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- AQ #17: Master Modern Marketing Lingo - Part 1 : Your Guide to the Hottest Terms & Jargon❣
AQ #17: Master Modern Marketing Lingo - Part 1 : Your Guide to the Hottest Terms & Jargon❣
Decoding the hottest modern marketing terms, jargons and buzzwords in this multi-part series starting with the first part today
Ritu Jhajharia
August 09, 2023
Recently, I had to endure multiple painfully long (and mostly pointless) meetings at work when marketing was part of the “vision & strategy discussion”.
Now, if you’ve been around long enough, you know what usually happens during such meetings. Jargons and buzzwords are tossed around like there is no tomorrow.
When people use complex jargon just to explain something or to make a point, the only point they usually end up making is that they don’t have enough grasp on the topic to be able to explain it in simpler terms.
We all have been at either end of this ordeal, more often than we would like to admit. I know I’ve, and I’m sure you’ve too.
I understand that keeping up with the latest jargon can be as challenging as deciphering a cryptic treasure map. But throwing in more jargon, just to explain jargon just defeats the purpose, doesn’t it?
That’s why in this multi-part series, starting with this edition, I’m uncovering trendy terms and jargon in Modern Marketing lingo. Whether you're a marketing whiz or just dipping your toes, these articles will hopefully become your map to navigate all that buzz.
From micro-moments that make your smartphone your new best friend to influencer fatigue that's like a social media sigh, I’m breaking down each term like your favorite snack – easy to understand and oh-so-satisfying.
And I’m not just going to toss around definitions and formulas – oh no!
No jargon-y gibberish here – just straightforward explanations and examples that make sense even to an uninitiated person.
Here’s a complete list of what we’ll cover in today’s edition:
Micro-moments
Influencer Fatigue
Shoppable Posts
Dark Social
Zero-Click Search
Personalization at Scale
Snackable Content
Voice Commerce
Brandjacking
Omnichannel Marketing
So let’s dissect, define, and decode the language that powers the modern marketing magic.
Micro-moments refer to the small, intent-rich instances when consumers turn to their devices for quick answers or solutions
In simpler words
Those fleeting aha moments when customers grab their phones to get immediate answers or make swift decisions.
Example
A user searches for "best running shoes" on their phone while standing in a sports store, comparing prices and reviews before making a purchase. This is a micro-moment.
Real-Life Instance
In 2020, Nike launched a campaign targeting micro-moments with the hashtag #JustDoItFromHome. It capitalized on the trend of people searching for home workout solutions during the pandemic, positioning Nike as the answer to their fitness needs.
P.S.> No specific formula, but monitoring spikes in search queries and tailoring content for quick answers is key.
2. Influencer Fatigue
Influencer fatigue occurs when consumers become disinterested or skeptical due to the overwhelming presence of sponsored content from influencers
In simpler words
That weariness you feel when your favorite social media personality starts sounding like a walking advertisement.
Example
After seeing multiple influencers promote the same detox tea, followers start questioning the authenticity of their recommendations.
Real-Life Instance
In 2019, the #NoFreePhotos movement gained traction on Instagram. Influencers expressed frustration with brands expecting them to work for exposure, the distrust they were facing from their followers, and how it was leading to influencer fatigue for their followers, while also highlighting the challenges and exhaustion of maintaining their platforms amidst such pressures.
P.S.> No formula, but balancing genuine content with sponsored posts can mitigate influencer fatigue.
3. Shoppable Posts
Shoppable posts are social media posts that include clickable product tags, allowing users to directly purchase featured items
In simpler words
It’s like turning your Instagram feed into a digital mall where people can buy what catches their eye.
Example
A fashion brand's Instagram post showcasing a trendy outfit with tags on each item lead to their online store for easy purchasing.
Real-Life Instance
In 2021, Pinterest introduced "Idea Pins" with built-in shopping tags. Creators could tag products in their DIY and fashion content, making it effortless for users to shop the featured items.
P.S.> No formula, but ensuring seamless integration with e-commerce platforms is crucial for successful shoppable posts.
4. Dark Social
Dark social refers to the private, untraceable sharing of content through messaging apps, email, and private social channels
In Simpler Words
The mysterious realm where your viral content gets shared, but you can't track its journey.
Example
A user sends a link to an article through a private message on Facebook Messenger instead of sharing it on their public timeline.
Real-Life Instance
In 2020, Spotify's "Wrapped" campaign leveraged dark social by allowing users to share their personalized listening statistics directly with friends through private messages.
P.S.> No formula, but using unique tracking URLs can help marketers understand the reach of dark social shares.
5. Zero-Click Search
Zero-click search occurs when a user's query is answered directly in the search engine results page, reducing the need for the user to click on any search result links
In Simpler Words
When Google serves up the answer so fast, you don't even need to click on a link.
Example
Searching for "current time in " directly on Google displays the time without requiring you to click on any websites or links.
Real-Life Instance
Google's featured snippets have contributed to the rise of zero-click searches. Users can find quick answers without navigating to external sites.
P.S.> No formula, but optimizing content for featured snippets can increase the chances of appearing in zero-click search results.
Personalization at scale involves using data and technology to tailor marketing messages and experiences to individual users, even in large volumes
In Simpler Words
It's like having a super-smart assistant who knows everyone's preferences and crafts messages just for them.
Example
An online retailer sends targeted product recommendations to millions of customers based on their browsing history and past purchases.
Real-Life Instance
Netflix excels at personalization at scale. Its recommendation algorithm analyzes users' viewing behavior to suggest content they are likely to enjoy.
P.S.> No formula, but utilizing customer data platforms and AI-driven algorithms helps achieve personalization at scale.
7. Snackable Content
Snackable content refers to bite-sized, easily digestible pieces of content that quickly capture users' attention and deliver information or entertainment
In Simpler Words
Content that's so short and easy to digest, you can consume it in a flash.
Example
Infographics, short videos, and social media stories are all examples of snackable content designed for quick consumption.
Real-Life Instance
TikTok's format of short videos, typically around 15 to 60 seconds, epitomizes the snackable content trend and has taken the social media world by storm.
P.S.> No formula, but crafting concise, engaging content is key for effective snackable content.
Voice commerce, also known as v-commerce, refers to the use of voice-activated devices and technology to make online purchases through spoken commands
In Simpler Words
"Hey Alexa, pay my electricity bill!"
Example
Using a smart speaker to order groceries or products from online retailers by simply speaking the items you want.
Real-Life Instance
Amazon's Echo devices with Alexa integration have paved the way for voice commerce, allowing users to add items to their Amazon cart or order products directly.
P.S.> No formula, but optimizing product descriptions and integrating with voice assistants can enhance voice commerce.
9. Brandjacking
Brandjacking is the unauthorized use of a brand's identity or assets for deceptive or malicious purposes
In Simpler Words
Think of it as digital identity theft for brands.
Example
Cybercriminals create a fake social media account using a well-known brand's logo and name to trick users into sharing personal information.
Real-Life Instance
In 2020, scammers created fake websites imitating popular streaming platforms to steal users' credit card details. Unsuspecting users fell victim to these brandjacking schemes.
P.S.> No formula, but regular monitoring of brand mentions and trademarks can help detect and combat brandjacking.
10. Omnichannel Marketing
Omnichannel marketing is a strategy that provides a seamless and integrated customer experience across various channels and touchpoints
In Simpler Words
It's like offering your customers a magic carpet that effortlessly transports them between your online store, social media, and brick-and-mortar shop.
Example
A customer starts browsing products on a mobile app, adds items to their cart, and later completes the purchase on their laptop, with the cart contents synchronized across devices.
Real-Life Instance
Starbucks' omnichannel approach allows customers to order coffee via their mobile app and pick it up in-store, creating a frictionless experience.
P.S.> No formula, but integrating customer data and technologies to provide consistent experiences is essential for omnichannel success.
What marketing jargon are you guilty of throwing around often?
That’s it for today.
Stay tuned for Part 2, where we'll unravel even more fascinating jargons that are shaping the modern marketing landscape.
Until then, keep your marketing compass handy and your curiosity fueled!
In the next edition - Part 2
What topics would you want to see here?
Hit reply (if you’re reading it in email) or leave a comment (if you’re reading it on the web) and tell me what topics, brands, or case studies you would want me to analyze, and I'll add them to my list of ideas. You’ll also get a shout-out.
Join the conversation