Multichannel
The term multichannel (also multichannel marketing or multichannel strategy) describes the strategic approach of companies to reach customers on several channels. Customers are active on different channels through which they can be reached by companies. These include, for example: Brick and mortar retail Newspapers/magazines (online and print) Website/webshop Social media Email Search results […]
Lead Generation
The term lead generation covers the process and actions used to persuade interested parties and thus potential customers (leads) to develop an interest in a service or product and to provide the company with their data in return. Lead generation is key for online marketing – both in B2C and B2B. Through lead generation […]
Lead
The term lead describes a data set of prospective/potential customers who provide a company with their data. This includes, for example, the name of a contact person, company, position, e-mail address and telephone number. Occasionally, the term “lead” also describes the initiation of contact in sales and online marketing. Leads can be generated using […]
Layer
The term layer (also known as layer ad) refers to an animated online advertising form which is placed directly over the page content. Other than pop up windows, layers are not displayed in another browser window, but directly (frameless, with transparent background) above the actual page content. In addition, layers can be displayed directly […]
Google Ads
Google Ads (formerly Google AdWords) is the largest SEA online advertising network in the world. It is a product of the US American company Google LLC. Companies of all sizes and from all industries can use Google Ads to promote their products, services, brands or other content in the form of text-based ads, banners […]
Geo-Targeting
In marketing, geo-targeting (also known as geolocation) refers to the location-based display of online advertising or other services. For this purpose, GPS data (when used on smartphones) or the IP address of a user’s device are used to determine the user’s location. In addition to the location-based adaptation of websites (e.g. the automatic setting […]
Frequency capping
Frequency capping is used in online and display marketing. It is applied in situations where it does not make sense to repeatedly display a certain advertising medium to a user. With frequency capping, the number of impressions of the same advertising medium can be limited for a user – it defines how often the user […]
First Party Data
First-party data is all of the information on a user that is collected by the company itself. This contrasts with third party data, where data comes from external sources. First-party data represents a valuable resource for the analysis and optimization of a company’s offer. In an online context, this mainly refers to data that […]
E-Mail Service Provider (ESP)
The term “Email Service Provider” (ESP) refers to a company that offers various services in the field of communication via email. The market for ESPs is very different. Some providers simply offer the reception and sending of emails. Other providers offer a wider range of services. Various factors should be taken into account […]
Data Silo
The term data silo refers to databases and information that are located in different places within the company and to which only certain departments or users have access. Data silos are not always negative: in some special cases, they have to exist in order to meet certain compliance or data protection guidelines, such as […]