Internet Marketing Terms You Should Know

Published by: Erica Sanford    |   Category: "How To" Articles, Blog, Marketing    

On the Email Answers blog, we’ve written quite a few articles that cover some of the core components of online marketing. We’ve covered email marketing, email validation, business reputation as well as really bad marketing ideas and the list goes on. I thought it was important to compile a list of the most commonly used marketing terms, so I put together a short list of terms that are imperative to anyone learning about online marketing.


Marketing Terms and Abbreviations

  • A/B Testing – a method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy. (Testing 2 versions)
  • Above The Fold – the section of a Web page that is visible without scrolling.
  • 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.
  • ALT Text – HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed.
  • B2B – business that sells products or provides services to other businesses.
  • B2C – business that sells products or provides services to end-user consumers.
  • Bounce Rate (web) – In web analytics, the percentage of visitors who leave after viewing a single page.
  • Bounce Rate (email) – In email marketing, the percentage of emails in a campaign that are returned as undeliverable.
  • Call To Action (CTA) – the part of a marketing message that attempts to persuade a person to perform a desired action.
  • Cascading Style Sheets (CSS) – a data format used to separate style from structure on Web pages.
  • CDN (content delivery network) – a network of computer servers geographically distributed and designed to accelerate the delivery of web pages, images and files by routing user requests to the server that’s in the best or closest proximity or position to serve them.
  • Click-Through – the process of clicking through an online advertisement or email advertisement to the advertiser’s destination.
  • Click-Through Rate (CTR) – The average number of click-through per hundred ad impressions, expressed as a percentage.
  • Conversion Rate (CR) – the percentage of visitors who take a desired action.
  • Cost Per Lead (CPL) – online advertising payment model in which payment is based on the number of qualifying leads generated.
  • 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.
  • Customer Relationship Management (CRM) – a system for managing a company’s interactions with current and future customers. It often involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.
  • 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 or customer.
  • Email List Cleaning – a comparative process to remove bad or known undeliverable email addresses from a list.  See details of Email List Cleaning.
  • Email Marketing – directly marketing a commercial message to a group of people using email. See details of Email Marketing.
  • Email Marketing Agency – a company that manages your email marketing campaigns, creative designs, data quality, opt-outs and deployments. See details of Email Marketing Agency.
  • Email Validation – testing the validity and deliverability of an email address. See details of Email Validation.
  • Geo-Targeting – a method of detecting a website visitor’s location to serve location-based content or advertisements.
  • HTML Email – email that is formatted using Hypertext Markup Language, as opposed to plain text email. See examples of email designs.
  • Inbound Link – a link from a website outside of your website.
  • Inbound Marketing – a marketing model whose sales performance relies on the initiative of its client base to find and purchase a product.
  • Key Performance Indicator (KPI) – a measurable value that demonstrates how effectively a company is achieving key business objectives.
  • Landing Page  sometimes referred to as a “lead capture page” is a single web page that appears in response to clicking on a search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.
  • Link Building – the process of increasing the number of inbound links to a website or web page in a way that will increase search engine rankings.
  • List Segmentation-The ability to group contacts based on similarities. For example, you can group people based on similar contact or companies properties, form submissions, email actions, pages views, and more.
  • Log File – file that records the activity on a web server.
  • Marketing Automation – the use of software to automate repetitive tasks related to marketing activities and connect different parts of the marketing funnel.
  • Opt-In Email – email that is explicitly requested by the recipient.
  • Organic Search– When a visitor originates from a search engine from a non-paid ad or link.
  • Outbound Link – a link to a website outside of your website.
  • Pay Per Click (PPC) – online advertising payment model in which payment is based solely on qualifying click-throughs.
  • Pay Per Lead (PPL) – online advertising payment model in which payment is based solely on qualifying leads.
  • Pay Per Sale (PPS) – online advertising payment model in which payment is based solely on qualifying sales.
  • Permission Marketing – marketing centered on obtaining customer consent to receive information from a company. Usually related to email marketing.
  • Return On Investment (ROI) – the ratio of profits (or losses) to the amount invested in your advertising.

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