Direct & Digital Marketing

MKT 510
Marketing Glossary

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.