We show you part of language and concepts most used in the world of marketingexplained for understanding among non-specialists.
Currently there are endless professionals who work in different industries, but each of them has its respective vocabulary that allows promoting specific and assertive communication between experts to be able to start conversations in their sector. Likewise, knowledge of the corresponding language of each industry leads to various benefits, both internally and externally.
This type of jargon or professional language, at first glance and to the untrained ear, demonstrates a high importance and extensive knowledge in the sector, capable of being understood only by those who work in the same field, so internally it speaks of an efficient preparation among the members of an organization; in counterpart and externally (dealing with customers, suppliers, intermediaries, etc.), exhibits knowledge on a specific topic that highlights the professionalism that a work team has, among other opportunities to explore that increase the level of trust towards an organization.
Despite this, sometimes (mainly in dealing with the client) it is of vital importance that both specialized professionals, as well as clients or belonging to other industries, manage to speak the same language to stay in tune and thus achieve success. within the same project, thanks to assertive communication, a fact that could sometimes be somewhat complicated to achieve, particularly with the wide variety of terms in marketing.
Knowledge about jargon or professional language in the marketing industry It is of vital importance, since this sector is one of the most important in terms of business terms to increase the level of sales of an organization, which is taking leaps and bounds and will show constant growth over the years, partly due to the appearance of new technologies and professions that have managed to expand this sector.
To take into account how important it will be in the coming years, it is worth remembering that, according to data from Indeed, In Mexico, the demand for jobs related to marketing grew markedly in 2022 compared to 2021such as the administration of social networks (17 percent), marketing managers (24 percent), marketing specialists (74 percent), among other related activities, showing part of the importance of understanding their language.
Taking into account that the knowledge of professional marketing language or jargon is quite present in the business world and that these could represent a high level of complexity for some, we have compiled some of the most important concepts in the industry so that they will allow you to delve into marketing, without the need for be an expert.
Audience – People who were exposed, saw or interacted in a way before an advertising effort.
Awareness – Level of awareness of a consumer about a brand.
branding – Activity that seeks to reinforce the values and image of a brand, in part so that it is easily remembered and located.
Above the line (ATL) – Advertising carried out through mass media, such as television, cinema, newspapers, radio, magazines, etc.
Below the line (BTL) – Advertising action that does not use large mass media and bets on some more personal ones, such as advertising at the point of sale, direct marketing, telephone, etc.
benchmarking – Exercise that compares strategies, products or results of companies (mainly competition) similar to our brand, which seeks to find weaknesses and improve results to be explored.
Business to business (B2B) – Type of commercial or advertising activity where a company seeks to sell its products and services to another; business between companies.
Business to consumer (B2C) – When a company intends to sell or communicate its products or services directly to the public.
break – It can be a break between announcements or between daily activities.
Brief – Document made by advertiser or client to inform an agency of the details of the characteristics of its brand, product, campaign, market, objectives, etc.
briefing – Exercise of collecting information and needs of an advertiser by a professional or work team (agencies or brands) in order to develop a good proposal and attainable objectives.
brainstorming – Creative moment in which ideas are brainstormed to nurture a concept or project.
buyer person – The conceptualization of the characteristics that are sought in the ideal client (name, occupation, age, employment, income, interests, etc.).
call to action – Invite the reader or public to respond to our content or buy a product, using persuasive language.
Lifecycle – Period of time of the existence of a product or service, from its launch to its withdrawal from the market.
Potential client – Customers who, even without having bought, already have some interest in purchasing a product or service.
Community manager (CM) – Manager of digital social networks, manager of their contents and one who seeks to encourage interaction with users through publications, dynamics and strategies to increase their presence in the digital field.
Conversion – The moment that every company waits for, when a customer makes a purchase or takes the action that we were hoping to accomplish by creating our strategy (especially in measurable terms).
CRM (Consumer Relationship Management) – The management or administration of relationships with the client or in an organization.
employer branding – The strategies and actions that a brand carries out with its employees to promote greater well-being among its collaborators, improve their loyalty to the brand, strengthen staff retention and carry out a type of internal advertising that manages to attract the attention of new talents.
Engagement – The level of commitment that a consumer, audience or market has with a brand (both physically and digitally).
Feedback – The feedback received by a company or professional after having provided a type of information or product (the response of the client or final recipient).
focus group – Method to obtain all possible data about a target or segmented audience that, through the interaction and discussion of a product, obtains information.
geo-targeting – Strategy that seeks to offer products, services or content, depending on the geographic location of the users or market.
jingles – Melody or song used to give force to an advertisement, they are usually short, simple and “sticky”.
know how – The knowledge acquired by a person or company about an activity to do things well.
Landing page – Type of “microsite” that provides information about a product or service quickly and easily, sometimes it has a form to promote a sale.
Lovemark – A brand that managed to “fall in love” with its target (audience) and their senses, being the result of good branding.
mailing – Sending communications, messages, content or advertising via email.
Corporate or advertising mascot – Caricatured or animated characters that seek to represent a brand, being a strong brand identity strategy (branding).
Material pop – Those elements that seek to advertise or display a product at the point of sale. It can also be a digital advertising format that consists of the appearance of a window when a user enters a web page or some content.
Market – Group of clients with potential interest in acquiring a product or service. It can also mean the environment in which the purchase and sale of goods and services take place with the already specific behavioral characteristics.
Marketing – Set of principles, methods and strategies through which it seeks to conquer a market.
merchandising – Strategies or incentives that seek to increase the profitability of a product for sale. It can also be a set of products for advertising purposes to promote an artist, brand, etc.
Naming – Creative process where, through brainstorming and using information such as product and market characteristics, the name of a company, product, etc. is decided.
push notification – Digital notifications that come directly to your alerts on computers or smartphones (such as when a message arrives).
advertising – The disclosure of advertisements of a commercial nature to attract potential buyers, viewers, etc. It usually has creative images and texts that manage to be engraved in the minds of those who see them.
Point of sale – Space where the transaction of products or services takes place (stores, markets, premises, etc.).
product placement – The aim is to integrate a product or service and its brand (with its respective characteristics) within an audiovisual content in order to position it in the market.
Public Relations (PR) – The work of a person, agency or company that seeks to communicate with the actors around them, both clients and audiences, allies and media, etc.
relaunch – Re-present a product or service that was already present in the market.
rebranding – Seeks to modify or update the values of a brand or product, either internally, externally, aesthetically or terminologically (they can change logos, colors, communication intention, slogan change, etc.).
Retargeting – Type of online advertising that seeks to redirect users who have already visited a virtual store to come back through segmented advertising on pages that they later visit.
Remarketing – Regain the attention and purchase of the same consumer already acquired.
Search engine optimization (SEO) – Set of strategies that seek to position a brand or a website by building content that promotes organic reach in search engines to generate traffic.
Search engine marketing (SEM) – Payment strategy in search engines (goes hand in hand with the SEO strategy), which seeks to position a product by placing content in search engines, for its respective organic share.
trademark – An already registered trademark.
business marketing – Set of commercial activities that together manage to benefit different collaborators, such as manufacturers, suppliers and distributors.
Training – Term that is assigned the time that a company or professional dedicates to prepare a person for their training within an organization.
target – A part of the public or audience to which a product or content is directed due to its characteristics determined in the planning of objectives.
Market segmentation – Divide a market (audience or people) into smaller segments of buyers who have certain characteristics or behaviors that differentiate them from others when choosing a product or service.
Social half – Platforms or social and digital media, where the same users can publish, edit and exchange information.
Stock – Physical or digital space that stores the distribution or manufacture of a product at a point of sale, as well as a platform where there is a bank of images or other types of documents.
These were some of the concepts that are most often used in the language or jargon of marketing that, if you do not know them, it would not hurt to study so that you have a better perception of the importance of marketing today and how it can have a direct impact on your educational or commercial activities.