404 – File Not Found. This message is returned from a Web server when a requested document cannot be found.

Animated GIF. Special image-editing applications can meld several GIF images into a single image much like slides in a slide show. Each of the images is displayed briefly in turn to create the illusion of motion (similar to cartoon flipbooks).

ASCII text file (American Standard Code for Information
Interchange). The worldwide standard format for text files in computers and on the Internet. The code represents all the uppercase and lowercase letters, numbers, punctuation, etc. There are 128 standard ASCII codes in which a seven-digit binary number, 0000000 through 1111111, represents each character.

ASP (Application Service Provider). A company that offers individuals or enterprises access over the Internet to applications and related services that would otherwise have to be located in their own personal or enterprise computers.

Autoresponder. A program that automatically responds to incoming e-mail. It is like an electronic fax-back system for e-mail.

Backbone. Large transmission lines that carry data being transferred from smaller lines. These lines, or paths, connect local or regional networks together for long-distance communication. The connection points are known as network nodes or telecommunication dataswitching exchanges (DSEs).

Backend systems. Software systems, usually inventory, accounts receivable, CRM, and others that are internal to a company that are sometimes integrated or that interface with a Web site.

Banner ad. A graphical advertisement on a Web site that links to a particular promotion when the user clicks on it. Banner ads are used to increase product awareness and company and brand identity, and can be a source of revenue (advertising revenue) to the site that hosts the banner ad.

BBS (bulletin board system). A computer that can be reached by computer modem dialing (or by Telnet) for the purpose of sharing or exchanging messages or other files. Some BBSs are devoted to specific interests; others offer a more general service. The definitive BBS List says that there are over 40,000 BBSs worldwide.

BCC (blind carbon copy). Including e-mail addresses in the BCC field of an e-mail message hides all the addresses aside from each recipient’s address.

Benchmark. A point of reference by which something can be measured or compared. In surveying, a “bench mark” (two words) is a post or other permanent mark used as the basis for measuring the elevation of other topographical points.

Branding. Creating public awareness of a company, product, or service so that the company, product, or service is quickly and immediately identified and associated.

Browser. The software used to view the various kinds of Internet resources, or sites.

Bulk e-mail. A group of identical messages e-mailed to a large number of addresses at once. This is a technique commonly employed by spammers, and it results in many very impersonalized e-mail messages.

Cache. A place to store something more or less temporarily. Web pages you request are stored in your browser’s cache (pronounced “cash”) directory on your hard disk. When you return to a page you’ve recently viewed, the browser can get most of the information from the cache rather than the original server. A cache saves you time and saves the network the burden of additional traffic. You can usually vary the size of your cache, depending on your particular browser.

CGI (Common Gateway Interface). Guidelines that define how a Web server communicates with another piece of software on the same machine, and how the other piece of software, the CGI program, talks to the Web server. Any piece of software can be a CGI program if it handles input and output according to the CGI standard.

Cgi-bin. This is the most common name for the directory on a Web server that holds a CGI program. Most programs located in the cgibin directory are text files—scripts that are executed by binaries located elsewhere on the same machine.

Chat. Real-time conversation between one or more individuals across a network. IRC and ICQ are common forums for such discussions often held in topic-driven chat rooms.

Clickstreams. The paths a user takes as he or she navigates a Web page or cyberspace in general. Advertisers and online media providers have developed software that can track users’ clickstreams.

Click-through. A hit generated from a banner advertisement when a user clicks on the banner ad.

Click-through rate. This is the percentage of banner ad views that result in a user’s clicking on it (a click-through).

Cookie. On the Internet, a cookie refers to a piece of information sent by a Web server to a Web browser. The browser software is expected to save the cookie and send the information back to the server whenever an additional request is made. Cookies may contain information such as user preferences, registration or login information, online shopping cart info, etc.

Cost per click. The rate charged to an advertiser each time a user clicks on their banner ad. This is one method site owners can use to collect advertising revenue from banner ads.

Crawlers. Crawlers quietly comb through Web sites and index the information they find.

CPM (cost per thousand page views). Banner ad rates are typically measured in cost per thousand (page views)—shorthand for the cost of delivering a marketing message to 1,000 people.

CPTM (cost per thousand targeted ad views). This implies that the audience you have targeted is of a particular demographic group. See Demographics.

CRM (Customer Relationship Management systems). An information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way.

Cybermall. A collection of online storefronts better known as an Internet shopping mall.

Cybernaut. A person who uses the Internet.

Cyberspace. Used to describe all areas of information resources available through computer networks and the Internet. William Gibson originated the term in his novel Neuromancer.

Database marketing. Actively maintaining and updating a database of clients and potential clients (data warehousing), mining the data for specific demographic information (data mining), and focusing your advertising campaign on the target market. For instance, once you determine the people in your database that fit a particular demographic group, you can then send a targeted e-mail marketing message to these people.

Data mining. Obtaining specific information from a data warehouse by running queries. Marketers can determine how many people in a database file fit a certain demographic group and then market to that particular group of individuals.

Data warehouse. A place for storing, retrieving, and managing large amounts of any type of data. Data warehouse software often allows you to conduct fast searches, as well as advanced filtering. Planners and researchers can use this database freely without worrying about slowing down day-to-day operations of the production database.

Demographics. Specific data about the size and characteristics of a population or audience that can be used for marketing purposes.

Domain name. The unique name that identifies an Internet site. A domain name always has two or more parts, separated by a dot. The part on the left is the most specific, and the part on the right is the most general. A given machine may have more than one domain name, but a given domain name points to only one machine. For example, the domain names connexnetwork.com and yahoo.com can both refer to the same machine.

Download. The transferring of data from one computer to another across the Internet.

DTD (Document Type Declaration). Specifies the organization that issued the language specification and the exact version of the specification. This information is typically found at the beginning of an HTML document or other programming documents. In XML, a DTD specifies the meaning of every tag and tag attribute contained within a set of XML pages.

E-business. Electronic business is the conduct of business on the Internet—not only buying and selling, but also servicing customers and collaborating with business partners.

E-commerce. The process of buying and selling goods and services on the Internet.

Effective frequency. The optimum regularity with which you execute an e-mail marketing campaign.

E-mail (electronic mail). Mail messages, usually text, sent from one person to another via computer. Messages can also be sent automatically to a large number of addresses on a mailing list.

Emoticons. Symbols made from punctuation marks and letters that look like facial expressions. Commonly used in e-mail and in Internet chat rooms to convey expressions and additional meaning to written text.

Exposure. How broadly known you or your product is from being on the Internet.

Extranet. A new buzzword that refers to an intranet that is partially accessible to authorized outsiders. Whereas an intranet resides behind a firewall and is accessible only to people who are members of the same company or organization, an extranet provides various levels of accessibility to outsiders. You can access an extranet only if you have a valid user name and password, and your identity determines which parts of the extranet you can view.

Ezine, e-zine (electronic magazine). Used to describe an electronic magazine, including those of print magazines such as National Geographic and Newsweek that have electronic editions. Thus, E-Zine databases include both electronic-only magazines together with electronic-edition magazines.

FAQs (Frequently Asked Questions). Documents that list and answer the most common questions on a particular subject or problem area. There are hundreds of FAQs on subjects as diverse as car repair and franchise advice.

Firewall. A set of related programs located at a network gateway server to protect the resources of a private network from users of other networks.

Flame, flaming. Flaming usually involves the use of harsh language directed toward a group or an individual for sending unwanted messages (marketing) on a newsgroup or mail list.

Forums. Another name for a newsgroup in which people are formed together in a group to chat and discuss.

FTP (File Transfer Protocol). The common method of moving files between two computers through the Internet medium. FTP is a method for logging onto another computer or Internet site for the purpose of retrieving or sending files.

Hit. A single request from a Web browser for a single item from a Web server; thus, in order for a Web browser to display a page that contains three graphics, four hits occur at the server: one for the HTML page, and one for each of the three graphics. Hits are often used as a rough measure of visits on a server.

Home page. The main Web page for a business, organization, or person—or simply the main page of a collection of Web pages.

Host. Any computer on a network that can hold files available to other computers on the network. It is quite common to have one host machine provide several services to other machines, such as WWW and Usenet.

HTML (Hypertext Markup Language). The coding language used to create documents for use on the World Wide Web. These documents have a file extension of html or htm. HTML code looks a lot like old-fashioned typesetting code, where you surround a block of text with codes that indicate how it should appear. HTML or HTM files are meant to be viewed using a World Wide Web client program, such as Netscape or Internet Explorer.

HTTP (Hypertext Transport Protocol). The most important protocol used in the World Wide Web for moving hypertext files across the Internet. Requires an HTTP client program on one end and an HTTP server program on the other end.

Hypertext. Clickable text that links to another document, that is, words or phrases in one document that can be clicked on by a reader, causing another document to be retrieved and displayed.

Image map. A single graphic that has multiple hot links to different pages or resources.

Impression. Sometimes used as a synonym for “view,” as in “ad view.” Online publishers offer, and their customers buy, advertising measured in terms of ad views or impressions.

Internet Protocol, Internet Protocol address. Basically, the set of rules for one network communicating with any other (or occasionally, for broadcast messages, all other networks). Each network must know its own address on the Internet and that of any other networks with which it communicates. To be part of the Internet, an organization needs an Internet network number, which it can request from the Network Information Center (NIC). This unique network number is
included in any packet sent out of the network onto the Internet.

Interstitial ad. Meaning “in between”—an advertisement that appears in a separate browser window while you wait for a Web page to load. Interstitials are more likely to contain large graphics, streaming presentations, and applets than conventional banner ads, and some studies have found that more users click on interstitials than on banner ads. Some users, however, have complained that interstitials slow access to destination pages.

Intranet. A private network inside a company or organization that uses the same kinds of software found on the public Internet, but that is only for internal use and cannot be viewed outside the network.

ISDN (Integrated Services Digital Network). A faster way to move more data over existing regular phone lines. Rapidly becoming available around the world, it is priced comparably to standard analog phone circuits. It can provide speeds of roughly 128,000 bits per second over the regular phone lines.

ISP (Internet service provider). A provider that allows access to the Internet. Usually there is a cost to the consumer, although there are still some free community networks.

Java. A programming language that is specifically designed for writing programs. It can safely be downloaded to your computer through the Internet and immediately be run without fear of viruses or other harm to your computer. Using small Java programs, called “applets,” Web pages can include functions such as animations, calculators, and other fancy tricks that cannot be done by normal HTML.

LAN (local area network). A network limited to the local area, usually the same building or floor of a company.

List server software. An application installed on a publicly accessible server that manages messages sent to and from a mailing list. This software is required if you intend to administer your own publicly accessible mailing list.

Login. The account name used to gain access to a computer system, not a password. Also can mean the act of entering onto a computer system.

Lurking. Reading Usenet newsgroups, consumer online service forums, or Internet mailing lists without posting anything, just reading. A lurker is a person who observes what everyone else is doing within that group.

Mailbot. Software programs that automatically respond to all incoming e-mail. A mailbot, or autoresponder, replies to them by sending the author a file or message.

Mailing list, mail list. A system that allows people to send e-mail to one address, whereupon their message is copied and sent to all other subscribers to the list. This method allows people with different kinds of e-mail to participate in discussions together.

Mailing list manager. A software program that collects and distributes e-mail messages to a mailing list. See List server software.

Meta-indexes. A listing of Internet resources pertaining to a specific subject category, intended as a resource to those who have an interest in a specific topic. A meta-index is simply a collection of URLs for related Internet resources, all arranged on a Web page by their titles.

Net. The shorthand version for Internet.

Netiquette. Internet etiquette.

Netizen. From the term “citizen,” referring to a citizen of the Internet, or someone who uses networked resources.

Netpreneur. An online entrepreneur.

Netscape. Web browser and the name of a company. The Netscape browser was based on the Mosaic program developed at the National Center for Supercomputing Applications (NCSA).

Newbie. A newcomer to the Internet.

Newsgroups. Name given to discussion groups on Usenet.

Opt-in mail list. People are given the choice to take part in a system that allows people to send e-mail to one address, whereupon their message is copied and sent to all other subscribers to the list. This method allows people with different kinds of e-mail to participate in discussions together.

Page view. The number of times a page is viewed.

Password. A code known only to one person or a specific group of individuals used to gain access to a locked system. Good passwords contain letters and nonletters and are not simple combinations such as john12.

Permission marketing. Marketing to individuals via the Internet with their permission, either by having the individual opt-in to a mail list or giving permission by other means to receive e-mail and other information.

Portal. A new term, generally synonymous with gateway, for a World Wide Web site that is or proposes to be a major starting site for users when they get connected to the Web or that users tend to visit as an anchor site.

Posting. A message entered into a network communications system, such as a newsgroup submission.

Privacy policy. A policy for protecting the privacy of individually identifiable information. When an organization is engaged in online activities or electronic commerce, it has the responsibility to implement and post a privacy policy.

Registration. You submit personal information to become part of a mail list or newsgroup, in order to receive other information in return.

ROI (return on investment). The amount of profit you obtain from your original investment.

Search engine. The most popular way to find resources on the Internet. There are numerous search engines, each with its own unique styles and capabilities.

Secure server. A network-accessible (i.e., the Internet) computer that uses SSL (Secure Socket Layers) for encryption to allow for private online transactions. The encryption protects an online shopper’s credit card and personal information from being compromised while conducting an e-commerce transaction.

Server. A computer that stores information and makes these files available to other users on a network or the Internet.

Signature. A block of information used at the end of every message or online document sent by a particular user.

Site. A unique location on the Internet to post your information and get noticed.

SKU. Stock Keeping Unit.

Snail mail. A slang term for the regular postal service.

Spam, spamming. An inappropriate attempt to use a mailing list, Usenet, or other networked communications facility as if it was a broadcast medium by sending the same message to a large number of people who didn’t ask for it.

Spider. An automated program that indexes documents, titles, or a portion of each document acquired by traversing the Web.

SQL (Structured Query Language). A specialized programming language for sending queries to databases.

Storefront. A set location on the Web that stores and displays a collection of information about you and your business.

Streaming media. The simultaneous transfer and display of the sound and images on the World Wide Web.

Subject. The subject line in an e-mail message stating the topic of the mail.

Subscribe. Submitting information to an e-zine or mail list in order to receive information.

Superstitial. Nonbanner rich media ads that can be any size on the screen and can be authored in most any creative format. Preloaded using a patent-pending “polite” delivery system that eliminates the latency problems often experienced with streaming online advertising solutions, superstitials only play on a user-initiated break in surfing, such as a mouse click.

Telnet. A program that allows people to log on to other computers or bulletin board systems on the Internet and run software remotely from their location.

Thread. A sequence of responses to an initial message posting. This enables you to follow or join an individual discussion in a newsgroup from among the many that may be there.

Thumbnail. A term used by graphic designers and photographers for a small-image representation of a larger image, usually intended to make it easier and faster to look at or manage a group of larger images. For example, software that lets you manage a number of images often provides a miniaturized version of each image so that you don’t have to remember the file name of each image. Web sites with many pictures, such as online stores with visual catalogs, often provide thumbnail images instead of larger images to make the page download faster. This allows the user to control which images are seen in full size.

Unsolicited e-mail. Sending e-mail ads to people without their consent.

Upload. The transfer of a file from your computer to a server online.

URL (Uniform Resource Locator). The standard way to give an address of any resource on the Internet that is part of the World Wide Web (WWW). The most common way to use a URL is to enter into a WWW browser program, such as Internet Explorer, Netscape, or Lynx, and type it in the location bar.

Usenet. A system of discussion groups. Comments are passed among hundreds of thousands of machines, with over 10,000 discussion areas, called “newsgroups.”

User session. A person with a unique address that enters or reenters a Web site each day (or some other specified period). A user session is sometimes determined by counting only those users that haven’t reentered the site within the past 20 minutes or a similar period. User session figures are sometimes used to indicate the number of visitors per day.

Vaporlink. A link within a site on the Internet is supposed to lead to more information (hypertext). A vaporlink is one that has become nonexistent and does not lead anywhere, a dead link.

Viral marketing. Word-of-mouth or friend-to-friend e-mail marketing.

Virtual community. A community of people sharing common interests, ideas, and feelings over the Internet or other collaborative networks.

Virus, viruses. A program (or programs) that, when executed, contaminates a user’s hard drive—often with unpleasant results (erases files, sends unauthorized e-mail from your machine, contaminates other documents, etc.).

Visitors. People who have accessed or visited your site.

Web. The shorthand version of “World Wide Web.”

WWW (World Wide Web). The whole constellation of resources that can be accessed using Gopher, FTP, HTTP, Telnet, Usenet, WAIS, and some other tools. Also referred to as the universe of hypertext servers (HTTP servers), which are the servers that allow graphics, text, sound files, etc., to be mixed together.