IT professionals are baffled by the constant use of buzzwords such as ‘call to action’ and ‘omnichannel’ and believe that they are contributing to a growing disconnect between themselves and marketing teams, a new study has found.
The ‘Straight Talking Content Management’ report from CMS provider Magnolia suggests that buzzwords and jargon are actually the root cause of problems related to communication and collaboration, with 77% of IT pros saying that they don’t understand many of the terms that marketers use.
More than a quarter believe that there are too many buzzwords used in marketing, and ‘omnichannel’, ‘SEO’ and ‘call to action’ are chief among them.
The issue is leading to frustration at a time when IT and marketing need to work together to deliver high-quality digital experiences to audiences.
Four in five marketers say that they collaborate with IT during every working week, and 46% are now doing so each day, so the need to improve interactions is of paramount importance.
“In order for brands to create great content, both IT teams and marketers must work together to understand each other’s unique pressures and objectives,” Magnolia’s CMO Rasmus Skjoldan said in a statement accompanying the latest research.
He added: “Talking in technical jargon and marketing buzzwords isn’t helping, if anything it’s just causing more frustration for both groups.”
The report, which surveyed 200 marketers and 200 IT professionals both in the UK and US, recommends the development of “straight talking solutions” to ensure that everyone is on the same page and able to work together to achieve goals and objectives.