So said David Ogilvy.
This post is born of a conversation with a colleague asking what I thought the buzzwords for 2016 might be. I didn’t have an answer on the spot as I hadn’t heard any on my first day back (traveling around Morocco for the festive period is a good way to escape jargon btw).
Then I heard this word three times this week so I guess it’s on the list… (drumroll)… MARCHITECTURE.
Wyyyaaaatt? I hear you say. The first time I heard this I rolled my eyes, slid down my seat and promptly left the room. The second time yielded a similar result, the third… well I guess I had to make sure I could try and nip it in the bud sooner rather than later.
So, ‘Marchitecture’. It’s apparently what happens when a marketing department and a technical department get together. In the decade or so I’ve been making techy, digi stuff for marketing this has just been ‘integration’ but hey, apparently we need a martech strat and a martech stack now.
Don’t get me wrong, marketing and technology should absolutely weave together and it’s not easy to compile an ecosystem that combines content and functionality with a robust framework in place. But why must we coin it so? It really doesn’t help the rep that we marketeers have to keep coming up with these terms.
My mild rant is affirmed by the hissy fit that autocorrect threw at me throughout the writing of this post.