Direct & Digital Marketing provides definitions for various marketing terms. Some key terms include advertising which promotes products using paid media, affiliate marketing which pays sites for referring customers, and digital marketing which uses digital channels like the internet and mobile phones. Websites get most of their traffic from organic search results, direct visits, referrals from other sites, social media sharing, and promoted advertisements. Ethical marketing considers moral decisions and focus groups gather customer feedback through guided discussions.
Direct & Digital Marketing provides definitions for various marketing terms. Some key terms include advertising which promotes products using paid media, affiliate marketing which pays sites for referring customers, and digital marketing which uses digital channels like the internet and mobile phones. Websites get most of their traffic from organic search results, direct visits, referrals from other sites, social media sharing, and promoted advertisements. Ethical marketing considers moral decisions and focus groups gather customer feedback through guided discussions.
Direct & Digital Marketing provides definitions for various marketing terms. Some key terms include advertising which promotes products using paid media, affiliate marketing which pays sites for referring customers, and digital marketing which uses digital channels like the internet and mobile phones. Websites get most of their traffic from organic search results, direct visits, referrals from other sites, social media sharing, and promoted advertisements. Ethical marketing considers moral decisions and focus groups gather customer feedback through guided discussions.
Direct & Digital Marketing provides definitions for various marketing terms. Some key terms include advertising which promotes products using paid media, affiliate marketing which pays sites for referring customers, and digital marketing which uses digital channels like the internet and mobile phones. Websites get most of their traffic from organic search results, direct visits, referrals from other sites, social media sharing, and promoted advertisements. Ethical marketing considers moral decisions and focus groups gather customer feedback through guided discussions.
Advertising Promotion of a product, service, or message by an identified sponsor using paid-for media.
Advertorial An advertisement which is designed to have the appearance of an editorial. Advertorials are normally labelled as "Advertising" or "This is an advertisement". Similar in practice to an infomercial.
Affiliate marketing A form of marketing or advertising used on the internet. Companies that sell products or services online link to relevant sites. The advertising on the other or 'affiliate' sites is paid for according to results. Also called Pay for Performance Program.
AIDA Attention, Interest, Desire, Action: a model describing the process that advertising or promotion is intended to initiate in the mind of a prospective customer.
Ambient media Originally known as 'fringe media', ambient media are communications platforms that surround us in everyday life - from petrol pump advertising to advertising projected onto buildings to advertising on theatre tickets, fast food container lids to milk bottles, cricket pitches or even pay slips.
Ambush marketing A deliberate attempt by an organization to associate itself with an event (often a sporting event) in order to gain some of the benefits associated with being an official sponsor without incurring the costs of sponsorship. For example by advertising during broadcasts of the event.
Artificial intelligence The use of computers to successfully perform tasks that humans can do - also called machine intelligence.
Blogs/blogging Blog is a contraction of Web log. An internet publishing device allowing an individual or company to express their thoughts and opinions. Businesses can use blogs as a marketing communication channel. These are typically written in a conversational style and focused on a specific subject.
Cost Per Click (CPC)
A specific type of cost-per-action program where advertisers pay for each time a user clicks on an advert or link.
Cost Per Mille (CPM)
This is a standard measurement used for determining the cost effectiveness for a specific medium. It compares the cost of the advertisement to the number of impressions to your target audience.
Cold mailing Using a rented or compiled list to mail or email people or organisations who have not asked for information about your products or services.
Cold calling Telephoning or calling at the door of people or organisations who have not asked for information on, or expressed an interest in, your products or services.
Click-through The act of a user clicking on an internet advertisement or a link that opens another website page.
Clicks and mortar
Description for a business that is both a physical entity and online.
Churn Loss of clients within a particular time frame – possibly to competitors. Also called rate of attrition.
Cause related marketing (CRM)
Partnership between a company or brand and a charity or 'cause' by which the 'cause' benefits financially from the sale of specific products. Call to Action (CTA)
In marketing, a call to action (CTA) is an instruction to the audience designed to
provoke an immediate response, such as "call now", "find out more" or "visit a store today" , “visit website”, etc.
Copywriting Creative process by which written content is prepared for advertisements or marketing material.
Contextual marketing An internet marketing term. In its simplest form contextual marketing shows a user adverts based on terms for which they have searched. More advanced applications pull adverts based on the content of a website being viewed, or on an individual’s browsing habits.
Concept boards Visual and/or verbal stimulus presenting an idea for a product, service or advert.
Confusion marketing Controversial strategy of deliberately confusing the customer. Examples are alleged to be found in the telecommunications market, where pricing plans can be so complicated that it becomes impossible to make direct comparisons between competing offers.
Content marketing The process for creating and distributing relevant material, in any format, to your target audience with the express aim of engaging with the audience to drive a profitable relationship.
Digital disruption Change that occurs due to the development and introduction on new technologies or business models that have a major effect on existing goods and services. Recent examples include AirBnB, Netflix, Spotify and Uber.
Digital marketing Marketing of goods and services though digital channels to reach consumers. Channels may include the internet, social media, mobile phones and electronic billboards as well as digital Radio and TV. The key difference to traditional marketing is the ability to receive real-time analysis of the campaign through the digital channel.
Direct mail Delivery of an advertising or promotional message to customers or potential customers by mail.
Direct marketing All activities which make it possible to offer goods or services or to transmit other messages to a segment of the population by post, telephone, email or other direct means.
Direct Response Advertising (DRA)
Advertising incorporating a contact method such as a phone number, address and enquiry form, web site identifier or email address, with the intention of encouraging the recipient to respond directly to the advertiser by requesting more information, placing an order and so on.
Marketing metrics Measurements that help with the quantification of marketing performance, such as market share, advertising spend, and response rates elicited by advertising and direct marketing.
Marketing strategy The set of objectives which an organisation allocates to its marketing function in order to support the overall corporate strategy, together with the broad methods chosen to achieve these objectives.
What are the different ways websites get traffic?
Most websites get most of their traffic from organic search, direct traffic, referral traffic, social media, emails, and promotions. Organic traffic is the traffic obtained when users of search engines (such as Google, Bing, and Yahoo Search) start querying a specific term, and the unpaid search results direct the users to the most relevant pages on the web. This is considered to be the most sustainable source of traffic if the traffic on the website is not overtly dependent on new content only (as in news websites). Direct traffic is encountered when a visitor types the website address (URL) directly into the browser, clicks a link to a website inside a document, or has the website bookmarked or set up as the auto-loading home page. Referral traffic is used to describe visitors to a website who get there by clicking direct links shared or posted on other websites. Webmasters try to drive their own referral traffic by leaving links on blogs or forums through comments and interaction. Social media traffic is a kind of referral traffic where social interactions, shares, and votes drive traffic from social media websites. It focuses largely on user-generated content and user-generated recommendations for drawing traffic. Based on information type and the recommender, recommendations in a social network have a high rate of adoption. Promoted website traffic focuses on paying search engines, social media websites, and other websites to display advertisements and banners, which draw specific interested user groups to the website. Promoted website traffic is considered to be unsustainable in the long run, as it is a push strategy.
Ethical marketing Marketing that takes account of the moral aspects of decisions.
Focus groups A tool for market research where small groups of customers are invited to participate in guided discussions on the topic being researched.
Big Data Gathering and storing large amounts of information. Sometimes considered as the 3Vs: Volume, Velocity and Variety.
Native advertising Native advertising is the new term for “advertorials,” advertisements disguised as editorial content.
