Out-of-date jargon derived from traditional accounting practice that treated advertising through television, radio or published media as ‘above-the-line’ expenditure. Other advertising, such as direct marketing, was accounted for ‘below-the-line’.
Added Value
The act of giving the customer more than they think they are getting included in the purchase price.
Advertorial
An advertisement that is designed to look like an editorial article. It has to be identified as an advertisement in a publication but is not necessarily on a website.
Affiliate Marketing
Third-party website ad serving model under which affiliates get compensated on a per sale/click/registration model.
Avg. Time on Site
How long the average visitor stays on your website. You may want users to have a long time on site or short time on site depending on your goals.
Awareness
Advertising or other promotional activity (e.g. Public Relations) whose primary purpose is to increase general knowledge of the company and to make people feel more positive towards it.
Backlink
Backlinks are one way links from one website to another and are often also called incoming links or inbound links. The quality of the link is determined by the quality and traffic of the website sending the visitors. Therefore a link from a relevant website with a high traffic will always be of more value than any others.
Banner Ad
This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser via a creative.
Below-the-line
Opposite to above-the-line. Advertising media that used to be considered more as promotional channels, including direct mail, telemarketing, electronic media, displays, leaflets and brochures and sales promotion and other media.
Bing
Search engine owned by Microsoft formally called ‘Live’ and ‘MSN’.
Black Hat SEO
The SEO practice of using techniques such as keyword stuffing, cloaking or hidden text as a method to improve website rankings. These methods are considered ‘unethical’ and contravene search engine guidelines, therefore website owners that practice black hat SEO methods beware, as you run the risk of being penalised (or in extreme cases banned) by the search engines.
Blog
A web log often used as business or personal diary.
Bounce Rate
How many visitors bounced off your website. A bounce is a visitor who enters your website from any entry page, then exits the website without visiting pages deeper within the site or clicking on any links. For example: a visitor who enters your website from a search engine, spends 35 seconds on that page, then exits without clicking on any links is considered a bounce.
Brand
Brands have become increasingly important components of culture and the economy, and are often described as cultural accessories and personal philosophies.
Brand Equity
Brand equity is a set of perceptions, knowledge and behaviours on the part of customers that creates demand and/or a price premium for a branded product—in other words, what the brand is worth to a customer. Brand equity may also be defined as a set of elements such as brand associations, market fundamentals and marketing assets that help distinguish one brand from another.
Brand Guidelines
A document which gives instructions for the use of a brand within communications and marketing collateral. The Guidelines give precise direction for the tone of voice, fonts, colour palette etc and also include the Brand Values, USPs and competitor information. Put simply, they are the ‘bible’ which all staff members within a company (or its agents) should refer to in order to consistently promote a brand.
Brand Value
Brand value is the net present value of future cash flows from this branded product minus the net present value of future cash flows from a similar unbranded product – or in simpler terms, what the brand is worth to management and shareholders. Whilst measuring the brand value of a product or corporation has its usefulness, the act of measurement by itself will not make a brand more valuable or less risky.
Brief
Written instructions given to the supplier or suppliers before commencement of a project. This document details the project objectives, reporting procedures, timescales etc.
Business Lists
Lists of business contact details used for marketing purposes, e.g. telemarketing. These lists are available in either electronic format or on labels.
B2B
Business to Business. Marketing activity directed from one business to another (as opposed to a consumer).
B2C
Business to Consumer. Marketing activity directed from a business to potential consumers.
Campaign
A term given to advertising, promotions or sales. It describes a co-ordinated series of efforts built around a theme and designed to reach an identified goal, usually identified by a time period.
Click-Through
The process of clicking through an online advertisement to the advertiser’s destination.
Cloaking
Cloaking refers to the practice of websites presenting different content (or URLs) to users and the search engines such as the Google Bot. Serving up different results based on user agent may cause your site to be perceived as deceptive and removed from the Google index.
CMS
Content Management System – a CMS is a web based interface that allows a website owner to update and/or create new content without the need for web programming skills.
Cold List
A list (database) of people who have no prior relationship with the advertiser. Cold lists are used as a method of generating sales leads.
Consumer Lists
Lists of names (address and telephone number) of private individuals. These lists are available in either electronic format or on labels.
Content Management System
A Content Management System is a web based interface that allows a website owner to update and/or create new content without the need for web programming skills.
Contextual Marketing
Contextual marketing is marketing that occurs when a person is more likely to be interested in a product or service.
Conversion Rate
Percentage of website users that Take a Desired Action.
CRM
Customer Relationship Management.
Cross-Selling
Using a customer’s buying history to select them for related offers, e.g. a car alarm for new car buyers.
Customer Segmentation
Customers are grouped according to their needs and value and different offerings delivered to each.
Data Capture
The process of keying-in or scanning data into an electronic format.
Data Cleansing
Detecting and removing and/or correcting a database’s dirty data (i.e., data that is incorrect, out-of-date, redundant, incomplete, or formatted incorrectly).
Data Hygiene
Ensuring that data is clean, up-to-date and complies with the Data Protection Act.
Database
This can range from a simple list of names and addresses (on paper or in electronic format) to detailed profile data.
De-Duplication (de-dupe)
System of removing names and addresses which appear in a list more than once.
Direct Mail
Mail sent through the letterbox either to advertise or to sell goods or services.
Direct Response
Advertising or selling through any medium inviting the consumer to respond to the advertiser.
Display Advertising
Advertiser pays an online company for space to display a static or hyperlinked banner or logo on one or more of the online company’s pages.
Double-Page Spread – (DPS)
Print which continues over two facing pages, as if they were one page.
DRTV
Direct Response Television, or DRTV for short, includes any TV advertising that asks consumers to respond directly to the company, usually either by calling an 800 number or by visiting a web site. This is a form of direct response marketing.
Drupal
Drupal is the powerful and extendable open source CMS (content management system) which Cariad Marketing have selected as our software for developing high performance websites.
E-Marketing
The use of the internet and related digital information and communications technologies to achieve marketing objectives. Broadly equivalent to digital marketing.
ECRM
Customer relationship management using or incorporating digital marketing and communications techniques.
Editorial
The contents of a publication, apart from advertising space.
Ezine
Electronic magazine.
Flash
Multimedia interactive technology developed by Macromedia.
Focus Group
A technique in which a group of participants are brought together to provide feedback on ideas, products and services.
Fulfilment House
The place where the processing of an order takes place. This usually includes the acknowledgement of the order, dispatching of goods and the collecting of payment.
Gone-Away
The term used to describe that a person mailed has moved address.
Google
World’s largest search engine. In the UK roughly 80% of all search is conducted via Google.
Headline
Large text carrying the main selling message.
In-House
To carry out business processes within a company rather than employing an outside supplier.
Incentives
‘Extras’ designed to increase response rates to a marketing message, e.g. a prize draw.
Incoming Link
One way links from one website to another and are often also called backlinks or inbound links. The quality of the link is determined by the quality and traffic of the website sending the visitors. Therefore a link from a relevant website with a high traffic will always be of more value than any others.
Interview
An interview is any form of contact intended to obtain information from a respondent or group of respondents.
Interviewer
Person involved in the collection of data for market, opinion and social research purposes.
Lapsed Customer Reactivation
The process of re-contacting ‘former’ customers and following up on ‘lost orders/old quotations’ with the objective of generating new leads.
Lead Generation
The process of finding people (consumer or business) with a qualified interest in a certain product or service.
Link Building
The process of developing the number of one way links into your website.
List (mailing list)
This can range from a simple list of names and addresses (on paper or in electronic format) to detailed profile data.
List Broker
A specialist who acts as an intermediary between the list owner and the list buyer.
List Building
The process of gathering names and addresses and compiling them into a database for direct marketing purposes (e.g. telemarketing).
List Cleaning/List Cleansing
The process of telephoning an individual/business to verify the contacts name, job title and address prior to a mailing.
List Rental
The process of renting a list of names from a broker or list owner.
Mail Merge
Merging a mailer template with contact details in order to personalise a mailer.
Mailer
Often described as ‘salesmanship in print’. Direct mail (or a mailer as it is known in the marketing industry) is a personally addressed advertising piece sent through the post. A personalised advertisement sent through the post.
Market Research
Research which seeks and analyses information from the market as a basis for decision making.
Marketing Mix
The unique blend of products, pricing, promotion and distribution targeting a specific group of people.
Mystery Shopping
The use of individuals trained to experience and measure any customer service process, by acting as potential customers and in some way reporting back their experiences in a detailed, objective way.
Networking
A business referral network established with the objective of providing a structured environment for the growth and development of the business membership through the exchange of quality referrals.
Off-Page SEO
Off-Page SEO (search engine optimisaton) includes all the marketing activity you do to promote your website outside the design of the website itself. Getting more inbound links to your site, registering with directories relevant to your industry, and getting more pages into the search engine indexes are all parts of Off-Page SEO.
On-Page SEO
On-page SEO (search engine optimisation) is the process of placing your selected keywords in the right places on your web pages. On-page SEO involves optimising page titles, headings, content, and URLs to improve search engine rankings.
Opt-In
When users give marketers explicit permission to send them information.
Opt-Out
When users do not give marketers explicit permission to send them information.
Page Ranking
This refers to the importance placed by the search engines on each individual web page, which determines where it will appear within organic search results.
Page Views
The number of web pages within your website have been viewed. This is the total amount of page views from all visitors within a given amount of time.
Pages/Visits (online)
The number of pages the average visit generates. This is an average number.
Permission Marketing
Marketing to customers who have opted-in.
Podcasting
Broadcasting of rich media files over the internet (i.e. video or audio).
A list of contacts who have been identified and/or qualified as being a potential customer.
Qualitative Research
Research that is not subjected to quantitative analysis.
Quantitative Research
Research conducted for the purpose of obtaining empirical evaluations.
Readership
The total number of readers of a publication as distinct from its circulation.
Relationship Marketing
Marketing that helps companies develop long-term relationships with its customers.
Respondent
A respondent is any individual or company from or about whom data is collected or is approached for interview.
Response Rate
The level of replies to a particular campaign. Usually portrayed as a percentage.
Responsive web design
Responsive web design (RWD) is a web design approach which means a website is built to automically provide the best possible viewing experience on all devices such as PC’s, mobile phones and tablets. A Responsive Website will automatically resize itself to make it easy to read and navigate with the minimum amount of resizing, panning, and scrolling.
Return on Investment (ROI)
The measurement of the business generated in relation to the amount of money spent on a marketing campaign.
RSS
Rich Site Summary or Really Simple Syndication. Technique used to distribute dynamic content (i.e. news headlines).
Salutation
The addressing of a mailer to a particular individual, e.g. Dear Mr White.
Search Engine
A programme that indexes documents, then attempts to match documents relevant to the user’s search requests. The primary UK Search Engines are Google, Yahoo,
Live (MSM) and AltaVista.
Search Engine Optimisation
Search Engine Optimisation is the marketing discipline of ensuring that your web pages rank highly with the search engines via the application of best practice web build techniques, keyword placement and copywriting. There are two types of search engine optimisation practices, a combination of which is essential for a website to perform well in ‘organic’ or ‘natural’ search results generated by search engines:- (a) On-page SEO and (b) Off-Page SEO.
Secondary Research
The use of information collected through primary research.
Seeds
The list owner’s own details placed into a mailing list in order to identify whether a rented list is being used more than the agreed level.
SEF
Search Engine Friendly – a website that complies to best practice SEO (search engine optimisation) web build standards.
SEM
Search Engine Marketing. Marketing that focuses on helping companies rank higher in search engine results using a variety of techniques.
SEO
SEO stands for Search Engine Optimisation. This is the art of ensuring that your web pages rank highly with the search engines via the application of best practice web build techniques, keyword placement and copywriting. There are two types of search engine optimisation practices, a combination of which is essential for a website to perform well in ‘organic’ or ‘natural’ search results generated by search engines:- (a) On-page SEO and (b) Off-Page SEO.
SERP
Search Engine Results Page – this is the results page that appears when you input a search term into a search engine such as Google, Yahoo or Bing.
SMS
Short Message Service (same as text message).
Social Media
User generated content, via highly accessible and scalable publishing technologies such as blogs, Twitter, Facebook, YouTube etc.
SPF (Sender Poilicy Framework)
Sender Policy Framework is an anti-spam measure in which the internet domain of an email sender can be authenticated. This helps to discourage email spammers who disguise the origin of their email, which is known as email spoofing. SPF makes it easier for a mail server to recognise if an email message has come from a domain other than the one claimed.
Spider
Software used by search engines to identify web pages.
Splash Page
Page that leads to the home page of a website.
Telemarketing (Telephone Marketing)
Outbound telemarketing is the process of telephoning potential customers from a targeted list of names (database).
Inbound telemarketing is where respondents reply to a telephone number, usually as a response to a mailer or an advertisement.
Telesales
The process of using the telephone as a medium to sell products and/or services. Where ‘telemarketing’ is used to market products and/or services over the phone, ‘telesales’ is the process of actually ‘closing’ the sale over the phone. Telesales is often associated with low value sales.
Trick Banner
Banner ads that trick people into clicking them.
Unique Selling Proposition (USP)
The defining reasons that provide a competitive advantage over the competition.
Viral Marketing
Marketing that leverages customers to promote a company’s products or services.
Visits
The number of visitors entering your website. Keep in mind that visits are recorded by IP address, so this figure is not unique.
White Hat SEO
White Hat SEO is the term given to the execution of ethical SEO practices which embrace search engine guidelines and enhance a website’s ranking and traffic.
