• Early Adopters

Early adopters can be translated as early adop ters. This term is used to describe people who use the latest technical or fashionable variants of products or accessories - much earlier than the masses.

• Earned media

Earned media is the term used in marketing to describe a communication model. It forms a unit with paid media (paid media) and owned media (company-owned media) in order to generate attention via various communication channels. Paid and owned media are generated by the company. Earned media, on the other hand, results from this and is created independently - for example by users who react to paid and owned media without a direct order. This includes, for example, virally distributed content based on previously generated paid and owned media content. Earned media is particularly widespread in the social media sector and gives a company, brand or product presence and attention without further action. Earned media can be, for example, a private product recommendation, a customer comment on a review portal or a blog post.

• E-business

All business processes that are handled automatically via the Internet come under the umbrella of e-business. E-business includes, for example, electronic commerce (e-commerce) and electronic procurement (e-procurement). One advantage of e-business is the possibility of reaching a much larger target group than within stationary retail. Important components are communication, interaction and transactions.

• E-commerce

E-commerce means electronic commerce. Within e-business, e-commerce describes buying and selling processes via the Internet - supported by IT, marketing, logistics, procurement and sales, for example.

• Employer branding/ employer attractiveness

Employer branding refers to strategic marketing measures with the help of which a company presents its attractiveness as an employer and sets itself apart from competitors on the market as positively as possible. Employer branding explicitly highlights, for example, the corporate culture, organizational structures or the importance of a work-life balance.

▶ Video tutorial on employer attractiveness and employer branding

• Expertise, Authority, Trust (E.A.T.)

The terms expertise, authority and trust stand for specialist knowledge, authority and trustworthiness. They are abbreviated as E.A.T. E.A.T. describes 3 important core elements that are relevant for Google - among many other factors - when evaluating a website. More than ever, quality and security play a decisive role in search engine optimization. This is because Google calculates rankings not only on the basis of certain search terms, but also according to the quality and reliability of a website.

▶ Video tutorial: Social proof according to the EAT principle