Marketing is a creative industry. It should come as no surprise therefore that when a new form of marketing is invented it gets given an abstract name, which to the layperson makes no sense. Even us marketing professionals are sometimes baffled and think “what the heck is that supposed to be all about?”.
In an attempt to demystify the world of marketing we thought we’d explain some of the less obvious marketing terms. Most of these ‘new’ forms of marketing have arisen from the growth of the Internet.
Glossary of marketing terms
1. Affiliate Marketing
Affiliate marketing is Internet based marketing which involves selling someone else’s products or services and receiving a commission for doing so. An affiliate places ads and links on their website, which direct visitors to the home page of an established retailer.
2. Agile Marketing
Agile marketing is a quick marketing reaction to a situation or opportunity that can be used to your advantage. It’s unplanned marketing that is executed quickly in response to an opportunity. We wrote a blog on agile marketing with some examples a while back.
3. Ambush Marketing
Ambush marketing refers to a situation in which a company rides on the publicity value of a major event without having contributed via sponsorship. It is typically targeted at major sporting events.
Dr Dre sent Union Jack branded “Beats by Dre” headphones as gifts to Team GB athletes during London 2012. Some of the athletes wore them prominently before competing in events providing Beats with free international TV exposure. Athletes also shared on Twitter how much they loved their new headphones.
4. Content Marketing
Content marketing involves creating and sharing useful information (content) to your customers, potential customers and influencers. The idea behind it is to draw people in by giving them something of value. We also wrote a blog on content marketing which provides further information.
5. Experential Marketing
The idea behind experiential marketing is to create a closer bond between you and your customer by immersing them in a fun and memorable experience.
To promote the launch of the new Skoda Yeti, Skoda encased one of the cars in 10 tonnes of ice in the middle of Convent Garden in London. Skoda offered people the chance to win the car by guessing its weight combined with the ice blocks. Skoda received over 8,000 competition entries as well as a huge amount of press coverage.
Gamification is an online marketing activity. It uses game playing (e.g. point scoring, competition with others) to encourage engagement with a product or service.
Italian restaurant chain Zizzi, used gamification around the 2015 Rugby World Cup. They produced an online scratch card game that could be accessed via smartphones. Each player earned a single entry into a prize draw to win prizes such as trips to New York and a training session with English rugby star Jonny May. Zizzi customers could also earn additional entries within the app every time they donate to Stand Up To Cancer or visit one of its restaurants.
7. Guerilla Marketing
Guerrilla marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics to get maximum attention. It’s highly creative and often shocking.
Vodafone hired professional pickpockets to put leaflets into places where people are likely to keep their phones, without them noticing. The leaflets promoting Vodafone insurance were placed in people’s bags and pockets to show them how easy it can be to have your mobile phone stolen.
8. Inbound Marketing
Inbound marketing is about attracting potential customers to you, rather than pushing out your sales messages to them via mediums such as advertising. Inbound marketing is mainly concerned with creating and sharing content which draws people in to your business.
9. Marketing Automation
Marketing automation involves the use of software to automate repetitive digital marketing tasks. Your database will receive a series of pre-planned marketing communications that gradually take them from prospect to customer.
10. Native Advertising
Native ads are like the online version of paid print advertorial. Native advertising is high quality paid for content that appears in the main flow of editorial on a website. Native ads are designed to fit in with the website they sit on rather than appear like an advert.
11. Viral Marketing
Viral marketing is any marketing technique that induces web users to share a marketing message to their audience. It’s very hard to achieve and often a viral piece of content happens by accident.
Are there any other marketing terms that you think are worthy of adding to the list? If so please comment below.