Evergreen vs. Perishable Marketing
Perishable - Perishable marketing efforts are any efforts that gain a quick burst of traffic/users but do not improve the brand or user-experience in the long run. Examples would be ads, promotions, etc. This is largely the domain of traditional marketing.
Evergreen - Evergreen marketing efforts are any efforts that provide benefit to the community: better user-experience, new features, new products, etc.