I was reading a 67 page guide “How To Be in the Internet Marketing Business” or some such thing the other day and it hit me just how much jargon there is in marketing and advertising.
For those of us working as professional marketers, it seems to spew from us like so many negative television ads during this election campaign. Endless and non stop.
Why the Marketing Jargon?
So why do we do that? While talking with two different clients in the past week, I was rolling along talking about 30’s and 60’s. I went on to talk about how we could use that time to gain attention and help people learn more about their products. In this case, both of these people were running for office in Montana.
Neither understood a word I said.
One wasn’t even sure what the rates for an ad were after I explained them.
Marketing is full of jargon like CPP, CPM, CPC, SEO, CTR, AQH, AQR TSE, TSL, and HUT among others. It is no wonder the idea of marketing a business or a product is scary to a lot of entrepreneur’s. They don’t want to make the wrong choice.
Digital Media–Measuring and Applying Jargon to Marketing
Digital media has gained traction because of its ability to translate something that is generally unmeasurable into something that might be measurable. Add to the digital media pros bag of tricks a never ending litany of jargon and a few success stories and you have the recipe for the hottest, newest kid on the block. Besides, who can argue with a success rate of .0026% CTR? (why would you even measure that?)
Add the millions of books and guides and a low barrier to digital entry and you have the recipe for even more confusing material in the marketplace. As best I can tell, you can claim you are a digital expert just a few weeks after leaving animal obedience training school. The confused stories I hear from business people who want to use social media to market their businesses would be funny if it weren’t so sad. (“let me ask my son in law, he’s on Facebook all the time.”)
Media like television, radio, billboards, and even print to some degree have to understand that people don’t understand the words they use. The jargon doesn’t work. When people are confused, they don’t do anything.
If you have a company who needs to market, don’t let the jargon scare you. Force your media person to talk to you about what you care about–leads, traffic, prospects, or potential buyers. Marketing your business today is the battle to get noticed in a time of a high level of noise.
Let them save the jargon for Alpha Bits cereal.