Marketing jargon demystified (part 2)
So here we are, back for “marketing jargon,” part 2! You already know the drill… Humor, curiosity and simplicity are on today’s agenda. Shall we dive in?
How are our marketing pros doing? After all, that’s what we should call you after everything you’ve learned lately. Since our first marketing glossary probably holds no more secrets for you, today we have a new lesson for you. So here we are, back for “marketing jargon,” part 2!
You know the drill… Humor, curiosity and simplicity are on today’s agenda. Shall we get started?
From A to C
Analytics
The Olympics are just around the corner, sure, but this isn’t a new Olympic sport. What we call “analytics” refers to the data and statistics used to understand and optimize campaigns.
Think of it as a GPS: it tells us where we are and also helps us figure out where to go.
Buyer Persona
A “buyer persona” is a very “fancy” way of describing our ideal customer.
When you create a buyer persona, you’re essentially bringing to life a character who will help you sell services and products more effectively.
Buzz Marketing
It would make a great nickname for a mascot. But in truth, it’s simply a marketing technique for sparking fast, large-scale word of mouth.
This kind of buzz spreads exactly like wildfire.
Customer Journey
An odd name for a marketing term, but a genuinely useful one. The customer journey begins when someone discovers your brand, sometimes ends at the purchase and sometimes goes well beyond it.
To make sure you keep your customer, every stage of this journey needs to be as smooth as possible.
From E to I
Earned Media
Mentions, free shares: ring a bell?
Everything you gain through the quality of your content, completely organically, counts as earned media.
Engagement Rate
Your likes, comments and shares are part of what’s called the engagement rate.
The higher it is, the more you’ll be the star of the party.
Influencer Marketing
Influencers are a bit like social media celebrities. They have large audiences, which makes it all the easier for them to promote your products.
If you decide to try influencer marketing, your brand will soon find itself in the spotlight.
From L to N
Lead Generation
Read like that, we’ll grant you, it sounds like the title of a futuristic movie. But you’re way off! Lead generation is the art of collecting information about prospects interested in your products or services.
Or, in other words, having apples fall (strategically) into your hands while you sit under an apple tree.
Moodboard
It’s not a surfboard (we wish…) but a visual collage that expresses a project’s style and mood.
A moodboard works a bit like a creative compass. Once it’s set, it keeps guiding us toward the right artistic direction.
Net Promoter Score (NPS)
A secret code? Nope! NPS is a measure of customer satisfaction based on how likely your customers are to recommend your business.
The higher the score, the more satisfied your customers are. The lower it is… you can probably guess the rest.
From R to U
Retargeting
A bit like hunting, this advertising technique targets people who have already visited your website.
With retargeting, you turn on the charm to invite all your prospects to come back.
Social Proof
Social proof, or preuve sociale in French, is a good sign that other people appreciate your products or services.
Customer reviews, testimonials, social media mentions: these are all your badges of honor.
User Experience (UX)
DS, Switch, PS5, UX… Sorry to disappoint you, but it’s not a new game console…
UX, or user experience, is the art of making interaction with your website or app so pleasant that your visitors keep coming back.
To sum up…
- 13 more terms, from A for Analytics to U for User Experience.
- On the agenda: humor, curiosity and simplicity.
- Together with the 15 terms from part 1, that makes 28 definitions.
That’s all for today’s lesson! With these 13 new definitions, you’re much closer to having our jargon at your fingertips. And whenever it feels like all you hear from us is gibberish, feel free to drop us a message!
The beginning is in part 1, the rest in the 2026 edition. All these terms, updated, are in our glossary.