M3Cloud's guide to inbound Marketing

What the (&$#*) does that mean?

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

301 REDIRECT

A way to make one web page redirect the visitor to another page. Whenever you change the web address of a page, apply a 301 redirect to make the old address point to the new one. This ensures that people who have linked to or bookmarked the old address will automatically get to the new one, and search engines can update their index.

A/B TESTING

Testing two different versions of the same landing page to evaluate which one performs better.

ABANDON

When a user leaves a shopping cart with something in it prior to completing the transaction.

ABOVE THE FOLD

The part of a web page that is visible without scrolling. It is generally more desirable placement on a website because of its visibility. If you have a "join our mailing list" form on your website, you should place it "above the fold" making it easy for visitors to opt-in.

ACQUISITION RATE

The total participants who were offered to opt in on a mobile marketing campaign divided by the total audience. The percent gives you the number of respondents who opt in.

AD BANNER

A graphic image or other media object used as an advertisement. See iab.net for voluntary guidelines for banner ads.

AD CLICK

A measurement of the user-initiated action of responding to (such as clicking on) an ad element causing a re-direct to another web location or another frame or page within the advertisement. There are three types of ad clicks: 1) click-throughs; 2) in-unit clicks; and 3) mouvers. Ad click-throughs should be tracked and reported as a 302 redirect at the ad server and should filter out robotic activity.

AD CLICK RATE

Ratio of ad clicks to ad impressions.

AD IMPRESSION RATIO

Click-throughs divided by ad impressions. See click rate.

AFFILIATE MARKETING

An agreement between two sites in which one site (the affiliate) agrees to feature content or an ad designed to drive traffic to another site. In return, the affiliate receives a percentage of sales or some other form of compensation generated by that traffic.

AGGREGATOR

A company that provides an intermediary service between content providers, application providers, and the mobile phone service carriers. This company can serve several purposes, including campaign management, analytics, administration as well as billing.

ALTERNATIVE TEXT/TAG OR ATTRIBUTE

Alt text is a word or phrase that describes an image on the web. Unlike humans, search engines read only the ALT text of images, not the images themselves. Add ALT text to images whenever possible. It should be used in HTML as the following ... or if using a CMS applied in the field tied to an image for the purpose of describing an image.

ANCHOR TEXT

The actual text of a link to a page. On most websites, this text is usually dark blue and underlined, or purple if you've visited the link in the past. Anchor text helps search engines understand what the destination page is about: it describes what you will see if you click through. When users view the web page in a browser, they can click the text to activate the link and visit the page whose URL is in the link. Example: This is anchor text

APPLICATION PROGRAMING INTERFACE

An API is a documented interface that allows one software application to to interact with another application. An example of this is the Twitter API.

AVATAR

No, this is not referring to the 2009 James Cameron film. Though not far removed, an avatar is a photo, graphic or image that represents you across blogs and other social-networking sites. It is often displayed within the profile or comment sections.

An Avatar is an image or username that represents a person online within forums and social networks.

BANDWIDTH

This is a measurement of how much data can be pushed through a connection. The measurement is based on the number of bits per second (bps), kilobits per second (kbps), or megabits per second (mbps).

BEHAVIOR-BASED MARKETING AUTOMATION

Behavior-based marketing automation refers to a system that triggers emails and other communication based on user activity on and off your site. It enables marketers to nurture leads and send them information only when it is most relevant to their buying cycle.

BENEFIT REINFORCEMENT

Similar to value proposition, it is a reinforcement of why the visitors wantsw to fill out the form.

BLOG

This is short for web log or weblog. Blogs are usually maintained by an individual or group of people. A personal blog or business blog will traditionally include regular entries of commentary, descriptions of events, or other material, such as photos and video. Note: if you are blogging for business, you should always add a call-to-action to ensure your blog is generating leads.

BLOGOSPHERE

This refers to the collective community of all blogs and bloggers on the Internet.

BOOKMARK

A link to a website saved for later reference in your web browser or computer. Social bookmarking sites such as del.icio.us let users share websites they like with each other. Having links to your site in del.icio.us is a sign that your website content is interesting to people.

BOUNCE

What happens when e-mails are returned to the mail server as undeliverable.

BOUNCE RATE OR EXIT RATE

Bounce rate is the rate at which a visitor clicks away from your page without converting.

BRAND ADVOCATES

A brand advocate is a person who supports your mission and sticks out his or her virtual neck to vouch for you. Make sure to reward your advocates with offers that stand out above typical discounts.

CACHE

Memory used to temporarily store the most frequently requested content/files/pages in order to speed its delivery to the user. Cache can be local (i.e. on a browser) or on a network. In the case of local cache, most computers have both memory (RAM), and disk (hard drive) cache. Today, Web browsers cause virtually all data viewed to be cached on a user's computer.

CALL-TO-ACTION

A call to action is a text link, button, image, or some type of web mlink that encourages a website visitor to visit a landing page and become of lead. Some examples of CTAs are "Subscribe Now" or "Download the Whitepaper Today.

CAMPAIGN

An email marketing message or a series of messages, such as lead nurturing, designed to accomplish an overall marketing goal.

CANONICAL URL

The canonical URL is the best address that a user can find a piece of information on. Sometimes you might have a situation where the same page content can be accessed at more than one address. Specifying the canonical URL helps search engines understand which address for a piece of content is the best one.

CHANNEL

1) a band of similar content; 2) a type of sales outlet (also known as channel of distribution), for example retail, catalogue, or e-commerce.

CMS OR PLATFORM

This is short for content management system. It is a software program that allows you to add content to a website more easily. M3Cloud, for instance, has a CMS, through which you can manage your website pages, landing pages and blog.

CONFIRMED OPT-IN (DOUBLE OPT-IN)

The confirmed opt-in is a more stringent method of obtaining permission to send email campaigns. It adds an additional step to the opt-in process because it requires the subscriber to respond to a confirmation email, either by clicking on a confirmation link or by replying to the email to confirm their subscription. Only those subscribers who take this additional step are added to your list.

CONVERSION FORM

A form in which you collect information on your site visitor. Conversion forms convert traffic into leads. Collecting contact information helps you follow up with these leads.

CONVERSION RATE

The number or percentage of recipients who respond to your call-toaction in a given email marketing campaign or promotion. This is the measure of your email campaign's success. You may measure conversion in sales, phone calls, opportunities or appointments.

COOKIE

A file on the user's browser that uniquely identifies the user's browser. There are two types of cookies: persistent cookies and session cookies. Session cookies are temporary and are erased when the browser exits. Persistent cookies remain on the user's hard drive until the user erases them or until they expire.

CPA (COST-PER-ACTION)

"Cost of advertising based on a visitor taking some specifically defined action in response to an ad. ""Actions"" include such things as a sales transaction, a customer acquisition, or a click.

CPC (COST-PER-CLICK)

Cost of advertising based on the number of clicks received.

CPC (COST-PER-CUSTOMER)

The cost an advertiser pays to acquire a customer.

CPL (COST-PER-LEAD)

Cost of advertising based on the number of database files (leads) received.

CPM (COST PER THOUSAND)

"In email marketing, CPM commonly refers to the cost per 1000 names on a given rental list. For example, a rental list priced at $250 CPM would mean that the list owner charges $0.25 per email address.

CPS (COST-PER-SALE)

The advertiser's cost to generate one sales transaction. If this is being used in conjunction with a media buy, a cookie can be offered on the content site and read on the advertiser's site after the successful completion of an online sale.

CRAWLER

A software program which visits virtually all pages of the Web to create indexes for search engines. They are more interested in text files than graphic files. See also spider, bot, and intelligent agent.

CRM (CUSTOMER RELATIONSHIP MANAGEMENT

Customer relationship management (CRM) is a system that manages interactions with existing and potential customers and sales prospects.

CRM (CUSTOMER-RELATION-MARKETING)

Customer relationship marketing. Marketing specifically targeted to increasing brand loyalty.

CROSS-CHANNEL ANALYTICS

Cross-channel analytics track the behavior of your prospects across multiple channels, such as website, social media and blog.

CROSS-PLATFORM MARKETING AUTOMATION

"Cross-platform marketing automation refers to the ability of your emails to display well across different platforms like tablets and mobile devices. If you fail to optimize for mobile, you miss out on a huge opportunity to communicate with potential customers.

CSS OR STYLESHEET

This is short for Cascading Style Sheets. Written in HTML, this is commonly used to style web pages. Styling options, including page layouts, colors and fonts, are typically preset to help control cohesiveness and an overall professional look and feel for your website and/or blog.

CTR (CLICK-THROUGH RATE)

CTR us the percentage (the number of unique clicks divided by the number that were opened) of recipients that click on a given URL in your email.

CUMULATIVE OPTIMIZATION GAIN

Optimizing a page with a series of tests and gaining higher conversion at the end.

CUSTOMER/BUYING LIFECYCLE

The customer lifecycle is a process that consists of many steps, including research, inquiry, purchase and usage. Marketers need to facilitate and enrich this process in order to build healthy customer relationships.

DATA COLLECTION

This is a huge variety of metrics, demographics, and statistics gathered by marketers to analyze and plan campaigns.

DATA FEED OPTIMIZATION

Taking product information and adding attributes that enhance the search engines capbabilites to

Delicious is a free online bookmarking service that lets users save website addresses publicly and privately online so that they can be accessed from any device connected to the Internet and shared with friends.

DIGG

Digg is a social news website that allows members to submit and vote for articles. Articles with the most votes appear on the homepage of the site and subsequently are seen by the largest portion of the site's membership as well as other visitors.

DIRECT TO CONSUMER (D2C)

The services or products delivered to an end consumer via a "provider." The provider could be a third party, or direct from the company who is orchestrating the sale of the product or service.

DOMAIN

The main web address of your site (example: www.yoursite.com). It's good to renew ownership of your domain for several years. Search engine rankings favor websites with longer registrations because it shows commitment.

DRIP MARKETING

Drip marketing is a synonym for lead nurturing, a series of emails that seek to qualify a lead, keep it engaged and gradually push it down the sales funnel.

E-COMMERCE

The process of selling products or services via the Web.

EMAIL BLACKLIST

It is common for an ISP to a use a blacklist to determine which emails should be blocked (see "email blocking"). Blacklists contain lists of domains or IP addresses of known and suspected spammers. Unfortunately, these blacklists also contain many legitimate email service providers. Just a few spam complaints can land an email service provider or IP address on a blacklist despite the fact that the ratio of complaints to volume of email sent is extremely low.

EMAIL BLOCKING

Email blocking typically refers to blocking by ISPs or corporate servers. Email blocking occurs when the receiving email server (e.g. Yahoo!, AOL, Hotmail etc) prevents an inbound email from reaching the inbox of the intended recipient. Most of the time the sender of the email receives a "bounce" message notifying the sender that their email has been blocked. ISPs actively block email coming from suspected spammers.

EMAIL WHITELIST

A whitelist is the opposite of a blacklist. Instead of listing IP addresses to block, a whitelist includes IP addresses that have been approved to deliver email despite blocking measures. Generally, ISPs maintain both a blacklist and a whitelist. When email service providers, like Constant Contact or Exact Target, say they are "whitelisted" it means that their IP addresses are on a specific ISP's whitelist and are confident that emaisl sent using their service will be delivered.

FAVICON

This is the small graphic, typically your logo or other representation your website, which appears in a browser's address bar, favorites or bookmark lists. In HTML it is referenced as the following rel="shortcut icon," and should be saved or uploaded as favicon.ico. The final product looks something like this:

FEED

This is a news feed used for providing users with frequently updated content. Content distributors syndicate a web feed, thereby allowing users to subscribe to it in RSS reader or via e-mail.

FLASH MOB

A flash mob is a large group of people who assemble suddenly in a public place, perform an unusual and pointless act for a brief time, then quickly disperse. The term flash mob is generally applied only to gatherings organized via telecommunications, social media, or viral emails.

FRICTION

The page elements preventing the visitor from converting into a lead. For instance, too many calls to action which distract the visitor's attention.

FTP (FILE TRANSFER PROTOCOL)

Internet protocol which facilitates transfer of files.

FUNNEL

The process logic as a visitor gets to your page and completes the "transaction." Think of a visitor as someone at the top of your sales and marketing funnel. How do you push them to the bottom of the funnel?

GOOGLE+

Google+ is the social network launched by Google in November 2011. It aims to make sharing on the web more like sharing in real life with applications like Circles, Messenger and Hangouts. To learn how to use Google+ for business, download our free ebook, "How to Use Google+ for Business."

GUI (GRAPHICAL INTERCHANGE FORMAT)

a way of enabling users to interact with the computer using visual icons and a mouse rather than a command-like prompt/interpreter.

HARD BOUNCE/SOFT BOUNCE

A hard bounce is the failed delivery of an email due to a permanent reason like a non-existent address. A soft bounce is the failed delivery of an email due to a temporary issue, like a full inbox or an unavailable server.

HASHTAG

A hashtag is a tag used on the social network Twitter as a way to annotate a message. A hashtag is a word or phrase preceded by a "#". Example: #yourhashtag. Hashtags are commonly used to show that a tweet, a Twitter message, is related to an event or conference.

HEADER

This is the top part of your blog, appearing before any pages or posts. Headers generally include items such as logos, taglines, and navigation menus, which are meant to set the tone or theme of your blog.

HOUSE LIST (OR RETENTION LIST)

House list means a permission-based list that you built yourself. You can use it to market, cross sell and upsell, and to establish a relationship with customers over time. A house list is one of your most valuable marketing assets because it is seven times less expensive to market to an existing customer than it is to acquire a new one.

HTML (HYPERTEXT MARKUP LANGUAGE)

A set of codes called markup tags in a plain text (*.txt) file that determine what information is retrieved and how it is rendered by a browser. There are two kinds of markup tags: anchor and format. Anchor tags determine what is retrieved, and format tags determine how it is rendered.

HTTP (HYPER-TEXT TRANSFER PROTOCOL)

The format most commonly used to transfer documents on the World Wide Web.

HYPERLINK

Used synonymously with the word "link," this is clickable content within a web page that takes the user to another page, website, or within part of the same page. The text that comprises the hyperlink is referred to as the "anchor text."

IMPRESSIONS

This measurement is used to count the number of times a person is viewing an ad or message. Impressions have become a very important metric with B2B mobile marketing.

INBOUND LINK

A link from one site into another. A link from another site will improve your optimization, especially if that site has a high PageRank.

INBOUND MARKETING

Inbound marketing is a style of marketing that focuses on getting found by new visitors, converting traffic into leads, and analyzing performance. It's a concept based on Seth Godin's idea of permission marketing. David Meerman Scott recommends that marketers "earn their way in" (via publishing helpful information, nurturing leads, etc.) in contrast to outbound marketing where they used to have to "buy, beg, or bug their way in" (via paid advertisements, cold calling, etc).

INDEX(ED)

The process by which search enines find your content and then make it available to users by storing it and displaying it in search results. To know whether or not your content has been indexed simply do a search for a page and if a search engine returns your page then it has indeed been indexed.

INTERNAL LINK

A link from one page to another on the same website, such as from your homepage to your products page.

INTERRUPTIONBASED MARKETING

A traditional type of marketing in which audiences are interrupted with messages to purchase a product or a service. Interruption-based marketing is unsolicited and optimized for immediate conversions.

INTERSTITIAL ADS

These are embedded into MMS messages in a variety of formats, including image, text, and video. The message provides an opportunity for the viewer to read the ad while listening or viewing the MMS message.

IP ADDRESS

Internet protocol numerical address assigned to each computer on the network so that its location and activities can be distinguished from other computers. The format is ##.##.##.## with each number ranging from 0 through 255 (e.g. 125.45.87.204)

JAVASCRIPT

A scripting language that allows website administrators to apply various effects or changes to the content of their website as users browse it. Search engines often have difficulty reading content that is inside of Javascript, but they are getting better at it over time.

JOOMLA

Joomla is an content management system (CMS) which enables users to build websites and online applications.

KEYWORD(S) OR KEYPHRASE(S)

These should be used as a topic generator. Picking keywords is the process of determining what topics are most relevant to your target audience or buyer persona and crafting content around those topics. They should be used in a strictly creative sense for structural composition, reasoning, and comprehension, and should showcase your knowledge in a given field.

KPI (KEY PERFORMANCE INDICATORS)

Key Performance Indicators are the metrics you will look at to track progress toward your goals.

LANDING PAGE

A lead capture page on your website that is linked from an email to provide additional information directly related to products or services promoted in the email's call-to-action. Every email should have a unique landing page to capture leads or a tracking URL to a standard landing page in order to determine ROI.

LAYOUT

How the landing page is designed. For instance, the form can be placed on the left side of the page, while the description of the offer is on the right.

LEAD

A person that transforms from an anonymous website visitor into a known contact part of your business sales cycle. This process occurs as the visitor provides his or her contact information in exchange for valuable content.

LEAD GENERATION

Lead generation is the process of attracting new leads. It is a marketing tactic that drives a person to demonstrate interest in a product or service. Online this traditionally happens by providing valuable content in exchange for contact information from a website visitor.

LEAD NURTURING CAMPAIGN

An email series that can be triggered after someone fills out a form on your landing page. Lead nurturing is also known as drip marketing.

LEAD-TO-CUSTOMER RATE

This is a percentage calculated by dividing the total number of customers for a given marketing channel by the total number of leads generated in that same period of time.

LINK BUILDING

The activity and process of getting more inbound links to your website for improved search engine rankings.

LINKEDIN

LinkedIn is a business-oriented social networking site. Launched in May 2003, it is mainly used for professional networking. As of June 2010, LinkedIn had more than 130 million registered users, spanning more than 200 countries and territories worldwide.

LOCAL SEARCH

The branding of ones business in the local area.

LOCATION-BASED SERVICES (LBS)

Depending on the geographic area of the mobile subscriber, messages can be customized to fit the location. For example, the location of the nearest favorite restaurant, gas station, or store.

LONG-TAIL KEYWORD

An uncommon or rarely used keyword. Small businesses should consider targeting long-tail keywords. Generic keywords, such as "software," are more competitive than narrower keyword combinations, such as "inbound marketing software."

LURKER

A lurker online is a person who reads discussions on a message board, newsgroup, social network, or other interactive system, but rarely or never participates in the discussion.

MASHUP

A content mashup contains multiple types of media drawn from pre-existing sources to create a new work. Digital mashups allow individuals or businesses to create new pieces of content by combining multiple online content sources.

META DESCRIPTION

Your description should be a short description of that particular page or post. It's a great opportunity to place some very targeted content for your audience to see on the search results page. A good description is approximately two sentences (no more than 160 characters) using your target keywords to invite a person to visit your site.

META KEYWORDS

These have historically been the most popular and well known element describing content of a web page. Search engines, however, quickly came to realize that this piece of information was often inaccurate or misleading and frequently lead to spammy sites. That is why this tag is no longer followed by search engines.

META TAGS

A comprehensive term that is comprised of meta titles, descriptions and keywords. These three items together are what are referred to as meta tags. The tags are elements that provide information about a given web page, most often to help search engines categorize them correctly. Note: these are inserted into the HTML and as such are not directly visible to a user visiting the site.

META TITLE OR PAGE TITLE

The Page Title is the phrase that shows in the blue bar at the top of your web browser when the page loads. The page title is also the bold text that shows up on a search results page when you rank in a search engine.

METADATA

Data that tells search engines what your website is about.

MMS

Multimedia Messaging Service, or MMS, has become more prevalent with the increase in bandwidth and evolution of mobile technology. Multimedia messages can be a picture, a video clip, or an audio clip. Ads can be embedded into the MMS, or the ad could be the MMS itself depending on what is being viewed by the subscriber.

MOBILE MARKETING ASSOCIATION

This nonprofit trade association, is dedicated to the education and standardization of mobile marketing technologies and practices. This association is a valuable resource for B2B mobile marketing.

MOCKUPS

Mockups are generally used when you are preparing for an A/B test in order to evaluate the better layout.

MULTI-CHANNEL MARKETING AUTOMATION

To truly be relevant, lead nurturing and email campaigns need to take into account buyers' experiences across multiple channels and platforms, such as interactions on social media.

NAVIGATION

A web page element, usually located at the top, with links that help visitors to navigate through a website.

NOFOLLOW

A link attribute which prevents links from being crawled by search engines. As a result, no credit gets passed from one page to another.

NON-PERSONALLY IDENTIFIABLE INFORMATION (NPII)

This is data that provides metrics and statistics, but does not provide specific information to contact or identify a specific end-user.

OFFER

The content that is provided once a lead has filled out a landing page form. Example of offers include ebooks, whitepapers, webinars and kits.

ONLINE PERFORMANCE MARKETING (OPM)

This process gathers metrics and statistics over a period of time, then analyzes the results to predict and report trends and habits of subscribers.

OPEN RATE

The percentage of emails opened in any given email marketing campaign, or the percentage opened of the total number of emails sent.

OPT-IN (OR SUBSCRIBE)

To opt-in, or subscribe to an email list, is to choose to receive email communications by supplying your email address to a particular company, website or individual thereby giving them permission to email you. The subscriber can often indicate areas of personal interest (e.g. mountain biking) and/or indicate what types of emails they wish to receive from the sender (e.g. newsletters).

OPT-OUT (UNSUBSCRIBE)

To opt-out or unsubscribe from an email list is to choose not to receive communications from the sender by requesting the removal of your email address from their list.

PAGE VIEW

When the page is actually seen by the user. Note: this is not measurable today; the best approximation today is provided by page displays.

PAGERANK

A number from 0-10, assigned by Google, indicating how good your overall optimization is. It is technically known as "Toolbar PageRank." Note: PageRank relevancy is changing.

PANDA

Refers to a series of updates released by Google to their engine that are intended to discourage people who create large amounts of mediocre content in an attempt to claim many keyword rankings without generating much value for users.

PERMALINK

An address or URL of a particular post within a blog.

PERMISSION-BASED EMAIL

Email sent to recipients who have opted-in, or subscribed, to receive email communications from a particular company, website or individual. Permission is an absolute requirement for legitimate email marketing.

PERMISSION-BASED MARKETING

This type of marketing asks for permission from its audience and seeks to be educational. Permission can come in the form of opting in to receive a newsletter, subscribing to a blog or following a company on social media.

PERSONALIZATION

Personalization refers to addressing individual recipients by their first name, last name or both dynamically in an email. Personalization can also include a reference to previous purchases, or other content unique to each recipient.

PODCAST

A podcast, or non-streamed webcast, is a series of digital media files, either audio or video, that are released episodically and often downloaded through an RSS feed.

POST

As stated above, this is synonymous with "article." Basically, a post is an article within a blog. It can be on any topic, and it's the collection of posts that form the basis of a blog.

PPC (PAY-PER-CLICK)

Advertising technique in which an advertiser puts an ad in an advertising venue, and pays that venue each time a visitor clicks on his/her ad. Google AdWords is the classic example of this.

PRIVACY POLICY

A clear description of a website or company's policy on the use of information collected from and about website visitors and what they do, and do not do, with the data. Your privacy policy builds trust especially among those who opt-in to receive email from you or those who register on your site. If subscribers, prospects and customers know their information is safe with you, they will likely share more information making your relationship much more valuable.

QR CODE

A QR code (abbreviated from Quick Response code) is a specific matrix barcode (or two dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data.

QUALIFIED LEAD

A qualified lead is a contact who opted in to receive communication from you company, became educated about your product or service, and is interested in learning more.

QUERY

A request for information, usually to a search engine.

RANKING FACTOR

One element of how a search engine determines where to rank a certain page, such as the number of inbound links to a page, or the contents of the title tag on that page.

REAL-TIME SEARCH

Real-time search is the method of indexing content being published online into search engine results with virtually no delay.

REDIRECT

Used to specify an alternative URL and in order to redirect the user (or search engine) to a different location. The most commonly used redirect is a 301 permanent redirect, which is applied when you change the URL of a page. To ensure that people, who have linked to or bookmarked that old page/URL, can still get to the updated page/URL.

REFERRER STRING

A piece of information sent by a user's browser when they navigate from page to page on the web. It includes information on where they came from previously, which helps webmasters understand how users are finding their website.

REGISTRATION

A process for site visitors to enter information about themselves. Sites use registration data to enable or enhance targeting of content and ads. Registration can be required or voluntary.

REPEAT PURCHASE

When customers are happy with a product or service, they engage in repeat purchases. Marketers should stay top of mind for their existing customer base and seek to establish long-term relationships.

RETURNING VISITOR

A visitor that is returning to your site, and is generally selfqualifying herself as actively interested in your offer.

REVENUE PERFORMANCE MANAGEMENT (RPM)

RPM is a system that improves your interactions with prospects along the sales cycle, measures results and seeks to maximize revenue.

RICH MEDIA

A method of communication that incorporates animation, sound, video, and/or interactivity. It can be used either singularly or in combination with the following technologies: streaming media, sound, Flash, and with programming languages such as Java, Javascript, and DHTML. It is deployed via standard Web and wireless applications including e-mail, Web design, banners, buttons, and interstitials.

ROBOTS

Commonly filed as robots.txt which provides information about a given web page, most often to help search engines categorize them correctly.

ROI (RETURN ON INVESTMENT)

Net profit divided by investment.

RON (RUN-OF-NETWORK)

The scheduling of Internet advertising whereby an ad network positions ads across the sites it represents at its own discretion, according to available inventor. The advertiser usually forgoes premium positioning in exchange for more advertising weight at a lower CPM.

ROS (RUN-OF-SITE)

The scheduling of Internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of specific site sub-sections.

RSS

Short for Really Simple Syndication, a means by which users can subscribe to a feed, a blog feed, for instance. Since content is published on an ongoing basis, subscribing makes it easier for users to follow content and updates.

SEARCH ENGINE

A program that helps Web users find information on the Internet. The method for finding this information is usually done by maintaining an index of Web resources that can be queried for the keywords or concepts entered by the user.

SEGMENTATION

Segmentation refers to the process of separating your target audience into personas with different needs and preferences. These segments will ideally be marketed to in a way that reflects their specidic experiences or interests.

SENTIMENT

Sentiment is normally referred to as the attitude of user comments related to a brand online. Some social media monitoring tools measure sentiment.

SERP (SEARCH ENGINE RANKING PAGE)

The page that you are sent to after you run a query in a search engine. Typically has ten results on it, but this may vary depending on the query and search engine in question.

SITEMAP

A public directory or index of sorts to help users easily access pages of your website. Basically, this is a page on your site where you tell users about key pages of your website by listing them in almost an outline format and then linking to those internal pages. This makes your content easier to find by users and search engines.

SMS

The Short Message Service (SMS) is a very common method of sending text messages through mobile devices.

SOCIAL MEDIA

Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.

SOCIAL MEDIA MONITORING

Social media monitoring is a process of monitoring and responding to mentions related to a business that occur in social media.

SOCIAL MEDIA SHARING

Your content should not exist in a vacuum. Give people the opportunity to share your content for you. A lot of platforms have this built in or at least available as an add-on. There are also tools like sharethis.com or addthis.com that make content sharing easy.

SPAM (UNSOLICITED COMMERCIAL EMAIL)

Email sent to someone who has not opted-in or given permission to the sender. Generally, it's unwanted and unexpected email from a sender unknown to the recipient.

SPIDER

A computer program that browses the internet and collects information about websites.

SPLASH PAGE

A preliminary page that precedes the user-requested page of a Web site that usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the requested page after a short period of time or a click. Also known as an interstitial. Splash pages are not considered qualified page impressions under current industry guidelines, but they are considered qualified ad impressions.

STATISTICALLY SIGNIFICANT NUMBER

The amount of data you need to collect in order to announce accurate results from your testing.

STICKINESS

A measure used to gauge the effectiveness of a site in retaining individual users. Stickiness is usually measured by the duration of the visit.

SUBSCRIBE

Your blog should have multiple means through which users can subscribe to your content. These should include email and RSS.

TAG CLOUD

A tag cloud is a visual depiction of user-generated tags, or simply the word content of a site, typically used to describe the content of web sites.

TAG OR TAGLINE

A tag is a bit like a category in that it is another way of classifying blog post. It is a word or set of words that help define what the post is about. Tip: think of it like a filing system and these are your folder labels.

TARGETING

Sending emails to a select audience or group of individuals likely to be interested in the message. Targeting is very important for an email arketer because a relevant email campaign will yield a higher response rate and result in fewer unsubscribes.

TIME ON PAGE

How long a visitor spends on your landing page.

TITLE OR SUBJECT

The title of your page is frequently an H1 tag.

TRAFFIC

The visitors to your site or blog.

TRAFFIC RANK

The ranking of how much traffic your site gets compared to all other sites on the internet. You can check your traffic rank on Alexa.

TREATMENT PAGE

In an A/B test, this is the page you have treated and expect to perform better.

TWEETUP

A Tweetup is an organized or impromptu gathering of people who use Twitter.

TWITTER

Twitter is a platform that allows users to share 140-character long messages publicly. User can "follow" one another as a way of subscribing to each others' messages. One can also send a direct message to another Twitter user.

UNIQUE USER

Unique individual or browser which has either accessed a site (see unique visitor) or which has been served unique content and/or ads such as e-mail, newsletters, interstitials and pop-under ads. Unique users can be identified by user registration or cookies. Reported unique users should filter out robots.

UNIQUE VISITORS

A unique user who accesses a Web site within a specific time period. See unique user.

URL (UNIFORM RESOURCE LOCATOR)

This is short for Uniform Resource Locator ... say what? Basically this is the address of a piece of information that can be found on the web such as a page, image or document.

VALUE EXCHANGE

Giving out a valuable offer in order to get information from your visitors.

VALUE PROPOSITION

The primary reason why your visitor will choose to convert on your page. The answer to the "What is in it for me?" question.

VARIATIONS

The changes you make in order to optimize a landing page.

VIRAL MARKETING

Viral marketing refers to marketing techniques that use preexisting social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes.

VISITORS/UNIQUES

The number of (unique) visitors who came to your page.

WEB ANALYTICS

Web analytics is the measurement, collection, analysis and reporting of Internet data for purposes of understanding and optimizing web usage.

WEBINAR

A webinar is used to conduct live meetings, training, or presentations via the Internet.

WIDGET OR MODULE

Areas of your website that are uniquely designed to stand out and are commonly found in the sidebars of your website (left or right side of a page). Within a CMS, these are easily interchangeable sections that often provide links, calls-toaction or other helpful resources.

WIKI

A wiki is a website that allows the easy creation and editing of any number of interlinked web pages via a web browser, facilitating collaboration between users.

WIKIPEDIA

Wikipedia is a free, web-based, collaborative, multilingual encyclopedia project supported by the nonproit Wikimedia Foundation. Volunteers around the world contribute to write and edit its articles (over 3,820,101 articles in English).

WORDPRESS

WordPress is a content management system and contains blog publishing tools that allow users to host and publish blogs.

XML (EXTENSIBLE MARKUP LANGUAGE)

A richer more dynamic successor to HTML utilizing SGML or HTML type tags to structure information. XLM is used for transferring data and creating applications on the Web. See SGML and HTML.

XML SITEMAP

A file you can use to publish lists of links from across your site. This is easily generated and there a lots of free tools out there to help you generate this sort of file. Sitemaps do not guarantee all links will be crawled, and being crawled does not guarantee indexing. However, a sitemap is still the best insurance for getting a search engine to learn about your entire site.

YOUTUBE

YouTube is a video-sharing website on which users can upload, share, and view videos. Three former PayPal employees created YouTube in February 2005. In November 2006, YouTube, LLC was bought by Google Inc. for $1.65 billion, and is now operated as a subsidiary of Google. YouTube is the largest video sharing site in the world.

ZERO MOMENT OF TRUTH (ZMOT)

Zero Moment of Truth (ZMOT) is a book by Jim Lecinski, Google's Managing Director of US Sales & Service and refers to the customers' inclination to do product research online before making a purchase.