In a letter to Jean-Baptiste Leroy, Benjamin Franklin said… in this world nothing can be said to be certain, except death and taxes.  Centuries later, those words still ring true.  Death and taxes are still inevitable along with cockroaches, Cher, Law & Order franchises and the continuous use and abuse of jargon.

In the past, Electrum Branding has written blogs devoted to the last item: Jargon: The Communication Killer and Lose the Lingo and we invite you to check them out. As advocates of clear communication, we have made it our mission to call out jargon when we see it and educate our readers on the meanings of the offending terms. Because it’s only when we understand their meaning, do they lose their power to numb our minds, glaze our eyes, confuse our thoughts, and – in other words – make us look a fool.

So here are a few terms you may come across in a discussion or article with no explanation of their meaning and you were too embarrassed to ask.

AI – Artificial intelligence is an umbrella term used to describe types of technology that can simulate human intelligence.  Marketers are already leveraging the power of AI to glean valuable insights about their customers, automate tasks, and improve workflows.

AR – Augmented Reality is an interactive experience of a real-world environment whose elements are “augmented” by computer-generated perceptual information, sometimes across multiple sensory modalities. Marketers recognize AR as an innovative and creative way of connecting with customers and increasing brand engagement.

Geo-Fencing – This practice uses global positioning (GPS) to define a geographic boundary. Then, once this “virtual barrier” is established, the administrator can set up triggers that send a text message, email alert, or app notification when a mobile device enters (or exits) the specified area.

Legacy Media – Traditional “Old Fashioned” media such as radio, television and print – especially newspapers.

OTT – Over-the-Top is the delivery of film and TV content via the internet via services like Netflix, Hulu or Amazon.

Pre-Roll Video – Commercial or promotional video that plays played before selected video content on YouTube or other Social Media platforms.

Programmatic Advertising– This refers to the use of software to purchase digital advertising space automatically using data to decide which ads to buy and how much to pay for them, often in real time.

SAB – A Service Area Business is a business that often does have a local shop. Instead, they offer services at the customer’s location such as a plumber, electrician, or mover.

WOMM – Word of Mouth Marketing is more than just a positive referral from a satisfied customer.  It’s a movement to control what is being said about your product or brand by engaging with your fans, equipping them with reasons to talk about you, and empowering them with ways to share your story.

UX Design – User Experience Design focuses on ease of use, accessibility, and convenience to positively impact the end-user’s overall experience, including their perceptions, emotions, and responses to a company’s product, system, or service.

Are you guilty of using industry jargon or lingo in your customer communications? Contact the brand messaging experts at Electrum Branding to ensure that your brand messaging is clear and effective.