Citoyens !
Il n'y a pas plus jargonnant que les marketeux. Et en même temps, ces mots sont assez intéressants car ils réagissent à un contexte.
En 2008, le ROI était 3ème d'après Jive. Il se retrouve 11ème cette année, remplacé par les notions de justification de valeur, ce qui tend à prouver un glissement culturel et économique vers la nécessité de renouer avec le "public", de ne pas considérer le marketing comme système mécanique mais comme proposition de projet dans lequel et le consommateur et la marque y trouvent leur compte (ok j'extrapole un peu). Voici donc la liste :
Top 100 Marketing Buzzwords of 2009
- Value Justification - this was a hot buzzword/phrase in late 2008. We expect that this "buzzword" will continue to be on the lips of many marketers and business owners in 2009.
- User Engagement - engagement was #9 on our list a year ago but has jumped up into the number two position this year as companies will be working that much harder to get users to engage with their content on their websites.
- Business Objectives - in 2009, you can expect to hear a lot about defining business objectives as organizations proceed with lean initiatives.
- Lean - you've probably already heard that 2009 is going to be a lean year from the economy to budget spend. After a tough 2008, many organizations will be looking towars lean initiatives to ensure that their organizations remain competitive and profitable.
- Benchmarking - rounding out the top 5 is benchmarking as companies will be focusing on their direct competition to try and measure their own success.
With that here is how the rest of the top 100 play out:
- Personalization
- Incremental Improvement
- Success Metrics
- User Intent
- iPhone App
- ROI
- Blended Search
- Value Add
- Lead-Gen
- Brand Identity
- Twittering
- Bail-out
- Visibility
- Digital Marketing
- Strategy - one of the most mis-used buzzwords out there.
- Conversion Analysis
- Online Budget
- Value Stream
- Social Networking
- Actionable
- Usability
- Viral Marketing
- Consumer Appeal
- Merger
- Off-line vs. Online
- Low-hanging fruit
- Share of Voice
- Content Optimization
- Integration
- Re-skilling
- Quality Score
- Long-tail
- Wiki
- Head (keyword)
- Online Marketing
- Blogging
- Best Practices
- Cutbacks
- Benchmark
- Torso (keyword)
- SEO 2.0
- Business-to-Everybody a.k.a B2E
- Site Architecture
- Buying Funnel
- Mobile
- Brandstorming
- Below Zeros
- Webmaster Tools
- Loyalty
- Demand Creation
- Web Analytics
- Simplification
- Restructuring
- Corporate DNA
- Dollarization
- Downtrending
- Video Optimization
- Web Conferencing
- Semantic Mapping
- Bounce Rate
- Alignment
- Keyword Research
- Lifelong Value
- Online Evangelism
- Recession Proofing
- Mobi
- Consumer Retention
- Organic Search
- Segmentation
- Online Video Ads
- SEM
- The Obama Effect
- Deferred Success
- Win-Win
- Calls to Action
- Website Re-design
- Emotional Ecomomy
- Greenlining - the process of going green in the office as a method of improving the working environment
- Mobilization
- Facetime
- Waste Identification
- Measuring Value
- Trended Analysis
- Enterprise Marketing
- Voice of the Customer
- Empowerment
- Holographic Conference
- Google Recession
- Employee Surfboarding
- Work in Progress
- Re-engineering
- Budget Checking
- Redeploying Assets
- Return on Invested Capital (ROIC)
- Embedding
