July 2022 News You Can Use: Communications


Topic: Advertising

Woman relaxing on the couch at home and watching football on TV

Key Point: A Mediaocean poll of 638 respondents from the marketing industry (agencies, brands, media companies, etc.) found that 24% of those polled chose “Transparency” as the most overused buzzword in advertising.

“Cookieless” / “Privacy-safe” claimed second place with 21% of the vote, and “Future-proof” ran third at 17%.

You can download the full report and read MarketingCharts’ write-up on the survey right here: Overused Buzzwords.

DISCUSSION IDEAS: Why would survey respondents choose “Transparency” as the most overused buzzword in advertising? Does the choice tell us anything about the future of advertising?

[Tweet: “What is the most overused buzzword in advertising? A Mediaocean poll says “Transparency” takes the cake.”]


Smiling group of designers reading sticky notes on a glass wall during a brainstorming session together in a modern office

Key Point: Let’s dive a little deeper into the Mediaocean survey described above. Martech says Trade Desk’s OpenPath advertising network is primed to take on Google Ads head-to-head — and “transparency” is the stone that will bring the giant to its knees.

Sounds a bit lofty, perhaps, but is it possible?

Here’s part of the reasoning:

“For years, publishers have been dependent on Google’s consolidated supply, forcing them to acquiesce to the demands and whims of the company’s $61 billion-per-quarter advertising business. Not only has Google held complete control over the way brands and publishers can buy and sell ads, but they’ve also maintained complete control over the data, keeping publishers in particular at arm’s length from the audience insights that could better inform their own advertising, targeting and content curation.”

OpenPath, says Martech, brings “transparency to the bidding process,” thereby “eliminating the dependency on the Mountain View monopoly.” This article is well worth the read and some serious consideration. Maybe “transparency” is a word we all need to ponder.

[Tweet: “Can OpenPath actually beat Google at the advertising game? Is “transparency” the key to marketing success this decade?”]


SEO or search engine optimization concept. Paper with SEO ideas or plan, cup of coffee and smartphone on wooden table desk

Key Point: Here’s a statement from Entrepreneur that could stir up more than a bit of controversy around the water cooler: “SEO has little to do with why brands may appear in first-page search results.”

SEO practitioners are likely to take issue with the idea, but consider the rationale that produced the rather blatant dismissal of SEO tactics:

“Knowledge panels, social accounts, Wikipedia and job review entries are all critical parts of your digital presence. Along with your website, they’re the first things that consumers, investors and even journalists will see when they search for your brand.”

It’s a case of making a flamboyant claim to draw attention to a subordinate detail — yet the point is well taken: SEO isn’t the only way to get your brand noticed in search results.

Here’s the link: More Than SEO.

DISCUSSION IDEAS: Can SEO help with social accounts, Wikipedia, and the other areas mentioned in the article? Is a high SERP ranking less important than other factors?

[Tweet: “‘SEO has little to do with why brands may appear in first-page search results.’ True or false?”]


Confident smiling African American business coach speaking presentation to colleagues group at briefing, company meeting, explaining growth of sales graph, reporting about good result, motivating workers

Key Point: Brand awareness is high on the priority list for every marketing team, but what are the most effective ways to get people talking about your brand online and off?

This article defines the topic, discusses why it is important, then provides tips on how to cultivate brand awareness. It’s a short read about the fundamentals of brand-building.

But what about the hack promised in the title? See if you can find it in the article. Then look back to the “SEO has little to do with why brands may appear in first-page search results” idea. Do you see any similarities?

DISCUSSION IDEAS: Why would a writer (or editor) use interest-grabbing verbiage to draw attention to an article? Is it a good idea? Why or why not?

[Tweet: “Brand awareness, business building, and attention-getting claims. Read this to find out how they relate.”]


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