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.

1. Micro-Moments

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

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