There is so much new and strange terminology in the world of marketing that sometimes clients must wonder: What is marketing?! What isn’t marketing? Where does it start and end?

Narrative Marketing is a jargon free zone. But sometimes it’s hard to talk about marketing concepts without a few jargon words sneaking in there. So if we’ve done that anywhere on our website, we’re sorry.

Hopefully you’ll forgive us because we’ve created this glossary of marketing jargon to help you understand what on earth marketers talk about.

What Is Marketing?

What is the 80/20 rule? What’s the marketing mix? What do marketers mean when they talk about inbound marketing? Here are some definitions for you. You can also visit our FAQs page for more detail.

80/20 rule” → when marketers talk about the 80/20 rule, they’re referring to the theory that a brand’s social media content should be 80% entertaining, helpful, interesting, and only 20% related to promoting that brand’s products or services.

Audience” → this word is used to refer broadly to whatever group of people you need to talk to in order to sell your product or service, get more donations, or otherwise grow your business. An audience can be internal as well as external, for example an organisation’s employees.

Brand” → we think you probably know what this means; you know, for example, that Coca-Cola is a drinks brand, and Toyota is a car brand. Big businesses like these are also well-known brands. However, you can also have sub-brands and personal brands. A brand is the unique identity of a business or organisation, comprised of its values, design, tone of voice and more. See “personal branding” for more.

Brand narrative” → this is the basic structure of a brand’s business story. It includes why the brand exists, how it solves problems and what it does. Your brand narrative provides context to your team, continuity through your business, and a future focus all at the same time. It’s how you talk about your business and provides a framework for how you approach your work. See also “brand storytelling”.

Brand storytelling” → this is what puts ‘flesh’ on the bones of your brand narrative. It’s the term used to describe the ideal way to communicate with your audience to increase engagement and motivate action. See also “corporate storytelling”.

Brand values” → just as an individual is driven and defined by his or her values, so is a brand. They define what an organisation stands for and differentiate the brand. Values shape how the people that represent that brand go about business on a daily basis.

Company culture” → this is the personality of a company. It defines the environment in which employees work. Company culture includes a variety of elements, including work environment, company mission, values, ethics, expectations, and goals. See also “brand values”.

Content” → this word is used to refer broadly to the text, pictures, graphics etc that you use to communicate with your audience. These days, more often than not, “content” means digital content and refers to the videos, articles, images, social media posts and whatever else you find online.

Content marketing” → a strategic focus on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. Different but related to inbound marketing”. More on our FAQs page.

Corporate storytelling” → this is brand storytelling in the context of a corporate entity. See also “brand storytelling”.

Inbound marketing” → this is your strategy for getting found online, through search engines and social media. Your audience finds content and links that take them “inbound” to your website. More about this on our FAQs page.

Marketing” → this is the broad umbrella term for the act of promoting and selling products or services. It includes public relations (PR) and advertising.

Marketing mix” → the key focus areas a business considers to promote its brand or product. Marketers traditionally talked about the 4Ps of the “marketing mix” – Price, Product, Promotion and Place. Nowadays, it’s often said there are 7Ps. More on this HERE.

Thought-leadership” → this is the term used to describe the quality that must be cultivated in order to become a thought-leader. Thought-leaders are experts in their field and produce content of value to their followers, contacts, customers, or peers. Thought-leadership on a particular topic or in a certain sector can turn people into influencers and organisations into authorities. See also “personal branding”.

Personal branding” → this is the practice of people marketing themselves and their careers as brands. Becoming a thought-leader in your chosen speciality is an integral part of good personal branding.