Is your marketing content consistent? – why CMOs should care!

Friend of mine just posted the following article on the importance of using consistent language.

Last week I booked a flight with Southwest Airlines. I noticed this on the site:

Best rate Guarantee! When you make a hotel reservation at, you can feel confident that you’ve secured the lowest price for your hotel booking.

The site intermingled 2 terms for the same concept – booking and reservation.

This got me thinking; I wondered if this was a common occurrence across corporate sites? When you try to complete tasks online, inconsistent terminology is at best confusing, at worst prevents you from completing tasks.

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