Its official the word 'innovative', along with 'unique' and possibly 'green' have become some of the most over used B2B marketing adjectives. If this is in fact becoming the case, what has contributed to it and honestly can anything substantial be done to fix it in the future. Everyday we see the birth and death of words and phrases from our common lexicon, and far brighter and educated individuals can explain the vagaries of why we still use 'uncouth' and not 'couth' or how 'cool' became a measure of style over relative temperature. What is of interest to the tribe of marketing is when has a word, phrase or expression met or passed its sell by date? Curiously, in the B2C camp of marketing this is far more vitriolic and cut throat topic, having brands rise and fall over a change in phraseology. The fortunes of Nike in the late 80's with its then newly minted 'Just do it', is not quite capturing the same imaginative space with some of its newer brands, seeking edgier slogans such as 'nothing is impossible'.
Generally, marketing/advertising/branding 101 theory implies one needs to reposition a campaign/message/brand when customers vote with their feet/eyes/dollars( and Yuan where the case maybe) for a fresher alternative. However, in the B2B marketing world where quantitative project criteria tend to significantly outweigh emotional ones in buying decisions, many lean toward the product is the message and as such does not need the same marketing efforts as consumer goods. In my limited opinion, this is a serious misunderstanding of the value of B2B Marketing's role and value. Words need to reflect thoughts, ideas and ultimately feelings, that can convince, influence and persuade regardless the medium employed, or business sector engaged in. What is essential is to continue to use well worn/tested words such as innovative, but to frame them in a fresher context. For example, a statement like, 'this is the most innovative X bearing for Y application', is truly a noise inducing message, a kin to the face book equivalent of, 'i just fed kitty'! Rather, saying, 'X bearing has been producing Z savings/output/etc which is a truly innovative trend in today's bearing sector', might garner more business thought leadership. While not totally digressing from the well worn one can see that business clients appetite for the regular, and mundane is rapidly diminishing along with the words used to express it. If we as professional B2B marketers hope to affect change we need to constantly find points of truth and seek to experiment with the words we use to frame them, in order to entice, fascinate and delight our audience.
Generally, marketing/advertising/branding 101 theory implies one needs to reposition a campaign/message/brand when customers vote with their feet/eyes/dollars( and Yuan where the case maybe) for a fresher alternative. However, in the B2B marketing world where quantitative project criteria tend to significantly outweigh emotional ones in buying decisions, many lean toward the product is the message and as such does not need the same marketing efforts as consumer goods. In my limited opinion, this is a serious misunderstanding of the value of B2B Marketing's role and value. Words need to reflect thoughts, ideas and ultimately feelings, that can convince, influence and persuade regardless the medium employed, or business sector engaged in. What is essential is to continue to use well worn/tested words such as innovative, but to frame them in a fresher context. For example, a statement like, 'this is the most innovative X bearing for Y application', is truly a noise inducing message, a kin to the face book equivalent of, 'i just fed kitty'! Rather, saying, 'X bearing has been producing Z savings/output/etc which is a truly innovative trend in today's bearing sector', might garner more business thought leadership. While not totally digressing from the well worn one can see that business clients appetite for the regular, and mundane is rapidly diminishing along with the words used to express it. If we as professional B2B marketers hope to affect change we need to constantly find points of truth and seek to experiment with the words we use to frame them, in order to entice, fascinate and delight our audience.
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