The tech industry prides itself on offering cutting-edge solutions that make life better, simpler and more enjoyable. However, tech companies are also known for using an overabundance of confusing, technical buzzwords.
Tech terms like “disruptive,” “as-a-service” and “crypto” are just a few examples of the types of buzzwords that aren’t just found in Silicon Valley anymore. They’re used every day in meetings, advertisements, media articles, websites, and white papers. Tech jargon is invading our online and offline spaces and many of us don’t even understand what these terms mean.
Often, marketers and businesses lean on buzzwords to make their content sound “smarter” or align with the language used by tech CEOs, investors and others in their industry. But using industry lingo may have the opposite effect and end up confusing your audience. An exclusive buzzword creates barriers between people, alienating employees and customers — plus it doesn’t do your marketing campaign justice.
If you know who your customers are, then you will need to think about whether your choice of words will connect with them. Here’s a hint: even in instances when this type of jargon is understood, it probably isn’t appreciated. Clear communication, transparency and authenticity are key to effectively reaching your audiences.
Here are five examples of tech buzzwords to ditch from your marketing:
1. Big Data
We get it there’s a lot of data out there. But do a simple search for “big data” and you’ll quickly understand the fatigue associated with this buzzword. Its overuse has caused many to just focus on how much data is being used, rather than how well you’re using it. As marketers, one of the most powerful storytelling tools in your arsenal is the ability to illustrate a concept by using examples. So, focus on the insights derived from big data, the decisions you make and the actions you take instead.
2. Cloud Migration
Let’s face it — none of us love moving, be it house or data. Leave cloud migration to run in the background of your comms and instead emphasize the end user benefits cloud computing can bring. Stay focused on the buyer, not your product or service.
3. Internet of Things
As more devices become connected, you can bet that this phrase isn’t going away. However, if you want your messaging to stand out, focus on the things that make your product different, rather than tossing around this overused phrase.
4. Quantum Computing
Sounds pretty smart, right? And it is but, it’s also really hard for most people to grasp this concept without a physics degree. Use simple language to make your audience care. If everyone else is using jargon, you’ll stand out by using the art of simple communication. Keep it short and clear.
5. Machine Learning
Yes, machines can learn now and it’s all very exciting. What isn’t exciting is how every solutions provider has latched onto this phrase, even the tech giants. Think carefully about your use of this term. Poor choices can make machine learning concepts harder to understand than they should be.
Albert Einstein once said, “If you can’t explain it simply, you don’t understand it well enough.” The man was onto something here.
There are plenty of tech buzzwords that should be ditched from B2B marketing. Don’t add to the problem. Instead, the key is to use more precise and direct language in your marketing materials. Your customers and coworkers will thank you.
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