1.2: Key terms and concepts
- Page ID
- 24859
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| Term | Definition |
| Cluetrain Manifesto | A set of 95 theses organised as a call to action (CTA) for businesses operating within a newly connected marketplace. |
| Market share | In strategic management and marketing, the percentage or proportion of the total available market or market segment that is being serviced by a company. |
| Metric | A unit of measurement. |
| Pay per click (PPC) | Pay per click is advertising where the advertiser pays only for each click on their advert, not for the opportunity for it to be seen or displayed. |
| Return on investment (ROI) | The ratio of cost to profit. |
| Search engine optimisation (SEO) | SEO is the practice that aims to improve a website’s ranking for specific keywords in the search engines. |
| Short Message Service (SMS) | Electronic messages sent on a cellular network. |
| Strategy | A set of ideas that outline how a product line or brand will achieve its objectives. This guides decisions on how to create, distribute, promote and price the product or service. |
| Tactic | A specific action or method that contributes to achieving a goal. |