This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.
There has been much discussion in the trade press, led by AdNews, about the lack of digital expertise in both marketing departments and agencies following the release of a research report into the issue by Responsys. Much of the discussion is a blame storming exercise on what has caused this, rather then how to fix it.
The education system, the lack of marketer courage, even the economy has been put in the firing line.
But to add a little levity into the discussion, lets look at one of the side effects of this lack of digital knowledge. The BS Detector is bought to you by Adobe Systems (and again brought to my attention on Twitter by Andrew Armour @andrewarmour).
The problem is that technology quickly develops it own lexicon. A meeting recently with a global technology company we are working with was littered with TLAs (Three Letter Acronyms) that made it difficult for an outsider to participate in the discussion.
TLAs are often used to prove that the user knows more than you. It is a strategy to reinforce that they have knowledge that you need but could not possibly understand. I have seen this technique used in broadcast production, data and customer analytics, quantitative and even qualitative research (through the use of statistical TLAs) and of course in digital strategy and media.
The fact is that if your agency, consultant, or adviser cannot explain, prove or support their proposal, suggestion or recommendation in plain language that is easy-to-understand then it is highly likely they are either circling in the stratosphere of their speciality high above us mere mortals, bluffing or simply as lost as you.
Possibly the only way to know for sure is to use Adobe’s BS Detector.
Leave a comment to share your favourite BS TLAs. I’m sure we can put together a substantial list.