‘Marketing jargon is a major career killer’

24 januari 2017
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Marketers need to do a better job at marketing the value of marketing to the rest of their business. First step? Lose the jargon, says Thomas Barta, marketing leadership expert and co-author of leadership book ‘The 12 Powers of a Marketing Leader’.

Great marketing communication is jargon-free so the customer message makes it through loud and clear. So why do so many marketers believe using marketing jargon inside their company is okay? It’s not. It’s a career killer.

“Can you hear me now?” asks the guy in Verizon Wireless’s iconic TV ads. He always gets a thumbs up from his colleagues on the other end of the line proving he gets reception everywhere. Many marketers aren’t that lucky. They struggle to get heard internally.

A while ago I observed a CMO applying for major new research funding at a board meeting. He explained that brand advocacy among millennials was low. The brand purpose needed to be made contemporary. Programmatic was key. And while click-through rates were decent, the firm’s CMS was outdated. A new end-to-end marketing approach was urgently needed but so was $1.1m of new research money to develop that model.

Bron en volledig bericht: Marketingweek

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