MarketingSpeak — The Trouble with Drivel

My mother always used to tell me, “If you can’t say something nice, don’t say anything at all.” What I’d like to say to some self-anointed marketing mavens is, If you can’t say anything smart, don’t say anything. Please!

The InterWeb is full of lists these days. Seems that making lists has become the substitute for critical thinking. Plus, it appeals to readers’ sense of What’s in it for me? Today I found a list that struck me as completely idiotic in a way that only marketing lists can be — it’s both obtuse and obnoxious.

I receive a newsletter called “Marketing Charts,” and it usually provides a rich source of short news items that I can share on Twitter. Today, however, it featured an interview with Judy Franks, founder and president of The Marketing Democracy, whose Web site won’t even be live until Nov. 4. Now I ask you, how much credence should you give a so-called marketing company that doesn’t even have a working Web site? Right, my point exactly.

Franks shares her top 10 integrated marketing trends to watch for next year. I’ve stripped them of their explanations, which tend to make them seem sensible. You can read the whole thing here. But taken as assertive statements, they’re just smelly piles of marketingspeak:

1. Less will get done until we learn to do more with less.
2. Marketers will mistakenly “whack” a medium of the marketing mix.
3. Marketers rush to employ “social networking” strategies.
4. More data but even less “understanding.”
5. Lines between media will continue to blur.
6. Push vs. pull will become less relevant.
7. Great content will travel at the “speed of share” while “average” experiences will evaporate.
8. The adult 18-49 demo will become even less relevant as a target cohort.
9. Symbiosis will create interesting and — at times strange — partnerships.
10. 2010 will become the year of the good idea.

Lord help us if any of these predictions comes true. Seems to me you could have made up these predictions by tossing a bunch of pieces of paper with words written on them in a hat and pulling them out randomly. What exactly does “more data but even less ‘understanding'” mean?

It doesn’t mean anything, and it’s not designed to. The whole purpose of that exercise was to position Judy Franks as a thought leader, though apparently she can’t be bothered to back that up with a thought.

Don’t get me wrong, I like marketing. I find it a most interesting topic. I just don’t think you have to dress it in some wizard’s cloak of nonsensical language to make it seem magical and mysterious.

I do hope Franks is right about one thing: “2010 will become the year of the good idea.” We could use one of those right about now.

Verbatim

And so this idea that we’re suddenly going to establish litmus tests, and all across the country, we’re going to purge the party of anybody who doesn’t agree with us 100 percent — that guarantees Obama’s re-election. That guarantees Pelosi is Speaker for life. I mean, I think that is a very destructive model for the Republican Party.

— Newt Gingrich, in an interview on Fox News.

H1N1, Dengue Co-Infections Up in El Salvador

Byline: Loida Avelar Martinez

In the eastern zone of [El Salvador], there have been reports of patients with simultaneous infection [co-infection] of influenza A (H1N1) and classical dengue fever, confirmed by the Vice Minister of Health, Eduardo Espinoza. In total, there have been four such cases of
co-infection in the country nationwide.

Of these, two are from the eastern zone, and the other two are minors who were treated at the Benjamin Bloom Children’s Hospital months ago, said the health official.

A day earlier, the head of the Health Surveillance Unit, Julio Armero, said he feared that in Upire, Nueva Esparta (La Union), where a fourth outbreak of the virus had been reported to the Department, there was a cross of influenza A (H1N1) and dengue, which could lead
to a major outbreak.

The Vice Minister of Health, Violeta Menjivar, does not believe that there will be an intersection of the disease at the national level, because preventive sanitary measures have been implemented and reinforced, and there is a focus on identifying and finding
preventive processes.

Communication with Honduras has been established in order to implement joint sanitary policies and avoid a major outbreak related
to the flow of people, she said.

“In La Union, there are combined [infections with] (H1N1) and dengue, so we have concentrated efforts of monitoring, education, prevention and elimination of [mosquito] breeding sites,” said the deputy minister.

Also, the Ministry of Health closed the case of the 9-month-old infant that had died in Guajiniquil, and he was suspected of having
had H1N1. The mother took the infant from the [health center] before specimens were obtained, and, in addition, there was no autopsy. But the death was most probably due to H1N1 because three of the sisters of the child had H1N1, and one of them was also co-infected with dengue virus.

Up to the present, El Salvador has reported 6 deaths from dengue hemorrhagic fever and 22 from H1N1 infection.

# # #
– —
Communicated by:
ProMED-mail Rapporteur Mary Marshall

[This press report does not indicate whether the influenza cases described are consequences of infection by seasonal A (H1N1) influenza virus or the pandemic (H1N1) 2009 influenza virus. According to the PAHO Regional Update of 16 Oct 2009, trends of acute respiratory disease were reported as decreasing or unchanged in Central America, with the exception of El Salvador, which reported a new increasing trend. The intensity of acute respiratory disease was mostly low/moderate in Central America, again with the exception of El Salvador, which again reported high intensity [infection] ().

Therefore, it is likely that the La Prensa report refers to patients simultaneously infected with dengue virus and the pandemic (H1N1)
2009 influenza virus.

As of 16 Sep 2009, according to WorldPress (), so far this year (2009), El Salvador has reported 2431 confirmed cases of dengue fever, which constitutes a
significant increase from last year’s 927 cases.

Consequently, it not surprising that a number of co-infections have been recorded. Unfortunately, this report gives no description of the
course of the illnesses resulting from these co-infections, which appear to have been non-fatal (with the exception of one possible but
unconfirmed case of co-infection).

[Of note, the 18 Sep 2009 edition of China View
(ProMED archive no. 20090921.3322) reported that the 2431 cases are for the 1st 8 months of 2009, with the outbreak continuing.
Doubtless, there are more cases than that to date, as the DHF death total in this report is 6, versus 3 in the earlier report. Of
concern is that all 4 dengue virus serotypes are circulating in El Salvador at the time of this most recent report. – Mod.TY]

Verbatim

Callista and I are going to think about this in February 2011. And we are going to reach out to all of our friends around the country. And we’ll decide, if there’s a requirement as citizens that we run, I suspect we probably will. And if there’s not a requirement, if other people have filled the vacuum, I suspect we won’t.

— Newt Gingrich, asked if was going to run for president in 2012 on C-SPAN this morning.

Verbatim

As some Republican senators have said publicly — that if we kill Obama on this, and we destroy this, and we defeat this, that will drive a stake through the political heart of this administration. I just find that about as irresponsible of a thing as I can think of.

— Former Sen. Chuck Hagel (R-NE), quoted by The Hill, on the health care reform efforts.

Verbatim

If you seek to be a perfect minority, you’ll remain a minority. That’s not how Reagan built his revolution or how we won back the House in 1994.

— Newt Gingrich, quoted by The Corner, defending his endorsement of Dede Scozzafava (R) in the upcoming NY-23 special election over Conservative Party candidate Doug Hoffman.

Florida: Rubio Cuts Crist’s Lead in Half

From appointing his former campaign manager to keep his seat in the U.S. Senate warm to his televised man-hug with President Obama, Florida Gov. Charlie Crist’s latest smooth moves apparently are not sitting well with the state’s Republican base or its Independents as the run-up to the primary slowly approaches.

According to a new Quinnipiac poll released today, Fllorida Gov. Charlie Crist’s lead over former state house speaker Marco Rubio in the 2010 Republican U.S. Senate primary has been cut from 55 to 26 percent to 50 to 35 percent, but Crist still tops the leading Democrat, U.S. Rep. Kendrick Meek, 51 to 31 percent among all voters, while Rubio trails Meek 36 to 33 percent.

“Gov. Charlie Crist’s lead, which had been 29 points August 19, has come back down to earth. His margin is still formidable, but obviously Marco Rubio’s focus on convincing Republican conservatives that he, not Crist, is their kind of guy is bearing fruit,” said Peter Brown, assistant director of the Quinnipiac University Polling Institute.

“Among Republicans, 44 percent view Rubio favorably, 3 percent unfavorably, up from 24 to 6 percent August 19. But fully half don’t know enough about him to have an opinion. Filling in that blank slate for that half of GOP voters — positively by Rubio and negatively by Crist — will decide the nomination.

“Floridians now give Crist the worst overall job approval of his governorship, 59 to 31 percent, but governors of many other states would sell their first born — or at least their running mate — for numbers like that,” said Brown. “But because only Republicans can vote in the GOP primary, Rubio’s strong favorable/unfavorable ratio among Republicans is something that should worry the governor.”

Crist’s 51 to 31 percent lead over Meek is largely due to his 58 to 22 percent margin among independent voters. In a Rubio-Meek face-off, independents tip to the Republican by a small 31 to 27 percent margin.

Verbatim

Whether the White House engages with Fox is a tactical political question. Whether we journalists continue to do so is an ethical one. By appearing on Fox, reporters validate its propaganda values and help to undermine the role of legitimate news organizations. Respectable journalists — I’m talking to you, Mara Liasson [of NPR] — should stop appearing on its programs. A boycott would make Roger Ailes too happy, so let’s try just ignoring Fox for a while. And no, I don’t want to come on The O’Reilly Factor to discuss it.

— Jacob Weisberg, writing in Slate.