A scale-up is a company that has a largely validated business model and is in a phase of rapid, structured growth. The focus is on expanding sales, acquiring new customers and further developing the company’s organisational structure.
Content marketing is a marketing strategy in which companies create and distribute helpful, relevant and regularly published content in order to appeal to a clearly defined target audience and build long-term loyalty. The focus is not on direct product advertising, but on the added value for potential customers.
The conversion rate is a key performance indicator in digital marketing that shows what proportion of users or website visits result in a desired action. Such an action is referred to as a conversion and may, for example, be a purchase, a registration or a contact enquiry.
Corporate design refers to a company’s consistent visual identity. It encompasses all the design elements that make a brand recognisable and are used consistently across various communication channels.
Corporate venture capital (CVC) refers to investments made by established companies in start-ups or young, high-growth companies. In doing so, companies provide capital with the aim of both generating financial returns and gaining access to innovative technologies, products and business models.
Crowdfunding is an alternative method of financing in which many people collectively fund a project, product or start-up, usually by contributing small sums of money. Funds are generally raised via online platforms where companies present their projects and attract supporters.
A call to action (CTA) is a specific prompt to take action in marketing and sales. It encourages users to carry out a particular action, such as buying a product, registering or making an enquiry.
The click-through rate (CTR) is a key performance indicator in digital marketing. It describes the ratio between the number of clicks on a link or advert and the number of impressions. An impression refers to a recorded instance of content being displayed.
Cost per Action (CPA) is a metric used in online marketing that indicates the average cost of a desired user action. Such an action, also known as a conversion, can be, for example, a purchase, a registration, a download or a contact enquiry.