Glossary

A

Amygdala

The amygdala is a paired core area of the brain in the medial part of the respective temporal lobe. It is part of the limbic system. The name of the amygdala (technical plural: amygdalae) is derived from its appearance from the Latin amygdala, this from ancient Greek ἀμυγδάλη ‘Mandel(kern)’.

Awareness

Consciousness in the broadest sense is the experience of mental states and processes. A generally valid definition of the term is difficult to give due to its different uses with different meanings.

B

B2C / B2B

B2C: The relationship in transactions between companies and individual consumers (Business to Customer).
B2B: The relationship between (at least two) companies (Business to Business).

Beta Version

A beta version of a program is an unfinished version that has already passed the alpha stage. Although the program is already usable in its basic functions, it has not yet been fully tested for errors. Therefore, when using the beta, it is possible that the program may crash or contain bugs.

Branding

The main goal of branding is to differentiate one’s own services and products from those of competitors and to associate them with concrete messages and emotions. Branding involves brands such as Milka’s purple Milka cow or Apple’s bitten-in apple.

C

Campaign

A campaign is a temporary action with a defined goal, which is attempted to achieve through planned and coordinated cooperation of several persons or actors.

Communication strategy

The communication strategy regulates the entire corporate communication on a higher level: … Based on a comprehensive ACTUAL analysis (SWOT analysis) and the corporate strategy, the communication strategy defines and prioritizes: the positioning of the company/brand (TARGET) Communication goal(s).

Communication channels

Communication channels transport the messages (see Media) or enable a dialog in the sense of dialog marketing. If several channels are used in parallel and networked, one speaks of multi-channel marketing or cross-channel marketing.

Community

Community, group of people who pursue a common goal, share common interests, feel committed to common values; community (3b) (especially users on the Internet).

Concept

Knowledge content underlying a category of education or linguistic designation.

Content

The term content describes the sum of texts, graphics, illustrations and pictures that make a website worth visiting and interesting. In addition to the pure meaning and attractiveness of content, content is also one of the main factors determining the value of a homepage.

Customer acquisition

Customer acquisition refers to all strategic measures of customer acquisition with the aim of securing the long-term success of the company. Basically, customer acquisition is divided into cold and warm acquisition, for each of which special legal requirements must be observed.

E

Embedded

An embedded system is an electronic computer or computer that is embedded in a technical context. … Often embedded systems are specially adapted to a task.

Engagement

Here the customer is integrated into the marketing measures and should be encouraged to actively interact with the content. This should generate a positive experience and a positive association with the brand and the company, thus strengthening the customer’s loyalty to the company. This can lead to identification with the company and its values and can ultimately increase the chance of conversions.

Extrinsic Motivation

Extrinsic motivation is a form of motivation caused by external stimuli. Extrinsic sources of motivation can be, for example, the desire for reward (prizes such as a trip or discount vouchers) or the avoidance of punishment (time penalty).

F

Features

The feature is a dramaturgical and reporting form of presentation with a very clear effect for the reader/listener. The feature is a mixture of report, documentation and reportage. The best known is the radio feature.

Full screen

Full page content.

G

Gamification

The application of typical game elements (e.g. scoring, social competition, rules of the game) in other fields of activity, often used as an online marketing technique to enhance the interaction of a target group with a product or service.

H

Hippocampus

The hippocampus is a brain region that belongs to the limbic cortex (limbic system). The name means “seahorse” because this brain region has a similar shape to the small sea dweller. … Ammonshorn (Cornu ammonis): Hippocampus in the narrow sense; consists of four zones.

Hosting

Web hosting is the provision of web space as well as the accommodation (hosting) of websites on the web server of an Internet Service Provider (ISP).

I

Interaction

Interrelated actions of two or more persons; interrelation between partners.

Intrinsic motivation

The intrinsic motivation is the inner motivation of every human being that arises from within: certain activities are simply enjoyed because they are fun, meaningful or challenging or simply because they interest you.

Investigate

To thoroughly explore, research and find out, determine.

L

Lead generation

The term lead generation describes the process of acquiring interested parties and the measures that lead to potential customers showing interest in a product or service.

Leads

A lead (plural leads) is a term from sales/marketing and describes a contact initiation and/or provision of contact information by a potential prospect. A “Qualified Lead” is when a potential customer confirms his interest (corresponding to a still non-binding purchase intention).
Leads are e.g. e-mail addresses, a telephone number, the name of the contact person, company name, position title, further company data etc.

Loyalty

Loyalty refers to the inner bond based on common moral maxims or guided by an interest in reason, and its expression in behavior toward a person, group or community.

M

Market research

Market research is the collection, preparation and evaluation of data according to scientifically recognized methods. The research results often form the basis for entrepreneurial decisions.

Mock-up

Mockup is a digitally designed draft of a website and/or app. Mockups are used in the early conception phase to visualize ideas and concepts in the context of web design. They contain navigation structure, site and design elements in detail.

O

Offline Marketing

Offline marketing means all possible advertising measures and also marketing campaigns (e.g. delivery of promotional items, giveaways and promotional gifts), which are not directly carried out or undertaken on the Internet.

Omnichannel Marketing

Omnichannel marketing is the use of multiple channels, whether online or offline, to deliver a unified customer experience. Omnichannel marketing thus follows the approach of enabling customers to have a cross-device user experience.

Online Marketing

Online marketing (also known as internet marketing or web marketing) includes all marketing measures that are carried out online in order to achieve marketing goals, this ranges from brand awareness to the conclusion of an online business. Online marketing is usually regarded as a conventional marketing strategy and as mandatory, but this has only developed in recent years.

P

Participation rate

Proportion of those who take advantage of the opportunity to participate in a campaign.

Pattern

A complex of behaviors whose components often occur together or in the same order.

Pop-up

Pop-up: Simple explanation. The most common form of pop-ups is advertising in a new browser window. If you are on a website in your browser and a new window opens, this is a pop-up.

Preferences

Certain preference in the behavior of the market participants.

R

Roadmap

Plan for the future development of technologies and products.

ROI

Whether an investment was worthwhile, the calculation of the return-on-investment shows, which in German means return on investment and is abbreviated as ROI. … Furthermore, ROI can be used to check whether set profit targets have been reached.

S

Social Media Marketing

This term means advertising via social networks such as Facebook and Twitter. This includes, for example, the placement of paid advertisements on Facebook (Facebook Ads) as well as the creation of a company fan page on Facebook.

Social networks

Social networks are virtual communities. People from all over the world can meet here and exchange information about hobbies, common interests and much more. This fascinates adults, young people and children alike.

Statistics

Statistics “is the teaching of methods for handling quantitative information” (data). It is a way of “establishing a systematic link between experience (empirical data) and theory”. Statistics is the summary of certain methods for the analysis of empirical data.

Sweepstakes

Game in which you win or can win by answering questions correctly.

T

Templates

A template is, freely translated from English, a stencil. The term template already describes the basic function of a template. A template is a construct or a starting point, which is filled with certain contents at predefined positions.

Traffic

The entirety of data transmitted in a computer network.

U

Uploads

An upload allows you to transfer (upload) data packages from your own computer or smartphone to another device or the Internet. … Upstream is the data flow from the computer to the Internet.

Use Cases

In a Use Case, the externally visible behavior of a system is described from the user’s point of view. A user can be a person, a role or another system. This user interacts with the system as an actor in order to achieve a certain goal.

User

A real person who uses computers.

User data

[Personal] information about users or the use of an application (3) [that can be stored, retrieved, used or shared].

V

Virtual

Not real, not actually present, but appearing real.

W

Word of mouth

Oral transmission, recommendation.

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