Abbreviation for Business to Business

Abbreviation for Business to Consumer

Simply refers to whatever is on a given website e.g. copy, pictures, video etc

See Also: Content Management System

Software which allows users with little or no technical knowledge to create, publish and edit web pages.

See Also: Content

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.

A program that counts and displays the number of visitors to a given web page.

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.

See Als: Customer Relationship Managing 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)

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

A marketing term which refers to how easily your site can be found via search engines.

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

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.

The topic which a site is primarily focused on.

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

See target audience

Refers to the science of classification.

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).

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.

Content which is generated by the users of a particular site, rather than by the site owners or employees.

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.

Refers to any form of advertising which propagates itself.