| subduction | Noun. The process of pushing older content deeper into a Website, such that fewer internal links point to it, fewer people see it, and its traffic declines. |
| hits | Hits are visitors to a website. A successful campaign could be said to be one which delivered a lot of hits. Hits are not necessarily specific to a particular platform, they could be search engine visits, PPC, social media, or from people clicking a link on another website. |
| amplification | Sharing or spreading the word about your brand; often used in the context of social media, paid advertisements, and influencer marketing. |
| key performance indicator | (KPI) A specific metric that shows whether a marketing initiative succeeds. For example, one KPI may be bounce rate (the percentage of visitors who leave after looking at only one page), and one could track this to determine how much interest a website is generating for first-time visitors. |
| arbitrage | The exploitation of price differences between markets, better known as flipping. A real-world is buying something on sale in a brick-and-mortar retail location, and reselling on Amazon for profit. In digital marketing, an example is sending paid clicks to a site built solely to show ads. The goal is to ensure one pays less for the clicks than he/she makes from sending this traffic to other advertisers. Google began cracking down on this practice in 2007. |
