A pricing strategy and business model, where companies build a software solution, usually business-to-business, and charge a fixed monthly rate to access it on the Internet. It is a type of cloud computing. Salesforce.com is the best example, but other notables include Mailchimp and even Amazon Web Services.

The path taken by a potential customer through a website or app as they move towards becoming a customer.

Generally, a schema is an XML document used in place of a DTD to describe other XML documents.

A document-sharing site that is often described as a “YouTube for documents” because it allows other sites to embed its content. It allows people to upload files and others to download in various formats. Recently Scribd, which is based in San Francisco, moved from Flash-based technology to HTML5 standards.

Generally refers to a portion of code on an HTML page that makes the page more dynamic and interactive. Scripts can be written in a variety of languages, including JavaScript.

A programming language designed to be easy to use forevery day or administrative tasks. It may involve trade-offs such as sacrificing some performance for ease of programming. Popular scripting languages include PHP, Perl, Python, and Ruby.

A digital marketing strategy used to increase the visibility of a website in search engine results pages, especially with regards to paid advertising.

The art and science of getting pages to rank higher in search engines such as Google and Bing.

Second party data is essentially somebody else first party data. Second party data isn't usually commoditized, but one can often work out an arrangement with trusted partners who are willing to share their customer data with you (and vice versa).

In CSS, the selector is the item a style will be applied to.

A type of marketing that involves raising a company or product’s visibility in search engines by paying to have it appear in search results for a given word.

In semantic markup, content is written within XHTML tags that offer context to what the content contains. Basic semantic markup refers to using items like header and paragraph tags, though semantic markup is also being used to provide much more useful context to web pages in an effort to make the web as a whole more semantic.

A vision of the web that is almost entirely machine readable, in which documents are published in languages that are designed specifically for data. It was first articulated by Tim Berners-Lee in 2001. In many implementations, tags would identify the information, such as

or . While there has been progress toward this front, many say this vision remains largely unrealized.

If you receive an email from info@yourcompany.com, yourcompany.com is the sender domain.

Sender Policy Framework (SPF) is a simple email-validation system designed to detect email spoofing by providing a mechanism to allow receiving mail exchangers to check that incoming mail from a domain comes from a host authorized by that domain's administrators.

Sender Score is a number between 0 and 100 that identifies your sender's reputation and shows you how mailbox providers view your IP address.

Analysing posts, comments, tweets, and messages to determine the attitude of the speaker with respect to the topic, brand or cause. The audience and messages can then be classified as either Positive, Negative or Neutral sentiment. Sentiment Analysis helps marketers to understand how people feel about their product or brand and how they are responding to campaigns.

A suite of techniques for improving how a website ranks on search engines such as Google. SEO is often divided into “white hat” techniques, which (to simplify) try to boost ranking by improving the quality of a website, and “black hat” techniques, which try to trick search engines into thinking a page is of higher quality than it actually is. SEO can also refer to individuals and companies that offer to provide search engine optimization for websites.

Server-side refers to scripts run on a web server, as opposed to in a visitor’s browser. Server-side scripts often take a bit longer to run than a client-side script, as each page must reload when an action is taken.

The percentage of site visits that are single-page sessions, with the visitor leaving without viewing any other pages.

Stands for Standard Generalised Markup Language. SGML is a markup language used for defining the structure of a document. SGML is not mentioned very often, but it is the markup language that serves as the basis for both XML and HTML.

A shared IP is an IP address that is used for multiple sites. A shared IP can host all sites on a web server. Since the IP address of a website is used for various sites on the server the actions of one site owner can affect everyone on the server.

When a potential customer starts a check out process for an online order but drops out of the process before completing the purchase.

Shopping cart fetchback or the abandoned shopping cart is a timely email sent to the prospect when items have been placed in their online shopping cart but the prospect fails to complete the purchase.

A signature file is a short text file you create for use as a standard appendage at the end of your e-mail notes or Usenet messages.

Single opt-in (SOI) is a subscription process where a new email address is added to the mailing list without requiring the owner of that email address to confirm definitively that they knowingly and willingly opted in.

Skype is a VOIP (voice-over-IP) and instant messaging service. Users can call, message or video conference other users for free, or can pay to call landlines and mobile phone numbers. With more than 5000 million users, Skype is the most popular communication service in the world.

A formal document that defines the level of service expected from a service provider, outlining the metrics by which service is measured, and the penalties or remedies if agreed-upon service levels are not achieved.

A photo messaging mobile app where users can take photos, record videos, add text and drawings, and send them to a controlled list of recipients. SnapChat’s USP is that messages or “snaps” self-destruct. Users set a time limit for how long recipients can view their snaps after which they will be hidden from the recipient’s device and deleted from Snapchat’s servers.

Stands for Simple Object Access Protocol. SOAP is an XML-based protocol exchanging information across the internet to allow an application on one site to access an application or database on another site.

An individual who creates or shares interesting or valuable content with their niche, loyal audience of social media followers that respect and trust their opinion. Social media influencers are important to brands as they are very effective at spreading online messages, they are more trusted than brands and they are deemed more authentic.

A broad term referring to the wide swath of content creation and consumption that is enabled by the many-to-many distributed infrastructure of the Internet. Unlike legacy media, where the audience is usually on the receiving end of content creation, social media generally allows three stages of interaction with content: 1) producing, 2) consuming and 3) sharing. Social media is incredibly broad and refers to blogging, wikis, video-sharing sites like YouTube, photo-sharing sites like Flickr and social networking sites like Facebook and Twitter.

The person responsible for planning and developing social media and content strategies for a brand, cause or topic.

Social Media Marketing refers to the process of gaining traffic or attention through social media networking sites, such as Facebook, Twitter, and YouTube.

An active monitoring of social media channels for information about a company or organisation. It allows Marketing and Social Media Managers to find insights into a brands’ overall visibility on social media, measure the impact of campaigns, identify opportunities for engagement, assess competitor activity and share of voice, and be alerted to impending crises.

A corporate code of conduct that provides guidelines for employees who post content on social media networking sites either as part of their job or as a private person. A social media policy should outline what employees are and are not allowed to say on behalf of the company, and how to respond to crises.

Evidence that a product or service is popular with a large number of people.

A soft bounce is an e-mail message that gets as far as the recipient's mail server but is bounced back undelivered before it gets to the intended recipient. A soft bounce might occur because the recipient's inbox is full.

A software distribution model in which applications are hosted by a third-party provider and made available to customers over the internet.

A legal instrument governing the use or redistribution of software, specifying how software can be used and distributed.

Spam or UCE (Unsolicited Commercial Email) is an electronic promotional message sent to a consumer without the consumer's prior request or consent.

A spam trap is an email address traditionally used to expose illegitimate senders who add email addresses to their lists without permission.

SpamCop is the premier web-based service for reporting and blocking spam. It streamlines the process of determining the origin of spam emails and reporting them to the relevant Internet service providers.

A specification or functional specification as it is sometimes known as a document that offers an explicit definition and requirements for a web service or technology and generally includes how the technology is meant to be used, along with the tags, elements, and any dependencies. Social graph A mapping of the connections between people and the things they care about that could provide useful insights. The term originally promoted by Facebook and is now gaining broader usage.

A strategy for conducting controlled, randomized experiments with the goal of improving a conversion metric on a website or mobile app.

A social media management platform that allows users and brand managers to update, post, schedule and respond via multiple social media platforms, including; for Facebook, Twitter, and Google+. Unlike HootSuite, there is no free account option.

A landing page which is specifically designed to 'squeeze' e-mail addresses out of visitors and prospects.

The likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance.

A group of preferred terms created for editorial use to normalize and more effectively classify content. For example, the AP Stylebook is similar to (but includes more rules than) a structured thesaurus in that it gives writers preferred terms to use and standards to follow, so everyone following AP Style writes the word “website” the same way.

StumbleUpon is an online and mobile discovery engine that finds and recommends web content to its users. Registered users list their interests and then StumbleUpon recommends content it thinks they would like. If a user likes the content they give it a thumbs up, if not, a thumbs down. StumbleUpon learns from those user actions to tailor the content it serves.

A subscriber is a person who allows a company to send him/her messages through email or other personal communication means. These subscribers are high value to publishers and businesses alike. Subscribers keep coming back!

A business model where customers pay a recurring price at regular intervals to access a product or service.

A supply-side platform or sell-side platform (SSP) is a technology platform to enable web publishers to manage their advertising space inventory, fill it with ads, and receive revenue.