Transparency is digital marketing’s buzzword of the month
Malcolm Auld unpacks why ‘transparency’ has beaten ‘earned media’ and ‘omni-channel’ to the highly coveted prize of marketing’s most meaningless buzzword.
There is no other industry in the world more hooked on the drug of jargon, than the marketing industry.
We are constantly inventing meaningless new terms for the same old thing. For example, earned media = publicity. Omni-channel = multi-channel. And so on…
One reason for this, is that people new to marketing (digital marketers) believe marketing was only invented five days ago and everything new to them is new to the world. My friend Drayton Bird demonstrated this in NZ recently.
