Bad BI Marketing
I received this as a comment on one of my posts:
“Although every enterprise is definitely unique, they all share the common challenge of keeping up-to-date with the ever-increasing speed of business. Today, most companies must operate on tight budgets, improved efficiencies, and an ever-changing marketplace. An enterprise’s ability to compete is directly linked to its ability to respond. With the above in mind, Operational Intelligence is a new type of real-time, dynamic business analytics, delivering visibility and insight into business operations. Using an OI solution, enterprise’s can visualize the environment, analyze the information, and act in real-time on operational data originating from a wide variety of information sources.” [link to vendor]
I marked it as spam because it was a generic comment with no reference to the post, and was just trying to get another link to the vendor site that might raise up the list of Google searches (marking it as spam will have had the opposite effect).
But beyond that, it just annoyed me. In theory there’s nothing wrong with it – this is the sort of material that product marketing people around the world churn out on a daily basis.
But it just comes across as “marketing mush”. It’s not original. It’s not insightful. It’s not differentiating.
In a social media world, it’s very cheap to share your thoughts with the market – and so there’s a deluge of information available. The result is that the bar has risen on what people pay attention to.
Content that stands out will be copied and passed on to others. Marketing mush will vanish without a trace.
Marketing is NOT about throwing as many good-sounding adjectives at people in the hope that some stick – it’s about saying something INTERESTING.