Noordhoff Uitgevers

Digital Marketing Fundamentals - 1st edition 2018


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In-app purchasing
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Buying products or services in an app.
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Influentials
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People who influence other people through social media.
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Invoicing by email
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Emails containing an invoice.
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Licensed content
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Content or data requiring an API license.
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Link authority
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A characteristic of a link that says something about the influence that search engines allow a link to exert on the ranking of a website for a particular search phrase.
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Link exchange
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Engaging in long-term or short-term partnerships on the basis of the exchange of links that do not require direct financial compensation.
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Link partners
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Websites that cooperate within link building.
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Link profile
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The total collection of the number of links that a site receives from other websites.
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Link profile analysis
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Competition analysis of the link profile. Part of link building.
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Link-building
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Process of identifying and building relationships (links) between websites and web pages.
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Linkbaits
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Content that ensures that other sites place links to a website without an explicit request to do so.
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Links; - reclaim/reactivate
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Activating non-working links and dated links on third-party websites.
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Links; - reclaim/reactivate
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Asking link partners not to remove working links and dated links on their websites.
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List broker
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An organisation that sells consumer and/or company data to third parties.
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Local searches
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Search query with the intention of receiving a local result.
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Location-based advertising
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A mobile marketing communication method used in mobile advertising for connecting to location-based technologies.
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Marketing automation
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Automating marketing decisions and activities.
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Messaging
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Sending real-time text messages via SMS or apps.
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Mobile coupons
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Digital vouchers that are displayed on a mobile device.
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Mobile device
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A computer with a monitor and an input method, such as finger touch or mini keyboard, that is small enough to be held in the hand.
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Mobile game advertising
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Advertising in mobile games.
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Mobile marketing
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Digital marketing via mobile channels.
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Mobile website
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A website that is designed for mobile platforms.
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Native app
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Software that is specifically designed for a smartphone operating system, such as Android or iOS (Apple).
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Natural or organic search results
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The results of a search, the entries in a results list of a search engine.
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Newsletter
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Emails sent at regular intervals that often look the same in terms of lay-out and contain several items in a single email.
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NFC chip
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Chip for near field communication that enables, amongst other things, contactless payments in shops.
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No follow tag
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A line of code that is added to the link which allows search engines to see that the link should not pass on link authority.
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Off-page optimisation
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Activities that do not take place on the website itself, such as link building, which influence the ranking in search engines as positively as possible.
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On-page optimisation
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Constructing a web page in such a way that it influences the ranking in search engines as positively as possible.
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Opens
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Emails opened by the recipient.
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Page authority
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A valuation of a web page based on a prediction by MOZ of the ranking of the web page in search engines.
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Page rank
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A grade between 0 and 10 that Google gives to a web page, depending on the number of links and their quality.
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Paid Search
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Placing ads that are displayed when someone types in a specifically purchased keyword in a search engine. Also referred to as: Search Engine Marketing.
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Partner mail
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An email in which an organisation draws attention to a different brand.
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