Definition: Okay, let’s break down “Conveniently Incentivize Cross-media Core Competencies” – which is, frankly, a fantastic example of a truly awful corporate buzzword.
Here's how someone
might
use it and what it’s supposed to mean (or rather, what the people using it
think
it means):
The Situation:
A mid-level manager, let’s call him David, is presenting a new initiative to senior leadership at a tech company. He's trying to justify spending money on training and resources for his team.
David says (with a confident, slightly strained smile):
“To ensure we remain competitive in the evolving digital landscape, we need to
conveniently incentivize cross-media core competencies
. This means strategically rewarding our employees who excel at leveraging multiple platforms – like social media, email marketing, and video content creation – to amplify our brand messaging and drive engagement. It’s about making it
easy
for people to do what's important, and ultimately boosting our bottom line.”
Definition (as the company
attempts
to define it):
Let's unpack this phrase piece by piece:
Conveniently:
This is a placeholder word meant to imply ease of implementation and minimal disruption. It’s almost always used without actually describing how something will be made easier.
Incentivize:
To motivate or reward behavior (usually with money, bonuses, recognition, etc.).
Cross-media:
Relating to multiple different media channels – think social media, websites, print, video, audio, etc.
Core Competencies:
The fundamental skills and knowledge that a company is
really
good at - in this case, the ability to create and distribute content across various platforms.
The Real Meaning (and why it's awful):
The phrase as a whole essentially means: "Let’s give our employees rewards for doing what we already tell them to do, but across all of our different marketing channels." It’s a vague, jargon-filled way of saying “let’s reward people for using our tools and platforms.”
Why it's a bad buzzword:
It lacks specific goals or metrics.
It’s overly complex and difficult to understand.
It obscures actual strategy.
It suggests a lack of genuine understanding of marketing principles.
---
Would you like me to:
Generate another example sentence using this phrase?
Explain why buzzwords are harmful in more detail?
Okay, let’s break down “Conveniently Incentivize Cross-media Core Competencies” and then see how it might be used in copywriting.
What does the phrase mean?
This is a
highly
specialized and jargon-heavy phrase! It's likely coined by a marketing or product development team trying to sound impressive while masking complex functionality. Here’s a breakdown of what it
likely
intends to convey:
Cross-media:
Refers to using multiple channels for communication – think website, social media, email, video, print, etc.
Core Competencies:
The fundamental skills or strengths that make a product or company successful (e.g., data analysis, design, customer service).
Incentivize:
To encourage or motivate.
Conveniently:
To make something easy to use or access.
Therefore, the whole phrase
probably
means:
"This product makes it incredibly simple and motivating for you to leverage multiple communication channels (website, social media, etc.) to utilize our core strengths/expertise."
How someone would use it in copywriting text:
Here’s an example of how a marketing team might weave this into copy:
“
(Image: A sleek graphic showing various icons representing website, social media, email, and video)
Tired of juggling separate teams for your online presence? Introducing
Streamline Pro!
We
conveniently incentivize cross-media core competencies
by seamlessly integrating your marketing efforts. Streamline Pro’s powerful analytics engine – our core competency – automatically tracks engagement across all channels. It then
incentivizes
you to optimize campaigns based on real-time data, boosting your brand awareness and driving sales. Stop wasting time and start seeing results.
Streamline Pro: Unlock the power of multi-channel marketing with ease.
”
Why this works (or doesn't):
It sounds impressive:
The jargon is meant to suggest sophistication and a deep understanding of marketing technology.
It’s vague:
The biggest problem is that it
doesn't actually tell the customer what the product does
. It focuses on the
process
of using multiple channels, rather than the benefits.
Important Note:
This phrase would almost certainly be better suited for an internal presentation or a technical document aimed at other marketers/product developers. For general consumer marketing, it’s far too complex and abstract.
Do you want me to:
Generate more examples of how this phrase could be used?
Suggest simpler ways to communicate the same ideas?
