Digital definitions

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The advantage of being experienced in online and digital initiatives is that you find some key success factors that make a huge difference when implementing them early on. One of these is to have a shared understanding when it comes to the nomenclature used internally. 

You can use these definitions as the basis to build your own internal digital and online marketing definitions for common terms and expressions.

If you find this guide useful, you can download a PowerPoint version of it that you can easily share with colleagues.




Account-based marketing (ABM)

A growth-driven approach in which marketing and sales work together to create personalised buying experiences for a select set of high-value companies and individuals.

Activity-based selling

The idea is that winning sales results from a cascading chain of controllable activities. Sales reps aren’t always sure where to spend their time on and get lost in day-to-day “busyness” rather than the activities that are truly meaningful to the sales process.


It's a rule-based procedure for making calculations or solving problems. Algorithms are everywhere in computer science and are crucial for leading software. In social media, algorithms are those that determine which content you see. ​

For example, your Facebook newsfeed doesn't show every status update and every photo from every one of your friends. Instead, it displays an algorithmically curated set of content that Facebook thinks is most worth seeing. ​

Similarly, Twitter and Facebook use algorithms to define which topics and hashtags are currently trending. Like the algorithms that power search engines, social media algorithms have a massive effect on your brand's online visibility.

Alt-Text (Alternative text)

It is also known as an alt-description, alt-attribute, or alt-tags. It describes an image on a website. This text allows search engines to crawl and rank your website optimally and helps screen-reading tools describe images to visually impaired readers. ​


An author is the creator of any work, such as a blog article or a content offer. Broadly defined, an author is an individual who originated to anything and whose authorship determines responsibility for what was created.


Big data

Big data is large sets of unstructured data. Traditionally, the data ​we analyse has already been formatted into nice rows and columns. Think of a spreadsheet with a list of customer names and email addresses. The reason why big data is hard to analyse is that the data sets are massive and complex. For example, they might contain the messy natural language we find in tweets and Facebook updates, so the challenge involves sorting, analysing, and processing. But as the data sets are so large and layered with information, sound analysis can reveal surprising insights.​

Best practice

Zooma experiments to create best practices from all perspectives for our customers.
Best practice intends to create standards and guidelines to produce the best possible outcomes if followed. Our best practices are related to how to carry out something, e.g., a campaign, an initiative, a solution, a task or configure something. Our best practice guidelines are internal and re-used and refined externally.


Short for biography is a small portion of your online profile that explains who you are. All social media accounts feature a bio as they are valuable in attracting followers with similar interests.


Blockchain is an online ledger that uses an open, distributed record to keep track of transactions. Transactions include actions like sending cryptocurrencies or sharing medical information.​

Brand authenticity and engagement

Ensure that your brand is consistently aligned with (and responsive to) the expectations of today's employees and B2B buyers.

Brand awareness

Brand awareness usually refers to how familiar your target audience and the general public are with your brand. High brand awareness sometimes leads to brands being referred to as trending or popular. Brand awareness is essential because customers generally appreciate purchasing from well-known and familiar brands. 

Brand extension

Brand extension happens when companies extend their brand to develop new offerings in new industries and markets. And brand extensions allows companies to leverage brand awareness and brand equity to create more revenue streams and diversify their offering. 

Brand identity

Brand identity is your company's personality and the brand promise you make to your potential and existing customers. After touching or interacting with you and your brand, the brand promise is what you want your customers to walk away with. Therefore, your brand identity is comprised of your values, how you communicate your offering, and what you want people to feel when they touch or interact with it.


Branding is a practice in which a company creates a name, symbol, or design. That is easily identifiable as belonging to the company. ​

Brand loyalty

In a qualitative definition, brand loyalty is customers who repeatedly make purchases from your company, build trust in you and your company and consistently choose you and your company over competitors. Brand loyalty always involves emotional attachment and overall positive affinity. 

Brand management

Brand management refers to the process used to create and maintain your brand. Brand management includes managing the tangible elements of your brand, e.g., style guide, packaging, colour palette, and the intangible brand elements, i.e., how your target groups and customer base perceive it. Your brand is a breathing asset and should always be managed as such.

Brand recognition

Brand recognition is how well a customer recognises and can identify your brand without seeing your company name. Brand recognition goes hand-in-hand with brand recall, the ability to think of a brand without visual or auditory identifiers.

Brand personality

Human behaviour and characteristics associated with your brand.

Brand story

The brand story is a complete picture made up of facts and feelings, told by you and the target groups.

Brand strategy

Brand strategy is a tier-two version of your business strategy that outlines how your company builds rapport and favorability within the target audience. Your brand strategy aims to provide the foundation for your company to be memorable and that the customers patronise your company over the competition.

Brand trust

Brand trust refers to how strongly customers believe in your brand. Do you deliver on your promises? Does your sales service fulfil the customer's expectations, or do they go above and beyond? Brand trust creates trust among your customers, which is essential in a world where few customers feel confident in large companies. 

Brand valuation

Brand valuation is a commercial valuation of your brand derived from customer perception, recognition, and trust. Brand valuation goes hand-in-hand with brand equity. A compelling brand can be invaluable to investors, shareholders, and potential buyers.

Brand voice

Brand voice is the selection of words, values, and your company brand's attitude and uses when addressing the target audience or other stakeholders. Brand voice is how a brand conveys its brand personality to the external audience.​

Business blog

A business blog is a content area filled with knowledge content. The content should be objective, relevant, and convincing. It consists of articles and (gated) content offers, and credible authors should create them. The focus should be on the needs of the targeted personas, so this is not the place for advertising or bragging about having the best product in the world. Instead, you want to solve the experienced problems or answer people's questions. Do that, and they will come back searching for more.

Business strategy

A business strategy is a foundation for the whole company. It includes the why, the vision, the mission, the target groups, the business goals and the guiding principles.


Channel marketing

To use indirect distribution channels and partners for marketing your solutions.


This statistic tells you the ratio between your Customer Lifetime Value and Customer Acquisition Costs (see below for definitions of these terms). It isn't profitable to spend too much on acquiring new customers (for example, in a ratio of 1:1). However, this doesn't mean that a higher ratio is always better. When the ratio is too high, you might want to spend more on sales and marketing so they grow faster, since you are restraining your growth by under-spending and making it too easy for your competition. To give some context, investors in growing SaaS companies tend to look for a ratio of about 3:1.

Competitive advantage

A  company's characteristic allows it to bring more affordable, higher-quality, or more innovative products or services to market than its competitors.


Identified email addresses in your database.​

Contact data

Information about an individual contact, e.g. name, title, company, and a timeline of interactions.

Content creation

The process of building a content strategy, producing content in different formats and providing it to your ​targeted audience.​

Content governance

The framework and processes your company uses to manage its content and determine how you create, publish, and maintain it. It defines priorities, provides guidelines, and assigns ownership to people within an organisation to execute your company’s content strategy.

Content management system (CMS)

Sometimes referred to as web content management system (WCMS). Whether you're running a blog, website, or social media presence, a content management system (CMS) is the backbone of your content. A CMS is an online application that will allow you to draft, share, edit, schedule, and index your content. ​Some CMS's use simple editors to create and publish content without demanding any coding knowledge. ​

Content marketing ​

Aimed to attract and retain customers by creating and distributing relevant and valuable content, e.g. articles, videos, white papers, guides, and infographics. Content created needs to be useful, answer questions and solve problems, entertain, and educate. Content marketing is a vital technique for companies of all sizes. ​

Content offer

Valuable, relevant, and consistent content that the persona ​will exchange their contact information for (by filling out a form ​on your website).​

Content planning

The planning process for content creation. From idea ​through production to publishing.​

Content specification

The specification of content offers for each phase of the ​personas decision journey.​


According to the EU Internet Handbook, a cookie is a small piece of data that a website asks your browser to store on your computer or mobile device. The cookie allows the website to "remember" your actions or preferences over time. Most browsers support cookies, but users can set their browsers to decline them and delete them whenever they like.​

Core values

Defines your strengths, show how you want to treat people and what you need to do to deliver your mission and follow the vision.


Short for customer performance indicators.CPIs are about your customer. They are quantifiable measurements of how well a company performs against the goals most important to the customer. Every customer interaction brings a purpose, problem, challenge, need, intent, or question along with high expectations for how quickly or easily that outcome will be realised. 

These outcomes must be measured through relevant customer performance indicators (CPIs).


Your actual, paying customer.​

Customer Acquisition Costs (CAC)

Your CAC is the average amount you spend bringing in one new customer. This is calculated by adding up all your costs for marketing and sales. Make sure to include everything, from salaries and the cost of external agencies to ad spending and software expenses within a given period. You now have your total marketing and sales costs. The number of new customers you’ve acquired in that period should also be known. Now divide your total costs by the number of new customers you got in that period; what you’re left with is your cost per acquisition.

Customer Experience (CX)

The management and curation at every stage of the customer's buyer journey, both on and offline, by any customer-facing function or team.

Customer Lifetime Value (CLTV)

Your CLTV is the total value of a customer for your company. Here you mustn’t just think about the initial amount that a customer spends, but about the value they bring over the course of the whole relationship.

Customer satisfaction

A measure of how a company, its products, and services meet or surpass customers' expectations. Customer satisfaction is defined as the number of customers, or percentage of total customers, whose reported experience with a company, its products, or its services exceeds specified satisfaction goals.​

Customer success

Ensuring your customers achieve desired outcomes when using your products or solutions is less likely to churn.


Data privacy/data governance

GDPR, PECR and all other aspects of best practice around customer data.


A digitalised format or a process. It describes electronic technology that generates, stores, and processes data. Digital can thus be both online and offline—for example; a digital audio file can be streamed online and stored on a disc or hard drive. ​


Digitalisation is the reimagination of business models, industries and societies. Based on new capabilities that digital technology makes available to us. Digitalisation is a fertile ground for innovation and growth, the impact of which can be disruptive. Examples of companies at the forefront of digitalisation are Amazon, Facebook, Alibaba, Google, and more.​

Digital events

The approach to be successful with conferences, forums, exhibitions and all other event formats held exclusively via digital platforms.

Digital design

Any design that appears in a digital format (e.g. on an app or website) rather than in print (on a physical page) is considered digital design.​

Digital strategy

Focuses on using technology to improve your company performance, whether creating new offerings or reimagining processes. The digital strategy is a tier two version of your business strategy. It specifies the direction the organisation will take to develop and complete competitive advantages with technology and its tactics to achieve these changes.

Digital transformation

Digital transformation is the process of building the capability to explore, experiment and exploit new opportunities made available by advancements in digital technology. Many companies have started their digital transformation programmes, usually focusing on helping them to adopt digital practices, processes, technologies, culture and business models. These programmes are typically spurred on by the ambition to increase efficiencies and profit by digitising their existing business. And additionally, to identify new opportunities for growth and competitive advantage through digitalisation.


Digitisation means converting existing products, services, processes or any other analogue format into a digital format. ​The benefits of digitisation are significant: efficiency, operational excellence, predictability and cost-cutting. Digitisation doesn't affect the underlying business model; it merely creates a near-perfect copy of its analogue counterpart that can be stored, processed, and transmitted at near-zero marginal costs.​


DRI stands for directly responsible individual. It's a title given to the person who is ultimately accountable for a decision or making sure a project or task is completed.



To buy and sell B2B products, solutions or services online.

Editorial calendar

A document used to define and control the editorial scheduling and publishing content.​

Embedded media

Digital media is displayed within another piece of content outside of its native setting. ​

Emotional engagement

Content-led engagement and campaign execution, regardless of channel.


Engagement refers to messaging, interacting with or talking to other people mainly on social media. This term encompasses different types of actions on social media, from commenting on posts to participating in chats. At its simplest, online and digital engagement is any interaction with other accounts and users. ​Engagement is a core part of online and digital; your followers expect you to interact with them. ​

Engagement rate

Engagement rate is the percentage of people that actively engage with your content or functionality, e.g. clicked the link, replied, liked, favourited, and shared. ​Engagement rate can be a valuable metric to help determine the quality and success of your social media messaging, as it provides an indicator as to how exciting or useful people found the message.


First response time

A measurement of how long it takes for a company to give the first response to a customer's comment or inquiry. To measure this, this can be a KPI for customer service because even if the issue is not resolved immediately, a quick first response demonstrates that the company is listening and willing to help. ​


An online message board where people can hold discussions.​



This is a shortening of Google Analytics 4 is an analytics service that enables your company to measure the website traffic and engagement across your websites and apps.

Geolocation, geotagging

Tagging content with a specific location. GPS-enabled smartphones have made geotagging a core aspect online. ​


This online feature allows users to share their content with geographically defined audiences. Instead of sending generic messages and content, you can refine the messaging and language of your content to be more relevant for people in specific countries, regions and cities. You can also filter your audience by language.​

Growth hacking

It is an umbrella term for initiatives focused solely on growth. It is used mainly within early-stage startups that need massive growth in a short time on small budgets.

Growth hacking aims to acquire as many customers as possible while spending as few resources as possible. The term growth hacking was coined in 2010 by Sean Ellis.

Growth marketing

Approach and positioning of marketing as the engine-room of business growth. Growth marketing is creating and conducting experiments to optimise and improve the desired results of a target area. For example, if you have a particular metric you want to increase, growth marketing is a method you can utilise to achieve that.



An octothorpe. The hashtag is a word and phrase preceded by the '#'-sign. Hashtags are a simple way to mark social media content topics and make them discoverable to people with shared interests.​

On most social networks, clicking a hashtag will reveal all the recently published public messages containing that hashtag. Hashtags first emerged on Twitter as a user-created phenomenon and are now used on almost every social media platform.​​

Hybrid events

To explore new formats and technologies to deliver the next generation of events.

People tend to understand themselves as disparate entities rather than primarily as members of collectives or groups.



The number of times an ad, sponsored update, or promoted post is displayed.​


At its most basic level, Inbound is a methodology that forces you to only look from the outside. A philosophical way of thinking about people and how to show respect for who they are, their expectations, needs and challenges.

Inbound marketing

This business-driven methodology attracts potential and existing customers by providing valuable content and experiences tailored to them. Inbound marketing forms the connections you are looking for and have answers to the problems and challenges they have.

Inbound sales

A personalised, helpful, and modern sales methodology. Inbound sales organisations focus on potential and existing customers' pain points, act as trusted consultants, and adapt their sales approach to the buyer journey.


An influencer is someone who can reach a significant audience and drive awareness about a trend, topic, company, or product. The influencer must also be a credible and passionate brand advocate from a marketing perspective. However, influencers often try to remain impartial toward brands to maintain credibility with their earned audiences. Influencer strategies should involve aligning marketing, sales, customer service, and PR teams.




Short for key behaviour indicators. Tracking behavioural data on how people act and behave, e.g., the time spent at a touchpoint.​


Short for key performance indicators. Measurement of the progress towards achieving the objectives, e.g., 4,000 MQL.​


Last touch

The last thing a contact did before converting to a new lifecycle stage, e.g., downloaded a content offer or clicked on a SoMe campaign. ​

Lead generation

The process of attracting potential customers to your company and increasing their interest through nurturing, with the goal to convert them into a customer. Some ways to generate leads are blog articles, coupons, live events, and online content.

Lead nurturing

Develop and maintain relationships with customers at every stage of their buyer journey. Automated lead nurturing uses software to send messages triggered by customer behaviour or predetermined schedules.


Potential customers who maybe be interested in the product you are selling. The total aggregated number of Leads, MQLs, and SQLs in the database. ​

Lifecycle stages

Contacts based on the stage they are at in their decision journey, e.g., Subscriber, Lead, MQL, SQL, Customer and, Promoter.​


To like something on social media. Along with shares, comments, and favourites, likes can be tracked as proof of engagement. Social media algorithms adjust individual content feeds based on like patterns, making for interesting results when consciously meddled with.

LinkedIn company page

A company page allows you to describe your company, for the interested to learn more about your company.​


Machine Learning

Machine learning is a type of Artificial Intelligence (AI) that provides computers and software to learn without being explicitly programmed.​

Marketing automation

A technology that enables companies to deliver personalised content to users. Marketing automation is done through various online channels, such as social media, email, and websites. It gives people the information they need and does it consistently at scale when they need it. That's why the 'automation' part is so important. In an ideal system, marketers set up clever logic for categorising and scoring potential customers and the processes for nurturing them with timely content. ​

Then they put their feet up while the technology takes over, moving leads down the marketing funnel towards a purchase.​ Much more complicated in practice, so focus on how social media fits into the equation. A marketing automation system always needs new leads at the top of the funnel—otherwise, there's nobody to nurture. Social media marketing and content marketing strategies can attract new inbound leads, providing essential fuel for the marketing automation engine. Marketers can also make that engine more efficient by using social media data to score their leads more accurately.​

Marketing and revenue operations

The skills and knowledge required to develop and optimise marketing technology, align with sales where appropriate, and create a unified view of revenue-related tech.

Martech stack

The management, development and optimisation of the martech software and tools.


This statistic tells you the ratio between marketing investments (M-CAC) and sales investments (S-CAC) that are made when acquiring a new customer. If you have a very complex and lengthy sales process, your ratio might be 1:9. However, if you have a self-service or a low-touch sales process, this number might get closer to 3:1. But if your goal is to have a low-touch sales process and your ratio is 1:4, you know that something is going wrong, and you might be over-investing in sales.


The act of tagging other users' handles or account names in a social media message. Mentions trigger notifications and are a vital part of what makes social media' social'. When properly formatted, a mention also allows your audience to click through to the mentioned user's bio or profile. ​


In the VR space, it refers to a VR world where one can explore, meet people, and build alternate realities, appearances, or lifestyles.


Define what a company's task or set of tasks is.


Sometimes called a lightbox or a modal window is a web page element that displays in front of all other page content. To return to the main content, the users must engage with the modal by either completing an action or closing it. Modals are mainly used to direct users' attention to a significant action or piece of information on a website or application.


The total number of marketing qualified leads, i.e., potential customer contacts in our database, have downloaded one or more content offers or submitted the 'Tell me more' form.


The share of total MQLs becomes SQLs.​​



Net Promoter Score is an index ranging from +100 to -100 that measures a person's willingness to recommend a company's products or services to others.

NPS graphic

New sales

Sales to a first-time customer or a customer that has not purchased anything from you in the last five years. ​


A message or an update sharing a social media activity, e.g., if somebody likes one of your Instagram photos, you can receive a notification on your phone that lets you know. ​



Someone or something connected to the internet.​

Online ROI

A measurement of the effectiveness of an organisation's or company's investment online. Like any metric for 'return on investment', online ROI is calculated by dividing the total benefits of an investment by the sum of its costs. Therefore, it is entirely dependent on what costs and benefits are factored into the calculation. The metric should be fully aligned with the business objectives behind an online activity to get relevant value from an ROI calculation. ​​

Online strategy

Under formulation...

Organic reach

The number of people recorded as sessions who view your content without paid promotion. The distinction between paid and organic reach is that the latter is free. People come across content through search, feeds, streams, posts, pages of their contacts—usually friends, family, colleagues, and trusted brands. ​

Original source

The channel marked in your database as the origin of contact, e.g., organic search, SoMe, direct traffic, or paid search.

Outbound marketing

A traditional method seeking to push out messaging and suggestions to potential and existing customers. Outbound marketing includes trade shows, seminar series, and cold calling activities. However, it is costly, and the ROI is much lower than inbound marketing.


Engaging with prospects or past customers who have gone cold but may potentially become active. Usually done over the phone, via email, or embedded video in email.


Paid reach

Refers to the number of individuals that viewed your published paid content, e.g., ads, sponsored stories, and promotional material. Paid reach has a much more extensive network than organic reach, so people usually consume the content outside specific contact lists. You can target specific messaging to groups based on commonalities like location and shared interests. ​

Paid social media

The use of social media for ad placements. The most common types are native advertisements such as Ads, Promoted Tweets, Sponsored Updates, and sponsored videos. ​


Your actual partners. ​


The URL address of an individual piece of content. Permalinks are useful because they allow you to reference a specific tweet, update, or blog post instead of the feed or timeline in which you found it. You can quickly find an item's permalink by clicking on its timestamp. ​


To tailor your communications (inbound or outbound) to address individuals' specific needs.


Realistic representations of your ideal target groups, with data about demographics, needs, expectations, and behaviour.​

Pipeline value

This is the total combined value of every opportunity in the sales pipeline at a given time. Although this can be a useful metric, it’s essential to be consistent and distinguish between qualified leads and those who are unlikely to become customers - otherwise your calculated pipeline value will be unrealistic.


A software extension that adds a specific feature to an existing software application. A good example is the Grammarly plugin; this checks your spelling and your grammar. You can add it to your browser (Chrome and Safari) to help you write better when you are online and can also be installed in, for instance, Microsoft Word.​


The name originates from iPod and broadcasts and dates back to the 1980s. It was at the time known as audio blogging. Today, podcasts are generally audio files and videos distributed online, subscribed to, streamed or downloaded through RSS. ​

Podcast listeners

The total number of listeners to your podcasts.


The desired positioning for the brand, unique and distinctive vs. competitors.

Positioning statement

The most important message about the company and the offering.


A status update or an item on a blog or forum. ​


Contacts advocate for you and/or give your company a 9 or 10 score on your latest NPS.​


A purpose statement provides the reason or reasons you exist. It is about why you exist,




Reach is the metric that determines the potential audience size any given message could reach. It tells you the maximum amount of people your content potentially could reach. Reach is determined by a complex calculation that includes the number of followers, impressions, and shares and the net follower increase over time. Do not confuse with Impressions or Engagement. ​


A response to someone. Unlike messaging, replies are public or semi-public. When you click the reply button next to a Tweet, you're ensuring the conversation will be viewable in the public area of your profile.

Responsive design

The goal of responsive (web) design is to have web pages automatically change the layout accordingly and appear in an optimised form on all devices.​

Response rate

An engagement metric to assess how much you interact with your audience. To calculate the response rate, take the number of replies to mentions in a given period, and divide it by the number of mentions you have received.


Retargeting is an advertising technique that involves targeting online visitors interested in your products or services. When visitors come to your website, you can target them by visiting other websites, including Facebook, news sites, blogs, or other online media. The rationale is that proven visitors are your best chance to do business, so instead of advertising to strangers, you use your budget on prospects who have shown interest. Other advanced uses include;

  • targeting custom audience segments (using data you've collected from other sources such as a CRM system or Facebook)
  • offering shoppers who abandoned your check-out a special deal to come back
  • building lists of valuable prospects to target (such as visitors who viewed 25+ blog posts and visited specific product pages)

​Return on relationship (ROR)

A measurement of the value gained by a person or business from developing a relationship. Measuring ROR is difficult; it involves analysing the connection's growth and understanding your customers' voices' impact on your company, brand, and reputation. This includes your content's sentiment analysis and engagement metrics, like organic sharing rates. ROR is a complementary metric to online and digital ROI.​


A Twitter tweet that is re-shared to another user's Twitter account followers.

Revenue operations (RevOps)

An operating model that has gained momentum in the last few years. At its core, revenue operations is an end-to-end management process for aligning marketing, sales, and customer service to increase revenue by providing higher customer value..


Sales enablement

To provide a company's sales organisation with the resources they need to become more relevant to buyers and close more deals.

Sales funnel

Mirrors the path your potential customers take to become a customer. It describes discrete stages of the customer journey, from the first touch to the closed deal.

Sales velocity

Measure how quickly sales deals move through your pipeline and generate revenue. A sales velocity equation uses four metrics: number of opportunities, average deal value, win rate, and length of the sales cycle. The equation is used to determine a company's sales velocity and how much revenue it can expect to generate over a certain period.


A software-testing environment that isolates untested code changes and experimentation. This isolation protects live servers and their data from changes that could be damaging.​


Planning content updates and content ahead of time, using a publishing tool. Scheduling allows practitioners to save time in their daily workflow by scheduling several messages at once, sometimes as part of a publishing approval process. It also enables them to reach audiences in different time zones and organise extended marketing campaigns.


When a photo is taken of screen activity. ​

​Search engine marketing (SEM)

To use paid advertising to ensure that your company's products, solutions or services are visible on search engine results pages (SERPs). When a user types in certain keywords, SEM enables your company to appear as a result of that search query.


Search engine optimisation is the practice of increasing the 'organic' visibility of a web page in a search engine, such as Google. Although companies can pay to promote their websites on search engine results pages (Search Engine Marketing or SEM), SEO refers to 'free' tactics that enhance the search ranking of pages. ​


A session is a measurement of visitor engagement that groups together analytics activities a visitor takes to your website. It expires after thirty minutes of inactivity. ​


When content is reposted on a social media site through another user's account. ​

Share of voice

Share of voice is a metric for understanding how much social media mentions a particular brand is receiving about its competition–usually measured as a percentage of total mentions within an industry or among a defined group of competitors. ​


A catchphrase or small group of words uniquely combined to identify a product or company.

Social customer service

The practice of identifying and resolving customer service issues on social media. Social customer service should be coordinated internally across departments so that an organisation can respond rapidly to any customer inquiry on any channel. The most effective social customer service is proactive: also, when fielding inbound messages, the organisation monitors social media for keywords that could indicate customer service issues. The organisation then reaches out to resolve the potential problems before escalating, creating higher customer satisfaction and loyalty.​


Short for social media.​

Social media listening

Finding and assessing what is said about a company, topic, brand, or person on social media channels. ​

Social media management

Business and technology processes for securely managing social media accounts, engaging audiences, and measuring the business results of social media activities. Effective social media management is vital to conducting business on social media. It enables an organisation to keep track of its social media accounts and provide various teams and individuals with the appropriate access levels to these assets. When implemented at scale across departments and regions, coordinated social media management practices allow everyone within the organisation to collaborate and achieve measurable outcomes on social media.​

Social media marketing

Social media increases brand awareness, generates leads and builds meaningful relationships with prospects and customers. Social media marketing must be well-coordinated with customer service, management, and social selling activities to create a seamless relationship with prospects and customers across their buying process. Social media is just one channel in the overall mix, but social media marketing programs must be fully integrated into multi-channel strategies. ​

Social media monitoring

Listening and responding to brand and keyword mentions on social media. Social media monitoring is crucial to social customer service, social selling, social media marketing, and community management. ​ ​

SoMe reach

The total number of followers on our social media touchpoints.​


The share of visits onsite that originate from SoMe.​​

​Social selling

The use of social media to increase relations, productivity and generate revenue. Sellers can effectively leverage social media to enhance their reputations, expand their interpersonal networks, and attract new prospects. They can also identify buyers by listening and engaging in online spaces where potential customers conduct research and ask for advice. ​


The total number of sales qualified leads, contacts shall become real sales opportunities in your CRM. ​

SQL-to-customer rate

The share of total SQLs that becomes customers. ​


Google will tell you that a strategy is a plan of action. For Zooma, a strategy is a set of steering principles that provide the foundation for all your decisions, actions and plans.


Contacts who have opted to subscribe to a blog/hub, a newsletter, or any other alert where they need to provide an email address.



A keyword is added to an online or social media post to categorise related content. Tags can also refer to tagging someone in, which creates a link to their profile and associates them with the content. ​

Target groups

The group of prospects, customers, and other stakeholders we aim marketing and communication efforts towards. ​


Threads are essential to most online communication, e.g., social media, forums, and emails. Without threads, it is challenging to put messages into context or keep track of ongoing conversations. ​


To fundamentally change your business operations to align better with your organisation’s overarching goals.


A topic or a hashtag that is popular on social media at a given moment. Trends are highlighted by social networks such as Twitter and Facebook to encourage discussion and engagement among their users. The concept was first popularised by Twitter and has since been adopted by Facebook and other networks. The trends that you see on Twitter and Facebook are personalised for you, based on your location and whom you follow or what pages you like.



The online location of a page or other resource on the internet/the World Wide Web. This acronym stands for Uniform Resource Locator.​

User-generated content

UGC is created and published online by the users of a social media community or a collaboration platform, often produced in collaboration and in real-time by multiple users. ​Many companies embrace and encourage user-generated content to increase brand awareness and brand loyalty. Instagram contests, video contests, and other UGC-based campaigns allow companies to tap into their prospects' and customers' creative energies and use their contributions to fuel marketing strategies. ​


Short for user experience. It is the experience that a user has with a company, its website, products, and services.



Short for video log or video blogs. Instead of using text and images, a video is embedded on a website or uploaded on a video platform.​


Tells how the company shall be seen in a future business context.


The total number of visits to a .com /.xx.​


The share of total visits on a website who become contacts.​


The share of total visits on a website who become MQLs.​

Voice search

A technology that allows the user to use a voice command to perform a search on the Internet, a website or an application.


Web analytics

Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimise web usage.​


The third generation of the internet is a vision of a more decentralised web that places the power in the hands of users instead of large tech companies. It’s built on blockchains using existing infrastructure to make the internet more accessible, private, and secure for users.


XML (eXtensible Markup Language) sitemap

A term for the file that lists all the URLs on your site. This file works like a map that helps search engines crawl your .com/.xx more intelligently. In addition, some plugins can help create an XML sitemap.

XR (cross reality or extended reality)

A catchall term for some different but related technologies; rolling together similar acronyms like VR (virtual reality), AR (augmented reality), and MR (mixed reality). Once you know that tidbit, understanding XR gets a whole lot simpler.



You need to say ‘you’ and talk directly to your audience, users, and customers in all of your messages. The message needs to be about them.



To zoom in Swedish! Also, the onlinification and digitalisation agency!​

Want to know more? Through our digitalisation guide: what, why, when and how to use it, you'll find much more to read!

In this PowerPoint, you can find a simple digital nomenclature. Then, you can use it as the basis to build your internal terminology for digital terms and expressions.

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Download the complete A-Z guide to digital terms in PPT

Download the complete A-Z guide to digital terms in PPT

Download digital definitions