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A Glossary of the Most Common Marketing Terms | reMARCable by Marc Binkley
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Timeline of Marketing Platforms -

Marketing has it’s own language and the vocabulary is rapidly expanding. I’ve attempted to include some of the most common marketing terms and their definition here. Please feel free to add more in the comments if I’ve missed anything.

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.

Account Manager – Vendor representative in charge of specific customers or partners.

AdSense – a text-based advertisement service provided by Google.com

Advertising page exposure – The opportunity for readers to see a particular print advertisement, whether or not they actually look at the ad.

Advertorial – An advertisement that has the appearance of a news article or editorial, in a print publication.

Affiliate – A website that will drive traffic to another site for a percentage of sales.

Audience – Total number of people who may receive an advertising message delivered by a medium or a combination of media.

Banner ad – a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468×60).

B2B – B2B is an acronym for “business-to-business” referring to commerce between businesses. Most commonly used in connection with e-commerce and advertising, when you are targeting businesses as opposed to consumers.

B2C – Sales focused on consumers, typically for personal consumption.

Bit.ly – Bit.ly is a free URL shortening service that provides statistics for the links users share online. Bit.ly is popularly used to condense long URLs to make them easier to share on social networks such as Twitter.

Bleed – Allowing a picture or ad to extend beyond the normal margin of a printed page, to the edge of the page.

Blog – A frequent, chronological publication of personal thoughts and Web links.

Blogger – 1. a person who publishes content on the web using a blog 2. a blog service powered by Google.com

Blogosphere – the community of blogs and everything else related to them.

Blog Talk Radio – Blog Talk Radio is a free web application that allows users to host live online radio shows.

Bounce rate – 1.) In web analytics, the percentage of visitors who leave after viewing a single page. 2.) In email marketing, the percentage of emails in a campaign that are undeliverable.

Broadcasting – Delivering content through radio or television to a “broad” audience” over the airwaves.

Buzz – “Word-of-mouth” marketing, where product information is communicated by consumers.

Call to action (CTA) – the part of a marketing message that attempts to persuade a person to perform a desired action.

Captcha – abbrev. “Completely Automated Public Turing test to tell Computers and Humans Apart”; a challenge-response testing system; typically an image that contains a series of ambiguated characters that the reader must re-type in a given field.

Centre spread – In the centre of a publication, an advertisement appearing on two facing pages printed as a single sheet.

Circulation – Of a print publication, the average number of copies distributed in a day. This number includes all copies sent out of the building including free and promotional editions.

Click-through – The percentage of ad views on a Web page that resulted in an ad click.

Closing date – The day final copy and other materials must be at the publication in order to appear in a specific issue.

Clutter – When an advertisement is surrounded by other ads, thereby forcing it to compete for the readers attention or the extent to which a publication’s pages are fragmented into small block of advertising and / or editorial.

CLV (Customer Lifetime Value) – Profitability of a customer during the lifetime of the relationship, as opposed to profitability of one transaction.

CTR (click-through rate) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.

Colour separation – Process by which final art is prepared for colour printing; tones are broken down and printed in four colours: black, magenta, cyan and yellow.

Column inch – A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches. For example, an ad that is three standard columns wide and 5 inches tall (or deep) would be 15 column inches.

Comment – A comment is a response that is often provided as an answer of reaction to a blog post or message on a social network. Comments are a primary form of two-way communication on the social web.

Conversion rate – the percentage of visitors who take a desired action.

Cookie – information stored on a user’s computer by a Web site so preferences are remembered on future requests.

CPM (Cost per Thousands) – Advertisers’ cost per thousand readers exposed to a campaign or an advertisement. If the cost of the advertising campaign is $10,000 and the readership is 1,000,000, the CPM is $10. 1,000 X $10,000 ÷ 1,000,000

CRM – Acronym for Customer Relationship Management, which is also applied to Customer Relationship Management software. CRM entails all aspects of interaction a company has with its customer, whether it be sales or service related.

Craigslist – Craigslist is a popular online commerce site in which users sell a variety of goods and services to other users. The service has been credited for causing the reduction of classified advertising in newspapers across the United States.

Customer acquisition cost – the cost associated with acquiring a new customer.

CSS (cascading style sheets) – a data format used to separate style from structure on Web pages.

Data-mining – Using technology to break down information, often used to aid forecasting and prediction of marketing data.

Delicious – 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.

Demographics – Population or consumer statistics regarding socioeconomic factors such as age, income, sex, occupation, education, family size, etc.

Demographic segmentation – Market segmentation strategy whereby the intended audience for a given product or service is divided into categories based on demographic variables (demographics).

Direct response – Promotions that permit or request consumers to directly respond to the advertiser, by mail, telephone, e-mail, or some other means of communication.

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.

Disqus – Disqus is a comment system and moderation tool for your site. This service lets you add next-gen community management and social web integration to any site on any platform.

Domain name – location of an entity on the Internet.

Double truck/ Double page spread (DPS) – An advertisement that covers the entire surface of the left, the gutter and the right hand page of a publication.

Duplicated audience – That portion of an audience that is reached by more than one media vehicle.

Email marketing – the promotion of products or services via email.

EventBrite – Eventbrite is a provider of online event management and ticketing services. Eventbrite is free if your event is free. If you sell tickets to your event, Eventbrite collects a fee per ticket.

Eye tracking – A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements.

Exposure – Consumers who have seen a media vehicle, whether or not they paid attention to it.

Facebook – Facebook is a social utility that connects people with friends and others who work, study and live around them. Facebook is the largest social network in the world with more than 750 million users.

Flickr – Flickr is a social network based around online picture sharing. The service allows users to store photos online and then share them with others through profiles, groups, sets and other methods.

Forum – an online community where visitors may read and post topics of common interest.

Four-color process (FC4P) – A printing process that combines differing amounts of each of four colours (red, yellow, blue & black) to provide a full-colour print.

Four M’s – Money, Material, Machine and Manpower. Business resources referenced in a marketing plan.

Four P’s – Product, Price, Placement and Promotion. The basic foundational elements of traditional marketing.

Foursquare – Foursquare is a social network in which friends share their locations and connect with others in close physical proximity to each other. The service uses a system of digital badges to reward players who “checkin” to different types of locations.

Frequency – Amount of exposure your target market has to your marketing message, or how many times someone buys a product.

Full coverage – Audience that encompasses a medium’s total reach.

Geo-targeting – a method of detecting a website visitor’s location to serve location-based content or advertisements.

Google Instant – a feature of Google’s search engine that shows search results as the keyword query is being typed.

Gowalla – Gowalla is a social network in which friends share their locations and connect with others in close psychical proximity to each other.

Gross rating points – An aggregate of the total “ratings” of the schedule against the target group. % Reach x Average Frequency = GRP’s

Guerilla marketing – unconventional marketing intended to get maximum results from minimal resources.

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.

HootSuite – HootSuite is a web-based Twitter client. With HootSuite, you can manage multiple Twitter profiles, pre-schedule tweets, and view metrics.

Inbound marketing – a marketing model whose sales performance relies on the initiative of its client base to find and purchase a product.
Impressions – Every exposure to an advertising message is an “impression.”

Index – The percentage above or below the population average. A comparative measure used to point the strengths or weaknesses in relation to a norm of 100%. % in cell ÷ % in total population x 100

Influentials – People who can influence buying habits of others.

Insert front cover (IFC) – Position of an advertisement on the inside front cover of a publication.

Insert/Flyers – An advertisement, collection of advertisements, or other promotional matter published by an advertiser or group of advertisers, to be inserted in a newspaper.
It may be bound into the publication, or be inserted without binding.

Insertion – Refers to an ad in a print publication.

Insertion order – An agency or advertiser’s authorization for a publisher to run a specific ad in a specific print publication on a certain date at a specified price.

Inside back cover (IBC) – Position of an advertisement on the inside back cover of a publication.

Keyword – a word used in a performing a search.

Keyword density – keywords as a percentage of indexable text words.

Keyword marketing – putting your message in front of people who are searching using particular keywords and keyphrases.

Lifestyle segmentation – Separating consumers into groups, based on their hobbies, interests, and other aspects of their lifestyles.

Like – A “Like” is an action that can be made by a Facebook user. Instead of writing a comment for a message or a status update, a Facebook user can click the “Like” button as a quick way to show approval and share the message.

Line rate – Advertising rate charged for one agate line.

linkbait – a piece of content created with the primary purpose of attracting inbound links.

LinkedIn – LinkedIn is a business-oriented social networking site. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking. As of June 2010, LinkedIn had more than 70 million registered users, spanning more than 200 countries and territories worldwide

Local advertising – Advertising to a local merchant or business as opposed to regional or national advertising. Advertising placed at rates available to local merchants.

Local rate – An advertising rate charged to a local advertiser, typically a retailer, by local media and publications, as distinguished from a national rate that is charged to a national advertiser, typically a manufacturer.

Marketing Metrics – Measurements that help with the quantification of marketing performance, such as market share, advertising spend, and response rates elicited by advertising and direct marketing.

Marketing Mix – Variety of the elements in marketing efforts. Can iclude details such as pricing, product features, packaging, advertising, merchandising, distribution, and budget.

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.

Media kit – a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.

Medium (plural, Media) – A vehicle or group of vehicles used to convey information, news, entertainment, and advertising messages to an audience. These include daily newspapers, television, magazines, radio, etc.

Opt-in – Opt-in email lists are lists where Internet users have voluntarily signed up to receive commercial e-mail about topics of interest.

Navigation – that which facilitates movement from one Web page to another Web page.

Net cost – The costs associated with services rendered by an advertising agency excluding the agency commission.

News Reader – A news reader allows users to aggregate articles from multiple websites into one place using RSS feeds. The purpose of these aggregators is to allow for a faster and more efficient consumption of information.

Organic search – the unpaid entries in a search engine results page that were derived based on their contents’ relevance to the keyword query.

Outbound link – A link to a site outside of your site.

Page Views – Number of times a user requests a Web page. Indicative of the number of times an ad was potentially seen, or “gross impressions.” May overstate ad impressions if users choose to turn off graphics.

PPC (pay per click) – online advertising payment model in which payment is based solely on qualifying click-throughs.

Permission marketing – marketing centered around getting customer’s consent to receive information from a company.

Podcast – a series of audio or video files that are syndicated over the Internet and stored on client computing devices for later playback.

Psychographics – A more sophisticated form of demographics that includes information about the psychological and sociological characteristics of media consumers, such as attitudes, values, emotional responses and ideological beliefs.

Pull Promotion – Promotion that addresses the customer directly, intended to get them to demand the product, and “pull” through the distribution chain.

Push Promotion – Promotion relies on the next link in the channel – e.g. a wholesaler or retailer – to “push” products to the customer.

Rating point – In television, one percentage of all TV households who are viewing a particular station at a given time. In radio, one percentage of all listeners who are listening to a particular station at a given time. Both instances vary depending on time of day.

Reach – Total number of individual prospects exposed to your message.

Reddit – Reddit is similar to Digg and Newsvine. It is a social news site that is built upon a community of users who share and comment on stories.

Relationship Marketing – Strategy of establishing a relationship with a customer that lasts beyond the initial purchase.

Response Rate – The percentage of people who responded to your offer. A typical direct mail response rate to prospects is 2%.

Retention – The tendency to keep customers buying. Success is measured by retention of customers.

Rich Media – Rich media is a term for advanced technology used in Internet ads, such as streaming video, applets that allow user interaction, and special effects.

ROI (return on investment) – the ratio of profits (or losses) to the amount invested.

ROS (run of site) – ad buying option in which ad placements may appear on any pages of the target site.

SEO (search engine optimization) – the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.

SlideShare – SlideShare is an online social network for sharing presentations and documents. Users can favorite and embed presentations as well as share them on other social networks such as Twitter and Facebook.

SMB – Acronym for Small to Medium Business. Also known as SME, for Small to Medium Enterprise.

Segmentation – The process of dividing a market into groups that display similar behaviour and characteristics.

Social networking – the process of creating, building, and nurturing virtual communities and relationships between people online.

Statistical significance – Refers to whether some research results genuinely reflect a population of interest in some way or whether the results could occur by chance. Statistical significance is determined by comparing the research results with the values defined by the confidence interval.

Stickiness – the amount of time spent at a site over a given time period.

StumbleUpon – Free web-browser extension which acts as an intelligent browsing tool for discovering and sharing web sites.

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.

Technorati – Technorati is a popular blog search engine that also provides categories and authority rankings for blogs.

TweetDeck – TweetDeck is an application that connects users with contacts across Twitter, Facebook, MySpace, LinkedIn and more.

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

Twitter – Twitter is a platform that allows users to share 140-character-long messages publicly. User can “follow” each other as a way of subscribing to each others’ messages. Additionally, users can use the @username command to direct a message towards another Twitter user.

Twitter Search – Twitter Search is a search engine operated by Twitter to search for Twitter messages and users in real-time.

Tumblr – Tumblr lets users share content in the form of a blog. Users can post text, photos, quotes, links, music, and videos from your browser, phone, desktop, or email.

Unique visitors – individuals who have visited a Web site (or network) at least once in a during a fixed time frame.

USP (Unique Selling Propostion) – Product features or benefits that cannot be claimed by the competition.

URL – location of a resource on the Internet.

Value Proposition – The functional, emotional, and self-expressive benefits delivered by product, service, or brand, that provide value to the customer, and the rationale for making one brand choice over another.

Vehicle – A specific channel or publication displaying the advertising message to a target audience.

Viral marketing – marketing phenomenon that facilitates and encourages people to pass along a marketing message.

Vlog – a blog that publishes video content.

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

Word of Mouth – Spread of information through human interaction alone.

WordPress – a popular content management system that is available as a hosted service (wordpress.com) and self-hosted platform (wordpress.org).

Yelp – Yelp is a social network and local search website that provides users with a platform to review, rate and discuss local businesses. Over 31 million people access Yelp’s website each month, putting it in the top 150 U.S. Internet websites.

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.

Sources of information


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