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The A to Z of Online Marketing Terms

This is probably a bit of a work in progress, since the language of marketing and particularly, online marketing is a moving feast. The fact is, so often things and actions are given new names, because they weren’t there previously or never existed.
The internet and its evolving nature is not slowing down, nothing is set in stone. So if you are new to this vision welcome, as a small player in this space, I am continually energised by the opportunities. And while these days I do have larger clients, I have said to anybody who’d listen, the internet has levelled the playing field. Today, you don’t need $200K to put a one page ad in the Yellow Pages, and you don’t need to spend that much on Adwords, though it would be great to have that sort of budget; it is not necessary.
Today, if you know the language, you have an opportunity to make fairly reasonable decisions around your online presence. Knowing the difference between Emarketing and Inbound Marketing, or Webhosting from Domain purchase and how those things sit in the chain is also important.
All the best and the A to Z of Social Media and A to Z of SEO will be coming soon. They will all be available as eBooks and available both on Redhand Threads and Converging Solutions websites.

Above the Fold – The webpage visible before you scroll. This is the preferred area for online advertising placement.
Adsense – a text-based advertisement service provided by Google.
Adwords– the system of online advertising devised by Google.
Affiliate Marketing – revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.
Algorithm – an algorithm tells the computer how to use its programmes to access what you are looking for, say a website.
Animated Gif– a graphic in the GIF89a file format that creates the effect of animation by rotating through a series of static images.
B2B– business that sells products or provides services to other businesses.
B2C – business that sells products or provides services to the end-user consumers.
Banner Ad– a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468×60).
Barter– to exchange goods or services directly without the use of money, sometimes referred to as “contra”.
Bing– a search engine operated by Microsoft.
Blog– A frequent, chronological publication of personal thoughts and Web links. Backlinks to a Blog with “credibility”.
Bounce Rate– (1) In web analytics, the percentage of visitors who leave after viewing a single page. (2) In email marketing, the percentage of emails in a campaign that are undeliverable.
Call to Action– the part of a marketing message that attempts to persuade a person to perform a desired action. On many occasions, it means getting the site visitor to click on, fill in a membership or ring a number.
CPM– Cost Per 1000 impressions, is one of the ways to measure and bill for online advertising, typically you would negotiate or bid for the value; say $1 per 1000 impressions.
Click-Through– the process of clicking through an online advertisement to the advertiser’s destination.
Click-Through Rate (CTR)– The average number of click-throughs per hundred ad impressions, expressed as a percentage. The CTR is often the measuring device for online advertising.
Content Management System– CMS a system of building websites in a way that puts control of updates and content management into the hands of the owner. Examples are WordPress site, however, as this “simple” system has progressed, many people want more elements on their sites which in turn limits managing content to basics.
Conversion Rate- the percentage of visitors who take a desired action.
Cookie– information stored on a user’s computer by a Web site so preferences are remembered on future requests.
Crawler– is a piece of software that crawls the internet to index content, they also referred to as robots, bots and spiders. It is these little suckers that determine where your site fits into this universe of the World Wide Web.
Cascading Style Sheets– or CSS sets how the HTML pages should look, almost all websites us CSS to “make sense” of the sites creativity.
CRM– Customer Relationship Management, is a database management system that can help track the actions, contact, engagement, orders and more, depending on how it is set up.

Dedicated IP– An IP address dedicated to a single website; particularly required for eCommerce sites.
Domain Name– location of an entity on the Internet, also referred to as a url (Uniform Resource Locator.
Email Marketing – the promotion of products or services via email.
Ezine – an electronic magazine, whether delivered via a Web site or an email newsletter.
Facebook – a social media site located at Used for promotion, advertising and communicating information and gaining followers.
Followers – Fans of companies, products &/or services usually connected through social media sites.
Favicon – a small icon that is used in websites to identify a bookmarked Web site, often a variation of the website owners logo or name.
Geo-Targeting – a method of detecting a website visitor’s geographic location to serve location-based content or advertisements.
Google – the largest and leading search engine, that provides online advertising, cloud services and online management tools.
Guerrilla Marketing – unconventional marketing strategies intended to get maximum results from minimal resources.
Guest Blogging – inviting qualified guests to write blogs directed to providing addition, expert information to the website readership. The guest can be paid or may be happy to receive a quid pro quo endorsement.
HTML – Hypertext Markup Language, the language of websites, and html emails. It is the standard language for creating websites and web applications. HTML Banners and HTML Emails are similarly built from this language to make them more like “mini” webpages i.e. they are able to be interactive, and include images, text and forms.
Hyperlink – is text with a connected code, by clicking, hovering or tapping can view alternative text or be transported to a new page or area, basically a short cut.
Impression – a single instance of an online advertisement being displayed. The impression is one way companies manage the payment and charging systems for online advertising.
Inbound Link – a link from a site outside of your site, also referred to as a Backlink.
Inbound Marketing – a marketing model whose sales performance relies on the initiative of its client base to find and purchase a product. The model relies on strategies that call their market segment to come to them.
Interactive Agency – an agency offering a mix of Web design/development, Internet advertising/marketing, or E-Business/E-Commerce consulting. Converging Solutions Pty Ltd based in Parramatta, is one such agency.
Instagram – originally the image/photo focussed social media service which has evolved into video, stories and more.
JavaScript – a scripting language developed by Netscape and used to create interactive Web sites.
Keyword – are words that people use to search for a product or service. These words are used in SEO(Search Engine Optimisation) actions which aid in the “visibility” of websites.
Keyword Marketing – putting your message in front of people who are searching using particular keywords and key phrases.
Keyword Research – the search for keywords related to your Website, and the analysis of which ones yield the highest return on investment (ROI).
Keyword Stuffing – the excessive, unnatural use of keywords on a webpage for search engine optimization purposes. These days, a user of this strategy can be penalised by search these actions.
Link Gate – a barrier requiring a user to “Like” a brand’s page before they can access certain content from that brand on Facebook.
Link Building – the process of increasing the number of inbound links to a website in a way that will increase search engine rankings. This is also called Backlinks.
Link Checker – software tool used to check for broken hyperlinks.
Link Bait – a piece of content created with the primary purpose of attracting inbound links. This is also referred to as Click Bait.
Link Linkedin– the specialised business social media network focussed on business people, businesses and companies.
Link Manual Submission– adding a URL to the search engines individually by hand.
Link Link Marketing– the action or business of promoting and selling products or services, including market research and advertising. In terms of “Online Marketing” the underlying principles are the same, but today the channels have changed.
Marketing Plan– the part of the business plan outlining the marketing strategy for a product or service. The absolute essential part of planning for a start-up business.
Link Media Kit– a resource created by a publisher/marketer/comms professional to create interest &/or engagement with media channels.
Link Multivariate Testing– a method in marketing research where multiple variables in a control scenario are simultaneously changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy. An example of this strategy is through email marketing solutions such as Converging Solutions by sending two or more variations of an email and response rates.
Link Navigation– that which facilitates movement from one Web page to another Web page.
Network Effect- the phenomenon whereby a service/product becomes more valuable as more people use it, thereby encouraging ever-increasing numbers of adopters.
Link Opt-in Email– email that is explicitly requested by the recipient.
Link Opt-out Email– (a) type of program that assumes inclusion unless stated otherwise. (b) to remove oneself from an opt-out program.
Link Organic Search– the unpaid entries in a search engine results page that were derived based on their contents’ relevance to the keyword query. This is a specialty channel service provided by Converging Solutions (Link)
Link Outbound Link– A link to a site outside of your site.This can be an agreement between businesses to provide mutual backlinks.
Link Link Pageview– loading a single HTML page by search engine request or link.
Pagejacking- theft of whole pages that are then submitted to search engines with intent of “hijacking” traffic. This takes plagiarism to a whole new meaning.
Pass Along Rate- The rate at which pages, links, messages and images are passed along. In social media it can be around Retweets on Twitter, Shares on Facebook for instance.
Link Pay Per Click (PPC)– The advertising payment model which uses the click through rate as the sole method of measure. This is often referred to as “qualifying” whereas the reality is far more random.
Link Pay Per Lead (PPL)– the payment model for both online and touch point marketing solutions.
Link Pay Per Sale (PPS)– the online payment model which uses confirmed sales as its charge rate.
Link Payment Threshold– the minimum accumulated commission an affiliate marketing programme member must earn to trigger payment from an affiliate program.
Link PayPal– the original online merchant/payment gateway that gave an almost universal access to small and large an exchange of funds for goods and services via email.
Permission Marketing- also referred to as Touch Point Marketing, usually conducted by phone, though emarketing can be used to less success. At Converging Solutions we refer to the process as Tele-Influencing, basically conversations that provide opt-in opportunities.
Link Podcast– Audio or visual files that are syndicated over the web for collection and playback later. These can be used in the media for extending a programme’s life, and they can be used in marketing and training environments.
Link Pop-Up Ad– an ad that displays in a new browser window on the current screen. There is also a pop-under ad which show a new screen, behind the current screen.
Portal- Web Portal, Membership Portal are “real estate” on the World Wide Web. They are frequently used suite of products &/or services serviced through a portal.
Link Qualitative Research -this research is less reliant on numbers than feelings. The research can be conducted in person, by phone, by email or text message, with a diminishing level of strength for each type mentioned. Typically the interviewee is asked to make choices or to enumerate levels.
Quantitative Research– is based on numeric outcomes or choices. In some cases it is a s simple as measuring shelf offtake in supermarkets, from there you can review purchase habits geographically etc.
Link Rate Card – a document or card that details the cost of advertising and lists the various options for the prices.
Link Reciprocal Links – the situation where two people or organisations agree to link to each other’s sites, again referred to as Backlinks. This Blog provides guest contributors that option.
Link ROI (Return on Investment) – ROI can be applied to an entire business or to a single product. An essential element of a marketing plan to understand how much a product costs against profit or loss.
Link Rich Media – a digital advertising term that refers to elements of engagement such as video, audio and other elements that encourage viewers to interact and engage with the content.
Link Run of Network (RON) – an ad buying option that allows placement across a network of sites.
Link Run of Site (ROS) – an ad buying term for choosing an option of running ads across one targeted site.
Link Search Engine– Software programme that matches requests (keywords) to indexed sites in its universe. The use of algorithms is integral to these searches and examples of the engines are Google, Bing, Firefox, Yahoo
Link SEO (Search Engine Optimisation)– the complex matching of website data and images in a way to be available for potential stakeholders to find a website with reasonable ease. The antithesis is Search Engin Spam, which is overdoing things; more is often not the answer.
Search Engine Submission- the act of submitting your website URL to the Search Engine, with the intention of notifying it of a new website or that there are changes to your current site.
Link Search Retargeting– the use of a browser’s viewing history to target ads in harmony with site they have visited.
Link SERP– Search Engine Registration Page, basically where your URL sits in the registration order of the search engine.
Shopping Cart– the software that operates between the catalogue listings on a websites and the payment gateway. It allows the customer to select, view and delete product for purchase.
Site Search- the internal website search option for finding items on a specific site.
Link Social Networking– the building of connections of individuals and groups in virtual communities online for both social and business purposes. Facebook, Linkedin, Twitter and Instagram.
Link Spam– commercial messages broadcast to “catch” the unaware, basically plague proportions of messages of no efficacy.
Link Splash Page– a page that pops up, usually, before the home page of a website, trumpeting a promotion. Similarly, it you may also find such a page pop at the beginning of a category in a retail site.
Link Sponsorship– greater than advertising, this is a deeper form of engagement and can be either financial or mutually beneficial alliance between two businesses looking to use common interests to target a particular market.
Link Stickiness– time spent at sites over a particular time span, it can be a measure between visit and purchase on an eCommerce site.
Link Text Ad– a text only ad using hyperlinks to transport you to another site or page.
Testimonial Advertising- the notion of having satisfied customers providing positive feedback about products and services, and providing permission for such testimony to be used for promotion.
Link Tumblr– Vlog social media site, i.e. blogs with video and audio content.
Link Twitter– a social media organisation that is characterised by 140 character message, however more options are now available with images and videos.
Unique Visitors– individuals who have visited a site at least once, but whose multiple visits don’t count. Basically, we are unique only once in a particular time span.
URL– Uniform Resource Locator, commonly referred to as a web address, it is the global address of particular resources (websites).
Viral Marketing– a phenomenon by which a marketing message can spread exponentially given the type and popularity of the message and which is passed or spread comparing it to a virus.
Vlog– a video blog or a blog that publishes video content.
Web Browser– the software applications the enable people to navigate the World Wide Web. Incorporated into these today is Search Engine Technology.
Website– a collection of pages of text and images in a designed architecture and hosted on the World Wide Web. (please note we are digressing fromalpha order for the following 3 items are they are directly related to each other)
Website Design– is a method of building a cohesive collection of text, images, videos and audio to create a successful website.
Website Domain– also referred to as a URL, this is the address you purchase from a Domain Registrant Service, such as
Website Hosting– is the function of storing the website information in a secure, fully functioning server environment, where sites are available for immediate download by searchers.
Website Directory– a listing of websites categorised, indexed and organised in a particular fashion. Often businesses pay in some way to be listed with a particular group of businesses, an example is alternate health professionals, who want to be easily found.
Website Traffic– the measurable numbers of visitors to a website, it is also a measure of the success or otherwise of a site.
Website Usability– is the ease with which a visitor can navigate a site, if it is difficult or confusing visitors quickly make up their minds to leave.
Who Is- the utility by which you can find the details of site owners.
Wikipedia– the online encyclopedia which is maintained by volunteers.
No entries as yet.
Yahoo– a portal, mail server, including Bing search engine.
Zip File– a compressed file, that makes images and content easily sent by email and can be unzipped at their destination. Zip files can also be used to manage space on a computer.

This publication is sponsored by Converging Solutions Pty Ltd is an Interactive Agency that provides Website Design and Hosting, Social Media, SEO, Touch Point Marketing and Email Marketing Services

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