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OO
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Online
promotion
Offline
promotion
Offline
promotion uses traditional media such as TV or newspaper advertising and word
of mouth to promote a company's
Web
site
.
Online
web metrics and server log files
Online
measures are those that are collected automatically on the web server, often in
a server log file.
Offline
web metric
Offline
measures are those that are collated by marketing staff recording particular
marketing outcomes such as an enquiry or a sale. They are usually collated
manually, but could be collated automatically.
One-to-one
marketing
A
unique dialogue occurs directly between a company and individual customers (or
less strictly with groups of customers with similar needs). The dialogue
involves a company listening to customer needs and responding with services to
meet these needs.
Online
Service Providers (OSPs)
An
OSP (online service provider) is sometimes used to distinguish large
Internet
Service Provider (ISP)
from other access providers such. In the UK AOL, Freeserve, VirginNet and
LineOne can be considered OSPs since they have a large amount of specially
developed content available to their subscribers. Note that this term is not
used as frequently as ISPs and the distinction between ISPs and OSPs is a
blurred one.
Opt-in
e-mail
The
customer is only contacted when they have explicitly asked for information to
be sent to them (usually when filling in onscreen
Forms).
Opt-out
e-mail
The
customer is not contacted subsequently if they have explicitly stated they do
not want to be contacted in future. Opt-out or
Unsubscribe
options are usually available within the e-mail itself.
Outbound
e-mail
Outsourcing
Contracting
an outside company to undertake part of the Internet marketing activities.
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