Frequently Asked Questions – What You Need To Know!

    What Is Digital, Internet or Online Marketing?

    What is Google Panda?

    What is #SmartData?

    What is a trackback?

    What is a hashtag or hash tag?

    What is a direct response?

    What is click attribution?

    What Is Digital, Internet or Online Marketing?

    Digital/Internet/Online marketing are the encompassing terms for all marketing activities that take place online or on mobile devices. It makes the distinction from what we know as traditional that includes television, radio, print ads, billboards, public relations and direct mailers. The advent of technology has created new marketing mediums and “channels” as we refer to them. It has also created a blurring of lines as in the example of digital television and the significant overlap of PR and social media. Digital marketing can be described as including the following:


    Search is broken up into two main categories: paid and organic. Paid search aka pay per click, PPC, SEM, or search engine marketing is when an advertiser pays for placement on a search engine, like Google, when someone types specific keywords into the search engine. Organic search aka SEO or search engine optimization describes the free listings that come up as the result of a search query. Whereas in paid search, a chief factor for how high a result you obtain is how much you’re willing to bid, in organic search the focus is on your site’s content and relevance to the search query.

    Social Media

    Social media covers the most well known sites – Facebook, Twitter, LinkedIn, YouTube, Instagram, Pinterest, Tumblr – as well as lesser known sites like Digg, Flikr and Reddit. Social media has also sprang forth companies like Vine and Klout that work in tandem with the larger companies to provide added value for its users.

    Email Marketing

    Email marketing is an incredibly useful way to stay connected with your prospects and customers using a medium that most everyone already uses daily. The advantages of email include the ability to create and schedule messages for later, to segment your list for testing purposes and to track all the results to measure performance. Email can be a strong revenue driver due to it’s low cost.

    Display or Banner Ads

    Display, as a channel, refers to the use of graphical banner ads on websites. Potential customers are subjected to images created by advertisers to create a response. While display advertising has its uses, it can be a challenging channel to leverage profitably.

    Affiliate Marketing

    Affiliate marketing leverages the real estate of others to create cost-effective advertising for your product or service. Affiliates can use banners and text links to promote your products in exchange for a commission when a sale is made or a lead generated. This can be an extremely effective channel for your business when properly managed and affiliates adequately incentivized.

    Video Marketing

    Video marketing is simply advertising done through video content. Think of video as another format. Google Adwords makes video advertising easy by leveraging the YouTube network. As video is a highly engaging medium, usage of this channel can be very effective.


    Mobile pertains to anything that uses a mobile device. Most think of SMS text ads which are an effective tool, however, it goes much further than that. Mobile devices have the capability to receive image and video ads, to detect location through GPS and get served truly focused and timely ads. It’s important to consider your mobile experience and how that plays into overall strategy. Failure to do so can result in lost sales.

    Web Analytics

    While not a channel, per se, web analytics is essential to any digital marketing effort. Web analytics collects and displays the data across all digital channels to help you measure performance. Without a web analytics tool, it would be nearly impossible to understand how your marketing efforts were paying off.

    What Is Google Panda?

    According to Google’s official blog post when Panda launched,

    This update is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on.

    Basically, Panda updates are designed to target pages that aren’t necessarily spam but aren’t great quality. This was the first ever penalty that went after “thin content,” and the sites that were hit hardest by the first Panda update were content farms (hence why it was originally called the Farmer update), where users could publish dozens of low-quality, keyword stuffed articles that offered little to no real value for the reader. Many publishers would submit the same article to a bunch of these content farms just to get extra links.

    What Is #SmartData?

    The term “smart data” stems from the term “big data” which is essentially the use of multiple streams of corporate data to make business decisions. The issue at hand is that in many situations, there can be so much data that it’s paralyzing, hard to sift through and doesn’t easily lead to decisions. On the other hand, small companies don’t have big data issues, in the beginning. Smart data is the transformation of big data into usable form for more intelligent decision making. This includes your web analytics, sales data (think Salesforce) and your customer data (survey’s, feedback and reviews etc). A data-driven organization is one that collects this information and regularly analyzes it to make smarter decisions that improve customer satisfaction and revenue growth.

    What Is a trackback?

    A trackback is one of three types of linkback methods for website authors to request notification when somebody links to one of their documents. This enables authors to keep track of who is linking to their articles. Some weblog software, such as WordPress, supports automatic pingbacks where all the links in a published article can be pinged when the article is published. The term is used broadly to describe any kind of linkback.

    What Is a hashtag or hash tag?

    A hashtag is a way to indicate messages on a specific topic. First seen in online chat forums, Twitter made it popular and now you can use them on Instagram and Facebook to search for topics of interest. In marketing, you’ll see brands use them to streamline conversation about products, tv shows and events.

    What Is a direct response?

    Direct-Response Marketing is a type of marketing designed to generate an immediate response from consumers, where each consumer response can be measured, and attributed to individual advertisement.

    What Is click attribution?

    Click attribution is the process of assigning value or emphasis to where a click is in the conversion process. First click attribution assigns all value for that conversion to the first click or touch point. Last click attribution credits the last click before the conversion event.

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