Definitions

Online advertising, also called online marketing or Internet advertising or web advertising

Online advertising is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.

SEO is short for search engine optimization or search engine optimizer

Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) -- including Google, Bing, Yahoo and other search engines.

It is common practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site. The higher a website naturally ranks in organic results of a search, the greater the chance that that site will be visited by a user.

PPC - Short for pay per click

PPC is an Internet marketing formula used to price online advertisements. In PPC programs the online advertisers will pay Internet Publishers the agreed upon PPC rate when an ad is clicked on, regardless if a sale is made or not.

With pay per click in search engine advertising, the advertiser would typically bid on a keyword so the PPC rate changes. On single website -- or network of content websites -- the site publisher would usually set  a fixed pay per click rate.  Also called cost-per-click (CPC).

SMM - Social Media Marketing

SMM describes “an interdisciplinary and cross-functional concept that uses social media (often in combination with other communications channels) to achieve organizational goals by creating value for stakeholders.”. Companies address several stakeholders through social media marketing including (potential) customers, (potential) employees, journalists, bloggers and the general public. On a strategic level, social media marketing includes the management of the implementation, governance, scope (e.g. more active or passive use) and the establishment of a firm’s desired social media culture. This requires marketers to incorporate user-generated content (earned media rather than paid media) into their strategic approach

Content Marketing

Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. Content marketing is also defined as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Content marketing can further be characterized as a step from earned to owned media. This means that by establishing own brand channels, brands increasingly act like media companies and fulfill corresponding functions like entertainment, information and social interaction. Ultimately, brands can become their own communication-medium and thereby replace paid-media channels.

Web Analytics

Web Analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. However, Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.

Search Analytics

Search anaylytics is the use of search data to investigate particular interactions among Web searchers, the search engine, or the content during searching episodes. The resulting analysis and aggregation of search engine statistics can be used in search engine marketing (SEM) and search engine optimization (SEO). In other words, search analytics helps website owners understand and improve their performance on search engines, for example identifying highly valuable site vistiors or understanding user intent. Search analytics includes search volume trends and analysis, reverse searching (entering websites to see their keywords), keyword monitoring, search result and advertisement history, advertisement spending statistics, website comparisons, affiliate marketing statistics, multivariate ad testing, et al.

Cost per impression (CPI), or "Cost per thousand impressions" (CPM),

CPI is a term used in traditional advertising media selection, as well as online advertising and marketing related to web traffic. It refers to the cost of traditional advertising or internet marketing or email advertising campaigns, where advertisers pay each time an ad is displayed. CPI is the cost or expense incurred for each potential customer who views the advertisement(s), while CPM refers to the cost or expense incurred for every thousand potential customers who view the advertisement(s). CPM is an initialism for cost per mille, with mille being Latin for thousand

Video Advertising

The term video advertising encompasses online display advertisements such as Mid-Page Units (MPUs) that have video within them, but it is generally accepted that it refers to advertising that occurs on Internet television. It is served before, during and/or after a video stream on the internet.

Content Management System (CMS)

CMS is a computer application that supports the creation and modification of digital content using a common user interface and thus usually supporting multiple users working in a collaborative environment. CMSes have been available since the late 1990s.

CMS features vary widely. Most CMSes include Web-based publishing, format management, edit history and version control, indexing, search, and retrieval. By their nature, content management systems support the separation of content and presentation.

A web content management (WCM) system (or WCMS) is a CMS designed to support the management of the content of Web pages. Most popular CMSes are also WCMSes. Web content includes text and embedded graphics, photos, video, audio, and code (e.g., for applications) that displays content or interacts with the user.

Such a content management system (CMS) typically has two major components:

  • A content management application (CMA) is the front-end user interface that allows a user, even with limited expertise, to add, modify and remove content from a Web site without the intervention of a webmaster.
  • A content delivery application (CDA) compiles that information and updates the Web site.