Do you suffer from shiny object syndrome?
As marketers, we love new tools and services.
If sometimes sounds interesting, it’s like catnip.
In time, however, our marketing toolbox is overflowing.
This causes two things to happen.
1. Many of our tools are never used. They collect digital dust.
2. The core tools are never fully leveraged because we’re distracted by new tools.
So, why are marketers tempted so easily? Michelle Tresemer says it comes down to fear of missing out.
No one wants to miss out on a tool that cool kids are using. No marketer wants to be late to the party. Clubhouse, anyone?
Well, that’s not a smart way to operate.
Michelle says marketers need to look at the jobs to be done (JTBD) and the tools to make it happen. As important, they look to look at data to understand what tools deliver the best results.
This accomplishes three things:
1. It highlights the best and most valuable tools
2. It creates a buffer to filter to apply against new tools.
3. It avoids marketing bloat.
How disciplined are you when it comes to your toolbox? How do you assess whether a new tool should be embraced?