Glossary: A list of terms in alphabetical order - Page 3

CPC: Cost per click. The rand value you pay. Best for banner ads and [glossary]PPC[/glossary] sponsored links.

CPM: Cost per thousand impressions (e.g. R50 per 10 000 impressions means a CPM of R5).

CRM: Customer relationship management. The process of learning about and responding to customers’ needs and request.

CSS: A programming tool for designing websites. It allows the programmer to create set styles and then apply them easily to [glossary]HTML[/glossary]-coded websites.

CTR: Click-through rate. The number of clicks divided by the number of impressions. CTR is usually higher than your CPM.

Direct marketing: The tactic of sending mass postal messages to a large target market.

Domain name: The core web address of your website, e.g. www.mywebsite.com.

Drop shipping: A supply chain management technique in which the retailer does not hold any stock but instead transfers customer orders to wholesalers who then ships the goods directly to the customer.

ESP: Email service provider. A company that hosts email marketing services and deals with the technical aspects of sending marketing emails.

Eye Tracking Studies: Studies by Google, Marketing Sherpa and Poynter Institute using Eyetools technology to track the eye movements of web page readers, in order to understand reading and click-through patterns.