Glossary
The terms and definitions appearing on this page are often used within the context developing effective web initiatives. We have provided some (but not all) of the common ones we use in conversation with our clients.
Click Through - also referred to as the Click Through Rate (CTR), is a count for the number of times a link is clicked in an email message. Without enabling "click through tracking" in your campaign the data will not be recorded.
Digital Marketing - the method of promoting a company's products and/or services using digital distribution channels to reach their target market in a fashion that is a not only cost-effective, but personalized, timely, and relevant.
Emarketing - the marketing of products and/or services over the Internet. Emarketing is sometimes referred to as Online Marketing and Internet Advertising, and is very powerful method of advertising because of its cost-effective nature and potential size of the audience. Emarketing strategies encompass a wide range of services that include but are not limited to: Email Marketing, Newsletter Marketing, Social Media Marketing, and SEM.
Email Service Provider (ESP) - a company separate from the sending domain (client) who sends bulk email on behalf of the client in order to prevent the high volume message being flagged by ISPs as spam or blocked entirely.
Opt in email - the term "opt in" is used when a person is given the option to refuse or be added to a list to receive an email that will be sent to a number of people. Obtaining permission is important because without it the email is unsolicited and has the potential to be flagged as spam.
Pay Per Click (PPC) - this refers to is an advertising model used on search engines, ad networks, and websites or blogs that maintain reference content. An advertiser only pays when a user actually clicks the advertiser's ad to visit their site.
Permission Based Marketing - Marketers will ask permission using an "opt-in" process before they send advertisements to prospective customers. This is to ensure that your recipients only receive communication they are interested in.
Search Engine Marketing (SEM) - is a type of Emarketing that aims at increasing website traffic by increasing a websites visibility in search engine results pages (SERPs). SEM methods include: search engine optimization (SEO), paid placement (PPC or Ads), and paid inclusion (paying indexes for ranking placement...not all engines support this method).
Search engine optimization (SEO) - is the process of improving the ranking of a website within search engines through "natural" (sometimes referred to as "organic) techniques that affect the structure of the website, the code on pages, content quality and the content refresh rate. The term natural is used because placement is derived by improving the quality of the site versus placement based on payment.
Social Networking - online social networks for communities of people who share interests and activities or who are interested in exploring the interests and activities of others.
Viral Marketing - a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily whether it be through word of mouth or facilitated via a network, i.e. the Internet.
