Every industry has its share of inside terminology. Just ask an engineer about “Six Sigma,” or have a health care professional explain “change fatigue.”
But the buzzwords in the world of marketing are legendary. We have created our own unique dialect, and it’s a language that’s shared by account people, creative people and clients.
The following are a few favorite marketing buzzwords. Some have become sticky, others are just gaining traction. Sorry, getting ahead of myself.
“Gaining traction”
Sounds like it means: Wet pavement, old tires and a desperate driver trying to avoid the ditch.
Actually means: An idea, approach or communication that’s catching on and gaining popularity.
Usage: “Our viral campaign is really gaining traction.”
“Infographic”
Sounds like it means: The crazy villain in next Vin Diesel movie.
Actually means: Graphics that simplify complex information.
Usage: “We need an infographic to explain the sales funnel.”
Our take: To convey fresh thinking or intricate processes, infographics can be an exceptional resource. For an example, check out the infographic on our social CRM process.
“Quick read”
Sounds like it means: War and Peace after six cups of coffee.
Actually means: Information that’s easy to scan and gets right to the point.
Usage: “This page is too content-heavy. We need a quick read.”
“Low-hanging fruit”
Sounds like it means: A pear or apple that’s losing the battle with gravity.
Actually means: The easiest audience segment to drive into action.
Usage: “Those customers already like us. They’re low-hanging fruit.”
“Sticky”
Sounds like it means: Gum versus shoe. And shoe loses.
Actually means: A marketing idea that stays with the audience long after they are exposed to it.
Usage: “The campaign was sticky. They’re still talking about it.”
“Engagement device”
Sounds like it means: The diamond ring that accompanies a marriage proposal.
Actually means: A tactic that gets your audience to interact with your communications.
Usage: “We need an engagement device to capture more leads.”
Our take: Engagement devices can take many forms, from viral games to online educational tools. For one example, check out the risk assessment engagement device we created for the National Restaurant Association.
“Push the envelope”
Sounds like it means: Another long day at the post office.
Actually means: Stretching the limits and testing the boundaries of an approach.
Usage: “The client really wants us to push the envelope with this concept.”
“Snackable content”
Sounds like it means: Potato chip-flavored web pages.
Actually means: “Bite-sized” information that can be grasped immediately.
Usage: “We need to draw people in. Make the content snackable.”
Our take: Simple content and impactful graphics drive interest and interaction. That’s how our portfolio works. Take a look and see which “snackable” project appeals to you.
“Hand-raisers”
Sounds like it means: Those smart girls in third grade who always had the answers.
Actually means: A person who self-identifies as a prospective customer.
Usage: “We already know the hand-raisers. They shared their contact information with us.”
And there you have some of our favorite buzzwords. But that’s just the low-hanging fruit.
If you have some more marketing buzzwords you want to share, please leave a comment below and let us know about it.
Topics: CMO
