by Susan Ohanian
I know better than to read wedding announcements in the New York Times but when an e-mail teaser identified the groom as “a principal consultant to the education industry for Infinitive, a management consultancy specializing in digital marketing, ” I decided to take a look at what these guys do.
At their website, I encountered language more curdled than month-old milk. Here’s a sample:
Get in the know and keep current with big-picture thinking and actionable insights.
And it gets worse.
Customer Intelligence. Activated
Today’s consumers expect businesses to engage with them seamlessly and personally, across an ever-evolving ecosystem of human and digital touch points. Companies seeking to improve their delivery of such omni-channel customer experiences must optimize the ways in which they manage and leverage first, second and third-party customer information. Chief Marketing Officers and Chief Customer Officers who master this domain make it possible to engage customers with tailored messages delivered in a timely fashion through the most relevant channels.
Indeed: And here's how they activate intelligence.
- · ever-evolving ecosystem of human and digital touch points
- · omni-channel customer experiences
- · optimize the ways
- · manage and leverage information
Certainly, we wouldn't buy a used car from someone who talks this way, but collectively, more and more people in our profession seem willing to cede decision-making for what goes on in our classrooms to them. I think we must take back our language so that we can take back our classrooms.