Every sector has its own jargon, which can quickly seem like a foreign language to the uninitiated. Agiles, Black Hat, CPA, B2B, Opt-In, GAFA, IoT, iRL, SEO, Search, OMS, Brief, Display, Retargeting, Social Media, Analytics—find all the definitions of digital, marketing, creative and communication terms. Here is the lexicon of marketing, communication and digital jargon.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A
Adwords: This is Google’s advertising platform. It allows businesses to plan keywords that will drive qualified traffic to their website, and through a bidding system, pay for an ad to appear in the top results of a Google search.
Affiliation: It is a marketing technique that allows businesses of all sizes to advertise on sites potentially with larger traffic, by paying to be affiliated with them.
Agile: Agile methods are a set of rules aimed at completing a project. These methods are based on responsiveness, adaptation and collaboration between the different parties working on the same project. The human element is placed at the center, before tools and processes. From these fundamentals emerge rules such as process simplification, permanent adaptation of behaviors to increase efficiency, etc.
Brand Ambassador: A brand ambassador is a person who feels a genuine affinity with a brand and its values. These ambassadors are not paid by the brand but have a personal connection with it and promote it to their community. Brand ambassadors are not necessarily famous or influential people, and for most brands, the first ambassadors are often the employees themselves.
Analytics: Google Analytics is a tool that allows website owners to understand the people they reach. Through tracking embedded in the website code, Analytics provides information about audience characteristics and how the site is perceived. For example, if you notice that people don’t stay on one of the pages, you can conclude that it’s uninteresting and therefore improve it.
B
Back-office: The back-office is the “back end” of the website. This is the interface where you manage the content and the final rendering of the site (ergonomics, site organization, etc.).
Best Practice: Best Practices define a set of rules that an expert provides to their colleagues to do things optimally. For example, because the SEO expert within a company may not be the only one writing content or managing the website(s) run by the company, they also have the role of ensuring that all colleagues understand the basics of SEO.
Black Hat: Black Hats are malicious hackers. Their goal is to harm communities by spreading viruses. The name comes from westerns, where the bandit wore a black hat, while the sheriff wore a white hat. White Hats also exist. These are virtuous hackers, often security experts, who hack only to better counter black hats.
BOGOF: Acronym for “Buy One Get One Free,” a marketing technique used to attract new customers to a site to trigger a first purchase and thus a first contact with the brand. It is a widely used acquisition technique, particularly on private sale or “deal” sites.
Brainstorming: Brainstorming is a working method that involves gathering all ideas that come to mind from colleagues in a very spontaneous way, then bouncing off each other’s ideas, and together reaching a unique solution.
Brand Content: Brand Content is a new way of communicating about a brand by creating a story and identity reflecting values that are distinctive and different from other brands. It is also an increasingly common way to advertise by highlighting the brand rather than the price.
Branding: Branding is the action of creating brand content. It is about positioning a brand in the collective consciousness.
Brief: A brief is a request made by a client to an agency (product communication, corporate communication, media relations, acquisition, etc.) to understand their needs and then propose solutions within a specific budget.
B to B (B2B): B2B stands for “business to business.” All actions (commerce, communication, etc.) are thus directed at professionals, people who are part of the same ecosystem.
B to C (B2C): B2C stands for “business to consumer.”
B to E (or B2E)
Business Plan
Buzz
BYOD (Bring Your Own Device)
C
T&C (Terms and Conditions)
Chat / Instant Messaging
Chatbot
Storyboard
Churn
Click & Mortar
CMS
360 Communication
Bottom-up Communication
Corporate Communication
Press Release
Non-Media Communication
Integrated Communication
Media Communication
Top-Down Communication
Content Marketing
Cookie
CPA (Cost Per Action)
CPC (Cost Per Click)
CPL
CPM
CRM (Customer Relationship Management)
Cross-Channel
Crowdsourcing
Curation
D
Display
DMP
Home Automation
Dynamic Creative Optimization:
E
E-commerce
E-learning
E-PR
Ergonomics
E-reputation
F
News Feed / Timeline
RSS Feed (Really Simple Syndication)
Foursquare
Front-office
G
GAFAM
Gamification
Lead Generation
Generation C
Geolocation
Geomarketing
Gestalt
Ghost
H
HTML (HyperText Markup Language)
HTTP (HyperText Transfer Protocol)
HTTPS (HyperText Transfer Protocol Secure)
I
Brand Identity
Digital Identity
UI (User Interface)
Inbound Marketing
Information Overload
Insight
Intranet</span