Six Marketing Buzzwords That Really Must Die

Six Marketing Buzzwords That Really Must Die

This story was originally published by

Jargon, buzzwords and acronyms. Those in the media and marketing world are in love with them. Those sprouting jargon think they sound cool or intelligent. But onlookers think they need a crash course in the English language. Adage created an initial list of eight media and marketing buzzwords that need to die including: curated/curation/curator, disruption/disruptive/disruptor and (B&T's pet peeve) game-changing/game-changer. But there are many more wanky non-words that need to meet the chopping block. Check them out.

SHARE
THIS


What best describes you?

AdAge.com follows up it’s popular post about marketing buzzwords.

I recently published a column titled “Eight media and marketing buzzwords that must die.” It was shared thousands of times across social media and I got a ton of virtual pats on the back (e.g., “Amen!”) mostly via tweets and AdAge.com comments, as well as some great suggestions for additions to the list.

No, wait, let me rephrase that: The audience passionately engaged with my content and was not only inspired to share it but felt empowered to collaborate with me on additional content creation.

I should note that some readers speculated about what their lives would be like in a buzzword-free world. Like Jeffrey Makowka (@jmakowka), who tweeted, “This would eliminate about 80% of the vocab in most of my meetings.” Given that Jeffrey’s title at AARP, per LinkedIn, is Senior Strategic Advisor, Thought Leadership, well, I believe him! (Coincidentally, I’ve been lobbying Ad Age to change my title from Media Guy to Senior Executive Evangelist, Echo Chamber.)

Meanwhile, Jafet Ramirez of Atlanta posted a comment on AdAge.com that read, “Sorry, Media Guy, but if I don’t use those basic statements, it will be impossible to leverage my out-of-the-box thinking to engage our brand’s stakeholders.”

I’m afraid that Jeffrey may soon be struck entirely mute, and Jafet may have to leverage his thinking back into the box, because the people have spoken, and they want more buzzwords and phrases put on death row. To wit:

TRANSFORMATIVE/TRANSFORMATIONAL

“Please add any form of transformative to the list,” William Mount of Charlestown, Mass., wrote in a comment on AdAge.com. “It’s often seen in conjunction with some form of disruptive and must also be banished.”

I dunno, William, banning transformative sounds like it could be sort of transformational. Are you sure you want to be that disruptive?

IMPACTFUL

KayAnn P. Schoeneman (@KSchoeneman), VP-global research at Ketchum, tweeted, “Let’s add impactful, too.” Yes, let’s!

Also on the AdAge.com list are:

To find out why the above buzzwords made it on to the AdAge.com list see Simon Dumenco’s full story here. 

Please login with linkedin to comment

Latest News

Four Questions About Connected TVs Everyone Is Asking – Answered
  • Opinion

Four Questions About Connected TVs Everyone Is Asking – Answered

In this guest post, the ANZ country manager for martceh firm dataxu, Matthew Joyce (pictured below), says almost half of Australians have a connected TV and he takes a look at what that means for brands and advertisers… Four in 10 of us have smart TVs at home, and of that, 70 per per cent are Connected TVs (CTV). […]

Opinion

by B&T Magazine

B&T Magazine
TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture
  • Media

TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture

Crocmedia has announced the launch of Rainmaker, a dedicated TV production services business to be headed by former Head of Programming and Production at Channel Nine, Tim Cleary. Cleary will draw on his 25 years in the industry to spearhead the creation of bespoke new shows for distribution both in Australia and overseas under the Rainmaker […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]