Buzzwords heard at AdWeek Europe
Here’s the team’s round up of Buzzwords we heard at AdWeek Europe.
This was the team’s ultimate favourite, it stands for fear of living online and well, it kind of speaks for itself. It represents the amount of time people are beginning to spend online, and is rooted in the idea that ultimately we will all end up one day living on the internet!
Cross device was a term we heard a lot at Adweek, mainly in the context of cross-device targeting that enables the serving ads to the same consumers across multiple devices in some organized and scheduled manner. It’s pretty key to reaching the right person at the right time, hence the focus at the moment.
Does anyone even know what native actually means when it comes to marketing? There’s a lot of different opinions and no one can actually quite pinpoint what this means (even the people on the native panels did not agree!). Perhaps this is one we can all drop from our vocabulary of jargon soon?
This is another funny one it means different things in different contexts, in marketing it means you have to make decisions without being biased to any one particular channel whether it be social, email, phone etcetera.
Since there was so much chat about start-up innovation at AdWeek it seems like a good one to include, especially given how contentious it is thanks to its extensive overuse. It’s still used to describe billion-dollar businesses to founders with just an idea. In our opinion we like to use the word start-up to describe small high-growth businesses that are generating some revenue and are less than 5 years old.
We heard a lot about accelerators in our time at Adweek, they are short-term programmes for start-ups where single-digit equity or options are given in return for small amounts of capital and mentorship.
I always thought an incubator was something you used to hatch eggs but apparently in the world of start-ups it’s a place or programme where support staff, facilities and equipment are made available to help start-ups. They tend to be longer term and more flexible that accelerators – kind of like hatching an egg I guess.
The mindset or approach that puts the consumer at the core and that it is their intention to purchase your product that drives the production of it to their specific needs. This makes marketing to them easy, or unnecessary.
Attention economy is the opposite to the intention economy and focuses less on the individual needs of a client and more on initially just getting the attention of your target market as opposed to thinking about their individual needs.
Moment marketing is, well, marketing to the moment. Trying to make the most out of every possible moment in a consumer’s’ life; taking a look at different milestones; what your customer base would react best to; and which moments you should be celebrating with them. This might be birthdays or national events, but is ultimately all about making the most of every moment and giving your brand that personal touch to become more prominent and relevant.
Advertising technology which has been condensed wonderfully into a great piece of jargon – ad-tech, usually refers to software used for delivering, displaying, targeting and controlling online ads.
Another fabulous way to shorten a perfectly good term, this one is short for marketing technology referring to the software that is created for types of marketing other than advertising.
Linking nicely to ad-tech and mar-tech, mad-tech is a merge of marketing advertising and technology and so can be used as an umbrella term for both ad-tech and mar-tech.
Open innovation is the concept of using ideas from outside of your company so external ideas as well as internal ideas from employees and the creative departments to fuel R&D and innovation.
A hackathon sounds very scary and I think it is, it’s an event typically lasting several days in which a large number of people meet to engage in collaborative programming to deliver against a defined challenge.
Disequilibrium is something we all want to avoid whether it be in our personal lives or marketing, it is the lack of stability and in marketing it means just the same. Stability is great for every brand and to have it in is a great and essential thing that will enable creativity to flourish, but it is something we can never be 100% sure we have.