Top 10 most abused marketing buzzwords

When in doubt, throw in a buzzword. No doubt the industry is filled with them. But what are the hot favourites for marketers this year?

Take a look:


  1. Big data

Has the person who keeps dropping these golden oldies into conversation found a data insight that has actually delivered profit growth?

  1. IoT (internet of things)

Has the person talking about this actually embedded a sensor into an object and tested it him/herself?

  1. Digital disruption

Well it sounds so 90s now, but has the person who keeps referring to digital disruption actually disrupted their business for the better? And how have they measured the success?

  1. Content marketing

So last year, but has the person who keeps talking about CM actually determined which specific content and content journeys work best for specific customer behaviours?

  1. Storytelling

Once upon a time, in 1895, there was a company talking to farmers about stalk cutters, furrows, disk plows and more, and people nowadays believe it’s something new.

  1. Single customer view

“Next year our data transformation project will be complete and we’ll have a single customer view” Hmmmmmm really?

  1. Programmatic

Does the person espousing programmatic conversation know the difference between quality conversion, lifetime value, and low cost media?

  1. The Bachelor and The Bachelorette

(Oops couldn’t resist sneaking them in – sorry. Can you believe almost 1.5 million watched the Bachelor finale decision?)

  1. Hyperlocal

I’m so Uber the conversation about localised marketing. Then again, our local small businesses aren’t.

  1. Wearable tech

Spot the person not wearing a wearable and you’ll probably have a more insightful conversation at a heart rate of around 70 beats per minute (bpm). Otherwise you might be in danger of doing 100bpm+ 

The writer is Anton Buchner, a senior consultant with TrinityP3

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