By: Michele Egan
When you meet with corporate partners it’s always beneficial to speak their language and show them that you fully understand their marketing landscape. We’ve taken some buzzwords straight from this year’s headlines and added others that have been around awhile but have taken on added importance in 2018.
Take a look at the list below and see how many new words you can add to your vocabulary today:
Belief-Driven Buyers: buyers who choose, switch, avoid or boycott a brand based on where it stands on political or social issues that they care about
Brand Authenticity: sharing genuine user experiences that reflect a brand’s values to develop long-term customer loyalty to increase sales
Brand Purpose: to strategically blend business and brand in ways that benefit the community; the organization’s reason for existence beyond making a profit
Creative Disruption: occurs when a traditional marketing message is flipped to attract consumer attention and is increasingly the norm for brands today as they try to become more memorable
Customer Journey: plotting a customer’s experience of interacting with a brand or product which includes “touchpoints” along the way
Data Visualization: using visual elements such as infographics, timelines, charts, graphs and maps to illustrate data patterns and trends
Disaster Philanthropy Plan: an overall strategy developed and shared in advance by companies in order to respond more effectively to natural disasters and to help affected employees and communities recover
Ephemeral Marketing: temporary content, primarily images and videos that are only accessible for a brief period of time and are designed to gain an immediate response, such as Snapchat
Emotional Engagement: level of involvement, interaction, intimacy, and influence an individual has with a brand over time
Employee Activism: employees following issues that affect them while taking note of where their employers stand as they straddle the role of brand ambassador and concerned citizen
Friction: an element of your website that is confusing, distracting, or causes stress for visitors, causing them to leave your page
Holistic Marketing: a strategy which considers the business as a whole and not as an entity with separate parts in order to convey a positive united image to consumers
Impact Washing: occurs when companies claim impact or seek to wash themselves in the language of social good without really doing anything; similar to greenwashing
Internal Brand Engagement: is the process of linking internal culture and employee behavior to business goals via the brand; great brands are built from within, starting with an organization’s people and culture
Micro-Influencer Marketing: the practice of using people who have a smaller reach on social media than traditional influencers, but can often deliver higher quality leads to recommend products or services
mCommerce: a successor of eCommerce, mCommerce means mobile commerce and is the buying and selling of goods or services via a mobile device, which has become an essential business strategy
Native Advertising: online advertising that takes on the form and function of the platform it appears on, to make ads feel less like ads, and more like part of the conversation
Newsjacking: occurs when an organization capitalizes on a news story and puts a spin on it to draw attention to their content, in order to boost sales and marketing
Omnichannel: similar to multi-channel marketing but with the goal of providing a seamless, consistent, holistic, effortless customer experience over multiple devices and channels including physical stores
Purpose-Driven Brand: a brand that consciously conducts its business according to its purpose and consistently communicates its values and what it stands for to consumers and employees
Smarketing: refers to the practice of aligning sales and marketing efforts to positively impact the bottom line through coordinated communication
Smart Content: refers to personalized content that is designed to meet a consumer’s needs and relies on marketing automation tools and technology to tailor messages and content to an audience that changes according to their interest level, location and actions
Snackable Content: short-form content like Instagram Stories and Facebook videos that are created to be consumed in small, bite-sized pieces that are engaging and easily digestible
Social Proof: people seeking direction from those around them to determine how they are supposed to act or think in a situation; in social media, the idea that if others are sharing something or following someone, it must be good
Storytelling as Currency: stories that create lasting connections with customers have become important currencies in business as customers look for brands they can believe in and that echo their personal beliefs
What other buzzwords have you encountered this year? Please share them in the Comment section below.
Want to know more Cause Marketing terms? Download our Cause Marketing Glossary.
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