Killing Bullshit Bingo: a new glossary for marketers
The communications industry is remarkably, notoriously bad at describing what it actually does and what clients can actually buy from us.
Ref: 'cobbler's shoes syndrome'
We are experts, however, in generating new words and labels, some of which we might call unnecessary or duplicative.
Some jaded folks occasionally think we do this to confuse, and to charge more money for our services.
As for me, I'd just like to find a way to tell my grandad what it is I do all day.
I believe we can simplify - drastically - the lexicon we use. I believe we can get away from the buzzwords and the Bullshit Bingo.
"Programmatic. Channel Strategy. RoI. GRPs. Data-driven brand experience. HOUSE!"
At Stream I imagine there will be plenty of people who feel the same. Some of those people may even want to help.
Ref: 'physician, heal thyself'.
Because if we can't, then no-one will. And ultimately there's only one thing that really matters in everything we do.
Ref: Shane Atchison and Jason Burby's great book, 'Does it Work?'.