Should marketers choose their words more carefully?

Michael Brown should marketers choose their words more carefully

By Michael Brown, Insight Director

Marketers all use shorthand terms – abbreviations and short, easily-remembered phrases to identify certain market and audience segments. Any meeting with a brand team will probably see references to ‘millennials’, ‘Silver Surfers’, ‘the Pink Pound’ and so on.

But are they doing themselves – and their audience – a disservice by pigeonholing people this way? And even worse, are they causing problems by potentially antagonising those customers when those terms leak outside the marketing trade media and into common parlance?

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