Trouvée chez CiTiZeN L. aka Laurent Francois, voici la liste des 100 buzzwords du marketing pour 2009.

Cette liste est tout à la fois amusante et intéressante puisqu’elle permet de connaître les mots (« les buzzwords ») les plus utilisés par les services marketing en 2009.

Elle permet donc de savoir qu’est-ce qui est plus au moins hype ces derniers temps dans la sphère du marketing.

Le terme « ROI » par exemple quitte le podium et se retrouve désormais à la onzième place. Cette notion serait-elle trop restrictive ? Elle ne prendrait pas assez en compte des notions telles que l’image de marque, la notoriété ou le développement durable par exemple ?

Voici la liste des « Top 100 Marketing Buzzwords of 2009″ :

1. Value Justification – this was a hot buzzword/phrase in late 2008. We expect that this « buzzword » will continue to be on the lips of many marketers and business owners in 2009.
2. User Engagement – engagement was #9 on our list a year ago but has jumped up into the number two position this year as companies will be working that much harder to get users to engage with their content on their websites.
3. Business Objectives – in 2009, you can expect to hear a lot about defining business objectives as organizations proceed with lean initiatives.
4. Lean – you’ve probably already heard that 2009 is going to be a lean year from the economy to budget spend. After a tough 2008, many organizations will be looking towars lean initiatives to ensure that their organizations remain competitive and profitable.
5. Benchmarking – rounding out the top 5 is benchmarking as companies will be focusing on their direct competition to try and measure their own success.With that here is how the rest of the top 100 play out:
6. Personalization
7. Incremental Improvement
8. Success Metrics
9. User Intent
10. iPhone App
11. ROI
12. Blended Search
13. Value Add
14. Lead-Gen
15. Brand Identity
16. Twittering
17. Bail-out
18. Visibility
19. Digital Marketing
20. Strategy – one of the most mis-used buzzwords out there.
21. Conversion Analysis
22. Online Budget
23. Value Stream
24. Social Networking
25. Actionable
26. Usability
27. Viral Marketing
28. Consumer Appeal
29. Merger
30. Off-line vs. Online
31. Low-hanging fruit
32. Share of Voice
33. Content Optimization
34. Integration
35. Re-skilling
36. Quality Score
37. Long-tail
38. Wiki
39. Head (keyword)
40. Online Marketing
41. Blogging
42. Best Practices
43. Cutbacks
44. Benchmark
45. Torso (keyword)
46. SEO 2.0
47. Business-to-Everybody a.k.a B2E
48. Site Architecture
49. Buying Funnel
50. Mobile
51. Brandstorming
52. Below Zeros
53. Webmaster Tools
54. Loyalty
55. Demand Creation
56. Web Analytics
57. Simplification
58. Restructuring
59. Corporate DNA
60. Dollarization
61. Downtrending
62. Video Optimization
63. Web Conferencing
64. Semantic Mapping
65. Bounce Rate
66. Alignment
67. Keyword Research
68. Lifelong Value
69. Online Evangelism
70. Recession Proofing
71. Mobi
72. Consumer Retention
73. Organic Search
74. Segmentation
75. Online Video Ads
76. SEM
77. The Obama Effect
78. Deferred Success
79. Win-Win
80. Calls to Action
81. Website Re-design
82. Emotional Ecomomy
83. Greenlining – the process of going green in the office as a method of improving the working environment
84. Mobilization
85. Facetime
86. Waste Identification
87. Measuring Value
88. Trended Analysis
89. Enterprise Marketing
90. Voice of the Customer
91. Empowerment
92. Holographic Conference
93. Google Recession
94. Employee Surfboarding
95. Work in Progress
96. Re-engineering
97. Budget Checking
98. Redeploying Assets
99. Return on Invested Capital (ROIC)
100. Embedding

Vous pouvez retrouver la liste originale et les versions 2007 et 2008 sur Marketing Jive.