• Call-to-Action (CTA)

In marketing, a call-to-action is a direct request to (potential) customers to react in a targeted manner - e.g. to click on a button to complete a purchase, to send an application or to take advantage of a targeted offer. By addressing them directly, it reinforces previously communicated messages and motivates the person addressed to take immediate action.

▶ Video recommendation: Tips on buttons and call-to-action

▶ In our blog: Tips and tricks around the call-to-action

• Campaigning/campaign

In marketing, a campaign is a combination of various marketing measures with the aim of increasing awareness of a brand or a product associated with it. A campaign is limited in time and can use traditional communication channels such as print, television and radio as well as all digital and social channels. The more far-reaching the combination, the broader the public perception.

• Cash cow

The English word " cash cow" means something like " cash cow ". It describes the products, services or divisions of a business that generate the most profit for a company.

• Claim

A claim is the essence of a brand, expressed in a sentence or partial sentence. It underpins the brand promise and is directly linked to the brand name and logo. In contrast to the slogan, which is used for a specific product or a company campaign, the claim is immovable and forms a unit with the logo and name for the brand's recognition value.

▶ In our blog: The claim - the right statement for your brand

• Click through rate (CTR)

The click-through rate compares the number of clicks on a digital advertising medium with the frequency with which it is displayed. Example: If the advertising material is displayed 100 times and a user clicks on it during this time, the click-through rate is 1 %. In this way, the success of a digital advertising measure can be measured.

• Cloud computing

Cloud computing means computer or data cloud and is a service that allows computer resources to be used independently of devices and online and shared with other parties. The resources are provided by a cloud provider, e.g. via servers or special applications. The goal: Cloud computing can significantly simplify processes in companies and optimize collaboration.

• Content management system (CMS)

A content management system, or CMS for short, is a program that enables users to create, manage and publish digital content on a website, for example. The special feature: Thanks to an intuitive graphical interface, texts, images and videos can be added and displayed without developer knowledge. The aim is that a company does not have to hire an agency for every change on the website, but can simply make the adjustments itself. One of the most commonly used CMS is WordPress.

• Content marketing

Contentmarketing is a marketing strategy with which a company addresses its target group in the digital sphere. The focus is on informative, advisory or entertaining content with a direct customer approach. Content marketing therefore differs from traditional marketing, which conveys clearly recognizable advertising messages. Content marketing can, for example, present the brand convincingly, highlight the company as an attractive employer or promote a specific campaign. The aim is to attract new customers or employees or to retain existing ones.

▶ Video course: Content marketing - a strategy for success

▶ Video course: How to win customers with content marketing

• Conversion

Conversion means change. In marketing, it means that an interested visitor to a website turns into an active visitor - e.g. by signing up for a newsletter, clicking on a link, downloading something or making a purchase. The number of conversions is used to calculate the conversion rate.

• Conversion funnel

The conversion funnel is an e-commerce model. It includes all the stages that a potential customer passes through in the digital world on the way to a specific action. This can be the purchase of a product or the registration for a newsletter. The conversion funnel comprises 5 phases: 1) Customers search for a specific product. 2) They call up the search result and reach the provider's website. 3) They follow the prompts through to the call-to-action. 4) They carry out the action and 5) they reach a successful conclusion. A precise analysis of these phases reveals how a website can be optimized for higher conversion.

• Conversion rate (CR)

The conversion rate reflects the number of visitors to a website in relation to the number of actions they perform - e.g. the number of clicks on a button or link, the number of downloads or the number of purchases. An example: If 50 out of 1,000 visitors to a website sign up for the newsletter offered, the conversion rate is 5%.

• Cookie

Cookies are user data stored in the browser. The aim is to provide a more user-friendly presentation when the same website is visited repeatedly. The identification of the person on the computer is also used for marketing purposes. This is because knowing the user's behavior helps to place current advertising offers with a personal reference. It is possible to restrict the use of cookies for data protection reasons.

• Copy test

The copy test is a psychological test procedure in which the effect of an advertising template on the target group is examined. This can be an advertisement, a commercial or a catalog. The aim is to find out how well the test subjects can remember individual elements or the entire template and whether an impulse, e.g. an incentive to buy, is triggered in them.

• Core Web Vitals

Core Web Vitals are methods used by Google to measure and evaluate the user-friendliness of mobile and desktop views of a website. Certain parameters are used to measure, for example, the loading time of the complete website and user interaction. The Core Web Vitals aim to improve the user-friendliness of a website from a technical perspective based on the measured results.

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• Corporate design (CD)

Corporate design is part of a company's identity. It encompasses the entire external and internal appearance of the company. This includes, for example, the logo, the design elements used, the colors and fonts. The corporate design should be consistently reflected in all advertising materials used. In this way, it sharpens the identity of the company and brand. In most cases, the rules for applying the corporate design are defined in a corporate design manual.

▶ For quick results: Ready-made corporate design templates to download

• Corporate identity (CI)

The corporate identity is the self-image of a company(corporate = company). It combines all of its individual characteristics. This includes, for example, its history as well as its philosophy, its internal and external behavior, the corporate design and the tonality of the language. The sum of these characteristics distinguishes the company from its competitors and makes it unmistakable.

• Corporate Social Responsibility (CSR)

Corporate Social Responsibility (CSR ) can be translated as corporate social responsibility. It encompasses all aspects with which a company contributes to sustainable development over and above the legal requirements. Among other things, CSR stands for respectful behavior on the market, responsible action in terms of the environment and sensitive treatment of employees. One example of this is offering a good work-life balance.

• Cost per action (CPA)

Costper action - or pay per action - is a cost model in the online marketing sector. Here, advertisers pay for every action that users take on websites in connection with a banner or link placed - e.g. buying a product, taking part in a competition or subscribing to a newsletter. However, it is not enough to simply click on a banner or link. Advertisers only pay when a further action is carried out.

• Cost per click (CPC)

Costper click is a method of billing advertising costs in the field of online marketing. When a user clicks on a digital advertising medium - e.g. a banner - the advertiser pays a certain amount to the provider of the advertising platform. Using the pay-per-click payment method, the advertising costs incurred are billed per click.

• Cost per impression (CPI)

Costper impression is a model for billing displayed advertising media in the field of online marketing. Here, advertisers pay a certain amount to the provider of the advertising platform for each website call on which the advertising material is displayed. The calculation is usually based on the price per thousand contacts.

• Cost per lead (CPL)

Cost per lead is translated as contact remuneration. The term lead means that a user is led to a specific offer - e.g. to register for a newsletter subscription. As soon as the user registers and leaves an email address, they count as a qualified contact or lead. With cost per lead, the costs for the advertiser are therefore based on the number of contact data obtained.

• Cost per Mille (CPM)

In media planning, the cost per mille method is used to calculate the price of an advertisement or commercial per thousand visual or audio contacts.

• Crawling

Crawling means crawling or creeping. It is a method by which computer programs such as bots or crawlers search and analyze the Internet for specific content. Crawlers crawl the web via the hyperlinks of existing websites, evaluate hashtags or keywords, index URLs and content and open them to find and analyze more URLs to other websites.

• Cross media

Whether via print or digital - cross-media marketing involves communicating a brand or campaign across a wide variety of channels. Media formats specifically tailored to these channels are produced and used. These can include texts, images or videos, for example - tailored to the user habits of the respective channels. In most cases, cross-media also includes interaction with users, e.g. on social media.

• Cross-selling

Cross-selling refers to the sale of related or complementary products. If a customer has already purchased a certain product, it is obvious that they will be interested in a similar offer or want to add other products to the one they have purchased. With cross-selling, they are presented with suitable offers.

• Customer journey

Customer journey means: the journey of a (potential) customer. On this journey, they come into contact with a brand or product via various touchpoints. The aim is for them to decide on a specific action - e.g. a purchase. The customer journey is divided into 4 phases: Attention, Interest, Desire and Action - based on the AIDA model.

▶ Recommended video course: User Experience & Customer Journey

• Customer Lifetime Value (CLV)

Customer L ifetime Value (CLV) is a key figure that describes the average value of a customer in terms of the duration of their entire business relationship with a company. For example, if a company sells X products to a customer over the years, this results in a certain value. To calculate this, not only the revenue already generated is taken into account, but also the revenue still to be expected. This is referred to as customer potential. In addition to revenue, the CLV also includes the variable costs incurred for the individual customer.

▶ Suitable for this: Video tutorial on customer analysis and customer lifetime value

• Customer Relation Management (CRM )/ Customer Relationship/ Customer Loyalty

Maintaining the relationship between a company and its customers is known as customer relationship management. It is fundamental to the long-term success of a company. In customer relationship management - CRM for short - a company therefore focuses consistently on its customers with all their preferences and wishes. The aim is to increase or maintain customer satisfaction in order to ensure the company's success. To this end, targeted customer profiles are developed for which data is continuously collected and analyzed.