Advertising Buzz Words

February, 01, 2017

Buzz words. Every industry has them, including digital advertising.

The problem is that if you’re not in the advertising sphere, you may be confused by what they mean. That’s why we’re here to help.

We’ve amassed some of the most commonly-used buzz words in the advertising field. Use this as a cheat sheet to help you breeze through your next ad-focused meeting.

  • Analytics This just means the data that’s been culled about something related to your digital advertising and marketing. For instance, you might have developed a pay-per-click ad campaign on Google. The analytics are all the facts and figures relating to that ad campaign. It’s up to you to decipher what they mean for your company, which can be done with the help of a web development expert.
  • Artificial Intelligence (AI) – Don’t be scared, but you’ve probably used AI recently. A great example is Cortana. Or Siri. Or Alexa. The list goes on and on. AI is making chatbots smarter. It’s also streamlining processes at every level.
  • Big Data You’re going to hear more and more of this term. Big Data is all the data that’s out there for you to use. Some of it could be neatly cataloged. Other data is going to be rough and raw. Again, you’ll need to figure out how to use Big Data to your advantage. Many tech influencers are doing a deep dive into Big Data to uncover the next layer of analysis.
  • Contextual Marketing – Have you noticed that you’re getting advertisements based on what you read? In other words, your preferred content seems to be driving the ad placements. This is by design, and it’s considered a form of contextual marketing. Traditionally, ad space was purchased, as in the case of banner ads. The hope was that the ads would catch the attention of readers. Now, advertisers are a little savvier. They can utilize software that allows them to place ads where and when prospects are most likely to see and need them.
  • Hyperlocal – When was the last time you checked on your smart phone for the nearest restaurant? You were engaged in hyperlocal advertising from a consumer perspective. Hyperlocal just refers to the idea that it has to be available exactly when the user requires it. You can set up your search engine optimization and advertising to boost your chances of rising above your competitors on a hyperlocal search.
  • KPI – Sound a little like some kind of investigative agency? It’s not. KPI stands for Key Performance Indicators. In other words, they’re the metrics you’re using to determine how your company is doing. Every KPI is going to be unique to your organization.
  • Retargeting – Ever feel like advertisements are following you around the web? You click on a website once, and it’s suddenly everywhere. What gives? This is the power of retargeting. Yes, it might seem like coincidence at first, but be assured it’s a deliberate system that exposes potential customers to a company’s products and services at predictable intervals after a first touchpoint.
  • Touchpoint Speaking of this word, it’s a good one to keep in mind. Touchpoints are any moments when consumers have contact with your company. As you can imagine, touchpoints can vary from seeing a Facebook native ad to reading your review on Yelp.
  • Virtual Reality – Thought about getting some of those cool goggles and experiencing a little virtual reality? This is often abbreviated as VR. Though it probably speaks for itself, it’s worth remembering. You may want to dabble in a little VR for your company someday.
  • UGC – This is an especially exciting development in digital advertising: user generated content, or UGC. UGC is driven not by your organization, but by the users of whatever you sell. Have a sandwich shop that makes the best Reuben this side of the Big Apple? A happy customer who tags you on social media with a picture of your awesome deli creation is creating UGC. As you might imagine, it’s highly influential, especially in industries where gratification is immediate.

Now that you know a little more about the language of digital advertising, it’s time to head to your next meeting. You’ll be armed with enough vocab to get started on a vibrant discussion about your organization’s digital advertising and marketing strategies.

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