How up-to-date are you on the latest marketing terms? It can be tough to keep up with the fast pace of change in digital marketing, as new tools, techniques and tactics pour through your social feeds and inbox almost daily.

We’ve got 8 terms that are either new or experiencing a resurgence in digital marketing, to help you stay afloat.

Cross-channel marketing

Cross-channel marketing is a strategy that allows brands to connect to their audience across devices, websites, social networks and more. Brands that engage in cross-channel marketing ensure that their message is seen by their audience, wherever they are.

Why is this important? The number of digital touchpoints that consumers encounter is increasing by 20 percent annually, so it is important that brands have a presence anywhere their audience could potentially engage with them.

Employee advocacy

Employees that use their own social presence on networks like Facebook or Twitter to positively discuss and promote their company are engaging in employee advocacy.

Why is this important? Employees are the face of a company. By allowing them to openly discuss what they think about where they work, companies can humanize themselves and become more relatable.


A term invented by Google, micro-moments are the instant, real-time events that trigger consumers to turn to search or social. Answering questions like “How do I fix…” or “Is it worth the price…”, micro-moments happen in a split second, and require marketers to deeply understand the desires and motivations of their target audience.

Why is it important? Micro-moments describe actions that consumers take every day. Any marketer that wants to connect meaningfully with an audience actually looking for their product right now should incorporate micro-moments into their strategy.


Personalization is a marketing strategy that requires a company to learn the personal traits, motivations and preferences of their consumers, and deliver content that is customized to match.

Why is this important? Consumers will be more willing to engage with a brand if they feel that brand matches their values. By personalizing content, marketers can foster increased loyalty among their audience.

Real-time marketing

Real-time marketing is a strategy that involves publishing timely content as news and events occur.

Why is this important? With the immediate nature of social media, brands that can quickly create relevant content as news breaks will often get increased exposure, word-of-mouth and recognition.


Remarketing is the process of following up with consumers that have interacted with your content. Sending a follow-up email or engaging in a sales call after a customer has downloaded a whitepaper is an example of remarketing.

Why is this important? Remarketing means you’re connecting to consumers who have already engaged with your brand at least once. This means they will be more receptive to your communications.


Retargeting is a form of marketing technology that allows you to show your ads to your audience across the entire web after they have visited your website. This relies on cookies to work, as anyone who visits your website is “tagged” and will be shown your ads when they leave.

Why is this important? If you are using paid advertising, you want to leverage retargeting. Because your ads will be shown to people who have already visited your website, each ad will be more effective at reaching an audience that is already aware of your brand.

Social intelligence

Social intelligence goes beyond demographics and enables companies to know their customers on a more personal, significant level. Some of the intelligence that companies are tapping into today include common pain points, favorite brands and preferred topics of conversation.

Why is this important? In order for brands to truly connect with their audience, they must know who that audience is. Social intelligence takes “big data,” which can often be overwhelming and lacking in context, and helps marketers better understand their audience.

These 8 terms are our top picks for trends every marketer needs to know. What would you add to the list?