A/B Testing: a method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.

Above the Fold: the part of a Web page that is visible without scrolling.

Advertiser:  the business or company doing the advertising in a marketing relationship.

Ad Space: the space available on a Web page for advertisements.

AdSense: a contextual advertisement service provided by Google.

Advertising Network: a network representing many Websites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.

Affiliate: the publisher in an affiliate marketing relationship.

Affiliate Manager: a person responsible for managing an online affiliate program for an affiliate merchant.

Affiliate Marketing: revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.

Affiliate Network: a value-added intermediary providing services, including aggregation, for advertisers and affiliates.

ALT Text: HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed.

Autoresponder: a program that sends an automatic form response to incoming emails.

B2B: business that sells products or provides services to other businesses.

B2C: business that sells products or provides services to the end-user consumers.

Banner Ad: a graphical web advertising unit, typically measuring 300 pixels wide and 250 pixels high (i.e. 300×250).

Blog: A frequent, chronological publication of personal thoughts and Web links.

Bounce Rate: in web analytics, the percentage of visitors who leave after viewing a single page; in email marketing, the percentage of emails in a campaign that are undeliverable.

Caching: the storage of Web files for later re-use at a point more quickly accessed by the end user.

Call to Action: the part of a marketing message that attempts to persuade a person to perform a desired action.

Content Delivery System (CDN): a system of geographically distributed servers designed to accelerate the delivery of web pages and files by routing user requests to the server that’s in the best position to serve them.

Click Through (CT): the process of clicking through an online advertisement to the advertiser’s destination.

Click Through Rate (CTR): the average number of click-throughs per hundred ad impressions, expressed as a percentage.

Conversion Rate: the percentage of visitors who take a desired action.

Cookie: information stored on a user’s computer by website, so preferences are remembered on future requests.

Cost Per Click (CPC): the cost or cost-equivalent paid per click-through.

Cost Per Thousand (CPM): cost per thousand impressions.

Customer Acquisition Cost: the cost associated with acquiring a new customer.

Dedicated Hosting: hosting option whereby the host provides and is responsible for the entire server.

Dedicated IP: an IP address dedicated to a single website.

Description Tag: an HTML tag used by Web page authors to provide a description for search engine listings.

Domain Name: location of an entity on the Internet.

Email Marketing: the promotion of products or services via email.

Email Spam: unwanted, unsolicited email.

Exclusivity: contract term in which one party grants another party sole right regarding a specific business.

Favicon: a small icon that is used by some browsers to identify a bookmarked website.

Flash: multimedia technology developed by Macromedia to allow much interactivity to fit in a relatively small file size.

Frequency Cap: restriction on the amount of times a specific visitor is shown a particular advertisement.

Geo-Targeting: a method of detecting a website visitor’s location to serve location-based content or advertisements.

Hit: request of a file from a Web server.

HTML Banner: a banner ad using HTML, often including interactive forms instead of standard graphical elements.

HTML Email: email that is formatted using Hypertext Markup Language, as opposed to plain text email.

Impression: a single instance of an online advertisement being displayed.

Inbound Link: a link from a site outside of your site.

Interactive Agency: an agency offering a mix of Web design, Internet advertising, or E-Commerce consulting.

JavaScript: a scripting language developed by Netscape and used to create interactive Web sites.

Keyword: a word used in a performing a search.

Keyword Marketing: putting your message in front of people who are searching using keywords and keyword phrases.

Keyword Research: the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).

Keywords Tag: META tag used to help define the primary keywords of a Web page.

Link Building: the process of increasing the number of inbound links to a website in a way that will increase search engine rankings.

Link Popularity: a measure of the quantity and quality of sites that link to your site.

Link Text: the text contained in a hyperlink.

Managed WordPress Hosting: web hosting optimized specifically for WordPress, where the hosting company assumes many of the routine maintenance tasks.

Manual Submission: adding a URL to the search engines individually by hand.

Marketing Automation: the use of software to automate repetitive tasks related to marketing activities and connect different parts of the marketing funnel.

Marketing Plan: the part of the business plan outlining the marketing strategy for a product or service.

Media Kit: a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.

META Tags: tags to describe various aspects about a Web page.

Navigation: that which facilitates movement from one Web page to another Web page.

Netiquette: short for network etiquette, the code of conduct regarding acceptable online behavior.

Network Effect: the phenomenon whereby a service becomes more valuable as more people use it, thereby encouraging ever-increasing numbers of adopters.

Opt-in Email: email that is explicitly requested by the recipient.

Opt-out: to remove oneself from an opt-out program.

Organic Search: the unpaid entries in a search engine results page that were derived based on their contents’ relevance to the keyword query.

Outbound Link: a link to a site outside of your site.

Page View: request to load a single HTML page.

Pass Along Rate: the percentage of people who pass on a message or file.

Pay Per Click (PPC): online advertising payment model in which payment is based solely on qualifying click-throughs.

Pay Per Lead (PPL): online advertising payment model in which payment is based solely on qualifying leads.

Pay Per Sale (PPS): online advertising payment model in which payment is based solely on qualifying sales.

Permission Marketing: marketing centered around getting customer’s consent to receive information from a company.

Pop-Up Ad: an ad that displays in a new browser window.

Premium WordPress Theme: a theme coded for the WordPress content management system that costs money.

Rate Card: document detailing prices for various ad placement options.

Reciprocal Links: links between two sites, often based on an agreement by the site owners to exchange links.

Return on Investment (ROI): the ratio of profits (or losses) to the amount invested.

Run of Network (RON): ad buying option in which ad placements may appear on any pages on sites within a network.

Run of Site (ROS): ad buying option in which ad placements may appear on any pages of the target site.

Search Engine: a program that indexes documents, then attempts to match relevant to the users search requests.

Search Engine Optimization (SEO): the process of choosing targeted keyword phrases related to a website and ensuring that the site places well when those keyword phrases are part of a Web search.

Search Engine Submission: the act of supplying a URL to a search engine to make a search engine aware of a site or page.

Self-Serve Advertising: advertising that can be purchased without the assistance of a sales representative.

Site Search: search functionality specific to one site.

Social Networking: the process of creating and building virtual communities and relationships between people online.

Spam: inappropriate commercial message of extremely low value.

Splash Page: a branding page before the home page of a Web site.

Stickiness: the amount of time spent at a site over a given time period.

Text Ad: advertisement using text-based hyperlinks.

Title Tag: HTML tag used to define the text in the top line of a Web browser, also used by many search engines as the title of search listings.

Under Delivery: delivery of less impressions, visitors, or conversions than contracted for a specified period of time.

Unique Visitors: individuals who have visited a Web site (or network) at least once in a during a fixed time frame.

URL: location of a resource on the Internet.

Viral Marketing: marketing phenomenon that facilitates and encourages people to pass along a marketing message.

Web Browser: a software application that allows for the browsing of the World Wide Web.

Web Design: the selection and coordination of available components to create the layout and structure of a Web page.

Web Hosting: the business of providing the storage, connectivity, and services necessary to serve files for a website.

Web Site Traffic: the amount of visitors and visits a Web site receives.

Web Site Usability: the ease with which visitors are able to use a Web site.

WHOIS: a utility that returns ownership information about second-level domains.

Word-of-Mouth Marketing: a marketing method that relies on casual social interactions to promote a product.

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