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CC
Call Centres
A
location for inbound and outbound telemarketing.
Computer Telephone Integration
The
integration of telephony and computing to provide a platform for applications
which streamline or enhance business processes
Callback services
A
direct response facility available on the web site for a company to contact a
customer by phone at a later time as specified by the customer.
Catalogues (directories)
Directories
provide a structured listing of registered web sites in different categories.
They are similar to an electronic version of the Yellow Pages. Yahoo and Excite
are the best known examples of directories.
The
distinction between search engines and catalogues has become blurred since many
sites now include both facilities as part of a
Portal
service.
Certificate
A
certificate is a valid copy of a
Public
key
of an individual or organisation together with identification information. It
is issued by
Trusted
third parties (TTP)
or a
Certificate
authority (CA)
.
Certificate authority (CA)
An
organisation issuing and managing
Certificates
or
Public
key
s
and
Private
key
s
to individuals or organisations together with identification information. CAs
make public keys available and also issue
Private
key
s.
Channel conflicts
A
significant threat arising from the introduction of an Internet channel is that
while
Disintermediation
gives the opportunity for a company to sell direct and increase profitability
on products it can also threaten existing distribution arrangements with
existing partners.
Click-stream
A
record of the path a user takes through a web site. Click streams enable site
designers to assess how their site is being used.
Click-tracking
Clickthrough
A
clickthrough (ad click) occurs each time a user clicks on
Banner
adverts
with the mouse to direct them to a
Web
page
with further information.
Clickthrough rate
The
clickthrough rate is expressed as a percentage of total ad impressions, and
refers to the proportion of users viewing
Banner
adverts
a who click on it. It is calculated as the number of
Clickthroughs
divided by the number of ad impressions.
CGI (Common Gateway Interface)
A
method of processing information on a web server in response to a
customer’s request. Typically a user will fill in a web based form and
the results will be processed by a CGI script (application).
Active
Server Page
s
are an alternative to a CGI script.
Co-branding
An
arrangement between two or more companies where they agree to jointly display
content and perform joint-promotion using brand logos or a
Banner
advert
.
The aim is that the brands are strengthened if they are seen as complementary.
This is a reciprocal arrangement which can occur without payment.
Content
Content
is the design, text and graphical information which forms a
Web
page
s.
Good content is the key to attracting customers to a web site and retaining
their interest or achieving repeat visits.
Cost models for Internet advertising
These
apply to
Banner
advert
s,
and include per-exposure, per-response and per-action.
Cookies
Cookies
are small text files stored on an end-user’s computer to enable web sites
to identify the user. They enable a company to identify a previous visitor to a
Web
site
,
and build up a profile of their behaviour.
Convergence
A
trend in which different hardware devices such as TVs, computers and phones
merge and have similar functions.
Customer orientation
Providing
content and services on a
Web
site
consistent with the different characteristics of the audience of the site.
CPM
CPTM
CPTM
refers to cost per targeted thousand for a
Banner
advert
.
Cybermediary
An
Intermediary
who bring together buyers and sellers or those with particular information or
service needs.
Cyberspace and cybermarketing
These
terms were preferred by science fiction writers and tabloid writers to indicate
the futuristic nature of using the Internet. The prefix cyber indicating a
blurring between humans, machines and communications. The terms are not
frequently used today since the terms
Internet,
Intranet
and
World
Wide Web
are more specific and widely used.
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