Definition of Online Marketing Terms
Search Engine - A program that indexes documents, then attempts to match documents relevant to the users search requests.
Search Engine Optimization - The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.
HTML Email - Email that is formatted using Hypertext Markup Language, as opposed to plain text email.
Autoresponder - A program that sends an automatic form response to incoming emails.
Social Media - A type of online media where information is uploaded primarily through user submission. Web surfers are no longer simply consumers of content, but active content publishers. Popular media sites include Facebook, Twitter, YouTube and LinkedIn.
Email Marketing - A process of soliciting business prospects via email. The benefits of email marketing range from increased sales and lead generation to stronger brand awareness and improved customer relationships.
SMS Marketing – The process of communicating offers and promotions via consumer cell phones. Opting into mobile programs is typically performed by the consumer texting a keyword to a short code, signifying their willingness to receive marketing offers from a business.
SMS Keyword – A keyword is the word that is texted to a short code, and is used by consumers to join an SMS marketing program. A keyword is typically associated with the business name; e.g. a program for a pizzeria might want to use the keyword, “PIZZA”.
SMS Short Code – A short code is a five or six digit number used by carriers for the routing of commercial SMS. The short code identifies the company that is managing the SMS marketing program.
Dedicated Short Code – A short code that is leased by a business, and is exclusively used by that business. Short codes are obtained from Neustar, and are leased on a 3-month, 6-month, and 12 month basis.
Shared Short Code – A short code that is shared across multiple SMS marketing clients. A shared short code removes the need to go through the costly and time-consuming process of obtaining and provisioning a dedicated short code.
Pay per Click – A term commonly used for paid advertising on search engines.
Social Media Marketing – The use of social media sites to connect with others, build relationships, build brand awareness and conversation. SMM is typically not a direct monetization method, but is indirectly powerful in building a consumer following which ultimately results in business.
Opt In Email List – A list comprised of people that have explicitly agreed to receive information on specific topics.
Opting Out – The process whereby a consumer can stop the receipt of any further communications from a specific source. The ability for consumers to opt out of email is mandated by the Can-Spam Act for email. The ability for consumers to opt out of SMS programs is mandated by the wireless carriers and other regulatory bodies.
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