Glossary - Understanding Sponsored Search - page 237

Branding strategy : is the attempt to develop a strong brand reputation on the Web to
increase brand recognition and create a significant volume of impressions (Source:
SEMPO) (see Chapter 6 BAM!).
Browser : has a couple of meanings depending on the context (Source: IAB) (see
Chapter 2 model):

• The visitor views more pages on your Web site after the landing page.

• A software program that can request, download, cache, and display documents

available on the World Wide Web.

BTL (below the line) promotions : are targeted at individuals according to their
needs or preferences. BTL can actually lead to a sale, and BTL promotions are highly
measurable, giving marketers valuable insights into their return on investment (ROI)
(Source: Wikipedia) (see Chapter BAM!).
BtoB/B2B ( Business-to-Business ): businesses whose primary customers are other
businesses (Source: IAB) (see Chapter 6 BAM!).
BtoC/B2C ( Business-to-Consumer ): businesses whose primary customers are con-
sumers (Source: IAB) (see Chapter 6 BAM!).
Business intelligence : business practices that foster customer care, loyalty, and/or
customer support. Also refers to a category of software and tools designed to gather,
store, analyze, and deliver data in a user-friendly format to help organizations make
more informed business decisions (Source: modified from WebTrends and IAB) (see
Chapter 6 BAM!).
Button : can have a couple of meanings depending on the context (Source: IAB) (see
Chapter 2 model):

• clickable graphic that contains certain functionality, such as taking one someplace

or executing a program
buttons can also be ads. See iab.net for voluntary guidelines defining specifica-•

•

tions of button ads.

Buying funnel : refers to a multistep process of a consumer's path to purchase a prod-
uct: from awareness, to education, to preferences and intent, to final purchase. Also
called the Buying Cycle, Buyer Decision Cycle, and Sales Cycle (Source: SEMPO)
(see Chapter 5 customer).
Buzz : online excitement and word of mouth surrounding a certain brand or incident
(Source: Quirk) (see Chapter 6 BAM!).
Caching : the storage of Web files for later reuse at a point more quickly accessed
by the end-user. (Source: Marketing Terms.com) (see Chapter 2 model).
Call to Action (CTA ): a phrase written to motivate the reader to take a specific action
and is usually situated at the bottom of a page. These actions can include signing up
for a newsletter, contacting the company, or booking a holiday (Source: Quirk) (see
Chapter 4 ads).