the episode

It seems like every day there is some new tool or trend. So how do you decide which  new technology, software tools and digital trends deserve attention and resources and which don’t?  Over the years, I have developed a simply strategy to figure out which new technology and tools are right for me.

Explore

The first part of the strategy is staying ahead of the curve by reading, reading, reading. There’s no single expert in the field so I have several websites I check on a regular basis.

Evaluate

When I find new software tools which pique my curiosity, I switch over to evaluation mode.  I dive in and start  reading product reviews and searching for discussions on Twitter and LinkedIn. Then I kick the tires for myself to see if the product works the way they say it will. Next I evaluate  how this addition fits with the rest of my marketing program.  This is where many exciting ideas get sidelined because even if a tool looks great, if it doesn’t fit with everything else you’re doing, it’s not a great fit for you.

Embrace

And finally I embrace the tools I think are a great fit. This means making a decision to go big and commit the resources needed to make it successful. If you are not willing to do that, just don’t play with the tool.

about the marketing minute

Each week, host Lorraine Ball shares just a few words on a marketing topic. She boils down creative ideas, practical tips, and decades of real-world experience into a mini podcast which is always less than two minutes.

Look for these mini bits of marketing inspiration every Sunday.  Then come back and enjoy the longer interviews every Thursday.

Look for the mini podcasts and full episodes on iTunes, Spotify, Google Podcast  and wherever you listen  to podcasts.