The marketing community loves buzzwords. One may say that some words just go viral. In the past, CRM was one. Server-migration (from mainframes) was another. Cloud computing – even among non-IT groups – has some magic power. Big Data has indeed been a big one the past few years, though it surely is losing its coolness, especially among data professionals. But, in some countries and communities, it is still gaining momentum. The latest one, I think, is “Personalization.”
Do you know how I get to find out how some words are becoming popular? The fastest way is to attend a conference and check out which session keywords are filling up the rooms. Attendance, like in the movie industry, is a sure way to measure the power of the keyword. We often see that some speeches and articles are not even remotely related to the word in question, but that doesn’t seem matter much. Everyone and their cousins start selling the word like it’s a magic potion that cures all. If you happen to come across a password to a goldmine, won’t you try it, too?
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