I'm annoyed by the ridiculous hype surrounding some so-called marketing buzz words. As marketers, we want to sound smarter than the next agency guy, but, too often, we are swept away because some ad guru has repackaged old strategies with fancy synonyms and re-branded these so-called ‘buzz’ words:
It is amazing how many times a day I hear or see the word content. Maybe the whole content craze is due to the rise of blogging and the ability to amplify word of mouth through the Internet. Content is just another word for information. Since the invention of advertising in the early 1920's, brands and retailers have been using information (content) to persuade customers to buy their products or services. The appearance and depth of that information may have changed over the years as consumers have become more savvy, but it’s still the most common, and impactful way to
Engagement is not a fancy re-purposed word designed by advertising gurus. It is however, a strategy that brands and retailers have always executed. Engagement is simply how a retailer or a brand communicates with their customers or potential customers. I know the rules of engagement have changed (due, in large part, to smart phones and social media platforms) but what's the big deal? Instead of sending direct mail or newspaper advertising, you’re now engaging with your customers via Pinterest and mobile ads—same message, different delivery method.
Voice of Customer is a little newer on the buzz word scene, and seems to be cropping up more and more. This term annoys me to no end—if brands have not been speaking to the voice of their customers, then who-the-heck have they been speaking to? VOC is just a dumb acronym to make people feel smarter than the next agency: "We specialize in voice of customer." Really?
Brands and retailers have been crunching numbers and analyzing data for decades. Now we add the word big and all of a sudden it is buzz worthy? Come on, people, get a grip. It is not any more or less important because people are calling it Big Data as opposed to just data. The bottom line is that you need to extrapolate your data to do a better job getting current customers to spend more money with you and to steal more customers away from your competitors.
The Bottom Line
At the end of the day, you need to out-smart your competition, sell more widgets, and make your customers loyal…with or without buzz words!
Please post a smart comment about what so-called marketing buzz annoy you and why.