Marketing lingo has broad and varied origins. The provenance of the terms on the list below spans astronomy, the Industrial Age, television and Yiddish. So, you’d be forgiven for not knowing them all. Then there are newer terms that have been created to describe concepts that have only just been developed. The explosion of martech makes it hard to keep up. Below are ten terms that I think are essential if you are a modern marketer: five old, and five new. Old Boilerplate A boilerplate … [Read more...]
Marketingspeak: What is a ‘Lower Third’?
Originally from the television industry, but now applicable to all kinds of video, a "lower third" is the graphic overlay that is typically used to identify the speaker. It can be used to convey any kind of information to the viewer. The graphic appears at the bottom, to be the least obtrusive, and in what is known as the safe area - an area viewable by all television screens. There is no hard and fast rule that it must be one third of the screen, and it can be either a horizontal bar with … [Read more...]
Marketingspeak: First, Second and Third Party Data
Marketers have more data about potential customers than ever before. Some is in their own database and some is in big advertising platforms like Google AdWords. Most marketers use a combination, and hence the need to distinguish the various sources. First party data is the information collected by you about your prospects and customers. It is typically collected from your website or marketing automation system using cookies. It may also be supplemented by research done by your SDR team or via … [Read more...]
Marketingspeak: What is Pretargeting?
It wasn't too long ago that marketers were learning about retargeting. Now there's a new sibling in the advertising family named 'pretargeting'. So what's the diff? Pretargeting is an online advertising technique where marketers target individual buyers based on profile, past behavior or both. It's pre- and not re- because your ads get shown before your targets have ever been to your website. To my mind, pretargeting is a refinement of the age old advertising demographic; it is much more … [Read more...]
Marketingspeak: Why Are PR People Called ‘Flacks’?
PR people have a hard job. Clients are never happy. Their story should have gotten more coverage. It was the agency's fault for not pushing hard enough. The agency can't easily tell their client that their story was a dud. Reporters see agencies as a necessary evil. PR staffers bring them stories, but can also be pushy. And truth be told, most reporters prefer finding their own stories. So it's no wonder PR pros have earned the pejorative 'flack,' as in "Tell that PR flack to stop … [Read more...]
Want to learn even more about marketing?