Online advertising encompasses advertising in all areas of the Internet - search engine results pages, adverts placed in emails, adverts placed on social networks and adverts on the Google display network.
The understanding and influencing of the perception of an entity online. This entails ensuring that you know what is being said about you, and that you are leading the conversation.
The aggregation of sentiment from mentions of an entity online will give its online reputation.
This is also referred to as the read rate. This is the number of emails that are opened in an email marketing campaign as a proportion of the total emails sent.
The listings on a SERP resulting from the search engine’s algorithm. These are not paid for.