If Everyone Else Jumped Off a Bridge...

Remember when you were a kid and you asked your Mom if you could do something? She would initially say no and you would respond "But everyone else is doing it!" And Mom's around the world respond the same way. "If everyone else jumped off a bridge, would you do that too?"

Are you doing things today because they're the right thing to do for your audience or because everyone else is doing them? Are there people in your company constantly saying "Everyone else is doing (fill in the blank) and if we don't do it, we'll be left out!"

For example, when I wrote about Foursquare marketing here, I said:

Most marketers, if not all marketers, should use the tools that best engage their audience, whatever those tools are. They need to stop listening to the many reports out there and start listening to their guts and their customers.

All too often we're doing things just because they're popular. But everyone's there you hear people say. You know, there's a lot of people visiting funeral homes, but that doesn't mean they're a good place to advertise.

For 2011, how about resolving to what's right, not what's popular. It's harder to do the right thing then it is to do the popular thing, but in the end, the right thing will get you further. Of course, what's right may also be what's popular, but prove it's the right thing first. Make sure it creates a compelling, authentic and relevant brand experience for your audience.

You Need to Captivate, Not Capture, Your Audience.

MediaPost Publications Agencies: Demand For Digital Media Services Wanes For First Time, Mobile Fails To Live Up To Hype 01/19/2011.