Marketing Buzzwords
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Responding to industry trends:
Beware buzzwords that don't apply
Beware buzzwords that don't apply
From "stickiness" in the 1990s to ROI, TCO, and any number of current trends,
marketers (yes even B2B marketers) have had a weakness for buzzwords. Usually,
it begins with a valid point or concept . . . that gets stretched, overextended,
and/or overused to the point of exhaustion.
The point is, how do you respond? Do you need to proclaim your product's TCO — total cost of ownership — just because your competition is trumpeting theirs? Does your audience really care about the trend or are other considerations are more important to the purchasing decision? Especially ones that play to your strengths?
The answer, of course, is the same as political pros give to their candidates: stay on message. Is TCO an important part of your differentiation? If not, don't try to stretch the message. At best, it will make you look like a "me too" company. It might not be seen as credible and undermine your reputation in the market. If something like TCO is part of your differentiation, incorporating the terminology into your marketing communications goes beyond trendy to relevant and appropriate. . . . but make it serve your purposes, and not vice versa. Don't just jump on the bandwagon, but thoughtfully and carefully incorporate the "trend" terminology into your communications, giving relevant proof. In other words, do it your way.
The point is, how do you respond? Do you need to proclaim your product's TCO — total cost of ownership — just because your competition is trumpeting theirs? Does your audience really care about the trend or are other considerations are more important to the purchasing decision? Especially ones that play to your strengths?
The answer, of course, is the same as political pros give to their candidates: stay on message. Is TCO an important part of your differentiation? If not, don't try to stretch the message. At best, it will make you look like a "me too" company. It might not be seen as credible and undermine your reputation in the market. If something like TCO is part of your differentiation, incorporating the terminology into your marketing communications goes beyond trendy to relevant and appropriate. . . . but make it serve your purposes, and not vice versa. Don't just jump on the bandwagon, but thoughtfully and carefully incorporate the "trend" terminology into your communications, giving relevant proof. In other words, do it your way.
6 Questions to Ask Yourself About Marketing Trends
- Does the trendy claim really apply to your product?
- Have you researched how important this trend is in the purchasing decision?
- Can your competitors make the same claim?
- Is it an essential part of your positioning or differentiation?
- Does the claim seem to fit naturally into your overall presentation, or does it look like you are simply jumping on the bandwagon?
- Will it be a part of your marketing five years from now?
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