Whatever industry you belong to there seems to be many buzzwords that go from one meeting room to another. I don’t know about you but whenever I hear someone say one I only think one thing. Buzz-off. Why can’t people be original? One word won’t make you sound intellectual. Though, in some instances it seems to. However buzz-words do not belong in the marketing world. It restricts people from the creative flair marketing is. It imprisons us to stay within the ‘vision’.
Synergy – is one famous buzzword that is used time and time again in the marketing world. According to the text book that resides on my desk (don’t judge, I am a bit of a nerd after all), it states marketing communications are coordinated and consistent, they have a greater impact on enhancing the customers’ brand knowledge than individual marketing messages. Okay sure, synergy is something we all practice in the marketing field but isn’t this something we just kind of know as professionals? I do not think it is entirely necessary for it to be repeated in a meeting consistently.
It normally goes along the lines of this. A wanker in a suit says:
“We are going to hit the ground running with a vision. Think outside the box to add engagement across all spectrum’s. We are all going to work in collaboration for this game changing lead generation campaign. Synergy will be at the forefront of all communication tactics”.
This sort of statement does not belong in a marketer’s meeting room. It conveys no real information to anyone but instead will leave team members a bit lost. In fact, if any reader out there ever hears me use an over-used phrase to describe any part of my work in a meeting then please do everyone a favour and slap me. In fact, let’s all start a movement and every time you hear one of these famous terms in the meeting room, put the person on the spot and ask them “what does that actually mean?” I bet you two out of three times the person will look at you blankly.
Buzzwords do have their place in a written marketing report but they do not belong in a team or client briefing. Here at DigiGround, we like to keep our briefings as honest as possible without the use of buzz-words. After all it’s easy to convey creativeness when you know what you are talking about. So if you want a digital marketing agency that actually knows what they are speaking about without needing to use buzz-words that confuse you and leave you guessing, then contact us today.
For more marketing focused blogs, check out This is a Viral Tribute – a DigiGround mannequin challenge.
