A New Type of Marketing Lingo

by Paul Wilson


When contemplating what to write for this post a clip, introduced to me recently, kept playing through my mind. So, to put this post into context I ask you watch the video before reading on.

You gotta admit, that was pretty funny! I am not familiar with this show, but if you’ve been around marketing for a while you might feel that the creators found their inspiration from the Internet marketing world.

There is no doubt that a complex marketing vernacular exists. It isn’t exactly Tolkien, but if you are new to the industry you’ll have your work cut out trying to understand what everyone is talking about.

Therefore, I offer my sincerest apologies for putting down yet another layer of marketing lingo on top of an already substantial pile of terms. If I am honest with myself, the marketing jargon I use here on MyMarketer isn’t for the benefit of the reader—it is for me.

I wanted to create terminology that reminded me of the law of the harvest. It is my strong philosophy that these are the laws of success, and having reminders posted all over MyMarketer help me to incorporating these laws into both my personal and business life.

However, I do realize that you are coming to my blog for a reason, and it might help to understand what I am talking about. Really there are only six terms that I use often that need to be defined. I have these terms in my navigation, and if you look at the different drop down menus you should be able to deduce what each of these terms mean.

For clarity, though, I offer the below definitions. Please let me know if you have further thoughts on each of these areas and how I represent them. ~Paul W.

In farming nothing can grow without soil. I am sure hydroponics farmers may disagree with this statement, but whether the soil is considered a pile of dirt or a tub of water the principle of growth is the same. You cannot grow anything without a foundation of nutrients.

This principle easily crosses over into the virtual world, particularly website development and growth. To grow your website you need a foundation of nutrients. These nutrients are: Content, Design, and Programming.

Each of these nutrients are dependent upon each other in order to have drastic growth. If you are lacking in one area or the other you may grow, but often not at a rate that can sustain perpetual movement forward.

In web marketing the word organic has a much different meaning than in the brick and mortar world. Organic to a marketer often is in reference to the natural results in the search engines.

I play on the duality of this term to provide my meaning of organic marketing on MyMarketer. Organic, in the web sense, does mean the ebb and flow of natural results in the different search engines, but it also denotes the organic methods used on your website.

These are methods that are not necessarily enhanced by money, such as pay-per-click or banner ads (you can outsource organic tasks, but it isn’t necessary). Instead, organic efforts come from the sweat of your brow and the aches and pains of strenuous hard work.

I use the imagery of fortified foods (i.e. milk enhanced with vitamins A and D, iodized salt, orange juice with calcium, to name just a few) in order to convey the term fortified marketing. In the food industry, fortified products are used to stand out against their competitors.

Obviously, fortified is opposite from organic. To fortify your marketing you are injecting something that does not naturally come about.

Pay-per-click advertising in it is truest sense is fortified marketing. You throw some cash at Google and instant traffic comes your way. This traffic is artificial (at least artificial in the means it was obtained), but it is still great traffic. The fortified in this type of marketing almost always requires a third party to come about.

I went back and forth on whether to put social media optimization as part of fortified marketing, since it requires something other than your website to be successful. However, social media these days is more of an appendage to your website than something completely autonomous, and truly belongs on the organic marketing side of things.

When it comes to understanding sustainable marketing I must admit that I am still trying to completely wrap my mind around it. For me, sustainable marketing are efforts that perpetually push your marketing forward. These are the efforts that you organize, launch, optimize, and repeat again what is successful.

Notice I said “perpetually” and not “passively.” To me, passive success is an oxymoron and a myth. Unfortunately, the web marketing industry is the biggest offender when it comes to peddling the passive wealth lie.

Sustainable still means work, but it also means independence. Independence from stormy ups and downs that comes from marketing on the Internet (ahem…the panda update). Independence from using one gimmick after another in order to find the next quick buck. True sustainable marketing will help you successfully evolve as things change.

Ultimately, all our work, all our time, and all our energy goes to the final goal of obtaining the harvest. The harvest is what puts food on our table and money in our pocket. The harvest is our reward.

Our harvest can be great or it can be meager. It completely depends on the effort we put into the work leading up to the harvest. It all goes back to the #1 law of the harvest: You Reap What You Sow.

Using the best tools for the job will only enhance the final outcome. Even a skilled farmer using a horse and plough will have a difficult time keeping up with an average farmer using a tractor with a six furrow plough. The tool shed focuses on finding the tools that will make a marketer’s job easier.

Also, if your tool shed is anything like mine than there a lot of odds and ends in the shed. I’ve added the category xtra in MyMarketer’s tool shed to be a catch all for all things relating to marketing, which don’t fall nicely into my other categories. I also use the xtra category to put many of the old posts that I wrote before setting my marketing mission onto the goals of obtaining “fruitful marketing.”

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