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> Business Development > Glossaries > On-line
Marketing Glossary |
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Above the fold
- the top area of a Web page that is visible without
scrolling |
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Ad space
- the space on a Web page available for advertisements |
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Advertising network
- a network representing many websites in selling
advertising, allowing advertising buyers to reach broad
audiences |
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Affiliate marketing
- revenue sharing between two companies with online
presences, whereby compensation is based on performance
measures such as total sales, clicks, and/or online
registrations, or a hybrid model |
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Affiliate software
- software that, at a minimum, provides tracking and
reporting of commission-triggering actions (sales,
registrations, or clicks) from affiliate links |
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ALT text
- a phrase in the form of an
HTML
attribute that is put in
place of an image when it cannot be displayed |
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Anchor text - the word or phrase
that is displayed as hyperlinked text |
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Animated GIF
- a graphic in the GIF89a file format that creates the
effect of animation by rotating through a series of static
images |
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B |
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Bandwidth -
the measurement of the amount of data that can be
transmitted during a specific time period, often expressed
in kilobits per second (kbps) |
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Banner ad
- an online advertisement with a mix of graphics and text
generally measuring 468 pixels wide and 60 pixels tall, aka
"468x60"
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Banner
blindness - a buzzword referring to the tendency of web
visitors to ignore banner ads |
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Banner
exchange - a system whereby participating websites display
banner ads in exchange for ads to be displayed on other
sites |
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Beyond the
banner - a type of online advertising not involving
standard GIF and JPEG banner ads |
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Blog - short
for web log, a chronological, online publication of
someone's personal opinions and thoughts, published daily
or otherwise frequently by the blogger who writes it,
often accompanied by links to related information and
traditionally appearing on a space similar to a website |
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Blogger - a
person, on behalf of a corporation or organization or for
personal reasons, who writes a "web log" or blog online to
state his or her opinion and thoughts and/or to provide
information to the general public |
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Bookmark - a
clickable link to a website stored in a Web browser (on
Internet Explorer, the area where bookmarks are stored is
called "Favorites") for future reference; a digital
marking to keep one's place in an e-book |
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Browser -
see
Web browser |
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Button ad -
an online advertisement that is smaller than a banner ad |
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C |
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Cache - a
piece of hardware inside a computer, it's the fast memory
that holds a part of the data or instructions to be
processed |
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Caching -
the storage of Web files on a computer for future, quickly
accessed re-use; computers are automatically programmed to
cache |
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Cascading
style sheets (CSS) - a data format used to separate style
from structure on Web pages |
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Clickable
-
a word, phrase, graphic or box that is hyperlinked and
therefore takes the visitor to another place when clicked
with the computer mouse |
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Click-through - the process of a website visitor or email
reader clicking on an online advertisement which brings
them to a destination designated by the advertiser |
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Click-through rate (CTR) - the measurement of the average
number of times a visitor/reader clicks on ads for every
hundred ad impressions, expressed as a percentage |
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Community -
a virtual community, an area of a website where visitors
with common interests interact through various means such
as message boards |
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Conversion
rate - the percentage of visitors who take a desired
action prompted by a message |
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Cookie - the
information that is stored on a website visitor's computer
by a website so preferences are remembered on future
requests |
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Cost-per-action (CPA) - online advertising payment model
in which payment is based solely on qualifying actions
such as sales or registrations |
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Cost per
click (CPC) - the amount an advertiser pays for each
visitor's click |
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Crawl - the
act of a search engine program gathering information from
keywords listed in the source code of a website in
order to index that website |
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Data
transfer - the total amount of data that a website sends
out, typically measured in gigabytes (GB) |
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Deep linking
- the act of linking to a web page other than the
website's home page |
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Deep Web -
see
invisible Web |
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Description
tag - included in the source code of a website, an HTML
tag used by Web page authors to provide a description for
search engine listings |
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Domain name
- the name of a website which indicates its location on
the Internet |
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Downloading
- the act of transferring data, files, documents and
images from one computer to another; the ability to view
pages on a website is accomplished through the downloading
of data and images from the web host to the visitor's
computer |
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E |
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E-book - an
electronic format for a book that makes it digitally
readable (using a computer, personal digital assistant or
similar device) |
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Email -
stands for electronic mail, the transmission of typed
messages using computer-based technology, which allows for
the inclusion of documents, graphics, videos and links |
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Email
marketing - the promotion of products or services using
email messages |
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Email spam -
email received by someone who did not "opt-in," request it
or register to receive it |
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End
user - an individual that is using a computer, often one
with a low level of programming experience, i.e. the one
who uses the final, finished product relating to a
computer and not one that tests computer products, see
also user |
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Ezine -
stands for electronic magazine, a periodical published on
websites or distributed through email |
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Favicon - a
small icon that is used by some browsers to identify a
bookmarked website, e.g.
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Favorite -
see
bookmark |
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Flash -
multimedia technology, developed by the Macromedia
company, used in the creation of websites and
advertisements to permit the inclusion of moving images
using a small file size |
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Forum - an
online community or area on a website where visitors with
common interests read and post comments on topics |
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GIF89a
- type of graphic file, used as a file extension for a
graphic created in this type of format, e.g. flower.gif;
GIF stands for graphic interchange format, 89a refers to
the 1989 version of the program that creates these types
of graphic files; also see
animated GIF |
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Gigabyte (GB) - a unit of
computer data or computer memory storage space; equivalent
to 1,024 megabytes |
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Hit - the
request of a file from a Web server generated by a the act
of a visitor viewing items on a webpage, the measurement
of hits differs from the measurement of page views because
each item viewed on a web page constitutes a separate hit
(graphic, ad, flash movie, text) |
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Hit Counter
-
a website gadget that displays the number
of visits or hits to the website |
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Home page - the main or
first page of a website |
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Host server - the "parent"
computer on a network which services the other computers
in the network |
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HTML - stands for hypertext
markup language; allows website designers to create
websites that can be viewed in a web browser; allows
interactive elements in addition to standard graphics |
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HTML banner
- a banner ad using HTML elements |
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HTML email - email that is
formatted using Hypertext Markup Language instead of plain
text |
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Hyperlink (aka hypertext link) - an element (a word,
phrase, graphic or box) on a website
that is made
clickable and therefore brings the visitor to another
location where they can access more information related to
that word, phrase or graphic |
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I |
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Icon - a
small graphic image representing a computer command which
allows a user to take
certain computer actions without typing them out on the
keyboard, e.g. a trash can in an email program that
allows the user to delete an unwanted email, e.g.
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IM - stands for instant
messaging, an electronic conference on the computer
whereby two or more people communicate instantly by typing
back and forth to each other |
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Inbound link - a link to a
specific website that is listed on a website other than
that website itself |
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Internet
Explorer (IE) - a web browser created by Microsoft; allows
one to "surf" or navigate the Internet by accessing web
pages and other Internet-based tools |
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Invisible Web
- the portion of the Web not indexed by search engines |
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IP address -
stands for Internet Protocol, the location of a website on
the Internet |
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JavaScript
- a computer language, developed by the Netscape company,
used to create interactive websites |
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JPEG,
JPG - stands for Joint
Photographic Experts Group, a type of graphic file used
as a file extension for a graphic created in this type of
format, e.g. flower.jpeg or flower.jpg |
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K |
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Keyword
- a word or phrase
used in a performing a search to locate information on a
website or on the Internet about a specific topic; words
included in the source code of a website |
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Keywords tag - words or the
type of METAdata used in a website's source code to help
define the content of a Web page |
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Landing page - the page of
a website that is accessed when an email reader or viewer
of an advertisement clicks on a link to receive more
information; the landing page is not otherwise accessed
through the general navigation of the website |
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Link - a word or phrase,
listed on a website or in a electronic document, that
references where specific information can be located, also
see hyperlink |
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Link checker
- an online
tool used to check for "broken" or non-working hyperlinks |
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Link popularity - a measure
of the quantity and quality of websites that lists all
locations containing links to a specific website |
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Link text - the text
contained in (and sometimes near) a hyperlink |
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Linkrot
- when Web pages previously accessible at a particular URL
are no longer reachable because the name changed or pages
were deleted |
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Manual submission
-
separately submitting URLs to each search engine (to make
them aware of the existence of a website so that they
index the content on that site) without using an automated
system |
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Megabyte
(MB) - a unit of
computer data or computer memory storage space; equivalent
to 1,048,576 bytes |
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METAdata - terms used in
the source code of a website to describe data about the
website |
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META tag generator - an
online software tool that will generate META tags based on
specific input provided by the user |
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META tags - word and phrase
descriptors used to explain aspects of a Web page |
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Navigate
- to click through
a website to view various pages; the act of "surfing the
net" or browsing through the Internet from website to
website |
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Navigation bar
- a tool on
a website that facilitates the visitors ability to move
from one page to another |
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Netiquette - short for
network etiquette; the code of conduct outlining
acceptable behavior online |
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Network - an electronic system for
communicating from one computer to another |
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New media - see
rich media |
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O |
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Online
community - see
community |
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Opt-in email
- an email message that is requested by the recipient via
prior registration or similar type of request; the
methodology used to gather an email distribution list for
email newsletters |
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Opt-out - to
remove oneself from the receipt of an email message |
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Outbound
link - a link listed on a website that directs the visitor
to a site outside of that site |
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Page view -
when a visitor views a page on a website, a request is
made to the web host to load a single HTML page for
viewing on a visitor's computer |
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Pass-along
rate - the percentage of people who forward a message or
file via email |
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Pay per
click (PPC) - payment for online advertising that is based
on qualifying click-through; the number of times
readers click on an ad |
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Permission marketing - the use of marketing tactics that
include the receipt of the customer's consent to receive
company information |
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Plain text -
email messages that are not coded or encrypted with HTML
but rather, use clear text to get the message across |
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Portal - a gateway to the
Web (Web portal), a hub of information relating to a
specific topic (vertical portal) |
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Reciprocal
links - links between two sites whereby there is an
agreement by the site owners to exchange links thereby
listing each other's links on each of their websites |
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Rectangle ad - a large,
rectangular banner-sized ad |
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Rich media -
the ability to offer an enhanced experience to the online
visitor because of the inclusion of streaming video, user
interaction tools and special effects |
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Search
engine - a program that indexes (takes stock of)
documents, articles and images on websites in order to
reference a page on the site when a request from a user
comes in for information related to the contents of that
website;
Google.com is one such search engine |
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Search engine optimization
(SEO) - the process of using tools such as targeted words
and phrases (keywords) related to the information on a
website to assist in providing a high search engine
ranking |
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Search
engine ranking - the placement of the results from a
search engine keyword search; ideal ranking or placement
is within the first three results listed as searchers
normally only click on the results within the first page
or so; a rank can range from the first listing on the
first page to hundreds of pages later |
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Search
engine submission - the act of supplying the domain name
to a search engine in an attempt to make the search engine
tool aware of a specific site or web page |
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SEO - see
search engine optimization |
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Site - see
website |
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Site search
- the ability to conduct a search for information within
one website |
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Skyscraper
ad - an online ad that is taller than the vertical banner |
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Source code
- the area of a website where metadata (tags) is outlined
to provide descriptive information to search engines so
they can index the purpose and content of the website |
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Spam - an
unwanted email message not solicited by the receiver |
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Splash page - a website page displayed before the home
page, accessed when a user visits the website, which
assists in branding the organization |
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Spider - a
program created by search engines that visits websites and
gathers the information on the pages in order to create
entries for a search engine index |
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Stickiness -
the amount of time spent at a site over a given time
period; refers to a website's level of engagement that
makes the visitor stay or "stick" on the site |
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Streaming
video - moving images that are sent over the Internet and
can be viewed as each package of data is sent rather than
waiting until the entire file is downloaded |
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Surfing the
net - browsing through the Internet from website to
website |
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Tag - a type
of HTML data that describes an aspect of a website |
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Text ad - an
advertisement using text-based hyperlinks rather than
images |
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Text, plain
- see
plain text |
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Title tag -
an HTML tag used to define the title of a webpage and
thereby displays the title text in the top line of a Web
browser |
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Top 10 - the
top ten search engine results for a specific search term,
found on the first page of the results |
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Traffic -
see
website
traffic |
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Unique
visitors - individuals who have visited a website at least
once during a specific time frame |
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URL - stands
for universal resource locator; the website address or
location of a website on the Internet; also the domain
name |
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Usability -
see
Website
usability |
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User
- the individual that is using the computer, often a
skilled computer user, see also
end user |
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Vertical
banner - a banner ad measuring 120 pixels wide and 240
pixels tall |
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Viral
marketing - the type of marketing that facilitates and
encourages people to forward an email marketing message to
others |
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Visitor - an
individual who views or visits a website; one who reads
content on a website |
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Web blog -
see blog |
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Web browser
- a software program that allows one to "surf" or browse
the Internet thereby accessing websites and other Internet
tools |
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Web host - a
service which provides the storage, connectivity, and
services necessary to allow the client to create a
presence for a website; web hosts do not necessarily
design the website itself (although some web hosting
companies do offer design services) but rather provide the
technology to create its existence |
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Web log - a
report of various website statistics such as hits, page
views, unique visitors and other information useful for
optimizing website traffic |
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Webcast -
a conjunction of website broadcast, information dispersed
to a large audience via the Internet which could include
streaming audio, streaming video, visual aids or live
demonstrations |
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Webconference -
an umbrella term for all online based collaboration
between two or more people over the Internet, some types
include webcasts and webinars but not web events |
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Webevent
- an umbrella term for online based presentations which do
not include collaborative components, see
webinar
and
webcast |
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Webinar -
a conjunction of website seminar, topical
information presented online in an electronic seminar
format, recorded or in real time, which could include
interactive components such as the ability of participants
to submit questions, the ability for the speaker to
receive immediate audience feedback and immediate, real
time surveys and polls
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Website - a
collection of text-based information, images, video clips,
audio clips and/or other digital media that is accessible
via the Internet and is pertaining to a specific company,
individual, entity, service or product |
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Website
design - the identification and usage of HTML components
to create a layout and structure for a website and its
various pages including the identification and design of
the navigation of the site |
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Website
statistics - see
web log
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Website
traffic - the amount of visitors that access a website and
the amount of visits a website receives |
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Website
usability - the ease with which visitors are able to
navigate through a website to obtain the information they
are seeking |
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