A

Administration
Editorial systems have the advantage of various administrative levels. For example, depending on the area of duties and responsibility, different employees receive different log-in rights and operate in different places in the system.

Affiliate / Publisher
An affiliate offers advertising space on his website which is assigned to merchants through affiliate networks. Sales affiliate partners use the affiliate system to cooperate with the respective merchants (retailers). The affiliates obtain their previously agreed on commission through the sales of products advertised on their pages.

Affiliate networks
Affiliate networks, also called affiliate programs, are usually the interface between merchants (retailers) and affiliates (sales partner). Network operators are responsible for operating, providing, and marketing of the portal.

B

Backlinks
The term "back links" means links that point back to the original site. If the website operator does not engage in text link exchange, he/she may not influence the quantity and quality of backlinks. The number of backlinks is in many search engines evidence of the link popularity of the site. This allows each site to rise in the ranking. (See Page Rank)

C

CMS
A CMS, content management system, provides the technical basis of any editorial system. This "content management system" is an application program, in which content and presentation (layout) will be handled separately. This allows the use, management and maintenance of websites by amateurs. A technically modified version of a CMS is a web content management system, for example. You can further use options such as release cycles or workflow.

CPC – Costs per Click
CPC is a billing technique in affiliate marketing. For each click, which leads to the website of a merchant (advertiser), the respective advertisers must pay. CPC is synonymous with Pay per Click.

CPI – Costs per Impression
CPI is a billing technique in online marketing, in which the advertiser pays advertising media cost per insertion.

CPL / CPA - Costs per Lead – Costs per action
CPL and CPA are compensation-based payroll forms in online marketing. Cost to the advertiser accrues when the respective site visitor performs a targeted action / lead (depending on the terms and conditions of the partners). Those actions can be e.g. signing up for a newsletter, calling-up of certain information, raffle participation or placing an order. With CPL and CPA, the effectiveness of an advertising measure is accurately assessed. The terms can be used synonymously to the term "pay-per-sale".

CSS
CSS, Cascading Style Sheets, is a stylesheet language for structured documents. It is primarily used with HTML and XML. CSS defines the representation of a certain content in an editorial system. CSS allows the user to adjust the presentation accordingly to the respective output medium, for example, paper or projection. With CSS, background images can be fixed, various elements can be positioned, and miscellaneous variations of colours and fonts of the output medium can be determined. CSS is considered the default stylesheet language on the Web.

CTR – Click Trough Rate
CTR determines the percentage click through rate of an advertising object. CTR indicates the relationship between page impressions and click rate. This determines how often an object appears, and how often it is actually clicked. CTR serves as a benchmark for measuring the success of the advertising effect. The better the site's ranking in a search engine, the higher the Click Through Rate. The value of the CTR is also known as the response rate.

content
Content is text, image, audio and video data which are available to the World Wide Web. The notion of content is very wide and it is difficult to define it. New Content-Management-Systems (CMS) separate content and layout of the site and therefore, also HTML-amateurs can use it.

Corporate Design
Corporate Design comprises a visual representation of a company inward and outward. The objective of the Corporate Design is the optical profiling of the respective company. Corporate Design adds the uniform design of visual components of a company to its distinctive appearance profile to increase corporate and brand reputation. Corporate Design provides a consistent appearance of a company and in this way increases the value of recognition.

Conversion rate
Using the conversion rate, a key figure in e-commerce, the transformation of an interest in buying and an actual purchase is measured. A user clicks on an offer, so he expresses interest. When he finally buys it, the "conversion" succeeds. The more often this transformation is completed, the higher the conversion rate.

D

Dynamic page
Dynamic pages are web pages created by program execution at the moment of a download request. The production is mostly from database content and layout templates. The content is extracted from a database and transformed into a HTML document. The layout of the page is controlled by Cascading Style Sheets (CSS). Modern content management systems offer consistently dynamic pages.

E

e-commerce
E-commerce refers to the electronic trading via the Internet. Mostly virtual marketplaces and internet shops are meant within the distribution policy in marketing. Purchases are virtually settled and paid via remote data transmission. Direct service or trade relations are exclusively handled on the internet; personal contact is almost non existent. Merchandise management systems and encryption ensure safety and a smooth liquidation of the transaction. Overall, the field covered by e-commerce falls under the division of e-business.

ERP systems
At the heart of an ERP system are logistics and scheduling. Electronic databases control the sale and the availability of goods and initiate new purchases and cancellations accordingly. All other transactions are managed in the electronic merchandise management system.

Encryption
Encryption in online shopping means above all the encryption of personal data of potential buyers. If a user decides to purchase and needs to use this personal information (account numbers, etc.), then online shops often use SSL-encryptions in order to ensure privacy. Other encryption capabilities can also be applied. In any case, they increase the safety of customers and their data.

F

H

HTML
Hypertext Markup Language, in short HTML, is a text mark up language with which text, images and other documents of the World Wide Web can be depicted. Hence, HTML is the foundation of the modern internet. Not to be confused with programming languages such as PostScript. HTML tags documents and is not programmed, but "written". While the body of HTML contains the displayed information, the HTML head holds first of all documentary and technical metadata information that is not shown to the user. For several years, the latest version of HTML has been called "XHTML".

K

Keywords
The clever use of key words is essential for a good indexing of results of the search engines. Keywords are used for description of the relevant page content of each site. An appropriate keyword density and a balanced combination of keywords support the search engine optimization of the site, and make it more relevant for search engines and user, and hereby help the site to a better ranking position.

L

Layout
In addition to the content, the layout is the second major component in content management systems. Most CMS offer versatile designs, which can be modified according to individual needs. In CMS, the layout can be adapted and changed very quickly, because the content and presentation of the site are separated from each other, and are only combined in the output of the image.

Layout
The layout plays an important role in the (corporate) web design and designates the appearance of a certain website. The layout should be adjusted according to the statement and intention of the site. Depending on the appearance, certain thoughts and emotions of the user will be influenced: professionalism or competence, for example, depend not only on the content (see content), but also on the layout of each page. In content management systems the design of a page is variably adjustable, as content and layout are handled separately.

Linktracking
Link Tracking in email marketing describes the measuring of user clicks on the links contained in e-mails to guarantee the successful control of the advertising measures. Optimization in newsletters and e-mails can be made more accurately and more successfully through link tracking. Promotional activities and acceptance will be tested as well as best shipping time and the overall response time for potential readers. The communication between the reader and the advertiser are improved through e-Link tracking. The analysis of the data link tracking has to be anonymous.

M

Managing rights
Rights management is the control of distribution and use of digital media. Every employee of the editorial staff has different rights to regulate and process media. But also external users can obtain a variety of access opportunities through rights management.

Merchant / Advertiser
The term merchant in affiliate marketing refers to a commercial dealer, who places his products through appropriate networks on partner sites, and thereby increases corporate sales and awareness. The affiliated distribution partners are able to the market their products and implement a predetermined sales commission.

O

Organic Listings
Organic listings are the "organic results pages” of search engines. In the process of rankings the search engines browse the web with spiders, and collect and index the contents of web sites, for free. Search engine optimization starts exactly here. The goal is to achieve a top position in the search results of the organic listings. This will be achieved through editorial significance.

One-to-One-Marketing
In the one-to-one advertising, different customers are addressed and dealt with differently. This necessary knowledge is collected step by step in complex databases and subsequently targeted. Business success of companies should be improved.

P

Paid Listings
Paid search listings are those results, in which advertisers have bought their position. These so-called "sponsored links"get their position not as the result of editorial significance, but through an order to the respective search engines. When a user searches certain keywords, the search engine displays paid ads for each search term above the Organic Listings.

Page Popularity
The term page popularity is a bit fuzzy indication of the measurement for the popularity of a site. If a link to a query is clicked often, the more popular the site is classified by the search engines. Search engines often use this value to influence the ranking and classification.

PageRank
The procedure of the PageRank algorithm is used by the search engine Google to assess and list linked sites on the WWW, based on their structure. Based on the particular linking structure of a page, each element is assigned a page rank. The more links refer to a page, the higher the weight of this page. The higher the weight of the page, the higher it rises in the rankings. The PageRank algorithm stalks the randomly surfing web user. The probabilities, with which the user is surfing, and led on certain sites, correlate with the PageRank.

Personalization
The concept of personalization is the individual adaptation of a shopping portal to the individual needs of its customers. Especially in online shopping, the personalization of customer sites is very important, because offers can be adjusted to the customer profile. Personalization can be done for a newsletter, as well as for the layout of a personal profile.

Personalization
The personalization of a newsletter or an e-mail assures the better adaptation of an offer to the individual interests of potential customers. The more personal a newsletter, the higher the probability that the e-mail will be read, and the advertised offer is claimed. New newsletter systems are capable to personalize speeches in the body of the message, and also characteristics of interest such as area and region.

R

Ranking
Search engines create a ranking of search results based on a specific ranking algorithm, which differs depending on the search. Therefore, the sorting of potential search results varies depending on the search engine - Even if the data of all search engines was identical. Websites often use SEO-methods to get a better position in the ranking, because they can achieve a significant ranking improvement.

Release cycles
Release cycles determined the path an electronic content takes, before it is made accessible to all users. Depending on the administration's status, the release may take place immediately, or only after certain administrators’ approval.

Reservation Systems
Reservation systems include cart usage profile and also debiting and encryption functions, which protect customer data and easily handle the sale. Depending on the shop profile various reservation systems are integrated.

Response
Response is the return which an e-mail marketing operation achieves with the sender. Response occurs through clicking a hyperlink by the user. Success rate and individual target group address can be improved through response rate.

S

SEO
SEO is the English abbreviation for "search engine optimization" and means various methods of search engine optimization. Through SEO a certain page gets to the top of the page rankings of the search engine results.

Spamming
Search engine spamming are methods which put non-relevant websites on the front seats of result pages of search engines. Since spamming is against internal rules, which search engines establish to protect against tampering with rankings, spamming sites must reckon with banishment from the respective search engines’ index if the tampering is detected. Ethical proper search engine optimization (SEO) avoids spamming. White hat search engine optimization (ethically proper search engine optimization) foregoes spamming, and the use of bridge pages or link farms. They follow the directives of the respective search engine.

Static pages
Static pages comprise the same appearance and the same content to all download requests. Unlike dynamic pages, static pages are declining. The reasons are low user interaction, as well as high cost intensity, outdated content and difficult maintenance.

Stylesheets
Stylesheet is a description language in the World Wide Web. The basic principle of this template is the separation of data and presentation. Stylesheet interprets certain data, such as text, tables and graphics, and formats them in accordance with the rules of a desired output on the screen. One of the best-known style sheet languages is CSS. (see CSS)

V

Version storage
The concept of version storage means the documentation of all previous versions of a web page or an article/content. Version storage also shows the formation and development process of an electronic data record.

W

Workflow
Workflow refers to the electronic execution of business processes. In a workflow management system, it is possible to have several work processes flow into each other. Several people can participate in this process. Electronic workflows execute work processes in a timelier manner, more compressed, more reliable and flexible.