Daily Bulletin

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.

The right way of compliance training: LMS

Does your business fall in the category of a small business, medium business or a highly regulated enterprise? Regardless, compliance training is unarguably necessary for everyone. However, many ...

News Company - avatar News Company

How Car Trailers Benefit Small Farmers

Farming activity requires moving implements, fertilizer, seeds, pesticides, equipments, tools and a host of other things to and from the farm, nearly as a regular activity. Even when your farm is at c...

News Company - avatar News Company

How to Ensure a Successful Letterbox Drop

With the clamour surrounding social media and digital marketing, you might be wondering why you should revert back to the older technique of a letterbox drop.When done right, a letterbox drop can be...

News Company - avatar News Company

How a Gantry Crane Can Benefit Your Business

Gantry cranes are an important part of running an industrial type of business. They’re effortlessly used to lift and move machinery, HVAC systems and other large,heavy items. A gantry crane is dur...

News Company - avatar News Company

How Aussie Businesses Have Succeeded in the US Market (And how you can too)

Australia and the United States enjoy a close relationship which offers great potential for businesses looking to expand internationally. However, there is a distinct difference when comparing bot...

News Company - avatar News Company

Crafting An Effective Business Plan – Useful Tips

Irrespective of whether you are just starting a business or upgrading it, you need an informative and learn business plan. A business plan represents a comprehensive guide that answers questions and p...

News Company - avatar News Company


The Conversation

Politics

Senator Colbeck named Minister for Aged Care and Senior Australians and Minister for Youth and Sport

Liberal Senator for Tasmania Richard Colbeck has expressed his excitement in taking on responsibility for the portfolios of Minister for Aged Care and Senior Australians and Minister for Youth and S...

Daily Bulletin - avatar Daily Bulletin

Senator Canavan: Statement on Queensland Government's decision on Adani

I welcome the Queensland Government's announcement regarding timelines for Adani's approvals, but I don't thank them. The thanks go to the people of Central Queensland who have forced this outcome t...

Senator Canavan - avatar Senator Canavan

Australians reject Labor’s marine park lock outs

Australians have rejected Labor’s plans to return to their disastrous marine park lock outs policy. Assistant Minister for Agriculture and Water Resources Richard Colbeck said the strong result fo...

Senator Colbeck - avatar Senator Colbeck

Travel

What to Pack for a Tropical Vacation

Going on a vacation is one of the favourite activities for most of us. Sunny beaches and blue sea as far as your eyes can see; all you have to do is relax and enjoy your vacation to the fullest. How...

Brigitte Evans - avatar Brigitte Evans

Golden Year Guide - Preparing For Post-Retirement Travelling

Retirement is something that many of us spend most of our lives looking forward to, it is supposed to be what all that hard work and sacrifice is for. A lot of us have big plans for when we retire, ...

News Company - avatar News Company

5 Glamping Winter Getaways Perfect for this Season

Glamping, also known as “glamorous camping”, is such a huge trend right now all across the globe. Of course, this is no exception for travellers in Australia. From adorable cottages to luxurious be...

Laura Grant - avatar Laura Grant

ShowPo