Special Terminology

As you read, you may encounter a few unfamiliar phrases. Online ecosystem and user experience are the most important of these.

An online ecosystem is somewhat analogous to a carbon footprint in the sense that it can serve as a measure of accumulated impact. But it’s digital impact we’re talking about. Your own personal online ecosystem, for example, comprises all the evidence of your online life, including your public profiles as well as your connections and activities. The more active and connected you are, the larger your digital footprint.

Companies and specific brands have online ecosystems, too. The larger the ecosystem, the higher the visibility and the more likely they are to be found by customers. That’s why so much of the advice in this book is about ways to enrich and expand your online ecosystem.

Whatever it is you’re marketing, it’s more important than ever to recognize that an online ecosystem forms naturally around your brand and its audience. That’s true whether you’re paying attention to it or not. Implementing a Honey Pot strategy can help really leverage that online ecosystem.

User experience sometimes refers to experiencing a specific digital environment (such as navigating a website or reading an email.) It also refers to the entire brand experience. How your target audience experiences your brand is the end result of all the touch points, both online and offline.

One fundamental assumption I make is that user experience must reinforce brand identity. Another is that it’s important to deliver an engaging user experience throughout the different components of your online ecosystem (at least, those that are under your control).

You may notice that I use the terms digital, interactive, online, and web almost interchangeably. This is because the original distinctions are no longer meaningful.

I also refer to members of the public as “users” – whether they are website visitors, consumers, target audiences, customers or prospects. This is due in part to my having a digital orientation, but it also underscores my belief that you must offer your public something useful and valuable.

Other special terminology you may encounter here is explained in the glossary at the end of this book.