Do you or someone you know constantly forward articles about the “next big thing” in marketing? Do you find an irresistible urge to be the first to try every new social media platform or channel? Are your strategies lacking solid data to back them up? You might suffer from Shiny Object Syndrome if you answered yes to any of these.
Beware of the allure of the new and shiny. We’ve all fallen for shiny distractions. These indicators guide your marketing choices, focusing on what truly matters.
Watch out for when suggestions for new strategies or channels originate from departments outside of marketing. While their enthusiasm is commendable, evaluating the potential impact on your marketing goals is crucial.
If a proposed tactic or channel lacks a defined Key Performance Indicator (KPI) or clear business outcome, it’s an SOS red flag. Every marketing endeavor should have a measurable goal to ensure it aligns with your overall strategy.
When colleagues flood your inbox with articles on the latest marketing trends, it’s a sign SOS might be afoot. While staying informed is crucial, it’s equally important to filter through the noise and discern what aligns with your objectives.
Being an early adopter can be exciting, but it’s important to ask yourself if it serves a greater purpose. Don’t let the desire for novelty divert you from achieving meaningful marketing results.
These examples from the KORTX team shed light on how even experienced marketers can be enticed by the allure of the new and untested.
Successfully navigating marketing innovations demands a strategic approach, ensuring you don’t succumb to the allure of distractions. Consider two crucial strategies:
In a landscape teeming with options, let data guide you. Give priority to metrics aligned with your brand and campaign objectives. Rely on concrete data for informed choices, avoiding impulsive decisions.
Testing’s importance cannot be overstated. Conduct small-scale experiments before allocating significant budget and resources to a new channel or tactic. This assessment helps evaluate viability and potential before a full-scale launch. Rigorous testing delivers evidence to distinguish the truly valuable from the merely tempting.
Any new channel or tactic must align with your current marketing goals. It might not be the right fit if it doesn’t enhance your reach or engagement.
Target people and not platforms. Prioritize understanding your target audience’s preferences and behaviors. This insight helps in selecting channels and tactics that resonate with them effectively.
Applying this framework establishes a structured approach to assess the viability and potential impact of introducing a new marketing tactic or channel into your strategy.
If it overlaps significantly, it will not offer incremental value and could dilute efforts.
A clear KPI (in an available metric) ensures alignment with broader marketing objectives and facilitates effective measurement.
Consider the potential return on investment (ROI) compared to alternative options.
Study industry peers for successful tactics. Their experiences help set benchmarks.
Shiny object syndrome is curable! Marketers can cut through the noise by prioritizing data-driven decisions, rigorous testing, and focusing on what drives results.
It’s not about avoiding all shiny objects. It is about determining which are truly valuable for your brand’s success. With a thoughtful approach and a clear evaluation framework, you can confidently and purposefully navigate the dynamic world of marketing innovations.
Stay innovative and stay strategic.
About the Author
Brandon Pollard is the Director of Ad Operations at KORTX. He enjoys cloud rap, soccer, and traveling.
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