Common Internet Marketing and Advertising Terminology

Common Internet Marketing and Advertising Terminology

MARKETING AND ADVERTISING TERMINOLOGY – The list below show some of the common terms we use in Internet Marketing and Advertising. This is by no means a complete list, but it’s a start. If you encounter a term you do not understand, please do a Internet Search or join our discussions on Facebook to get a proper definition.

  • Above the Fold:  the section of a webpage that is visible without scrolling
  • Augmented Reality:  is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated sensory input such as sound or graphics. Many smart phones have augmented reality apps that allow the end user to find a location or find out additional information about their immediate environment by pointing their camera at it and taking a photo or searching for a locale.
  • Banner Ad:   a graphical web advertising unit, with different widths and heights based on where the banner is being placed.
  • Blog (Web Log):  A blog is basically a journal that is available on the web. The activity of updating a blog is “blogging” and someone who keeps a blog is a “blogger.” Blogs are typically updated daily using software that allows people with little or no technical background to update and maintain the blog.
  • B2B:  Business that sells products or provides services to other businesses.
  • B2C:  Business that sells products or provides services to end users.
  • Browser:  A Client program (software) that is used to look at various kinds of Internet resources. Firefox, Chrome, Internet Explorer and Safari are all well known browsers.
  • Buzzword:  A trendy word or phrase that is used more to impress than to explain.
  • Caching:  It is the storage of web files for later re-use at a point more quickly accessed by the end user.
  • Cascading Style Sheets (CSS):  A data format used to separate design from content on web pages.
  • Client Software:  A software program that is used to contact and obtain data from a Server software program on another computer, often across a great distance. Each Client program is designed to work with one or more specific kinds of Server programs, and each Server requires a specific kind of Client. A Web Browser is a specific kind of Client.
  • Click-Through:  It is 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.
  • Conversion Rate:  It is the percentage of visitors who take the desired action.
  • Cookie:  Information stored on a user’s computer by a website so preferences are remembered on future requests.
  • Cost-per Click (CPC):  It is the cost or cost-equivalent paid per click-through.
  • CPM:  Cost per thousand impressions
  • Customer Acquisition Cost:  It is the cost associated with acquiring a new customer.
  • Domain Name:  The unique name that identifies an Internet site. Domain Names always have 2 or more parts, separated by dots. The part on the left is the most specific, and the part on the right is the most general. A given machine may have more than one Domain Name but a given Domain Name points to only one machine.
  • Download:  Transferring data (usually a file) from another computer to the computer you are using. It is the opposite of upload.
  • Email:  The transmission of computer-based messages over telecommunication technology.
  • Ezine:  An electronic magazine, whether delivered via a website or an email newsletter
  • Flash:  Multimedia technology developed by Macromedia to allow much interactivity to fit in a relatively small file size.
  • File Transfer Protocol (FTP):  A very common method of moving files between two Internet sites.
  • Gigabyte:  1000 or 1024 Megabytes, depending on who is measuring.
  • Google Places:  Google’s version of local search where each business has its own “places” page.
  • Guerrilla Marketing:  Unconventional marketing intended to get maximum results from minimum resources. Usually this has viral components and starts out away from the mainstream media and is considered underground.
  • Browser Hit:  Hit means a single request from a web browser for a single item from a web server. In order for a web browser to display a page that contains 3 graphics, 4 hits would occur at the server: 1 for the HTML page, and one for each of the 3 graphics.
  • Home Page:  The term has several meanings. Originally, it is the web page that your browser is set to use when it starts up. The more common meaning refers to the main web page for a business, organization, person or simply the main page out of a collection of web pages, e.g. “Visit my new Home Page.”
  • HTML (Hypertext Mark-up Language):  The coding language used to create Hypertext documents for use on the World Wide Web. HTML looks a lot like old-fashioned typesetting code, where you surround a block of text with codes that indicate how it should appear. The “hyper” in Hypertext comes from the fact that in HTML you can specify that a block of text, or an image, is linked to another file on the Internet. HTML files are meant to be viewed using a “Web Browser”.
  • HTML5 (HyperText Markup Language Version 5):  HTML5 is the new standard of HTML that allows video’s to be viewed on many different browsers.
  • HTTP (HyperText Transfer Protocol):  The protocol or computer language for moving hypertext files across the Internet. It requires a HTTP client program on one end, and an HTTP server program, such as Apache, on the other end. HTTP is the most important protocol used in the World Wide Web (www).
  • Hypertext:  Generally, it is any text that contains links to other documents. Words or phrases in a document can be chosen which cause another document to be retrieved and displayed.
  • Impression:   It is a single instance of an online advertisement being displayed.
  • Internet:  Any time you connect two or more data networks together, you have an internet (as in inter-national or inter-state).
  • Internet Service Provider (ISP):  A company that provides access to the Internet. One connects through a phone line, a cable or wireless connection to access the Internet.
  • Interactive Voice Response (IVR):  IVR is a technology that allows a computer to detect voice and dual-tone multi-frequency signalling (DTMF) keypad inputs. IVR technology is used extensively in telecommunication and can allow some users to use their voice to text or send messages from their phones.
  • Kilobyte:  It is a thousand bytes (actually 1024 bytes).
  • Keyword:  It is a word used in performing a search.
  • Keyword Density:  Keywords as a percentage of indexable text words.
  • Keyword Research:  The search for keywords related to your website, and the analysis of which ones yield the highest return on investment (ROI).
  • Keyword Marketing:  Putting your message in front of people who are searching for particular keywords and key phrases.
  • Keyword Tag:  META tag used to help define the primary keywords of a web page.
  • Landing Page:  It is the specific web page that a visitor ultimately reaches after clicking an advertisement. Often this page is optimized for a specific keyword term or phrase.
  • Login (Noun):  The account name used to gain access to a computer system. Not a secret as with Password.
  • Login (Verb):  It is the act of connecting to a computer system by giving your credentials, usually your “username” and “password”.
  • M-Commerce:  The ability to purchase a product or service via a cellphone or smartphone.
  • Mobile Advertising:  Advertising through mobile devices. This can be advertising on mobile websites or smart phone apps. Typically mobile advertising can be a click to call, to a mobile page, a video or music.
  • Mobile Coupon:  A mobile ticket or message that can exchanged for a financial discount on a product or service. Mobile Coupons are used to entice people to opt into SMS campaigns, purchase goods or to visit a business.
  • Mobile Keyword:  The keyword attached to a SMS campaign for example “Send the keyword ‘marketing’ to number 12312”.
  • Mobile Website:  This is a website that is optimised for viewing on a cellphone or smartphone. Since mobile phones have small display screens, much less information is typically displayed on them and available processing power, memory and storage are limited.
  • Mobile Landing Page:  A mobile landing page is a mobile web page that is the destination location of mobile advertising or a QR code.
  • MMS (Multimedia Messaging Service):  MMS is a descendant of SMS (Short Messaging Service). MMS extends text messaging to include longer text, graphics, photos, audio clips, video clips or any combination of the above, within certain size limits. MMS is frequently used to send photos and videos from camera phones to other MMS phones or email accounts. Most camera phones have MMS, but many phones without a camera have it as well.
  • Opt-in:  Visitors agree to receive messages when registering on a particular website. In mobile marketing, the agreement is to receive text messages.
  • Opt-out:  The option whereby a consumer chose to discontinue messages from a particular website or company. The consumer is asked to choose to Opt-out to prevent the Host from using his/her contact information. In e-mail as well as text messaging, an advertiser is barred from sending additional messages to the individual once they opt-out.
  • Pay per Click:  Online advertising payment model in which payment is based solely on qualifying leads
  • Portal:  Usually used as a marketing term to describe a website that is intended to be the first place people see when using the Web. Usually a “Portal site” has a directory of web sites, a search engine or both. A Portal site may also offer email and other services to entice people to use that site as their main “point of entry” (hence portal) to the Web.
  • Push Notification:  Push Notification services provide a way to alert users of new information, even when an application isn’t running. Sending text notifications, audible alerts or adding a numbered badge to an application icon are a few examples.
  • QR Code (Quick Response Code):  A QR Code is a matrix code or two-dimensional bar code. The code allows its contents to be decoded at high speed. In advertising, QR Codes are scanned by QR Readers on mobile devices and give information, direct people to websites or coupons, contact information, message facilities and much more.
  • Search Engine:  A program that indexes Internet files and then attempts to match the files to relevant search requests by users.
  • Short Code:  The five digit number in text marketing that is used by people to request information via mobile devices. A person sends a mobile text keyword like “marketing” to the number. The number is the short code.
  • Smartphone:  A smartphone is a mobile phone offering advanced capabilities, often with computer-like functionality and larger screens.
  • Smart Phone Apps:  These are fully functioning software programs that run on smartphones.
  • SMS (Simple Messaging System):  Sending and receiving text messages of limited length to cellphones.
  • Spam (Spamming):  An inappropriate attempt to broadcast advertising information via various mediums, often to deliver the same message to a large number of people who didn’t ask for it.  Spamming is illegal in most civilised countries; however law enforcement is often difficult as the Internet stretches across legal boundaries and often incorporates forged information about the originator.
  • Spyware:  Generally referring to software that is secretly installed on electronic devices to monitor its use and the information processed by the device without the owner’s knowledge or consent.
  • Unique Visitors:  Individuals who have visited a website or facility at least once in a fixed time frame, usually a 30 day period.
  • URL (Uniform Resource Locator):  The term URL is synonymous with URI (Uniform Resource Indicator), which indicates the address of a specific file on a data network.
  • Viral Marketing:  It is a marketing phenomenon that facilitates and encourages people to pass along a marketing message. Often incentives are provided to those who participate in distributing the message. Viral Marketing can be compared to “word of mouth” and is perfectly legal unless spamming is involved.
  • WAP (Wireless Application Protocol):  Web browser for small mobile devices also known as “Wireless Internet”, “Wireless Web”, or “Mobile Web”. This feature indicates that the mobile device has mini-browser software that enables users to navigate to various services through the Internet. It displays selectable service options on the phone’s screen. Older phones with this feature can only display pages specifically designed for “WAP” services. Many newer phones can display full web sites, although the browser software and page design determines how well the page fits on the display screen. Some websites offer versions specifically designed for phones; however frequently only a fraction of the content or services are offered in the wireless version.
  • Web Directory:  It is an organized and categorized listing of websites.
  • Web Hosting:  A Host is any computer on a network that is a repository for services available to other computers on the network.  Web Hosting refers to a variety of services and scripts that enable the general public to use the Hosting facility for many purposes. Web Hosting Services are not equal and differ largely from one Hosting Provider to the next.
  • Website Traffic:  The amount of visitors, visits and data a website send and receive.