7 marketing buzzwords you need to know

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Skating where the puck is going to be

When iMedia asked me to write a piece predicting the top digital marketing buzzwords of 2012, I thought, "Sure, that's right in my wheelhouse." I don't claim to be a jargon rockstar, but at the end of the day, if you need to take your tech speak to the next level, I can help you skate to where the puck is going to be. But rather than trying to boil the ocean, I'm going to keep this thing at 30,000 feet and focus on the low-hanging fruit.

If you're not grinding your teeth after that opener, you did better than I did when I wrote it. While I'm as much of a shameless slangster as the next digital marketer, I suffer the double whammy of being painfully aware of it, which creates lots of cringe-worthy moments for me. Last year, for instance, I made a New Year's resolution to stop using the word "robust," because it makes me throw up in my mouth a little. I lasted about three weeks, until a client presentation in which I stopped myself in mid-sentence and declared, "I was about to say that a dedicated app would be more 'robust,' but I made a resolution not to use that word any more. Ha ha, that was a close one." Everyone stared at me like I'd just peed on the conference table, no doubt contemplating how I must have been quietly judging them every time they used the word.

New resolution: Don't talk about resolutions.

This year, I'm exorcising my demons by fully embracing my industry's penchant for jargon -- and what better way than by endorsing some buzzwords that are just now creeping into the digital marketing lexicon? After all, our words define us, so identifying emerging terms might tell us something about where we're headed. Or at least where we want to go.



june swatzell
june swatzell January 19, 2012 at 7:48 PM

We are more organic! Is it ok if I include an invite to my launch?
Can u make it?

Eric Anderson
Eric Anderson January 19, 2012 at 5:53 PM

Thanks June, I like "ipadding." Another verbification! Interesting that "Kindling" hasn't caught on in the same way.

june swatzell
june swatzell January 19, 2012 at 3:13 PM

When my husband asks, I tell him I am ipadding! New word for my behavior. I am looking for our customer base, I know what it is, just trying to reach it. Total newby non- technical founder, it's a climb!

Eric Anderson
Eric Anderson January 18, 2012 at 6:55 PM

Thanks for your comment, Carol. I will be on the lookout for "tradigital." While I'm somewhat constrained in this piece to buzzwords that have buzz, I would argue that sweeping trends like use of in-aisle mobile and the second screen phenomenon are not tech tactics; they're characterizations of real consumer behavior, and they demand strategic attention, lest marketers get left behind.

Carole Walker
Carole Walker January 18, 2012 at 5:32 PM

While I like the buzzwords you chose, they are very tactical in nature. To move the industry forward in a way that is more sustainable vs. bright and shiny "tech-tact' of the month" is to put on a more strategic marketing lens. I liken that strategic lens to being more "TRADIGITAL". For me that means to look at the marketing challenges from a traditional perspective (Consumer Insight driven and Customer mindset Activation) and then to fashion the tactics brilliantly, uniquely....which ARE digital from now and into the future. Without the solid foundation of traditional strategies, (The who, what, when, where, and each one with a solid rational: the Why) there is no sustainable advantage!