Words and phases commonly used in marketing and what they mean in real life. Marketing words without the guff.

1. The2015
glossaryof
commonly
used
marketing
terms
And
what
they
honestly
mean in
practice

2. We read a book by Lawrence Rees a while back called ‘Their
Darkest Hour’*.
Our main take was that humans could do, and justify doing,
inhumane things to other humans... if they could distance
themselves from them as people; by calling them something else.
Like ‘you filthy dogs’.
We think that some of the words we use in marketing have
distanced ourselves from what they actually mean.
So, here’s our little glossary of current marketing terms to try to
give marketing back its honest heart.
* here’s the link - well worth a read: www.amazon.co.uk/Their-Darkest-Hour-People-Extreme/dp/009191759X
Preface

3. Automated
marketing
The ugly but persistent bloke in
the nightclub that sometimes
gets lucky for 1 night.

4. The places that used to do big
ideas... but now just have big
overheads that they need to
pass on, somehow.
Thebig
agencies

5. Paid people who you don’t know
to give opinions you don’t trust.
Focus
groups

6. Apparently this was like
teenage sex: ‘Everyone was
talking about it but no-one’s
actually done it.’ Now no-one is
talking about it anymore as they
all tried it and didn’t see what
all the fuss was all about.
Bigdata

7. A really nice title slide generally
followed by stuff you told the
big agency in your first meeting.
Insights

8. Like other territory... but it’s
mental not physical. Legend
has it that a wealthy American
bought some UK creative
territory and re-assembled it in
The States, only to find it was a
children’s Wendy house.
Creative
territory

9. An integral part of the job that’s
now used as a softener before
recommending paid
for research.
Desktop
research

10. The beardy bunch that are
trained to think big... but are
currently used just choosing
iStock images to go into
automated email headers.
Thecreative
department

11. A PDF.
(Normally landscape)
Not to be confused with a
whitepaper which is a
portrait pdf, normally.
Content

12. See marketing automation.Content
polluters

13. Rewritten words that
someone read once and
thought they could pass off
as their own opinion.
Badblog
posts

14. People who bought some
coloured markers.
Bad
strategists

15. A list of real people.Database

16. The people who you want to
talk to, though they’re about
as much of an audience as a
bunch of sugared up 3 yr olds...
and funnily enough they’re not
sitting there waiting for you.
The
audience

17. A 40 page pdf that tells you not
to put the logo upside-down.
Brand
guidelines

18. Conceived in 1898 it works
on gravity. Looks like a
pyramid... but feels easier for
customers to fall through if you
put it upside down.
Thefunnel

19. Not forgetting to leave out
a channel.
Omni
channel

20. A financial return on your
marketing investment.
Little bit surprising that this
has only been coined as a
phrase so recently.
Lead
generation

21. What you do when you’ve
forgotten what your own
business idea was.
Competitor
analysis

22. Call
centre
People who talk to other people
on your behalf who don’t know
either you or them.

23. Online
community
This sounds much more
appealing than just having
customers, until you realise
you’ve created the online
version of Tower Hamlets.

24. The2015
glossaryof
commonly
used
marketing
terms
We think the world is a lot
better without all the guff...
we could have gone on (and
on) but that’s enough for now.
If you need any help with
anything then feel free to get
in touch:
info@everywherebrand.com
Everywherebrand 2015 www.everywherebrand.com