The marketing industry, especially the more tech-driven corners of it, tends to pile onto new technology as soon as it launches. I’ve been guilty of it myself with failed platforms like Google+.
But the more time I spend in this business, the more I realize it hasn’t really changed much since the days of the rotary phone. Although some of the media are different, the underlying principles are the same. Copywriting books from the 50s are still very applicable to marketing today. People have the same business goals – bring in more leads, convert more of them into clients, reduce costs. We just tend to get overexcited when something new comes along, like the buzz around the launch of a new iPhone that inevitably tapers down to a dull “that’s it”? a few days later.
Let’s just stick to what’s important – the business objective – and the rest fill follow.