Useful Tips | 230 essential jargon words for marketers!

We hate slang, but we can't completely get rid of it.

This may be the dilemma that everyone is facing right now, because the fundamental reason for the spread of slang is communication. Without communication, slang will not spread.

Communication means integrating into the other party's discourse system. For most people, jargon is a necessary ability for you to integrate into the other party's discourse system.

Especially for marketers, the industry changes too fast, and the rapid iteration of the industry has also spawned a lot of jargon. Take the recent period as an example. KOL was popular not long ago, and now the concept of KOS has been derived. If you don’t know what KOS means, then it will be difficult for you to communicate with the other party.

In an industry that iterates rapidly, no one can escape the dilemma of jargon.

In order to have a more thorough understanding of jargon as a language, we can divide jargon from the dimension of attributes, which can be divided into terminology jargon and communication jargon .

First, we define two types of jargon.

Terminology:

There are certain thresholds and industry barriers to communication language in a professional context.

For example: private domain traffic, KOL, KOC, etc. This kind of jargon is efficient and simple to communicate in an industry context.

The birth of this kind of jargon is the product of industry iteration and a sign of the rapid development of the industry.

This kind of jargon does not only exist in the Internet industry and the marketing circle. Every industry and every circle has its own specific jargon, such as the one shouted in McDonald's: "Ink Roll Spicy Burger with French Fries and Takeout". As long as the listener has the same definition, it is much more effective than the customer's language.

Communication jargon:

I believe this kind of jargon is also a kind of trouble to everyone. The characteristic of this kind of jargon is "empty". It looks high-sounding, but it is empty. It seems particularly advanced when used in communication. At present, there are still many people who believe in this kind of jargon.

I just mentioned that communication is a two-way process. If we don’t understand what these jargons mean, it means that there will definitely be information gaps in this communication.

Therefore, in order to help everyone better understand what these jargons mean, our Madman Editorial Department has collected some of the more popular communication jargons in the Internet industry.

For example, we have explanations for the underlying logic, top-level design , granularity , and abstraction and transmission that Zhang Yiming mentioned at the annual meeting. In this way, everyone can better understand what these jargons mean, thus breaking the "information barrier".

In addition to the above ambiguous jargon words, 4A dialect is also a branch of jargon, so we have sorted out the commonly used jargon words of 4A dialect for you.

For example: insight, brief, intern, pitch, campaign … We provide Chinese translations for these words that are in line with the 4A context and give communication scenarios. It is convenient for everyone to effectively integrate into each other's discourse system

Direct link to the black language section: https://www.socialmarketings.com/bk/industry (Recommended to save! Open on PC! )

Another point to note is that currently this jargon section can only be opened by PC users, but not by mobile users. In other words, this link can only be opened using a computer, and cannot be opened on a mobile phone for the time being.

We deeply apologize for this predicament, so everyone must open it on the PC .

The above is our introduction and explanation of the jargon section.

The following are some common jargons that we have summarized based on their frequency of appearance on the Internet.

1. Underlying Logic

The main contradiction in the development of things discussed in philosophy.

In marketing, it is often used in the analytical part to refer to the root cause of a phenomenon or event.

2. Combination Punch

The original intention is to use a combination of various single punches to attack continuously in boxing.

In marketing planning, it refers to the use of multiple marketing methods to achieve the ultimate marketing goals.

3. Barriers

In ancient times, it referred to defensive fortifications in war. In planning proposals, it refers to the brand's unique advantages that cannot be replicated or surpassed, and is mostly used in strategic and tactical parts.

4. Withdrawal and transparent transmission

"Withdraw from subjective feelings" and then conduct "transparent communication". That is to say, when conveying information, do not convey your emotions or judgments, but convey the information you get transparently.

5. Empowerment

Enable, an Internet term. Generally means to give energy; to give help.

6. Mind

Mind is a professional term commonly used in brand positioning.

It refers to the cognition formed by consumers through experience accumulation or environmental influence. Brands in consumers’ minds have a certain priority, and occupying the first place in consumers’ minds is the ultimate goal of brand positioning.

7. Dimensionality reduction attack

The concept of dimensionality reduction attack comes from The Three-Body Problem.

It expresses a strike from a higher level to a lower level. For example, in the military field, the fourth-generation aircraft against the third-generation aircraft is a dimensionality reduction strike. It is generally used as a corporate strategy in program planning.

8. Closed loop

A closed loop is a cycle, a virtuous cycle, from beginning to end, and from end to beginning. In the marketing process, it refers to the process from cognition, purchase, interest, loyalty, and then from loyal sharing to make more people aware.

9. Experience Metrics

By establishing an indicator system at the strategic, business, and product levels, we monitor the "impact of experience on the business", by building an operational mechanism for experience measurement, we conduct "closed-loop experience management", and by using a complete experience measurement system, we "align the language of experience perception of each role within the enterprise".

10. Breakdown

The metaphor refers to the situation where something has undergone a huge impact and has had a significant effect. In a derogatory sense, it means collapse due to being unable to withstand the impact.

11. Body sensation

Used to describe personal perceptions, feedback and evaluations of projects or things

12. Link

This time the marketing chain is not smooth, lacking user conversion from offline media

13. Mind

It refers to the cognition formed by consumers through experience accumulation or environmental influence. Brands in consumers’ minds have a certain priority, and occupying the first place in consumers’ minds is the ultimate goal of brand positioning.

14. Occlusion

Used to describe the linkage effect between department personnel on cross-departmental projects.

15. Landing

Used to describe the actual execution and operability of a project or plan

16. Vertical Field

Vertical field, a term in the Internet industry, provides specific services to limited groups, including entertainment, medical care, environmental protection, education, sports and other industries.

17. Middle Office

Middle platform, an Internet term, is generally used in large enterprises. Generally speaking, it refers to building an architecture that is flexible and can quickly respond to changes, quickly realize the requirements raised by the front end, avoid duplication of construction, and achieve the goal of improving work efficiency.

The front end is the front-end platform of the system and the application layer that interacts directly with end users.

The background refers to the backend platform of the system, and the end users are unaware of its existence. The value of the backend is to store and calculate the core data of the enterprise.

Changes in user needs determine that the front-end system needs to iterate quickly to respond to user needs, and changes in the front end require support from changes in the back end, which creates requirements for rapid response in the back end. The core purpose of setting up the backend was not to serve the frontend, but to improve the security of backend data and the management efficiency of the system.

The middle platform has developed and evolved based on the "front-end + back-end" architecture.

18. Alignment

Used to describe the communication between project members to obtain equal and synchronized information

19. Bandwidth/Mental Bandwidth

In the field of advertising and marketing, it often refers to the information that users can absorb and process within a unit of time.

20. Going Out of the Circle

In brand marketing, it refers to something that was originally supposed to be in a fixed circle but later entered the public eye.

These 20 jargon words are frequently used and widely used in our jargon section, but there are more than just these words. Up to now, we have accumulated and updated 230 jargon words for everyone to check and learn!

Author: Luuuuke

Source: Mad Men