Glossary of Online Marketing Terms
Affiliate Marketing / Referral Selling
Affiliate marketing is where you refer customers to other businesses via links to their web site from your web site or by email and receive commissions for each customer you refer to the other business. They are essentially revenue sharing arrangements between online vendors and resellers or affiliates.
If the business is "multi-level" you also receive commissions from the customers referred by other businesses you have introduced. Conversely, you can set up your own affiliate marketing program to have other businesses sell your products and services for you by paying them a commission.
(B2B) Business to business Internet commerce
B2B websites are for businesses (think wholesale), and only other businesses can access or buy products on the site. One of the purposes is to streamline operations between two businesses that already have a relationship. Internet analysts predict this will be the biggest sector on the Web.
In B2B e-Commerce a buyer (business) can interact with a seller (business) to:
(B2C) Business to Consumer Internet commerce
The term B2C is commonly used to refer to sales by a business enterprise to a person (or 'consumer').
(B2E) Business to Employee electronic transactions
This term refers to electronic communications and transactions that occur between businesses and their employees. Some of the most common types of information provided by B2E electronic transactions are:
- human resources information
- employee communications
- product development and project management data
- internal catalogs
- sales support data
- equipment and shipment tracking
- and accessing corporate databases.
Banner / Link Exchange
A banner/link exchange is a cooperative advertising program where participating businesses work together to promote each other's products/services and websites on an exchange rather than paid basis. Generally, a credit system operates whereby a participating business accumulates points or credits by advertising other members' websites. These credits and points can then be used by the business to advertise their own website, products/services on other banner network members sites - free!
Cookie
The term cookie refers to information sent from a web site to your computer's hard disk. Cookies can contain information such as log-ins or registration information and user preferences. The cookie can also be sent back to the web server. Users must give permission for cookies to be saved for them. The main purpose of cookies is to identify users and possibly prepare customized Web pages for them.
Database (DB)
A collection of information stored on a computer and organized in such a way that a computer program can quickly select desired pieces of data. You can think of a database as an electronic filing system. A database could be used to store customer contact information, stock/inventory details, or customer orders.
Domain name
Domain names are used in web addresses to identify particular Web pages. For example, in the web address http://www.emarketing.ie/index.html the domain name is emarketing.ie. Every domain name has a suffix that indicates which top-level domain (TLD) it belongs to.
e-Commerce
e-Commerce can be simply defined as conducting business electronically. e-Commerce describes how businesses are using information gathered electronically to improve their business processes and relationships with suppliers and consumers. This potentially covers all business areas, such as design, production, operations, customer service, as well as buying and selling.
e-Commerce Strategies
Refer to ways that businesses and organizations can conduct business electronically. Examples of strategies include ways to conduct online sales, marketing, customer service and retention, as well as internal communications, operational efficiencies and other potential cost savings.
eMarketing
Refers to using technology such as the internet and email, including its wide variety of options and tools to conduct your marketing activities and achieve your marketing objectives.
Electronic marketing (e-Marketing) tools and strategies include, but are not limited to:
- Business websites
- Online surveys
- Email
- Online newletters/e-zines
- Online catalogues
- Website competitions
- Banner advertising
- Mobile telephone marketing
- Online press releases
- Website news
- Search Engine optimisation
- Online customer service
- Affilate marketing
Email Signature
Information about you and/or your business that will appear at the bottom of all your email messages such as your name, title, contact details, company slogan and web site address (URL).
Email Surveys
Refers to questionnaires / surveys designed to collect information from customers and/or potential customers. They are similar to the traditional paper based forms but they are emailed to recipients. e-Marketing Electronic marketing (e-Marketing) is simply using the internet to market products and services. There are a variety of online marketing strategies currently being used on the internet.
Internet Research
Refers to investigating and accessing information over a computer network, especially the internet.
Marketing
Marketing is a comprehensive process that involves every aspect of a business from designing its products, setting the pricing strategy to analysing sales statistics and collecting customer feedback.
The objectives of marketing are to:
- get the right product
- promoted in the right way
- sold at the right price
- distributed at the right place
- profitably
Marketing Mix
After identifying its target market/s the business undertaking the marketing activities needs to determine the marketing mix that will satisfy the group of like minded customers. A business's marketing mix is made up of four elements; product, price, promotion and place.
Marketing Plan
A Marketing Plan outlines a business's marketing objectives and how it is going to achieve these objectives.
The plan should address how the business is going to get:
- the right products/services
- promoted in the right way
- sold at the right price
- distributed at the right place
- profitably!
Marketing Process
The marketing process refers to the steps a business should consider and then implement to achieve its marketing objectives.
A successful marketing process addresses the following fundamental elements:
- market research
- people
- marketing mix
- online/offline strategy
- sales
Marketing Information Systems (MIS)
Marketing Information Systems (MIS) are computer programs that enable a business to track customer's activities from when they enter their website to when they leave. They track customers through multiple visits to the business's website and gain a lot of information about what the customers buy, what they would like to buy and the services they require. MIS vary in complexity from very simple systems (eg using a simple spreadsheet to keep track of customers) through to very sophisticated systems that creates sales forecasts based on previous sales data and seasonal trends.
Market Research
Market Research is the process whereby a business collects information about its customers, competitors and industry environment and then interprets this data to enhance its marketing efforts. It is the first, and most important, step in the marketing process. Before creating its products/services to suit the "target market", a business that utilises market research will identify: · its target market or customers and then determine what its customers want (product/service), · how much they are willing to pay for it (price), · what's the best way to tell them about it (promotion) and where it will be available (place)
Online Competitions
Online competitions are basically the same as traditional competitions and have a similar purpose however, they are conducted via your web site. The purpose of web site competitions is to: · Attract people to your web site to enter and have them return to your web site to re-enter or find out about the winners etc. · Gather information about your prospective and existing customers to help refine your marketing mix. · Capture entrants details so you can later send them product based promotional material or contact them directly (with their permission).
eNewsletter
An online newsletter is simply an electronic version of a traditional paper based newsletter. Instead of distributing the newsletter via the mail, an online newsletter is either emailed to your subscribers or is available for your clients to download from your website.
Online Orders
Your customers can place orders on your website from your online catalogue. By simply selecting a product or service an order can be lodged "online". This can be done with or without payment.
Online Research
Refers to investigating and accessing information over a computer network, especially the internet.
Online Sales
An online sales capability on your website enables your customers to browse your online catalogue, find the product they're looking for and then to purchase that product via your web site on the internet.
Online Surveys
Refers to questionnaires/surveys designed to collect information from customers and/or potential customers. They are similar to the traditional paper based forms but they are either emailed to recipients or placed on a business's website (requesting visitors to complete the survey).
Promotion
Promotion can be thought of as "communications for the purpose of influencing attitudes or behaviour". An effective promotional strategy can be broken down into elements called promotion mix; namely advertising, sales promotions, publicity and public relations, and personal selling.
Privacy
Privacy is defined as the right to freedom from unauthorized intrusion. Increasing use of e-mail, cell phones, closed-circuit surveillance cameras, checkout scanners and other technologies has made it easier to gather volumes of information about individuals-including buying and spending habits, finances, lifestyles, preferences, and movements. Concerned about how these growing databases will be used and the rise of companies that openly trade in consumer information, consumer advocate and privacy watchdog groups are calling for legislated protection. In response, many Websites now post privacy policies disclosing how they collect, use, and share information. These often include opt-in or -out buttons.
Spam
Unsolicited e-mail or electronic junk mail.
Search Engine
Any of several databases available on the Internet that allow users to find Web sites based on words included on those pages. Some, such as Google, Yahoo and Alta Vista, are huge indexes. While a large size obviously allows the user to find a larger number of sites, the downside is that sometimes one may find it difficult to narrow their search to a manageable number of site selections.
Search Engine Optimisation
Search engine optimisation is the process of getting your web site address or URL as close as possible to the top of the search results when someone using the search engines is looking for the products/services you sell.
Security
Security is extremely important in protecting the programs and data stored on a computer network or an individual computer. The most recognizable security application is antivirus software. Network systems, however, require a far more complex protection. They often install a firewall that affords safe layers between the company¹s internal systems and the outside influence of the Internet.
Thawte
Thawte Certification is a global provider of digital certificate products, services and solutions that create security, privacy and authentication in electronic commerce.
Thawte offers a range of certificate solutions that encompass internet and email security. top U URL — The abbreviation for Uniform Resource Locator. A World Wide Web address that specifies a specific site, page, graphic, or document on the Internet. Eg www.sbdc.com.au/sect11.html
Website Surveys
Refers to questionnaires/surveys designed to collect information from customers and/or potential customers. They are similar to the traditional paper based forms but they are placed on a business's website (requesting visitors to complete the survey).