Habit 5
Focus on objectives, not shiny objects
Effective online marketers are just as intrigued by the newest technology and tactics as everyone else. The key differentiator for these marketers is that they ask themselves a simple question as a shiny object filter: "Will this tactic or technology effectively help me reach my key business objectives?"
This filter question is one that seemed to get lost over the past few years. Instead of focusing on business objectives, many companies engaged in social media and/or emerging media tactics because they were a lot of fun and had a "coolness" factor. Unfortunately, they didn't advance their key business objectives. However, many companies are now evaluating social media tactics with their business objectives in mind.
Innovation is at the cornerstone of the interactive industry, and it drives the continued success of many businesses. Therefore, it's easy to get distracted and caught up in all of the innovation. You should try the "latest and greatest" technology and marketing tactics and stay on the forefront of technology by continually testing. However, the key is to apply the shiny object filter and really examine your proposed strategy in terms of how it will advance your business objectives. If you can't answer the question, then start looking for another tactic that is a better match for hitting your business objectives.
