..

Business News

  • Written by Renae Smith


Many digital agencies get carried away with their industry jargon. It can often sound like they’re speaking to you in a different language. This may not have mattered ten years ago, but in today’s tech-savvy world organisations, corporations, CEOs and entrepreneurs, to name a few, will likely find themselves needing to work closely with a digital agency at some point. 

We sat down with Brad Amos and Justin McGregor from Helium, a digital agency committed to using plain English in all aspects of their business, to help demystify some of the most commonly used terms and phrases in the digital world.

Brad, what the hell are ‘UI’ and ‘UX’ and why do people keep saying it to me?

BA: ‘UI’ stands for User Interface. These are the actual things the user sees and interacts with when they view your site, use your app or visit your physical location, such as icons and animation. ‘UX’ stands for User Experience. This refers to the user’s whole experience when using a business’ product, service, website or application. For example, was the site easy to use and interact with, was the information readily available, did the customer feel satisfied that they were able to accomplish their goal by going to your site? Basically, how was the experience for the user?

UI and UX are different things but they are both crucial and work closely together to create a great experience for the user.

Retargeting… of course this has nothing to do with target practice, right?

BA: Retargeting is actually a great feature for customer reach. When someone on the internet views a website, banner ad or email and then interacts with that piece of advertising by clicking on it or sharing it with their friends, the retargeting feature ‘records’ this interaction and then ‘follows’ them around the internet, showing them future ads based on this past interaction.

For example, let’s say you clicked on an ad you saw for a house in Sydney’s Eastern Suburbs, had a look and then closed down your computer for the day. If that ad was enabled for ‘retargeting’, the next time you’re on a website with ads, you’re likely to be shown ones that relate to properties from the Eastern Suburbs.

In effect, retargeting is doing just what its name implies – it’s targeting a consumer again and again with advertising relevant to them based off information they’ve already engaged with.

 Multivariate testing… that sounds like something a doctor would be doing. What is it?

JM: ‘Multivariate’ refers to the process of testing different combinations of things. Websites and applications are made of changeable elements. Things such as pictures, headlines and banners can all be changed to form different combinations. And of course, in the same way I like chocolate and peanut butter and Brad likes chocolate and mint, different people will like different combinations.

Multivariate testing in digital marketing is just a way for clever marketers to test which of these combinations appeals to you when you visit their website or application. It allows them to learn what drives the highest engagement levels with their clients’ target audience and adapts their ads for higher conversion rates because it gives people more of what works specifically for them on a personal level. 

Front end, back end and middleware… now, it’s not a car, so what is it?

JM: It’s actually quite helpful to think of software applications like icebergs. Icebergs are extremely dangerous because only 10% of their massive bulk floats above the surface of the water. The other 90% is hidden beneath. 

Applying this to websites and applications, front end is all the stuff you see, tap, touch or interact with and the stuff that most people care about the most (like icons or emojis). It’s the experience… the fun bits! And it’s the 10% you can see.

Back end is all the stuff that happens in the background to make a website or application work (things like how to get that little button you’ve just pushed grab up the exact information that you want). This is the 90% that is hidden underneath all the cool things you can see. There’s a lot more of it, but as a user you’ll never really need to know it’s there.

The middleware is just the bits of code that allow the 10% and the 90% to talk to each other. This is the most ‘technical’ of all of the parts. It needs to work in sync with everything else, but it’s a lot more detailed!

Any suggestions for a regular old Joe trying to navigate the digital world?

BA: If you are working with a digital agency and they’re using tech-centric jargon, definitely interrupt and ask them to explain. No one outside of the tech world understands most of these words! A good agency will be able to explain it in a way that everyone understands.

About Helium: Helium is a Sydney based digital solutions team with a creative, intelligent and innovative approach to their clients’ online marketing. They are a boutique agency with a big agency pedigree on a mission to ensure the best possible results for their clients, while still speaking plain English.

6 Tips for Choosing the Perfect Business Process Management Software

Choosing the right business process automation software can be a daunting task for several reasons.  First, it presents a complex market offering various products that vary significantly in the type...

News Company - avatar News Company

10 Excellent Business Ideas for Young Entrepreneurs in 2019-2020

Top 10 Low-Budget Business Ideas for Students in 2019 Whoever said that you should wait for 10 or even more years after your graduation to launch your own business? 69% of US citizens start their ...

Elsa Avendano - avatar Elsa Avendano

The 1-Page Marketing Plan

SKIP BUSINESS SCHOOL. READ THIS NEW BOOK INSTEAD. Named as one of the “10 best marketing books for small business owners” by The Huffington Post.   MEDIA RELEASE: MELBOURNE, DECEMBER 13, 2018 —...

Claire Marshall - avatar Claire Marshall

How to Empower Your Employees in 2019

Employee empowerment is the focus of many employers in this present day. The reality is that although you may hire competent and qualified professionals, you still need to invest in building them up...

News Company - avatar News Company

The role of containerization in international business

Containerization is the most significant innovation affecting the development of logistics in the second half of the twentieth century. In the 1950s, before the development of containerization, load...

Essay Shark - avatar Essay Shark

How Employee Performance Evaluation Tool Affects a Business Growth

In today's growing business realm where rivalry continues to get rougher, the prominence is on how significant to get and preserve the right people to do the accurate job. Employee Performance Evalu...

News Company - avatar News Company

Politics

Central and North Queenslanders overwhelmingly back coal sector

More than 80 per cent of young people in Central and North Queensland believe the coal sector and the jobs it creates are critical to the state’s economy, particularly regional Queensland.   Mi...

Senator Canavan - avatar Senator Canavan

AWU National Secretary Daniel Walton on steel industry

Ambitious expansion plans make mockery of those who wrote off Australian steel industry GFG Alliance's planned rejuvenation of the Whyalla steelworks, and the Australian steel industry more generall...

Media Release - avatar Media Release

George Neophytou supports roads funding and more

Independent candidate for Gippsland East George Neophytou has pledged to support completion of duplication of the Princes Highway between Traralgon and Sale and to upgrading of the Sale alternative ...

George Neophytou Media Release - avatar George Neophytou Media Release

Travel

Road Trip On Your Mind? Keep These Aspects In Mind As Well

Take a Road Trip! The great road trip. Movies are made of this type of freedom. The roads are calling and you are feeling the need for a road trip. Join millions of other people who enjoy the great o...

News Company - avatar News Company

Best Short Term Accommodation in Brisbane

Brisbane, the capital city of Queensland in Australia is known for its museum and Science center. With a lot of creative spaces and gardens on the riverside, it is a magnificent and popular destinat...

News Company - avatar News Company

Best Short-term Accommodations in Sydney

If you are looking to spend a night or two in the sprawling city of Sydney, you might be in need of a lodging place or hotel to stay. We would like to give you here a list of the best short term acc...

News Company - avatar News Company