“Content is fire. Social media is gasoline.”
“Build something 100 people love, not something 1 million people kind of like.”
Netflix does it, Swapfiets does it, Adobe does it: the subscription economy has been the cross-industry growth trend in recent years. The concept is simple: a subscription system that leverages the technical advantages of digital transformation and helps companies grow. What is so attractive about it, especially in the 21st century? The “As a Service” …
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In behavioral economics, the IKEA effect is the increase in appreciation that is shown to self-designed or at least self-assembled objects in comparison to mass-produced products that are bought ready-made. The name after the furniture manufacturer IKEA and its products to be assembled by the customer was coined in 2009 by the economist Michael Norton. In terms of quantity, the increased appreciation achieved through the self-assembly of a mass-produced …
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App Store Optimization (ASO) is the process of optimizing the App Store entries. The goal is to achieve a higher rank in the search results of the app store and better placement in the charts. Because of the similarities to search engine optimization (SEO) for websites, app store optimization is also known as app store …
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Buzz marketing is a digital branch of recommendation marketing. It is closely related to word-of-mouth marketing, in German: word of mouth. This type of marketing aims to ensure that so-called buzz agents are among friends and acquaintances, but above all online, e.g. on social media platforms, talk about a product, initiate conversations and communicate recommendations. …
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Landing pages are web pages that potential customers come across through a web search, advertisements, or other marketing measures. The page is usually accessed by entering the URL directly, by clicking on a banner or ad or using the organic search results of search engines. However, it is usually not accessible via the navigation menu of a …
The return on capital employed, or ROCE for short is one of the key indicators of profitability and shows how large the return on capital employed is. To this end, the ROCE compares the operating result before taxes and interest (EBIT) with the assets tied up in the company. These assets correspond to the total capital minus short-term liabilities and cash and cash equivalents. This …
Return on Investment literally means the return of the investment; that is, capital. The ROI is thus a calculation parameter or an entrepreneurial key figure that provides information about when an investment paid off or whether it is profitable. One also speaks of return on capital, return on investment, or profitability. The profit is set in relation to the capital invested to …
Click Fraud, in English click fraud, refers to the creation of clicks with malicious or fraudulent intent. Clicks on advertising banners are artificially generated, behind which there is no intention to buy. The goal is either to increase your own income through advertising banners or to push the budget of the competition so far that their banners …
The term cost per click (also called CPC as short) describes a method for billing advertising costs in online marketing. The CPC model is used to determine how much an advertiser has to pay if their advertising costs are billed using the Pay per Click (PPC) payment method. Various payment models exist for advertisers on the Internet. One …
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With the circular model, you use satisfied customers as an impulse to generate recommendations and further sales. In other words, your business is picking up speed. So we’re not just talking about any new marketing trend here. It’s not just about exchanging a term. We’re not just redefining the same process a bit. If you no longer view …
Key Performance Indicators (KPI) are simple and understandable performance indicators. The performance that a business unit provides is measured and presented in the form of a key figure. A division can be an individual employee, a team, a department, or the entire company. The key figure shows whether the respective area fulfills its purpose and to what extent …
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A customer journey map is a visual representation of the experiences that customers have while interacting with a brand or on the way to buying a product. It shows the individual steps and the points of contact (touchpoints) between the company and the customer. Mostly diagrams and tables are used for this representation, but above all infographics. …
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In marketing, the term “call-to-action” or “CTA” describes the active impetus for realizing the economic or strategic goals of an advertising campaign. It asks the consumer to take concrete action. The CTA often embodies the actual intention of a marketing campaign. Because as soon as the consumer has become aware of what the advertised product or service …
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Press releases are texts that inform press representatives about the latest news from companies, institutions, or associations. The aim is to influence the public’s perception of the company through editorial reporting in the media. A press release is a tool for public relations. This proven medium is by no means, as often claimed, on the descending branch – …
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A lead (plural leads ) is a term from the sales/marketing and describes a contact initiation and/or supply of contact information by a potential prospect. One speaks of a “qualified lead” when a potential customer confirms his interest (corresponding to a non-binding purchase intention). Lead marketing or lead generation marketing describes the process of arousing the interest of potential customers …
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Content Seeding is a planned approach to spread to content on the web. The content creator specifically contacts relevant influencers to persuade them to disseminate their content and use the relevant channels to distribute the content. The influencers use their own networks to disseminate this content. With this approach, marketers aim to increase the awareness of its own brand and the …
Guerrilla marketing describes a special form of marketing that relies heavily on the surprise effect. It is often characterized by the principle that a small advertising impact can have a great advertising effect. The idea of guerrilla marketing goes back to marketing professional Jay C. Levinson, who developed the basic concept in the 1980s. Guerilla …
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Neuromarketing is the application of the neuro-economic approach to sales-related issues. While neuroeconomics tries to understand and explain economic decision-making processes with the help of neuroscientific methods, neuromarketing uses the same methods and the knowledge derived from neuroeconomics to optimize marketing processes. Neuromarketing is therefore an interdisciplinary research area in the field of market research, …
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The SWOT analysis is indispensable in the context of business development projects. Therefore, it is recommended as an instrument in almost every strategic context. The SWOT Matrix is probably the best-known tool in the field of strategic marketing management. The SWOT analysis is an internal analysis of strengths and weaknesses and an external analysis of …
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Inbound marketing is one of the many disciplines of marketing. The term has been increasingly propagated in the online marketing scene for several years. But what does this discipline actually include and how does inbound marketing work? Should an average marketing department deal with the topic? Many companies see the advantage of this form of …
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Eye-tracking means methods with which the eye movements of test persons are registered. The user experience (UX) is researched with eye-tracking. It provides information about the processing of visual information and the usability of a website or uses the software. Various methods are available for examining the usability of websites and software. Subjects are often asked about their …
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Affiliate marketing is a kind of recommendation marketing and is mainly carried out via affiliate networks such as Zanox, Amazon, Affilinet and Belboon or directly. Both dealers and sales partners are registered with these networks. The Importance of Affiliate Marketing In English, “to affiliate” means something like joining together, joining. The partnership network helps companies …
A persona, called “buyer persona” in classic marketing, is a fictitious person who represents a specific user segment of a website. In the field of digital marketing, the characteristics of the persona are based on analytical user data. This data gives a clear idea of how users use a website. A persona is therefore an …
The click-through rate (CTR, Click Rate) indicates the ratio of clicks on an advertising medium to the impressions that the advertising medium achieved. The CTR is given in percent. If a link e.g. clicked exactly 89 times for 1,000 page views, this corresponds to a CTR of 8.9 percent. The click rate is an important …
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Page Impressions (Impressions or Page View, abbreviated: PI) is a term from web analysis. This designates a visual contact or the page request of an entire HTML document with a browser. This is why the PI is often referred to as contacts. If page impressions are registered, there is usually no assignment to a specific …
The retention rate indicates the percentage of people who remain as the company’s customer base after a defined period of time. As the key performance indicator (KPI) of online marketing, the retention rate is reflected as a key figure for assessing the success of the company or a website. In German, the measure is also …
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A WHOIS (Who is?) Query gives you information about the owner data of a domain or you can find out whether the domain is still free. The query can include via web hosts and is freely accessible to everyone. While there are numerous registries for domains today, only DARPA, the Defense Advanced Research Projects Agency, …
No matter whether on Facebook, Instagram, Twitter, or another social media platform – if you create a company presence, you really have to be present. While the social media manager ensures the greatest possible reach and the establishment of a fan base through good, viral content, marketing campaigns, and a lot of interaction, the community …
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Social Media Marketing (SMM) describes (Internet) forms of marketing in social networks. A particularly key point of SMM is the interaction of the users with the advertising content and forms of advertising. According to the theory, users should simultaneously become customers and sales, or, recipients and advertisers of a brand, a product, or a service. …
Influencers are people who have certain popularity on the social web and therefore have a great influence on their followers. These are well-known people on the Internet, such as bloggers and Instagram users. Influencers (formerly Influentials) are well-connected multipliers, which through their popularity have a great impact on their fans, followers, friends, on Facebook, Instagram, …
On the Internet, in particular, it is important that potential buyers can gain confidence in a shop or service provider. Trust elements are used in this context. Trust elements are called by definition all the contents and elements to the confidence of a visitor towards the visited page are set up. This trust can later lead to stronger …
The mountain of data available on the Internet and in companies – this fact is described as big data – is getting bigger, more confusing, and difficult to process. Evermore technologically sophisticated tools and programs should tame the flood of data. Big data includes all data collections that cannot be evaluated using conventional data processing …
Banner blindness is an Internet phenomenon in which visitors to a website consciously or unconsciously ignore the advertising banners placed there. The term was particularly coined by the work Banner Blindness: Web Searchers Often Miss “Obvious” Links by Jan Panero Benway and David M. Lane, published in 1998. Alternative names for the banner blindness are …
