ICDL Digital Marketing (ICDL) flashcards

32 cards. Read the term and the definition here. The deck at the top of this page is optional.

Digital marketing

Promotion of products, services, or brands through digital channels such as search engines, websites, social media, email, and mobile apps, enabling measurable, targeted, and interactive communication with audiences.

Inbound marketing

A strategy that attracts prospects by creating valuable content and experiences tailored to them, using SEO, blogs, and social media rather than interrupting audiences with paid push messages.

Buyer persona

A semi-fictional profile representing an ideal customer, built from research into demographics, goals, pain points, and behavior, used to guide messaging, content, and channel selection.

Marketing funnel

A model describing the customer journey through stages such as awareness, consideration, conversion, and retention, where prospects move from learning about a brand to becoming repeat buyers.

Customer lifetime value

The total net profit a business expects from a customer over the whole relationship; a simple formula multiplies average purchase value by purchase frequency by customer lifespan.

SMART objective

A goal-setting framework requiring objectives to be Specific, Measurable, Achievable, Relevant, and Time-bound, making marketing targets clear and trackable.

Domain name

The human-readable address of a website, such as example.com, which DNS translates into a numeric IP address so browsers can locate the correct server.

HTTP 404

An HTTP status code meaning the requested page or resource could not be found on the server; often caused by deleted pages or mistyped URLs.

Responsive web design

An approach where a site's layout adapts automatically to different screen sizes and devices, using flexible grids, images, and media queries to preserve usability.

HTTPS and SSL

A secure version of HTTP where traffic is encrypted using an SSL/TLS certificate; browsers show a padlock and search engines may favor secure pages.

Landing page

A standalone web page created for a specific campaign with a single conversion goal, usually reached from an ad or link rather than general site navigation.

Business social profile

A social media account type designed for organizations, offering analytics, scheduling tools, contact buttons, and advertising options that personal profiles do not provide.

Social media handle

The unique username that identifies an account on a platform and appears in its URL and mentions; it should be short, brand-consistent, and available across platforms.

Two-factor authentication

A security method requiring two forms of verification, such as a password plus a one-time code, before granting account access, reducing risk from stolen credentials.

Brand consistency online

Using the same logo, colors, tone of voice, and handle across all social profiles so audiences recognize the brand and trust its identity.

Least-privilege access

A security principle where each user or administrator receives only the permissions needed for their role, limiting damage if an account is compromised.

Content calendar

A planning document that schedules social posts by date, platform, format, topic, and owner, helping maintain consistent publishing and coordinate campaigns.

Engagement rate

A metric calculated as total engagements (likes, comments, shares) divided by reach or followers, multiplied by 100, showing how actively an audience interacts with content.

Social listening

Monitoring social platforms for mentions of a brand, competitors, or keywords to understand sentiment, spot trends, and respond to customer conversations.

User-generated content

Content such as photos, reviews, or videos created by customers rather than the brand; it can be reshared with permission to build authenticity and engagement.

Social media crisis response

A planned process for handling negative viral attention: acknowledge quickly, respond factually and consistently, escalate internally, and avoid deleting criticism without justification.

Pay-per-click advertising

An advertising model where the advertiser pays a fee each time a user clicks an ad, commonly used in search engine and social media advertising with keyword or audience targeting.

Click-through rate

The percentage of impressions that result in clicks, calculated as clicks divided by impressions times 100; it measures how relevant and compelling an ad or link is.

Quality Score

A search advertising metric estimating ad relevance, based on expected click-through rate, ad relevance, and landing page experience; higher scores can lower costs and improve ad position.

Retargeting

Showing ads to people who previously visited a website or interacted with a brand, using cookies or audience lists to re-engage users who did not convert.

Cost per acquisition

The average cost of acquiring one conversion or customer, calculated as total campaign spend divided by the number of acquisitions; used to judge advertising efficiency.

Cost per mille

The cost of 1,000 ad impressions, calculated as total spend divided by impressions times 1,000; common in display and social campaigns focused on awareness.

Bounce rate

The percentage of sessions where visitors leave after viewing only one page without interacting; a high rate can indicate poor relevance, slow loading, or unclear content.

UTM parameters

Tags added to a URL, such as utm_source, utm_medium, and utm_campaign, that let analytics tools identify which campaign, channel, or link drove traffic.

Conversion rate

The percentage of visitors or sessions that complete a desired action, calculated as conversions divided by sessions or users, multiplied by 100.

Attribution model

A rule set that assigns credit for a conversion to one or more marketing touchpoints, such as last-click, first-click, linear, or data-driven models.

Session in analytics

A group of user interactions with a website within a set time window; a session ends after inactivity or at a maximum duration, depending on the analytics tool.