The Ultimate Inbound Marketing Glossary. Dic. 2011

The Ultimate

INBOUND MARKETING GLOSSARY

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the ultimate inbound marketing glossary


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IS THIS BOOK RIGHT FOR ME? Nt quite sue if this e is ight f yu? See the el desitin t detemine if yu level mathes the ntent yu ae aut t ead.

INTRODUCTORY

THE ULTIMATE INBOUND MARKETING GLOSSARY Th i is e b bo o  k k !

Intduty ntent is f maetes h ae ne t the sujet. This ntent tyially inludes ste-y-ste instutins n h t get stated ith this aset f inund maeting and lean its fundamentals. Afte eading it, yu ill e ale t exeute asi maeting tatis elated t the ti.

by Magdalena Gegieva

Maggie Gegieva is an inund maeting manage at HuSt esnsile f eating ne ffes, inluding es and einas. She has eviusly heled ith HuSt’s email maeting gam and the many’s landing age eatin and timiatin. Maggie

INTERMEDIATE

is a prolic marketing blogger and has also

Intemediate ntent is f maetes h ae familia ith the

itten f uliatins lie bstInnvatin.m

sujet ut have nly asi exeiene in exeuting stategies and

and The St. Petersburg Times.

tatis n the ti. This ntent tyially ves the fundamentals and mves n t eveal me mlex funtins and examles.

FOLLOw ME ON TwITTER @MGIEVA

Afte eading it, yu ill feel mftale leading jets ith this aset f inund maeting.

ADVANCED Advaned ntent is f maetes h ae,  ant t e, exets n the sujet. In it, e al yu thugh advaned featues f this aset f inund maeting and hel yu devel mlete Share This Ebook!

mastey f the sujet. Afte eading it, yu ill feel eady nt nly t exeute stategies and tatis, ut als t teah thes h t

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5

CONTENTS 7 KEY LEAD GENERA GENERATION TION TERMS 28 LANDING pAGE TERMS

/7

/15

28 EMAIL MARKETING TERMS

/44

61 BLOGGING & SEO TERMS

/73

20 MARKETING AUTOMATION TERMS 85 SOCIAL MEDIA TERMS

/156

21 MOBILE MARKETING TERMS

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/135

/242

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Don’t let terminology prevent you from achieving success with “ inbound marketing.

”

If yu ae even mildly familia ith inund maeting, yu must have enunteed a sle f tems that exlain diffeent stategies, est aties, assets and metis. Yu’ve aly head aut using a hashtag n Titte, the imtane f attating inund


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CHApTER 1

7 KEY LEAD GENERATION TERMS

lins t yu esite  ays t set u di maeting amaigns. what des it all mean? Des yu head hut fm all this yti ling? Fea nt! we have uilt the ultimate inund maeting glssay, hih ves the fundamental inund maeting teminlgy yu need t e aae f. This e is separated into categories which introduce terms related to specic inbound marketing

asets: lead geneatin, landing ages, email maeting, lgging and SEo, maeting autmatin, sial media and mile maeting. S if thee is a d yu have een tying t deihe, the hanes ae e have it in hee. Dn’t let teminlgy event yu fm ahieving suess ith inund maeting: evie all the denitions you will ever need to be a marketing rockstar.

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TERM 1

TERM 2

LEAD

LEAD GENERATION

DEFINITION

DEFINITION

A esn that tansfms fm an annymus esite visit

Lead geneatin is the ess f attating ne leads. It is a maeting

int a nn ntat at f yu usiness sales yle. This

tati that dives a esn t demnstate inteest in a dut 

ess us as the visit vides his  he ntat

sevie. online this taditinally haens y viding valuale ntent in

infmatin in exhange f valuale ntent.

exhange f ntat infmatin fm a esite visit.

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TERM 3

TERM 4

LANDING pAGE

CONVERSION RATE

DEFINITION

DEFINITION

A esite age ntaining a fm that is used f lead

The nume f ele h mlete a fm n a landing age divided y

geneatin. This age evlves aund a maeting ffe,

the ttal nume f ele h visited the age.

suh as an e  a eina, and seves t atue visit infmatin in exhange f the valuale f fe.

HUbSpoT SoFTwArE MAkES LANDING pAGES EASY HuSt sftae enales even nn-tehnial maetes t easily eate tageted landing ages and fms that nvet esite visits int leads. HuSt’s analytis then hel yu t detemine yu mst effetive landing ages and amaigns, maing yu a smate maete. SEE How IT workS.

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TERM 5

TERM 6

OFFER

LEAD-TO-CUSTOMER RATE

DEFINITION

DEFINITION

The content that is provided once a lead has lled out

This is a eentage alulated y dividing the ttal nume f ustmes

a landing age fm. Examle f ffes inlude es,

f a given maeting hannel y the ttal nume f leads geneated in

hiteaes, einas and its.

that same eid f time.

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TERM 7

CALL-TO-ACTION

DEFINITION

CHApTER 2

28 LANDING pAGE TERMS

A all t atin is a text lin, uttn, image,  sme tye f e lin that enuages a esite visit t visit a landing age and eme f lead. Sme examles f cTAs ae “Susie N”  “Dnlad the whiteae Tday.”

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TERM 1

TERM 2

A/B TESTING

AUTHORITY ENDORSEMENT

DEFINITION

DEFINITION

Testing t diffeent vesins f the same landing age t evaluate

Visual f that an authity is egniing the value f yu

hih ne e fms ette.

ffe. This is a ay t estalish ediility.

How HUbSpoT SoFTwArE DoES A/b TESTING A/b testing hels yu n hat atually dives nvesins n yu esite and lends authity t yu deisins. HuSt’s A/b testing sftae enales yu t test multile ats f yu ages ith just a fe lis and alets yu when the test reaches statistical signicance.

SEE How IT workS.

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TERM 3

TERM 4

ANxIETY ELEMENTS

BENEFIT REINFORCEMENT

DEFINITION

DEFINITION

The elements n a landing age eating anxiety f yu visits

Simila t value sitin, it is a einfement f hy the

and eduing thei inlinatin t tae atin. one instane f suh

visitor wants to ll out the form.

an element is the asene  “pivay pliy” lin next t email eld.

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TERM 5

TERM 6

BOUNCE RATE OR ExIT RATE

CONTROL pAGE

DEFINITION

DEFINITION

bune ate is the ate at hih a visit lis aay fm

when yu ae ling t timie a eage thugh an A/b test, the

yu age ithut nveting.

iginal age yu ant t imve is alled a ntl age.

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TERM 7

TERM 8

CUMULATIVE OpTIMIzATION GAIN

FRICTION

DEFINITION

DEFINITION

otimiing a age ith a seies f tests and gaining highe

The age elements eventing the visit fm nveting

nvesin at the end.

int a lead. F instane, t many alls t atin hih distat the visit’s attentin.

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TERM 9

TERM 10

FUNNEL

GUARANTEE IMAGES

DEFINITION

DEFINITION

The ess lgi as a visit gets t yu age and mletes the

Images that instill tust and sh ediility.

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“tansatin.” Thin f a visit as smene at the t f yu sales and maeting funnel. H d yu ush them t the ttm f the funnel?

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TERM 11

TERM 12

KpI (KEY pERFORMANCE INDICATORS)

LAYOUT

DEFINITION

DEFINITION

key pefmane Indiats ae the metis yu ill l at t ta

H the landing age is designed. F instane, the fm an

gess tad yu gals.

e laed n the left side f the age, hile the desitin f the ffe is n the ight.

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TERM 13

TERM 14

LEAD NURTURING CAMpAIGN

MOCKUpS

DEFINITION

DEFINITION

An email series that can be triggered after someone lls out a

An outline dening what your landing page design should be.

fm n yu landing age. Lead nutuing is als nn as di

Mus ae geneally used hen yu ae eaing f an

maeting.

A/b test in de t evaluate the ette layut.

A Look INSIDE HUbSpoT’S LEAD NUrTUrING TooL Research from Gleanster notes that 50% of qualied leads who come through

yu esite ae nt eady t uy. rathe than fing leads int a ushy sales ess that n’t , HuSt’s lead nutuing tl enales yu t send a adene f ustmied emails t ne nline leads easing them thugh the deisin ess. LEArN MorE.

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TERM 15

TERM 16

MOTIVATION OF USER

NAVIGATION

DEFINITION

DEFINITION

The visit’s desie t eeive yu ffe.

A e age element, usually lated at the t, ith lins that hel visits t navigate thugh a esite.

coMpANY bLoG

AboUT US

proDUcT

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rESoUrcES

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TERM 17

TERM 18

pAGE VIEwS

RETURNING VISITOR

DEFINITION

DEFINITION

The nume f vies a age gt.

A visit that is etuning t yu site, and is geneally selfqualifying heself as atively inteested in yu ffe.

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TERM 19

TERM 20

ROI

SECURITY OR ACCREDITATION SEALS

DEFINITION

DEFINITION

The etun n investment f yu maeting effts.

Visual elements ving yu ffe is seue and is-fee.

wHAT’S THE rETUrN oN YoUr MArkETING INVESTMENT HuSt sftae shs yu h yu maeting effts ntiute t the ttm line. Use HuSt analytis t see hih hannels ught in the mst leads, undestand h many ustmes yu maeting effts have geneated and leveage u integatin ith crM systems t see yu imat n the ttm line. LEArN MorE. Share This Ebook!

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TERM 21

TERM 22

STATISTICALLY SIGNIFICANT NUMBER

TEST VALIDATION

DEFINITION

DEFINITION

The amunt f data yu need t llet in de t annune

pving ith data that a test has een suessfully

auate esults fm yu testing.

nduted.

37

How HUbSpoT’S A/b TESTING SHowS STATISTIcAL SIGNIFIcANcE Nt sue hih age tuly efms ette? HuSt’s A/b testing sftae an un t vesins f a eage side y side t test nvesins, then sh you when your tests become statistically signicant so you can select a winner.

line. LEArN MorE.

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39


TERM 23

TERM 24

TIME ON pAGE

TREATMENT pAGE

DEFINITION

DEFINITION

H lng a visit sends n yu landing age.

In an A/b test, this is the age yu have teated and exet t efm ette.

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40


41


TERM 25

TERM 26

VALUE ExCHANGE

VALUE pROpOSITION

DEFINITION

DEFINITION

Giving ut a valuale ffe in de t get infmatin

The imay easn hy yu visit ill hse t nvet

fm yu visits.

n yu age. The anse t the “what is in it f me?” questin.

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42

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TERM 27

TERM 28

VARIATIONS

VISITORS/UNIqUES

DEFINITION

DEFINITION

The hanges yu mae in de t timie a landing age.

The nume f (unique) visits h ame t yu age.

43

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45

TERM 1 CHApTER 3

28 EMAIL MARKETING TERMS

ABOVE THE FOLD

DEFINITION The at f a e age that is visile ithut slling. It is geneally me desiale laement n a esite eause f its visiility. If yu have a “jin u mailing list” fm n yu esite, yu shuld lae it “ave the fld” maing it easy f visits t t-in.

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47


TERM 2

TERM 3

CAMpAIGN

CpM (COST pER THOUSAND)

DEFINITION

DEFINITION

An email maeting message  a seies f messages,

In email maeting, cpM mmnly efes t the st e 1000 names

suh as lead nutuing, designed t amlish an veall

n a given ental list. F examle, a ental list ied at $250 cpM uld

maeting gal.

mean that the list ne hages $0.25 e email addess.

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48



49

TERM 4

TERM 5

CTR (CLICK-THROUGH RATE)

CONVERSION RATE

DEFINITION

DEFINITION

cTr us the eentage (the nume f unique lis divided

The nume  eentage f eiients h esnd t yu all-t-

y the nume that ee ened) f eiients that li n a

atin in a given email maeting amaign  mtin. This is the

given UrL in yu email.

measue f yu email amaign’s suess. Yu may measue nvesin in sales, hne alls, tunities  aintments.

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51

TERM 6

TERM 7

EMAIL BLACKLIST

EMAIL BLOCKING

DEFINITION

DEFINITION

It is mmn f an ISp t a use a lalist t detemine

Email ling tyially efes t ling y ISps  ate seves.

hih emails shuld e led (see “email ling”).

Email ling us hen the eeiving email seve (e.g. Yah!, AoL,

blalists ntain lists f dmains  Ip addesses f nn

Htmail et) events an inund email fm eahing the inx f the

and suseted sammes. Unftunately, these lalists

intended eiient. Mst f the time the sende f the email eeives

als ntain many legitimate email sevie vides. Just

a “une” message ntifying the sende that thei email has een

a fe sam mlaints an land an email sevie vide

led. ISps atively l email ming fm suseted sammes.

 Ip addess n a lalist desite the fat that the ati f mlaints t vlume f email sent is extemely l.

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53

TERM 8

TERM 9

EMAIL FILTERS

EMAIL NEwSLETTER ADS OR SpONSORSHIpS

DEFINITION

DEFINITION

“Filteing” is a tehnique used t l email ased n the

This tem efes t uying ad sae in an email neslette  snsing

ntent in the “fm:” line, sujet line,  dy y f an

a specic article or series of articles. Advertisers pay to have their ad

email. Filteing sftae seahes f eyds and the

(text, HTML  th, deending n the uliatin) inseted int the dy

indiats that identify the email as tential sam. This tye

f the email.

f ling us n a e email asis. Email neslette ads and snsshis all advetises t eah a targeted audience driving trafc to a website, store or ofce, signups to a

neslette  sales f a dut  se vie.

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54



55

TERM 10

TERM 11

EMAIL wHITELIST

FALSE pOSITIVE

DEFINITION

DEFINITION

A hitelist is the site f a lalist. Instead f listing

A false sitive us hen a legitimate emissin-ased email is

Ip addesses t l, a hitelist inludes Ip addesses

incorrectly ltered or blocked as sam.

that have een aved t delive email desite ling measues. Geneally, ISps maintain th a lalist and a hitelist. when email sevie vides, lie cnstant cntat  Exat Taget, say they ae “hitelisted” it means that their IP addresses are on a specic ISP’s whitelist and are condent that emails sent using their service will be

deliveed.

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57


TERM 12

TERM 13

HARD BOUNCE/SOFT BOUNCE

HOUSE LIST (OR RETENTION LIST)

DEFINITION

DEFINITION

A had une is the failed delivey f an email due t a

Huse list means a emissin-ased list that yu uilt yuself. Yu an

emanent easn lie a nn-existent addess. A sft une

use it t maet, ss sell and usell, and t estalish a elatinshi

is the failed delivey f an email due t a temay issue,

ith ustmes ve time.

lie a full inx  an unavailale seve. A huse list is ne f yu mst valuale maeting assets eause it is seven times less exensive t maet t an existing ustme than it is t aquie a ne ne.

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59

TERM 14

TERM 15

HTML

LANDING pAGE

DEFINITION

DEFINITION

Sending HTML email enales maetes t inlude unique

A lead atue age n yu esite that is lined fm an email t

fnts, gahis and agund ls. HTML maes

vide additinal infmatin dietly elated t duts  sevies

an email me inteesting and, hen used ely, an

mted in the email’s all-t-atin.

geneate esnse ates u t 35% highe than lain text. Evey email shuld have a unique landing age t atue leads  a taing UrL t a standad landing age in de t detemine roI.

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61


TERM 16

TERM 17

OpEN RATE

OpT-IN (OR SUBSCRIBE)

DEFINITION

DEFINITION

The eentage f emails ened in any given email

T t-in,  susie t an email list, is t hse t eeive email

maeting amaign,  the eentage ened f the ttal

mmuniatins y sulying yu email addess t a atiula

nume f emails sent.

many, esite  individual theey giving them emissin t email yu. The susie an ften indiate aeas f esnal inteest (e.g. muntain iing) and/ indiate hat tyes f emails they ish t eeive fm the sende (e.g. neslettes).

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63


TERM 18

TERM 19

SINGLE OpT-IN

CONFIRMED OpT-IN (DOUBLE OpT-IN)

DEFINITION

DEFINITION

The single t-in is the mst idely aeted and utinely

The conrmed opt-in is a more stringent method of obtaining permission

used methd f taining email addesses and emissin.

t send email amaigns. It adds an additinal ste t the t-in ess

A single t-in list is eated y inviting visits and

because it requires the subscriber to respond to a conrmation email,

ustmes t susie t yu email list. when yu use a

either by clicking on a conrmation link or by replying to the email

sign-u fm n yu esite, a message immediately ges

to conrm their subscription. Only those subscribers who take this

ut t the susie anledging the susitin. This

additinal ste ae added t yu list.

message shuld eiteate hat the susie has signed u f, and vide an immediate ay f the susie t edit inteests  t-ut.

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65

TERM 20

TERM 21

OpT-OUT (UNSUBSCRIBE)

pERMISSION-BASED EMAIL

DEFINITION

DEFINITION

T t-ut  unsusie fm an email list is t hse nt

Email sent t eiients h have ted-in,  susied, t eeive

t eeive mmuniatins fm the sende y equesting

email mmuniatins fm a atiula many, esite  individual.

the emval f yu email addess fm thei list.

pemissin is an aslute equiement f legitimate email maeting.

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67


TERM 22

TERM 23

pERSONALIzATION

pRIVACY pOLICY

DEFINITION

DEFINITION

pesnaliatin efes t addessing individual eiients y

A lea desitin f a esite  many’s liy n the use f

their rst name, last name or both dynamically in an email.

infmatin lleted fm and aut esite visits and hat they d,

pesnaliatin an als inlude a efeene t evius

and d nt d, ith the data. Yu ivay liy uilds tust eseially

uhases,  the ntent unique t eah eiient.

amng thse h t-in t eeive email fm yu  thse h egiste n yu site.

If susies, sets and ustmes n thei infmatin is safe ith yu, they ill liely shae me infmatin maing yu elatinshi muh me valuale.

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69


TERM 24

TERM 25

RENTAL LIST (ACqUISITION LIST)

SIGNATURE FILE (SIGFILE)

DEFINITION

DEFINITION

A list f sets  a tageted gu f eiients h

A tagline  sht l f text at the end f an email message that

have ted-in t eeive infmatin aut etain sujets.

identies the sender and provides additional information, such as

Using emissin-ased ental lists, maetes an send

many name and ntat infmatin.

email messages t audienes tageted y inteest ategy, fessin, demgahi infmatin and me. renting a

Your signature le is a marketing opportunity. Use it to convey a benet

list usually sts eteen $.10 and $.40 e name. be sue

and inlude a all-t-atin ith a lin.

yu ental list is a tue emissin-ased, t-in list.

pemissin-ased lists ae ented, nt sld. Dn’t e fled y a list ffe that sunds t gd t e tue  y smene h ties t mislead yu y alling thei list “tageted”  “lean” ithut etifying that it is emissin-ased.

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71

TERM 26

TERM 27

SpAM (UNSOLICITED COMMERCIAL EMAIL)

TARGETING

DEFINITION

DEFINITION

Email sent t smene h has nt ted-in  given

Sending emails t a selet audiene  gu f individuals liely t

emissin t the sende. Geneally, it’s unanted and

e inteested in the message. Tageting is vey imtant f an email

unexeted email fm a sende unnn t the eiient.

maete eause a elevant email amaign ill yield a highe esnse ate and esult in fee unsusies.

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73

TERM 28

VIRAL MARKETING

DEFINITION

CHApTER 4

61 BLOGGING & SEO TERMS

wd-f-muth maeting that is aied ut vluntaily y a many’s advates. Email has made this tye f maeting vey evalent.

Tls suh as “send this age, atile  esite t a fiend” enuage ele t efe  emmend yu neslette, company, product, service or specic offer to others.

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74



75

TERM 1

TERM 2

301 REDIRECT

ALTERNATIVE ALTERNA TIVE TExT/TAG OR ATTRIBUTE

DEFINITION

DEFINITION

A ay t mae ne e age ediet the visit t anthe age.

Alt text is a d f hase that desies an image n the e. Unlie

wheneve yu hange the e addess f a age, aly a 301

humans, seah engines ead nly the ALT text f images, nt the images

ediet t mae the ld addess int t the ne ne. This

themselves. Add ALT text t images heneve ssile.

ensues that ele h have lined t  maed the ld addess ill autmatially get t the ne ne, and seah engines

It shuld e used in HTML as the flling  if using a

an udate thei index.

CMS applied in the eld tied to an image for the purpose of describing an

image.

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77

TERM 3

TERM 4

ANCHOR TExT

ARTICLE

DEFINITION

DEFINITION

The atual text f a lin t a age. on mst esites, this text

Atile and lg “st” ae fequently used synnymusly. An atile is

is usually da lue and undelined,  ule if yu’ve visited

ne single st n a lg. pulishing ell-timied lg atiles ill hel

the lin in the ast.

yu an ell in seah engines and get fund nline.

Anh text hels seah engines undestand hat the destinatin age is aut: it desies hat yu ill see if yu li thugh. when uses vie the e age in a se, they

How HUbSpoT’S SoFTwArE HELpS YoU GET FoUND

an li the text t ativate the lin and visit the age hse UrL is in the lin. Examle: This is anh text

blgging is an essential at f timiing yu esite t get fund nline. Eah f yu lg atiles shuld inlude industy eyds. HuSt’s sftae ensues that yu lg ntent is timied and seah-engine fiendly. SEE HUbSpoT’S SEo TooLS. TooLS .

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79

TERM 5

TERM 6

AUTHOR

AVATAR

DEFINITION

DEFINITION

The name assiated ith the esn h te a lg st.

No, this is not referring to the 2009 James Cameron lm. Though not

fa emved, an avata is a ht, gahi  image that eesents yu ass lgs and the sial-neting sites. It is ften dislayed ithin the prole or comment sections.

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81


TERM 7

TERM 8

BLOG

BLOGGER

DEFINITION

DEFINITION

This is sht f e lg  elg. blgs ae usually maintained

The esn h ites f a lg is efeed t as a lgge, and the

y an individual  gu f ele. A esnal lg  usiness

at f iting f the lg is nn as lgging. Nte: Ggle als has

lg ill taditinally inlude egula enties f mmentay,

a lgging latfm alled blgst and smetimes efeed t as

desitins f events,  the mateial, suh as hts and vide.

“blgge.”

Note: if you are blogging for business, you should always add a call-to-action to ensure your blog is generating leads.

HUbSpoT’S bLoGGING TooL AUToMATIcALLY opTIMIzES YoUr poSTS cntent eatin is the fundatin f any suessful inund maeting stategy. HuSt’s ld-lass lgging sftae maes it easy t eate ntent that ill hel yu usiness get fund in seah engines, ette engage sets, and geneate leads. TAkE A Look.

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83

TERM 9

TERM 10

BLOGOSpHERE

BLOGROLL

DEFINITION

DEFINITION

This efes t the lletive mmunity f all lgs and

Smetimes selled lg-ll  lg ll, this is a lgge’s list f lins t

lgges n the Intenet.

the lgs the ead  sut. Ideally these nly inlude lgs that yu eally lie and emmend.

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84


85


TERM 11

TERM 12

BOOKMARK

CANONICAL URL

DEFINITION

DEFINITION

A lin t a esite saved f late efeene in yu e se 

The canonical URL is the best address that a user can nd

mute. Sial maing sites suh as del.ii.us let uses

a iee f infmatin n. Smetimes yu might have a

shae esites they lie ith eah the. Having lins t yu site

situatin hee the same age ntent an e aessed at

in del.ii.us is a sign that yu esite ntent is inteesting t

me than ne addess. Seifying the annial UrL hels

ele.

seah engines undestand hih addess f a iee f ntent is the est ne.

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86


87


TERM 13

TERM 14

CONVERSION FORM

CATEGORY

DEFINITION

DEFINITION

A fm in hih yu llet infmatin n yu site visit.

categy and tags ae fequently used synnymusly. Thugh

cnvesin fms convert trafc into leads. Collecting contact

ften times a ategy (in tems f hieahy) is the t level

infmatin hels yu fll u ith these leads.

denition and a tag may be a more specic classication

eneath that. F examle, a lg aut ale ies may have a ategy f aing and a tag f ies.

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89


TERM 15

TERM 16

CMS OR pLATFORM

COMMENTS

DEFINITION

DEFINITION

This is sht f ntent management system. It is a sftae

The inins f yu eades left in esnse t a lg st.

gam that alls yu t add ntent t a esite me easily.

This is a useful ay f yu t nnet ith yu audiene.

HuSt, f instane, has a cMS, thugh hih yu an manage

we emmend that yu mae it easy f yu mmunity

yu esite ages, landing ages and lg.

t nnet, hih usually means nt mniting mments f aval and nly deleting tuly ffensive mments. If negative mments me u, use this as an tunity t atively shae yu nledge and esnd a sitively.

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91


TERM 17

TERM 18

CSS OR STYLESHEET

DIRECTORY

DEFINITION

DEFINITION

This is sht f casading Style Sheets. witten in HTML, this

A lg diety is a esite that lists lgs, usually aning

is mmnly used t style e ages. Styling tins, inluding

them y thei ulaity and deing them y sujet 

age layuts, ls and fnts, ae tyially eset t hel ntl

ategy. It’s a gd idea t add yu lg t dieties t

hesiveness and an veall fessinal l and feel f yu

help generate more relevant trafc, especially when you are

esite and/ lg.

rst getting started.

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TERM 19

TERM 20

DOMAIN

FAVICON

DEFINITION

DEFINITION

The main e addess f yu site (examle: .yusite.m).

This is the small gahi, tyially yu lg  the

It’s gd t ene neshi f yu dmain f seveal yeas.

eesentatin yu esite, hih aeas in a se’s

Seah engine anings fav esites ith lnge egistatins

addess a, favites  ma lists. In HTML it is

eause it shs mmitment.

efeened as the flling el=”shtut in,” and shuld be saved or uploaded as favicon.ico. The nal product looks

smething lie this:

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95


TERM 21

TERM 22

FEED

FOLD

DEFINITION

DEFINITION

This is a nes feed used f viding uses ith fequently

The “fld” is an invisile line n yu e age hih

udated ntent. cntent distiuts syndiate a e feed,

seaates a me desiale laement fm the less

theey alling uses t susie t it in rSS eade  via

desiale laement. Anything el the fld an e slled

e-mail.

t ut isn’t seen ight aay. Seah engines lae sme iity n ntent ave the fld, sine it ill e seen ight aay y ne visits. Having t many ads ave the fld an e seen as a negative issue as ell (See panda).

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TERM 23

TERM 24

HEADER

HYpERLINK

DEFINITION

DEFINITION

This is the t at f yu lg, aeaing efe any ages 

Used synnymusly ith the d “lin,” this is liale

sts. Heades geneally inlude items suh as lgs, taglines, and

ntent ithin a e age that taes the use t anthe

navigatin menus, hih ae meant t set the tne  theme f

age, esite,  ithin at f the same age. The text that

yu lg.

mises the hyelin is efeed t as the “anh text.”

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99


TERM 25

TERM 26

HTML

INBOUND LINK

DEFINITION

DEFINITION

This is sht f Hyetext Mau Language, a language used t

A lin fm ne site int anthe. A lin fm anthe site

ite e ages. Mst HTML elements ae itten ith a sta t tag

ill imve yu SEo, eseially if that site has a high

<...> and an end tag , ith ntent in eteen. It flls a

pageran.

tee-lie stutue hee mmn elements inlude ... <meta> ... ... ... <dy> ...

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101


TERM 27

TERM 28

INTERNAL LINK

INDEx(ED)

DEFINITION

DEFINITION

A lin fm ne age t anthe n the same esite, suh as fm

The process by which search engines nd your content and

yu hmeage t yu duts age.

then mae it availale t uses y sting it and dislaying it in seah esults. T n hethe  nt yu ntent has een indexed simly d a seah f a age and if a seah engine etuns yu age then it has indeed een indexed.

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103


TERM 29

TERM 30

jAVASCRIpT

KEYwORD(S) OR KEYpHRASE(S)

DEFINITION

DEFINITION

A siting language that alls esite administats t aly

These shuld e used as a ti geneat. piing eyds

vaius effets  hanges t the ntent f thei esite as uses

is the ess f detemining hat tis ae mst elevant

browse it. Search engines often have difculty reading content that

t yu taget audiene  uye esna and afting

is inside f Javasit, ut they ae getting ette at it ve time.

ntent aund thse tis. They shuld e used in a stitly eative sense f stutual msitin, easning, and mehensin, and shuld shase yu nledge in a given eld.

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105


TERM 31

TERM 32

LINK BUILDING

LONG-TAIL KEYwORD

DEFINITION

DEFINITION

The ativity and ess f getting me inund lins t yu

An unmmn  aely used eyd. Small usinesses

esite f imved seah engine anings.

shuld nside tageting lng-tail eyds. Genei eyds, suh as “sftae,” ae me metitive than nae eyd minatins, suh as “inund maeting sftae.”

NEED HELp wITH LINk bUILDING? HuSt sftae an tell yu h is lining t yu and evaluate h effetive that lin is at ineasing yu seah an. HuSt an als sh yu the inund lins f yu metits.SEE How IT LookS.

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106


107


TERM 33

TERM 34

METADATA

META DESCRIpTION

DEFINITION

DEFINITION

Data that tells seah engines hat yu esite is aut.

Yu desitin shuld e a sht desitin f that atiula age  st. It’s a geat tunity t lae sme vey tageted ntent f yu audiene t see n the seah esults age. A gd desitin is aximately t sentenes (n me than 160 haates) using yu taget eyds t invite a esn t visit yu site.

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108


109


TERM 35

TERM 36

META KEYwORDS

META TAGS

DEFINITION

DEFINITION

These have histially een the mst ula and ell nn

A mehensive tem that is mised f meta titles,

element desiing ntent f a e age. Seah engines,

desitins and eyds. These thee items tgethe ae

heve, quily ame t ealie that this iee f infmatin as

hat ae efeed t as meta tags. The tags ae elements

ften inauate  misleading and fequently lead t sammy

that vide infmatin aut a given e age, mst ften

sites. That is hy this tag is n lnge flled y seah engines.

t hel seah engines ategie them etly. Note: these are inserted into the HTML and as such are not directly visible to a user visiting the site.

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110


111


TERM 37

TERM 38

META TITLE OR pAGE TITLE

MOzRANK

DEFINITION

DEFINITION

The page Title is the hase that shs in the lue a at the t

A lgaithmi aning vided y SEom fm 0 - 10.0 f

f yu e se hen the age lads. The age title is als the

the nume and quality f inund lins inting t a etain

ld text that shs u n a seah esults age hen yu an in

esite  age n that esite. A 10.0 is the est lined-

a seah engine.

t age n the Intenet, and a 0 has egnied n inund lins.

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112

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113


TERM 39

TERM 40

NOFOLLOw

pAGERANK

DEFINITION

DEFINITION

A lin attiute hih events lins fm eing aled y

A nume fm 0-10, assigned y Ggle, indiating h

seah engines. As a esult, n SEo edit gets assed fm

gd yu veall SEo is. It is tehnially nn as “Tla

ne age t anthe.

pageran.” Note: PageRank relevancy is changing .

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114



TERM 41

TERM 42

pANDA

pERMALINK

DEFINITION

DEFINITION

refes t a seies f udates eleased y Ggle t thei engine

An addess  UrL f a atiula st ithin a lg.

115

that ae intended t disuage ele h eate lage amunts f medie ntent in an attemt t laim many eyd anings ithut geneating muh value f uses.

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116


117


TERM 43

TERM 44

pOST

ppC (pAY-pER-CLICK)

DEFINITION

DEFINITION

As stated ave, this is synnymus ith “atile.” basially,

Advetising tehnique in hih an advetise uts an ad in an

a st is an atile ithin a lg. It an e n any ti, and

advetising venue, and ays that venue eah time a visit

it’s the lletin f sts that fm the asis f a lg.

lis n his/he ad. Ggle Adwds is the lassi examle f this.

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118



119

TERM 45

TERM 46

RANKING FACTOR

REDIRECT

DEFINITION

DEFINITION

one element f h a seah engine detemines hee t

Used t seify an altenative UrL and in de t ediet the use (

an a etain age, suh as the nume f inund lins t

seah engine) t a diffeent latin. The mst mmnly used ediet

a age,  the ntents f the title tag n that age.

is a 301 emanent ediet, hih is alied hen yu hange the UrL f a age. T ensue that ele, h have lined t  maed that ld age/UrL, an still get t the udated age/UrL.

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120


121


TERM 47

TERM 48

REFERRER STRING

ROBOTS

DEFINITION

DEFINITION

A iee f infmatin sent y a use’s se hen

Commonly led as robots.txt, which provides information

they navigate fm age t age n the e. It inludes

aut a given e age, mst ften t hel seah engines

infmatin n hee they ame fm eviusly, hih hels

ategie them etly.

webmasters understand how users are nding their website.

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122


123


TERM 49

TERM 50

RSS

SERp (SEARCH ENGINE RANKING pAGE)

DEFINITION

DEFINITION

Sht f really Simle Syndiatin, a means y hih uses an

The age that yu ae sent t afte yu un a quey in a

susie t a feed, a lg feed, f instane. Sine ntent is

seah engine. Tyially has ten esults n it, ut this may

ulished n an nging asis, susiing maes it easie f

vay deending n the quey and seah engine in questin.

uses t fll ntent and udates.

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124



125

TERM 51

TERM 52

SITEMAp

SOCIAL MEDIA SHARING

DEFINITION

DEFINITION

A uli diety  index f sts t hel uses easily

Yu ntent shuld nt exist in a vauum. Give ele the tunity

aess ages f yu esite. basially, this is a age

t shae yu ntent f yu. A lt f latfms have this uilt in  at

n yu site hee yu tell uses aut ey ages f yu

least availale as an add-n. Thee ae als tls lie shaethis.m 

esite y listing them in almst an utline fmat and then

addthis.m that mae ntent shaing easy.

lining t thse intenal ages. This maes yu ntent easier to nd by users and search engines.

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126


127


TERM 53

TERM 54

SpIDER

SUBSCRIBE

DEFINITION

DEFINITION

A mute gam that ses the intenet and llets

Yu lg shuld have multile means thugh hih uses

infmatin aut esites.

an susie t yu ntent. These shuld inlude email and rSS.

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128



TERM 55

TERM 56

TAG OR TAGLINE

TITLE OR SUBjECT

DEFINITION

DEFINITION

A tag is a it lie a ategy in that it is anthe ay f lassifying

The title f yu age is fequently an H1 tag.

129

blog post. It is a word or set of words that help dene what the post is about. Tip: think of it like a ling system and these are your

flde laels.

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130



131

TERM 57

TERM 58

TRAFFIC

TRAFFIC RANK

DEFINITION

DEFINITION

The visits t yu site  lg.

The ranking of how much trafc your site gets compared to all other sites on the internet. You can check your trafc rank

n Alexa.

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133


TERM 59

TERM 60

URL

wIDGET OR MODULE

DEFINITION

DEFINITION

This is sht f Unifm resue Lat ... say hat? basially

Aeas f yu esite that ae uniquely designed t stand

this is the addess f a iee f infmatin that an e fund n

ut and ae mmnly fund in the sideas f yu esite

the e suh as a age, image  dument.

(left  ight side f a age). within a cMS, these ae easily intehangeale setins that ften vide lins, alls-tatin  the helful esues.

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134



135

TERM 61

.xML SITEMAp CHApTER 5

DEFINITION A le you can use to publish lists of links from a cross your site.

This is easily geneated and thee a lts f fee tls ut thee to help you generate this sort of le. Sitemaps do not guarantee

20 MARKETING AUTOMATION TERMS

all lins ill e aled, and eing aled des nt guaantee indexing. Heve, a sitema is still the est insuane f getting a seah engine t lean aut yu entie site.

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136


137


TERM 1

TERM 2

BEHAVIOR-BASED MARKETING AUTOMATION

BRAND ADVOCATES

DEFINITION

DEFINITION

behavi-ased maeting autmatin efes t a system

A and advate is a esn h suts yu missin and stis

that tigges emails and the mmuniatin ased n use

ut his  he vitual ne t vuh f yu. Mae sue t ead yu

ativity n and ff yu site. It enales maetes t nutue

advates ith ffes that stand ut ave tyial disunts.

leads and send them infmatin nly hen it is mst elevant t thei uying yle.

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139


TERM 3

TERM 4

CRM

CROSS-CHANNEL ANALYTICS

DEFINITION

DEFINITION

custme elatinshi management (crM) is a

css-hannel analytis ta the ehavi f yu sets ass

system that manages inteatins ith existing and

multile hannels, suh as esite, sial media and lg.

tential ustmes and sales sets.

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141


TERM 5

TERM 6

CROSS-pLATFORM MARKETING AUTOMATION

CUSTOMER/BUYING LIFECYCLE

DEFINITION

DEFINITION

css-latfm maeting autmatin efes t the aility f yu

The ustme lifeyle is a ess that nsists f many stes, inluding

emails t dislay ell ass diffeent latfms lie talets and

eseah, inquiy, uhase and usage. Maetes need t failitate and

mile devies. If yu fail t timie f mile, yu miss ut n a

enih this ess in de t uild healthy ustme elatinshis.

huge tunity t mmuniate ith tential ustmes.

HUbSpoT LETS YoU SEND MorE THAN JUST EMAILS HuSt’s ehavi-diven mmuniatin tl an tigge messages through SMS and chat systems. It can also send internal notications to your

sales team afte a lead has taen a given atin. SEE How IT workS.

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143

TERM 7

TERM 8

DRIp MARKETING

FIRST-TIME VISITOR

DEFINITION

DEFINITION

Di maeting is a synnym f lead nutuing, a seies

A lead that has deided t stat a elatinshi ith yu y t ying yu

f emails that see t qualify a lead, ee it engaged and

product or service for the rst time.

gadually ush it dn the sales funnel.

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145


TERM 9

TERM 10

INTERNAL SALE

INTERRUpTIONBASED MARKETING

DEFINITION

DEFINITION

Intenal sale is a net that yu ill mst liely enunte

A taditinal tye f maeting in hih audienes ae inteuted

in the b2b ld. It efes t getting intenal aval t

ith messages t uhase a dut  a se vie. Inteutin-ased

uhase a dut  sevie.

maeting is unsliited and timied f immediate nvesins.

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147


TERM 11

TERM 12

MULTI-CHANNEL MARKETING AUTOMATION

LANDMARK EMAILS

DEFINITION

DEFINITION

T tuly e elevant, lead nutuing and email amaigns need t

Landma emails ae the messages that eleate ustme landmas

tae int aunt uyes’ exeienes ass multile hannels

lie ithdays, maj milestnes,  annivesaies as a ustme.

and latfms, suh as inteatins n sial media.

A bIT AboUT HUbSpoT’S MULTIcHANNEL MArkETING AUToMATIoN Yu leads ae multihannel, shuldn’t yu maeting autmatin e t? HuSt enales yu t tail mmuniatins ased n leads’ inteatins ith yu many n sial media, in heldess and thugh thei illing histy. SEE A VIDEo.

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149


TERM 13

TERM 14

LOYALTY OFFERS

pERMISSION-BASED MARKETING

DEFINITION

DEFINITION

Lyalty ffes ae the exlusive gifts  genuine than-yus

This tye f maeting ass f emissin fm its audiene and sees

given t lyal ustmes.

t e eduatinal. pemissin an me in the fm f ting in t eeive a neslette, susiing t a lg  flling a many n sial media.

THANK YOU!

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151


TERM 15

TERM 16

qUALIFIED LEAD

REpEAT pURCHASE

DEFINITION

DEFINITION

A qualied lead is a contact who opted in to receive

when ustmes ae hay ith a dut  se vie, they engage in

mmuniatin fm yu many, eame eduated aut

eeat uhases. Maetes shuld stay t f mind f thei existing

yu dut  sevie, and is inteested in leaning me.

ustme ase and see t estalish lng-tem elatinshis.

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152


153


TERM 17

TERM 18

REVENUE pERFORMANCE MANAGEMENT (RpM)

SEGMENTATION

DEFINITION

DEFINITION

rpM is a system that imves yu inteatins ith

Segmentatin efes t the ess f seaating yu taget

sets alng the sales yle, measues esults and sees

audiene int esnas ith diffeent needs and efeenes. These

t maximie evenue.

segments will ideally be marketed to in a way that reects their specic experiences or interests.

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154


155


TERM 19

TERM 20

SHOppING CART FETCHBACK / ABANDONED SHOppING CART

zERO MOMENT OF TRUTH (zMOT)

DEFINITION

DEFINITION

when smene laes an item in thei shing at, ut

ze Mment f Tuth (zMoT) is a  y Jim Leinsi, Ggle’s

desn’t mlete his  he uhase, maetes all this an

Managing Diet f US Sales & Sevie and efes t the ustmes’

aandned shing at. Aandnment an e edued

inlinatin t d dut eseah nline efe maing a uhase.

thugh a tageted lead nutuing amaign.

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156


157


TERM 1 CHApTER 6

85 SOCIAL MEDIA TERMS

AppLICATION pROGRAMING INTERFACE

DEFINITION An ApI is a dumented intefae that alls ne sftae aliatin t t inteat ith anthe aliatin. An examle f this is the Titte ApI.

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158


159


TERM 2

TERM 3

AVATAR

BACKTYpE

DEFINITION

DEFINITION

An Avata is an image  usename that eesents a esn nline

baTye is a sial media analytis many that hels

ithin fums and sial nets.

manies measue thei sial engagement. peviusly, the sevie stated as a lg mment seah engine. N it has een aquied y Titte.

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161


TERM 4

TERM 5

BIT.LY

BLIp.TV

DEFINITION

DEFINITION

bit.ly is a fee UrL shtening se vie that vides statistis f the lins

bli.TV is a nline vide shaing site that vides a fee and

uses shae nline. bit.ly is ulaly used t ndense lng UrLs t

aid latfm f individuals and manies h hst an

mae them easie t shae n sial nets suh as Titte.

nline vide sh.

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162


163


TERM 6

TERM 7

BLOG TALK RADIO

BOARDREADER

DEFINITION

DEFINITION

blg Tal radi is a fee e aliatin that alls uses t hst live

badreade is a fee seah engine that alls uses t

nline adi shs.

seah f eyds nly in sts and titles f nline fums, a ula fum f sial neting.

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164


165


TERM 8

TERM 9

BOxEE

CHAT

DEFINITION

DEFINITION

bxee is a sial vide aliatin that alls uses t ath nline

chat an efe t any ind f mmuniatin ve the

vides n thei TVs and mutes. Uses an shae and ath vides

Intenet, ut taditinally efes t ne-t-ne mmuniatin

fm a vaiety f nline vides sues f fee.

thugh a text-ased hat aliatin mmnly efeed t as instant messaging aliatins.

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166


167


TERM 10

TERM 11

COLLECTIVE INTELLIGENCE

CRAIGSLIST

DEFINITION

DEFINITION

clletive intelligene is a shaed  gu intelligene that

caigslist is a ula nline mmee site in hih

emeges fm the llaatin and metitin f many

uses sell a vaiety f gds and sevies t the uses.

individuals and aeas in nsensus deisin-maing in

The sevie has een edited f ausing the edutin

sial nets.

of classied advertising in newspapers across the United

States.

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168


169


TERM 12

TERM 13

CREATIVE COMMONS

DELICIOUS

DEFINITION

DEFINITION

ceative cmmns is a nonprot corporation dedicated to making it

Deliius is a fee nline maing sevie that lets uses

easie f ele t shae and uild un the  f thes, nsistent

save esite addesses ulily and ivately nline s that

ith the ules f yight. It vides fee lienses and the legal tls

they an e aessed fm any devie nneted t the

t ma eative  ith the feedm the eat ants it t ay, s

Intenet and shaed ith fiends.

thes an shae, emix, use mmeially,  any minatin theef.

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171


TERM 14

TERM 15

DIGG

DISqUS

DEFINITION

DEFINITION

Digg is a sial nes esite that alls memes t sumit and vte

Disqus is a mment system and mdeatin tl f

f atiles. Atiles ith the mst vtes aea n the hmeage f

yu site. This sevie lets yu add next-gen mmunity

the site and susequently ae seen y the lagest tin f the site’s

management and sial e integatin t any site n any

memeshi as ell as the visits.

latfm.

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173


TERM 16

TERM 17

DOCSTOC

EVENTBRITE

DEFINITION

DEFINITION

DSt is an nline shaing se vie f duments. Uses an vie,

Eventite is a vide f nline event management and

ulad, shae and sell duments.

tieting sevies. Eventite is fee if yu event is fee. If yu sell tiets t yu event, Eventite llets a fee e tiet.

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174


175


TERM 18

TERM 19

FACEBOOK

FIREFOx

DEFINITION

DEFINITION

Fae is a sial utility that nnets ele ith fiends and thes

Fiefx is an en-sue e se. It has emeged as

h , study and live aund them. Fae is the lagest sial

ne f the mst ula e ses n the Intenet and

net in the ld ith me than 800 millin uses.

alls uses t ustmie thei se thugh the use f thid-aty extensins.

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177


TERM 20

TERM 21

FLASH MOB

FLICKR

DEFINITION

DEFINITION

A ash mob is a large group of people who assemble suddenly in a public

Fli is a sial net ased aund nline itue

lae, efm an unusual and intless at f a ief time, then quily

shaing. The sevie alls uses t ste hts nline and

disperse. The term ash mob is generally applied only to gatherings

then share them with others through proles, groups, sets

ganied via telemmuniatins, sial media,  vial emails. Tae a

and the methds.

l at HuSt’s Thille Flash M.

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TERM 22

TERM 23

FORUMS

FOURSqUARE

DEFINITION

DEFINITION

Als nn as a message ad, a fum is an nline disussin site. It

Fusquae is a sial net in hih fiends shae thei

iginated as the mden equivalent f a taditinal ulletin ad, and a

latins and nnet ith thes in lse hysial ximity

tehnlgial evlutin f the dialu ulletin ad system.

t eah the. The sevie uses a system f digital adges t ead layes h “hein” t diffeent tyes f latins.

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181


TERM 24

TERM 25

GOOGLE CHROME

GOOGLE DOCUMENTS

DEFINITION

DEFINITION

Ggle chme is a fee e se dued y Ggle that fully

Google Documents is a group of web-based ofce

integates int its nline seah system as ell as the aliatins.

aliatins that inludes tls f d essing, esentatins and seadsheet analysis. All duments ae sted and edited nline and all multile ele t llaate n a dument in eal-time.

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183


TERM 26

TERM 27

GOOGLE+

GOwALLA

DEFINITION

DEFINITION

Ggle+ is the sial net launhed y Ggle in Nveme 2011.

Galla is a sial net in hih fiends shae thei

It aims t mae shaing n the e me lie shaing in eal life ith

latins and nnet ith thes in lse syhial

aliatins lie ciles, Messenge and Hanguts. T lean h t use

ximity t eah the.

Ggle+ f usiness, dnlad u fee e, “H t Use Ggle+ f business.”

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185


#

TERM 28

TERM 29

GROUNDSwELL

HASHTAG

DEFINITION

DEFINITION

A sial tend in hih ele use tehnlgies t get the things they

A hashtag is a tag used n the sial net Titte as a

need fm eah the, athe than fm taditinal institutins lie

ay t anntate a message. A hashtag is a d  hase

atins. (chalene Li and Jsh benff, Gundsell, g. 9)

eeded y a “#”. Examle: #yuhashtag. Hashtags ae mmnly used t sh that a teet, a Titte message, is elated t an event  nfeene.

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TERM 30

TERM 31

HI5

HOOTSUITE

DEFINITION

DEFINITION

hi5 is a sial net fused n the yuth maet. It is a sial

HtSuite is a e-ased Titte lient. with HtSuite, yu

entetainment destinatin, ith a fus n deliveing a fun and

can manage multiple Twitter proles, pre-schedule tweets,

entetainment-diven sial exeiene nline t uses aund the ld.

and vie metis.

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189


TERM 32

TERM 33

INBOUND MARKETING

INSTANT MESSAGING

DEFINITION

DEFINITION

Inund maeting is a style f maeting that fuses n getting fund

Instant messaging (IM) is a fm f eal-time diet text-

by new visitors, converting trafc into leads, and analyzing performance.

ased mmuniatin eteen t  me ele. Me

It’s a net ased n Seth Gdin’s idea f emissin maeting.

advaned instant messaging sftae lients als all enhaned mdes f mmuniatin, suh as live vie 

David Meeman Stt emmends that maetes “ean thei ay in”

vide alling.

(via ulishing helful infmatin, nutuing leads, et.) in ntast t utund maeting hee they used t have t “uy, eg,  ug thei ay in” (via aid advetisements, ld alling, et).

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191

TERM 34

TERM 35

jOOMLA

LIFECASTING

DEFINITION

DEFINITION

Jmla is an ntent management system (cMS) hih enales uses t

Lifeasting is a ntinual adast f events in a esn’s life thugh

uild esites and nline aliatins.

digital media. Tyially, lifeasting is tansmitted thugh the Intenet and an invlve eaale tehnlgy.

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193


TERM 36

TERM 37

LIKE

LINKEDIN

DEFINITION

DEFINITION

A “Lie” is an atin that an e made y a Fae use.

LinedIn is a usiness-iented sial neting site. Launhed

Instead f iting a mment f a message  a status

in May 2003, it is mainly used f fessinal neting. As f

udate, a Fae use an li the “Lie” uttn as a

June 2010, LinedIn had me than 130 millin egisteed uses,

qui ay t sh aval and shae the message.

sanning me than 200 unties and teities ldide.

ArE YoU GETTING VALUE oUT oF LINkEDIN? HuSt an sh yu h many visits and leads yu’ve aquied thugh LinedIn, and give yu the tls t get me value ut f sial media as a hannel. TAkE A Look.

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195

TERM 38

TERM 39

LURKER

MASHUp

DEFINITION

DEFINITION

A lue nline is a esn h eads disussins n a message ad,

A ntent mashu ntains multile tyes f media dan fm

nesgu, sial net,  the inteative system, ut aely 

e-existing sues t eate a ne . Digital mashus all

neve atiiates in the disussin.

individuals  usinesses t eate ne iees f ntent y mining multile nline ntent sues.

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196


197


TERM 40

TERM 41

MYSpACE

MYpUNCHBOwL

DEFINITION

DEFINITION

MySae is a sial neting esite ned y Nes catin.

Mypunhl.m is a sial net that failitates aty

MySae eame the mst ula sial neting site in the United

lanning and vides memes ith ideas, invitatins,

States in June 2006 and as vetaen intenatinally y its main

favs, gift egisties, ht/vide shaing, and me.

metit, Fae, in Ail 2008.

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199


TERM 42

TERM 43

NEwS READER

NEwSVINE

DEFINITION

DEFINITION

A nes eade alls uses t aggegate atiles fm multile esites

Nesvine is a sial nes site simila t Digg in hih uses

int ne lae using rSS feeds. The use f these aggegats is t

sumit and vte f sties t e shaed and ead y the

allow for a faster and more efcient consumption of information.

memes f the mmunity.

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TERM 44

TERM 45

OpERA

ORKUT

DEFINITION

DEFINITION

oea is an en-sue e se. while nt as ula as Fiefx,

out is a sial neting esite that is ned and

oea is used as the default se n sme gaming systems and

eated y Ggle. The esite is named afte its eat,

mile devies.

Ggle emlyee out büyüöten. Althugh out is less ula in the United States than metits Fae and Titte, it is ne f the mst visited esites in India and bail.

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203

TERM 46

TERM 47

pANDORA

pODCAST

DEFINITION

DEFINITION

panda is a sial nline adi statin that alls uses t eate

A dast,  nn-steamed east, is a seies f digital media

statins ased n thei favite atists and tyes f musi.

les, either audio or video, that are released episodically and often

dnladed thugh an rSS feed.

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204


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TERM 48

TERM 49

pOSTEROUS

qIK

DEFINITION

DEFINITION

psteus is a lgging and ntent syndiatin latfm that

Qi is an nline vide steaming sevie that lets uses t

alls uses t st ntent fm any mute  mile

steam vide live fm thei mile hnes t the e.

devie y sending an e-mail.

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206


207


TERM 50

TERM 51

qUANTCAST

REAL-TIME SEARCH

DEFINITION

DEFINITION

Quantast provides website trafc and demographics for websites. The

real-time seah is the methd f indexing ntent eing

tool is primarily used by online advertisers looking to target specic

ulished nline int seah engine esults ith vi tually n delay.

demgahis.

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TERM 52

TERM 53

REDDIT

SCRIBD

DEFINITION

DEFINITION

reddit is simila t Digg and Nesvine. It is a sial nes site that is uilt

Sid tuns dument fmats suh as pDF, wd and

un a mmunity f uses h shae and mment n sties.

pepint int a e dument f vieing and shaing nline.

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TERM 54

TERM 55

SEARCH ENGINE OpTIMIzATION

SECOND LIFE

DEFINITION

DEFINITION

Seah Engine otimiatin is the ess f imving the vlume 

Send Life is a 3D nline vi tual ld develed y Linden

quality of trafc to a website from search engines via unpaid or organic

La that as launhed n June 23, 2003. Uses ae alled

search trafc.

“esidents” and they inteat ith ne anthe thugh avatas. residents an exle, meet the esidents, sialie, atiiate in individual and gu ativities, eate and tade vitual ety and se vies ith ne anthe, and tavel thughut the ld.

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TERM 56

TERM 57

SEESMIC

SENTIMENT

DEFINITION

DEFINITION

Seesmi is a ula dest and mile sial aliatin. Using ApIs,

Sentiment is nmally efeed t as the attitude f use

Seesmi alls uses t shae ntent n sial nets lie Titte

mments elated t a and nline. Sme sial media

fm the same aliatin.

mniting tls measue sentiment.

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TERM 58

TERM 59

SLIDESHARE

SKYpE

DEFINITION

DEFINITION

SlideShae is an nline sial net f shaing esentatins and

Sye is a fee gam that alls f text, audi and vide

duments. Uses an favite and emed esentatins as ell as shae

hats eteen uses. Additinally, uses an uhase lans

them n the sial nets suh as Titte and Fae.

t mae hne alls thugh thei Sye aunt.

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TERM 60

TERM 61

SOCIAL MEDIA

SOCIAL MEDIA MONITORING

DEFINITION

DEFINITION

Sial media is media designed t e disseminated thugh sial

Sial media mniting is a ess f mniting and

inteatin, eated using highly aessile and salale ulishing

esnding t mentins elated t a usiness that u in

tehniques.

sial media.

SocIAL MEDIA MoNITorING wITH HUbSpoT There’s no reason you should have to log-into multiple platforms to nd

yu sial media and esite analytis. HuSt sftae ings all analytis and sial media mniting int the same tl. LEArN MorE.

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219


TERM 62

TERM 63

STUMBLEUpON

TAG CLOUD

DEFINITION

DEFINITION

Fee e-se extensin hih ats as an intelligent sing tl f

A tag lud is a visual deitin f use-geneated tags, 

disveing and shaing e sites.

simly the d ntent f a site, tyially used t desie the ntent f e sites.

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221


TERM 64

TERM 65

TECHNORATI

TwEETDECK

DEFINITION

DEFINITION

Tehnati is a ula lg seah engine that als vides ategies

TeetDe is an aliatin that nnets uses ith

and authity anings f lgs.

ntats ass Titte, Fae, MySae, LinedIn and me.

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223


TERM 66

TERM 67

TwEETUp

TwITTER

DEFINITION

DEFINITION

A Teetu is an ganied  immtu gatheing f ele h use

Titte is a latfm that alls uses t shae 140-haate lng

Titte.

messages ulily. Use an “fll” ne anthe as a ay f susiing t eah thes’ messages. one an als send a diet message t anthe Titte use.

ScHEDULE & SHArE TwEETS wITH HUbSpoT HuSt Sftae enales yu t easily ath shedule and shae tweets, and gives you data on trafc, leads and customers coming from

Titte. rEAD MorE.

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225


TERM 68

TERM 69

TUMBLR

TYpEpAD

DEFINITION

DEFINITION

Tuml lets uses shae ntent in the fm f a lg. Uses an st

Tyepad is a fee and aid lgging latfm simila t

text, hts, qutes, lins, musi, and vides fm thei se, hne,

blgge. It alls uses t hst and ulish thei n lgs.

dest,  email.

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227


TERM 70

TERM 71

UNCONFERENCE

USTREAM

DEFINITION

DEFINITION

An unnfeene is a failitated, atiiant-diven nfeene enteed

USTrEAM is a live inteative adast latfm that

n a theme  use. The tem “unnfeene” has een alied, 

enales anyne ith an Intenet nnetin and a amea t

self-alied, t a ide ange f gatheings that ty t avid ne  me

steam vide nline.

asets f a nventinal nfeene, suh as high fees and snsed esentatins.

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229


TERM 72

TERM 73

VIDEO BLOG

VIDDLER

DEFINITION

DEFINITION

A vide lg is a lg the dues egula vide ntent ften aund

Viddle is a ula vide shaing site simila t YuTue and

the same theme n a daily  eely asis. An examle f a suessful

Vime in hih uses an ulad vides t e hsted nline

vide lg is wine Liay TV.

and shaed and athed y thes.

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231


TERM 74

TERM 75

VIMEO

VIRAL MARKETING

DEFINITION

DEFINITION

Vime is a ula vide shaing sevie. Vime vides ae ften atisti

Vial maeting efes t maeting tehniques that use e-

and the sevie des nt all mmeial vide ntent.

existing sial nets t due ineases in and aaeness  t ahieve the maeting jetives thugh self-eliating vial esses.

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233


TERM 76

TERM 77

wEB ANALYTICS

wEBINAR

DEFINITION

DEFINITION

we analytis is the measuement, lletin, analysis and eting f

A eina is used t ndut live meetings, taining, 

Intenet data f uses f undestanding and timiing e usage.

esentatins via the Intenet. F an examle, he ut HuSt’s fee maeting einas.

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235


TERM 78

TERM 79

wIKI

wIKIpEDIA

DEFINITION

DEFINITION

A ii is a esite that alls the easy eatin and editing f any

wiiedia is a fee, e-ased, llaative, multilingual

nume f intelined e ages via a e se, failitating

encyclopedia project supported by the nonprot Wikimedia

llaatin eteen uses.

Fundatin. Vluntees aund the ld ntiute t ite and edit its atiles (ve 3,820,101 atiles in English).

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236


TERM 80

wORDpRESS

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TERM 81

YAMMER

DEFINITION

DEFINITION

wdpess is a ntent management system and ntains lg

Yamme is a usiness mmuniatin tl that eates

ulishing tls that all uses t hst and ulish lgs.

as an intenal Titte-lie messaging system f emlyees ithin an ganiatin. It is used t vide eal-time mmuniatin and edue the need f e-mail.

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238


TERM 82

YELp

239


TERM 83

YOUTUBE

DEFINITION

DEFINITION

Yel is a sial net and lal seah esite that vides uses

YuTue is a vide-shaing esite n hih uses an

ith a latfm t evie, ate and disuss lal usinesses. Yel had an

ulad, shae, and vie vides. Thee fme paypal

aveage f aximately 61 millin mnthly unique visits in Q3 2011.

emlyees eated YuTue in Feuay 2005. In Nveme 2006, YuTue, LLc as ught y Ggle In. f $1.65 illin, and is n eated as a susidiay f Ggle. YuTue is the lagest vide shaing site in the ld.

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241


TERM 84

TERM 85

zOHO

zOOOMR

DEFINITION

DEFINITION

zh is a suite f nline e aliatins geaed tads usiness

zm is an nline ht shaing se vie simila t Fli.

dutivity and llaatin.

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243


TERM 1 CHApTER 7

21 MOBILE MARKETING TERMS

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ACqUISITION RATE

DEFINITION The ttal atiiants h ee ffeed t t in n a mile maeting amaign divided y the ttal audiene. The eent gives yu the nume f esndents h t in.

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245


TERM 2

TERM 3

AGGREGATOR

BANDwIDTH

DEFINITION

DEFINITION

A many that vides an intemediay sevie eteen ntent

This is a measuement f h muh data an e ushed

vides, aliatin vides, and the mile hne sevie aies.

thugh a nnetin. The measuement is ased n the

This many an seve seveal uses, inluding amaign

nume f its e send (s), ilits e send (s),

management, analytis, administatin as ell as illing.

 megaits e send (ms).

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247


TERM 4

TERM 5

CALL-TO-ACTION (CTA)

COMMON SHORT CODE (CSC)

DEFINITION

DEFINITION

This is an instutin t the eade t at n the message that as

The numei digits enteed y a mile devie use t send

eeived. The atin uld e t li a lin, send a mile text, all a

a message elated t a amaign. F examle, “text wIN t

hne nume,  anthe atin.

12345 f yu hane t in this ie!” Hee, 12345 is the cSc de, and an e anyhee fm fu t six haates in length. These des ae egisteed thugh the cmmn Sht cde Administatin ganiatin.

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248


249


TERM 6

TERM 7

DATA COLLECTION

DIRECT TO CONSUMER (D2C)

DEFINITION

DEFINITION

This is a huge vaiety f metis, demgahis, and statistis gatheed

The sevies  duts deliveed t an end nsume via a

y maetes t analye and lan amaigns.

“vide.” The vide uld e a thid aty,  diet fm the many h is hestating the sale f the dut  sevie.

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251


TERM 8

TERM 9

END-USER

FREE TO END USER (FTEU)

DEFINITION

DEFINITION

This is the esn h atually uses the dut  sevie that is

This is an aliatin that is made availale t an end-use

vided. The end-use is smetimes efeed t as the nsume as ell.

at n st the than an t-in susitin. The SMS/ MMS sts that uld nmally e haged t the end-use is ased y the aliatin vide. In sme ases, heve, the mile aies may t t hage end-uses ith the vaius fees.

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253


TERM 10

TERM 11

IMpRESSIONS

INFORMATION ON DEMAND (IOD)

DEFINITION

DEFINITION

This measuement is used t unt the nume f times a esn is

This is the at f deliveing messages t susies as the

vieing an ad  message. Imessins have eme a ve y imtant

infmatin is udated. This is mmn f sts ses,

meti ith b2b mile maeting.

eathe alets, and st alets.

opTIMIzE YoUr wEbSITE For VIEwING Ading t eent Nielsn’s numes, 43% f all mile hnes ae smathnes, and Ggle antiiates that 85% f mile devies ill e e-enaled y next yea. HuSt sftae maes it easy t eate a mile-timied vesin f yu site. LEArN MorE.

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254

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255


TERM 12

TERM 13

INTERACTIVE VOICE RESpONSE (IVR)

INTERSTITIAL ADS

DEFINITION

DEFINITION

This tehnlgy alls a use t esnd t questins using vie instead

These ae emedded int MMS messages in a vaiety f

f text  numei esnses n thei mile devie. IVr systems have

fmats, inluding image, text, and vide. The message

eme quite shistiated in eent yeas, and ae vey mmn ith

vides an tunity f the viee t ead the ad hile

edit ad manies as ell as ailines.

listening  vieing the MMS message.

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256


257


TERM 14

TERM 15

LOCATION-BASED SERVICES (LBS)

MMS

DEFINITION

DEFINITION

Deending n the gegahi aea f the mile susie, messages

Multimedia Messaging Sevie,  MMS, has eme me

can be customized to t the location. For example, the location of the

evalent ith the inease in andidth and evlutin f

neaest favite estauant, gas statin,  ste.

mile tehnlgy. Multimedia messages an e a itue, a vide li,  an audi li. Ads an e emedded int the MMS,  the ad uld e the MMS itself deending n hat is eing vieed y the susie.

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258


259


TERM 16

TERM 17

MOBILE MARKETING ASSOCIATION

NON-pERSONALLY IDENTIFIABLE INFORMATION (NpII)

DEFINITION

DEFINITION

This nonprot trade association, and HubSpot customer, is dedicated

This is data that vides metis and statistis, ut des nt

t the eduatin and standadiatin f mile maeting tehnlgies

provide specic information to contact or identify a specic

and aties. This assiatin is a valuale esue f b2b mile

end-use.

maeting.

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260


261


TERM 18

TERM 19

ONLINE pERFORMANCE MARKETING (OpM)

qR CODE

DEFINITION

DEFINITION

This ess gathes metis and statistis ve a eid f time,

A Qr de (aeviated fm Qui resnse de) is a

then analyes the esults t edit and et tends and haits f

specic matrix barcode (or two-dimensional code) that is

susies.

eadale y dediated Qr ade eades and amea telehnes. The de nsists f la mdules aanged in a squae atten n a hite agund. The infmatin ended may e text, UrL,  the data.

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262

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263

TERM 20

TERM 21

REAL-TIME STREAMING pROTOCOL (RTSp)

SMS

DEFINITION

DEFINITION

This methd is used t vide media systems ith asi ntl

The Sht Message Sevie (SMS) is a vey mmn methd

mmand, suh as ause, lay, eind, et.

f sending text messages thugh mile devies.

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The Ultimate Inbound Marketing Glossary. Dic. 2011

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