Two roads diverged in a wood, and I took the one less travelled by, and that has made all the difference – Robert Frost
Many of us are digital enthusiasts and have immense knowledge of the wonderful, dynamic and ever changing digital marketing. Yet many of us struggle to understand this new medium. The reasons are many. Some are as simple as technological advances at neck breaking speed or as complicated as understanding human psychology behind why we take so much time to utilise new technologies even when we have them in front of us in a platter.
Apart from reasons, equally important is to find a solution to the challenge of adopting new technologies for the benefit of mankind and in our context, for the benefit of the marketers. One possible approach is to act like entrepreneurs when it comes to marketing campaigns.
Related Article: The Problem With Tech Marketing: Action-First Versus Strategy-First
From Digital Marketers To Entrepreneurs
At first, this might sound risky but as the thought will settle down, you will find it highly rewarding as well. It’s exactly how successful entrepreneurs have carved their path to success in the past. Manage regular business to keep the cash flowing but simultaneously focus on developing innovative and cutting edge products which will bring in future growth.
Similarly, digital marketers also need to put aside a certain percentage of their budget for experimental campaigns, even if such efforts don’t fetch immediate results.
But this isn’t usually as simple as it sounds. It takes a brilliant idea, thorough & good planning, multiple iterations. Obviously this entire process is time consuming & frustrating. The key lies in persistence and consistent effort to try something new, to set new benchmarks for your own standards and in the process set new benchmarks for the industry as well.
Even if you get it wrong 99 times but get it right the hundredth time, the effort will be worth it.
[This post by Abhishek Singh first appeared on Digital Bananas and has been reproduced with permission.]