Online Marketing 101: Are You Prone to Shiny Object Syndrome?

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shiny-object-syndromeDon’t fall victim to Shiny Object Syndrome — a malady that afflicts many otherwise talented marketers who tend to see new digital channels, trends and buzzwords as silver bullets that will blow away their target audience. I’m frequently approached by marketers hype-notized by this or that sexy, new digital marketing tactic — from Facebook to gamification to Instagram to Vine.

This often occurs when we choose emerging media simply because it’s “innovative,” rather than helpful in achieving a particular goal. If used for the right reasons, emerging channels can be very powerful. But if used oafishly, they can flop magnificently. And not too many entrepreneurs have time for magnificent flops.

Fortunately, there is an antidote for Shiny Object Syndrome. Here are five questions to consider before taking the plunge with a new digital marketing tactic:

1. What business problem are you trying to solve?

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