Marketing people speak a language that is unsettling to the human ear, mystifying to the human mind, and an affront to the human soul.
To help you through this bewildering experience, I have created a glossary of terms that can help you understand what marketing people actually mean when they speak.
Glossary of Marketing Terminology
Content - anything
Branded content - anything with a logo
Compelling content - content
Storyteller - copywriter
Engage - bother
Brand architect - marketing intern Authentic – true-ish sounding
Transparent – true-ish looking
Conversation - retweet
Follower – online stranger who wants something from you
Advisor - LinkedIn term for unemployed
Community – online strangers who once clicked your link
Branding - anything with a logo on it Activation - marketing people doing something
Workshop - meeting
Roundtable - meeting
Summit - meeting
Town hall meeting - meeting
Training session - powerpoint-induced napping opportunity
Webinar - powerpoint-induced napping opportunity on Zoom
Traditional – derogatory term by marketing people for anything they can’t do well
Brand advocate - customer
Brand ambassador - customer
Brand evangelist - customer
Data-driven - unimaginative
Brand purpose - something our CEO’s spouse is into
Disruptive - something our CEO’s daughter is into
Target audience - people like us
There are probably several other marketing terms you’ll come across that you won’t understand. Don’t worry. We don’t understand them either.