BEP 390 – English Collocations: Online Marketing (2)

BEP 390 LESSON - English Collocations: Online Marketing 2

Welcome back to Business English Pod for today’s lesson on business English collocations for discussing online marketing.

The world of ecommerce is extremely competitive. Millions and millions of people are shopping online every day, viewing millions of options. How can businesses stand out in this sea of competition? How can they ensure their potential customers can even find their website? They turn to online marketing. So it’s no wonder there’s so much time, energy, and money put into marketing and measuring performance.

If you’ve ever had a discussion with an online marketing expert, you’ll know there’s a whole new language built up around it. Think about an expression like “search engine optimization,” or SEO. That’s a good example of a type of expression that we call a “collocation.”

A collocation is just a group of words that go naturally together to form an expression. You’ve already heard me use a few English collocations. Consider “measuring performance,” as an example. The verb “measure” and the noun “performance” go together frequently and naturally. By looking at collocations you can learn words together, not in isolation.

In today’s dialog, we’ll rejoin Eduardo, Emma, and Neil, who work for a kitchenware retailer. Last time, they discussed content marketing. Today, we’ll hear them talking about search engine optimization and some ways of measuring success. During their conversation, they use many English collocations, which we’ll explain later in the debrief.

Listening Questions

1. At the start of the conversation, what does Eduardo hope has increased?
2. According to Emma, what have they invested a lot in?
3. What does Neil say about their English site that might not be true about the German version?

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BEP 389 – English Collocations: Online Marketing (1)

BEP 389 - Business English Collocations: Online Marketing 1

Welcome back to Business English Pod for today’s lesson on business English collocations related to online marketing.

Every year, ecommerce accounts for an even bigger chunk of retail sales around the world. How big of a chunk? Almost 5 trillion dollars. And with so much selling happening online, it’s not surprising online marketing has become a hot topic.

With this increasing importance has come a ton of new words and expressions. If you find yourself confused, you’re not alone. And as you navigate this new lexicon, it can be very helpful to focus on a type of expression called “collocations.”

Collocations are simply natural combinations of words. For example, you may know that we use the word “traffic” to talk about how many people visit a website. Well, did you know we normally say “drive traffic” when we talk about techniques for bringing people to a website? We don’t say “make traffic” or “move traffic.” It’s not a grammatical rule. It has just become a natural combination of words.

In today’s dialog, we’ll hear Eduardo, Emma, and Neil, who all work for a retailer that specializes in cooking equipment. They’re discussing their company’s online marketing performance. During their conversation, they use lots of English collocations, which we’ll explain later in the debrief.

Listening Questions

1. What does Eduardo regularly do to understand their online marketing performance?
2. What does Neil say is becoming harder, especially with new privacy rules?
3. What does Emma say is not a good technique for reaching younger audiences?

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VV 55 – English for Marketing: Product Management

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In this lesson, we’ll look at business English vocabulary related to product management.

In many companies, product managers help promote a product. Companies do market analysis as well as competitive research in order to develop a business case for a product. A product roadmap lays out the plan for developing a product, including the go-to-market strategy and the product launch.

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BEP 316 – English for Discussing Marketing Activities (Part 2)

Business English Pod 316 - English for Discussing Marketing Plans & Activities 2

Welcome back to Business English Pod for today’s lesson on English collocations for discussing marketing plans and activities.

As author and marketing master Seth Godin once said: marketing is a competition for people’s attention. And in today’s hyperconnected world, that competition is really tough! Standing out from the crowd requires us to put a lot of energy into marketing.

The best companies spend this energy strategically. They direct their marketing efforts at the right people, with the right methods. And if you sit around a table with a good marketing team, you’ll need to understand – and use – the special language of marketing. For example, you might hear expressions like “to increase customer engagement.” Or “to capture market share.”

In English, this kind of expression is called a collocation. A collocation is a natural combination of words. Native speakers use collocations all the time without thinking about it. They don’t say “catch” market share, or “trap” market share. They always say “capture” market share. They remember the words together. And you can too. You can learn collocations to understand better, and to sound more natural.

In this lesson, we’ll look at collocations used to discuss marketing. We’ll hear a dialog between three people on a marketing team: Nathan, Camille, and Theo. In our last lesson, the team talked about market research. Today, we’ll hear them talking about some specific marketing activities. They’ll use lots of marketing collocations to describe their activities. Try to pick these out, then we’ll go through them later in the debrief.

Listening Questions

1. What does Camille say was the goal of the magazine and TV ads?
2. What type of marketing activity does Camille say they need to improve?
3. What does Nathan identify as the main purpose of the activity that Camille said they need to improve?

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BEP 315 – English for Discussing Marketing Activities (Part 1)

Business English Pod 315 - English for Discussing Marketing Plans & Activities 1

Welcome back to Business English Pod for today’s lesson on English collocations for discussing marketing activities.

Great marketing is at the heart of business success. This was just as true 100 years ago as it is today. Of course, the digital age has brought new methods of marketing, but the basic goals of marketing haven’t really changed. I mean, first of all, you want customers to know about your products and services. In the world of marketing, that’s what we call “brand recognition.” But it’s not just about recognition, it’s about making sales, and “capturing market share.”

As you heard, in describing the goals of marketing, I used two expressions that you might be familiar with: “brand recognition” and “to capture market share.” We call these kind of expressions collocations. A collocation is a natural combination of two or more words to talk about a single idea. You might think of collocations as chunks of language. And it’s usually easier, and more natural, to remember these chunks rather than learning individual words.

Every area of business has its own special expressions, or collocations. And learning these collocations will help you not only understand what others are saying, but communicate your own ideas more clearly. In this lesson we’re going to focus on collocations you can use to talk about marketing activities.

In today’s dialog, we’ll listen to a discussion by a marketing team at a home furnishings company. You’ll hear Nathan, who is leading the meeting, as well as Theo and Camille. They are discussing the company’s market research, their goals, and how to measure progress toward those goals. Try to pick out the collocations they use, and we’ll talk about them later in the debrief.

Listening Questions

1. What does Theo say the process of market research has helped them do?
2. What does Camille say the data from research has helped them do?
3. Near the end of the dialog, what does Nathan say they’ve talked about doing?

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