We’re only a few weeks into 2015, and already the marketing buzz-meter is operating at full force.
The latest marketing buzz phrases are always interesting because, while they surely relate to trends and tactics that are taking on greater importance, they can also be short-hand references that “everyone” uses but “no one” really understands.
Consider one popular buzz-phrase example from 2014: “Big Data.”
I don’t think I’ve heard the same definition of what “big data” is from any two people. Yet it’s a term that was bandied about throughout the entire year.
No doubt, “big data” will continue to be a popular buzz phrase in 2015 as well. But you can be sure it’ll be joined by a number of others. As Natasha Smith, editor of Direct Marketing News magazine reports, get ready to hear many of mentions of these buzz terms as well this year:
This references online content, information or traffic that’s hard to measure because it occurs in messaging apps, chat and e-mail communications. Purportedly first coined by Atlantic magazine, it’s a term whose very name conjures up all sorts of mysterious and vaguely sinister connotations about behaviors that are at work below the surface – thereby making it an irresistible phrase for some people to use.
This term is becoming increasingly popular due to people’s concerns that much of what makes up “viewed” online content turns out to be hardly that. For instance, there’s a difference between a simple video impression (merely an open) and a “viewable” one (opened and staying open for at least a few seconds).
More than likely, over the coming year the Interactive Advertising Bureau and other “great experts” will be debating over what actually constitutes a “viewable” impression. All the while, you can be sure that marketers will be referencing the term with abandon.
Dovetailing “viewability” is the idea that traditional online marketing metrics such as unique visitors, clickthroughs, and page views are too shallow in that they don’t really measure the true consumption of content.
Enter the buzz term “attention metrics.” No doubt, marketers will be all over this one in 2015 as they focus more on the time and attention people are spending with content, not merely the fact that some form of engagement happened.
The Internet of Things:
This term started appearing on the radar screen in 2014 but is really coming into its own now. It even has its own Wikipedia page entry. While the commercialization of data-collecting devices such as wearable sensors and sensors embedded in appliances and other electronics is an undeniably significant development, this term has to be one of the most pretentious-sounding phrases ever coined.
… Which makes it an irresistible entry in the buzz-meter lexicon, of course.
Rounding out the 2015 list – at least for now – is a buzz phrase that captures the essence of what every socially aware marketer wishes his or her company to be. “Conscious capitalism” refers to companies and brands that are purportedly socially responsible and “in sync” with the needs of the community and the world.
This is considered important because so much survey research shows that people respond positively to companies that “do well by doing good.”
Expect many people to embrace this approach – and the accompanying buzz phrase – because it sounds so perfect.
[Never mind that things often come crashing down to earth if and when consumers are asked to pay more for the “socially responsible” products and services, or to make unpleasant or unexpected adjustments to their routine in the event.]
Do you have any other examples of marketing buzz terms that you think are poised for stardom (or notoriety) in 2015? Please share your thoughts with other readers here.
One thought on “The 2015 Marketing Buzz-Meter Kicks into Gear”
This sort-of reminds me of various discussions I have with my beloved Vajra Ma when I bitch about a word or phrase she is using – or, in my view, misusing – and she contends that “language is fluid!“
The question in my mind is: Is something language because people say it?
But then, what happens to the mind of the general public when the language consists of more and more phrases that either no one really understands, or that are purported to mean something that they don’t actually mean?
Does such “language” development not increasingly unhinge people from reality?
Marketers surely will love that, because the less people are grounded in reality, the easier it is to sell them the marketer’s message.
Here’s the next question: At what point will the increasing loss of relationship to reality (clinically defined as insanity) become a detriment to the marketer’s intention (i.e. to have people buy their stuff), because fewer and fewer people will be able to earn a living – or get credit – and make purchases.
In other words, the disparity between clicks and bucks will grow to a dimension where the relationship becomes even more miniscule than it already is.
So much from your grumpy reality addict. Talk to me, will ya?