Glossary Online and field marketing

Channels, key figures, campaigns and on-site marketing.

Matching task: Online marketing · All topics in the glossary

Terms

Affiliate marketing

Also: partner programme, commission marketing

Partners (affiliates) refer to an offer with tagged links and receive a commission if this results in a sale or an enquiry. Such links are advertising and must be recognisable as such. This website does not use any.

Content marketing

Also: content-based marketing

Marketing through useful content such as guides, instructions or tools that answer the audience's questions and thereby build trust, instead of advertising directly. Requires expertise and patience.

Conversion

Also: goal

The action a visit is intended to trigger, such as a purchase, an enquiry, a sign-up or a phone call. If you do not define your conversion, you cannot judge the success of a channel.

Conversion rate

Share of visits (or visitors) that lead to a conversion: conversions divided by visits, times 100. Comparisons only make sense if both figures are counted in the same way.

Field marketing

Also: field sales marketing, event marketing (partly)

Marketing on site, where people are approached in person. The term has two meanings: in retail, field teams looking after points of sale (placement, promotions, samples); in a B2B environment, regional trade fairs and events to support sales.

Key figure (KPI)

Also: KPI, Key Performance Indicator

A measure by which you determine whether a goal is being achieved, such as enquiries per month or cost per conversion. A few well-chosen key figures are more useful than many.

Related: Conversion rate · More on this

Landing page

Also: target page

Page to which an ad, a newsletter link or a QR code leads in a targeted way, with exactly the content promised there. A landing page that just refers to the home page wastes visitors.

Lead

Also: prospect, contact

A person or company that has shown interest and left contact details, for example via a form or at a trade fair stand. Anyone who stores leads processes personal data and needs a legal basis for doing so.¹

Online marketing

Also: digital marketing, internet marketing

Umbrella term for marketing via digital channels: search engines, ads, social networks, email, affiliate programmes and your own content. A characteristic feature is that its effect can usually be measured more precisely than with traditional advertising.

Point of sale (POS)

Also: POS, place of sale

The place where people buy, such as the shelf in the shop or the checkout. Measures at the POS – placement, displays, tastings – are among the classic tasks of field marketing in retail.

Related: Field marketing · More on this

QR code

Also: Quick Response Code

Two-dimensional code that smartphone cameras can read; it usually contains a link. Introduced by DENSO WAVE in 1994; the specification is free to use. In marketing it connects printed material with a landing page – ideally with campaign tagging.²

Search engine advertising (SEA)

Also: SEA, Search Engine Advertising, search ads

Paid ads that appear for certain search queries above or next to the unpaid results, usually billed per click. Takes effect immediately and ends when the budget ends.

Social media marketing

Marketing on social networks via your own posts, conversations with users and paid ads. Reach depends heavily on the rules of the respective platform, which can change at any time.

UTM parameters

Also: campaign parameters

Additions to a link address such as utm_source, utm_medium and utm_campaign that allow analytics tools to recognise the source and campaign a visit comes from. Google Analytics documents the supported parameters; other tools evaluate them too.³

Web analytics

Also: web analysis, audience measurement, Web Analytics

Recording and evaluating how visitors use a website: visits, origin, pages viewed, conversions. Depending on the tool and settings, consent is required for this; some tools can be operated without cookies.⁴