are used.

In this respect, we have compiled a list of terminologies with the simplest of explanations to make any person be able to have a grasp of the actual meaning of the words whenever they are used.

Letter A –

  • Access – To be allowed to use a service.
  • Ad Agency – An organization that handles marketing campaigns for other companies or individuals.
  • Ad Fraud – An instance whereby third parties deliver wrong insights or results on ad performance in a bid to get paid.
  • Add-on – Extra features that come with the purchase of a software or a service.
  • Address – The physical location of a store.
  • Ads – Promotional campaigns that popularize a product or brand.
  • AdWords – A Google service that allows individuals and companies to bid on certain keywords.
  • Affiliate – A third-party website that gets compensated for driving traffic to another website.
  • Alert – Previously set notifications that remind someone of something.
  • Algorithm – A set of rules that guide software to function in a particular manner.
  • Analytics – Specific measurements that give insights into customer behaviour and the performance of ads and marketing campaigns.
  • API – Application Programming Interface, a document interface that allows software applications to interact with other applications. For example the Twitter API.
  • Apps – Computer software specially designed to run on mobile devices.
  • Archive – To make something available for use later.
  • Assistant – A software that helps schedule tasks, e.g. Google Assistant, Siri
  • Attachment – A downloadable file that is inserted in a message.
  • Audio – Any recorded sound.
  • Autocomplete – A feature in online forms that automatically guesses words on based on particular alphabetical triggers.
  • Automation – The process of making a particular process to be conducted wholly by software.
  • Autoresponder – Softwares and robots that respond to messages automatically.
  • Avatar – Customer personas that help in creating a target audience.

Letter B –

  • B2B – (Business-To-Business) – This is a business model where the primary buyers are other businesses.
  • B2C – (Business-To-Customer) – A business model whereby the primary buyers are the end consumers.
  • B2G – (Business-To-Government) – A business model whereby the primary buyers are the governments.
  • Blogs – Individual run websites that assume a diary-like publishing method and focus on a particular topic.
  • Bluetooth – A wireless network that allows that short-range sharing of files between devices on the network.
  • Bookmark – A digital trace of a website that a person can click on to redirect to that particular website.
  • Bots – Robots that are used in the automation of marketing campaigns.
  • Bounce rate – These are website visits whereby a visitor comes to a site and does not interact with any of the website’s content before leaving.
  • Branding – All efforts geared towards the creation of a logo, key message and a product that is to be associated with a person or firm.
  • Browser – A software that helps one access the internet, e.g. Google Chrome, Firefox, Edge, Opera Mini etc.

Letter C –

  • Cache – Storage data of a visited website that is recalled whenever one clicks on a particular website.
  • Calendar – A schedule that helps one make better use of their time.
  • Call-to-Action, CTA – A clear instruction asking customers to perform a particular action.
  • Camera – A device that converts real-time scenery into images or videos.
  • Campaigns – A word that summarizes all marketing efforts of a firm or individual.
  • Caption – Word describing the content of an image.
  • Cart – A digital shopping trolley on e-commerce sites.
  • Chats – Conversations carried out via Instant messaging apps.
  • Click Through Rate, CTR – Number of times that people click on ads compared to the number of times it’s been viewed.
  • Clicks – Number of times people have followed an ad.
  • Cloud – An online storage for computer data.
  • Communication – All efforts at passing a message from one party to another.
  • Contact us – A webpage on a website that contains the firm’s contact information.
  • Content – All digital media that can be found on a website.
  • Content management system, CMS – Softwares that make the management of a website easy, eg. WordPress or Wix
  • Content Marketing – The process of creating and sharing content online.
  • Contests – Online competitions.
  • Conversion rate – Number of times a customer performs a particular action compared to the number of times your website has been visited.
  • Cookie – A tracking feature that keeps track of visitors to a particular website and other websites that they visit subsequently to avail relevant ads to them.
  • Copy – To make a duplicate text.
  • Cost per click, CPC – What it costs to get one click on an ad.
  • Cost per impression, CPM – What it costs to get 1000 (mile) impressions (views) on an ad.
  • Create – To come up with something.
  • Customer support/care – An online team that responds to customer queries.

Letter D –

  • Dashboard – A home panel on a website that helps you manage the website.
  • Data – Any piece of valuable information that can be used to make decisions.
  • Database – A storage for information online which can be accessed by authorized persons.
  • Delete – To erase something.
  • Design – Process of coming up with the visual components of a flyer, poster or website.
  • Directory – An online storage of contact information for various people and firms.
  • Domain – The particular name of a website.
  • Download – To retrieve from the internet to your [ersonal device.
  • Draft – An unpublished version of a piece of content.
  • Drive – A physical storage for data.

Letter E –

  • E-commerce – Websites that focus on facilitating the buying and selling of a product.
  • Edit – To make adjustments to a piece of content.
  • Editorial calendar – A calendar that assists content creators to develop and schedule content.
  • Email – A message sent to someone’s mailbox via third party mailing services such as Gmail and Yahoo.
  • Email marketing – All marketing campaigns carried out via email.
  • Embed – To make available a copy of a link or content on your website that is available on another website.
  • Emoji – Small icons/smilies used for communicating.
  • Encrypt – To make something such as a file or chat, inaccessible to third parties except with a secure verification key.
  • Engagements – This refers to the interaction that a piece of content gets.
  • Evergreen – This refers to content that continues to generate value long after it has been published.
  • Excel – Spreadsheet software that helps one organize their marketing campaigns.

Letter F –

  • Facebook – The largest social media platform on earth.
  • Fans – People who follow a particular brand or product.
  • Favicon – A small icon that identifies your website on a browser search bar.
  • Favourite – To save as a like a piece of content.
  • File – A digital format of any content.
  • Flowchart – A diagrammatic illustration of how a task flows from start till end.
  • Follow – To make available notifications from a brand product.
  • Font – Typography used on a website.
  • Forms – Online fields used for collecting user information.

Letter G –

  • GDPR – General Data Protection Regulations, these are rules that guide the collection and use of customer data.
  • GIF – A static or animated image that is used to communicate a message.
  • Giga – Refers to a million bytes of data.
  • Google My Business, GMB – A Google service that allows customers to locate your business through an online search.
  • Google – The world’s largest search engine.
  • Graphics – Referts to visual effects on a website or any piece of content.
  • Guide – A user manual fro asepecific product.

Letter H –

  • Hard disk – A metallic disc for storing data.
  • Hashtag – A word or sentence that follows the hash sign on social media used to identify a particular topic or trend.
  • Homepage – The primary webpage of a given website.
  • Hosting –  To use the server on another computer network.
  • Hover – To place on top of something the computer cursor on a computer screen.
  • How to – Guides that illustrate how a particular task is to be done.
  • HTML – Hypertext markup language, the coding language used to come up with webpages.

Letter I –

  • Icon – A small image that identifies something online.
  • Impressions – The number of times that an ad has been viewed online.
  • Inbound link – A link placed on another link that redirects back to your website.
  • Inbox – A personal window where messages are delivered when using instant messaging apps.
  • Influencers – Notable personalities with a following online that help pushes the agenda of a particular brand.
  • Infographic – An online visual representation of statics in a fun and easy to understand manner.
  • Instagram – A social media platform owned by Facebook that allows users to share images and videos and get likes for it.
  • Install – To make available for use on your device a particular software after downloading it.
  • Intellectual Property (IP) – Any piece of creative work such as writings or videos.
  • Internal linking – Placing hyperlinks on a page to other pages within the same site.
  • Internet – A global connection for computers.
  • IP Address – A unique series of numbers and periods which identifies a device on the internet or local network. It allows a system to be recognized by other systems connected via the Internet protocol.
  • Interstitial ads – Ads that pop up on a user screen.
  • iOS – The operating system on Apple devices.

Letter J –

  • Java – A computer coding language that allows for the development of software and programs that can work on multiple devices.
  • JPEG – A compressed image format.

Letter K –

  • Keyboard – A set of alphabets for keying in word or figures on a screen.
  • Keywords – Particular words that attract traffic to a website and is also used to rank pages on Google and other search engines.
  • KPI – Key Performance Indicators, specific metrics used to measure the performance of a marketing campaign.

Letter L –

  • Landing page – A webpage specifically dedicated to a particular product in marketing campaigns. Here, the visitor gets a clear call to action.
  • Leads – Individuals that express interest in a particular service.
  • Likes – A type of engagement online that show people approve or love a piece of content.
  • Link – A URL that redirects to another webpage or website.
  • Link building – The process of getting other websites to post links that redirect to your website.
  • LinkedIn – A social media platform where professionals connect with each other.
  • Linux – An open source software that supports other operating systems on a computer.
  • Live (Facebook Live, Livestream) – One on one relay of an event or happening via video on social media.
  • Localhost – Refers to the computer one is working on.
  • Login – To register your details to request for access.
  • Longtail keywords – Specific keywords that contain 3 or more words.

Letter M –

  • Malware – A computer program that is intended to alter the normal functions of a computer and its software.
  • Maps – Digital representation of physical addresses on a screen.
  • Marketing – All efforts geared towards the promotion of a product.
  • Media – Any form of digital content.
  • Medium – A channel through which media is accessed/ An open blogging site.
  • Mega – Refers to 1000 bytes of data.
  • Menu – An icon on a websites control tab that reveals all the webpages of a website.
  • Messenger/Messaging – An instant messaging app that allows Facebook users to send and receive messages/ To send and receive messages via an instant messaging app.
  • Meta – The title, snippet and or description of a webpage that is used by search engines to index the particular webpage.
  • Mobile responsive – Any content or website that can be accessed via smartphones.

Letter N –

  • Name servers – The domain under which a website is registered.
  • Native advertising – Refers to non- disruptive advertising campaigns that blend in with the platform on which they are published.
  • Netiquette – Ethical guides on the usage of the internet.
  • Network – A connection between two or more computers.
  • News – Any piece of new information that is released instantaneously and is useful in the making of an organization’s decisions.
  • Newsletter – A marketing message delivered via email to a particular subscriber(s).
  • No-follow link – These are links that meant to guide the search engines to rank a particular webpage to avoid search violation instances.

Letter O –

  • Offline – Not online/ Can be accessed without an active internet connection.
  • Online – Having access to an active internet connection.
  • Open-source – A software whose original code source is available for reuse or modification.
  • Operating system – A software that makes it possible to run other software on a device’s hardware.
  • Optimization – All efforts at improving a web page’s ranking on search engine.

Letter P –

  • Page Views – Whereby a visitor visits a particular webpage on a website.
  • Pages – Social media accounts for brands or products where fans can follow the brand or product and interact with it.
  • Password – A secure access code to a particular program or software.
  • Paste – To make a copy of a text on another document.
  • PayPal – A e-wallet that facilitates the remittances of funds globally.
  • PDF – Portable Device Format refers to a file format that can be accessed on mobile devices.
  • Penalties – These are negative repercussions to a webpage’s indexing on a search engine.
  • Permalink – A permanent link that is meant to remain static on a webpage.
  • Phone – A mobile device for making calls, sending messages and accessing the internet.
  • Photos – These are images taken by a camera.
  • Pinterest – A social media platform for sharing photos by pinning them on a person’s timeline from anywhere across the internet. The pins can then be shared with other users on the platform.
  • Piracy – Reproduction of digital content without adhering to copyright.
  • Pixel – A line of code that keeps track of a user’s web activity.
  • Podcasts – An audio file available for download on a device. Usually available in a series format and handles topics in a particular field.
  • Pop-up – These are ads or forms that appear on a user’s screen overlying other content.
  • Posts – Content shared on a website or a social media account.
  • PowerPoint – A software that allows visual presentations using slides.
  • PPC – Pay per click, an advertising tool used by publishers whereby the owner of the ad pays for each click on the ad.
  • Price – The value at which a product or service is exchanged.
  • Promotion – To make popular a particular product or brand.
  • Public Relations – All efforts at communicating a positive message about a product or brand and engaging with its fanbase.
  • Publishing – To make available online any piece of content.
  • Push Notifications – Notifications that pop up on a users status bar when using a mobile device.

Letter Q –

  • Questions/FAQs – A list of commonly asked questions on a website and their responses.
  • Quora – A social media platform that allows users to post questions and users from around the globe can respond to these questions.

Letter R –

  • Ranking – The process of indexing pages on a search engine page.
  • Recording – To make a digital copy of a sound or motion scenery.
  • Refresh – To reload a webpage.
  • Register – To submit your data to be included in a particular database or to enable you to access a particular service.
  • Remote – Can be accessed from any location.
  • Report – To make a complaint against a piece of content.
  • Repost – To post a piece of content once again.
  • Resolution – The quality of an image online.
  • Responsive – A website that can be used on both mobile devices and desktops.
  • Restore – To retrieve from backup.
  • Results – Key metrics that indicate the performance of an ad campaign.
  • Retargeting/Remarketing – To market a brand or product to users who have previously interacted with your ads.
  • Retweet – To repost a tweet on Twitter.
  • ROI – Return on Investment, refers to the value gained from a marketing campaign vis-à-vis the budget used.

Letter S –

  • SaaS – Software as a service, it is a software delivery service that allows the running of paid membership sections on websites.
  • Sample – A portion that represents a particular target audience.
  • Screenshot – An image of a particular page on a screen.
  • Search – To look up something online.
  • SEO – Search Engine Optimization, the process of indexing pages.
  • Server – A computer that delivers resources to another.
  • Share – To make available to another user a piece of content.
  • Skype – A video calling social media platform.
  • Smartphone – A mobile device that has access to the internet and runs either on an Android, iOS or Blackberry operating system.
  • Snapchat – A social media platform that allows users to put goofy features on their images and share them with friends.
  • Social – Refers to nay marketing campaign on social media.
  • Software – A program that synchronizes with a device’s hardware to perform a particular task.
  • Spam – A marketing message delivered to a user unwillingly and not related to any products that they have followed before.
  • Spreadsheet – A software with mathematical formulas used to get insights on marketing campaigns.
  • SSL – Secure Sockets Layer, a technology that ensures data that is being uploaded to a cloud remains encrypted.
  • Stats – Numeric data that shows insights into a marketing campaign.
  • Status – Messages shared by users on Facebook and Whatsapp for the public or their network.
  • Stories – These are images shared on Instagram that can be viewed by people outside a person’s network on their status bar.
  • Strategy – Refers to the general guidelines and gameplan that goes into a marketing campaign. It needs to be suited specifically for each platform the campaign runs on.
  • Streaming – Viewing a video or listening to audio from an open-source platform without downloading directly to your device.
  • Subscribe – To follow and be part of a fanbase to particular mailing or video service or a paid product.

Letter T –

  • Tag – A list of tools that relate to a piece of content.
  • Template – A guide that can be modified to come up with a design or website or piece of content.
  • Terms and Conditions – This is a policy document that underlines how a service works.
  • Test – To give a try to a new product or service.
  • Text – Refers to any written characters on a computer screen.
  • Thread – Refers to a conversation from the original message and other subsequent messages on a social media platform.
  • Thumbnail – A smaller version of a larger image.
  • Title – The heading of a document or piece of content.
  • Trial – A period of usage to identify whether a program or product is what one prefers.
  • Troubleshoot – To identify and fix a problem in a program.
  • Tutorial – A video guide on how a program or product works.
  • Tweet – Short 180 character messages shared on Twitter.
  • Twitter – A social media platform that popularized followers and hashtag usage.

Letter U –

  • UI/UX – User Interface, the window that the user of service sees on their computer screen / User experience, refers to the general ease of using a service.
  • Undo – To remove an edit on a piece of content.
  • Unfriend – To remove from your list of friends on Facebook.
  • Update – To publish edits on a content that was previously published.
  • Upload – To put online or onto the cloud from your device.
  • URL – Uniform Resource Locator- Refers to a web address.
  • Username – A name that identifies a user on an online platform.
  • Users – Refers to the people that utilize a particular online service.

Letter V –

  • Videos – Motion pictures shared online.
  • Views – Number of times that people have watched a video online.
  • Viral – A piece of content that generates a lot of interest online in a short period and spreads far and wide.
  • Virtual – A service that emulates a physical computer.
  • Virus – A malware that corrupts files.
  • Visit – Tthe number of users that have visited a particular website.

Letter W –

  • Watermark – An image or text that identifies a piece of content with its creator.
  • Webmail – This refers to an email service that is implemented as a web client.
  • Websites – A collection of specific webpages online that can be traced to a particular domain.
  • WhatsApp – An instant messaging service that runs on mobile devices and allows users to send messages for free provided they are connected to the internet.
  • Widgets – A portion of a user interface that allows a user to interact with the operating system in a particular manner.
  • Wi-Fi – Wireless high-speed internet connection that uses radio frequencies.
  • Windows – A type of operating system that runs on PCs and Microsoft mobile devices.
  • WordPress – A content management system that allows users to create websites.

Letter X –

  • XML – Extensible Markup Language refers to markup language for encoding documents so that they are both human and computer readable.

Letter Y –

  • Yahoo – A search engine that was one of the leading search engines in the early 2000s before Google took over.
  • YouTube – The second largest search engine specifically for sharing videos.

Letter Z –

  • Zip – Refers to a compressed file that contains several resources within it.

Author Details


Gisera is an experienced copywriter and digital strategist. For more marketing and business insights, you can visit his site www.mwanabiashara.co.ke

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