Digital Marketing Glossary

All #0-9 A B C D E F G H I J K L M N O P Q R S T U X


A worldwide social media networking site launched in America in 2004. Now rebranded as Meta.


A small icon that appears on the browser tab for websites. These are usually mini brand logos or similar.

Featured snippet

Snippets of information which appear at the top or in highlighted boxes in the search engine results page (SERPs). These address commonly asked questions from users and can appear as short paragraphs, lists or bullet points.

First-party data

Data that you have collected yourself about your customers/audience. This data can range from anything to age, location, spending habits, actions on site etc.


A mostly deprecated multimedia technology developed by Macromedia to allow much interactivity to fit in a relatively small file size.


A website where users can post their questions or thoughts on a topic and receive comments and replies from other users. Forums are usually organised into specific themes, but some examples of larger-scale forums are Reddit and Quora.


Where users can have access to a basic version of a product or software for free but have to pay for full access.

Frequency cap

restriction on the number of times a specific visitor is shown a particular advertisement.

Friction element

A part of a website that negatively affects users and their opinion of the brand. Common friction elements include slow loading speeds, a cluttered or badly designed website and when parts of the site don’t work properly.

FTP (File Transfer Protocol)

Using an FTP client, you can transfer files between computers and servers, i.e. from a computer to a web server or vice versa


Specific marketing techniques designed to funnel prospective customers through different stages towards conversion. Typically, a marketing funnel follows this process: awareness, interest, desire, action and lastly loyalty.

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