Today, let me tell you the story of my friend Anita.

Anita is a seasoned marketing manager working for a successful e-commerce company. She prides herself on staying ahead of the curve and continuously exploring new marketing tactics.

She vividly remembers the day when her team attended a marketing conference that buzzed with excitement about the potential of augmented reality (AR). The possibilities seemed endless - virtual try-ons, interactive ads, and captivating brand experiences.

Driven by the fear of missing out (FOMO) and fueled by the potential of skyrocketing engagement rates, Anita decided to jump in with both feet.

Her team invested significant resources in developing an AR-powered shopping app, eager to capitalize on the latest trend. However, after the initial hype subsided, the results were quite underwhelming.

The engagement didn't reach the expected levels, and the app struggled to gain traction. Anita found herself wondering where they went wrong.

As modern marketers, we all must have found ourselves in similar situations. If it was AR for Anita, it could have been Virtual Reality (VR), QR Code, Web3, NFTs, and Metaverse for others.

More recently, the onslaught of Artificial Intelligence (AI) and Threads by Meta have been creating similar buzz and attracting marketers to flock in hordes and bet on it as the new big thing.

We all fall for the latest marketing buzz that soon fizzles out. But it’s also important for us to stay ahead of our competition and not miss out on new opportunities.

It’s really a catch-22 for modern marketers!

So how do we beat the hype and stay on course, amidst the mind-boggling maze called “modern marketing”?

In this week's edition, we're diving deep into this common condition that affects many marketers - the Shining New Thing Syndrome (SNTS).

We'll shed light on what this syndrome is all about, how it impacts us, and, most importantly, how we can combat it effectively.

Shining New Thing Syndrome: Friend or Foe?

Anita's experience is a familiar tale for many modern marketers who have encountered the Shining New Thing Syndrome (SNTS), often more than once.

The Shining New Thing Syndrome, or SNTS for short, is a phenomenon where marketers become irresistibly drawn to every new trend or innovation that hits the scene.

You might have heard different terminologies like Shiny Object Syndrome (SOS) and Shiny New Toy Syndrome etc. They all are talking about the same condition. Shiny Object Syndrome or SOS is the term more popularly used to refer to this. However, in my personal interactions, I keep coming across the term “Shining New Thing Syndrome” and hence I’m choosing to use this for the article.

You know what I’m talking about – that insatiable craving and the irresistible allure of the latest marketing trends, technologies, or tactics, and the subsequent rush to adopt them without thorough evaluation.

Whether it's the newest social media platform, AI-powered analytics tool, or the latest buzzworthy marketing strategy, SNTS leads us to believe that embracing these novelties is the key to staying ahead of the competition.

Driving factors for SNTS: Allure of Novelty & FOMO

We are naturally drawn to new experiences and ideas. In marketing, this allure can be potent, promising untapped opportunities and success.

While innovation is the lifeblood of our industry, getting caught in the perpetual chase for the next shiny object can lead to missed opportunities, wasted resources, and burnout.

Remember the QR code craze in the early 2010s? 

Businesses quickly embraced these pixelated squares, seeing them as the gateway to seamless mobile engagement. However, while QR codes found success in certain Asian markets, they failed to take off in the US due to issues like lack of user adoption and difficulty in scanning.

Marketers who jumped on the trend without proper research found themselves investing in a fad with limited returns.

As an industry that thrives on creativity and progress, it's no surprise that we're often captivated by fresh ideas. However, the downside of SNTS is that it can blind us to the tried-and-true methods that continue to deliver results.

In our quest for the next big thing, we might neglect the fundamentals that have been the backbone of successful marketing for years.

The Impact of SNTS on Modern Marketers

SNTS can have various effects on marketers, and being aware of them is crucial to maintaining a balanced and effective marketing strategy.

1. Distracted Focus

One of the major drawbacks of the SNTS is that it can distract marketers from their primary objectives. When marketers continually shift their attention from one trend to another, they might lose sight of their core marketing objectives.

Instead of investing the necessary time and effort into existing campaigns, they get sidetracked by the allure of novelty, leading to a decline in overall performance.

2. Analysis Paralysis

SNTS can lead to analysis paralysis, where marketers are so overwhelmed by the abundance of options that they struggle to make decisions. This can slow down progress and hinder creativity.

3. Lack of Expertise

Adopting new technologies or strategies without proper understanding and expertise can backfire. Embracing the latest trends often requires a learning curve. The rapid adoption of new technologies can lead to skill gaps within marketing teams.

If marketers spread themselves too thin, they might not have the expertise needed to implement these strategies effectively.

Without adequate expertise, implementing and maximizing the potential of these tools becomes challenging. It's essential to assess your team's capabilities and training needs before diving headfirst into uncharted waters.

4. Budget Overload

The SNTS often leads to increased spending on new tools and technologies. New marketing tools often come with a price tag. Investing in every shiny new thing that hits the market can quickly deplete your budget without delivering the expected returns.

Marketers may invest significant budgets without a clear understanding of the returns, leaving them with limited resources for well-established, high-performing channels.

Budgets are limited, and allocating resources haphazardly can lead to poor ROI and stifle potential growth opportunities.

5. Short-term Vision

The SNTS can lead to a short-term focus, favoring immediate gains over sustainable, long-term growth.

Effective marketing requires a balanced approach that considers both short-term wins and long-term strategies.

Quick Case - The Perils of Vine

Remember Vine, the short-form video platform that took the internet by storm in the early 2010s?

Brands quickly jumped on board to deliver snappy, engaging content. However, in 2016, Twitter, Vine's parent company, announced its shutdown due to monetization challenges.

Brands that heavily invested in Vine content had to start from scratch on other platforms, highlighting the risks of placing all bets on a single trend.

Navigating SNTS: A Step-by-Step Guide

Dealing with the SNTS requires a strategic and level-headed approach.

Now that we understand the perils of SNTS, let's explore easy-to-follow strategies to overcome it and make more informed decisions.

Step - 1: Define Your Goals and Objectives

Start by revisiting your marketing goals and aligning them with your overall business objectives. This clarity will serve as a compass, guiding you away from distractions and toward meaningful strategies.

• Define specific and measurable objectives for each new tool or tactic you plan to adopt

• Establish Key Performance Indicators (KPIs) to measure their impact effectively

• If a tool doesn't contribute to your goals, it might not be the right fit

Step - 2: Evaluate Alignment - Stay true to your brand

Remember your brand identity and voice.

Don't let the allure of a new trend make you forget what your brand stands for. While exploring new trends, always remain authentic to your brand identity and core values.

Consistency is key to building trust and recognition among your audience.

• Before embracing a new trend or tool, assess how well it aligns with your business goals and target audience

• Conduct a thorough analysis of how well it aligns with your brand identity and marketing objectives

• Will it genuinely enhance your marketing efforts, or is it merely a novelty with a fleeting appeal?

Think it through.

Step - 3: Assess Past Performance

• Analyze the success of your previous campaigns

• Identify which strategies consistently yield positive results and focus on optimizing and expanding them further

Step - 4: Embrace a Test-and-Learn Approach - Start Small, Test, and Scale

Rather than going all-in on every new trend, try adopting a test-and-learn approach.

• Start with a small pilot project to test the viability of new trends

• Allocate a small portion of your budget to experiment with new strategies and analyze the results before fully committing

• Test the waters, measure the results, and only gradually scale up if it proves successful and aligns with your long-term marketing objectives

Step - 5: Thorough Research

Knowledge is your most potent weapon against the SNTS.

• Gather data and conduct market research to understand the potential benefits and limitations of a new marketing tactic

• Dive deep into the features, benefits, and limitations of any new marketing tool or strategy before deciding to incorporate it into your marketing mix

Step - 6: Training and Development

• To combat the SNTS, invest in continuous learning and development for your marketing team

• Equip them with the skills needed to make informed decisions about adopting new technologies or tactics

Step - 7: Seek Expert Advice

• Keep an eye on how industry leaders are utilizing new trends

• Collaborate with marketing experts and industry peers to gain insights into the latest trends

• Learning from others' experiences can help you make informed decisions

While you should not blindly copy their strategies, observing their success stories can offer valuable insights for your own marketing endeavors.

Step - 8: Stay Informed, Not Obsessed

• Keep yourself updated with industry trends and developments, but avoid being consumed by them

• Set aside specific time for research and learning, so it doesn't encroach on your core responsibilities

Step - 9: Prioritize Innovation

Not every new trend is worth your time and investment.

• Embrace innovation but with a discerning eye

• Evaluate whether a novelty aligns with your brand and target audience before jumping on the bandwagon

Step - 10: Cultivate a Growth Mindset

• Embrace a growth mindset that encourages continuous learning and adaptation

• Be open to change, but ensure it aligns with your overall strategy

Step - 11: Be Patient

Rome wasn't built in a day, and neither is a successful marketing strategy.

Remember that sustainable growth requires perseverance and patience.

Quick Case - Influencer Marketing Done Right

In recent years, influencer marketing has risen to prominence.

Brands like Daniel Wellington and Fenty x Savage by Rihanna, which successfully collaborated with influencers, witnessed unprecedented growth.

However, the key to their success lay in carefully selecting influencers who resonated with their brand, leading to a perfect alignment between the influencer's audience and their target market.

The Shining New Thing Syndrome is a constant challenge for modern marketers.

However, armed with knowledge and a strategic approach, you can avoid its pitfalls and make well-informed decisions about incorporating new marketing trends into your arsenal.

Remember, it's not about blindly chasing the latest fads, but rather about adopting what truly aligns with your goals and your audience's needs. 

So, take a step back, evaluate, and proceed with purpose.

What topics would you want to see here?

Hit reply (if you’re reading it in email) or leave a comment (if you’re reading it on the web) and tell me what topics, brands, or case studies you would want me to analyze, and I'll add them to my list of ideas. You’ll also get a shout-out.