Marketing buzzwords heard at ad:tech – our up-to-the-minute guide – part 2

If you missed part 1 of the series then you’re missing out on CRO, programmatic, Onboarding and more – so take a read here. Otherwise read on for our light-hearted guide to the latest marketing buzzwords that we heard at ad:tech.


If developing a brand ever feels like taking part in a popularity contest, then Facebook’s ‘Like’ button is partly to blame. Likenomics is a spinoff of attraction marketing, the idea that consumers start to like brands which their peers like. Therefore being ‘liked’ (Facebook) ‘followed’ (twitter), ‘plussed’ (Google+) or ‘pinned’ (Pinterest) on a social media platform impacts the economics of a brand.


Big Data
Probably a bit old school this one, given it has been the focus for some time – but it is such a focus we’d be nuts not to include it. Recent social media IPO’s are testimony to the financial power of the data that online platforms collect about users. Big data has evolved from two parallel but interrelated concepts; namely that companies today store such vast quantities of data that they have had to start innovating about how to collect, store, organize, analyze, share and most importantly, utilize it in such a way as to create a competitive advantage.


Deep Data
While everyone knows about big data it’s deep data that was the new buzzword. Perhaps driven by the fact that there is no consensus view on what to do with big data or how to truly harness it, the term deep data is being used to talk about insight and knowledge gleaned from all this big data. It’s about understanding behaviours, answering questions or taking a deeper dive.


Well this was a contentious one. The people on the panel couldn’t even agree on what Native actually is – and all said they hated the term ‘native’ so far be it from us to try and define it if experts in the field can’t! But for the record here’s what wiki says.


Omnichannel (or omni-channel) seems to be the new buzzword for cross-channel – though many an opinionated marketer would argue at the subtle differences. It’s all about taking a multichannel approach to sales and marketing so that the customer has a truly seamless experience. In retail that means the customer feels that everything is connected whether they change from shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store. This means the mobile app should match the responsive website design, which should reflect the look and feel inside the store.


Attribution or attribution modelling is all about measuring ROI, but whilst everyone does agree what this one means, the jury is still firmly out on how to actually DO attribution modelling. Basically, everyone wants to know if it was their bit of the marketing campaign that delivered the sale and basically in an multi-channel marketing world, it’s pretty tough to say. Hence this one was pretty highly debated too.


And finally – one that is clearly not a buzzword in itself but featured in many an ad:tech keynote and panel debate – personalisation. Sometimes called one-to-one marketing, the talk around personalisation was very much around how we can make all channels (not just email marketing which has been segmenting and personalising for some time) work across all channels – to deliver a truly personal – and therefore much more effective message to each customer.


Header image: Flickr