Perhaps more than most industries, the field of marketing has become known for its over-use of certain phrases. We tend to throw around five dollar words, particularly when it comes to online marketing. The field has developed its own language including buzzwords, jargon and vernacular. A great example of the over-use of buzzwords has been well-spoofed by Adobe, in its new ad campaign developed by Goodby, Silverstein & Partners. This $10 million campaign builds off the premise that the only way to get straight answers out of marketing executives is to physically abuse them!
In the ad above, marketers are outfitted with a “BS detector” that gives execs a painful electric charge whenever they engage in jargon-laden ambiguity. Another ad features a CMO who slaps another exec in the face repeatedly for asserting that “measuring ROI on social media is a myth.” After a few slaps, the other exec comes around.
We agree, some of these phrases have been abused in other industries as well: ripple effect, halo effect, key influencers, synergies, 360 degree view – what does it all REALLY mean? In any case, the Adobe Social ads are so good that they truly accomplish the goal of good marketing: it got our attention and made us curious about their tools.
Worth checking out — tell us what you think!