Newbie Science: 79 Common Terms in Marketing

You must know some basic terms about marketing or online earning, and what they mean. Although many words may seem unfamiliar to you, once you step into the field of marketing promotion, you will gradually become familiar with them in the near future.

They will bring you a lot of convenience.

1. Internet Marketing Knowledge Points

Code receiving platform: a website that receives and sends SMS verification codes or voice verification codes. There are a large number of card merchants who will use their card numbers to help you complete the task of receiving and sending verification codes. When your mobile phone number is not enough to register an APP/website, you need to use a code receiving platform.

IP address: A mobile phone and a computer will have a virtual location, usually called: IP. Just like longitude and latitude, your location can be accurately known during a war, which is to lock your IP location.

IP proxy: It is a method that uses software or multiple channels to change your IP address. For example, when your boss wants to check your location, you will use WeChat to locate the address to your workplace and send it to your boss. This is considered an IP change. There are many IP change websites on the market.

VPS: It is like you rent someone else's computer. There are companies that specialize in computer rental. This type of computer can change the IP address through broadband dial-up. It is usually used for hanging up software. (Hybrid dial-up means that the IP address can be changed to all parts of the country or even the world)

Server: Similar to VPS, it is a remote computer with relatively high configuration. There are many types of servers. Usually, it is used to store website data so that the website can be accessed normally. For example, my Youji Market promotion is to put the website's files on the server to ensure the normal operation of the server (the website can be opened normally for all websites)

Cat pool: You can think of it as a device that can hold many mobile phone cards, used to manage the phone calls, text messaging and other services of the mobile phone cards (generally used in gray and black industries). It is directly related to the previous code receiving platform. A large part of the commercial use of cards by the backend suppliers is the cat pool device.

Card dealers: This name is easy to understand. They are merchants who register a large number of phone cards. They will use these phone cards for all kinds of things. Many people on the Internet say that the numbers are fake. Basically, black cards are made by these card dealers. They resell card numbers and receive verification codes. As long as the business can use phone cards, they will take it.

2. Marketing software knowledge points

Protocol software: that is, software on the computer, such as posting on forums and mass email software, which are all protocols (not agreements written on paper). Protocols are generally used to improve efficiency or directly make profits.

Simulator: software installed on a computer, in which you can directly use the APP (that is, simulated mobile phones). Most simulators can arbitrarily change the machine code (ID card of the mobile phone), positioning and other functions of the mobile phone. Simulators are very easy to be detected, and some platforms will think that you have seriously cheated and may even block your account.

Script software: A fully automatic software used on a mobile phone or simulator to repeat your operations. For example, if you want to send a message to a group of people through WeChat, the script can automatically help you do it. The prerequisite is that you must be set up and be able to write script software.

SmartKey: A software for recording repetitive actions. For example, if you perform an action repeatedly, you can use SmartKey to record the action and then complete the workload automatically.

Multiple openings: Open a software multiple times, for example, WeChat can be opened 1 2 3 4 5... times.

Extracting data: For example, your WeChat friends/QQ friends, you need to use marketing means to inform your friends that your product is online. The official does not support extracting friends' data, so you need to use third-party software to directly extract friends' WeChat ID/QQ account, and then you can add friends, send emails...

Collecting data: Collecting data means that through some means, some information originally displayed on the Internet can be counted together. For example, the legal person of a company can query the relevant information of the legal person of the company through Tianyancha. VIP supports collecting information about bosses in the entire industry, and can collect the boss’s phone number, address, email address, name, company name, etc.

Leaving traces: It is generally used more in QQ space. For example, if I like or leave a comment on one of your posts or logs, you will receive a system prompt from QQ space. Leaving traces usually involves leaving advertising information or directly using a small account with an advertising name to like your post. You can see the advertisement while receiving the likes.

Flashback: It means that when you are using the software, the software automatically flashes and closes without any unknown prompt.

3. Knowledge points for website construction and operation

Owning a website requires three things: domain name (portal), source code (furniture), and space/server (the empty shell of the house). You can imagine a website as a house, which will be much easier to understand.

Some of you may not understand if I tell you the nouns directly, so I will explain them to you in the form of metaphors, which will be easier to absorb. We are all newbies here, so it will only make sense if you can understand what you are reading.

Domain name (door): People generally call it website/URL, such as http://www.60332.cn. This is the website address, which is also the door of your house. Users need to find your door first to find your house, otherwise they will not be able to enter your website.

Source code (furniture): A website is written by multiple codes. The pile of codes is called source code (furniture), which is the content of the website. For example, the content of Taobao is countless commodities.

Space/Server (the empty shell of a house): As mentioned earlier, the server is the place where the website source code (furniture) is stored.

Finally, you just need to connect the domain name, source code, and server to form a website. You have to prove that your house is your house. All major websites have basic teaching of this type of tutorial. I have also posted teaching on website building before.

Pagoda: Pagoda is a system, like a converter. The server is made up of codes. People who don’t understand the website cannot understand the content, so we need to use Pagoda to convert the code into content that we can understand.

Advertising alliance: an advertising system that can display advertisements on your website; as long as someone on your website clicks on these ads, you can get commissions from the advertising alliance (the content is generally what users have searched for and are interested in). Large-scale advertising alliances include Baidu Alliance and Google ADWORD.

Because it is a large-scale advertising alliance, the commissions are generally low; there are also many third-party advertising alliances to choose from, and the commissions will be higher.

There are several common words in the advertisements of the advertising alliance:

CPA: Pay-per-performance advertising. For example, if you guide one user to register, you earn 2 yuan. If you guide two users to register, you earn 4 yuan.

CPC: Pay-per-click advertising: for example, you can earn 0.2 cents by guiding a user to click once.

CPM: Pay-per-view advertising: for example, if 1,000 people see the ad, you earn 30 yuan.

CPS: Pay-per-conversion advertising: for example, if you guide a user to pay 80 yuan, you earn 80% of the commission, which is 64 yuan. If a website wants to gain traffic, it needs to be promoted, which simply means getting a ranking in search engines.

SEO: Search Engine Optimization, through methods to make the website's search ranking higher, slowly appear on the Baidu homepage (SEO can obtain a lot of accurate traffic at a low price, and the cost of acquiring customers is relatively low)

SEM: Search Engine Marketing. You can appear on the Baidu homepage immediately by spending money (the content searched by Baidu with the word "Advertisement" in the lower right corner is SEM). Spending ten or twenty thousand yuan an hour is a small matter.

Bidding: It is the same as SEM. The process of SEO optimization is relatively long. The fastest way is SEM. You can immediately pay for promotion on search engines such as Baidu, 360, Sogou, etc., and get rankings immediately. The fee is charged by click, and the charge for clicking a web page ranges from 1 to N00.

Pseudo-originality: plagiarizing other people’s work and making some modifications; if it is not detected by the system, it is considered a successful pseudo-originality.

External links: Does someone else's website have the URL of your website? For example, if I leave the URL in this article, there will be an external link for my website. High-quality external links are helpful for my website's SEO ranking.

Internal link: leaving someone else’s website URL within your own website.

The website not only requires long-term business promotion, but also website analysis, so you also need to understand:

Keyword analysis: tools you can use:

Webmaster Tools: https://tool.chinaz.com/

5118: https://www.5118.com/

Aizhan: https://www.aizhan.com/

IP: The number of IP addresses accessing the website.

UV: The number of visitors to the website.

PV: Page views.

ARPU: revenue per user.

PCU: Maximum number of concurrent users.

ACU: Average concurrent users.

DAU: Daily active users.

MAU: Monthly active users.

TP: dwell time.

Come to the next level, knowledge points about Taobao, APP and mini programs.

4. Taobao e-commerce knowledge points

Taobao SEM: Taobao keyword ranking optimization, similar to Baidu SEO

Through Train: A paid channel that can immediately make your product appear on the search homepage, and the ranking will depend on who bids the highest.

Diamond Exhibition: These are the rectangular carousel images on the homepage of Taobao.com. Payment is based on display, which is a CPM format.

Taobao customer: a promoter who helps Taobao merchants promote their products. These promoters will get paid after they do the work (whether they promote your products depends on whether the profit you give them is enough and whether the products are easy to promote)

Event promotion: such as the annual Double Eleven, New Year Shopping Festival, and 618 Mid-Year Sale.

GVM: means sales volume.

CRM: Customer Relationship Management. When a barber asks you to apply for a card and sell products and make a homepage, it is called customer relationship management.

ROI: The input-output ratio is also called the return on investment, which is the final return on your investment of 100 yuan.

Impressions: The number of times your product appears.

Click-through rate: It is a value automatically calculated by recording how many people click on your product link. For example, if there are 100 impressions (100 people see your product) and only one person clicks on it, then your click-through rate is: 1/100*100%=1% (number of clicks/impressions*100%=click-through rate)

Pit output: sales volume of each product.

Doing Taobao means doing data analysis and comparison.

5. Knowledge points about self-media traffic platform

Toutiao: Currently the largest self-media platform in the country, it can earn commissions by publishing videos/pictures and texts, and it is also the platform where it is easiest to make a video/article become a hit, with commissions of over 10,000 yuan for a single article. The platform commission is also high. The platform also has a reward activity called the Qingyun Plan, where the first reward for an article being selected is 1,000 yuan, and 300 yuan for each article selected thereafter.

In addition to daily rewards, every month the platform will randomly select 20 articles from the winning articles in the Qingyun Project for reward, with a prize of 5,000 RMB. Baidu will not include the content of this site and it cannot be searched on Baidu.

Baijiahao: Baidu’s self-media platform. Updated pictures, texts and videos can get good inclusion rankings in Baidu, and there will also be commissions. It was more mainstream in 2019, but it is just average now.

Penguin: Tencent’s self-media platform, which can include pictures/videos. Videos will be directly posted in the video list of the bound QQ number and can be searched in Tencent Video (provided that it can pass without violating regulations). Baidu rarely includes content.

Dayuhao: A self-media platform jointly developed by Youku, UC and Tudou. Content review is relatively easy. A successfully published video will appear on Youku and Tudou and can be searched on Baidu. It has good conditions for inclusion.

Sohu Account: Sohu's own media, which can publish pictures/videos to earn commissions, has a good inclusion position in Baidu, and pictures + videos can be well included, and can also soft-implant advertisements in articles. Generally, players who have a foundation in Baidu traffic will choose to use Sohu to divert traffic to public accounts or platforms.

Bilibili: Also known as Station B, it was originally dedicated to anime and the second dimension; after it had a large number of users, it expanded into various fields, and can publish a variety of content including audio, video, graphics and text. It has excellent Baidu inclusion effects. I have personally tested that a post can appear on Baidu in as fast as 35 minutes.

There are many others, such as: Yidianhao, Phoenixhao, Sogouhao, NetEasehao, Jianshuhao, etc. In my opinion, these platforms do not have too much advantage. Self-media only needs to do well in the first few, and the latter ones can be used by being included in Baidu, and the effect is also very good.

Subscription account: A type of public account. Individuals can only apply for a subscription account and can publish a public account tweet once a day. The tweet will be displayed in the public account's contraction column. The opening rate is less than 10%. Most subscription accounts are lying in the contraction column.

Service account: A type of public account that must have corporate qualifications or relevant certification qualifications. In short, individuals have no chance. Public account tweets can be published four times a month, and will appear directly in the WeChat user’s friend list as a reminder. The message open rate is very high, and the unfollow rate is also very high.

Traffic Master: The fan monetization function that comes with the official account is similar to the advertising alliance tweet. When others browse the advertisement, they will get commission, and the click commission will be higher. According to the new regulations of the official account, you can activate the traffic master with 500 fans.

Advertiser: Similar to Baidu paid promotion, relevant qualifications are required. You spend money to place advertisements in traffic hosts. The advertisements in traffic hosts are placed by advertisers, and the commission you receive is only a small part of the advertisements placed by advertisers.

Advertisers directly spend money on promotion to acquire customers, traffic owners update high-quality content and earn a small portion of the advertisers' money, and the public account platform provides technical support in the middle and extracts most of the profits.

Centralization: The platform is the center; just like my official account is the center.

Decentralization: The user is the center; the customer is God.

UGC: User Generated Content.

PGC: Content produced by advanced and experienced users or professional organizations.

DOU+: Appears in Douyin and is a paid channel for Douyin to promote videos.

MCN: refers to the Internet celebrity incubation organization.

IP: Well-known product or personal brand.

KOL: opinion leader or internet celebrity.

6. Knowledge points of event integrated marketing

SNS marketing: a marketing method based on social platforms such as WeChat, Weibo, QQ, etc.

Viral marketing: It can be contagious like a virus. It can quickly gain customers in a short period of time and promote the content you want to promote. Viral marketing products are not easy to buy on the market, but you can look for them on Beipiaoyu.

PR promotion: soft text advertising (the title attracts you, the content is somewhat relevant, and it actually attracts you to read the advertisement through the title to achieve traffic diversion)

Event marketing: Create hot events and highlight your own brand from the hot topics. This can be quickly expanded to the entire network in a short period of time (such as Luo Zhixiang’s appointment for P). The high popularity makes it a hot topic and a small brand becomes a big brand.

Hunger marketing: a marketing method that creates an atmosphere of hunger and scramble for food, making people feel that if they don’t take action, they will be finished and will miss out on something.

Herd effect: also known as the herd effect, being influenced by the majority and following the public's thoughts and behaviors

Pareto Principle: It is always 20% of people who make money, and it is always 20% of people who are successful.

Author: Bai Tangzhu

Source: Lu Songsong's blog

Related reading:

Disassembling the three major marketing strategies of Genki Forest

In 2020, move from KOL marketing to influencer marketing!

3 tips for Tmall 618 marketing and attracting new customers!

Threshold thinking in marketing!

How to build a B2B marketing omni-channel system?