Changing the language and culture of marketing

From ‘campaigns’ to ‘conversions’ to ‘heroes’, marketing culture is about a religious war to acquire new customers and win new market share. But just like most wars, once the customer is ‘won’ the marketing troops leave for another campaign.

“Many marketers use terms that sound a lot like what a military unit would use to describe a plan of attack,” John Foley wrote for the Huffington Post in June 2015. “But that’s no way to talk about a relationship, which is what marketers should really be after. In fact, it’s terms like these might make you think they’ve been taught to treat their customers like the enemy. No wonder people are so cynical about advertising and public relations.”

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