Every industry has its own words and jargon, and the digital advertising industry, in which programmatic marketing occurs, also has its own set of acronyms and vocabulary, but how do you get around this. How do you find or give programmatic advertising solutions and get around the communication problems?
What If Your Customers Do Not Understand The Jargon?
Your customers may misinterpret your communications or your marketing if they do not fully understand the jargon you are using. Not all of your customers are experts in the terminology you use; in fact, many businesses are fully unaware of how digital marketing even works. Using jargon in this case may count towards you losing customers.
The Solution Involves a Communication Policy
Simply create a company policy that insists almost all communication with customers, especially with B2B communications, should be done with both the jargon and the definitions. The first use of jargon within a piece of text should have a definition put in brackets just once. Here are three examples:
DCO (Dynamic Creative Optimization)
Floater (Staff member that is free to help other staff members)
Growth Hacking (non-traditional and innovative methods that stimulate growth)
What If Your Staff Do Not Understand The Jargon?
The problem with jargon and acronyms is that they are sometimes open to interpretation. For example, the word “Fluff” in the writing industry means extra wordage being unnecessarily inserted to increase the word count, but in the porn industry it means something entirely different.
Misinterpretation is not the only problem. Pride is another problem. Some new staff may pretend that they understand the jargon when they do not, and decision makers may use certain jargon without being fully aware of what it means or how it is understood.
The Solution Depends On Your Training Budget
One way is to give your staff bi-yearly online tests where they have to spend ten minutes on a multiple-choice questionnaire. Any staff members that get more than three questions wrong must be further trained.
Another solution is to create your own directory of jargon that both your industry uses, and that your company uses on its own. This directory should be available within the company software or on the company intranet so that staff members may check definitions whenever they like.
A further, and maybe more drastic measure, may be to write an extension into the company Internet browser. It keys into certain buzzwords so that whenever a user scrolls his or her mouse cursor over the text, a small popup appears that defines what it means. Such a piece of software used to extend an open source web browser would not be expensive to create, and it would offer a more permanent solution to your problem.
Do not underestimate what problems the jargon in your industry may cause. Some companies are tempted not to use it when communicating with customers, but such an action may cause a jargon-savvy customer to mistakenly believe he or she is dealing with amateurs. Try a few of the innovative solutions listed above if you wish to end such problems.