‘Meaningless language’ banished to Marketing Week’s Room 101
Top marketers from TUI, Diageo and Trainline banished “meaningless language” from the industry, arguing it waters down marketing’s impact and causes confusion.
Effective communication is essential for any successful marketer, but buzzwords, jargon and terms with multiple meanings may be holding them back.
Speaking at Marketing Week’s Festival of Marketing last week (3 October), three top marketers made the case to banish “meaningless language” from the industry, arguing it waters down marketing’s impact and causes internal confusion.
TUI’s global marketing director Toby Horry singled out “digital” and “content” as prime examples, sending them straight to Marketing Week’s Marketing Room 101 – a place where the industry’s worst trends are locked away for good.
“The word digital is meaningless bollocks,” he said. “Everything in the world is digital, so when we talk about digital marketing, what does that even mean?”