Print

Sales Tips >> Browse Articles >> Marketing & Promotion

+1

Marketing 101: Buzzwords

Kevin Dwyer

Buzz words annoy me. When words become labels which people use without thinking, they become worthless. People give the appearance of buzzwords actually shaping their thinking. How sad can we get?

Here is an array of the most often used marketing buzzwords and their definition. Learn them. Even if they are annoying, you want more marketing tools under your belt and you don’t want to be confused when they come up.

Consumer oriented marketing

- marketing


Targeting

- marketing
Multi-level marketing – marketing
Viral marketing – people talking about us or our products
Email marketing – sending emails to people we barely know in the hope that one in a hundred might read it and take action
Search marketing – marketing
B2B marketing – marketing to a business


B2C marketing

- marketing to a person
Demand creation – marketing (or it could be going out and buying our own products)
Integrated marketing – marketing, sales and fulfilment knowing what each other is doing; an unusual occurrence.
Market segmentation – who or what convinces these people to buy this stuff from this place
Relationship marketing – marketing using long lunches and attending sporting events to build trust through familiarity
Enterprise marketing – see B2B marketing


Customer alignment – marketing?
Customer centric – marketing?

Consumer initiated marketing – free marketing
Consumer generated media – free media
User generated content – free content

Value

- perceived benefit ÷ perceived cost
Value adding – increasing perceived benefit or reducing perceived cost
Value proposition – sales pitch that inflates the perceived benefit and deflates the perceived cost

Key performance indicators

- tens if not hundreds of unrelated measures I use to demonstrate that I know what my business is doing. They are often not a real indication of performance and rarely are key.
KPI – see key performance indicators
Metrics – see key performance indicators


Marketing dashboard – The KPIs that people look at and do nothing about each month

Low-hanging fruit

- things we should already have done

Paradigm

- how we do what we do now
Paradigm shifts – changing how we do what we do now

Accountability management

- blame shifting


Get on the same page – agree with me or get out

Branding

- logo, colours, font…..
Brand identity – what customers feel and think when they see my logo, colours, font…
Brand – what customers feel and think when they see my logo, colours, font…
Look and feel – appearance; logo, colours, font…

Pushing the envelope

- a party game enjoyed by postal workers?

Reputation management

- controlling information flow to that which I want known

Bounce rates

- the proportion of people who got onto our site by mistake

Trend analysis

- trend

Thinking outside the box

- thinking


Brain dump

- scatty thinking about what we do usually reserved for handing over to the person who is replacing us
Thunderbolt thinking – thinking (in a rainstorm?)

Lifelong value

- guess at how much money we would make out of a fictitious customer who stays with us for life, however long that is.
Lifetime value – same guess

Out-sourcing

- stuff we have given up doing because we thought it was too hard


In-sourcing

- stuff we outsourced that we lost control over and had to do ourselves again to save costs

Win-win

- compromise

Take it offline

- talk about it later
At the end of the day – what is actually important
Calls to action – telling people what to do now

Redeployed people

- people who have lost their job
De-layering – see redeployed people
Downsizing – see redeployed people

Cross-functional team – something to be created so that blame shifting is difficult – see accountability management
Decentralization – something to do to make the regions accountable – see accountability management; usually completed in a cycle with centralisation.


Empowerment

- see accountability management

Intrapreneur- one our people who always seems to be full of ideas that won’t fly in our organisation

Stakeholders- people who have an interest in what we do, or dracula slayers

Heads-up

- follows the practice of using a noun where a simple verb would have sufficed e.g. “give you a heads up” instead of “tell you”

Living our mission statement

- if only I knew what that meant, I am sure I would

Up-skill

- learn

Push back

- disagree

Critically important

- important, perhaps critical

Best practice

- something we are not doing that others are (and are doing better for it)