Brand — Can refer to a company, a product, or service that a company promotes, or the reputation that a company, product, or service has built over time.
Burn rate — The rate at which companies spend their available cash. cost per Impression—A method of paying for Web advertising that charges the advertiser a pre-set amount for each time an ad appears
on a site, regardless of whether or not users click on it.
Demographics — The specific attributes that help define a particular audience. These include age, gender, income, education level, and others.
dot-com — Often used to refer to the large number of investment driven Web sites that were funded and launched in the mid-to-late 1990s.
GPS — Global Positioning System, a satellite-based navigation system often installed in cars or on cell phones to generate maps and directions.
IPO — Initial Public Offering. The first sale of shares from a private company on a public stock exchange.
Message board — A site on which people can post up a comment or question on a variety of topics, and other users can post responses.
Pay per click — A method of paying for Web advertising that charges advertisers a pre-set amount for each time a Web user clicks on an ads.
Product placement — The subtle (and not so subtle) placement of specific brands into the scenes of TV shows and movies.
Public relations — The branch of marketing that concentrates on spreading a message through mass media.
Reach — The amount of people that are exposed to a marketing campaign, message, Web site, etc.
Social media — The umbrella term for the many tools that allow people to socialize on the Web, such as social networking sites, blogs, wikis, etc.
Social network — A social structure made of individuals or organizations that are tied by one or more specific types of interdependency, such as values, visions, ideas, financial exchange, friends, etc.
Threads — The grouping of digital messages in a message board, hierarchically by topic.
traditional marketing — Marketing that is not new media-driven, such as print advertising, TV and radio commercials, direct mail, etc.
Venture capitalists — Investors who invest cash in new and emerging businesses.
B2B — Business to business. One business marketing and selling products and services to other businesses.
B2C — Business to consumer. A business marketing and selling product and services to general consumers, or end-users.
B2E — Business to employee. A business carrying out online initiatives to send messages to their employees.
C2C — Consumer to consumer. A consumer marketing and selling products and services directly to other consumers.
Distributed Web portal — A portal that collects information from Web sites and other portals based on a central theme.
e-commerce — The buying and selling of products and services via electronic systems, mostly often via the Web.
Niche portal — A Web portal that focuses on a specific topic. Niche portals largely provide their own content and allow users to search both on and off the site for relevant information.
Search engine — A program that allows users to find documents based on keywords that they enter into a text field.
Site schematic — A diagram that establishes the navigational elements and organization of the site.
Web portal — A site that helps users locate information that is dispersed throughout the Web and presents and organizes information regarding other sites.
Generalist social networking site — A social networking site that attracts audiences regardless of age, race, gender, or interest.
Listserv — An application that facilitated discussions by communicating users’ comments to other list members via e-mail.
Mashups — The combination of two or more social media tools into one application.
Newsgroup — A site that facilitates discussions among numerous users via a series of posted message threads.
Niche market social networking site — A social networking site based on a specific interest or topic, or geared toward reaching a specific demographic.
RSS feeds — Subscription to sites that alert Web users when new content has been uploaded.
Social bookmarking site — A site that allow users to remember and organize Web sites and pages to return to later. These bookmarks are usually made public and available on social bookmarking sites for
other Web users to review.
Social media marketing — The utilization of social media specifically as a marketing vehicle.
Social media optimization — A marketing strategy focused on getting content distributed as widely as possible throughout the social media universe.
Social networking site — A site that uses social media tools for the primary purpose of facilitating people communicating with other people.
Tags — Keywords used to describe a page or fi le so that other users can find it easily through search engines.
Virtual worlds — Computer-generated simulated environments in which users can engage each other through the use of avatars.
Vlogs — Video blogs.
Wikis — Files and content that are created and edited by ongoing user collaboration.
blog editor — The author of a blog.
Blogosphere — The immense network of blogs that exist on the Web.
Blogroll — A list of links to other blog sites that the editor thinks warrant attention.
False transparency — The practice of creating a marketing campaign that leads the audience to believe it is something other than a marketing promotion.
Flog — A fake blog set up as marketing gimmick to help promote a company or support an ad campaign.
Microblog — A blog made up of very short entries, often just a line or two to let friends, family or coworkers get a quick glimpse of what they blogger is doing at the time, or what they are thinking about.
Paid blog — A blog written by an author who is paid to write positively about the brand or company that sponsors the blog.
Scrapping — When bloggers grab headlines from other sites and post them to their own splog in an effort to fool readers into thinking they are reading original content.
Splog — A blog comprised entirely of headlines and content pulled from legitimate news sources set up to attract an audience and generate revenue when readers click on ads.
Codec — A program used to compress videos into a small size.
container format — A format that can play fi les compressed with a variety of codecs.
Lossy — A compression method that eliminates information from a fi le in order to compress the fi le into a smaller size.
Media player — The software that plays videos online.
Player controls — The functionality, such as play, pause, stop, and volume, that allows a viewer to control the playback of an online video.
Progressive download — A less-expensive way to serve online videos. Progressive download requires that the video be downloaded to the viewer’s computer; the video will start playing shortly after download has begun.
Story board — An illustrated, literal interpretation of a video script.
Streaming — A method of delivering videos on the Web. Streaming video is delivered via a specialized server that creates a unique connection with each viewer and sends the video to the requesting client in small bits.
Avatar — An icon or model used to represent a user in a virtual world.
Mashup — A blending together of information from multiple sources into one tool or site.
RSS — A Web feed that makes it easy for people to stay up-to-date with new content that is posted on a specific site.
virtual world — An online environment built to reflect either the real world or some type of fantasy realm in which users can interact and explore.
Wiki — Collaborative Web site or individual pages that visitors can edit without needing to know any programming code or languages.
Brand guide/style guide — A book that details all of the elements of a brand. It can vary in length from just one or two pages for a small company to several hundred pages.
Brand loyalty — When consumers stay faithful to a given brand and take pains to continue their use of that brand.
Brand management — Efforts to promote a brand and ensure it’s being used properly and effectively.
Brand personality — The aspects of a brand’s character that help forge an emotional connection with consumers.
Brand promise — The benefi t the brand will deliver to consumers.
Logo — A unique, visual means by which people can instantly recognize a company and understand its product, promise, and personality.
Tagline — A brief statement used by most brands to send a quick message of brand promise or core competency summation to the audience.
Unique selling proposition — The aspect of a brand that differentiates it from its competitors.