The online world evolves at such a breakneck speed it’s easy to get sidetracked by the latest shiny gadget or cutting edge technology.
Once we lived in a world where clients would phone up and say ‘We want a website’, now more often than not the call I take is ‘I saw this and I want one for our businesses’.
The key is to strive for digital balance. Remember the business requirement but add in enough innovation and excitement to keep your client and the audience enticed. By delivering a balanced media plan you will achieve a greater ROI by allocating accountability and measurement to each media chosen. By being media and technology neutral your results will be integrated and effective.
I’m not saying that you should ignore new technologies and only rely on the tried and tested, absolutely not, but don’t just adopt technology for technology’s sake.
Start with your staple ingredients of a tried and tested planning model, add in a dash of innovation, a spoonful of pioneering technology, a splash of something daring then check it against your ROI model.