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| Anna Stashower President/Publisher Welcome to PM360 |
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COMMON SENSE By Bud Bilanich |
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| Tweets to Live By |
PM360 Digital Compendium March 2011
Digital Glossary
Interactive Lingo
By Bruce Lacey and Andrew Matthius
Augmented reality (AR)
A live view of a physical, real-world environment that is augmented by computer-generated sound or graphics. As a result, one’s current perception of reality is enhanced.
Bliki
Combines the features of a blog and a wiki to create a blog that can be edited by readers or an agreed-upon group of collaborators.
Cloud Computing
A type of Internet-based computing where services can be delivered on demand to computers or wireless devices. This convenient on-demand network allows users to share resources such as storage, servers, software, and applications. Examples include Infrastructure- as-a-Service (IaaS), Platform-as-a-Service (PaaS), and Software-as-a-Service (SaaS).
Engagement Mapping
Available from Microsoft Advertising, this approach to online measurement goes beyond the last ad clicked. Instead, it takes into account all of the Internet activity that led up to the purchase of a product and evaluates the many customer touchpoints that contribute to a successful online campaign.
Fan Page
A type of Facebook page for marketing your product or company. It has been argued that directing traffic to a fan page rather than to your website yields higher click-through and conversion rates, especially for Facebook advertising.
Interactive Voice Response (IVR)
A technology that allows someone to interact with a computer’s database using a telephone keypad or through speech recognition.
Key Performance Indicators (KPIs)
Benchmarks selected by an organization to evaluate its level of success overall or for a particular project or activity. In terms of measuring online success, popular KPIs include driving traffic, data collection, and conversion.
Mash-up
A new breed of Web-based applications that combine complementary services or elements from two or more sources that may even be competing websites. One example is HousingMaps.com, a mash-up of Google Maps and Craigslist rental ads.
Pay Per Click (PPC)
An online advertising payment model in which advertisers agree to pay a fixed rate to the site’s publisher whenever the ad is clicked. With search engines, the advertiser usually bids on a keyword so the PPC rate changes.
Pay Per Lead (PPL)
An online advertising payment model in which payment to the site’s publisher is determined by the number of qualifying leads generated for the advertiser.
Pay Per Sale (PPS)
An online advertising payment model in which payment to the site’s publisher is based on the number of qualifying sales generated.
QR Code
A type of two-dimensional barcode. QR is short for Quick Response because these codes can be read quickly by a cellphone in addition to a hand-held scanner. They can store much more data, including URL links, geo coordinates, and text, than a standard barcode can. A QR code on a magazine ad, a billboard, a web page, or even printed on a t-shirt can quickly transmit detailed marketing-relevant information to a cellphone.
Twitterhea
A slang term, also know as Twitter Diarrhea, for when you have the uncontrollable urge to tweet constantly, usually about every mundane detail of your day.
User eXperience Design (UXD)
User experience designers study and evaluate how users feel about a system, looking at such things as ease of use, the perceived value of the system, utility, and efficiency in performing tasks. Since user experience is subjective, it cannot actually be “designed.” Instead, you can design for a user experience, trying to enable certain kinds of experience.
Voice over Internet Protocol (VoIP)
This is hardware and software that allows you to make telephone calls over the Internet. One advantage of VoIP is there is no surcharge for calls beyond what you already pay for Internet access.
Web 2.0
This term is associated with the evolution of the Web to its current state, which includes websites that allow users to communicate and collaborate with one another. Examples of Web 2.0 include blogs, wikis, social media sites, and video-sharing sites such as YouTube.
Web 3.0
This term describes the next evolution of the web. Some believe it will be a Semantic Web, where machines will have a better understanding of the meaning of everything on the web. This could result in user-specific searches with more precise results because websites would be able to share information with one another. On the other hand, Futurist John Smart believes Web 3.0 will be the first generation of a Metaverse, which combines the physical and virtual worlds. Early versions of Web 3.0 technology would then include the geosocial site Foursquare and augmented reality. It could also be the arrival of ubiquitous computing or the integration of computing into every part of our lives through smartphones and cloud computing.
Web analytics
The study and measurement of the impact of a website, both off-site and on-site. Off-site measures the site’s potential audience, visibility, and buzz on the Internet. On-site measures aspects such as total visitors, how visitors come to the site, what landing pages encouraged visitors to make a purchase, how long they stayed on the site or a given page, and what links they clicked. One example of web analytics software is Google Analytics.
Widget
This is an application that offers users interactive features. There are widget engines such as Windows Vista sidebar; GUI widgets, which are elements of a graphical user interface that allow users to interact with the application and operating system; Web widgets, such as Google’s many gadgets, which are stand-alone apps that can be embedded into third-party sites; and mobile widgets, for instance, a smartphone’s interactive calendar.
Wiki
A collaborative website that allows anyone to post, edit, delete, or modify the content placed on the site using a browser interface.
Social Media Savvy
Foursquare (foursquare.com) is the hottest location-based social networking app today. With over 6 million users who “checked in” at some location 381 million times in 2010, Foursquare forges a major new connection between the Internet and local business.
Quora (www.quora.com) is the breakthrough Q-and-A site for 2011. With Twitter handles for every question, the Quora community steadily evolves the most valuable answers. Expect Quora to be brought up in conversation with Twitter and Facebook in 2011, according to social media guru Peter Wylie.
Instagram
Trendy mobile photo-sharing start-up Instagram (instagr.am) is approaching 2 million members and 300,000 photo uploads per day. Its recent decision to permit developer access to the Instagram API will open access to more web/ mobile services for users.
Diaspora and Path Brand new social networks Diaspora (joindiaspora.com) and Path (www. path.com), which enable users to control the sharing of private information, fulfi ll a growing demand for a safer, more intimate social experience than Facebook offers. Marketers will need more custom-branded, dynamic and engaging sites.
Mobile Apps Update
Medical Information Anytime Anywhere (MIAA) is a new app soon to hit the market that will give HCPs access to electronic medical records on their mobile devices. One of its greatest benefi ts is delivering access to records from a variety of sources without concern about the compatibility of the software.
Last month Novo Nordisk released Coags Uncomplicated, a free app for the iPhone, to assist doctors in the diagnosis of bleeding disorders. It features a Lab Value Analyzer that lets physicians input test results and receive a list of possible diagnoses with a description of each bleeding disorder.
In a recent study, participants expressed a high level of satisfaction and a sustained use of The Pill Phone, the only FDA-approved app for medication management. Prescription refi ll rates trended upward when participants used the app, and then saw a decline when they discontinued use of it. This $2 app for the iPhone sends interactive reminders to patients and lets HCPs monitor patient adherence through a secure site.
MediBabble, free for the iPhone and iPod Touch, helps doctors communicate with non-English speaking patients through a database organized by symptoms of thousands of translated questions that are playable as highquality audio recordings.
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