Weapons Of Mass Distraction: Avoiding Shiny Object Syndrom In Internet Marketing
Internet marketing is complex. But let’s keep it simple. All in all, internet marketing is about using current technology and trends to create a plan to outsmart the competition online. It takes a lot of research and paying attention to what today’s audience is looking for in a particular niche to decide what goes into a strategy. Unfortunately, many marketers fall for “shiny object syndrome.” This means that they are attracted to new buzzwords, trends, and channels and feel that they must use them
Sadly, many marketers fall for “shiny object syndrome.” This means that they are attracted to new buzzwords, trends, and channels and feel that they must use them in order to reach their target audience. Here are some things to think about before adding these new concepts to your marketing plan.
Don’t Let Shiny Object Syndrome Throw You Off
While “shiny object syndrome” can be fun, exciting, and unexpected, the dilemma lies in the fact that marketers who jump at the chance to use them don’t take the time to see if these are things that the target audience is really interested in. Just the fact that they are new and “shiny” means that they are “hot” and should be used to blow away both the audience and their competitors. Not so fast.
This can backfire on the marketer if it’s not interesting to the audience, or worse yet, it prevents them from getting the valuable information that they need. Readers will leave sites in droves if they can not get the information that they need, no matter how “hip” the marketing is.
Is Your Current Internet Marketing Plan Working?
Consider your current business strategy before trying new concepts. Think about the problems that you are trying to solve, how you reach your customers, the number of visitors that use your information, your resources, and whether you are considered an expert. If these new concepts do not fit within each one of the goals that you have for these considerations, you chance
If these new concepts do not fit within each one of the goals that you have for these considerations, you chance having your marketing plan, and ultimately your audience, turn against you. On the flip side, if you don’t completely understand these considerations beforehand, the chances of the new concepts being added to your plan will most likely fail.
Using New Internet Marketing Tools Wisely
Please, do not use new tools just to use new tools. For example, just because a new social media site comes out, that does not mean that you need to jump on it right away. It may not even be appropriate for your target niche and when it comes to marketing, your time is precious.
Don’t waste time on items that won’t help your business. Instead, focus on the 20% of things that will create 80% of your results. Before you start adding anything new to your plan, you must make sure your current plan is already succeeding. Adding something new without understanding why your current one is failing will most likely still result in failure.
Use The Appropriate Strategies
Be sure everything is in place for success before you start adding and shuffling things around in your marketing plan. Be sure that whatever methods you decide to use are also appropriate for targeting your particular audience. For instance, you are targeting women of a certain age, make sure that whatever is in your strategy is appropriate for that audience.
As previously described, as an Internet marketer it is of utmost importance to not fall for “shiny object syndrome.” You are more than allowed to use new things in your strategy, but you must consider your current one, what you are trying to achieve with your plan overall, and if what you want to add or change is appropriate for your audience.