By Niki Morock
I spend a great deal of time reading technical information about new ways to reach potential customers in the digital world. Even though I have years of experience and training, sometimes the jargon gets to be too much, and it’s always changing. For example, what was called “first party data” last year is now “deterministic data.” It’s the same idea, but with a fancier, more scientific-sounding new name. Sometimes I think people create new catchphrases just to make themselves sound smarter than the next guy.
Jargon and buzzwords can be hard to keep up with in a constantly evolving industry.
Don’t get me wrong. I’m not complaining. Keeping up is part of my job, and I have a natural curiosity so learning new words and concepts comes pretty easily. That being said, I know many people who aren’t in the same position I am have a difficult time grasping digital advertising concepts and an even harder time learning the jargon, including the people tasked with selling it.
My goal is to make a subject that exists only in the online/virtual/cloud world easily understandable to people who don’t speak the lingo. Small to medium-sized business owners and their employees tasked with marketing their stores, goods, and services to new and existing customers shouldn’t have to learn terms like “deterministic data” in order to have a meaningful conversation about reaching their audience through computers, phones, and tablets.
Understanding what tactics make up digital advertising strategies is important to making an informed decision regarding a marketing budget, so I explain them in plain English using examples that most people who spend anytime online will recognize. Our consultants do the same. If you’d like to know the technical terms, I’ll share them with you. I’ll even give you a personalized glossary based on the strategy that we devise based upon your business goals, but you won’t need it with us.
We strive to make the complex easier to understand.