Digital marketing teams told to drop the jargon

Digital marketers need to drop the jargon and focus on how technology can affect positive changes within their wider organisations, according to the CTO of Barrack Obama’s 2012 election campaign.

HarperReed-Headshot-2013

Speaking today at the DMA Technology Summit, Harper Reed, CTO of the campaign to re-elect Obama to the US Presidency, said esoteric language can often alienate separate teams within an organisation.

“We need to drop the ‘e’ from ‘e-marketing’,” he said. “When me and my team joined the campaign [to re-elect President Obama] we were seen as outsiders and we had to do a lot to dissolve the deficit between us and the regular campaigners.”

When these barriers are broken down, organisations can operate more effectively, according to Reed, who also took aim at buzz-phrases, such as big data, currently popular with many digital teams.

“Big data is just data… we [the technology people] take care of the ‘big’ part and campaigners can then go and use this intelligently,” he said.

“For instance, the people that went out on the streets didn’t have to knock on every door in a row [by using big data insights] they knew which exact doors to knock on where they’d have have a more successful contact,” he added.

Steve Plimsoll, CTO of WPP, also speaking at the same event, explained his view that use of these insights would help agencies’ creative and media-planning units work together more effectively but that jargon can be off-putting.

“We need to migrate creative into media-planning. When you show creatives what data can do [in terms of testing their ideas in planning stages] they get quite excited by it [but initially they’re usually quite hesitant],” he added.

Meanwhile, Reed also forecast that using such large resources of data to more effectively target key users would play a key role in the next US Presidential election cycle – which effectively begins later this year.

“In the next cycle you’re going to probably see candidates choose a CTO with a holistic view on technology,” he said adding that those who make the best use of these insights will be the most successful.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here