The isolation we’ve collectively experienced as a result of the COVID-19 pandemic means that consumers have begun to crave a more down-to-earth, human-oriented approach to marketing. One which approaches them as people rather than consumers. This shift can be seen in the changing themes of the most popular buzzwords in communications, with phrases such as business to human (B2H) and brandsplaining joining the lexicon.
How businesses tell their story is ever-changing as the landscape around them changes. Technology has made a huge difference in how businesses operate and people’s lives have significantly moved online. This has impacted the language used by businesses as our communication methods adapt and change.
So, without further ado, here are 24 notable marketing, digital marketing and PR buzzwords that you should know for 2022:
Marketing and PR buzzwords for 2022
- Hybrid B2B: conducting e-commerce by merging strategies for both B2B and B2C, and then using the merged strategies for both B2B and B2C.
- B2H: refers to increased use of a more people-oriented marketing approach (relevant terms also include humaning).
- Hyperpersonalisation: very advanced methods used by brands to tailor their marketing to individual customers (often through the use of data, AI and automation to create custom and targeted experiences).
- Newsjacking: taking advantage of current events/news to advertise your own product/brand.
- Brand fostering: handling of a brand or portfolio of brands to a third party.
- Freemium: pricing structure with a free (but limited) service, which ideally entices customers towards purchasing the full experience.
- Content hub: centralised online destination containing curated content around a specific topic.
- Brandsplaining: condescending and/or inaccurate explanation of a brand towards its customers.
- App fatigue: refers to growing dissatisfaction expressed by customers towards single-service apps (mainly mobile, but could extend to all online platforms).
- Content market system (CMS): creating, managing and customising customers’ digital experience.
- Streamline: employ simpler and faster methods to discover prospects and develop relationships with them through customised content (which will convert leads into customers and brand advocates).
- Brand value: monetary worth of your brand.
- Pivot: signal an oncoming change.
- OASIS method: objective, audience/insight, strategy/ideas, implementation, scoring/evaluation (used for planned communications and campaigns).
Everyday use marketing buzzwords
- Customer experience (CX): customers’ perception of the experience of a brand.
- Return on investment (ROI): measures organic revenue from SEO campaigns against the cost of producing them.
- Domain authority: the measure of a website’s relevance for a specific subject area (measures how authoritative or trustworthy the website is compared to others like it).
- Data quality: indicates how reliable a given dataset is (which is important as it allows organisations to make informed decisions regarding their campaigns and budgets quickly).
- Customer lifetime value (LTV): a measure of the total worth of a customer to a business over the duration of their relationship (this should be high compared to customer acquisition costs*).
- *Customer acquisition costs (CAC); total cost of acquiring a customer.
- Customer relationship management (CRM) systems used by businesses to track and then optimise their relationships and interactions with customers.
- User-generated content (UGC); content created by others outside of your business but about your business.
What will become part of everyday comms and what will be listed as jargon is yet to be seen, but be sure that more buzzwords are coming your way!
Which words will you use? And which ones will you avoid?