the definition

George Carlin has had a profound influence on my life. When I combine his influence with the abuse of language I see from businesses today, I felt I needed some sort of outlet from which I could express my frustrations. My hope is to influence others to place more stock in the words they choose, while also helping others to appreciate that words do matter and that the language companies and 'experts' use is an extremely important tell as to whether they are worthy of your time and money.

Optimization. Is it a buzzword? I think it depends on who is saying it.

Optimization

definition: an act, process, or methodology of making something (such as a design, system, or decision) as fully perfect, functional, or effective as possible*.

That's the definition.

Rather than actually being relevant, companies often try to create products or manipulate the definitions of terms in an effort to instill an illusion of relevancy (ahem, CX and Forrester).

Here is how one of the countless companies that claim specialize in marketing optimization define it our word of the week: Marketing Optimization is the process of improving the marketing efforts of an organization in an effort to maximize the desired business outcomes. Marketing optimization is performed on each individual marketing tactic employed, as well as optimizing the fit of those tactics into the marketing strategy as a whole**.

Right off, the first sentence does not tell us anything. Apparently, they are applying a process of improving efforts, in an attempt to improve an effort that maximizes business outcomes. You get that? Every person working at a company is focused on maximizing business outcomes. The second sentence is also entertaining –

  • Marketing optimization is performed on each individual marketing tactic employed…"

    • They have yet to tell us what marketing optimization is but it is apparently applied to individual marketing tactics and not a greater strategy. That's ridiculous

  • "…as well as optimizing the fit of those tactics into the marketing strategy as a whole." This isn't optimization. They are confusing efficiencies with optimization. If you intend to remove waste, you aren't optimizing anything

Marketing optimization isn't a thing. Period. Optimization, when appropriately applied discusses the processes and methodology of how marketing is executed and not how many Facebook ads you've purchased. Yes, you can argue that spending on advertising in only those periods when you see the best lift in engagement is a form of optimization but it isn't. It is still an exercise in driving efficiencies. The reason is, the same number of people are going to respond to your advertising as compared to conversion rate no matter how many extra emails you send.

Optimization is best attributed to the technologies you are using, as well as the processes and methods you are applying. And I'll write more on this topic, shortly.

Thanks for reading!

*https://www.merriam-webster.com/dictionary/optimization

**https://www.marketingoptimizer.com/marketing-optimization/#:~:text=Marketing%20Optimization%20is%20the%20process,marketing%20strategy%20as%20a%20whole.