B
- banner ad
An embedded advertisement on a Web page that links to the advertiser’s Web site.
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- bill-me
A direct mail marketing offer in which the buyer is shipped the product prior to payment and is sent an invoice later.
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- blind mailing
A direct mail marketing piece designed to look like personal correspondence.
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- blog
Also known as a Web log, a blog is an easily updatable Web tool. Bloggers use their sites as online personal diaries. Companies are learning to leverage the casual communication process of blogs to provide constant updates to interested consumers and create a brand “voice” in the crowded online world. Blogs are usually text-based, although audio and video clips and other content can be included.
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- bookalogs
A direct mail marketing promotion designed to look like a paperback book. A bookalog is usally mailed in an envelope with an order form and a cover letter.
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- brand building
Developing a brand’s image to strengthen a product or corporate identity.
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- brand identity
The outward expression of the brand, including its name and visual appearance. It symbolizes what differentiates the brand from competitors.
- brand identity marketing
Also called simply “brand marketing” – the building of emotional connections with a product or brand in the minds of customers. Putting forth a clear, unique brand image is key to creating loyal fans.
- brand positioning
The process of creating a niche for a brand and pointing out its competitive advantages and other differences.
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- break-even
The response level at which the sales generated by a direct mail marketing piece cover the cost of the promotion.
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C
- cause marketing
Marketing that connects a brand or a company with social and other charitable causes, often involving the cooperative efforts of both a for-profit and non-profit organization.
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- click-through ratio (CTR)
The percentage of visitors to a Web page who click on a banner ad.
- compiled list
A direct mail marketing mailing list made up of names compiled from yellow pages or some other list.
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- 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.
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- conversion rate
The percentage of visitors who take the action a marketer wants them to take — such as buying a product, downloading a report, or signing up for a newsletter.
- copy
The text of a message, in any medium, whether the words are printed or spoken.
- copywriting
Composing copy with the intent of getting a message across. Copywriting is all about finding the perfect language to provide a direct, clear description in a creative and intriguing way.
- customer loyalty
A massive part of relationship marketing and the loyalty business model, customer loyalty revolves around offering quality products and service in the hopes of garnering a strong relationship with each customer, retaining them for a prolonged period of time and turning them into “loyal” customers.
Learn more by downloading your free copy of 10 Secrets for Successful Customer Relationship Marketing without cost or obligation.
- customer relations
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Learn more by downloading your free copy of 10 Secrets for Successful Customer Relationship Marketing without cost or obligation.
- customer relationship
The connection a company makes with a customer. Viewing every customer as an opportunity and treating them well is critical to building a lucrative and rewarding customer relationship.
Learn more by downloading your free copy of 10 Secrets for Successful Customer Relationship Marketing without cost or obligation.
- customer relationship management (CRM)
The process of tracking and organizing information related to a business and its current and prospective customers. Typical goals of CRM are to improve customer service targeted marketing efforts.
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- customer relationship marketing
Using a company’s knowledge and understanding of a customer to build a sustained, lasting dialogue.
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- customer retention
The act of retaining customers by way of quality products, good customer service, and an effective marketing strategy. Customer loyalty, the loyalty business model, and customer relationship marketing are all highly related to and based on customer retention.
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- customer retention strategy
A plan designed to generate customer loyalty and repeat business. Making the shopping process quick and easy, and providing great customer service, are just the basics of a solid customer retention strategy: the key to the longevity of any business.
- customer satisfaction
A measure of the quality of a product or service in the eyes of the consumer. It is usually a key performance indicator and can often be directly correlated to customer retention.
- customer satisfaction research
The process of collecting information on consumers’ feelings, positive and negative, toward a given company, service, or product. In-depth research conducted with the aim of improving results is often a part of a well-designed customer retention strategy.
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- customer satisfaction survey
A questionnaire filled out by customers to rate the product and buying experience of a company. The answers are usually turned into statistics that are analyzed for ways to improve the company’s product and customer service.
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- customer service
The art of gratifying the customer’s desires, both conscious and unconscious.
Learn more by downloading your free copy of Better Than Good: Customer Service Tips That Boost Profits without cost or obligation.
- customer service center
Also known as a call center, telemarketing center, telephone bank, or phone bank, a customer service center fields incoming calls and manages outgoing calls between a company and its customers. In many cases, customer service centers also manage email and other digital communications, making the term “call center” somewhat dated.
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- customer service representative
A customer service professional who interacts — either in person or through a customer service center — with the customers of a business to resolve issues and to optimize their buying experience.
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- customer service resume
The resume of a customer service representative. A customer service resume must present information quickly, clearly and in a way that makes your experience relevant to the position in question.
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- customer service skills
Persuasive sales skills, excellent communication skills, care for the customer, ability to be flexible, motivated to serve the customer, and proudly represent the company are some examples of customer service skills.
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- customer service software
Any software designed to support a company’s customer service program, such as customer support, help desk software, knowledge base, and case management software.
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- customer service training
Expert instruction designed to help a company improve the level of its customer service to exceed customer expectations and boost operational performance.
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D
- digest
A format for direct mail marketing format, similar to a small magalog, and generally with an 8 1/2 x 5 1/2-inch page size. Postal regulations for “flats” (self-mailers that are mailed flat instead of folded) make mailing digests considerably more cost-effective to than sending magalogs or tabloids.
Learn more by downloading your free copy of The 5 Best Direct Mail Marketing Ideas of 2009 without cost or obligation.
- digital video advertising
An online advertising technique utilizing sound and motion. Marketers can create a variety of digital video formats, from straightforward advertising messages to demonstrations to creative content designed to entertain.
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- dimensional mailings
Any direct marketing mailing that has a three-dimensional component, whether it’s a package with something inside or a clever structural graphic that pops up when the recipient opens it.
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- direct mail
A marketing strategy that often employs a mix of media channels to reach customers and prospects, usually unsolicited. Most direct mail campaigns include a specific call-to-action for tracking and measurement purposes.
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- direct mail marketing
A form of direct marketing that involves sending information (such as flyers, postcards, or catalogs) to consumers via post, and generally focuses on driving sales that can be attributed directly to some “call-to-action.” There are two basic forms of direct mail marketing: bulk mailing and targeted mailing.
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- direct marketing
Marketing that attempts to reach its customers directly, without the use of intervening media. Methods include direct mail, e-mail, and telemarketing. Direct marketing usually relies on a “call-to-action” wherein the advertisement asks interested consumers to make a direct response when interested.
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E
- effective sales techniques
Effective sales techniques cover the broad spectrum of tactics used in the art of making a sale, from sales pitches to mass advertising campaigns.
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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.
Learn more by downloading your free copy of Email Marketing Tips to Increase Your ROI without cost or obligation.
- email marketing
A form of direct marketing that’s usually intended to do one or more of the following:
- Enhance a relationship with current or former customers.
- Encourage customer loyalty and repeat business.
- Acquire new customers.
- Convince existing customers to buy something immediately.
Email marketing can also involve including advertisements in emails sent by other companies to their customers
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- email marketing software
(Wiki) Email marketing software refers to a computer application that provides the ability to send bulk email to target audiences. The intent is usually to send newsletters or promotional materials to opt-in lists of subscribers, although the software can be used to send unsolicited email. The software typically includes a database that stores contact information, campaign statistics, and message history. The interface provides features necessary to run an email campaign, such as message sending, contact entry, contact importing, and reporting. Software packages range in price from free, to about five hundred US dollars. Some companies charge a monthly fee. There are also enterprise solutions that can cost thousands of dollars a month to manage large enterprises’ mass marketing email campaigns.
Learn more by downloading your free copy of Email Marketing Tips to Increase Your ROI without cost or obligation.
- experiential marketing
A concept that integrates elements of emotion, logic, and general thought processes to connect with the consumer. The goal of experiential marketing is to establish connections in such a way that the consumer responds to a product offering on both emotional and rational response levels.
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F
- flat
A direct mail marketing catalog or other self-mailer designed to mail flat, not folded, with no outer envelope.
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- free online advertising
Any free online advertising opportunity, from free classified ads to free-ad networks.
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G
- generating sales leads
The process of acquiring new, qualified individuals or groups that are interested in your service or product.
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- getting new customers
Acting on sales leads and developing those prospects into new customers.
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- guerilla marketing
The practice of using unique, 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 measurement of Web traffic. As a visitor interacts with a Web page, the page 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 display of a banner or advertisement to a viewer on a Web site. If a dozen people visit a Web site with a banner, that’s 12 impressions.
- influencer marketing
A form of marketing in which specific individuals (known as influencers) are primarily targeted, based on the theory that these individuals hold influence over larger populations of consumers.
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- insert
An additional piece added to a direct mail product shipment or an invoice. Inserts save postage costs since there’s no additional postage cost. Inserts mailed with bills are known as “invoice stuffers.”
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- integrated internet marketing
A holistic online marketing approach combining channels such as email, search engine optimization (SEO), pay per click, blogs, and podcasts.
- integrated marketing communication
A detailed plan for communicating with a target audience using a range of media, both online and off. The strategy identifies core objectives, the best ways to meet those objectives, and measures of success.
- integrated marketing communications
- integrated marketing communications strategy
A detailed plan for communicating with a target audience using a range of media, both online and off. The strategy identifies core objectives, the best ways to meet those objectives, and measures of success.
- Internet brand building
Activity by online marketers designed to highlight the ways a product or service is distinctly different from its competition and unique in its performance. The aim is to define the image of a business, product, or service online, rather than to directly sell a product or service. Internet brand building is not limited to products that are delivered digitally online.
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- internet marketing
The marketing of products or services via the internet. Other terms include i-marketing, Web marketing, online marketing, and eMarketing.
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- internet marketing company
Describes any company (including search engine companies) offering Internet marketing services and tools designed to increase a site’s viewership, improve its design, etc.
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- internet marketing services
Specialized services such as search engine optimization (SEO) and targeted Web site production. Companies may offer these services stand-alone or as part of a package.
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- internet marketing strategy
Any of the various methods used to market over the Internet, such as email marketing, social marketing, etc.
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- internet marketing tools
Describes any software designed to facilitate an Internet marketing campaign. Search engine optimization, keywords, and linking tools are examples of this broad range of software.
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- internet niche marketing
Companies most able to benefit from Internet niche marketing are online businesses that focus on small, targeted markets, and address a need for a product or service that is not being addressed by mainstream providers. They can be enormously profitable, even without the benefit of economy of scale. The keys to success include finding a market that has fast-growth potential, accessible customers, and minimal competition.
- Interstitial webpage
A Web page that is displayed before the page the visitor intends to view. It’s often used to display advertising or verify a user’s access. This is a controversial form of advertising and many users are distrustful of Web sites that present an interstitial site.
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.
Learn more by downloading your free copy of The 5 Best Direct Mail Marketing Ideas of 2009 without cost or obligation.
L
- letter shop
A vendor specializing in producing and mailing direct mail promotions.
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- 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).
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- 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.
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- marketing communications
Messages and related media used to communicate with the public. A marketing communications expert knows how to keep a consistent message across all medias from the traditional print world to the digital and online arenas as well.
- marketing consultants
Experienced marketing professionals hired to build a marketing system in a company, and/or teach the company how to maintain and grow the system.
- marketing partnerships
(Wiki) A partnership of at least two companies on the value chain level of marketing with the objective to tap the full potential of a market by bundling specific competences or resources. Other terms for marketing partnership are marketing alliance, marketing cooperation, co-marketing, and cross-marketing.
Marketing co-operations are sensible when the marketing goals of two companies can be combined with a concrete performance measure for the end consumer. Successful marketing co-operations generate “win-win-win” situations that offer value not only to both partnering companies but also to their customers.
Learn more by downloading your free copy of Effective Sales Techniques: How to Sell in Boom Times or a Recession without cost or obligation.
- marketing trends
Current methods being used in the marketing communications world. Staying on top of these ever changing styles is crucial in today’s market, especially as it so different from yesterday’s.
- 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 — or a specific subset of the general audience — and marketing products tailored to that group. The keys to success include finding a market that has fast-growth potential, accessible customers, and minimal competition.
O
- online advertising
An all-encompassing term that comprises the commercial messages delivered on the Internet, including email, Web site banner ads, text messages to cell phone subscribers, landing pages, pay-per-click text ads (such as Google AdWords), contextual advertising (such as sponsored links), order forms in editorial (OFIEs), and order forms in navigationp (OFINs). Other online advertising hybrids include interstitial Web pages, floating ads (floaters), pop-up and pop-under ads; expanding ads (which change size), and streaming video.
Learn more by downloading your free copy of Internet Marketing: Online Advertising Tips for Business Growth without cost or obligation.
- online branding
The process of making the look, feel, and content of a Web site consistent with the brand, essentially instilling what the brand is all about to every visitor.
Learn more about Internet brand building by downloading a free report now. Get your very own copy of 4 Powerful Tips for Internet Brand Building without cost or obligation.
- online directory
An Internet equivalent to the yellow pages, listing basic information about a company or service. Some online directories 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.p>
Learn more by downloading your free copy of Proven Ways for Getting New Customers without cost or obligation.
- 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
A measure of Web traffic. Unlike a hit, when a page is displayed it counts a just single page view.
- pay-per-click (ppc) advertising
A form of online advertising in which the advertiser pays only when someone clicks through to the link to visit their site.
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- 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.
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- 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.
Learn more by downloading your free copy of The 5 Best Direct Mail Marketing Ideas of 2009 without cost or obligation.
R
- relationship marketing
Relationship marketing is a form of marketing developed from direct response marketing campaigns conducted in the 1970s and 1980s that emphasizes customer retention and satisfaction, rather than a dominant focus on point-of-sale transactions.
Relationship marketing differs from other forms of marketing in that it recognizes the long-term value to the firm of keeping customers, as opposed to direct or “Intrusion” marketing, which focuses upon acquisition of new clients by targeting majority demographics based upon prospective client lists.
Learn more by downloading your free copy of 10 Secrets for Successful Customer Relationship Marketing without cost or obligation.
- response list
A mailing list of people who have bought something in response to a direct mail marketing promotion.
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- retention strategies
Deliberate plans designed to make repeat consumers. Making the shopping process quick, easy, and obvious, coupled with great customer service, is just the beginning of a solid customer retention strategy: the key to the longevity of any business.
- 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.
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S
- sales leads
New, qualified individuals or groups interested in your service or product.
Learn more by downloading your free copy of Proven Ways for Getting New Customers without cost or obligation.
- search engine optimization (seo)
A process of making your Web site more relevant, so it appears higher in search engine rankings, attracting more visitors.
Learn more by downloading your free copy of Internet Marketing: Online Advertising Tips for Business Growth without cost or obligation.
- 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.
Learn more by downloading your free copy of The 5 Best Direct Mail Marketing Ideas of 2009 without cost or obligation.
- 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.
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- 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.
Learn more by downloading your free copy of Effective Sales Techniques: How to Sell in Boom Times or a Recession without cost or obligation.
- split testing
A key-coded test that measures one direct marketing mailing or mailing variable against another.
Learn more by downloading your free copy of The 5 Best Direct Mail Marketing Ideas of 2009 without cost or obligation.
- stickiness
The degree to which a site can get visitors to browse the content and check in regularly — a good indicator of repeat business.
- strategic communication plan
A comprehensive plan to communicate key business messages to customers, consumers, prospects, employees, and the media. Tactics can include word of mouth, public relations, email, direct mail, blogs, presentations, speeches, and editorials.
Learn more by downloading your free copy of Proven Ways for Getting New Customers without cost or obligation.
- stunt marketing
Using an outrageous and unique stunt to create media attention and word-of-mouth buzz about a service or product. Note, stunt marketing tactics can backfire quite easily.
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.
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- traffic
The number of clicks, visitors, or unique users your Web site generates.
- trends
Society’s responses to changing social values, wants, and needs or to changing economics. Fads, by contrast, are marketing driven, not market driven.
Learn more by downloading your free copy of Proven Ways for Getting New Customers without cost or obligation.
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.
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