In the latest episode of our new series, we hear from Co-op’s Helen Edwards, Tom Roach and Ali Jones talk about what they’d like to see removed from the marketing lexicon.
Marketers all have their bug bears, and in the latest episode of Marketing Week’s Room 101, we hear from three of the industry’s biggest hitters on what they’d like to see banned for good. Each will highlight two pet peeves, and then it’s up to you to decide which ones should be dropped for good.
The first nomination is from Co-op chief customer officer Ali Jones, who wants to get rid of “incredibly long” lead times for TV booking.
“Having flexibility and being able to book TV when you want, being able to adjust to the ratings, and maybe the audience, would make such a difference,” she says.
And it has become all the more important since the pandemic. “I call on the television media industry to join us in the 21st century. Give us flexibility – just think about the extra business you might get,” she adds.
Her second nomination for Room 101 is “Mega Dollar Christmas Ads”.
“Is that really what’s good right now?” she asks.
Tom Roach, vice president of brand strategy and columnist for Jellyfish and Marketing Week, wants to put the idea that advertising is dead in Room 101 of Marketing Week. He says it’s “weird”, because it’s so easy to prove it completely wrong.
His second nomination is for the concept of brand love, a term he says he uses by many clients and agencies. Roach describes it as a “slightly lazy shortcut” to building brand equity and building an emotional connection. “We need our marks to be not marks of spirit, not marks of love,” he adds.
Meanwhile, Helen Edwards, director of Passionbrand and fellow Marketing Week columnist, is keen to see an end to “one-theory marketing.”
She says it’s incredibly lazy to jump to one piece of marketing theory and decide that every part of the job needs to be looked at through that lens. Edwards thinks the industry has fallen into the trap of using the phrase “it’s all about” in relation to customer insight, penetration, purpose, salience, content marketing or anything like that. other, when in reality it is only part of a larger whole.
“Too much focus on one means you’re missing out on the intricacies of the discipline of marketing,” she adds.
Her second nomination is for the phrase “we know from research,” which she says really irritates her: “Because what we really know is that all research is tied to time and context.”
Watch the episode to hear the full rationale from each of our marketing heavyweights, then vote below.