Marketing Buzzword Archive

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Here’s a list of the marketing buzzwords we’ve discovered so far this year.

    1. Employee Amplification – Gone are the days of companies pretending their employees don’t have social media accounts! This term refers to the practice of encouraging all employees or team members to share company approved content on their personal social media pages.


    1. Glocal – Does your brand think global, or local? According to some marketing minds, you need to be doing both. Glocal strategies enhance your company’s’ global holdings by tailoring marketing strategies to best engage the varying regional cultures and markets.


    1. Disintermediation – The trend of brands bringing marketing talent in-house and producing their own content instead of hiring an agency. Prepare yourself to hear a lot about the effect this process has on brands, agencies and creative content.


    1. Hyperlocal – Marketers know where you are. How? With technology of course. Location or beacon technology is hot right now. Many brands are using it to reach their customers at the most critical times. Hyperlocal is a reference to this. It is when marketers use GPS data to geographically target customers only when they are in just the right location. By doing this, brands can create more meaningful touches and reach out to their customers at the most critical times, like when they are walking past their physical store, for example.


    1. Immersive Experience – It’s like diving into a pool and being completely engulfed in water except the pool is something like a website and the water is a brand. Immersive experiences are highly visual and often social environments that soak readers in a cohesive brand voice and personality. It feels like an up close and personal connection to the audience and can create stronger ties to your brand.


    1. Holistic Content Marketing – Holistic is more than a word you hear being tossed around the organic grocery co-op you frequent on the weekends, it is a way of (marketing) life. Holistic marketing is an approach that leans more heavily on quality content than it does SEO hacks. The emphasis is on creating content that organically gets looks because it is just that good. It is basically the whole grain (quality content) version your white paper. It is more nutritious and filling than its enriched, white bread (SEO manipulated) counterpart.


    1. Snackable Content – Nom. Nom. Nom. Snackable content, much like a snack-sized candy bar, is a shortened version of the original. In this case, it is when longer form content is squished down into a smaller package and meant to be consumed by busy people on the go. Think summarization as opposed to a deep dive.You are probably already consuming this content without realizing it. Vine and Snapchat are both great examples. While this type of content shouldn’t replace any existing part of your content marketing strategy, it is easy to incorporate by recycling content you already have. Just shorten or summarize that white paper. Trim down that long webinar. Everyone loves snacks.


    1. Gifographic – A gif and an infographic had a baby. That wonderful baby is named the gifographic. This amazing combination of two things almost everyone loves, is a great marketing tool you can leverage. No more are the days of static infographics. Gifographics move, and thus, delight and interest more of their viewers. Through animation, they grab more attention and hold it for longer. Interactive marketing content is something that you should be integrating into your content marketing strategy. The benefits speak for themselves – higher engagement, better conversion rates, and even increased customer lifetime value. If you aren’t sure where to start, a gifographic may be a good place.


    1. Smarketing – It is time for sales and marketing to squash their beef. Smarketing, sometimes used to describe cross-departmental lunches in our office, describes the integration of marketing and sales processes. So put away the boxing gloves or bury the hatchet because a unified brand voice is worth more than departmental pride. Alignment will get you farther and help you achieve your goals faster.


    1. Customer Obsession – When companies decide to make the customer the focus of collective efforts. In contrast, with making your brand product centric, customer obsession is threading the needs of your customers into every aspect of your business. This includes making and selling products that they actually want or need. Why is that important? According to Bain & Company, a 5% increase in customer retention can increase profits by 25% to 95%.


    1. Return on Relationship – Along the same vein of customer obsession runs return on relationship. When a brand decides to turn the tables on their strategy and focus on the customer, new, more relevant, KPIs are needed. Enter ROR. “Unlike ROI, which is return on investment, ROR is the return you as a company or person get from nurturing relationships and can be measured mainly in terms of loyalty, sharing and recommendations.” – Peter Seenan, customer support specialist, Leadfeeder


    1. Marketing Stack – Not a stack of hot, buttery, breakfast food, but a stack of equally delicious marketing technology that companies use to accomplish marketing goals. Another large part of this term is how each piece of this stack interacts with one another. Having the right combination can be make or break for many marketing departments. Remember, you are only as strong as your weakest link, or in this case marketing tech layer.


    1. H2H Marketing – H2H stands for human-to-human, and this buzzword is a reminder to focus your inbound marketing efforts on genuine human interaction and creating relationships with the people you talk to. After all, companies are made up of people!


    1. Crowdculture – With the advent of social media and the globalization of our news resources, previously isolated communities with the same practices or ideologies have been able to band together and find influence in their strengthened numbers. Crowdculture describes the result of that influence, when subcultures can push forward new ideas or practices without the help of mass-culture gatekeepers.


  1. Newsjacking (or Trendjacking)- This describes the process by which brands “hop on” to a current social media trend and leveraging the buzz  to market their own product or service. For example, how many blogs and articles have you seen about Pokemon Go in the last month? (Us included!)
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