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Clear Blue Day present a fun A to Z of internet jargon
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The Interactive A to Z:What do you need to know?
Created by Digital Agency Clear Blue Daywww.digitalagency.com.au
A is for
AIIA
Australian Information Industry Association
The technical industry body, largely responsible for infrastructure and software issues. Think men in plaid.
Usage: The AIIA called again to complain about Telstra’s anti competitive pricing policy.
A is for
AIMIA
Australian Interactive Media Industry Association
The main organisation for companies that work in the digital industry. Includes content creators, aggregators, advertisers etc – a more creative bent that the AIIA in terms of its membership.
Usage: Those guys who aren’t wearing suits must be AIMIA members, make sure they don’t drink the bar dry.
A is for
Affiliate Marketing
Widely used practice of getting other sites to refer consumers to your web site and the other site taking a percentage of sales
Usage: Our affiliate sites will be contacting you shortly to sell you whatever you may have accidentally opted in for.
B is for
Bounce Back
Usually referred to as a percentage regarding the number of email sent out as part of a campaign that could not get through to the intended recipient due to any number reasons. Bounce back is a general term as there are many reasons why an email may not get through.
Usage: Our latest campaign had a bounce back rate of 95%. We are pleased with the results.
B is for
Broadband
A commonly misunderstood term, in the United States it refers to an internet connection that is faster that 2 Megabytes (fast!). In Australia, if you don’t have to use a modem you are considered to be on broadband.
Usage: 80% of Australians currently have access to broadband if we were going to be really broad in defining what broadband is, and everyone moved to the city.
B is for
B2B
Business to Business
A site that encourages ecommerce between commercial entities, or provides services to other businesses. The initial web boom was fuelled by B2B
Usage: I have started a B2B company where we pre-fill a company’s post it notes based on what we think they will want to write down. Now can I have 10 million is seed capital to take it internationally?
B is for
B2C
Business to consumer
Similar to B2B, but targeted at consumers. Think Amazon, EBay etc
Usage: B2C provides an excellent delivery mechanism for any new brand that wants to get its message out there for minimal per head cost.
B is for
Blog
Web - log
Initially these were only created by people with a specific area of expertise, where they would publish their thoughts online and allow people to comment.
Usage: I had two visitors to my blog last week.
C is for
CMS
Content Management System
Allows people to update the content on their web site themselves with little or no technical knowledge.
Usage: John went into our CMS again and accidentally deleted all the content, do you have a back up?
C is for
Click through rate
Expressed as a percentage, the number of people who clicked on your online ad or link compared with those who viewed it.
Usage: Many agencies are using gimmicks in their flash banners such as moving a dial or playing a game in order to increase the click through rate and please their clients.
D is for
Digital Agency
As opposed to web developers, a digital agency provides similar services to an ad agency however they only deal with the digital channel. Tend to be composed of high level strategic people as well as planners, creative, technical etc.
Usage: Our digital agency and our ad agency are at loggerheads over the online strategy, do you have a coin?
D is for
Database driven web site
If your web site is not controlled by a database, scrap it and start again. Database driven websites mean that pages can be easily changed, but more importantly user interaction can be tracked, which allows pages to change in appearance depending on user behaviour.
Usage: Users from Victoria were interested in getting a tan, so the database driven web site displayed only sunglass offers to them.
E is for
Easter Egg
A commonly used practice whereby people creating a web site will embed a movie or game somewhere on a page that is only accessible by clicking a hidden link or typing a specific sequence of keys
Usage: The easter egg for excel is the best I have seen, go to Google and do a search on it.
E is for
E book
Probably the most under utilised online marketing method, ebooks are snippets or real world books are articles that are often posted for free on the web, in exchange for some user information such as an email address.
Usage: We had 42 000 people download our ebook last month, resulting in 35 000 extra people in our database.
E is for
Emoticon
;) : x :( and more. Potentially brilliant for brand I am surprised that brands have not leveraged the fact that consumers like to create their own visual languages.
Usage: (Ü)
F is for
Facebooking
Facebook is similar to MySpace, but with a greater length of user visit and a faster adoption rate. Originally aimed at college students, expect it to dominate headlines soon. Facebooking is the act of logging in and communicating
Usage: I have been Facebooking all day instead of doing new business.
F is for
Fat finger
When you press the wrong key on your keyboard
Usage: I didn’t mean to send an email saying I quit, I just had a bad case of the fat finger.
F is for
Flash
A technology created by Adobe to allow animation on the web, often used for no real reason. It can however be highly immersive when used with a database driven site and a CMS.
Usage: The Flash introduction goes for 3 minutes.
F is for
FTP
File transfer protocol
To shift files from one computer to another you have to generally use this method.
Usage: I don’t care if the FTP isn’t working, just make the campaign live!
G is for
Generation D
Generation Digital
Increasingly popular as many brands realise that one of the main connectors between their potential customer base is the used of the digital medium, whether than be web, mobile or iTV.
Usage: Though generally having poor attention spans, Generation D have a thirst for knowledge.
G is for
Ghost site
If your web site has not been updated for two years, it is one of these. You are better off having a one page site than a ghost site.
Usage: The Australian Weather Bureau having a ghost site did not mean that the weather was unchanging.
H is for
Hotspot
Generally referring to cafes and libraries, a hot spot is a location where you can have free internet access through a wireless connection
Usage: In order to save on costs, the CEO closed our office and insisted we all work at our local Starbucks.
H is for
Hits
The number of times a web site receives a request for a piece of information.
A USELESS STATISTIC. Please remove from your vocabulary as its common use is misleading.
Usage: We had 6 Billion hits on Tuesday so we must be doing a decent job.
I is for
I-commerce
Refers to any revenue that is derived via use of the internet, including m-commerce (mobile commerce), e-commerce etc
Usage: Most brands in Australia have forgotten about I-commerce, and in turn consumers have forgotten about them.
I is for
Idea Hamster (see Time Waster)
An individual who can perpetually turn the creative wheel by coming up with digital ideas, most without any direction or ROI.
Usage: Frank from Sales came up 23 ways to make a cup of coffee online, he is a real idea hamster that guy.
I is for
Impression
An instance of an ad, page, text or graphic element being displayed. Often used as a judge of success
Usage: The campaign had 200 000 impressions resulting in 5 sales.
J is for
Javascript
A programming language used on the web, commonly to track users and create statistics, though originally entire sites were built in this language
Usage: Though a rather dull term, I couldn’t think of another word starting with J apart from Javascript.
K is for
Keyword
Used in both searches and within sites, a keyword or series of keywords describes the content in your site. Make sure that the keywords you choose are accurate as Google appreciates clarity.
Usage: The company used hidden keywords on its homepage and Google threw it out of the search results.
L is for
Landing Page
Often used with an online media buy, a landing page is a custom page on a web site specifically tailored to a particular campaign. All traffic from the media buy is directed to this page that has specific calls to action
Usage: I know of a client that spend 800K on an online media campaign but forgot to upload the landing page, so users clicked to nowhere.
L is for
Link popularity
One method by which Google determines page ranking, link popularity refers to the number of web sites that link to you.
Usage: The California District Court of Appeal suddenly had a massive increase in link popularity after the verdict in the Hilton trial was reached.
L is for
Location based advertising
A method by which a page and even an entire site, or SMS or MMS campaign, can change depending on where the user is located.
Usage: Location based advertising was of great use to the people visiting Amsterdam.
M is for
Microsite/Macrosite
Essentially meaning the same thing, they are a series of pages attached to a more general website, with a specific campaign, product or service being conveyed. Useful for integrated campaigns.
Usage: The microsite, consisting of 5 pages, managed to convert 37% of all users.
N is for
Net radio
Streaming Audio over the web. Australian brands have almost ignored this growing, measurable medium. You do not require a radio.
Usage: Now that he had his own net radio show, Peter no longer spoke at conferences.
N is for
Newsgroups
Online gathering of like minded people where they post news items in a specific area of interest. These are a brilliant way for brands to know how the public perceives their product or service without having to do consumer surveys. This also allows brands to be aware of any backlash prior to the it being in the mainstream media.
Usage: Had he paid attention to the relevant newsgroups, Hindenburg would have perhaps thought twice about lighting up in his new airship.
N is for
Nine to Five Code
Refers to any online initiative that just gets the job done rather than being interesting, effective or unique. Does not actual refer to “code”
Usage: The agency was producing nine to five code rather than exciting us.
O is for
Off the Shelf
Any software, product or service that is not customised for the purchaser, such as email marketing software, campaign management or a content management system. If it is not off the shelf, it is referred to as “bespoke.” They both have positives and negatives which you need to be aware of!
Usage: The off the shelf solution, though appearing like great value, ended up costing far more.
O is for
Ohnosecond
Ever accidentally pressed send on an email before it was finished, or sent it to the wrong person? Say no more!
Usage: The ohnosecond was brief, but fatal.
P is for
PPC
Pay per click
A convenient method whereby online publishers charge you for every time that someone clicks on your ad. Questionable methodology but is the best that is currently available.
Usage: The PPC amount was high, but the conversion rate from the PPC was high.
P is for
PFP
Pay for Performance
Some digital agencies are only charging for online media buying if the campaign meets certain performance targets. Very effective and fair.
Usage: The PFP rate was 20% to meet target, but 23% to exceed targets, and 0% if targets were not met.
Q is for
QA
Quality assurance
As the web is both a technical medium as well as a creative one, quality assurance is vital to ensure to ensure that elements actually work, such as a submission form, online media buy or landing page.
Usage: Shoot the QA person responsible.
R is for
Ramp rate
The speed at which an online campaign can be altered in size or message as results of the campaign come in at real time. Note: this is why the web can be so powerful for online campaigns!
Usage: The ramp rate was 2 hours, which meant the changes were visible on the same day.
R is for
Resolution
Sometimes referred to as screen resolution, not defining this at the start of a campaign or web site has scuppered many good creative executions. If the resolution is wrong, certain elements on a page may not be visible.
Usage: The resolution meant that any one on a Mac could not submit the form.
S is for
SEM
Search Engine Marketing
Using search engine to market a web site, whether that be through organic listings, PR article distribution, link building or paid submissions
Usage: The budget for SEM exceeded the budget for the creative by a ratio of 3 to 1.
S is for
SEO
Search engine optimisation
Changing the attributes of a web site to make it as well indexed and highly ranked as possible. There are various ways of doing this, some are fraught with danger.
Usage: The SEO program placed their site in the number 2 position and resulted in an 80% increase in traffic.
S is for
Screen Estate
The most valuable resource that you have on the web or mobiles, screen estate refers to every pixel on a display screen – each centimetre is valuable and should not be wasted.
Usage: The publishers a desperate to make money from every piece of screen estate, resulting in cluttered portals.
S is for
Specification
Like an architects plans, a specification indicates exactly how an online campaign or web site will work. If you do not have one of these before you start, maybe change architect.
Usage: There was no specification, which resulted in a site being built that did not meet expectations.
T is for
TESTING
Often a hit and miss process, that is these days refined to ensure that there are no bugs in process, build OR creative
Usage: The agency thought that offering their buddies free beer in exchange for testing seemed like a good idea at the time.
T is for
Tipping Point
The holy grail of any online presence and campaign, where the dollars invested in attracting users decreases over time while the number of users increases. When this occurs, you actually have an effective digital strategy
Usage: When the client reached tipping point, it meant that they could reduce their media spend to zero, and it also meant we were out of a job.
U is for
Unique users
The MOST IMPORTANT measurement of traffic, refers to the number of different people that see your digital presence per month.
Usage: You would expect unique users to grow by at least the same rate as the internet itself grows; anything else is a failure.
U is for
User generated content . . . in actual fact, this has been around for years, and not just on the web. Every interaction that takes place is generating content, however some of it is not visible nor commercial. Please remember, though it can be fun, exciting and great for the ego, not everyone wants to generate content, in fact MOST PEOPLE DON’T.
Usage: Though they paid 876 million for the site, so far not one cent has been made commercialising the user generated content.
V is for
Viral marketing
Similar to word of mouth advertising . . . in fact it is the same, but online and able to be tracked.
Usage: I think he meant viral marketing, not virile.
V is for
Virtual Worlds
Think a more modern Lawnmower Man, where people can create virtual personas (called avatars) and interact with other people in a digital world. Think Second Life, Bebo etc.
Hot Tip Time! Virtual Worlds are the pogo stick of the internet – kind of fun, but there is only so long that you are prepared to bounce around.
Usage: I may not be that good looking, but check me out in Second Life!
W is for
Web 2.0
Need I say more! A great way for start ups to attach themselves to the latest hot theme and get venture capital. Smart brands have been “doing 2.0” since around 1998.
Usage: We have relaunched our site with lots of 2.0 features . . . The CEO’s brother’s nephew loves it!
W is for
Wiki
A website that allows content to be aggregated collectively with communal moderation – think Wikipedia. Very useful for knowledge sharing internally
Usage: The company Wiki had all the policies and procedures clearly explained in around 600 pages.
X is for
XML
Stands for extensible markup language, which content in a page to be described and made more meaningful to content aggregators.
Usage: Again Peter was struggling, and had to use quite a technical term like XML that was of no interest to practically everybody.
Y is for
Yetties
If you haven’t heard of them you soon will. They are young, entrepreneurial twenty somethings. They are the smart, switched on consumers that we all know are out there.
Usage: Upon slightly mishearing her boss wanting to focus on the Yetties target market, Justine mistakenly created a campaign aimed at the rather small Big Foot demographic.
Z is for
Zen mail
Allowing us a moment of piece in an otherwise fast paced digital world, Zen Mail, when received, brings relaxation to the viewer, for Zen Mail is that rare mail which actually has no content in it.
Usage: I find that sending Zen Mail to myself, over the course of a day, increases my productivity.
