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A CMS (Content Management System) is software that allows users to create, edit, organize, and publish digital content. It simplifies the management of websites, blogs, and other online content by providing a user-friendly interface for content management.

Community management involves the maintenance and management of online communities to promote engagement, interaction, and loyalty. It includes moderating discussions, answering questions, organizing events, and creating relevant content. The goal is to build a positive and active community that supports the brand and expands its reach.

A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.

A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.

When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.

CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.

CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.

Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.

A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.

Conversion in Marketing – From Prospect to Customer

The term conversion in marketing refers to the desired action of a user, which ideally turns them from a prospect into a customer. This does not always have to be a purchase – filling out a form, subscribing to a newsletter, or downloading a white paper also count as conversions. The key point is: A conversion advances the user one step further in the customer journey.

The conversion rate (CR) measures the percentage of visitors who perform such a desired action, relative to the total number of visitors. It is a central KPI (Key Performance Indicator) for assessing the efficiency of marketing measures – whether on websites, in email campaigns, or in online stores.

Example: If an online store has 1,000 visitors a day and 30 of them make a purchase, the conversion rate is 3 %.

The goal in marketing is to increase this rate through targeted measures. These include:

• Optimization of User Experience (UX)

• Clear Call-to-Actions (CTAs)

• Trust-Building Elements such as customer reviews or quality seals

• Personalized Content and Offers

• Fast Loading Times and Mobile Optimization

• Targeted A/B Testing to compare variants

In performance marketing, a distinction is often made between micro-conversions (e.g., clicks, downloads) and macro-conversions (e.g., purchases, contract signings). Both are important for measuring success throughout the entire customer journey.

Conclusion: Conversion is the goal of every marketing activity. Those who address users purposefully, eliminate barriers, and provide clear added value increase the likelihood that visitors become paying customers – thus sustainably improving the return on investment (ROI).

Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.

Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.

CRM (Customer Relationship Management) refers to strategies, technologies, and practices that help companies manage and improve relationships and interactions with customers. The goal is to strengthen customer loyalty, increase sales, and make marketing and sales activities more efficient.

CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.

Call-to-Action – a call to click (to take action by the user) on a website or app.

The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.

Customer-Based Marketing (CBM) is a marketing approach that consistently places the customer at the center of all strategies and actions. Unlike product- or brand-oriented approaches, CBM fully aligns with the needs, expectations, and behavior of existing and potential customers. The goal is to build long-term, value-creating customer relationships and to maximize the Customer Lifetime Value (CLV).

At the core of CBM is the analysis of customer data. Companies no longer segment their target groups solely based on demographic criteria, but rather on behavioral data, preferences, purchase history, and interactions. This allows for the creation of more precise customer profiles, which serve as the basis for personalized marketing measures – whether through targeted email campaigns, individualized offers, or dynamic website content.

CBM is particularly supported by modern technologies such as CRM systems, marketing automation, data analytics, and artificial intelligence. These enable the collection, evaluation, and derivation of concrete action strategies from large amounts of customer data. Platforms like HubSpot, Salesforce, or Adobe Experience Cloud provide comprehensive solutions for implementing customer-based marketing.

A major advantage of CBM is the higher relevance of marketing communication: customers receive content that is truly tailored to their interests and needs. This increases the likelihood of conversions, strengthens customer loyalty, and reduces wastage in outreach. Additionally, CBM supports the transition from one-time sales to continuous customer relationships.

Ultimately, CBM is not just a marketing concept but a holistic mindset that encompasses all areas of the company – from sales to customer service to product development. In contrast, there is Account Based Marketing (ABM).

A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.