Marketing-Speak: Necessary or Needless?

A short while ago I tweeted a link to a site. This website featured a generator, similar to the Daily Mail headline generator or the Glen Beck conspiracy generator; this one was titled: Marketing Bullshit Generator, a simple site featuring a button that generated a random sequence of jargon to highlight the apparent meaninglessness and pretentiousness of corporate-/marketing-speak.The only reason that I found myself aware of this was due to a viral video from Adobe that you may have seen, where marketers are placed in a gameshow-esque electric chair when told to explain strategy. Upon using the typical jargon -especially regarding digital- e.g. 'halo-effect', the marketeer caricatures are shocked into submission. The strapline of this advertisement for Adobe being 'Metrics not Myths'. I am aware of course of the different 'buzz-phrases' such as halo-effect, which has a fairly obvious connotation, these phrases making their way into certain textbooks. I would never really use them to a large extent in reality however.
 
Of course I would use them in an academic article or report of some kind to convey thought on a topic to an obviously clued-up audience. This is where I think many phrases belong, in academia to foster strategic thought and creativity regarding new research and new ideas. Some phrases of course encapsulate a whole new shift in approach e.g. the annoying phrases used by some digital folk 'Big Data', an idea that stipulates the need for as much relevant data as possible since data or information after all, is power. This is more of a media take on the idea in my opinion with mainly news outlets using the phrase to convey a current strategic idea adopted across the profession. The phrase doesn't outline how it is done, but when do phrases ever explain how to do something?

It would be laborious to trawl through all lexis used to describe every marketing phenomenon in all contexts, so what do I want you to take away from this? Are these buzz phrases necessary? Or are they just another quirk of useless marketeers? The answer- of course, is to remember who your audience is. Within employment, using phrases to convey complex ideas can save time, but, and this is important, they are not answers themselves. "Using big data" is not a very acceptable answer to the question "how can we optimise future sales from our potential e-customers on platform X?" Be relevant in the language you use, remember your audience and answer questions with solutions, not vague concepts that have little-no meaning when used alone. Don't be the guys in the Adobe advert and definitely don't use any of the phrases found in the BS Generator seen here!