"Marketing": The Evolving Language of Business

In today’s fast-paced world, language is constantly evolving, especially in business. Words change their meaning, morph into other meanings, disappear out of the language and then come back again to haunt us. By examining our own emails, we can learn a lot about these changes. Let’s delve into the transformation of one very famous term: “marketing.”

The Changing Face of “Marketing”

Years ago, in leading universities across North America, “marketing” was defined comprehensively. It encompassed all the steps between the raw material and the customer. The instantiation in Europe was the Tyson company and the Ford Motor Company’s in North America. The River Rouge plant, where raw materials like coal and iron ore were transformed into engine blocks within 72 hours. This process was known as “vertical integration.”

Today, the landscape has shifted. The River Rouge plant is now noted for its green initiatives and recycling efforts. So things change, and perhaps digress.

Marketing: A Term with Multiple Meanings

In my basket, the term “marketing” has been appropriated by various groups. Some say “they’re doing their marketing.” A lot of Americans use it to mean grocery shopping: “they’re going marketing.” Others use it to say that their “real estate agent wants to market my home” meaning seller. Despite these contradictory uses between buy and sell, one element remains constant: communication. Effective communication is essential for marketing, whether it’s informing someone about a grocery store or a home for sale. Because no one is going to go to a grocery store who doesn’t know it exists. No one is going to buy my home who doesn’t know it’s for sale.

From “Marketing Communication” to “Marcom”

Business people are quite busy. Thus, the full term “marketing communication” is often shortened to “marcom” to save a series of syllables. However, it’s crucial to remember that “marcom” refers to the broader concept of marketing communication.

What I don’t understand is why businesses don’t begin with clear, effective and purposeful communication? It should be the foundation of all marketing efforts.

Missteps in Business Communication

From my basket, I’ve noticed several odd mistakes in business communication that I’ll share with you:

Overly Poetic Language

Example: “As the seasons change, and we set our sights on new goals. I’m sure your thoughts are turning to the same range of colors as the leaves of the fall and once the season, the sights, the goals and the leaves change then it’s time for…”

Not interesting: This is more suited to a high school poem (from someone that is madly in love), than a business email.

Inappropriate Familiarity

Example: “Hi Allan, shame we didn’t connect in my last email. But, I want you to know that we know you’re busy, and you’re getting even more busy during these challenging times.”

Stop: How do you know I’m busy? What are you selling? You did connect, I got your email, just didn’t respond.

Bragging

Example: “Hi Allan, we use the cloud to transmit your most secure information and get it back to you quickly. If you want that kind of assurance, give me a quick call.”

Issue # 1: It’s like someone in the 60s bragging that they’ve moved from wooden filing cabinets to metal filing cabinets. I couldn’t care less.

Issue # 2: The other thing is that the cloud can actually can create a security breach and a criminal charge in some jurisdictions. So, no, thanks.

Advice for Marketers

To be effective, marketers should focus on clear, concise communication. Remember, effective marketing is about conveying the right message clearly and promptly.

So marketers, get on with it and leave the happy and familiar talk to the hallmark greeting company. Avoid unnecessary embellishments and get straight to the point.

Go back to basics with unique selling points with features advantages and benefits and then really market.