Each industry has their own set of jargon that is incoherent to non-practitioners. Sometimes terms slip through into general vernacular. As a marketing insider, I’ve put together an entirely incomprehensive guide for your reference. Additions, edits and commentary are welcome in the comments below.
Above the Fold
Accurate Definition:
The idea that crucial website content should be placed above the bottom of an open browser screen. If a viewer doesn’t scroll, they still get the most important information.
My Definition:
Still looking for the fold, given the myriad of platforms and devices it could be hiding. If you find it, please let me know. Or “x.” That one’s tricky too.
Analytics/Metrics
Accurate Definition:
“Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.” — Google
My Definition:
The things we say to numbers people to get them to believe us.
Branding
Accurate Definition:
How people talk about your business when you’re not in the room. Generally understood as visuals but actually inform every aspect of your business.
My Definition:
Dangerous tool in the right hands, sledgehammer in most.
Bulk Mail
Accurate Definition:
“Large scale email marketing sends in which the same content goes to a large group of people.” — Hubspot
My Definition:
Mail that can be purchased at Costco in obscene quantities.
Call-To-Action
Accurate Definition:
Text link, button, image or some type of web link that encourages the viewer to interact with the page.
My Definition:
The thing you click.
Clickbait
Accurate Definition:
“(On the Internet) content, especially that of a sensational or provocative nature, whose main purpose is to attract attention and draw visitors to a particular web page.” — Google
My Definition:
Call-to-action junk food. You wish you could help it but you can’t.
Conversion Path
Accurate Definition:
The process of how a viewer initially finds your website/landing page and follows through the CTA.
My Definition:
Website booby trap.
Content
Accurate Definition:
“In relation to inbound marketing, content is a piece of information that exists for the purpose of being digested (not literally), engaged with, and shared. Content typically comes in the form of a blog, video, social media post, photo, slideshow, or podcast, although there are plenty of other types out there. From website traffic to lead conversion to customer marketing, content plays an indispensable role in a successful inbound marketing strategy.” — Hubspot
My Definition:
An ethereal, nebulous term as inscrutable as the Mona Lisa.
Culture
Accurate Definition:
How a company would like you to perceive their social environment positively affects their process and customer relationships.
My Definition:
The fact you’d want to get a beer with us is directly tied to our ability to produce results. And hey, we’re probably too cool for you anyway.
Accurate Definition:
“Messages distributed by electronic means from one computer user to one or more recipients via a network.” — Google
My Definition:
What used to be an efficient way to communicate and is now the bane of corporate existence. Should never be, but frequently is, “shot.”
Evergreen Content
Accurate Definition:
Content that is relevant regardless of when it was created.
My Definition:
Content that counteracts your company’s carbon footprint.
Accurate Definition:
Social platform used by individuals for staying in contact with friends and family and corporate entities to expand their internet presence and promote goodwill/advertise.
My Definition:
A. Where people yell on top of each other and post photos of family members you prefer not to be in contact with.
B. The unsuccessful munchies raid: like the fridge, you check it even though you know there’s nothing there.
C. Seemingly benevolent dictator that pretends not to own/have control of everything.
Gamification
Accurate Definition:
The idea you can get someone to do anything by incremental amounts by providing a prize.
My Definition:
Even if its real-world value amounts to shiny pixels on a screen. (So. Shiny.)
Guru/Rockstar
Accurate Definition:
Terms typically used in tech/media job descriptions to make the job stand out as desirable.
My Definition:
Habitat: Jobs boards/job descriptions
Characteristics: used by recruiters looking for fresh blood and want to show their company is cool too, yo.
On the endangered list with extinction pending.
Hashtag
Accurate Definition:
The keyboard pound symbol used on social platforms to aggregate information containing the same hashtag. First found on telephones, then utilized on Twitter by a single user which became a default system on the platform.
(It actually has a pretty cool history, listen here.)
My Definition:
For
twitter only thank you.
Innovation
Accurate Definition:
In the age of the Wild West of the Internet and modern technology, the push to create unprecedented and original ways of doing things.
My Definition:
Brand spankin new and sexy is always better, regardless if it works.
JavaScript
Accurate Definition:
“An object-oriented computer programming language commonly used to create interactive effects within web browsers.” — Google
My Definition:
Drop this one for an excellent opportunity to expose your deep knowledge of caffeine and humor.
Opportunity/Privilege
Accurate Definition:
Opportunity: a set of circumstances that makes it possible to do something.
Privilege: a special right, advantage or immunity granted or available only to a particular person or group of people.
My Definition:
Seasoning and spice for the humblebrag, asserting your accomplishments while acknowledging it’s not all about you. Sort of. Feel free to pepper résumés using these terms with reckless abandon.
Accurate Definition:
“A social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.” — Google
My Definition:
Profile you only update when you’re looking for a job.
News Feed
Accurate Definition:
“An electronic transmission of news, as from a broadcaster or an Internet newsgroup.” — Google
My Definition:
Modern replacement for counting sheep.
Pop-Up
Accurate Definition:
A call to action that isn’t initially present when a web page is loaded.
My Definition:
Calls to action that swoop in from nowhere, are startling and often squished like a bug before being read.
QR Code
Accurate Definition:
A physical icon that can be scanned to open a web page on your phone.
My Definition:
The ghost from Christmas past who thinks he’s the cool uncle and you avoid at reunions.
Responsive Design
Accurate Definition:
Web applications that change appearance based on the device being used.
My Definition:
When you actually get your designer to return your emails.
Smarketing
Accurate Definition:
“A fun phrase used to refer to the practice of aligning Sales and Marketing efforts.” — Hubspot
My Definition:
This term is new to me, so feel free to come to your own conclusions.
Accurate Definition:
Social platform that requires you to share information and comments within the confines of 140 characters.
My Definition:
1. Something you do once a year.
2. Useful way to shout into the void.
3. Great way to stay up to date on topics of interest/news without having to turn on a television.
4. Celebrity stalking platform.
Unique Visitor
Accurate Definition:
Viewer who visits your website more than once within a given amount of time.
My Definition:
Every shining little star that visits your website is assigned a number and assimilated into page views.
Viral Content
Accurate Definition:
Any piece of media that suddenly (often inexplicably) becomes an online sensation.
My Definition:
The concept content can become wildly popular through the meritocracy of the internet, and not by loads of money and Facebook and Google algorithms. Highly unpredictable.
We still have room!
Accurate Definition:
Phrase used to inspire viewers to register/sign up/react to a certain call to action.
My Definition:
Please for the love of goodness sign up or we’ll have to cancel. Unless it’s actually an event you’d want to attend, in which case you’re probably straight out of luck.
Still confused?
Give us a call and we can help explain any or all of the entries in our Urban Dictionary of Marketing Terms. Or better yet, we will skip the jargon completely and just talk about how we can help you grow your business.
Roundpeg is an Indianapolis marketing firm.