Digital Marketing Terms Glossary

glosario terminos digitales

Digital Marketing Terms Glossary

glosario terminos digitales
Table of Contents
CRO? Inbound Marketing? Leads? Conversion funnel? Those of us who work in the digital environment know that many acronyms and anglicisms are commonly used to define concepts of the digital ecosystem. This article is a glossary of digital terms with a compilation of some of the most common and used terms in the internet business, with a brief explanation of each one, but keep in mind that there are many more.
Here is our glossary of digital terms with the main concepts that we use in our day to day. Whether when we work with our clients, make presentations or even in our blog posts. If you are looking for a specific word, we recommend using the shortcut “ctrl + F”.

Glossary of digital terms

With A

A/B Testing

A/B testing is a marketing testing method that consists of developing and launching two versions of the same element and measuring which one works better. A/B Testing is a test used to optimize an email marketing strategy or to improve the effectiveness of a landing page or a banner.


Accessibility or universal accessibility is the degree to which all people can use an object, visit a place or access a service, regardless of their technical, cognitive or physical capabilities.


Organization that prepares startups to grow quickly by developing their business and helps them seek investment with training, resources, contacts, mentoring, etc. Accelerator programs also include some funding and are usually convened by “cohorts” or groups of startups. In exchange for their help, they keep a percentage of shares in the accelerated company.

URL Shortener

Tool that allows you to reduce and compress into fewer characters any web address. Recommended especially to share a link on Twitter and make the most of the 140 characters. (,,,..) Ad audience Number of unique users exposed to an ad during a certain period of time.

Ad Blocker

It is one of the Google Chrome extensions that serves to block banners, ads and advertising when browsing the Internet. 4 Ad impression (ad impression) An advertisement sent to a user’s browser. An ad impression is a file, or a file or a combination of these sent to a user, as a result of the user’s request to the ad server.

Ad server

Advertising campaign management software (from ad scheduling to online statistical tracking). This management is carried out independently from that of the pages. The ad server allows the dynamic insertion of ads (banners, buttons or other advertising formulas) in spaces provided for this purpose on web pages. It also offers the possibility of targeting a specific audience. System that sends the ad to the user. Ad servers can be hosted and managed by a third party or by the media owner. Typically, these servers count and report on the advertising sent, in addition to providing the content.


Commercial communication aimed at a customer or potential customer of an advertiser. In the Internet advertising environment, the most common advertisement is the banner, although new formats were launched in 2001 and February 2003. In general, ads are graphic images of a designated pixel size and limited byte size, and are usually animations in Graphics Interchange Format (GIF).

Graphics Interchange Format (GIF).

An ad or set of ads in a campaign is often referred to as “creative”. Banners and other special types of advertising that include more sophisticated interactive or visual elements are known as rich media (advanced graphical elements).


An add-on that allows the user to increase the functionality of an application. ADS An acronym for the word “Advertising”, which stands for advertising. Most social networks include this section allowing brands to advertise. In the case of Facebook “Facebook Ads”, in Twitter “Twitter Ads”.

Adserver Ad server.

A set of hardware and software to broadcast or serve ads within the advertising spaces of different websites.


It is a prescriber of our brand.

Affiliate marketing

An agreement between two sites in which one of them (the affiliate) agrees to display content or an advertisement for the purpose of driving traffic to another site. In return, the affiliate receives a percentage of sales or other compensation generated by that traffic. The online bookstore created the first large-scale affiliate program, which has since been followed by hundreds of companies.


A branch of online marketing that is based on driving results. Affiliates are responsible for advertising advertisers by publishing their ads, reaching their own audiences.


Methodologies to obtain better results based on achieving high performance multidisciplinary teams, very focused on having quick feedback on the final product being developed, very customer oriented, and with a process that reflects regularly on how to improve, iterating to combine simplicity with technical excellence of the solution.


Information Architecture: is the discipline in charge of the study, analysis, organization, arrangement and structuring of information, and the selection and presentation of data in interactive and non-interactive information systems.


Term that comes from the acronym for Asynchronous JavaScript And XML. It is a web development technique for creating interactive web applications. Organic Reach It is a percentage or numerical data that evaluates the impact and the number of people who have seen a publication in a natural way, without any kind of promotion or paid advertising.

Viral Reach

It is a unit of measurement that calculates the number of people who have seen a publication through other contacts. It measures the evolution and impact of a publication in any type of format.


An algorithm is a structured definition of the set of instructions used to execute a task or solve a problem. It is intended to be understood by a computer. For example, search engines use algorithms to display search results in a particular order.

Multivariate analysis

Simultaneous testing of more than 2 or more variables.


The amount of digital information (measured in bits) that can travel over a physical medium (coaxial cable, twisted pair, optical fiber, etc.) at any given time. The greater the bandwidth, the faster the information is obtained. Bandwidth.


An anchor text is the text used as a link, to be able to link from another web page, to that page, within the same one, at a specific point and not at the top of the home page.


Operating system based on the Linux kernel, designed primarily for mobile devices with touch screen, such as smartphones or tablets, and also for smart watches, televisions and automobiles. Initially developed by Android INC, a company that Google financially backed and later bought, in 2005.

ANI (Automatic Number Identification)

A feature of telecommunications networks that allows the telephone number to be obtained for billing purposes. 7 Anti-aliasing Technique used by image editing software to smooth elements created in raster format.


It comes from the English concept “Application Programming Interface”; we can understand it as the key that allows the connection between several different platforms, connecting them together and using them for a specific purpose that we need to carry out.

Mobile application (app)

Computer application designed to be executed on smartphones, tablets and other mobile devices. It can be paid or free. They are downloaded from various application stores, such as Google Play, Aptoide, App Store, SlideMe, Windows Phone Store, MoboMarket, BlackBerry World, Amazon Appstore and F-Droid.

APP Store

It is the digital distribution platform for iOS applications, developed and maintained by Apple Inc. The service allows the user to search and download applications that were developed using iOS SDK.


Abbreviation for Advanced Research Projects Administration Network, the computer network system from which the Internet was born. ARPANET began in 1969 as an experiment by the U.S. Department of Defense, testing packet-based communication networks. From this research, the embryo of what is now the Internet was born.


Average Revenue Per User.

Information architecture

Information architecture is the discipline in charge of the study, analysis, organization, arrangement and structuring of the elements that make up a website or application and their relationship with each other.

ASO (App Store Optimization)

Processes and methodology to optimize a mobile application so that it appears as the first in search results in app stores. It is similar to SEO, but it is not the same. It takes into account on-metadata (name, description, keywords, icons, screenshots, updates and category) and off-metadata (downloads, uninstalls, ratings, comments, inbound links, download speed, brand trust and creation date).

Content auditing

Quantitative and qualitative analysis of a company’s content published on the Internet. It serves to determine the volume and complexity of the same as well as to help determine our content strategy.


An avatar is a graphic representation, usually human, that is associated to a user for identification purposes. Avatars can be photographs or artistic drawings.

With B


Acronym for the concept “Business to Business” or business activity in which the end customers are companies and not consumers.


Acronym for “Business to Consumer” business activity in which the end customers are consumers.


Qualification, badge or award given by an application or social network to users when they achieve some kind of goal or objective. In most cases, it is part of gamification processes in which a game is proposed to users, as in the case of Foursquare.


Ad unit that uses creatives and hyperlinks. The most commonly used standards are those of the IAB (Interactive Advertising Bureau) and MMA.


Application that provides a structured format for organizing and maintaining information that can be easily retrieved from other applications. Behavioural Segmentation Behavioral segmentation.

Big Data

Processing and storage of large amounts of data, with the objective of analyzing them and finding repetitive patterns.


A bit is a binary digit. Minimum unit of information storage whose value can be 0 or 1 (false or true respectively). There are 8 bits in a byte.


A bitmap image, raster image or pixel image, is a data structure or file representing a rectangular grid of pixels or colored dots, called a matrix, that can be displayed on a monitor, paper or other display device.


A blog is a periodically updated website that chronologically compiles texts or articles by one or more authors. Basically, a Blog is nothing more than a personal writing space on the Internet in which its author publishes articles or news (post) that may contain text, images and hyperlinks.

Blog Roll

It is a widget that we can install on our blog and that basically displays the list of links to other blogs that for some reason we want to recommend to our readers. Normally these are blogs of similar or related topics that we ourselves visit frequently.


These are people who are passionate about sharing content through a blog.


Image format or extension, Windows standard.


It translates as “self-funding”. That is, it is the growth model in which a company does not require external funding or investors, but pays for its growth with the revenue generated by its customers. It contrasts with the usual model in many startups, which require external investment for their development and growth. In fact, it is the usual model of most companies, those that are not startups and do not seek to create a disruptive business.

Bounce Rate

Fast abandonment of the website after viewing a single page, in less than 30 seconds.


Brainstorming is a group work tool that facilitates the emergence of new ideas on a given topic or problem. Brainstorming is a group technique to generate original ideas in a relaxed atmosphere.

Brand advertising

Advertising of a brand that creates a favorable distinctive image that customers associate with a product when making a purchase.


The set of strategies that are put into practice to build and make visible the brand of a company or product. Through online marketing and social media, various strategies can be developed for a brand to increase its notoriety, the number of sales and its popularity.

Personal branding

It is the management of one’s own image as if it were a brand, generally in the field of professional relations.

Break even

This is the break-even point or break-even point. It is the point at which the company’s revenues are equal to its costs and, from that point, it would begin to generate profits.


A term applied to errors discovered when running any computer program. It was first used in 1945 by Grace Murray Hooper, one of the pioneers of modern programming, when she discovered how a bug had damaged a circuit of the “Mark” computer.

Bulk traffic

Bulk traffic, characterized by its lack of segmentation.


Bundle. Grouping of a product with other items or accessories that complement it.

Business angel

A type of private investor, a person who invests his own money in startups, and who has usually previously been a successful entrepreneur or professional. In addition to money, they can bring experience, knowledge and contacts.

Business Intelligence

Business intelligence, business intelligence or BI (Business Intelligence) is the set of strategies and tools focused on the management and creation of knowledge through the analysis of existing data in an organization or company.

Business model or business model

The business model is a simplified representation of how a company works. That is, it is the description of the elements that will influence how a company offers its products or services to customers, through which means and/or channels it reaches them, its relationship with them and how the company will generate income and invest its capital.

Business plan

A business plan is the concrete roadmap that the entrepreneur will follow to develop his company. It will include projections and quantifiable objectives, and will serve for management and task planning. It is usually reflected in an Excel spreadsheet.


It is the noise generated in social environments, it is conversation, it is word of mouth. Buzz is what is said on websites and blogs. It is the conversation on Facebook, the RT on Twitter, the post on Linkedin.


Set of 8 bits used to represent a value assigned to a specific character (in binary coding).

With C


Cost of Acquisition of the average customer.


The top part of a website or app, where the main menu, logos and fundamental actions of the product are placed.


A copy kept by a computer of the most recently visited web pages, so that if the user requests them again, they are read from the hard disk without having to connect to the network again, thus improving loading speed.

Call to Action Call to action.

Element added to an Internet content that aims to attract the user’s attention so that he/she does something.


At first sight, it is the support, the means of communication through which a message is spread. It is a direct, visual and dynamic way of consuming and broadcasting content on the Internet. In Social Media we call channel to the account that a user has on Youtube to broadcast their videos. It is a direct, visual and dynamic way of consuming and broadcasting content on the Internet.

Canvas Business Model

Canvas is a strategic management template for the development of new business models or to document existing ones.

Seed capital

It is understood as the investment necessary for the market launch of a new product or service launched by recently created companies, still in an embryonic state (hence the term “seed”). These are relatively small amounts (between 25,000 and 250,000 euros in Spain), which are usually provided by business angels and venture capital funds specialized in the earliest stages of the companies. This type of investment tends to have a very high risk, but also a huge ROI if the company does well.


Acquisition of visitors through marketing actions aimed at generating new customers.


An acronym for Completely Automated Public Turing. It is a small test that helps determine whether a user is a computer or a human.


A company that provides wireless telecommunications services.

Carrier Billing (Direct Carrier Billing)

A form of payment via an application installed on the smartphone. The amount of the digital purchase made by the user is then incorporated into the user’s phone bill. Carrier billing is used by those who do not have credit cards or those who wish to pay easily.

CERN Conseil Europeen pour la Recherche Nucleaire.

European Laboratory for Particle Physics, in Genoa, Switzerland. It was where the World Wide Web was born in 1991, based on Tim Berners-Lee’s proposal.

Digital certificate

An accreditation issued by a duly authorized entity or individual guaranteeing that a certain piece of data (an electronic signature or a public key) really belongs to whom it is supposed to belong. Examples of accreditation entities are Verisign or Thawte.


Circles are part of the Google Plus social network and are used to organize contacts. Circles can be edited, customized and shared with other users.


A metric of a user’s reaction to an advertisement or hyperlink on the Internet. There are three types of clicks: click-throughs, in-unit clicks and mouseovers. It is the result of a measurable interaction with an ad or keyword that links to the advertiser’s website or another page or frame within the website, and is recorded by the server.

Click To Call

A service within an ad or a mobile website that allows the user to initiate a click-to-call. Typically used to enhance or provide a direct response mechanism to an advertisement.


Number of clicks that have been proven to be effective, i.e., clicks that have led to the complete download of the landing page. Action on a hyperlink within an advertisement or editorial content that leads to another website or to another page or frame within the website. Sometimes mistakenly used in place of click-through. Advertising click-throughs should be measured and reported as a 302 redirect to the ad server and any robotic or automated activity should be eliminated. The true value of the click-through is that a user has agreed to visit another web page of the advertiser, where the advertiser can communicate other messages to the user.

Click-Through Rate (CTR) 

CTR is the resulting percentage of clicks over impressions downloaded from an ad. A click through is what the sponsoring site counts as the result of an ad click. In practice, clicks and click-throughs tend to be used interchangeably. However, a click-through implies that the user has downloaded the page.

Cloud computing

Cloud computing. According to the IEEE Computer Society, it is a paradigm in which information is permanently stored on servers on the Internet. Cloud computing is based on Internet servers responsible for handling requests from users or other servers. The information or service can be accessed through an Internet connection from any mobile or fixed device located anywhere.

Cluetrain Manifesto

Manifesto drafted in 1999 that includes the main values and communication codes of Web 2.0.

CMS or Content Management System

It is the acronym for Content Management System and refers to the program that gives structure to web pages and allows the creation, editing, management, administration and publication of our content on the Internet.

Source code

A set of instructions that make up a program, written in any language. In English, source code.

QR Code (Quick Response Code)

Two-dimensional open bar code or dot matrix for storing information. It has three squares in the corners that allow the reader to detect the position of the code. By scanning the code with the smartphone, the user is redirected to a page on the Internet.

Wholesale trade

Commercial activity that has as final recipients other traders or entrepreneurs, not final consumers.

Retail trade

Commercial activity whose mission is to make products available to end consumers.

Community Manager (CM)

The professional responsible for building, managing and administering the online community around a brand on the Internet, creating and maintaining stable and lasting relationships with customers, fans and, in general, any user interested in the brand. Among his many functions, the CM is a content creator, manager of the brand’s online reputation as well as analyzing and using metrics to measure the results of the implemented actions.


The composition in digital design refers to the spatial arrangement of the elements that make up a page and includes the structural layout (columns, header, footer), and content elements (text, photos, etc).


A group of people with a presence in digital media and social networks who share and dialogue in the 2.0 environment, generally around a brand or theme.

Board of directors

The board of directors is one of the forms that a company’s administrative and representative body can take. It is the most common model in companies that have received external financing.

Valuable content

It is the content that helps and brings real value to users. On the Internet we could distinguish between valuable content, commercial content and filler content. By publishing valuable content instead of commercial content, we will achieve that it is shared on social networks, build loyalty among our users and reach new ones.

Duplicate content

It is the text that Google detects as a copy made from an original document. Copying and pasting or publishing in two or more different sites the same text generates duplicate content.

Evergreen content

Content that lasts over time, that is, it does not lose its value because the temporary element is not key, so it can be of value and useful for a long period of time. Example: Best cars of the 80s.

Liquid content

It is that material, document or content that once created and elaborated can be transformed and adapted to any other format. The difficult thing is to create good content, the easy thing is to adapt it to other forms. Always try to create liquid content because you will save work and you will be able to publish the same idea in different media and social networks. From a video you can make a post, from a post a video, from a video an infographic and so on.

Optimized Content

Content that has gone through the content optimization process, that is, edited and with all the necessary elements to have maximum efficiency on the Internet at a business level.

Own Content

Content generated by an individual or company.


Post-click event defined by the advertiser. Generally, it represents some action within the sales funnel, such as an installation, a purchase, a registration or adding a product to the shopping cart. Conversions can be defined by conversion pixels, in the case of web, or install trackers, in the case of apps.


A cookie is a small text file sent from a web server to the client browser (Internet Explorer, Firefox, Chrome, Safari) that is stored locally on the user’s machine and is automatically sent back to the web server each time the browser makes a request for information. It thus serves as the user’s browser identifier.

Copyright (license)

Recognizes the author’s rights for the creation of a work. It stipulates that the copyright holder of a work has the exclusive right to reproduce and distribute it, as well as derivative works. So to reproduce or distribute them we will need to sign a contract or a document expressly authorizing the same. If you use content that a third party has licensed under copyright, they can take you to court.

Cost-Per-Click (cost-per-click)

Interactive advertising buying model. The advertising cost is based on the number of clicks received.

Cost-Per-Customer (cost-per-customer)

Cost paid by an advertiser for the acquisition of a customer.

CPA (Cost per Acquisition)

“Cost per Acquisition”. On the one hand, it stands for Cost per Acquisition, a contracting model in which the advertiser only pays the advertising provider or an affiliate an agreed price or commission when an acquisition occurs (an order in the context of an e-commerce platform); on the other hand, it refers to Cost per Acquisition, the marketing investment necessary to achieve a sale (e.g. if an investment of 100 results in 4 orders, the CPA will be 25).

CPA (Cost-Per-Action)

Interactive advertising buying model. The advertising cost is based on the performance of a specifically defined action by the user in response to an advertisement. Actions include sales transactions, customer acquisition or clicks.

CPC (Cost per Click)

A way of marketing and financing social media advertising. The advertiser pays an agreed price only when users click on the ad. It is an online advertising buying model, where you do not pay per audience (CPM), but per click. It is the classic model of search engine advertising, for example.

CPI (Cost Per Install)

Model in which the advertiser pays for each installation of an application.

CPL (Cost-Per-Lead)

Interactive advertising buying model. The advertising cost is based on the number of database files received. A more specific form of the cost-per-action ad buying model in which a user provides enough information on the advertiser’s site (or in interaction with a rich media ad) to be able to become a lead. It is the cost to pay to get a lead. In other words, a user becomes a lead or potential customer when he/she provides enough information during his/her visit to become a potential customer, through a form, for example. It is possible to calculate the cost per lead independently of the payment method of an ad, i.e. it is not necessary to buy based on the payment per lead to calculate the cost per lead.

CPM (Cost per Thousand)

A bidding strategy for online advertising. It represents the cost per thousand impressions of an ad, i.e. the price of appearing in print a thousand times on the web page where it is advertised. The advertiser proposes the number of times he wants his message to appear on the page and based on this a price per thousand is established. Advertisers who run CPM ads set the price they want for each thousand ads run, select the specific ad placements where they want to run the ads, and pay each time their ad appears. This metric is derived from print advertising, where the letter M stands for thousand units.

CPO (Cost-Per-Order).

Interactive advertising buying model. The advertising cost is based on the number of orders received. Also known as cost per transaction.

CPS (Cost-Per-Sale)

The cost to the advertiser to generate a sales transaction. If the sale is made online, cookies can be used on the advertiser’s website and check how many sales come from that ad. CPT (Cost-Per-Transaction, cost per transaction). CPO (cost per order).

CPTM (Cost Per Thousand Target Impressions)

CPTM implies that the target audience being targeted is defined by demographic or other specific characteristics (e.g., golfers between the ages of 18 and 25). The difference between CPM and CPTM is that CPM is used for gross impressions, while CPTM is defined by the cost of targeted impressions.

Creative Commons

It is a non-profit corporation that grants public and flexible licenses to documents of general interest so that they can be used and reproduced without commercial interest by other users. Any user and author of content can register their documents in Creative Commons and choose between different types of CC licenses.

CRM “Customer Relationship Management”.

Refers to a management model, or more specifically CRM is a computer system, dedicated to customer relations, sales and marketing.


Involves showing or informing the buyer of other products that are related or complementary to the one he wants to buy, thus encouraging him to buy them.


Also known as crowdfunding, it is a way of financing projects in a pooled and public way. Usually, rewards are given according to the money contributed by each participant.


Action by which companies and brands generate creative content through their own customers, fans or Internet users. This term has been generalized and put into practice mainly to encourage participation in social networks.


Cascading Style Sheets (or CSS, short for Cascading Stylesheets) is a style sheet language for defining and creating the presentation of a structured document written in a markup language. The separation of formatting and content makes it possible to present the same marked-up document in different styles for different rendering methods.

CTA or Call to Action

It is a button or link placed on our site that seeks to attract potential customers and convert them into final customers, usually through a form on a landing page or landing page.

CTR stands for “Click Through Rate”

It is a ratio expressed as a percentage that measures the effectiveness of a text or ad. It is the result of dividing the number of clicks by the number of impressions.

Content curation

This is a new methodology that has emerged within the content marketing strategies that companies have incorporated, which consists of locating, filtering, modifying and distributing, in a segmented way, part of the large amount of content generated on the Internet.


Content curator. Searches, filters, collects and shares relevant content about a specific topic, modifying and distributing, in a segmented way, part of the large amount of content generated on the Internet.

Customer Centric

It is a strategy whose primary objective is to align the conceptualization, development and marketing of a brand’s products and services with the needs and desires of its most valuable customers.

With D


Analysis (internal and external) of the Strengths, Weaknesses, Opportunities and Threats of our organization.


It is a collection of networks and technologies used to share information and digital content that is “distributed” among the various nodes and seeks to preserve the anonymity of the identities of those who exchange such information. In other words, the anonymity of the source and destination is sought when information is transferred.


Dashboard is the name given to the set of instruments and gauges on the dashboard. Its origin comes from vehicles, and on the Internet we use it to talk about the part of an application that allows you to manage all possible data from it.


Also known as data mining, it is the set of techniques and technologies that allow you to explore large databases, automatically or semi-automatically, in order to find repetitive patterns or trends in them.

Content manager

The person ultimately responsible for the content area of a company or a project. He/she is ultimately responsible for establishing and executing the content strategy. Content design Activity aimed at defining the substance and structure that the content should have in order to get the best possible business benefit from it.

Flash display

Display with flash technology, usually with movement.


Digital advertising in the form of an advertisement similar to press advertising.

Content distribution

Activity aimed at ensuring that our content is offered in as many channels as possible.

DMP (Data Management Platform)

It is a tool that allows the collection, management and ordering of audience and segment data.


A system for naming servers on the Internet. It is a name used to identify a web site accessible by a user.

DNS Acronym for Domain Name Server.

It is an automated server used on the Internet whose task is to convert easy-to-understand names, such as domains (e.g., to numeric IP addresses, which are the addresses that servers actually use to identify themselves.


One of the most popular and successful CMS on the market.

DSP (Demand Side Platform)

Software that allows the purchase of inventory in an automated way, usually through a real-time auction (RTB).

Dynamic Optimization

Dynamic optimization, algorithm that allows a software to modify its purchasing behavior based on empirical data.

With E


Digital version of merchandising. These are activities that stimulate purchases at the point of sale (in this case, an e-commerce platform) with the objective of increasing profitability.


Digital document by means of which a brand or person goes deeper into a specific topic.


High-performance digital teams.


It is the Facebook algorithm that decides which stories appear in the “latest news” section of users. It basically depends on three factors: the age or time that elapses since it is published on the Fan Page until a user makes it visible on his news wall, the affinity with the page and the participation or weight generated by each of the publications among users and fans.

EDI “Electronic Data Interchange”.

It is the electronic exchange of data from computer to computer between business partners. Disco effect This is a comparison used in marketing to refer to the negative effect caused by a publication that has no participation. What happens if you go into a discotheque and there is no one there? Do you stay there to dance by yourself? I don’t think so. Well, the behavior of users when faced with a publication without comments is similar, as a general rule, few people like to be the first and the disco effect is produced.

Elevator pitch

A very brief speech to explain what a startup’s business consists of and what its differential values are. It can also be used in other areas, but it is very common for 28 presentations to investors in unexpected situations, such as meeting someone in an elevator, hence its name.


This is the person who has a deep knowledge of the product or service, loves it, knows what it represents and what that product or service is able to bring to you, both in the functional and emotional fields. They are the people who show you their support and help you spread content and publications. They can arise spontaneously on social networks or be people from your closest circle.


Means encryption. Treatment of a set of data in order to prevent anyone except the recipient of the data from being able to read it. There are many types of data encryption, and they form the basis of network security.


A term widely used in online marketing to refer to the degree to which people are attached to a brand, an organization, a product, an activity, etc. It refers to the ability of a product (a brand, a blog, an application) to create solid and lasting relationships with its users by generating a commitment in its consumers. The more we know about the user, the better tactics we can implement to make that relationship solid and lasting.


A version of PostScript, it is used to place images in a document. It is compatible with vector and desktop publishing programs.


A company is scalable when it has great growth potential, but this growth can be achieved without increasing structural costs to the same extent. That is to say, as it grows in customers and revenues, the profit margin will increase, increasing profitability exponentially.

Digital strategy

How to manage organizations in the digital environment to adapt, in an optimal way, the resources and skills of our organization to the changing environment (which in such a radical way are permanently changing both the Internet and the new technologies), taking better advantage of the opportunities that appear with the digital transformation, also properly assessing the risks, to achieve the objectives and goals.

With F

Fan page

It is the platform that Facebook offers to companies, brands or organizations to make visible and connect with users. Unlike a profile, a Fan Page has no fan limit and it is possible to have access to the statistical information of the page.


Image of 16×16 pixels that accompanies the address of a website in the address bar of the browser. If you have several tabs open, its use allows you to easily identify your website.


Class of cell phones generally applied to more basic models with more limited capabilities, as opposed to smartphones. Typically, they provide basic multimedia and Internet capabilities, and access to third-party software is more restricted.


Also known as RSS file is a means by which various pages/blogs can be followed and read in a feed reader such as Feedly.


The main action of 2.0 communication that consists in making dialogue and communication between users bidirectional. Generate and participate in dialogue with users and customers of a brand is the basis of any social media strategy and one of the main objectives of the Community Manager.

FF Abbreviation used on Twitter that refers to the term “Follow Friday” (#FF).

It is used to recommend and greet prominent contacts on Friday of each week. FFF (Family, Friends & Fools) It is usually the first money that an entrepreneur gets to create his startup, which is invested (or lent) by family, friends and “fools” who decide to bet on a person and an idea. These are the investors who assume greater risks, given the embryonic state of the company. They are usually very small amounts and are almost non-refundable.

Fill rate

Percentage of ad request that is filled with an ad.


Collection of specific parameters of a mobile user, such as time of day, IP, MAC address, etc., in order to track their activity. It is used by install trackers to associate a click to an installation.


A combination of hardware and software used to separate a local area network (LAN) into two or more parts in order to isolate and secure each part. Its basic objective is to ensure that all communications between the network and the Internet are carried out in accordance with the security policies of the organization that installs it. In addition, these systems usually incorporate privacy, authentication, etc. elements.

Digital signature

Encrypted information that identifies the author of an electronic document and authenticates his or her identity. Followback When Twitter accounts follow back all their new followers.


The followers of a user or brand on social networks such as Twitter or Instagram.

Venture Capital Fund or Venture Capital

These are companies dedicated to investing professionally in companies that are generally not listed on organized markets. Unlike private equity funds, which invest in more established companies, VCs usually finance startups at different stages of growth, which entails a high potential return on investment, but also a very high risk (hence the name), since the business model has not yet been fully validated by the startup. The later the VC fund invests, the lower the potential ROI, but the risk is also greatly reduced.


It is the foot of the page. Traditionally it was the place to put the page numbers in paper media such as books, newspapers or magazines. On the Internet, it is the place used to locate the contact area, basic data of the author, authors, access to social networks, etc.

Content formats

The basic material that forms the different types of content: Text, Audio, Image and Video.


Frame is the content of a data screen or its equivalent storage space. It is also one of the frames of an animated Gif. Framework Environment or framework. Usually integrates components such as program support, libraries, templates… that facilitate the development of applications.


A model consisting of offering basic services free of charge (free) with the option of enjoying complementary services, without limitations, or of a higher level through a paid subscription (premium).

FTP Acronym for File Transfer Protocol.

By means of programs that use this protocol, a connection is made between two computers, which can then upload and download files between them. In these connections, one computer acts as the client and the other as the server.


The term is used to designate the logistics part of e-commerce in any of its aspects. It includes processes that are executed from the reception of the merchandise to the packaging of the order, its delivery and management of changes and returns (reverse logistics).

Funnel or conversion funnel

It is an Online Marketing term that tries to define the different steps that a user has to take to fulfill a certain objective within the web, whether it is a registration, a purchase or the generation of a lead.

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Marketing technique that introduces the dynamics of games and contests as part of the promotion and advertising of a product.


Technology that uses the positioning service of mobile devices to deliver ads to users based on their exact location. It allows a brand to establish a geographic radius of interest within which it sends various actions to any GPS-enabled mobile device. Geo-fencing creates virtual barriers in physical space.


Refers to the practice of delivering different content to a user based on their geographic location. Geo-targeting can be used to impact local consumers through PPC or organic search. Personalized messages are sent to users based on their location at a given time, whereas, in geo-fencing, the same message is sent to all users once they log in.


A term that refers to the positioning and geographic location of a business, person or place through coordinates that allow any element to be located on the map. It is a fundamental tool for applications.

GIF (Graphics Interchange Format) Digital image file.

It allows to store an alpha channel to provide it with transparency, and save it as interlaced so that when loading it on the web it does it in several steps. It supports up to 256 colors. It is a format of images that are characterized mainly by being animated and with movement.

Google hacking Google

Hacking is a technique that makes use of advanced Google operators in its search engine to locate specific text strings within the search results. It is often used to find specific versions of specific vulnerabilities in web applications.

Google Play

A digital content distribution platform for Android OS devices, developed and operated by Google. It allows users to browse and download apps, music, books, magazines and movies.

Google Wallet

Service created by Google and Mastercard to make payments online and with mobile devices. It uses NFC technology and stores the user’s credit card information to make fast and secure payments with a tap of the phone at any PayPass-enabled terminal at checkout.


The graphical user interface, also known as GUI.

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Instant messaging communication medium that allows for video calls, and also in a means to make live video calls through Google Plus and a YouTube channel.


A word or phrase preceded by the # symbol. Hashtags are useful in your social networking strategies, because they generate greater visibility on the site. Its use has spread mainly in social networks such as Twitter, Instagram or Google Plus.


Header of the web pages where the menu, logo, search engine and the most important links of the service are positioned.


The web hosting service consists of the storage of data, applications or information inside servers external to the company and designed to carry out this task.

HSDPA (High Speed Downlink Packet Access)

It is known as 3.5G, 3G+ or mini 3G. It is characterized by the optimization of UMTS/WCDMA spectral technology. It is a new channel that improves the maximum capacity of information transfer, being able to reach download rates of up to 14 Mbps.

HTML Hypertext Markup Language (Hypertext Markup Language).

It is the language used to create hypertext documents, i.e. web pages. It is the basis of the Web and WWW. It is a standard that serves as a reference for the software that connects to the development of web pages in its different versions, defines a basic structure and code (called HTML code) for defining the content of a web page.


Fifth version of the basic language of the World Wide Web, including web mobile. It offers improvements in the handling and use of multimedia elements without relying on external plug-ins.

HTTP Hypertext Transfer Protocol (Hypertext Transfer Protocol).

HTTP is the protocol used in the web environment to make requests for information from the client to the server and to transfer the responses from the server. It has the lightness and speed necessary to handle lightweight systems such as the WWW. HTTP has been used by World Wide Web servers since its inception in 1993.


Created by Netscape Communications Corporation to designate documents arriving from a secure web server. This security is provided by the SSL (Secure Socket Layer) protocol based on encryption and authentication technology originally developed by RSA Data Security Inc.

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Artificial intelligence (AI) is the intelligence exhibited by machines, and refers to applications that not only apply concrete rules set by programmers through algorithms, but are also capable of modifying those rules based on their own experience when successively used by people, thus improving their final result and application.


The concept of Infrastructure as a Service (IaaS) is one of the three fundamental models in the field of cloud computing, along with Platform as a Service (PaaS) and Software as a Service (SaaS). IaaS provides access to virtualized hardware computing resources, i.e. it offers processing infrastructure services.


Internet Corporation for Assigned Names and Numbers (ICANN) is a non-profit organization that operates internationally and is responsible for allocating Internet Protocol (IP) numerical address space and domains. In practice, this organization controls the Internet and the WWW.

IDFA (Identifer For Advertisers)

Identification method used on devices with iOS 6 or higher to capture data about a user and improve targeting. Replaces the use of UDID in advertising.


An advertising impression can be understood as either an advertising impression or a page view. Normally, it is understood as one ad impression. There can be multiple ad impressions per page view. An ad impression is a file, or a file or a combination of files sent to a user as a result of the user’s request to the ad server. According to FAST, an ad impression is the count resulting from the delivery of an ad unit from a distribution point. The ad impression is the term under which online advertising is marketed and its cost is calculated or estimated per thousand impressions (CPM). The method of counting ad impressions can be either through ad insertions or ad requests. Some tools count ad requests and not exposures. It would be necessary to run some tests to determine if this is an acceptable estimate. Today, two methods are used to send and count the delivery of advertising to the user: server-initiated and client initiated.

Inbound Marketing or Attraction Marketing

It refers to the set of non-aggressive online marketing techniques that allow us to attract customers by providing value, through digital marketing actions such as SEO, content marketing and Social Media.

Influencer / Influencer

Person or group of people who have gained trust, credibility, prestige and knowledge on a certain topic through their Social Media actions. They have the ability to viralize, share and prescribe products, services or content, reaching a large number of people.


It is an image that combines text and graphics forming a visual scheme that transmits concepts and information quickly and intuitively. Some of the most popular free tools to create your own infographics that I recommend are Pictochart, or


Informative document of the status of the action plans in the different activities related to the content and that includes quantitative and qualitative data from the results of web analytics.


A neologism that refers to the side effects of the information overload to which new technologies expose us.


Extraction of knowledge from concrete data or facts, for example by identifying market trends.


An application is considered installed after downloading and subsequent opening. Non-organic installation Installation generated by clicking on an advertisement. Organic installation Installation that does not come directly from an advertisement.

Install tracker

A tool used to track installations of an application, both organic and non-organic, using fingerprinting methods to associate a click with an installation. They also allow defining and measuring post-installation events, such as purchases and registrations. Its use requires the implementation of an SDK within the app code.


The interaction design discipline that defines the behavior of the products and systems with which the user interacts. Interface The graphical user interface, also known as GUI, is a set of images and graphical objects to represent the information and actions available in the application.


An advertising unit that displays an advertisement between two screens of an application or two pages on a website.

Interstitial ads

Advertising format that appears between two pages of content. Also known as transit advertising.


Advertising space available across all channels, including video, apps, SMS, audio or web.

IoT or Internet of Things

This is the internet of “things”, or the digitalization of everyday objects, such as a refrigerator, a piece of clothing or contact lenses, for example. It is a concept based on the interconnection of any product with any other product around it, using the Internet as the infrastructure for its connection. The aim is to make all these devices communicate with each other and thus become more intelligent and independent.

IP Internet Protocol, Internet protocol.

In general terms, it is the set of rules that regulate the transmission of data packets over the Internet. The IP is the numerical address of a computer on the Internet, so that each electronic address is assigned to a computer connected to the Internet and is therefore unique. The IP address is composed of four octets, such as


ISP stands for Internet Service Provider (ISP). ISPs are companies that provide Internet connectivity to their customers. It is a service (in most cases for a fee) generally provided by a telecommunications company, which allows users to connect to the Internet.


Testing a product, process or service with real customers to obtain data and feedback to improve it. Iteration will consist of testing over and over again, after making changes based on the results obtained, until the objectives set are achieved.

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Joint Photographic Experts Group (JPEG) is the name of a committee of experts that created a standard for compression and encoding of files and still images.

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A system used in software development to limit work in progress, using virtual “cue cards” that represent work items. It uses a system of limited work-in-progress extraction as a basic mechanism for exposing system (or process) performance problems and stimulating collaboration for continuous system improvement.


Digital talent management model (Knowledge, Attitude, Tools, Action).


English word meaning “Keyword”. The set of terms that are relevant in the user’s life when mentally ordering his concepts in relation to some subject and that he uses to search. It is the term that we enter in the search engine box when performing a search.


A set of elements that make up the interface of a website. Navigation bars, buttons, content boxes, typographies, colors, etc. make up the elements of an interface and all together are gathered in a design and interaction kit.


They stand for “Key Performance Indicator”, Key Performance Indicators. They are those measurement indicators that provide useful information on the level of performance of a business activity, a campaign or a marketing strategy.

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Landing Page

English concept that means “landing page”. They are static pages or home pages with general information and content where users go when visiting a website and are designed to convert visitors into leads. It is a page prepared to get future customers, in which the focus is very well described, delimited by a clear action button (CTA), evident and surrounded by exclusively vital information for its understanding. This page is reached after clicking on a banner or text ad. In most cases, this web page is an extension of the ad.


The range of time between a user’s action (such as a click) and the application’s response to perform the task. Generally, it is applied to refer to the time between the loading of a site and that of the ads.


Each of the layers of information contained in image files in graphic editing programs.


Schematic representation of a web page without graphical elements showing content and behavior of the pages.


(Or registration) is a person who has provided their contact details through the form on a landing page and, as a result, becomes part of a company’s database. They are usually generated by offering valuable content that the user can download from the web. It is a potential customer, apparently interested in the product we offer, and who has provided us with a minimum of information to be able to contact him. For example, their first name and telephone number or e-mail address.

Lead investor

This is the investor who is followed by the others in a joint financing round with several investors. Normally, he/she is the one who usually contributes the most money in the round and is in charge of negotiating the conditions that the other investors will accept: partners’ agreement, company valuation, etc.

Lead time

The time that elapses from the start of a production process until it is completed, usually including the time required to deliver the product to the customer.

Lean startup

Working methodology for the creation of products and companies created by Eric Ries. It is based on the application of the scientific method to the creation of companies, starting from a hypothesis that must be validated through experiments and tests. It places special emphasis on the collection of customer data and its analysis for decision making.


It is a Javascript library that displays images, videos or texts filling the screen and hiding behind the rest of the web page.


The process by which a user registers and accesses the account with their name, email or password in a tool, online platform or social network.

LTE (Long Term Evolution)

Commonly referred to as 4G LTE, it is the standard for high-speed data transmission in telecommunications. LTE can deliver download speeds of up to 299.6 Mbits and upload speeds of up to 75.4 Mbits.

LTV or Lifetime Value

LTV is the net value of the revenue that a customer generates for us during the time they are our customer.

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Marketing techniques that use mobile devices as a means of advertising and commercial communication between users and the advertiser. Most of the current investment in mobile marketing goes to the development of downloadable applications and SMS and MMS marketing.

Style guide (or Style guide)

It is a guide composed of a set of criteria and standards for the design and creation of content, either for general use, or to be used by editors of newspapers or other organizations that also publish texts.


A Heatmap is the representation of data through a color code, which is built based on the number of clicks or areas most visited by the user.

Social Bookmarks

Social bookmarks are a simple and popular way of storing, classifying and sharing links on the Internet. Their main feature is that the inclusion and classification of information is done by the users themselves.

Marketing Automation

Marketing Automation is the use of computer software to perform certain specific tasks in an automated way.

Content Marketing

Marketing and business process aimed at creating and distributing attractive and relevant content to an audience in order to increase the business we generate through it, attracting new customers or strengthening the relationship with existing ones. They are those marketing strategies focused on offering useful and helpful content to users mainly through the blog and social media marketing.

SMS marketing

Mobile marketing practice that consists of distributing informative or promotional content through text messages (SMS).


A space that serves as a contact between suppliers and demanders, usually for commercial purposes and always in exchange for a fee or commission per service. The Marketplace, in exchange for this fee and/or commission, provides technology (platform) on the one hand and marketing (users) on the other.

Material Design

Material design is a design standard focused on the visualization of the Android operating system, as well as on the web and on any platform. It was developed by Google and announced at the Google I/O conference held on June 25, 2014.

Media Business

Usually refers to the media business, or radio, TV, Internet, magazine and newspaper media or entertainment. Based on the generation of audiences and subsequent marketing of advertising or content sales.

Member get Member

Actions focused on getting a member of the community to “get” another member.


Data that describes other data. In general, a metadata group refers to a group of data describing the information content of an object. Example: Metadata of a book that is part of a library would be: genre, author, date of publication, synopsis…


Unlike blogs, microblogs only contain very brief annotations (they can also include links) that allow to inform about what the author is doing at a given moment without the need to write a “post” on his blog. The most famous microblogging network is Twitter.

Minimum viable content or MVC

Essential content to launch the content project. Due to the difficulty of managing content-related projects, the phrase “less is more” has all its development in this area. Mission The company’s raison d’être, its very essence, the reason why it exists in the world.

MMA (Mobile Marketing Association)

Global non-profit association composed of more than 800 companies in fifty countries, with presence in Europe, Asia, Latin America and the U.S. Its objective is to promote the growth of mobile marketing, overcome obstacles to market development, establish guidelines and best practices for mobile media and educate the market for the use of mobile channels.

MMS (Multimedia Messaging System)

Messaging system with multimedia capabilities. It incorporates a maximum of 300 kB of text, images, sound and video per message sent. If the recipient’s device lacks the technology to play it, he/she receives a text message with a link to the Internet.

Mobile First

The consumer must be able to interact at every stage through his or her cell phone, as it becomes the interface through which consumer decisions are made.

Mobile Friendly Web

These are the characteristics of a website that make it easy to navigate from mobile devices. A website is mobile friendly if it downloads quickly, is easy to read and navigate, does not have excessive scrolling and does not use flash.


Mockup is a visual guide that represents the basic skeleton of a web or application. Also known as Wireframe.

Subscription models

A business model that, instead of closing individualized sales by marketing a product or service, what is marketed is access to the product or service for a certain period of time.

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Refers to the header or main navigation bar of an app or website.

NDA (Non-Disclosure Agreement)

This is a confidentiality contract that regulates and protects the information to be shared by the signatories during a negotiation or possible agreement.

NFC (Near Field Communications)

Protocols used by electronic devices for wireless communication. They are carried out by bringing devices into contact with each other or by bringing them within 10 cm or less of each other. The maximum transfer rate is 424 Kbps.

Push notification

These are messages sent directly to mobile devices. They are used by independent developers and app owners to keep their users informed of changes in their apps. An example is WhatsApp: when a message is sent to us by this means, the “notice” that appears is a push notification.

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On Device Meter (ODM)

Software that collects usage data of an application or mobile device. It is used by the company Nielsen for its market and audience research.

Open source

Open source or free software. Refers to a program whose source code is available to the general public, who can not only use it, but also modify it.


A process in which a user gives explicit consent to receive a certain subscription.


The process by which a user unsubscribes from certain content. Often involves sending an SMS with a certain phrase, such as “stop” or “unsubscribe”.

IPO (Initial Public Offering) 

An IPO (Initial Public Offering) is a financial operation whose objective is to sell part or all of a company’s shares on the stock market. In other words, it is a transaction that takes place when a company goes public. Its purpose is usually twofold: on the one hand, it is to obtain extra financing for the company to enable it to achieve accelerated growth and, on the other hand, it allows the company’s founders and investors to recover their investment, usually with significant profits.

Organization chart

It presents all the levels of hierarchy and the relationship between them. The organization chart does not contain all the information needed to know what the total structure is like, but it does contain the fundamentals.


These are the quantification of the behaviors that people adopt after being impacted by outputs (for example, recommending a product or making a purchase). The main function is to verify whether audiences/people have taken action as a result of the messages delivered.


These are the media where audiences can see the messages issued by an organization (a website, a brochure, media appearances, fan page,…). For this reason, we must ensure that the chosen medium really reaches the desired audience/persons.


These are the perceptions/opinions that people obtain as a result of having been impacted by the outputs and are usually measured through questionnaires.

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P2P stands for Peer-to-Peer, which means peer-to-peer communication. In a P2P network, computers and devices connect and communicate with each other without using a central server, leveraging, optimizing and managing network capacity independently.

PaaS Acronym for Platform as a Service.

Platform-as-a-Service is a category of cloud services that provides a platform and environment that enable developers to create applications and services that run over the Internet. PaaS services are hosted in the cloud, and users can access them simply through their web browser.


Package preparation, packaging and labeling.


Technique of movement that happens while the user scrolls the web. The technique modifies the speeds of elements, creating different speed planes, creating a depth effect on the website.


Consists of all those acts where users are active in the form of comments, opinions or sharing content on social networks and blogs.

Design patterns

Design patterns are the basis for finding solutions to common problems in software development and other areas related to interaction or interface design.

PDF Original Acrobat format.

Allows storing vector and bitmap images.


System that visually guides the user to the exact locations in the warehouse where to pick the items of the order.


The process of picking material by extracting packaged units or assemblies from a larger unit.


An image or video added to Pinterest. Pinners are registered Pinterest users who post pins.


When a startup has made a strategic mistake, either with the product or service it offers, or with its business model, it is common for it to consider “pivoting”: this involves making all the necessary changes to ensure the company’s viability.

Pixel (Acronym for picture element).

The smallest homogeneous unit of color that is part of a digital image. Conversion pixel A 1×1 transparent image that is pasted into the code of a page to measure conversions.


An additional application that adds new and improved services and tools to the blog and website configuration.


The same use as GIFs, but with higher quality. Supports transparency and 24-bit colors. Only recent versions of browsers can support them.


It is a content container in audio format (mp3, mp4, radio) downloadable and generally free used in blogs and web pages. It is published on the Internet as if it were a radio broadcast. Editorial policy A rule, guide and plan about what is publishable or not publishable by a company or brand.


A pop-up window that appears after clicking on a link and leaves the main navigation. Sometimes pop-ups are blocked by browsers, so their use is not usually recommended.


A pop-up window that does not hover over the content displayed in the browser, but remains hidden behind it and is not seen until the content displayed has been closed or minimized.

Post (Article, entry)

Name by which the articles or entries that are made in Blogs are known.

Post roll

Transmission of an advertisement after a video. Generally 10 to 15 seconds long.


The technical name given to the action of publishing an entry or article on a blog.

PPC or pay per click

It is a model of Internet advertising, in which the advertiser pays its ads through a fee based on the number of clicks made on the ad.

Pre roll

The transmission of an ad prior to a mailing.


Potential customer apparently interested in the product we offer, and who has already provided us with more complete information about himself, so that we can better understand his needs, desires and expectations. From the prospect we already have different communication channels (email and cell phone at least) and enough information to be able to send him personalized communications and proposals to face the decisive phase of the sales process.

Prosumer or prosumer

Consumer, who at the same time becomes a content producer.


Formal description of message formats and rules that two computers must follow to exchange these messages. A protocol can describe low-level details of machine-to-machine interfaces or high-level exchanges between resource allocation programs.


Photoshop standard format with layer support.

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Term for a search

With R


A data communication system that connects computer systems located in more or less close proximity to each other. It can be made up of different combinations of various types of networks. The Internet is a network that is itself made up of thousands of networks, which is why it is known as “the Net”.


A process by which a user is sent to a URL other than the one he or she clicked on.


Post someone else’s pin on your Pinterest account.


Allows you to reply to a tweet or ask questions regarding a user.

Online Reputation

It is the set of opinions and experiences (positive or negative) of users and consumers that revolve around a brand, product or company generated in the 2.0 environment and social networks.


It is a solution to web design with the aim of allowing websites designed for desktop to be seen in different screen resolution sizes adjusting correctly in terms of font sizes, photography, columns, etc. allowing a correct readability.


Anglo-Saxon term referring to retail sales or retail commercial activity.

Retargeting or Remarketing

Remarketing is a digital marketing technique whose objective is to impact users who have previously interacted with a certain brand on its website. For example: A user enters an ecommerce willing to make a purchase, but at the last moment regrets and does not do it. This user is then followed with banner ads.

Retweet (RT)

An acronym for the word “Retweet”, it is frequently used on Twitter and consists of sharing someone else’s Tweet. It makes it easier to send to the company’s followers a tweet that we consider useful for them, giving the author’s credits.

RFID “Radio Frequency Identification”.

Radio Frequency Identification, is a remote data storage and retrieval system that uses devices called tags, cards, transponders or RFID tags.


(red, green, blue) or RGB (acronym preferred by the RAE) is the composition of color in terms of the intensity of the primary colors of light.

Rich Media

A term that describes ads with advanced features such as video, sound or other elements that engage viewers and get them to interact with the content.


A measure of a company’s profitability as a function of the equity it uses to finance itself.

ROI (Return of Investment) – Return on Investment

The return on investment (or ROI) is a financial tool that compares the benefits obtained in relation to the investment made. It is used to analyze the return on an investment. It applies both to money invested in a company by outside investors and to money invested in marketing.

Fundraising round (fundraising)

The objective of a funding round is for entrepreneurs to obtain external investment for their company, either because the company is not capable of financing itself, or because it needs extra money to grow or to develop certain projects. Financing can be obtained in many ways, although, when talking about a financing round, it is normal to turn to professional investors, such as business angels or venture capital funds, among others.


Research online, purchase offline.


From the acronym “Really Simple Syndication” is a type of format called XML that allows sharing, reading, receiving and storing information from blogs and web pages.

RTB or Real Time Bidding

It is a system for buying online advertising space that consists of the auction in real time of the different advertising spaces and is based on technology and the use of user data.

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SaaS “Software as a Service”.

Software as a Service (SaaS) describes any cloud service in which consumers and businesses can access software applications via the Internet. These applications are hosted in the cloud and can be used for a wide variety of tasks. Google, Twitter, Facebook and Flickr are simple and clear examples of SaaS.


Agile software development framework that adopts an incremental development strategy, overlapping the different phases of development, rather than performing one after the other in a sequential or waterfall cycle.

SDK (Software Development Kit)

A set of development tools that enable programmers to create mobile applications for a particular operating system. In mobile advertising, SDKs allow applications to communicate with ad servers, to display ads, or install trackers, to track their installations.


It is the action by which a publication is directed to a group of people with a specific profile: age, marital status, occupation, interests,…

SEM or Search Engine Marketing

When we talk about SEM we usually refer to paid search engine advertising campaigns.


Acronym for “Search Engine Optimization”, or Organic Positioning. It is the set of techniques used to increase quality traffic to a website by improving the positioning of a site in the Search Engine Result Pages.

SERP or Search Engine Result Page

It is the results page of a search engine for a specific keyword.

Operating System

It is the basic software of a smartphone that provides an interface between the rest of the programs of the mobile, the hardware devices and the user. Just as PCs use Windows, Linux and others, in telephony we have Android, iOS, Windows Phone, BlackBerry OS, Symbian, etc.


It is a drawing made by hand in a quick way and with the intention of not being a final or definitive work. Its purpose is to help to quickly visualize an idea or design intention.


Design trend, which tries to make icons and designed elements look as real as on the physical plane.


Cell phone device with capabilities common to those of a computer. Smartphones, or smartphones, allow the storage of information, the use of e-mail, the installation of applications, web browsing, etc.

SMM or Social Media Marketing

Social Media Marketing. It consists of promotional actions that are carried out in social media (social networks such as: Twitter, Facebook, Google+, LinkedIn, etc., also forums, blogs and other sites on the Internet), creating their own profiles and performing Social Media strategies.

SMO (Social Media Optimization)

These are the set of actions that aim to dynamize and optimize the presence of a brand in different social networks, linking and connecting them with each other.

Social CRM

The term used to describe the addition of social elements to the traditional CRM concept.

Social Media Manager

The professional in charge of creating, introducing and leading the strategy of an organization, product or company in social networks. In addition to being the strategist, he/she is in charge of designing the presence in all social media. He has a global vision of all the components of a strategy and knows how to apply it.

SQL Structured Query Language.

It is a specialized programming language that allows queries to databases.


SSL stands for Secure Socket Layer (Secure Socket Layer). It is a cryptographic protocol used to make secure connections between the browser and the server. The information is encrypted at source (browser or server) and decrypted at destination, thus preventing a third party from understanding it if it is intercepted on the way. The SSL protocol has been succeeded by TLS, which stands for Transport Layer Security.


Initial stage through which a type of highly disruptive companies with a business model that aims to be scalable and replicable go through. It is a term associated with new technology and highly innovative companies.


Goods stored in a store or warehouse available for sale or distribution.


Marketing technique whose objective is to connect and link the user directly with the content told in the form of a graphic or audiovisual story.

Streaming video

Video transmission that allows playback when the first bits of video are received, thus avoiding storage on the device. This allows to include advertisements at the beginning, middle or end of the video, as well as to obtain statistics of the percentage of reproduction.


People who, after registration and inscription, give their data to a brand or company and give their consent to receive information or news related to the company’s products or services.

SVG (Scalable Vector Graphics)

Format of images or graphics based on the use of vectors.

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Target audience.


Ability to group inventory by demographics, context or behavior to reach a specific group of users.

Conversion rate

The conversion rate or conversion ratio is the percentage ratio between total visits and conversions obtained (understood as orders in an e-commerce context).


The name TCP/IP comes from two important protocols of the family, the Transmission Control Protocol (TCP) and the Internet Protocol (IP). This pair of protocols is used on the Internet for data transmission between applications.

Disruptive technology

It refers to a process or a way of doing things that involves a “sudden break or interruption” and that imposes itself and displaces those previously used.


A template or interface device, which differs between form or structure and content. It is a means or device or system, which allows to guide a design.

AB test

Method that allows to offer the user, without his knowledge, two (A/B) or more (A/B/C…) versions of a web page or screen, so that the same product, service or content can be displayed under different layouts featuring variations of an element (an image, a button, a text…) in order to evaluate which format of that element works best according to the objectives pursued. The evaluation of two very different versions of a web page or screen of an application, in which not only a single element varies, but its appearance, beyond specific details, is totally different, is also sometimes called AB testing.

Eye tracking test

It is based on an eye tracking technology that allows to know the user’s visual behavior when visiting a website.

Multivariate test

Method that allows offering the user, without his knowledge, different versions of a web page or screen, so that the same product, service or content can be shown under different designs in which there are variations of two or more elements and their combinations, in order to evaluate which of these combinations works best according to the objectives pursued.

Type of contents

Just as the content format is the raw material that forms the content, the content type is the result of the use and combination of formats with a specific intention.


Typography is the task or trade and industry that deals with the choice and use of type (letters designed with unity of style) to develop a print job. Typography and format selection is used to give intention to content. Immediacy, headline, auxiliary text, etc. We use typographies to prioritize and enhance the contents correctly.

Content tone

The way in which the message is sent: Serious, Close, professional, informal… is key to define the perception that consumers have of a company or individual.

POS Terminal

point of sale. Device that, in a commercial establishment, allows managing tasks related to sales, such as charging by credit or debit card, creating and printing the sales ticket, managing inventory or generating reports that help in the management of the business, among others. The POS is composed of hardware and software.


A company is said to have traction when it is growing significantly in some of its key KPIs.

Web traffic

It is determined by the number of visitors and the number of pages they visit.


It is a type of storytelling where the story unfolds across multiple media and communication platforms, and in which part of the consumers take an active role in this expansion process. Through this technique, the same content can be transformed and adapted to other formats.


User of the 2.0 environment who is characterized by providing destructive criticism and negative comments without much basis.


It stands for “Trending Topic” and is one of the most famous abbreviations on Twitter to assign the most important and influential topics of the moment.


It is the message with which we communicate on Twitter and is characteristic for not being able to exceed a total of 140 characters. Apart from the text, a tweet can contain several elements such as an image, hashtag (#), include a mention to one or more users (@),…

With U

UDID (Unique Device Identifier)

It is a hardware-level identifier that was used by advertising companies to capture user data. It was replaced in 2012 by the IDFA.

UGC (User Generated Content)

It is the multimedia content generated or distributed by users, whether they own the content or not, through the Internet and whose main vehicle is Social Media (blogs, Wikis, Social Networks). Its importance lies in the immediacy with which the content is distributed, the possibility of being commented or editorialized by the same user and the ability of this information to spread quickly thanks to social networks.


User Interface Design is the design of the interfaces of machines and software such as computers, applications, cell phones and other electronic machines with the aim of maximizing usability and user experience.


Upselling consists of inducing the customer to buy more valuable products or services.

URL Acronym for Uniform Resource Locator.

It is the Internet addressing system, the standard way of writing the address of a specific page or a specific resource on the Web. It is the unique address that identifies a web page on the Internet.


The ease with which people can use a particular tool or other human-made object to achieve a particular goal.


User experience is the set of factors and elements related to user interaction with a specific environment or device, which results in the generation of a positive or negative perception of that service, product or device.

With V

Corporate Values

These are factors of the corporate culture that we consider unbreakable. They are complied with by all members of the organization in all areas.


A vector image is a digital image formed by independent geometric objects (segments, polygons, arcs, etc.), each one of them defined by different mathematical attributes of shape, position, color, etc. Vector images allow us to work efficiently at different sizes without losing resolution.

Interstitial video

A unit that displays a video ad between two screens of an application or two pages on a website.

Video Marketing

Marketing strategy whose main objective is to transmit, promote a product or service through videos.


Communication media consisting of a gallery or collection of videos created by one or more authors. They can be of any subject matter. Online video services such as YouTube are the perfect platform to disseminate this type of audiovisual content.


A viral content, of any kind, is one that spreads and is shared like wildfire among different users and through different media and social networks. The objective of any marketing campaign is to “viralize” its contents.


Virality is the ability of something to reproduce, multiply and spread like a virus. Applying this concept to communication, we can find viral videos, viral marketing campaigns or specific viral actions.


Defines the goals (realistic and achievable) that we intend to achieve in the future, formulated with an inspiring and motivating character. It is the future situation that the organization wishes to achieve.


A visit is determined when a single user enters a website one or more times during a given period of time. A visit ends when there is inactivity by the user of 30 or more minutes between pages successively visited by that user.


Persons with a video blog. Nowadays many vloggers have become celebrities and their audience is mostly composed of teenagers.

With W


W3 Consortium, an organization sponsored by MIT and CERN whose purpose is the establishment, maintenance and evolution of standards related to the WWW. It was promoted by the creator of the World Wide Web, Tim Berners-Lee. Mobile Web It is a web accessible from anywhere through mobile devices. It takes into account in its design the characteristics of mobile devices, thus ensuring a better user experience.


Also called “webminars”, they are events or conferences that take place online via streaming.


Digital document of about 10 pages that is developed to try to explain a certain topic. It is a type of content widely used in content marketing, especially in B2B businesses.

Wi-Fi targeting

Advertising strategy to impact only users who are connected to a Wi-Fi network. It is commonly applied in cases where high bandwidth is required, such as video playback.


Small application or program usually presented in small files that are executed by a widget engine. Among its objectives are to give easy access to frequently used functions and to provide visual information. Although not a prerequisite, widgets are often used to be “embedded” in another web page by copying the code that the widget itself makes available to the user.

Windows Phone

Operating system developed by Microsoft as a successor to Windows Mobile. Unlike its predecessor, it is focused on the consumer market rather than the enterprise market.

Windows Phone Store

Formerly Windows Phone Marketplace. Microsoft’s platform for the distribution of applications and games on Windows Phone devices.


Wireframe or Mockup, is a visual guide that represents the basic skeleton of a web or application.


A set of drawings that represent how the elements will be organized in the different pages or screens of a website or application, implementing general aspects related to its structural appearance, without going into detail.


WordPress is a popular tool for making websites and maintaining a blog, which has evolved to become one of the most versatile CMS on the market, since, by means of plugins, the program’s functionality can be expanded to cover any functional area.

World Wide Web

Commonly known as WWW, it is the information system based on hypertext, whose function is to search and access documents through the network, so that a user can access them using a web browser. It was created in the early 1990s by Tim Berners-Lee, a researcher at CERN (Switzerland). The information contained in the WWW can be in any format: text, graphics, audio and video.

With X

XML “eXtensible Markup Language”.

A metalanguage for defining markup languages developed by the World Wide Web Consortium (W3C) used to store data in readable form.

With Y


These are the people who create and upload videos to YouTube and who have turned their channel into something more than a hobby, becoming, in many cases, their profession. The Youtuber earns money for the advertisements of the videos or for showing sponsored products.

With Z

ZMOT or Zero Moment of Truth

Zero Moment of Truth, refers to the moment in which the user researches, searches, compares and gets information online to make a certain purchase decision.


Optical zoom is a type of lens that increases or decreases the zoom of the image. Thanks to technology, we are able to zoom in on touch screens, interacting with two or more fingers at the same time, on a screen. If you want a more detailed definition of the terms, keep reading the Digital Vocabulary!

Vocabulario digital extendido

a b testing

A/B Testing

To refresh your memory – or introduce the concept – I will explain what the A / B tests consist of, as well as their importance. We will then take a look at an A/B test in action that will inspire you to start testing your own website and marketing initiatives.

Anchor text

Anchor Text

To refresh your memory – or introduce the concept – I am going to explain what Anchor Text is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

aso app store optimization

ASO (App Store Optimization)

We spend an average of 2.8 hours a day using a mobile device, and 90% of that time is spent on apps. So you have to start strang when launching an App and get your ASO strategy up and running from the beginning. Let’s dive deeper into the subject.

incrementar ventas B2B


To refresh your memory – or introduce the concept – I am going to explain what B2B or Business to Business means is and importance. Then we will take a look at a simple example that will help you understand the concept better



To refresh your memory – or introduce the concept – I am going to explain what B2C or Business to Consumer means and it’s importance. Then we will take a look at a simple example that will help you understand the concept better.

business plan

Business plan

To refresh your memory – or introduce the concept – I am going to explain what a Business Plan or negotiation plan is and its importance. Then we will take a look at a simple example that will help you better understand the concept

buyer persona

Buyer Persona

To refresh your memory – or introduce the concept – I will explain the buyer persona and its importance. Then, we will take a look at an example of a simple buyer persona that will help you understand the concept better.

CAC Cost of Customer Adquisition

CAC or Customer Acquisition Cost

To refresh your memory – or introduce the concept – I am going to explain what a CAC or Customer Acquisition Cost is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

call to action

Call to Action

To refresh your memory – or introduce the concept – I am going to explain the Call to Action. Then we will take a look at a simple example that will help you understand the concept better

chatbot empresa


To refresh your memory – or introduce the concept – I am going to explain what ChatBots are and their importance. Then, we will take a look at a simple example that will help you understand the concept better

churn rate

Churn Rate

To refresh your memory – or introduce the concept – I am going to explain what Churn Rate is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

curaión de contenido

Content Curation

Content curation is a marketing technique used to identify content from various sources, filter it, and adapt it for distribution.



In the digital environment the concept of conversion is very often used and sometimes there can be confusion. Today I am going to explain to you what conversion consists of and we are also going to look at some examples so that you can understand it better.


CRM o Customer Relationship Management

To refresh your memory – or introduce the concept – I am going to explain what CRM or Customer Relationship Management is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better



To refresh your memory – or introduce the concept – I am going to explain what CRO or Conversion Rate Optimization is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better



To refresh your memory – or introduce the concept – I am going to explain what Cross-Selling is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

cronuts digital - css


To refresh your memory – or introduce the concept – I am going to explain what CSS is, as well as it’s importance. Then we will take a look at a simple example that will help you understand the concept better


CTR Click Through Rate

To refresh your memory – or introduce the concept – I am going to explain what CTR or Click Through Rate is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better



What is a curator? A concept that can sound very strange and create confusion. In a few words, we will explain the concept to you and provide you with an example

customer centric

Customer centric

The main objective of the Customer-Centric strategy is to put the customer at the center. Far removed from practices where the client was thought to adapt to the product.



Darknet or Dark Network. When we read that term, most of us immediately think of illegal activities and hackers, but what is actually the Darknet or dark network actually?

panel de control


To refresh your memory – or introduce the concept – I am going to explain what a Dashboard is and its importance. Then we will take a look at a simple example that will help you understand the concept better


Data Base

To refresh your memory – or introduce the concept – I am going to explain Databases and their importance. Then we will take a look at a simple example that will help you better understand the concept

estrategia digital

Digital Strategy

To refresh your memory – or introduce the concept – I am going to explain what a Digital Strategy is and importance. Then we will take a look at a simple example that will help you understand the concept better

engagement o fidelización


To refresh your memory – or introduce the concept – I am going to explain what engagement is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

contenido evergreen

Evergreen Content

In this article, we explain what evergreen content is, why it’s important, and how to use it in your content marketing strategy.



Look at the image that appears in the browser tab next to the page title. That little image is called a Favicon. In this article, we are going to explain what they are and how they function on the web.



To refresh your memory – or introduce the concept – I am going to explain what Freemium is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better.

Funnel o embudo de conversion

Funnel or Conversion Funnel

To refresh your memory – or introduce the concept – I am going to explain what a conversion funnel is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better



In this post we explain gamification, a marketing technique that introduces the dynamics of games and contests as part of the promotion.



If you are a local or national business and want to reach potential customers in your area, geo-targeting allows you to communicate effectively with your potential consumers, offering them content of interest and, above all, within their reach.

heatmap o mapa de calor


We are going to explain what heat maps are and what they are for. We are also going to see some examples so that you can understand the concept better.

inbound marketing CROnuts

Inbound marketing

To refresh your memory – or introduce the concept – I am going to explain what inbound marketing is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

arquitectura información

Information Architecture

To refresh your memory – or introduce the concept – I will explain what Information Architecture consists of. Then, we will look at an example so that you can better understand how you could apply it in your company.



In this post we explain what KPIs are in terms of Digital Marketing and how we should define these indicators within our company’s dashboard in order to monitor the effectiveness of our actions.



To refresh your memory – or introduce the concept – I am going to explain what a Lead is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

lead nurturing

Lead Nurturing

To refresh your memory – or introduce the concept – I am going to explain what Lead Nurturing is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

Lead Scoring

To refresh your memory – or introduce the concept – I am going to explain what Lead Scoring is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

valor de vida del cliente

LTV or Lifetime Value of your Clients

To refresh your memory – or introduce the concept – I am going to explain what LTV or Lifetime Value is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

Marketing automation

To refresh your memory – or introduce the concept – I am going to explain what Marketing Automation is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

mobile first

Mobile First

Mobile First’s approach is exactly what it sounds like: designing for mobile screens and then focusing on the desktop version. It is one of the best strategies to create a responsive or adaptive design.



To refresh your memory – or introduce the concept – I am going to explain what a Mockup is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better



In this post we explain what the Navbar concept refers to. It is also known as the header or navigation menu of an app or website.



In this post we explain what a plugin is. This famous concept that is repeated both when we are working with any CMS and within WordPress.



To refresh your memory – or introduce the concept – I am going to explain what remarketing is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

Cuánto cuesta una campaña de marketing digital ROI


To refresh your memory – or introduce the concept – I am going to explain what ROI or Return on Investment is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better



To refresh your memory – or introduce the concept – I am going to explain what upselling is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

video marketing

Video Marketing

To refresh your memory – or introduce the concept – I am going to explain what Video Marketing is and it’s importance. Then, we will take a look at a simple example that will help you understand the concept better

Tag Manager

What is Google Tag Manager

Google Tag Manager is a Google tool that allows you to implement tags on a web page without the need for programming knowledge.



Do you want to start selling products or services online? Adding WooCommerce to WordPress will be your best option. n this post we will answer the question “what is WooCommerce”, and show you everything you need to know about how to start selling online with WooCommerce and WordPress in no time.

What should I do now?

If you have more questions and want to know how we work, contact us and one of our consultants will contact you for advice.

For further information on this and many other topics you can check out other articles in our blog where you will find references on this, and many more topics.

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