Marketing is an integral part of any company’s development. At any stage of the process, marketing activities can benefit a business importantly, attracting new customers, maintaining the already existing user base and increasing the brand’s visibility.
However, marketing was not always as easy as it is today. If there is a mention of advertising or a marketing campaign in public, the majority of people automatically assume that the talk is about an online ad. This most certainly has a reason.
Promotional activities were not always a thing. In the mid 19th century, the first widespread example of modern-day marketing campaigns and advertisements were put in use. The spread of newspapers and the possibility of placing commercial pieces of information was what led to the establishment of marketing as an essential industry. Before that, companies relied on word of mouth or simply luck in an attempt of reaching potential customers.
At a later stage, radio and TV broadcasters were introduced. Once a luxurious purchase, tv and radio sets soon became affordable and accessible for many. Mass adoption of them opened up a new space for businesses that wanted to present themselves to a wide audience. Television gave them an opportunity to represent their products or services through a better version of visual content than a picture – video recording. Naturally, TV commercials played a crucial role in the process of the industry’s significant enlargement.
Along with TV commercials, banners and street ads became more and more popular. Once rarely occupied facades of London’s Piccadilly Circus and New York’s Times Square soon were filled with dazzling advertising banners from global brands.
Despite such a long development, the biggest change was brought through the increased use of the internet. Social media platforms are visited by an increasing number of people on a daily basis, making them the perfect place to place ads. Almost every commercial website, particularly news outlets have space for advertising on its pages. This brings millions in profits to them and the marketing industry is living on it.
Buzzwords: What Are They and Should They Be Used During Marketing Activities?
Buzzwords are simply terms or phrases that most often already exist but become significantly more popular during certain periods. Sometimes they acquire new meanings, are often misleading, used to attract more people. Surprisingly, they are usually created by an individual or a group of people, sometimes even unintentionally.
In general, buzzwords can be divided into two categories: those that last for longer periods and those which appear overnight and disappear the next day. Words that fall under the first category usually gain momentum along with the gradual development of a new niche or an industry. For example, Artificial Intelligence (AI) has been increasingly used by the media, causing lots of attention from the general public. Then, the attention causes even further use of this term on the internet, on TV or in newspapers.
Australia has one of the fastest-growing gambling industries in the world. It benefits from its close proximity to some Eastern Asian nations, where gambling is strictly prohibited. The industry is subject to the wide public discourse in Australia, making some of the terms within it into buzzwords. In a highly competitive environment of an emerging industry, marketers used the situation. They tried to paint Aussie blackjack online as a waste of money and time when people just wanted to have fun or simply relax in the evening.
The most recent trend is the increased use of coronavirus or COVID-19 to attract more people. The ongoing outbreak is a global emergency and catches the eyes of millions around the world. Under such circumstances, many companies and their marketing teams try to manipulate with the popularity of the term and use it as much as they can. Whether it is a news piece, a social media post by the company or a direct promotional message, it is now being used to benefit businesses worldwide.
Buzzwords are often discussed in the context of political correctness and ethics. The last example shows how unethical the use of them can be when it comes to emergencies and the lives of people around the world. However, there is not much that can be done, since the use of them perfectly sits within the limits of freedom of expression in the majority of nations
Moreover, Buzzwords are commonly used in politics and finance. Major parties and politicians often try to benefit themselves by using popular terms for the time being. Election campaigns often see manipulations from politicians that feature big, noisy buzzwords from high political tribunes. They are often linked to populism in politics.
The financial sector is also influenced by them. The uprise of a specific term might even result in stock market shockwaves or particular financial trends. Wall Street and City of London workers or enthusiasts also make the use of Buzzwords, especially when communicating with the mainstream media.
Should Buzzwords Be Used?
There is no one, specific answer that would be morally acceptable for everyone. Some believe that it is beneficial for everyone while others are convinced that buzzwords can contribute to the spread of misinformation.
The rise of the internet, particularly online search engines have made the work easier for marketers around the world. Search Engine Optimization or SEO is exactly what makes buzzwords such a big deal. SEO is a method of marketing on the internet, in which traffic is increased through search engines, such as Google. The key role in this process is played by very specific words that can place the website at the top of the ranking list. As a result, marketing teams do everything to use such an opportunity.
As for now, a mention of coronavirus or COVID-19 can bring more people to the website than before. The increased interest in this term is widely used by businesses and it most certainly works. Once the outbreak passes, another short-term buzzword will take its place, being equally successful at attracting the attention of many.
However, back to the question and its answer. As mentioned above, there is no universal answer to this question. Their effectiveness is evident, particularly during online campaigns. However, with some highly ethical issues, such as the epidemic outbreak, stakes are higher. The overuse might risk the reputation of a company, resulting in financial losses. On the other hand, misinformation just for the sake of using buzzwords should also be avoided. This is for a simple reason, as the truth always appears in the end, particularly on the internet.