As if business jargon were not baffling enough, a battery of new terms has been invented that look set to leave the rest of the world more confused than ever.
The world of marketing was already full of invented words and phrases but the four newest have now been discovered by a trade magazine that scoured conferences and websites.
One of them, “tradigital”, is meant to describe the fusion of traditional and digital, such as applying traditional principles of marketing to the web.
Jo Roberts, features editor of Marketing Week, said she was a fan of new words “because if there isn’t a term that exists to explain what I mean, why not make one up?”
But she said: “The fusion of traditional and digital into one cringeworthy term – tradigital – seems futile. Surely marketers should be applying traditional marketing and branding principles to their digital activity already.”
The magazine assessed another word, “likeonomics”, as more likely to stick. It is based on the theory that companies can measure the contribution of being liked to the economics of a brand – the idea being that consumers will seek out trusted names when looking to make a purchase.
Marketing Week deputy features editor Lucy Handley said: “While likeonomics might sound like jargon, it is an effective strategy when applied properly, so I’m pretty certain this is a word that will stick. Unfortunately.”
The other new terms are “SoLoMo” and “plussification”. The first blends the terms “social, local and mobile”, so that consumers who own a smartphone can be targeted with increasingly personalised marketing based on their location or social network profile. For example, a commuter waiting for a train could be sent a voucher for the station cafe.
“Plussification” refers to the use of Google+ to boost the search engine rankings of content shared there.
Marketing Week’s Michael Barnett said: “Plussification may not be a word that will stick around – at least I hope not, because it sounds terrible – but that’s not to say it isn’t an important phenomenon.”