glossary snippets

explains frequently used terms and expressions, with thanks to Wikipedia for the definitions.

Brand

From Wikipedia, the free encyclopedia

A brand is the identity of a specific product, service, or business.

A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word branding began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity – it affects the personality of a product, company or service.


Content management system

From Wikipedia, the free encyclopedia

A content management system (CMS) is the collection of procedures used to manage work flow in a collaborative environment. These procedures can be manual or computer-based. The procedures are designed to do the following:

  • Allow for a large number of people to contribute to and share stored data
  • Control access to data, based on user roles (defining which information users or user groups can view, edit, publish, etc.)
  • Aid in easy storage and retrieval of data
  • Reduce repetitive duplicate input
  • Improve the ease of report writing
  • Improve communication between users

In a CMS, data can be defined as nearly anything: documents, movies, pictures, phone numbers, scientific data, and so forth. CMSs are frequently used for storing, controlling, revising, semantically enriching, and publishing documentation. Serving as a central repository, the CMS increases the version level of new updates to an already existing file. Version control is one of the primary advantages of a CMS.


Integrated marketing communications

From Wikipedia, the free encyclopedia

Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.


QR code

From Wikipedia, the free encyclopedia

A QR code (abbreviation for Quick Response code) is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data.


Search engine marketing

From Wikipedia, the free encyclopedia

Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of, paid placement, contextual advertising, and paid inclusion.

…. SEM is utilizing various means of “marketing” a website in order for it to become more relevant in regard to search engine searches and their rankings. It should be asserted that SEM is NOT SEO and vice versa.

SEM constitutes Ad words; which comprises of pay per call (particularly beneficial for local providers as it enables potential consumers to get in touch directly to a company with one click), article submissions, advertising and making sure SEO has been done. Also, key word analysis needs to be done for both SEO and SEM; but not necessarily at the same time. SEM is a constant and tedious task. It frequently needs to be updated and monitored continually.

Another part of SEM is Social Media Marketing (SMM).


Search engine optimization

From Wikipedia, the free encyclopedia

Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. This gives a website web presence.


Social media marketing

From Wikipedia, the free encyclopedia

Social media marketing is a recent addition to organizations’ integrated marketing communications plans. Integrated marketing communications is a practice organizations follow to connect with their target markets. Integrated marketing communications coordinates promotional elements: advertising, personal selling, public relations, publicity, direct marketing and sales promotion. Increasingly, viral marketing campaigns are also grouped into integrated marketing communications. In the traditional marketing communications model, the content, frequency, timing, and medium of communications by the organization is in collaboration with an external agent, i.e. advertising agencies, marketing research firms and public relations firms. However, the growth of social media has impacted the way organizations communicate.

…. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it is coming from a trusted, third-party source, as opposed to the brand or company itself.

Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. ….


Viral marketing

From Wikipedia, the free encyclopedia

Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects of the Internet. Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or text messages.

The goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time.