• Pages Experience

Page Experience is a ranking factor used by Google since 2021. This means that a good page experience has a positive impact on your ranking on Google. Various criteria, such as the loading time of a website, its suitability for mobile devices or its security, play a role in the page experience.

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• Page impressions

Page impressions indicate how often an individual website was accessed with a browser. The number achieved is an important value in web analytics in the context of online advertising. The comparative value helps to assess the effectiveness of an advertising medium. If an ad is placed on a website with a high number of Pages Impressions, this ad is generally more successful.

• PageRank

PageRank is an algorithm that makes it possible to evaluate websites based on their links - according to the principle that the more inbound links a website has, the higher its importance and the better its ranking. Larry Pages, one of Google's founders, patented the process in 1997. There are now a number of other evaluation principles that search engines such as Google use as a basis for the successful ranking of a website.

• Page Speed/PageSpeed Insight (PSI)

Pages Speed is a value that indicates the loading time of a website. An optimal loading time is one of Google's factors for a good ranking within the search engine. This is why page speed is also an important topic in search engine optimization. Here, for example, attention is paid to the optimal size of images and a clean source code. With PageSpeed Insights, Google offers a helpful tool for measuring the page speed of a website and detecting weak points that slow down the loading time.

• Paid Media

Paid media refers to all media forms of paid advertising. This includes traditional advertising measures such as poster campaigns in public spaces or television advertising, but also more modern forms such as social media ads and advertising in search engines (Google Ads). Paid media is closely related to the media types owned media, where a company plays out its content on its own channels, and earned media, where it "reaps" advertising through press reports or mentions in social media, for example.

• Pareto principle

The Pareto principle expresses the fact that a company achieves 80% of the desired result with 20% of the total effort. For the remaining 20 % of the result, the company must in turn provide 80 % of the total expenditure. In business management, the Pareto principle is an important tool for focusing on all those tasks that have the greatest impact on the overall result and with which the greatest possible efficiency can be achieved.

• Pay per click (PPC)

In online marketing, payper click is a method of billing for online advertising. Advertisers pay for every click made on the online advertising they have placed. The price per click is determined in advance by the site operator. Online advertising can be, for example, a banner placed on a website or the display of text ads in search engines.

• Peer group

A peer group is a group of young people who are equal in terms of their interests, age, origin and social status. A peer group exerts a strong influence in terms of behavior, norms and personal attitudes. The consumer behavior of the respective young people is derived from their membership of a peer group. This consumer behavior can be quite demonstrative in order to express belonging more strongly.

• Pitch

A pitch is a short presentation, e.g. to a potential customer. A pitch can, for example, present a campaign idea - with the aim of winning the contract for a collaboration between several presenting agencies and successfully implementing the idea together. In addition to the marketing sector, a pitch is also common in the investor sector. Here it is used to attract potential investors by presenting a business idea.

• Point of sale (PoS)

The point of sale (PoS) is the place where a sale or - from the consumer's point of view - a purchase takes place. This location can be a room, a vehicle or a market stall, for example. However, it can also be a place within a sales outlet - e.g. a display case or the meat counter in a grocery store. In short, a PoS is the place where consumers come into direct contact with the seller's offer.

• Positioning

Positioning enables a company to distinguish itself positively from others. This applies to its brand, its products or its services. A company achieves such an external effect through targeted and planned measures. In particular, it highlights its strengths and qualities. Experience, but also the expectations and motives of the target group, provide good points of reference. Ideally, positioning measures achieve a competitive advantage over competitors or even a unique position on the market.

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• Price threshold

A price threshold is the point of a price from which consumers evaluate it differently and perceive it as expensive or cheap, for example. One way to use the price threshold psychologically is to use prices that are 1 or 5 cents below a certain threshold - for example, by pricing the product at €9.99 instead of €10.00, so that the price is perceived as less expensive.

• Product, Price, Promotion, Place (4 P)

The 4 P's are the 4 marketing tools that companies invest in to market their products and services. The abbreviation stands for: Product, Price, Promotion, Place. This means that a balanced marketing mix consists of targeted measures in product, price, communication and sales policy.

• Product life cycle & portfolio analysis

The product life cycle is a concept that describes the different phases of a product. Phase 1 is the market launch, phase 2 is growth, phase 3 is maturity, phase 4 is saturation, i.e. when there is no more growth, and phase 5 is degeneration, i.e. the withdrawal of the product from the market. The product life cycle can be used to forecast a product's sales and profit trends and gain insights into its lifespan. The cycle can be controlled, for example, through accompanying marketing measures that go beyond the product launch phase. The product life cycle is illustrated using portfolio analysis, which also allows conclusions to be drawn about future investments.

• Product pages

A product page is the part of a website on which a product is displayed and described - with the aim of selling it. Especially in online stores, product pages are the linchpin for successful sales. Decisive factors for the success of a product page are the attractive presentation of the product and convincing information that justifies the purchase of the product.

• Public relations (PR)

With public relations (PR ), a company manages the communication processes with its target group. In addition to the actual customers, this also includes, for example, the company's own employees or business partners as addressees. In contrast to advertising, which tends to be short-term in nature, PR measures are a long-term process with the aim of building a lasting positive image of the company or brand. Examples of PR measures are press conferences, press releases or press kits.

• Push strategy

When using the push strategy, a company targets its marketing measures at retailers - e.g. by offering them large quantities of a certain product at an attractive discount. The aim of the push strategy is to bring this product to retailers as widely as possible so that retailers include it in their product range and thus attract customers' attention. Retailers who have purchased this product on a large scale are ultimately willing to sell it profitably on an equally large scale and therefore push it with their own advertising measures, for example. The push strategy is particularly suitable for new products - especially when customers need a direct sensory experience with the product in order to ultimately buy it. However, already known products can also be sold successfully using a push strategy, as retailers are aware of the success of these products and can most likely also sell them successfully.