Buzz word Bingo
Philip Ellison 29 May, 2013 at 04:05
For all their hard work, marketers and branding experts often find themselves on the receiving end of ire, eye-rolling and general ridicule. But why? It’s their soft spot for slogans. Their penchant for punchy portmanteaus. An overall reliance on buzzwords in the business world has led to the majority of the people who use them looking and sounding, well, rather silly.
Mashable recently ran a “month of buzzwords” series, featuring the most notorious offenders. Below is a round-up of the oddest and most unnecessary linguistic chimaeras, each accompanied by an argument for the prosecution. The verdict is up to you. Do these convoluted mantras have any genuine merit in the real world? Or do we need to cut the crap?
This trend is on the up and appears likely to stick around for quite a while. If that is the case, might I suggest we coin a different name for the handheld device which bridges the gap between smartphone and tablet? Because phablet, much like the device it describes, is a tad on the unwieldy side.
Harkening back to the old school notion of “edu-tainment”, this one is just patronising. Do you know anybody who has ever said this out loud? With a straight face?
Gamification is big business right now, but just because it can prove valuable in fostering engagement, doesn’t necessarily mean that we aren’t all sick to death of hearing the word.
Ideation simply means generating, developing or implementing ideas. And to think; somebody probably got a pay rise and a bigger office for coming up with this scrap of derivative mish mashing.
If you’re anything like me, the phrase “growth hacker” will make you feel slightly uncomfortable. It’s a bizarre and pointless title, referring to a highly skilled marketer who cultivates engagement in small businesses. Tacking a supposedly hip moniker on that job description actually makes it sound much less impressive than it really is.
Here’s the thing. All marketing, within reason, should be agile. When devising a strategy, a certain level of flexibility is always useful, as it will enable you to adapt and refine your approach to tackle any unforeseen roadblocks along the way. Calling your own brand of marketing “agile” is akin to calling the sky “azure” rather than simply “blue”.