Two more recent buzzwords, to reignite the debate that I delight in: are these ludicrous and redundant formulations, designed to bamboozle and bemuse, or are they valid – even laudable – examples of creative lexical innovation?
Inspired by the 34 minutes in 2013 during which Oreo cookies seized on a power cut at the Super Bowl to tweet ‘…you can still dunk in the dark’, moment marketing, also known as adaptive or reactive marketing, is advertising’s current obsession. The concept stretches from running digital campaigns off the back of real-world events (Paddy Power and Mini cars capitalising on the horse meat scandal, Warburtons bakery on a royal birth) to personalising customer relationships by tracking what consumers are doing at particular times of day – accessing different media, planning journeys or caring for kids for instance – and recording significant dates in their lives. Brands can emphasise authenticity and spontaneity by reacting speedily to trending topics – not just sports but showbiz, politics, weather – cutting to a minimum the time it takes to get from ideation to posting. In the jargon this is described as moving from real-time marketing to right-time marketing, linking offline to online to exploit hype-cycles and micro-moments.
The notion’s topicality is captured in TVTY agency’s new year message for 2017…
“As we have seen in 2016, careful moment planning – the process of deciding which moments matter most to a target audience – can lead to exciting results…we’ve seen the Germans and Italians win gold at the Olympics, the FMCG sector scored big at the Euros and there was a huge surge in ad-jacking during the Super Bowl. But 2017 is set to be even bigger and marketers need to ensure moment planning is a top priority…we have highlighted the events that will capture the attention of millions of consumers across the globe in our new tent pole event calendar.”
‘Before making buying decisions millennials prefer to comparison on digital media’ is an example of ‘nerbing’, the converting of nouns into verbs (conference, signature and caveat are other recent examples), which business jargon delights in. In the same way hero has morphed from familiar noun to trendy verb in the last couple of years, as in ‘we will hero the women who align with our brand values’. Verbs may also become nouns, witness the ask, the build and the recover, while some jargoneers have turned solve into a noun and made solution a verb. Incentive was transformed first into incentivise and later abbreviated to incent. Another twist is to create new plurals, for example ‘practitioners will share practical learnings and advice on how brands can scale their operations across geographies.’ Egregious errors or desperate attempts at novelty depending on your take, these innovations may sometimes signal a subtle shift in meaning, so that comparison as verb refers not to comparing in general but specifically to online sites.
More on ‘nerbing’ from an early piece in Buzz Feed:
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