Online Marketing Terms
A - Z
above the fold - the section of a Web page that is visible without scrolling.
ad blocking - the blocking of Web advertisements, typically the image in graphical Web advertisements.
ad space - the space on a Web page available for advertisements.
advertising network - a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.
Add URL - (see Search Engine Submission)
affiliate - the publisher/salesperson in an affiliate marketing relationship.
affiliate directory - a categorized listing of affiliate programs.
affiliate forum - an online community where visitors may read and post topics related to affiliate marketing.
affiliate fraud - bogus activity generated by an affiliate in an attempt to generate illegitimate, unearned revenue.
affiliate marketing - revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.
affiliate merchant - the advertiser in an affiliate marketing relationship.
affiliate network - a value-added intermediary providing services, including aggregation, for affiliate merchants and affiliates.
affiliate software - software that, at a minimum, provides tracking and reporting of commission-triggering actions (sales, registrations, or clicks) from affiliate links.
ALT text - HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed.
animated GIF - a graphic in the GIF89a file format that creates the effect of animation by rotating through a series of static images.
anonymous FTP - an option in FTP that allows users to download files without having to establish and account.
Apache - an open source web server software.
application service provider - provider of applications/services that are distributed through a network to many customers in exchange for a stream of smaller payments as opposed to one fixed, upfront price.
ASP Hosting - Web hosting that supports Active Server Pages, a server-side scripting environment from Microsoft.
autoresponder - a program that sends an automatic form response to incoming emails.
B2B - business that sells products or provides services to other businesses.
B2C - business that sells products or providse services to the end-user consumers.
bandwidth - how much data can be transmitted in a time period over a communications channel, often expressed in kilobits per second (kbps).
banner ad - a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468x60).
banner blindness - the tendency of web visitors to ignore banner ads, even when the banner ads contain information visitors are actively looking for.
banner exchange - network where participating sites display banner ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites.
barter - to exchange goods or services directly without the use of money.
beyond the banner - online advertising not involving standard GIF and JPEG banner ads.
blog - A frequent, chronological publication of personal thoughts and Web links.
bookmark - a link stored in a Web browser for future reference.
browser - (see Web browser)
burstable bandwidth - a hosting option that allows sites to use the available network capacity to handle periods of peak usage.
business hosting - Web hosting geared towards the mission-critical functions demanded by business-class customers.
button ad - a graphical advertising unit, smaller than a banner ad.
button exchange - network where participating sites display button ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites.
buzzword - a trendy word or phrase that is used more to impress than explain.
caching - 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 style from structure on Web pages.
click-through - 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.
ColdFusion hosting - Web hosting that supports ColdFusion, a web application language introduced by Allaire and currently owned by Macromedia.
conversion rate - the percentage of visitors who take a desired action.
cookie - information stored on a user's computer by a Web site so preferences are remembered on future requests.
cost-per-action (CPA) - online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
cost per click (CPC) - the cost or cost-equivalent paid per click-through.
CPM - cost per thousand impressions.
customer acquisition cost - the cost associated with acquiring a new customer.
data transfer - The total amount of outbound traffic from a website*, typically measured in gigabytes (Gb).
dedicated hosting - hosting option whereby the host provides and is responsible for the equipment, dedicating an entire server to the client's websites.
dedicated IP - an IP address dedicated to a single website.
deep linking - linking to a web page other than a site's home page.
deep Web - (see invisible Web)
description tag - an HTML tag used by Web page authors to provide a description for search engine listings.
directory (see Web directory)
disintermediation - the elimination of intermediaries in the supply chain, also referred to as "cutting out the middlemen."
domain name - location of an entity on the Internet.
doorway domain - a domain used specifically to rank well in search engines for particular keywords, serving as an entry point through which visitors pass to the main domain.
doorway page - a page made specifically to rank well in search engines for particular keywords, serving as an entry point through which visitors pass to the main content.
email - the transmission of computer-based messages over telecommunication technology.
email marketing - the promotion of products or services via email.
email spam - unwanted, unsolicited email.
exclusivity - contract term in which one party grants another party sole rights with regard to a particular business function.
ezine - an electronic magazine, whether delivered via a Web site or an email newsletter.
ezine directory - directory of electronic magazines, typically of the email variety.
favicon - a small icon that is used by some browsers to identify a bookmarked Web site.
favorite - (see bookmark)
FFA - free-for-all links list, where there are no qualifications for adding a link.
first-mover advantage - a sometimes insurmountable advantage gained by the first significant company to move into a new market.
Flash - multimedia technology developed by Macromedia to allow much interactivity to fit in a relatively small file size.
forum - an online community where visitors may read and post topics of common interest.
frames - a structure that allows for the dividing of a Web page into two or more independent parts.
free - without monetary cost.
frequency cap - restriction on the amount of times a specific visitor is shown a particular advertisement.
GIF89a - (see animated GIF)
guerilla marketing - unconventional marketing intended to get maximum results from minimal resources.
hit - request of a file from a Web server.
home page - the main page of a Web site.
house ad - self-promotional ad a company runs on their own site/network to use unsold inventory.
HTML banner - a banner ad using HTML elements, often including interactive forms instead of (or in addition to) standard graphical elements.
HTML email - email that is formatted using Hypertext Markup Language, as opposed to plain text email.
hybrid model - a combination of two or more online marketing payment models
impression - a single instance of an online advertisement being displayed.*
inbound link - a link from a site outside of your site.
incentivized traffic - visitors who have received some form of compensation for visiting a site.
interactive agency - an agency offering a mix of Web design/development, Internet advertising/marketing, or E-Business/E-Commerce consulting.
interstitial - an advertisement that loads between two content pages.
invisible Web - the portion of the Web not indexed by search engines.
keyword - a word used in a performing a search.
keyword density - keywords as a percentage of indexable text words.
keyword marketing - putting your message in front of people who are searching using particular keywords and keyphrases.
keyword research - the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).
keywords tag - META tag used to help define the primary keywords of a Web page.
link checker - tool used to check for broken hyperlinks.
link popularity - a measure of the quantity and quality of sites that link to your site.
link text - the text contained in (and sometimes near) a hyperlink.
linkrot - when Web pages previously accessible at a particular URL are no longer reachable at that URL due to movement or deletion of the pages.
log file - file that records the activity on a Web server.
long domain name - domain names longer than the original 26 characters, up to a theoretical limit of 67 characters (including the extension, such as .com).
manual submission - adding a URL to the search engines individually by hand.
marketing - (online) a range of internet based techniques used to advertise, merchandise and sell a product or service
marketing plan - the part of the business plan outlining the marketing strategy for a product or service.
media kit - a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.
meta search engine - a search engine that displays results from multiple search engines.
META tag generator - tool that will output META tags based on input page information.
META tags - tags to describe various aspects about a Web page.
moderator - at a forum, someone entrusted by the administrator to help discussions stay productive and within the guidelines.
mousetrapping - the use of browser tricks in an effort to keep a visitor captive at a site, often by disabling the "Back" button or generated repeated pop-up windows.
navigation - that which facilitates movement from one Web page to another Web page.
netiquette - short for network etiquette, the code of conduct regarding acceptable online behavior.
network effect - the phenomenon whereby a service becomes more valuable as more people use it, thereby encouraging ever-increasing numbers of adopters.
opt-in email - email that is explicitly requested by the recipient.
opt-out - (a) type of program that assumes inclusion unless stated otherwise. (b) to remove oneself from an opt-out program.
outbound link - A link to a site outside of your site.
page view - request to load a single HTML page.
pagejacking - theft of a page from the original site and publication of a copy (or near-copy) at another site.
pass-along rate - the percentage of people who pass on a message or file.
pay per click (PPC) - online advertising payment model in which payment is based solely on qualifying click-throughs.
pay per click search engine (PPCSE) - search engine where results are ranked according to the bid amount and advertisers are charged only when a searcher clicks on the search listing.
pay per lead (PPL) - online advertising payment model in which payment is based solely based on qualifying leads.
pay per sale (PPS) - online advertising payment model in which payment is based solely based on qualifying sales.
payment threshold - the minimum accumulated commission an affiliate must earn to trigger payment from an affiliate program.
permission marketing - marketing centered around getting customer's consent to receive information from a company.
pop-under ad - an ad that displays in a new browser window behind the current browser window.
pop-up ad - an ad that displays in a new browser window.
portal - a site featuring a suite of commonly used services, serving as a starting point and frequent gateway to the Web (Web portal) or a niche topic (vertical portal).
rate card - document detailing prices for various ad placement options.
reciprocal links - links between two sites, often based on an agreement by the site owners to exchange links.
rectangle ad - any one of the large, rectangular banner sizes suggested by the IAB.
rep firm - ad sales partner specializing primarily in single-site sales.
return days - the number of days an affiliate can earn commission on a conversion (sale or lead) by a referred visitor.
rich media - new media that offers an enhanced experience relative to older, mainstream formats.
run of network (RON) - ad buying option in which ad placements may appear on any pages on sites within an ad network.
run of site (ROS) - ad buying option in which ad placements may appear on any pages of the target site.
search engine - a program that indexes documents, then attempts to match documents relevant to the users search requests.
search engine marketing (SEM) - (see pay per click PPC)
search engine optimisation - the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.
search engine spam - excessive manipulation to influence search engine rankings, often for pages which contain little or no relevant content.
search engine submission - the act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.
search spy - a perpetually refreshing page that provides a real-time view of actual Web searches.
self-serve advertising - advertising that can be purchased without the assistance of a sales representative.
SEO (see search engine optimisation)
shopping cart - software used to make a site's product catalogue available for online ordering, whereby visitors may select, view, add/delete, and purchase merchandise.
sig file - a short block of text at the end of a message identifying the sender and providing additional information about them.
site search - search functionality specific to one site.
skyscraper ad - an online ad significantly taller than the 120x240 vertical banner.
spam - inappropriate commercial message of extremely low value.
splash page - a branding page before the home page of a Web site.
sponsorship - advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.
stickiness - the amount of time spent at a site over a given time period.
super affiliate - an affiliate capable of generating a significant percentage of an affiliate program's activity.
surround session - advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit.
text ad - advertisement using text-based hyperlinks.
text link exchange - network where participating sites display text ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites.
title tag - HTML tag used to define the text in the top line of a Web browser, also used by many search engines as the title of search listings.
top 10 - the top ten search engine results for a particular search term.
trick banner - a banner ad that attempts to trick people into clicking, often by imitating an operating system message.
two tier affiliate program - affiliate program structure whereby affiliates earn commissions on their conversions as well as conversions of webmasters they refer to the program.
underdelivery - delivery of less impressions, visitors, or conversions than contracted for a specified period of time.
unique visitors - individuals who have visited a Web site (or network) at least once in a during a fixed time frame.
URL - (universal resource locator) location of a resource on the Internet.
usability - (see Web site usability)
vertical banner - a banner ad measuring 120 pixels wide and 240 pixels tall.
viral marketing - marketing phenomenon that facilitates and encourages people to pass along a marketing message.
volunter directory - a Web directory staffed primarily by unpaid volunteer editors.
Web browser - a software application that allows for the browsing of the World Wide Web.
Web design - the selection and coordination of available components to create the layout and structure of a Web page.
Web directory - organized, categorized listings of Web sites.
Web hosting - the business of providing the storage, connectivity, and services necessary to serve files for a website.
Web ring - a means for navigating a group of related sites primarily by going forward and backward.
Web site traffic - the amount of visitors and vists a Web site receives.
Web site usability - the ease with which visitors are able to use a Web site.
whois - a utility that returns ownership information about second-level domains.