B
- banner ads
An embedded advertisement on a Web page that links to your Web page.
- bill-me
A direct mail marketing offer where the buyer is shipped the product prior to payment and then is sent an invoice later.
- blind mailing
A direct mail marketing piece designed to look like personal mail.
- blog
Also known as a web log, a blog is an easily updatable Web tool. Consumers use them as online personal diaries. Companies are learning to leverage the casual communication process to provide constant updates to interested consumers and create a brand “voice” in the crowded online world. Blogs are primarily text, although photos and other images can be included.
- bookalogs
A bookalog is a direct mail marketing promotion designed to look like a paperback book. A bookalog is mailed in an envelope with an order form and a cover letter.
- brand building
Developing a brand’s image to strengthen an existing (or new) product or corporate identity.
- brand identity
The outward expression of the brand, including its name and visual appearance. It symbolizes the brand’s differentiation from competitors.
- brand positioning
A company’s position within an industry that specifies its point of superiority and differentiation among its competitors.
- break-even
The response level at which the sales generated by a direct mail marketing piece cover the cost of the promotion.
C
- cause marketing
Any type of marketing for social and other charitable causes, often involving the cooperative efforts of both a for-profit and non-profit organization.
- click-through ratio (ctr)
The percentage of page visitors who click on a banner ad.
- compiled list
A direct marketing mailing list in which the names have been compiled from the Yellow Pages or other sources.
- consumer marketing trends
Consumer marketing trends is the study of the buying behaviors and habits of individual people or families, – not of businesses.
The exercise of studying and analyzing consumer marketing trends is part of an overall marketing strategy that (1) identifies customers, (2) defines the products or services that these customers want, then (3) develops and (4) sells and (5) distributes these products or services to the customers, all based on evidence of their past consumption habits and predictions about their future buying behaviors.
The study of consumer marketing trends is fundamental to identifying, anticipating and fulfilling customer requirements both efficiently and profitably.
- conversion rate
The number of visitors who do what you want them to — such as buy a product, download a report, or sign up for a newsletter.
- customer relationship marketing
Using a company’s knowledge and understanding of a customer to build a sustained dialogue that lasts.
D
- digest
A direct mail marketing format, a digest is a small magalog, with an 8 1/2 x 5 1/2-inch page size. The latest postal regulations for “flats” (self-mailers that are mailed flat instead of folded) make digests considerably more cost effective to send than magalogs or tabloids.
- digital video advertising
An online advertising technique, digital video brings sight, sound, and motion to the Internet experience. Marketers can create a variety of digital video formats, from straight advertising messages to demonstrations to creative content designed to entertain.
- dimensional mailings
Any direct marketing mailing that has a three-dimensional component. It could be a clever structural graphic that pops up when you open it (similar to a pop-up children’s book) or a package with an object enclosed.
E
- e-mail marketing
(Wiki) Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. However, the term is usually used to refer to:
- Sending emails with the purpose of enhancing the relationship of a merchant with its current or old customers and to encourage customer loyalty and repeat business.
- Sending emails with the purpose of acquiring new customers or convincing old customers to buy something immediately.
- Adding advertisements in emails sent by other companies to their customers.
- Emails that are being sent on the Internet (Email did and does exist outside the Internet, Network Email, FIDO etc.)
One of the most powerful, cost-effective online advertising channels. There are multiple email marketing formats, the most popular being the e-newsletter. In this mode, marketers create custom content and deliver it via email to customers who request it. Email can also be used to target new customers or maintain a relationship with current customers. A marketer may buy or rent a list of email addresses and send information, often called a blast, hoping to make a connection.
F
- flat
A direct mail marketing catalog or other self-mailer designed to mail flat, not folded, without an outer envelope.
G
- guerilla marketing
Unusual, fresh, and provocative ways to reach customers and best prospects. Tactics can include marketing partnerships, stunt marketing, influencer marketing, and experiential marketing.
H
- hit
A way of measuring Web traffic. As a single visitor interacts with your Web page, it registers many hits. Every time a browser request is made of a Web server, a hit is registered. So if a page has five graphics, one visit will register five hits.
I
- impression
The number of times a banner or advertisement is served (displayed) on a Web site. If a dozen people visit a Web site with a banner, that’s 12 impressions.
- impression
The number of times a banner or advertisement is served (displayed) on a Web site. If a dozen people visit a Web site with a banner, that’s 12 impressions.
- inserts
An insert typically accompanies a direct mail product shipment or an invoice ― at no extra postage cost. The only additional expense is for producing the insert. Inserts mailed with bills are known as “invoice stuffers.”
- integrated internet marketing
A holistic online marketing approach to promote the buying and selling of products and services. Online channels include email, search engine optimization, pay per click, blogs, and podcasts.
- integrated marketing communications
A holistic marketing approach to promote the buying and selling of products and services through offline and online channels. The channels include traditional media (television, newspapers, radio) and emerging media (email, search engine optimization, pay per click, blogs, podcasts).
- Internet brand building
Internet brand building is any activity by online marketers designed to creating in the minds of Internet users who are potential customers the perception that a product or service is distinctly different from its competition and unique in its performance.
Internet brand building is not limited to products that are delivered digitally online.
Internet brand building aims to define the image of a business, product or service online, rather than to directly sell a product or service to Internet users.
The focus of Internet brand building is the long-term benefits of brand awareness and brand value in the minds of online customers.
- Interstitial webpage
(WIKI) On the World Wide Web, interstitials are web pages that are displayed before an expected content page, often to display advertisements or confirm the user’s age. The concept of interstitial advertising was first launched in 1997 by Typo.net founders Timothy L. Kay and Robert Hoffer, who called it “the first World Wide Web URL spellchecker.”
Some people take issue with this form of online advertising. Less controversial uses of interstitial pages include introducing another page or site before directing the user to proceed; or alerting the user that the next page requires a login, or has some other requirement which the user should know about before proceeding. Sparingly and prudently used, interstitial pages can avoid confusion and aid usability. Even interstitial advertising may arguably be beneficial in that a well designed system can process a misspelled address in a fraction of the time that it would take for a browser to do so. Rather than receiving a DNS error message and re-entering the desired destination, users can be taken directly to their desired site following the display of the ad.
K
- key coding
The process of identifying the source of a response device. The list broker can “key code” the reply element of your direct mail marketing piece, so that when leads and orders start coming in, you know which mailing list generated the most inquiries or sales.
L
- letter shop
A vendor specializing in producing and mailing direct mail promotions.
- long-tail search term
The actual combination of words people type into a search engine. For instance, your site might be about Red Widgets, but people tend to enter things like “about red widgets” or “red widget information.”
M
- magalog
A magalog is a direct mail marketing format designed to look like a magazine, with a comparable page size (about 7 x 10 inches). Magalogs are used to sell such mail order products as stock market and health newsletters, nutritional supplements, and household appliances (e.g., water purification systems and juicers).
- mail order
This is classic one-step direct mail marketing. You send a direct mail package to your prospects, and those who are interested complete an order form and mail it back with a check or their credit card information. Most mail order products are priced under $100.
- microsite
An online advertising method, a microsite is a variation on a traditional Web site. While the mission of a Web site is to provide a wide range of information and services, a microsite has a more focused mission. It may be devoted entirely to one marketing campaign or one aspect of a company. A microsite, also called a minisite or a weblet, is often temporary in nature and typically carries its own URL.
N
- niche marketing
A marketing segmentation strategy in which a company focuses on serving one distinguishable segment of the market.
O
- online advertising
Online advertising is an all-encompassing term that comprises the commercial messages delivered on the Internet; whether via email, or on websites, or to cell phone subscribers.
Online advertising includes website sales letter landing pages; email sales letters; pay-per-click text ads (such as Google AdWords); website banner ads; contextual advertising (such as sponsored links); order forms in editorial (OFIEs); and order forms in navigation (OFINs).
Other online advertising hybrids include interstitial web pages; floating ads (floaters); pop-up ads (pop-ups); pop-under ads (pop-unders); expanding ads (change size); video ads (containing streaming video); and mobile ads (containing text or multi-media messages).
- online directory
A popular online advertising method – the Internet version of the yellow pages. It offers basic information about a company or service, and some include interactive services such as a locator. Users can search by name, business, or location.
- online lead generation
The task of acquiring “qualified permission-based expressions of interest.” In other words, raised hands. The tactic is designed to inspire a consumer to step up and say, “Yes, I am interested in that product or service and I wish to receive more sales and marketing messages about it.” Often, the intention is to drive offline sales.
- online shopping
(Wiki) Online shopping is the process consumers go through to purchase products or services over the Internet. An online shop, e-shop, e-store, Internet shop, webshop, online store, or virtual store evokes the physical analogy of buying products or services at a bricks-and-mortar retailer or in a shopping mall.
P
- page view
Each time a page is displayed.
- pay-per-click (ppc) advertising
Online advertisement that you pay for only when someone clicks through to visit your site.
- podcast
A collection of digital audio or video files distributed over the Internet. Marketers use this online advertising technique to distribute custom content, thought leadership pieces, and other long-form communications. A podcast is unique from other digital media formats because it can be syndicated. To do this, podcast users must tap appropriate software.
- postcard
A direct mail marketing format, postcards have the advantage of not requiring the recipient to rip open an envelope. Postcards are especially effective for driving customers to call an 800 number or visit a Web site. They are also cheaper to mail than a traditional envelope.
R
- response list
A mailing list of people who have bought something in response to a direct mail marketing promotion.
- rss (really simple syndication)
A family of niche marketing formats that allow news stories, blogs, and other frequently updated content to be easily distributed to readers.
S
- search engine optimization (seo)
A process of making your Web site more relevant, so it appears higher in search engine rankings, attracting more visitors.
- secure sockets layer (ssl)
A Web site security technology that encrypts and protects data such as credit card information.
- select
The criteria by which names on a direct marketing mailing list may be selected, including zip code, gender, job title, size of company, and so on.
- self-mailer
A direct mail marketing format, self-mailers have the advantage of not requiring the recipient to rip open an envelope. A simple self-mailer can be made inexpensively by folding an 8 1/2 x 11-inch sheet of paper twice horizontally into thirds; the bottom third can be perforated and printed as a business reply card.
- social networks
An online advertising method, social networks, or virtual communities, are designed to help individuals with similar interests meet, socialize, and exchange information. Most of these sites offer a variety of ways for users to interact, such as through email, chat rooms, forums, file sharing, video, and blogging.
- split testing
A key-coded test that measures one direct marketing mailing or mailing variable against another.
- stickiness
The degree to which a site can get visitors to browse the content and check in regularly — a good indicator of repeat business.
T
- tabloid
A direct mail marketing format, a tabloid is an oversized magalog, and the larger size helps the piece stand out in the consumer’s mailbox.
- traffic
The number of clicks, visitors, or unique users your Web site generates.
U
- uniform resource locator (url)
The address of a Web site, for example, www.yourwebsite.com.
- unique visitors
The number of people who come to a site within a defined time. Best indicator of Web site traffic.
W
- widget
A small software application, such as a game with a link to a Web site — widgets are becoming a hot Internet niche marketing tool.
- word-of-mouth marketing
The dissemination of information by verbal means, especially recommendations. Word of mouth is typically considered a face-to-face communication, although it now includes phone conversations, text messages, and online dialogue.
