If you are new to the world of digital marketing, and even if you are a seasoned pro, you have most likely heard and read a number of terms surrounding the topic, which are used as a sort of inside marketing lingo. These words are referred to as “buzzwords” because they are used so often, and are so popular among digital marketing experts and newbies alike.
Figuring out what some of these words mean can prove to be one of the most difficult parts of getting started in a new marketing job or starting in marketing on your own to promote your own brand. By learning what these words mean, you can prove to your marketing peers that you know exactly what you are talking about and gain credibility as a marketing expert, and you can also better understand information about marketing that you see written by other marketers, or that other marketers tell you about, so that you can increase your marketing know-how even further.
These words can also be used as simple ways of summarizing complex ideas when you need to quickly explain something about marketing. You can use this simplified list to help you out next time there is a buzzword that you get stumped on.
This buzzword is used to describe a marketing campaign that never ends. Some marketing campaigns are not “always-on,” since they are based around a certain time-frame or event, and are scheduled to be shut off after that amount of time or after that date.
Always-on campaigns, on the other hand, are essential for companies because they provide a constant resource for customers to find out about the company and their products or services. Companies can use this type of advertising content to consistently bring in traffic year-round, regardless of the date or changes in other campaigns or in the general market.
This term is fairly simple to understand, since you have probably heard it used in context a couple of times, and it means what it sounds like. This word is a simplified way of describing a particular person who can influence the effectiveness of your marketing campaign.
These people are those who have a large amount of sway on social media by having a large number of followers, as well as a good amount of credibility and reputation in the niche that you are marketing to.
Those who work in marketing and advertising have to know what the term “omnichannel” means, since it is a very important term and it is used often in today’s marketing space. This term refers to the idea of reaching customers by using multiple different marketing channels.
This concept is not new to marketing, since marketing experts have been reaching customers through both online and offline channels ever since the internet was invented. However, many more opportunities just within online marketing are now available to be used as separate marketing channels.
While this may sound like a negative term to a new marketing professional, creating a disruptive advertising campaign is actually a desired goal for marketing directors.
This term describes an advertisement that grabs the attention of consumers, “disrupting” then from everything else in order to deliver the marketing content. This type of advertisement is largely creative, and typically has to be fairly innovative and even have an increased budget.
This term refers to anything that takes away some of the work of the advertising campaign. This can be software that makes sure your audience automatically receives an email newsletter, automatically posts social media content at a schedule date and time, or gathering names and information for your contact list.
It can also refer to software that helps to make the marketing campaign more efficient by automatically analyzing user information to create follow-up campaigns, and otherwise simplify the process of creating and executing campaigns.
This buzzword term is used when talking about sponsored ads. These are the ads that you see when scrolling through the Facebook newsfeed or that you see within an online blog.
Unique Selling Proposition
Occasionally, you will hear this term shortened to “USP.” Advertisers try to create unique selling proposition to differentiate their company or client company from the competitors. It is nearly impossible to be completely unique or offer something completely different from the competitors, so companies try to find their unique selling point in what they do better than everyone else.
In marketing today, simply offering a product or service at a lower price is not enough of a unique selling point, since online companies specialize in selling all types of products at lower costs—that is their unique selling point. In the age of e-commerce, you must find how your company truly outperforms all the rest.
This term is confusing because all marketing campaigns are driven towards results, aren’t they? But this buzzword refers to a specific type of results. It means that every advertising campaign should have a specific, clearly identified result that is the primary goal.
The final term that you need to know is “engagement.” While this word does not hold any hidden meaning, it is used specifically in marketing to mean the interaction between your brand and the customer.
With social media taking over the Internet and becoming the primary means of marketing online, engagement is more important than ever. Consumers want to see engaging content, including text, photos, and videos that not only sell products, but also give your brand a strong and distinctive voice.
On social media platforms, your brand should be engaging with your customers through tweeting, posting to Facebook, posting YouTube videos, and interacting with customers’ profiles. Most of the brand engagement that makes a big difference in whether or not a consumer trusts a brand is non-promotional, so it is important to develop a relatable voice on social media.
By reviewing all of the buzzwords above, you will be well on your way to better understanding the marketing world, writing better marketing articles, and developing more credibility as a marketing expert. As always, it is important to keep ahead of the trends, and make sure that you keep track of new buzzwords as they come into use.