Think of words like ‘Impactful’, ‘Synergy’, ‘Disruption’, ‘Ideation’, and phrases such as “Think outside the box”. We have all used them, and if we can’t or won’t admit to this, we all have heard them spewed out in countless meetings.

The fact is, while some make perfect sense, many are trite, empty words that say almost nothing and some (like ‘Ideation’) are simply ridiculous. Worse, there are those who use (and abuse) buzzwords simply to sound smart and in the know, when in fact they actually don’t. 

The digital brand building community is guilty of ‘creating’ the latest lexicon of jargon. Some of their more popular words include ‘Content’, ‘Storytelling’, ‘Engagement’ and ‘Earned Media’ – all of which I would contend are not really new ideas or new practices. 

Today the buzzword ‘Content’ is used as though it is a whole new genre brought about by the rise in digital and online marketing. The reality is that traditional advertising agencies have always produced content; the Internet has simply allowed for more layers of content – but at the end of the day both traditional and digital agencies are in the business of content marketing.

Similarly, the concept of ‘Storytelling’ is not new, but apparently in 2012 a man by the name of Shane Snow (co-founder of a content company called Contently) was credited for writing about the importance of brands becoming ‘Storytellers’. Now, what was previously a lovely word has been turned into an abominable buzzword. 

Equally, ‘Engagement’ is recognised as one of (the most overused) buzzwords in digital marketing,  but it is not a new idea. Nor is ‘Earned Media’ but like ‘Content’ and ‘Storytelling’ it is also recognized as a part of the ‘new lexicon’?

To be fair, concepts such as ‘Snackable Content’, ‘The Second Screen’, ‘Costs per Like’, ‘Native Advertising’, ‘Gamification’, (and so on) are great. They are new, they make sense and most importantly they reflect sound ideas. So they are not all bad. The challenge for buzzwords is for them not to lose their usefulness, while the challenge for marketers is to not become too vulnerable in using buzzwords. 

If you are still with me, here are two more buzzwords to end this diatribe. In the interests of ‘transparency’ I have to admit that I wrote this article to remind the reader that myself and my company (The Strategy Department) are ‘thought-leaders’ in the world of brand building and buzzword bashing.

About The Strategy Department

The Strategy Department, is an in-house outsource solution for all your strategic marketing needs. They are an outsource strategy department with the necessary experience and depth to deliver multi-discipline expertise to agencies and clients on an in-house basis.
   
The Strategy Department is a powerful partner to consider for the development of your Marketing Plans, Brand Strategy, Communication Strategy, Research or Training.

For more information, visit www.thestrategydepartment.co.za.