30 Marketing buzzwords you need to know

17 Jan 2019

Industry Insights
Content may be king in marketing, but buzzwords are a pretty close second. To make sure you’re at your peak, we’ve put together a list of terms that every marketer should know.

Let the vocab lesson begin:

1. Actionable analytics
These are the statistics that provide data and insight that you can take action on and use to make real, significant changes to your marketing strategies.

2. Algorithm
A formula or set of steps that run on a computer program and is designed to solve a problem. For example, Google uses algorithms to determine which results show up when certain keywords are typed in.

3. Artificial intelligence (AI)
A branch of computer science that focuses on creating intelligent systems that can perform and react like humans. AI systems are developed to perform tasks like visual perception, decision-making, speech recognition and language translation. Newsclip uses AI technology to boost the processing capabilities of our solutions.

4. Attribution
These are the marketing channels that are driving return on investment (ROI). It can be tracked by seeing the first way a customer ever interacted with your brand, or even the last interaction before making a purchase.

5. Big data
Massive collections of structured and unstructured information. This data is so large that it is often impossible to process through traditional means and requires help from technologies such as AI and machine learning to do so. Newsclip’s AI-powered ‘Data Engine’ allows the company to manage Big Data by using Natural Language Processing to interpret human language, while machine learning enables it to recognise patterns within the data.

6. Business intelligence
This is an umbrella term that describes the processes, tools and software used to transform big data about the business into actionable insights.

7. Chatbots
Computer programs that can simulate conversation with human users via a chat interface. Numerous brands have invested in chatbots on their social media accounts or websites to answer questions that consumers have about their products or services.

8. Contextual marketing
An online marketing model where consumers are served with targeted advertising based on the recent online searches they have made.

9. Conversions
This refers to the process of a visitor on your website or social pages becoming a client or user. Often, conversions take multiple visits to your web and social pages before a visitor becomes a purchaser, but conversion is the end goal of marketing.

10. CRM
Acronym for Customer Relationship Management. This generally refers to software and best practice to help you store customer information in order to improve customer relationships, increase retention and enhance your advert targeting.

11. CTR
Acronym for Click Through Rate. This is a percentage that shows you what percentage of people see your content and actually click on it. It is calculated by dividing the number of clicks by the number of impressions.

12. Customer journey
The initial steps from when you customer first discovers you brand, all the way through to them making their purchase. Their path to purchase is longer and more complex than you may think, and it involves multiple touchpoints on various channels.

13. Disrupt
Offering a product or service to a previously unserved market, or to offer a simpler, cheaper alternative to something that already exists.

14. Freemium
A pricing strategy where the basic version of a product or service is offered free of charge. Extra features and improved functionality will require upgrading to a paid version. 

15. Geotargeting
A marketing strategy that delivers specific content to a user based on their geographic location. The user’s location can be gathered by city, IP address or through GPS signals on a mobile phone.

16. Holistic
A marketing strategy that includes the business as a whole and not only the marketing department. For example: where the research, finance, HR and marketing departments all work collectively towards the sale or marketing of a product.

17. Inbox zero
An approach to email management coined by productivity expert Merlin Mann. The zero doesn’t refer to the number of emails in your inbox, but the amount of time your mind is on your inbox. Basically, this is the state of mind all marketers hope to achieve.

18. KPI
Stands for ‘Key Performance Indicator’. This is a measurable value that can help marketers manage, control and achieve the business results they desire. Using Gate5, Newsclip’s delivery platform, you can view various KPIs for your brand – all in one place.

19. Low-hanging fruit
A metaphor used to describe the quickest, easiest solution for short-term success.

20. Marketing automation
Software that allows you to automate certain marketing tasks. However, successful marketing will still need that human touch.

21. Micro-moments
The moments where consumers turn to a device – usually a smartphone – to learn, do, discover or buy something. They are intent-rich moments when decision are made, and a vital time for a brand to make a good impression.

22. Mobile optimisation
Websites that are designed to show up and work perfectly on a mobile phone. With people living alongside their mobile phones 24/7, mobile optimisation has become an absolute necessity. For example, if you open up the Newsclip website on your mobile phone, you’ll see that it is designed to display – and work – perfectly from the palm of your hand.

23. Omnichannel marketing
Ensuring that your brand message remains the same across all the platforms that you use. Websites, apps and social media content should convey the same message to avoid confusing your audience.

24. Pain points
Marketing jargon for consumers’ issues. Most marketers are concerned with identifying consumer pain points and finding ways that the brand can solve them.

25. Second screen
A phenomenon where consumers cannot only use one ‘screen’ at a time, they must use their mobile phone as the ‘second screen’. For example, rather than simply watching an episode of a series on TV, consumers also have to post on social media about it.

26. SEO
Acronym for Search Engine Optimisation. Basically, a term that describes the best practice for making your content discoverable for consumers using search engines.

27. Snackable
Content that is quick to read, watch or access. Content designed specifically for social media should be snackable to ensure consumers don’t just scroll past it. A good example of snackable content is images and short videos found on Instagram.

28. Thought leader
Inspirational and innovative people who come up with brilliant concepts and content. Most marketers will hope to produce content that will help showcase them as being industry thought leaders.

29. Transparency
Being open and honest about the way a brand works. Transparency is of particular importance to Millennial consumers who want to know that the brands that they buy from have the same morals as they do.

30. Visual storytelling
The process of using visuals – either images or videos – to tell a story and inspire viewers.
Marketing in today’s day and age isn’t easy, and brand mentions can happen on various online and offline channels. This makes it nearly impossible to keep up with what is being said about your brand, but that is where media monitoring comes in. Learn about the Four reasons to invest in media monitoring.