Business Buzzwords: love them or loathe them

Buzzword bee cartoonWhether you add these to your ‘never on a month of Sundays’ list, or you try to throw at least three in at every business meeting you attend, these are the business buzzwords you should know for the next financial year.

  1. Remarketing: It’s a form of display advertising (think banners, medium rectangles, leaderboards) whereby the ad for your company is continuously shown to a user even after they have dropped off your website (or the website where they first were shown the ad). This remarketing occurs if the user doesn’t convert (i.e. click on the ad) when they are first shown the ad  This form of marketing (even though some may consider it stalking!) has one of the best returns on investment and should be part of your marketing strategy if you are buying ads across networks.
  2. Goal Digger: [I love this play on words.] A goal digger is someone who pursues and successfully achieves their goals – usually in a creative or opportunistic way.
  3. H2H: [This is soooo good and necessary.] Rather than thinking about your business marketing as business to consumer (B2C) or business to business (B2B), innovative brand marketers are starting to throwing around H2H, which stands for human to human.
  4. Freemium: Freemium is a pricing model that is often found in the software or web services industry. It’s the offer of a free limited version of a product or service, sometimes with a small amount of additional features.  The goal is to provide just enough functionality in the free version to hook customers, but limit them in a way that encourages an upgrade to the premium version.
  5. Freeples: [Beware of these people!] These are the ones who constantly sign up for free things – tips, webinars, eBooks, recordings – but never actually ever want to bring out their credit cards and pay for your services.
  6. Newsjacking: This is when a company leverages a current news story to exercise its own marketing or sales message. Quite clever if you ask me, if executed well.
  7. Mydeation: The use of a group, in a brainstorming session, to help an individual solve a specific challenge or to generate ideas for their own new product or business venture.
  8. Conversation Marketing: [Absolutely necessary in the current climate.] Marketing that is conducted with the goal of having a direct one to one conversation with customers through the use of social media and other channels such as email marketing or mobile marketing.
  9. Big Data: Essentially, Big Data is the exponential growth and availability of both structured and unstructured data. The idea is that this data should be used to inform business decisions and direction, as well as product/service development and the subsequent marketing.
  10. Millennials: This is the name for our friends in Generation Y, the kids born between 1982 and 2004. They are computer natives, having grown up heavily using communication, media and digital technologies. Their tendency is to move about a lot and always be connected.
  11. Responsive web design: The process by which your website is designed so that the screen automatically resizes to be viewed correctly on smaller screens such as tablets and mobile phones.
  12. Native Advertising: Native advertising can be considered a sub-set of ‘content marketing’, meaning the practice of using content to build trust and engagement with potential customers. Online advertisers attempt to gain attention by providing content that matches the form and function of the platform on which it appears. By providing content in the context of the user’s experience, the hope is that it will feel less like advertising and become more easily digestible for the user. For example, an advertiser would write an article to promote their product that uses the same form as an article written by the journalists of the online publication. The word ‘native’ refers to the content’s coherence with other media on the platform.
  13. Brand Storytelling: The act of storytelling is not a new concept. However, the way we think about communicating our stories has altered. Storytelling must be at the heart of any brand strategy. Whilst the content may actually stay much the same as it has in the past, the technology advances – as well as user expectations – have changed the game for how we market and deliver content. The majority of brand marketing tends to fail if there isn’t a really good story at the heart of it.

So whether you love them or loathe them, these are the concepts and buzzwords floating around the marketing and advertising world at the moment. Have some fun with them. Next time you’re in a meeting with a client, see how many you can throw in! If they stare blankly at you, you get a great chance to step up and sound like the guru that you are!

Recent Posts

Connect socially