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GLOSSARY

 

    • B2B
    • Some of our clients are B2B, meaning their work is done business to business.
    • B2C
    • Most of us are familiar with this type of trading: business to consumer, where companies deal directly with their audience.
    • Cache
    • A computer’s short-term memory of frequently used information that it can quickly access for faster performance. There are different types, including processor cache, disk cache, and server cache—but most people are familiar with browser cache. Ever start typing the name of your favorite website in your browser, only for it to fill in automatically? You can thank your cache for that!
    • Call to action (CTA)
    • Content asking for a specific action or response from its audience and usually in the form of a clickable button.
    • Click through rate (CTR)
    • We want audiences to do more than just read online ads and emails—we want them to engage with the content. Measuring the CTR—or the number of clicks the content receives—helps track what works.
    • Click-to-open rate (CTOR)
    • Much like CTR, click-to-open rates measure how many people click on a link, but what differs here is that CTOR only considers the people who have opened the email.
    • Constant Contact
    • An email marketing platform that makes sending mass email newsletter campaigns (and more) easier with drag-and-drop templates, scheduling automation, and ecommerce capabilities.
    • Content management system (CMS)
    • Software applications that manage the creation, management, and modification of digital content, particularly websites. Popular examples include WordPress, Drupal, and Magneto.
    • Engagement rate
    • The measure of your audience’s engagement with content, mostly through clicks but also through likes, shares, and comments, among others.
    • Explainer video
    • The use of short animated video to explain your concept or product. It’s one of the more compelling ways to clearly and concisely share information. Plus, it’s easily sharable!
    • Favicon
    • Literally, a “favorite icon”! It’s a small, but still recognizable, version of a company’s logo or mascot used in your internet browser’s address bar and tabs.
    • Firewall
    • Software that monitors its network’s traffic and enforces custom security rules.
    • Flood
    • Covering an entire sheet in ink or varnish.
    • Font family
    • From small and large sizes to light and heavy weights, a font family is a group of fonts with a similar design. This term is helpful when laying out visually stimulating text styles that are contrasted but related
    • Frontend
    • Most people are familiar with the frontend of software because it’s the presentation side or interaction side of a program. It’s also known as the user interface.
    • Gated content
    • Instead of giving away a white paper, webinar, article, video, etc. to the masses, gated content requires users to fill out a form before receiving content. Usually used as part of a lead generation strate
    • Geofencing
    • These types of ad campaigns use a person’s location for exceptionally targeted messages. Only people within that area will receive the ad. So, for example, someone staying in a hotel will receive ads about hotel amenities, travel agencies for their next trip, or nearby restaurants.
    • HTML
    • Stands for Hypertext Markup Language. It’s a universal coding language based in text that’s used to manipulate the appearance of fonts, graphics, hyperlinks, and more.
    • Hypertext
    • Normal display text with a direct link to another webpage or website. Blue and underlined font are the default characteristics of hypertext—something like this.
    • Illustrator
    • An Adobe software program used for creating and editing images, particularly things such as logos, blueprints, and other graphics requiring heightened attention to resolution.
    • Image map
    • Digital coordinates attached to an image, making that image a hyperlink to the desired webpage, landing page, etc.
    • Impressions
      • Analytics
      • Another way of saying a view. It can apply to online ads, websites, emails, and other trackable online materials.
      • Printing
      • Number of individual copies printed during a job and how many times the page passes through the machine to get imagery and text impressed upon it. See what we did there?
    • InDesign
    • A popular Adobe software program used for laying out designs. We use this program for creating PDFs, print and digital advertisements, posters, banners, webpages, and so much more!
    • Infographic
    • A unique, often interactive, way of visualizing data. Available in print and digital formats, this content gets information across quickly and clearly. They can also be interactive, making them a great marketing tool.
    • Interactive video
    • Very self-explanatory: users are able to click on elements within a video, therefore “interacting” with the content. Some can be used as a “choose your own adventure” while others use interactive video to supply additional information.
    • Kerning
    • A classic typographical term, kerning refers to the spacing between the letters and characters in copy.
    • Key performance indicator (KPI)
    • These are specific values companies use to measure success: net profit, return on assets, revenue growth, this list goes on—just as long as it’s trackable. Goals need to start somewhere, right?
    • Landing page
    • A standalone webpage with additional information that appears after your audience responds to the CTA in online advertisements, marketing emails, etc.
    • Lead generation
    • This is the method to get people interested in your business. It’s the beginning stage, too, in figuring out who might be interested—generating sales leads, e-newsletter leads, etc.
    • Lead nurture
    • Generating relationships with potential customers, understanding their pain points and guiding them through every stage of the sales process. These potential customers have already shown interest in your business—you’re just supplying them with the information they need!
    • Leading (typography)
    • Another typography term describing the spacing between each line of text.
    • MailChimp
    • A marketing tool for creating email campaigns and analyzing campaign performance.
    • Marketing automation
    • Also known as business’ best friend! Just kidding. This term applies to technologies with aims to make routine marketing tasks easier, automating them so you can focus on new ideas. Best used for repetitive emails, social media posts, or other web functions that keep you connected to your audience.
    • Marketo
    • A marketing software tool that automates email campaigns, ads, analytics, websites, mobile marketing, and more.
    • Meta description
    • An HTML tag on a webpage describing the page’s content within the recommended 160 characters—part of any SEO strategy.
    • Meta tag
    • As the word “tag” suggests, this HTML coding is tagged to the beginning of the meta description to help describe the content further. It will list things such as “description,” “title,” “content,” “name,” etc. Search engines use this information when pulling up and displaying search results.
    • Metadata
    • This overarching term describes the coding and other text that describe a webpage. Meta tags and meta descriptions are examples.
    • Mobile marketing
    • Part of a multichannel marketing approach that advertises a product or service through “traditional” digital ads, opt-in alerts, or text messaging. One unique benefit is tailoring the messages to the device’s location—which changes frequently, providing even more opportunity.
    • Mobile optimization
    • Making sure digital content is accessible—easily read, functions properly, resizes its layout—on all mobile devices.
    • Mobile-friendly email/landing page/website
    • A digital design technique that adapts an email, landing page, website, etc.’s functionality and design to work on any mobile device.
    • Mockup
    • A model or sample of the final product. Or, an initial visualization of the project. Sometimes, it’s better to get the idea out of the imagined world and into the real one.
    • Multichannel marketing [SOURCE]
    • A strategy that uses multiple channels—websites, brick-and-mortar stores, email campaigns, social media, etc.—to reach its audience. This puts your audience in control of how they choose to engage with your business.
    • Native advertising
    • Appearing mostly in online material, these advertisements blend into the look, form, and function of the publication or site. So, for example, an HP ad on CNN’s website might look and perform differently than on Harvard Business Review’s website.
    • Offset printing
    • A technique where ink goes onto an aluminum plate or rubber sheet and then the paper.
    • Open rate vs total opens
      • Open rate
      • Percentage of recipients who open the marketing mail.
      • Total opens
      • A measurement of the total number of email opens, regardless of the recipient. So that email you read on your phone and then your desktop? That counts as two opens!
    • Organic search
    • Browsing for a term or phrase and finding relevant results that exclude paid search results (advertisements).
    • Orphan
    • Frequently used in publishing and graphic design, this term describes the lone word or sentence starting a new page instead of fitting with the original paragraph. See widow.
    • Out-of-home advertising
    • Applies to the indirect advertising people encounter outside the home—billboards, public transit platforms, flyers, benches, kiosks, taxis, buses, and other digital and physical media in a public space.
    • Overlay
    • Think of an overlay like an Instagram filter with a little more color: a semitransparent box or color covering an image or video.
    • Paid search
    • Advertisers pay search engine operators for priority results listing to increase their visibility.
    • Pantone (PMS) color
    • Pantone is the standard of color matching, and we use their standardized color matching system to ensure what you see is what you get.
    • Pay per click (PPC)
    • An advertising technique in which a company pays for ad placement on a website and for every click the ad receives.
    • PDF
    • Otherwise known as a Portable Document Format, this file format is what we use the most here at Street Level Studio. PDFs are easy to send back and forth, so they’re also how you’ll see a project’s progress.
    • Personalization
    • Designing or producing something to meet an individual’s preferences. It applies to anything from monogrammed mugs and inscribed books to ensuring that a publisher of high school textbooks receives newsletters with the latest higher-ed publishing trends.
    • Personas
    • A semifictional representation of your ideal customer or audience, often complete with motivations, goals, behavioral patterns, and other personal characteristics to help you understand how to reach your audience.
    • Photoshop
    • Altering an image to distort reality.
    • A handy Adobe software program for editing imagery.
    • Pixel
    • Short for “picture element,” pixels are small dots that make up an image. See our blog post [LINK] for a more detailed definition.
    • Pixelated
    • When individual pixels are visible in an image (not good!).
    • Plugin
    • A software element added to an existing program creating a new feature or supporting an existing program feature.
    • Postproduction
    • The final stage of video production, referring to any tasks that take place after filming ends.
    • Preheader
    • The short summary following an email’s subject line when viewing the inbox. It gives you an idea of the email’s content by revealing the message’s first line or through specially generated copy.
    • Preproduction
    • Planning, designing, and setting up elements for a video before shooting.
    • Press proofs
    • Sample of the final product printed on the press the job will print on to show the colors, margins, and general quality of the piece.
    • Product video
    • Video style demonstrating how a product works and how the end user benefits.
    • Promotional video
    • Style of video showcasing the company as well as its products and services. While not necessarily an ad, promo videos do show the benefits of that company, product, or service.
    • QR code
    • Type of barcode made up of a series of black and white squares that stores URLs. Users can scan the code with the camera on their smartphone to access this additional information.
    • Redirect
    • Technique of getting audiences to one webpage from two (or more) URLs. Many businesses do this when their web address changes or if a shortened version of a URL works better within their marketing materials.
    • Render
    • The process of creating a proposed image or product.
    • Resolution
    • Refers to the number of pixels in an image and is a way to describe its overall quality.
    • Responsive design
    • As the term suggests, this approach to web design responds to the size and orientation of the user’s device and adjusts accordingly. The goal is for a flexible web layout that’s readable across any technology.
    • Retargeting
    • If you ever notice (or are mildly creeped out by) online banner ads featuring companies and products whose webpages you just left, you can thank this marketing technique. Companies track behavior and use those preferences to redirect you back to their site.
    • Retouching
    • Think of those “perfecting” Snapchat or Instagram filters—altering an image by adding or removing elements to fit your needs.
    • Rich media
    • Digital ad, website, or interactive PDF format in which the application responds to the user’s mouse passing over it.
    • Rule of thirds
    • General design rule to create visual tension, energy, and interest in an image. Guide lines divide the image into nine equal sections to help designers.
    • Saturation
    • In the design world, this term describes the intensity of color in an image and is dependent on lighting, ink, and paper type.
    • Search engine marketing (SEM)
    • A marketing technique involving paid ads to get websites more visibility on search engines. It’s less of an organic result since the search results promote the webpage.
    • Search engine optimization (SEO)
    • This important strategy uses keywords to describe a webpage’s content for increased visibility on online search engines. SEO copy should be applied to each page, even if for the same site.
    • Smarketing (sales + marketing)
    • Integrating sales and marketing processes for a common goal. This mostly involves greater communication between the two departments: so, if marketing gathers leads, the sales team follows up.
    • Social video
    • Video specifically crafted for social media—including sizing, length, content, and more. Often informal in tone, these videos should entice the audience to comment and share.
    • Soft bounce vs hard bounce
      • Soft bounce
      • Occurs when the recipient’s inbox is full, the server malfunctioned when the email sent, or the file size is too large. The sent email bounces back to the sender.
      • Hard bounce
      • Term for when an email immediately returns to the sender because the address is incorrect or doesn’t exist.
    • Spot color
    • A print style where a premixed ink creates the desired color in one pass through the printer. Best used for projects requiring few colors.
    • Spot varnish
    • Focuses varnish to a specific portion of printed material. A book cover, for example, might have spot varnish to make the illustration pop against the title.
    • Storyboard
    • Set of image panels outlining the scene sequence in a video. It’s especially important to storyboard when voiceover work needs to align with video imagery.
    • Subhead
    • Subordinate title or headline that adds clarity to the original or is part of its answer. They’re great entry points for complex topics, breaking it down into digestible pieces.
    • Tag
    • Keyword or term attached to digital content—webpage, video, blog post, image, etc.—to make the content easier to find again.
    • Template
    • Predesigned layout with customizable elements for users to fill in with their own content—whether a website, PDF, brochure, or other content.
    • Testimonial video
    • Whether used in email campaigns, social media, or websites, these marketing tools are great for showcasing products and services as well as how they’ve impacted the intended audience.
    • Text editor
    • Chances are, you’re familiar with at least one of these word processing programs that allow you to type and edit text: Microsoft Word, TextEdit, Notepad, BBEdit, etc.
    • Thumbnail
    • To put it briefly, a small, concise version of a larger image. Used as an example of the final product during proofing or as an enticing introduction to content.
    • Training video
    • Used within an organization or community to train new members or remind existing members of essential information.
    • Usability
    • The measure of the ease with which users can navigate your website or other digital platforms.
    • User experience (UX)
    • A vital part of any brand strategy, UX describes how an end user interacts with your company, whether a website, email, print advertisement, product, or personnel.
    • User interface (UI)
    • UI provides the means for users to interact with technology either physically (think, computer screen) or systematically (software).
    • UTM code
    • This is how you can track your campaign or content’s performance. The code is attached to the end of the URL, signaling the analytics program to track it.
    • Varnish
    • A clear, protective coating, often with a shiny finish and applied to things like books, furniture, and posters.
    • Video marketing
    • Use of video to market a brand, product, or service. It’s an increasingly popular means to share information with a broad audience.
    • Voiceover
    • A useful narration technique in video production. Viewers can listen to a video script without being able to see the narrator.
    • White paper
    • With a tone more serious than a blog or an article, these are authoritative reports detailing an industry-specific topic, used in marketing to generate sales leads or thought leadership.
    • Whitespace
    • While it doesn’t have to be white, whitespace is a design term for the spaces left blank of graphics and text. It’s very important for a balanced design that keeps the audience focused on what you want them to see and helps them from getting overwhelmed.
    • Widow
    • Like its cousin the orphan, widows are the lone word or group of words that dangle at the end of a paragraph. They disturb the flow of text and draw the audience’s attention needlessly.
    • Wireframe
    • A set of images that outline a website/webpage’s functions and model how those functions might look on desktop and mobile.
    • Workflow
    • Just another way of describing your to-do list, especially a repeatable process: workflow consists of organized steps for completing a job.
    • WYSIWYG (What You See Is What You Get)
    • In computing, WYSIWYG programs allow you to see what your project will look like when printed (or pretty close to it).

 

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