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Marketing is an industry that is constantly changing. With new trends, technologies and tactics to keep a grasp of, it is hard to know which are hot right now and which learnings to prioritise. Primarily, employers will be looking at your experience and skill set, but they will also be looking for the buzzwords that suggest you are up-to-date with the latest industry insights. We spoke with our specialist marketing consultants to discover ten marketing buzzwords you need to know in 2021.

10 Marketing Buzzwords in 2021

Marketing Funnel

The ‘marketing funnel’ refers to the ways the marketing team bring leads into the business. By understanding the consumer’s buying journey, marketers can strategise their approach in communicating to them, ultimately warming them up via various stages of the marketing funnel. Marketers who understand the importance of slowly nurturing prospective customers will attract customers with a higher lifetime value.

Digital Transformation

Digital transformation is a term we have heard a lot over the past 12 months as companies across sectors adopt new technologies during the Covid-19 pandemic. In marketing, digital transformation refers to the shift from digital complacency to the pursuit of digital excellence through optimising your digital channels. Demonstrating that you can embrace new technologies to deliver better outcomes shows that you are ambitious and business-minded.

Programmatic Marketing

A simple definition of programmatic marketing is “the use of software to buy digital advertising”. Meaning the distribution of ads when humans aren’t directly involved, such as display advertising. This type of ad placement opens up a series of opportunities that are not possible when done manually. Understanding the process of an ad marketplace and the tools to optimise strategy and tactics makes marketers very desirable to prospective employers.

Biddable Media

Biddable media refers to any type of media outlet bought via real-time bidding, including Pay-Per-Click (PPC) marketing or social media advertising. Whilst it can become expensive and ineffective without correct tactical knowledge, when done correctly, it is a highly effective way to drive traffic and improve conversion rates.

A/B Testing

No more pressing send and hoping for the best, A/B testing allows marketers to test multiple strategies with the same goal to see which performs better or provides more conversions. The results are leveraged to improve campaign outcomes and aid future marketing decisions, particularly for paid advertising and email marketing. 

Google Core Web Vital

As a marketer, one of your goals will be to increase brand visibility, and Google is the world’s largest search engine where consumers stay up-to-date with just about everything! However, remaining on top of the Google algorithm can be difficult, including annual updates like this year’s update named Google Core Web Vitals. In short, Google Core Web Vitals refers to the three factors that influence the user’s first-hand impression of a website and user experience: Loading, Interactivity and Visual Stability.

Position Zero

For many years, the goal of SEO has been to get your listing in position number one of search results. However, Google has introduced ‘Position zero’ (Google's Featured Snippet) that has been adopted by those looking to increase brand awareness. The Featured Snippet is located at the top of search results in a separate box, displaying additional relevant information to attempt to answer the user’s question without them needing to click on it. 

Influencer Marketing

As more and more individuals become full-time Influencers, the potential reach and earnings of influencer marketing are undeniable. From Instagrammers to bloggers and YouTubers, brands can utilise real-life ambassadors to advertise their products or services. Including micro-influencers who are average people with larger-than-average social media followings - this type of influencer has the potential to reach the same numbers as premier influencers at a fraction of the cost and effort. Marketers who can expand reach through authentic collaborations are well-regarded by prospective employers.


Whilst ‘Viral’ is not a new buzzword, employers are super interested to know if you have worked on anything which has been rapidly shared across the internet. Whether it's a social media post, advertisement or video content such as a TikTok or Instagram Reel, this shows that you know your audience and can employ tactics that drive engagement. 


Inclusivity is not only a buzzword in marketing but has significant meaning in our current time-and-place in history. Younger audiences and marginalised groups particularly demand more from the brands they engage with and purchase from, and businesses strive to promote an inclusive and diverse representation of their company. From brand mission statement and tone of voice to photography and videography, it is crucial your marketing appeals to a broad representation of people.

The best lesson you will ever learn as a marketer is that education never stops. So whether you’re looking to seal the deal at your next interview, or simply want to stay ahead of the curve, here are ten marketing buzzwords to pay attention to in 2021.

Are you an ambitious and talented marketing professional? Take the next step in your career and browse our current roles or speak to one of our specialist Marketing consultants today to discuss how Search can help.