Digital Jargon Terms That Are Essential To Know

Posted on Wednesday, May 24th, 2017

Digital terms are difficult to grasp: Countless definitions and a lack of understanding can mean they are often misused. 

Push Beyond has collated the most common terms that are misunderstood, in order to make your digital journey a whole lot easier.


A form of project management started in software development that is often used by service design and e-commerce teams. The basic outline is:

  • Interactions over tools and processes
  • Working software over comprehensive documentation.
  • Customer collaboration over contract negotiation.
  • Responding to change over following a plan.


Artificial intelligence

Where to start with this one? It’s probably best to read our article first to get more of an understanding.

To put it simply, AI is the use of mathematical models to make data-driven predictions. This technique has been around for quite while, however tech giants are vastly improving it, especially regarding speech recognition and image analysis.

google api machine learning


Automation is whereby rules are created that decide what messages prospects/customers receive, and the content they see.

For example: those that open a first email and click on a link can automatically be sent an additional message which directs them to another resource. If they click again, a salesperson may be prompted to make a follow-up call.



Currently there are many chatbots which don’t allow the user to enter free text. Instead they offer multiple choice options in order to make communication feel easier and more focused. This is not to say they do not provide functionality. They have been used in big companies such as KLM, Dominos and Very.

Through the development of natural language processing, chatbot’s talk has become less prescriptive and more conversational. They still serve the same purpose but offer easily accessible and familiar interaction to customers who wan’t information quickly.

dominos chatbot


A word that basically means ‘information’. Every successful brand ever creates online content, even if it’s merely posting their latest ad on YouTube.

Use this generic term too often and you start to go insane.

Customer Experience (CX)

Customer experience, similar to user experience, refers to the experience as a whole which a customer has with a brand.

It becomes more complex when CX is managed within an organisation. Some companies choose to have CX roles and departments, however a company should seek to spread a CX mindset across the entire organisation.


Customer Relationship Management differentiates between companies. Some companies view it as primarily email, whilst others see it as billing and direct mail or a big part of sales. Essentially it just depends on what the company does.

Generically speaking:

CRM enables us to analyse and manage customer interactions with marketing, service departments and sales in order to shape the customer lifecycle.


Digital Transformation

Applying digital technology to a company’s processes, products and services. Something Push Beyond can most certainly help you with.

Full-stack Marketer

The full-stack marketer is required to have creative, technical and data skills. They may have to manage all growth activity in a startup – events, paid advertising, SEO, email, growth hacking (see definition), copywriting, CRM etc.

Growth hacking

This refers to the process of rapid experimentation in the face of new users/customers.


This word can often be associated to YouTube personalities, however it has a much wider meaning than that. Influencers include editors, analysts, business leaders – the list goes on, and which one you target depends on the sector of your business.


MARketing TEChnology: You must remember this entire chart… or maybe just one

martech vendors

Multichannel marketing

This is the process of serving a customer with a consistent brand message across all media channels. For example, when a customer gets in touch with you via social media, can you resolve their problem within that channel, or do you tell them to call a phone number?

Omnichannel marketing / e-commerce

Omnichannel is the concept of a consistent experience regardless of the channel or device.

In e-commerce, omnichannel can imply a comprehensive view of stock, across stores and warehouses, and a single view of the customer (linking online and offline purchases through a loyalty scheme or e-receipts).

Service design

Service design involves a combination of teams including designers, developers, researchers, content specialists, project managers and product managers.

These teams focus on customer interactions across a range of channels to try and improve particular services. Consultancies have invested in design capability as design continues to become more important

Soft skills

Soft skills hold an importance, such as the ability to influence leadership. There is indeed a shortage of these skills in the market (such as developers, data scientists etc.).