Banner– an online advertisement in the form of a graphic image on a web page
that links to a location of the advertiser's choice.
Banner advertising – a form of online advertising that
entails embedding
an advertisement into a web page.
B2B – business that sells products or provides services to other businesses.
B2C – business that sells products or provides services to the end-user consumers.
The CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing Act) Act of 2003 – established the United States' first national standards
for the sending of commercial e-mail.
Click Stream tracking – how many visitors or email recipients clicked
through to a particular page or took a particular action.
Click-through rate (CTR) – the average number of click-throughs per hundred
ad impressions, expressed as a percentage.
Cookie – information stored on a user's
computer by a web site so preferences are remembered on future requests.
Cost-per-click (CPC) – the cost each time a company pays when a user clicks
on an ad.
Domain name – location of an entity on the Internet
example: "here.com".
Double opt-in process – subscribers receive an e-mail asking them to
confirm their registration by clicking a link, and only then are they added
to a distribution list.
Email marketing – the promotion of products or services via email.
E-Mail Newsletter – a periodically published document or message, containing
news and announcements on a subject and delivered through electronic mail.
Entry Page – where people are entering your site, could be home page
or other.
Hyperlink (or link) – a reference or navigation element in a website that leads
to another page on yours or another site.
Interstitial ad – an advertisement that loads between two content pages, like
a pop-up.
Keyword density – keywords as a percentage of indexable text words. For example,
if a keyword is used 5 times in page with 100 indexable text words, the page
has a keyword density of 5%.
Keyword Effectiveness Index – compares the number of searches for a keyword
with the number of search results to pinpoint which keywords are most effective
for a campaign.
Message board – a script on a website with a submission form that allows visitors
to post messages (called "threads" or "posts") for others
to read.
Meta tag – HTML element used to provide structured metadata about a web page.
Meta tags are placed in the head section of an HTML document. They provide
information about a given webpage, most often to help search engines categorize
them correctly, and are inserted into the HTML, but are not visible to a user
looking at the site.
Natural search – natural listing that a search engine provides, as opposed
to paid inclusion or paid placement.
One-to-many – the act of publishing or broadcasting from one sender to many
receivers.
Online community – a specific reference to Web sites where people congregate
online to discuss a subject or to introduce themselves.
Page hit – the retrieval of any item, like a page or a graphic, from a Web
server. For example, when a visitor calls up a Web page with four graphics,
that's five hits, one for the page and four for the graphics. Not a relevant
interactive marketing metric.
Paid inclusion – provides a guarantee that the website is included in the search
engine's natural listings.
Paid placement – the process of paying a search portal or another web site
to display your advertisement or link.
Pay-per-click – a marketing system on the Web in which the advertiser pays
when the user clicks on its advertisement and goes to its site.
Real Simple Syndication (RSS) – a family of web feed formats used to publish
frequently updated digital content, such as blogs, news feeds or podcasts.
ROI – measures the effectiveness of the investment by calculating the number
of times the net benefits (benefits minus costs) recover the original investment.
Search engine – an information retrieval system designed to help find information
stored on a computer system, such as on the World Wide Web, inside a corporate
or proprietary network, or in a personal computer.
Search engine marketing (SEM) – is a set of marketing methods to increase the
visibility of a website in search engine results pages.
Search engine optimization – attempts to improve rankings for relevant keywords
in search results by improving a web site's structure, content, and relevant
backlink count.
Spamming – the abuse of electronic messaging systems to send unsolicited bulk
messages, which are almost universally undesired.
URL – an Internet address usually consisting of the access protocol (http),
the domain name (www.here.com), and optionally the path to a file or resource
residing on that server.
URL redirection (or URL forwarding) – a technique on the World Wide Web for
making a web page available under many URLs.
Web analytics – the measurement of the behavior of visitors to a website.
Web crawler – a computer program that gathers and categorizes information on
the Internet.