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Buzzwords, De-Buzzed: 7 Marketing Terms and What They Really Mean

Friday 12 June 2015

13 minute read

By Thrive HQ

We've all heard them at some point in our careers, whether its at a trade show, your ex-boss LOVED them or your colleague was always shouting about them.

For those of you who don't really understand these ever-changing terms - does anyone?! - they can seem very difficult to understand and frankly just a waste of time.

It's this confusion that some think make a product or service appealing - if it's confusing, it's complex, so it's something we need, right?

Perhaps not... 

Big Data

Definition: Big data is a buzzword used to describe a massive volume of both structured and unstructured data that is so large it is difficult to process using traditional database software techniques. [Source: Webopedia]

What it really means: As with most buzzwords, it doesn't really mean very much, but is often used by companies as a real 'hook' for to buy their services. You need big data? You have big data? We can help find it, manage it or implement it. Big Data is often used by companies trying to convince other companies to invest in implement more technology and/or advertising budget.

Our conclusion: Big Data very much originates in the USA and with technology companies. It's a perfect example of a buzzword with very much meaning or relevance, when it comes down to it. 

Millenials

Definition: A name given to the generation born between 1980 and 2000. The Millennial generation follows Generation X in order of demographic cohorts. This generation is often associated with technology and social media. Also known as Generation Y. [Source: WhatIs.com]

What it really means: A 'Milennial' is simply a young person, one of a generation of people who grew up during the growth and development of new technology and the internet.

Our conclusion: Will a 'Milennial' revolutionise your company? Unlikely (although not impossible). Can they implement techniques, technologies and insight into businesses that employees of elder generations are less likely able to? Yes! Should you hire a mix of employees - yes! Are 'Millenials' going to change the world? Probably not - but they grew up in an age like no other - the 'digital age' and there are serious advantages to that.

MILENNIAL: Tom Hanks isn't a milennial, but he has emojis nailed!

Thought Leader

Definition: An individual or firm that is recognised as an authority field and whose expertise is sought and often rewarded. [Source: Imagebox]

What is really means: This is actually a buzzword that Thrive is fond of and you'll find it used across some of our blog posts (there's even a whole post about it). Thought leaders do exist, in our opinion, because when you create content which doesn't just cite others but voices your opinions and reasoning, you're taking a leadership position. Bloggers and social media fans are thought leaders int heir own right as they share their opinions and gain a following because of those opinions alone. 

Our conclusion: We won't be getting rid of the term 'thought leader' from our textbook just yet...!

Growth Hacking

Definition: Marketing technique developed by technology start ups which uses creativity, analytical thinking and social metrics to sell products and gain exposure. [Source: Wikipedia]

What is really means: They are essentially a lean start up marketer, the term was coined by Sean Ellis, to define a person who utilises classic marketing methods to convert an audience into users, with hardly any budget or resources to do so.

Our conclusion: Is it a buzzword? Definitely! Does it have some solid justification behind it? Maybe. It's essentially someone who is marketing products with little resource, so we'd be happy enough to just stick with a 'lean start up marketer;' which just makes good sense. For me, 'hacker' conjures up a much darker meaning than the truth. 

Native Advertising

Definition: Native advertising is a form of online advertising that matches the form and function of the platform on which it appears. For example, an article written by an advertiser to promote their product, but using the same form as an article written by the editorial staff. [Source: Wikipedia]

What it really means: Basically any native advertising is sponsored advertising. It has nothing to do with Native Americans, but it is content that adapts the look of where it is placed so it 'kind of' fits in - i.e. Promoted Tweets on Twitter, but is actually paying to be there, in front of you.

Our conclusion: Another fancy way of confusing readers into believing they're getting something "more" than they would otherwise. This term has no real meaning, but sponsored / paid advertising is a very crucial marketing method. 

Brand Storytelling

Definition: Brand storytelling works when the story being told by the brand is more akin to staging a scene, which invites us in, and serves as a platform upon which we can continue to build our evolving personal narrative. [Source: Branding Strategy Insider]

What is really means: This is a bit OTT, but brand should have meaning, purpose and reasoning behind them. However, suggesting that brand storytelling is crucial. 

Our conclusion: We love to create brands and they SHOULD represent so much about your business, from its services, industry, the workforce's personalities etc... but it shouldn't be built on a buzzword like 'Brand Storytelling'. Brands have purpose and meaning, not a story. They should resonate with customers, but not tell your business' whole history. 

BRAND STORYTELLING: Brands should have a purpose and meaning, not a story.

Deep Linking

Definition: Using a hyperlink that links to a specific, generally searchable or indexed, piece of web content on a website rather than the home page.

What it really means: Marketers think this is a term for when a site link from a home page directs you to a page further into a website. Advertisers, on the other hand, think it is about the ability to link users from the web to a specific place in a mobile app. Also known as 'mobile deep linking' which is commonly used when referring to the skill of linking from the web to a mobile app.

Our conclusion: Deep linking in terms of advertising has more reasoning and logic behind it, than the use of the term by marketers. This is a phrase and skill really at the core of digital marketing and ecommerce websites, because mobile apps are very 2015. When used in the way advertisers do, this is one buzzword that definitely has real meaning. 

What's next?

Share your favourite buzzwords with us via @ThriveHQ and add your opinion to this topic too - we know this could be a controversial one!

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