ΣΕΕ DIGITAL MARKETING COMMUNICATIONS

15 ΠΡΟΣΑΡΤΗΜΑ Marketer: The term marketer refers to per- sons or companies, including advertisers, sales promoters and direct marketers, who or on whose behalf marketing communica- tions are published or disseminated for the purpose of promoting their products or influ- encing consumer behavior. Marketer-owned digital property: A “market- er-owned digital property” is an asset used as marketing communications owned or controlled, in whole or in significant part, by a marketer (this may include websites, apps, advergames, etc). Marketing Communications: The term mar- keting communications includes advertising as well as other techniques, such as promo- tions, sponsorships and direct marketing, and should be interpreted broadly to mean any communications produced directly by or on behalf of marketers intended primarily to promote products or to influence consumer behaviour. Mobile Advertising: A form of advertising via mobile phones or other wireless devices (excluding laptops). This type of mobile ad- vertising includes mobile web banner ads, mobile internet sponsorship and interstitials (which appear while a requested mobile web page is loading) as well as mobile paid-for search listings. Mobile internet advertis- ing does not include other forms of mobile marketing such as SMS and MMS. MMS Advertising: Multimedia Messaging Service (MMS) advertising is a marketing message within a standard MMS message and allows for sending messages that include multimedia objects (images, audio, video, rich text). It is mainly deployed in cellular networks along with other messaging sys- tems like SMS, Mobile Instant Messaging and Mobile Email. Paid Search: Fees marketers pay Internet companies to list and/or link their company site or domain name to a specific search word or phrase. Product : The term product refers to anything that constitutes the subject of an advertise- ment; this usually means a goods or services, but is not restrictive: where appropriate, it may also be applied more widely, e.g. to concepts. SMS Advertising: Short Messaging Service (SMS) advertising is a marketing message within a standard for a text message. Social Media: Social media can be defined as online services that allow to create profiles and communicate with each other within a community, including through sharing in- formation and content, such as text, images, videos and sound files. User Generated Content: Any sort of content created by a user of an online system or service. Viral Marketing: Any advertising that propa- gates itself. In a digital media context it can be defined as a marketing technique that seeks to use pre-existing social networks to produce increases in brand awareness.