We aim to be clear, but we know that industry jargon can be baffling. Here’s a selection of the more common technical, design and marketing terms you may hear us using in the course of our work, as well as some of the projects we may refer to when discussing options and ideas with you.
Above/Below The Fold
A print term, now applied to digital, to refer to where text and images appear on a page. "Above the Fold" is what a reader can see without having to "unfold" his or her newspaper. On a web page, it's the content you can see without having to scroll down. "Below the Fold" is what you can't immediately see. These distinctions are becoming less important in the digital world as we access content on a variety of mobile devices.
"Copy" = content. In this case, the printed text or spoken words in an advertisement. "Copywriting" is what we do to develop the content for your advertisment, collateral or presentation.
A "view" or "impression" is the number of times an advert has been displayed on a webpage and viewed by a user. The price we negotiate for you to advertise online can be based on the number of views or impressions over a certain time period eg: 20k views over three months. See also "Click Through".
This is a plan we draw up with you to agree what we want to achieve, how we'll reach those goals and how we'll know we've been successful. It includes details of your business objectives, your target market or audience, your budget, the media we'll use (online, print, social), when and where we'll place your advertisements, what we aim to achieve (see "Ad View", "Click Through"), and how we'll measure the results.
Also known as "link building", this is a type of Internet marketing where your website is linked with other websites, individuals, or companies to boost the number of visitors ("traffic") to your site. A popular SEO technique, this needs to be done well to avoid damaging your brand by association.
The words in a document or webpage that make up a hyperlink (a clickable link) to redirect you to another page or section on the website, or to a separate website. Usually appears to be underlined and in a separate colour for easy identification.
A GIF image file that creates an illusion of motion through the use of multiple images displayed sequentially.
Application Programming Interface. An API provides a way for programmers to access a software application or tool (using the instructions and standards defined by the software company that owns the application or tool). For example, a feed of recent Tweets can be incorporated into a website by using Twitter's API.
Abbreviation of Application. A specific piece of software or program used on computers, tablets, smartphones and other mobile devices to provide additional functionality to add interactivity and/or help users do things faster or more efficiently. Fast becoming ubiquitous but not always appropriate or necessary. We specialise in developing private label apps for business and can advise you whether an app is right for your organisation.
Is everything. Who are you trying to talk to, and why should they care? We work with you to understand your audience and how we can best communicate and connect with them. As management expert Peter Drucker said: "The art of marketing is to know and understand your customer so well the product fits him and sells itself."
An abbreviation for Business To Business and Business to Consumer marketing. The former is a business selling to other businesses eg: Airline Services; the latter is a business selling to consumers eg: Easyjet. We prefer People to People.
This refers to the parts of a product, organisation or project which are not visible to the viewer or user, but actually make it usable. They can include coding, the database of a website and support team of a company.
Short for Web Log, "blogs" are a simple way of publishing content online. Now ubiquitous, the best blogs are engaging, informative and useful. Sadly, most blogs do not fall into that category, instead being a repository of blatant self-promotion, rehashed press releases and content that organisations can't fit anywhere else on their website. We can help you create a better blog, if that's what's right for your business and your audience.
A record kept by web browsers of World Wide Web addresses (URLs) selected by the user, any of which can be readily returned to by the user by accessing their bookmark file. Referred to as ‘favorites’ in Microsoft Internet Explorer.
If you send an email and it fails to be delivered to the addressee, the message is returned to you with a messaged indicating that it has been undelivered. This is known as a bounce.
A) the version of a product made by one specific manufacturer. B) "The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised." David Ogilvy, one of the original advertising "Mad Men".
This is the structure of brands within a company, and shows how the brands relate to and differentiate from one another. The three main types are Monolithic, where the corporate name is used on all products and services offered by the company; Endorsed, where all sub-brands are linked to the corporate brand either by a verbal or visual endorsement; and Freestanding, where the corporate brand operates only as a holding company, and each product or service is individually branded for its target market.
This is similar to a marketing campaign, but focuses solely on a specific brand within a company or business, rather than their entire product range. A brand campaign will focus on exposing the brand to as many new customers as possible, and will be built around the core values of the brand based on the target audience.
These are the outward visual appearances of a brand within a company or business, which portray who you are, what your company, business, product or service does, and what can be expected from you. Your brand environment will include everything from the colour scheme of the brand, company uniform or clothing worn by staff, office design and layout, the technology and gadgets you use, and where you choose to hold a meeting with your clients eg: coffee shop vs boardroom.
Aka "brand bible" and "style guide". A document which lays out the use and application of the brand identity (logo) and any associated artwork (straplines, imagery, graphical elements) across different media eg: print, outdoor, online, events. Brand guidelines set out a clear "look and feel" for a brand to ensure consistency and quality of use.
Aka logo, although it's much more than this (see "Brand"). Refers to the visible appearance of a brand, such as its name, packaging, colour scheme. It is the fundamental way for us to recognise and remember a product, and symbolises its differences from competitive brands.
This is how we maintain and improve a brand, so that it is associated with positive results and remains favorable to its audience. Also known as "Brand Strategy". We analyse variables such as price, image, packaging, customer satisfaction, presentation and competition, and plan how best to develop the brand further around these. See also "Marketing Strategy".
Pronounced "Cash". There are various types, but we usually refer to Browser Cache (also known as "Temporary Internet Files" in Internet Explorer). In most cases, whenever a web page is opened, it is sent to your browser's temporary cache on your hard drive. If that page is accessed again, the browser opens the page from your cache rather than downloading the page again (thus improving the time the page takes to load).
Sometimes when changes are made to a website, you will be unable to see them due to your browser loading the page from the cache, rather than downloading it from the Internet. In such cases, you will need to clear the cache on your web-browser and reload the page.
Click here for an example
A) The action of clicking on an online advertisement to access more information or another website. B) A means of setting the price of an online ad campaign eg: x click throughs over x weeks. More valuable than "views" or "impressions" as the viewer has made the decision to find out more about your product or service.
Also called "marketing collateral". Describes the various marketing materials used to promote a product or service eg: brochures, information sheets, flyers, leaflets, presentations.
Defining and marketing a product and service so that its target market or audience believes it to be better than competitive products. We see this as critical to a successful long-term marketing strategy.
What we aim to achieve for all our clients: a clear advantage over your competitors. This can be achieved through an effective marketing strategy which includes a distinctive brand, strong marketing materials, the perception of a higher quality product and enhanced customer service.
A group of other brands within the same industry that offer a similar product or service, and to the same customers, eg: Heinz Beanz, Tesco Value Baked Beans and Sainsbury's Basics Baked Beans. These are the products and services your company's brand are in direct competition with.
The current phrase for using "content", aka words and/or images, to promote your product or service. Used heavily in a digital media context to describe a social media campaign eg: a YouTube video or a twitter campaign.
Writing a piece of text for an advertisment and any other marketing of a product or business. 'Copy' refers to the text written.
Umbrella term covering internal (staff, stakeholders) and external (customer, stakeholder, supplier) communications. It includes messages given out by a company to its employees, business partners, media, general public and target audiences to convey a positive perception of the organisation.
Aka brand identity, logo. Refers to the combination of colours, designs, words and images which are used to define an organisation and its brands.
A) Stereotypically a pony-tailed, jean-wearing advertising or marketing type who thinks up promotional campaigns. B) The thinking process in which original designs, images, fonts, words and graphical elements are formed and expressed to create something great. C) Highly subjective, double-edged compliment: "That's so creative!"
Acronym for 'Cascading Style Sheets'. CSS is designed primarily to enable the presentation of a web page (including the layout, colours and fonts) to be separated from the content (written in HTML or a similar markup language).
Short for 'Development Site'. It is the place on your server where the entirety of your current website is copied, and then replicated for development and testing.
The art (and achievement) of making your product, service or brand stand out in the competitive market. We do this well.
Using digital channels and media such as computers, tablets, smartphones, mobile phones, digital billboards, and game consoles to engage with audiences. Internet Marketing refers to web-based activities eg: Search Engine Optimisation, Pay Per Click (PPC) and other online advertising and marketing.
The aim of a digital strategy is to help you maximise the business benefits of digital initiatives to your company eg: product development, innovation and marketing.
Sales made directly to customers, such as direct mail, direct advertising or telemarketing.
Email Marketing Campaigns
Using email to communicate marketing messages in order to build customer loyalty, acquire or convert customers and communicate promotional offers. If not done well, considered to be spam ie: irritating interruptions into a business day. You must gain the recipient's permission before sending an email marketing campaign, aka "opt in", and offer the opportunity to unsubscribe from your mailing list at will ("opt out").
This is when the code for a video or another type of media or external application is placed into a website. It can then be viewed by visitors to the website as if it were an integral part of the site itself.
The appearance of the surface texture of a finished product that has had a special treatment or coating, such as UV, applied after printing. Used when discussing printed materials eg: business cards, brochures.
What you and I see when we look at a website.
Stands for Hyper Text Mark-up Language, this is the primary coding language for creating websites and web-based apps.
Also known as IA, information architecture is the process of organizing and labeling web sites, online communities and software, in such as way that makes them easy to find and use.
Content on websites, video games, social networking sites and telemarketing shows where user actions (eg: clicks, swipes) causes the content to change. We create interactive apps to display data in a more interesting and dynamic way.
The sharing of information within a company for business purposes and to create employee engagement (aka loyalty, buy in). This can be through CEO videos, intranets, company-wide events, training, staff-focused advertising and marketing etc.
Acronym for 'Intellectual Property'. A legal term for the creative assets of a company or business that result from original creative thought, and are recognised as belonging to that particular company or business. In the case of web design and development, the IP of the finished product rests with the developer, not with the client, unless otherwise agreed.
Short for Internet Protocol Address. This is a set of numbers that identifies each computer and connects it to the Internet, eg: 123.456.7.89.
Stands for Joint Photographic Experts Group. This is the most common form of image compression. Also .jpg. Used for glossy images.
JPEG (Joint Photographic Experts Group)
A compressed file format for images commonly used for including images included in websites. Especially suitable for photographs.
This is the page on your website that a visitor will see first, after clicking on a link through a search engine result, online advertisement or other webpage link. Typically, a landing page is the homepage of your website, but could also direct a visitor to a product or service they were searching for.
When a new product, brand, service, company or business is released into the market for the first time. We use this to refer to when your website, app or other product "goes live", ie: is visible to your intended audience.
A live site is a website that has been fully developed and published on the internet, and is ready to be used by the public.
Also known as placeholder text or dummy text, these are randomly lettered words used to display where final text will be. Not Latin as some think, but has been around since the 1500s, so close enough.
This is the maximum market share or sales level that your product, brand or service can achieve within a certain period of time.
This is the total percentage of your company or brand's portion of the sales volume within a product or service category.
A series of specific actions that promote a product, service, brand, company or business, in order to reach out to its target audience and potential new customers. These actions include a variety of different types of advertising and promotion through different media and channels eg; online, social, print, advertising, word of mouth, PR.
Brochures and other printed product information used to support business development and sales activities.
These are the variables of a product, service or brand. They influence the demand of the product through various marketing elements such as the price, promotion, design and service. See also the "Seven P's".
A marketing plan outlines your business' marketing objectives and how you are going to achieve these objectives within a certain time frame. It begins with identifying specific customer needs, and goes on to show how your company or business will fulfill them while generating a satisfactory level of profit.
This is the thinking behind a marketing plan. It focuses an organisation on the best opportunities for growth, with the goal of increasing sales and achieving a sustainable competitive advantage over its competitors. See also "Opportunity Mapping".
The process of purchasing advertising from a media company, such as a television station, newspaper, magazine, blog or website, at the most favourable terms for the client. We're good at this. See also "Trafficking".
Meta tags allow you to highlight important keywords related to your website in a way that matters to search engines, but that your website visitors typically do not see. Included as part of Search Engine Optimisation processes.
An electronic document’s metadata is information about that document. Metadata in web pages is used by many Internet search engines to catalogue the content of websites. This information is contained in the head element of web documents and is not seen by users unless they choose to look at the HTML code underlying the document. Metadata may also be found in native format documents, such as Microsoft Word, where it is searchable by using MS Index Server. Document metadata can also be stored separately (for example in a database) and linked to the documents to which it applies.
Short for Mobile Application, these are software application programs that have been specifically designed to run on a smartphone, tablet, iPad or other portable device.
Usually referred to simply as MOBSITE, this is a website that has been altered or optimised for mobile browsing, and can be reached directly through a mobile phones web browser. This is different to an "App", as it does not require downloading and is generally cheaper and faster to develop.
These are the menus and links that take the user around the website or application, making it easier for viewers to access and understand.
This is the marketing of a product to a small and well defined segment of the market place.
Used to describe a computer or other resource that is not attached to or not accessible from the Internet or other network.
A form of advertising that uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, various types of display advertising (including web banner advertising), and mobile advertising.
A Jumpstart speciality, we've coined this phrase to describe how we approach strategic marketing projects. This includes researching the competitive landscape, our client's customers and their needs, and the general market trends and developments, to identify new opportunities for your brand to grow and succeed.
This is where an individual has given a company permission to use his or her data for marketing purposes.
The opposite of opt-in, an individual has stated that they do not want a company to use their data for marketing purposes.
The term used when people have clicked on or viewed a web page.
A software development area used for the exploring and testing of app options, games, websites etc. A playpen allows you to make changes and "play around" with various options and tools, without affecting the final product. We use a playpen for our development projects.
Additional software, which works in conjunction with web browsers to enhance their capabilities, such as in playing audio or video (for example RealPlayer) or complex graphic effects (for example, Shockwave or Flash). Wordpress also uses plug-ins to add functionality. Many plug-ins are available free for downloading over the Internet.
A module of code that is added into an existing piece of software code and used to add to the functionality of a system. Wordpress websites have the benefit of access to numerous plugins eg: for Search Engine Optimisation.
Stands for Portable Networks Graphic. This is another common image compression type like JPEG/JPG, but PNGs are lossless and allow transparent or opaque backgrounds.
Deciding where a product fits in to the competitive landscape, and how it should be placed and perceived in relation to its competitors. A 'positioning map' is a model where a number of variables can be used to compare one company's product to its competitors, eg: High Cost - Low Cost vs. High Quality - Low Quality.
Acronym for Pays Per Click. Also known as Sponsored Search or Paid Search, this allows different advertisers to bid for a placement in the paid listings search results, on terms that are relevant to their business. Advertisers pay the amount of their bid only when a person clicks on their listing.
Stands for 'Public Relations' and refers to the communication with various sectors of the public, with the aim of influencing their attitudes and opinions towards a brand or company.
An advertisement that is printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium.
Private Label Apps
We specialise in developing bespoke "private label" apps for our clients to deliver more engaging and effective communications, training and data delivery. These private label apps are made under our client's brands and are available just to their audiences, be that staff, stakeholders, current or potential clients, hence the "private label". We have lots of good ideas and plenty of experience, so contact us if you'd like to create your own private app.
This is what makes a product different and better from the competition in ways that are of value to the customer eg: price, quality.
The process of using building and developing a website or online service for the purpose of demonstrating functionality, and to proof the information to be published.
Acronym for 'Photoshop Data' File, or 'Photoshop Document'. A PSD is a layered file format specific to Adobe Photoshop, which stores an image that allows you to make imaging selections, such as layers with masks, colour spaces and text, within Adobe Photoshop.
Abbreviation of Quick Response Code. This is a two-dimensional matrix bar code readable by scanners and smartphones which is able to retrieve information about a company instantly, eg: send the viewer to a specific web page. QR codes can be effective in directing your audience's attention to a specific action or offer, but equally, they can be a triumph of style over substance. Our QR bugbear: QR codes on business cards which duplicate the website url written on the card.
Market and product/brand research via personal interviews and 'focus groups' made up of specific target audiences. The findings of qualititive research are usually more detailed but also more subjective than those of 'quantitative research.
This is market research that uses statistics and other numerical data gathered through opinion polls, customer satisfaction surveys etc.
This is the number of unique web users potentially seeing a website one or more times within a given time period. This is expressed as a percentage of the total active web population for that time frame.
A marketing term used to describe the strategy of establishing a relationship with the customer that continues well beyond the first purchase of the product or service.
The process of translating raw data into information, so it can then be analysised and various actions can be put in place.
This is the quality of an image or video that is being created. Resolution is sometimes referred to as Definition, eg: HD = High Definition. An image needs a higher resolution if it is to be used in printed materials than if it is being used online.
A response rate is the level of replies to a particular campaign, and is usually portrayed as a percentage.
A website designed to provide an optimal viewing experience: easy reading and navigation with a minimum of resizing, panning, and scrolling across a wide range of devices from mobile phones to desktop computer monitors. We build responsive websites.
We have several of these: people and organisations who we work with on a regular and structured basis to support their business growth and success. We would prefer to work with you on a retainer basis so we can really get to know your aims and ambitions.
Return On Investment
In marketing terms, ROI is the tangible or intangible result of a marketing campaign eg: increased sales or improved customer perception.
Stands for Red, Green, Blue/Cyan, Yellow, Magenta, Key. A certain amount of each of these colours is added to make every colour.
A function on a web page whereby an action or event is triggered when the cursor passes over a specific icon or label.
Software as a Service (SaaS) is a software distribution model in which applications are hosted by a vendor or service provider and made available to customers over a network, typically the Internet.
Serif refers to typefaces (fonts) with a small line attached to the end of a letter or character. Sans Serif refers to typefaces without these serifs. The typeface you are reading now is sans serif. Headlines are typically in sans serif fonts for clarity and impact, while body copy is more traditionally in a serif font.
Acronym for Search Engine Marketing. This is a process that aims to get websites listed prominently in search engine results. SEM includes search engine optimisation, sponsored search and paid advertising (Pay Per Click).
Stands for Search Engine Optimization, which is the editing of the technical content of a website so it appears higher in search results rankings.
In it's most basic terms, a server is a computer system dedicated to providing some specific service (usually to other computers on a network). There are different types of server, eg print servers and file servers, but we usually refer to a web server, which serves up web pages to a client (a web browser).
Stands for Product, Price, Place, Promotion, Physical Evidence, People and Process. Often referred to as the Marketing Mix, these are the components of how a product, brand or service is built and presented to the public.
Share Of Voice
This is the total percentage that you possess of a particular niche, market, or audience that you are targeting. Often shortened to SOV.
SHTTP (secure HTTP)
A protocol that provides server authentication, digital signatures and encrypted sessions for web traffic.
A general term for any sort of graphic display, such as banners, that are intended to convey information about a business, product or service to the audience.
A site map is used to show the relationship between different pages and groups of content on a website.
Digital channels where people create, share, and exchange information and ideas in virtual communities and networks eg: Facebook, Twitter, LinkedIn, Pinterest and Tumblr.
This is a description of the how a product should be at the end of the development project. Aka a Brief.
This is where a UV coating is applied to only a certain section of a paper surface after the printing process. The aim of spot UV is generally to achieve a contrast between a gloss, matte or uncoated surface.
These are the people and organisations whose attitudes and actions have a direct impact on the success of the company or business. Stakeholders include employees, unions, suppliers, customers, business partners, investors, shareholders, the local community, government authorities and regulators. Stakeholder Communications are communications aimed at these groups eg: Company Reports.
Aka tagline, slogan. A sentence or phrase that sells your product to the audience, eg: Nike's "Just Do It".
Every business, marketing campaign or concept needs one.
Compressed audio or video content that can be played and downloaded at the same time. Saves time as the user does not have to wait for the whole file to download before they start viewing it.
SWOT is an analytical model that looks at the internal 'Strengths and Weaknesses' of an organisation, and the external 'Opportunities and Threats' in its markets. Plans can then be put in place to build on the strengths, address the weaknesses, realise the opportunities and protect against the threats.
This is the group of customers that your business has decided to aim its marketing efforts towards. A well-defined target market is a critical element of a marketing strategy.
Small versions of larger graphics, which are used in web pages to link to the full-size graphic images.
The number of visitors to a website.
Preparing an advertisement for publication eg: adjusting the layout for the media used and sending the advertisement to the publisher.
The arrangement of words or letters as part of an overall design.
Term used to describe the measure of the total number of different users or computer terminals that have visited a website, and is determined through the use of enhanced tracking or user registrations.
Stands for Uniform/Universal Resource Locator. A URL is the web address of a website eg: www.jumpstartuk.com.
User Experience/User Interface
How a website works, looks and feels for the user. Also known as the Graphical User Interface (GUI) ("Gooey"). Good UI/GUI delivers a fast, intuitive and enjoyable website experience for the visitor.
User Generated Content
UGC is online content that has been created by website users rather than media owners or publishers eg: reviews, blogs, podcasts or posting comments, pictures or video clips. UGC is increasingly dominating our digital world in terms of volume and impact.
Acronym for Unique Selling Proposition. The USP of a business is what makes it unique and different from all other businesses, eg: a significant difference in the price or quality of a product or service.
A UV (ultra-violet) coat is a thin, plastic-like layer that is applied to either all or a portion (see 'Spot UV') of a paper surface after printing. The effect can be either matte or very glossy, and is done either for aesthetic reasons or to protect the printed surface. UV coats are usually applied to advertising and marketing collateral, such as business cards, leaflets and images.
The concept that people will pass on and share compelling and entertaining content, viral marketing activities are often sponsored by a brand that is looking to build awareness of a product or service. Viral marketing commercials often take the form of comical video clips, interactive Flash games, images, and text.
W3C (World Wide Web Consortium)
The W3C is the international organisation chaired by Time Berners-Lee. Their aim is convince the Web community of the need for universality and standardisation. Refer to http://www.w3.org/
The techniques an organisation uses to assess and improve the contribution of online marketing activities, including reviewing traffic volume, referrals, clickstreams, online reach data, customer satisfaction surveys, leads and sales.
A web browser (often shortened to browser) is a software application that allows you to locate and view web pages on your computer, laptop or mobile device. Common browsers include Google Chrome, Mozilla Firefox, Internet Explorer, Opera, and Safari.
The design process of making a website or application, eg: the graphical elements of the front end design, the images and fonts used.
Web development refers to the planning and technical side of a websites or applications production. Examples of web development include coding and testing.
The hardware, operating system and HTTP server software that together are used for storing and serving web pages web resources and other services.
This term is used to describe the delivery of live or delayed sound/video broadcasts using Internet/Web technologies. Conventional television cameras and sound systems capture the AV feed. It is then digitised and streamed live or from an archive on an appropriately configured web server.
A search tool used, for example, to find out who is responsible for a specific domain name on the Internet.
This is the structural design and layout used to plan out a website or application.
WWW (World Wide Web)
The ‘Web’ is a collection of online documents housed on Internet servers around the world. Web documents are written or ’marked-up’ in HTML. To access these documents, you have to use a web browser, such as Google Chrome or Internet Explorer.
Acronym for ‘What You See Is What You Get’. The editor allows you to design for print or web, and the finished product is exactly what you see in the editor.
XML (eXtensible Mark up Language)
XML, short for eXtensible Mark up Language, is an emerging universal format for structured documents and data. Developed originally with web documents in mind, XML enables web publishers to create their own customised tags to provide functionality not available with HTML.
Files that have been squeezed (compressed) down to a smaller file size by the application of a Zip compression algorithm and have a .zip extension. A Zip file can contain a number files and their directory structure. On the Internet programs and large graphics are compressed into Zip files and then made available for download. After you download a Zip file, you need to use a decompression program to ‘unzip’ the file.