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Beware: Many Without Skills Use Buzzwords Instead

Anyone know the difference between targeted posts and dark posts on Facebook? How about SEO and SEM? Can anyone tell me the difference between segmented content and user experience? How about conversion rates and e-commerce put through? And please, can someone explain to me what the difference is between analytics and campaign performance metrics.

Don’t Revert To Buzzwords

The answer is the same for all of these; timeline. While technology has evolved a great deal in digital marketing, the goals have not. The primary advantages digital brings to the marketing mix are the abilities to test messaging and calls to action, optimize the process for maximum conversion rates and then quantify the results. While there are a lot of things that go into that process, the primary objective should always be higher conversion rates. Firms not capable of developing such strategies will always revert to buzzwords in hopes of diluting the entire point.

The Masquerade Game

We see this often with traditional ad agencies trying to masquerade as digital agencies or at least pretending to be digitally savvy. We also see this with failing digital marketing companies in search of new clients that may not know the difference. This approach also works well for those completely out of the loop, but desperately trying to stay relevant by hosting seminars. Seminars and conferences are where old, failed ideas go to be renamed and repackaged. SEO anyone?

While there are a lot of things that go into that process, the primary objective should always be higher conversion rates.

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The Real Digital Marketers

A digital marketing firm worth their salt will always ask about the audience(s) you wish to target, engage, and convert. They will also ask what a conversion looks like to your business. For example, a company selling in a B2B market where the sale is a long-term relationship will see a conversion as a qualified lead while a business seeking to deploy offers to consumers and convert through e-commerce will see conversions very differently. There are dozens of variations to this equation but the point is, smart digital marketing will start by understanding these specific goals and audiences.

Conclusion

What I can guarantee you is that using the latest buzzword to describe a particular tool or approach will not determine the outcome of the campaign nor will it illuminate the competency of the firm you are vetting. Usually it reveals the exact opposite. Buzzwords are immaterial to the goals and objectives your business has and therefore, should be ignored as often as possible.