“Shiny New Object Syndrome:” When Too Much of a Good Thing is Bad
Remember when you were a kid and saw a new toy on television and knew you had to have it because all your friends would? This is similar to what those in the Internet marketing industry refer to as “shiny new object syndrome.” All too often companies invest in products that are new, just because everyone else is doing it and they feel it is necessary to keep up.
This goes double for the use of social media. As social media sites continue to grow more popular and more in depth, companies are looking to develop marketing strategies around the virtual community. It is clear that most companies need some form of online platform to maintain, promote and grow their businesses, but with the oversaturation in today’s social media landscape, when does it become too much? Sure, it is recommended that a company has a website, Facebook page and Twitter, but sometimes we forget to look at the consumer. If your target audience is unlikely to have a smart phone, does your company really need to develop an iPhone app?
Here are some tips to help you avoid getting overwhelmed with the amount of new technology, when developing your online marketing strategy:
- Always remember who your market is
- Make sure you have the resources to maintain whatever platform you are looking to develop for your company
- Take the time to evaluate what your company actually needs
- Always research new platforms to determine if they would really help your business
Overall, while the oversaturation of devices and multiple touch points can lead companies to overdevelop their online marketing, it is always a good idea to follow trends and stay current. Just make sure you are providing the right experience for the right audience, and don’t get blinded by shiny new objects!