A collection of words used by marketing planners (worth collecting)

In the marketing circle

If there is no professional bragging vocabulary

Oftentimes we are at a loss for words.

And speechless

Seems out of place in this industry

Today I have compiled some marketing planning vocabulary for you

Convenient for everyone on PPT

Communicate with clients and colleagues like a duck in water

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01Used for brand activity analysis

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For example:

02Used for media communication analysis

Channel construction, communication matrix, creating voice, accumulating potential energy, opening up links, matrix closed loop, rapid response, channel sinking, diversion, conversion, penetration, multi-platform assistance, voice, one-stop, traffic configuration, exposure, display volume, conversion rate, assistance, media combination, diffusion, coverage, communication momentum, communication strength, all-round access, association, omni-channel, diffusion communication, online and offline, comprehensive, multi-touch exposure, full atmosphere exposure, continuous output, traffic pool

For example:

03For user interaction analysis

Emotional resonance, user stickiness, gameplay upgrade, empathy, precise screening, user perception, pain points, brainwashing, seizing the user's mind, sense of substitution, ignition, circle, breaking the circle, user base, sedimentation users, potential groups, emotional communication, group image, appeal, user experience, seeding, emotional connection, user attraction, emotional resonance, brand affinity, customer acquisition cost, cost per thousand, quick response, cool point, itch point, infection, loyalty, portrait, around consumers, stimulate consumers, impulse, satisfaction, sense of belonging, sense of dominance, sense of value

For example:

04Used to describe brand activities and communication effects

All-round, multi-dimensional, immersive, experiential, diversified, scenario-based, intelligent, visual, three-dimensional, programmed, phenomenal, integrated, young, differentiated, personalized, viral, screen-sweeping, magical, influential, eye-catching, new experience, word-of-mouth, two-dimensional, trendy, fascinating, innovative, new gameplay, original, sustainable, spontaneous dissemination, interesting, suspenseful, localized, artistic

For example:

05Common words in titles

"XX support", "XX first", "deepen XX", "XX new play", "detonate XX", "join hands with XX", "insight into XX", "unlock XX's new posture", "XX's combination punch", "XX endorsement", "create XX", "innovate XX form", "focus on XX", "lead XX", "multi-platform XX", "help XX upgrade"

For example:

06 Commonly used professional terms

KOL:

Key opinion leaders refer to people who have more and more accurate product information, are accepted or trusted by relevant groups, and have a greater influence on the purchasing behavior of the group.

KOC:

That is, key opinion consumers. Generally refers to consumers who can influence their friends and fans and generate consumption behavior. Compared with KOL, KOC has fewer fans and less influence, but its advantage is that it is more vertical.

UGC:

That is, users display their original content through the Internet platform or provide it to other users.

PGC:

Professionally produced content refers to content professionally produced by platforms or experts. Most professional video content websites now adopt the PGC model, which has more professional classifications and better guaranteed content quality.

IP:

It is the abbreviation of the English word “Intellectual Property”, which literally means “intellectual property” and has been extended in the Internet world. IP in the Internet industry can be understood as a general term for all famous cultural and creative works (literature, film and television, animation, games, etc.). To extend this further, content that can break free from the constraints of a single platform based on its own appeal and gain traffic and distribution on multiple platforms is an IP.

3B principle:

Proposed by advertising guru David Ogilvy from the perspective of creativity, beauty - beauty, beast - animals, baby - infants, commonly known as the 3B principle. Advertisements that use this method of expression are in line with human nature of caring about their own lives and are most likely to win the attention and favor of consumers.

4P Marketing Theory:

The 4P marketing theory is reduced to a combination of four basic strategies, namely Product, Price, Place, and Promotion. Since the initials of these four words are all P, plus the word Strategy, it is abbreviated as "4P's".

C2B:

That is, consumer to business. Existing consumers put forward demands, and then manufacturers organize production according to the demands.

Fan Economy:

Fan economy generally refers to commercial revenue-generating behaviors based on the relationship between fans and followers. The followers are mostly stars, idols, and industry celebrities, but it has now expanded to some popular and well-known cultural and creative products such as animation, film, and games.

Star Effect:

It means that every product of every enterprise should pursue the maximum utility of the market - maximizing the demand quantity X. With this goal, they should establish their own brand image, invite popular stars to attend or endorse their products, so as to gain the love and support of the public and shape a good corporate image.

Head effect:

In a field, the first place often gets more attention and has more resources.

Matthew Effect:

It is a term commonly used by sociologists and economists, reflecting the social phenomenon of polarization, where the rich get richer and the poor get poorer.

Private domain traffic:

Private domain traffic is relative, referring to channels that we can directly reach users at any time and frequency without paying, such as: self-media, user groups, WeChat accounts, QQ, etc.

Public domain traffic:

It means that merchants directly enter the platform to realize traffic conversion, and the public domain is what gives you traffic exposure, such as the familiar Weibo, Pinduoduo, JD.com, Taobao, Ele.me, etc., as well as Himalaya, Zhihu, Get and other public domain traffic platforms in the content payment industry.

Downstream market:

The sinking market is relative to the first- and second-tier markets, and more precisely, China's third-, fourth- and fifth-tier cities, with a population of approximately 1 billion, equivalent to three times the population of the United States. It is distributed over 97% of China's land and is composed mainly of young people from small towns and the elderly.

Author: 4A Advertising Circle

Source: 4A Advertising Circle (ID: newggm)