The Value of Bling

Our industry is full of "bling". Bling is something that maybe looks good, sounds good but in reality it's value is for show. It is also usually something that is new and trendy. Placing your bets on Bling that will transcend trend requires a certain fortitude, experience and certainly a high level of digital savvy.

Technology driven marketing "Bling" can be seductive, fun and at times, even memorable. Sometimes a little "bling" might be worth it and can create a big bang that just might align with your marketing goals...so how do you know?

Knowing really comes down to a practical, best practice exercise in setting your objectives and realistically determing how or what type of bling might meet or advance your goals. You might for example want to make a timely splash and heighten visibility with a new technology that is yet unproven, to take advantage of the PR and buzz to position your business as a leader or risk taker - even though it may not drive revenue. That is potentially a solid application for Bling - but it still needs to align with your company's goals.

Keep in mind particularly in digital that sometimes what is Bling today may in fact emerge as a solid practice tomorrow. And then there is Bling that will always be just that...Bling. For fun, for show but most likely with very little tangible, lasting return.