The world's worst digital marketing advice - iMediaConnection.com
I don't mean to pick on Foursquare here (OK, maybe a little), but since I think it's one of the shiniest objects out there with a ton of proverbial seagulls circling, I'm using it as an example. Of course, you can insert any of the "hot" sites or platforms here. If it's mentioned more than 10,000 times a day on Twitter by anyone or 1,000 times by people on Twitter who self-identify themselves as "social media gurus," then it fits in this category.
Getting your brand onto/into the latest platform is a losing strategy for almost every brand and company out there. But, you say, "Best Buy has been experimenting on [insert your favorite here]." Yes, but you're not Best Buy. If it wants to experiment here, then let it. Most likely, you need to focus on the fundamentals first. For example, before dumping money into a completely unproven platform, how about getting your search optimization right? Do you think more potential customers will find and buy your products based on them being on Foursquare or the first listing on Google for an important keyword? Maybe you should invest in creating some content that people care about and that compels them to not only share it, but also to buy whatever you're selling. When you have that figured out, along with all of the other digital marketing fundamentals, then consider spending on the "latest and greatest." You won't miss anything and probably will save yourself some money.
This is an occasion to be a fast follower. To bring back the seagull analogy, don't be one of the first few that swoop in on a newly discarded gum wrapper. Be one of the brighter ones that learned from those who came before it.
Avoid these bits of digital marketing advice and anyone who offers it up, and you'll find yourself doing the right things, the right way, for your brands instead of following the herd -- er -- flock.
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