Internet Marketing Glossary

Behavioral Targeting - Using an individual's web-browsing behavior, such as pages visited or searches made, to select which ads to display to that individual.
Bounce Rate - The percentage of entrances on a web page that result in an immediate exit from the website. "They come, they see, they flee." The lower the bounce rate the better. Bounce Rates are seldom seen below 20%.
Branding - The process of using marketing images to get people to easily remember your products & services over competitors; by 2005 over 50% of internet ad spending.
Clickstream - Record of a user's activity on the internet, including the websites & pages that the user visits, how long the user was on a page or site and in what order they were visited. Upstream is pages clicked "from", while Downstream is pages clicked "to".
Click-through - The process of clicking on an online advertisement to the advertiser's website destination.
Click-through Rate (CTR) - Average number of click-throughs per hundred ad impressions, expressed as a percentage. Average site click-through rate is under 1%.
Contextual Targeting - Determining which ads to display to an individual based on the content of the website they are viewing.
Conversion - An action that signifies a completion of a specified activity. For many sites, a user converts if they buy a product, sign up for a newsletter or download a file.
Conversion Rate - The relationship between visitors to a website and actions considered to be a "conversion" – expressed as a percentage.
Cost-per-Inquiry (CPI) - The cost paid per inquiry received for traditional media advertising, which then requires fulfillment via mailed or faxed information.
Cost-per-Lead (CPL) - The cost an advertiser pays per qualified lead, like those from volume-buyers or industry professionals. Qualified leads are self-selected & targeted.
Cost-per-Thousand (CPM) - The cost, per one thousand delivered, of buying advertising space in a given media vehicle. This term is heavily used in print, broadcasting & direct marketing, as well as with online. Cost per thousand is calculated by dividing the total ad cost by the number of thousands of media units delivered. The "M" in CPM is Latin for thousand.
Crawler / Spider / Robot - Component of search engine that indexes websites automatically. A search engine's crawler (also called a spider or robot), copies web page source code into its index database and follows links to other web pages.
Direct Traffic - Visitors who come to a website without first visiting a search engine, another site or a marketing tactic.
Dynamic IP - A temporary IP address assigned by a Dynamic Host Configuration Protocol (DHCP) computer from a pool of IP addresses.
Engagement - Measurement of the extent to which a consumer has a meaningful brand experience when exposed to advertising. The Advertising Research Foundation defines: Engagement + Trust x Targeted Contacts = Brand Impact.
Geo-Targeting - A sponsored search campaign feature that allows advertisers to restrict ad distribution to users with an IP address registered at an ISP with addresses assigned to a designated market area.
Hit - Meaningless due to misuse. A request for a file from a web server. The number of hits is often cited as a measure of popularity, but this number is extremely misleading and dramatically over-estimates popularity. A single web page typically consists of multiple (often dozens of) discrete (unseen) files, each of which is counted as a hit as a page is downloaded. The number of hits is an arbitrary number more reflective of the complexity of a web page than a website's actual popularity. The total number of visitors or page views provides a more realistic and accurate assessment of popularity.
Impression - The display of an online advertisement to a website visitor. An online impression is comparable to a reader actually viewing a print ad.
Integrated Marketing Unit (IMU) - Standard ad sizes created by the Interactive Advertising Bureau (IAB). Among the most common are Square Buttons, Vertical Banners & Wide Skyscrapers.
IP Address - An internet protocol location that is a unique numeric address that electronic devices use to identify and communicate with each other on a computer network. These IP numbers are also used to collect data for geographic locations.
Multi-media Marketing - A campaign that incorporates more than one medium (email, internet, print, radio, television, viral, etc) also known as “Integrated Marketing” or “Multi-platform Marketing”.
Page View - The display of a complete web page, including all graphics & text.
Portal - A website featuring an array of links & services, like a travel reference information portal to thousands of links + air, rail, gas prices, hotels, maps & weather info.
Rich Media - A term for advances in online creative that take advantage of enhanced features like animation, audio & video. Rich media takes many different digital file forms.
Really Simple Syndication / Rich Site Summary (RSS) - A format for delivering regularly changing web content, used by news sites and weblogs, which provides summaries of information with links to the complete content.
Search Engine Marketing (SEM) - The act of marketing a website via search engines, whether this be improving rank in organic listings (search engine optimization), purchasing paid listings (PPC management) or a combination of these and other search engine-related activities (i.e. affiliate programs, shopping feeds or link development).
Search Engine Optimization (SEO) - Choosing targeted keyword phrases properly related to a site, and ensuring the site places well when those phrases are searched online.
Social Media - An umbrella term that defines the various activities that integrate technology, social interaction and the construction of words & pictures (Facebook, Myspace, Twitter, etc).
Static IP - A number, in the form of a dotted quad, assigned to a computer by an Internet service provider (ISP) to be its permanent address on the Internet.
Unique Visitor - A person viewing your site, tracked over long periods of time, counted once. Search engine spiders indexing pages should not be counted as visitors.
User-generated Content (UGC) - Various kinds of media, publicly available, produced by those who actually use a product (like product reviews or feedback).
Viral Marketing - Any marketing technique that induces websites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message’s visibility & effect.
Visit - A visit begins when a visitor enters a site and ends with an exit click or a period of inactivity. The next event (click) will be a new visit.
Web Analytics - The objective tracking, collection, measurement, reporting & analysis of internet data. Proper web analytics removes spider traffic & duplicate clicks.

Sources: Google; iWEBTOOL; TechTarget; WAA (Web Analytics Association); Webtrends Inc.; Wikipedia.
Print Page as PDF