Online Marketing jargon buster by centreforebusiness


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									                       Online Marketing Jargon Buster

This internet marketing jargon buster will help you get to grips with all the latest
online jargon. As the internet advertising industry grows, so too does the number of
technical terms we need to get our heads around.

From algorithms and avatars through to WAP and wi-fi, via MPUs and ISPs, the
jargon busting glossary over the following pages will help you get to grips with the
watchwords and phrases at the heart of online advertising.

Abandon - When a user does not complete a transaction.

Advertiser - Also called Merchant, Retailer, E-retailer, or Online Retailer. Any
website that sells a product or service, accepts payments, and fulfills orders. An
advertiser places ads and links to their products and services on other websites
(publishers) and pays those publishers a commission for leads or sales that result
from their site.

Affiliate Marketing - An affiliate (a web site owner or publisher), displays an
advertisement (such as a banner or link) on its site for a merchant (the brand or
advertiser). If a consumer visiting the affiliate's site clicks on this advertisement
and goes onto perform a specified action (usually a purchase) on an advertisers site
then the affiliate receives a commission.

Algorithm - The set of ‘rules’ a search engine may use to determine the relevance
of a web page (and therefore ranking) in its organic search results. See also organic
search results and Search Engine Optimisation.

Application Service Provider (ASP) - An online network that is accessible through
the Internet instead of through the installation of software. It is quickly integrated
with other websites and the services are easily implemented and scalable.

Avatar - A picture or cartoon used to represent an individual in chat forums, games
or on a website as a help function.

Bandwidth - The transmission rate of a communication line- usually measured in
Kilobytes per second (Kbps). This relates to the amount of data that can be carried
per second by your internet connection. See also Broadband.

Banner - A long, horizontal, online advert usually found running across the top of a
page in a fixed placement. See also Universal Advertising Package, embedded

Behavioural Targeting - A form of online marketing that uses advertising technology
to target web users based on their previous behaviour. Advertising creative and
content can be tailored to be of more relevance to a particular user by capturing
their previous decision making behaviour (eg: filling out preferences or visiting
certain areas of a site frequently) and looking for patterns.
- An online space regularly updated presenting the opinions or activities of one or a
group of individuals and displaying in chronological order.

Broadband- An internet connection that is always on and that delivers a higher bit
rate (128kbps or above) than a standard dial-up connection. It allows for a better
online experience as pages load quickly and you can download items faster.

Business to business classifieds – Classified advertising that is directed towards
business customers.

Button - A square online advert usually found embedded within a website page. See
also Universal Advertising Package, embedded formats.

Buffering - When a streaming media player saves portions of file until there is
enough information for the file to begin playing.

Click-through - When a user interacts with an advertisement and clicks through to
the advertiser’s website.

Click-through rate (CTR) - Frequency of Click-throughs as a percentage of
impressions served. Used as a measure of advertising effectiveness.

Cookie - A small text file on the user’s PC that identifies the user’s browser and
hence, the user so they are ‘recognised’ when they re-visit a site eg: it allows
usernames to be stored and websites to personalise their offering.

Conversion rate - Measure of success of an online ad when compared to the click-
through rate. What defines a ‘conversion’ depends on the marketing objective eg: it
can be defined as a sale or request to receive more information…etc.

Cost per Click (CPC) - The amount paid by an advertiser for a click on their
sponsored search listing. See also PPC.

CRM - Customer Relationship Management.

Domain Name - The unique name of an internet site eg.

Downloading – the technology that allows users to store video content on their
computer for viewing at a later date. Downloading an entire piece of media makes
it more susceptible to illegal duplication.

D2C - Direct to Consumer

DRM - Digital Rights Management is a set of technologies used by publishers and
media owners to control access to their digital content. Access can be limited to the
number of times a piece of content is accessed from a single machine or user
account; the number of times access permissions can be passed on; or the lifespan
of a piece of content.
E-Commerce (Electronic Commerce) - Business that takes place over electronic
platforms, such as the Internet.

Email bounced - Those emails sent as part of a mailing distribution which did not
have a valid recipient email address and so generated a formal failure message.
(ABC Electronic jargon buster definition)

Emoticons - Emoticon symbols are used to indicate mood in an electronic mode of
communication eg: email or instant messenger. :-)

Encoding - the conversion of an analogue signal to a digital format.

Expandable banner/skyscraper - Fixed online advertising placements that expand
over the page in the response to user action eg: mouseover. See also Rich Media.

Firewall Software - Provides security for a computer or local network by preventing
unauthorised access. It sits as a barrier between the web and your computer in
order to prevent hacking, viruses or unapproved data transfer.

Flash - Web design software that creates animation and interactive elements which
are quick to download.

Geotargeting - The process of only showing adverts to people on a website and in
search engines based on their physical location. This could be done using advanced
technology that knows where a computer is located or by using the content of
website to determine what a person is looking for, e.g. someone searching for a
restaurant in Aylesbury, Buckinghamshire.

GPRS - General Packet Radio Service or ‘2.5G’ is an underlying mechanism for the
networks to deliver Internet browsing, WAP, email and other such content. The user
is ‘always connected’ and relatively high data rates can be achieved with
most modern phones compared to a dial-up modem. Most phones default to using
GPRS (if capable), and Incentivated is able to develop services that utilise this
delivery mechanism.

Hit - A single request from a web browser for a single item from a web server.

HTML - Stands for HyperText Markup Language, which is the set of commands used
by web browsers to interpret and display page content to users. (ABC Electronic
jargon buster definition)

Image Ad - An image on a mobile internet site with an active link that can be
clicked on by the subscriber. Once clicked the user is redirected to a new page,
another mobile internet site or other destination where an offer resides.

Instant messaging - Sending messages and chatting with friends or colleagues in
real-time when you are both online via a special application.
Interruptive formats - Online advertising formats that appear on users' screens on
top of web content (and sometimes before web page appears) and range from
static, one-page splash screens to full-motion animated advertisements. See also
overlay, pop-up.

Internet Service Provider (ISP) - A company which provides users with the means
to connect to the internet. Eg: AOL, Tiscali, Yahoo!

IPA - Institute of Practitioners in Advertising is the trade body representing
advertising agencies in the UK.

IP address - The numerical internet address assigned to each computer on a
network so that it can be distinguished from other computers. Expressed as four
groups of numbers separated by dots.

Keyword marketing - The purchase of keywords (or ‘search terms’) by advertisers
in search listings. See also PPC.

LAN (Local Area Network) - A group of computers connected together, which are at
one physical location.

Landing Page (Jump Page) - The page or view to which a user is directed when they
click on an active link embedded in a banner, web page, email or other view. A click
through lands the user on a jump page. Sometimes the Landing Page is one stage
upstream from what would ordinarily be considered the Home Page.

Lead - When a visitor registers, signs up for, or downloads something on an
advertiser’s site. A lead might also comprise a visitor filling out a form on an
advertiser’s site.

Link - A link is a form of advertising on a website, in an email or online newsletter,
which, when clicked on, refers the visitor to an advertiser’s website or a specific
area within their website.

Locator - An advertisement or service through which an advertiser’s bricks and
mortar location can be identified based on proximity of the consumer or their
preferred location) can be LBS or user defined postal code).

Log files - A record of all the hits a web server has received over a given period of

Meta-tags/ descriptions - HTML tags that identify the content of a web page for the
search engines.

Microsite - A sub-site reached via clicking on an ad. The user stays on the
publisher’s website but has access to more information from the advertiser.
MMA - The Mobile Marketing Association (MMA) is the premier global non-profit
association that strives to stimulate the growth of mobile marketing and its
associated technologies. The MMA is an action-oriented association designed to
clear obstacles to market development, to establish standards and best practices
for sustainable growth, and to evangelize the mobile channel for use by brands and
third party content providers. The MMA has over 500 members representing forty-
plus countries.

Mobile Data Services - Includes SMS, MMS, WAP and video.

Mobile Internet Advertising - a form of advertising via mobile phones or other
wireless devices (excluding laptops). This type of mobile advertising includes mobile
web banner ads, mobile internet sponsorship and interstitials (which appear while a
requested mobile web page is loading) as well as mobile paid-for search listings.
Mobile internet advertising does not include other forms of mobile marketing such
as SMS, MMS and shortcode.

MP3 - A computer file format that compresses audio files up to a factor of 12 from a
.wav file.

MPEG - File format used to compress and transmit video clips online.

Natural search results - The 'natural' search results that appear in a separate
section (usually the main body of the page) to the paid listings. The results listed
here have not been paid for and are ranked by the search engine (using spiders or
algorithms according to relevancy to the term searched upon). See also spiderm
algorithm, SEO.

Notice - An easy-to-understand written description of the information and data
collection, storage, maintenance, access, security, disclosure and use policies and
practices, as necessary and required of the entity collecting and using the
information and data from the mobile subscriber.

Online Video Advertising - Video advertising accompanying video content
distributed via the internet to be streamed or downloaded onto compatible devices
such as computers and mobile phones. In its basic form, this can be TV ads run
online, but adverts are increasingly adapted or created specifically to suit online.
Video advertising can be placed before (pre-roll), during (mid-roll) and after (post-
roll) video content. There are also a variety of other methods of delivery including:

 Embedded within rich media adverts - a video advert can be triggered by a user
clicking on a banner ad.
 Subsite - a video advert loads in a separate browser window behind the site a
user is looking at. The video advert then starts playing automatically when the user
leaves the original site.
 In-text video - allows video footage to be delivered when a user rolls over a
double underlined word within editorial.
 Email - allows video to be embedded within an email.
Opt-in - An individual has given a company permission to use his/her data for
marketing purposes.

Opt-out - An individual has stated that they do not want a company to use his/her
data for marketing purposes.

Organic search results - The ‘natural’ search results that appear in a separate
section (usually the main body of the page) to the paid listings. The results listed
here have not been paid for and are ranked by the search engine (using spiders or
algorithms) according to relevancy to the term searched upon. See also spider,
algorithm, SEO.

Overlay - Online advertising content that appears over the top of the webpage. See
also Rich Media.

Paid Inclusion - In exchange for a payment, a search engine will guarantee to
list/review pages from a website. It is not guaranteed that the pages will rank well
for particular queries – this still depends on the search engine's underlying
relevancy process.

Paid for listings - Paid-for listings within general search services. This includes all of
the non-graphical search advertising formats from keywords to direct feeds, local
search and pay per call. Search is sold on a pay-per-click basis where the advertiser
pays only when a visitor to the search website clicks on their advert. This does not
include the search engine optimisation (SEO) techniques that can be used to make
a website ‘search engine friendly’, nor does it include services specifically designed
for recruitment, automotive, property and other traditional classified sections which
should be counted in the classified section. See also Organic search results, PPC
(Pay Per Click).

Paid Search - See PPC.

Pay Per View (PPV) - Is an ecommerce model that allows media owners to grant
consumers access to their programming in return for payment. Micro payments
may be used for shorter programming whist feature films may attract larger sums.

Phishing - An illegal method whereby legitimate looking e-mails (appearing to come
from a well-known bank, for example) are used in an attempt to get personal
information that can be used to steal a user's identity.

Podcasting - Podcasting involves making an audio file (usually in MP3 format) of
content –usually in the form of a radio program- that is available to download to an
MP3 player.

Pop-up - An online advert that ‘pops up’ in a window over the top of a web page.
See also interruptive formats.
Portal - A browse-able portal of links to content, pre-configured usually by the
network operator, and set as the default home page to the phone’s browser.

Pay per Click (PPC) - Allows advertisers to bid for placement in the paid listings
search results on terms that are relevant to their business. Advertisers pay the
amount of their bid only when a consumer clicks on their listing. Also called
sponsored search/ paid search.

Publisher - Also referred to as an Affiliate, Associate, Partner, Reseller or Content
Site). An independent party, or website, that promotes the products or services of
an advertiser in exchange for a commission.

Reach - The number of unique web users potentially seeing a website one or more
times in a given time period expressed as a percentage of the total active web
population for that period.

Real time - No delay in the processing of requests for information, other than the
time necessary for the data to travel over the Internet.

Rich Media - is the collective name for online advertising formats that use advanced
technology to harnesses broadband to build brands. It uses interactive and audio-
visual elements to give richer content and a richer experience for the user when
interacting with the advert. See also Interstitial, Superstitial, Overlay and Rich
Media Guidelines.

Rich Media Guidelines - Design guidelines produced by the IAB for effective use of
Rich Media technologies in all forms of internet advertising. They aim to protect
user experience by keeping them in control of the experience eg: encouraging
clearly labelled close, sound and video buttons.

Really Simple Syndication (RSS) - Software that allows you to flag website content
(often from blogs or new sites) and aggregate new entries to this content into an
easy to read format that is delivered directly to a user's PC. See also blogs.

Sale - When a user makes a purchase from an online advertiser.

Search Engine Marketing (SEM) - The process which aims to get websites listed
prominently in search-engine results through search-engine optimisation,
sponsored search and paid inclusion. See also PPC and SEO and Paid Inclusion.

Search Engine Optimisation (SEO) - The process which aims to get websites listed
prominently within search engine’s organic (algorithmic, spidered) search results.
Involves making a site ‘search engine friendly’. See also organic listings.

Server - A host computer which maintains websites, newsgroups and email
Session - The time spent between a user starting an application, computer,
website...etc and logging off or quitting.

SIM - Subscriber Identity Module. A removable part the mobile phone hardware
that identifies the subscriber.

Site analytics - The reporting and analysis of website activity - in particular user
behaviour on the site. All websites have a weblog which can be used for this
purpose, but other third party software is available for a more sophisticated service.

Skyscraper - A long, vertical, online advert usually found running down the side of a
page in a fixed placement. See also Universal Advertising Package.

SMPP - Short Message Peer-to-peer Protocol - used for exchanging SMS messages.

SMS - Short Message Service.

SMCS - Short Message Service Centre. A network switch for routing SMS traffic.

Social Media - We refer to social media, in a commercial sense, as: the creation of
useful, valuable and relevant content and applications by brands, or by consumers
with specific reference to brands, that can be shared online, facilitated by web 2.0

Spam - Unsolicited junk mail.

Spider - A programme which crawls the web and fetches web pages in order for
them to be indexed against keywords. Used by search engines to formulate search
result pages. See also organic listings.

Stickiness - Measure used to gauge the effectiveness of a site in retaining its users.
Usually measured by the duration of the visit.

Streaming media - Compressed audio/video which plays and downloads at the
same time. The user does not have to wait for the whole file to download before it
starts playing.

Text Link - Creative use for mobile advertisements – represented by highlighted
and clickable text(s) with a link embedded within the highlighted text. Usually
limited to 16-24 characters.

Traffic - Number of visitors who come to a website.

Unique users - Number of different individuals who visit a site within a specific time
User generated content (UGC) - Online content created by website users rather
than media owners or publishers - either through reviews, blogging, podcasting or
posting comments, pictures or video clips. Sites that encourage user generated
content include MySpace, YouTube, Wikipedia and Flickr. See also blog, podcast.

Video On Demand (VOD) - Allows users to watch what they want, when they
want. This can be either ‘pay per view’ or a free service usually funded
by advertising.

Viral Marketing - The term "viral advertising" refers to the idea that people will pass
on and share striking and entertaining content; this is often sponsored by a brand,
which is looking to build awareness of a product or service. These viral commercials
often take the form of funny video clips, or interactive Flash games, images, and
even text.

Voice Over Internet Protocol (VOIP) - Technology that allows the use of a
broadband Internet connection to make telephone calls.

Web 2.0 - The term Web 2.0 - with its knowing nod to upgraded computer
applications - describes the next generation of online use. Web 2.0 identifies the
consumer as a major contributor in the evolution of the internet into a two-way
medium. See also user generated content.

Web based - Requiring no software to access an online service or function, other
than a Web browser and access to the Internet.

Web portal - A website or service that offers a broad array of resources and
services, such as email, forums, search engines, and online shopping malls.

Wilfing (What Was I Looking For) - 7 in 10 of Britain's 34 million users forget what
they are looking for online at work and at home. Wilfing is an expression referring
to browsing the internet with no real purpose.

Whitelist - An e-mail whitelist is a list of contacts that the user deems are
acceptable to receive email from and should not be sent to the trash folder
(wikipedia definition).

WAP (Wireless Application Protocol) - Standard for providing mobile data services
on hand-held devices. Brings Internet content such as news, weather, travel, etc to
mobile phones and can also be used to deliver formatted content such as
wallpapers, ringtones, video, games, portals and other useful links. Incentivated
provide the mechanisms
to write and deliver mobile Internet content to subscribers.

Wi-Fi (Wireless Fidelity) - The ability to connect to the internet wirelessly. Internet
‘hotspots’ in coffee shops and airports.etc use this technology.
Wiki - A wiki is a type of website that allows the visitors themselves to easily add,
remove, and otherwise edit and change some available content, sometimes without
the need for registration.

Wireless Markup Language (WML) aka WAP 1.0 - Where the mobile internet started
many years ago. Hardly supported any more.


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