CRM definitions and buzzwords of 2006

It's hard to keep up with CRM buzzwords. Get the real definitions behind CRM's hottest terms in 2006, including SaaS, SEO, VoIP, business process management (BPM), Web self service and direct email marketing here.

It's hard to keep up with CRM buzzwords. Get the real definitions behind CRM's hottest terms in 2006 here.


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Table of Contents

Top 10 CRM definitions and buzzwords of 2006
1. Software as a Service (SaaS)
2. Search engine optimization (SEO)
3. VoIP
4. Business process management (BPM)
5. Web self service
6. Direct email marketing
7. Google bomb
8. Astroturfing
9. Service-oriented architecture (SOA)
10. Web 2.0

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Top 10 CRM definitions and buzzwords of 2006

Software as a Service (SaaS) is driving the CRM market. There's no signs this market segment is slowing down either, thanks to continued development of technology that supports Web services and service-oriented architecture (SOA). Read more about how SaaS relates to CRM in the definition for Hosted CRM.

Search engine optimization (SEO) is imperative for any business that puts priority on their online customers. By following SEO practices, Web sites will rank high in search engine results and therefore drive more visitors (and potential customers) to their site. Look for organizations to invest in SEO even more in the coming year as Web users continue to use search to find and organize information online.

VoIP was heard throughout the call center in 2006. The telephony term for a set of facilities used to manage the delivery of voice information over the Internet, VoIP involves sending voice information in digital form in discrete packets rather than by using the traditional circuit-committed protocols of the public switched telephone network (PSTN). A major advantage of VoIP and Internet telephony is that it avoids the tolls charged by ordinary telephone service. According to expert Donna Fluss, the time is right for the IP contact center.

Business process management (BPM) may not be the most exciting buzzword of 2006, but savvy businesses are optimizing the organization and improving the bottom line with BPM. BPM activities seek to make business processes more effective, more efficient, and more capable of adapting to an ever-changing environment.

Web self service is a version of electronic support (e-support) that allows customers and employees to access information and perform routine tasks over the Internet, without requiring any interaction with a representative of an enterprise.

Direct email marketing increased in popularity this year. While not a new idea, it's becoming more common as marketers and recipients alike agree that it makes sense to send attractive, professional, and compelling ads to a smaller group of recipients that are interested in receiving such messages. The messages, which may be text, HTML, or rich media, look like Web-based ads rather than typical email messages.

Just as SEO is at the forefront for any company that does business online, those companies want their Web sites to show at the top in Google rankings. A Google bomb is an attempt to bias a search result on Google by increasing a Web page's PageRank. PageRank is a numeric value that represents how important Google says a page is on the Web.

Astroturfing is the artificial creation of a grassroots movement behind a product or service that is often used in marketing. Astroturf marketers typically use blogs, message boards, podcasts, wikis, vlogs, chat rooms and social media Web sites like MySpace when building an artificial buzz. Astroturf marketing has a negative connotation, primarily because disreputable marketers have used deceptive tactics to build their buzz by taking advantage of the anonymity the Internet provides.

Service-oriented architecture (SOA) is the underlying structure supporting communications between services. In this context, a service is defined as a unit of work to be performed on behalf of some computing entity, such as a human user or another program. You've probably relied upon service-oriented architecture (SOA) even if you don't realize it -- especially if you're an online shopper.

Originally coined by O'Reilly Media and MediaLive International in 2004, the term Web 2.0 was one of the most popular buzzwords of 2006. Web 2.0 refers to advanced Internet technology and applications including blogs, wikis, RSS and social bookmarking. The two major components of Web 2.0 are the technological advances enabled by Ajax and other new applications such as RSS and Eclipse and the user empowerment that they support. It is widely accepted that Web 2.0 fosters greater collaboration among Internet users and other users, content providers, and enterprises than the traditional World Wide Web.

This was first published in December 2006

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