Digitalsp@ce Glossar

Digitalsp@ce Glossary

Especially in the era of digital transformation, there are several technical terms that are sometimes difficult to understand even for experts. That is why we have decided to explain such terms here and thus build up a DigitalSp@ce glossary.


Affiliate marketing: advertising opportunities with a commission fee >

Affiliate marketing is an instrument to actively promote your offer on various websites. We support you in setting up and optimizing your campaign.

Automated email marketing >

Thanks to marketing automation tools, email campaigns can be easily created and automatically sent to the target audience.

Assessment - Online

An assessment that is completed using a desktop, laptop or tablet device connected to the internet. Typically, the assessment is both delivered and ma

Assessment - computer based

An assessment that is completed using a desktop, laptop, tablet or mobile device. Typically, the assessment is both delivered and scored by an algorithm included in the assessment software loaded on the device. This term may also include automated online assessment.

Assistive technology

A piece of equipment or a system used to improve or enhance access and ability to digital learning. This is particularly important for people with disabilities or difficulties in engaging with digital learning approaches.

Asynchronous learning

Learning that does not take place in the same place or at the same time for an entire cohort. Students can access resources and communicate at any time and are not restricted to accessing this learning at a particular time. Allows students to learn at their own pace in their own time.

Augmented Reality (AR)

Augmented reality is the process of superimposing digital learning or teaching content onto the physical world. This term can also include mixed reality or MR.

A/B testing

Two versions of a web page are compared to see which one performs better. The difference between the two compared versions (called A and B) must be specific, e.g. the colour of the ‘contact us’ button, a homepage title or the cover image of an image gallery.

It all depends on your objectives: one of the aims of your website is to get potential customers to contact you: to generate leads. You could compare two versions of your contact page, each with a different design or position of the contact form or telephone number.

Alternative text for images

Text description that informs search engines about the content of an image on a website. It is extremely important to include alt text for each image, as it will help your site rank better on Google.

Above the fold

The definition comes from the world of newspapers and refers to the information at the top of the printed page, or above the point where the newspaper is folded. Translated to the web, above the fold is what appears first on a person’s screen before it scrolls down.

Anchor text

Clickable text that directs the reader to another web page, either on the same site or on a different site.


Bring Your Own Device.

A term used to describe when students use their own devices to access digital resources to support learning activities.


A regularly updated website where a company, individual or professional shares their news, experiences, tips and observations, along with videos, images and related links. For small business owners, blogging is essential both for branding purposes and to improve website rankings in search engines, which love websites that are regularly updated with new content.


Branding is defined as the process of creating a unique brand, name and image for a company based on its products or services, using a consistent theme across all marketing and sales materials. The primary objective of branding is to differentiate the company from its competitors and attract loyal customers. It is important to ensure that the offline and online presence is coordinated and has the same tone and style, including the website, business cards, logo and social media channels. My baker friend used to say, ‘From the website you should be able to smell the bread I bake and discover the passion that goes into what we do’. This thought and concept can be applied to any business.

B2B = Business to Business

A B2B company sells its products or services to other companies. When writing B2B content, it is good to use a professional tone.

B2C = Business to Consumer

B2C businesses sell directly to consumers. They can be anything from a hairdresser to the local pub.

Brand voice

All of a company’s content needs to be written in a consistent style, whether it is friendly, professional or light-hearted. This is the company’s voice and identity.


The main part of the article or story you are working on. In short, the main message you want to convey.


A document given to a content writer that outlines the key aspects of the project and the motivation behind it. It should include elements such as target audience, keywords, length, purpose, tone, deadline, and title. As a content writer, make sure you have read the brief and understand the objectives of the project before writing a single word.


Cloud-based hosting

Cloud-based hosting is the process of outsourcing an organization’s computing and storage resources to a remote service provider. Some or all the resources required to deliver a programme can be stored in the cloud and accessed by staff and students using appropriate software and devices. Multiple users can access these resources at the same time.

Collaborative Digital Learning

A pedagogical approach to learning that involves groups of learners working together via digital means to complete a task.

Content curation

The selection, assembly, categorization and annotation of digital information for a specific purpose.

Content library

Like a traditional library, a content library is a digital repository of folders and files that can be accessed by authorized users. 9i9

Content Management System

A content management system is an application used to consistently manage content (e.g. documents, images, videos) and allow multiple contributors to create, edit and publish content.

Content Management>

Content management encompasses all activities, processes and tools that support the life cycle of digital information.

Content Marketing

A marketing approach that involves creating and sharing valuable content relevant to your business, such as videos, blogs and social media posts, to engage your defined target audience and generate interest in your products or services.

CTA = Call to Action

A message or button on a web page that invites the user to take an action or respond to a request. The most common CTAs are ‘buy now’ and ‘sign up’.

CTR = Click-through rate

The ratio of users who click on a link to the number of users who view it. This metric is often used to measure the success of Google and Facebook ads, as well as email campaigns. The higher the click-through rate, the better the performance of the campaign.


An example of writing that you will include in your portfolio.


This is when a member of your target audience takes a desired action, such as buying a product or signing up for a service. The goal of any advertising campaign is to get people to convert. A high conversion rate is an indication of a successful campaign.


The writing of text to promote a brand or company.

Customer persona

An imaginary and well-described customer who represents the ideal customer for your business. A persona can be thought of as a typical member of your target market.


Digital Marketing

All marketing activities conducted through digital channels such as search engines, websites, social media, email, and mobile applications. A digital marketing strategy includes an online portfolio and search engine optimized website, social media presence, blog, multiple landing pages and even paid social advertising campaigns.

Digital access

The ability to participate in learning through digital means. This includes the provision of appropriate hardware and software to facilitate access to digital learning.

Digital assessment

Assessment activities in which students create, submit or complete work digitally. Staff review this work and then assess it using either digital or analogue means to evaluate the work. Examples include digital exams, plagiarism detection software, virtual reality simulations, video performances or digital portfolios.

Digital cheating

Cheating is any action designed to enable a student to gain an unfair academic advantage or to assist another student to do so. This includes, for example, plagiarism, collusion, use of ‘contract cheating’ services, examination cheating (e.g. by accessing unauthorised materials in an examination) or falsification of research data. Digital cheating is cheating that takes place in a digital environment. Some forms of cheating may be more likely to occur in a digital environment where digital mechanisms may make them more accessible, although conversely digital mechanisms may be used to help detect cheating (for example, through anti-plagiarism software and digital proctoring).

Digital learning objects

Modular or discrete units of learning designed for digital delivery.

Digital literacy

An individual’s ability to use digital information and related technologies to locate, evaluate, create, and communicate information. This type of literacy requires cognitive and technical skills.

Digital poverty

The recognition that some students have less or inferior access to devices that enable them to engage with digital approaches to learning. This includes lack of access to an internet connection with low or no bandwidth, which would negatively affect the quality of their digital learning experience.

Digital proctoring

A term used to describe a form of invigilation for digital examinations. This can be through the use of artificial intelligence (e.g. using face or voice recognition) or by using staff to proctor via a real-time video link. This may be referred to as online proctoring.

Discussion board

A more formal digital communication space or platform where students (and staff) can discuss and share elements of their programme. The board can be specific to a module or programme, or to a community of students. Discussion boards are often highly structured around a topic and can be closely moderated to ensure that discussions are appropriate to the topic. See also Discussion Forum.

Discussion Forum

A less formal digital communication space that can be used to engage students in a wider discussion on multiple topics or themes. Forums are often less structured than discussion boards but require similar moderation to ensure that discussions remain appropriate. See also discussion board.
Although there is no single definition of digital transformation, it is important issue for businesses, society, and the market. Because it is happening everywhere. It is being driven by ever-evolving technology across all sectors and industries. This creates risks, but it also opens new opportunities and possibilities.

Product to be delivered

A completed and finalized project, whether for a client or a project manager. A deliverable is specific and measurable.

Dummy copy

Placeholder, unintelligible content used as a placeholder or filler text. Websites often use Latin text beginning with ‘lorem ipsum…’. This text has no meaning in any language.

Domain Name

A friendly and memorable name given to a specific IP address on the Internet. Simply put, it is the address of a website on the World Wide Web. For “”, the domain name is “digitalspace”. For a truly professional online presence, consider associating your website with a personalized domain that includes your name or the name of your business (e.g. Not only will this help with branding, but it will also improve the search engine optimization of your website.


E-commerce in the sense of the Internet economy stands for electronic commerce. We are happy to support you in reviving your online shop.


A virtual book purchased digitally as an alternative to a physical book. It is usually accessed digitally through virtual or digital libraries and portals.


Where students are required to develop a body of digital work or evidence to demonstrate their skills in a particular area, such as game design or digital media. As with physical portfolios, e-portfolios can consist of different types of evidence such as documents, reflective logs, images, videos, websites, blogs.
Cost-effective and target-group-specific communication. In addition to customer acquisition, e-mail marketing can also be used as an efficient measure for customer retention.
Enterprise Content Management enables the management of all content and data in one environment.

Evergreen content (important for SEO)

This is your treasure, the golden goose in the world of online content. Evergreen content is always relevant and never goes out of fashion. It is the article that people continue to read and share long after it has been published. Evergreen content is particularly valuable for SEO and can drive many potential customers to your site via Google.

Editorial calendar or media plan

This is a guide to all the content your company plans to publish, with dates, deadlines and outcomes. A good editorial calendar will give you a roadmap for the coming months and let you know what content you need to write, with whom and when. It can include details of graphics, target keywords and more. The DigitalSp@ce blog uses an editorial calendar that is shared and coordinated with its CRM so that all content writers and contributors know exactly when to publish posts and who is responsible for writing, editing and creating images.


Flipped learning

A pedagogical approach that provides detailed, individualized instruction to individual learners who are responsible for using digital resources to gain an understanding of content, concepts or theories related to the learning outcomes. This takes place outside of a physical space. Students are then invited into a virtual or physical space to articulate and discuss their findings, guided by teachers to ensure that gaps in knowledge are filled and further enquiry is appropriately directed. This approach is designed to ‘reverse’ the more didactic approach of lecture or tutorial-based teaching, followed by a more flexible approach to articulating learning and further enquiry.
Facebook is the most successful social media platform with over a billion users. Its ubiquity makes it perfect for viral campaigns.
With a Facebook company page, you create a direct, open line to your customers. Create a Facebook page in your corporate design.
Facebook Marketing refers to advertising through Facebook.

Flexible learning

The use of different modes of study and learning technologies to enable students to fit their studies around other commitments and priorities, and to give learners the freedom to choose how and when they learn, for example through digital lectures or evening learning sessions.


Google, the search engine from the company of the same name, is the world’s most used search engine. Only in Russia and Asian countries are there other market leaders.
Google AdSense is an online service provided by Google Inc. that enables the display of advertisements on non-Google websites. Contact us for your campaigns!


A teaching method that uses gaming principles to enhance learning and engagement. This often involves the application of game design elements and principles to non-game contexts, for example, a set of activities and processes for solving problems by using or applying the characteristics of game elements. Often this takes the form of students being given and completing a series of tasks that contribute to the achievement of an overall goal. The aim of this approach is to maximize pupils’ enjoyment and engagement by engaging their interest and inspiring them to continue learning.

Guided learning

When a learner is taught, supervised, or directed by an assessor, tutor or other person who facilitates learning and development. Guided learning can take place either physically – at a provider’s premises – or remotely via digital means.

Golden Triangle

In web design, this is the display pattern of a web page created by following the user’s eye movement. This area attracts the most attention and is more likely to receive clicks and engagement from users. The triangle goes from the top left corner of the page to the top right corner and diagonally down to the bottom left corner, above the fold.

Basically, the main message, call to action (see CTA) and contact details must fall within this magic area.


A popular search engine and a verb referring to searching the internet using the Google search engine. See SEO for more details.

Google My Business

Free tool that allows businesses to manage their presence on Google. By reviewing and editing information about your business, you can help customers find you and tell the story of your business.

If you have a physical location (photography studio, hotel, shop, etc.), it is extremely important to ensure that your business name, address and contact details are all up to date. This is vital for your local SEO efforts.

Google Analytics

A powerful web analytics service that tracks and reports website traffic. Check your website traffic regularly, whether after sharing an image on social media, launching a paid campaign or simply on a weekly basis. Consult the ‘Audience’ section to learn more about your visitors, ‘Behaviour’ to understand what type of content is most engaging and ‘Acquisition’ to evaluate your paid campaigns and general traffic sources. Read the full Google Analytics beginner’s guide.


Google’s social networking platform. It has not been very successful in terms of popularity, but it is essential for improving your website’s ranking in Google search results. If you are marketing on social media, it is worth spending a few extra minutes to share your content on Google+.



Want to attract new readers and keep them on your site? Give them a hook. A hook is text at the beginning of an article that encourages them to read on. It can be an announcement, a question or simply a compelling story. The hook should be designed to attract members of your specific target market.


A word or phrase preceded by a hash sign (#) used to identify posts on a particular topic. They are extremely useful for promoting content on social networks, especially Instagram and Twitter, but also other social networks. Tip: Every time you share a photo on Instagram, Twitter, or social networks, use relevant hashtags to extend the reach of the post beyond your followers. Creating a post dedicated to a trending hashtag is always a good idea.


HTML5 is the latest and most advanced version of the Hypertext Markup Language used to create web pages.


To convey the main message of an article. The first sentence or two of an article or blogs. It is the opportunity to attract readers, so it should be strong and clear in the message you want to convey!


Inbound links (important for SEO)

Any link to your website from an external website. These links, also known as backlinks, are crucial for SEO. If your website has many inbound links from high quality websites, you can improve your ranking in search engine results.


People on the internet with a large and active following are influencers on Facebook, Instagram, YouTube, Twitter and more. Getting an influencer in your industry to try your service or promote your business can be a great way to attract new customers. A person who has the power to influence many people in a particular field or profession, usually through social media. If your Instagram profile is popular, you may be approached by brands for paid posts to promote their message or product in the context of your channel.


A popular online photo sharing and social networking platform. For photographers, this is your ultimate online marketing channel.

Internal linking (important for SEO)

A link on a web page that points to another page, image or document within the same site. In addition to improving navigation, valuable internal links improve a site’s SEO.


KPI = Key Performance Indicator

What is measured because of the content. KPIs can be clicks, shares, purchases, or opens. The goal of your content will always be to increase the KPI.


All SEO is based on keywords, which are the key words or phrases that people search for on search engines (such as Google) to find a company like yours. You need to use keywords in your content to help search engines understand what your company does. This will make it easier for your potential customers to find you online.


Delete a text or project.


Learning Management System

A digital design and delivery platform – usually accessed via devices – that allows different methods of teaching and learning to be used. Through a learning management system, a provider can use, for example, video or podcasts to support and enhance digital learning methods.

Lecture capture

Digital video or podcast for students to view, either in real time or after the lecture has finished.
The goal of lead management is to move potential buyers to conversions.

Landing Page

A landing page is a web page created with a clear objective: to invite visitors to click to perform a specific action. A stand-alone web page, separate from your main website, designed for a single, targeted purpose (promoting a product, inviting people to an event, etc.). For example, if you are running an advertising campaign with a special offer (e.g. a 30% discount for Mother’s Day), it is best to create a dedicated landing page with a clear description of the offer and an attractive call to action (CTA).


A social networking site designed specifically for the professional and business community. It is an often-overlooked social platform that you can only benefit from.


Massive Open Online Courses (MOOCs)

Short digital courses that students complete digitally, as there is no requirement for physical attendance at a provider. They are usually open to a wide audience and not limited to students already enrolled in an institution. While they are often based on the learning and teaching that takes place as part of a programme, they are not necessarily part of a larger programme and, as such, students who complete these short courses often do not receive academic credit. However, some students may, on successful completion of their short course, be offered advanced standing for entry into a programme with the provider of the MOOC that does carry academic credit.


Small-scale learning activities designed to demonstrate a specific skill or focus on a knowledge gap or concept.

Mobile learning

The use of mobile devices (such as phones or tablets) in teaching and learning activities. This term can include more traditional learning activities (such as reading digital versions of magazines) or less traditional activities such as engaging in virtual simulations.
A mobile website that is adapted to the specific needs offers special information and meets the users where they are: On the move! From concept to implementation
Multi-channel marketing is a strategic approach that allows companies to interact with their (potential) customers through multiple channels.


The visual model of a website that includes design, text, typography and colors. The mockup is the final stage before a website is built and is used to test the design, aesthetics, flow, and usability for the user.

Meta Tag

A fragment of text that describes the content of a page. Meta tags do not appear on the page itself, but only in the page code, and tell search engines what the page is about. Make sure you update the meta tags, SEO title and SEO description, for every page on your website. Include the keyword and location for better results.


A branded content site that lives outside the main company website. They can access their dedicated website and easily share photos with their friends and loved ones.

Mobile friendly

Smartphones may be man’s new best friend, but the real meaning of this term refers to the ease of using a website from a mobile device, especially from the small screens of iPhones, Samsung and the like. Note to all small business owners: your website needs to be mobile friendly, because that is how most of your potential customers will be looking for you. Don’t worry: it’s easy to activate the mobile-friendly version of your website.



Something big and crazy in the news? Then plan a marketing campaign around it! This practice is called newsjacking and is very effective in the instant and digital age.


Online laboratories

A term used to describe ways of replicating activities in physical laboratories such as simulations, experiments, virtual reality field trips and lab casts that connect staff and students through live streaming.

Offline learning

Offline learning occurs when students who are studying on a digital programme are involved in a learning activity that does not involve digital engagement, such as when a student produces non-digital forms of creative work.
An online market analysis provides information about your actual and target positioning. The online market analysis helps you to determine your actual and target position in relation to your competitors in the relevant markets.
ensuring that strategic objectives are taken into account. An online marketing strategy is aligned with your corporate and communications strategy and positions your offering in the right markets.


Various social media platforms offer specialized services for companies. Find out more about what they offer and let us advise you.

Pedagogy first

An approach to digital learning development in which the pedagogical approaches to programme delivery are placed at the forefront and are seen as a key driver in the programme development and design process.

Personalized Learning

Personalized learning is an educational approach that aims to tailor learning to the strengths, needs, skills, and interests of each individual student. Students have a degree of choice in how they learn compared to the face-to-face lecture approach.


In the context of e-learning, platform would normally describe the software infrastructure on which a virtual learning environment (VLE) is built.


A digitally delivered audio file, often a radio broadcast, that can be downloaded to a device.


A web-based platform that provides a ‘front door’ to links to key sources of information. For example, a student portal might provide links to a VLE, student email, learning resources and student support services.

PM = Project Manager

Usually a team leader, the person responsible for all aspects of a project, from idea to execution.

PPC = Pay Per Click

A marketing strategy in which a company places paid advertisements for its website or product in various locations on the web. The company pays a fixed amount each time someone clicks on one of its ads. PPC advertising is commonly used on Google and Facebook.


For quick and easy mobile information transfer. QR codes can be used to check the validity of certificates, for guided tours in tourism, etc. We are happy to develop the right idea for you.


The abbreviation SERP stands for Search Engine Result Page, which is the results page of a search engine after a search query has been entered.
In this SEO guide, we have briefly summarized the most important terms and concepts of search engine optimization.

SEO = Search Engine Optimisation

The art of trying to get more visitors to your website from the search engines. The basis of success in SEO is creating great content and having high quality backlinks to your website. To help your web pages rank highly for relevant search terms, you will often be asked to write content that contains specific ‘keywords’.

Self-study/guided self-study

Study activity undertaken outside of lectures, seminars, and other face-to-face activities with the teacher/lecturer. Usually involves reading and/or research undertaken by the student without the guidance of a member of staff.

Screen capture tool and screencast

Screen capture is software that allows you to capture, annotate and edit a screen. Screencast is a video recording of the screen on a person’s device to share with others. Audio or written narration can be added.

Social learning

Social learning can be used to describe participation in discussion boards or forums, as well as any other group work activity that takes place digitally, where students discuss and learn from each other.
Many companies, especially SMEs and their bosses, wonder if they can delegate social media and tick it off the list. When does it stop working?
Social media marketing is the use of social media to achieve marketing objectives through interaction with various social media communities.

Synchronous learning

Learning that takes place when all participants are engaging with the material in real time, although not necessarily in the same place (for example, some students may be participating locally while others are participating remotely, both at the same time).


Technology Enhanced Learning

Technology Enhanced Learning is an umbrella term used to describe the use of technology to support learning, teaching, and assessment and to enhance the student experience. Technology enhanced learning can support teaching and learning both locally and remotely. The term web enhanced learning is sometimes used synonymously with technology enhanced learning, although the former is a more focused term referring to all technology used to support learning, whereas web enhanced learning focuses on connectivity and the use of web-enabled resources.


Abbreviation for ‘to come’. Often used as a placeholder for text that is yet to be written, such as a title or caption.

Target audience/target market

The group of people you want to get to read your content, use your product or try your service. If you are working on an advertising campaign, you want these people to see your ad and be influenced by it.



A digitally delivered video file, often a video version of a radio broadcast, that can be downloaded to a device. This term can also include vlogs.

Virtual classroom

A digital environment provided by a virtual learning platform that replicates the physical classroom in a virtual way, allowing tutors and staff to communicate, interact and engage in synchronous teaching and learning activities.

Virtual Learning Environment (VLE)

A platform that supports learning and teaching (particularly digital learning) and provides a space for learning resources. The exact features and facilities provided by each platform will vary, and there will be opportunities to customize and add packages according to needs. In most cases, a VLE will at least provide a repository for documentation (e.g. programme/module information, timetables, policies and procedures), provide a messaging facility, and support the submission of assessments and the provision of feedback on assessed work.



A web-based learning or training activity, usually interactive, such as a workshop or seminar. Webinars take place synchronously using video conferencing software, with participants participating digitally. Webinars can be recorded and made available as video for asynchronous viewing.
WordPress is the most widely used content management system (CMS) in the world. Free to use, with a strong community and extensible through themes and plugins, it provides a solid foundation for small to medium sized web projects.

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