Reprinted from John Jantsch’s Open Forum Online Marketing Blog
Online marketing is just like any other industry in that it is full of jargon and acronyms that are unique to that industry alone. In order to stay on top of the game, you need to know what they mean and how to use them in order to be successful. Many terms and acronyms you already know, like SEO (search engine optimization) and PPC (pay per click). But there are some that you might have never heard before, or maybe you’ve heard but weren’t sure what they meant. Here are ten online marketing terms that you need to know now:
- CRO (Conversion Rate Optimization). This is an important aspect of online marketing because it helps marketers understand how effective their calls-to-action are on a website. Planning for CRO is vital when you are selling a product or service, asking visitors to sign up for your newsletter or any other action.
- Contextual Advertising. This form of advertising is offered by most major search engine advertisers, like Google. It places your ads with Web pages, blog posts and news articles that are related to your business. By matching your advertised search terms with Web content, there is a higher chance of click through and conversion.
- Day Parting. This means setting up your ads to display only at certain times of the day and/or week. For instance, if your target audience is online the most from 6:00 to 8:00 p.m., it would make more sense to have your ads running during those hours instead of in the morning or throughout the day. Selecting the best time to have your ads on display can save money while giving you the most reach.
- Geo-Targeting. With geo-targeting, you can set your ads, including PPC campaigns, to reach only those in a specified physical location. Search engines use IP addresses to determine if a user is in the market that you are trying to reach.
- Local Search. One area of search engine marketing that is beginning to grow is local search. This allows users to find Web sites and businesses that are within a local geographic range. Search engines use local search features and Internet-based yellow page websites.
- Mobile Marketing. With an ever-increasing number of consumers relying on their smartphones, it is possible for any business to reach a target audience on the go. For this reason, it is important to have a mobile site or even an app for your business.
- Permission Marketing. With more people tuning out online advertisements, the idea of permission marketing will ask users’ permission to display the ad. If a person gives permission, the chance that they will look at it and absorb the information it provides is much greater.
- Remarketing/ Retargeting. When a user visits your website, a cookie is set on their computer. Even after they leave your website and continue searching around the Web, your ads will pop up wherever they are. This keeps your site in their mind.
- ROS (Run of Site). This allows ads or banners to appear on any page inside of a website. Then, no matter what page a person clicks through on your website, they will likely see that advertisement.
- Unique Value Proposition (UVP). This is any trait that sets your company, service and products apart from all the rest. It is the reason you give to a potential customer in order to make them consider you and not the competition.
As the online marketing world continues to grow and evolve, so will all of the jargon and acronyms that come with it. If you want to stay in the know about what is going on and what you should be focusing on to get your business ahead, make sure you stay current on all of the latest terminology.
Get more of John’s insider marketing tips here.