THE POLLUTION THAT ARE JARGON – AND SILVER BULLETS
In my last blog I wrote about the proliferation of jargon in digital marketing – something I am sure many readers find annoying. I noted how much of it was simply designed to make the user look smart.
While it is perhaps more noticeable in the online environment jargon is also prevalent in the offline space. Indeed marketers are continually coming up with new terms that represent silver bullets that will revolutionise marketing – and indeed the businesses of anyone that applies them.
Three of my favourites are:
- Content marketing
- Story telling
Content marketing is all about creating and distributing content – online and offline – that will create engagement and build relationships. Content marketing is important and useful, but I am not convinced it is a discipline in its own right and I know it is nothing new. Newsletters have been around for a century or more.
Story telling is a more recent buzz word. It is essentially the use of words to paint a picture that a listener will engage with. Like content marketing – and as a subset of content marketing – it is nothing new and hardly a discipline in its own right. Stories have been told to engage since time began and ion marketing – branding has always been about telling a story.
Podcasting is all about making a recording available, generally on a regular basis, for an audience to listen to. No magic there! Certainly new technology has made podcasting easy, but I can remember receiving audio taped interviews on a regular basis 15 or more years ago.
As with so much of the jargon and so many of the trends in marketing – little changes. The principles of effective marketing, branding and communication remain the same.
There are of course terms in marketing that have arisen as the result of new technologies, like:
- Viral marketing
Viral marketing, as the words suggests involves information being passed on from person to person – something which has always existed but was made easier with the advent of social media.
Gamification involves the application of the principles of game play – scoring points etc – to the marketing of goods and services – something which has been made easier with online gaming technology but has always existed in one form or another.
Remarketing involves reaching out to people who have visited your shop front (website) and advertising your products and services to them. Hardly new – but certainly made more important with the advent of the internet and websites.