Lexicon

A/B test

A/B testing, also known as split testing, is an experimental method in marketing where two or more variations of an element, such as a website, email or ad, are compared to see which performs best. In an A/B test, the target group is randomly divided into different groups, with each group receiving a different version of the element. The performance of the different variants is measured using predefined criteria such as click rate, conversion rate or dwell time. By comparing the results, it is possible to determine which variant achieves the higher performance and is therefore more effective. A/B testing allows marketers to make data-based decisions and optimize their marketing strategies by finding out which variations or changes best achieve the desired result. By testing the effectiveness of different elements, companies can make informed decisions to improve their marketing campaigns and increase conversion rates.

Ad blocker

An ad blocker is a software application or browser add-on designed to block or filter online advertising. Ad blockers are used by internet users to block ads on websites, mobile apps or other digital channels to enable an ad-free or ad-reduced browsing experience. Ad blockers work by recognizing advertising content, be it text, images, videos or pop-up windows, and automatically suppressing or removing them before they are displayed to the user. This can result in banner ads, video ads, pop-up ads and other ad formats not being visible. Ad blockers can have both positive and negative effects on marketing. While they provide users with an ad-free environment and improve the browsing experience, they can be a challenge for businesses and advertisers as they can affect the visibility and reach of their ads. Advertisers need to develop alternative strategies to reach their target audiences, such as using non-traditional ad formats or placing ads on platforms that are not recognized by ad blockers.

Ad targeting

Ad targeting refers to the practice of delivering targeted advertising to specific audiences based on their demographic characteristics, behaviors, interests or other criteria. It is a method in the field of marketing that allows advertisers to target their ads to potential customers who are likely to have an interest in their products or services. Ad targeting is made possible through the collection and analysis of data on the behavior and characteristics of internet users. This data can come from a variety of sources, such as demographic information, online activity, search behavior, social media interactions and previous purchases. Using this information, advertisers can segment their target groups and create specific ads that are tailored to the interests and needs of these target groups. This allows advertisers to use their advertising budgets more efficiently, as they only show their ads to potential customers instead of delivering them to a broad, unspecified mass. This can lead to ads being more relevant, which increases the likelihood of them being noticed and acted upon by target audiences. Ad targeting can also help to minimize wastage and increase conversion rates as ads are delivered to people who have already shown an interest in similar products or services.

AdSense

AdSense is an online advertising network operated by Google. It enables website owners and publishers to place advertisements on their websites and earn money from them. AdSense allows advertisers to display their ads in an auction process where ads are placed on websites according to the content and profile of visitors. Website owners can sign up for AdSense and include ads on their pages. The ads are automatically selected and displayed based on the context of the website content. This means that the ads should be thematically relevant to the website and offer visitors relevant content. AdSense uses different types of ad formats, including text ads, image ads, video ads and interactive ads. The website owners earn money when visitors click on the ads or when the ads generate a certain number of impressions.

Affiliate marketing

Affiliate marketing is a marketing strategy in which companies or advertisers work with so-called affiliates or partners to promote their products or services. Affiliates receive a commission or remuneration for each customer they refer to the company through their marketing activities. In affiliate marketing, the company provides the affiliate with special tracking links or advertising material that the affiliate uses to refer potential customers to the company’s products or services. If a customer makes a purchase via the affiliate or performs a desired action, such as filling out a form or subscribing to a newsletter, the affiliate receives a previously agreed remuneration.

AIDA model

The AIDA model is a well-known concept in the field of marketing that describes the process of how a potential customer reacts to a marketing message and ultimately reaches a purchase decision. AIDA is an abbreviation for the four phases of this process: Attention, Interest, Desire and Action. The AIDA model assumes that a customer goes through these four phases before carrying out a desired action, such as making a purchase. First, the customer’s attention must be captured in order to get them to engage with the marketing message or product. This can be achieved through eye-catching advertising, appealing headlines or other attention-grabbing elements. Once the customer’s attention has been gained, interest must be aroused. The customer should be motivated to find out more about the product or service and to arouse their curiosity. This can be achieved by presenting benefits, solutions to problems or unique features of the product. Interest is followed by desire. The customer should develop the desire or wish to own the product or use the service. This can be achieved by highlighting positive experiences of other customers, testimonials, reviews or limited offers. Finally comes the action phase. The customer is encouraged to perform a specific action, such as buying the product, filling out a form or subscribing to a newsletter. This is often facilitated by clear calls to action, limited offers or other incentives.

Analytics

Analytics refers to the process of collecting, analyzing and interpreting data to gain knowledge and insights into customer behavior, the success of marketing campaigns and the performance of marketing activities. It involves the use of tools, technologies and statistical methods to collect and understand quantifiable information about various aspects of marketing. Marketing analytics involves the measurement and evaluation of data related to marketing activities, such as website traffic, conversions, clicks, social media engagement, customer behavior, sales and ROI (return on investment). It enables marketers to measure the success of their marketing efforts, identify trends, recognize patterns and make data-driven decisions. Through marketing analytics, companies can, for example, analyze the effectiveness of their advertising campaigns, better understand target groups, optimize marketing budgets, improve conversion rates and increase customer satisfaction. It also enables the identification of strengths and weaknesses in the marketing strategy and the derivation of measures to improve marketing activities. The application of analytics in marketing requires the use of data analysis tools, data visualization techniques and statistical methods to interpret the data and gain meaningful insights. It enables a data-driven approach to marketing, where decisions and optimizations are based on facts and figures rather than hunches or gut feelings.

App development

App development refers to the process of creating a software application (app) that is developed specifically for mobile devices such as smartphones and tablets and supports marketing objectives. App development comprises various steps from conception and planning to the actual programming, design of the user interface, testing and provision of the app in the relevant app stores. In the marketing context, app development is used to support marketing strategies and strengthen customer loyalty. Companies can develop their own apps to offer their customers added value, such as personalized content, product information, special offers or customer loyalty points. In addition, app development can also serve to strengthen the brand image, increase brand value and raise brand awareness. When developing apps for marketing purposes, it is important that the app offers an intuitive user interface, appealing design and smooth functionality. The app should provide a seamless user experience and deliver relevant content or features to encourage user interaction and engagement. The app should also have analytics capabilities to track user behavior and collect valuable data for the marketing strategy.

Attribution

Attribution, in the context of marketing, refers to the process of assigning value or meaning to specific marketing channels, campaigns or interactions in order to understand the impact on the success of marketing activities. It is a method of determining which channels or touchpoints contributed to a customer taking a desired action, such as making a purchase or conversion. The aim of attribution is to measure and quantify the effectiveness of different marketing activities in order to make informed decisions about the allocation of marketing budgets and resources. This involves identifying, collecting and analyzing data about customer interactions with different marketing channels, such as online ads, social media, email marketing, search engine marketing and other digital or traditional marketing channels. There are various models and approaches to attribution, including the first-touch model, which considers a customer’s first touchpoint with a brand or campaign to be critical to success, the last-touch model, which considers the last touchpoint to be decisive, and the multi-touch model, which considers multiple interactions across the entire customer pathway. Attribution enables marketers to understand the value and impact of individual marketing channels and strategies, optimize performance and maximize return on investment (ROI). It provides insights into the customer journey and helps identify the most effective marketing approaches to increase customer engagement, drive sales and improve customer satisfaction.

Audience

The term “audience” refers to a specific group of people who are identified as the target group for a marketing campaign, an advertising message or a product. An audience consists of people who are considered potential customers or recipients of a marketing message. The audience is defined based on certain criteria and characteristics, such as demographic data (age, gender, income, education), geographic location, interests, behavior or other segmentation characteristics. Defining the audience is an essential step in developing a marketing strategy as it determines the targeting, content and channels used to reach the target audience. Understanding the target audience allows marketers to develop customized messages that are tailored to the needs, interests and preferences of this group. Audience analysis can be done through market research, data analysis, customer feedback or other methods to get an accurate picture of the target audience and better understand their behaviors and preferences. Targeting the audience is crucial to maximize the effectiveness of marketing activities, increase brand awareness, build customer loyalty and increase sales. A precise knowledge of the target audience enables companies to use their resources efficiently to communicate the right message to the right target group at the right time via the right channels.

Backlink

A “backlink” is an inbound link from an external website to another website. A backlink is also known as an “inbound link”. It is used to indicate to visitors and search engines that the linked website is recommended or considered relevant by another source. Backlinks play an important role in search engine marketing and search engine optimization (SEO). Search engines such as Google consider backlinks to be an indication of the quality, value and relevance of a website. If a website receives many high-quality backlinks from trustworthy and authoritative sources, this signals to search engines that the linked website is trustworthy and relevant, which can have a positive impact on its ranking in search results.

Banner advertising

Banner advertising refers to a form of online advertising in which graphic banners or ads are placed on websites or in mobile apps to attract users’ attention and motivate them to take certain actions. Banner ads usually consist of images, text and sometimes interactive elements such as buttons or animations. They can come in different sizes and formats, such as rectangular banners, skyscraper banners or leaderboard banners, and are usually placed in highly visible positions on a website, such as at the top, bottom or in the sidebar.

Bahavioral Marketing

Behavioral targeting refers to a strategy in which the behavior and activities of individuals on the Internet are used to deliver targeted advertising messages and content. This method is based on the collection and analysis of data about users’ online behavior, including search queries, clicks, websites visited, purchase history and other interactions. The goal of behavioural targeting is to tailor advertising and content to the specific interests, preferences and needs of users in order to provide a personalized and relevant experience. The collected behavioral data can be used to create profiles of users that allow us to understand their preferences and behavioral patterns. Behavioral targeting is used in various digital marketing channels, such as display advertising, search engine advertising, email marketing and personalized content on websites or in mobile apps. It enables a more precise approach to the target group, better customer loyalty and greater relevance of advertising messages, which can ultimately lead to better marketing results.

User friendliness

Usability refers to the design of products, services or digital platforms to make them easy, intuitive and pleasant for users to use. It is a central concept in marketing that aims to improve customer satisfaction and the user experience. User-friendliness involves taking into account the needs, abilities and expectations of the target group. By creating a user-friendly environment, companies can increase user engagement, encourage interaction and increase the likelihood that they will perform the desired actions, such as making a purchase or requesting information. User-friendliness encompasses various aspects, such as: Navigation structure, Responsive design, Speed and performance, User-friendly interfaces and Accessibility

Bid Management

Bid management defines the process of managing and optimizing bids for online advertising, particularly in the area of pay-per-click (PPC) advertising. It involves the strategic management of bids for advertising space in order to maximize the visibility, efficiency and profitability of advertising campaigns. In bid management, marketing experts analyze and consider various factors in order to make well-founded bidding decisions. These include click-through rate (CTR), conversion rate (CVR), cost per click (CPC), target cost per conversion (CPA), return on ad spend (ROAS) and other performance metrics. Bid management typically includes the following activities: Bid strategy, bid monitoring, competitive analysis, keyword research, testing and optimization.

Big Data

Big data refers to a large amount of data that is generated at high speed and in different formats. These are extensive data sets that are difficult to handle using conventional data processing methods due to their size, complexity and speed. Big data includes structured, unstructured and semi-structured data, which can come from various sources such as sensors, social media, transactions and log files. The analysis of big data aims to extract valuable information, patterns and insights that can be used to support decision-making processes, predictions and optimizations in various fields such as business, science, healthcare and technology.

Image optimization

Image enhancement is the process of improving images and graphics to maximize their quality, visual appeal and impact. It is an important practice to create engaging visual content that attracts attention, conveys the brand message and improves the user experience. Image optimization uses a variety of techniques to optimize the visual quality and performance of images.
These include Image resizing, compression, color optimization, file format selection and alt text image descriptions

Blog

A blog in the context of marketing refers to an online platform where informative, entertaining or specialized articles or posts are published on a regular basis. A blog is used to share relevant content with a specific audience and build an engaged readership. In marketing, a blog is often used as part of a content marketing strategy to engage potential customers, offer them added value, increase brand awareness and build trust. A blog can cover various topics relevant to the target audience and offers the opportunity to share useful information, expert knowledge, tips, guides, case studies, opinion pieces and other types of content. A blog allows companies to showcase their expertise, provide insights into their products or services, offer solutions to problems and engage in a dialog with the target audience. By publishing high-quality content, companies can strengthen their credibility, improve their visibility in search engines and encourage potential customers to return regularly and engage further with the brand.

Bootstrap

The term “bootstrap” originally refers to a type of footwear that does not require a zipper or laces and is characterized by an elastic opening on the upper that makes it easy to put on and take off. In a figurative sense, “bootstrap” is also used to describe a method of building or starting something under one’s own steam and with limited resources. It refers to the process of someone or something successfully moving forward without external help or financial support. In various fields, such as IT, entrepreneurship or marketing, “bootstrap” refers to building or developing something with minimal effort or existing resources. It is about making the most of what is available rather than relying on external factors or assistance. The term “bootstrap” often implies a certain creativity, flexibility and a “do-it-yourself” mentality to achieve goals or overcome challenges. It can mean that someone acts on their own initiative to create something new or make a project a success without relying on extensive resources or outside support.

Bounce rate

In the field of online marketing, the bounce rate refers to the percentage of visitors to a website who leave the website after visiting a single page without interacting further or navigating to other pages. The bounce rate is calculated based on the ratio of the number of visitors who have only visited one page to the total number of visitors to the website. It is often expressed as a percentage and indicates how many visitors leave the website without accessing other content or performing actions. A high bounce rate can indicate that visitors either did not find what they were looking for or that the website is not appealing or user-friendly enough to motivate them to stay and interact further. A low bounce rate, on the other hand, indicates that visitors are staying on the site and visiting multiple pages or taking actions such as purchasing, signing up or contacting.

Brand Awareness

Brand awareness in the field of marketing refers to the degree to which a brand is recognized by the target group and associated with certain products, services or values. It is the degree of attention and recognition that a brand achieves with consumers or the public. Brand awareness is an important factor in the success of a brand, as it has the potential to influence consumers’ purchasing decisions. The better known a brand is, the more likely it is to be considered by potential customers and included in purchasing decisions.

Breadcrumb navigation

Breadcrumb navigation is a type of website navigation that shows the user the path they have taken within the website to get to the current page. The term “breadcrumb” comes from the fairy tale “Hansel and Gretel”, in which the children drop breadcrumbs to find their way back home. Breadcrumb navigation typically consists of a horizontal or vertical row of links that show the progression of the navigation. It usually starts on the home page of the website and then displays the parent pages or categories to which the current page is assigned. Each link in the breadcrumb navigation is usually clickable and allows the user to return to a previous page. The purpose of breadcrumb navigation is to provide the user with orientation and context within the website. It shows where the user is within the website and allows them to easily return to previous pages without having to use the browser’s back button.

Broken Link

A broken link refers to a hyperlink that does not work properly or does not lead to the intended target resource. A broken link occurs when the linked content is no longer available, the target website has been removed, the URL has been misspelled, or there are other problems that cause the link to go nowhere. Broken links are problematic because they can lead to a poor user experience and hinder navigation on a website. When users click on a broken link, they are not taken to the expected page, but receive an error message such as “Page not found” or “404 error”. Broken links are also problematic for website operators from an SEO perspective, as they can have a negative impact on the indexing and ranking of a website in search engines. Search engines prefer websites with a good user experience and working links, so it is important to avoid broken links and check them regularly.

Business-to-Business

“B2B” is an abbreviation for “business-to-business” and refers to business relationships in which companies sell or exchange products, services or information to other companies. B2B refers to the trade, cooperation or exchange of goods and services between two or more companies, as opposed to business-to-consumer (B2C) relationships. In the B2B environment, the companies involved may be manufacturers, wholesalers, suppliers, service providers or other types of business partners. The transactions can take various forms, including the sale of products, the provision of services, the exchange of raw materials or cooperation in the development of products or the optimization of business processes.

Business-to-Customer

“B2C” is an abbreviation for “business-to-consumer” and refers to business relationships in which companies sell products, services or information directly to consumers. B2C refers to the trade, interaction or exchange of goods and services between a company and end consumers. It is the direct sale of products or services to individuals or households. In the B2C environment, the company can act as a retailer, online store, service provider or supplier of consumer goods or services. The transactions can include physical products such as clothing, electronics or food, but also services such as travel, insurance or digital subscriptions.

Buyer Persona

A buyer persona is a fictional but detailed representation of an ideal customer or target group based on extensive market research data and demographic information. A buyer persona helps marketing and sales teams to better understand their customers, develop targeted marketing strategies and communicate relevant messages. A buyer persona typically includes various pieces of information about the customer, including demographic characteristics, behaviors, interests, needs, goals, motivations and challenges. The information can come from internal data, customer surveys, market research studies or other sources.

Call-to-action

CTA stands for “Call to Action”, which translates from English as “request for action”. A CTA is a specific instruction or call that serves to trigger a desired action or reaction in a person. It is often used in marketing and advertising to persuade the viewer to perform a specific action, such as making a purchase, signing up for a newsletter, visiting a website or filling out a form. CTAs are usually presented with eye-catching graphics, buttons or slogans to attract the user’s attention and persuade them to take action.

Campaign Tracking

Campaign tracking refers to the process of collecting and analyzing data in connection with marketing campaigns. It involves the use of special tracking methods to measure and monitor the success of an advertising campaign or marketing program. Through campaign tracking, companies can obtain important information about the origin of traffic, user behavior, conversion rates and the ROI (return on investment) of their marketing activities. Typically, when performing campaign tracking, unique URLs, tracking tags or tracking codes are used to identify and track traffic from different sources. These sources can include various marketing channels such as search engine advertising, email marketing, social media ads or affiliate programs.

Canonical Tag

A canonical tag is an HTML element that is used to tell search engines which version of a web page should be considered the preferred or canonical version. It is used to avoid the problem of duplicate content, which can occur when a website is accessible under different URLs. The canonical tag is usually placed in the <head> area of a web page and contains the link to the canonical URL, i.e. the preferred version of the page. Search engines such as Google use this tag to identify the different versions of a page and understand which version should be considered the authoritative one.

Carousel

A carousel is an interactive web component or design element that allows multiple content, images or information to be presented horizontally or vertically on a single page or display area. It is also known as an “image carousel” or “image slider”. A carousel typically consists of a series of images, text or other content displayed in a continuous rotation mode. It can have automatic movement, where the content scrolls automatically, or manual control, where users can navigate through the content.

Chatbot

A chatbot is a computer program or artificial intelligence designed to carry out human-like conversations or interactions with users via text or voice. A chatbot can be used in various applications, such as on websites, in messaging apps, on social media or in customer service platforms. Chatbots use a combination of predefined responses, rule-based logic and machine learning to communicate with users and respond to their requests or questions. They can answer questions, provide information, make recommendations, carry out transactions or automate simple tasks. There are different types of chatbots. Simple chatbots follow a set script and offer limited interaction options. For example, they can help with ordering a product or answering frequently asked questions. On the other hand, there are more advanced chatbots that are based on artificial intelligence and machine learning. These chatbots can have more natural conversations, understand human language better and provide contextual answers.

Click-Through-Rate (CTR)

CTR stands for “click-through rate” and refers to a metric in online marketing that indicates how often a certain element, such as an ad or a link, is clicked on. The CTR is usually expressed as a percentage and is calculated by dividing the number of clicks on the element by the number of impressions or views. The CTR is an important indicator of the effectiveness of advertising, search results or other digital content. A high CTR indicates that the element resonates well with viewers and motivates them to click on it. A low CTR can indicate that the element is not appealing enough or does not meet the expectations of the target group.

Cloud hosting

Cloud hosting is a method of web hosting where websites and applications are hosted on a distributed infrastructure of connected servers known as the “cloud”.
Unlike traditional hosting on a single physical server, cloud hosting enables scalability, flexibility and resilience through the use of virtual resources and services. Resources can be customized and paid for as needed, resulting in more efficient use and cost control. Cloud hosting includes different models such as public, private and hybrid cloud, which can be chosen according to the company’s requirements and preferences.

Consent Management Tool (CMT)

A Consent Management Tool (CMT) is a software or online tool used to manage and control users’ consent to the use of their personal data. It enables website operators and companies to comply with data protection regulations and meet the requirements of data protection laws, particularly with regard to consent to the processing of personal data. A consent management tool usually offers functions for recording, managing and storing user consent. It allows users to indicate and customize their preferences regarding the use of their data. This often includes the option to allow or deny certain types of data processing, such as the setting of cookies, the use of analytics tools or the receipt of personalized advertising.

Competitive Analysis

Competitive analysis refers to the systematic investigation and evaluation of competitors in a specific market environment. It is a process in which companies collect, analyze and interpret information about their competitors in order to understand their own positioning, strengths, weaknesses and competitive advantages. Competitive analysis covers various aspects, including identifying direct and indirect competitors, analyzing their products or services, pricing, marketing strategies, targeting, distribution channels, market positioning and customer satisfaction. The aim is to obtain a comprehensive picture of the competitive environment and gain insights that can be used to develop a differentiating and effective business strategy.

Content Management System (CMS)

A CMS (Content Management System) is a software application or platform that is used to create, edit, organize and manage digital content. It enables users to create and publish websites, blogs or other online content easily and efficiently without the need for extensive programming knowledge. It provides a user-friendly interface through which content can be created and edited in a structured and intuitive way. It supports the management of texts, images, videos, documents and other media content. The content can be presented in various formats and layouts, with the CMS often providing ready-made templates or themes that determine the design of the website or blog.

Content Marketing

Content marketing is a marketing strategy in which high-quality, relevant and informative content is created and distributed to appeal to a specific target audience and achieve long-term business goals. Rather than directly promoting products or services, content marketing aims to provide valuable content that addresses the needs, interests and problems of the target audience. The core of content marketing is to create useful and engaging content that informs, entertains or inspires the target audience. This content can take various forms, such as blog posts, articles, videos, infographics, e-books, case studies or podcasts. The goal is to attract, engage and ultimately build a relationship with the target audience. Through content marketing, companies can build authority and credibility in their field and establish themselves as a trusted source. By providing relevant content, they can pique the interest of the target audience, capture their attention and build trust. In the long term, this can lead to customer loyalty, increased sales and a positive brand perception.

Conversion

Conversion refers to the action or process by which a website visitor, potential customer or user performs a desired action that leads to a predefined goal. In marketing and e-commerce, conversion typically refers to the completion of a specific goal, such as making a purchase, signing up, filling out a form or downloading a file. A conversion can have different meanings depending on the goals of a company or website. It is a measure of the success of a marketing campaign or website and is often considered in relation to the conversion rate, which is the ratio of conversions to the number of website visitors or interactions.

Conversion rate

The conversion rate refers to the percentage ratio between the number of conversions and the number of visitors or interactions on a website or in a marketing campaign. It serves as an important key figure for measuring the effectiveness and success of marketing activities and aims to quantify the proportion of visitors or interactions that are converted into desired actions. The conversion rate can have different definitions depending on the objective and context. It is typically used in e-commerce to indicate the ratio of the number of completed transactions (conversions) to the number of website visitors. A conversion can be a purchase, a registration or the completion of a form, for example.

Conversion Rate Optimization (CRO)

CRO stands for Conversion Rate Optimization, which means “optimization of the conversion rate”. It refers to the continuous process of improving the conversion rate of a website, landing page or marketing campaign in order to achieve a higher number of conversions.
CRO involves the systematic analysis, testing and optimization of various elements and aspects that can influence visitor behaviour. These include, for example, the design, user-friendliness, call-to-action elements, layout, colors, fonts and content. The aim of CRO is to identify barriers and hurdles that prevent visitors from performing desired actions, such as completing a purchase or signing up for a newsletter. Through targeted changes and tests, these barriers can be removed or reduced to increase the likelihood of conversion.

Cookies

Cookies are small text files that are stored by a website on a user’s computer or device when they visit the website. They contain information about the user’s interaction with the website and enable the website to remember certain information and offer personalized services or functions. Cookies serve various purposes. For example, they can be used to save user settings, such as language settings or preferred display modes. They also enable a website to track the user’s behavior and record information such as pages visited, clicks or activities on the website. This information can be used for statistical analysis, to improve website functionality or for targeted advertising.

Cost-per-click (CPC)

CPC stands for cost per click, which means “cost per click”. It is a key figure in online marketing that indicates how much an advertiser pays for each click on an ad. CPC is typically used in the context of pay-per-click (PPC) advertising campaigns, where advertisers only pay when a user actually clicks on their ad. The cost per click varies depending on the advertising platform, ad format, competitive situation and other factors. The CPC is usually determined by an auction mechanism in which advertisers place bids for specific keywords or ad spaces. The higher an advertiser’s bid for a click, the more likely it is that their ad will be displayed in a prominent position. However, the actual CPC paid by the advertiser may be lower than the bid, as it is influenced by other factors such as the quality of the ad and relevance to the search term or target group.

Cost-per-thousand (CPM)

CPM stands for cost per mille, which means “cost per thousand”. It is a key figure in online marketing that indicates how much an advertiser pays for one thousand impressions of an ad. It is based on a cost model in which the advertiser pays a certain amount for every thousand impressions (mille) of their ad, regardless of whether the users actually click on the ad or perform any other action. The cost is usually quoted in the currency of the advertising network or platform, e.g. in euros or US dollars per thousand impressions. The CPM is often used in advertising campaigns where the goal is to increase the visibility and reach of an ad, regardless of the actual number of clicks or conversions. Examples of CPM-based advertising formats are banner ads, video ads or sponsored posts on social media.

Customer Relationship Management (CRM)

CRM stands for Customer Relationship Management. It refers to a strategy, a set of processes and tools that companies use to manage, maintain and optimize customer relationships. The aim is to strengthen customer relationships and build long-term, profitable relationships. It includes the management of customer contacts, communication, sales activities, marketing measures and customer service. An effective CRM enables companies to better understand customer needs, enable personalized interactions and improve customer service. CRM systems offer functions for recording, storing and analyzing customer information. This information can help the company build a comprehensive profile of customers, including their contact details, purchase history, preferences, interactions and other relevant information. By storing this data centrally, companies can gain a holistic view of their customers and tailor their marketing and sales activities accordingly.

Cross-selling

Cross-selling is a sales strategy in which a company offers its customers additional products or services that are complementary to their original purchase. The aim is to encourage the customer to make further purchases and increase the average basket value. Cross-selling is about making customers aware of products they may be interested in based on their current purchasing behavior or the products they already own. These additional products can either be offered together with the main product (e.g. “Customers who bought this product were also interested in…”) or displayed as recommendations during the purchase process.

Crowdsourcing

Crowdsourcing refers to an approach in which an organization or individual outsources tasks, ideas or information to a large group of people known as a “crowd”. This crowd consists of a large number of people who come together online or offline and contribute their individual skills, resources or opinions to achieve the desired goal. Crowdsourcing uses the collective intelligence and creative potential of the crowd to solve complex or time-consuming tasks or to generate ideas and innovations. It can take various forms, including ideas competitions, surveys, open source projects, crowdfunding or collaboration on content creation.

Cascading Style Sheets (CSS)

CSS stands for Cascading Style Sheets, which means “cascading style sheets“. It is a language that is used to define and design the appearance and layout of websites. CSS is used together with HTML (Hypertext Markup Language) to control the appearance of websites. While HTML is responsible for structuring the content of a website, CSS enables the definition of styles, colors, fonts, spacing, sizes and other visual properties.

Customer Journey

The customer journey, also known as the customer journey, describes the entire process that a customer goes through, from their first contact with a company or brand to the completion of a transaction or interaction. It includes all the steps, phases and touchpoints that the customer experiences during their interactions with the company, including information gathering, evaluation of options, the purchase decision and the post-purchase phase. The customer journey enables companies to better understand their customers’ experiences, needs and preferences and to adapt their marketing and sales strategies accordingly in order to achieve optimal customer satisfaction and customer loyalty.

Customer Lifetime Value (CLV)

Customer Lifetime Value, often abbreviated as CLV, refers to the estimated total value that a customer generates over the entire duration of their relationship with a company or brand. It is a key figure that represents the monetary contribution of a customer to a company’s turnover and profit. It takes into account the value a customer generates throughout their customer relationship, including repeat purchases, revenue from cross-selling or up-selling, referrals and potential customer value in the future. It enables companies to quantify the value of individual customers and align their marketing and customer service strategies accordingly.

Dashboard

A dashboard is a visual representation of relevant information, data and key figures on a single interface. It acts as a digital control panel that presents complex data or metrics in a clear form and makes them analyzable. It provides a centralized view for different types of information such as financial data, performance metrics, sales statistics, website analytics or social media metrics. This information is presented in charts, graphs, tables or other visual elements to enable easy interpretation. Dashboards are used in various areas such as business, project management, marketing, financial analysis, healthcare and information technology. They enable information to be captured quickly, trends to be identified, decisions to be supported and performance to be monitored.

Data Mining

Data mining refers to the process of discovering and extracting valuable information and patterns from large amounts of data. It uses computer-aided techniques and algorithms to identify hidden correlations, trends and patterns. The data mining process includes steps such as data selection, cleansing, transformation and modeling. Data is collected, cleansed and put into a suitable form. Statistical techniques, machine learning and other algorithms are then applied to find patterns and relationships.

General Data Protection Regulation (GDPR)

The General Data Protection Regulation (GDPR) is a legal regulation of the European Union that governs the protection of personal data. It is a comprehensive set of rules for the handling of personal data and protects the privacy of individuals. The GDPR lays down rules for the processing, storage and transfer of personal data and emphasizes the importance of data protection and data security. It applies in all member states of the European Union and aims to strengthen data protection and create uniform standards.

Debugging

Debugging is the process of identifying, analyzing and fixing errors or bugs in a software or program. It is an essential part of software development to ensure that the application functions properly and does not exhibit undesirable behavior or problems. Debugging involves carefully examining the code to locate errors and determine their cause. This can be done by adding special debugging statements to the code, using debugging tools or issuing error messages. The developer analyzes the program flow, checks variable values and traces the code to identify the faulty area. Once the error has been identified, the fix is made by adapting the code accordingly to correct the unwanted behavior. This may include changing variable values, adding control structures or refactoring the code.

Deep linking

Deep linking refers to a technique where a specific content is directly linked within a mobile application. Unlike a traditional link, which usually points to the home page of an application, deep linking allows direct access to a specific page, function or content within the application. With deep linking, users can be taken directly to a specific page within an app by clicking on the link, rather than visiting the home page first and then navigating. This improves the user experience and enables seamless interaction with the application. Deep links can also be parameter-based to convey specific information or actions. For example, a deep link could lead a user to a product page in an e-commerce app and at the same time transmit the desired product or a special discount code.

Digital Marketing

Digital marketing refers to all marketing activities carried out through digital channels and technologies to promote products or services, reach customers and achieve business results. It includes various tactics and strategies based on online platforms and digital media. Digital marketing utilizes different channels, including websites, search engines, social media, email marketing, content marketing, influencer marketing, display advertising and more. These channels enable companies to effectively address their target groups, increase visibility, build customer relationships and increase sales.

Direct Traffic

Direct traffic in marketing refers to the flow of visitors to a website that is generated directly by users by entering the website URL directly into the browser or accessing it via saved links. It is a category of website traffic where there is no redirection from external sources such as search engines or referral websites. Direct traffic shows the direct engagement of users with a specific website or brand. Companies analyze direct traffic to evaluate the effectiveness of their marketing activities and make strategic decisions.

Display Advertising

Display advertising refers to a form of online advertising in which advertising messages in the form of graphics, images or videos are placed on websites, mobile apps or social media. These are visual ads that are presented to users while they are surfing the internet or consuming digital content. Display advertising enables companies to present their products, services or brands visually and target potential customers. The ads are usually aligned based on target group criteria such as demographic characteristics, interests or behavioral data in order to achieve a targeted approach and greater effectiveness of the advertising messages.

Domain Name System (DNS)

DNS stands for the Domain Name System, which is an important part of the Internet infrastructure. It is a decentralized system that has the task of enabling the translation of human-readable domain names into the corresponding IP addresses of servers. The DNS acts as a kind of telephone directory of the Internet by forwarding the requests of users who wish to visit a particular website to the corresponding IP address of the server on which the website is hosted. This is done through the process of name resolution, where the domain name is converted into the corresponding IP address. The DNS consists of a hierarchical structure of name servers that are distributed worldwide. The name resolution process begins with a local name server, which receives the user’s request and, if necessary, forwards it to higher-level name servers until the corresponding IP address is found. This process usually takes place in milliseconds and allows users to access websites via their domain name without knowing or entering the underlying numerical IP addresses.

Domain

A domain is a unique and readable address that is used to access a specific website or other resources on the Internet. It serves as an identifier or label for a particular website or online presence. Domains consist of two main parts: the name and the top-level domain (TLD). The name of a domain is the individual part, which often reflects the name of a company, organization, person or product. It can contain letters, numbers and hyphens, but no spaces. The name is usually displayed before the dot in a domain. The top-level domain (TLD) is the part of the domain that indicates the parent domain or category. Examples of TLDs are .com, .org, .net, .edu and .gov. TLDs can vary depending on the purpose or location of the website.

Domain Authority (DA)

Domain authority refers to a numerical score or metric used to evaluate the credibility and trust of a domain in terms of its performance in search engine results. It is influenced by various factors, such as the number and quality of inbound links from other websites, the popularity and authority of those websites, and other relevant signals. Domain authority is usually represented on a scale of 1 to 100, with a higher number indicating a stronger and more reputable domain. A higher Domain Authority can mean that the domain in question is better positioned to be ranked higher in search engine results. The calculation of Domain Authority is based on algorithms and models developed by search engine optimization experts, in particular Moz, a company known for introducing this metric system.

Drip Campaign

A drip campaign is a targeted and automated marketing strategy in which a series of predefined messages or content is sent to potential customers or subscribers at regular intervals. These campaigns are designed to maintain customer contact, build interest, share information or encourage specific actions. Drip campaigns are based on a set schedule or sequence of messages designed to meet the goals and needs of the company or brand. The messages can be sent via email, SMS, social media or other communication channels. Each message may contain specific content, offers, information or calls to action to further engage and influence the recipient. The purpose of a drip campaign is to build long-term customer loyalty, increase conversion rates and optimize the sales cycle. By continuously providing potential customers or subscribers with relevant information or offers, their attention is maintained and the likelihood that they will take a desired action in the future, such as making a purchase or signing up for a service, is increased.

Dropshipping

Dropshipping is a business model in e-commerce in which an online retailer offers products in its online store without having them in stock or shipping them directly. Instead, the retailer works with suppliers or wholesalers who ship the products directly to customers on behalf of the retailer. In dropshipping, the retailer receives orders from customers and forwards them to the supplier, who packs the products and ships them directly to the customers. The retailer is therefore not responsible for warehousing, shipping or fulfilling the orders. The advantage of this model is that the retailer does not have to maintain an inventory and does not have to run the risk of having excess stock.

Duplicate content

Duplicate content refers to identical or similar content that is available on different URLs or websites on the internet. This is content that has either been copied verbatim or has strong similarities. Duplicate content can occur on the same website as well as on different websites. Search engines such as Google consider duplicate content to be problematic as it can affect the quality of search results. Search engines strive to display unique and relevant content in search results. However, if identical or very similar content is present on multiple pages, this can cause confusion and prevent search engines from selecting the most relevant and highest quality page. Duplicate content can occur unintentionally, for example due to technical issues such as incorrect redirects or the use of www and non-www versions of the same page. It can also be intentional, when content is copied from other websites to give the impression of originality or to manipulate search engines.

Dwell Time

Dwell time is the amount of time a user spends on a web page or website after clicking on a search results link before returning to the search results page. It is a metric that is used to evaluate the quality and relevance of a website for the searcher. Dwell time can be an indicator of the user experience and the relevance of the content. The longer a user stays on a page, the more likely it is that the content meets their needs and is relevant to them. A longer dwell time indicates that the user is satisfied with the content, while a short dwell time may indicate less relevance or dissatisfaction. Search engines such as Google consider the dwell time as one of many signals when evaluating the quality of a website. A longer dwell time can have a positive effect on the ranking of a page in the search results, while a short dwell time can indicate that the page is not relevant to the search query or is of little interest.

Dynamic Content

Dynamic content refers to content that automatically adapts or changes depending on the context or the characteristics of the user. Information and elements are generated or modified in real time to provide a personalized and relevant user experience. The term “dynamic content” covers various types of adaptations and changes, including textual content, images, videos, offers, product recommendations and other elements on a website or in an email. These adaptations can be based on different criteria, such as the user’s location, their behavior on the website, their interests or the time of access. Dynamic content is often used in marketing strategies to increase the relevance and effectiveness of messages. By personalizing content, companies can establish a more direct and individual communication with users, which can lead to a higher engagement rate and a better conversion rate.

E-Commerce

E-commerce, also known as electronic commerce, refers to the buying and selling of goods or services over the internet. It is a form of business where transactions take place online without the need for physical stores or face-to-face interactions. Companies can offer their products or services via their own website, an online marketplace platform or other electronic channels. Customers can browse, select, purchase and pay for the products or services offered online. Transactions can be processed using electronic payment methods such as credit cards, bank transfers, digital wallets or other online payment platforms. It allows businesses to potentially reach customers worldwide, be open 24/7 and offer a wider range of products. It offers customers convenience, flexibility and the ability to compare prices and offers before making a purchase decision. E-commerce includes different types, such as business-to-consumer (B2C) e-commerce, where companies sell directly to end customers, or business-to-business (B2B) e-commerce, where companies trade with each other. There are also other forms of e-commerce, such as C2C (consumer-to-consumer) e-commerce, in which consumers trade with each other, or mobile commerce (m-commerce), in which transactions take place via mobile devices such as smartphones and tablets.

E-mail marketing

Email marketing refers to the use of emails as a marketing tool to establish direct communication with potential customers, customers or other target groups. It is a method of digital marketing in which companies use emails to send information, build relationships, promote products or services and generate conversions. In email marketing, emails are strategically planned and sent to achieve specific goals. These goals can be diverse, such as increasing sales, generating leads, strengthening customer loyalty, sharing relevant information or promoting special offers.

Earned Media

Earned media refers to the attention and media exposure that a company, brand or person receives as a result of positive editorial coverage, recommendations, reviews or word of mouth without paying for it directly. It is a type of media exposure that arises from the credibility and authenticity of the content and is not generated by paid advertising or the company’s own channels. Earned media arises when third parties, such as journalists, bloggers, influencers or customers, voluntarily speak, write or report about a company or its products and services. This can take the form of positive reviews, articles in newspapers or magazines, blog posts, social media mentions or word of mouth.

Embedded code

Embedded code refers to a code or script that is embedded into a website, application or other digital content to provide specific functionality, content or interaction. The code is inserted into the source code of the host document and allows external content or applications to be seamlessly integrated into the main context. Embedded code is often used to embed different types of multimedia content, such as videos, audio files, maps or interactive widgets. The code can be provided by third-party providers, such as video hosting platforms, social media platforms or other service providers that provide specific functions or content. Embedding the code makes it possible for the host document to access and interact with external resources or services. This can, for example, enable the playback of an embedded video, the display of social media feeds or the integration of maps with interactive functions.

Emoji marketing

Emoji marketing involves the strategic use of emojis in marketing campaigns and communication strategies to reinforce messages, convey emotions and attract the attention of the target group. Emojis are graphic symbols that represent different feelings, emotions, objects or concepts and are widely used in digital communication. Through the targeted use of emojis, brands can convey their brand personality, improve the readability of texts, increase interaction and engagement of the target group and create an emotional connection. The success of emoji marketing lies in selecting the right emojis and inserting them into the appropriate context to ensure clear and engaging communication. Emoji marketing involves the strategic use of emojis in marketing campaigns and communication strategies to reinforce messages, convey emotion and capture the attention of the target audience. Emojis are graphic symbols that represent different feelings, emotions, objects or concepts and are widely used in digital communication. Through the targeted use of emojis, brands can convey their brand personality, improve the readability of texts, increase interaction and engagement of the target group and create an emotional connection. The success of emoji marketing lies in choosing the right emojis and inserting them into the appropriate context to ensure clear and engaging communication.

Commitment

Engagement describes the active participation, interaction or involvement of people in a particular activity, community or relationship. It refers to the emotional and cognitive dedication to a cause, which can manifest itself in actions, expressions of opinion, discussions, participation or other forms of interaction. In the context of marketing, engagement refers to how users and customers interact with a brand, product or campaign. It can refer to various metrics, such as the number of comments, likes, shares or the duration of interaction. High engagement indicates that the target group is actively interacting with the content or brand, which can lead to stronger loyalty, greater interest and a positive perception. Engagement is an important goal in marketing as it encourages attention, interest and loyalty from the target audience. It allows relationships to be built, information to be shared and a community to be created around a brand or product. Effective engagement management can lead to increased brand awareness, positive brand perception and long-term customer value.

Event tracking

Event tracking refers to the method by which the interactions of users with a website or application are recorded and tracked. This involves logging and analyzing specific events or actions performed by users. Event tracking makes it possible to record the behavior of users on a website or in an application in detail. Various types of events can be recorded, such as clicking a button, filling out a form, playing a video or downloading a file. Each event is saved with metadata such as a timestamp, user ID and any other relevant information. The recorded event data is typically collected and evaluated in an analysis platform or a tracking tool. By analysing this data, user behavior can be better understood in order to derive insights for optimizations and improvements. Event tracking is therefore a valuable method for measuring the performance of a website or application, analysing conversion rates, visualizing user flows and understanding user behaviour.

Evergreen Content

Evergreen content refers to content that is timelessly relevant and of lasting value, regardless of current trends or events. It is content that has a high long-term demand and remains continuously relevant. Evergreen content is characterized by the fact that it offers timeless added value and is not dependent on short-lived or seasonal topics. This type of content can include informative articles, guides, tips, tutorials or resources that remain relevant and useful over time. Unlike breaking news or trend-based content, which often loses relevance quickly, evergreen content retains its relevance over a longer period of time. As a result, it can continuously generate organic traffic and act as a valuable resource for the target audience.

Exit Intent

Exit intent refers to a technology or behavioral pattern that detects when a user is about to leave a website or application. It is based on detecting signals or actions from the user that indicate that they want to close the page or move to another website. Exit intent technologies use various indicators to detect the moment when a user intends to leave the page. These include, for example, moving the mouse pointer to the browser’s close button, hovering over the top edge of the screen or scrolling quickly to navigate or change tabs. As soon as the exit intent is recognized, various measures can be taken to motivate the user to stay or to engage them in other ways. Examples of this include displaying a pop-up window with a request to subscribe to a newsletter, showing a special offer or providing additional information to keep the user interested.

Exit Page

An exit page is the web page or screen that a user visits immediately before leaving a website or application. It is the last page a user sees before closing the page, switching to another website or leaving the browser. The exit page can take different forms depending on the type of website or application. In some cases, it may be a specially designed page that provides targeted information or incentives to encourage the user to stay on the page. For example, this could be a special offer, a sign-up form for a newsletter or a recommendation for similar content.

Exit rate

The exit rate is a term used in the field of website or page analysis. It indicates the percentage of visitors who leave a website or a specific page without taking any further action or navigating to another page. The exit rate is calculated by multiplying the number of visitors who leave the website or page by the total number of visits to that page or website. The result is expressed as a percentage.

External link

An external link is a hyperlink on a web page or in an online document that leads to another web page or other online content that is outside the current domain or document. External links are used to provide users with access to additional information, resources or sources that are not available on the current website or in the current document. Clicking on an external link will take the user to another website or content operated by another party or organization.

Frequently-Asked-Questions (FAQ)

A FAQ (Frequently Asked Questions) is a collection of questions and corresponding answers that are frequently asked by users or customers on a specific topic. They are used to answer common questions in advance and to provide users or customers with information quickly and easily. FAQs are often used on websites, in user manuals, in product descriptions or in customer support documentation. They typically include questions about the most important aspects or functions of a product, service or topic and provide concise and easy-to-understand answers.

Favicon

A favicon is a small icon or logo that is displayed next to the title of a web page in the tab of a web browser. It is a visual identifier of a website that serves to represent the brand or theme of the website. The favicon usually has a square shape and is usually created in the size of 16×16 pixels or 32×32 pixels. It can be a simplified logo, a symbol, an abbreviation or a memorable image associated with the website or company.

Featured Snippet

A featured snippet is a special search result that is displayed in the SERPs (Search Engine Result Pages) of search engines above the organic search results. It is an excerpt or summary of information that directly addresses a user’s search query. The featured snippet is presented in a separate box and often contains a short snippet of text, a table, a list or a chart that provides relevant and concise information about a specific search query. It is designed to give users a quick answer to their question without them having to click on a specific website.

First-party data

First-party data refers to the data that a company collects directly from its own customers or users. This data comes from interactions, transactions or other direct points of contact between the company and its customers. It can include various types of information, such as demographic data, behavioral patterns, preferences, purchase history, interests or other relevant data that can be derived from the direct relationship between the company and its customers. As first-party data comes from first-hand sources, it is often considered to be of high quality and trustworthy. Companies can use this data to better understand their customers, offer personalized experiences, develop targeted marketing campaigns and improve their products or services.

Flash Sale

A flash sale is a short-term sales promotion in which a product or service is offered at a greatly reduced price for a limited time.
It is a sale for a limited period of time that is often accompanied by low availability and high buying pressure.

Flat Design

Flat design refers to a design style that focuses on minimalist and two-dimensional elements. It is characterized by a reduced use of shadows, textures and realistic effects. Instead, clear, flat colors, simple shapes and clear typography are used. The aim of flat design is to create a simple and clear user interface that focuses on the essentials and enables clear communication. It is a modern design approach that is primarily used in digital areas such as websites, apps and user interfaces.

Follower

A follower is a person or user who follows a specific person, account or brand on social media. By following, followers receive regular updates, posts and information from the account they follow. Followers usually have the ability to view, comment on, share or interact with the content. The term “followers” is often used in the context of platforms such as Twitter, Instagram, Facebook and other social media to describe the number of people who have subscribed to another user’s account. The number of followers can be an indicator of the reach, popularity or engagement of a particular account.

Font

A font refers to a set of letters, numbers, special characters and symbols in a particular typeface or typography. These include all stylistic variants and sizes of a font that can be used to display text. It can refer to a single font (e.g. Arial, Times New Roman) or a collection of fonts (e.g. a font family). A font determines the appearance of text on printed materials or digital media. It contains information about the design of the letters, such as their shape, size, thickness, slant and other stylistic features. Fonts are used in graphic design, print and web development to make text appealing and improve visual communication.

Footer

A footer is an area at the bottom of a website or document that is usually repeated on every page. It contains information, links and functions that serve as a supplement to the main content of the page. The footer can contain various elements, such as the legal notice, legal information, contact information, copyright notices, sitemap links, privacy policy or social media icons. The footer is often separated from the rest of the website in terms of design and serves as a conclusion and summary of the content. It offers users a quick way to access important information and interact with the website without interfering with the main content. It can also be used to facilitate navigation and improve the user experience by providing additional resources and links.

Frequency Capping

Frequency capping is an online advertising method that limits the number of ad impressions an individual user receives within a certain period of time. The goal of frequency capping is to control the frequency with which an ad is displayed to a user in order to avoid overload or disruption and to optimize the effectiveness of the advertising campaign. Setting an upper limit on the number of ad contacts ensures that users are not exposed to the same ads too often, which can lead to ad fatigue. Frequency capping can be applied at different levels, e.g. at campaign, ad or user level. It gives advertisers better control over the delivery of their ads and helps improve the user experience by limiting the frequency of repetition.

File Transfer Protocol (FTP)

FTP stands for“File Transfer Protocol” and is a network protocol used to transfer files between a local computer and a remote server. It allows users to upload, download or manage files over the Internet. With FTP, users can access an FTP server to transfer, organize and manage files. It uses a client-server architecture where the user uses an FTP client to connect to the FTP server and transfer files between the two. FTP offers features such as authentication, encryption and the ability to create, delete or move directories and files. It is commonly used by web developers, content creators and administrators to upload or download files to web servers and manage websites.

Funnel

A funnel, also known as a sales funnel or conversion funnel, is a term used in marketing and describes the process in which potential customers are guided through various stages to finally reach a desired action or conversion. The funnel metaphorically represents the funnel, as the number of potential customers is gradually reduced in the various stages of the process. The funnel usually consists of several successive stages that represent the potential customer’s progress in the purchase or conversion process. Typical stages can be, for example, Awareness, Interest, Consideration, Decision and Action. The funnel is used to visualize and optimize the marketing process by analyzing and improving the conversion rates in the individual stages. Targeted measures in the various stages of the funnel, such as providing relevant information, offering incentives or addressing potential customers personally, are intended to increase progress through the funnel and ultimately increase the conversion rate.

Gamification

Gamification is a term that describes the use of game principles and game mechanics in a non-game context to increase user motivation, engagement and participation. It involves integrating game-like elements such as points, badges, leaderboards, rewards or challenges into non-game activities or processes to create a more playful and entertaining experience. The aim of gamification is to promote the intrinsic motivation of users by giving them a sense of enjoyment in the activities. By using gamification techniques, complex tasks or boring activities can be made more interesting, motivating and appealing. This can be applied in areas such as education, health, marketing or corporate environments.

Gated content

Gated content refers to content that is placed behind a kind of virtual “gate” or access barrier. The term refers to content that users can only access after fulfilling certain conditions or actions. Typically, access to gated content is enabled by collecting user information such as name, email address or subscription. The access barrier can be implemented in the form of a login form, registration, subscription or payment process. By providing their contact details or performing another desired action, users gain access to the exclusive content in return. Gated content is often used to generate qualified leads, expand email distribution lists or encourage user interaction and engagement. It can be high-quality content such as e-books, whitepapers, webinars, exclusive videos or special offers.

Bidding strategies

Bidding strategies refer to the methods and tactics used by advertisers in online marketing to optimize their bids for ad placements and clicks. Bidding strategies are based on algorithms and automated systems that adjust bids in real time to achieve desired goals. With bidding strategies, advertisers can maximize the performance of their ad campaigns by optimizing their bids based on various factors. These include, for example, the objective of the campaign, the budget, the expected conversions or clicks, the target group and the competitive factors. There are different types of bidding strategies, such as manual bids, automated bids based on set rules, optimized bids based on performance data or machine learning. Each bidding strategy aims to improve ad placements, optimize costs and achieve the desired KPIs (Key Performance Indicators).

Generic keywords

Generic keywords are general search terms or keywords that are often broad and do not refer to specific brands, products or services. These keywords describe a general category or generic term without containing specific characteristics or details. Generic keywords are often used by users who are looking for general information or want to expand their knowledge on a specific topic. They can include common search terms such as “car”, “clothing”, “restaurant” or “smartphone”. In online marketing, generic keywords are often used in search engine optimization (SEO) and paid search advertising (SEA). They can have a high search volume as many users search for these generic terms. However, generic keywords are often associated with higher competition as many companies try to be present in the search results for these terms.

Generic traffic

Generic traffic refers to the traffic on a website that is generated by general search queries or non-specific sources. These are visitors who visit the website without their interests or intentions being clearly identifiable. Generic traffic can come from a variety of sources, including search engines, social media, direct URL entry or general linking. It is a type of traffic that is not directly aimed at targeted marketing efforts or specific audiences. Compared to targeted or qualified traffic, generic traffic often has a lower conversion rate as visitors may not necessarily be looking for the website’s specific content or offers. However, it can still be valuable as it can help to increase the visibility and reach of a website, as well as potentially attract new audiences.

Geotagging

Geotagging refers to the process of adding location information such as geographic coordinates (latitude and longitude) or location information to a specific item, such as a photo, social media post or other digital content. This makes it possible to mark the exact geographical location where the item was created or published. Geotagging usually uses the GPS function of devices such as smartphones or cameras to record the exact coordinates of the location. This information can then be linked to the item and saved either automatically or manually in the item’s metadata. The use of geotagging can serve various purposes, including organizing photos or other content based on location, providing location information to other users or creating maps and location directories. It also enables the personalization of content, such as displaying custom offers or information based on the user’s current location.

Geotargeting

Geotargeting is a marketing strategy in which advertising messages or content are delivered based on the geographical location of the target group. By using geographical data such as IP addresses, GPS coordinates or zip codes, advertisers can target their messages to users in specific geographical regions. Geotargeting allows companies to customize their marketing campaigns locally and provide relevant information or offers to potential customers in specific regions. It can be used to take into account geographical differences such as language, culture, demographic characteristics or regional preferences. Geotargeting allows advertisers to use their marketing budgets more efficiently by only delivering their ads to people who are in the geographic areas that are relevant to their business. This can help to increase the relevance of messages, improve conversion rates and increase the overall effectiveness of marketing efforts.

Google Quality Score (GQS)

GQS stands for “Google Quality Score”, dt. “Google quality rating” . Der Google Quality Score ist eine Bewertung, die Google AdWords-Anzeigen zugewiesen wird und die die Qualität und Relevanz der Anzeigen für die Benutzererfahrung bewertet. Der Google Quality Score wird anhand verschiedener Faktoren berechnet, darunter die Relevanz der Anzeige für die Suchanfrage des Benutzers, die Klickrate der Anzeige, die Qualität der Zielseite und die historische Leistung der Anzeige. Ein hoher Quality Score zeigt an, dass die Anzeige als qualitativ hochwertig eingestuft wird und daher eine bessere Positionierung und niedrigere Kosten pro Klick haben kann.

Graphics Interchange Format (GIF)

A GIF (Graphics Interchange Format) is a file format that is used to display animated or static images. It enables the playback of short, repeated animations or the display of images without movement. A GIF consists of a sequence of images or frames that are played in rapid succession to create the impression of movement. GIFs are commonly used in social media, messaging platforms and websites to display humorous or informative animations. They have a limited color palette of 256 colors, which can lead to a characteristic retro look. GIFs can be relatively small in file size and are easy to create and share. Using GIFs can help make content more visually appealing and entertaining. They are often used for memes, short clips from movies or TV shows, animated illustrations and reactions. GIFs have become a popular form of visual communication on the internet and are known for their humorous and sometimes ironic use.

Google Ads

Google Ads is an online advertising platform developed by Google. It enables companies and advertisers to place ads on Google’s search results pages, on websites that are part of the Google Display Network, as well as on YouTube and other Google platforms. With Google Ads, advertisers can target their ads to specific keywords, audiences, locations and demographics. Ads can be presented in a variety of formats, including text ads, image ads, video ads and interactive ads. Ads are placed via an auction process that takes into account bid price, ad quality and other factors. Advertisers usually pay per click (cost per click, CPC) or per thousand impressions (cost per mille, CPM) for their ads.

Google Analytics

Google Analytics is a web-based analytics tool from Google that helps companies collect, analyze and interpret data about visitors to their websites and apps. It provides detailed insights into user behavior, traffic sources, website performance, conversion rates and many other metrics. With Google Analytics, companies can measure and understand various aspects of their online presence, including the number of visitors, page views, time spent on the website, bounce rates and conversions. The tool also enables the tracking of marketing campaigns to evaluate the success of advertising measures and analyze the return on investment (ROI). Google Analytics offers a variety of features and reports, including real-time data, goal tracking, user segmentation, demographic information, geographic data and much more. By integrating tracking codes on the websites or in the apps, companies can continuously collect and analyze data to improve their online strategies and optimize the user experience.

Google My Business

Google My Business is a free online service from Google that enables companies to manage and optimize their presence in Google Search and on Google Maps. With Google My Business, companies can manage and present their business information such as address, contact details, opening hours and website. By creating a Google My Business listing, businesses receive prominent placement in local search results and are displayed on Google Maps. This makes it easier for potential customers to find and access relevant information about the company. In addition to basic business information, Google My Business also allows businesses to publish articles, photos and reviews. It also offers the ability to manage customer reviews and respond to reviews. By using Google My Business, businesses can increase their online visibility, strengthen local customer loyalty and improve interaction with potential customers. It is an important tool for businesses to optimize their presence in Google search and on Google Maps and to maintain their online reputation.

Google Search Console

Google Search Console is a free web-based tool from Google that helps website owners and webmasters to monitor, analyze and optimize the visibility and performance of their websites in Google search results. With Google Search Console, website operators can connect their website to Google and retrieve important information about their website, such as the number of indexed pages, the number of search queries displayed, the average position in the search results and the click-through rate. The tool offers a variety of features, including monitoring crawl errors, analyzing search queries, optimizing page structure and metadata, checking website security status, submitting sitemaps and much more. By using Google Search Console, website owners can gain insights into Google’s crawling behavior, identify and fix errors on their website, improve their website’s performance in search results and optimize their SEO strategies.

Google Tag Manager

Google Tag Manager is a free web-based tool from Google that allows website operators to manage and implement tracking tags and codes on their website without directly changing the website code. Google Tag Manager allows website owners to add different types of tracking tags, such as Google Analytics, conversion tracking tags, remarketing tags and many others. These tags collect important information about user behavior and make it possible to analyze and optimize the behavior of website visitors. Instead of manually editing the website code, website operators can place the Google Tag Manager container code on their website. From there, they can add, edit and remove tags and events via the Google Tag Manager dashboard without directly affecting the website code. Google Tag Manager greatly simplifies the process of tag implementation and management, as changes to tracking tags can be made independently of the website code. This facilitates collaboration between marketing teams and web developers and shortens the time-to-market for tracking implementations.

Growth Hacking

Growth hacking is a data-driven approach that aims to increase a company’s growth quickly and efficiently. It is a multidisciplinary approach that combines marketing, product development and technology to develop innovative and creative strategies to drive user growth, customer retention and increased sales. Unlike traditional marketing methods, growth hacking focuses on achieving maximum results with minimum resources. It is based on analyzing data to gain insights into user behavior, conversion rates and market trends. These insights are used to conduct rapid experiments and iterations to identify and implement growth opportunities. Typical growth hacking techniques include viral marketing, A/B testing, search engine optimization, content marketing, social media marketing, email marketing, influencer marketing and more. The goal is to identify and utilize quickly scalable growth channels to increase reach, boost customer acquisition and improve customer retention.

Graphical User Interface (GUI)

GUI stands for “Graphical User Interface” and refers to a visual interface that allows users to interact with a computer or software application through icons, menus and graphical elements. Instead of using text-based commands or programming code, a GUI provides a user-friendly environment in which users can perform tasks by clicking, dragging and dropping icons, buttons and other graphical elements. A GUI facilitates interaction with a computer by transforming complex operations and functions into visually appealing and intuitive controls. These include windows, dialog boxes, menu bars, buttons, text boxes and other controls. Users can perform actions such as opening, closing, copying, pasting, moving and deleting files and folders with simple mouse clicks or touch gestures.

Hamburger menu

A hamburger menu is an iconic symbol in the form of three horizontal lines that is often used in mobile and responsive web designs to display a hidden navigation bar or menu. It is named after its resemblance to a stacked hamburger. The hamburger menu allows users to easily access an advanced menu structure without the entire navigation being constantly visible. Clicking or touching the hamburger icon opens the menu, which displays further navigation options. It can contain links to different pages, submenus or specific functions.

Hashtag

A hashtag is a keyword or phrase that is characterized by a hash sign (#) in front of it. In social media and other online platforms, the hashtag is used to thematically mark and categorize posts or content. Adding a hashtag to a post links it to other posts that use the same hashtag. The purpose of a hashtag is to increase the visibility and reach of posts and allow users to find and participate in posts on a specific topic. By clicking on or searching for a hashtag, users can view all posts that use that hashtag. Hashtags are used in various contexts, including social media such as Twitter, Instagram, Facebook and LinkedIn, but also in other online forums or discussion platforms. Hashtags are often used for topics, trends, events or campaigns. They can be general and broad or specific and narrowly defined. Popular hashtags can go viral and generate a large number of posts, while less common hashtags are used in more specific communities or interest groups.

Header

A header is an area at the beginning of a document, web page or data package that contains information about the content or structure of the following content. In web development, the header usually refers to the top part of a web page that contains the logo, menu bar, page title and other important information. The header serves to present relevant information to the user at first glance and to facilitate navigation and interaction with the website. The header often contains a navigation bar or a menu that the user can use to access different areas of the website. It can also contain metadata, such as the page title, language, coding or author of the document. This information is used by the web browser or other applications to display or interpret the document correctly.

Headline

A headline is a short, concise headline or title that is used to summarize the content of an article, web page, advertisement or other text and attract the reader’s attention. It is usually placed at the beginning of the text and serves to capture the reader’s interest and motivate them to read or explore the entire content in more detail. The headline should summarize the most important information or the main benefit of the text and at the same time be appealing and convincing. It can be anything from a few words to a short phrase and is often formatted in a larger font size or eye-catching design to make it stand out. An effective headline grabs the reader’s attention, piques their interest and makes them want to read on. It can use various techniques such as curiosity, emotionality, value proposition or provocation to appeal to the reader and arouse their curiosity.

Heatmap

A heat map is a visual representation that is used to display information about user behavior on a website, in an application or in other digital user interfaces. Colors are used to indicate the intensity or frequency of certain interactions or activities. Typically, heat maps are used to show which areas of a website or application are most frequently viewed, clicked or otherwise interacted with by users. The more intense or frequent the interactions are in a particular area, the brighter or warmer that area is displayed in the heatmap. Heatmaps can represent different types of user interactions, such as mouse movements, clicks, scrolling behavior or even eye tracking. This allows website operators or designers to gain valuable insights into how users interact with a page or application and which areas may require special attention.

Hero image

A hero image is a large, eye-catching image or graphic that is typically located at the top of a website and conveys a central visual message. It is used to attract visitors’ attention and create a first visual impression. A hero image is usually the dominant element of a website and can serve different purposes. It can represent the brand image, highlight a specific product or service, create an emotional mood or convey a specific message. Often the hero image is combined with an overlaid headline, a call-to-action or other elements to encourage the desired action from visitors. Since the hero image takes up a large part of the screen, it should be attractive and appealing to keep the visitor’s attention. It should also be consistent with the overall design of the website and match the brand identity.

Hosting

Hosting refers to the process by which a website, application or other digital content is stored on a server and made accessible via the internet. Hosting makes it possible for content to be available around the clock and accessed by users via the World Wide Web. A hosting service provides the infrastructure and resources to store the hosted content and provide users with a stable and secure online presence. This includes servers, storage space, bandwidth, security measures and other technical aspects required to run the hosted content. There are different types of hosting, including shared hosting, where multiple websites are hosted on a single server, VPS (Virtual Private Server) hosting, where a virtual environment is provided for a single website, and dedicated hosting, where an entire physical server is dedicated to a single website. In addition, there are also specialized hosting services for specific requirements such as e-commerce hosting, blog hosting or cloud hosting.

Hypertext Markup Language (HTML)

HTML (Hypertext Markup Language) is a standardized markup language for structuring and designing websites. It is the basic language used to define the content of a web page and determine its visual presentation. HTML is based on a series of tags (also called elements) that are placed around the content to be formatted. Each tag specifies how the text or element it contains should be displayed or formatted. The use of HTML allows developers to logically organize the structure of a web page by using various elements such as headings, paragraphs, images, links, lists, and so on. In addition, HTML can also be used to embed other media elements such as videos and audio.

HTML Sitemap

An HTML sitemap is a special page on a website that contains a structured list of all available pages and subpages of the website. In contrast to the XML sitemap, which is intended for search engines, the HTML sitemap is created for user-friendliness and navigation on the website. The HTML sitemap usually takes the form of a hierarchical list of links that give users an overview of the structure and content of the website. It serves as a practical navigation aid, especially for websites with many pages or complex hierarchies. The presence of an HTML sitemap makes it easier for users to access specific pages they are looking for and quickly switch between different areas of the website. This can improve the user experience and make content easier to find.

Hypertext Transfer Protocol (HTTP)

HTTP stands for Hypertext Transfer Protocol and is a protocol used for transferring data on the World Wide Web. It serves as a communication protocol between a web server and a web browser to enable the exchange of information. HTTP is based on the client-server model, in which the web browser acts as a client and sends requests to the web server. The web server in turn responds to these requests and transmits the requested data back to the web browser. It enables the transmission of various types of resources, such as HTML documents, images, videos or audio files, via the Internet. It defines different methods, such as GET, POST, PUT and DELETE, which are used to perform different actions on the server.

Hyperlink

A hyperlink is an element in an electronic document that is displayed as clickable text, image or button and refers to another resource, such as a web page, document or file. A hyperlink allows users to go to another location in the same document or to another resource associated with the link by simply clicking on the link. Hyperlinks are a basic function of the World Wide Web and enable navigation between different pages and resources. They are usually identified by a different color, underlining or highlighting to indicate their clickability. When clicking on a hyperlink, the user is either redirected to a new web page or navigated to a different position within the current web page.

Impression

An impression refers to a single presentation or display of content, such as an ad, banner or post, that is shown to a user on a website or in an app. It is counted as soon as the content appears in the user’s field of vision, regardless of whether the user actually interacts with the content.
Impressions are an important metric for measuring the reach and visibility of online content.

In-app advertising

In-app advertising refers to advertising content or ads that are displayed within a mobile application (app). This form of advertising allows companies to target their messages to app users while they are using the app. In-app advertising can take various formats, including banner ads, interactive ads, video ads or native ads that fit seamlessly into the design of the app. By placing ads in apps, companies can effectively reach their target audience and showcase their products or services.

Inbound link

An inbound link, also known as a backlink, is a hyperlink that refers from another website to a specific website. It serves as an entry point through which users can reach the linked website from an external source. Inbound links are important for search engine optimization (SEO) as they can strengthen the trust and authority of a website and improve its visibility in search results.

Indexing

Indexing refers to the process by which search engines analyze websites and their content and add them to their database. The websites are added to the search engine’s index to make them available for subsequent search queries. Indexing is usually carried out automatically by so-called web crawlers or spiders, which search the internet for new or updated content. Indexing enables search engines to determine the relevance and positioning of websites in the search results.

Influencer marketing

Influencer marketing refers to a marketing strategy in which brands or companies work specifically with influencers to promote their products or services and influence the purchasing behavior of their target group.

Influencers are people who have a large following due to their expertise, specialist knowledge or popularity on social media and therefore have a strong online presence and reach.
By working with influencers, brands can establish an authentic and credible connection with their target audience and positively influence their purchasing decisions.

Internet of Things (IoT)

The Internet of Things (IoT) is a term that describes the networking of physical devices and objects with the internet. Sensors, software and wireless communication technologies are used to enable bidirectional communication and the exchange of data between connected devices. The IoT enables objects and devices to interact with each other, collect and analyze data and automatically perform actions to improve the efficiency, convenience and functionality of everyday life. The IoT is used in various areas such as smart homes, smart cities, industrial automation, healthcare and much more. It enables the creation of a connected ecosystem that fundamentally changes the way we live and work.

Just-In-Time Compilation (JIT)

Just-in-time compilation (JIT compilation) is a compiler process in which the source code of a program is translated into executable machine code during runtime. In contrast to Ahead-of-Time (AOT) compilation, in which the code is translated into machine code in advance, JIT compilation takes place dynamically and on request during program execution. In JIT compilation, the source code is first translated into intermediate code (Intermediate Language), which is understood by a virtual machine (VM) or a runtime system. The intermediate code is then translated into machine code at runtime, which can be executed directly on the target platform.

Journey Mapping

Journey mapping is a method of visualizing and understanding a person’s experiences and interactions with a product, service or brand across different touchpoints. It involves creating a detailed representation of the steps, decision points and emotions that a user goes through throughout their journey. By mapping this customer journey, companies can gain insights to identify pain points, meet customer expectations and improve customer satisfaction.

Jumbotron

A jumbotron is an eye-catching and large-format element in a website or application that serves to attract the user’s attention. It is usually a large, centrally placed area that contains visually appealing content such as images, videos, headlines and call-to-action elements. The jumbotron is often used as a heroic element to highlight important messages, promotions or offers and encourage the user to take further action. Through its eye-catching design and central placement, the jumbotron helps to improve the user experience and draw the desired attention to specific content.

Just-in-time marketing

Just-in-time marketing refers to a marketing strategy in which targeted and relevant content or advertising messages are delivered to potential customers or target groups in real time.
The term “just-in-time” originates from the field of supply chain management, where it refers to the efficient delivery of materials or products at the right time. In marketing, this approach is applied to the provision of customized content or offers to meet the current needs and interests of customers. Data analysis, automation and real-time communication technologies are used to enable personalized and time-relevant marketing. The goal of just-in-time marketing is to strengthen customer loyalty, improve conversion rates and ultimately increase business success by delivering the right message to the right audience at the right time.

Artificial intelligence (AI)

Artificial intelligence (AI) refers to the development of computers and systems that are capable of performing tasks that normally require human intelligence. AI encompasses a variety of technologies and approaches that aim to enable machine learning, speech recognition, problem solving, pattern recognition and decision making. The goal of AI is to give computer-controlled systems the ability to exhibit human-like patterns of thought and behavior. This is achieved through the use of algorithms, machine learning and big data.
AI is used in various areas such as automation, robotics, data analysis, speech processing, image recognition, virtual assistants and much more. The purpose of AI is to improve the efficiency, accuracy and productivity of systems and processes and to provide innovative solutions to complex problems.

Key Performance Indicator (KPI)

Key Performance Indicator (KPI) is a measurable value or metric used to evaluate the progress or success of a company, organization or specific activity. KPIs are often used to measure and monitor performance against predefined targets or benchmarks. They serve as objective benchmarks to assess the success or failure of activities or strategies and to make decisions. KPIs can be applied in different areas, such as sales, marketing, finance, human resources and customer service, and can reflect different aspects such as sales, costs, customer satisfaction, conversion rate, efficiency or other relevant performance factors. By setting clear and measurable goals and using KPIs, companies can improve their performance, identify bottlenecks, recognize opportunities and continuously optimize their strategies.

Load time optimization

Load time optimization refers to the measures taken to improve the speed at which a web page or application loads. This includes optimizing various elements such as file size, code efficiency, server response time and network communication to minimize load time and ensure a fast, smooth user experience.
By reducing load time, users can view content and perform interactions faster, which can lead to improved user satisfaction, lower bounce rates and higher conversion rates. Load time optimization is especially important in an increasingly mobile and fast-paced online environment, as users expect a fast and seamless experience.

Landing Page

A landing page is a specially designed web page that visitors reach by clicking on a specific link, ad or search results page. The purpose of a landing page is to entice visitors to take a specific action, such as filling out a form, purchasing a product or signing up for a service. A landing page usually focuses on a specific offer, campaign or product and is designed to maximize the conversion rate. It often contains compelling content, clear call-to-action buttons and an appealing design to entice visitors to take the desired action. A well-designed landing page can improve the effectiveness of marketing campaigns and help to attract and retain potential customers.

Lead

In marketing, a lead refers to a potential customer who has shown interest in a product or service and has left their contact details. A lead is a person who is actively interested in a company or brand and is considered a potential customer. Leads are often generated through various marketing and advertising measures, such as filling out forms on a website, entering competitions or subscribing to a newsletter. Attracting and nurturing leads is an important part of many marketing strategies as it can help build customer relationships, increase sales and ultimately drive business success.

Link Building

Link building refers to the targeted strategy of obtaining high-quality inbound links from other websites to improve a website’s visibility and authority in search engine results. Link building is about establishing connections with other websites to improve a website’s search engine ranking.
This is often achieved by creating high-quality content, sharing content on social media, actively engaging in online communities and networking with other website owners. Building high quality links can improve a website’s organic ranking, generate more traffic and ultimately increase online visibility and trust in the website.

Link Juice

Link Juice refers to the value or potential that an inbound link transfers from one website to another. When a website receives high-quality inbound links from other trusted and authoritative websites, it is considered to be receiving “link juice”. The term “link juice” is metaphorical and describes the transfer of authority, relevance and value of a website through backlinks. This transfer can help to improve the ranking and visibility of the linked website in search engine results. Factors such as the quality, relevance and number of inbound links influence the amount and potential of link juice a website receives. The concept of link juice is an important aspect of search engine optimization and is taken into account when planning and implementing link building strategies.

Live Chat

A live chat is a communication channel that allows users to interact with a company or organization in real time. In live chat, visitors to a website or app can send messages and receive immediate responses or support from a customer service representative, sales consultant or chatbot. Live chat provides a convenient way to ask questions, report problems, request information or provide feedback without having to write an email or call a telephone hotline. Direct and fast communication allows customer concerns to be dealt with efficiently and promotes customer loyalty. Live chat can be used on both desktop and mobile devices and is a popular option for companies to offer their customers personal and timely support.

Load balancing

Load balancing is a concept and technology used in IT infrastructure to distribute traffic or workload across multiple servers or resources. It is used to improve the performance, reliability and scalability of systems and to ensure optimal use of available resources. With load balancing, incoming requests are forwarded to a load balancer, which analyzes the requests and distributes them to different servers or services. This is done based on certain algorithms that take into account the current status of the servers, such as their utilization, latency times or connection statuses. This ensures that requests are distributed evenly across the available servers, thus avoiding bottlenecks and achieving better scalability. Load balancing is often used in web applications, content delivery networks (CDNs), databases, cloud environments and other distributed systems. It helps to improve the availability, speed and resilience of systems by making efficient use of resources and optimizing response times for users.

Local SEO

Local SEO stands for Local Search Engine Optimization and refers to the process of optimizing a website to be more visible in local search results. The main goal of Local SEO is to improve a company’s online visibility in specific geographic regions and to target potential customers who are searching for locally relevant products or services. Local SEO involves taking various measures to improve the search engine ranking position of a website in local search results. These include optimizing website content with local keywords, creating and updating a Google My Business listing, collecting customer reviews and managing online directory listings. Local SEO strategies also include building local backlinks, implementing structured data for local businesses, and participating in local business directories and mapping applications.

Look and feel

Look and feel is a design term that refers to the visual appearance and general perception of a product, website, application or other digital or physical object. It describes the aesthetic appearance, design, colors, fonts and other visual elements, as well as the overall user experience and style created by interacting with the object. The look and feel of a product or website includes the design of the user interface, the layout and organization of content, the navigation elements, the use of graphics and images, and the overall usability and aesthetic appeal. It plays an important role in creating a positive perception, an appealing design and an intuitive user experience. The look and feel aims to communicate the brand identity and character of a product or website and ensure a consistent visual presentation across different platforms. It encompasses both the external appearance as well as the feeling and mood conveyed through interaction with the object. A successful look and feel creates a positive user experience and helps to strengthen user trust, satisfaction and loyalty to the product or brand.

Low Hanging Fruit

Low hanging fruit is a term often used in a business context to refer to a quick and easy way to achieve a particular success or solve a problem. The term comes from the metaphor of fruit trees, where the fruit that is within reach and easy to reach is referred to as “low hanging fruit”. In a figurative sense, low hanging fruit refers to the tasks, projects or measures that can be implemented with minimal effort, resources or risk, but still bring a measurable benefit or success. These are the opportunities that can be seized quickly, without major effort, complex strategies or long-term investment. Identifying and exploiting low hanging fruit aims to achieve quick wins that can help increase efficiency, productivity or profitability. For example, existing resources or data can be used to identify untapped potential and achieve short-term improvements. Low hanging fruit can also be used as an approach to achieve positive results and build a foundation for long-term strategies or larger projects.

Loyalty Program

A loyalty program, also known as a loyalty program or customer retention program, is a marketing strategy in which companies offer incentives to encourage customer loyalty and repeat purchases. The program rewards customers for their repeat engagement, sales or brand loyalty and aims to build long-term customer relationships. Typically, as part of a loyalty program, customers receive certain benefits or rewards when they make regular purchases from a company, meet certain criteria or exhibit certain behaviors. This can take the form of points, discounts, exclusive offers, gifts or special benefits. A loyalty program has several objectives: It should strengthen customer loyalty, increase repeat purchases, improve customer loyalty to the brand and ultimately increase sales. By rewarding customers, they feel valued and encouraged to continue shopping with the company and benefit from the advantages of the program.

Market share

Market Share (dt. market share) refers to the percentage share of a company or brand in total sales or total volume in a particular market segment or industry. It is a measure of how well a company performs compared to its competitors and how much influence it has on the market. Market share is usually calculated by multiplying a company’s sales or volume by the total sales or volume of the market and multiplying the result by 100 to get the percentage. A higher market share usually indicates a stronger positioning and greater success of a company compared to its competitors.

Marketing Automation

Marketing automation refers to the use of technology and software to automate and optimize marketing processes and tasks. It is an approach that enables companies to automate repetitive and time-consuming marketing activities in order to increase efficiency and effectiveness. With the help of marketing automation, companies can automate various aspects of marketing management, such as email marketing, lead generation, lead nurturing, social media management, campaign management and data analysis. By using software tools and platforms, marketing teams can create automated workflows to plan, implement and track marketing campaigns. Marketing automation enables companies to deliver personalized and targeted content to their audience based on behaviors, preferences and demographics of potential customers. By automating processes, marketing teams can save time, improve the effectiveness of their campaigns and increase customer retention and conversion rates.

Meta tags

Meta tags are HTML elements that provide information about the content of a web page. They are placed in the head section of the HTML code and are intended for search engines and other applications to capture relevant information about the web page. Meta tags usually contain keywords, descriptions or other meta data that are used to describe and categorize the content of the web page. They play an important role in search engine optimization (SEO) as they can help a website to be more visible and better understood in search engine results. There are different types of meta tags, including the “keywords” meta tag for keywords, the “description” meta tag for a brief description of the website and the “robots” meta tag to control indexing and access to the website by search engine crawlers.

Metadata

Metadata is data that provides information about other data. It is used to describe and organize the content, structure, format and other properties of data. Metadata can take various forms, such as descriptions, keywords, tags or structured fields. It is used to better understand, organize and manage data, as well as to facilitate access, search and analysis of data. Metadata is used in various fields, including librarianship, archiving, databases, websites, multimedia files and many others. It helps to categorize, tag and link information to enable efficient management and use of data.

Microsite

A microsite is a standalone web page or website, usually comprising a limited number of pages or subpages, created specifically for a particular purpose or topic. Unlike a full website, which usually consists of multiple pages and covers all aspects of a company, organization or brand, a microsite focuses on a specific piece of content, product, campaign or event. It is often used for targeted marketing or to address a specific target group. A microsite can have its own domain or be set up as a subpage of an existing website. It often offers interactive features, customized content and a unique design to convey a targeted message and achieve a specific action or reaction from visitors.

Mobile Marketing

Mobile marketing refers to the use of marketing strategies and tactics that specifically target mobile devices such as smartphones and tablets. It involves the use of mobile apps, mobile websites, SMS/MMS marketing, push notifications and other mobile channels to interact with, reach and persuade users. The goal of mobile marketing is to create an optimized user experience on mobile devices, provide relevant content and increase customer loyalty and sales. By leveraging the unique features and functions of mobile devices such as location services, touch screens and voice recognition, mobile marketing can enable personalized and timely communication with users. It is an important component of today’s digital marketing as more and more people use mobile devices to access information, social media, make purchases and other online activities.

Mockup

A mockup is a visual representation or model that is used to present the appearance and functionality of a product, website or app before it is developed or implemented. It is a static or interactive visualization that illustrates the design, arrangement of elements and often the user experience. A mockup can consist of static images, wireframes, prototypes or even interactive simulations, depending on how detailed you want the model to be. Mockups are often used in the design and development phase to gather feedback, make design decisions and present the final product before it goes into production. They are used to enable a better understanding of the user experience, uncover potential problems and iteratively improve the design before the actual implementation takes place.

Monetization

Monetization refers to the process of generating profit from a product, service or platform. The aim is to achieve a financial benefit from a resource. This is done by converting existing resources into paid offers or by using strategies to generate revenue. Monetization can take various forms, such as the sale of products, the provision of paid services, the placement of advertising or the use of subscription models. The main objective of monetization is to maintain profitable business operations and maximize the value of the products or services offered in order to generate financial gains.

Mouseflow

Mouseflow is a web analytics tool that is used to analyse and visualize user behaviour on a website. It enables website operators to track visitor behavior in real time and create records of mouse movements, clicks, scrolling and keystrokes. Mouseflow provides detailed insights into user behavior by generating heatmaps, recordings and reports. By analyzing this data, website operators can improve the user experience, identify bottlenecks and optimize conversion rates. Mouseflow is a valuable tool for usability analysis and conversion tracking and helps companies to better understand their website visitors and improve the usability of their website.

Multi-touch attribution

Multi-touch attribution refers to a method of measuring success in marketing that takes into account different points of interaction a customer has with different marketing channels to determine the contribution of each channel to conversion. Instead of considering only the last interaction point before conversion, multi-touch attribution looks at the entire customer journey and attributes value according to the different touchpoints the customer had. This enables a more comprehensive and accurate analysis of the marketing contribution across different channels. By using data across multiple touchpoints, companies can better optimize their marketing spend and measure the effectiveness of different channels and campaigns. Multi-touch attribution is an important tool for marketing analysis and enables a more precise allocation of conversions and sales to the corresponding marketing activities.

Multichannel marketing

Multichannel marketing is a strategy in which companies use several marketing channels to communicate their messages and offers to potential customers. Various channels such as online advertising, email marketing, social media, search engine marketing, direct mail and others are used to achieve broad reach and visibility. The purpose of multichannel marketing is to target customers on different platforms and provide them with a consistent and seamless brand experience. By using different channels, companies can reach their target audience more effectively and increase the chances of potential customers engaging with their messages. Multichannel marketing enables companies to expand their reach, strengthen customer loyalty and ultimately increase sales by cleverly combining and coordinating different channels.

Multivariate tests

Multivariate tests are statistical experiments in which several variables are tested simultaneously to examine their effects on the behavior or performance of a particular website, application or campaign. In a multivariate test, different variations of different elements or functions of a digital presence are created, such as different layouts, color schemes, texts or call-to-action buttons. By varying several factors simultaneously, the effects and interactions of these factors on user behavior can be analyzed. The aim of a multivariate test is to identify the optimal combination of variables that leads to the best results, such as higher conversion rates, longer dwell times or higher click-through rates. Multivariate testing enables companies to make informed decisions based on data and continuously improve their digital assets to deliver a better user experience and business results.

Native advertising

Native advertising refers to a type of advertising where ads are seamlessly integrated into the content of a website or platform to provide a natural and non-intrusive user experience. Unlike traditional advertising formats, which are often perceived as interruptions, native advertising aims to blend harmoniously with the surrounding content by mimicking its form and function. The aim is to attract users’ attention and encourage their engagement without disturbing them with obvious advertising. Native advertising can come in various forms, including sponsored articles, recommended content, video ads or social media posts that blend seamlessly into the native flow of the platform. It allows advertisers to subtly present their message while providing added value to users.

Native app

A native app is a software application that has been specially developed for a specific operating system or platform. Unlike web apps, which are executed via a web browser, a native app is installed directly on the device and can access the functions and resources of the operating system. By using the specific APIs and functions of the operating system, a native app usually offers higher performance and a more seamless user experience compared to other types of applications. Native apps can be developed for different platforms, such as iOS for Apple devices or Android for Android devices, and are usually downloaded and updated via dedicated app stores. They allow developers to access the full range of device functions and create customized user interfaces that are perfectly tailored to the requirements of the respective operating system and target platform.

Net Promoter Score (NPS)

The Net Promoter Score (NPS) is a metric used by companies to measure customer satisfaction and loyalty. The NPS is based on a single question: “How likely is it that you would recommend our company/product/service to a friend or colleague?” Customers can indicate their answer on a scale from 0 to 10. Based on the answers received, customers are divided into three categories: Promoters (9-10), Passives (7-8) and Detractors (0-6). The NPS is then calculated by subtracting the percentage of detractors from the percentage of promoters. The Net Promoter Score gives companies a simple and easy-to-understand metric to quantify customer satisfaction and assess customer loyalty. A high NPS indicates that customers are likely to recommend the company to others and are therefore likely to be loyal, while a low NPS may indicate a need for improvement. The NPS is often used in combination with other metrics and feedback methods to get a comprehensive picture of customer satisfaction and loyalty.

Network Marketing

Network marketing, also known as multi-level marketing (MLM) or referral marketing, is a sales model in which products or services are sold directly by independent sales partners to end customers. The special feature of network marketing is that the sales partners can earn a commission not only for their own sales, but also for the sales of their recruited partners. The sales system is based on a network of sales partners who gain new sales partners through recommendations and thus build up their own sales organization. The sales partners can usually generate income by selling products or building a successful sales structure. It is often emphasized that the sales partners can build up their own business and have the opportunity to become financially independent. Network marketing companies typically provide their distributors with training, marketing materials and support to help them sell products and build their business. The model has both supporters and critics. Proponents see it as an opportunity to work flexibly from home and build a passive income, while critics express concerns about transparency, the sustainability of the business model and the dependence on attracting new sales partners.

Neuromarketing

Neuromarketing is an interdisciplinary field that applies the findings and methods of neuroscience to marketing. It examines how the human brain reacts to marketing stimuli in order to better understand and specifically influence consumer behavior. The aim of neuromarketing is to use neuroscientific findings and techniques to better understand consumer behaviour and optimize marketing strategies. Various methods are used, such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and eye tracking, to measure and analyze neuronal activities, emotional reactions and eye movements during the purchasing process. By understanding the neural processes and emotional reactions, companies can develop targeted marketing measures to influence the attention, perception, emotions and ultimately the purchasing behavior of consumers. Neuromarketing can be used, for example, in the development of persuasive advertising, the design of packaging or the optimization of website layouts and user experiences.

Newsfeed

A newsfeed refers to a continuous list of updated information, news, posts or content that is displayed in chronological order. The term originally comes from the context of social media, where the newsfeed is the main view where users can see the latest updates from friends, pages or groups. However, a newsfeed can also be used in other digital platforms and applications, such as content management systems, blogging platforms or news websites. The purpose of a newsfeed is to provide users with up-to-date and relevant information by continuously supplying them with new content.

Newsletter

A newsletter is a regular electronic information letter sent to a group of subscribers. It is used to keep recipients up to date on specific topics, news or activities. A newsletter can be created and sent by companies, organizations, associations or individuals. The content of a newsletter can be varied and often includes informative articles, product announcements, offers, event invitations or other relevant information. The newsletter is usually sent by email to the subscriber list and can be in a text or HTML format.

Niche marketing

Niche marketing refers to a marketing strategy in which a company or brand tries to focus on a specific market segment or niche and take up a special positioning there. This strategy attempts to address a target group with specific needs, interests or characteristics and offer customized products, services or marketing messages. In niche marketing, the aim is to stand out from broader markets or competitors by focusing on a specific target group and meeting their unique requirements. This may mean focusing on a specific industry, geographic area, age group, gender or other demographic, psychographic or behavioral characteristics.

Nofollow link

A nofollow link is an HTML link attribute that is used to tell search engines not to follow this link. It is an instruction to search engine crawlers not to index or follow the linked content. Unlike follow links, which are normally followed and indexed by search engine crawlers, nofollow links are generally used to indicate external links where the sender does not wish to guarantee the quality, content or trustworthiness of the linked page. This can be the case, for example, with advertising links, paid links or in comment sections of blogs. The use of the nofollow attribute prevents search engines from taking the link into account when ranking search results or influencing the linked page. This means that a nofollow link normally has no direct influence on the search engine ranking or the organic visibility of a website.

Nurturing Campaign

A nurturing campaign is a targeted marketing strategy in which potential customers are continuously provided with relevant and valuable content over a longer period of time in order to strengthen their interest and loyalty. The aim of a nurturing campaign is to accompany potential customers through the entire sales process and develop them into qualified leads or ultimately customers. As part of a nurturing campaign, various communication channels are used, such as emails, social media or personalized website content, to address the potential customer individually and understand their needs, interests and challenges. Targeted and relevant content, such as informative articles, instructions, webinars or case studies, are used to convince potential customers that the product or service on offer offers them added value.

Offpage optimization

Off-page optimization refers to all measures taken outside of the website itself to improve the ranking and visibility of a website in search engine results. In contrast to on-page optimization, which is concerned with optimizing the content and technical aspects of the website itself, off-page optimization focuses on external factors that influence the reputation and authority of a website. An important component of off-page optimization is the creation of backlinks, i.e. links from other websites to your own website. Backlinks serve as recommendations and show search engines that the linked website is trustworthy and relevant. The more high-quality backlinks a website has, the higher its authority and ranking in the search results will generally be.

Omnichannel marketing

Omnichannel marketing refers to a strategic approach in which different channels are seamlessly connected to provide a consistent and seamless customer experience across all points of interaction. This includes both online and offline channels such as websites, social media, physical stores, mobile apps, emails and more. The goal of omnichannel marketing is to create a consistent brand message and brand experience across all channels, regardless of how and where customers interact with the brand. For example, customers can research products online, try them out in a store and ultimately buy them online or offline. Omnichannel marketing allows customers to move seamlessly between channels without the impression that they are separate experiences. By using omnichannel marketing, companies can better understand customers, anticipate their needs and provide personalized offers and messages. By creating a seamless and consistent customer experience, companies can increase customer loyalty and satisfaction, boost sales and improve their competitiveness.

On-demand marketing

On-demand marketing refers to a marketing strategy in which companies offer their products or services in real time and on demand. Marketing activities are tailored to the individual needs and preferences of customers in order to create a personalized experience and increase customer satisfaction. On-demand marketing uses technologies such as real-time data analysis, personalization algorithms and automated marketing platforms to respond quickly to customer needs and provide relevant content, offers or advertising messages. It enables companies to deliver their marketing messages at the right time and through the right channels to achieve maximum impact. This marketing strategy can be used in various areas, including e-commerce, digital marketing, mobile applications and customer service. Through on-demand marketing, companies can improve the efficiency of their marketing efforts, strengthen customer loyalty and ultimately increase sales by taking into account the individual needs and preferences of their customers and offering them customized solutions.

One-Page Design

One-page design refers to a web design method in which all relevant information of a website is presented on a single page instead of splitting it into several separate pages. In a one-page design, the user scrolls vertically to navigate through the different sections of the website instead of clicking on separate pages. The goal of a one-page design is to provide the visitor with a seamless and continuous experience by presenting all relevant information in a single, visually appealing layout. This can help to improve the user experience as the user does not have to switch between different pages to find information. A typical one-page design includes sections such as an eye-catching header area, an overview or summary of the content, various sections with detailed information, possibly a gallery or portfolio section, contact information and a footer area.

Online reputation management

Online reputation management refers to the process of monitoring, maintaining and controlling the reputation of a person, company or brand on the internet. It includes measures to deal with negative comments, ratings or reports in order to protect and improve reputation.
Proactive monitoring, creating positive content and responding appropriately to feedback are used to strengthen the trust of the target group and build a positive online presence.

OnPage optimization

On-page optimization refers to the targeted measures carried out on a website or web page to improve its visibility and ranking in search engine results. Various factors such as the optimization of content, meta tags, headings, internal links and URL structure are taken into account. The aim of on-page optimization is to make the website more user-friendly, increase its relevance for certain keywords and make it easier for search engines to understand. The aim is to achieve a higher ranking in the organic search results and increase the number of visitors and conversion rate of the website.

Open Graph Protocol

The Open Graph Protocol is a set of metadata tags that are inserted into the HTML code of a web page to structure information about the page and make it readable for social networks. These tags allow platforms such as Facebook, Twitter and LinkedIn to generate a preview of the web page with relevant information such as title, description and image when a link is shared. The Open Graph Protocol facilitates the consistent presentation of content on social media and improves the user experience by providing an engaging preview of the web page and increasing the click-through rate.

Open Rate

The open rate refers to the percentage of emails received that were opened by recipients. It is a metric used in email marketing campaigns to measure the effectiveness of email sending. The open rate indicates how many recipients actually opened their emails and allows marketers to evaluate the effectiveness of their subject lines, sender information and email content. A high open rate indicates that recipients are interested in the content and find the emails appealing, while a low open rate can indicate potential problems, such as an inconspicuous subject line or poor deliverability of the emails.

Opt-In

Opt-in refers to the express consent of a person to be included in a specific communication channel, such as email or SMS. It means that the person actively gives their consent to receive future communications or marketing messages. In online marketing, the opt-in procedure is an important concept to ensure that advertising messages and communications are only sent to those who have expressly consented to this. Opt-in consent can take the form of a checkbox on a website, registration via a web form or written consent. Opt-in procedures ensure that the privacy and preferences of users are respected and serve to prevent unwanted or unsolicited communications.

Opt-Out

Opt-out refers to the ability to unsubscribe or opt-out from a particular type of communication. It allows a person who has previously given consent to withdraw that consent and not receive any further communications or marketing messages. Opt-out procedures are often used in the context of email marketing, where recipients have the option to unsubscribe from an email distribution list to stop receiving further messages. It can also be used in other contexts, such as unsubscribing from newsletters or opting out of notifications. Opt-out gives people control over their communication preferences and allows them to decide for themselves whether and how they wish to continue to be contacted.

Organic Reach

Organic reach refers to the number of people who naturally interact with a particular piece of content or post without paid advertising. It is the number of users who see or interact with the content on a platform without the need for direct advertising costs or paid advertising. Organic reach is often discussed in social media, especially on platforms such as Facebook, Instagram or Twitter. A higher organic reach means that the content is seen, shared, liked or commented on by more users, resulting in greater distribution and interaction. Companies and marketers often try to increase their organic reach through high-quality content, optimized keywords, relevant hashtags and other SEO strategies to achieve greater visibility and engagement with their target audience.

Organic Search

Organic search refers to the unpaid, natural search results generated by search engines such as Google, Bing or Yahoo. These search results are based on the relevance and quality of website content in relation to a user’s search query. Unlike paid ads, where advertisers pay for better visibility in search results, organic search results are the result of algorithm-based indexing and ranking of websites. Websites with high-quality content, relevant keyword optimization and a good user experience generally have a better chance of appearing in higher positions in organic search results. The traffic generated by organic search results is referred to as organic traffic.

Organic Traffic

Organic traffic refers to the influx of visitors to a website or platform that is generated by natural search results in search engines without the use of paid advertising. It is the traffic that is generated by entering relevant search terms in search engines and leads to the organic listing of the website in the search results. Organic traffic is the result of effective search engine optimization (SEO), where the website and its content are optimized to achieve higher visibility and rankings in search results for relevant search queries. In contrast to paid ads or advertising, organic traffic is based on the relevance and quality of content as well as other search engine ranking factors. Companies and website owners often strive for higher organic traffic as it is considered qualified and sustainable traffic that can lead to higher engagement, more conversions and ultimately business growth.

Outbound marketing

Outbound marketing refers to a traditional form of marketing in which companies proactively “send out” their messages and advertising content to potential customers or target groups. It is characterized by the use of various marketing channels such as print media, television, radio, cold calling and direct mail to attract the attention and interest of potential customers. This marketing strategy is about actively addressing the target group and drawing attention to your own products or services. Examples of outbound marketing tactics include commercials, flyers, cold calls, email marketing and print advertisements. In contrast to inbound marketing, which aims to attract potential customers by providing valuable content and waiting for interaction from the customer, outbound marketing aims to proactively address the target group and enter into a direct dialog. The success of outbound marketing often depends on the reach of the channels used, the target group selection and the effectiveness of the messages.

Over the Top (OTT)

OTT stands for “over-the-top” and refers to the delivery of audio, video and other media content over the internet to be delivered directly to end users without the need for a traditional broadcast or cable provider. OTT services allow users to stream content over the internet and watch it on a variety of devices such as smartphones, tablets, smart TVs and set-top boxes. The term “over-the-top” refers to the fact that these services operate over the existing infrastructures of telecommunications providers. They use the internet as a platform to deliver their content directly to consumers without the need for a separate network or a traditional transmission path such as cable or satellite. OTT services offer a variety of content, including movies, TV shows, live events, music, sports and more. Popular examples of OTT services include Netflix, Amazon Prime Video, Hulu, Disney+, YouTube and many others. These services have revolutionized the way people consume content, offering users a wide selection of content, flexible subscription models and the ability to enjoy their favorite content anytime, anywhere.

Overlay

An overlay refers to a graphical element or layer that is placed on top of other content to provide additional information, functionality or visual effects. It is often used to complement or highlight the main content of a web page, video or application. An overlay can take various forms, including pop-ups, buttons, banners, notifications or interactive elements. It can be used to enable user actions such as displaying additional information on mouseover, playing a video, filling out a form or sharing content on social media. Overlays can also be used to display advertising, subscription offers, discounts or other marketing messages. The goal of an overlay is to enhance the user experience, encourage interaction with the content or initiate certain actions from the user. It is important to use overlays wisely to ensure that they do not disturb the user or distract from the main content. A well-designed overlay should be informative, engaging and easy to close to ensure a positive user experience.

Owned Media

Owned media refers to communication channels and content that are fully controlled by a company or organization. These are media platforms that are owned or operated by the company to communicate directly with the target audience. Owned media typically includes the company website, blogs, social media profiles, email newsletters and other channels where the company publishes content and interacts with its audience. Unlike earned media, which comes from positive press coverage or word of mouth, and paid media, where advertising space is purchased, owned media allows companies to create and distribute their messages and content independently. This gives them direct control over the content, frequency and target audience of their communications. Owned media offers companies the opportunity to strengthen their brand identity, demonstrate expertise, build relationships with customers and drive traffic to their own platforms.

Page Layout

Page layout refers to the organization and arrangement of textual and visual elements on a printed page or digital screen interface. It involves the strategic placement of content such as text, images, graphics and other visual elements to create an aesthetically pleasing and well-structured page. Page layout serves to facilitate the flow of reading, create visual hierarchies and achieve an appropriate balance between text and images. It includes aspects such as the selection of fonts and font sizes, line spacing, margins, paragraph formatting, the use of colors and highlighting, and the placement of columns and text blocks.

Page Rank

Page Rank refers to an algorithm developed by the founders of Google, Larry Page and Sergey Brin, to evaluate the relevance and popularity of a website on the World Wide Web. The page rank algorithm is based on the assumption that the more other websites link to a website, the more important it is. The page rank of a website is determined by various factors, including the number and quality of incoming links from other websites. It is assumed that a website that is linked to by many other websites has a higher authority and relevance. These inbound links are regarded as “votes” or “recommendations” that reflect the importance and popularity of a page. However, the Page Rank algorithm not only evaluates the number of inbound links, but also the quality of these links. Links from pages with a higher page rank are considered more valuable and therefore have a stronger influence on the page rank of a website.

Page Speed

Page speed is the speed at which a web page or website loads and displays. It refers to the time it takes to display the page content on the user’s screen.
A fast page speed is important for a positive user experience and can have an impact on visitor satisfaction, bounce rate and conversion rates.

Page Views

Page views are the number of visits to a specific web page or content within a specific time period. It is a metric that indicates how often a web page has been accessed by users. Every single visit to a page is counted as a page view, regardless of how long the user stays on the page or how many subpages they visit. Page views are an important indicator of the popularity of a web page or content and can be used to measure the traffic and reach of a website.

Paid Search

Paid search refers to an advertising method in online marketing in which advertisers use search engines such as Google, Bing or Yahoo to place their ads in return for payment. It is a form of pay-per-click (PPC) advertising in which advertisers bid on relevant keywords to position their ads in the search engine results. With paid search ads, the advertising content appears in the search results above or next to the organic (unpaid) search results. The placement of the ads is based on various factors such as the advertiser’s bid, the relevance of the ad for the keyword entered and the quality of the ad. Advertisers only pay when a user clicks on their ad, which is why the model is also known as pay-per-click. Paid search allows companies to place targeted advertising by placing ads based on specific keywords or search terms. These ads can help increase a website’s visibility, traffic and conversion rates by directly targeting potential customers when they are searching for relevant information or products. Paid search is an effective way to drive targeted traffic to a website and increase the reach and success of an online marketing campaign.

Pay-per-click (PPC)

PPC stands for “pay-per-click” and is an advertising method in which advertisers pay for each click on their ad. It is a billing model in which the cost of advertising is calculated based on the number of actual clicks on the ad. PPC is often used in online marketing, especially in search engine advertising (paid search), but also in other digital advertising platforms such as social media. Advertisers bid a certain amount to display their ad when a user clicks on it. PPC allows companies to target their ads to a relevant audience and measure the success of their campaigns based on actual clicks and conversions.

Performance Marketing

Performance marketing is a marketing strategy that focuses on measuring and optimizing the performance of marketing activities based on predefined key performance indicators (KPIs) and measurable results. The goal of performance marketing is to maximize the return on investment (ROI) by focusing marketing activities on specific results and actions. Performance marketing uses various digital marketing channels and tactics, such as search engine marketing (SEM), affiliate marketing, email marketing, social media advertising and more. It focuses on the direct success of marketing campaigns by evaluating performance based on measurable metrics such as clicks, conversion rates, revenue, cost per click or cost per conversion.

Podcasting

Podcasting is a method of publishing and distributing audio content on the internet. It involves the creation and delivery of audio files, known as podcasts, and allows listeners to download these files or listen to them via streaming services. Podcasts are usually series of audio episodes that are published regularly and can cover a variety of topics, such as news, education, entertainment, technology, sports or personal interests. Listeners can play podcasts on their computers, smartphones or other portable audio devices and listen to them whenever it suits them.

Pop-up

A pop-up is a graphic element that suddenly appears on the screen, usually in a separate window or layer, to attract the user’s attention or display specific information or offers. Pop-ups are often used on websites to display advertisements, newsletter sign-ups, notifications, surveys or other interactive content. Pop-ups can either appear automatically when a page is loaded or be triggered by user interaction such as mouse clicks or scrolling. They can temporarily cover the content of the website or be opened in a separate window. Pop-ups can take various forms, including text, images, videos or forms. The purpose of pop-ups can vary. They are often used to draw users’ attention to certain promotions or offers, encourage subscriptions or registrations, or highlight important information. However, they can also be perceived as annoying or intrusive, especially if they appear too frequently or are unwanted.

Postback

A postback is a callback or response sent from a website or application to the server to transmit information or confirm actions. It is a form of communication between the client (web browser or application program) and the server in which the client sends a request to the server and the server returns a response. A postback typically occurs when a user interacts with a website or application, for example by filling out a form, clicking a button or performing an action. The data entered by the user or the actions performed are transmitted in a request to the server, which processes the information and generates corresponding responses or updates.

Pre-launch

Pre-launch refers to the period before the official launch or introduction of a new product line, service, website or company. It is the phase in which preparations are made to get the product or service ready for the market. During the pre-launch, various activities are carried out to prepare the product or service for the market. These include market research, product development, creating marketing strategies, setting prices, creating promotional materials, setting up distribution channels, testing and quality control. The main objective of the P re-Launch is to prepare the product or service in the best possible way to ensure a successful launch and support the market introduction.

Product placement

Product placement is a marketing technique in which products or brands are placed in non-advertising content such as films, television programs, music videos or video games. Products or brands are cleverly integrated into the plot in order to convey a subtle or implicit advertising message. Product placement aims to draw the viewer’s attention to the placed product or brand by integrating it into the plot or scenery. This creates an association between the product and the entertainment in which it appears. It is expected that the positive portrayal or use of the product will increase brand perception, raise awareness and potentially drive sales.

Progressive Web Apps (PWA)

Progressive Web Apps (PWAs) are modern web applications that use advanced technologies to provide an app-like user experience on different devices and platforms. PWAs are developed using web technologies such as HTML, CSS and JavaScript and can function independently of specific operating systems or app stores. PWAs are characterized by several features, including the ability to work offline, send push notifications, have access to device features such as camera or location and have a home screen-enabled interface. They are resource-efficient as they only download data when it is needed and automatically install updates in the background without the user having to visit the app store. The term “progressive” in Progressive Web Apps refers to the idea that PWAs can function on different devices and browsers to varying degrees. They adapt to the existing features of the device and browser and provide an optimized experience regardless of whether the user is using a desktop computer, smartphone or tablet.

Public Relations (PR)

Public relations (PR) is a strategic communication practice that aims to maintain and promote the image, reputation and relationships of a person, organization or brand. PR involves the targeted dissemination of information to influence public perception and understanding. The goal of public relations is to build positive relationships between the organization and its various audiences, including the public, media, customers, investors and employees. It involves the development and implementation of communication strategies to build trust and credibility, enhance reputation and promote positive publicity. PR encompasses a variety of activities, including media relations, crisis communications, event management, influencer relations, social media strategies, stakeholder engagement and branding. PR professionals use different communication channels to effectively disseminate the company or organization’s messages and engage with relevant audiences.

Push notifications

Push notifications are short, automatically sent messages that are sent from an application or service to an end device to inform the user of relevant information, updates or events. These notifications are displayed directly on the screen of the device, regardless of whether the application is open or not. Push notifications allow applications to send real-time information or notifications to the user to alert or inform them of important events or updates. They can contain text, images, sounds or icons and can be designed differently depending on the device or operating system. Push notifications are delivered via the internet or mobile networks, and the user usually has to give the application permission to send such notifications. The receiving devices, such as smartphones, tablets or computers, must be connected to a corresponding application or service in order to receive push notifications.

Quality Assurance (QA)

QA (quality assurance) is a process or set of measures aimed at ensuring that products, services or processes meet the specified quality standards. QA involves the planning, implementation and monitoring of activities to identify and correct errors, defects or deviations before they have a negative impact on quality. The objective of QA is to ensure that the defined quality objectives are achieved by continuously improving processes, maintaining standards and implementing best practices. QA involves the development of quality policies, procedures and controls to ensure that quality standards are maintained throughout the life cycle of a product or service. The QA process includes various activities, including inspections, testing, documentation review, training, audits and monitoring. QA teams or professionals conduct systematic assessments and audits to ensure that products or services meet specified requirements and fulfill customer expectations.

Query

A query is a request or search term used in a system or database to retrieve specific information or search results. A query consists of a set of criteria or parameters that are used to filter or search for the desired data. Typically, a query is entered in a database-based environment or in a search engine to retrieve information from a large data set or database. The query may consist of keywords, phrases, filters, conditions or other specific details aimed at providing relevant results or information. A query can include different types of operations or query languages, such as structured query language (SQL) in databases or a specific syntax in search engines. By refining and customizing the query, the user can narrow or broaden the search for specific data to achieve the desired results.

Re-commitment

Re-engagement refers to the process of re-engaging or reactivating users, customers or prospects who have already had a relationship with a brand, product or service. The goal of re-engagement is to regain the interest, attention and participation of these individuals and motivate them to take repeated actions, interactions or purchases. Re-engagement is often used to target users or customers who have become inactive, have reduced their activity or may have churned. It involves the implementation of marketing strategies, communication measures or incentives to revive the interest and motivation of these individuals and encourage them to interact with the brand or company again.

Reach

Reach refers to the number of people or the potential target group that can be reached with a particular message, content or marketing campaign. It refers to the reach or scope that a message or campaign can have to reach potential recipients. It is often used as a metric to quantify the size or scope of an audience that a particular communication or advertisement can reach. It is often measured in conjunction with different communication channels, such as social media, television, radio or print media. Reach can be expressed either as the total number of people the message can reach or in terms of specific demographic characteristics, geographic regions or other audience attributes. It can also be determined by statistical estimates or by using data analytics to predict potential reach or visibility.

Reciprocal link

A reciprocal link is an agreement between two different websites in which they place links on each other’s pages. Website A links to the page of website B and website B links to the page of website A in return. This exchange of links serves to increase traffic between the websites and improve visibility in search engines. The intention behind the use of reciprocal links is to maximize the mutual benefit for both websites. Reciprocal linking allows both sites to benefit from an expanded audience and redirect potential visitors from one site to the other. It is believed that such linking can also help to improve the ranking of the websites in search results.

Referral Traffic

Referral traffic refers to the flow of traffic that comes from an external website or source to another website. It is the traffic generated by clicks on links from other websites or platforms that lead to the target page. Referral traffic is the result of recommendations or referrals from other websites, social media, blogs, forums or other online platforms. When a user clicks on a link on an external website and is redirected to the target page, this is counted as referral traffic. In contrast to direct traffic, where users enter a website directly or visit it via bookmarks, and organic traffic, which is generated by search engine results, referral traffic comes from third parties. It can be an important source of visitors and help to increase the visibility and reach of a website.

Referrer

Referrer, also known as referral source, refers to the website, application or source that directs the user to another website. It is the link that directs the visitor or user to the current page. The referrer is automatically captured and embedded in the HTTP header data of a web request document when a user clicks on a link or enters a URL into a web browser. By analyzing the referrer, the target page can obtain information about the source from which the user came.

Remarketing

Remarketing refers to a marketing strategy in which targeted ads are delivered to people who have previously interacted with a brand, product or website. It is a method of retargeting potential customers and regaining their interest by presenting them with personalized content. It is based on the use of tracking codes or cookies to record the behavior of website visitors. When a visitor visits a website and performs certain actions, such as viewing certain products or adding items to the shopping cart, this can be recorded and stored. Based on this information, targeted ads can be created and delivered to these visitors when they visit other websites or use online platforms. The purpose of remarketing is to increase the likelihood of a visitor completing a specific action, such as making a purchase or signing up for a newsletter. By retargeting potential customers who have already shown interest, brand awareness is increased, engagement is boosted and the conversion rate is improved.

Reputation management

Reputation management refers to the strategic management of a person’s, company’s or brand’s reputation. It includes measures to monitor, influence and control the public image and perception that others have of the person or company in question. Reputation management aims to maintain a good reputation, minimize negative effects and maintain or restore public trust and standing. It involves monitoring and analyzing online and offline communications, including ratings, reviews, social media posts, media coverage and other public expressions of opinion. Various strategies and measures are used to protect and improve reputation. These include actively monitoring online platforms and social media, responding to feedback and reviews, crisis management in the event of negative incidents, building a positive online presence through high-quality content and targeted communication, and building relationships with stakeholders and influencers.

Responsive Advertising

Responsive advertising refers to an advertising strategy in which ad content and formats are dynamically adapted to different devices and screen sizes. It is about ensuring an optimal user experience and visibility, regardless of whether the ad is displayed on a desktop computer, tablet or mobile device. Responsive advertising is based on the use of responsive design techniques, where ads are flexibly and automatically adapted to the available screen size and layout of the end device. This enables advertisers to present their messages in the best possible way and ensure that the ads are easy to read and appealing on all devices. By adapting ads to different screen sizes and devices, potential customers can be reached effectively regardless of whether they are using a smartphone, tablet or desktop computer. It enables a consistent presentation of the advertising message and an improved user experience, which can lead to higher conversion rates and a more effective advertising impact.

Responsive design

Responsive design refers to a design method for websites and applications in which the layout and content are flexibly adapted to different screen sizes and device types. It enables an optimal user experience, regardless of whether the website is displayed on a desktop computer, a tablet or a mobile device. Responsive design is based on the use of CSS media queries and flexible grid layouts to dynamically adjust the appearance and arrangement of elements. This allows content to change proportionally to the available screen size and adapt fluidly to ensure it is legible and user-friendly. By implementing this, a website or application can be displayed uniformly and consistently on different devices. This means that navigation elements, text, images and other content are rearranged according to screen size to ensure an intuitive and smooth user experience.

Responsive Images

Responsive images refers to a web design technique in which images are flexibly adapted to different screen sizes and device types. The aim is to optimize loading times and ensure that images are displayed in the appropriate quality and size on every device. The responsive images technique is based on the use of CSS media queries and HTML attributes to provide different image versions depending on the requirements of the display device. Instead of using a single image with a fixed size, multiple image sources are provided from which the device selects the most appropriate one. This process is also known as “art direction” as the design and image versions are controlled depending on the screen size and display characteristics of the device. This can mean that smaller images are loaded for mobile devices to conserve bandwidth, while larger and more detailed images are provided for desktop computers.

Responsive navigation

Responsive navigation refers to the adaptation of a website’s navigation structure and elements to different screen sizes and device types. The aim is to ensure user-friendly and easily accessible navigation, regardless of whether the website is being viewed on a desktop computer, tablet or mobile device. When implementing responsive navigation, various techniques and design principles are used to ensure that the navigation elements fit on smaller screens and are easy to use. These include, for example, displaying a menu icon (burger icon) on mobile devices, expanding or hiding menu options as required and using touch-controlled interactions. Responsive navigation design also takes into account the different requirements and behaviors of users on different devices. It ensures that navigation elements are easily accessible, remain legible and provide an intuitive user experience.

Responsive typography

Responsive typography refers to the adaptation of fonts, font sizes and typographic elements of a website to different screen sizes and device types. The aim is to make the text readable in an optimal and appealing way on all devices. This is achieved through the use of techniques such as CSS media queries, flexible font size units and proportional line breaks. The font size is scaled proportionally to the screen size and the design of the fonts is adapted to the respective devices. The result is an improved user experience where the text is easy to read on desktop computers, tablets and mobile devices and the visual appearance of the website is optimized. Responsive typography ensures optimal readability and an aesthetic appearance of the text on different devices.

Retargeting

Retargeting is a marketing strategy in which targeted advertising is displayed to users who have already interacted with a website, product or brand. By setting tracking cookies or pixels, information about user behavior is collected and then used to present personalized ads on other websites or platforms. The aim of retargeting is to retarget potential customers who have already shown interest and motivate them to interact again or complete a purchase. These ads can contain specific products or special offers, for example, in order to regain the user’s attention and interest. Retargeting allows companies to maximize the effectiveness of their marketing efforts by targeting people who have already shown a certain level of interest, thus increasing the likelihood of conversion or further interaction.

Rich Snippets

Rich snippets are special displays of search results in the search engine results pages (SERPs) that provide additional information about a website. They are structured data that enable search engines to better understand the content of a website and highlight important information such as reviews, prices, event dates, recipe ingredients or product information. By using rich snippets, users receive additional relevant information before they click on the search result, helping them to quickly find the information they are looking for. This can increase the click-through rate and improve the user experience. Rich snippets are based on markup languages such as Schema.org or JSON-LD, which provide structured data in a machine-readable format. Search engines such as Google use this structured data to improve the display of search results and provide users with a richer and more informative search experience.

Return on Ad Spent (ROAS)

ROAS (Return on Advertising Spend) is a marketing metric that measures the success of an advertising campaign or marketing channel based on the relationship between the revenue generated and the advertising spend. It is a measure of the effectiveness of an advertising investment as it shows how much revenue a company has generated for each advertising dollar spent. ROAS is usually expressed as a ratio or percentage, with a higher ROAS meaning a better return on advertising spend. For example, a ROAS of 3:1 means that for every advertising dollar invested, 3 dollars in revenue was generated. ROAS is an important metric for evaluating the success of marketing campaigns, using the budget efficiently and maximizing the return on advertising spend.

Robots.txt

Robots.txt is a text file that is placed on a website to give instructions to search engines and other web crawlers about which pages or areas of the website they are allowed to index and crawl. The Robots.txt file is usually located in the root directory of the website and contains specific instructions for the search engines’ user agents. By defining rules and restrictions in the Robots.txt file, website operators can control indexing and access to certain content.
This can be used to exclude private or confidential pages, block certain files or directories or give specific instructions for crawling. Web crawlers first read the Robots.txt file before crawling the website and follow the instructions it contains. Adding or updating rules in the Robots.txt file allows website operators to control the visibility and crawling behavior of search engines on their website.

Return on investment (ROI)

ROI (return on investment) is a business ratio that shows the relationship between the profit or benefit of an investment and the costs incurred. It is a measure used to evaluate and quantify the profitability of an investment. ROI is usually expressed as a percentage and shows how effective an investment is by indicating how much profit has been made in relation to the costs. A higher ROI means that the investment is more profitable. To calculate ROI, the profit (or benefit) is divided by the cost of the investment and multiplied by 100 to represent the percentage.

RSS feed

An RSS feed is an XML-based file that contains regularly updated information or content from a website in a structured form. It serves as a subscription service that allows users to automatically stay up to date when new content is published on a website. An RSS feed consists of a list of entries containing titles, descriptions, publication dates and sometimes links to the full content. Users can subscribe to an RSS feed by using an RSS reader or corresponding software. The RSS reader reads the feed and automatically displays the latest content as soon as it is available. This allows users to be informed about new posts, articles, news or other updates without regular website visits.

Sales Funnel

A sales funnel is a marketing concept that describes the process of converting potential customers into paying customers. It represents the path that a customer takes from their first interaction with a company until they make a purchase. The sales funnel consists of several successive phases, typically referred to as “Awareness”, “Interest”, “Desire” and “Action”. In each phase of the funnel, different marketing and sales techniques are used to strengthen the customer relationship, arouse interest, promote the desire for the product or service and finally motivate the customer to make a purchase. The sales funnel is a model that helps companies to structure the sales process, qualify potential customers and increase the conversion rate. By analyzing the sales funnel, companies can identify and optimize bottlenecks or weak points in the sales process in order to ultimately generate more revenue.

Search Engine Advertising (SEA)

SEA (Search Engine Advertising) comprises a variety of strategies and measures aimed at increasing the visibility of a website through paid ads in the search results of a search engine. The main aim of SEA is to place targeted ads that appear for relevant search queries and thus drive qualified traffic to the website. Through the clever use of paid ads, companies can strengthen their presence in search engine results and reach a targeted audience. Key components of SEA include selecting and optimizing relevant keywords, creating engaging ad copy, setting a budget and bidding strategies, and continuously analyzing and adjusting campaign performance. SEA enables companies to gain visibility quickly and in a targeted manner, as the placement of ads is directly linked to the budget and bids. An effective SEA strategy can help maximize conversions, sales and other business goals.

Search Engine Marketing (SEM)

SEM (Search Engine Marketing) is a marketing strategy that aims to increase the visibility and reach of a website through paid advertising in search engine results. It includes various techniques such as search engine advertising (SEA) and pay-per-click (PPC), where ads are displayed when users search for specific keywords. SEM aims to target potential customers who are actively searching for specific products, services or information. By placing relevant ads prominently in search results, companies can showcase their brand, drive traffic to their website and achieve conversions. SEM allows companies to target their advertising spend as they only pay for clicks on their ads, rather than just for ad placement. By continuously monitoring, analyzing and optimizing SEM campaigns, companies can maximize their reach, improve conversion rates and increase the return on investment (ROI) of their advertising spend.

Search Engine Optimization (SEO)

SEO (Search Engine Optimization) refers to a set of techniques and strategies aimed at improving the visibility of a website in the organic (unpaid) search results of a search engine. The main goal of SEO is to optimize the website so that it provides relevant content and information that matches the users’ search intentions. By applying SEO techniques, websites can improve their position in search engine results and thus generate more organic traffic. Key SEO practices include selecting and optimizing keywords, improving website structure and navigation, optimizing content, creating quality backlinks and improving website load time and usability. SEO is an ongoing process that requires regular monitoring, analysis and adjustment to keep up with changing search algorithms and competitors. Effective SEO helps websites to improve their online visibility, target their audience and ultimately achieve their goals such as increased sales, lead generation or brand awareness.

Search Engine Result Page (SERP)

SERP (Search Engine Result Page) refers to the search results page displayed by a search engine for a specific search query. It is the list of web pages that are considered relevant to the search query by the search engine. The SERP usually contains a combination of organic search results, paid ads, featured snippets, knowledge panels and other specific content tailored to the search query. The order and placement of results on the SERP are determined by search algorithms that take into account various factors such as relevance, website authority, usability and other criteria. The SERP is crucial for the visibility and traffic of a website, as most users only look at the results on the first page and rarely click on the following pages. Therefore, it is a goal for website owners and marketers to rank as high as possible in the organic search results to attract more visitors and increase the success of their online presence.

Snippet

A snippet is a short excerpt or preview of text that is displayed in the search results of a search engine. It is used to give users an insight into the content of a web page before they click on it. Snippets usually contain the title of the web page, a short description of the content and occasionally additional information such as the publication date, reviews, prices or other relevant details. The goal of a snippet is to give users an idea of what to expect on the website and whether it can satisfactorily answer their search query. A well-designed and appealing snippet can increase the click-through rate to a website and thus improve the traffic and visibility of the page. Snippets are generated by search engines and are based on the meta tags and the content of the website. Optimizing snippets by selecting relevant keywords and making them appealing can help increase the likelihood that users will click on the link and visit the website.

Social Listening

Social listening refers to the practice of monitoring and analyzing online conversations and interactions on social media to gain insights and information about a brand, product, person or specific topic. It involves monitoring posts, comments, mentions and ratings on social media to capture trends, opinions, sentiment and feedback. Social listening enables companies and organizations to better understand and respond to public perceptions and opinions about their brand or company. By analyzing the collected data, companies can gain insights into how their products or services are perceived, identify customer needs, recognize market trends and respond to customer feedback. Social listening can also help to identify potential crises or negative opinions at an early stage and respond appropriately.

Social media management tool

A social media management tool is a software application designed to help companies and individuals efficiently manage their activities on various social media platforms. It provides features and tools to facilitate the creation, scheduling, publishing and monitoring of content on social media. With a social media management tool, users can schedule their posts to publish at optimal times, manage social media accounts in one centralized location, curate content, get statistics and analytics on the performance of their posts, and respond to user interactions in real time. These tools allow users to effectively interact with their target audience, maximize the reach of their content and optimize their social media strategy.

Social Media Marketing

Social media marketing refers to the use of social media as part of a marketing strategy to promote brand awareness, customer loyalty and the sale of products or services. It involves the targeted use of platforms such as Facebook, Instagram, Twitter, LinkedIn and others to communicate with the target audience, share content, build relationships and achieve marketing objectives. Through social media marketing, companies can showcase their brand, share relevant content, encourage user interactions, gather feedback and build customer loyalty. It includes various activities such as creating and sharing content, placing ads, running contests or promotions, responding to customer inquiries and monitoring online conversations about the brand or company. Social media marketing offers companies the opportunity to target their audience as they can use demographic data, interests and behavioral patterns to place their messages effectively. It is a dynamic and interactive marketing tool that allows companies to interact with customers on a personal level and build an active community.

Social Proof

Social proof refers to the psychological effect whereby people view the behavior of others as an indication of the appropriate course of action in a given situation. It is based on the assumption that people tend to view the behavior or opinions of others as socially acceptable or correct and adapt accordingly. Social proof can come in various forms, such as customer reviews, testimonials, likes, follower numbers, influencer recommendations or statistics on the popularity of a product or service. When potential customers see that other people are already using or positively evaluating a product or service, they are more likely to feel encouraged to do the same. Social proof serves as a trust signal and reduces the uncertainty or risk associated with a purchase decision.

Split testing

Split testing, also known as A/B testing or multiple testing, is a method of testing and comparing the effectiveness of marketing or website elements. It involves the simultaneous testing of two or more versions of an element, such as a web page, an ad or an email, to determine which version achieves the better results. A sample of the target group is randomly divided between the different versions, and the reactions and behavior of the users are measured and analyzed. The goal of split testing is to make data-driven decisions and optimizations to improve the performance and effectiveness of marketing activities. By testing different variations, companies can find out which version achieves the best result in terms of clicks, conversions, sales figures or other defined goals. Split testing makes it possible to test hypotheses, optimize marketing strategies and make data-based decisions instead of relying on assumptions or intuition.

Sponsored Content

Sponsored content refers to content created or funded by companies or brands to spread their messages and promote their products or services. It is content that is created in the form of articles, videos, social media posts or other media formats and is placed within the editorial or organic content of a platform. The purpose of sponsored content is to convey a subtle advertising message while keeping the content interesting, relevant and engaging for the target audience. Unlike more traditional forms of advertising, sponsored content allows for a less intrusive way of advertising by blending seamlessly into the editorial context and often adopting the style and tone of the medium. It is important to note that sponsored content should be labeled as such to ensure transparency to consumers.

Secure Sockets Layer (SSL)

SSL (Secure Sockets Layer) is a protocol for the secure transmission of data over the Internet. It establishes an encrypted connection between a web browser and a web server to ensure the confidentiality and integrity of the transmitted information. SSL uses encryption techniques to protect the data from unauthorized access during transmission. It also authenticates the web server to ensure that the data is sent to the correct source and cannot be intercepted or manipulated by third parties. SSL is often used when transmitting sensitive data such as credit card information, passwords and personal details. It provides a secure environment for online transactions, e-commerce websites, banking, email encryption and other applications where privacy and security are of paramount importance. SSL certificates are issued by trusted certification authorities and serve as proof of a website’s authenticity and trustworthiness.

Storytelling

Storytelling in marketing refers to the strategic use of stories to create an emotional connection between a brand and its target group and to communicate messages effectively. It is about telling relevant and compelling stories that capture people’s attention, arouse their interest and increase their enthusiasm for a brand, product or service. Storytelling in marketing uses narrative elements such as characters, plot, conflict and resolution to create an engaging narrative. These stories can be presented on different channels and in different formats, such as videos, social media posts, blog posts or advertisements. Through storytelling, brands can communicate their identity, values and messages, build trust and create an emotional connection with their customers. Storytelling allows consumers to identify with the brand, empathize with the story and create a deeper connection. Effective storytelling in marketing can increase brand awareness, increase target group engagement and ultimately lead to stronger customer loyalty and increased sales.

Search Engine

A search engine is an information system used to search the internet for specific content and return relevant results. It allows users to enter search queries consisting of keywords or phrases to search for specific information, websites, images, videos or other online resources. Search engines use complex algorithms to crawl the web, index websites and rank them based on various criteria such as relevance and authority. They collect and analyze data about websites to provide users with the most relevant and highest quality results. Well-known examples of search engines are Google, Bing, Yahoo and DuckDuckGo. Search engines play a central role in organizing and navigating the World Wide Web and have become an essential tool for finding information on the Internet.

Search volume

Search volume refers to the number of searches made in a search engine for a particular keyword or phrase in a given period of time. It measures the popularity and level of interest in a particular search term or topic. Search volume is usually expressed in absolute numbers or relative measures such as monthly averages. A higher search volume indicates greater interest and demand for the search term, while a lower search volume indicates less interest. Search volume can be important for companies and website operators to identify potential target groups, optimize keywords for their content and adjust their marketing strategies. It also serves as an indicator of the popularity of certain topics or trends on the internet. Search engines often provide tools that can be used to determine the search volume for specific keywords or phrases in order to gain insights into the behavior of Internet users and make informed decisions.

Surfer SEO

Surfer SEO is an SEO strategy that focuses on optimizing websites for search engines and at the same time on the needs and expectations of users. Unlike traditional SEO, which mainly focuses on keyword density and backlinks, surfer SEO aims to design the content of a website to best match the search intentions of users. It involves analyzing search results and identifying relevant keywords and creating content that uses these keywords effectively and meets user expectations. Surfer SEO takes into account factors such as the length of content, the structuring of information, the use of media and the overall user-friendliness of a website. By applying surfer SEO principles, you aim to gain better visibility in search engine results while providing a more positive user experience.

Tagging

Tagging is a process in which certain words, keywords or categories are added to a specific object or content in order to label or classify it. It is used to facilitate the search, organization and categorization of content. Tags can be used in various contexts, such as social media, blogs, content management systems and other online platforms. Tagging allows users to find content more easily by searching for specific tags or categories. Tags can also be used to link similar content or generate recommendations based on common tags. Tagging allows users to organize and label their own content, but it is also used by platforms and search engines to better understand content and provide relevant results.

Target Audience

The target audience refers to the specific group of people or potential customers who are considered to be the main target of a marketing campaign or advertising message. It is a defined group of people who share certain characteristics, interests, demographics or behaviors and are therefore considered likely recipients of the message or product. Identifying and understanding the target audience is critical to developing effective marketing strategies and targeting communications to the needs and interests of this group. This includes analyzing demographics, geography, behavior, preferences, needs and other relevant factors to better understand the target audience and present them with relevant and compelling messages. Understanding the target audience helps companies to use their marketing resources more efficiently and communicate their messages in a targeted way to achieve maximum impact and success.

Targeted Ads

Targeted ads, also known as targeted ads, refer to ads that are targeted to a specific audience or demographic. These types of ads rely on the use of data and technology to tailor ad content and placements to users who share certain demographics, interests, behaviors or other relevant criteria. Targeted ads allow advertisers to precisely target their messages to those who are most likely to be interested in their product or service. This helps to increase the efficiency of advertising campaigns, improve the relevance of ads and reduce the cost of irrelevant impressions or clicks. Targeted ads can be used on various platforms and channels, including social media, search engines, display advertising and mobile apps. By leveraging data about user behavior and preferences, audiences can be carefully selected and relevant ad content presented to increase the chances of conversions and audience engagement.

Targeting

Targeting refers to the process of selecting a specific target group or audience for a marketing campaign or advertising message. It involves the identification and segmentation of potential customers or recipients based on certain characteristics, such as demographic data, interests, behaviors or other criteria. The aim of targeting is to precisely define and address the target group in order to increase the relevance of the marketing messages and increase the effectiveness of the campaign. Targeting allows companies to use their resources more efficiently by directing their messages to those who are most likely to be interested in their products or services. There are different types of targeting, including demographic targeting, geographic targeting, behavioral and interest targeting, contextual targeting and more.

Technical SEO

Technical SEO refers to the area of search engine optimization that deals with the technical infrastructure and structure of a website to improve its visibility and performance in search engines. It includes various technical aspects that help a website to be efficiently crawled, indexed and understood by search engines. Typical elements of Technical SEO include optimizing website architecture, improving load times, using HTML tags and structured data correctly, optimizing URL structure, implementing sitemap.xml files, handling redirects, using canonical tags, ensuring mobile optimization and much more. By implementing Technical SEO measures, the website becomes more accessible and understandable for search engines, resulting in better visibility in search results and a higher likelihood of it being correctly interpreted and indexed by search engines.

Testimonials

Testimonials refer to written or verbal statements, reviews or recommendations from customers who share their satisfaction, experiences or opinions about a particular product, service or company. Testimonials are used to gain the trust of potential customers and strengthen the credibility of a brand or company. They are often used in marketing and advertising materials to present positive reviews or success stories from satisfied customers. Testimonials can be in the form of written quotes, customer reviews, video or audio recordings, or even case studies. They provide social proof to potential customers and help them make an informed purchasing decision by providing insight into the experiences of other customers. Testimonials play an important role in building trust and credibility as they encourage potential customers to try the product or service based on the positive experiences and recommendations of others.

Text-to-Speed (TTS)

Text-to-speech, or TTS for short, is a technology that automatically converts written text into spoken language. The conversion is carried out by special software or algorithms that analyze the text and convert it into an acoustic output. Text-to-speech systems can be used in various applications, including voice assistants, read-aloud functions for visually impaired people, automated answering machines, audio books, voice output for navigation systems and much more. The quality and naturalness of the speech produced varies depending on the technology and advancement of TTS algorithms. Modern text-to-speech systems often use AI models to produce more natural voices and improved emphasis and intonation. Text-to-speech technology enables people to convert written information into spoken form and thus offers a wide range of applications that improve access to information and facilitate communication.

TikTok Marketing

TikTok marketing refers to the targeted use of marketing strategies, techniques and content on the social media platform TikTok to target a specific audience and increase awareness, awareness or sales of products, services or brands. Companies use TikTok as a channel to create creative and engaging short videos that are both entertaining and informative. By using TikTok’s features such as music, filters, effects and hashtags, brands can effectively communicate their messages and identity and interact with the TikTok community.
The goal of TikTok marketing is to build positive brand perception, increase audience engagement and attract potential customers.

Time on Page

Time on page is a metric that measures the average time a visitor spends on a particular website before leaving. This metric provides information about how long visitors remain active on a page and engage with the content. Time on page is usually measured by recording the time difference between entering and leaving a page.
A longer time on page usually indicates that visitors are engaging more intensively with the content and may be more interested in the page. Time-on-Page is an important metric in web analytics and helps website operators to evaluate the effectiveness of their content and the engagement of visitors.

Tracking

Tracking refers to the process of systematically collecting and tracking data to gather information about specific activities, behaviors or characteristics. Tracking typically uses specific parameters or codes to record the history and interactions of users, whether on websites, mobile applications, emails or other digital channels. Through tracking, companies can gain valuable insights such as the number of page views, time spent on a website, clicks on specific links or conversions. Tracking makes it possible to analyze user behavior, identify trends, evaluate the effectiveness of marketing measures and make targeted adjustments to improve performance and success. It is important to note that tracking should be in accordance with the applicable data protection regulations and the privacy of users must be respected.

Transactional Emails

Transactional emails are automated emails that are sent as a direct response to a transaction or action by a user. These emails are primarily used to convey important information to the recipient related to a completed transaction, such as a confirmation, invoice, shipping notification or password recovery. In contrast to marketing emails, which aim to convey sales or advertising messages, transactional emails have a primary function of transaction processing and communication. They are often personalized, contain specific details about the transaction and serve to provide relevant and time-critical information to the user. Transactional mails are an important component in the customer communication process and contribute to customer satisfaction, confidence building and the smooth running of transactions.

Trend analysis

Trend analysis refers to the process of examining and evaluating data in order to identify patterns, developments or changes over time. Historical data and statistical methods are used to identify and analyze trends in relation to certain variables or phenomena. Trend analysis aims to understand past patterns of behavior, make predictions about future developments and make informed decisions. This can be applied in various fields, including business, finance, marketing, demographic analysis and surveys. Through trend analysis, companies, organizations and research institutions can gain valuable insights to make informed strategic decisions, identify opportunities, mitigate risks and continuously improve their performance.

Trust Signals

Trust signals are indicators or elements on a website or in a marketing communication that are intended to strengthen the trust and credibility of the company, brand or product among potential customers or users. These signals serve to reduce concerns or doubts and give users the feeling that they are interacting with a trustworthy and reliable provider. Typical trust signals can include: customer reviews and testimonials, security certificates and symbols such as SSL encryption, seals of approval and certifications, references or partnerships with well-known brands or organizations, awards and prizes, transparent data protection and privacy statements, simple contact options and clear terms and conditions. By using trust signals in a targeted manner, companies can gain the trust of customers, increase their credibility and encourage potential buyers to interact with them and ultimately make a purchase decision.

Trustworthiness

Trustworthiness refers to the quality or condition of a person, organization or thing that deserves trust and is considered trustworthy. A trustworthy person or organization is perceived as honest, reliable, competent and having integrity. Trustworthiness is based on the trust that others have in the integrity, reliability and capabilities of a person or organization. Trustworthiness is an essential component of successful interpersonal relationships and business transactions. It is built through consistently delivering on commitments, acting transparently, communicating openly and honestly, and fulfilling obligations and responsibilities. Trustworthiness is a valuable asset that can lead to a positive reputation, customer loyalty and long-term relationships with customers, partners and stakeholders.

Uniform Resource Locator (URL)

URL (Uniform Resource Locator) is a unique character string that is used to identify and localize resources on the Internet. It serves as an address that makes it possible to access certain resources such as websites, files, images or videos.
A URL consists of several parts, including the protocol that specifies the access mechanism (e.g. “http://” or “https://”), followed by the domain, which contains the address of the server or host. Optionally, a path can be specified to indicate the specific location of the resource on the server.

Usability

Usability refers to the user-friendliness or suitability for use of a product, system or service. It is a term used to describe the effectiveness, efficiency and satisfaction with which users can accomplish a specific task or goal with a product. Usability is the quality of a product or system that enables users to use it easily, efficiently and satisfactorily to achieve their goals. It includes the ease of use, accessibility and adaptability of a product to meet the needs and abilities of users. A high level of usability is achieved when users understand the product intuitively, can learn it easily, can work with it efficiently and have a positive user experience. Usability is influenced by factors such as a clear user interface, understandable instructions, appropriate responses to user input and an effective information structure.

Usability test

A usability test is a structured and methodical approach to evaluating the user-friendliness of a product. It involves collecting qualitative and quantitative data by observing, setting tasks and interviewing test subjects as they perform specific tasks with the product under test. The test aims to identify weaknesses, problems or obstacles that may affect the user experience. Factors such as user-friendliness, efficiency, effectiveness, satisfaction and learnability can be evaluated. The results of the usability test are used to improve the product by making design changes and optimizations to maximize usability and ensure a positive user experience.

User Authentication

User authentication refers to the process of verifying a user’s identity to confirm their access rights to a system, application or specific resources. This process involves checking the login information provided by the user, such as username and password, against the stored authentication data. User authentication can also include other factors such as biometric features (e.g. fingerprint, facial recognition) or security tokens (e.g. smart cards) to confirm the user’s identity. Correct user authentication ensures that only authorized users can access the system and protects against unauthorized access and data misuse.

User Bahavior

User behavior describes the behavior of users during the use of a product or system. It includes the actions, decisions, preferences and reactions that a user shows while interacting with the product. This can include clicking on certain elements, filling out forms, performing searches, reading content, sharing information or maintaining user interactions.
The study of user behavior makes it possible to analyze the behavior of users in order to gain insights into their preferences, needs and usage patterns.

User Engagement

User engagement refers to the extent to which a user is actively involved, interested and engaged while interacting with a product or system. It encompasses the extent to which the user interacts with the content or functionality of the product, spends time with it and experiences positive emotions or a meaningful experience. User engagement can manifest itself in various forms, such as commenting, sharing or liking content, performing actions, using features or regularly returning to use the product. A high level of user engagement indicates strong user loyalty and a positive user experience, which in turn promotes the fulfillment of the goals of the product or system.

User Experience (UX)

User experience (UX) refers to the totality of impressions, emotions and perceptions that a user experiences when interacting with a product or system. It encompasses the user-friendliness, visual and functional aspects, efficiency, effectiveness and attractiveness of the product. A good user experience includes seamless and intuitive user guidance, appealing aesthetics, a clear information structure, short loading times and pleasant interaction. It takes into account the needs, expectations and goals of the user and strives to fulfill them in the best possible way. Designing a positive user experience helps to ensure that users enjoy using the product, use it effectively and develop a high level of satisfaction and long-term loyalty.

User Flow

User flow describes the planned and structured sequence of activities and interactions that a user takes when navigating through a product, website, application or system. It shows the logical sequence and path that a user takes within the system to achieve a specific task or goal. The user flow takes into account the possible decisions, options and branches that a user can make during the interaction process and ensures that the user is guided through the system in an efficient and smooth manner. The user flow helps to design a clear and intuitive user experience by focusing on user goals, task completion and reducing friction points. Analyzing and optimizing the user flow helps to improve the user experience and increase conversion rates.

User Interface (UI)

UI stands for “user interface” and refers to the interface or area through which a user interacts with a software application, device or website. The user interface includes all visual, auditory and haptic elements that enable the user to communicate with the system and perform tasks. This includes the arrangement of buttons, menus, icons, text fields, drop-down lists and other interactive elements, as well as the presentation of information and feedback during user interaction. The goal of a good UI design is to provide the user with an intuitive, user-friendly and efficient experience where the operation of the system is clear and understandable. A well-designed UI can increase user satisfaction, increase effectiveness and efficiency in task completion and minimize the learning curve for new users.

User Journey

The user journey describes the entire process and experience that a user goes through when they come into contact with a product, service or brand. It includes all contact points and interactions between the user and the company, from initial awareness to long-term use or loyalty. The user journey reflects the journey the user goes through, including their needs, questions, decisions and emotions at every step. It makes it possible to understand and shape the user’s interactions to ensure a positive and seamless experience across different channels and touchpoints. By analyzing the user journey, companies can gain insights to identify obstacles, improve the user experience and promote customer loyalty.

User journey mapping

User journey mapping is a structured process of mapping a user’s interactions, experiences and decisions throughout their journey with a product or service. It involves capturing the various touchpoints a user has during their usage or purchase decision, as well as identifying their goals, needs, emotions and questions at each step. By creating a visual map or graph, the user journey is mapped from start to finish to gain insights into user flow, pain points and opportunities to improve the user experience. User journey mapping helps to take the user’s perspective to improve interactions, increase customer satisfaction and make targeted improvements in design, communication or functionality to meet and exceed user expectations.

User persona

A user persona is a fictional and representative representation of a specific user type or target group based on extensive research, data and insights. It describes the demographic characteristics, behaviors, needs, goals, motivations and preferences of that specific user group. User personas help to sharpen the understanding of the target group by providing a clear idea of their characteristics and perspectives. They make it possible to design products, services or experiences from the user’s perspective and better meet their needs.

User profiling

User profiling is the process of collecting, analyzing and categorizing data about users to create detailed profiles. This includes information such as demographic characteristics, interests, preferences, behaviors, purchasing habits and other relevant characteristics. By collecting and analyzing this data, companies can develop a comprehensive understanding of users in order to offer personalized and tailored products, services or content. User profiling can be done through various methods, including the use of analytics tools, surveys, behavioral tracking or social media analysis.

User Research

User research is the structured process of studying and analyzing users to gain an in-depth understanding of their needs, behaviors and preferences. It involves the application of various research methods such as interviews, observations, surveys, usability tests and data analysis to collect qualitative and quantitative data about users. The goal of user research is to obtain accurate and reliable information about the target group in order to make informed decisions when designing products, services or user experiences.

User Segmentation

User segmentation refers to the process of dividing a target group or user base into clearly defined subgroups or segments based on common characteristics, behaviors or needs. This process is made possible by analyzing data, demographic information, usage patterns, preferences or other relevant criteria. Through segmentation, companies can better understand their target audience and develop targeted marketing strategies, product designs or communication approaches that are tailored to the specific needs and requirements of each user group. User segmentation enables a personalized approach, an improved customer experience and increased relevance of the solutions offered.

User Story

A user story is a requirement formulated in natural language that describes the functionality of a product or function from a user’s perspective. It follows a simple format, usually consisting of a brief description of the user, a desired action and an expected result. User stories focus on understanding the user’s needs and goals and integrating them into the development process. They are easy to understand, independent of each other and can be prioritized. User stories serve as a means of communication between the development team, the product owner and other stakeholders to ensure that the user’s requirements are clearly understood and implemented.

User-Centered Design

User-centered design is a design approach that aims to create products, services or user experiences based on the needs, behaviors and goals of users. Various methods and techniques such as user research, user interviews, usability tests and feedback loops are used to gain a deep understanding of the user’s perspective. The design is developed iteratively and incrementally, with a focus on creating a positive user experience. User-Centered Design considers usability, efficiency, accessibility and aesthetics to create solutions that meet users’ needs and promote their satisfaction and acceptance. By using user-centered design, companies can ensure that their products and services are tailored to users and offer added value.

User-generated content (UGC)

User-generated content (UGC) refers to the content created and shared by users or users of a website, platform, social network or online community. UGC includes a wide range of content such as reviews, testimonials, comments, photos, videos, blog posts and more. The content is created by the users themselves, without direct influence or creation by the company or brand. UGC can be created and shared on public platforms or in specific communities. It plays an important role in creating engagement, interaction and credibility as it comes from real users and offers a diversity of perspectives and opinions. Companies and brands often use UGC as a marketing tool by integrating user content into their campaigns, promotional materials or social media presence.

Unique Selling Proposition (USP)

The Unique Selling Proposition (USP) refers to the unique selling advantage or unique selling point of a product, service or brand. It is the outstanding feature or benefit that sets the offering apart from competitors and makes it attractive to potential customers. The USP can take various forms, such as a unique feature, superior quality, a lower price, a specific benefit or a special service. The USP should appeal to the target group and make it clear why the offer is the best choice and what benefits it provides. A strong USP can strengthen the brand image, increase brand awareness and improve competitive positioning. Companies often use the USP as a central element of their marketing strategy to differentiate themselves from competitors and achieve a differentiated positioning in the market.

Vanity URL

A vanity URL is a custom, personalized web address that is often used for marketing and branding purposes. Instead of using a standardized URL with a long string of numbers and letters, a vanity URL allows you to create a short, meaningful and easy-to-remember web address associated with the name of a brand, product or person. Vanity URLs are often used in social media, advertising campaigns, offline materials and other marketing activities to facilitate access to a specific web page or landing page and to build brand awareness. They can also improve usability and increase the likelihood that users will type in or share the URL as it is shorter and more engaging than a generic URL.

Seal of trust

A trustmark is a graphic element or logo that is placed on a website or in an online store to gain the trust of users and increase the credibility of the website or company. Trust seals are awarded by independent third-party providers or certification bodies and signal to visitors that certain security or quality standards have been met. These seals can cover various aspects, such as privacy protection, the security of payment transactions, the trustworthiness of customer reviews or compliance with certain industry standards. By placing trust seals prominently on a website, the aim is to give users a sense of security and reduce their concerns about data protection, online fraud or other risks. Trust seals can help increase conversion rates, boost customer confidence and improve the image of a company or website.

Video marketing

Video marketing refers to the use of videos as a marketing tool to convey a message, promote products or services and increase target group engagement. It involves the creation, distribution and promotion of videos in various formats, such as commercials, explainer videos, product presentations, tutorials or corporate videos. Video marketing uses the visual and auditory power of the medium to present information in a clear, entertaining and convincing way. By using videos, companies can increase their brand awareness, attract the attention of viewers and convey their messages in an emotional and effective way. Video marketing is often used on social media, websites, email campaigns and other online channels to reach target audiences, drive engagement, increase traffic and ultimately contribute to positive brand perception and increased sales.

Video testimonials

Video testimonials are recordings of people sharing their experiences, opinions or recommendations about a particular product, service or company. In contrast to written testimonials, video testimonials offer the opportunity to present feedback and reviews in an authentic and personal way. The people giving the video testimonial can be customers, clients, experts or influencers who share their positive experiences and the benefits of using the product or service. Video testimonials are often used as effective marketing tools to gain the trust of potential customers, demonstrate the credibility and value of a product or brand, and encourage potential customers to have similar positive experiences. These testimonials can be used on websites, social media, in advertising campaigns or in sales presentations to reinforce brand image, increase engagement and ultimately boost conversion rates.

Viewability

Viewability refers to the measurement and evaluation of the visibility of digital ads on a website or in an app. It refers to the possibility that an ad is actually displayed in the user’s field of vision and can be perceived by them. Viewability is measured using certain criteria, such as the percentage of the visible area of the ad in relation to the total area of the ad or the position of the ad on the screen. A high viewability means that the ad is highly likely to be seen by users, while a low viewability indicates that the ad may not be in the field of view or may be obscured by other elements on the page. Measuring viewability is important to assess the effectiveness of advertising campaigns and to ensure that ads can actually be seen by the target audience.

Viewport

The term “viewport” refers to the visible area of a display device, such as a computer, tablet or smartphone. It is the area of the screen that is displayed to the user without scrolling or zooming. The viewport depends on the screen size and orientation as well as the viewer’s settings. For responsive websites and mobile applications, it is important to consider the viewport to ensure that the content is adapted and optimized to display optimally on different devices and screen sizes. By defining the viewport, developers can control the display of content and ensure that it is user-friendly and appealing, regardless of the device used.

Viral marketing

Viral marketing describes a marketing strategy in which content, messages or campaigns are developed and distributed in a targeted manner in order to achieve a wide reach and rapid spread through word of mouth. Users are motivated to voluntarily share the content with others and thus create a viral effect. Viral marketing is often based on emotionally appealing or entertaining content that arouses the interest of the target group and encourages sharing. By spreading exponentially on social media, online platforms or other digital channels, viral marketing can generate a high level of attention and awareness for a brand, product or message. It enables companies to effectively expand their reach and increase interaction and engagement with their target audience without having to invest directly in traditional advertising measures.

Visitor Conversion

Visitor conversion describes the process by which visitors to a website are converted into specific actions or goals. It refers to the ability of a website or digital platform to get visitors to perform certain desired actions, such as purchasing a product, filling out a registration form or subscribing to a newsletter. The term “visitor conversion” aims to quantify and improve the effectiveness of a website or online channel in converting visitors into customers or leads. This can be achieved through targeted conversion optimization techniques, such as improving website design, user experience and call-to-action elements. A higher Visitor Conversion score indicates a more effective use of website traffic and can lead to an increase in an organization’s revenue or growth.

Visitor Segmentation

Visitor segmentation is the process of dividing website visitors into specific groups or segments based on common characteristics or behaviors.
The goal of visitor segmentation is to identify and target the different needs, interests and behaviors of visitors. By identifying and analysing these segments, companies can adapt their marketing strategies and website content to create a personalized experience for different visitor groups. This makes it possible to communicate relevant messages, create targeted offers and improve conversion rates. Visitor segmentation can be done based on various criteria, such as demographics, geographic location, referral sources, interests or past behaviour on the website.
By targeting and individualizing the website experience, companies can increase the effectiveness of their marketing efforts and provide a personalized, engaging user experience.

VLOG

A VLOG is a type of online video format in which a person or vlogger (video blogger) records and shares their life, experiences, opinions or specific topics with an audience. The term “VLOG” is a combination of the words “video” and “blog” and refers to the use of video instead of text to convey information and tell stories. Vlogs are often published on video sharing platforms such as YouTube or Vimeo and can include a variety of content, such as travelogues, product reviews, tutorials, daily vlogs or discussions on current topics. Vlogs are often characterized by a personal and informal style of presentation in which the vlogger communicates directly with the audience. This type of video content has gained popularity in recent years and allows people to share their passions and interests with a broad online community.

Voice Search

Voice search refers to the use of spoken commands or questions to obtain information from a search engine. Instead of typing text into a search engine, users use their voice to perform a search. Voice search is based on speech recognition technologies that convert spoken language into text and then deliver the corresponding search results. With the help of voice assistants such as Siri, Google Assistant, Alexa or Cortana, users can access a variety of information by voice, including news, weather forecasts, directions, product research and much more. Voice search is used on various devices, including smartphones, smart speakers, wearables and even in vehicles. The increasing popularity of voice search has led to an adjustment in SEO strategies, as search queries are often phrased differently when spoken than when typed on a keyboard.

Voice User Interface (VUI)

VUI stands for “Voice User Interface” and refers to the interface between a user and a computerized system where interaction is done through voice commands and responses. A VUI allows users to interact with technological devices or applications by using their voice instead of using keyboards or touchscreens. This type of user interface uses voice recognition technology to understand the user’s spoken language and respond accordingly. VUIs are used in various devices and applications, such as voice assistants, smart speakers, telephone systems, navigation devices and household appliances. They provide an intuitive and convenient way of interaction and allow users to perform various tasks and requests using natural language.

Web-to-Lead

Web-to-lead refers to a process in which potential customers (leads) are generated via a website. It is a method of lead generation management in which visitors to a website leave their contact information via a form or other interaction mechanism. This information is then automatically captured and entered into a lead database or CRM system. Web-to-lead enables companies to effectively identify potential customers, capture their inquiries and engage with them.
By integrating web forms and interactions into their online presence, companies can receive leads directly from their website and use this information in their sales and marketing activities. Web-to-lead is an important part of lead management and helps companies to efficiently capture potential customers and track their interests.

Webcrawler

A web crawler, also known as a spider, bot or crawler, is an automated program or software application that systematically searches the Internet to collect information from websites. The web crawler goes through a large number of URLs and extracts the content of the pages in order to index them or process them for other purposes. By following links within a web page or between different web pages, a web crawler can capture large parts of the Internet and collect data such as text, images, links and metadata.
This data can be used for various purposes, such as search engine indexing, website analysis, content aggregation or for checking website links. Web crawlers play an important role in organizing and structuring the Internet by improving the accessibility and availability of information.

Web design

Web design refers to the process of designing and creating websites. It includes the visual design, the structuring of content and the user-friendliness of a website. The goal of web design is to create an aesthetically pleasing and functional website that meets the needs and expectations of users. Web design takes into account various elements such as color schemes, fonts, layouts, graphics and interaction elements to create an appealing and consistent user experience. It’s not just about designing an attractive website, but also about considering the usability, accessibility and responsiveness of the website on different devices and screen sizes. Web designers often use design tools and programming languages such as HTML, CSS and JavaScript to implement the visual and functional aspects of a website. Web design plays an important role in presenting content, building brand identity and creating a positive user experience on a website.

Web development

Web development refers to the process of creating, programming and implementing websites or web applications. It includes the development of functions, the design of the user interface, the processing of data and the integration of various technologies. The aim of web development is to create an interactive and functional website that meets the customer’s requirements and objectives. Programming languages such as HTML, CSS, JavaScript and others are used to realize the structural, visual and functional aspects of a website. Web development can focus on front-end development, which is responsible for the user interface and interaction with users, or back-end development, which enables the processing of data and the functionality of the website in the background. In some cases, web development also includes the integration of databases, the implementation of content management systems and the optimization of the website for search engines. Web development plays a central role in the creation and maintenance of websites to ensure an engaging user experience, functionality and performance.

Webfont

A web font is a special font that is loaded via the Internet and integrated into websites. Unlike the standard fonts that are pre-installed on most operating systems, a web font allows developers to use a wider range of fonts in their websites. This opens up creative possibilities and allows text content to be displayed consistently across different browsers and platforms. Web fonts are usually integrated into the website via CSS (Cascading Style Sheets) and can either be loaded from external servers or hosted locally. The use of web fonts offers advantages such as better readability, visual appeal and the ability to strengthen the brand image of a website. In addition, the scalability of web fonts allows the font size to be flexibly adapted to different screen sizes and devices. By using web fonts, developers can improve the typographic design of their websites and create an individual visual identity.

Webhosting

Web hosting is a service that provides companies or individuals with storage space on a server to store their websites and associated files on the Internet and make them publicly accessible. With web hosting, the website files are stored on a server that is connected to the Internet around the clock. This makes it possible for users all over the world to access the website via the Internet. Web hosting usually also includes functions such as the provision of email addresses, databases and other services required to manage and operate a website. A web hosting provider provides the infrastructure and technical resources to keep the website online and running smoothly. This enables companies and individuals to effectively publish their websites, share content, conduct e-commerce transactions and interact with their target audience online.

Webinar

A webinar is an interactive online seminar that takes place in real time via the internet. It allows participants from different locations to take part in a presentation, lecture or training session without having to be physically present at a specific location. During a webinar, the presenter can present content such as slides, presentations, videos or live demonstrations and interact with participants via text chats, Q&A sessions or polls. Participants can follow the webinar via their web browser, on a computer, tablet or smartphone. Webinars are often used for business, educational or informational purposes to share knowledge, conduct training, showcase products or services and encourage interaction and engagement from participants.

Webmaster

A webmaster is a person who is responsible for planning, creating, maintaining and updating a website. The webmaster has technical expertise in web development, programming and design and takes care of all technical and design aspects of the website.
This includes hosting the website, embedding content, managing user interactions, troubleshooting technical issues and ensuring the smooth functionality of the website. The webmaster is also responsible for search engine optimization (SEO) and monitoring website performance to ensure that the website functions effectively and provides a positive user experience.

Web server

A web server is special software or hardware that runs on a computer and receives and responds to HTTP requests from clients. The web server is used to provide websites and other resources via the Internet. It receives requests from web browsers or other client applications, interprets and processes these requests and sends the corresponding response data back to the client. The web server can have various functions, such as providing static or dynamic content, managing user logins and sessions, processing form data and performing database queries. It plays a central role in the delivery of websites and is a fundamental component of the World Wide Web.

Webshop

A webshop is an online platform that enables companies to offer and sell their products or services on the internet. It is an e-commerce website where customers can browse, select and purchase products without physically going to a retail store. The webshop includes various functions such as product catalogs, shopping carts, payment processing, order tracking and often also customer reviews and return options. A webshop allows companies to expand their reach and reach customers all over the world. The webshop facilitates the shopping process for customers by providing them with a convenient and user-friendly interface to search for products, obtain information and complete transactions securely.

Website optimization

Website optimization refers to the process of improving a website to optimize its performance, visibility and user experience. The aim is to make the website more visible to search engines, improve loading times, increase the conversion rate and enhance user-friendliness. This includes various measures such as optimizing website content, adapting technical aspects such as loading times and mobile display, improving navigation and user guidance and implementing SEO strategies. Website optimization is crucial to attract more visitors, keep them on the website longer and ultimately motivate them to take action, be it a purchase, a registration or filling out a contact form. Through continuous monitoring, analysis and optimization, a website can maximize its performance and achieve better results.

Web tracking

Web tracking refers to the practice of collecting and analyzing usage data on a website. Various technologies such as cookies, tracking pixels or log files are used to collect information about the behavior of website visitors. The aim of web tracking is to gain insights into user behavior in order to optimize the website, improve marketing measures and support business decisions. Tracking can be used to collect data such as page views, dwell time, click paths, conversion rates and demographic information. This information can be used to measure the effectiveness of marketing campaigns, improve the user experience and provide personalized content. Data protection regulations and compliance with the applicable legal requirements are of great importance in order to protect the privacy of users and ensure the responsible handling of the data collected.

White-hat SEO

White-hat SEO refers to a set of techniques and strategies used in search engine optimization to improve the visibility of a website in a legitimate and ethical manner. It involves adhering to the guidelines and best practices of search engines such as Google. White-hat SEO aims to create high-quality content that is relevant, useful and user-friendly. It also includes optimizing website structure and performance, improving user experience and gaining quality backlinks from trusted sources.
Unlike black-hat SEO methods that aim to manipulate and deceive, white-hat SEO aims to achieve long-term and sustainable results by providing value to users and search engines alike.

Widget

A widget is an independent, interactive element that can be embedded in a website or application to provide additional functions or content. It is a stand-alone component that functions independently of the main content of the page. Widgets can take various forms, such as buttons, forms, search fields, calendars or social media feeds. They provide users with an easier and faster way to access specific information or actions without having to leave the entire page.
widgets can also be customizable and allow website operators to adapt the look and feel of the widget to their needs. They contribute to the improved user experience and enable greater functionality and interactivity on a website or in an application.

Wireframe

A wireframe is a basic visual representation of a website, application or user interface. It is a simplified sketch that illustrates the basic layout, structure and placement of the various elements without focusing on details such as colors, images or fonts. A wireframe is used to plan and communicate the functions and layout of a website or application before the actual design and development begins. It provides a structured blueprint that allows developers, designers and stakeholders to visualize the concept and discuss layout, navigation and user interactions.
wireframes are usually kept simple and sketchy to focus on the structural aspects and allow for quick review and adjustment before the actual design process begins.

What You See Is What You Get (WYSIWYG)

WYSIWYG is an abbreviation for “What You See Is What You Get”. It is a method or tool that allows users to edit and design content in an editor or design interface to approximate the final look. In other words, when using WYSIWYG editors, the content is displayed as it will ultimately appear on the website, in a document or application, without users having to interact with the underlying code.
This allows for easy and intuitive editing of text, images, tables and other elements, with the visual representation immediately visible. WYSIWYG editors are particularly useful for people with no programming knowledge, as they allow them to create and format content without having to worry about the technical aspect. Instead, they can focus on the visual appearance and make changes in real time.

XML Sitemap

An XML sitemap is a special type of sitemap that is used to give search engines a structured overview of the pages of a website. It is based on Extensible Markup Language (XML), a markup language that presents information in a hierarchical structure. An XML sitemap contains a list of the URLs of the individual pages of a website as well as additional information such as the priority of the pages, their update frequency and the date of the last change. By providing an XML sitemap, a website makes it easier for search engines to crawl and index its content, as they can see at a glance which pages are present and how they are structured. This enables search engines to crawl the website more efficiently and capture relevant content. XML sitemaps are therefore a useful tool for search engine optimization (SEO), as they help to ensure that the pages of a website are better indexed and therefore more visible in search results.

YouTube marketing

YouTube marketing refers to the use of the YouTube video platform as a marketing channel to promote products, services or brands and reach target audiences. It encompasses various marketing strategies and tactics aimed at leveraging YouTube’s potential as a popular content provider and search engine. Companies can create their own YouTube channels, produce high-quality videos, use optimized video titles, descriptions and tags and take advantage of various ways of interacting with viewers, such as likes, comments and subscriptions. By targeting relevant and engaging video content, companies can increase their reach, improve brand visibility and engage with potential customers. YouTube marketing also offers the opportunity to share videos across other channels and social media to achieve greater reach and virality. By effectively using YouTube as a marketing platform, companies can reach their target groups and successfully achieve their marketing goals.

Zero Moment of Truth (ZMOT)

The term “Zero Moment of Truth” (ZMOT) refers to the time when a potential customer searches online for information, reviews and experiences about a product or service before making a purchase decision. ZMOT is a conceptualization of changing buying behavior in the digital era, where consumers have the opportunity to do extensive research before actually making a purchase.
This moment takes place before the traditional “first moment of truth”, which describes the moment when the customer physically sees or picks up the product. The ZMOT concept emphasizes the importance of a strong online presence, relevant content and positive experiences to reach and convince potential customers at this crucial moment.

Zero-based budgeting

Zero-based budgeting is a budgeting practice in which every single expense or cost item is evaluated and approved from scratch, without relying on previous budget periods or existing expenses. With this method, all expenditure requests must be justified in detail and evaluated based on their priorities and benefits for the company.
The aim of zero-based budgeting is to enable a comprehensive and objective assessment of expenditure and to ensure a more effective allocation of resources.

Zip Code Targeting

Zip code targeting is a marketing strategy in which targeted advertising measures are aimed at specific geographical areas defined by their unique zip codes. Specific zip codes are identified and prioritized as target markets.
This method allows companies to adapt their marketing strategies and messages to the needs and preferences of individual zip codes in order to target their audience.