Depending on your audience, you want to avoid jargon. If you are marketing to tech or software companies who understand, go ahead and use jargon. However, for the mass populations use simpler language. This also means avoid any acronyms or spell the acronyms out fully, so your audience can understand the terms. Instead of using a super technical word try and explain the concept in a sentence or two, or find an appropriate synonym that accurately describes the technical word you want to use. In some cases, you will not be able to find a synonym for your technical word and this is when it becomes okay to use abbreviated terms.