My main wish for 2012 is that it ends up being a better year than 2011 (although that is not a very high bar). In terms of marketing communications, I offer you my top ten lists of what I wish to see more and less of.
What I wish to see more of:
- People/companies who know the difference between strategy and tactics and that you can’t substitute one for the other.
- Easy-to-navigate websites that include REAL contact information and a comprehensive ABOUT page
- Clever taglines that actually communicate a message (like Red Lobster’s “Sea Food Differently”)
- Nonprofits that understand that marketing communications are an important part of their operations
- People who use effect and affect correctly (AKA better copyediting)
- Plain English
- Thinking of social media as a tool (like advertising) and not as a substitute for marketing communications as a whole.
- Companies and organizations that understand that the quality of their customer service will directly impact their marketing efforts.
- Personalized LinkedIn invitations
- Connecting IRL (in real life) with social media friends and followers
What I wish to see less of:
- The search for the ROI of social media/Klout scores
- Sexist language (using terms like man hours) and sexist advertising (yes, I am looking at you Budweiser and GoDaddy)
- Grammatical mistakes and typos (perennial wish of mine)
- The words utilize, monetize, incentivize; and clichéd/meaningless terms including low hanging fruit, sweet spot, pivot point.
- Sending out too many enewsletters
- LinkedIn profiles without a headshot
- Blatant self promotion and re-tweeting of one’s own tweets/mentions
- Overpriced and overhyped social media conferences
- Life lessons and how to live advice from marketing/social media bloggers
What do you wish for in 2012?