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Glossary
Your compass through the world of design & marketing.
Here you will find the most important terms from our daily work explained in an understandable way. Our glossary offers you clear definitions, inspiring insights and practical know-how. Have fun discovering!
Here you will find the most important terms from our daily work explained in an understandable way. Our glossary offers you clear definitions, inspiring insights and practical know-how. Have fun discovering!
A
A
Ad Spend
Ad Spend
Exact amount of money spent on a specific ad campaign.
Ads
Ads
Advertisements
B
B
Bots
Bots
Computer programs that operate autonomously and automatically without human intervention.
Brand Voice
Brand Voice
The manner in which a brand communicates with its audience.
Business to Business
B2B
Business to Business
Marketing from a company to a company.
Business to Customer
B2C
Business to Customer
Marketing from a company to a customer.
C
C
Call to Action
CTA / C2A
Call to Action
A prompt to take action, often in the form of buttons.
Case Studies
Case Studies
Description of a typical real-world case.
Click-Through Rate
CTR
Click-Through Rate
Ratio of clicks to impressions.
Community Management
Community Management
Managing a community, e.g., responding to messages and preventing PR crises.
Content
Content
Internet content of any type (image, graphics, video, copy, etc.).
Content Creator
Content Creator
Creator of multimedia content (usually for online platforms).
Conversion Rate
CVR
Conversion Rate
Conversion of a target persona into another role, e.g., prospect, buyer, etc.
Cookies
Cookies
Data that records, for example, your browsing history.
Corporate Identity
Corporate Identity
Totality of the characteristics of a company's visual appearance.
Cost per Click
CPC
Cost per Click
Cost for each click on an ad.
Cost per Lead
CPL
Cost per Lead
The average cost of acquiring a single lead.
Cost per View
CPV
Cost per View
Cost per View.
Creative
Creative
Creative element of an ad or content, such as a graphic, image, or video.
Custom Audiences
Custom Audiences
Group of people matching criteria you specify for ads on a platform like Facebook, Instagram, or LinkedIn.
Customer Relationship Management
CRM
Customer Relationship Management
Managing a company's interactions with current and potential customers.
D
D
Privacy Policy
Privacy Policy
Statement describing how user data is handled.
GDPR (DSGVO)
GDPR (DSGVO)
The European Union's "General Data Protection Regulation".
Direct to Consumer
D2C
Direct to Consumer
Marketing by the manufacturer directly to the end customer.
Distribution Channel
Distribution Channel
Means of delivering your content to the audience.
Double Opt-in
DOI
Double Opt-in
Consent procedure requiring users to explicitly confirm in writing they are willing receive marketing communications.
E
E
Engagement
Engagement
Interactions, e.g., clicks, likes on social media.
F
F
Fakes
Fakes
Inauthentic personas or profiles on the internet.
G
G
Geotargeting
Geotargeting
Advertising targeted based on the geographic location of website visitors.
Google Display Network
GDN
Google Display Network
Advertising platform of over two million websites where one can run Google ads.
H
H
Hashtag
#
Hashtag
Keyword preceded by a hash symbol ("#") that allows you to categorize content.
Hover
Hover
Event triggered when a user positions the mouse pointer over an element.
I
I
Impressions
Impressions
Number of times an ad or an internet page is displayed.
Influencer
Influencer
Individuals using their strong presence and reputation on social networks to promote products.
K
K
Key Performance Indicator
KPI
Key Performance Indicator
Metrics used to measure the performance of activities within a company.
Keyword
Keyword
Term used to search for a product or topic in search engines.
L
L
Lead
Lead
Qualified contact who has provided contact information and shown interest.
Lead Form
Lead Form
Form through which users can submit their information directly on the website.
M
M
Meta Pixel
Meta Pixel
A piece of code you place on your website to track user activity and measure the effectiveness of your Facebook and Instagram ad campaigns.
O
O
Objective
Objective
A specific goal or target.
Organic Content
Organic Content
Free content like posts, photos, videos, stories, etc. created by users or companies and which is shared in their feeds.
P
P
Pain Points
Pain Points
A customer problem that a company can use to incentivize a buying choice.
Performance Marketing
Performance Marketing
Use of online marketing instruments to achieve specific measurable results
Placement
Placement
Placement, often referring to the location of ads.
R
R
Reach
Reach
Number of unique users who saw the content.
Recruiting
Recruiting
In HR the act of hiring new staff and all that is associated with it.
Editorial Calendar
Editorial Calendar
Scheduling of posts over time.
Retargeting
RET
Retargeting
Technique that allows us to re-engage users with ads across multiple platforms.
Return on Advertising Spend
ROAS
Return on Advertising Spend
Actual revenue generated per advertising spend.
Return on Investment
ROI
Return on Investment
Ratio of profit generated relative to the cost of investment.
S
S
Search Engine Marketing
SEA
Search Engine Marketing
Paid ads that are shown as search results by search engines.
Search Engine Marketing
SEM
Search Engine Marketing
Paid strategies to increase visibility in search engine results; includes SEO (Search Engine Optimization) and SEA (Search Engine Advertising).
Search Engine Marketing
SEO
Search Engine Marketing
Describes the optimization of website content so that search engines recognize it as relevant and are more likely to display it in their results.
Shitstorms
Shitstorms
Sudden outbreak of negative criticism on social networks, PR crisis.
Slider
Slider
Image elements (carousel) used on websites, typically on homepages, category pages, or landing pages which can be moved horizontally or vertically.
Slots
Slots
Time windows.
Social Media
SM
Social Media
Platforms for social interaction and content sharing online.
Social Networking
Social Networking
Digital networking: finding, connecting, and chatting online.
A/B Testing
A/B Testing
Test method where a variation is compared against the original version.
Storytelling
Storytelling
Narrative technique to convey knowledge using motifs, metaphors, or other rhetorical devices.
Style Guide
Style Guide
Guidelines for the consistent design of a company’s visual identity.
T
T
Tag
Tag
Label or keyword used to categorize content.
Targeting
Targeting
Serving ads to a previously defined audience segment.
Testimonials
Testimonials
Specific endorsements for a product, service, or brand.
Thumbnail
Thumbnail
Small preview image.
Touchpoints
Touchpoints
Points of interaction between the customer and the company/product/service.
Tracking
Tracking
Creating a log of user behavior.
Traffic
Traffic
Visits by users to a website.
U
U
User Format
User Format
Special type of content that does not appear regularly.
User-Generated Content (UGC)
UGC
User-Generated Content (UGC)
Media content created by users rather than the content provider.
V
V
Views
Views
Number of times content is viewed.
Viral
Viral
Content that becomes popular through online sharing.
W
W
White Paper
White Paper
A brief report or guide presenting essential information to provide readers with quick insights, often used as a lead magnet to incentivize user into acting in a particular way, e.g., giving up their email address.
socials
