Internet Marketing Digital_marketing_for_dummies | Page 355

Allowing “Shiny Objects” to Distract You
This mistake, more than any other, is responsible for the demise of businesses that market
their businesses online. New channels, tools, and tactics spring up on a daily basis in this
fast-moving industry, and your best bet is to ignore them. As we mention in Chapter 1,
digital marketing is less about the “digital” and more about the “marketing.”
Instead of becoming distracted by the new, concentrate on what has always worked. Focus
on acquiring new customers with great offers and supporting those acquisition efforts with
high-quality content and a sound traffic strategy. Focus on improving your email follow-
up (Chapter 11) and the measurement (Chapter 12) and optimization of your campaigns
(Chapter 13).
Whatever you do, don’t delay. Start putting the fundamentals that you’ve learned in this
book into practice and learn as you go. The beauty of marketing in a digital environment is
that almost nothing you do is permanent. Virtually every campaign you create can be
changed with a few clicks of the mouse. Let your competition focus on the “next big thing”
while you focus on the fundamentals.