- 1 Digital Marketing Terminology
- 1.1 Enterprise Search Marketing
Digital Marketing Terminology
An advertisement that appears on a Web page, most commonly at the top (header) or bottom (footer) of the page. Designed to have the user click on it for more information (see Microsite)
A blacklisted notice means that the message may not have been delivered due to be flagged on one of the major lists that keep tabs of known spammers. Different ISPs use different blacklists to block mailings from being delivered to their clients. It can be a temporary ban or a permanent one, depending upon the list.
A blocked notice means that the message did not get through due to being considered spam by the subscriber’s ISP. This may be due to being on a blacklist or because the message contains a domain that is already being blocked.
Shortened from “web log” a blog is a user-generated Web site where entries are made in journal style and displayed in a reverse chronological order.
A campaign is a specific message being sent to a specific group of recipients.
CAN-SPAM Act of 2003
The CAN SPAM ACT is a series of federal laws that must be followed by all email marketers. Those found in violation of the laws can be subjected to major penalties.
The number of times people clicked on the links in your message. This is often referred to as CTR (Click Through Rate). Note: you must have enabled click through tracking in the campaign in order for this to be recorded.
Cost Per Click
Refers to the amount of money an advertiser pays search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website.
Digital Brand Engagement
Brand and consumer interaction through the Internet. This includes all aspects of dialogue through the social web and on the brand’s own website.
DMA stands for Designated Market Area, which is often associated with the entertainment industry. DMAs are usually counties (or sometimes split counties) that contain a large population that can be targeted, such as New York City, Los Angeles or Chicago.
Email Service Provider (ESP)
Outside companies that send bulk emails on behalf of their clients to prevent their messages as being labeled as spam or blocked entirely.
Enterprise Search Marketing
Enterprise Search Marketing, also known as Enterprise Search Engine Marketing, is a subset of Search Engine Marketing (SEM) that relates specifically to the implementation, management and measurement of SEM programs at scale–across a variety of business units, geographies, budgets, local languages, search engines and target audiences. As with Search Engine Marketing, there are three main methods: Search Engine Optimization (SEO), paid search engine advertising or pay per click Search advertising and paid inclusion.
There are several differences between SEM and Enterprise Search Engine Marketing (ESEM), one being the requirement for enterprise-class SEM tools and SEM software solutions to enable organic optimization, search campaign management and ROI analysis at scale. Second, the increased need for well-documented business process, communication and coordination across diverse and disparate teams and stakeholders. Third, a unified education plan to ensure consistent and ongoing application of search best practices at the enterprise level.
Legitimate messages being labeled as “spam”. Can cost companies potentially millions in potential lost revenue if not dealt with correctly.
The Global Permanent Removal List consists of records that are automatically removed from a particular database. Almost all email service providers (ESP) or multi-channel messaging companies maintain these lists for their clients.
Instant messaging (often shortened to IM) is a type of communications service that enables you to create a kind of private chat room with another individual in order to communicate in real time over the Internet.
A keyword cloud is a search engine marketing (SEM) term that refers to a group of keywords that are relevant to a specific website. The term keyword in reference to SEM usually refers to a word or phrase (combination of words, such as ‘San Francisco weather map’) used to find relevant and useful web pages. Keyword cloud strifes can be illustrated using web-based tools as a group of keywords, displayed in different sizes to represent the frequency or weighting of each keyword within the cloud.
A mini Web site design to promote a specific portion or brand from a larger corporate site. Used often with contests or as a landing page for a specific promotion.
This is a ratio determined by the number of people who opened your email against the total number of people to whom you sent the message. Typically, this number will be low for large campaigns and higher for more targeted campaigns.
Email marketers have databases of subscribers to their newsletters, featuring these subscribers’ email addresses and names. Such a list is known as an opt-in list (and is thus CAN-SPAM compliant; see above for info on the CAN-SPAM act) because users choose to receive the emails. This is in contrast to spam email, which is unsolicited.
Personalization gives you the ability to create a customized message for each person in your database. Can be addressed by first/last name, city, state, zip, etc.
RSS or Real Simple Syndication is technology designed to allow users to subscribe to a specific content feed and be automatically alerted when new updates are available.
Application used to subscribe and monitor selected RSS content feeds.
Search Engine Image Protection
Search Engine Image Protection (SEIP), also known as search engine reputation management, combines the expertise of Search Engine Marketing (SEM) and PR, and is designed to protect a company or brand against incorrect negative publicity via the Internet. By using SEIP strategies to push potentially damaging information out of the top search engine rankings, marketers hope to protect their brand image and make a good impression on Internet users who may be researching a future purchase.
SEIP draws on a combination of SEM and public relations strategies to supplant unflattering online content with brand-friendly content. Typically this involves regular monitoring of search pages, blogs, news sites and discussion pages for negative, false or out-dated information on a company or brand.
Marketers produce web releases, blog entries, articles and other fresh content for online submission. If well designed and distributed, this content will be picked up by the search engines, pushing the older, less desirable information out of the top rankings on the search engine results pages (SERP) and out of the view of most search engine users.
This process takes advantage of the natural turnover of Internet content. If out-dated information is ranking highly on the search engines, it may not be replaced until newer content is introduced. In addition to protecting their brand, marketers are helping consumers by providing relevant product information and assisting Website administrators by offering fresh content
A short code is a 5 or 6 digit number that is used to send and respond to text messages. They can either be a random set of numbers or a “vanity” number tied to a specific brand or number pattern.
Sending a pre-recorded voice messages to a large set of phone numbers at the time same. Can either be a voice call (meaning the recipient must answer the call for the message to play) or voice mail (meaning the message will play only if the recipient doesn’t answer )
A small graphical device that does a highly focused, often single, specific task. Web widgets can be embedded in web pages or run on the desktop of a PC (Windows or Mac) using software such as Apple’s Dashboard software or Yahoo! Widgets Engine.