ROI Is, Like, So Yesterday
What are the most overused word and phrases in business today? Well, as much as everyone wants to be customer-centric and achieve a significant ROI from their marketing dollars, they're tired of hearing those terms.
Stephen Fraser, senior vice president of Client Strategy & Insight for Carlson Canada, forwarded me this week's issue of the Canada Marketing Association's weekly e-newsletter. It cited a survey by Caifornia-based Creative Group that reveals what respondents (executives in advertising and marketing) think is "the most annoying or overused buzzword in the creative/marketing industry today."
The responses were anything but surprising:
The top responses included the big idea, buzz, critical mass, customer-centric, integrated solution, it is what it is, low-hanging fruit, make it pop, organic growth, outside-the-box, paradigm shift, ROI, and synergy.
Colleague Jo-Anne Ebensteiner, SVP and Chief Creative Officer of Carlson Marketing Worldwide, added solutions and cascading to the list.
Well, as you all know, this is right on target for us at 1to1. After all, we help readers think outside the box and provide them with information that will help them create integrated, customer-centric solutions that drive significant ROI. The result is often a paradigm shift that cascades from the top down, causing a synergy among the staff that creates a buzz in the market.
1to1 is really all about creating organic growth by driving sales from engaged customers, i.e. the low-hanging fruit. When it comes to growth, 1to1 really is the big idea.
:-)
What buzzword or phrase do you find most annoying or overused?
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