Access Platform: Access platform is a method by which you can access digital media.
Access Provider: A firm that provides services to help people access the internet. There are two kinds: (a) Internet service providers (ISP); (b) Online service providers (OSP).
Active Server Page (ASP): A kind of HTML page that carries small programs called scripts. These are processed on a web server before the web page is served on the client’s web browser. ASP pages are recognizable by the .asp file name. A Microsoft technology that runs on Windows NT, it is used mainly to process information obtained from an online form.
Active X: A Microsoft developed programming language, Active X allows the writing and accessing of complex graphical customer applications from web browsers. Its components are standard controls that are incorporated in websites so that they can automatically be downloaded to help users. They are used as calculators to calculate interest on loan and others.
Advertisement: Advertisements on a webpage usually in banner form placed as masthead on the page.
Advertising Network: A group of independent websites and media networks having an arrangement with a single advertising broker or media broker to place banner advertisements of their sites.
Affiliate Networks: A shared relationship between a website and third-party sites from where traffic is diverted to the website through banner advertisements and links. The third-party sites receive a commission for every sale made by way of directing traffic.
Alt Tags: These are tags that follow an HTML image tag and carry a phrase pertaining to that image. These tags are used for accessibility.
Animated Banner Advertisements: Animated banner advertisements are different from the earlier banner advertisements where only a single ad was displayed. The present day format shows a single banner displaying multiple images in a sequence. The ads are displayed as an animated gif file with a number of frames. Rich media advertisements use the animated banner advertisement method.
Attrition Rate: It is linked with the number of visitors to a website that are lost at every stage of the purchase process.
Auto Responders: Software used on web servers that automatically transmit a standard reply to the sender of the email. This normally is used to deal with standard information. Anyone joining a subscription mail may be sent a standard letter of thanks.
Callback Service: A direct response capability made available on the website to assist the company contact a customer over the phone at a time mentioned by the customer.
Campaign-based E-communications: A communication process put in place to assist and support a particular marketing campaign, say, related to a product launch, or a website launch.
Catalog: A listing of websites in varying categories comparable to Yellow Pages, but in electronic form. Catalogs are also known as directories.
Clicks-only: A company that only has an online presence.
Click Stream: A record of the path a visitor takes while visiting a website. With the help of click stream, a web designer or owner can ascertain how the website is being used, and what areas are being neglected.
Click-through: A click-through is a click of the mouse on a banner advertisement that directs the visitor to the website of the advertiser.
Click-through Rate: A percentage of click-throughs and the ad-impression.
Cold List: Data on individual users that is rented or sold by a third party.
Co-branding: An arrangement between companies where content is jointly displayed as an effort to promote business jointly using brand logos or banner advertisement.
Common Gateway Interface (CGI): CGI scripts, serving as alternative to ASP (Active Server Pages), are a means of processing information on a web server in response to a client’s request.
Consumer to Business (C2B): Consumers approaching a business with an offer is known as C2B.
Consumer to Consumer (C2C): Transactions between consumers, both financial and pertaining to information, normally conducted through a business website.
Content: The content of a website consists of its text, graphics, and design. The content is key to getting customers and ensuring repeat custom. Search engine optimized content helps getting websites indexed on search engine results pages (SERP).
Content Management: Management of content by way of making amendments and additions to the content of a website.
Convergence: A collective group of hardware devices like computers, televisions, and telephones that has similar functions.
Conversion Marketing: The use of marketing devices and communications to maximize conversion of visitors to customers.
Conversion Rate: The ratio of number of visitors to a website that gets converted to customers.
Cookies: Small text files stored on the surfer’s or user’s computer to help websites identify the user when he/she visits again. This way websites are able to build a profile of a customer’s or visitor’s preferences.
Core Product: The basic features of a product that fulfills the needs of a user.
Cost Models for Internet Advertising: The break-up of internet advertising cost into per exposure, per response, and per action costs.
Cost Per Acquisition (CPA): It represents the cost of acquiring a new customer including communications cost, cost per sale for new customer, and cost per quote or enquiry.
Cost Per Click (CPC): The total cost incurred on pay-per-click (PPC) advertising divided by the conversions into sales.
Cost Per Mille (CPM): Refers to cost for every 1000 ad impressions.
Cost Per Targeted Mille (CPTM): Refers to cost per targeted thousand for every advertisement.
Countermediation: Formation of a new intermediary by an existing website company.
Cross-selling: Pursuing existing customers to purchase products other than they normally purchase. It is an attempt to widen customer preferences.
Customer Acquisition: Strategies adopted to find new customers.
Customer-centric Marketing: Marketing tact based on thorough knowledge of customer preferences and behavior within the target audience and meeting the individual needs.