Boston Consulting Group predicts “the end of consumer marketing as we have long known it.”

Boston Consulting Group recently conducted a survey of American consumers to see how their spending habits and approach to brands differs by age group.

Millennials GenXers Baby BoomersThe results give us a quantifiable measure of the differences in outlook between three major age groups:  Millennials (age 18 to 34), Gen-Xers (age 35 to 49), and Baby Boomers and older consumers (age 50 and up).

The survey findings led BCG researchers to declare that Millennials’ perspectives are characterized by a “reciprocity principle.”  By this, they mean that these younger consumers expect “mutual relationships” with companies and their brands.

This isn’t so very surprising considering the ability of the Internet and social media platforms to provide an easy platform for airing their opinions.

A positive brand experience may prompt consumers to take favorable “public” action on behalf of the brand.

A disappointing experience most assuredly will prompt vocal criticism via product or service reviews, social media, blog posts, and leaving comments.

digital-multitaskingAnd the juicier the commentary, the more likely it is to go viral.

The BCG survey found that younger consumers are far more prone to participate in the world of “reciprocity.”

The differences were pretty dramatic when asking respondents in the different age groups whether they agreed with certain statements:

“Brands identify who I am, and my values.”

  • Millennials:  ~44% agree
  • Gen-Xers:  ~38%
  • Boomers and older:  ~33%

“People seek me for knowledge and brand opinion.”

  • Millennials:  ~51% agree
  • Gen-Xers:  ~42%
  • Boomers and older:  ~34%

“I’m willing to share my brand preferences online or on social media.”

  • Millennials:  ~55% agree
  • Gen-Xers:  ~43%
  • Boomers and older:  ~28%

Evaluating the survey findings, the BCG report posits that Millennials are “the leading indicators of large-scale changes in consumer behavior.”

Rather dramatically, BCG also concludes that this particular generational transition is “ushering in the end of consumer marketing as we have long known it,” and that the linear framework companies have used for decades to manage brand image and engagement is headed out the window.

“… Marketers must embrace the reality that marketing is an ecosystem of multidirectional engagement rather than a process that is controlled and pushed by the company,” the BCG report states.

My personal view is that the Boston Consulting Group’s conclusions are probably on-target … but the question is the degree.

I don’t think many major brands are going to simply cede control of their marketing and messaging to the cyberspace or the social cloud.  They’ve worked too long and too hard on their brand image and identity to give up that easily.

For more on the survey findings and conclusions, here’s BCG’s summary article.

SoLoMo: The Newest Buzz Term in Marketing Communications

solomoEvery few years or so, we start hearing a pithy (and sometimes obnoxious) new buzz term in marketing communications.

The most recent entry into the lexicon is SoLoMo – a cutesy amalgam of three terms:  Social Media, Location, and Mobile Devices.

SoLoMo purports to convey the convergence of these three elements into a powerful new driver for marketing:  sparking audience engagement and brand usage via the use of social media, and targeting consumers via their mobile devices when they are locationally proximate.

businesspersonBeyond the inevitable “wink-wink, nudge-nudge” aspects of this term and the “oh-so relevant” connotation it has for those who choose to name-drop it in casual conversation, another drawback I see is the term’s emphasis on tactics rather than on the true meaning of today’s always-connected customers and the potential this offers for relationship-building.

Right now, there are more than a few company and brand marketers who are trying to figure out the best way to have their customers do all sorts of things that will benefit a product’s acceptance and position in the market — things like checking in to a physical location, then taking a mobile picture and uploading it to an Instagram or Facebook page.

This over-reliance on “shiny new object tactics” is what gets marketers to the same place as designing a new and novel app that doesn’t actually fill a true need – and hence becomes an inglorious failure.

Here’s what’s actually going on with consumers today:

  • They have more digital connections available to them than ever before.
  • Because of the pervasiveness of interactivity, consumers expect information to be available to them at any time – and on any device.

The good news is that marketers can establish just these sorts of connections with consumers, simply by using the very same social platforms.  The bigger challenge is making those connections meaningful and relevant.  That’s where effectiveness so often falls by the roadside.

Social media is an “ism” to many marketers … whereas to regular people, they hardly think of it that way.  For them, it’s just another way to engage in their relationships with friends, acquaintances, industry colleagues, fellow hobbyist … and favorite brands.  Other than the digital aspect of the communication, there’s really very little difference from the connections people have established and maintained for years the old-fashioned way.

Location is much more than simply where someone happens to be.  It’s the context of understanding when — and what — the person is doing at or near that location.  Knowing that makes for a more relevant – and potentially profitable — interactions.

Today’s focus on Mobile everything has become almost as myopic as marketers’ tunnel-focus on desktops was a few years back.  Today, we’re dealing with consumers who are perpetually connected.  As for which device, it simply depends on what’s handy at the moment – desktops, laptops, tablets, smartphones.  So, strategies and tactics that focus on one or two of these to the exclusion of the others will fall short of the mark.

While we can give an acknowledging nod to the SoLoMo buzz term, the key is to recognize that it’s actually about today’s perpetually connected consumers — and all of the expectations that come along with that.

In other words, marketers need to be people-focused … but tactics-agnostic.

Cue up the e-mail Rogues’ Gallery: Here’s what people are purging from their inboxes.

e-mail rogues galleryAnyone who’s had an e-mail account for any length of time likely faces ever-increasing inbox volumes.

And trying to keep those groaning inboxes in check can be a never-ending task.  Now a recent report gives us clues as to what e-mails are being purged most frequently by recipients.

It’s been released by Unroll.Me, a service that scans users’ e-mail accounts for all of the lists to which they are subscribed — knowingly or not.  It then gives people the opportunity to unsubscribe, or to consolidate groups of e-mails into a single regular update.

It turns out, many people are unwittingly “subscribed” to receive e-mails from vendors based on something as benign as making a single online purchase.  So Unroll.Me finds a substantial incidence of people taking unsubscribe actions when given the chance.

Unroll.Me’s report claims that it prevented more than 1 billion e-mails, offers and updates from reaching inboxes last year via its service.

Of particular interest than the overall volume is the list of e-marketers that have been dissed the most by customers.

Leading the list is 1-800-Flowers.  A whopping ~53% of Unroll.Me users had those e-mails stopped during 2013.

[A personal note about 1-800-Flowers:  Over the past five years, our family has used this service to order flowers twice a year (Christmas and birthday) to exactly one person.  For those twice-a-year transactions, I estimate conservatively that we receive more than 200 e-mail solicitations each year — most with breathless offers promising deep discounts on orders.  Do those offers make us more inclined to purchase from them?  Hardly.]

According ton Unroll.Me, other e-marketers that experienced high unsubscribe rates in 2013 include:

  • Ticketweb:  ~48% unsubscribe rate
  • ProFlowers:  ~45%
  • Expedia:  ~45%
  • Active.com:  ~45%
  • Oriental Trading: ~44%

At the other end of the scale are companies and services that remain subscribed to by two-thirds or more of those who received their e-mails.

This “Star Gallery” is made up of Facebook, Google+, Twitter and LinkedIn.  What these e-mailers share in common is that they are social platforms, with engagement and interest levels higher because of the topics involved (friends, acquaintances, contacts and shared interests).

In other words, it’s the people they know, not the things companies want to sell them.

Now, back to the purging …

Americans’ Personal Outlook for 2014: The “Blahs” Have It

economic pessimismThe U.S. stock market may have achieved record-high performance in 2013, but a December 2013 poll of American consumers, conducted by Harris Interactive, is painting a decidedly different picture when it comes to the outlook for the New Year.

The degree of pessimism manifests itself in a higher percentage of adults believing that the economy will get worse (~32%) compared to those who feel it will get better (~27%).

The most optimistic contingent are Baby Boomers (age 49 to 67), where nearly 30% feel the economy will improve in 2014.  The opposite is true with the very youngest group (age 18 to 36), where only ~23% think the American economy will improve this year.

And the most pessimistic group when it comes to believing the economy will get worse?  That would be the oldest contingent (people age 68 and older), ~40% of whom share this opinion.

The message Americans seem to be sending is this:  “We may be in the fifth year of a recovery … but we’re still waiting for it to hit us.”

Comparing these Harris figures to what the pollsters recorded a year earlier, it’s interesting that the percentage of people who envision the economy “staying the same” has grown by ~11 percentage points.  So, treading water appears to be the order of the day.

How Americans are responding in their own personal lives to their views of the economy correlate to their level of general optimism or pessimism.  Here’s what the survey found in terms of their intentions for the year:

  • Cut back on my household spending:  ~45%
  • Save more in the year ahead:  ~40%
  • Pay down my debt level:  ~40%
  • Save more for retirement:  ~23%
  • Get rid of one or more credit card:  ~15%

Broadly speaking, the Harris poll findings point to a distinctly blasé environment.  And it helps explain the mediocre holiday shopping season we just witnessed – more than inclement weather and a shorter shopping days calendar can explain.

More Harris Interactive poll result details are available here.

Memo to web users with “Do Not Track” enabled: You’re being tracked anyway.

do not trackFor anyone who thinks he or she is circumventing web tracking via enabling Do Not Track (DNT) functionality … think again.

A recently released study from researchers at KU Leuven-iMinds, a Dutch-based university think tank, shows that nearly 150 of the world’s leading websites have ditched tracking cookies in favor of “device fingerprinting” (or “browser fingerprinting” as it’s sometimes called).

What’s that?  It’s the practice of evaluating selected properties of desktop computers, tablets and smartphone to build a unique user identifier.  These properties include seemingly innocuous details found on each device, such as:

  • Versions of installed software and plugins
  • Screen size
  • A listing of installed fonts

An analysis by the Electronic Frontier Foundation (EFF) has shown that for the majority of browsers, the combination of these properties creates a unique ID – thereby allowing a user to be tracked without the perpetrator needing to rely on cookies — or having to deal with pesky legal restrictions pertaining to the restriction of cookies’ use.

Overwhelmingly, browser fingerprinting targets popular and commonly used JavaScript or Flash functions, so that nearly every person who accesses the web is a target – without their knowledge or consent.

According to the Leuven-iMinds analysis, the use of JavaScript-based fingerprinting allows websites to track non-Flash mobile phones and devices.  So it’s cold comfort thinking that the iPad platform will offer protection against this form of “non-cookie tracking.”

Is there anything good about device fingerprinting?  Perhaps … in that it can be used for some justifiable security-related activities such as protection against account hijacking, fraud detection, plus anti-bot and anti-scraping services.

But the accompanying bad news is this:  It can also be used for analytics and marketing purposes via the fingerprinting scripts hidden behind banner advertising.

How to fight back, if one is so-inclined?  The Leuven-iMinds researchers have developed a free tool that analyzes websites for suspicious scripts.  Known as FPDetective, it’s being made available to other researchers to conduct their own investigations.

So you’re able to identify the offenders.  But then what — short of never visiting their websites again?

When Google Glass clashes with reality … watch out for shards.

Google Glass Groupies on the prowl.
Google Glass Groupies on the prowl.

Like self-driving cars, Google Glass devices – those intriguing contraptions that allow users to be “online connected” at all times – appear to be one of those innovations that spark a thousand “what if?” scenarios.

And it’s not at all clear what all the implications of Google Glass may be.  But we’re beginning to get some clues as to what’s in store for users.

For starters, Google Glass owners have been sternly warned against using them in locker rooms, movie theaters, casinos … and even restaurants.

And earlier this month, attorney Paul Alan Levy of Public Citizen, a consumer advocacy group, claimed that Google Glass wearers in some states could potentially face prosecution for recording people without their explicit consent.

Public Citizen logoIn a recent online column, Mr. Levy wrote:

“Many states require the consent of all parties in a conversation – at least, conversations not occurring in public situations – and provide both criminal penalties and a civil cause of action for participants.”

While such laws are on the books in just 12 states at the moment, collectively those jurisdictions represent more than a third of the American population (including the all-important states of California, Florida, Pennsylvania and Illinois).

So far, there doesn’t appear to be any record of prosecutions pertaining to using a Google Glass device to record someone without his or her consent.  But since these devices are such a rarity yet, that seems hardly surprising.

Too, there’s the possibility that the courts will rule that people are giving the wearer of a Google Glass device implicit consent to record them.  However, there’s something to the notion that many people would be basically clueless about whether they’re being recorded because of their unfamiliarity with the device and the technology.

And as if that angle isn’t enough, now there’s a company (FacialNetwork) that has developed a real-time facial recognition app for Google Glass.   With this app, called NameTag, people can snap a photo and search for more information online about the image – all in one action.

With new technology like this, finding a mate (or just a good-time girl or guy) will never be the same again.

Nor will the inevitable charges of invasion of privacy or stalking that follow.

Of course, to hear how the folks at FacialNetwork characterize it, you’d never think there were any potential negative consequences.  Instead, it’s all sweetness and light.  As NameTag co-creator Kevin Tussy puts it:

“It’s not about invading anyone’s privacy; it’s about connecting people that want to be connected.  We will even allow users to have one profile that is seen during business hours, and another that is only seen in social situations.”

Whatever.

And now … let the legal wrangling begin.

What’s the Future of E-Mail Marketing?

e-mail communicationsOver the past several years, I’ve begun to hear increasing rumblings about how e-mail is a now-mature communications method that’ll eventually go the way of the FAX machine. 

But I’m not at all sure I believe that.  I think it’s more likely that e-mail’s future will look … a lot like it does today. 

No doubt, texting and direct messaging have cut into some of the bread-and-butter aspects of e-mail communications.  But what about e-mail marketing?  Could we see a similar phenomenon happening?

Recently, I read the comments of e-communications specialist Loren McDonald on this very topic.  McDonald, who is vice president of industry relations at digital marketing technology firm Silverpop, makes an important point concerning the “building blocks” that have to be in place before e-mail marketing will be seriously threatened by alternative MarComm means.

McDonald speaks about the challenge of an “addressable audience” when it comes to alternative channels:  “Regardless of a competing channel’s popularity, marketers must be able to deliver a comparable or replacement message to an individual.  This is where many channels fall short,” he contends.

Loren McDonald
Loren McDonald

McDonald notes that most marketers possess vastly more permission-based e-mail addresses than they do mobile phone numbers with permission to text.  It’s the same story when comparing e-mail addresses to the percentage of their database that have liked their company’s Facebook page.

And there’s more:  For mobile apps, what portion of the typical company’s database has downloaded it and authorized notifications?  The inevitable response:  How low can you go?

McDonald’s point is that for these alternative channels to gain true significance, they need to achieve a certain critical mass in terms of adoption rates – thereby allowing marketers to reach their customers and prospects in a comparable manner as they can via e-mail (as well as at a comparable cost).

Looking into his own crystal ball, McDonald feels fairly confident making three predictions concerning the future of e-mail marketing:

  • He predicts that content-focused newsletters will remain relevant and popular, particularly for B-to-B companies and publishers.  That’s because marketers can push multiple newsletter articles within a single marketing touch, while publishers can attract ads and sponsorships for their e-newsletters (i.e. they’re moneymakers for them).
  • For broadcast/promotional messages, most consumers will continue to prefer e-mail delivery.  “Will mobile app users [really] want their smartphones to ping them all day long whenever a message arrives — and then have to click attain to view it?”, he asks rhetorically.
  • Transactional and triggered messages will be e-mail’s primary challengers in McDonald’s view – especially for bulletin-type messages such as breaking news headlines, weather alerts, flight delay announcements, “flash” promotions and sales, and order confirmations linked to in-app landing pages.

And even on this third prediction, McDonald doesn’t see the transition happening all that quickly.

I find myself in general agreement with Loren McDonald’s prognostications.  Do you have some differing views?  If so, please share them with other readers here.

How Low Can You Go: U.S. Banking Institutions are at their Lowest Tally Since the 1930s

Banking industryIt’s been more than 35 years since I began my post-collegiate working career in the commercial banking business.  At that time, there were well more than 17,000 federally chartered banking institutions in the United States.

The reasons for the high tally were clear.  Most states didn’t allow commercial branch banking across state lines.  And quite a few others – mainly in the Midwest and Plains regions – put severe restrictions on state branch banking as well.

That’s why states like Illinois and several others could have as many as 1,500 or more independent banking institutions each.

Of course, this hardly meant that these banks were operating in a vacuum.  Not only were there efficient automated clearing houses to process interbank transactions, there were also robust correspondent banking networks interlinking smaller and larger banks.

These networks enabled community banks to offer many of the same deposit, lending and cash management services provided by the larger institutions.

“Bigger is Better …”

Beginning in the late 1980s and early 1990s, many of the regulatory barriers began to fall.  States relaxed prohibitions on branch banking, while branching across state lines became common.  It wasn’t long before a string of acquisitions created large, consolidated banks.  The banking system began to look a lot more like Europe and Canada and a lot less like … well, the United States.

And it wasn’t just the small banking institutions that got swallowed up during this era of consolidation.  Many of the most venerable names in regional banking ceased to exist – institutions like National Bank of Detroit, Marine Midland, Maryland National Bank, Girard Bank and United Bank of Denver.

But then a countervailing trend developed, and it wasn’t the proverbial “dead-cat bounce.”  Consolidation caused voids in local banking coverage in many regions.  As a result, some businesses and consumers sought a return to banking institutions where ownership and management were part of the community, and where decision-making was based on a more intimate knowledge of the local economy.

So the commercial banking industry actually witnessed an uptick in the number of institutions during the late 1990s and early 2000s.

… Until the Great Recession of 2008/09 hit.

Today, the number of federally chartered U.S. banking institutions now stands at its lowest level since the Great Depression.

The stark facts are these:  A sluggish economy, low interest rates and ever-more complex regulations have diminished the number of federally chartered institutions to below 6,900.  The tally, according to FDIC stats, had never fallen below 7,000 since the mid-1930s.

Almost entirely, the recent numerical decline has come among smaller institutions – those with fewer than $100 million in assets.  And of the more than 10,000 banks that are now gone, it isn’t only because of mergers and consolidations.  Nearly 20% of them simply collapsed.

We’re not simply dealing with a reduction in banking charters; the number of physical bank locations is also declining – by about 3% since late 2009, thanks in part to the rise of online banking in addition to institutional consolidation.

John Barlow, Barlow Research and Iowa Falls State Bank
John Barlow

I asked banking industry specialist John Barlow for his thoughts on the latest bank figures.  Not only is this expert head of Minneapolis-based Barlow Research, Inc., a nationally recognized financial services industry market research and consulting firm that counts the largest U.S. institutions among its client base, Barlow is also chairman of Iowa Falls State Bank, a family-owned institution that could be characterized as the quintessential “local bank.”  (He’s also a former boss of mine back when I was working in the banking industry during the 1970s.)

Barlow noted an additional point about small banks:  “By their very nature, community banks are typically closely held – often family-owned enterprises.  A significant headwind for continued ownership is the transition of the business to a younger generation.  The Baby Boomers had smaller households, and their children are more likely to move away from the business – mentally as well as geographically.”

… or Is it Not Better?

There may be something of a silver lining in the recent trends, however.  Actual bank deposits have continued to grow, and consolidations have helped alleviate concerns that an abundance of separate banks leads to lower efficiencies in the financial system and more difficulties in conducting regulatory oversight.

… But only to a degree.  “It remains to be seen where the economies of scale exist in banking.  According to our studies at Barlow Research, larger banks do appear to be more efficient at generating income.  But that’s because they’re more aggressive at charging fees, not because of lower costs,” Barlow reports.

David Kemper, CEO of Missouri-based Commerce Bancshares, may have a point when he notes, “There’s no reason why we need [so] many banks, especially if those smaller banks have a much lower return on capital.  The small banks’ bread-and-butter is just not there anymore.”

[To that point, Barlow contends that one of the reasons smaller banks have a lower return on capital is that they have too much capital.]

Smaller banking institutionsThere’s an important counter-argument to the “consolidation is better” view.  It goes like this:  Community banks remain critically important to the economy because they are the ones more likely to engage in small-business lending.

Barlow Research’s statistical studies show that the small businesses that deal with community banks are more likely to be able to secure a loan.  And the average size of that loan will be larger than one obtained from a large institution.

The Most Startling Trend?

Another FDIC statistic might be the most startling trend of all.  Over the decades, each year has witnessed new bank startups – ranging from at least a handful to the low hundreds in any given year.  But that’s all changed since the Great Recession.

In fact, there has been just one new federally approved bank charter issued since 2010.

That institution, the Bank of Bird-in-Hand (located in Lancaster County, Pennsylvania), was able to raise approximately $17 million in investment capital.  But it also had to expend nearly $1 million in consulting and legal fees to properly prepare its application for a new charter — including spelling out policies and procedures detailing its systems to guard against cyber-attacks and other security risks.

“Intense” doesn’t tell the half of it when describing the effort needed to obtain a new Federal bank charter.

Considering those hurdles, what made the Bird-in-Hand investors think they could run a profitable banking operation in today’s economic and business climate?  It’s because they see an opportunity in serving a local community heavily populated by Amish and other rural/farming families.  Banking-wise, it’s an underserved community.

There once was a local independent bank, of course … but that one was acquired by a larger entity in 2003.  The new bank’s investors believe  they can provide services that are better suited to the needs of the local community – which, in turn, will make their new bank successful.

John Barlow adds this observation about community banking:  “A well-managed community bank is one of the best investments you can make, as long as you do not make bad loans.  Do that, and it’s all over in a couple years.”

And about the degree of governmental regulation in the industry, he remarks:  “I grew up in a banking family.  My grandfather and father complained about regulators all the time.  Banks are regulated businesses:  What’s new about that?”

Barlow and the Bird-in-Hand bank investors may well be right about the prospects for smaller banks in America.  Still … one wonders how many new banking institutions will be starting up in the current economic and regulatory environment.

… Or that the prospective investors will determine that it’s even worth the effort.

Will there be holiday cheer in retail sales this season?

Holiday Shopping ForecastHere’s a statistic that surprises no one, probably:  As of November 1st, more than one in five U.S. consumers had already begun their holiday season shopping.

Considering that many merchants begin pushing online and in-store holiday sales in October, it’s hardly any wonder.

In fact, marketing firm IgnitionOne is predicting that American consumers will spend 11% more during Thanksgiving weekend than they did last year.

Some of the increase is undoubtedly due to the calendar; Thanksgiving weekend is nearly a full week later than it was in 2012.

And other forecasting data don’t presage a big jump in holiday sales this year.

According to the National Retail Federation, sales are expected to be “not too hot … not too cold” – up a tad from 2012 but not at the growth level witnessed in 2010 and 2011:

  • 2009:  0.5% sales increase over previous year
  • 2010:  5.3% increase
  • 2011:  5.1% increase
  • 2012:  3.5% increase
  • 2013 (forecast):  3.9% increase to $602 billion

Clues to the reasons behind the middling sales growth forecast can be found in Nielsen’s Holiday Spending Forecast report, in which American consumers describe their financial circumstances in these terms:

  • Two-thirds still feel like they’re in a recession.
  • Half are limited to spending funds on only the basics.
  • One in five has no spare cash at all.

How this translates to the amount of dollars consumers expect to spend on their holiday shopping breaks down as follows:

  • ~44% will spend less than $250 this season
  • ~30% will spend between $250 and $500
  • ~20% will spend between $500 and $1,000
  • ~6% will spend more than $1,000

As in years past, the most popular gift item promises to be … gift cards.  Technology products, toys, food and apparel round out the “top five” holiday gifts.  This is little changed from last year.

And here’s one other stat that retail establishments must be looking at:  Mobile commerce sales grew by ~16% during the holiday season between 2011 and 2012, and ~18% of shoppers checked out deals on their mobile devices.

Those percentages are bound to increase this year.

More findings from Nielsen’s 2013 Holiday Spending Forecast study can be found here.

Marketing clichés are all around us.

no buzzwordsMarketing can be many things.  But marketing without originality isn’t much of anything.

That’s why there’s a desire among marketers to avoid clichés and buzz terminology in sales and marketing content whenever possible.

Still, it’s easy to fall into the cliché trap – and it happens to the best of us.

This is particularly true when the “next new thing” in business comes along every few months and people grasp for shorthand ways to communicate those concepts.

[There:  Perhaps “next new thing” qualifies as a marketing cliché itself!]

Brian Morrissey
Brian Morrissey

Recently, communications specialist and editor-in-chief of vertical media company Digiday, Brian Morrissey, came up with a list of 25 marketing clichés which he feels should be avoided if at all possible.

I’ve gone through Morrissey’s list and have selected ten that I think are particularly baneful – especially in the world of B-to-B marketing.  See if you agree:

Putting the customer at the center.  Isn’t it obvious that companies and brands would be committed to this?  And if not … where was the customer located before?

Having an “authentic” conversation with customers.  Inauthenticity isn’t cool.  Inauthenticity is also what we’ve been trying to avoid for years – or should have been.  There’s really no news in this statement, is there?

We fail fast.  Perhaps it comes from reading too many issues of Fast Company … but what companies do you know that want to slowly jettison a failed strategy?

Blue-sky thinking.  The “sky’s the limit” when it comes to “out-of-the-box thinking.”  Ugh.

Nab the low-hanging fruit.  This cliché has been around so long, there can’t be any low-hanging fruit left!

Dipping our toe in the water.  Trying to put a positive spin on a lack of depth or heft isn’t fooling anyone.

Open the kimono.  Any buzz phrase that conjures mental imageries of a flasher can’t be what we want to communicate.

Curated experiences.  A fancy way of admitting that content isn’t ours.  Besides, the term “curator” hardly sounds contemporary.  Instead, it connotes images of museums, galleries and other places that deal with the dusty past.

Surprising and delighting our customers.  Morrissey contends that this whopper makes brands come off like clowns … and that clowns are silly, scary or creepy – take your pick.

Tentpole idea.  Continuing with the clown analogy, no doubt … but whether it’s a circus or a tent revival, the mental imagery this elicits isn’t particularly apropos.

… And these are just ten terms on Morrissey’s list of 25 marketing clichés.

What about you?  Do you have any buzz phrases that you find particularly annoying – perhaps “thought leadership” or maybe “exceeding our customers’ expectations”?

Please share your nominations with other readers here.