I often think about how the marketing world has changed in the past 10-20 years. Sometimes I’ll be sitting in a meeting and realize that the conversation I’m having is mostly in acronyms – many of which were not commonplace or even in existence 15 years ago. If Don Draper were to find himself in the conference room of a marketing agency today, he’d be lost.
Here’s a short list of the good and the bad parts of acronyms we as marketers use every day internally, with clients and vendors.
CAN-SPAM: Controlling the Assault of Non-Solicited Pornography and Marketing
The good: CAN-SPAM is a U.S. law that gives us rules on how we send out email. As a consumer, I love this law because it’s the reason I have access to an “unsubscribe” button at the bottom of the emails I receive. As a marketer, it’s a bit of a love-hate relationship because it makes implementing an email program a little more complicated, but it also can mean that the consumers I’m sending to are engaged and I can anticipate better response rates from the marketing emails we send.
The bad: 1) It lumps marketing and porn together, which I feel is overdramatic. 2) It makes it sound like you CAN spam. Confusing.
CMS: Content Management System
The good: A CMS makes everyone’s job easier. From the developer’s standpoint, to the creative and account teams, to even the client. A CMS makes web content adjustments accessible for everyone, so if copy or images on a website need to be changed or adjusted, you don’t need technical knowledge to make the change.
The bad: While CMS platforms are user-friendly, they come with some extensive training to know the ins and outs of the CMS’s capabilities. They’re also programmed with limited functionality, so if you’re trying to create something outside the CMS’s capability, extra development is required.
The good: Pay-per-click allows us to only spend money when someone takes an action (clicks) on one of our ads. So instead of buying impressions (which does not guarantee the viewer will even acknowledge the ad), we only pay for actual clicks on our ads.
The bad: PPC comes with a slew of other acronyms. It’s used on SEM, results in a CPC and CTR to track your ROMI.
ROMI: Return on Marketing Investment
The good: This is what proves that my job is valuable and for that I am forever grateful. The cherry on top of that: it has the same name as Mira Sorvino’s character in Romy and Michele’s High School Reunion.
The bad: No bad. All good. End of story.