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{ 4 }  SNJ Today  |  JUly 14, 2021                                                                                   JUly 14, 2021  |   { 5 }
                                                   BUSINESS & TECH

                                                              Marketing Jargon
     returned to Fort Lee to film The Exile,                  Marketing Jargon
     a movie that borrowed from his life
     in South Dakota. The Exile was the
     director’s first talkie and is considered
     the first sound film in Black cinema.                        Alphabet soup, or acronyms you need to know?
        Beginning in 1940, Micheaux spent
     eight years away from filmmaking,    DIGIT  AL DIGES      T                                                     Rebecca Kowalewicz, VP Digital
                                          DIGITAL DIGEST
 Micheaux’s movies, including many filmed in Fort lee,  returning to his craft in 1948 for what
 showed African-Americans in all walks of life.   would be his final movie, The Betrayal.
     Except for some location shooting in
     Chicago, the film was shot at a studio in
     Fort Lee.
        The Betrayal premiered at the

        Whether or not that was
       his intent, Micheaux used                                                                                   SERP. Ready for more marketing jargon?
                                                                                                                      UGC or user-generated content is
       ... films to demonstrate the                                                                                any form of content, such as photos,
             effects of racism.                                                                                    videos, reviews, etc., that have been
                                                                                                                   posted online by users. Utilizing UGC
                                                                                                                   in social media marketing has proven to
                                                                                                                   be influential. How often do you make
                                                                                                                   a purchase on Amazon without first
                                                                                                                   reading the reviews? Using positive
                                                                                                                   UGC to promote your brand can help
                                                                                                                   create trust where there was none among
                                                                                                                   potential customers.
                                                                                                                      PPC or pay-per-click is a model of
                                                                                                                   online marketing in which advertisers
                                                                                                                   pay a publisher whenever an ad is
                                                                                                                   clicked. In the simplest terms, it’s an
                                                                                                                   attempt to buy visits to your website
                                                hese days, marketing jargon looks   as purchasing a product or signing up   rather than relying on organic web
                                                more like alphabet soup. SEO,   for a mailing list. CRO can include the   traffic.
                                          TCRO, UGC, TMP (we made that        location and placement of a CTA (oops,   UX or user experience focuses
                                          last one up). So many acronyms, so little   sorry—another acronym. We meant call-  on the experience of a user and how
                                          time! To help you decipher these letters,   to-action.), the influence of a creative, or   they interact with a product, system,
     Mansfield Theater in the Broadway    we’re breaking down eight common    even the clarity, layout, and writing style
     district of New York City and earned its   pieces of marketing jargon to help you   of the copy on the page. Think of CRO as   or service. UX measures a person’s
                                                                                                                   perception of efficiency, ease of use,
     director his only review from the New   make sense of these important acronyms   a lens to magnify your brand’s influence   and utility and is typically referenced
     York Times. Afterward, the movie played   for your business.             on web traffic.
     to Black audiences in theaters in the   CRM or customer relationship        KPI or a key performance indicator   for websites, mobile apps, or software
                                                                                                                   programs. That said, UX can be observed
     South.                               management refers to a virtual system   is a measurable value that is used to
        LeRoy Collins, one of the actors   designed to help businesses better   determine the success of a company, the   in non-digital products as well.
                                                                                                                      CX or customer experience casts a
     in the movie, told Film Quarterly in   manage their relationships with clients.   activities it engages in, and its long-term   wider net and focuses on the experiences
     2004, “when they showed The Betrayal   In keeping contact details up to date,   or short-term objectives. For example,
     throughout the South, the lines formed   tracking customer interactions, and   your KPI plan may include wanting 1,000   and perceptions of customers on all
                                                                                                                   aspects of a company or brand. From an
     for blocks outside the theaters…You   managing client accounts, CRM is an   new purchases on your e-commerce
     have to realize that in this time period   important tool that will continue to   website by a specific date. KPI metrics   organization’s advertising to its customer
                                                                                                                   service, pricing, delivery, and more, CX
     Blacks could not go to white theaters   help growing businesses keep tabs on   can help you effectively measure the   attempts to measure a customer’s feelings
     throughout the South and various other   their consumer base, support sales   success of achieving a goal as you go.
     areas, or they could go only on certain   management, and analysis of customer   SERP or a search engine results page   about not just a product but all aspects of
                                                                                                                   a brand.
     days—like only Wednesdays—so Mr.     data.                               is the page a search engine serves after a
                                                                                                                      You made it! That wasn’t so bad. But
     Micheaux rented those theaters after the   CRO or conversion rate optimization   search query is submitted. So when you   this is only a start. There’s still ROI, CTA,
     regular performances were over, at nine   is the process of modifying and   hop over to Google and search for the   CTR, CPC, and so many more. Once you
     or ten o’clock at night, and that’s when   optimizing your website in order   lyrics to your new favorite song or to look
     The Betrayal would be shown. That was   to increase the percentage of web   up the recipe for Rachael’s Thanksgiving   get familiarized with the basics, they will
                                                                                                                   start rolling off your tongue like you’re a
     a hurdle he had to leap…” n
                                          traffic taking a desired action—such   trifle from Friends, the page you see is a   natural. n
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