‘Blue sky thinking’ most unpopular phrase

IAB survey finds ‘blue sky thinking’ is the most unpopular business phrase in the UK.

Tuesday, 3 February 2009

In its support of the B2B industry – one of the UK’s most significant sectors – the Internet Advertising Bureau (IAB) has launched a campaign to rid the UK of cheesy motivational business phrases, and further educate the market about the importance of online advertising disciplines.

The IAB surveyed 100 respondents all working within the internet marketing industry, via questionnaires and in-depth interviews, to form a top ten most hated cheesy business phrase list. The survey found that ‘blue sky thinking’ is the most hated phrase throughout businesses in the UK today, whilst clangers such as ‘singing from the same hymn sheet’ and ‘thinking outside the box’ had a high percentage of the vote and were considered highly irritable.

The research comes as the IAB puts the education of B2B marketers higher on its agenda and explores the barriers to further development in online. Out of the 100 responses received one respondent, who chose to remain anonymous, stated; ‘I have been in interactive advertising/marketing for many years, and while I know it is readily accepted...’pure-play’ brings a roll of the eyes. It has a trendy and an amateur tone. Just say ‘interactive’, ‘digital media’, or anything, but ‘pure-play’!? End of rant!’

The IAB has also collaborated with the expert members within its B2B council to publish a Guide to B2B Marketing online, written to further educate the industry, as a ‘how to guide’ of all things ‘pure-play’. The handbook features sections on search, social media, email, video and display advertising and provides practical, helpful guidance to successfully executing a B2B campaign online. Companies who contributed to the handbook include Concep, Banner, Simply Business and BrightTALK. The book is available upon request from harriet@iabuk.net.

James Farmer, our chairman of our B2B council and Publishing Director of B2B Marketing said; “The B2B handbook is a great achievement. While, dispensing with specialist digital language it offers up practical business marketing solutions which, if followed, will drive sales and ROI. It is the way forward!”

Jack Wallington, IAB’s Senior Programmes Manager said, ‘“Our B2B Council worked for many months crafting the guidance available in the IAB’s latest publication, the B2B Handbook. Covering the biggest online tools available, it really is an essential companion for any B2B marketer. Importantly, as our vital research into cheesy business phrases has also proven, there is much education needed on the correct attitudes and terminology used in the B2B market. We need to all start singing from the same hymn sheet because blue sky thinking no longer cuts the mustard!”

This year the IAB plans to campaign relentlessly to rid the UK of cheesy business phrases and clichéd marketing speak, beginning with the top ten most hated, listed below:

IAB top ten most hated business phrases:

1. Blue sky thinking
2. Singing from the same hymn sheet
3. Thinking outside the box
4. Touching base
5. Run it up the flagpole and see who salutes
6. End to end solution
7. We must reach out
8. Evolution NOT revolution
9. All on the same page
10. Team work makes the dream work

• Downloads Available

• IAB guide to B2B marketing online (2190k)
  This digestible fact book gives you an overview of the online B2B sector.

For more information contact:

Amy Kean, senior PR and marketing manager, IAB amy@iabuk.net, 07739372042
Harriet Clarke, IAB, team assistant, harriet@iabuk.net, 020 7050 6969