{"id":114135,"date":"2017-01-19T14:30:00","date_gmt":"2017-01-19T19:30:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/10-marketing-buzzwords-avoid-2017\/"},"modified":"2024-12-23T00:35:58","modified_gmt":"2024-12-23T05:35:58","slug":"10-marketing-buzzwords-avoid-2017","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/10-marketing-buzzwords-avoid-2017\/","title":{"rendered":"10 Marketing Buzzwords to Avoid in 2017"},"content":{"rendered":"

According to dictionary.com, a buzzword is \u2018a word or phrase, often sounding authoritative or technical, that is a vogue term in a particular profession.\u2019 In other words, buzzwords are marketing fluff: stuff everyone says but that doesn\u2019t really add any value. Digital marketing is all about getting the best results, but you can\u2019t get the best results if important concepts and ideas are muddied in confusing, overhyped language. But as they say, \u2018new year, new you,\u2019 so let\u2019s all vow to sweep away the fluff and cut to the value stuff. Here are the 10 marketing buzzwords to avoid in 2017! <\/p>\n

1. Millennial<\/h3>\n

\"Buzzwords People claim millennials are obsessed with themselves, but no one\u2019s more obsessed with millennials than marketers. \u2018Millennial\u2019 usually<\/em> refers to the age group that reached young adulthood in the mid-to-late noughties (spoiler: the writer of this blog is one). A quick Google Images search will let you know what most people picture<\/a> when they think of millennials. Many marketers view this age group as a mysterious goldmine. We see so many stats about what millennials love and hate, what social media platforms they\u2019re using, and why they are simultaneously the best and worst generation yet. Why It Needs to Go:<\/strong> Millennials are just as diverse as any other age group, and all they want is for brands to be honest and offer something worthwhile. So instead of struggling to find a Snapchat filter that suits your B2B sales company, you\u2019ll get better results by experimenting with new tactics such as accessible live video and engaging content marketing.<\/p>\n

2. Storytelling<\/h3>\n
\"Buzzwords

Now THIS guy is a storyteller.<\/p><\/div>\n

Content marketing is often referred to as a buzzword, but that\u2019s not really fair. Content marketing is a fully-fledged branch of marketing, digital and otherwise, and it also supports other areas in digital, including SEO<\/a> and PPC<\/a>. Storytelling, however, is where things get tricky. It can refer to long-form content, non-brand content, user-generated content, video content, live content \u2013 basically, good content.<\/em> Why It Needs to Go:<\/strong> Content marketing is vital for most businesses, and yet many executives are still unsure of its worth. The term \u2018storytelling\u2019 arose as a way to give the field a layman-friendly mystique, but all it does is muddle the message \u2013 an unforgivable sin in content marketing. Instead, focus on creating content<\/a> that fits your brief, actually engages<\/em> your users, and generates outstanding results.<\/p>\n

3. Thought Leader<\/h3>\n
\"Buzzwords

\u2018Now, where did I put my clothes?\u2019<\/p><\/div>\n

According to Forbes<\/a>, a thought leader is someone the public views as \u2018one of the foremost authorities in selected areas of specialisation\u2019 and a \u2018go-to\u2019 source for expertise. Marketers often reach out to these influencers, seeking anything from advice to a social media content share. Like several terms on our list of buzzwords to avoid, there\u2019s value lurking underneath. Positioning your CEO as a thought leader will certainly help attract traffic \u2013 and potential new business \u2013 to your site. Why It Needs to Go:<\/strong>\u00a0“Thought leadership” is a verb, not a noun. So as long as you’re actually\u00a0doing<\/em> some thought-leading, you can probably keep it. If you’re just using it as a glossy label to make your blogs\u00a0sound\u00a0<\/em>more important without actually delivering any value, that label will start to flake off, leaving behind a bad impression. If you don’t have the time or space to do the research and have pioneering thoughts, then it’s probably safer to avoid the term altogether.<\/p>\n

4. Synergy<\/h3>\n

\"Buzzwords Ah, yes, synergy. That thing. It\u2019s one of those things everyone talks about, but no one seems to know how to make it happen \u2013 or even what it is, really. That is the defining criteria of a buzzword to avoid. According to dictionary.com, synergy refers to \u201cthe interaction of elements that, when combined, product a total effect that is greater than the sum of the individual elements.\u201d In other words, teamwork. Doing your fair share. Working together to create something spectacular. Why It Needs to Go:<\/strong> Teams often spend too much time talking about how to be more \u2018synergistic,\u2019 but it happens naturally with the right skills and a group of open minds. Deluding your pitches or reports with buzzwords like this distracts from the real value you\u2019re offering \u2013 and that is certainly not<\/em> synergistic.<\/p>\n

5. Innovative<\/h3>\n
\"Buzzwords

\u2018I came up with an innovative device that automates innovation!\u2019<\/p><\/div>\n

In marketing, an idea or process is innovative if it is new, unconventional, or even risky \u2013 and generates amazing results. You\u2019ll hear people use it to refer to startups and giants alike, as long as they offer something from that rare sweet spot between valuable and unique. It\u2019s another one of those words that\u2019s not inherently bad. But if used recklessly, it can be a dangerous message muddler. Why It Needs to Go:<\/strong> Some marketers describe themselves or their ideas as \u2018innovative\u2019 simply because it\u2019s what they think people want to hear. But don\u2019t overuse the word when speaking with clients or customers. That way, when you do have something truly innovative on offer, they’ll know you’re a trusted source.<\/p>\n

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