Advertising: a form of communication that attempts to influence potential customers to purchase or consume more of a particular brand, product or service. Advertisements are guaranteed, paid placements online, in print media, on the radio or on TV.
Affiliate Marketing: Internet-based marketing in which a business rewards one or more “affiliates” for driving traffic and/or customers to its site.
Boilerplate: a brief paragraph at the end of a press release, describing the organization responsible for the news.
Internet Marketing: the marketing of products/services via the Web. Internet marketing includes search engine marketing, search engine optimization, banner ads, affiliate marketing, email marketing PPC campaigns, and Web 2.0 strategies.
Landing Page: also known as a lead capture page, a landing page is a Webpage that appears when a potential customer clicks on an advertisement or listing in a search result or SMS. The page is optimized to feature specific keywords or phrases for indexing by search engines.
Marketing: the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large. (Source: American Marketing Association)
Public Relations: the practice of managing the flow of information between an organization and the public. PR generates exposure for an organization or individual through news or editorial coverage that does not require payment to the media. Public relations offers third-party credibility and brand awareness in the marketplace.
Press Release: a written or recorded communication, written professionally and in a specific format, targeted for members of the news media for the purpose of announcing news of interest or value to the public.
SEO (Search Engine Optimization): the process of improving the volume or quality of traffic to a Website through organic search results on search engines.
SMS (Short Message Service): communication using standardized protocols allowing the interchange of short text messages between mobile telephone devices. SMS is the most widely used data application in the world, with nearly three-quarters of all mobile phone subscribers sending and receiving text messages on their phones, and is increasingly used by mobile marketers to target specific audiences with promotional offers or messages.
Social Media: Web 2.0, or interacting with, engaging, networking and informing others online. Web 1.0 was all about showcasing oneself, while Web 2.0 involves a sense of community and openness in which the line between author and reader is blurred.
Squidoo: an online social encyclopedia made up of lenses, or user-generated pages. Lenses are mini authority sites, much like Wikipedia and About.com. Anyone can create a lens for free on any topic of choice and the creators are called “lensmasters.” Unlike most Web 2.0 creations, Squidoo is about what you know, rather than who you know.
