After you've been around a few decades, you realize that there are only two kinds of marketing - the kind that works... long term... and the fads. I love the fads, they have the biggest booths at the trade shows, lots of sharp young people and often as not - they even have a new vocabulary of trending hashtags (see I know a few myself). It doesn't surprise me that there are new terms for the same old... what surprises me is that so much of the meaning has been left behind. Even more startling... that clients either gobble up the fads (for a while) or decide that they've been burned too many times and can forget marketing strategy all together.
I guess I can't really blame them... I was that sharp young guy who didn't know what he didn't know - or even know enough not to spout off about it. My recommendation - find someone who has a track record of success - you can be the one to translate the wisdom into the latest buzz words... and he may not even mind.
