What if good communication started
with a shared vocabulary?
The development of new technologies, the rise of the customer experience… The fields of Marketing, Web and Communication have evolved a lot in the last few years, bringing with them a lot of new terms.
Anglicisms, acronyms, some are more technical than others. That’s why I decided to create a glossary. Clients, students or simple visitors; the main thing is that each of you can understand all my activities.
Click below on the desired category:
Visual identity: it includes the graphic elements (logo, etc.), the fonts and typographies as well as the color palette which build the identity of your brand.
Corporate identity and style guide: it gathers all the rules of use of the various graphic elements of your company (logo, colors, fonts, etc.) in order to guarantee a coherence in all the communication supports. It is therefore a common reference ensuring the proper application of the visual identity of your company.
Flat Design: Flat design is a minimalist style of user interface design that uses clean, two-dimensional elements and bright colors. A more modern approach that puts an end to 3D elements (drop shadows, etc.). Several manufacturers have since been inspired by it, including Google and its Material Design.
RGB: meaning “Red, Green, Blue”, this acronym refers to the three shades of light that can be mixed to create different colors. This is the standard method used to display colors on the screen.
CMYK: “Cyan, Magenta, Yellow, Black”. Contrary to the RGB, these 4 basic colors are used for the impression in color.
Pantone: the Pantone colors are standardized and referenced in a sampling called nuancier. They are mainly used in printing because the CMYK spectrum does not allow to obtain all the colors.
Vector image: created via a graphic illustration software, a vector image is composed from forms. Contrary to the matrix images, they can be resized to infinity, without loss of quality. Their most common format is SVG.
Retina: a Retina image is optimized for Apple screens (since 2012) and their high pixel density (PPP). At this scale, the pixels are no longer visible to the naked eye. This particularity does not concern vector images which cannot be pixelated.
Press proof document: The press proof is a contractual doccument validated by you before the final printing of the document. By signing the press proof with the mention good to print, the document can then be transmitted to the printer.
Moodboard: it is a visual tool of communication allowing to represent a creative style using images, objects and words.
WEB DESIGN & DEVELOPMENT
UX: this is the User Experience. It is therefore concerned with all the emotions that an individual develops when using your products or services throughout a journey. Optimizing it involves creating intuitive interfaces. This is the invisible part of the iceberg.
UI: User Interface focuses on the visual aspect of an experience (e.g.: colors, typography and visuals used on a login page). It is the visible part of the iceberg.
AB testing: By testing two versions A and B of a design (web page, newsletter, etc.) with a target audience, the interest is to see which one the audience reacts better to and thus to be able to offer the most appreciated version to the greatest number.
Wireframes: this is a low-fidelity representation of your website’s design. It is used to imagine its structure via simple diagrams.
Mockup: it is more advanced than a wireframe since it also includes all the graphic design elements (colors, etc.).
Prototype: the prototype is the high-fidelity representation of your website’s design. It is more advanced than a mock-up since it is animated (e.g. links between the different pages) and thus allows for more thorough testing of the User Experience.
Responsive design: in order to guarantee an optimized User Experience whatever the terminal used (computer or mobile), a site must be responsive. This means that all textual and graphical elements will automatically adapt to the user’s screen resolution. Otherwise, a non-optimized site can make navigation difficult (non-clickable buttons, unreadable texts, etc.).
Showcase site: this is a site that presents your company (products, services, contacts, etc.). It is opposed to the e-commerce site/online store because no transaction is possible.
Landing page: this is the first page of your website on which a user will land after clicking on a link via search engines or social networks. It must therefore offer an optimized experience in order to make the user want to browse other pages.
Bounce rate: it is the percentage of users who leave a website after having consulted only one page. It can be used as an indicator to measure the interest of users for a given page.
Chatbot: it is a communication channel present on your website or via social networks (e.g. Facebook Messenger). It can rely on artificial intelligence to guide a user but also on human assistance so that your customer can directly exchange with a person of your company for the most complex requests.
SEO: this is the optimization of your site for search engines. This includes improving the content of a page and its keywords.
Backlink: it is a link present on another website and redirecting the user to your company’s website. It is a technique very much used in SEO since it allows search engines to improve their level of trust towards a site.
ALT tag: the “alternative text” is used in HTML to indicate to a user or an indexing robot (referencing) what an image contains.
H tags: H1, H2, etc. tags correspond to the titles and subtitles of a web page; thus differentiating from paragraphs. Not only visual, they also help the indexing robots to better understand the organization of the content of a page.
Sitemap: it represents a structured list of the different pages present on your website. It helps search engines to better understand the organization of a site. It can be more precise by also integrating the articles, products and images of your site.
Cookie: is a digital file stored on a user’s computer or mobile device after visiting your site. They can be used to learn more about your visitors, how they interact with your website and thus, to offer them a personalized experience. Their use is however more and more regulated (e.g.: deletion of third party cookies in browsers).
GDPR: this is the General Regulation on Data Protection. In force since May 2018, it aims to frame the processing of personal data (names, email addresses, etc.) of European Union citizens. In France, the CNIL is in charge of its proper application.
Opt-in & opt-out: Opt-in means that a user has to agree, usually by checking a box, to receive news from your company (promotional offers, etc.) electronically. Opt-out is the opposite. A user must indicate (e.g.: link at the bottom of a newsletter) if he does not wish to receive communications from you. With the RGPD, the box must be unchecked by default. This means that an action of the user is required to receive your communications.
WordPress: it is an open source content management system (CMS). It is a kind of web operating system, allowing to create websites, blogs and publish content online. In 2021, more than 40% of websites in the world have been developed with WordPress. A market share that increases year after year.
Domain: it is the name used in a URL to identify a web page and its ownership. For example, for https://www.apple.com/fr/mac/, the domain name is apple.com. Depending on your web strategy, it is also possible to use a sub-domain, this is the case of my shop store.mathieubaillot.fr which is a sub-domain of mathieubaillot.fr
404 error: an error message is displayed on the screen when the URL of your site cannot be found.
Reels: like its competitor TikTok, reels are short Instagram videos in vertical format, of 30 seconds maximum to which you can add effects, sounds, etc.
IGTV: this is another video format of Instagram but this time, in competition with Youtube since these are longer than Reels (60 minutes maximum when the video is published from the Web).
Influencer: a person who will influence the opinion or push to the consumption of your products or services thanks to his community (audience) on social networks.
Millenials: they correspond to generation Y, born between 1980 and 2000 (according to sociologists’ definition). With generation Z, they are an important target for digital marketing because these people are digital natives and therefore use social networks and other technologies a lot.
Algorithm: it is a sequence of steps followed by a computer to accomplish a task. For social networks, its objective is to display the posts most likely to make a user react (likes, comments, etc.). This is done by analyzing the user’s interests, habits, etc.
Audience: this is the target audience on which you will focus your advertisements. The audience can be refined according to several socio-demographic criteria (age, location, etc.). An advertising campaign can contain several target audiences, depending on the type of channel used.
Organic traffic: this represents individuals who visit a web page or a page on social networks by themselves (search engines, etc.). It is the opposite of paid traffic that brings users via sponsored advertising.
Click-through rate: it refers to the percentage of people who have clicked on a publication compared to its total reach (number of accounts reached or number of impressions).
Engagement rate: it allows to see the engagement of an audience towards a post or a sponsored ad. It is calculated by dividing the total number of interactions (likes, comments, shares, etc.) by the reach of a publication (e.g. 1000 accounts reached). It can also be calculated at the account level by dividing the total number of interactions by the number of subscribers.
CTA: as a call to action, it will incite the user to take an action via a simple word or a short sentence (e.g.: learn more button).
CPC: the cost per click represents the amount that you will be charged when someone clicks on your ad. It is obtained by dividing the budget of the advertisement by the number of clicks obtained.
CPM: the cost per 1000 impressions is the amount paid to display your ad 1000 times.
PHOTOGRAPHY & VIDEOGRAPHY
Packshot: this is a photo of your product on a plain background or in its natural environment in order to present it in a catalog or via a product sheet on your e-commerce/marketplace site.
Motion design: corresponding to the animation of graphic elements, it allows you to give life to content (logo animation, text animation, etc.) and thus, to better hold the attention of your audience.
Corporate film: this is an internal or external communication tool that presents your company (key figures, activities, etc.) using a video format.
360° video: this is an immersive video that allows you to film a 360° panorama. The user can choose his own field of vision in total immersion thanks to the gyroscope of a phone or virtual reality glasses.
Timelapse: this is a set of still photos, taken at regular intervals and thus allowing the creation of an “accelerated” video (e.g.: construction of a building over several months). Hyperlapse includes a camera movement.
HDR: This stands for High Dynamic Range. In photography, this is most often translated into bracketing and thus, the superposition of 3 identical photos taken with differences in exposure.
Sharpness: it corresponds to the degree of sharpness of an image and thus to the feeling of detail that it provides.
Bokeh: bokeh is the blurred background created outside the field of view. It varies depending on the lens used and the style of photo but is often much more accentuated in portrait type photos.
Rushes: they correspond to the whole of the raw sequences, audio and video recorded following a shooting. These sequences will then be edited to obtain your final video rendering.
RAW: RAW files are raw files (or digital negatives) from a camera. Unlike JPEG files, they contain all the information from the sensor and allow for more extensive editing.
EXIF: this is a standard corresponding to the metadata stored in a photo file (camera used, lens opening, date, etc.).
4K: also called Ultra HD, 4K is a display standard that allows to obtain a resolution twice as defined (3840 x 2160) as Full HD (1920 x 1080) while keeping the same 16/9 format.
Post-processing: this includes all tasks performed after a photo or video has been taken. We can for example mention the edits and the colorimetry.
MARKETING & CUSTOMER EXPERIENCE
Baseline: this is a slogan used permanently with a brand (e.g.: France is in the air for Air France) or occasionally in the context of a communication campaign.
Inbound marketing: unlike outbound, the objective is to bring prospects to your products or services. This is achieved through a content strategy on your website.
Pure Player: in the retail world, this is a company that sells its products or services exclusively online. In France, this is notably the case of Amazon. This model is opposed to bricks & mortar which only have physical points of sale.
E-Reputation: this is the common opinion of your company on the web, influenced by its online presence and content (reviews, social networks, forums, etc.).
Customer experience: all the interactions and experiences that a customer has with your company throughout the entire customer journey
Employee experience: all the interactions and experiences your employees have with your company, across all the paths.
Customer journey: all the steps followed by a customer from the identification of the need to the post-purchase through the different contact points, physical or digital. All this can be visualized via a customer journey map.
Omnichannel: its objective is to provide a unified, personalized and seamless customer experience regardless of the channel used by the customer. Thus, a customer must be able to juggle between digital and physical channels without a breaking point in the customer journey, thanks to an integrated approach.
Customer centricity: this approach refers to a customer-oriented culture within your company. This is achieved through the implementation of several actions, such as a customer listening program (VOC), sharing a common vision, etc.
Service blueprint: This is a visual tool used in service design. It highlights the interactions (visible or not) between the customer journey and your company’s internal services. This allows you to optimize the experience and its fluidity for each step of the journey.
Persona: this is a fictitious representation of a group of customers, users or employees. By taking an interest in who your customers are (objectives, frustrations, personality, etc.), you can better direct their marketing actions.
Emotional Curve: This visual indicator is widely used in customer experience because it allows you to analyze how your customers feel at each stage of the customer journey.
Verbatim: this includes all the raw words used by a customer to give their opinion on your company, your products or services. Their semantic analysis allows you to identify trends in the main reasons for satisfaction and dissatisfaction.
NPS: this is one of the most widely used indicators for measuring customer satisfaction. The person surveyed must choose between 0 and 10 to evaluate the probability of recommending your company to someone close to them. The result is obtained by calculating the difference between promoters (score of 9 to 10) and detractors (score of 0 to 6).
Churn rate: the opposite of retention, it allows you to see the customers you have lost (e.g.: cancellation of a subscription) over a given period. It is a very important indicator because it is much less expensive to retain your existing customers than to acquire new ones. It can also be a sign of a customer experience problem.
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