Digital Marketing – Basics

Encyclopaedia

Term Definition
Content Marketing Make your audience with consulting, informatory and entertaining content indicated.
Display Advertising Advertise your products and messages via graphical formats.
Affiliate Marketing Comissions for selling products in your name on another website.
Social Media Marketing Advertise on social networks like Facebook, Instagram, LinkedIn, etc.
E-Mail Marketing A part of direct marketing or Customer Relationship Management (CRM)
Native Advertising Your advertisement looks like an editorial article.
Usability How easy a user can interact with your website.
Conversion A user/lead who gets a registrated user.
Lead Management Make real customers out of potential customers.
CRM (Customer Relationship Management) A tool which helps to administrate customer data.
KPI (Key Performance Indicator) Metrics which help you to take decisions.
CPC Cost per click
TKP Tausender Kontakt Preis
CPM Cost per Mille
CPL Cost per lead
CTR Click through rate
Openrate How many users did open an e-mail
Unsubscribe rate Rate of unsubscribtions of an newsletter
SEO Search Engine Optimization
SEA Search Engine Advertising
CPA Cost per Action
ROI Return on Investment
ROAS Return on Adspend
KUR Kosten-Umsatz-Relation
CPO Cost per Order
Visitors A user who is visiting a website.
Absprungrate Besucher, die die Webseite direkt wieder verlassen.
BANT Lead A method to sort your potential customers
Lead nurturing Development of contacts
MQL Marketing Qualified Lead
SQL Sales Qualified Lead
Whitepaper A document with informative content relevant specific fields.
Webinar A seminar or presentation via online tools.
Social Selling Networking via LinkedIn
B0unce Rate Visitors who leave your website instantly.
Lead Generation Tools A tool for uploading new leads.
ABM Account Based Marketing
B2B Business to Business
B2C Business to Customer
Addressable TV (ATV) Combination of linear TV and online targeting
Connected TV (CTV) All digital content which can be displayed on a TV.
HbbTV Standard Hybrid broadcasting broad band TV
DOOH Digital out of home
Dialogmarketing Austausch zwischen potentiellen Kunden und Unternehmen.
Telemarketing A form of direct marketing
Programmatic Advertising Automated buying of adspaces in realtime.
DSP Demand Side Platform
SSP Sell Side Platform, Supply  Side Platform
DMP Data Management Platform
1st Party Data Data you generate and own as company itself.
2nd Party Data Data which comes externally or via partners.
3rd Party Data Data which come via an external provider.