But as for digital marketing, we’re simply in definition hell right now.
We’ve been there for quite a while — and it seems like it’s going to get a lot worse before it gets better.
Are we bringing more chaos than clarity to the table just for the sake of it? Are we neck deep in metaphysical confusion with no way to get out?
But wait, I think there’s actually an important lesson in all of this …
The Story Of Buzzing Confusion
Yesterday I was discussing Content Marketing and I got the question whether I thought Content Marketing was a new type of advertising.
In a recent guest blog post, I had made the argument that Content Marketing should consist of 20% Content Creation and 80% Content Promotion, which in turn makes public relations a key factor for success.
I argued that Content Marketing was rather about Pull Marketing than about Push Marketing. That Content Marketing is the cornerstone of Inbound Marketing which in essence is all about pull.
Of course, you can use Retargeting to remind pull traffic about your content and practice Influencer Outreach to drive that first wave of highly converting traffic to your content.
You know that moment when you pause and listen back at a mental recording of yourself talking and suddenly you find yourself feeling like a pretentious douchebag?
It made me think of that one time several years ago when I listened to one of Steve Rubel’s talks and he said that, “Second Life was digital marketing’s Vietnam.”
Yes, we simply should’ve pulled out in time.
Have we digital marketers tangled ourselves into a lethal web of corny buzzwords — and soon we won’t be able to get ourselves out of it?
The Definition Hell Lesson
I think we shouldn’t be too hard on ourselves.
The digital revolution is a fundamental shift and we’re still maturing as an industry. Some markets has gotten further than others, but we’re still just crowdsourcing a way to make sense of it all.
And what better way to try to make sense of it all than to keep communicating with each other?
All in all, it’s not like we need another buzzword. But they will keep coming. As long as we keep striving for clarity and keep our eyes on helping businesses harness the power of digital marketing, we should be fine in the end.
Honestly, I’d love to hear your favourite love/hate digital marketing buzzwords in the comments. Please share!