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Above the fold — the section
of the web page that is visible without scrolling down.
Affiliate program — building
on offline business referrals, affinity programs reward affiliate
businesses for driving traffic from their site to another site.
Rewards can be given for traffic and/or subsequent transactions.
Affinity marketing — targets
individuals who share common interest(s) that predispose them towards
a product. The campaign can be run by a single organisation (cross
selling to customers) or a group of organisations that share a target
audience.
Ambient marketing — uses
everyday objects and surroundings as communication platforms. For
example, ads on eggs, buildings, footpaths, public transport tickets.
Ambush marketing — a deliberate
attempt by a company to associate itself with an event over and
above the official sponsor. For example, one company sponsors a
sporting event, but its competitor covers the area surrounding
the stadium with promotional posters and merchandise stands.
Asynchronous communication —
the opposite of synchronous or direct communication where all parties
involved must be present (eg a phone conversation). Asynchronous
communication includes emails, text messaging and online discussion
boards.
B2B — business-to-business.
The buyer could be a manufacturer, reseller, government body, or
any other organisation other than an individual consumer.
B2C — business-to-customer.
Retail trade where the buyer may be an individual, family or other
group, buying the product for their personal consumption or that
of another individual.
Bricks and mortar — businesses
that rely on traditional means of promoting and distributing their
goods or services, eg street shop-front.
Buzz marketing — using "word-of-mouth" promotion,
this approach creates a buzz amongst the target group by encouraging
customers to pass around information about the product (see viral marketing).
Channel conflict — the
outcome of developing additional distributing channels. For example,
some businesses have found various conflicts and cannibalisation
of sales when they introduce online distribution to complement
their existing offline business.
Click through rate — the
number of times a web page ad is clicked on as a percentage of
the times it is displayed.
Confusion marketing — a controversial
strategy of deliberately confusing the customer. Some have criticised
the telecommunications market for this approach, where pricing is
packaged into complicated options that are almost impossible to compare
with competitor offerings.
Contextual marketing —
takes advantage of the context within which the individual receives
the marketing message. For example, a pop up ad when a person visits
a related website. Contextual marketing is likely to become more
evident once m-commerce matures as it
will have the advantage of knowing where the person is located
using GPS.
Customer lifetime value —
the profitability of customers over the longer term (the "lifetime" of
their relationship with the business), rather than looking at the
profitability of a single transaction. Improved databases have
enables us to adopt this approach.
Customer relationship management —
the coherent management of contacts and all interactions with customers
using a sophisticated and integrated database. In essence, it tries
to replicate for large corporations the intimate knowledge small
businesses have of their customers.
E-commerce and e-marketing —
marketing conducted electronically, usually via (but not limited
to) the Internet.
Emotional selling preposition (ESP) - moving away from the unique selling preposition,
which assumed unique product features, ESP focuses on the unique
associations customers make with products and brands.
E-tailing — retailing over
the Internet.
Guerilla marketing — unconventional marketing intended to get maximum impact for minimum cost. It generally targets small and specialised target groups in such a way that larger companies choose not to retaliate and often can't compete with.
Legacy business (also
known as clicks and mortar, as opposed to bricks and mortar businesses) —
a traditional business which adds online promotions and distribution
to its existing business model.
M-commerce (mobile
commerce) — refers to access to the Internet via a mobile
devise such as a mobile phone or a PDA.
Netiquette — Internet etiquette;
an established set of rules developed by the Internet community.
Opt in/out —
the mechanism used to allow site visitors and email recipients
to receive information such as newsletters. All regular communications
must have an easy opt out option.
P2P (peer-to-peer) — a
technique aimed to encourage customers to promote your product
to others, particularly effective on the Internet. For example, customers
may receive a discount in return for recruiting new customers (see viral
marketing).
Permission marketing —
limiting marketing communications to people who have identified
themselves as interested in receiving the material (see opt
in/out and spam).
Pester power — the often-underestimated
power of children over their parents' buying behaviour.
Pull promotions — addresses
the customer directly with a view of motivating them to "pull" the
product down through the distribution chain. In terms of marketing
communications, "pull" promotions rely on the customers
obtaining the information themselves, eg visit a website (see push
promotions).
Pure play (also
known as pure dot coms) — businesses created specifically
for the Internet.
Push promotions —
relies on the distribution chain, eg wholesaler or retailer, to "push" products
out to customers. In terms of marketing communications, "push" promotions
are sent out to customers (eg direct mail pieces).
Relationship marketing —
the move towards a longer-term view of the customer; building a
relationship in the hope of establishing long-term repeat purchasing.
Richness of communication —
refers to the depth and interactivity of the communication. The
web has the potential for richness of communication because of
its ability to use multimedia and personalise the experience through
its interactivity.
Search engine optimisation —
the process of selecting targeted key words and phrases related
to the site, ensuring the site places well when people enter key
words and phrases into a search engine.
Spam —
the online version of junk mail; the act of sending email to users
who have not given permission for the sender to do so (see opt
in/out and netiquette).
Tweens (also
known as tweenagers) — 7-11 year-olds.
Viral marketing —
a technique that facilitates and encourages people to pass along
a marketing message either via word-of-mouth or "word-of-mouse" (via
email). Online examples include jokes, film clips or games, with
a subtle product message or site link that recipients forward
to others. Offline, viral marketing can be subtly undertaken by
aspirational models — with people often not aware they are receiving
a marketing message. For example, a gorgeous person at the bar
offers to buy you a new drink and casually chats to you about why
they like it. |
