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5 Marketing Buzzwords to Avoid in 2017

5 Marketing Buzzwords to Avoid in 2017

Digital marketing is full to the brim with strange buzzwords and confusing jargon. So much so that it can be hard to know what some words mean at all and which ones to sidestep. To help you out, we’ve done a bit of blue-sky thinking to bring you 5 marketing buzzwords that finally need to exit in 2017.

1. Holistic

What does it mean?

In the context of marketing, a holistic approach to strategy is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It considers the full scope of a business as opposed to narrowly focusing on the development or execution of siloed marketing activities.

Why should you avoid overusing the term?

It’s an incredibly vague concept that as far as we understand it simply means working better together.

2. Growth Hacking

What does it mean?

In its simplest form, growth hacking is a marketing technique developed by technology start-ups who use creativity, analytical thinking and social metrics to sell products, gain exposure and, ultimately, grow. It’s all about experimenting to skyrocket a business’s growth. Think A/B testing, social media, or viral marketing, as examples.

Why should you avoid overusing the term?

Growth hacking is used to refer to any strategy meant to produce results and grow a business. But doesn’t that constitute everything?

3. Synergy

What does it mean?

According to the Cambridge Dictionary, synergy is

“the combined power of a group of things when they are working together that is greater than the total power achieved by each working separately”.

Why should you avoid overusing the term?

Synergy has been used one too many times in meetings and is essentially an over-complicated word for teamwork.

4. Millennial

What does it mean?

Definitions differ so widely with the term millennial that we wrote a whole blog exploring what it means. For many it is a segment designated simply by year of birth, for others it simply refers to young people, and for some it is more about characteristics, such as being a digital native, ambitious or narcissistic, as examples.

Why should you avoid overusing the term?

There is no set definition of millennial, so in marketing discussions about targeting audiences, the term can be more destructive than helpful. Millennial identifiers can act as a useful starting point when creating broad buyer personas, but they should not be taken as gospel. Understanding millennials, and more broadly understanding your audience, is an ongoing exercise that can only come from analysing the behavioural data at your disposal, alongside consistent evolution of your buyer personas and in-depth industry expertise.

5. Snackable

What does it mean?

In marketing, content is sometimes referred to as ‘snackable’ or ‘bitesize’ when it is a quick read, short form or easy to access. Think short videos, infographics and tweets, as examples.

Why should you avoid overusing the term?

Content isn’t edible so why call it snackable?


We’re not against a lot of these marketing buzzwords as concepts or strategies, but the words themselves can often add unnecessary confusion. Find more opinions on marketing and digital trends in our resources section. 

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Posted by Ellie Hubble

Ellie is a Content Manager and spends her time reading, writing and getting excited about all things UX, digital and technology.