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Internet Marketing Glossary

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					                   Internet Marketing
                        Glossary
Behavioral Targeting - Using an individual's       Cost-per-Lead (CPL) - The cost an advertis-
web-browsing behavior, such as pages visited       er pays per qualified lead, like those from vol-
or searches made, to select which ads to dis-      ume-buyers or industry professionals.
play to that individual.                           Qualified leads are self-selected & targeted.
Bounce Rate - The percentage of entrances          Cost-per-Thousand (CPM) - The cost, per
on a web page that result in an immediate          one thousand delivered, of buying advertising
exit from the website. They come, they see,        space in a given media vehicle. This term is
they flee. The lower the bounce rate, the bet-     heavily used in print, broadcasting & direct
ter. Bounces are seldom seen below 20%.            marketing, as well as with online. Cost per
                                                   thousand is calculated by dividing the total ad
Branding - The process of using marketing          cost by the number of thousands of media
images to get people to easily remember your       units delivered. The "M" in CPM is Latin for
products & services over competitors; by           thousand.
2005 over 50% of internet ad spending.
                                                   Crawler / Spider / Robot - Component of
Clickstream - Record of a user's activity on       search engine that indexes websites automat-
the internet, including the websites & pages       ically. A search engine's crawler (also called a
that the user visits, how long the user was on
                                                   spider or robot), copies web page source
a page or site and in what order they were
                                                   code into its index database and follows links
visited. Upstream is pages clicked "from",
                                                   to other web pages.
while Downstream is pages clicked "to".
                                                   Direct Traffic - Visitors who come to a web-
Click-through - The process of clicking on         site without first visiting a search engine,
an online advertisement to the advertiser's        another site or a marketing tactic.
website destination.
                                                   Dynamic IP - A temporary IP address
Click-through Rate (CTR) - Average number          assigned by a Dynamic Host Configuration
of click-throughs per hundred ad impressions,      Protocol (DHCP) computer from a pool of IP
expressed as a percentage. Average site
                                                   addresses.
click-through rate is under 1%.
Contextual Targeting - Determining which           Engagement - Measurement of the extent to
ads to display to an individual based on the       which a consumer has a meaningful brand
content of the website they are viewing.           experience when exposed to advertising. The
                                                   Advertising Research Foundation defines:
Conversion - An action that signifies a com-       Engagement + Trust x Targeted Contacts =
pletion of a specified activity. For many sites,   Brand Impact.
a user converts if they buy a product, sign up
for a newsletter or download a file.               Geo-Targeting - A sponsored search cam-
                                                   paign feature that allows advertisers to
Conversion Rate - The relationship between         restrict ad distribution to users with an IP
visitors to a website and actions considered to    address registered at an ISP with addresses
be a "conversion" – expressed as a percentage.     assigned to a designated market area.
Cost-per-Inquiry (CPI) - The cost paid per
inquiry received for traditional media advertis-
ing, which then requires fulfillment via mailed
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or faxed information.
Hit - Meaningless due to misuse. A hit is a            Search Engine Marketing (SEM) - The act
request for a file from a web server; a single         of marketing a website via search engines,
page view may require 100 or more hits. The            whether this be improving rank in organic list-
number of hits is often cited as a measure of          ings (search engine optimization), purchasing
popularity, but this number is misleading and          paid listings (PPC management) or a combi-
dramatically over-estimates popularity. A hit is       nation of these and other search engine-relat-
neither a page viewed nor a visit.                     ed activities (i.e. affiliate programs, shopping
                                                       feeds or link development).
Impression - The display of an online advertise-
ment to a website visitor. An online impression is     Search Engine Optimization (SEO) -
comparable to a reader actually viewing a print ad.    Choosing targeted keyword phrases properly
                                                       related to a site, and ensuring the site places
Integrated Marketing Unit (IMU) - Standard             well when those phrases are searched online.
ad sizes created by the Interactive
Advertising Bureau (IAB). Among the most               Social Media - An umbrella term that defines
common are Square Buttons, Vertical                    the various activities that integrate technolo-
Banners & Wide Skyscrapers.                            gy, social interaction and the construction of
                                                       words & pictures (Facebook, Myspace,
IP Address - An internet protocol location             Twitter, etc).
that is a unique numeric address that elec-
tronic devices use to identify and communi-            Static IP - A number, in the form of a dotted
cate with each other on a computer network.            quad, assigned to a computer by an Internet
These IP numbers are also used to collect              service provider (ISP) to be its permanent
data for geographic locations.                         address on the Internet.
Multi-media Marketing - A campaign that                Unique Visitor - A person viewing your site,
incorporates more than one medium (email,              tracked over long periods of time, counted
internet, print, radio, television, viral, etc) also   once. Search engine spiders indexing pages
known as “Integrated Marketing” or “Multi-             should not be counted as visitors.
platform Marketing”.
                                                       User-generated Content (UGC) - Various
Page View - The display of a complete web              kinds of media, publicly available, produced
page, including all graphics & text.                   by those who actually use a product (like
                                                       product reviews or feedback).
Portal - A website featuring an array of links
& services, like a travel reference information        Viral Marketing - Any marketing technique
portal to thousands of links + air, rail, gas          that induces websites or users to pass on a
prices, hotels, maps and weather info.                 marketing message to other sites or users,
                                                       creating a potentially exponential growth in
Rich Media - A term for advances in online             the message’s visibility & effect.
creative that take advantage of enhanced
features like animation, audio & video. Rich           Visit - A visit begins when a visitor enters a
media takes many different digital file forms.         site and ends with an exit click or a period of
                                                       inactivity. The next event (click) will be a new
Really Simple Syndication / Rich Site                  visit.
Summary (RSS) - A format for delivering
regularly changing web content, used by                Web Analytics - The objective tracking, col-
news sites and weblogs, which provides                 lection, measurement, reporting and analysis
summaries of information with links to the             of Internet data. Proper web analytics
complete content.                                      removes spider traffic and duplicate clicks.

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                                                            Sources: Google; iWEBTOOL, TechTarget, WAA (Web Analytics Association);
                                                            Webtrends, Inc.; Wikipedia.

				
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