1. Basic Internet terms
1) Portal websites
Portal websites initially provided search engines and directory services. Later, due to the increasingly fierce market competition, portal websites had to rapidly expand various new business types, hoping to attract and retain Internet users through a wide range of businesses, so that at present, portal websites have all-encompassing businesses and become "department stores" or "online supermarkets" in the online world. Judging from the current situation, the portal mainly provides news, search engines, network access, chat rooms, electronic bulletin boards, free mailboxes, audio-visual information, e-commerce, online communities, online games, free web space, and so on. In China, typical portals are Sina, Netease and Sohu.
2) website traffic
The usual traffic refers to the number of visits to a website, which is used to describe the number of users who visit a website and the number of pages visited by users. Commonly used statistical indicators include the number of independent users of the website, the total number of users (including repeat visitors), the number of page views, the number of pages viewed by each user, and the average stay time of users in the website.
3) network promotion
network promotion is to use the internet for publicity and promotion activities.
4) online advertising
online advertising is advertising done on the internet. It is a high-tech advertisement operation way to publish or publish advertisements on the Internet by means of advertising banners, text links and multimedia on the website and deliver them to Internet users through the network. Compared with the traditional four major media (newspapers, magazines, television, radio) advertisements and outdoor advertisements that have been favored recently, online advertisements have unique advantages and are an important part of implementing modern marketing media strategies. Internet is a brand-new advertising medium, with the fastest speed and ideal effect, and it is a good way for small and medium-sized enterprises to expand, especially for companies that carry out international business extensively.
5) conversion rate
Conversions Rates, also known as conversion rate. In the field of internet, the conversion rate refers to the ratio of the number of visits by users to the total number of visits. It should be noted that the corresponding actions referred to here can be a series of user behaviors such as user login, user registration, user subscription, user download, user purchase, etc. Therefore, website conversion rate is a broad concept. Take user login as an example. If there are 1 users logging into the website every 1 times, the login conversion rate of this website will be 1%, while the subscription conversion rate will be 2% if there are two users subscribing at last, and the purchase conversion rate will be 1% if one user places an order to buy. It should be noted here that at present, many people only define the website conversion rate as the registration conversion rate or the order conversion rate, which are all narrow concepts of website conversion rate. Conversion rate = the number of visits/total visits with corresponding actions, which measures the attraction of website content to visitors and the publicity effect of the website.
6) Bounce rate
Bounce rate refers to the percentage of users who leave after browsing only one page to a group of pages or a page. The number of jumps refers to the number of times that visitors exit from the entry page without visiting any other page of your website. So the algorithm of bounce rate is: the number of times you leave the website after browsing a page/the number of times you enter the website = bounce rate.
7) Two-hop rate
The concept of two-hop rate is that when the website page is expanded, the first click generated by the user on the page is called "two hops", and the number of two hops is called "two hops". The ratio of the number of second hops to the number of views is called the second hop rate of the page. This is an important indicator to measure the quality of external traffic.
8) PR value
The full name of PR value is PageRank, which is a method used by Google to evaluate the "importance" of a webpage.
9) Web1.
web1. era is an era of competing for the network, which is a general term for the first generation of Internet applications. The main feature of Web1. is that users get information through browsers.
1) Web2.
Web2. is a general term for a new kind of Internet application relative to Web1.. Web2. pays more attention to the interaction of users, who are both browsers and producers of website content. The so-called producer of website content means that every user on the Internet is no longer just a reader of the Internet, but also an author of the Internet. No longer just surfing the internet, but also becoming a wave maker; In the mode, it develops from simple "reading" to "writing" and "building together"; From passively receiving internet information to actively creating internet information, it is more humanized!
11) SNS
SNS, the full name of which is Social Networking Services, namely social network site Service, refers to the Internet application service designed to help people establish social network site. It also refers to the existing mature and popular information carriers in society, such as SMS service. Another common explanation of SNS: the full name of Social Network Site, that is, "social website" or "social network".
12) Weibo
Weibo, short for MicroBlog, is a platform for information sharing, dissemination and acquisition based on user relationship. Users can update information in about 14 words through WEB, WAP and various personal communities of client components, and realize instant sharing.
2. Basic terms of e-commerce
1) E-commerce
Definition of Electronic Commerce: taking electronics and electronic technology as the means, taking commerce as the core, moving the original traditional sales and shopping channels to the Internet, breaking the tangible and intangible barriers between countries and regions, and making production enterprises global, networked, intangible, personalized and integrated. Generally speaking, it refers to all kinds of commercial and trade activities conducted by buyers and sellers without meeting each other by using simple, fast and low-cost electronic communication methods. E-commerce is a process of business activities based on computer network, with electronic means and business activities as the main body within the scope permitted by law.
2) Online shopping malls
Online shopping malls are similar to stores in the real world. The difference is that virtual stores are built by various means of e-commerce, thus reducing intermediate links and eliminating the price difference between transportation costs and agents.
3) online payment
online payment is a form of electronic payment, which is an instant payment method through the payment interface between the third party and the bank. The advantage of this method is that the funds can be directly transferred from the user's bank card to the website account, and the remittance will arrive immediately without manual confirmation. A variety of electronic payment methods, such as credit card, e-wallet, e-check and e-cash, can be used between customers and merchants for online payment, which saves the transaction expenses.
ii) operation management
1. PV
PV (page view) is the page views or clicks.
2. Repeated purchase rate
refers to the number of repeated purchases by consumers in the website. The more repeated purchase rate, the higher the loyalty of consumers to the website, and the lower the vice versa.
3. Customer unit price
per customer transaction refers to the average amount of goods purchased for each order, that is, the average transaction amount.
3) Marketing
1. Network marketing
1. Word of Mouth marketing
Word of mouth originated from communication, which is called "viral marketing" by people in the industry. Word of mouth marketing has a high success rate and strong credibility. Word of mouth marketing refers to enterprises spreading their product information or brands through mutual exchanges between friends and relatives. Products with a good reputation will produce greater profit value.
2) online advertising
online advertising is advertising done on the internet. It is a high-tech advertisement operation way to publish or publish advertisements on the Internet by means of advertising banners, text links and multimedia on the website and deliver them to Internet users through the network.
3) Media marketing
Media marketing includes social media marketing, new media marketing and cross-media marketing.
social media marketing: social media are websites like Facebook, YouTube, MySpace and Twitter, and various blogs and forums spread online.
New media marketing: In the era when web2. brought great innovation, marketing thinking also brought great changes, such as experience, communication, variation, creativity and relationship. The Internet has entered the era of new media communication 2.. And these emerging media, such as online magazines, blogs, SNS, RSS and WIKI, have appeared.
Cross-media marketing: Cross-media integrated marketing means that while we acquire traditional media content resources, we establish a profit model with it. In fact, in the increasingly fierce media competition environment, the impact of online media on TV seems to be far less than expected. On the contrary, under the subtle complementary relationship, the two major fields of traditional TV media and Internet media are slowly moving towards the development of reverse integration.
4) event marketing
event marketing refers to the means and methods by which an enterprise attracts the interest and attention of the media, social groups and consumers by planning, organizing and using people or events with news value, social influence and celebrity effect, in order to improve the visibility and reputation of the enterprise or product, establish a good brand image and finally promote the sales of products or services. Because this marketing method has the characteristics of wide audience, strong suddenness, maximum and optimal dissemination of information in a short time, and saving a lot of publicity costs for enterprises, it has become a popular means of public relations communication and marketing at home and abroad in recent years.
5) Search Engine Marketing SEM
search engine marketing, SEM for short. Simply put, search engine marketing is network marketing based on search engine platform, which uses people's dependence on search engines and usage habits to deliver marketing information to target customers as much as possible when people retrieve information.
6) email marketing EDM
EDM is the abbreviation of Email Direct Marketing, namely email marketing.
7) link exchange (friendship link)
Website link exchange, also known as friendship link, reciprocal link, reciprocal linking, etc., is a simple form of cooperation between websites with certain complementary advantages in resources, that is, the LOGO or website name of the other website is placed on their own websites, and the hyperlink of the other website is set, so that users can find their own websites from the cooperative websites and achieve the purpose of mutual promotion. Therefore, it is often used as a means of website promotion.
8) Bidding promotion (bidding ranking)
Bidding promotion is to promote the products and services of enterprises on the search engine platform in the form of keywords. It is a new and mature search engine advertisement that pays for the effect. With a small amount of investment, a large number of potential customers can be brought to the enterprise, and the sales of the enterprise can be effectively improved. Bidding ranking is a kind of network promotion method of paying by effect, which was first introduced by Baidu in China. After purchasing this service, enterprises will register a certain number of keywords, and their promotion information will first appear in the corresponding search results of netizens.
9) Forum marketing
Forum marketing is "an enterprise uses a forum as a platform for network communication to publish information about its products and services through words, pictures and videos, so that its target customers can have a deeper understanding of its products and services. Internet marketing activities that ultimately promote the brand of enterprises and deepen market awareness are forum marketing.
2. Online advertisement
1) Banner advertisement
The main form of online advertisement generally uses image files in GIF format, which can be static graphics or multi-frame images spliced into animated images.
2) Button icon advertisement
This is the earliest and common form of online advertisement. It is usually a company logo linked to the company's home page or site, and marked with the words "Click me", hoping that web surfers will take the initiative to click.
3) banner advertisement
banner advertisement is a unique multimedia promotion method. The banner advertisement display area is above the search result list, and enterprises can purchase banner advertisements as needed. When buyers search, the advertisements of enterprises that have purchased banner advertisements will be displayed in the display area.
4) Text link advertisement
A text link advertisement takes a row of words as an online advertisement, and you can click it to enter the corresponding advertisement page. This is a form of online advertising that has the least interference to visitors, but is more effective. Sometimes, the simplest form of advertising works best.
5) EDM direct investment
EDM generally refers to e-mail advertising, which is different from traditional DM; In addition to enhancing its sound effect, it can also make one-to-one promotional emails according to the recipient's personal preferences.
3. Advertising form
per customer transaction refers to the average amount of goods purchased per order, that is, the average transaction amount.
1) CPS
CPS(Cot Per Sales): the advertising amount is converted by the actual number of products sold. It is the most commonly used advertising form in e-commerce.
2) CPM
CPM (cost per thousand impressions): cost per thousand impressions. The cost of every 1 times (impressions) of the advertisement. CPM is one of the most commonly used online advertising pricing models.
3) CPC
CPC(Cost-per-click): the cost per click is charged according to the number of times the advertisement is clicked. For example, keyword advertising generally adopts this pricing model.
4) CPA
CPA(Cost-per-Action): the cost of each action, that is, the pricing model of charging according to the action taken by each visitor on online advertising. There is a special definition of user action, including forming a transaction, obtaining a registered user, or a click on an online advertisement.