Boss, I flushed out the gravitons!
In a recent Dilbert strip, the pointy haired boss laments that he no longer is able to understand what his employees are saying. The next thing you see is an employee saying to the boss,"I flushed the gravitons out of the warp drive and rebalanced the subspace transponders". If this is the plight of a manager who should have some basic idea of technology to work in a tech firm, imagine how a marketing chief in a consumer product company will feel when he talks to his techie 'digital marketing' expert!
Digital marketing speak seems to be carefully orchestrated to simply convey one message to all marketing people,"This is too complicated for you to understand"! How else will you explain all the acronyms that are hurled at you day in and day out
Jargon is of course useful. It is meant to quickly convey to a fellow professional what one means without having to go into long explanations. But in digital marketing the fellow professional is defined as another techie, not a marketer. In such a situation the very object of jargon, quick communication, is completely subverted. One is reminded of the old lady about to undergo surgery, being warned by a fellow inmate at the hospital ," Beware. Don't let them open your abdomen, lest they steal an organ". Imagine the old lady's plight when succumbing to a touch of nausea under the over powering anesthetic influence, she hears the doctor say,'"Sister, please pass me the 'kidney' tray"!
As a marketer your rule must be simple. Don't spend any money on anything that can't be explained to your satisfaction. Jargon be damned!
*Dilbert is the copyright of Scott Adams, whose undying fan I am!
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