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Is He Who Hesitates Lost…Or Really, Really Smart?

Is He Who Hesitates Lost…Or Really, Really Smart?

A recent Adweek headline announced that brands hesitated with social media marketing and that now they’re doing the same thing with influencers. The implication is clear – companies that held back from adopting the latest, greatest marketing technology missed out on some of the benefits that come from being among the first to use to use them.

[Tweet “[A little hesitation] can be a strategic choice that helps your business grow.”]

What are these advantages? In some industries, it’s particularly important for a brand to be seen as cutting edge, or at least ahead of the curve. In other instances, building client relationships is such an exclusive and time-intensive process that you don’t want to waste a minute – any hesitation creates an opportunity for a competitor to slide into the space you’ve left vacant.

But is the hesitancy unwarranted? Even Adweek admits it’s not. Social media networks have taken time to establish and prove their value. Facebook, the most dominant player in the game, has hardly been free from problems. Some social media platforms launched to great acclaim and proved to be non-starters. Other platforms have had a hard time demonstrating their value to the business community. If you’d devoted your time, energy and resources to getting set up on these networks, you’d be no further ahead now than if you’d not bothered at all.

It’s not an unreasonable expectation that the influencer market will take a similarly long time to prove its value. In the earliest days of influencer marketing, the costs spiraled quickly beyond the reach of what the typical smaller brand could afford. There was no clear relationship between the price an influencer charged and their impact on a brand’s visibility and reputation – and in a few high profile cases, influencers caused their sponsors far more bad publicity than good.

It’s not a bad idea to give new technology an opportunity to establish itself before deciding you’re going to use it to promote your business. There are economic reasons for this as well. Being an early adopter can be more expensive; the costs associated with adopting a new technology go down as more people use it. Digital marketing doesn’t have to be an all or nothing approach, as we discussed in this article on the benefits of launching your website in stages. Choose the tools that you’re comfortable using, that have proven value and staying power, that help you accomplish your goals – when you’re ready to use them. A little hesitation that allows you to focus on what you’re doing that’s working, and research your options fully before implementing them, can be a strategic choice that helps your business grow.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office