Admittedly, I am not the first person to write a post like this, nor am I the first one to complain specifically about these three terms. With that being said, some of you are still using these terms as part of your daily vocabulary, and so it needs to be repeated.
I don’t mean to come across as rude, and I don’t want you to think that I think I’m better than you for not using these terms, but I just beg you to stop using them yourself. That’s all, really.
So, let’s dive in, and I’ll explain why these need to go away.
1. Digital Marketing
Is there another kind of marketing I’m not aware of?
I know some of you may argue that there is a difference between digital and “traditional” marketing, but what is “traditional” marketing?
Even things that used to be lumped into that category typically find a way to live in the digital ecosystem these days. Print ads are usually sold with the online equivalent because online readership is higher than print.
Press releases are now distributed through online wire services, such as PRWeb. These services often try to upsell SEO enhancements because…well, digital.
These are just a few examples, and before you tell me I’m part of a different generation, I will stop you. When I was in college, we referred to some of the emerging vehicles as new media. Integrated marketing was even the buzzword, but let’s just accept the fact that we are beyond this now.
We shouldn’t have to specify that job is for a “Digital Marketing Specialist”, as if there’s a need to hire people who don’t have this literacy. It should just be accepted that all marketing jobs in 2016 and beyond require not just digital marketing experience but digital marketing expertise.
2. Responsive Design
When was the last time you had a client or boss that wanted a website redesign, but specifically requested that it not be responsive? Exactly.
When designing or redesigning a website, there is no need to specify that it will be responsive. At this point, this should just be accepted as fact. Hell, we should be designing mobile-first, which means you should be more concerned whether or not the designer specified you will have a desktop version available.
If an agency or designer make a big deal out of the fact your new site will be responsive, you should make a big deal out of finding a new agency or designer.
This doesn’t only apply to your website. If there is a way to enhance the user experience by creating a mobile-first experience for your users or customers, just do it.
3. Data-Driven Marketing
I’m not gonna lie. I was a little torn on this one, but I think it’s time to put it to bed. As marketers, we still find ourselves fighting for our seat at the table, and this term helps us communicate our value to the C-suite.
On the flip side, the term gets thrown around, and a lot of practitioners end up quoting superficial metrics to justify use of the term.
“We increased social engagement by 20%”.
OK, but what does that mean to the bottom line? That’s the data you should be worried about, and that’s the answer the C-suite will be looking for.
So, instead of saying it, let’s just start putting it into action and be data-driven in all our marketing efforts. This will guarantee our spot at the table.
What Did I Miss?
These are just the three terms that I constantly hear and wish I didn’t. Let me know in the comments if you agree or disagree.
What are some of the marketing terms you wish would disappear?