B2B, B2C... what does that actually mean? If you are a marketing novice and have just come into contact with marketing and advertising, you will initially encounter many unfamiliar technical terms.
Of course, most of the abbreviations initially sound like a secret code and one can sometimes get confused with the many different abbreviations.
So that you can always keep track of things, we have listed the most important general marketing abbreviations as well as the most common abbreviations in online marketing below.
Ad Advertising → Advertising; Generic term for any kind of advertising measures used in online marketing.
B2B or B-to-B Business to Business → Products and advertising measures whose target groups are companies
B2C or B-to-C Business to Consumer / Business to Client → Products and advertising measures whose target group are end consumers
MKT Marketing → Marketing aims to include the wishes and expectations of customers in corporate decisions in order to achieve specific corporate goals.
POS Point of Sale → Place where a sale takes place
PPM pre-production meeting → Before an advertising film is shot, the customer decides in the PPM on, for example, images, music or advertising faces for production.
SWOT Strengths, Weaknesses, Opportunities and Threats → Analysis of strengths, weaknesses, opportunities and threats before launching a new product.
CPM price per thousand contacts → price that has to be paid for an advertising measure to reach a thousand contacts.
TLP Thousand Readers Prize (also Thousands Listener Prize, Thousands Cinema Visitor Prize, etc.) → Price that has to be paid for an advertising measure to reach a thousand readers, etc.
USP Unique Selling Proposition → Outstanding feature of a product or service that sets you apart from the competition.
API application programming interface → Programming interface for connecting to specific software systems
CTA Call to Action → button or banner that initiates an action when clicked (e.g. download, registration, order)
CR Conversion Rate → Ratio of website visitors to registrations, downloads or orders, for example
CRO Conversion Rate Optimization → Website conversion rate optimization; this allows the success of online marketing activities to be understood more quickly.
CTR Click-through-rate → Shows how many visitors clicked
KPI Key Performance Indicator → KPI is the number used to measure the success of an advertising measure (e.g. number of visitors)
OLV Online Video → Describes the term video advertising, eg a pre-roll ad, a commercial before a video.
SEM Search engine marketing → umbrella term for SEA and SEO
SEA Search engine advertising → Paid search engine advertising
SEO Search engine optimization → Website visibility
SMM Social media marketing → Advertising measures aimed at social media
UX User experience → experience that a visitor has on a website.