For some time now, I’ve been haunted by a question: Why is so much of what we use everyday so poorly designed? All those software packages with user-hostile interfaces, the door handles you push instead of pull, the stove tops where you give up on the map and turn a dial to see what heats up…
Zero-sum refers to a “game” in which one player’s score advances at the expense of the opponent’s; at any one instant in time the sum of their scores thus equals zero.
Yahoo! is one of the First-Tier Search Engines.
A computer language originally released as part of Sun Microsysstem’s Java Platform in 1995. The language is loosely based on C and C++.
Gossamar: More Leads. Higher Quality. Lower Cost.
The User Experience is a design concept for products and services which focuses on the total interaction of the user with the product or service.
Stop Words are the ones discarded by search engines prior to performing the search.
Stemming is the use of the stem of a word, by a search engine.
Simple Mail Transfer Protocol is the most common set of rules governing the transmission and reception of email between servers and mail handler clients such as Outlook or Apple Mail.
Short Messaging Service – the short text messages people send from mobile devices.
The combination of computer hardware and software which receives requests from a secondary source, such as a Web Browser (or in older terminology, a client), and performs the required processing to deliver a response.
Second-Tier Search Engines are any services other than the First-Tier of Google, Yahoo!, Bing or Ask.com.
Searchjacking is the optimization of a page for popular search terms, when the terms themselves are not applicable to your site. The practice generates a large volume of traffic, most of which immediately bounces away on discovering they have been hijacked to your site. The practice is sometimes used to attract potential leads who may [...]
Scraping is the analysis of your competitor’s website Keyword Strategy.
Robots.txt is an HTML command directed at search engines requesting to stop indexing a site or webpage.
The Research Phase is a part of the Marketing Life cycle during which prospects become Aware of your solution during their initial research into the area.
Referring URLs are those which direct visitors to a site via a link on a webpage or in a PPC ad.
Ranking is the same as Page Ranking.
Active Visitors in the Gossamar Sales and Marketing Automation System are visitors who have viewed more than 1 page of your website. Vistors, in other words, who didn’t bounce off the site immediately after arriving.
Qualified Leads are those sales leads which have passed some form of qualification process.
The Purchase Phase, sometimes called the Order Phase is the part of the Marketing and or Sales Life Cycle, where the Prospect becomes a Client by making a purchase.
Prospects within the Gossamar Sales and Marketing Automation system are sales leads who have surrendered their name and email address and thus given you permission to market and sell to them.
Privacy Policies define a company’s attitude towards protecting the privacy of any user information gathered during the marketing, sales or client life cycle.
Podcasts are audio (and lately, sometimes video) forms of digital bit streams designed to be heard (or watched) on an iPod or MP3 player.
Personalization is the process of changing a web page to suit a specific person when he or she arrives on it. Such changes may include using the person’s name, or extending a special offer to them based on the previous buying history, etc.
Personas are models of people built for a specific purpose.
Pay per call is a relatively new technique in which a merchant will pay a 3rd party site (such as a search engine) for any calls to their site originating from the site.
Same as Pay-per-Click advertising.
Offline Conversions occur in places such as bricks-and-mortar stores or at trade-shows.
Negative Matching is sometimes used in a PPC strategy to ensure that a Keyword which might normally be associated with your offering does not produce a Click, because in your specific case, it does not apply.
Multichannel Sales use more than one form of sale channel. These days, a bricks and mortar company will often also use an online channel.
Multichannel Marketing uses various channels to reach out and touch the same individual. For example, one might send a direct mail piece to a person in reponse to a called in query, and then follow it with an email at a later date.
Linkrot occurs when links decay over time as the pages or sites they refer to change or disappear from view.
Lifestages in marketing divide a person’s life into stages such as infants, teenagers, and so on, all the way through to seniors.
Lead Development is the process of managing your sales leads. See Sales Lead Management.
Latency, in the conext of Inbound Marketing, refers to the liklihood of Converting a visitor after their initial visit.
LANs are communication technologies which use cables to connect computing devices within a small geographic area.
Laggards are usually the last people to adopt a new technology, preferring to use only tools and systems which have been proven to work over long periods of time.
Keywords are the words used in a search engine query.
Keyword Phrases are search terms made up of two or more keywords.
Hidden Text is text on a page which is invisible to humans, but which can be read by Search Engines (or other software). It can be rendered invisible by setting it so in an Editor, or by using the same colour as the background on which it resides.
Heatmaps are a graphical representation of where a user is most likely to focus his or her gaze.
Gateway Pages represent a Black Hat technique designed to fool the search engine into increasing the PR of the site.
Early Adopters are the first to try new technologies.
Dynamic Content is made up of web-pages which change according to criteria established by a you during their design.
DNS is used by the Internet to translate your website’s location into a physical address.
Dynamic HTML creates online ads which are built to sit on top of or float on a page. Many browsers allow their users to block such “pop-ups.”
Deferred Conversions are the result of a previous interaction between the prospect and the company. In many of these cases, it may not be possible to tie the event which sparked the sale to the actual sale.
Deep Linking takes a visitor from one website to a page other than the home page on another website. So called, because one arrives “beneath” the home page level, or TLD.
Customer Life-time Values are calculated by adding the total amount purchased by this customer during the relationship.
Crawlers are web-crawlers or spiders used by search-engines to index pages of websites.
Cost per Lead is the price paid to acquire the lead.
The Consideration Phase is the second state of the Marketing Life Cycle.
Nurturing refers to the process used by Demand Generation Systems to cultivate leads from cold to hot using Drip Email Campaigns.
Clickthrough Rate is the total number of clicks in a link, divided by the number of times the link was displayed.
Clickthrough is what happens when a person clicks on a link and lands on the targeted site.
Redirecting is the process of transferring a visitor from one url to a second url, automatically.
TLD is the last part of the domain name, such as “.com” or “.org”
Real-time Customization uses XML or other languages to dynamically alter the display of a page or information on a page.
Predictive Analysis uses data to calculate the probability of a marketing or sales event.
Peer-to-Peer communication is undertaken by two software routines when a need exists for one to communicate to the other.
Lead Cycle Velocity is the speed at which a lead travels through the Marketing Life Cycle, or sales cycle.
Gap Analysis identifies missing pieces of a promotion, campaign or product offering.
Data Warehousing is the gathering into one logical collection and subsequent storage of a set of data.
Data Modeling is the process by which a model of data is constructed using a specific form of diagram, or “model.”
Data Mining refers to the process of analysing data in detail, looking for specific trends or insights.
Data Cleansing is the process of manipulating data from its raw state into specific formats adhearing to rules guaranteeing its consistency, accuracy and lack of redundancy.
Campaign Templates are standard forms of a campaign element used to ensure that all elements adhere to a standard look and feel, and are useful in reducing the time needed to create new versions of each element.
Cascading Style Sheets (CSS) are a tool which describes the look and formatting of a document, the presentation of it.
List Management is achieved by using tools and analytical data to prioritize, segment and order lists of entities such as leads, markets or clients.
Customer Service Automation refers to the use of software tools to assist in the delivery of services.
XML Feeds are a form of Paid Inclusion in which search engines are given information about a website or some of its pages using XM, as opposed to using their spider to crawl through actual pages of the Internet.
XML (Extensible Markup Language) is an extensible markup language because users define the mark-up elements it describes. It enables structured data, such as a webpage, to be shared across a medium such as the Internet.
Paid inclusion is source of revenue for many search engines. The operator of the engine charges a fee to include a website in its listings.
White Papers are documents explaining a technical concept.
Visitor Sessions begin when a visitor arrives on site and end when he or she leaves.
Universal Search is Google’s way of blending results from its local, image, video, news and book search engines into the results it gathers from its webcrawler or spider.
Unique Visitors are people who arrive on your site for the first time. Most analytic programs will track them each time they visit, but only count them as unique the first time.
Search Terms are the words or phrases keyed-in to initiate a search on a search engine.
Search Personalization is the changing of a SERP, based on personal preferences such as your profile information, IP address (location) or your browser settings.
See B2B Marketing Automation.
Studies show that as little as 2% of your website visitors surrender their email address and thus become prospects. In other words, more than 90% of your traffic is likely to remain anonymous. Some Demand Generation Systems, however, can identify some attributes of these visitors. For example, the IP address of each visitor can be used in a reverse DNS lookup to resolve the host name.
Integrated Inbound Marketing Automation Platforms combine offline and online marketing efforts in one seamless software system and include direct mail, trade-shows, call centres, advertising, and the whole spectrum of Inbound Marketing activities such as emails, Landing Pages and drip campaigns.
A Web Marketing Automation System is a subset of a SAMA Solution and includes the capabilities of a Demand Generation System at minimum.
Demand Generation Systems include an editor which creates Custom Forms and assigns Automation Rules to control its online behaviour and interaction with prospects. The forms are used to gather specific information from prospects and leads.