What buzzwords really mean

Advertising and marketing is often about making things clear, whether it's clear messaging, clear language or clear benefits. So why are so many advertising buzzwords so very opaque? We hope to shed some light.

We thought we would examine some current marketing buzzwords and propose some definitions - what's it really all about?

Audience

noun - people who usually pay to see something - a play or a band for instance.

Campaign

noun - election drive.

Content

adjective - happy.

Digital

adjective - something about fingers.

Engagement

noun - between a proposal and marriage.

Immersive

adjective - can be submerged.

Impression

noun - Ooooh Betty (That's my Frank Spencer)

Media

noun - plural of medium: neither large nor small.

Millennial

That’s SOOO 2000.

Mobile

noun - dangles from the ceiling.

Native

noun - pre-invasion resident.

Organic reach

verb - getting to the top shelf in Waitrose.

Platform

noun - stage or raised podium speakers speak from or divers dive from.

Programmatic

adjective - following a structured plan.

Storytelling

noun - Where The Wild Things Are before bedtime.

ROI

noun - surname of author of The God Of Small Things.

Synergy

noun - exaggeration.

Thought leader

noun - someone who leads meditation sessions.

Value

noun - Asda, Lidl and Aldi.

Viral

adjective - pertaining to viruses (nasty little things).