Below you we find a glossary from J - R.






>JJ


Java:

A programming language standard supported by Sun Microsystems which permits complex and graphical customer applications to be
written and then accessed from a web browser. An example might be a form for calculating interest on a loan. A competitor to Active-X.



JPEG:

A compressed graphics standard specified by the Joint Photographic Experts Group. Used for graphic images typically requiring use
of many colours such as product photographs where some loss of quality is acceptable - the format allows for some degradation
in image quality to enable more rapid download.


>KK


Key:

See Public key and Private key.


>LL


Live web site:

Current site accessible to customers as distinct from Test web site. .



Localisation:

Designing the content of the Web site such that it is appropriate to different audiences in different countries.



Log file:

A file stored on a Web server that records every item downloaded by users. Log file analysers tools can be used to build
a picture of the amount of usage of different parts of a web site.



Log file analyser:

Tool that are used to build a picture of the amount of usage of different parts of a web site based on the information contained
in the Log file .



Loyalty techniques and online incentive schemes:

Customers sign up to an incentive scheme where they receive points for repeat purchases which can be converted into offers
such as discounts, free products or cash.


>MM

Mailbots:

See Autoresponders (‘mail-bots’).



Maintenance process:

The work involved with running a live web site such as updating pages and checking the performance of the Web site.



Mass customisation:

The ability to create tailored marketing messages or products for individual customers or a group of similar customers
(a bespoke service) yet retain the economies of scale and the capacity of mass-marketing or production.



Mass marketing:

One-to-many communication between a company and potential customers with limited tailoring of the message.



Marketspace:

A virtual marketplace such as the Internet in which no direct contact occurs between buyers and sellers.



Media broker:

A company who places adverts for companies wishing to advertise by contacting the Media owners.



Media buyer:

The person within the company wishing to advertise who places the advert, usually via a Media broker.



Media owners:

The owners of web sites (or other media such as newspapers) that accept advertisements.



Meta search engines:

Meta search engines submit keywords typed by users to a range of Search engines in order to increase the number of relevant pages
since different search engines may have indexed different sites. An example is the metacrawler search engine or www.mamma.com



Meta-tags:

Text within an HTML (Hypertext Markup Language) file summarising the content of the site (content meta-tag) and relevant keywords
(key-word meta-tag) that are matched against the keywords typed into search engines.



Metrics for Internet marketing:

Measures that indicate the effectiveness of Internet marketing activities in meeting customer, business and marketing objectives.



Microsite:

Specialised Content that is part of a web site that is not necessarily owned by the organisation. If owned by the company it
may be as part of an extranet.



Micropayments (microtransactions):

Digital cash systems which allow very small sums of money (fractions of a pence) to be transferred, but with lower security.
Such small sums do not warrant a credit card payment, because processing is too costly.



>NN


Navigation:

Navigation describes the methods of finding and moving between different information and pages on a web site. It is governed by menu
arrangements, site structure and the layout of individual Web pages.



Nested ad-content:

Nested ad-content, sometimes referred to as a Microsite occurs when the person undertaking the Clickthrough is not re-directed to a
corporate or brand site, but is instead taken to a related page on the same site as which the Banner advert is placed.


>OO


Online promotion:

Online promotion uses communication via the Internet itself to raise awareness about a Web site and drive traffic to it.
This promotion may take the form of Hyperlinks from other Web site s, Banner advert s or targeted Electronic mail (E-mail) .



Offline promotion:

Offline promotion uses traditional media such as TV or newspaper advertising and word of mouth to promote a company's Web site .



Online web metrics and server log files:

Online measures are those that are collected automatically on the web server, often in a server log file.



Offline web metric:

Offline measures are those that are collated by marketing staff recording particular marketing outcomes such as an enquiry or a sale.
They are usually collated manually, but could be collated automatically.



One-to-one marketing:

A unique dialogue occurs directly between a company and individual customers (or less strictly with groups of customers with similar needs).
The dialogue involves a company listening to customer needs and responding with services to meet these needs.



Online Service Providers (OSPs):

An OSP (online service provider) is sometimes used to distinguish large Internet Service Provider (ISP) from other access providers such.
In the UK AOL, Freeserve, VirginNet and LineOne can be considered OSPs since they have a large amount of specially developed content
available to their subscribers. Note that this term is not used as frequently as ISPs and the distinction between ISPs and OSPs is a blurred one.



Opt-in e-mail:

The customer is only contacted when they have explicitly asked for information to be sent to them (usually when filling in onscreen Forms).



Opt-out e-mail:

The customer is not contacted subsequently if they have explicitly stated they do not want to be contacted in future.
Opt-out or Unsubscribe options are usually available within the e-mail itself.



Outbound e-mail:

Electronic mail (E-mail) sent from a company.



Outsourcing:

Contracting an outside company to undertake part of the Internet marketing activities.



>PP


Page impression:

One page impression occurs when a member of the audience views a Web page .



Page request:

The process of a user selecting a Hyperlink or typing in Web addresses (universal resource locators - URLs) to retrieve information
on a specific web page. Equivalent to Page impression .



Performance of web site:

Performance or quality of service is dependent on its availability and speed of access.



Personalisation:

Web-based personalisation involves delivering customised content for the individual either through Web page s, Electronic mail (E-mail)
or Push technology.



Phone-me:

Callback services available on the Web site for a company to contact a customer by phone at a later time as specified by the customer.



Plug-in:

A program that must be Downloaded to view particular content such as an animation.



Portal:

A web site that acts as a gateway to the information on the Internet by providing search engines, directories and other services such
as personalised news or free e-mail.



Prototypes and prototyping:

A prototype is a preliminary version of part or a framework of all of a Web site which can be reviewed by its target audience, or
the marketing team. Prototyping is an iterative process where web site users suggest modifications before further prototypes and
the final version of the site is developed.



Promotion (online and offline):

Online promotion uses communication via the Internet itself to raise awareness about a site and drive traffic to it.
This promotion may take the form of links from other sites, banner adverts or targeted e-mail messages. Offline promotion
uses traditional media such as TV or newspaper advertising and word of mouth to promote a company's Web site.



Push technology:

The delivery of web-based content to the user’s desktop without the need to visit a site to download information. E-mail
can also be considered to be a push technology. A particular type of information is a push channel.



Privacy:

Concerns that affect and individuals or companies personal details.



Private key:

A unique identifier for a buyer or seller that is only issued to them. They use it so that they are the proven sender of a
message or transaction or the party the message was intended for. It is part of a public key encryption scheme
to enable secure e-commerce using encryption based on Digital certificates (keys).



Public key:

A unique identifier for a buyer or seller that is available to other parties to enable secure e-commerce using encryption based
on Digital certificates (keys) .



Public key encryption:

An asymmetric form of Encryptionin which the keys or Digital certificates (keys) used by the sender and receiver of information
are different. The two keys are related, so only the pair of Keys can be used together to encrypt and decrypt information.



Public-key infrastructure (PKI):

The organisations responsible for issuing and maintaining certificates for Public key security together form the PKI.



>QQ

>RR


Reach:

Reach defines the number of unique individuals who view an advert.



RealNames:

A service for matching company names and brands with Web addresses (universal resource locators - URLs) .



Referring sites:

A Log file may indicate which Web site a user visited before immediately before visiting yours. Exit page s give a summary of the main
pages on which users exited your site.



Registration (individuals):

The process of an individual subscribing to a site or requesting further information by filling in their contact details and their
needs using an electronic form.



Registration (of domain name):

The process of reserving a unique Web addresses (universal resource locators - URLs) that can be used to refer to the company web site.



Relationship Marketing:

Consistent application of up to date knowledge of individual customers to product and service design which is communicated interactively
in order to develop a continuous and long term relationship which is mutually beneficial.



Reintermediation:

The creation of new intermediaries between customers and suppliers providing services such as supplier search and product evaluation.



Rich media adverts:

Banner advert that are not static, but provide animation, sound or interactivity. An example of this would be a banner advert for a
loan in which a customer can type in the amount of loan required, and the cost of the loan is calculated immediately.



Robot:

A tool also known as a Spiders that is employed by Search engines to regularly index web pages of registered sites.



Run of site:

A company pays for Banner advert s to promote their services across a web site.