Glossary – Decrypt the vocabulary of web tools

A CMS is a software platform that lets you create, manage and modify websites without requiring specialist coding knowledge. It offers a user-friendly interface for adding and organizing content, as well as for customizing the site’s design using themes and plugins. CMS are widely used to develop blogs, news sites, online stores and much more.

A social network is an online platform that enables users to create and share content or participate in social networks. It offers various features for interacting, such as posting updates, sharing photos or videos, instant messaging, and more. Social networks play a crucial role in digital marketing, communication and community building. Examples include Facebook, Instagram, Twitter, LinkedIn, and TikTok.

A sales tunnel is a conceptual model that describes the path a consumer takes from initial awareness of a product or service to final purchase and beyond. It is often represented by several stages, such as awareness, interest, decision and action. Sales tunnel tools are software designed to optimize this process by creating landing pages, registration forms, automated email sequences, and other elements that guide the consumer through the tunnel and maximize conversion rates. Examples of tools include ClickFunnels, Systeme.io, LearnyBox and Leadpages.

Responsive design refers to a web design approach that aims to make web pages clearly visible and functional on all devices, including desktops, tablets and cell phones. This approach uses flexible layout and image techniques to automatically adapt to the user’s screen size.

Return On Investment is a measure of financial performance that evaluates an investment’s effectiveness. In the context of advertising or marketing campaigns, ROI measures the gain or loss generated by a campaign in relation to its cost. It’s a key indicator for assessing the profitability of advertising expenditure.

Referencing, or SEO (Search Engine Optimization), is the set of techniques used to improve a web page’s positioning on search engines in the natural (unpaid) results. It includes optimizing content, improving the technical structure of the site, and acquiring inbound links to increase the visibility and accessibility of a site or web page.

In the context of advertising, audience refers to the total number of people who are exposed to a form of advertising. It can be measured in terms of the number of people or sessions during which an ad is seen. The audience is essential for determining the reach and potential impact of an advertising campaign.

Engagement on social networks refers to the way users interact with content shared by brands or individuals. This can include actions such as likes, comments, shares, and other forms of interaction that indicate that the audience is engaged with the content.

An advertising campaign is a series of planned and coordinated marketing efforts, using various media to achieve specific objectives, such as increasing brand awareness or boosting sales. A campaign is typically limited in time and targets a specific audience, focusing on a clear message or value proposition.