What do some trendy marketing terms hide?

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Marketing itself is a changing discipline. Every person who works in marketing will define their job in a different way and surely no two definitions will be the same. In fact, those who work in marketing know that they live permanently outside their comfort zone and that they have to reinvent themselves daily because their tasks change as the market and all the actors involved in it evolve.

There is constant debate about what is and isn't trendy, what consumers do and don't do, or even the terms used to refer to the realities they deal with. In fact, there are many debates around buzzwords, which are often a quick way of referring to much more complex concepts. However, as Greg Satell states in an article for Forbes magazine, the problem is that sometimes what these words represent is meaningless or misleading. Here are some of them:

Engagement

One of the most famous terms in recent times, yet it has a certain aura of mystery because no two definitions are the same. In fact, it is difficult to find a valid translation into Spanish, because sometimes we use it to refer to attractive content and other times simply to refer to metrics such as retweets, comments or shares.

Basically, the meaning of the term is that the brand should interest its consumer and not simply bore them. In this sense, perhaps a more operative term would be, according to consultant Greg Satell, "value exchange", which can refer to a product, content or a social experience. We should start to stop using the word "engagement" as a definable quantity. If the consumer perceives real value, then they will be "hooked".

Influence

Ever since Malcolm Galdwell formulated the "Law of the Few", marketers have been obsessed with locating that small group of influential people in their markets. They are a kind of group endowed with special powers to all mp mobile number list 2024 decide what is trending and what is not. However, there are studies and scientific evidence that cast doubt on whether influencers are necessary or sufficient to trigger viral phenomena known as social epidemics. We have, if not, the recent example of the Arab Spring, which is not attributable to a group of people with more influence but rather to a more diverse target group with similar interests.


That doesn't mean that there aren't people who are more influential than others, due to their social position, their fame or simply because they decide what is bought for the home, as is the case with mothers. But in that case, it is not necessary to use mysterious or more unusual words to define them than simply "famous" or "mothers".