Risk/reward ratios
Stewart Brand said, "Information wants to be free." Spend a few minutes on Twitter, and you'll realize the same could be said for advice. The trick seems to be weeding out the good from the stuff that will steer you over the cliff. So here then are some of the digital marketing points of advice that I've picked up over the years and feel are most relevant today.
Pay attention to risk/reward ratios.
Engagement is the marketing buzzword of the decade, and it's a remarkably powerful concept. It's also way more than most marketers have ever asked of someone in the media. Watching a 30-second commercial requires very little investment from viewers. They expect it, they know it's footing their entertainment bill, and they know it's over in 30 seconds. Simple.
Compare that to someone who comes to your Facebook Page and is greeted with a welcome tab offering some sort of interactive experience. The time and effort you expect that person to go through to get that experience had better be adequately rewarded, or you're making the assumption that their time isn't very valuable. That's a pretty annoying thing to communicate to them.
Note that making this mistake often shows up in the wash, usually in the statistics involving engagement and conversion rates. Seth Godin wrote a nice piece on this concept recently.
