Digital Marketing Exam 3

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blog

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a blog is a type of website that allows users to post entries on different topics and often allows readers to comment on these posts

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blogosphere

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the world of blogs, bloggers and blog posts

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bookmarking

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saving the web address of a web page or website so that it may be easily referred to, can be managed with a browser or with an online tool

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crowdsourcing

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harnessing the skills, talents and ideas of a broader community usually through social media

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chiclets

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a small icon adjacent to a blog post, article or web page to indicate the availability of an RSS feed, or to allow users to share the information via social media, named after the gum

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flog

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a fake blog

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folksonomy

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categorization or taxonomy based on social media tags

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permalink

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a unique URL which points to the permanent location of a single blog post and its associated comments an TackBacks

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ping

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packet internet groper - a utility that verifies a link or a connection to the internet

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social network

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refers to a type of website model where individual members become part of a broader virtual community

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tag

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indicate or label what content is about

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taxonomy

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classification and division into ordered categories, usually hierarchical. can refer to the categorization of content on the internet

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trackback

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mechanism used in a blog that shows a list of entries in other blogs that refer to a post on the first blog

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vlog

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a video blog

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wiki

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a simple website that can be edited in real-time by a number of users

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backlink

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a link at another site, leading to your site and also called an incoming link, seen as indications of popularity by search engines

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boilerplate

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standard wording about an organization that usually appears at the foot of a news release

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consumer generated media (CGM)

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any media created by web users and not established agencies or brands i.e. opinion videos or parodies

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key phrase

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word or words being optimized for a website, also refers to words that are used by users of search engines

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online press room

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a part of a website aimed at providing journalists with pertinent corporate information, such as PR contacts, images, and news releases

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online reputation management (ORM)

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ensuring that you know what is being said about you online, and that you are leading the conversation

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news release

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aka press release, this is an electronic or paper document issued to the media with the intention of gaining news coverage, follows established layout guidelines

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real simple syndication (RSS)

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easy way of syndicating content and aggregating content, allows for users to access the information on a website without all the extra bumf

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search engine optimization (SEO)

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making sure that you are achieving optimal rankings by the search engine

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social media

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the media that is published, created and shared by individuals on the internet

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syndicate

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making content available for distribution among selected clients

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traditional media

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newspapers, magazines, television and publishing houses

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analytical CRM

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software that assists a business in building customer relationships and analyzes ways to improve them

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collaborative CRM

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umbrella term for all the interactive options for serving customers, people based customer support that includes: collaborative browsing, web-based text and voice chat, desktop sharing, application sharing, file transfer and phone support

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conversion funnel

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defined path that visitors should take to reach the final objective

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customer relationship management (CRM)

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strategy for managing a company's interaction with clients and potential clients, often makes use of technology to automate the sales, marketing, customer service and technical processes of an organization

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customer

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a person who buys or uses goods or services, a person with whom a business must deal

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eCRM

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electronic customer relationship management

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lead

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a potential customer

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operational CRM

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entails supporting the front office business processes, which include customer contact

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salesforce automation

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a type of program that automates the business task of sales associated with effective implementation, productivity forecasts

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stakeholder

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a person or organization with an interest in how a resource is managed

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vendor relationship management (VRM)

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the emerging school of though that incorporates the tools, technology and services that make it easy for customers to manage relationships with vendors

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a/b split test

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testing two variables for statistically significant influence

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click path

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the clicks taken by a visitor to a website in one visit

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conversion

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a visitor completing a target action

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count

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raw figures captured for analysis, most basic web analytics metric

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event

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a step a visitor takes in the conversion process

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goal

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the defined action that visitors should perform on a website or the purpose of the website

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heat map

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a data visualization tool that shows levels of activity on a web page in different colors, reds and yellows showing the most activity and blues and violets the least

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hit

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every request to the server is recorded as a hit, mistakenly used in web analytics as an indication of a successful website

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javascript

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a popular scripting language used in web analytics for page tagging

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Key Performance Indicator (KPI)

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a metrics that indicates whether a website is achieving its goals

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log files

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text files created on the server each time a click takes place, capturing all activity on the website

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multivariate test

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testing many variables to determine statistically significant influences on outcomes

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page tags

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javascript files embedded on a web page and executed by the browser

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ratio

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an interpretation of data captured, a ratio can be between counts, ratios, or a ratio and a count metric

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referrer

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the URL that originally generated the request for the current page

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segmentation

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filtering visitors into distinct groups based on characteristics so as to analyze visits

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visitor

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an individual visiting a website that is not a search engine spider or a script

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above the fold

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the content that appears on a screen without a user having to scroll

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active verb

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a word that conveys action or behavior and in a call to action, tells a reader what to do

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benefit

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the positive outcome for a user that a feature provides

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call to action (CTA)

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words used to encourage a prospect to take a particular action

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dynamic keyword insertion

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in paid search advertising, this allows keywords used in searches to be inserted automatically into advert copy

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feature

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a prominent aspect of a product which is beneficial to users

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mass customization

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tailoring content for many individuals

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persona

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a character used to define a group of users to a website

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pay per click (PPC)

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usually refers to advertising on search engines

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sender alias

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the name that is chosen to appear in the sender or from field of an email

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search engine results page

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what you see when you perform a search on a search engine

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unique selling point (USP)

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this is what makes your offering different to your competitors