Do you know the difference between "new media," "multimedia," "interactive media" and "digital media"? Over the past 15 to 20 years these terms have been used interchangeably in the marketing world. Eventually, some terms like "new media" fade away; the Internet is no longer "new," and phrases like "innovative media" have become the term du jour.
With each new generation of technology and marketing, we evolve our vocabulary for a variety of reasons. Ideally, we strive to provide more clarity with new words, but sometimes we just want to sound smarter or justify our work – show that we are more progressive and making big changes in the world around us.
However, many of these new words we create are not entirely new principles, and operate almost like synonyms for concepts we have known for quite some time. Rather than get confused by new buzzwords, let’s take some solace in understanding their origins
Let’s #CutTheJargon for five generational terms, with definitions comprising 140 characters or fewer:
1. #Native Advertising = contextual ads (advertorials).
Paid ads that blend/integrate into editorial content so the viewer doesn't distinguish the difference between the advertising and content
2. #OmniChannel = 360º integrated communications.
One consistent communication and shopping experience for the consumer, unifying online, in-store, phone, email, catalog, text, et al.
3. #Agile = working iteratively and quickly.
The opposite of rigid and hierarchal. Collaborative, test-and-learn approach to producing products and campaigns. Done is better than perfect
4. #Gamification = loyalty rewards.
Motivating people to achieve their goals (virtual or physical) through competitive games and digital rewards (such as points, gifts and badges).
5. #MOOC = massive open online course.
Educational website offering many classes. Accessible to people from anywhere in the world who want to learn, usually without cost
Rori DuBoff is the global head of strategy at Havas Media.