Online Marketing - Buyers Guide

Online Marketing Firm Terminology

Advertisement: A typically interactive digital creation that can be text, graphic, audio, video and other.

Advertiser: Individuals or entities purchasing online advertising space.

Business-to-business Targeting (B2B): Strategy that targets businesses directly.

Banner: Graphic images that serves as interactive online advertisements, typically running across the top or the bottom of the web page.

Contextual Marketing: Placing merchandise near relevant content.

Extranet: A group of individual websites that joined together to share information.

Frequency Cap: A limit on the number of times a given advertisement appears to the viewer.

Interstitial: Online advertisement that appears between two content pages.

Intranet: Network accessible only to a specific group of people with firewalls keeping out other users.

Pay Per Lead: Online advertisement model where payment is determined by the number of qualifying leads.

Pay Per Sale: A payment model where commissions are based on the number of sales generated.

Reciprocal Links: Links between websites created with the consent of the owners.

Rich Media: Web applications including Flash and Shockwave that offer an interactive and animated user experience.

Shopping Bots: Intelligent agents that help consumers search for and compare products of different websites.

Viral Marketing: Campaign ultimately relying on word-of-mouth.

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