In recent years, everything related to digital marketing has experienced exponential growth , driven by technological development, digital media and even by the widespread ownership of a smart device that allows interaction in the digital world.
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But this explosion of tools, platforms and new list of turks and caicos islands consumer email forms of advertising took place in a context that did little to allow for the translation, tropicalization and theoretical revision of the vocabulary needed to implement methodologies that take advantage of opportunities on the fly.
That is why this post aims to talk about this vocabulary that sometimes hinders rather than facilitates the interactions between digital marketing and the old schools of management.
The term digital marketing
For context, the following graph shows the growth in search interest worldwide for the word “Digital marketing,” to take a representative example. As can be seen, its most obvious turning points occurred at the beginning of 2013 and at the beginning of 2016.
Complicated Digital Marketing Interius-1
What does this mean for businesses? The interesting thing about the term is that, although it originated in the English language, it is used in practically every part of the world in its original language.
It should be noted that this phenomenon is not particularly representative of marketing, nor of the last 15 years; there are other terms such as ROI (Return on Investment) or CAGR (Compound Annual Growth Rate), in financial and business language , which have been adopted worldwide without the need for translation and under the premise of facilitating interaction.
The complicated thing about digital marketing - Interius
The complicated thing...
From a practical point of view, language should help us in the business environment to improve investment decisions and facilitate the adoption of methodologies for working.
Those immersed in digital marketing forget that there are other people who are not aware of the adopted anglicisms and recently created terms. For most of us who work day to day in marketing, automation and digital advertising, it is common, and even involuntary, to adopt the vocabulary and concepts that are needed to improve. However, we forget that not everyone who listens to us has to understand us and that most likely the new terms are not the invention of the black thread as it is colloquially said, but that, by explaining it appropriately or rephrasing it, misunderstandings can be avoided and the value of an idea can be correctly communicated.
To illustrate: A digital advertising provider comes to you assuring you that “a different advertising strategy has been adopted where the focus is not on interactions but on conversion to and from the site, so not only have we improved the performance of the middle of the funnel, but we have also reduced the bounce rate…”
This conversation would be extremely interesting for a sales manager if the language were as follows: “The current investment was redirected to digital media, since they have shown a better return on investment due to their greater focus and segmentation. This has allowed the traffic we receive on the page to be in a higher percentage from our target market, and to generate twice as many sales opportunities as in previous periods with the same budget.”
What we have learned: using complex words or anglicisms does not mean greater capacity or knowledge. When the objective is clear communication that allows you to make decisions, the option will always be simplicity and knowing the profile of your interlocutor in advance.
