Content Marketing

Please Explain Industry Jargon and Acronyms

I just read a press release from a company that was targeting marketing technology folks like myself. In that press release, they mentioned:

OTT, PaaS solution, IPTV, AirTies hybrid OTT, and OTT video service platform, OTT video services platform provider, over-the-top video delivery through an integrated media management system, hybrid demo of OTT, digital video broadcasting (dvb-t), AirTies Air 7320 hybrid set-top box, IP Multimedia Product Line, set-top boxes that support integrated OTT solutions for both SD and HD video.

I’m not making this up. That’s not all… here’s the last bullet point:

A new range of DVB-T/IP hybrid STBs, the Air 7320 and the 7334, the Air 7130, a Personal Video Recording (PVR) STB with internal Hard Drive and the new Air 7100, standard definition low cost STB.

After reading the Press Release, I have absolutely no idea what this company does. Not a clue. They are so heavily embedded in their industry and their technology that they assumed anyone reading the press release would understand what it is that they did, sold, whatever…

As you write your blog posts, Tweets, press releases and website copy, please explain industry jargon and spell out your acronyms. Maybe I would have discussed this ground-breaking technology had I understood what the heck it was. Instead, I wrote about wondering what the heck it actually was and why it was important.

Douglas Karr

Douglas Karr is the founder of the Martech Zone and CEO of DK New Media. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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