Digital Marketing Midterm #2
Natural or organic listings
The pages listing results from a search engine query which are displayed in a sequence according to relevance of match between the keyword phrase typed into a search engine and a web page according to a ranking algorithm used by the search engine.
Last-click method of digital media channel attribution
The site which referred a visitor immediately before purchase is credited with the sale. Previous referrals influenced by other customer touch points on other sites are ignored. A common approach to attributing the influence of different online media a customer consumes before purchase has been the last-click method of digital media channel attribution
Referrer or referring site
The source of a visitor to a site delivered via a digital media channel. Typically a specific site, e.g. Google AdWords, or a media site or an individual ad placement on the site.
Pay-for-performance communications
The wastage from traditional media buys can be reduced online through advertising models where the advertisers only pay for a response (cost-perclick) as in pay-per-click search marketing or for a lead or sale as in affiliate marketing.
Media site
Typical location where paid-for ads are placed
Personalisation
Web-based personalisation involves delivering customised content for the individual through web pages, email or push technology.
Advantages of SEO
1- Highly targeted -Visitors are searching for particular products or services so will often have a high intent to purchase - they are qualified visitors. 2- Potentially low cost - There are no media costs for ad display or click-through. Costs arise solely from the optimisation process where agencies are paid to improve positions in the search results. 3- Dynamic - The search engine robots will crawl the home page of popular sites daily, so new content is included relatively quickly for the most popular pages of a site (less so for deep links). 4- But also..."awareness in category"! (Low-cost "non-branded" search) 5- ..great complement to online PR / organic social 6- ...and, as with most digital media, trackable!
Search engine optimisation (SEO)
A structured approach used to increase the position of a company or its products in search engine natural or organic results listings for selected keywords or phrases involves achieving the highest position or ranking practical in the natural or organic listings as the main body of the search engine results pages (SERPS) across a range of specific combination of keywords (or keyphrases) entered by search engine users
Allowable cost-per-acquisition
A target maximum cost for generating leads or new customer's profitably. To control costs, it is important for managers to define a target allowable cost-per-acquisition
Contextual ad and Paid Search Marketing
Ad relevant to page content on third-party sites brokered by search ad networks. Paid listings are also available through the display network of the search engines such as Google AdSense and Yahoo! Content Match. These contextual ads are automatically displayed according to the page content. They can be paid for on a CPC, CPM or CPA
Media-neutral planning
An approach to planning ad campaigns to maximise response across different media according to consumer usage of these media. The simple reason we would want media-neutral communications is so that we can connect the right message with our target audience, at the right time and place to persuade them to do what we want. This will lead to powerful, effective, value for money communications that solve clients' business challenges.
Push media
Communications are broadcast from an advertiser to consumers of the message, who are passive recipients. Traditional media such as print, TV and radio are push media - one-way streets where information is mainly unidirectional, from company to customer, unless direct response elements are built in
Always-on communications
Continuous investment in paid, owned and earned digital media to engage prospects and customers and meet purchase intent as they research products through search, social media and publisher sites.
Audience or traffic building goals
Define targets for using online site promotion and offline site promotion to drive quality visitors or traffic to a website or other social presence which convert to the outcomes required (sales, lead, newsletter sign-up, social interaction) at an acceptable cost. Examples of SMART traffic building objectives which can be expressed as visitors, visits or sales:
Display Advertising
Display ads are paid ad placements using graphical or rich media ad units within a web page to achieve goals of delivering brand awareness, familiarity, favourability and purchase intent. Many ads encourage interaction through prompting the viewer to interact or rollover to play videos, complete an online form or to view more details by clicking through to a site.
Search engine marketing (SEM)
Gaining listings in the search engine results pages of the major search engines, Google, Bing, YouTube and popular country-specific engines. Also includes advertising on third-party publisher sites which are part of the search display networks to generate awareness and for remarketing Different communications techniques-- • Search Engine Optimisation (SEO) listing in the natural listing which does not attract a fee per click. Based on on-page optimisation and link-building • Pay-per-click advertising sponsored listings using Google AdWords, for example
Online influencer outreach
Identifying online influencers such as bloggers, media owners or individuals with a large online following in the social networks and then approaching them to partner together to communicate with their audience.
Unique visitor
Individual visitor to a site measured through cookies or the IP address on an individual computer.
Multichannel marketing goals.
Integrate all communications methods to help achieve marketing objectives by supporting mixed-mode buying
Continuous e-communications activities
Long-term use of e-marketing communications intended to generate site visitors for customer acquisition (such as search engine, affiliate marketing and online sponsorship) and retention (for example, e-newsletter marketing).
Online oublic relations (E-PR)
Maximising favourable mentions of your company, brands, products or websites on third-party sites such as media sites, social networks or blogs that are likely to be visited by your target audience. Also includes monitoring and, where necessary, responding to negative mentions and conducting public relations via a site through a press centre or blog, for example Different communications techniques: Syndicating content (e.g. press releases), gaining positive mentions, managing reputation on third-party sites, particularly forums and social networks • Use of owned media - own company feeds, blogs and feeds • Blogger and influencer outreach for earned medi
Longer-term brand engagement goals.
One of the biggest challenges of online marketing, indeed marketing through any channel, is to sustain long-term interactions leading to additional sales. These are measured through lifetime value, loyalty and customer interactions. Customer engagement communication shows the importance of capturing and maintaining up-to-date customer details such as email addresses and mobile phone numbers
Online influencers or Key Opinion Leaders
Online influencers can include any type of person who publishes online who has a significant following. They can include journalists, bloggers or celebrities.
PageRank
PageRank A scale between 0 to 10 used by Google named after Google founder Larry Page which is used to assess the importance of web pages according to the number of inbound links or backlinks.
Search engine marketing (SEM)
Promoting an organisation through search engines to meet its objectives by delivering relevant content in the search listings for searchers and encouraging them to click through to a destination site. The two key techniques of SEM are search engine optimisation (SEO) to improve results from the natural listings, and paid-search marketing to deliver results from the sponsored listings within the search engines. Note, in the US and some European countries the acronym SEM is sometimes used just to describe paid search advertising. Confusing
Third-party site reach and branding goals.
Reach, influence and engage with prospective customers on third-party sites such as online news and magazines sites, portals and social networks.
Cost per Acquisition (CPA)
Refers to the cost of acquiring a new customer. The advertiser pays only when a desired action is achieved
ROI
Return on investment is used to assess the profitability of any marketing activity, or indeed any investment. You will also know that there are different forms of ROI, depending on how profitability is calculated (Profit from referrer) / (amount spent on advertising with referrer)
Best practice in SEO
Search engine submission • Index inclusion - Ensuring that as many of the relevant pages from your domain(s) are included within the search engine indexes you are targeting to be listed in. • Key-phrase (fka "keyword) analysis • On-page optimization • External linking (aka "backlinks") • SEO for mobile devices
Navigational (or brand) search
Searchers use a search engine such as Google to find information deeper within a company site by appending a qualifier such as a product name to the brand or site name. Organisations need to check that relevant pages are available in the search results pages for these situations.
PPC (Paid Search Marketing)
Sponsored links are displayed by the search engine on third-party sites such as online publishers, aggregators or social networks. Ads can be paid for on a CPC, CPM or a CPA basis. There are also options for graphical or video ads as well as text-based ads
Internal link Architecture
Structuring and labelling links within a site's navigation to improve the results of SEO.
Integrated marketing communications
The coordination of communications channels to deliver a clear, consistent message to achieve marketing goals. he characteristics of integrated marketing communications have been summarised by Pickton and Broderick (2001) as the 4Cs of: Coherence - different communications are logically connected. Consistency - multiple messages support and reinforce, and are not contradictory. Continuity - communications are connected and consistent through time. Complementary - synergistic, or the sum of the parts is greater than the whole!
Public Relations (PR)
The management of the awareness, understanding and reputation of an organisation or brand, primarily achieved through influencing exposure in the media. Online PR activity is closely associated with improving results from many of the other communications techniques described in this chapter, in particular SEO (link-building), partnership marketing and social media marketing
Search engine results pages (SERPS)
The page(s) containing the results after a user types a keyphrase into a search engine. SERPS contain both natural or organic listings and paid or sponsored listings.
Ad Serving
The term for displaying an advertisement on a website. Often the advertisement will be served from a web server different from the site on which it is placed.
Branding measures
These tend to be most relevant to interactive advertising or sponsorship. They are the equivalent of offline advertising metrics, i.e. brand awareness (aided and unaided), ad recall, brand familiarity, brand favourability and purchase intent.
Interactive display advertising
Use of online display ads such as banners and rich media ads to achieve brand awareness and encourage click-through to a target site Different communications techniques: • Site-specific media buys • Use of ad networks •Behavioural re-targeting or remarketing based on action
Conversion or interaction goals.
Use onsite communications to deliver an effective message to the visitor which helps influence perceptions or achieves a required marketing outcome. To estimate a realistic number of conversions, we recommend creating conversion-based models
Opt-in email marketing
Using legal, permission-based emailing to prospects or customers who have agreed to receive emails from an organisation. Solus emails can be booked where a publisher sends an email on behalf of a brand or the brand can be featured in an e-newsletter. Companies can build up their own 'house list' containing customer or prospect details and company emails encourage purchase Different communications techniques:
Traffic building
Using online and offline site promotion techniques to generate visitors to a site.
On-page optimisation
Writing copy and applying markup such as the <title> tag and heading tag <h1> to highlight to search engine relevant keyphrases within a document. Although each search engine has its own algorithm with many weighting factors that change through time, fortunately there are common factors in the match between search terms entered and the occurrence of the words on the page that influence search engine rankings. The main factors to optimise on are 'keyword density', keyword formatting, keywords in anchor text and the document meta-data including page title tags. The SEO process to improve results in this area is known as on-page optimisation.
Offline site promotion
traditional techniques such as print and TV advertising used to generate website traffic
Lifetime value-based ROI measures
value of gaining the customer is not just based on the initial purchase, but the lifetime value (and costs) associated with the customer
Paid search marketing advantages
1- Advertiser is not paying for the ads to be displayed 2- PPC advertising is highly targeted... to the "interested","hand-raisers" 3- Good accountability 4- Predictability, control 5- Technically simpler than SEO 6- Remarketing 7- Prospecting with the customer match 8- Branding 1- The advertiser is not paying for the ad to be displayed -- As we explained at the start of Chapter 8, wastage is much lower with paid search compared to traditional advertising. Cost is only incurred when an ad is clicked on and a visitor is directed to the advertiser's website. Hence it's a cost-per-click (CPC) model! However, there are increasingly options for paid search marketing using other techniques - Google also offers CPM (site targeting) and CPA (pay-per-action) options on the Google Display Network (GDN), where contextual ads are displayed on third-party sites relevant to the content on a page. 2- PPC advertising is highly targeted -- The relevant ad with a link to a destination web page is only displayed when the user of a search engine types in a specific phrase (or the ad appears on the content network, triggered by relevant content on a publisher's page), so there is limited wastage compared to other media. YouTube users can also be targeted through Google's 'promoted video' PPC option. Users responding to a particular keyphrase or reading related content have high intent or interest and so tend to be goodquality leads. 3- Good accountability -- With the right tracking system, the ROI for individual keywords can be calculated. 4- Predictable -- Traffic, rankings and results are generally stable and predictable in comparison with SEO. 5- Technically simpler than SEO -- Position is based on combination of bid amount and quality score. Whereas SEO requires long-term, technically complex work on page optimisation, site re-structuring and link building. 6- Remarketing -- Google offers retargeting through cookies placed on the searchers computer to display ads on the content network after someone has clicked on a paid search ad or visited a specific page on a site as a reminder to act. These can be effective in boosting the conversion rate to lead or sale. 7- Speed -- PPC listings get posted quickly, usually in a few days (following editor review). SEO results can take weeks or months to be achieved. Moreover, when a website is revised for SEO, rankings will initially drop while the site is re-indexed by the search engines. 8-Branding -- Tests have shown that there is a branding effect with PPC, even if users do not click on the ad. This can be useful for the launch of products or major campaigns.
Digital Campaign Measures
1- Audience or traffic building goals 2- Conversion or interaction goals. 3- Third-party site reach and branding 4-Multichannel marketing goals 5- Longer-term brand engagement goals
Paid search marketing disadvantages
1- Competitive and expensive 2- Inappropriate 3- Requires specialist knowledge 4- Time-consuming 5- Irrelevant 1- Competitive and expensive -- Since pay-per-click has become popular, some companies may get involved in bidding wars that drive bids up to an unacceptable level. Some phrases such as 'life insurance' can exceed £10 per click. 2- Inappropriate -- For companies with a lower budget or a narrower range of products on which to generate lifetime value, it might not be cost-effective to compete. 3- Requires specialist knowledge -- PPC requires a knowledge of configuration, bidding options and of the reporting facilities of different ad networks. Internal staff can be trained, but they will need to keep up-to-date with changes to the paid search services. 4- Time-consuming -- To manage a PPC account can require daily or even hourly checks on the bidding in order to stay competitive. This can amount to a lot of time. The tools and best practice varies frequently, so keeping up-to-date is difficult. 5- Irrelevant -- Sponsored listings are only part of the search engine marketing mix. Many search users do not click on these because they don't trust advertisers, although these are mainly people involved in marketing!
Disadvantages of SEO
1- Lack of predictability - Compared with other media SEO is very unreliable in terms of the return on investment - it is difficult to predict results for a given investment and is highly competitive. 2- Time for results to be implemented - The results from SEO may take months to be achieved, especially for new sites 3= Complexity and dynamic nature - The search engines take hundreds of factors into account, yet the relative weightings are not published, so there is not a direct correlation between marketing action and results - 'it is more of an art than a science'. Furthermore, the ranking factors change through time. 4- Ongoing investment - Investment needed to continue to develop new content and generate new links 4- Poor for developing awareness in comparison with other media channels - Searchers already have to be familiar with a brand or service to find it. However, it offers the opportunity for less well-known brands to 'punch above their weight' and to develop awareness following click-through.
Optimising pay-per-click
1- Targeting -- -Search ad network strategy. -Content network strategy -- Target specific sites using the Placement tool? Develop different creative? -Campaign structure strategy. Campaign structure is important to ensure that searches using a specific search term trigger the relevant ad creative. Are AdGroups small enough to deliver a message relevant for the keyphrase entered? -Keyword matching strategy -Search-term targeting strategy 2- Budget and bid management - Budgeting strategy: Is budget set as maximum cost-per-click (CPC) at the appropriate level to deliver satisfactory return on investment? -Listing position strategy: positions are targeted for different keywords - Bidding strategies. What is the appropriate maximum cost per click for different target keywords and campaigns to maximise effectiveness? - Dayparting strategy. Are ads delivered continuously through the day and week or are different certain days and times targeted (e.g. office hours, evening after ad breaks)? - Importance of fake clicks: Whenever the principle of PPC marketing is described to marketers, very soon a light bulb switches on and they ask, 'So we can click on competitors and bankrupt them?' 3- Creative testing and campaign optimisation -Ad creative and copy strategy. How are the 95 characters forming ad headlines, description and creative used to encourage click-through (and reduce click-through from unqualified visitors if necessary)? Is alternative copy tested? How are ads tested? -Destination or landing page strategy: How are landing pages improved? -Campaign review and optimisation strategy: What is the workflow for reviewing and improving success? Which reports are used? How often are they reviewed? By whom? Which tests are used? What are the follow-ups? - Specialist and innovative paid search techniques. These include local, international, pay-per-call, mobile search. 4-Communications integration - SEO integration strategy. How is SEO integrated with paid search to maximise ROI? -- Affiliate integration strategy. How is affiliate marketing integrated with paid search to maximise ROI? - Marketing campaign integration strategy. How is budget and creative changed during offline campaigns?
URL strateg
A defined approach to how content is labelled through placing it in different directories or folders with distinct web addresses. A URL strategy is used to make the page easy to label in offline creative. This specifies how different types of content on a site will be placed in different folders or directories of a website (this can also help with search engine optimisation). For example, if you visit the BBC site (www.bbc.co.uk), look at how the web address details vary as you move from one section to another such as News or Sport.
Landing page
A destination page when a user clicks on an ad or other form of link from a referring site. It can be a home page but more typically and desirably, it is a page with the messaging focussed on the offer in the ad. This will maximise conversion rates and brand favourability
External link building
A proactive approach to gain quality links from third-party sites. It can be considered to be an element of online PR since it involves getting your brand visible on third-party sites and creating backlinks related to your site
Econometric modelling
A quantitative technique to evaluate the past influence or predict the future influence on a dependent variable (typically sales in a marketing context) of independent variables which may include product price, promotions and the level and mix of media investments. Econometrics or econometric modelling is an established approach to understanding the contribution of different media in influencing consumers and ultimately generating sales and profit. It can also be used in a predictive way to plan for future campaigns. It is increasingly used in integrated campaigns to assess the appropriate media mix
Digital media 'assist'
A referrer of a visit to a site before the ultimate sale is credited with the sale, often through a weighting system.
Bounce rate
A related measure that is useful to monitor during campaigns is the bounce rate which indicates the proportion of referred visitors to a page or site who exit after visiting a single page only, usually expressed as a percentage Reviewing bounce or engagement rates can improve the effectiveness of landing pages and the quality of referrers to a page. The benefit of using bounce rates rather than conversion rates is that there is a much wider variation in bounce rates for a page (i.e. typically 20 to 80 per cent, compared to under 10 per cent), which enables problems with individual referrers, keywords or landing page conversions to be more readily identified
ROAS
A related measure, which does not take profitability into account is return on advertising spend (ROAS), which is calculated as follows: (Total revenue generated from referrer) / (amount spent on advertising with referrer)
Visitor session (visit)
A series of one or more page impressions, served to one user, which ends when there is a gap of 30 minutes or more between successive page impressions for that user.
Digital media de-duplication
A single referrer of a visit leading to sale is credited with the sale based on the last-click method of digital media channel attribution.
Google quality score
An assessment in paid search by Google AdWords (and now other search engines) of an individual ad triggered by a keyword which, in combination with the bid amount, determines the ranking of the ad relative to competitors. The primary factor is the click-through rate for each ad, but quality score also considers the match between the keyword and the occurrence of the keyword in the text, historical click-through rates, the engagement of the searcher when they click through to the site and the speed at which the page loads. Quality score = (keyword's click-through rate, ad text relevance, keyword relevance, landing page relevance, speed and other methods of assessing relevance)
Visit or session conversion rate
An indication of the capability of a site in converting visitors to defined outcomes such as registration. Calculated by dividing the number of conversion events by the number of visitor sessions within a time period. Conversion rate is the best known quality measure which shows what proportion of visitors from different sources within a defined time period convert to specific marketing outcomes on the web, such as lead, sale or subscription.
Client discovery process
An initiative to learn what a client or brands needs from a campaign, their strategic initiatives which it must align with, their goals and their marketing outcomes. Ex. 1- Customer context -- including dimensions of segment characteristics; levels of awareness, perception and attitudes towards the brand or organisation; level of involvement; types of perceived risk and influence of different members of the decision-making unit. 2-Business context -- including corporate and marketing strategy and plans; brand/organisation analysis and competitor analysis. 3-Internal context -- including financial constraints; organisation identity; culture, value and beliefs; marketing expertise; agency availability and suitability. 4-External context -- including key stakeholders; communications and needs; social, political, economic, legal and technological restraints and opportunities.
Real-time marketing (and PR)
Brands develop an agile, proactive approach to PR, content marketing and advertising to participate in current news and trends to help increase their visibility and influence through positive brand mentions. They also develop a reactive approach to respond to negative brand mentions through social media reputation management
five questions about integration you must ask when creating a campaign
Consistent branding and messaging -- Is the branding and messaging sufficiently similar (coherent) throughout the campaign Varying the offer, messaging and creative through the campaign -- Is offer and messaging varied sufficiently through the campaign? With each different medium and wave of the campaign, it can improve results to subtly vary the offer, message and creative. This might appear to conflict with the first guideline, but the two can be compatible, since: Frequency (number) and interval of communications -- Are you exposing the audience sufficiently or too much to your messages? This is a difficult balance to strike. In our view, some marketers often undercommunicate for fear of overcommunicating! With online media buys, it's also important to think about frequency as well as reach. Increases in frequency will usually increase awareness as for any medium Sequencing of communications -- Optimising timing -- Do communications get delivered and received at the optimal time? For online display advertising, PPC and email marketing there are specific times of the day, days of the week or times of the month that your message will work best.
Online reputation management
Controlling the reputation of an organisation through monitoring and controlling messages placed about the organisation
Interactivity
Creating a dialogue through interactivity is the next important feature of the web and digital media which provide the opportunity for two-way interaction with the customer.
Online partnerships including affiliate marketing and co-marketing
Creating and managing long-term arrangements to promote your online services on third-party websites or through email communications. Different forms of partnership include co-marketing, link building, affiliate marketing, aggregators such as price comparison sites, online sponsorship and co-branding Different communications techniques: •Commission-based affiliate marketing for transactional e-commerce sites • Creating long-term partnership relationships such as sponsorship, link-building or editorial
What is SEO
Improving positions in the natural listings is dependent on marketers understanding the process whereby search engines compile an index by sending out spiders or robots to crawl around sites that are registered with that search engine 1- Crawling 2- Indexing 3- Ranking or scoring 4- Query request and results serving. 1- Crawling. The purpose of the crawl is to identify relevant pages for indexing and assess whether they have changed. Crawling is performed by robots (bots) that are also known as spiders. These access web pages and retrieve a reference URL of the page for later analysis and indexing. 2-Indexing. An index is created to enable the search engine to rapidly find the most relevant pages containing the query typed by the searcher. Rather than searching each page for a query phrase, a search engine 'inverts' the index to produce a lookup table of documents containing particular words 3-Ranking or scoring. The indexing process has produced a lookup of all the pages that contain particular words in a query, but they are not sorted in terms of relevance. Ranking of the document to assess the most relevant set of documents to return in the SERPs occurs in real time for the search query entered. First, relevant documents will be retrieved from a runtime version of the index at a particular data centre, then a rank in the SERPs for each document will be computed based on parsing many ranking factors, of which we highlight the main ones in later sections. 4- Query request and results serving. The familiar search engine interface accepts the searcher's query. The user's location is assessed through their IP address and the query is then passed to a relevant data centre for processing. Ranking then occurs in real time for a particular query to return a sorted list of relevant documents and these are displayed on the search results page.
Backlink
Links into the page (inbound or backlinks). Google counts each link to a page from another page or another site as a vote for this page. So pages and sites with more external links from other sites will be ranked more highly. The quality of the link is also important, so if links are from a site with a good reputation and relevant context
Online public relations (e-PR)
Maximising favourable mentions of your company, brands, products or websites on third-party websites which are likely to be visited by your target audience. Online PR can extend reach and awareness of a brand within an audience and will also generate backlinks vital to SEO. It can also be used to support viral or word-ofmouth marketing activities in other media.
XMOS (cross-media optimisation studies)
Research designed to help marketers and their agencies answer the question 'What is the optimal mix of advertising vehicles across different media, in terms of frequency, reach and budget allocation, for a given campaign to achieve its marketing goals?' The mix between online and offline spend is varied to maximise campaign metrics such as reach, brand awareness and purchase intent.
Destination website
Site typically owned by a retailer or manufacturer brand which users are encouraged to click through to.
Social media marketing including viral and electronic word-of-mouth marketing
Social media marketing and viral marketing is effectively online word-of-mouth - compelling brand-related content is shared, forwarded or discussed electronically or discussed offline to help achieve awareness and, in some cases, drive response. Strong link with online PR activity Different communications techniques:
Robots or spiders
Spiders are software processes, technically known as robots, employed by search engines to index web pages of registered sites on a regular basis. They follow or crawl links between pages and record the reference URL of a page for future analysis.
Cross-media optimisation studies (XMOS)
Studies to determine the optimum spend across different media to produce the best results. have shown that the optimal online spend for low-involvement products is surprisingly high at 10-15 per cent of total spend.
Pull media and inbound marketing
The consumer is proactive in actively seeking out a solution and interactions with brands and are attracted through content, search and social media marketing. digital marketing activities like content, search and social media marketing involve pull media and inbound marketing. Among marketing professionals this powerful new approach to marketing is now commonly known as inbound marketing. Inbound marketing is powerful since advertising wastage is reduced. It involves applying content and search marketing to target prospects with a defined need - they are proactive and selfselecting. But this is a weakness since marketers may have less control than in traditional communications where the message is pushed out to a defined audience and can help generate awareness and demand. Advocates of inbound marketing argue that content, social media and search marketing do have a role to play in generating demand.
Cost-per-click (CPC)
The cost of visitor acquisition is usually measured as the cost-per-click (CPC) specific to a particular digital media channel, such as pay-per-click search engine marketing, since it is difficult to estimate for an entire site with many visitors referred from offline advertising.
Mass customisation
The creation of tailored marketing messages or products for individual customers or groups of customers typically using technology to retain the economies of scale and the capacity of mass marketing or production.
Trialogue
The interaction between company, customer and other customers facilitated through online community, social networks, reviews and comments.
cost per thousand (CPM)
The media cost of exposing 1,000 readers or viewers to an advertising impression.
Web response model
The website is used as a response mechanism for offline campaign elements such as direct mail or advertising. For example, this process could start with a direct mail drop or offline advert. The website is used as the direct response mechanism, hence 'web response'. Ideally, this approach will use targeting of different segments. For example, a Netherlands bank devised a campaign targeting six different segments based on age and income.
Affiliate Network
Third-party brokers also known as affiliate managers who manage recruitment of affiliates and infrastructure to manage a merchant's affiliate programme in the form of links, tracking and payment of a range of affiliates.
Measuring Volume
Traffic volume is usually measured as the number of click-throughs or visits to a site ( visitor sessions) to a site or better unique visitors. Unique visitors is preferable to using page views or hits as a measure of effectiveness, since it represents opportunities to communicate with individuals but, as we will explain in Chapter 10, it may be technically difficult to calculate 'uniques' accurately as measurement is based on cookies. A more sophisticated measure is reach (%) or online audience share. This is only possible using panel data/ audience data
online site promotion
internet-based technique used to generate website traffic.
Paid search marketing (pay-per-click) marketing (PPC)
is similar to conventional advertising; here a relevant text ad with a link to a company page is displayed when the user of a search e ngine types in a specific phrase. A series of text ads usually labelled as 'sponsored
