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Lingo Every Digital Marketer Should Know – And Put into Action

Published: April 15, 2014

Author: Molly Shotwell

It’s hard to keep up with the latest digital marketing buzzwords. Although some are common knowledge – such as clickability, second-screen and infographic – some are unfamiliar to even the most experienced digital marketers.
Here are four buzzwords that you should know – and put into practice. Adding these terms to your list of expertise and Internet lingo can help grow your audience, business, and, ultimately, profits.

1. Native Advertising

A native advertisement is an ad that seems natural. You’ve seen it on Buzzfeed, Mashable and other websites. The article looks like everything else on the website and offers consumers engaging content, but it’s just an ad.


It doesn’t have to be an article, though – it can be anything from a shareable YouTube video or a Spotify playlist. Basically, it’s any seemingly natural content a company sponsors. Marketers love native advertisements because they’re looked at 52 percent more than the typical display ad.

2. Earned Media

Earned media, as opposed to paid media, is brand exposure gained through means outside of marketers. Examples include everything from a letter to the editor to a viral video.
With the Internet and social media, earned media has increased in popularity. According to Forrester, earned media channels drives approximately 90 percent of web traffic. Fans who comment on a Facebook post or share an infographic from your website help you generate earned media.

3. Two-way Conversation

Two-way conversation is self-explanatory. But its importance is not highlighted in the name. Social media expert Matt Petronzio explains that, “this phrase embodies a very specific marketing strategy: personification.”


Engaging in two-way conversations with customers through social media ultimately helps with brand loyalty. It can be as simple as responding to a comment or retweeting a follower’s post. Consumers see that the brand cares about what they have to say, instead of solely focusing on sales.

4. 360-degree Campaign

Flip through that old geometry textbook and you’ll remember 360° is a full circle. So, a 360-degree campaign is a holistic marketing campaign that covers it all – both online and offline.
Online, marketers focus on social media, web apps, and more. Offline, traditional advertising –TV, radio and print – and events are the main focuses.
Wherever consumers are, you direct your brand’s messages at them. A 360-degree campaign is a great plan to educate and engage potential and existing customers.

Put these buzzwords into action

Focus your efforts on one (or more) of these digital marketing strategies. If you want consumers to share your message, invest in native advertising or create engaging content for earned media. To educate consumers and boost brand loyalty, take time for two-way conversation or implement a 360-degree campaign.
What are your go-to digital marketing buzzwords? Have you put any unique ones into action? Let me know in the comments below!

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