Have you ever had a conversation with a marketing professional and just nodded politely as they waffle on, talking at you?
More than likely they used words like “ROI” “Experiential” “Below The Line” “Above The Line” or Ideation” and I bet they lost your interest within about 5 seconds.
I’m a huge fan of plain English and not confusing people with awful jargon that’s just going to alienate the very people you want to do business with. By using simple to understand terms and phrases, there’s really no need to pull out the jargon. Unless of course you’re talking to fellow marketing professionals that want to outdo each other with pointless words!
I’ve collated a list of words that you’ll hear all too often and wonder what on earth they’re talking about.
Below The Line- A traditional marketing term, a little outdated. When advertising encourages the interaction of its audience. For example when an e-newsletter directs the reader to ‘click here’ or ‘call us’
Above The Line- Again, a traditional term. When the advertising message is one sided and doesn’t require any interaction with the audience. For example a billboard and a lot of printed ads. These are simply to get a message across with little to no action required.
Brand- The emotions and thoughts your customers (and prospective customers) have about your product or company.
Branding- Not just the logo! It’s how your business is presented to your audience.
Touch Points- The journey a customer takes through all of the interactive stages with your brand.
On Message- Ensuring everyone in the business knows the official brand ethos and message to give a consistent look and feel to the organisation.
Marketeer- A marketing professional that will more than likely confuse you with the jargon above! The word conjures up less than favourable feelings and creates an image of someone that sells stuff in a reckless, haphazard and somewhat careless way. Whereas Marketer is just associated with someone who markets products or services in an industry. That’s my personal opinion anyway.
Marketeer v Marketer? What are your thoughts?
Next time you’re faced with someone spouting all sorts of nonsense at you, just stop them and ask to be spoken to in plain English so there’s no confusion, boredom or thoughts of slapping that person with a wet fish.
Long live plain English!