Abbreviation for Business to Business
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Marketing Jargon
B2C
Abbreviation for Business to Consumer
Content
Simply refers to whatever is on a given website e.g. copy, pictures, video etc
See Also: Content Management System
Content Management System (CMS)
Software which allows users with little or no technical knowledge to create, publish and edit web pages.
See Also: Content
Conversion
When a pre-defined action is fulfilled. In an online environment a conversion may be a sale, a request for further information, an email sign up, a white paper downloaded, etc.
Counter
A program that counts and displays the number of visitors to a given web page.
Customer Relationship Management (CRM)
In simple terms CRM is the process by which a company manages and communicates with it’s customers. This should ideally be reflected every time a customer comes into contact with a company – from forms of advertising, through to purchase, receiving goods, billing and so on.
Customer Relationship Management System (CRM System)
A CRM System allows a company the manage all aspects of communication with a given customer. The idea being that all communications are documented within the system so that when the customer makes contact, anyone in the company can easily see the communications which have gone on before and can therefore assist the customer accordingly.
See Also: Customer Management Relationship (CRM)
Demographic Targeting
A term often coined in direct mail, email and advertising; demographic targeting refers to the process of targeting your messages based on specific characteristics or behaviours displayed by your desired audience. This may include, age, gender, location etc. Currently Google Adwords and Microsoft AdCenter allow you to demographically target paid search ads.
See Also: Geo-Targeting
Findability
A marketing term which refers to how easily your site can be found via search engines.
Key Performance Indicators (KPIs)
KPIs are typically agreed metrics by which a company’s, website’s or individual’s performance are measured. Examples include average spend per customer, conversion rate, bounce rate etc
Meme
Richard Dawkins originally coined the term ‘meme’ in his book the Selfish Gene to describe the viral nature of the spread of ideas and cultural phenomena. As with natural selection some memes will spread successfully and eventually mutate, whereas some will fail to spread and therefore become extinct. This term has also been used to describe the spread of content from one person to another online.
Niche
The topic which a site is primarily focused on.
Target Audience
Marketing jargon for the desired person or group of people who you would like to see your marketing messages. Also referred to as Target Market
Target Market
See target audience
Taxonomy
Refers to the science of classification.
Tracking
Websites allow a plethora of tracking opportunities, and there are many tools (both free and paid for) which allow you to track the way in which users navigate your site and convert (if applicable).
Trademark
A distinctive name, phrase, motto, slogan, logo, sound etc which identifies a product or service that has been registered by a given company. Trademark ownership grants the owner to prevent the competition from using similar wording, logos etc.
User Generated Content
Content which is generated by the users of a particular site, rather than by the site owners or employees.
USP
Abbreviation for Unique Selling Proposition. Ideally every company should have a USP which should be reflected in all aspects of the business operation and communicated to consumers via marketing activity.
Viral Marketing
Refers to any form of advertising which propagates itself.