Thinking Outside the Buzzword Box

Growth Hacking
The process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business.

Digital Disruption
When new technologies or business models emerge and impact an existing market. An example is Uber, which uses smart technology to tap into consumer demand for greater convenience and has become a leader in an established market (inspiring the term ‘Uberfication’)

Internet of Things
Everyday devices, such as smart fridges and automated lighting, which are connected over the internet, enabling them to send and receive data and communicate with users and with one another. The integration and interaction of physical objects and humans within a virtual environment.

Hustling
Using a combination of skills and traits to communicate and persuade effectively. It has nothing to do with misleading people effectively -the modern art of business hustle is all about driving sales through a combination of energy, enthusiasm and hard work.

Evergreen Content
Content which doesn’t date quickly and is still useful and relevant weeks, months or even years after its initial publish date. This ability to retain value means it can deliver traffic, leads and social shares and can occupy valuable search positions for a long period of time.

News-Jacking
Creating content in order to capitalize on item in the news and trending topics on social media, with the of extending your reach and growing traffic. For example, ‘[#] Things We Can Learn about [Industry] From [Recent Event]’.

Content Curation
The technique of discovering and gathering third party content based around a specific topic and presenting the information in an organized and interesting way. Figures gathered by Trapit suggest that three quarters of marketers consider curation to be an important part of their strategy.

Storytelling
When a brand uses content to engage its audience and create a brand perception of authenticity and transparency. The principles and success factors are closely related with word-of-mouth and social sharing. The polar opposite of traditional corporate branding.

Big Data
Large data sets that can be gathered and analysed computationally to reveal patters and trends, particularly in relation to human behavior. Used by internet giants like Google, Facebook and Amazon to better understand and predict customer interactions.

Omni-Channel Marketing
Providing customers with a seamless experience, regardless of channel or device, e.g, across social media, brick and mortar stories, online, and mobile. Unlike multi-channel, omni-channel anticipates that customers may start in one channel and move to another on the path to conversion.

Influencers
Individual who have the power to build trust and loyalty among their audience and therefore the ability to engage, persuade, usually on social media.

Early Adopter
An individual or business who uses a new product or technology before others. A trendsetter.

Management Expectation
Establishing in advance, particularly with a client, what can realistically be achieved by a project. Often a euphemism for it’s going to be late’ or ‘it’s not going to happen’.

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