Marketing buzzwords heard at ad:tech – our up-to-the-minute guide – part 1
This becomes eminently clear when attending top-tier marketing events like ad:tech London, as we were this week, where speakers and thought-leaders are on the very front foot of marketing innovation.
So if you’ve ever been sat in an agency meeting listening to buzzwords firing back and forth, only to head back to the office to Google the offending words, then fear not. Here is our quick guide on the latest buzzwords heard at ad:tech, along with what seems to be the most agreed definition!
Boy did we hear a lot about programmatic! It’s been around for the best part of eight years so it’s not the newness that was driving the debate – but more the contentious results now being questioned. Programmatic buying is the automation of online ad purchasing such that the advertiser need only to set a small number of variables like bid price and reach and the automation does the rest. Now though – the real debate has moved onto viewability (the number of times an ad is actually seen, not just served).
Don’t worry, you haven’t missed the launch of another terrible reality TV show, on the contrary, the F-Factor refers to the increasing importance of second-level contacts or so-called friends, fans and followers. Whether the term catches on at all, the focus is catching – brands are increasingly interested in not only their initial target customer but also that customer’s circle of influence.
Rented vs. Owned
Rented vs. Owned is all about media and marketing channels and specifically the types of sites and platforms used for content. Rented channels refer to social media and sites you can customize but not control. Owned channels refer to your website and places you fully control. Modern campaigns will integrate across these to increase reach and drive engagement.
Despite the name, gamification doesn’t typically apply to computer games but rather how the competitive element of gaming is being introduced to real life products and processes as a way to encourage engagement. Often Gamification works by making a real world task more engaging by allowing users to collect points or badges to reward completion – just like in a computer game.
SoLoMo is the fusion of social, local and mobile and represents the growing marketing trend of targeting content or promotions at consumers based on their current location, via their mobile. This type of marketing is designed to be shared by the consumer with their F-Factor networks via social media. The importance for brands is that smartphones and the continuing growth of mobile and 4G means that having a local presence can enable marketers to maximize on location patterns.
The bar rises ever more for website and online platforms, driven by constant technological advancement combined with the ever increasing attention deficit of consumers. It is therefore not enough to just have a pretty site, it is all about the user journey, and user onboarding is the purposeful way of welcoming new users to your product or page so that they have the best chance to succeed with you.
Linking nicely to onboarding, CRO stands for Conversion Rate Optimization and can apply to websites, landing pages or adverts. It’s using data insights and user feedback to improve the performance and results of these. The level of analytics available at every stage of the funnel now means that there are always was that you can improve and optimize results.
Read part 2 here
Header image: Flickr