The World is Changing. So is the Lexicon.

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Information about The World is Changing. So is the Lexicon.
Marketing

Published on February 5, 2014

Author: MarsAdvertising

Source: slideshare.net

Description

Introducing the MARS A-Z of Digital Shopper Marketing - our weekly glossary that will keep you on top of the key terms that you need to know in the ever-changing world of digital. In this installment, we start from the very top, covering the digi-buzzwords beginning with A to C...

Welcome, one and all, to the MARS A-Z of Digital Shopper Marketing. Now, the world of digital is always brimming with new and confusing terminology, and it can be difficult to stay up-to-date. Our weekly glossary will keep you right on top of the key terms that you need to know, and this week we start from the very top, covering the digi-buzzwords beginning with A to C...

A/B TESTING A methodology often used in web development to test two variables for a statistically significant influence. A and B are the conditions – i.e., the control condition and the treatment condition. Also called evidence-based testing. ADSL Asymmetrical Digital Subscriber Line. ADSL is a high speed method of accessing the internet via cable. What about WiFi you ask? Well, our WiFi connections generally come from ADSL cable routers. ADSENSE AFFILIATE Text, image, video or interactive media ads that appear on a website, hosted and regulated by Google, based on the audience and site content. They generate revenue on either a click or impression basis. Also known as “publishers,” Affiliates market another merchant’s products on their site and earn revenue for successful referrals to that merchant’s website.

AJAX ARG Asynchronous JavaScript and XML. A web development technique for creating interactive web applications. AJAX increases usability and speed by ensuring the web page doesn’t have to reload each time the user makes a change. Alternative Reality Game. A game that takes place both in the real world and in a fantasy world — usually involving an online component. Mainstream examples are endemic, with popular online games such as Runescape and World of Warcraft that exemplify modern roleplay narratives. ASTRO TURFING A covert and manipulative use of word-of-mouth advertising or viral marketing, where the brand message is channeled through a supposedly arbitrary, disinterested participant. APACHE A public-domain open source Web server, which because its source code is freely available, is able to be adapted for specific needs. It serves an estimated 54.2% of all active websites.

BACK END BANDWIDTH The back end of a website is the part hidden from view of regular website visitors. The back end includes information structure, applications, and the CMS controlling content on the site. Bandwidth is essentially the amount of data a connection has the capacity to transmit. Generally measured in bits per second, the greater the bandwidth, the faster the streaming and connection speeds. BANNER EXCHANGE A symbolic advertising initiative whereby the businesses involved promote each other’s services and websites on an exchange rather than a paid basis. Also known as link exchange. BLACKHAT A term to define the unethical techniques some search engine optimizers use to improve their site’s ranking. These include keyword stuffing, hidden text and duplication of content.

BOUNCE RATE In Google Analytics, this refers to the percentage of people that do not progress beyond the entry page within a certain time limit and leave the site. BOT Abbreviation of robot (also called a spider). It refers to software programs that scan the web. Bots vary in purpose from indexing web pages for search engines to harvesting e-mail addresses for spammers. BREADCRUMB LINKS Links, usually on the top of the webpage, that indicate where a page sits within the hierarchy of the website. These links document your journey through the website. BROAD MATCH Broad match ensures your ad displays for every possible search phrase that includes your keyword phrase. It doesn’t consider context or the existence of additional words in the search phrase.

CACHE A temporary copy of a collection of data. If accessing the original data is proving to be resource heavy, then users can access the cache without having to reload the original data. Browsers automatically store website data in the cache. CAPTCHA Captcha = Completely Automated Turing Test To Tell Computers and Humans Apart. It asks a user to complete a simple test to prove they are human and not a computer, i.e., retyping a distorted image of numbers and text into a box. BANNER C-T-R The click-through rate measures the number of clicks on a link and then expresses it as a percentage of the total number of times the link was shown. It can be used to gauge the effectiveness of a certain link or post versus others. CMS Content Management System. A script or program for maintaining websites. A good CMS program means you don’t have to depend on someone else when it comes to maintaining/ updating your site.

COOKIES CPA CPC CSS A small text file that is stored on an enduser’s computer and allows websites to identify that user, store unique variables and allow the website owner to construct a profile for that user. Cost Per Action or Acquisition. Refers to the cost of acquiring a new customer. The advertiser only pays when a desired action is achieved. Sometimes called cost per acquisition. Cost Per Click. Refers to when an advertiser only pays when their ad is clicked upon, resulting in a visitor to their site. This is typically from a search engine in Pay Per Click search marketing. Cascading Style Sheets. This is a language used to describe how an HTML document should be formatted. They allow you to separate the layout and style of a web page from the data or information.

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