Abbreviations

CTA =Call to Action

KW = Keyword

LP = Landing page

SEO = Search Engine Optimization

SERP = Search Engine Result Pages

SMaaS = Social Media as a Service

SMO = Social Media Optimizing

Keyword / KW

Keyword is a word or several words ( keywords-combination), used for search in internet. The search is performed in a search machine or on a page.

Keywords and their research is very important for SEM or SEO. The costs in SEM are variable, depending on the keywords. Keyword-combinations are cheaper than single keyword.

The Search Engine Optimization for a search phrase of two or more keywords is easier, than for a single one.

Relevance and frequence are important criterias, playing a role for the success or failure of the keywords.

The Google Keyword Tool is the classical one along many others offered and used for the keywords analysis.

Landing page / LP

A landing page, known also as a lead capture page, is a single web page that appears in response to clicking on an advertisement.

The general goal of a landing page is to convert site visitors into sales leads.

A landing page is search engine optimized page for a specific keyword and presents information that is relevant to the visitor.

The specific goal of a landing page has to be defined and be efficient, measurable, terminated and realistic.

Search Engine Optimization / SEO

Search Engine Optimization is a part of the Search Engine Marketing. Search Engine Optimization (SEO) goal is to bring the website in the higher SERP ranking.

Search Engine experts are performing the onpage and offpage optimization of web pages. There are Whitehat, Blackhat or Greyhat SEOs.

Search Engine Optimization starts with the onpage optimization. Unique content and good and clean programing are the most important criterias for the onpage optimizing. You can achieve offpage optimization using link partners.

Even if the keyword meta tag and the description meta tag are not more influencing the SERPs, you should not ignore them, as they are visible in the SERPs.

Social Media Optimizing / SMO

SMO is one of many online methods of website optimization (also known as "social SEO") with the intent of attracting unique visitors to website content and enabling to share this content very easy ( weblogs, social networks, social bookmarks,etc..)

Social media optimization is in many ways connected to online marketing and used as synonym for Social Media Marketing.

The "5 New Rules of Social Media Optimization" (Rohit Bhargava), are:

Content Marketing

Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing ( viral marketing) of "engaging " content for the purpose of engaging current and potential consumer bases.

Content marketing anticipates that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.

Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.

Call to Action / CTA

CTA is a web design tenet that requires each page ( landing page) to clearly indicate the desired user response and easily to enable the user's action.

Engagement Marketing

Engagement marketing, sometimes called "event marketing", "experiential marketing", "live marketing" or "participation marketing," is a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand.

The consumers are no longer "passive receivers" of messages, but are actively involved in the production and co-creation of marketing programs, developing a relationship with the brand.

Permission Marketing

Permission marketing is a term popularized by Seth Godin ( Seth Godin: "Permission Marketing: turning strangers into friends, and friends into customers"), used in marketing in general and e-marketing specifically. The undesirable opposite of permission marketing is interruption marketing.

This form of marketing requires that the prospective customer has either given explicit permission (like an email) or implicit permission (like querying a search engine) for the marketer to send their promotional message. Marketers with personal marketing orientation feel that this is a more efficient use of their resources because the offers are sent to people only if actually interested in their product.

A/B Testing

A/B testing oder split testing is a method of marketing testing with the goal to improve the response rates of a marketing campaign. This classic direct mail tactic, this method has been recently adopted within the interactive space to test tactics such as banner ads, emails and landing pages.

The purpose of the test is to determine which is the most effective way to impel customers into making a sale, registration, subscription for a newsletter,etc..

Significant improvements can be seen through testing elements like copy text, layouts, images and colors, CTA ( call to action). Not all elements produce the same improvements, but by looking at the results from different tests, it is possible to identify those elements that consistently tend to produce the greatest improvements.

Besides of A/B testing ( tests with option A and option B) there is also the multivariant testing, an experiment where effects from two or more potential causal factors can be isolated from one another.

E-mail Marketing

Email marketing is a form of direct marketing which uses email as a means of communicating commercial or fund-raising messages to an audience.

Direct marketing messages emphasize a focus on the customer, data, and accountability. Some advantages of email marketing:

A well-designed email marketing is an important marketing tool for branding by brand introduction to the market or for image positioning.

In its broadest sense, every email sent to a potential or current customer could be considered email marketing: advertisement emails, emails with press releases, mailing lists and newsletter.

See also Permission Marketing

Social Media as a Service / SMaaS

There are only few agencies offering "Social Media as a Service" as subscription "on demand" for small, middle and big enterprises. The best agencies offer the complete outsourcing-portfolio based on four pilars: dialog, content, security and reporting (inkl. monitoring).

SMaaS allows ad hoc, professional, secure law-conform and efficient start in the social media activities, closing fast the "time-to-market" gap.

SMaaS enables the companies to professionally start the "social business" without horrendous investments (CAPEX --> OPEX).

October 2011