Marketers are like every other group, trying to use buzzwords to make themselves sound important and knowledgeable. Using words that other people don't understand must mean that you know what you're talking about, right? As Daddy used to say, "hogwash!"
Most of marketing is common sense. At its core it's about communicating what you have to offer in a way that makes other people want it and reinforces your value – whether that's in a product, a service, or your own personal expertise.
Everybody is a marketer, though, not just business marketers! A couple of real world examples of how everyday people market:
Anyone who's ever been on a date knows they should dress nicely, be charming and interesting, and be on their best behavior. That's marketing.
A child trying to convince his parent that he needs this toy or that game is marketing heavily. One thing kids learn how to create very early on is "urgency." Sometimes it's through persuasive talk, but if all else fails they can always pull out the crying card (a tactic not recommended in business).
They hunt together as a pack and the pack members are closely related by blood, affection and mutual aid - not just some random wolves that run across each other.
When businesses work together in coordinated marketing efforts, this is called co-marketing. It's a great way for companies to stretch their marketing dollars while expanding their reach. The efforts can be as formal as a co-branded campaign or product, or as informal as contributing to each other's blogs and social media to help build content.
Most businesses already have some type of tie with other businesses, whether in a B2B client/customer relationship, or through offering services or products that are complimentary.
I know our clients get tired of hearing this, but I can't say it enough: social media is about networking and building relationships, not about broadcasting your own message incessantly. Nobody cares about you and your product. They care about how you can help them - whether it's solving a problem or just having fun.
A friend of mine is a good example: he followed a link in an email to read a story by an awesome artist whose work he admired, then reached out in the blog comments section saying he enjoyed the story. Then he tweeted the story to his followers. Guess what? The blogger followed him back after that, and ended up asking him to participate in a project he was doing. You just never know who you might meet through social media, just like you never know who you might meet at a party.