Design and Marketing : You Must-Know Digital Terms

          The digital world may set your head spinning with technical terms, but web-related design and marketing have their fair share of...

          The digital world may set your head spinning with technical terms, but web-related design and marketing have their fair share of complex language and acronyms too. In the second of our two part must-know digital terms article, we tackle the difference between PDF and EPS, bust the meaning of favicon and responsive design, and explain all about email marketing phrases. Let’s begin!

1. Responsive. How many devices do you own? A smartphone? An iPad? And a laptop? Responsive design makes sure that your website looks good and works well across each and every one of them – no matter what the screen size or resolution.  If your website isn’t responsive then this should be at the top of your to do list!  Research clearly shows that if the user has a bad browsing experience on your site, 79% of them will go elsewhere and never come back!

2. Call to action. Sometimes abbreviated to CTA, a call to action is a word, phrase or image designed to elicit a particular response. Examples include ‘get in touch today’, ‘sign me up’ and ‘receive our free ebook’.

3. Favicon. A favicon is the small logo or image that appears next to your website name, when opened in a tab on your browser. For example, Gmail’s favicon is a small red envelope, while Google’s is the ‘g’ of their logo. DotImpact’s favicon is the four dots of our logo.

4. Press optimised PDF. If your design is going to print, it will need to be in a suitable format for the printer. A press optimised PDF is different from your average PDF: it provides the typeface, colour and resolution information needed to print accurately and to a high quality plus the trim marks so the printer can align it properly.

5. EPS logo. Sometimes referred to as a vector logo, this is a scalable file type that allows your logo to be resized without loss of quality.

6. High res (or low res). ‘Res’ is a shortened form of resolution: the number of pixels within a specific image. High res images will be larger, and of a better quality than their low res counterparts. In the realms of digital marketing, specific resolutions will be required for use on your website, Facebook and Twitter profiles and more.  You will always need a higher res image for printing – generally over 300 dpi.

7. Email display. An email display is the ‘window’ onto your email: the part that you see before opening the mail itself. This varies depending on your email provider.  When email marketing, we always put the key call to actions above the fold (so you don’t have to scroll down to see the core message).

8. Email marketing software. When you run an email marketing campaign, it helps to use specialist software that will manage your mailing lists, and provide helpful statistics. Email marketing software allows you to do just that.

9. Email CTR. There is no point in running an email marketing campaign if no-one actually acts on it! Your email CTR is the ‘click through rate’ – the number of people who have clicked on one or more links within your digital mailout.

10. Hashtag. A hashtag is a mechanism to categorise tweets, posts and images – commonly used on Twitter, Instagram and Google+ to name just a few. A recent example is the popular #SochiProblems – tagging tweets about the conditions at the Sochi Winter Olympics.

11. Google+ circles. Allowing you to categorise and organise your contacts. Google+ circles can be isolated for targeted sharing of information: perhaps separating professional musings from social chat.

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