Digital marketers and advertisers need to resurface. We need to get back in the game where the participants are, and transform our language into one where we can understand the customers, not talk right passed them.
As Jonathan Graham of Anamoly UK pointed out in the “Good Ideas & Mobile” panel of friday’s PSFK Good Idea Salon London:
- It’s the terminology that gets us into trouble. There is no “Digital Revolution”, there is no “New Technology” there is just stuff.
Backed up by Jenny Owen of Ruby Pseudo who stated:
- “I had to stop asking people about Brands, they were going, “What is a b…?” They call them companies”.
In a different panel “Good Ideas and Mobile”, Jonathan MacDonald pointed out that talking about technology and applications makes no sense, the future opportunities will be discovered when exploring people, how they act, their activities and motives, and as a concept of “every single one of us”, his personal project.
Personally, as I have understood it, this has also been the intention of Mark Eearls’ January B*** project. Where the goal is to stop talking about the a B**** and start creating true and real meaning.
But of course there is a hitch
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. A specialist vernacular is something that develops over time, some of it due to the eagerness to coin new stuff, but also some of it to create discussion about a subject with greater ease and richness. Specialist terms are developed to ad more context and meaning to discussion without using as many words :o) and as a result these terms become laden with value and meaning. Just removing them will become problematic.
But the point I think I’m trying to make is that we might need to resurface, we are starting to create a toxic relationship to our subject, where the topic itself becomes more important than the people we are working for.
If January was the month of the b****, then February is the month of resurfacing.