• Mailing

Mailings are printed advertising materials that are addressed directly to the recipient and sent by post. This classic form of direct marketing includes, for example, small product samples including a prepared coupon with reply card or personally formulated letters in which a specific need of the recipient is addressed and a solution is promised. This could be a particularly favorable loan offer from the recipient's bank, for example. The advantage over simple unaddressed direct mail is the possibility of addressing the recipient personally and focusing on the relevant target group. This avoids major misdirection and builds up a relationship of trust.

• Brand

The term brand combines all the features and characteristics of a company, product or offer bearing a brand name or trademark. Potential or existing customers perceive a brand in its entirety - like the character of a person, so to speak - and compare it with competing brands. When you hear the name Apple, for example, a very specific image and emotional world immediately arises in your head - including the classification of competitors.

• Brand awareness

Brand awareness is a value determined from a survey of target groups. It indicates how many of those surveyed recognize a particular brand. The figure is given as a percentage. High brand awareness ensures that people associate a specific image with the brand. The advantage of high brand awareness is that consumers are more likely to choose familiar brand names over unfamiliar ones when making a purchase.

▶ Recommendation: Video course Positioning companies & brand building

• Marketing

Marketing encompasses all activities aimed at increasing the attractiveness of a company, brand, product or service. Targeted marketing measures can therefore be used to promote a very specific image - e.g. to recommend a company as an excellent employer for new employees. Or to make specific sales offers - with the aim that the target group perceives such an offer as suitable and, ideally, buys or uses it.

▶ To our marketing materials and marketing tutorials

• Marketing automation

Marketing automation is used to automate marketing and sales processes within a company. This allows marketing tasks to be prioritized and executed automatically. Automation is software-based. For example, the software incorporates user profiles with their specific user behavior into the calculation and thus enables automated campaign processes with individual communication. Important goals of marketing automation are the acquisition of potential new customers and customer loyalty - with a process that minimizes costs and effort.

• Marketing mix

In the marketing mix, individual marketing strategies and plans are coordinated and used as targeted measures. The aim is to successfully place a company, a brand, a product or a service on the market. The classic marketing mix comprises the so-called 4 Ps. They include the marketing instruments: product (product policy), price (pricing policy), place (distribution policy) and promotion (communication policy).

• Market niche

The term market n iche describes a small sub-segment of the large overall market. This sub-segment offers the opportunity to provide customers with an offer that competitors do not yet offer or only offer to a limited extent. For example, it may be a completely new product or a modification of an existing offering that arouses the interest of the target group by offering additional benefits. If a company discovers such a niche market, it can secure new or additional market potential.

▶ Related: Video on niche strategies for positioning

• Market segment

A market segment is a sub-segment of a market in which a specific group of products or services is offered. These appeal to a specific target group. An example: While the automotive market is considered to be the overall market for cars, a corresponding market segment comprises the area of luxury cars in which only a specific target group is interested.

▶ Related topic: Video tutorial on the positioning of companies

• Media mix

A media mix refers to the combination of different media such as print, cinema, social media or TV within a campaign. The advertising media used ideally complement each other in the different media. With a media mix, the target group can be addressed on different channels, which generates more attention and, in the best case, more success. When planning a media mix, various factors such as the time frame of the campaign, its financial outlay and the weighting in the selected media play a decisive role.

• Media planning

Media planning refers to a planning process in which the placement of advertising material in certain media is prepared. This includes print media, online media or TV advertising, for example. In order for media planning to achieve the desired advertising objectives, various questions must be clarified in advance - for example Which target group should be reached? How high is the financial outlay? What message is to be conveyed? Which media should be used? The aim of media planning is to use the available financial resources as effectively as possible and at the same time reach as many people as possible from the target group.

• Multi-channel strategy

A multi-channel strategy means addressing potential or existing customers via several different channels. The aim here can be eye-catching communication with greater reach or the sale of products or services via various channels - e.g. via your own online store in addition to traditional retail. Whether marketing or sales - the selection of these channels is defined in advance. The multi-channel strategy is also known as a multi-channel strategy.

• Mixed calculation

A mixed calculation is a calculation in which the prices for some products in a range consisting of different products are deliberately set too low and for other products too high. The aim is to sell at break-even in total, i.e. the lower profits or losses of one product are offset by the higher profits of the other products.

• Mission

The mission is a strategic component of the corporate mission statement. It comprises the vision, mission and values of a company. While the vision describes the company's goal, the mission defines how the company achieves this goal. It is about the purpose of the company and its offering. The focus is on questions such as: What are the benefits of its products? What contribution does it make to its target group? An example of a company's mission is Tesla's mission: "To accelerate the global transition to sustainable energy."

▶ Video recommendation: Mission, vision and values of a company

▶ In the blog: The company mission - tips and examples

• Mobile marketing

Mobile marketing refers to all marketing activities that a company carries out using mobile devices. The aim is to address customers directly and influence them to take a certain action. Examples of the use of mobile marketing include sending information, obtaining information and the direct sale of real or virtual products such as apps.

• Monitoring

In marketing,monitoring stands for the systematic observation and evaluation of data and processes. It is particularly important for search engine optimization. Monitoring can be used to monitor websites, for example to determine their accessibility or their position in search engines compared to competitor websites. Backlinks that reference your own website can also be monitored. Social media monitoring is also becoming increasingly important. This involves monitoring your own offering on the various social media channels.